Television Ident Prep Work

Task 1


Channel branding and identity: A channel's identity or brand is the way in which a channel is perceived by consumers. A brand is a recognisable idea or image of a specific product or service that consumers can connect with. This is often done by identifying the name, logo, slogan, or design of the channel who owns the idea or image. The identity and brand of a channel is often made up of characteristics that define that particular channel. For example, if the identity of a channel is comedic and humorous, the branding for said channel might use a bright colour scheme and a funny slogan. This is because brighter colours tend to represent joy and laughter. Comedy is something that brings joy to people. Successful branding can tell consumers the genre of the channel. As i explained before, branding and identity are made from the characteristics of the content shown on a particular channel. This makes it easier for consumers to know the genre of the channel. The components of a brand (name, logo, tone, slogan, design) are created by a company to reflect the value the company is trying to bring to the market and to appeal to its customers/consumers. In a way, Branding and identity is all about visual communication. The way in which a channel communicates with its audience. This is why, establishing a strong visual identity that connects with consumers is crucial to success. A channel without  a unique brand and visual identity is less likely to gain a wider audience share. 

Brand Loyalty: Brand Loyalty is the unspoken promise that, a consumer will continue to buy or use a particular product or service. It can be said that "brand loyalty" is a trend or pattern in which a consumer will become committed to a particular brand or service and make repeat purchases from the same brand or service over time. Brand loyalty for television branding is very important. The general aim of a television channel is to build a bigger audience, this means increasing a channel's audience share. If a channel has a wider audience,it means that it is more likely to attract "loyal" consumers. Loyal consumers, lead to increases in audience share, which in turn leads to more revenue. It is for this reason that brand loyalty is so important. 

Segmentation: This is the process of breaking down or dividing the areas of marketing into parts,for a particular company. There are a number of reasons why segmentation is used, especially for Television companies and services. One of the main reasons segmentation is used is to find a "desirable" audience. No matter how popular a TV channel may be, It is still very difficult to provide content that targets everyone. This is because of time, cost and effort restrictions. In order to be successful,a Television channel needs to have a 'desirable' segment or audience. This is a mass of people who can be identified and targeted with reasonable effort, cost and time.

Re-branding a channel:  Re-branding is the process of changing the image of a company or TV channel. Essentially, Rebranding is the creation of a new look and feel for an established product or service. a complete overhaul of the corporate image. The usual aim of rebranding a TV channel is to influence a consumer's perception about the channel's content.This is done by rejuvenating the brand and making it seem more modern and relevant to the consumer's needs.



Task 2


ident 1: (Funimation Entertainment)

This is the 2012 ident for the Funimation Entertainment Channel. The ident uses both 2D parallax animation and CGI animation. Funimation is known for broadcasting English dubbed and subbed anime shows.They also broadcast live action Japanese shows and Western cartoons. The content that Funimation provides is mostly anime related and is aimed at teens and young adults. This is reflected in the ident, as you can see animated speech bubbles and various Anime iconography and conventions.This ident reinforces the brand and identity of Funimation, which is about having fun and immersing yourself in fictional world. The fact that the ident starts off with the logo in space, further solidifies this point.The ident includes the logo of the TV channel,it also includes the slogan "You should be watching". The background music creates a Sci-fi feeling. This further reinforces the notion that  Funimation wants the audience to "immerse" themselves in a fictional world of anime.

Ident 2: (Channel 4)

This is the ident for channel 4. The channel’s new idents demonstrate an innovative new take on the Channel 4 logo. 4 Creative collaborated with Academy Films (opens in a new window) who produced this part of the project. Director Jonathan Glazer (opens in a new window) (Under the Skin, Guinness ‘Surfer’, Sony ‘Paint’) took the original brief and crafted a story, writing and directing the set of films; a four-part narrative that is to be continued. Globally renowned graphic designer Neville Brody (opens in a new window) (The Times London, Yamaha, Christian Dior, Samsung, Converse, GAP, Nike, Royal College of Art) was commissioned to cut two exclusive new typefaces for Channel 4 named Horseferry (for display) and Chadwick (for information). These can be seen as part of the channel’s refreshed on-screen graphics (e.g. end of programme credit panels, branded stings, menu information graphics and programme title cards) as well as its bold new off-air/poster art direction.

