Final Music Video

q3

q1

The media product we were asked to produce was given along with a brief that dictated what type of music video we were able to make. The brief consisted of creating a music video that was between 3 to 5 minutes long and could be from any music genre. Once we were given this information after discussing various ideas with my group we came to a conclusion that the dance genre was our chosen genre and we had specifically decided on a song called "I Know" by Shift K3y. The media products of our chosen genre must include advertisements, a storyline of some sort and a way in which it represents the artist. The music video for Club cant handle me by Flo Rida was chosen by myself to take various pieces of inspiration and for further research into the genre. When analysing this media product it was clear that there was in fact elements of the music video which advertised heavily for the movie "Step Up 3D" as the audience were able to see various dance routines from the movie fitted to the music video therefore making the movie seem far more appealing and thus creating for sales. 

The storyline for the music video showed that the artist was too extravagant and partied too hard for the club in which he was in to control him which also makes the rest of the crowd very excited due to his presence. This music video makes the artist appear to to have a very lavish lifestyle which is evident as at the beginning of the music video he shown to arrive in a very expensive car and throws large sums of money in the air as he enters the clubs. The evidence of the lavish lifestyle continues when the artist is in the club and there are lots of champagne bottles brought to him by women. The music video also shows the audience that the artist likes to lead a fun party lifestyle as he is seen to be dancing in the club and enjoying the music along with his friends.

Based on this real media product I had decided to take various conventions that i found, for example showing a club atmosphere was a major convention that would be included as throughout research this was a reoccurring scene within every dance genre music video and seemed to have high appeal to the target audience. While researching the dance genre in almost all music videos analysed there were a large amount of scenes that either showed a party or club atmosphere which meant that in order to make my own music video more conventional it was essential for me to include shots of clubs that i have shot myself. The club atmosphere was conventional as it also includes as conventional aspects such as green strobe lighting and colourful lighting which can be found in every club or party atmosphere therefore add's more connotations of the dance genre into my music video and making it more appealing to my target audience. I have decided to include this scene into specific parts of my music video in order to show the audience how the artist has a different side of my professional life which is shown in the first quarter of the music video, it also demonstrates to the audience the artists choice between his girlfriend and the part lifestyle.  

 I also decided to include the convention of showing a party lifestyle as I felt that this was another important connotation of the dance genre that the target audience would like to see as the demographic are able to relive their own moments of partying when watching my media product which therefore creates a greater relationship between the audience and the artist. The party lifestyle also links in with club atmosphere previously mentioned as through the club atmosphere the audience are able to see how the artist is leading his party lifestyle by going to different clubs and bars which is evident throughout my music video. The party lifestyle can also be very relatable with audience as they too would have a wide interest in leading a similar lifestyle, so when the audience see that the artist is partying this will immediately create a deeper relationship and will seem more appealing. 

There were also relatively large amount of strobe lighting used within the Flo Rida music video which again seemed to be very conventional when researching dance genre music videos, this was again used to mimic the environment of a club which seems to very popular among the audience.  As there was strobe lighting used within my inspiration i also decided to include it within my own music video, this was evident in two of club scenes which show both red and green strobe lighting. There was also strobe lighting included in both my magazine advert and digital, in order to create this I had to use Photoshop CS6 and use the line tool to create lines which resembled the other existing strobe lighting, in order to make It seem more realistic I then used the blur tool the make the lines less defined.

Using Final Cut Pro X I decided to implement montage editing in order to introduce my conventional editing techniques into my music video. In order to create this style of editing I used Final Cut Pro X and the various tools it has. The montage editing was produced placing my scenes into the music video and then using the blade tool to cut them down so that each scene only lasted for a couple seconds, I also decided to increase the speed of the scenes to 120% in order to further achieve fast paced editing. The montage editing also matched the tempo of the beat which meant that after each beat the scene changed, this is another common connotation of many dance music videos which shows that I am further developing the conventions of the genre.


