Planning, Permission to shoot

Construction - Final music Video and evaluation

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.