Health & Safety

Practice with Video Editing Strategies

Before editing my finalised video footage, I thought it would be practical to rehearse the process beforehand so I the editing process for my actual video is less time consuming. I completed this editing via primary experimentation, however, the strategies I used resulted in a resemblance of the effects I initially wanted to achieve. Although despite this, I will complete further research into my desired editing strategies before applying them to my footage as I wish to discover a faster method of completing my editing. 

Storyboard Animatic Explained

I thought it was appropriate to explain my storyboard in more depth so people can grasp a more comprehensive insight of my creative ideas.

Costume, Hair, Makeup & Props

Animatic

Visual Storyboard

I compiled an array of imagery and objects that associate with my chosen song, 'Sun Hands', in order to acquire a concept and atmosphere for my video. 

Storyboard

Location Ideas

Fruit is recognized for acting as the container of music performances, chiefly bands which fall into the alternative bracket, which is the genre of Local Natives. 

Textual Analysis No. 2

Vampire Weekend is an indie rock band, formed in New York City in 2006; they rose to prominence in 2008. The band consists of lead vocalist and guitarist Ezra Koenig, guitarist/keyboardist and backing vocalist Rostam Batmanglij, drummer and percussionist Chris Tomson and bassist and backing vocalist Chris Baio. Diane Young appears on their third album Modern Vampires of the City.  Prior to the band’s formation, Ezra Koenig was touring with The Dirty Projectors throughout a time of creative experimentation with African music. Its individual sound aroused Koenig’s interest, therefore world music rhythms were injected in a whole host of Vampire Weekend’s work, particularly within their second album Contra. Their third album, however, was a clear exodus from the African-inspired sounds of their previously audacious work, which is suggestive of their maturity. This point is reinforced by the albums mature and sophisticated premises within their lyrics, such as religion and growing old. Diane Young addresses adulthood signifying death and the actual name of the song is a play on the phrase ‘Dying Young’. The promotional video was directed by Primo Kahn and contains appearances from an array of musicians including Chromeo, Sky Ferreira, Despot, Hamilton Leithauser, Dave Longstreth and Santigold.

The narrative centres on a large dinner gathering around a long, thin table, adapted from the Last Supper by Leonardo Da Vinci – another reference to ‘dying young’. The opening shot is an establishing, long medium shot to accurately replicate the painting; the camera zooms in slowly to indicate this is our object of concentration. Within this shot a blue backdrop, which covers the majority of the far wall, is placed, accompanied by two bamboo palm plants positioned in front. This provides the slight illusion of an exotic location, expressing affluence. This is supported by some of the room’s items, such as the Greek-style pillars, gold candlesticks and the decadent feast sited on the table. However, the film is noticeably set inside, denoted by the ceiling light, dimly illuminating the room. The light is distinctively modern which clarifies the video is located within a contemporary setting, in addition to the modern apparel and coffee machine. All characters appear to be engaged in separate activities and conversations, portraying segregation.

The next shot depicts a close up of the man located in the centre of the table, perhaps representing Christ, insinuated by his composition. He wears a black balaclava, creating the image of an offender. He seems fixated on an IPhone with a white plastic case, it bears diamantes arranged to form the initials of ‘Diane Young’ which is ironic regarding his ‘bandit’ image. The use of the modern day devise could suggest be modern day’s equivalent of Jesus. After the decline in religion’s popularity, people now idealise alternatives, such as celebrities; however, this instance represents society’s adoration for negative figures. This concept relates to Vampire Weekend’s song Unbelievers which is found on the same album. 

Textual Analysis No.1

Initial Ideas

My Treatment

The fundamental basis of my music video involves a stop motion editing strategy with still photographs. In which, the protagonist continuously transfigures into a different character with every single step they take. The narrative will contain an girl who will act as the desirable object, representing Local Natives’ lyrics ‘Sun Hands’.

Interviews in regards to market research

Questionaires in regard to market research

Market Research

What is the purpose of Market Research?

The function of market research is to gather data on potential customers. The collected data advances creative decision making. This therefore reduces the risks involved in making these decisions, as it delineates their likes and dislikes regarding the topic.

This research provides the information to determine the essential details of each crucial market variable, the variables being product, price, place and promotion. For instance, a customer survey can reveal the most efficient method of packaging your product and what price customers are willing to pay for it. Sales research helps determine where to place your product -- geographically as well as the merits of an online strategy. Demographic research details the habits of your customers, including where they get their information so you can make smart advertising buys to promote your product. In relation to my own product, i.e. a music video, only two of these variables require consideration, as it is a media artefact which will be delivered via digital means as opposed to a physical object.

Market research generally falls into two main methodological bands: qualitative and quantitative. 

