Filming and Editing: Final Video

http://www.youtube.com/watch?v=rVtY1gbfhRk&feature=player_embedded

Evaluation:Question One and Two

http://www.youtube.com/watch?v=g7jnvimsNNU&feature=relmfu

Ancillary: Final Magazine Advert

Ancillary: Final Digi pak

Evaluation: Question 3

Question 3: Media Evaulation

What have you learned from your audience feedback?

When we first started the process of making a music video for a new artist, we had to consider the factor of reaching out and connecting to our audience. As our artist, Amy’s Ghost, has its own identity of their genreof music; a mixture of alternative, singer/songwriter and a mellow gothic sound, we wanted to try and capture the essenceof this across in our music video, connecting audio with visuals. This hopefully would be positive in our audience feedback.

Positive Audience Feedback:

“The concept of the white and dark showing the different emotions coming together, is really powerful”

“The lip-syncing is in time for the majority of the music video”

“The fast-paced shots of the actor in black is effective, it shows the thoughts in her mind which links with the title of the song”

“I love the backwards slow motion of the waterfall, that’s really good!”

“When the actor in black slowly walks up the forest hill is one of my favourite shots. It’s really effective, showing her being mesmerised by this vision in white”

Negative Audience Feedback:

“The moving waterfall image is good, but would have been better if the frame didn't cut into black, before moving onto the next frame”

We agree with this statement. In the filming process we wanted to find different forms of transitionsfor the music videos. Filmingthe waterfall footage was one of my ideas. Once uploading the footage on the Macs to Final Cut Pro, the footage visually was really effective, creating amysterious atmosphere which links well with our artist.

Originally we were going to leave the waterfall footage as it was originally filmed. However, after making our first draft cut, our teachers thought the idea of positioning the waterfall image into a photo frame would be effective. We decided to take on their advice, positioning thefootage onto the photo frame, which is shown at the beginning of the music video. We looked on Youtubeto see how the capture a moving image into a still frame, which benefited us as a skill in this editing process. Afterpositioning the waterfall footage into the correct place and lining up the other transitionsthat we used (dissolve, cross-fade), we formatted the footageinto video, too see the outcome.

Waterfall Image:

What we thought the outcome would be, turned out to be a problem, as it created a black frame around the dissolve transition that we used. We looked onto Youtube to find a solution to possibly change this, however there was no information to video tutorialto show us. We decided to leave the problem as it was, using fast-paced shots and multiple transitionsto hide the black frame. If we were to go back and change our music video, I know we would leave the waterfall image as it were, as it still created a great effective on our music video.

“There isn’t a lot of shots of the artist singing, which kind of takes away the aspect of the music video, and turns it into a film”

We disagree with this statement. We understood that the convention of a music videoincludes close up shots of the artist singing; however we wanted to take a different approach.

In music videos, artists often have some narrative based storyline in their music video, whilst others’ decide to include a narrative based storyline throughout the majority of their music videos; showing some to minimal shotsof the artist singing. Our artist, Amy Ghosts, let me and my partner Rebecca to have the freedom to be creativein coming up with a narrative for the music video, as the single ‘Victim of the Mind’ hadn’t been released yet from their new album. Although we had the freedom this narrative based music video, lead singer Amy, wanted the plot line to involve a person being carried out from her depression. Having an artist give us this amount of freedom to use the narrative to create the artist plotline was thrilling, as we had many ideas and ways of interpreting this.

In our storyboarding we decided to include some footage of our artist singing, however not throughout, as we wanted to portray our narrative based storyline. When filming, we took the time in filming good angles, close ups and other variety of shots of Amy, which would not only portray our bands identity through Amy’s eye make-up, but their style of genre. For example, quick flashes of Amy herself in the woodland, to show the mysterious concept of the song.

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We feel with the few but effective close ups of our artist, it still classes as a music video without the visuals of the artist. From our research and planning into music videos, we found out that narrative based music videos are becoming quite common. For example, Justin Timberlake’s recent single ‘Mirrors’is mainly narrative, and only at the end of the music video does it feature him.

The main concept was to show a meaningful storyline throughout a music video. We don’t believe that a music video has to always include the artist/band to make a good music video, that audiences enjoy watching.

“The lighting was inconsistent”

This is a fair point. The lightingused when we filmed the footagein the house was inconsistent throughout, as we used candles and some artificial lighting to create an eerily atmosphere.

Similarly, some of the end footage due to the bright sunlight made the footagelook as if we had Photo-shopped, even though we hadn’t. This reflects on our protagonist Amy, dressed in white, the visualswere too bright. We tried to turn some of the footage brightness up, in order to try and neutralise this in the filmhowever we couldn’t. Apart from this, the lighting in the woodland footage was perfect, as the lighting didn’t reflect brightly when uploaded to the Macs.

