Research - Target Audience Music Video Consumption

Last week I set up a poll on Twitter, this was to find out the main way that our target audience listen to music. Spotify was the most popular but as we are making a promotional music video, not just the song so I also uploaded another poll to find out the most popular way to consume music videos.

This shows that people mainly use YouTube to watch their music videos, this is useful for us as we have used YouTube to upload the rough cuts for our music video, and this is where we will be posting our final draft.

Research - Exisiting Digipak 3 - Fleetwood Mac

I chose to analyse the cover from Rumours by Fleetwood Mac as this is the album in which the original version of the song which we are making a music video for, it would be good to take influence from this cover to relate to the older audience who bought the original.

Our Music Video - Rough Cut Three

This is the third rough cut of our music video. This morning we disabled and deleted the audio from the shots that we did not want convention breaking diegetic sound on, we also made a shot longer and added vignettes to the shots over the argument shot that serve as flashbacks. This makes it more clear what they are instead of them just being there, I am so happy with this cut and I have posted it online to try and get some audience feedback.

Our Music Video - Rough Cut Two

This is the second rough cut of our music video, there are no longer any filler shots as all the shots we need we have edited and put into the video and filled the gaps. We are really happy with how it looks now especially after the editing we have done since rough cut one, we just need to tweak a few things to make it perfect such as deleting the audio from a couple of the clips that I missed off.

Our Music Video - Editing Rough Cuts

Today in Media we finished our second rough cut of our music video. The things that we did today in terms of editing were really interesting and completely changed the look of some of the shots that we originally disliked, into some that worked really effectively. To achieve this we have layered some different shots on top of each other to create a montage, added a filter to the flashbacks to keep them separated from the other shots, copy and pasted attributes to ensure all shots in the same location had the same lighting levels and filters, we tried and tested some different transitions and we also played around with reducing and increasing the pace of shots, and we even played two shots in reverse to be able to create repetition. In most of the shots we have disabled and deleted the audio, but we have left the audio on some shots to challenge convention with the diegetic sounds. In editing the clips that we at first were not happy with, we have managed to fill all the gaps with shots that are now effective and which contribute to our narrative, this means we no longer have to do any reshoots.

Planning - Reshoots

We have tried to contact our actors a few times to schedule reshoots but they have been unable to confirm any times or dates that they are able to come and reshoot the things that we wanted so today we have sat and looked over all of our extra shots and have managed to edit the ones we weren't entirely sure about to make them into shots that ended up being really effective so we no longer need to reshoot.

Planning - Final Draft of Our Institution Logo

This is the final draft of our logo for our Music Institution, the feedback from social media was very positive and people said that 'the colours and style represent your genre really well' and that 'this is a really powerful logo and it is so effective in promoting music in a professional presentation.'

Planning - Self Assessing Shots and Camera Movement

Today we looked over the first rough cut of our music video, we compared all the shots that we had to the list of conventional music video shots. We found that we had four of Goodwin's conventional singing into camera shots and they are spread out through different points in our video, however on our reshoot we are going to shoot some more singing into camera shots in case we want to add in some more to adhere to convention. We have quite a few shots that cut on the beat of the song, but we are working on editing so as many shots as possible cut on the beat. The shots that we have that are included on the conventional shot list are... Close ups, extreme close ups, natural framing, continuity editing, panning, left of frame shot, right of frame shot. We need to add a tracking shot, a match cut and maybe even another extreme close up.

Planning - Institutions Logo - Draft Five

This is draft five of the logo of our music institution. Since draft four I centre aligned the text and also rotated the text so it is diagonal instead of straight as it covers more of the white space and it looks more indie and alternative which is the genre of song we are making. I think this is really effective and I think it looks really good, I am very happy with how it looks but I am going to post it online and ask my target audience for feedback on what could be improved before I finalise my draft.

Planning - Institutions Logo - Draft Four

In draft four, I rotated the text to try and fill some more of the white space on the logo, I feel like it looks better than it did in draft three but I'm still not happy with it, in the next draft I will continue to move the text around and I will make it centre aligned, I also need to add in the exclamation point for the industry name.

Planning - Institution Logo - Draft Three

This is draft three of our institutions logo. This is where I have added text (the name of the institution). I feel like the font is really nice but I do not like the left alignment or the positioning of it as it makes the white space look very prominent and the logo just looks bare.

Music Video - Rough Cut One

This is the first rough cut of our music video, we have reused some shots of Katie and Luke walking as filler shots while we arrange reshoots for some better shots.

Planning - Institution Logo - Draft Two

This is the second version of the logo I have made. To choose the colours, I opened a photo from the photo-shoot we did for our digipak and used the colour picker tool on different items of clothing in the photo. The nails in this are painted green as common indie convention is for men and women to have their nails painted.

Planning - Reshoots

We have planned the reshoots that we need to do, whether it be extra shots we have planned as filler shots or reshooting cuts that we are not entirely happy with. The shots we have planned for our second shoot are...

1. Reshooting the first scene in the bedroom and changing it to an over the shoulder shot.
2. Shots of the sun setting over the humber bridge.
3. Shots of clouds.
4. Katie walking away.
5. Possibly a shot of some money.
6. Extra performance shots.