The new on screen identity for Channel 4 will be visible across programme brands that currently incorporate the channel’s branding including Channel 4 Racing and Channel 4 News – for which a brand new title sequence launches on Wednesday 30th September.Mica Levi, and The Shapes, (Under the Skin) composed the music to the idents. She is currently an Artist in Residence at London's Southbank Centre.

At the same time as refreshing the identity of the main linear channel, Channel 4 is introducing an updated corporate brand to reflect the whole network of channels and services it delivers. This brand identity uses the new multi-coloured 4 logo reflecting all the channel brands which was first introduced to launch All 4. This will now be used on all corporate and network branding. The name of the corporation will remain Channel 4 Television Corporation.

James Walker, Head of Marketing, Channel 4 said: “Channel 4’s main channel identity has been running for ten years and has been hugely successful. This ground breaking brand refresh pushes it forward once more, reflecting our public service remit to be diverse, challenging and innovative.”Chris Bovill and John Allison, Heads of 4 Creative said: “Most TV branding these days is like watching wallpaper. It’s pleasant but gets boring very quickly.

However, Channel 4 is much more than just a big shiny number and some nice vibes.

We didn’t want to tell people what channel they’re watching. We wanted to tell them why they’re watching it the first place. They watch because Channel 4 stands for something important. We wanted the new branding to reflect this.

Ident 3: (Film 4) 

This is an ident for Film 4; the channel produces contents aimed at teens,young adults and adults .The channel mainly broadcasts films. Film 4 uses a suite of idents. A suite of idents are idents that all have a similar theme that links them together. Having a single theme helps to maintain/brand identity, which is useful because it's less complex than having a lot of themes. In the case of film 4, each ident includes the logo and reflects the genre of the film that the viewer is about to watch. This is done by using a typical location and prop that a particular genre would use. For example, the location used in the ident above, is a location that one would typically see in a thriller/spy movie. Not only does this ident reflect the genre of film, it also reflects the content and theme of the actual channel.The ident is moving as if it is a strip of celluloid film. Celluloid film is widely recognised as a symbol or iconography for the film industry. Therefore, having a ident move in such a way, only reinforces the idea that this channel is about films.

This tells the viewer who is watching this channel, that he/she is about to watch a thriller film. each ident there is a multi-coloured robot, all the robots are dancing to energetic music or doing active things like kicking a beach ball. It basically sums up what teenagers enjoy doing, having a good time with friends. All of the robots in the ident are interacting with the T4 logo. The personality of each robot is enhanced through the costume design, choreography and how they act towards the new 3D logo. The overall framing of this ident is very well composed and established. There’s a lot of movement included in this ident both from the animated robots and the logo itself. Each ident background is very pale and basic but this helps to draw the eye towards the action within the ident. This ident last for 34 seconds at an upbeat, snappy pace which contrasts very well with the fast movement from each dancing robot. This ident is well suited for young adults (16-25 year olds) because of the vibrant vibe throughout.The fluffy clouds that frame the edge of the shot makes it feel as if you’re falling into a dream. This ident is a really fantastic way of enforcing the company title. For a start the saying "you've got your head in the clouds" is said when you completely zone out and start to day dream. I think by putting the clouds on here that's the effect they are going for. The crescent moon with the boy sat on the edge fishing clearly displays a dream sequence and that you can do anything you want to in your dreams. 

Ident 4: (Sky Sports Christmas ident)

Ident 5: (E4  ident)

This is an ident for E4; the channel produces contents aimed at young adults. It broadcasts show information, celebrity gossip, shopping and a text message service. In each ident there is a purple flood. all the robots are dancing to energetic music or doing active things like kicking a beach ball. It basically sums up what teenagers enjoy doing, having a good time with friends. All of the robots in the ident are interacting with the E4 logo. The personality of each robot is enhanced through the costume design, choreography and how they act towards the new 3D logo. The overall framing of this ident is very well composed and established. There’s a lot of movement included in this ident both from the animated robots and the logo itself. Each ident background is very pale and basic but this helps to draw the eye towards the action within the ident. This ident last for 34 seconds at an upbeat, snappy pace which contrasts very well with the fast movement from each dancing robot. This ident is well suited for young adults (16-25 year olds) because of the vibrant vibe throughout.






