Shown above is an analysis of album art from a band similar to the one featured in our music video. By doing this, we can see what kind of techniques and aspects are used for when we create our own.
Here follows our draft 4 music video of ‘Why Worry’. Things that have changed include various effects and filters have been added, for example the one in the thumbnail below. Also, black and white effects have been placed on the reaction shots, which have also been added, to create an effect of suspense. More fast pace editing has been added between performance and narrative to make the video more exciting and shows more development.
Then, here is the screen castify of Charlotte Hunt, a film student, commenting on the current draft.
Targets for improvement include:
- More cinematography included
- Using a wider variety of shot distance following each other
- Slightly less repetitive walking in the narrative sector
- Cutting the beat more often towards the beginning of the video, e.g. the clapping
The member of the Specsavers team returned to give us some more targets and advice on our videos and showed us some new effects and ideas we could use. So I have therefore learned some new production skills:
Firstly, the use of the “echo” effect, on an adjustment layer gives a rather ghostly effect which is useful when creating a dark and eerie atmosphere which we need as it is part of the main theme of anxiety. It also challenges the conventions of a typical pop-rock/punk video because this is more of a ‘metal’ technique, therefore it is evidencing us pushing the boundaries of our genre.
Secondly, the use of a mask was used to allow us to have two opposing shots playing at once, therefore adding to the mirror effect, developing our narrative further to show the audience they are the same person.
Thirdly, we used a colour correction technique, “Lumetri Color”. This makes the video look more vibrant and professional, it is also a contrast to the narrative, being negative and gloomy, this therefore gives the video an unsettling vibe
Finally, Lenny, from Specsavers taught us to be more organised with our files, so they were easier to find. We did this with the use of named folders:
Here is our third draft for the music video:
We had some commented feedback:
- Some of the performance sections have Jack looking around and not actually singing, which according to Scarlett should be replaced with narrative scenes. However, we feel that it is good to have as it shows his paranoia follows him everywhere.
- An aspect we can add in using post-production skills is a slow motion which may help to build up him turning into the masked man, as this build-up is not entirely clear.
- Faster edits is another target set and we will work to make this happen because it reflects the tempo of the song.
- Include after effects, such as echo, to make the video look more professional.
- Lip syncing can be improved and matched slightly better in places.
- The smoke effect needs to be improved or removed because it does not seem professional at the moment and almost seems trivial. It makes it harder to see his face in places so needs to be edited.
- The narrative structure needs to be clearer as at the moment it does not seem to make that much sense. Build up is needed towards the man being the masked man, at the moment it just seems like a “plot twist”.
Here follows a feedback on our Draft 2 from our teacher:
- Make the narrative clearer – give a meaning to why he is leaving the house and where he is going.
- Need more close-ups, primarily in performance, for example when the singer first begins, having a close-up of his face.
- Likes match-on-action of him opening the door.
- Praised the variety of framing and angles used, e.g. the high-angle above the bunker.
- Develop the idea that he is becoming more anxious by interlinking it with the performance sections.
- “Interesting transitions work okay” – these could be improved upon.
- Much needed emphasis on the sighing in the middle of the song – perhaps a close-up?
- “Stuttered ghost effect is good”
- Need to show more evidence of his anxiety somehow
Here follows draft 2 of our music video:
Targets for improvement:
- The pace of edit needs to sufficiently match the tempo of the song.
- The beginning section needs to feature more performance aspects, as now it is just elongated narrative elements.
- In various places during performance, the lip-syncing is not correct and sometimes the words are also wrong.
- Performance sections especially in choruses need to be more animated to match the tempo and feel of the song.
- The ending needs to be changed, personally I prefer the dropping of the mask as opposed to the ‘dead on a bench’.
- The sections featuring clapping needs to have both members clapping as opposed to one forgetting.
- Require more close-ups particularly in performance but also in some narrative areas (e.g. of the mask being dropped).
Generally, this edit has been successful even though there are many targets to be improved upon. It has developed since last time as now the majority of performance is in sync with the music and there are more narrative aspects included. Also, more post-production effects have been added and this has made a difference to the overall look of the product.
Whilst Set It Off do not have a Yougov page, a similar band to ours, Panic! At the Disco do, and this will help to identify our audience ideologies:
As you can see, fans demographics include being commonly between the ages of 18-24, and are often female. Their social grading is C2DE and common regions are London, the Midlands and Northern Scotland. They are often left wing and their top professions will include:
Here follows a dating profile as an example of someone who would be a fan of this genre:
It is important to know who our target audience is because otherwise they will not be able to successful decode the media message we are trying to put across, and if that does not happen, there is no point creating a product in the first place. They will not understand it and they will reject it.
So far, I have learned several designing and production techniques whilst editing our music video:
This is a screenshot of a transition being used between two shots. This makes the changeover between shots smoother and more in-keeping with the music if it does not fit the beat. This was a useful skill to learn as it is frequently used in editing and production. Transitions can also affect the intensity of the video and narrative, for example slow moving transitions can offer a sense of suspense.
This is a screenshot of the regular use of Premier Pro, the common cutting and editing clips. The ability to do this quickly and effectively means less time can be spent on simple editing, and more time making the video seem more professional with effects and playing around with new ideas. Fast-paced cuts and edits can create an intense atmosphere to develop narrative themes of anxiousness, this is conventional to our genre as many videos feature the same ideas,
Here follows a screenshot of the attempt to add after effects onto our footage. This adds an extra layer of complexity to our video and makes it look more professional. Effects can include a fog-overlay or a greyscale, which we are using to make our video more gloomy, to fit the genre more appropriately, as now it is simply sunny. By doing this, it creates distinct differences between narrative and performance shots for more variety.