For our music video, ‘Rather Be With You,’ by Sinead Harnett, we needed to express to our audience’s, what type of charactistics our target audience most relates to. Here is a mission statement of L.U.N.A, who is seen in both our music video and digipack. Our marketing strategy is to hit our target audience with L.U.N.A’s new album by focusing on what intrigues them through creating the idea of the characteristics, mise-en-scene and genre we want to portray. This is to show she is an extraordinary singer that still lives an ordinary life – so the audience can relate to her but also look up to her. Her music is also a mix of different elements of genre, hopping between indie pop and the indie hiphop genre, to help her music stand out and be unique to the competition around her.
Here is Luna’s mission statement below:
L.U.N.A’s fearless and energetic personality represents her explosive new music as it hits the charts. Focusing on her fans and moving on to their modern day manifestations, a rainbow of indie hip hop styles will be explored. With a target audience of 14– 30 year olds, the young demographic will be exposed to her current chart topping indie pop/hip hop albums whilst new and upcoming indie artists following her work will have a platform to share their artistry and passion.
Out music video, ‘Rather Be With You’ by Sinead Harnett is in the Indie pop/hiphop genre. To further our knowledge I decided to analyse a similar artist’s album front and back colour, to understand some obvious digipack conventions which connotes the impact the brands, ideas and effect have on the typical indie pop/hiphop genre. It also infers which conventions work best for the genre and I will take this on board and hopefully use a few of these brands and ideas in my own digipack featuring L.U.N.A. Below is a digipack conventions analysis of ‘Florence and the Machine’s’ album ‘Lungs.’
This is my 4th draft of my music video, we have added lots more including:
- After effects, such as echo.
- Lumetri colour,
- Adjustment layers, which helped speed up the edit.
- Video transitions, including fades in’s & out’s
After we finished our final draft, I asked Janis, a fellow media student, to do a screencastify review of our final draft.
In response to our video he explained what he liked about the video:
- The fast paced cuts in time with the rhythm
- Burning daisy with the colour correction effects
At the end he also mentioned how there wasn’t much to improve on, but something we could do is look into the last minute of the video, and keep the pace as consistently fast as it has been throughout the music video. Therefore, over the last few days, this is what my group will look into when experimenting with and improving my music video.
Throughout post-production of our music video, ‘Rather Be With You’ – By Sinead Harnett, I understood how to do more effects with the help of Lenny, a professional. here are some of the things I learnt:
- The echo effect within Technical Skills
- The adjustment layer with Technical Skills
- The Vignette effect, that frames the image within Technical Skills
In this first screenshot, I used an echo effect when and Lucy’s was being pushed on the swing.
Overall this helped me learn and develop my skills in all these fields, especially technical skills where Lenny, a professional in Premiere Pro, taught me to use echo, which makes our videos look more like a memory when we use that effect. The reason for this is that in the video they break up, so we need to show that she is looking back on memories as opposed to it being in real life.This helped me improve my technical skills and showed an improvement when I next went onto Premiere Pro.
In this screenshot, we have used a colour correction, to enhance the bright colours within this clip. Lenny also showed us how to create a vignette around the outside of the frame. This makes it look like a dream and this is the look we wanted to go for, and it also draws attention to the rose, which is another aspect we wanted to draw people’s attention to, as it is a symbol of love within our piece.
Lastly, in this screenshot, I was cutting this using a transitional effect where the videos go over one another, which helps the transition go smoothly. It shows her character is having memories of the good times with her boyfriend, which helps the audience understand what is going on. It also helps with the continuity and keeps the length of shot at a reasonable duration.
Here are some more techniques Lenny helped us learn during the process of creating our music video:
- Using an echo effect
- Creating an adjustment layer
- Organising rushes
- Colour Correcting
- Using a vignette
Overall, I have furthered my knowledge in my design skills and from feedback, which will help me in my development as we continue to film and edit our music video.
This is draft 3 for our music video – ‘Rather Be With You’ by Sinead Harnett.
Since Draft 2, we completely re-shot the performance, as we wanted it to be in a set location, and we thought the ‘Ballroom’ where we shot it, related and had more meaning to the character.
