Here is the first draft of our music video. Due to unfortunate events, we were unable to film the second performance shoot but because our test shoot was so successful, we decided to use that instead. We also used footage from our performance shoot in this edit.

Self Assessment:

Overall, I think that this draft of our music video went really well. My favorite part is the paparazzi moments. This is as the black and white edit and cutting speed, along with the transitions represent the idea of photographs being taken really well. This editing emphasizes the overarching theme of star image and how music artists are treated. That they are chased by paparazzi and are so unhappy with the lack of personal space. We used lots of different camera angles and editing techniques to keep the video exciting and engaging for the audience.

Targets:

Although we were very happy with the draft, there are definately some improvements that can be made. For example at times, the lip syncing is not completely in time with the sound. We will improve this by going back and editing to the right time. We also have our narrative side of our shoot which we also need to film and edit in yet. This will break up the filming of the same artist to add even more interest for our audience. We also will look to see if we can find and add more transitions and editing techniques to add even more excitement for our audinece.

Below is the risk assessment for the shoot for our performance side of our music video. We did a risk assessment before our shoot to make sure that we (and our models) are safe during the shoot. The risk assessment also helps to reduce the chances of our equipment being damaged as we made sure any dangers (such as water) are controlled.

Below is the production meeting agenda for our shoot for the the performance section.

OUR AIM OF THIS SHOOT:

The performance side of our music video is just as important as the narrative side. It runs parallel and is going to be intertwined with each other. They are also going to contrast each other with the message that they are showing. Whilst the narrative side of the music video is showing the importance of being your true self through uncovering a face full of makeup and letting your hair down to be free, the performance side shows the opposite. Our star will be getting dressed up and will be becoming trapped by the way in which she feels she must represent herself. This narrative represents how famous individuals and stars feel they must always dress to impress and how they don’t really get the chance to be themselves. As well as our artists costume, make up and hair to show this narrative, we will also be using two locations. A large open field will be used to show freedom and then the studio will be used to show the feeling of being trapped and isolated.

We aim to get as high quality footage as possible and use lots of different camera techniques. These will include long shots, mid shots, close ups, panning, tracking and more. We will also need to remember to take care when using the mirror prop as it can easily pick up the camera we will use which will not be good. Having lots of different types of shots will not only help to tell the narrative but they will also help to keep our audience engaged.

Before making our music video, it is essential that we get a full understanding of our target audience. This is important as if we don’t mold our music video to fit and satisfy their likes, demographics and psycho graphics, then they will not accept or be interested in our media. The whole point of a music video is to promote the artist (in this case Colbie Caillat) and their song and to satisfy the consumers so that they are lead to buy the media. If we don’t encode the music video with the right kind of ideas, then our audience will not be willing to buy our media.

On the slides below, we have created a moodboard which describes our audience. It includes their demographics, psychographics, likes and dislikes.

From our research, we were able to conclude that our audience are mainly young female adults. The are positive and have self belief in their image and how they present themselves. They are very caring and family orientated and have strong morals which they like to share with others. Positive mental and physical health is important to them and they like to show their true self rather than hiding behind makeup and dressing to impress.

Now we have been able to identify our audience, we are now able to make sure that our music video satisfies them to be able to successfuly meet Blumler and Katz’s ‘uses and gratification theory’ (Information, Personal identity, Social interaction and Entertainment). To satisfy our audience, when we encode our media, we need to think back to the Stuart Hall ‘Reception theory’. This means considering the demographics, psycho graphics, their cultural competence and the reason for their consumption of the media for our audience to then be able to decode and engage with our music video.

Before filming our music video, it was essential to do some more research into the type of filming and techniques used in Colbie’s other music videos as well as other music videos from artists in the same kind of genre; indie pop/country.

Below is a Padlet that we made which shows the type of shots that we found were used.

From reviewing these music videos, we were able to identify that the indie pop/country style of music is very free flowing and are most often used to express and infer an important message. They are all quite natural with no over the top lighting or costumes.

The shots in the music videos almost always follow the tempo of the songs which results in a variety of shots being used. In the verses, quite often there were long swooping shots with a slower cutting speed however when the tempo increased in the chorus, this cutting speed increased. As well as the cutting speed, we also discovered that the technique of slow motion was also used in quite a few of the music videos we looked at. This helps to portray the natural and relaxing aura accosted with the indie pop/country genre.

Researching other music videos and the type of techniques used has been very useful in identifying the common conventions of this genre. When making our music video, we will need to use our findings to make sure that we follow the conventions so that our audience accept and are interested in the media we make. It is also important that we are slightly different to enable our music video to stand out and wow our audience however we will need to make sure not to be too different otherwise our audience may become uninterested.

Me and Zoe looked into Colbie Caillat and how she represents herself to her audience. Below is a moldboard that includes her album covers, social media posts and other photos and articles which relate to her.

From creating this mood board, we were able to discover that:

• Her meta-narrative is that she represents herself as being very natural and down to earth individual. This is reflected in her music and links in with the genre of our music video.
• She is family and friend orientated which shows herself as being a very thoughtful, loving and caring individual.
• Although she has become successful through her music and is extraordinarily talented, her star image enables us to see that she is still just an ordinary person. This shows her as being a bit different in the way she presents herself compared to other famous artists.
• She has grown in confidence (which is especially expressed in her beach Instagram photos)
• Her confidence and music is shown to have changed positively.
• She has a relaxed and loving personality. This is shown in her clothing, hair and makeup choices.
• She is shown to not ‘hide’ herself or dress to impress which is very inspirational for her audience. She is pleased in her own body which is different to how other stars usually act.

From reviewing her Colbie’s star image, we are able to see that she likes to present herself as being who she really is rather than changing to please people. She is very ‘down to earth’ and is an extremely caring and family orientated individual. Using this information about her image, we will need to make sure that in our music video we follow this idea to show continuity in the way she presents herself. This will enable fans to stay interested by her music and keep Colbie’s image in a positive light to enable. For example, we will have to think carefully about the way in which we dress and construct our models in the music video as this will have a huge impact in the way that the audience deconstruct the media. To accomplish this, we will probably dress our models in nude and natural colours and costumes that are not over the top. For example possibly a plain top. As well as showing the stripped back personality of the stars, it also enables all of the attention from the audience to be focused on the message we are trying to promote; that true identity is most important.

Before me and Zoe start making our music video, it is essential that we ask the artist (Colbie Caillat) whether or not we are able to use her song. She may not reply but it is still important to ask.

To show our idea and visions for our music video, me and Zoe produced a pitch which we then presented. Below you will find the slideshow which includes the song itself along with lyrics, the themes and words which associate with the song and then our ideas on what we are going to actually film.

From the feedback, we were able to identify the positives and goals for our music video.

POSITIVES:

• The song has a clear voice to be able to lip sync well to
• Clear narrative that creates a powerful message
• The parallel narrations work well and create interest
• The locations to film in will work great
• Good contrast between being trapped in a ‘fake image’ and escaping into your true identity
• Having close ups of the performers in the studios to emphasize them being made up

GOALS:

• Filming will need to be completed in minimum takes due to the make up and hair
• Plan the mise en scene carefully as it will be tricky
• Make sure the dancing shows a powerful message
• Be careful when using the studios as there is only one wall to film against. Possibly use a rotating chair to help with filming movement
• Possibly represent the star as the opposite showing how stars must present their image perfectly
• Plan out the dancing well to make sure it works

Below is our pitch for the idea for our music video. We aim to make our music video have a mix between being illustrative and performance.