Ident 6: (BBC One ident)

This BBC one ident is aired throughout the year but being aired in winter interacts with the audience by getting them excited for the approaching summer season.The stop motion animation naturally appeals to a younger audience. The colour of the logo creates brand loyalty. This is because the colour of it is shown throughout the ident and establishes the channel and its themes. In addition to this, the logo is incorporated various times throughout the ident in different forms, but ultimately, even when the logo is made out of popcorn in conjunction with the theme of summer and the beach and enjoyment, there is still the presence of the colour purple in the background, which means it doesn’t lose its identity and audiences can still distinguish the channel. Although the content of the ident may seem randomly compiled, in actual fact, it is not. Each of the subjects represent BBC in the way that it broadcasts a wide range of programmes but is most well known for entertainment. This is conveyed when one of the teddies in the slow-moving boat sailing in the sand is pulled into the sand from the fishing rod. This is entertaining, which suggests that the ident is entertainment led. The ident begins with 3 beach huts with primary-coloured doors. 

This suggests that the channels content can be classed into 3 sections i.e. subcategories of entertainment such as: Comedy, Drama and Documentaries. Within this ident, it could be interpreted that the busy content attempts to make the audience aware of the channel content, thus encouraging brand loyalty by making this activity and excitement familiar with the audience and finally influencing the audience’s purchasing power. Typically, the use of particular objects or colours result in an association with the meaning of them or what they are intending to represent. The audio in the background is catchy and sets a light-hearted and fun tone, causing the audience to be more interested in the channel. 

The ident is 21 seconds in duration an the density of information is quite heavy but being conveyed in visuals, it doesn’t actually feel that way. Being less than 30 seconds long, it works well to keep the younger target audience interested for just about the right amount of time and conveys the information in an entertaining form. If the objects are representative of the variety of programmes on BBC that are all entertainment related (as if the beach is the metaphor for the entertainment and the fact that all the objects are all in this one location on the beach) then the information is portrayed concisely, albeit with a busy screen, in an appealing way.


















Task 3

Task 4

Idents

An Ident is a short motion graphic animation sequence that is used by Television and Television streaming channels to brand and identify themselves. Idents often help to create visual communication between the channel/company and the consumer. For example, Idents visually help viewers to identity the channel they are currently watching. This done by including visual representations of the content in which the channel provides. Some television channel do this by combining both camera footage and animation. 
Television idents are created, firstly, with the purpose of giving the channel an identity in order for the specific channel to stand out from all others, in the hope of attracting more viewers. This is linked to the importance and purpose of branding through the use of television idents. Idents are designed in a specific way that represents the specific television channel. This is because the short, creative idents are designed to incorporate everything thing that the television channel embodies and what it wants to portrays itself as to the audience. The ident is designed with specific colours, objects, etc. in mind that ultimately represent the channel’s identity, and also suggest to the audience the kind of programmes they can find on this television channel.

Another purpose of television idents is for marketing purposes. By creating an ident, a television channel can than place these at the starts and ends of television programmes, as well as during the advert breaks. This is a marketing technique that can be used by television channels, firstly, to help remind the viewer about what channel they are watching, but to also advertise the identity and branding of the channel to their current audience. This is because the branding and identity, represented through their ident, may appeal to the viwer, and this will therefore result in the viewer most likely returning to the channel to watch other programmes because they like the identity of the channel, and will most likely like the types of programmes they air too. Also, television idents can be especially useful when the channel is siring a very popular programme, and the ident will ultimately make the audience realise what channel they are watching, because it is possible that many may have just turned onto this channel to watch the specific programme, and this give the television channel a great window of opportunity to advertise and market their channel to a large, and most likely diverse, current audience. This would all hopefully mean that more people become familiar with the channel and its’ branding, and are therefore more likely to watch the specific television channel more frequently.



Television idents are also created for the purpose of packaging and repackaging the channel. For example: if there is a change in the branding, identity or even the types of programmes a specific television channel shows, idents can be used to symbolise a change in such things to the audience because idents can be reasonably quickly made to represent the new identity, branding and new programmes that a television channel my now be showing. Television idents therefore have an important role in packing or repackaging a channel and what they represent, by simply changing or altering the channel’s idents.  Television idents are also used for packaging and repackaging the channel depending on the time of the year. A television channel may have one main ident, but they will then repackage this and create an ident similar to the original ident but just slightly different so that it suits a certain time of theme. For example: an television channel may want to create a specific christmas ident that is shown on their channel over the christmas period and between christmas television programmes. The graphic designers who create the ident will then take the main original ident and repackage it a little so that it incorporates some christmas themes. Therefore, the audience will still be able to identify what channel they are watching it because it has some of the same elements of the original ident, but then they will also be able to tell that its christmas and that this channel probably has a christmas themed schedule with christmas themed television programmes due to the additional christmas elements that have been added in order to repackage the ident.

