Planning of cinematography

Cinematography is essential within a music video as it relates conveys various emotions to the target audience in a manor that a standard camera shot is not able to, so different shots and angles are essential in the making of a music video. Camera angles positioning and movement   can display a variety of different locations which express the image of the artist and therefore targeting the artist for a specific audience which makes the use of cinematography effective in marketing and the artist more successful.

A panning shot of the London skyline from the Gherkin building was the first camera shot we as a group decided to use within our music video.The reason for the use of this shot is to show the target audience the setting in which the artist both works and lives in, it also further adds to his high status as living or working within central London is deemed to be something of which higher class people usually do or simply shows that he has a high job position. This panning shot will be seen by the target audience within the first quarter of the music video as an individual shot and possibly behind the artist in previous shots where the artist is looking uneasy due to is hard decision on whether to go out to a club and enjoy himself or see his girlfriend.The shot we are using can be seen as conventional as during our research we watched many other similar music videos which always contained a shot of the setting in order to show the audience where the video was set or alternatively it may sometimes show them the artist is in fact quite wealthy if the setting shot is of something quite extraordinary such as the London skyline.As previously mentioned it makes our artist seem very well respected and respect full due to the whereabouts of his office and environment. The camera shot relates to the lyrics as it shows that the audience is more likely to go out into London and forget about his girlfriend, although this may not be evident yet in the music video this shot sublimely tells the audience that this is choice that he is more likely to make.

The second camera shot that we have decided to use is an over the shoulder which again shows in the first quarter of the music video, this shot will show the artist phone with some sort of message from his girlfriend.The reason for the use of this particular shot is to add to the narrative, in fact is a quite a key element of the narrative as it explain a lot of the artists actions throughout the video.The message that will be shown will make the artist contemplate whether he wants to get rid of his girlfriend due to the reoccurring annoying tendencies and go out with his friends to party in London or stay with his girlfriend. The use of the phone can be considered conventional as in our research of Shift K3Y's we see that he uses mobile phones in his other musical videos, this can then relate further to the target audience as teenagers and adults use phones in their everyday lives which allows them to build A greater relationship with the artists troubles. This camera shot represent our artist as previously mentioned more relatable to the target audience as they may have experienced something similar within their own lives. This camera shots matches at the lyrics to our chosen song as within the lyrics the artists is also unsure whether he is good enough for the girl as he may not have the qualities she wants.

Further along in the video specifically more towards the middle of the video there's a close up that shows the iconography in a club. The iconography could consist of drinks such as shots or cocktails, it may even show the DJ within the club setting. The reason for using the shot is to show the target audience the party environment in which the artist is in, it can also be used to show the audience again that the artist seems to be enjoying himself and that he may or may not have made the right decision to go out and party in London. Shots such as this would be considered highly conventional to the dance genre due to the party atmosphere and drinks that are shown in this particular shot, seeing the artist enjoy himself is also considered to be conventional as the artist always wants to convey elated emotions to the audience. This camera shot as previously mentioned represents our artists as being lively and out going which is A traits that the target audience may aspire to have or perhaps be in the same situation. This camera shot represents the start of the music genre as it shows the artists to have an exciting and carefree life style which is often the case of artists within the dance genre.


In order to further link in with the narrative of the video, shots will also be used to show him moving on with other women as he thinks about leaving his girlfriend. This may be conveyed through the use of a shadow focus shot, showing the artist in focus in the background looking towards a female character. This is evidently used to develop the narrative and show the artist as trying to move on with his own vibrant lifestyle. It is also seen as being conventional to the dance genre. This is due to the fact that it shows the artist as enjoying the freedom of his new found party lifestyle as he pursues various other girls. It may be seen as relatable for the male audience as they aspire to be like him. The shot itself presents the artist as being good with women, confident and flamboyant within the party atmosphere; this is all done in order to develop the presentation of which the younger target audience can aspire towards. 

The last shot that we've included in our plan is A long shot showing the artist kissing his girlfriend after one of their dates, the shot will be seen with the flashback period of the music video as the artist decides whether to leave his girlfriend or not. We have selected this shots as it shows that intimacy that the artist has with his girlfriend which he may possibly miss if he chooses to leave her, this then leaves him with the difficult decision as to stay with his girlfriend or lead a more fun and vibrant lifestyle. At this point the target audience should hopefully have created a large enough relationship with the artist. The start of shot is not necessarily consider the conventional however when researching Shift K3Y are the music videos we found that there was always an element of love or some sort of relationship with another girl which does not make this shot conventional to the dance training on however it does make conventional to Shift K3Y. This me appeal more to the female target audience as the element of love is something that they often enjoy more in comparison to the male target audience. This then again further relates to the narrative of the music video as he is still having to make the decision of whether to stay with her or leave her and lead and far more vibrant lifestyle however his choice may differ after the flashbacks which is something the target audience may want.