MUSIC VIDEO EVALUATION

Anna Subbotina

“Flawless”

Research and Planning

• The main influence that we had is black and

white videos by THE NEIGHBOURHOODS.

They gave us idea to create hipster unique

moody band video which is heavily

concentrated on their image.

• To develop the idea we researched other bands

that have done the same e.g. THE 1975 and

THE ARCTIC MONKEYS

• We’ve investigated indie gender concept and

hipster audience. We deeply researched what

kind of music and image they enjoy to watch.

OUTLINE HOW YOU DEVELOPED

THE CONCEPT

• Websites of the bands

• Black and White music videos

• Exploring possible audiences

IN RESEARCH WE INCLUDED:

The research gave us suggestions about

shots that we wanted to make in our

video. Also it gave us ideas about the

bands image and style. The research on

audience made it clear how to attract

them and what social network use to

promote the band.

WHAT, WHY AND THE IMPACT

TARGET AUDIENCE

It was easy to research target audience and to spot them for our band. We

looked at websites that they like, social networks that they use, what do they

do on their free time, what do they wear, their habits etc.

AUDIENCE

Conventions Real Media Text

Lighting Lighting is very important in indie videos as usually they tend to be

fairly simplistic therefore good lighting will make it more visually

attractive.

Album Cover Album covers are simplistic as well and usually quite random. Some

times bands are putting some kind of symbolic impact into them to

represent their intelligence and uniqueness.

Vintage To appeal to the target audience this band uses old looking props, sets

etc. to appeal to their fans.

Slow-motion Effect Due to the slower nature of the songs, the editing matches. Primarily

quick cuts ad minimal editing are used to maintain the old feel of the

video.

CONVENTIONS AND REAL MEDIA

TEXTS

The research of music videos strongly

influenced my idea of set design and

type of shots that is usually being used

in the videos. I researched a very

interesting editing ideas to use in my

project to give it professional look.

MUSIC VIDEO RESEARCH

It was easy to make a decision about the location of the shooting. To avoid any weather problems we’ve chosen to shoot in the studio. We used slow motion performance to support

slow tempo of the song and create relaxed feeling. The dancer in the studio in slow motion

was brilliant idea for our music video as we used light cloth which she was dancing with

and its flotation perfectly fitted to the atmosphere. The costumes were simple and very easy to get as the indie/hipster style is

popular and sometimes its unisex.

LOCATION, PROPS, COSTUME

This is the set model that I’ve created with some pictures which represented

the lighting.

SET DESIGN

The storyboard and animatic were very useful

because they represented rough idea of the

final product and clearly shown us which

shots we were going to film.

ANIMATIC AND STORYBOARD

http://www.youtube.com/watch?list=PLMaA

TKXq7KVDnLGICA2LjK3PVSAh5yyZa&v

=gzqdDyk9gCo

LINK FLAWLESS ANIMATICS

The plan of our shooting day helped us to shoot everything that we need and

also suggest time that we need on each set so people that are not needed

could go on lessons. The casting was useful to make sure that everyone that

we’ve chosen are going to look good on camera that’s why we arranged screen

test. We also had a rehearsal with the cast members so we can check if they

know the song and lyrics. Just before the shooting we showed the whole team

some video that were representing the feel that we wanted to have in the

video. I think that we really thought trough all of the aspect that is why we

had a very successful shooting day.

PLANNING THE SHOOTING DAY

The process of researching was very helpful as we had a chance to look at

which audience we are targeting which gender are we aiming to promote and

how are we going to do that. Of course during shooting we had to step out of

the plan any rely on set up conditions but in the end it was successful.

EVALUATION