New Storyboard/ PMA


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Having edited the second draft of our second draft for our music and receiving feedback we were able to evaluate what shots we were missing and which ones needed to be re-shot. Above is an amended version of our story board; the ones in square post it are new shots we need to get. We also wrote what shots need to be re-shot in red.

This will help when we go to film these pick up shots as we know exactly what shots we need to get and this prevents us from wasting unnecessary time on contemplating what to do next.




Feedback from teacher

Above is the feedback we ave received from our teacher highlighting what we have done well and what we can do to improve our music video further. Getting this feedback will be essential in the development of our music video.

What went well:

  • Connecting with the singer straight away is effective.
  • Good use of slow motion on aspects of the video such as the waves and the dress.
  • The cut to close ups help the actor to connect with the audience better.
  • Breaking the fourth wall is used appropriately.
  • The narrative of the video is good and clear.
  • Good framing

Targets for draft 3:

  • Make the first shot of her singing slightly longer so she is able to fully connect with the audience.
  • Using match on action would help improve the quality of the video.
  • Need pick up shots of the polaroids so the audience has a clear idea of what she is looking at; so they are pivotal to the story.
  • Adding a filter on the flashbacks would help to distinguish the two sets of time.
  • Add some more abstract shots like we have of the waves and the dress.
  • Don’t over use a shot such as the waves.
  •  Need to get more pick up shots and close ups of the actors facial expressions to help convey the anxiety she is feeling. Also we need more shots of the actor swiping the makeup off of the table and her tearing down the polaroids.

After receiving this feedback me and my partner now need to go and plan another shoot in order to get all of these shots which with help further the quality of our video. It will also be useful to us look at Premier Pro tutorials so we can widen our editing skills.

Production skills evaluation 1

Through working on the second draft of our music video I have acquired a new set of skills on premier pro. Before we started the music video I had very little experience on premier pro and the only skill I knew was how to cut videos and put them together, other than that I had no knowledge of how to do anything else. Whilst editing draft 2 of our music video we knew we would have to experiment with the different feature premiere pro offers, otherwise our music video would not demonstrate much skill at all.


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One of the skill I now have is how to manipulate the speed duration of a music video, through this you are able to either speed up or slow down a video. This helped give a sense of drama to our clips, for example we slowed down the waves crashing on the beach as they were used as a contextual reference of how the star is feeling.

When we were experimenting with different speeds we noticed that there was an option for reverse speed, we added this in order to show the manic emotions of the star as it helps to convey how she is sort of stuck in the past. Above shows how we were able to achieve this.

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Due to glitch in the software a flash that was in one of our clips would not successfully transfer to our main video. This led to us having to create our own flash through premiere pro, to do this we had to create another shot on premiere pro which is essentially just a block of white and layer it over the main clip and cut it down to the length we wanted. It was important for us to remember to layer it over the clip so they did not appear as to individual scenes.  Above shows how this was done.


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When we would drag some of the clips down to put them together some of the videos would appear smaller than the previous video, in order to make it bigger we learnt that we had to double on the video on the left hand side and simply pull up on one the corners to enlarge the clip.



Music video- draft 2 (Includes narrative)

Here is Draft 2 of our music video! With this draft we needed to include both performance and narrative and ensure it was lip synced and edited to the beat of the song. This task also helped us identify any low quality or missing shots that we may need to replace. We were also able to see how well the narrative went with the song. For a second draft I believe it was successful as we were able to expand our skills on Adobe Premiere Pro, for example we needed to add a flash of white over one of our shots and through premiere pro we could layer it over the shot.

Targets for next time:

  • Get some additional narrative shots so we have more angles to work with, for example the shot when she flings the make up of her desk.
  • Add some transitions as the video does appear jumpy; for example the flashback would look better if the previous shot dissolved into it.
  • Experiment with some effects to further the quality of our work such a filters.


Audience ideologies

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To find the typical audience member of our genre of music we looked at the typical audience member of Florence And The Machine, through this we were able to get a feel for the general psychographic and demographic of and audience member. We found that our genre mainly appeals to females aged 21-24 and are typically left wing. In addition to this YouGov showed us what celebrities they like and found they enjoyed people such as Louis Theroux and David Attenborough. Also they do prefer the indie genre enjoying artist such as Mumford and Sons, Hozier and James Bay; they rarely skew over into mainstream pop music. View YouGov Profile below.


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Having looked into the reception theory (presented by Stuart Hall) I now realise that you need to analyse your target audience in depth. Hall argues that the audience decodes what the producer encodes and how they read the text is dependant on their demographics and cultural competence. Looking at Halls ideas we started talking about aspects of the audience identity such as political stance and social class as it gives us a better idea of who the audience is.

In this task we had to consider how the audience would decode our piece of media to ensure that we are aiming it at the preferred demographic/ psychographic. When creating a piece of media you want to ensure that you are creating a preferred reading for your target audience so they do not completely reject what you create.  Through this we found that the uses and gratifications (Blumler and Katz)  are a combination of self identity and entertainment as the typical audience member of indie pop tend to be thrill seekers and artsy.


