Evaluation of Music Video

Self evaluation

When filming my music video, because I did it individually I had to take on all the roles needed to complete the video. For example, I directed the video and explained to the actors what they had to do in each shot. I also filmed the video with my camera. I found I enjoyed this control as I could film it exactly how I was envisioning it in my head. I also controlled the post-production side of things as I edited the footage together. I did this on Adobe Premiere Pro because I have used that software before on other projects and I am comfortable using it. It also offers more effects and uses than simpler softwares like Windows Movie Maker.

I achieved my original aims by following my detailed script, shot list and production schedule. Doing this helped me create the original concept I had in my head. The detailed planning I did in pre-production definitely benefited me when filming. I also tried to communicate with my actors as clearly as possible so there were no misunderstandings which would make the filming go smoother and more quickly.

Throughout filming, I developed different skills. For example, I feel I got better at time keeping and organisation as I had to stick to my production schedule or we would run out of time and have to continue the next day, making the whole process longer. I also feel my editing skills developed further because each time I edit footage I learn more about what you can do on the software.

Finished product

I think my advert is fit for its purpose which is to entertain. I wanted my advert to entertain the audience and I think it will as there are interesting editing techniques and different shots throughout. I am happy with the finished product and it is similar to how I was envisioning it in my head.

The target audience for my music video was young male and females aged 16-25. My music video is appropriate for my target audience because as I said before, it is similar to other music videos of the same genre, for example, Childish Gambino’s music video for Telegraph Ave https://www.youtube.com/watch?v=p3f-eDzkxcw) and Kanye West’s Only One

(https://www.youtube.com/watch?v=WibQR0tQ0P8).

I think my music video includes interesting editing techniques, which makes my music video eye catching and enjoyable. For example, I used an editing technique which causes the video to play a few times over. This adds to the idea that this is a montage being watched by someone. I also used jump cut editing, to make it seem like the memory is

fragmented or damaged. The footage also has a vintage looking effect on it, which makes it look like it was filmed on a VHS recorder to make it clear this was in the past.

I attempted to create a medium-speed pace throughout the video and also use cutaways that take place on the beat of the song to make both the audio and visual aspects of the music video combine.

In terms of transitions, I did not use many to create a sense of realism, but I did use a cross fade transition towards the end of the music video, to clearly differentiate the difference between the two shots; one being the memory montage video, and the other being someone actually watching that video.

I believe the technical standards are up to scratch in my music video because I used a good quality camera, which transferred nicely onto the editing software. I also edited it on a widely known and respected editing software, meaning it looks more professional. However, the effect I used to make it look like the video was made in the past lowers the quality purposely to make it look authentic, but the actual video underneath the effect is still good.

If I could shoot my music video again, I wouldn’t change much but I would begin the shooting process at an earlier date than I did so I had more time to change things and reshoot them if I felt I needed to. I would also rethink my idea, and consider choosing to film an actual storyline that follows a narrative.