Music video (with effects)

Music video

Permissons (eunice)

Application to Film - City of London Film Office

This e mail does not constitute a licence or permission to film.

Your application has been submitted. The relevant film office will contact you in due course. Please do not reply to this e mail – If you need to get in touch please e mail or call the relevant film office directly.

Production Company:	Christ The King St Mary's
Title of Production:	WMT
Reference Number:	CL46050

Location: St Dunstan's Hill Shoot description: A Music Video for our Level 3 BTEC Extended Diploma Coursework. Shoot times: 03/12/16 10:00 10/12/16 16:00 Emergency contact Ugonna - 07402341320 Shoot type Hand held camera only Police Consent Required: No Special equipment No Traffic restrictions No Special requests No

Feedback

Task 1

 - add more music videos as examples And screenshots 
 -add more detail for each heading, make key words and terminology bold
 - Correct grammar mistakes and use more vocab 

Task 2 
 - add more detail to hip hop and rock genre 
-talk about the link between lyrics and visuals 
- For high D, Explain how meaning is created within each genre 


Task 3
 - compare summer music video with professional music videos
 - include why beat editing is important 
 - use more terminology
- be specific about the use of beat editing, explain how most music videos are dependent on this technique 

 Task 4 - add more about effects and visuals 
           - For higher D, draw comparison and Incorporate Goodwin's theory (Visuals and music) 

- Check spelling and grammar

Crew Roles (Eunice)

Ese - Assistant Director & Editor

Eunice - Producer

Jordan - Director of Photography 

 Kenny - Executive Producer

Ugo - Director

Music video Storyboad (Kenny)

Production crew LinkedIn profiles (Assistant Director & Producer)

Linked In Profiles

Ese

Eunice

Jordan

 Kenny

Shot list (DOP and Assistant Director)

Shot list 2 from Ese Omamogho

Treatment (Group)

Individual contribution to the 500 word Treatment for each member

(i) How it will create or develop Image for the artist (descriptive words

that link your idea to how it is creating a personality for the artist - sexy, rebellious, vulnerable, creative, underdog, criminal etc.)

The music video will create or develop the image for the artist, Ugø as a rebellious individual who likes to break the rules, as he is the cause for everyone in the meeting room going wild. As this music video will create a personality for the artist, which will be, dominant and powerful because of how he is portrayed in the music video.

(ii) How it visually interprets the track both music & lyrics

The track will be interpreted by the lyrics for example, we will have a hidden meaning or prop placed in the video and it will create mystery for the audience. To associate with the lyrics for example the lyrics that are "welcome to the parish you are here for a christening" will tie in to the location because we're filming in an abandoned place.
Also regarding track when there is reverb used within the chorus we will apply effects such as earthquake and slow motion.

(iii) How it is on Trend for the Genre (with reference to competitors)

This music video that is in the process of being created is on trend because artists in hip-hop videos are bragging about themselves and their status in hip hop world and they reflect themselves as dominant characters showing power, importance, and a hyper real image in order to sell to audiences. it also reflects on the image of the artist explain to audiences in which how he wants himself to be seen as through his track it expresses he wants to be important and that he wants to show his potential.

(iv) How and where it will be filmed over how many days (ie how will the shoot be split into sections etc)

The music video is going to be filmed in 3 different locations. The locations that we are going to shoot the video at are St Dunstan's Cathedral, Thamesmead, Southmere Lake and Erith. We have specifically chosen to shoot the music video in St Dunstan's Cathedral for Narrative and Aesthetic purposes. The Cathedral serves as a place of importance for the artist in the music video. He goes to the Cathedral for self-reflection and to seek answers to unspoken questions. The shoot for the music video will be spread over a week.

