Matte

When editing we used the effects of 'Matte' this allows us to cut around and particular object or shape and change the colour effects of it while keeping the background the original setting, this is something we thought that would be really effective in a music video as we can specifically have a certain object that stands out against the background. 

We used this effect in our preliminary video on the close up shot of the poppy (0.36) we thought this shot would be the most effective shot to use as the colour red of the poppy stands out against the background. To use this we traced the outline of petals by dragging points around the petals that cut out the outline of the petal shape, this allowed us to keep the brightness of the red petals, however as shown in the video because of the movement of the poppy the poppy went out of the outline that we put around the petals, so the poppy turns into the colour of the background. This is something we need to concentrate on and make sure that we trace each movement of the object we will use in our final video, however we did this roughly and just wanted to show the idea of using this effect and see how it would work and if it would work effectively. This is something that we need to use in our final video as it will give a unique and make the shot stand out when we our using this effect in the video.

Preliminary Task

this clip is a short 40 second clip allowing us to practice using the programme and getting the conventions and techniques that are needed in our genre of music to be put into a music video.
The song we used was Ben Howard- Keep Your Head Up, this song is in the genre of indie pop, however this song is more upbeat and happier than what we are planning to use for our final project. 


We found this task easy as we already have learnt the skills and techniques using the camera, and the certain shots and camera movement needed to be in a music video, there was a few problems when filming due to weather conditions as we wanted the shoot to look sunny and warm and unfortunately for a full week it rained and we were unable to use the location we wanted as it would of been too muddy and wouldn't get the effect we wanted to achieve for the music video fitting with the song. Luckily the day we decided to film it was sunny and was perfect for the type of setting and scenery we wanted to achieve. 
We wanted the video to look very natural, we tried the effect of home videoing. Some of the shots were simply shot when walking in-between the different location we were travelling too ( 0.10-0.16) trying to make the effect more realistic and making it more natural, as this technique was used in music videos that we were researching e.g. Ellie Goulding- Your Song. 
The first thing that stands out of this video is the colour and the contrasts of the picture, we wanted to create a summery and bright image on the screen we thought by changing the colour wheel and brightness it would create this effect, however I don't think this has worked as it is too bright and off balanced and I thought a sepia colour effect would have worked better to create a more golden and warm effect on the screen. I think the colours on the screen in our video are more cold colours of blues, purples which is the complete opposite effect to the song and the tune and atmosphere it creates. 
We kept with the conventions of the genres typical music videos of nature and outside locations, and I think our locations of a corn field and woods fits well with the conventions. Using the pan shots and long shots to show the setting of our location, showing the natural scenery. 
I think the two shot of me and Sarah running through the cornfield (0.22- 0.25) is really effective showing a happy and summery mood and shot to the music video, and I think this shot should be incorrupt into our final project somehow. 
Because of the research we did we learnt that there was alot of closeup shots and landscape pannings showing the setting of the video and the close-ups to focus of the artist. We thought this was an essential convention of indie pop music video that we needed to include. 
The close up shot of the poppy (0.36) we used the same contrasting settings as the previous shots however we wanted to make the poppy stay red as it would be eye catching and stand out against the purple screen behind it, we used an effect which allowed us to trace the outline of the poppy and create a wall around it to make the colour of the petals stay red rather than the colour settings behind, we thought this was really effective and would like to use this again in our final project as it makes object stand out and can symbolize important objects in videos. However because the poppy is moving in the wind the colour of the poppy fades into the background colour, so if using it in our final project we need to make sure if the object is moving we trace round each movement it does so it doesn't change colour and fade into the background. 
The shooting went well, we managed to get all the shots needed and wanted, we used all the necessary shots needed in a typical indie pop music video, I think the location we used was perfect for the song and fitted with the tune and melody of it, also the costumes of everyone in the shots we wanted to have a festival and summery feel to the video, wearing shorts and dresses show a warm and fun atmosphere.  
We did have over 20 shots to use giving us plenty of choices to put into this short clip, this is something we need to also remember in our final project as by having a numerous amount of shots allow us to have more choices to find out what shots work where and if shots are good enough to be put into our video. 
When editing we had problems with the saving which meant we had to keep redoing clips and effects that we had done which didn't save numerous times, however apart from this the editing went well we mainly used jump cuts which were typically used in the research of videos we saw, because we have used the programme before it was easy enough to use the video clips on the timeline and put all the clips together using the transitions and effects. 

