This production was not very effective as it was very basic and did not have much creativity. As I was watching I lost interest and did not this very entertaining to watch due to the lack of intriguing scenes that were eye catching, as the video progresses it gets very repetitive which also adds to the fact that the viewer loses interest very quickly. As this music video did not follow the typical aspects of popular more successful music videos it turned out to be very ineffective.
The music video starts with a very dull scene where the performer is leaning on a wall while singing and the camera showing a side view of him, this scene was effective during the music video but due to the fact that the music video started with it the music video does not show a sense of progression like professionally made music videos do.
Another thing that makes this video very ineffective is the fact that the shots being used are very recitative and show the exact same thing in different order, this makes the video very boring and not entertaining to watch as the viewer is seeing the same thing over and over again.
The colours in this music video are one of the main things that make it ineffective. The colours that are used are very dull and grey making the video look very dull and boring as well as adding to the low quality of the video.
This music video could've improved if the music genre was changed as it would have allowed the group to create more content and give them more creative ideas. Due to the fact that the genre was grime the group could not do anything creative as the genre itself does not allow it, however, if another genre was used such as pop the group could've had more ideas and more things to film.
This music video is my favourite due to many reasons. The music video is very effective as it follows the many conventions of professional music videos. The music videos follows many aspects that allow it to be as effective as it is. The main reason to why this music video was so effective was because it followed all the same features that a professionally made music video follows and were done in a lot of depth and detail. The narrative was another main thing that helped the music video to become so effective as it was a very clear narrative with a simple story line that kept the viewer engaged.
Instant Impact- this is not done in the music video in a dramatic way but it is still an effective way as it starts with a time laps on a tree then the sunset, this instantly attracts the audience attention as it is very creative and very satisfying to look at. Due to the production being low budget but very high quality it also surprises the audience as it looks very professional. Another thing that carries on this instant impact is the fact that the music video has a constant narrative that keeps the viewer attracted to the music video.
Non-linear Editing- the music video uses a lot of different shots and scenes, this is done in a very effective way as they music video does not become boring but the narrative is still obvious and very continues. The non-linear editing is used mostly in the middle of the video this helps to attract the viewer's attention throughout the music video as the narrative gets very interesting and the audience want to find out more.
A sense of development- this is done successfully throughout the music video as the narrative progresses, the music video shows a very clear story line which is developed in many. The non-linear editing works well with the sense of the development as it keeps the audience engaged as well as telling an interesting story.
An engaging performance- this was the feature that made the music video as effective as it was, this was done in many ways like having very creative shots in the video and keeping the narrative interesting. This feature was used throughout the music video as there was drama or some sort of action that was going on throughout the video.
Extremes, binary oppositions and repetitions- this feature is something that is used in all professional music videos and as it was used during this one it added to the video and made it even more effective. this feature was used in the middle of the music video when one of the characters is boxing. This was done with this particular scene to emphasise the importance of it and show the character getting stronger.
Visually striking- this was done in many ways during the music video and throughout it to make sure that the audience does not lose interest. Due to the music video being in such high quality it made this feature even better. Even though it had a dull colour to it it still had some scene where the audience were interested in such as the fire being lit in darkness as it created a very good effect.
There are 10 features which are
considered when seeing if a music video is effective or not these are the
things that I will discuss when looking at this music video. The reason I have
chosen this music video is because it includes all of these features in a
unique way which makes the music video very effective.
A unique
thing about this music video is the fact that it uses
many celebrities who are known to be the artist's close friends in
real life. This made the video get much more views as fans
of those artists will watch the music video as well.
Instant Impact: this is use in this music video right at
the beginning of the video where the video starts with a very
modern background as it fades into offices, a man is then dropped onto the
table from the ceiling and the camera pans to the right where
we see Taylor beating up a man. This creates an instant impact as the
viewer is instantly intrigued and want to find out more about what's going
on. The thing that really adds to this scene is the music that is
being used. The music is very dramatic and adds on to the tension of the music
video and also suits what is going on, this music later fades into the song
that the artist has produced. This action theme is carried out throughout the
whole video which makes the music video more interesting as it makes the viewer
seem as it there is a story being told.
Non-linear Editing: this feature is only used in
some places in the music video but it is in most use at the end as it becomes
very dramatic and a lot of action is involved. This editing style is not used
at the beginning as the music video establishes the story so the viewer knows
what is going on. At the end, there is a lot of editing used and special
effects that are added to make the city look like it is going down in
flames.The non-linear editing is used to put together a lot of shots that add
to the action as it shows the different artists preparing and fighting. This is
very suitable for this particular music video as it is placed in line with the
music so when the song was very high tempo and upbeat the non-linear editing
style was used. This is very good as the music and the video adds to the
action. Another thing that supported this non-linear editing was the futuristic
theme. This allowed the video to show a lot of things and go at a very fast
pace which is what the technology that is used in the video does.