Treatment

How and where it will be filmed over how many days (ie how will the shoot be split into sections etc)

Tt

The music video is going to be filmed in 3 different locations. The locations that we are going to shoot the video at are St Dunstan's Cathedral, Thamesmead, Southmere Lake and Erith. We have specifically choosen to shoot the music video in St Dunstan's Cathedral for Narrative and Aesthetic purposes. The Cathedral serves as a place of importance for the artist in the music video. He goes to the Cathedral for self-reflection and to seek answers to unspoken questions. The shoot for the music video will be spread over a week. 

tTT

Chroma key and effects Guide Assessment (3C-3)

How to use Chroma key and Effects

Chroma key and Green screen

what is chroma key? and how to use it in music videos

Chroma key is a video technique that is used with green screen and blue screen technology. It works by placing the subject of a video onto another background. This is done by placing a subject in front of a green screen and recording them. In the editing process, a Chroma "Keying" or "Keyer" effect is then placed on the video. A Chroma Keying is the process of removing a specific colour component  (chroma) from the video footage and replacing it (key) with a different element/component. This is the way, in which video producers and editors remove one background and replace it with another. In a way, Chroma key and green screen technology works in the same way in which colour graphic editors work.

 Unlike other bright colours, neither Blue or Green are found within any skin tone colour, this is very important. To create a effective Chroma Keying effect, The colour and tone of the subject has to be separated  from the background that is going to be replaced and keyed. This means that the two colours cannot mix. Both blue and green do not blend with any skin tone,Therefore, there is no chance of the background mixing with the skin tone of the subject. However, If the two colours did mix, the subject's skin would be partly covered by the keyed background, as the video editing software would not be able to distinguish clearly between what to keep and what to remove.

 Another way of creating a effective chroma key effect is lighting. Powerful lights are needed to increase the intensity of the backdrop (green screen)  to give a strong consistent colour to work with. Those lights however can make the subject look very dark in comparison to the background, so soft lighting that is aimed towards the subject is needed to deal with this. More lights are then needed to soften the hard edges or hotspots created by the other lighting. Hotspots are shadows that are created by lights that intersect each other. If the subject of the video and the green screen is lit correctly, it will result in a successful chroma key effect. It is more effective to use Green screen,rather than Blue screen to create a Chroma key effect. This is because green screen is less likely to blend in with the foreground.

When shooting footage for chroma keying for music video production, it is important that the artist is in the center and at a equal distance from the camera and the green screen. This allows for less hotspots to show on the green screen. As mentioned before, it is also important to light both the artist and the green screen correctly. This is done by using external lights with soft filters. The filters help lessen the power and intensity of the lights. 

Too much light can create hotspots, which could become problematic when applying the chroma key. 3 lights should be used to light both the artist and the green screen. One light should be placed in front of the artist, the other two should be placed on the left and the right of the artist and green screen. Proper lighting is crucial when it comes to applying chroma key filters. It is important to make sure that the artist does not move away from the green screen.This could ruin the entire shoot. Once the lighting and the positioning of the artist is done, the performance can be filmed. It is useful for the artist to memorize the lyrics of the songs, so that it is easier to lip sync. Once the performance has been recorded, it can be imported into video editing software (Final cut pro, premiere pro) 

Before the footage is imported, a new event and project should.be created. Once this is done, the footage can be edited. Chroma key and effects can be added onto the video by clicking on the "effects" icon in the bottom right corner. To add the chroma key, click on "keying" and select "keyer". This is the default, chroma key. Drag the "keyer" effect onto the recorded footage. The keyer effect should have automatically gotten rid of the green screen in the background and replaced it with a black background. Now that the green colour has been removed from the video, you can now add pictures and videos into the background of the recorded footage of the artist. The background images or videos need to be placed at the bottom of the main video  (green screen footage) on the project timeline. This will trigger the chroma key/keyer effect. Effects such as  blurs and RBG splits can be added to both the background video and the main footage. This can make the music video look realistic and professional. 

Chroma keying and effects in music videos

Chroma key is used in a lot of music videos. There are various reasons why music videos continue to use the chroma key effect. One reason the effect is used in music videos is to create hyperealism. Music Artists often use the effect to create a hypereal in-concert experience. This is done to get fans to go to the actual live concert. As mentioned before, a lot of music videos utilize chroma key effects. Music videos also tend to use visual effects as well. Using Effects is a effective way of creating a visual representation of a song for a music video.  Using Visual effects is a impactful way of letting the artist express their song's meaning. It allows the artist to express their creativity. Generally, effects make music videos look creative and aesthetically pleasing. In some music videos, Both Chroma key and visual effects are combined and used to create hyperreality and to reinforce or create a star image for the artist. For example, a music video may use chroma key to transport the artist to a different location. An effect might also be added to create a weather change or make the artist look superior by making he/she stand out more. Chroma key can also be used to represent emotions,mood and put focus on the artist, particularly in performance music videos. For example, the song of the music video might portray the artist as being isolated or lonely, which would suggest that the chroma key background would be a location that displays this.


