construction- Music video editing

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.

Planning – Final Story board

planning-story board first draft

callsheet,camera shot list

Planning - Release Forms

ideas for song choice

3 different songs from ravinia123

planning statement of intent

Construction- website final design

Changes I have made:

    https://raviniaros.wixsite.com/mysite-1

Layout before:

Layout after:

From my draft I liked my home page however came to the conclusion to change  my header  from feedback from the designated target audience.I decided to change my font to a sans serif font  'impact' which is more bold compared to my original choice 'Bodoni Poster ' as the serif  font makes the header look formal which was not the aim.By changing the font the font looks more fun and exciting which links to the brief being 'fun-loving'.The baby blue stands out against the hot pink and has symbolism of stability which is shown in Megan Raye's music video as she acknowledges she doesn't need a man. The light colour stands out against the pink which makes the audience more likely to look at the navigation bar.This will encourage others to explore her website page which is good for marketing her as a artist, thus can increase her tour tickets or even have more people looking and buying her merchandise . I also decided to remove the lighter pink box , which is applied once the button is clicked, as I wanted to make the navigation bar look more simple.The navigation tool bar looks more modern and exciting which links to the age demographic of 16-25.By adding the artist logo in the top left corner allows others to recognise the logo which is good branding for the artist.This being a PDF image allowed it to blend in with the background.The black font also stands out against the light grey.I prefer this layout as it looks more youthful and exciting which appeals to my target demographic.I didn't want to enlarge my text from the logo and the navigation bar as I want the artist to be the main focus to her fans.

Social media 

Jenkins fandom theory states that audience want to be more active and involved and media has allowed people to do so.This is something I wanted to include myself.Megan Raye has social links on the side of her page which stays on the page consistently for people to go onto.This allows her fans to have her social media and to keep her fans entertained and updated on her life.Instagram have released data stating 75% of the users are aged 18 to 24 which proves this social media is necessary for marketing the artist.

Layout before:

Here I decided to change the background colour to pink as my colour palette for my website needed to be more coordinated.By doing this I looked at other bright and colourful colours that go well together.Here the bright pink makes the image stand out compared to my draft which was a dark blue making the page look dull and boring.This matches the genre conventions of 'pop music' as a  stereotypical pop artist are know to be  full of energy and includes vibrant colours. The font for her biography I decided to use a serif font 'Oswald Medium' as it has connotations to formal documents and makes it look professional as it talks about her careers successes.To avoid colours clashing or making the page look distracting I decided to keep the font colours the same as the vibrant image of her to the right stands out.This image of the artist represents the target demographic audience as her outfit are commonly worn by people this age.I decided to crop the image,cutting her legs out, this makes the image less revealing as (Van Zoonen) argues women's bodies are represented as objects.Here I wanted to have a sense of female empowerment this is shown through the way she is standing up strong with a high angle shot.Furthermore,goes against the stereotype that women have to objectify themselves or use voyeurism to become mainstream.

 Regular

 Hover

On the website I included a hover box design to advertise her tour tickets.The black background is a good way to split the sections of her website.I also decided to use this colour as it stands out from the website.I then decided to used the same font colour which was pink to make my website look organised.The font 'stencil' really drew my attention as the unusual serif font looks alarming and stimulating.

Layout before:

On this page I decided to use the colour purple which can have the meaning of creativity and wisdom but can also cause people to have sad feeling and frustration.I believed this was the perfect colour to use for her most recent song 'Ciaos Adios' as her music video. Originally, I had a black and white theme but came to the conclusion the colour pallet did not look right and was not appealing towards the audience.Purple makes the website look more accessible and bold.The image of her in the top left corner I decided to convert back to colour as you see her having a direct mode of address.She is seen wearing a full face of makeup which can link to the genre conventions of a pop artist.I also decided to use muted tones in the image which matches with the title 'VIDEOS'.The artist have a direct mode of address making the website more captivating as it persuades her fans to watch the music video.

Layout before:

Turquoise was part of the colour palette and is a bright and colourful colour compared to the light purple.My aim for my website 'TOUR' section was to convince her fans to pay for her tickets.My original layout looked boring and dull due to the black serif font.Changing it to pink/red sans serif font 'Suez One' which has made it more appealing.The sans serif font is also easier to read which is necessary as fans need to pick the correct date.The red patterned background complements the tour font and her clothing.I preferred this layout as it makes people imagine the tour to be as exciting as it is advertised through her website.  

Merchandise 

 For Megan Raye's merchandise I wanted her to have some form of makeup to be represented.This is because she is seen applying makeup in her music video and is a good inter textual link .Having her own makeup collection targets the designated age demographic as people this age are known to spend a lot on makeup and fashion.Her  clothing prices range from £45 to £30 which can be seen as expensive.However, this is common for well known or popular artist for an example Ariana Grande price range between £30 to £80.