LO4: Evaluation

Evaluation

Over the past few months me, and my group have been working together and apart to create four versions of audio visual production of our client’s Music video of their song “Perspective”. This being the last song in their debut album. This band is a local band from Sheffield. There are a relatively new band who play music that is considered in the alternative rock genre. This means this targets people of a young age and people who listen to this style of music regularly. Because this is a song on their debut album we believe that because this is their first then a music video will help promote the band. This being done by being posted on social media on websites such as YouTube.

Originally in our initial planning we made mind maps and moodboards with location ideas that are local to the band. We had chosen two locations after deciding among ourselves that one location like Ski Village and the Cholera Monument. We chose these two through us going to these places ourselves and deciding if they appropriate.  However due to transport issues the band were unable to come to these locations with their equipment. With constant cancellations we failed to arrange a filming day. Through this disappointment we had to think of other alternatives. After brainstorming we decided to use existing footage of the band performing at Café Totem that I took myself as they wanted me to on the day. Also we used 17-19 year old actors that were friends of mine to represent the narrative of the song. We used these actors 3 times to get a variety of shots. In the future we will make sure will get footage of the band and use footage of them singing the right song. Also main shots of the main singer as this connotes he is the main act of the band.

Based on the location difficulties that our group faced we had to use locations that were not planned initially. Most of the locations were the first time any of the group apart from myself had been to that location. This slightly unorganised way of filming the video can connote the spontaneous style that the actors portray in the music video. This further connoting the unorganised life of young people today and how music can influence them to be who they are. The music reflecting what adventures young people get up to. The footage filmed at café Totem connotes the alternative rock genre of the band, this through their clothing and their instruments, this denoting the band playing music. This overall appealing to the target audience as they would like to play instruments and go to gigs. In the treatment, we listed instruments such as guitars, amps and parts of the drum kit as part of our props/equipment list. In the end, through the fact that there was complications with band not being able to bring their equipment the already taken footage acted as the scene we wanted for the video. The footage shows the band playing with their instruments, this connoting the genre of music that the band are representing. The use of props following the codes and conventions of a music video.

A theory that links with my version of the music video is the Andrew Goodwin theory that implies that there is a “Relationship between the lyrics and the visuals.” This is apparent at 1.58 in my music video where there is a chorus in the song and the main singer is singing it to the crowd.  Another example would be at 2.46 where the 2 actors are sat pointing at something. This can link with the lyrics “We sat looking at the trainline.” The fact that they were sat could link to this lyric as it involves two people sat together. This could connote the activities that people who like this genre music do in their spare time. The next lyric that can link with this theory is the lyric, ’Poured it down the sink, I think; I don’t know: I’m not sure’ which connotes confusion. This confusion is also reflected by the characters in the scene as their acting gestures show uncertainty, scepticism and doubt. This can relate to the target audience as it can link to the topic of underage drinking, this being a main hobby for my demographic.

One of the representation theories implies that there has to be a shared recognition of places which the audience can identify. I have tried to apply this theory throughout the music video by including scenes that are typical for the Sheffield region. This is why there are multiple shots of stannington as that is a known place in Sheffield. Also Café Totem. People will recognise this because it is formally a restaurant that have music aswell. The multiple angles will help with this theory aswell making the location clear.

We have used symbolic techniques such as acting gestures to reflect the target audience and they can identify themselves with the characters in the music video. Throughout, the video denotes footage of friends spending time together in front of a campfire.

At the end of my music video there is a section of my video where my video becomes slightly demonic as the music changes into a negative and slightly rough fashion. I thought to match this there is cross cutting of fire and people with a slight red tint. The redness connoting danger. I believe this creates a contrast between the light bright shots to the red danger shots. This connoting the dark sides of young people. This creates an opposition between the colours. This can link to the title of the song as it is called “Perspective” This technique I am using can be seen as different perspectives of young people perhaps from older people. This including the young stereotype that they are dangerous. During the introduction of the music video, I used the Graphic tool to add text. The text denotes “Squarewave -Perspective” which makes clear what the name of the band and title is. This is also a common convention used in music videos whereas the name of the band I denoted before the name of the song is. At the start of the music video I used real time audio of the band performing. This connoting them finishing a song and starting a new one. The new one being the song “Perspective” This immersing the viewer into the song as one of the crowd members. I adjusted the audio levels in order to do this. I increased the highs to make the persons voice that says “Let’s go” This connoting the start of the song, this preparing the viewer.

This was a group production meaning we developed ideas, planned the shots and filmed the footage together. During the production we gave the job roles individually depending on our skills, for example, Maisy is very good at organising which is why she was responsible for the weekly meetings and production schedules. I was the one who knows the actors and the band, making him responsible for evidence of contacting clients. Kay has had the most experience in regards to filming making her the main cameraperson. Brad and Mady were responsible for presenting ideas from our meetings in form of mind maps and story boards. I also anticipated in the filming at Stannington woods with Kay and myself for which Mady used the second camera. On that day of filming all 3 of us were directing the actors in order to get the shots we wanted. After filming we all distributed the footage around all of us. However after we filmed the footage, we decided to edit individually and therefore we have four different versions of the music video. In order to increase the popularity of the music video, we uploaded the final versions on YouTube to allow our audience to share the contents with their friends and family and encourage interactivity through Social Media. All these edits all uploaded on the James Pryke YouTube channel.