Problems

We decided as a group to film our Preliminary task on 11th July, however due to the weather being to rainy and windy we couldn't do this date, we did want some rain to be in our weather however the rain was too heavy and wouldn't be effective and look good to film for our first task, it would be too difficult to film and the camera shots would be taking over by the rain and the people in each of the shots would have been too difficult to see. 


We filmed on the 12th July, this was perfect weather for what we wanted our shoot to look like, it also is similar to the type of weather used in the music videos we researched for our genre of 'indie pop', this shows our video as being more professional and realistic to other music videos in our genre of music. 

Preliminary Task

For our Preliminary task we will be using the song "Keep Your Head Up" by Ben Howard, we want to keep within the melody and style of the song we are wanting to use for our main project. The song is very chilled and relaxed having a more summery feel to the song. We want to keep the video the same as the song and tune of it so it's similar and not too out of touch with the theme.

• Outside/Natural/Nature- fields, trees, sky, cobbled streets, streams
• Festival Clothing- linking with summer
• Long shots, dolly shots, closeups
• Have three people in, doing fun/playful movements- skipping, running, hop scotch, hullahoops.
• Slow motion effects- concentrating on the playful and fun side of the video

Lana Del Rey- Born to Die Album 

Shown in her video she is very unique and strong in how she represents herself as an artist, this is also shown in her album cover, instantly the audience can see the artist, she is positioned centrally on the image she is looking directly at the camera as if she is looking at the audience, the camera is at a low angle towards her making her look strong and superior, representing herself as this type of women. Her outfit is white which suggests she is pure and innocent, this is appropriate as her album talks about her struggle in love so implies she is innocent in love, she stands out against the natural background of the sky and trees, this natural theme is in all 'indie pop' music videos and artists albums. Continuing with the innocence and purity of the artist the writing of her name "Lana Del Rey" is in white which conotates this as well, having the letters in bold and capital letters make them. 

The back of the album cover is different compared to the front, its more bold and eyecatching due to the colour of the background, the red conotates love and romance which fits in with the theme of her album. It looks professional as the text is kept the same on both the front and back cover. 

Kate Nash- Made of Bricks

Comparing the single "Foundations" to the album cover, there are themes and similarities that link the two pieces together. The album itself it very cartoon effect, as if its an imagery world to the artist. The background is very dark using the gradient of colour to blue then to black, this could conote the dark side to her album and how her album is mostly about love and the effects of it. However the yellow house which standouts and draws the eye of the audience to it instantly could imply happiness which the colour yellow conotes, by having the house in yellow it could suggest this house is her happiness and she is high spirited around here however the blacks surrounding her house could imply darkness and unhappiness of the world, this is also shown as the house is much lighter then the rest of objects on the album cover, this also implies the sense that this is her happy place she goes to away from the bad things in her life.

The artist is in an eye catching

The artist is wearing a red dress, the red suggest danger, romance and love this could be the key characterisitcs of the artist and the character she plays in album. She is positioned in the center of the cover, she standout and the audience is drawn directly to her as the red stands out amoung the red making her eyecatching.

The writing is rotated and quirky keeping with the characterisitics of the album, the colour of white stands out against the dark background, the white can suggest innocence and purity of the artist.

The video is colourful which is shown in the album cover as well, its quirky and unique similar to the single, she keeps to her own style away from other typical album covers in the music industry.

Themes

When looking at the research conducted on 'indie pop' music videos, there is a theme of nature running through all the videos, making the videos warm and cosy as the shots of the scenery contain images of trees, flowers, water or beaches, giving a very natural and realistic setting for the audience of the artist to relate to, e.g. Ben Howard's video Old Pine is set in a country/rural setting. I think this is a effective way to relate to 'indie pop' music as the songs are mostly about love and the different settings and props used in this nature theme can become a metaphor for love. There is uses of long shot and medium shots of the scenery with the artist in it, this creates a romantic setting with the sunsetting behind.

The camera movments and shots are mainly focused on the artist in the different shots, keeping the audience eyes and attention always on the artist of the song, the camera also makes the artist looks directly at the camera as if they are telling their story directly to the audience making them involved more and grabbing their attention of the video.

Because these are the main themes through all the music videos of this genre, I think this would an effective theme to use in our own as it would fit in more with the typical music videos for 'indie pop' in the industry making it seem more professional.