1. Research into CompetitorsTo gain a greater understanding of what audiences I need to research into other existing musicvideos of a similar genre. This will allow me to see any similarities between them that may help mymusic video become more successful.To begin with, I am going to look at how other Paolo Nutini songs to see how they have tackled thestyle and genre of his music.Throughout his videos, particularly in Jenny Dont be Hasty, there are lots of cuts between thestoryline of the video and the band playing the song. This technique works really well to help thevideo progress without lots of long uninteresting shots. Whereas the video for his song Rewind hasonly one camera angle, a technique that doesnt follow the codes and conventions of most popularmusic videos. The only movement the camera uses is a pan and a zoom, as a whole the video isfilmed in a very simplistic style. However, although this works well with this song, it will be a hardtechnique to carry out successfully and keep the audience interested throughout.http://www.youtube.com/watch?v=v1eEC4foVtI&list=PL4A6D5615C3E18FA4&index=25 PaoloNutini Rewindhttp://www.youtube.com/watch?v=fBBKZ3i-_9I&list=PL4A6D5615C3E18FA4 Paolo Nutini JennyDont be HastyThe cutting between storyline and band playing is a technique used by lots of comparable artists andis one I definitely will use in my video. Other artists that use these techniques include Ben Howard,Jake Bugg and James Morrison.Ben Howard is new artist that creates similar music to PaoloNutini, his songs and music videos have become very popularvery quickly with the British public. One of his most popularvideos is for his song Old Pine. This video concentrates onbeautiful coastal scenery by using lots of long shots of thesea/forests/rock formations, time lapses of weather andpanning of various locations. Using these techniques in thesun as well as using a sepia tint on the camera creates a freshand natural feel to the video, something that I would like to

2. incorporate into my video. However, my video will be set in atown/city rather than the coast, so the long panning shots wontbe as frequent as this video.http://www.youtube.com/watch?v=x8ccDb6n5Wg Ben Howard Old PineMaterialsItem Date(s) NeededCamera, Tri-pod 20/05/2013 25/05/2013Adobe Premier Pro 27/05/2013 31/105/2013Guitars, Bongos, Maracas 20/05/2013 25/05/2013Shoe Boxes 20/05/2013 25/05/2013Shoes x4 pairs 20/05/2013 25/05/2013Hoodies, Ripped Jeans, Festival T-Shirts 20/05/2013 25/05/2013SkillsThere are lots of different skills that will need to be carried out within the creating stages of thisproduction. Usually there would be a crew of people to film and make a music video, however, Ill becreating this video by myself and will need to tackle all the tasks individually. The only other peopleinvolved with the production will be the actors. The first and main skill involved with the video willbe using the camera. This will involve understanding movements, angles and positioning for everyshot in the production. I need to make sure that there wont be any unwanted external sounds inthe background of my footage, for example cars, trains, wind etc. To avoid this you can useequipment such as windshields, but as my production will be created on a low budget I will have tofind alternate ways to exterminate this problem. When choosing the locations I will need to take intoconsideration how close things such as roads and train stations are. Then identify how busy they areand if therell be enough regular quietness to film. After all the filming is complete, I will need toedit and manipulate the footage so that it all fits together in a professional manner.Production ManagementCodes & ConstraintsBefore creating the music video I will need to gain permission from the songs record label. In thiscase, I will need to contact Atlantic Records to make sure there are no legal issues with myproduction. Here is the letter I would send to the record company: 3. The Henley College,Deanfield Avenue,Henley-on-Thames,Oxon RG9 1UHAtlantic Records,1290 Avenue of the Americas,New York,NY 10104,United StatesTo whom this may concern,I am making a music video for a college project and would like to be given permission to use thesong: New Shoes by Paolo Nutini. My idea for the video is to follow the life of a student and explorethe perceived importance of self image amongst teenagers. This will be achieved by lots of shots ofstylish and fashionable clothing worn by students and teenagers. Paolo Nutini will be replicated byone of the actors by playing the guitar and lip syncing the lyrics. After the production is created, theartist and label will be referenced under the video.Thank you for your consideration.Freddie GoringSending this letter (if accepted) will avoid any copyright issues regarding the use of the song.