July 11

Music video draft 4

Above is the penultimate draft for our music video. The main changes we have made to this video is the colour corrections and the different type of filters we have used. One of our performance shots looked to dark and looked out of place compared to the others  shots, using the colour correction tool in Premiere Pro and altered effects such as the exposure and highlights.

Another change that we had made were the filters on the flashbacks and polaroid, originally it was hard to spot whether the video was in past or present, in order to show the clear distinction we added a red/blue filter on top of it to convey a feeling of nostalgia. The third main change we used was a a blur transition, this made it so our video did not appear overly jumpy and it could rum a bit more smoother.

Above is a Screencastify of feedback for our music video. This feedback is valuable to receive as it helps us better the our music video.

What we did well:

  • Good use of costumes such as the red dress.
  • The locations are very representative of the current mood.
  • The performance shots are good.
  • The close up shots are very effective.
  • Good use of breaking the fourth wall at the end.

Even better if:

  • The narrative is not clear at the beginning of the video, it would benefit to have a close up of the polaroids near the start.
  • Add more performance shots of her dancing as they are more effective and go better with the beat of the song.
  • Add in more transitions.
July 2

Production skills evaluation 2

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Another skill that we have acquired during the creation of our music video is adding an adjustment layer in order to add the same colour correction on top of multiple shots. This saved a lot of time as the alternative was to individually set the same correction on every single shot. In order to add an adjustment layer. In order to create an adjustment layer you need to select file go to new and click adjustment layer, this create a blank template for you to add the exact amount of colour correction you want on to it. To add it to another shot you simply hold down alt and drag the copy to any other shot you want  and cut the extra layer down to the right size.

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Doing draft 3 allowed us to get more experimental with some of the more advanced features that Premiere Pro offers. When doing our Genre conventions analysis we saw that the style of many of these videos had a vintage pink/blue filter. In order to create this filter we started to play around with the shadow tint and highlight tint until we got the desired filter.

After looking around at some more of the colour correction tools we discovered we were able change the overall tint of a shot and the temperature it offered. For example we wanted the waves to have a lightly more warmer tone so we changed the tint to be more on the pink side. We were also able to make the shot look a bit brighter by changing the curves.

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In the above shot shown we were not happy with the original lighting so we we decided it would be best to change the exposure and highlights of the shot to make it look brighter. Although this is a basic skill it is necessary as sometimes a shots lighting was not how you wanted it to be and it is an easy fix.


June 29

Music video- Draft 3

Above is the third draft for our music video. prior to editing the draft 3 we decided to get extra pick up shots such as close ups of her wiping off her lipstick, this is to help the star connect more with the audience. In addition to this we also added more abstract shots to help represent the general feeling of the star. Whilst editing draft 2 we only managed had two abstract shots which were the waves and the dress flowing through the shot, after receiving feedback from the teacher we realised that these two shots became overused making the video boring, this led to our decision to get our star to throw some pebbles through the shot and also plan to get a shot of her stacking a bunch of rocks and then knocking them down.

After completing our draft 3 I emailed it to some of of my peers to get feedback on how to make our video even better. This advise will be essential in bettering our video.

What went well:

  • Good use of mise-en-scene. Having one of the dresses as black and restricted shows how she feels like she is contained in a box, where as the red flowing dress is a good representation of freedom.
  • Good use of pick up shots.
  • Clear narrative and good use of polaroids to give context, also nice structure.
  • Great performance location as it shows contrast between the narrative setting.

The feedback we received:

  • Use colour correction to help convey the sad feeling of the star. For example giving the narrative will more blue tons will help to convey a sad feeling.
  •  Some of the shots are a bit out of focus.
  • The lip syncing is a bit out in some of the shots.
  • Adding some lens flares to some of the performance shots would be really effective. This will help to show the contrast between the two sides of the star where one is more happier.
  • Needs more post production skills.
  • Some shots should be made shorter
  • Some of the dancing comes acroos a bit awkward.


June 20

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.




June 11

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.

June 11

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.



June 10

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.


June 10

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.


June 10

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.
May 23

Risk assesment

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Above is a risk assessment for our narrative shoots, containing all the signatures of people who were involved. This helped us evaluate the possible risks that we may encounter whilst shooting and how we will be able to reduce the chances of them. Doing risk assessment helps ensure the safety of everyone involved in our shoots.