Editing post for music video

Here are some screenshots of the process of editing our music video which seemed to be a complicated process as we had to layer a lot of videos and clips over the top of each other to then ensure we could sync up the music once we recorded it.

In this screenshot there are the majority of our narrative shots synced up to the music as we wanted the shot to change with the beat of the song to make it more effective as we liked the idea of using a montage of shots to then denote a group of friends enjoying themselves which fits with the song. We also put in some performance shots however we later on layered them to ensure that they would sync up properly with the song we recorded.

The different layers we created whilst editing is evident within this screenshot. We created these different layers so that we could decide what shots looked best and which ones fit the best to make sure our music video was the best it could be. We also created these layers because we hadn't yet recorded our artist singing so had to use the original song to then sync up the footage which luckily would be the same as the track we record so when we have recorded the track we will be able to replace the original song with the one we recorded without difficulty. These different layers made it easier for us as it meant that we were able to see what performance shots synced up and if they didn't we would replace it with a narrative shot but if it did we would disable the narrative clip in its place to play the clip that fits.





Over the top of some of our shots we put a camcorder effects to give the shot a more homemade feel as the shots we used it on were already point of view and looked like they were recorded off of a phone and they were random shots of the group of friends messing about together in recognizable areas which also gave off a homely feel which will help the audience relate to the music video as they will often have their own group of friends. This fits with the Blumler and Katz theory or personal relationship as the audience is able to relate to the locations used and to the group of friends.


Here it is evident which clips are enabled and which ones are disabled as the ones that are disabled are the ones that are faded. These shots either don't sync up or don't look as good as we want it to as it doesn't fit with that part of the song.
 This was an efficient way of editing as it helped us speed up the process of editing as it meant that i was able to sync up all of the footage effectively and was able to link the lyrics with the footage.

Poster advertisement

Here is my poster on a bus stop billboard to advertise my artist and see what it would look like.
This was to get a better idea of how our advertisements would look and to see where the poster looks best.
Here i have placed my poster on both a bus stop billboard and on the posters hung on the wall when you are going down the escalator when travelling by train. These are the places where most people would see the poster so i thought I'd have a look at what it would look like.

Mock up Digipak and Poster

Media Studies

Embedded Focus group

Focus Group from JRCS Media on Vimeo.

Here is out focus group presentation where we asked a group of people that do not study media as it would ensure that the answers would be the same as if we was asking our target audience as they wouldn't talk about theories or technical codes and conventions within a pop music video they would talk about the things they usually see and what they like to see within a music video.

Our music video conforms with the stereotype of the typical pop music video as it includes both narrative and performance.
They also felt that the location conformed as stereo-typically they would expect to see narrative in well known/familiar places like parks, London and in each others houses. These are the places they said they would expect friends to be spending time.
They also said that they expect to see bright colours and for the video to involve/denoted the artist so that the audience can connect with the artist.
They also expect for there not to be sexualised women as some people like it which fits in with the male gaze theory as men will enjoy the video more if they have something to focus on, whereas women might not like it as much as they may feel that they are being represented badly.
Most of the people we asked in the focus group expressed that they listen to most of their music on youtube or music channels as they are the more accessible ways of listening to their favourite songs. They also expressed that they don't tend to go on the artists website as youtube is better known and would be the first thing that the audience think of to access their favourite songs.
When we asked what type of music they liked they wasn't too fussy about different genres however they all agreed that they don't enjoy classical and don't like heavy metal as its too loud and different from other genres they are used to.
For the rest of the focus group we showed the group a majority of different music video with different focus points.
The first one was performance based and the group said they they prefer a music video to get straight to the point rather then having loads of footage at the start taking ages to get across the main focus point within the music video.
The second one was narrative based and the group felt that they didn't like it as much as you don't get to the see the artist very much and that the music video can be too abstract if there is too much narrative as its hard to keep up. however they also felt that it was good as the lyrics and visuals linked together within this music video which is an example of Andrew Goodwin's theory.
The third video was narrative and performance based and the group expressed that they prefer it as there is a good balance between the performance and narrative which means they get to see the artist and can still get lost within the narrative.
the next music video was abstract and they felt that the abstract narrative made sense for the song and that there was sexualised women which not everyone will like.
We then moved on to ask the group what they thought about the pilot rating scheme.
They expressed that it is a good ideas kids can at the moment access videos that may be too explicit for them however they also felt that this would restrict a lot of music videos that may not even be that bad so would stop people from seeing like half of the music videos out there.

Focus Group Presentation

Focus Group Presentation

Logo Analysis

Media Logo Analysis

Music video age rating pilot scheme

Age Ratings on Films

Music Video Questionnaire Analysis

Media Studies- Questionnaire Analysis

Artist/Band Digipack Analysis

Digipack Analysis

Difference between a CD cover and a Digipack

Digipack's

Is a type of packaging for CD's or DVD's, typically made from cardboard with and internal pastil holder for one or more discs.Often are able to display more information than CD covers as the have more folds than CD covers do which connotes that a digipack would be more beneficial to have when promoting your songs as you would be able to display more information for the audience.

