Ravinia Rose-Ekwealor A2 media

In my final draft of the music video, I acknowledged there were areas I needed to improve on.Due to the weather forecast being bad the outside video clips looked dull and dingy, thus didn't represent the conventions of a pop music video (Neale) being bright and colourful. After looking through my first draft I knew alterations of the shots needed to be made because certain areas needed to represent a fun and positive atmosphere.However, some people who were needed to film were not available making it impossible to recreate certain clips on a sunnier day.But was able to solve this problem through Premiere Pro as I brightened and adjusted colours in effects control to make clips more vibrant.A variety of colours are represented in my music video for an example red symbolises love but also anger.This is typical for a pop music video convention as the lyrics are based on love and relationships.

I was able to follow my storyboard when filming however, when it came to editing i decided to move and cut clips around to make it looked better.However, was still able to follow my synopsis of Megan finding her boyfriend cheating on her, taking the approach to spy on him and the mysterious girl he and realising her self worth.For an example at the opening scene of the girls talking, I decided to cut when their shocked facial expressions appeared.This creates enigma as the audience are curious and on edge.Making the audience want to watch more which makes them carry on watching.Over the top of the diegetic sounds the non diegetic sound (heart beat) has connotations of danger and something alarming.This was used to amplify the suspense as it becomes more dramatic.After the dialogue I added in an opening title which was a serif font thus reflects the target audience.The transparent font was also edited on top of the non diegetic sound .The clip within the title changed each time the heart beat. Linking to Godwins theory of music and visuals which amplifies the scene.This is also shown through visuals and lyrics as i designated specific clips to match the following lyrics.I decided to have the title here instead of the beginning to keep the audience interested as they were lift on a dramatic pause (cliffhanger).

Other conventions of a pop music video is the artist appears to be happy and content with their lives,this is shown through clips of Megan Raye being positive and enjoying her time with her friends.Pop music video also have conventions of wearing expensive and designer clothing.On the other hand this music i wanted to aim towards as many social economics for an example C1 to E to create diversity.From casual jeans and t shirts to bright expensive dresses.This makes my music video represent a lot of different people. Following Young and Rubican 4C's theory the music video refers to 'the succeeder' as Megan is seen as confident and focused on her life. It also links to 'the reformer' as she followed her own judgement and was seen in non materialistic clothing. Representations of the mainstream is shown as she follows pop conventions and 'the struggler' scenes such as being emotional and 'living for today'.Furthermore, being in a more urban location (the market) also creates a sense of realism as pop artists are normally seen in high budget sets with flashy backgrounds.Locations such as the ponds which had lovely scenery can also be seen in higher social economic places.

Using binary opposites through visual codes keeps the audience entertained (Levi Strauss).The contrast constructs a narrative, the artist shows a variety of emotions for an example; when the girls are seen partying and the artist performing she is seen as happy and joyful.This is also shown through the bright saturated colours.However, scenes such as her being emotional and upset which is also seen through the muted colours.Other binary opposites such as present vs past, strong vs weak and antagonist vs protagonist.This also allows the audience to see different emotions from the characters.

I decided I didn't want to follow Todorovs equilibrium theory as it doesn't start with an initial equilibrium but a disequilibrium to create enigma.The hybrid music video however did have the following steps such as recognition of the disruption and a new equilibrium at the end (her walking past him).The fragmentation keeps the audience amused as they have to continue watching to understand what order events are going in.Although, i edited past scenes muted colours and present scenes saturated makes it more clearer to follow.

I was able to follow the age demographic in the brief of 16-24 in my music video.For an example the representation of technology is shown throughout the scenes.Such as mobile phones linking to the negative stereotype of the younger generation being dependent on the mobile device.However, this representation is shown for a small proportion of time, they're also seen socialising and having fun which makes the stereotype seen invalid.There is also representation of the females wearing p makeup which is also another stereotype about the younger generation 'wearing too much'.Makeup and tight clothing is commonly associated with females who want to make their appearance more enhanced.Van Zoonen argues we live in a patriarchal society were we the female body is objectified for male pleasure.However, in my music video the girls are seen putting on makeup for her own self esteem and it is evident no males are around to see her.This conveys the females were getting dressed in party clothing to show self confidence and to have fun.Females are known for fulfilling the expressive role; nurturing and caring thus have the negative stereotype of females being weak and needing a man to take care of them.However, in this postmodern society she proves the younger generation do not rely on a male.She is seen to be upset in scenes however, her confidence and self empowerment in reflected throughout showing females are not weak mentally or physically.