Qualitative research is an in-depth examination of what people think, feel or do and, crucially, why. It provides a truthful and personal recognition of their attitudes. Qualitative data, however, does not offer statistically robust findings, particularly on large scales. In regard to my own product, it would be appropriate to collect qualitative data concerning the creative aspects of this process, as it generates a platform to structure my artistic ideas around

Quantitative data is a measurement of how many people think, feel or behave in a certain way and uses statistical assessments to determine the results. If you want to know how many customers have a certain preference in relation to music and creative ideas, quantitative research would be appropriate. 

While these are often used as independent practices they can also be suitably combined into mixed-methodology research. For example, in relation to a customer satisfaction survey, an initial piece of qualitative research could identify their needs and priorities; then a subsequent quantitative survey could measure how satisfied the customers are that you are meeting those needs.

How qualitative research works

Qualitative research follows a semi-structured discussion guide to ensure that all topics under consideration are covered and that the discussion stays relevant. The questioning, however, is open and participants are encouraged to explore the reasons for their responses. The discussion process can reveal fundamental views, motivations and preferences. It can explore reactions to messages, printed material, design features and new products, test understanding of terminology, and help generate new concepts etc.

The most commonly used qualitative approaches are focus groups and depth interviews.

Focus groups customarily involve five to eight participants congregated to discuss a number of subjects, guided by a moderator. The dynamic forces of the interaction between participants is an important feature of a focus group.

Interviews are conducted by telephone or face-to-face. The more intimate environment allows participants to talk openly.

Qualitative research is usually recorded and transcribed. The transcriptions form the data which is then analysed by the moderator. Groups can also be video-recorded and can also be observed in real-time at venues specially designed for that purpose.

You can expect a report or a presentation of the findings supported by precise quotes from the participants.

How quantitative research works

Quantitative research uses a structured questionnaire with mainly closed questions, i.e. the respondents select their answers from given lists of possible responses. A range of question types may be used. For example, rating questions can measure strength of feeling such as importance or satisfaction, ranking questions can determine preferences, and so on.

Quantitative research may be paper-based, as in a postal survey, or computerised, as in a telephone or online survey. A computerised survey can also be conducted face-to-face using a laptop or on site using PDAs (hand-held computers).

Because of its statistical nature, sample size is important for quantitative research. Thirty is generally held to be the minimum number of responses for any area of interest although a larger sample size will produce more reliable data. This data is frequently present in the form of a graph or chart of some kind.

When and how I will use qualitative data in the process

·         

• Before any creative decisions are made, I will conduct a focus group in relation to their preferences concerning music genre music video content & design, plus and their rationale behind them. In addition to how they personally consume music and how they respond to certain products, concentrating heavily on why.
• Several interviews will be conducted, in reaction to my developing creative ideas regarding my music video concept. My first series of interviews will attend to my three initial ideas for my video, followed by another series of interviews involving peoples’ responses to my storyboard animatic. If any of my artistic ideas are modified, further interviews will be conducted to allow their opinion(s).
•  A survey or interview will be complied to illustrate my audience’s satisfaction.

When and how I will use quantitative data in the process

•  I intend to create a closed-ended questionnaire which will be distributed in a variety of ways: via email; a poll on my blog, plus printed on paper which will be actively handed to my peers. The survey will comprise questions relating to gender, age, location, occupation and income, so I can distinguish my audience demographic. Like the qualitative I intend to carry out, some questions will also enquire about the audience's music and media consumption preferences, however, their responses will be limited to a list of options.
• I will conduct a short survey succeeding the construction of my music video and ancillary texts, to measure the effectiveness of them as an ensemble.  

Lyric Timings

I climbed to the top of a hill 

(0.23 - 0.26)

But I had just missed the sun

(0.27 - 0.30)

And although the descending arc was gone

(0.30 - 0.34)

Left behind were the traces that always follow along

(0.34 - 0.38)

The most beautiful colors chase the sun

(0.38 - 0.45)

They wrap her trail in a taunting gesture

(0.46 - 0.51)

That seems to sing out loud

(0.52 - 0.57)

This is what you're missing

(0.58 - 1.01)

I'll endure the night

(1.05 - 1.06)

For the promise of light

(1.11 - 1.16)

I'll endure the night

(1.17 - 1.18)

For the promise of light

(1.22 - 1.26)

I want to lift my hands towards the sun

(1.32 - 1.38)

Show me warmth

(1.40 - 1.42)

Baby, won't you show me warmth again?