Overall, we are pleased with the feedbackreceived from our audience, as the majority of the comments were positive. The negative comments received were obvious pointers that we could see ourselves when submitting the final cutof our music video, for example inconsistent lighting and the black framing of around the moving waterfall image. However, the comment of not a lot of close upsof our artist we feel is unjust, but we have justified our reasons behind this. Apart from this, we feel the actual core of the music videowas well made and a good success.

From receiving feedback on my music video I have learned a lot on the codes and conventions of music videos, for example close up of artists singing. The main thing that I have learned is good research and planning and good time keeping. I know myself and my partner Rebecca went into great detailfor our research and planning, discovering articles of brand identity,iconography, font style researches and finding the means of what fonts connote, also researching into similar artists, for example Lady Hawke, Fleet Foxes.

By going into great detail for our research, it deepened our understanding of our music video, helping us transformour storyboard to visualson the screen. As we filmed our music video in the beginning of September we could import the footage onto the Macs, before deciding whether to re-film. Allowing ourselves a lot of time to film, gave us the time to carefully select certain footage for our music video.

A good example would be the fast-pace edits at the beginning of our music video, showing our protagonist Jenny, who has depression. The fast-pace edits shows Jenny’s thought processaround her, which links extremely well with the title of the song ‘Victim of the Mind’.

Evaluation: Question 4

Evaluation Question 4

How did you use new Media Technologies in the Construction, Research and Planning, and Evaluation stages?

http://prezi.com/tuhzfcacst0j/untitled-prezi/

Ancillary: Finalising Ancillary Magazine Advert

After realising that our initial ideas would not meet the conventions of what we were creating we began to change our ideas starting with including the album design directly in to the advert. We then used an image from the video shoot and then added critic reviews, and tour dates however we thought that the woodland image would not be appropriate to the concept so we added the background that had been used in the album design and Digipak which we found to be far more appropriate as well as eye catching and so took as the final design.

Research and Planning: Development of Magazine Advert

For an initial idea we began to take an image taken when on location and add some filters over the top and alter it to meet the conventions of adverts . So we re-sized the image and then added the key information. We then added different visuals and created three templates but soon realised that these templates did not meet the conventions and as there was a lot of relation to the music video there was no link to the album itself which meant that it didn't meet the conventions of a magazine advert as it does not sell the album only an aspect of the music video.

Research and Planning: Development of Album artwork

When creating the ideas of our Album Artwork, we designed a number of album covers, before narrowing down our final choice.

Research and Planning: Further Research in to Amy's Ghost album and band Artwork

Amy’s ghost have created aniconography they fit a niche in the market that is rarely seen before and themusic itself can not be compared to other artists it is in itself unique andnot to much alike or too different to everything else that is currently in themusic industry today. This collage shows herartwork for not only her album covers but for; t-shirts, lyric sheets, even just artwork that the band use to represent their image. In order to create an albumartwork that is both what Amy’s ghost would want it to be and something thatmeets the conventions of album artwork in the industry it must do three things; establish iconography, meets genre conventions and established brand with music video.

Research and Planning: Typography

Typography is something that is key when designing an album artwork, it is a form of industry that is mainly associated with ; graphic designers, typographers and art directors. In terms of incorporating it in to the album artwork for Amy's Ghost constructing teh way we write is key to know what aspects of our writing style would best suit the image and iconography of the band.
We had an attempt at making our own typography see below pictures we then decided to test other type fonts to create a more appropriate effect such as: apple chancery, lucida grande and copperplate gothic bold. We compared each one and as much as apple chancery for example meets the already existing image yet the band is making a new image that is somewhat more professional but still unique to the band so we decided that Copperplate Gothic Bold would be the best suited to the conventions of our artists iconography and brand.

Ancillary Task: Iconography and Branding of your artist – Existing Vs Yours

What is Iconography?

The dictionary definition for Iconography is

"Noun

The use or study of images or symbols in visual arts. The visual images, symbols, or modes of representation collectively associated with a person, cult, or movement."

 

In relation to the work of Amy's ghost and the media product that I am creating my own interpretation of Iconography is:

The use of images and symbols as well as artwork, design and music assembled to create a brand that in time has the potential to be an icon that is connoted with that particular group or artist.

What is Branding?

Branding is defined as:

"A type of product manufactured by a company under a particular name."

Once again in terms of the media product that I am creating branding Amy's Ghost is giving the band a particular image and appearance that is only for them.