A sense of development: this feature was used
throughout the whole video as it was telling a story on how both sides trained
to go against each other at the end. This feature was used very effectively as the
viewer knew exactly what was going on and what was going to happen but
continued to watch as the shots themselves and the different frames were very
intriguing.
Strong sense of artists identity: the music
video used this feature very well and throughout the video as the other
celebrities who were used are Taylor's real friend who each had their own style
and this was shown through their outfits and their names. It also showed
Taylor in a very strong way and showed that she can handle things which is what
she is known for in real life. By using this feature her fans are able to see
what she is like and what her sense of style is. One thing that was very
choking about this music video is that the artist does not usually do very
action like things in her music video but instead follows a very slow and
smooth editing style but her other music video that came out after this
followed the same editing style and similar themes which showed that she was
beginning to develop and adapt to modern music videos and modern music culture.
An engaging performance: a very unique thing
about this music video which allowed it to get more views was the theme. The
music video has a very futuristic theme which is
very interesting thing to watch as it looked very well put together
and also presented itself as a movie telling a story instead of just a music
video. Another thing that made this music video very engaging was looking at
all the characters and seeing them perform and train for what is about to come.
It also had many fighting scenes within it which made the whole thing even more
interesting. The cool and futuristic technology were also very engaging as the
viewer is instantly looking at all the modern gadgets and very interested in
them, therefore, is engaged even more.
Extremes, binary oppositions and repetitions: this
is another feature that is used very well in this music video in many ways. The
music video follows the stereotypical features of a music video in terms
of being repetitive, telling a story and supporting the music but also
goes against them as it is represented like an action film. Towards the end of
the music video certain scene are taken from ones that have previously been
shown which shows that it is being repetitive but throughout the whole
video there is a lot of action and more things going on than usual as it tells
a much bigger story which goes against the stereotypical music video as it
over exaggerates the usual features but leans towards a
futuristic action movie.
Visually Striking: this feature was used the
most throughout this video as there were many things going on at the same time
that very visually striking due to the very futuristic look it had. The
different gadgets that were shown throughout this video was another thing
that made it very visually striking as people were very keen to watch. The
thing that helped this feature to develop the most was the scene right at the
beginning as it started with a very dramatic fight which made it very
visually striking and attracted the viewer's attention straight
away.
Provoke a reaction: this feature was the only
feature that was not used throughout this music video a lot but it was used in
a sense that many people were talking about the music video due to its very eye
catching appearance and very intriguing story line which was full of
action and fight scenes. Another thing that made many people talk about this
music video was the fact that it had many
different celebrities within it.
We were asked to go off in groups and produce a preliminary task based around a chosen song. This helped us see just how challenging it will be to produce a whole song but also gave us an insight on what we will need to do in our real production task.
This production has helped me see that the camera angles as well as pronunciation of things while filming is very important in order to get the shots right the first try. The locations were also a challenge to us which has proven that in the real production we will need to be prepared with a list of locations ready.
There were many positives and negatives in our AS media production but it could have improved in many ways.
What went well:
Planning which went into the story line was done very effectively which meant we were able to explore a variety of possibilities withing the story line. By laying out a clear narrative which we spent a lot of time on perfecting we were able to make sure that the story line was very clear to the audience and no confusions occurred.
Able to understand the process of editing and learn how to use premier pro, this came in very handy throughout the year as we were able to make quick changes which improved the production.
The amount of planning needed in order to produce an effective horror movie as well as the conventions. We were able to establish exactly what we needed to include to allow the production to be effective.
Variety of good shots which was relevant to the narrative and allowed the audience to see exactly what was going on. There was a good relationship between the scenes and the backgrounds used, this helped the production as it was more understandable and it was very clear what was going on.
Even better if:
Planning the shooting, previously we did not know the exact deadline which meant we did not plan when to shot the scenes. This resulted in the filming being being done last minute as a result of this everything was rushed and we could not re-film many of the shots that needed to be improved instead we had to rely on the editing.
Changing ideas, as a result of being in a big group everyone had different ideas on what should be in the production this resulted in us not knowing exactly what the story line was going to be. As time went on we fell behind which effecting the filming meaning everything was done last minute. As a result of us having lots of different ideas the story line kept changing and adapting to everyone's preference. But when we did agree on a story line we put a lot of effort into the story line and planning.
The editing could have been improved as the lighting was very bright we did not know how to change the brightness and as a result of everything being done last minute we could not change it in the editing as we did not have time to find out how that could be done.
Tripod use, as a result of us not paying extra attention the the tripod we did not realise that the tripod was unbalanced at certain scenes which meant some scene were not filmed properly.