I decided to implement effects into my music video through the use of Final Cut Pro X. There is a large use of the flashing lights effect used in scenes such as the office and club scenes, in order to implement this effect I dragged the effect to the desired scene and then changed the intensity of the effect depending on the scene. I also added tints that included colours such as red, blue, green and yellow in the office scenes and in other scenes such as one of the club scenes in order to differentiate it from the other scenes, in the settings I was able to choose the exact colour I wanted for the tint.There were other filters such as Vignette and the 8mm filter which were included in all of the bar scenes, these filters made certain parts of the scene black in order for the audience attention to be diverted to a specific part. Letter boxing was also used  which created a border on the top and bottom of all scenes in order to make the music video seem more cinematic.


On the other hand i have also decided to challenge conventions by showing a large amount of narrative within the my media product, it shows the artist life and the various situations that he is in however although the conventions are challenged it is conventional at the same time as when following the artist's life there are large amount of club environments shown as well as other various aspects of the party lifestyle.

q4

q2

Final individual ancillaries

Magazine advert:

Digipak:

rough cut

Audience feedback is essential to a production as ultimately the media product that you are creating is for your chosen demographic. In order to achieve a successful music video your chosen demographic must largely appeal to what you have produced and if there are areas in which the audience feel need to be changed the producer should then make the necessary changes in order for the music video to fit the needs of the audience. A rough cut is essential to carry out as this is what the audience are able to see in order for them to give their own feedback which as previously mentioned is very important for the producer.

In order to receive audience feedback from from my target audience we decided to use vast array of social media sites and Youtube as this provided us a greater platform for us to showcase our product and would then allow for more feedback as the music video could reach a greater amount of our music video. Initially we had to use Youtube to upload the rough cut on to the internet which allows me to gain a greater idea of how many people have viewed my rough cut, see how many people like and dislike the video as well as see comments that are left by the viewers. All of these factors allow me to gain a greater understanding of what the audiences perception is of my music video as the comments will be able to tell me what the audience thought were both positive and negative about my music and the like/ dislike bar will give me better knowledge on the overall thoughts of my demographic. As mentioned before by placing my music video on Facebook and twitter it allowed my music to reach a greater audience which increases the chance of more comments on my music video.

The feedback from the comments would benefit my production as it allows myself as a producer to gain a better understanding of the audiences wants and needs in relation to the music video. The comments may suggest some changes that need to done to adhere more to the desires of the audience or possibly aspects that I may have mixed. By making necessary changes it will make my music video more successful as the audience will have a higher appeal towards my music video and will therefore be more likely to watch it. This feedback will also help the music industry as again other producers can make the music videos that they produce more tailored to their chosen demographic and will therefore be able to make greater sales so it is in their best interest to listen to the feedback that their audience gives.

"Very energetic and made me and Jess want to party!"


This type of comment is exactly what a producer wants as throughout the music video this is a type of emotion which is trying to be replicated within the audience. There were many ways in which this emotion has been emitted, for example through the party/ club scenes which also shows the crowd enjoying themselves to the music from our chosen artist.There were also many parts of the music video that show strobe lighting which will remind the audience of the times that they may have had when they have visited similar settings which therefore brings up the same emotions when they watch the music video.These two elements would be considered very conventional to the dance genre as it shows the audience an environment in which is always associated with the dance genre and may be a reason why the positive was so comment due to the conventionality. There were also other elements of the music video such as the fast paced editing which may had made the commenter feel this way as fast pace editing often creates a sense of excitement which agains to the conventions of the dance genre.