Shoot evaluation (Narrative)

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Our narrative shoot took place over two separate days due conflicting schedules. The first shoot we needed to get the shots of the flashbacks as they provided us with the polaroids we need for the present day. To shoot the flash backs we needed to consider things such as costume changes and different locations. Due to the load of changes communication was key as we needed to ensure all the models brought the right type of clothing and they knew what makeup they need. Luckily the first narrative shoot ran smoothly as we went in with a clear plan of what shots we needed, we were able to do this through previously creating a detailed storyboard.

Originally we were planning on doing the next narrative shoot the next day because it would have been less chaotic as not as many costume changes or actors would have been needed, however due to a last minute cancelation we were unable to get the shots then. This was not a major problem due to having the entire week to shoot, also this gave us a better chance to prepare some of the smaller details, for example the invitation. The invitation helped to give some context to why she is getting ready. Also in the first shoot we ran out of polaroid shots so we were able to quickly make one so it wouldn’t effect our continuity.

We were able to reschedule our second shoot and were able to get all the shots which were essential, however it may benefit our work to do another shoot and get some additional angles to further the quality of our work.

Targets for next time:

  • Communicate online to ensure no time is wasted on procrastinating what shots are needed.
  • Be more experimental with shots; even if they do not work out well we still have our main shots.

Production meeting agenda for narrative shoot

Above is the production meeting agenda for our narrative shoot. This document has been crucial in the planning of our narrative as it has allowed us the time to sit and talk about the different clothing we will need as well as the different make up, accessories props an so on. It was essential that we do this task as we know who is responsible for bringing certain items and when it comes to the day we are able to consult this document o ensure we don’t forget anything that may deteriorate the quality of our shoot.

Narrative story board


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Above is a detailed story board of what we our doing for our narrative, this type of planning is essential in ensuring our narrative shoot runs smoothly. This will help give us a clear break down of what the different shots we need to get, meaning that we will not wonder into our narrative shot blindly and this should ensure we gather enough footage and will not struggle when it comes to editing.

When creating this storyboard we made sure we paid attention to all the little details we are going to have. For example the first shot is for our narrative is going to be an establishing shot of the mirror, on the mirror we will have an invitation attached to a mirror, even though it is not essential to the narrative it helps give some context.

Having done this task it gave us a good idea of different aspects that we need to consider such as location, makeup, clothing, angles and so on; it has set a clear outline of how we want the shoot to go. Now we have a clear plan to follow and prevent any unnecessary time procrastinating on what to do next.



Narrative development

Above is our narrative plan including the type of structure we are going to use and is a general idea of what we are going to do for our beginning, middle and end.  We decided that we were going to go with an anachronic structure as we want to include flashback to represent why the star is feeling the way they are, it will also help to give context to the video, above will give a clear break down of what those flashbacks will be and how they fit in with the narrative.

We decided that we were going to do the flashbacks to show this on-going exclusion, we will do this by using different visual metaphors.The mise-en-scene for the visual metaphors will have it so the friends are almost duplicated of each other so they will be dressed entirely in the same colour they will both have the same hair style and make up style, whereas the main star will be the opposite.  Have the stars contrast with one another will represent how she id somehow distinct from them.  These three flashbacks help to lead up to the climax of the music video where she has a breakdown and realises that her friends consistently neglect her feelings. Therefore the flashbacks act as a disequilibrium.

After the music video has reached its climax the star see that she has a message on her phone that is one of her friends asking where she is and this is when she breaks the fourth wall finally connecting with the audience. By ending the video here we are creating a sense of mystery to what happened to her after the video.

We decided to go with an amplified narrative as it does relate to the song however it doesn’t closely echo the words of the song it does compliment the themes.

Performance rough cut (draft 1)

Above is a rough cut of performance of our music video and is simply a compilation of the different shots we were able to get during our performance shoot, therefore it is not in time with any music. This task allowed us to get a better look at the different type of shots we have and analyse which shots were uses due to an issue with aspects such as lighting or there may have been an item in the background that shouldn’t have been there.

Overall I found that we both worked well as a team as we both decided what the best shots were and if we were both in a disagreement it wouldn’t turn confrontational we would simply present our side of why we thought it was a good/bad shot.

What went well:

  • Our star image, all of it was conventional to our genre. We also ensured we were paying attention to little details such making sure there was not a bra strap showing or if she had a hairband on her wrist. We also made the hair and make up quite naturalistic in order to keep with the overall theme.
  • The location was good as it helps to show of that idea of a free place and goes with the message of our song.
  • The acting was good because even if there was a point where there was something that could be seen as distracting to the performer they kept going with the song.

Targets for next time

  • Experimenting with some more technical angles and camera techniques. Although we do have a good variety of shots it would benefit us to use more.
  • Be more organised, we would benefit from making a group chat with both me and my group and anyone else who will be apart of the music video; this will make it easier to communicate.