(1.44 - 1.46) 

And when I can feel with my sun hands

(1.47 - 1.51)

I'll promise not to lose her again

(1.52 - 1.55)

And even if the morning never comes

(1.56 - 1.59)

My hands are blessed

(1.59 - 2.00)

Who'll touched the sun, the sun

(2.02 - 2.10)

I'll endure the night

(2.14 - 2.15)

For the promise of light

(2.20 - 2.25)

I'll endure the night

(2.26 - 2.27)

For the promise of

(2.32 - 2.36)

And when I can feel with my sun hands

(2.41 - 2.45)

I promise not to lose her again

(2.46 - 2.49)

And when I can feel with my sun hands

(2.49 - 2.53)

I promise not to lose her again

(2.53 - 2.56)

And when I can feel with my sun hands

(2.57 - 3.00)

I promise not to lose her again

(3.01 - 3.04)

And when I can feel with my sun hands

(3.04 - 3.08)

I promise not to lose her again

(3.09 - 3.12)

I'll endure the night

(4.19 - 4.20)

For the promise of light

(4.25 - 4.30)

I'll endure the night

(4.31 - 4.32)

For the promise of

(4.36 - 4.38)

Lyric Analysis

Song Selection

The song I have decided to feature in my music video is Local Natives' ’Sun Hands’, which appears on their debute album, Gorilla Manor. Local Natives are an American indie rock band from Silver Lake, Los Angeles, formed in 2005. The band consists of Taylor Rice, Kelcey Ayer, Ryan Hahn, Matt Frazier and Nik Ewing

Gorilla Manor was self-funded by the band and recorded by Raymond Richards in his own Red Rockets Glare Studio, in West Los Angeles. It was produced in collaboration by Richards and the band. Local Natives’ music has been defined as "afropop-influenced guitars with hyperactive drumming and hooky three-part harmonies". Clash Music has also described their style as psych folk, or new-fangled folk.

The reasoning behind why I elected this particular song to work with is down to its varied rhythms and tones providing a psychedelic nature. This allows the inclusion of both an abstract narrative and elaborate mise-en-scene, rendering the music video aesthetically stimulating. Additionally, the lyrics of ‘Sun Hands’ are poetic and figurative, which encourages an atmosphere with a strong sense of imagery attached. Finally, the beat is a dominant feature in the song and is consistent throughout (every 0.5 seconds); meaning that editing to the beat of the song will be straightforward and therefore more professional in exterior.  

Music Video Conventions

Existing A2 Music Videos & Feedback

In order to progress, I must be able to identify what appears professional and conventional within a video. For me this came in the form of watching existing A2 music videos and noting both the advantages and blemishes. Being able to recognize these ensures I can comprehend what I should/shouldn't include in my own music video.

Unsuccessful A2 Music Videos

Why was it unsuccessful?

• The camera is unsteady, providing an unprofessional exterior. 
• The imagery isn't relevant to the song, nor visually stimulating.
• The editing is offbeat. 
• The performance footage at the beginning doesn't have sound which appears rather abnormal. 
• The footage itself is unfocused.
• There is a lack of continuity, suggesting that the student hasn't thought about creating any kind of narrative.
• Overall grade - E

Why was it unsuccessful?

• There is a lack of enthusiasm and aggression which entirely contradicts the genre of the song.
• The editing is rather basic
• There is a lack of mise-en-scene in relation to location as it is primarily based in the greenroom/
• Both the costume and models are irrelevant to the genre
• A quotation is randomly inserted without any significance
• The framing is poor as it occasionally cuts off the head's of the band members and the instruments.
• The editing is too slow for the genre and it doesn't edit on the beat.
• The lip syncing is not correspond with the model's mouthing. 
• Overall Grade - E

Why was it unsuccessful?

• The shots are too long which contradicts the quick pace of the melody.
• It is entirely repetitive 
• All the shots are in the same location
• On the contrary, there is a narrative, even though it doesn't develop.
• The flashes have no connotations which suggests a lack of footage
• There is no direct mode of address with the audience and no performance aspect.
• A larger variety of shots may be appropriate 
• Overall grade - D

Successful A2 Music Videos

Why was it successful?

• The narrative aligns with the song and bears clarity.
• The lip-syncing is on point
• There is a variety of shots and cinematography strategies which adds more depth to the video and makes it more visually stimulating.
• The flashes are a connotation of a camera flash, showing that the student thought extensively about the ideology. They are also on point. 
• The locations are appropriate 
• Continuity is present 
• There are themes running throughout 
• Overall Grade - A*

Why was it successful?

• There is a variety of shots and cinematography strategies which adds more depth to the video and makes it more visually stimulating. 
• At one point she is paced against a blank wall, however, the wide range of shot types and movement of the model renders the sequence more interesting.
• A climax is developed, although gradually. 
• The narrative is clear and a very distinct atmosphere is created.
• The mise-en-scene is carefully thought out
• The actress really embraces the part, providing a sense of verisimilitude.
• The editing is on beat
• Overall Grade - A

Why was it successful?

• The student used an appropriate model as she really embraces the role.
• The lip syncing is believable
• The performance is to a high standard
• The dance matches the song lyrics
• There are several costume changes which is appropriate in the genre of the song. 
• Overall Grade - A 

successful A2 Music Videos