Centre Name - Long Road Sixth Form 

Centre Number - 22151  

Individualism Music Video 

Rationale

I have opted to create a music video for my final major project as the music video I created previously was my most successful project. I was pleased with the process that went into creating a video as extensive research has to be done in order for it to be successful as a music video needs high quality editing to make it stand out. With this I learnt how to put a video into slow motion and add a dreamy effect which paired well with the theme of dreams. In this project I aim to achieve the opposite and do research into how I can put a video into time lapse in order to create a comparison between my main character and create the effect of individualism. To support this idea I will also put the time lapsed video of a busy street into black and white as it will block out any stand out colours which will allow my character to be the only colour in the video, ensuring the idea of individualism and standing out is stuck to throughout the entirety of the video. In previous projects from last year, and the beginning of this year I have struggled to be creative with the way I edit my media therefore I have chosen to create a video which focuses strongly on the editing process in order for the video to be successful. In this project, most of my work will be into researching the strengths and weaknesses of different editing techniques to provide my project the best chance of being engaging for my intended audience - 17 to 25 year olds. Through YouTube tutorials I aim to find the most efficient way to put a video into black and white and speed up the clip, and then manage to have that video as the background of another video using green screen. My inspiration for this idea is catwalk shows which focus on individualism and have a contrast between the model and the surrounding people. I was similarly inspired by songs which have a fast paced backing track yet slower lyrics and they hint at the singer being in their own mind whilst the world goes on quickly around them. This is why I intend to use a song which has a similar style to this.  

Project Concept

The skills that I aim to learn about and improve on will be researched using tutorials I find on YouTube that have been uploaded by reliable channels which explain how to use the editing techniques I require for PremierPro. Once I have found a tutorial that I understand and looks easy to replicate I will trial the techniques using action research. As it is unlikely I will manage to find a tutorial which combines the three editing techniques I aspire to use, I will individually trial them using the same clip and then combine the techniques to understand whether it will work for my music video or not. By creating a video which is in black and white I set the foundations of my aim of creating a video which is about individualism. This can link back to the brief of simplification as individuals can stand out in simple ways such as their outfits. The purpose of my project is to entertain my demographic of 17-25 year olds who enjoy pop/ modern R&B music and have an interest in runway fashion shows. The purpose of the video being to entertain is to attract the target audience into similar products, a similar style of music as well as influence them in fashion. An aim of the video is to highlight the positives of being an individual and encourage the audience to put themselves out into the world and stand out. An issue I could face with creating my idea is the permission of filming in a street where I may not have the rights to, as well as film people that may not feel comfortable being recorded. The resolution to these issues can be by doing a location scout prior to the production of the video, to find a location where my presence will not be questioned and declined but it also being busy enough that the timelapse effects constantly has people walking by. I can find an area within the city which has the aesthetic of the ideas I have generated for the video.     

Evaluation

I intend to create a production diary which explains and reflects upon the processes I have gone through to get to the product I have created. In the diary I will discuss what I have done in the day, issues I have faced and how I resolved them, what I can improve upon in the next production day and whether or not I have stuck to my pre production plans. Similarly I will reflect upon what went well with my processes and how I can carry them into the next day of production to ensure my project is successful. I will write a written reflection but also use pictures and videos which back up my thoughts and feelings of the session.  All together the reflection of each session can come together and allow me to conclude how successful the complete project has been during my final evaluation. Another method of evaluation will include peer review as they can take an educated stance on how my project is going and give feedback on the methodologies and ideas they have to enhance my production. Their feedback will allow me to alter the way I produce my project to give it a better outcome whilst ultimately giving their opinions with an unbiased point of view. The most important form of feedback that can aid my evaluation of the whole project will once again be my target audience. As I have figured my target audience through questionnaires based on age, music taste and interest in fashion, as well as planning on allowing them to choose the song for the video based on a short list, their opinions on the final project will help me understand whether the video reached the intended audience and met the aims of my project.