For the narrative part of filming we had an organised planned of what we wanted to have in the end cut of the music video but while film it meant we had a lot of freedom to shoot as much as we wanted. For our type of music video we felt like all shots could be made important during editing but we decided to discard the shots that seemed a bit dull and less upbeat, we wanted the audience to be amused by the video and enjoy the experience of watching it, therefore we got rid of the shots that contain a little amount of colour, light or upbeat event. For the performance element we filmed the entire song being lip synced multiple times but each time in a different angle. This enabled us to pick which shots looked best with the track. A variety of shots are necessary during this part to keep the audience excited and not get bored with one log shot at a time. Therefore we didn't discard many shots for this aspect.
One we had all the shots we wanted we began the post-production part, to begin with we put all the shots in chronological order before cutting out the shots we felt weren't right for that part. By this point the narrative was beginning to take form and we could see where the video was headed, after this we trimmed each clip to the few seconds they needed to be and the shape of the music video was beginning to look quite solid.
After cutting each shot to about the length we felt suited we began putting them against the music, when the clips were in chronological order against the track we were able to adjust the clips to change in beat with the music. This encompassed trimming or extending clips slightly. We noted that we had to start doing this part at the beginning of the music video because if we found that once the whole video was cut to the beat except for a small part at the beginning then changing that part would affect the rest of the video and meant we would have to adjust every clip very slightly.
Matching the audio to the visual is extremely important but mainly when it comes to lip-syncing, this is because videos that do this poorly can end up looking tacky and unprofessional. When we started matching the artist's lip movements to the audio we found that the lip-syncing during filming had not actually been very accurate, therefore we had to split some clips up change the speed they went at. For some clips the artist had sung too slow to start and then too fast at the end, this meant we had to slow them down to be in sync and match together.
I think that one aspect that went well during editing was the teamwork of our group, we managed to all take an equal share of the editing and contribute throughout. This made everything a lot easier as we had four keen eyes making sure every shot was accurate opposed to one. Having a good work ethic meant the editing was able to flow smoothly and efficiently. Also when we came across some difficulties we were able to overcome them but thinking of the best strategies to implement. There weren't many negative aspects while editing other than when we felt it was better to put performance parts at every chorus, this meant we had to change a few things around in the video after our first draft, when doing this all the clips that where in the right places ended up not being in sync or on a beat. We had to spend a lot of time correcting the aspects of the video that had changed.
There isn't much in the video that I would change but if I had the chance I would have filmed some scenes a few more times and from different angles, this would have given a larger variety to choose from and would have made editing slightly easier. Also I would improve the lip-syncing while filming to make the editing easier again.
Personally, I believe that the narrative element of the music video we have created was established to a high standard. The title for a narrative is ' A day in the life of an average superhero' but the message we tried to create was to show the 'child inside of every adult.' The superhero is a representation of a child and his adventures through London acting like a normal person signify he is still 'only human.'
The star image of our artist took a lot of research and planning, we found searched other artists with the same genre and found out what people liked most about them. The main things that stood out were that confident, charismatic and fun-loving aspects of the artists therefore we wanted to portray the same things with our artist through editing. I feel we managed to achieve this as we put in a lot of jump cuts and different angles in.
The target audience that we are trying to appeal to are young male and females between the late teen years and early 20 year olds. By analysing conventions of videos in our genre and interviewing people of a similar age we were able to form a picture of what the audience wanted to see. After shooting the necessary footage we had to use the editing process to bring it all to life. We used fast paced cuts and a variety of different angles and depths of focus to keep the audience excited and used a superhero protagonist to provide a more laid back/funny element to the music video.
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