I was able to follow my statement of intent by getting rid of the negative stereotypes of this demographic as it highlights bigger issues within the younger generation such as depression.Although it is not completely clear she is seen being emotional in different scenes however, for a few seconds.Thus conveys media represents teenagers in a negative manner however fail to acknowledge more serious topics such as the increase of anxiety and depression of those age 16 and above.This links to Baudrillard hyper reality theory that media has made the distinction between reality has collapsed.

In conclusion, I was able to follow my statement of intent successfully as my goals were achieved.If I was to do this again with a higher budget and more time I would have better equipment such as a steady cam allowing me to experiment with different transitions.I would also be able to afford actors to have better diversity.However, I was able to follow the narrative and aims throughout and adapted it to be more suitable for my audience.

Music video editing

AUDIO

At the start if my music video I wanted to have diegetic sound from the artist and her friends. They're seen talking and laughing as the camera pans backwards. Here I decided to not add any filters as I wanted to have a sense of realism to make the audience feel like they're at the scene. Starting the music video with acting is a great way to get the audiences attention and allows the everyone to see the meaning behind the lyrics. Although I didn't edit the visual I adapted the audio.

Making the voices louder and clearer I used keyframes to adjust the loudness of the audio, this allowed me to make the audio go from low to high or however I may like it. I made the sound effects quieter when the actress is speaking. I also changed the dynamics to focused to get rid of the surrounding noises. I also added in non diegetic sound of a heart beat which got louder the longer it continued. Thus creates suspense and more dramatic it then cuts to a black screen when the girl to the left pulls a shocked expression.

VISUALS

Creating this font i created a red 'colour matte' as it symbolises strength and power and also matches the colour on the home screen from my website.In addition, the video reflects on love,whether it is with her friends or the flashbacks with her boyfriend.Selecting my footage I cut my visuals so it is evidence there is a relationship between the non diegetic (heart beat) and the visuals as Godwins theory states it can be used to amplifies the scenes as camera shots are repetitive later on in the music video.Making the music video more entertaining and keeps the audience questioning what is going to happen?After snipping the videos I created a title that looked bold and modern to match my target audience.I decided to create two title 'MEGAN RAYE' 'CIAO ADIOS' using capital letters in the font filled up the screen and then changed the position and scale.Going into video effects I used 'track matte key' while highlighting the colour matte.In effects control I clicked the drop down next to mate and selected 'video 5'.Copying and pasting this into the 6 video clips.

Before After

Here I changed the clip to have more saturated tones of red and orange. The use of red represents caution and anger this is heightened through her facial expressions. The use of the warm colours also signify love and joy which is the binary opposite to the situation she is in.

Before After

This shot here I decided to edit by changing the opacity of the video. I didn't like the way the camera was visible through the reflection and wanted to make the video more clearer for the audience to understand the narrative. On the right it was vague about what was happening due to the distractions of the surroundings. Editing this shot I made the opacity lower so the lighting was dark and dingy. This changed from high to low using keyframes. Referring to the lyrics 'so why don't we call her?' reflects her anger and sadness through Goodwin's theory. Adding in the text was another way to keep the fans interested in the music video to do this I added in a text message bubble into premiere pro rearranging the scale and position to have it in the centre of the video.

Before After

At the beginning the close up shot was pixelated to a extent so i wanted to make her skin look smoother. I done this by adding a mask feather of 5.0 with a radius of 10 which got rid of the issue. I also made the brightness darker to make it easier for the audience to know it is a flashback. I also included a vignette which is mostly seen in horror or sad films.

Before After

Here I increased the exposure to 1.7 and added a red shadow tint and increased the vibrancy. This makes the video look more engaging and bold compared to the original video.

Before After

Here I created a 'unsharp mask' with 18.1 radius this made my video more brighter and more white. This was good as originally the walls and clothing had a green and brown tint to it.

Before After

Here i made the colours more saturated with a red/orange undertone whereas in the beginning the shot look green.By changing the saturation it makes the video look more brighter and lively.It also has a sense of warmth.

Transitions

Here I used the reverse as an editing trechnique to indicate theyre going into the past (flashbacks).I done this by clicking onto speed/duration and clicked onto the reverse speed checkbox.

To show I have went back into present I used a white fade transition.

Cutting

At the end I wanted it to have a variety of shots to tell the narrative. The shots makes the storyline flow as you can see the surrounding and facial features better.