Planning - Institution Logo - Draft One

This is the first draft of the logo design for our own music institution, 'Smash! Records'. I have used a graphic image of a fist with lightening bolts which I found online, it was on a clip art website and I contacted the artist to ask their permission to use it. I created a new image on Adobe, made it square and then added the photo. Having it in one corner rather than the whole image, I feel is really effective and it looks like it really works well for the genre of music that we are making a video for. Next, I am going to choose a colour scheme that would work with the genre and also our music video.

Research - Target Audience - Poll Daddy

Research - Existing Digipak 2 - Wolf Alice

This is the first album of the indie band 'Wolf Alice'. This is the album which will have launched their career as musicians and so this will have to be their promotional digipak, it is conventional for promotional digipaks to feature a photograph of the artist as it is launching their star image, like the digipak we have planned, however this digipak breaks convention as it features an edited image of a young boy on the front pane instead. The digipak uses no writing on the front cover which is another way of breaking convention, as this is supposed to be their first album it would be expected that there be the band name on the front cover but it is just on the back pane, this is not something that I would consider using for our own digipak as it breaks convention too much and does not promote the artist at all. The gold colour in the image on the front is the same colour that is used in the font on the back pane, it is convention to have a set colour theme on digipaks and this one convention is adhered to, on all of the digipaks I have looked at recently, the text on the back pane has always been centred, this may be a convention of digipaks, I think this may be a convention we could challenge as we were going to use maybe a left of frame shot on our back pane. Two different types of font are used, one for the name of the band, this swirly san serif font is used on various different Wolf Alice albums so it is now a convention of the band and is recognisable. The other text is a serif font and is used on the track list. Another convention that is shown on this digipak is the institutional logo and institution on the back pane along side the barcode and the dates.

Planning - Editing in Final Cut Pro X

Today we started editing our film. We have been learning to add markers into important parts in the song and film, for example when the artist in the song starts singing and when the actor sings in the film as we need to synch these up precisely or the music video will look very messy and unprofessional. Once we had the start of the singing synched, we used the blade tool to cut off any other parts we did not need, for example shouting 'action'.

Research - Target Audience Feedback - Flickr

The photographs that we selected from our shoot for our digipak advert, we posted on Flickr, this will allow a range of people, mainly in our younger half of the target audience will have access to seeing the photographs and then they are able to leave feedback and let us know which one they think will be the most effective to use and which would appeal to them most and persuade them to buy a single/tour tickets.
We also posted the photographs in the Vale Media group to allow people who we know will be age 17/18 and of both genders which is what some of our target audience is and their feedback will be very constructive
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Planning - Group Post Rejection of images

While we were shooting our music video, we decided that we would use our time to not only film our music video but to also take the images needed for our ancillary products e.g. digipak. Here are the photo's that didn't make it and why.

When we took the photo, we made the mistake of using the zoom on our camera which dosen't do the environment we took our photo's in justice as well as making the photo seem more tighter and cropped something that is not that visually appealing.







When we took this photo it seemed like a good idea but on reflection it really is not as it does not have any impact, the weather also makes the photo unusable as the weather was blowing hair everywhere which makes the artist look bad something we don't want to do.

Planning - Group Post Selected images from our photo shoot

When we were filming we decided to use to take some photo's for ancillary products, here are the ones we want to use and why:

 This photo is good as the trees make for a natural frame making it seem more visually appealing, this photo also makes use of the rule of thirds which helps make it seem more balanced to the human eye. It breaks some convention by not having them in a close up but our genre is indie which is famed for challenging and pushing conventions. This photo would make a good advert for our product.

 This right of frame shot is appealing to the eye as it creates an active audience and makes you think " What are they walking away from?" " What are they thinking?'. It is visually appealing due to the trees in the back ground that creates a frame and used in conjunction with the first photo makes it seem like they have walked through the camera and are just walking down a path.

 This low angled shot creates the representation of the artists being powerful and important a good image to launch a new artist from as it draw's the audiences eye and captures their attention. The sun flare also makes the photo stand out from other shots and look interesting.

 The genre of music we are following is indie which is famed for being unconventional ad breaking conventions. A shot like this involved somewhere in our ancillary product would go along with our genre conventions.

Planning - Creating a Set Design

In the morning Joe taped up pink bin-bags over the window in his bedroom, the idea was that it would be like a filter over the light to make it pink and more romantic and atmospheric. This didn't work as well as we had hoped as although to the naked eye, the light  did look pink, on the camera it did not and it just looked very dark which meant we had to re-shoot the first shots. The inspiration we used for this was 'All The Pretty Girls' by Kaleo.

Planning - Adding in an extra shot

We decided in the moment to film an additional shot that we had not planned and as a reaction to Luke cancelling on Katie last minute via text we had her throw a mug to the floor and we filmed it smashing, with this we plan to over crank it as it would look so effective.

Planning - Evaluation of First Film Shoot

We planned to do our initial shooting on the 26th and the 27th, It went well as we got all the shot's we needed but we found and worked around certain issues that came up:

• One issue we had was Luke suffers from a very painful foot and it is hard for him to walk long periods so we could only travel so far without having to break for a little bit, we got around this waited and got lifts around to make sure he wasn't pain
• Another issue we faced was that the weather was not as nice as it had said on the long term weather forecast we researched and it was a bit darker than we had planned for, so we made sure to work around it trying to get the shots right the first time and using artificial lighting to make sure our shot's looked similar.
• The last issue we had was with our planning as we found that one or two shots we couldn't do as we could not get to the restaurant that we had planned to film outside of so we used Joe's kitchen.

I also feel like we should have had more costumes.