In this evaluation I will be discussing how I found this unit for music video inlcuding the processes for planning, research, time management and the final product.
Initially I considered doing a narrative music video as this was the most popular choice respondents chose in my survey and I also felt that it would be effective however I felt that this would be more difficult for me to execute to a high standard, as I didn't have many people willing to act in the video and I also didn't want to choose a song that has a pre-existing narrative video and it come across as I am just recreating the music video or copying it. I did also really like the idea of a more abstract artistic video featuring artist performance, so I felt that this was a better option to go with. I wanted to take inspiration form other music videos I had seen such as The Neighbourhood's 'Devil's Advocate', and lozeak's 'Hate Me Too'.
I was also finding it difficult to choose a song. As I was thinking that I would most likely be the one performing in my video, I felt that it would be more suitable to do a song by a female artist. I eventually decided on the song 'Katy on a Mission', by Katy B. I personally really like this song and it doesn't already have a famous music video so I felt that this would be a good choice. I had some good ideas for visuals that I felt would match the song, such as filming clips when out in nightclubs etc and adding slow motion clips. As I was taking a more experimental approach I didn't do a script or storyboard, but had a rough idea of what I wanted to create. I ended up deciding to focus on 3 locations: London underground, a nightclub, and using a projector. I didn't want to use too many different locations and the video end up looking overcrowded and incoherent.
In the production stage of my music video, the first day of shooting was on the 19th of April about 2 and a half weeks before the unit deadline, so I felt I was on schedule to get it finished on time. However I was planning to film when I went out clubbing on Friday the 22nd and ended up not filming any clips, which I regretted. I went out again and filmed the following Friday and was pleased with the results, but I feel that this definitely set me back in terms of time management. I also didn't film the projector shots until Tuesday 3rd of may and although I had nearly finished editing my video at this point, I still had to finish the theory and evaluation so realised I had definitely left shooting too late.
After I had finished editing my video, I was actually really pleased with how it turned out. During the editing process I struggled a bit at first as I only have a basic understanding of Premiere Pro and found it frustrating when I didn't know how to do something when editing. I had an idea of how I wanted things to look but didn't know how to achieve them. I managed to get help from my peers with the parts I was stuck with which was really helpful. Upon reflection of my video, there are still a few things I could have tweaked if I had more time, for instance the quality wasn't the best in some of the clips so I may have swapped those clips, and the colour grading wasn't consistent so I may have played around with that a bit more. I was really pleased with the layering of different shots over one another as I felt this really stood out and looked effective. I also liked the slow motion clips which I slowed down to match the beat of the music. I feel that my 3 locations worked really well together but all looked strong individually. I liked the movement when filming on location, and am fairly pleased with my performance, such as when the camera follows me around the corridor and when I moved close to the camera and further back creating depth. I feel that my video successfully captures the rhythm and essence of the song, linking back to Vernallis' key points in her theory.
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