Final Video Evaluation

In terms of media language, I feel that I successfully incorporated the enigma code (Barthes) into my music video due to the fact that the narrative is fairly slow paced and obscure. I feel this links to Todorov's narrative theory (which was also successfully applied to my music video) as there was a clear disruption presented where the actor is no longer happy throughout the video, with a 'climax' occurring when there is a quick edit of multiple flashbacks, leading to a new equilibrium, or otherwise known as resolution, when she appears in a brighter background at the end of the video. I think the slow pace builds tension along this narrative and also allows it to be left to interpretation, therefore conforming to Barthe's open narrative 'ball of string' theory.

I feel I addressed media representation in the way that I planned to with the use of a female artist who is present in both the video and across the website. I subverted Van Zoonen's ideas of patriarchy and spectacle as I did not present her in a sexual manner. There is an element of typicality, however, in mise-en-scene due to costume and makeup. I think that due to this, gender and age representation was portrayed successfully in this video, however, I could have improved on ethnicity as the video is fairly white-centered. 

I understood through my research that many successful music videos conform to a mixed genre of performance and narrative and therefore I incorporated this into my own shoot and editing. I originally wanted a video with the forefront performance being in one-take with more interesting elements occurring in the background, however, this wasn't as interesting as I originally expected in the storyboard, therefore I changed the idea to switch between performance and narrative. I also knew it was important to incorporate a sense of brand identity across the website and the video, therefore I ensured the use of green and courier font was established across both platforms. 

My intended audience was aged 15-25 and in socio-economic category C1-A. I feel that I targeted this audience through my performer being within this age category and therefore being relatable to an audience, however, my video could clearly also apply to adults due to the idea of a broken family and marriage being universally sad to all ages. In this way, it can also relate to the struggler (Young and Rubicam's 4 C's model) due to the music video offering relief at not being alone as well as escapism. In this way, the video can also

First Video Edits

PRACTICE EDIT --






FIRST EDIT --

Music Video Editing

This was provided by the tutor to help us with editing in premiere pro.

Premiere pro from elleguyan

Final Video

The Website

Production Timeline

First planned shooting - October half term 2017 (failed) - had to reevaluate

First shooting - 31st October 2017
Re-shoot - 10th November 2017
Bulk Editing - November - December

Received feedback so had to re-plan again. 

Further shooting - 19th December - 3rd January

Clip imports - 8th January 2019
Clip FINAL editing - 15th January 2019 - February

Changes and Development to my video

I have made a number of changes while making my video from my plan which I would like to document

-I originally wanted the actress to be singing in one-take with the camera while there is a story in the background. I decided that the narrative isn't always clear as a result of this, and sometimes it might work better to cut between her performance and a narrative. Although I am disappointed I couldn't achieve the full effect I originally wanted, I still think the new vision will work.
-I felt that the narrative wasn't clear enough with the original footage I took of somebody walking around upset like in my storyboard. Therefore I am planning on implementing clips that are stronger, such as perhaps a graveyard or clips of wedding photos
-I also decided to film some moving background shots to make the video more interesting to watch
-I filmed multiple old photos in order to add to the effect of nostalgia. I think this is very important to convey the song's meaning as it is about reflection and fairly sad.
-In my storyboard I also wanted to have a range of green screen backgrounds however I decided it would be more effective to have a simple black background throughout, especially due to intertextuality to other videos

Logo Design

Logo Ideas

 On the left are some ideas for logos that I designed. The first one (created in two different colour schemes) is fairly simple, and uses a bold serif font. Sometimes simplicity can be more effective as it doesn't make the layout seem cluttered, and it is easy to read.


The second uses two shaded boxes overlapping with the name. This didn't turn out exactly as intended so I do not plan on using it.






I still like the idea of overlapping A's however this logo is slightly too simple so I plan on developing it further in the future. I think I should use more colours in order to represent the brand of the female artist as opposed to darkness to represent the song. Most singers have a range of songs that they want to demonstrate on their website so I need to be open with my logo colour scheme.

More Logo Development

EDITING - I used the pen tool to sketch the outside of an A shape and coloured it in pink using drawing tools, then copied another version for an overlapping effect, and coloured it in purple. I wanted to try and create a gif so that the logo is more advanced, and can catch the viewers attention a lot more. I originally wanted pink and purple as it is a female singer and this is stereotypical, but I decided this didn't fit the branding of the video at all.
I chose the style of 'A' that I did because I wanted it to contrast with the serif style name that appears next to it on the website.

EVALUATION

The strengths of my logo are that the pink represents femininity and therefore can act as a stereotype. I do like my logo however I think it needs to be in a colour range of blue or green in order to fit with the branding of my music video. I also think it could use other developments such as being turned into a gif or having something other than just letters. 

I am also trying to develop a video version that can be implemented into my website or video somehow.