"The visuals match the rhythm very well"

When creating the music video we made sure to make many of the cuts match the tempo of the beat in order to make the music video seem more professional, more enjoyable and in sync. This was a major aim that we had when creating the music video and at any opportunity that this was possible we tried to match the visuals and sound especially in the faster segments of the song as it allowed us to create fast pace editing that also was aesthetically appealing as the audience saw another scene each time the beat dropped. The style of editing that was associated with this would be jump cuts which is also very conventional of the dance genre. The visual matching the rhythm could also be considered very conventional to the dance genre as during our previous research this style of editing was very common among dance songs that had a fast tempo beat. The aim of this fast pace editing and the matching of visual and beats was to build up a sense of excitement and vibrancy. it was clear based on this comment that this was a feature of the music video that the audience took a liking to. In order to build upon the excitement that has already been produced we have a wide variety in lengths in regards to the shots which may also have effects added to them such as coloured tints or overlaying


"Variety of shots in London and club fit with the genre well"

Finally this last comment is in reference to the constant portrayal of an urban London setting that is seen throughout the music video through the office scene and the London nightlife. We used a variety of editing styles such as jump cuts,overlays and transitions to showcase these locations to the audience, specifically showing iconic London buildings to shots of the artist within a club or bar setting. The dance genre is often shown amongst these sort of settings therefore this make them very conventional to the dance genre which the audience seem to prefer far more than any subversive connotations. The urban setting may be liked very well by the audience as they are able to relate to the city and urban locations due to them also having visited similar locations.This comments tells us that the shots of locations we have included work very well with the song and genre, it also gives us feedback that the audience may want to see more of the location and settings including the shots of the London nightlife.

Negative 

"could improve by making the narrative more clear"

This directly responds to the gap nearer the end of the music video which has been saved for an extra section of the narrative as well as the ending. The ending that will be added will let the audience know what the artists decision is, which is to either choose between his girlfriend or choose to lead a party lifestyle with his friends. There have also been other effects that have been added to existing scenes such as many of the date scenes, for example there has been a filter added which makes it clearer to the audience that this is a memory of the past. The other scene that will be added nearer to the end will show another date scene of the artist and his girlfriend on a walk through the park, as the artist looks away there will be a flash of the party life which shows him the type of lifestyle that he could possible lead, this may also give the audience a greater hint that that this is the type of lifestyle he most likely will want, . The artists decision would match the conventions of the dance genre as it shows the artist to be closely related to the party lifestyle that the music revolves around. It would also appeal to the target audience as they may aspire to be as closely related to such a fun and exciting lifestyle.

"the only thing i'd say is the made up club scene needs to be edited more"

This comment refers to the fabricated by scenes which was shot showing the artist partying with his friends. This particular scene was shot in the studio that had a bar 13 along with many types of lighting such as neon lighting and a relatively simple background which helped make this scene seem less fabricated, unfortunately this may have led to the audience feeling that the music video looks more unprofessional and less aesthetically pleasing however there was no possibility of using an authentic bar setting so this was the next best option. In order to overcome this negative comment we decided to have really edit the scenes in order to make it look more real, for example we used various effects such as flashing lights, and effect called super 8mm and another affect which made the image seem more higher quality which brought out many of the colours. When the alterations are made it made the scene seem far more realistic which should please the audience. The changes we made may also make the scenes seem more conventional as there were far more colours now being shown throughout the scenes which is essential as this is still a party setting which requires many different coloured lighting.


"could use a bit more colour in certain aspects of the video."

It's common is referring to the office scenes that are shown through the first half of the music video. There were in fact a small amount of fags added to them which would make them quite subversive and not necessarily as exciting as other aspects of the music video. The setting in itself would not be considered very conventional as an office is more associated with being boring which is very far from the other emotions emitted from the music video, however I would argue that it was essential to the narrative as the artist would like to be perceived as very successful and professional to the audience which the office setting helps him to achieve. In this setting it also shows the artist thinking about his girlfriend and of the lifestyle that he could also have if you choose to labour which is partying with his friends. In order to overcome this negative feedback we will edit the scenes further by adding current tenants which may vary in colour in order to add more exam into the scenes as well as possibly delaying things in order to make the emotions being conveyed from the music video clearer