Existing Brand for Amy's Ghost

Amy's ghost has a clear and specific image whilst at the same time it creates the realisation of a niche in the market. Amy's ghost does not fall under normal codes and conventions this is partially due to the fact that they are not signed by a major label nor do they allow anyone else to have creative influence on their look and appearance. In some cases this would put the group at a disadvantage yet Amy's Ghost has a brand that is original at first sight you could suggest that it is the same as Florence and the Machine yet at another glance it is something that hasn't been created before, the designs and album artwork are not completely original yet they have this way of within each album artwork they re-brand the brand but maintain a certain amount of iconography that is directly related to them.

This in a way both creates a problem in our making of the Album cover for "Victim of the Mind" and helps us. We have a starting point in terms of the way that the artwork must fall on the page and it is clear that both drawn art and photography are to be incorporated in the single cover as the album covers are the ones that seem to be full artwork.

 

Filming and Editing: Victim of the Mind First Cut

Above is the first cut of our music video for Amy's ghost and their song Victim of the mind, the video still needs work and fine tuning as there are some elements with in the video that need to be improved (see post before this one)

Evaluation: Looking Back at First Cut

Evaluation of First Cut of Music Video

In reflection after creating the first cut of our music video we began to deconstruct the video according to three aspects:

-Pace

-Editing

-Shot framing and composition

In order to target and improve the video in accordance with the conventions of music videos.  We started by analysing the overall pace of the music video and realised that the first half of the video recognises and demonstrates the pace of the song far better than the second half. This is due to the temp of the song increasing. At 3:00 minutes in to the song the tempo increases, yet the current ratio of the cuts is (inside shots 64:48 outside shots) in order to meet the conventions of a music video the ration needs to in effect be the reverse of this and so to improve this aspect of the music video we must in cut in different angles and shots to match the temp for example when Jenny transitions from the room to the waterfall after this the duration of the shots are too long and thus we need to cut in other shots to create a pace that matches the tempo.

After which we began to analyse the edits of the video, this brought several issues to our attention. The first is that there is jarring between transitions and straight cuts this is partly due to technical issue on Final cut Pro that need to be corrected. Yet on some parts transitions have purposely not been added, yet this has caused jarring with in the video such as Amy and Jenny are walking along the bank at around 4:00minutes in and a straight cut is used amongst a sequence filled with cross fades, in order to change this to meet the conventions we need all transitions to run smoothly.

Secondly there is a break (at 1:54-1:58) where the music stops and Amy is seen to be looking away from the camera, however we fell this does not represent of moment of clarity among the two protagonists and so we have decided to use previously unused footage to create a moment of clarity that is suited to the video, where both Amy and Jenny look at the camera in a close up, to create a connection between the audience and the characters.

Following this we looked at the framing of shots and saw issues. At the moment when the waterfall first appears (2:32) the framing changes suddenly this is not a smooth transition and so to change this to meet with the conventions of music videos we must create a more accurate and effective transition that is appropriate. Finally we looked at the framing of many of the transitional shots and realised like the candle transitions at the start of the sequence they are poorly framed, other transition shots are not needed and so we fell cutting in to the video with different shots of Amy and Jenny would be more appropriate instead inappropriate shots that are badly saturated and slightly unrelated to the narrative of the video/song.

These changes will be made and used in the next cut of the video in order to better suit the video to the conventions of music videos for independent artists. 

Filming and Editing: Film Diary 2nd December 2012

Film Diary

2^nd December 2012

Today we are re-filming the interior shots for the music video with the added changes to the concept and story-line  this is due to the interior shots that we filmed in wales being poorly lit and so when we uploaded them to the macs we found that they were grainy and too dark to clearly see. So we are at Amy’s house in Reading re-filming. We begin by setting up the candles as this is now a key feature of the video and framing the image of waterfall which is now a key feature in the plot.

Once that has been done we walk Jenny through the shots and Amy through the shots that we are doing with her for the performance element which is also a new addition to the video. We begin by filming Jenny in various parts of the room; (the stair well, the piano, the chair under the stairs) we film from different angles and then with different changes here and there to the lighting and hair and make-up which has been done to mostly the same effect as when we filmed in October. This takes about 1-2 hours. We then take a break and work on setting up Amy’s shots the plan is to film form six angles around the outside of Amy and then use the flexi-pod to get an extreme close up of Amy performing the song whilst playing it on the piano.

We film from all of the angles using the tripod the entire time the main focus of these shots are the candles and the picture above the piano. Each time we film from one angle it is for the entire duration of the song, what is really helpful is that Amy is singing along to the song and not just miming as this I believe in editing will help us to sync her lips with the music.