We then edited our new footage into the music video and uploaded it as a Draft 3. We then had some ‘Youtube Comments’ from our media peers to give us a bit of feedback to improve and go towards our final draft, and this is the feedback they gave us:
From this feedback, these are the things we are going to improve:
- Make the story clearer, and make sure it looks like it’s memories, not real life. By this we would add transition and effects to make it more ‘dream like.’
- Try and get some more narrative shots so it isn’t as repetitive.
- Sort out the colour exposure, so all are the same for each shot, not as random. Eg: Some performance shots are bright and is lit with natural light compared to another performance shot which is lit by artificial pink lighting.
We are going to go and take everything on board, while also improving our video to our best ability.
Our group decided after our first performance shoot, we needed reshoot our performance again as we were not happy with the result of our last shoot. Something we did really like from the 1st performance shoot was Lucy’s costume, with a red top and black jeans, so we made it simple and kept that one outfit and used it in our 2nd performance shoot. This is shown in our Production Meeting Agenda seen below:
We knew and were confidant with what shots we had to collect in this shoot and so we didn’t need many photos for our storyboard, it was also a short shoot as we knew what we were doing as it was our 2nd go for our performance shoot. Here is a storyboard below of the shots we collated.
After uploading our 2nd draft, our Media Teacher, Mrs Cobb, gave us feedback for our Music Video.
The feedback given was extremely helpful and the main feedback and improvement we got from this are:
- Editing to the beat worked effectively
- Good Lip Sync
- Good Close Up and Match on Action of her in the tree, placing his hands on her waist.
- Lovely shot of her on swing
- Good Close Up of her crying
- Great Mise-en-scene with the Picnic
- Start off with a Close Up
- Have more Close-Ups in Performance
- Continuity Edit error with the rose
- Close ups with facial reactions in Narrative
- Cutting back to his reaction
- Close ups to show connections and clarity
- Point of View/ Match on Action of Swing
- Get rid of Long shot of Lucy dancing on Balcony (as it’s badly lit)
- Tracking Shot of them walking through the flowered pathway, through the camera to the next shot
- Hand held canted angle when they fall over
- Continuity doesn’t work as they fell over beforehand
- Close Up of dog
- Cut to narrative when she isn’t singing words
- Reaction of him walking away
- Make it more obvious that Brook he has left her within the narrative
- Use the lyrics in the narrative ‘Look into his eyes’
- Make a more obvious link between the jumper and the breakup (ensure the audience knows it is his)
- Dolly and Tracking of the Picnic basket, and opening of packets etc
- Add another significant flower so there is three
- Start and end the music video with the ‘Love me, loves me not’ flower
- Running leitmotifs throughout the piece to glue it all together
- Display clearly the deterioration of the relationship breaking up
- Make the story more obvious earlier on in the video
With the positive feedback and improvements, we have learnt we have done very well for our 2nd draft, but we have decided to go and re-film certain sections of the performance and narrative which will majorly improve our overall music video.
This is Draft 2 for our Music Video, including our performance and narrative shoot.
This is a huge improvement to our first draft, as it clearly shows, with tweaks and feedback, what our actual music video could look like.
Aspects of our 2nd Draft which I thought were really well were:
- Editing to the beat
- Lip Sync
- Aesthetic Scenery
Improvements we could make are:
- More Close Ups
- Facial Reactions
‘Rather Be With You’ By Sinead Harnett is in a Soul/RnB/Indie genre. We looked at individuals who listen to this type of music, and found their profile on You Gov, with their interests, demographics and political views.
It has been a particularly useful task to complete as it gives us an insight as to who our target audience is and helps us conduct our music video in a way which intrigues and entertains our target audience. This also means they will be able to decode certain hidden messages and symbols throughout our music video as we discovered what the common psychographics and demographics are for our target audience, and this may also help with social interaction as they will communicate with friends about the video.
I found our target audience were:
- Demographics – Skilled Working Class and Lower Middle Class
- Psychographics – Mainstreams and Fun / Atics
We found this information on YouGov, with the profile seen below:
Overall, this gave me an insight to who our target audience is, and I created a ‘typical audience member’ to help get a grasp as to who is watching, using the YouGov, Blumler & Katz uses and gratification, and the Demographics and Psychographics.
From this I collated an individual profile, and designed a tinder dating profile using In Design, seen below. Click on image to see the PDF.