From last year i believe that my level of research and analysis detail has become stronger, and due to the amount of research that I have conducted allowed me to look more in depth into music videos more and really see what makes specifically our genre of music the video that identifies itself as that genre. Which I think in my previous project I didn’t go into depth into how a romantic comedy works and how the openings set themselves out instantly to be a stereotypically rom-com film. Researching music videos such as: Ellie Goulding and Ben Howard allowed us to see the conventions and typically camera shots/movements that are used in this genre of music videos, this showed us and made us think ahead clearly in how and where certain shots would fit and the way in which we would do this. This is shown by our rough copies on our blogs where we used the camera angles/movements that we see in these videos and put it and see how it would come across in our ideas before shooting the final project. I believe this preparation allowed us to visualise more clearly in how we wanted our music video to come across and also the way in which our storyline would suit different camera shots. Again we didn’t really use this type of preparation in our last project which I think when coming to shooting the final outcome even though we planned and had a storyboard we didn’t have the knowledge and understanding in how some camera shots and movements worked and the best way they would in interpreted in our opening of a film. From researching and analysing these music videos in detail and using screenshots to bring evidence and also visual help when looking back helped me see the vitual and typical shots used within the vidoes.
We heavily researched the location for our A2 level music video, we wanted to use the conventions that were seen within the music videos we studied and in all the videos we saw it was very natural and had an outdoor setting, keeping this in mind we wanted a striking and unique location to keep within these conventions. Having the location on South Shields beach saw how we wanted to reach outside of our comfort zones as in our previous location in our AS project we filmed in one of the groups house which was easy and efficient to use. Filming in South Shields had a great deal of planning as we would regularly go out on location scouting and planning ahead of the weather as we were filming in November which sometimes had us delaying filming due to weather, so we frequently had to keep up to date when leading up to filming days, also we had to consider back up plans if we ran out of time to film so again we had to scout places that may be a fall back idea if needed. I think this location was ambitious and brave for us to do as we had no control over the weather or how the surroundings of the location would be contrasting with our previous location of being in the house where we could simply set up our back drop and props.
In the editing stages I think both groups within AS and A2 projects have been quite strong, I think because it was our first time using the programme last year we didn’t have a lot of knowledge in how to properly use the editing but gradually over time during the AS course we figured out how to use the editing effectively which I think is shown in the ending of our opening film as it is a very striking sequence and stands out. Due to the knowledge we discovered when using the programme previously we were more confident using the programme in A2, in our last project we got told we used ‘cross dissolve’ too much which made some transitions look out of place, we took this in mind and concentrated on the lyrics and melody of the song and listened closely to which transition would fit effectively in certain places and making sure we use various effects to keep a flowing movement throughout the course of the music video. We wanted to be more ambitious within our editing and I think this is clearly shown comparing to our AS Level project. We spent weeks editing the different effect with the black and white colouring for the beach and the home-video effect for the couple scenes and concentrating on where each shot would work where, and also the prominent symbol of the balloon which is a significant image throughout the video which is representing the girls characters love for the balloon. I think because of the amount of research we conducted allowed us to think more into different symbols and colour connotations that would worked within our music video, which was less evident in our AS level project.
To improve further I think by asking the opinion of the audience back will help us see more clearly what the consumers of these genres would want to see within what they are viewing, we did do this within our A2 and AS project but I think by using constant feedback will give us a clear indication into what we should be filming and especially with our print material in our A2 project the audience would want to see and what they feel would fit within this artist.
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