Once we have filmed from all the angles we pack up the equipment have dinner and then return home having now filmed all of the footage for the entire music video. 

Filming and Editing: Film Diary from 6th October 2012

Film Diary

6^th October 2012

Began the day by setting up and checking the equipment, we have two HD cameras, 2 Tripods, flexi-pod and steady cam. Then it’s on to do hair and make-up, we have based Amy’s look on Miss Havisham and Alice in wonderland whilst bringing in features that her and the group regularly use so she is in a white gown with several different layers and has assorted pearl and beaded necklaces, her hair is down with a white rose and netted lace headdress, then her make-up is mainly neutral with a white band of face paint across her eyes with a white detailing to the side with silver jewels imbedded in the pattern. For Jenny she is dressed in black with knee high black boots and black beaded necklaces and a black earing she has curly extensions her look is mainly black to completely contrast with Amy’s look. Her make-up is mainly neutral with black eye-shadow. After make-up me Hazel and Tim set up the room. The room is aged and the plaster worn we allow a shade of light to enter from the hallway and set up books, a bottle of wine by the fireplace we then make the rest of the room look as bare as possible and set up a vase of wild flowers on the mantel piece.

We then go over the walk through for this part of the video and set up the cameras as well as the iPhone 4 we are using to create the making of video. Then we start filming most of the shots are hand held and I work on the close ups and extreme close ups of Jenny’s face, arms and legs. We then go to a tripod shot of Jenny reading and discarding books as well as drinking from a bottle of wine. We then begin to shoot her throwing the vase of flowers from the mantel piece we do this four times using a different angle on each camera every time she throws the vase off the mantle. We then set up a light above the door frame in which Amy will walk past, we film this shot form both inside and outside the room. After which we film Jenny’s journey to follow Amy down the hallway and out the door.

After this is complete we take a lunch break and discuss the next aspect of the video whilst making sure everything we need for the beacons is with us. The weather is sunny and quite warm my main concern is the large amount of rain that has fallen in the last few days will cause the waterfall to rise which may make filming more complicated than originally anticipated. Following lunch we all get ready to leave we drive in the Range Rover as this will be much easier to get us to the right part of the Beacons due to its off-roading functions. It takes us about ten-fifteen minutes to get the beacons the ground is quite solid but the rain fall has caused the stream that runs by the campsite to become higher. When we park up me and hazel set up the tripods and check that the two locations are ready for us to film, whilst Amy and Jenny work on hair and make-up touches and Tim sorts out the refreshments.

We quickly have a team meeting and discuss the plan for the filming here and then the filming at the waterfall. I begin by filming Jenny this part of the video is where Jenny has moved from an urban setting to the countryside, we film her taking in the surroundings and shoot her journey at several different angles. Whilst I do this Tim is now filming the shots for the making of video and Hazel and Amy are on the higher bank preparing for the next shot. After filming Jenny I position her in the correct place and then move to check that everything is ready for the next series of shots with Amy and Hazel. When I reach the higher bank I attempt to direct Jenny from above with a tripod to indicate the directions that she needs to move this does not work, so I direct Amy and then return to Jenny. We then film the next part of the video where Amy leads to Jenny from above to the lighter place. We film this from several different angles and then take a break.

After the break we set up the next shot where Amy and Jenny come face to face and we film this with a series of long shots, close ups and p.o.v shots. We then set up the throwing the leaves shot. Tim stands behind Amy and Hazel stands behind Jenny both holding lumps of leaves whilst I film for about ten minutes we cover the two in leaves, a few passers-by think that we are actually conducting a wedding and a dog decides that he wants to be in the video to.

But once we are sure that we have enough footage we work on the passing of the rose, I film from Amy’s perspective and Hazel films from Jenny’s we work with a series of long shots and close ups to the final shot of Jenny holding the rose to her and reaching a place of piece.

We then take another short break and collect all the equipment before going to the waterfall which is a short drive away. When we climb to the waterfall we see that the waterfall has risen so Jenny will not be able to cross it so we take a few minutes to change the way this shot works, we begin with just s hot of the waterfall and then have Jenny standing by it after a few moments of clarity we then use then show Jenny realising that Amy is behind her and she begins to follow her we then film this from other angles we then pack up and go back to Camden Road.

When we get back Tim and Amy take a well-earned rest and then me Hazel and Jenny film the final part of the video in the guest bedroom we shoot from different angles and use the flexi-Pod to get low down shots. This takes about 20-15 minutes and then we charge the equipment and tidy the room before calling this part of the music video a rap.