Justification Of Choices for the Music Video
Justification of choices made in the Music Video
When it came to editing my music video, I quickly realized that the song I had chosen had a very dynamic beat, but that in some sections, it was simply too fast and quick for me to do any meaningful editing to the beat. however, in appropriate sections I did edit to the beat. I tried to edit every shot to the beat at first, but due to the rapid beat in parts, it wasn't effective. If I had edited to the beat throughout the rapid nature of the beat would have meant compromising a meaningful shot duration, and allowing any valid representations to be drawn from the video.
I chose to incorporate a mix of coloured gels, to further align the video with the dance genre. I chose pink and purple gels because they are bold and vibrant. They also link nicely to my logo which includes intertwined pink and purple font.
I chose to have a disjointed narrative because I wanted the focus to be on the performance elements of the video, thus ensuring the focus was firmly on the artist. However, I did choose to have a somewhat linear narrative, in the sense that you see the girl find the letter in the beginning of the video, and at the end you see the couple reunite. however, I did piece together clips of the couple together throughout the video to build the relationship for the audience watching, as well as allowing me to break up the performance elements of the video, making it more engaging for my target demographic. Having a love narrative in the music video was particularly important for me because when I conducted audience research, it came out that my target demographic were very interested in a love story. A love narrative also allowed me to reflect the lyrics of the song through visuals, linking to Andrew Goodwin's theory. for example, the lyrics 'would you walk in, would you let me do it first?' are accompanied by visuals of the couple walking together.
Furthermore, I chose to represent social class through close ups of the boy wearing a Gucci watch, and a Guess t-shirt. I chose the Guess t-shirt specifically for the boy to wear because it links to the well known artist A$AP Rocky, who did a collaboration with designer brand Guess. This collaboration would be well known by my target demographic as A$AP Rocky is a well known artist for 16-25 year olds, and is very relevant at the moment. This is then furthered by the fact that the Guess brand is known as a higher end brand by my target demographic. The girl, wearing unbranded clothing represents more modest financial circumstances, she is smartly dressed, showing pride in her appearance, but the clothes are purposely unbranded to explicitly suggest lower levels of affluence.
I represented gender in an interesting way. The boy, who leaves the letter for his girlfriend, is represented as kind, thoughtful and a gentleman. This representation is then furthered when he gives his girlfriend a flower at their reunion, he is romantic and thoughtful. I chose to include this because the boy giving the girl the flower, in a beautiful outdoor setting, is intertextuality with the 2004 film A Cinderella Story, where Chad Michael Murray's character gives Hilary Duff's character a pink flower when they dance in the outside bandstand. The girl is represented as grateful for the boy's kindness. She is presented as genuine and grateful because of her representation being surrounded by natural settings. The artist is represented in an empowering way, she dominates the video, with close ups of her face, whereby she displays confidence and a self assured nature. A confident representation of the artist was key for my video because the impression of a variety of female artists are shown to be confident and empowered, such as the representations of Dua Lipa and Ariana Grande.
When it came to editing my music video, I quickly realized that the song I had chosen had a very dynamic beat, but that in some sections, it was simply too fast and quick for me to do any meaningful editing to the beat. however, in appropriate sections I did edit to the beat. I tried to edit every shot to the beat at first, but due to the rapid beat in parts, it wasn't effective. If I had edited to the beat throughout the rapid nature of the beat would have meant compromising a meaningful shot duration, and allowing any valid representations to be drawn from the video.
I chose to incorporate a mix of coloured gels, to further align the video with the dance genre. I chose pink and purple gels because they are bold and vibrant. They also link nicely to my logo which includes intertwined pink and purple font.
I chose to have a disjointed narrative because I wanted the focus to be on the performance elements of the video, thus ensuring the focus was firmly on the artist. However, I did choose to have a somewhat linear narrative, in the sense that you see the girl find the letter in the beginning of the video, and at the end you see the couple reunite. however, I did piece together clips of the couple together throughout the video to build the relationship for the audience watching, as well as allowing me to break up the performance elements of the video, making it more engaging for my target demographic. Having a love narrative in the music video was particularly important for me because when I conducted audience research, it came out that my target demographic were very interested in a love story. A love narrative also allowed me to reflect the lyrics of the song through visuals, linking to Andrew Goodwin's theory. for example, the lyrics 'would you walk in, would you let me do it first?' are accompanied by visuals of the couple walking together.
Furthermore, I chose to represent social class through close ups of the boy wearing a Gucci watch, and a Guess t-shirt. I chose the Guess t-shirt specifically for the boy to wear because it links to the well known artist A$AP Rocky, who did a collaboration with designer brand Guess. This collaboration would be well known by my target demographic as A$AP Rocky is a well known artist for 16-25 year olds, and is very relevant at the moment. This is then furthered by the fact that the Guess brand is known as a higher end brand by my target demographic. The girl, wearing unbranded clothing represents more modest financial circumstances, she is smartly dressed, showing pride in her appearance, but the clothes are purposely unbranded to explicitly suggest lower levels of affluence.
I represented gender in an interesting way. The boy, who leaves the letter for his girlfriend, is represented as kind, thoughtful and a gentleman. This representation is then furthered when he gives his girlfriend a flower at their reunion, he is romantic and thoughtful. I chose to include this because the boy giving the girl the flower, in a beautiful outdoor setting, is intertextuality with the 2004 film A Cinderella Story, where Chad Michael Murray's character gives Hilary Duff's character a pink flower when they dance in the outside bandstand. The girl is represented as grateful for the boy's kindness. She is presented as genuine and grateful because of her representation being surrounded by natural settings. The artist is represented in an empowering way, she dominates the video, with close ups of her face, whereby she displays confidence and a self assured nature. A confident representation of the artist was key for my video because the impression of a variety of female artists are shown to be confident and empowered, such as the representations of Dua Lipa and Ariana Grande.
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