Also with a digipack the artist is able to use more then one image to promote themselves giving them the ability to be more creative and unique with the style of their album cover. Sometimes within the digipack, artists put lyrics to make it more appealing to the audience.                             

CD Covers

Is the front of the packaging of a commercially released audio recording product, or album. 

With CD covers there is less space to put what the artist wants so they have to put the basic information they want on the back and on the inside of the cover and then have to pick one specific image to go on the front whereas on a digipack they can have more than one image and can display as much information as they need. However with CD covers they are still able to attract their audience as they tend to look more expensive and aesthetically pleasing than a Digipack and are still able to get the vital information out.

Overall, Digipack's would be the better choice if the artist wanted to be able to have more than one image or more information however CD cases tend to be more popular as they are better know and just look better.

Band/Artist Tour Poster Analysis

Poster Analysis

Production Team Vlog

Here we are going through our plans for our videos and why we have come to these decisions as we wanted to make sure that all of our ideas were thought through fully. We went through all of our ideas to make sure that we had reasons as to why and how we came up with it so that if we had to get rid of any footage or ideas as a group we would know which ideas wasn't the strongest.

Risk assessment

Before deciding where we were going to film our performance and narrative shots we had to ensure that we was careful with the high quality Canon camera we would be using.
One of the places we decided to film our narrative shot at was Brighton Pier which we had to be careful with as there were a lot of risks taken when filming however, as a group we were able to ensure that the camera stayed safe and was taken care of as we made sure it was with someone in our group at all times and always used the neck strap to ensure that if someone knocked the camera or bumped into the person filming the camera would have fallen as it was attached. This helped us keep the camera in good conditions ensuring nothing went wrong as we were careful as a group.
Another place we filmed narrative in was at a park which did contain risks as at this point the weather was very unpredictable and we had to make sure that we had the case for the camera and an umbrella to ensure that if it was to rain the camera and bad stayed dry as we didn't want to take such risks with such a high quality camera. This also meant that whilst the camera wasn't being used it was still safe and the lens was unable to get scratched or damaged as this camera wasn't only being used by my group it was shared around the other two groups which made it more important in ensuring that nothing damaged or harmed the camera as it is an expensive and high definition camera.

Permission from the artist

Here is a screen grab of one of the people within my group asking for permission to use the song of the artist we wanted to use. This meant that we wouldn't have to use a song that we may not have been allowed to or able to use. This also meant that we could use the song we planned and wouldn't have had to change our idea as it would've prolonged the process of planning and research as we would've had to tailor our idea to the song.

Psychographic and Demographic Target Audience

As a group we carefully thought out what categories our target audience fit into and what Psychographic, Demographic characteristics our target audience would be expected to have.
We also tried to link the characteristics and tastes together to get more of an idea of who our target audience actually are what artists, food, clothes and TV channels they will like.
We also looked at gender, age, ethnicity and location as the demographic profile to get more of an idea of what lifestyle and characteristics our audience would have.

Here is the Psychographic profile we set up to fit our target audience.
With the music we feel that Ellie Goulding, Katy Perry, Sam Smith, Rita Ora, Maroon 5 and others fit in with our choice of song/artist to use which would mean that these artists would best fit out target audience.
We also felt that our target audience would like the most recent styles/trends as they would be at the age where they would most likely realise what style they like best or would be using role
models to decide for them.
Here is the Demographic profile we set up for our target audience.
We feel that our target audience would be a range of middle age, mature adult, young adult, teenagers and pre-teens as the song doesn't really have an age limit as to who would and wouldn't like it.
We also felt that our video would attract both male and female audiences due to Blummer and Katz theory of personal relationships with the female audiences and due to the male gaze theory (mulvey) it would also attract male audiences.

Actor profile

As a group we chose to bring in our group of friends as actors/participants in our music video as it made it easy to film as we could just take the camera whenever we went out as a group. We also made this decision as we all bounce off of each other and

get along really well always enjoying ourselves which gave us good shots of just a group having fun which is what we needed. Within our music video we tried to ensure that at least 3 or 4 of the actors were the same as before to make it consistent as it was difficult to get everyone together at times so we ensured that some of the people were consistent and there to help the audience relate and enjoy the video.

We chose our friend Chelsea as our main protagonist as she was also going to be featuring in the performance shots as the singer and artist. This meant that when we was going out to film it was almost vital that she came along as she was going to be the main focus of the video as the video was based around friendship and enjoying yourself as that is what the song is about and we as a group wanted to subvert from the typical love story stereotype as we felt it was cheesy and expected and wanted to avoid it.

To avoid our music video conforming to the typical stereotypes love story we chose to edit our footage into a montage of shots as it allowed us to edit in random shots of friends enjoying themselves and that s why we chose our own group of friends as we all get along and enjoy each others company and wanted that to come across through the music video as it would allow the audience to relate to the music video which firs with Blummer and Katz theory of Personal relationship as the us of our own friends within our music video as the actors allowed us to make the video enjoyable and relatable.

Music Video Inspiration

As a group we decided on high key lighting as we felt that it looked very pleasing to the eye and made the day look brighter and happy which fits in with our music video of having a group of friends enjoying themselves while they are young.