The music videos below are examples of videos that use chroma key and effects.




Labrinth- Last time

Comparing Positives and Negatives

This music video effectively uses chroma key and effects to create a visual representation of the lyrics. One example of this is during the performance parts of the video, where the artist is lip syncing. Chroma key is used here to create the illusion that the artist is in a surreal world. This is one of the main reason why chroma key and effects were used to create this music video. Another reason chroma key was used in this music video was to strengthen the hyper realism. The use of chroma key makes the audience believe that the artist is really in another world. In terms of Goodwin's theory on relationship between lyrics and visuals, this video illustrates and amplifies the lyrics of the song. For example, in the video when the artist says "We're on a journey around the world", the video cuts to to giant 3D holographic globe. The video also shows lots of worldwide landmarks such as the Eiffel tower. Effects such as 3D rendering (CGI), lens flares and motion tracking are used in this video. 

Overall, this music video successfully uses chroma key and effects. However, there are parts of the video that use chroma key and effects poorly. For example, towards the end of the video, chroma key is used to isolate and create a dark background around the artist. When this is done, the quality of the shot is poor and it makes the video look fake. Chroma keying is also overused in this video. Even though the principal of hyper realism is to create a fake simulation and illusion, it is important to make the video look as real and genuine as possible. The aim of the video is to make the audience believe that the artist is truly in another world.  Overusing chroma key and effects can suddenly make the audience aware that the concept of the video is fake.

Kanye West- Bound 2

Comparing Positives and negatives

This music video uses chroma key in a similar way to the first music video. It is used  to change the location in which the artist is in. It is also used to put focus on the artist himself. It can be argued that this was the main purpose of using chroma key in this particular music video. The fact that the whole video is heavily based on chroma key and effects proves this. In the music video, Kanye is riding a motorcycle with his wife across a Western American landscape. It is quite obvious to audience that green screen technology and chroma key was used to create this video. It is for this reason that this video's use of chroma key turned out to be unsuccessful. The backdrops used in the video do not blend in with the original footage of the artist lip syncing. In fact, it only further highlights the fact that chroma key has been overused in the video.

 However, If we take into consideration Goodwin's theory about the relationship between music/lyrics to visuals, It can be argued that the excess use of chroma key in this video was used for a intertextuality purpose,rather than for an aesthetic effect. This means that the use of chroma key in this video creates meaning and subtext. The relationship between the music and visuals is also emphasized. One example of this is at the beginning of the video. At the beginning of the video (0:12) images of horses can be seen. In Western America, Horses often symbolise freedom. The fact that the horses are in the grand canyon also reinforces this. Another symbol of freedom is also used at the very beginning of the video. At 0:08, a black eagle can be seen flying into the sunset. In America, White eagles represent freedom and patriotism. The fact that the video uses a black eagle, connotes the fact that Kanye, the artist, is a black man who is free in America. The black eagle has been purposely used to create this idea. In this sense, this music video uses chroma key and effects successfully.

Katy Perry- E.T (Featuring Kanye West)

This music video is an example of how chroma key has been used effectively. This is because it looks appealing and it captivates the audience. It is also linked appropriately to the theme and genre of the song. For example, chroma key is used to show the audience that the events in the video, are taking place in a different world. A world which includes aliens and other creatures that are not human. The lyrics of the song and the name, also suggests this. Chroma key can be used to manipulate the concept of space and time. For example in this video, the two artists are floating in space. The concept of this music video can also be linked with Goodwin's theory about the relationship between lyrics and visuals. In this video,the lyrics of the song are visually represented. One example of this is when the artist says "You're so hypnotising" (1:05). Chroma key and effects are used to show the artist as being "hypnotising" and captivating. The song used in the actual music video, creates a "sci-fi" feel, which reinforces the theme,concept and meaning of the music video. This is another way, in which this video can be linked to Goodwin's theory. Effects such as CGI animation and lens flares are used to further reinforce the idea that the video is taking the audience to a different world.