USE
My genre is pop rock and many pop videos have interesting editing techniques. One example is Zayn’s pop music video for Pillowtalk. There’s lots of editing that manipulates the colour of the image is shown and there is also editing which changes the speed of the clips. I have used these effects in my video by incorporating the effect ‘prism’ in my studio shots and using slow mo shots to emphasis a certain action and also used reverse editing to make my video look more artistic.
Challenge
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I did extensive research on my genre, and found that the music videos were mainly narrative and visual compared to the actual performance of the artist. However, in my video, it is mainly the performance of the artist. I decided to do this is a studio which seems to differ to my chosen genres one of location shots. This however does cater it to more of a mainstream audience who are used to seeing performance shots in a studio which would make it appeal to a wider range of people.
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Many posters seem to be the same and the front cover of the digipak poster. However, I have challenged this convention by using a difference photograph. Having said this, to forge a link between the two, the photo was taken with a blue gauze on the light to add to the theme of the colour blue. Additionally, I used the same font for ‘Cecil’ as I did for the poster which would also make them link together.
Develop
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My digipak poster really develops on the idea of creating a brand and persona for an artist. This was done by linking the poster to the video by using blue smoke as an overlay of the picture. Lots of posters just represent the persona of the artist without explicitly linking it to the main single’s video. For example Jessie J’s poster for ‘Who You Are’ portrays her in a very strong way which is almost masculine. However, in her music video she appears more feminine and happy which does not correspond to her poster. Thus, I have developed this convention by showing my artists persona a strong with his superior facial expression and his willingness to fight back in the music video but more importantly showing that both are linked by the colour scheme and the recurring theme of smoke grenades.
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I really developed on the convention of on the beat editing. In the climax of the song, I put black layers onto the video to emphasise the beat, which really accentuates the rock genre with the heavy drum beat. Many music videos do not edit like this for such a long time of make it as blatantly obvious. This kind of editing is usually seen in pop/rap music videos and is done really quickly- it is particularly obvious in G-Eazy’s music video for ‘Calm Down”
My music video uses the equilibrium theory. This was an idea put forward by Todorov. My video uses this theory by having an equilibrium (the artist walking, minding his own business), however, there is a disruption to this equilibrium when he enters the underpass and two ‘thug’ like characters are there and initiate a fight with him. The character tries to repair the damage done to the equilibrium by fighting back. In the end, the equilibrium is restored when he manages to get away from the men.