This video (Alex G - Roar) represents the type of lighting we plan to use as the lighting almost makes her glow.This music video also inspired us with the  camera shots within the performance aspect of the video as there are close ups of her face at the start revealing her red lips and winged eyeliner which is a typical pin up girl look, as a group we found that the red lips looked good and decided to have our singer wear red lipstick during the performance aspects of our video.

Location was influenced by 'JoJo - Baby It's You' as some of it is filmed in a theme park, this influenced us to make the decision to film on Brighton Pier. Within our music video we film in a variety if different locations to make the video more varied and to denote that the footage has been filmed on various different days.

Performance was influenced by 'Boyce Avenue - On my way' as we liked the look of having the performance based outside as its different compared to just having it in the studio as our video is about being young and enjoying yourself. Also in this video there was fairy lights hanging in the tree which as a group we liked but was unable to full fill so we decided to decorate the tree with buntings and paper chains to create a funfair look as we want the video to be based around fun and happiness.

'Professor Green - Lullaby ft. Tori Kelly' inspired my groups editing as we liked the jump cuts used in this video. As a group we then decided that we wanted out music video to be a montage of shots but a mixture of narrative and performance as we want the music video to be balanced out. We was inspired by this video as we felt the way the clips were edited was very effective and appealing as the transitions were very smooth.

'Tori Kelly - All In My Head' inspired my group with the focus pull as we felt it was a very appealing and attractive shot to have within the music video. Our chosen song includes lyrics about the sun which we plan to have direct links between the lyrics and visuals where we will have a focus pull of the sun and a forest background.

'Tori Kelly - Paper Hearts' inspired my group with both location and props. After seeing this video we felt that the polaroid images were really cute and would give us the opportunity to link our visuals and lyrics together as there is a lyrics about the empire state building and we feel that a polaroid of the empire state building would be a more realistic aim as it would fit in with our video. Also within this video part of it is set in a funfair where tori kelly is denoted enjoying herself. This is the type of representation we want for our artist as we want her to be enjoying herself.

Music Video Storyboard

Music Video Mood Board

Here i have joined both my performance aims for the music video into a mood board to express what aims we have for the music video.
We plan to have narrative shots filmed in a park so that there aren't many restriction and as it is quite a fun place to film which is the type of look we are going for as the long is based around being young and enjoying yourself.
We also decided that we wanted our artist to have red lips as we have seen other music videos where the artists lips are red and though this was a nice idea as the red lips are very attention grabbing and fit in with the male gaze theory as red lips are seen as seductive.
We also plan to film in Brighton as there is a wide variety of different shots we would be able to film up there as there are a lot of rides and fun places up Brighton. London is another place we plan to film as there is a variety of places we can film in as London is full of different attractions.

Initial Idea

Music Video Analysis - 'Ariana Grande - Almost Is Never Enough'

The four microelements are used to conform to the codes and conventions of a pop music video. This is evident with the content and style of the video as it fits the expectations you would have before seeing the music video.

Editing is evident throughout the music video to separate the narrative from performance as there are jump cuts between Ariana Grande singing and short clips of the film being advertised. This connotes that the song is promoting the film and may have been written primarily for the film. Jump cuts are also evident when Nathan Sykes turns up which connotes that the performance and narrative are linked as a couple are being used to sing the song. This fits in with Andrew Goodwin’s theory of intertextual references, as there is an intertextual reference to a film within this music video, which connotes that the audience will be able to make the link and may become interested in the film due to the music video.

Mise-en-scene is used to subvert to how women are usually represented within music videos. An example of this is that throughout the video Ariana Grande is wearing white, this colour connotes purity and innocence, which is the opposite to how women are usually portrayed in music videos. Women are usually sexualized and seen with very provocative clothing. Whereas in this music video the women are denoted as themselves in respectable clothing. Also Ariana Grande looks very glamorous with her hair and makeup, which would appeal to the male audience ad it fits in with the Male Gaze theory (Mulvey). This denotes the counter hegemonic view of women, as they are rarely seen/portrayed positively in music videos.

Sound is synchronous with the footage throughout the video, which makes the music video more affective as the audience is able to keep up with the music video easier. An example of this is at the start the music is very slow and the footage is at the same pace, which connotes that the video will most likely stay at this pace, as the song seems to be very slow. This fits in with Andrew Goodwin’s theory of a relationship between visuals and music, as they are synchronous with each other.

Camera shots/angles are used within this music video to denote the different relationships. The shot Pans from right to left denoting Adriana Grande and Nathan Sykes meeting each other hugging. This connotes that the music video is primarily based around relationships and romance as the song is slow and romantic which fits with the footage. There is also a close up of Ariana smiling to connote that she is happy with her life at the moment and that she’s enjoying herself. This fits in with the Blummer and Katz theory of diversion as it would allow people to escape almost into this perfect world of love and happiness also with there being an intertextual reference they may decide ot watch the film suggesting that they are an active audience.

Overall, the four micro-elements have been used to subvert and partially conform to the stereotype of a pop music video as it fits a few of the codes and conventions. The micro- elements represent Ariana Grande Positively which subverts to the normal stereotype of a music video as they are usually represented badly.