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Evaluation

Planning

the planning stage of my work I believe happened to go very well. I started off by analysing music videos that I felt inspired by whilst simultaneously reading upon the theories of Andrew Goodwin and carol Vernalis to then link them to said videos. The things I analyse were the codes and conventions of these genres and the reasons why things were done in the video. For example, I explained why asap rocky used certain editing techniques to represents his experience with drugs and so forth. Moving forth from this point I created a questionnaire to help influence the video I wanted to make. This questionnaire helped the video to some degree. Admittedly I believe I could have asked better questions but the questions I asked still helped the video. An example of a question helping was the question of where I asked people what they enjoyed about music videos and what they enjoyed about the last music video that they watched. This me streamline the shots that I wanted with my client for the music video. After this, my client and i created a shot list. We created a mood board of our favorite music videos and different pop culture things that we were interested in. we dedicated Saturdays to work, and we set forth. We decided not to do the standard things such as storyboarding as we thought we'd rely on the feeling of seeing a location and knowing it will work well with the video. This is the benefit of working with someone who has created the song instead of someone's song you do not know. however, even though It happened to work in our favor, I do believe creating a storyboard would of allowed us to make stronger judgements and have a stronger video made. When it came to the equipment needed we used the equipment that was already owned to our advantage and creatively for example the idea of working with the go pro into a bucket of water. 

Organisation 

 the organisation I presented forward wasn't really the most conventional. My client and I decided to work on weekends, primarily Saturdays, and create as much footage as possible for the video and hopefully ticking off different want shots needed for the video. When we started working on the video the first initial week we wanted to work on the major shots to create a draft of the video, but we soon came to a halt as we realized the quality of the footage captured wasn't to the standard that we wanted. As my client and I frequently meet to do other work we put aside the other work that we usually do to carry out the video but very unconventionally as once again we decided to drive around until we had a feeling that a location will match the energy and aesthetic that the song withholds which ultimately worked better than intended and expected. To be honest we could have achieved greater results if we chose to plan shots instead of relying on feeling but nether the less we are still very happy with how the video came out overall regardless if most of the shots were pure coincidence or not. It reached a point where so many shots were being created were not all of them will make it to the video.

Editing 

when it comes to the editing process nothing truly stands. In the editing process, the way we worked was by aligning all the footage on top of each other and seeing which ones worked best to get the first initial draft. Then after that, we decided what footage do we give "flavor". The first decision we chose to alter was the beginning of the video. The beginning of the video was very all over the place. That's how we decided to go with the idea of one singular shot and the change of aspect ratio. The change of aspect ratio was done by downloading a .PNG of black borders and then motion capping it to moving into place by zooming in. the next thing that was changed was the clip of my client holding the tripod on his body to sync with the music kick rolls. When it came to placing the clips in the correct order (and by the correct I mean the most fitting position) I tried to make sure clips felt like they needed to be there. For example, when listening to the song I believe it starts very sweet and calms so I decided to ease viewers in with the video, and then as the song chorus truly comes in I used the clip of my client dunking his head in the water where he's actually in your face in the camera as that is how the song feels. This relates completely well to  Andrew Goodwin's theory as this is a link between visuals and song. as the song didn't require any heavy editing visuals i believe that the editing was a success as 

The final video

This video really met our expectations. It represented the artist fully by presenting our ideas in a creative way. The process leading up to this however could have been improved to make an even better video. To market video, the video will be uploaded to different mediums such as YouTube and Instagram as these happen to be the best place to market a video in the modern world. the video has a slight 90s influence in the video where star appeal is the main focus. as the artist, I was working with is a new artist I believe this was the best route for success. this can be in relation to Andrew Goodwins' theory of decisions made by a label or higher authority. another thing that related to Andrew Goodwin's theory was relating the video to the genre. in the video, you are able to see a man in a ski mask which relates to the genre of rap, and having entourages in the background. as we had to follow covid guidelines we were only allowed to have one person. overall i believe the video 


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