5198 Louis Martin
Thursday, 19 April 2018
Final DigiPak Images
Outside Digipak (Front cover, back cover, spine)

Inside Digipak (Inside cover, CD)

Thursday, 12 April 2018
Evaluation Task 4 - Video Script and Video
Animatic:
·
To develop our skills, we filmed our storyboard. This was
called an animatic and it enabled us to see that our shots were too slow and
long. This allowed us to realise that we had to create more shots, as each shot
was too long. We edited our animatic on iMovie with the song in the background,
this meant that we could see if the shots we had planned matched the
lyrics/narrative we wanted to portray. We therefore decided to include more
close ups to cut between his star image and narrative, which sold the artist
accurately and also expanded on the narrative. After finishing the animatic, we
knew what we wanted our narrative to be so then we could then focus on what special effects and editing techniques to use in
post production in order to make our music video professional and higher
quality.
Research:
·
Once we had
planned our core narrative, we had to research into similar artists who were
doing a similar thing. We watched music videos and analysed products of artists
like James Arthur, Hozier and Declan McKenna. We noticed the key theme of their
music videos was the lip syncing and wide shots whilst they were playing guitar.
·
Another aspect of
Sam’s star image we got from research was the dark clothing with the flat cap to
show that he is an organic artist. Lip syncing also shows emotion towards
relationship.
·
Guitar playing in
studio shows Organic artist. Focus on lyrics.
Studio:
·
From making a first draft of our video and receiving
feedback, we noticed that people thought that were not enough locations and we
were repeating a lot of shots. Using this information, we filmed in a studio to
make the video more professional as it became relevant to his star image and
filled the gaps that were void. In our video, the studio shot of him picking up
the guitar as the first shot, shows how important the guitar is to his star
image and organic appearance.
·
Slight pan and look at the camera makes it personal and
emotional
·
Studio shot represents him being trapped in the
relationship.
·
Cross cuts
between studio and outside show contrast in emotion of happy and sad.
Camera:
·
We knew the
camera shots were important to reveal to the audience how the narrative was
progressing and what emotions they were feeling at any moment. We used a range
of shots in our video as a way of portraying a variety of emotions. For
example, High angle looking down on him and sitting down shows he is weak and
now has less power now he is alone.
·
Panning shot of
them on different sides of the tree represents that he can’t get her out of his
head. Shows how they are so close yet so far
·
Low angle of
guitar, hat and dark colours emphasise his organic image. He wants to build his
confidence.
·
A music video is a promotional tool for the
artist therefore it features close ups designed to sell the artists star image.
In our video, we do this in the studio shots where there are many close ups of
him playing guitar.
·
The male gaze is always employed in music
videos to sexualise women. e.g.certain shots of the female actress are
purposely used to attract a male target audience.
·
Our skills in camerawork this year
demonstrated the way we had improved as we were not matching generic
conventions and had more choice over the way we represented our artist. We used
two adaptable lenses rather than last year when it was one fixed lens and this
enabled us to make sure that the close ups were high definition so we could
focus on the artist lip syncing. The 50mm close ups were effective for selling
the artists star image as organic, whereas the 18mm lens for the wide shot
enabled us to focus on the narrative and how he is feeling after the break up.
In addition we also used whip pans which we couldn’t master last year. This
enabled us to match the energy of the song with the vibrancy of the fast-paced
movement of camera.
Editing:
·
In this genre of music where you are singing about real
emotions that people can relate to, the editing of the video is the most
crucial part as it can either make the narrative relevant and relatable or
boring and similar to every other artist. We used many different editing
techniques in post-production. For example, Black and white to show sadness.
Lyrics match visuals - things are changing.
·
Slow motion portrays how time is moving slowly. Throwing
stones is a distraction and stress reliever.
·
Montage of all the flashbacks to show the narrative and
make it as clear as possible that he misses her.
·
Flashback in bed
showing their good times. Different colour scheme shows contrast in emotions
from before they had problems
·
Discontinuity editing techniques are employed.
Shots are repeated, narrative doesn't have to make sense and many different
locations can be used to sell the artist to the song. In our video, we used 3
different locations in order to sell our artist.
·
In our video, there is lip syncing and
flashbacks to emphasise narrative. Lip syncing is a key feature and is employed
to sell the artists looks and image, we do a lot of this in our video. Our
lyrics tend to match visuals and cut to the beat of the song. For example, when
the lyrics are "Think its time to walk away", our female actress gets
up and walks away.
·
Our music video required more advanced editing
skills and enabled us to use after effects as well as demonstrate how our
skills progressed in premier pro. As we had more footage and we were creating
an artist's image from scratch, we had more freedom and therefore cut from
performance and narrative element frequently. We made sure our song was cut to
the beat on premier pro and matched up the lip syncing to the milli-second on
the timeline to make sure our artist was in time with the song.
Post-production:
·
Once the video was edited and all the shots were put in
order with the relevant transitions, it was all about making the video that
extra bit better by improving the quality of the shots, the lighting, the
scenery and the colours. Throughout [pst production, we colour corrected and colour
graded to improve the quality of the video and to make it more professional.
For example, we Edited in the glare to show he is singing about her. Lyrics
match visuals.
·
Him standing up and trying to move on. Smoke effect makes
video more professional and brings the studio shots to life.
·
Change in colour of flowers from black and white to
colour show that he is hopeful that they will be happy in the future.
·
Additionally, in post production, we added an
advanced sky replacement and a time lapse. We did this on after effects by
duplicating the layer twice then applying the filter 'Colorama'. We then
clicked the drop down output cycle and set the pre-set to 'ramp grey'. We did
this to create an alpha channel which makes it transparent, turning it white.
We then clicked outside the arrow and added a black one to play with the
channel to ensure the area we did not want was black and the area we do want is
white. Then put a layer over the white. We then applied the colorama effect
again to the top copy and changed the track matte to luma inverted matte to
take the white and make it transparent. The edges of the trees had to be tidied
so a matte choker was applied and it was then the case of playing with the geometric
softness so it looked realistic.
Andrew
Goodwin stated in 1990 that most music videos shared similar characteristics or
conventions that demonstrated how they were different from television
programmes or films.
Wednesday, 11 April 2018
Evaluation Task 3 - YouTube Analytics
From these statistics, we can see that the average watch time is 1 minute and 48 seconds. Considering our video is 3 minutes and 36 seconds, this statistic is poor and we are surprised by this as the narrative spans the entirety of the song therefore we felt it would entice people to stay engaged for the whole song. We believe this could be because some people who watched our video are not fans of the alternative pop genre and therefore were not our target audience. Furthermore, the like to dislike ratio is 10:0 which is very positive us from the people who watched our video who have a youtube channel, almost all of them chose to like the video which means we are targeting the correct audience demographic and people are enjoying our work.


74% of the traffic sources for the music video were in the United Kingdom, which we expected, considering the music video was shared and targeted within this geographical location. Since our music video is intended to be favoured by alternative pop fans all around the world and so hopefully others will share to attract a global audience. Over 70% of the views were from external sources such as social media, which shows how social media played a big role in appropriating a target audience. In terms of gender, the viewers are split which is what we expected. 50% of the viewers were female, which may be due to there being a girl in our video which would appeal to the female audience.
From these demographic statistics, 100% of our views are from our target audience of 18-24 year olds which we are very pleased with. We believe this is because the people that watch youtube are predominately of this age bracket therefore we are being intelligent as we are targeting the platform in which we will receive the accurate demographic of views.
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