rough cut 2 for music video

Blueprint media: Dave

Today, Dave from Blueprint came to give a presentation and a speech which helped us improve the quality of our music videos. The information that he gave out, especially about the editing that we didn't know how to do was extremely helpful. I feel that with this our music video has a more professional look, and this would've been hard to achieve without that information.

FINAL TA RESEARCH

TA research 4 focus group of 17 rough cut 2

Q1: Do you understand the narrative of the music video?
Preferred encoding reading achieved: 10
Negotiated reading: 3
1-It wasn't completely clear,
1-The song and the music video do not narrate clearly but it is understandable
1-I understand it in some respects, for example, I understand it is about a relationship and alcohol although I didn't put the two and two together.
Oppositional reading:
4 -The actual story is unclear
Action: 
Check if the lyrics and the visuals match, check continuity of the narrative (GOODWIN)

Q2: Do you understand the relationship between the two characters and how it changes?

Preferred encoding reading achieved: 10 yes
Negotiated reading:
-I feel the change in their relationship isn't obvious enough or more contrasting
-Not sure how the relationship changes
-Other times it is slightly unclear
-Implied shots are sometimes foggy to understand
-The relationship is evident but not the change
-I understand the relationship but not the change
Oppositional reading: 4
Action:
Check if the lyrics and the visuals match, check continuity of the narrative

Q3: Did you notice the costume changes? Which costume do you prefer/ remember/ like the best?

Preferred encoding reading achieved: 16 yes
Negotiated reading: -
Oppositional reading: 1 No, not really
Action:
N/A

Q4: Do you think the locations are effective? Which location do you feel worked well?

Preferred encoding reading achieved: 17 Yes
Negotiated reading: -
Oppositional reading: -
Action:
N/A

Q5: Do you think the visuals and lyrics matched?

Preferred encoding reading achieved: 15 Yes
Negotiated reading: 1
-Music was out of time
Oppositional reading: -
Action:
The reason why the music is out of time is because the sound from the original video is not extracted yet. However, we will remove it at the end.

Q6: What was your favourite shot and why?

Preferred encoding reading achieved:
 6 - Red Shoes
 3- Lyrics on cards
 1- Head to head shots
 1- In the abandoned place
 1- Myles running and Emily on the skateboard
 1- Panning shots
 1- Emily laid on the floor
 1- Smashing the bottle
 1- Brick wall shots
Negotiated reading:
Oppositional reading: 1 unsure
Action:
N/A

Q7: Which shots didn't you like? Didn't understand?

Preferred encoding reading achieved: 4- Likes all shots
Negotiated reading:
2- Clicking of the shoes repeated too many times
2- Going around the pole/ lamp post
1- Vandalism scene
2- Filming out of the car
1- Didn't understand the shots with the beer bottles
1- Skateboarding
1- Head to head
1- Close up of face shots
1- Didn't like the shots of the actors together
1- The cards
Oppositional reading: -
Action: Reduce the amount of red shoe shots in the music video. No action will be taken regarding the closeup shots as this is a promo video.

Q8: Do you understand the meaning behind the cards? What do you think they represent?

Preferred encoding reading achieved: 7
1- That they're a game
1- The red gamblers, the relationship was risky
1- Taking a risk, love being a gamble
1- Is it that life is a gamble
1- Love's a gamble
1- Represents the risk of love
1- Yes, words in the song
Negotiated reading: -
Oppositional reading: 
9- No
1- Did not answer
Action: Embed a code that the love cards represent the love and their relationship, and the black cards signify the difficulties.

Q9: What representations have been created?

Preferred encoding reading achieved: 
1- Alcoholism
1- Red shoes, Dorothy back home
2- Anger
4- Unstable relationship
Negotiated reading: -
Oppositional reading: 
2- Did not answer
7- Do not know
Action:
N/A

Q10: Does this music video launch the male singer as a new star? Would this video make you look online for more information about him?

Preferred encoding reading achieved: 12 Yes
Negotiated reading: -
Oppositional reading:
2- Did not answer
3- No
Action:
N/A

Improvements that need to be done:

• Embed a code that the love cards represent the love and their relationship, and the black cards signify the difficulties.
• Reduce the amount of red shoe shots in the music video. No action will be taken regarding the closeup shots as this is a promo video.
• The reason why the music is out of time is because the sound from the original video is not extracted yet. However, we will remove it at the end.
• Check if the lyrics and the visuals match, check continuity of the narrative

Planning: Group post - Ta research 4 , questionnaire for rough cut

1]  Do you understand the narrative of the music video?

2]  Do you understand the relationship between the two characters and how it changes?

3]  Did you notice the costume changes? Which costume do you prefer/ remember/ like the best?

4]  Do you think the locations are effective? Which location do you feel worked well?

5]  Do you think visuals and lyrics matched?

6]  What was your favourite shot and why?

7]  Which shots didn’t you like? Didn’t understand?

8]  Do you understand the meaning behind the cards? What do you think they represent?

 

9]  What representations have been created? 

10]               Does this music video launch the male singer as a new star? Would this video make you look online for more information about him? 

Group Post: TA research 5 focus group of 14 FINAL VIDEO

Q1:  When looking at the music video, do you understand what affects and harms the relationship between the two characters?

Preferred encoding reading achieved: 14 Yes

Negotiated reading: -

Oppositional reading: -

Action: -

Q2: Do you see the reflection of the genre through costume in the music video on the stars?

Preferred encoding reading achieved: 13 Yes

Negotiated reading: 

1: The smart clothes contradict the genre of the video

Oppositional reading: - 

Action: If we had more time to do this music video, challenging this convention would still be in our mind, as we want to portray the youth as people who can dress stereo-typically, and not at the same time.

Q3: Do you think that the cards and the bottles represent something negative in the music video e.g: the social issue that the youths face which should be addressed?

Preferred encoding reading achieved:  13 Yes

Negotiated reading:  

1: It is but it's very subtle

Oppositional reading: -

Action: Next time we would include more specific shots, for example of the female drinking.

Q4:Would a music video of such genre spark interest and tempt you to find out more about the male star and his music?

Preferred encoding reading achieved: 8 Yes

Negotiated reading: 
1: No because this isn't my type of music
1: Would listen to music, however from a different artist

Oppositional reading:  4 No

Action:  Next time we would make sure the artist seems more authentic to appeal to our audience.


Q5: Do you feel that the yellow is one of the main colours used in the music video? E.G do you see them in the title, shots, costume?

Preferred encoding reading achieved: 9 Yes


Negotiated reading: 
2: There was some yellow, but there could've been more
1: Not really, spray painting, smashing yes, but could've been seen more  

Oppositional reading:  4 No


Action: Next time we would include yellow edits, props, makeup, and make yellow dominant in locations.

Q6: The music video contains a lot of shots with drained colour, and some that are heavily edited, for example the shaking screen, 3D effect. Do you feel that this suits the song and the genre of indie?

Preferred encoding reading achieved: 12 Yes

Negotiated reading: 
1: Yes, could've had more steady shots to give a sense of professionalism
1: No, but I never seen indie music videos before

Oppositional reading:  - 

Action:
Next time, we would Include more closeups, shots of the main star in general to make it seem more like a promo video.

Rough cut 1 for music video