P1-41 Music Video 2012

Within our research, we found that the audience agreed that the genre of our song “Barely Love You Too” was of the “indie-pop” genre. They also agreed that the target audience of this genre would be teenage girls. They also agreed that a suitable and conventional narrative for our video would be a love story of some sort. Taking this into consideration, we followed the advice of the audience and created a video with a love story narrative, using conventions from the “indie-pop” genre. Feedback on our rough cut told us to use a wider variety of camerawork. We took this on board and in our reshoot, included hand-held footage and low angle shots. We then developed these by using slow motion in the editing process. This offered us a wider variety of footage, adding interest to our video. The reshoot also allowed us to provide our video with a master shot of the artist, in which we consistantly refer to throughout. This gives our video consistency and provides an additional close-up shot and performance from the artist. This helps to maintain the focus on the artist throughout the video. We were also criticised for our lack of effects and transitions which we took on board and decided to add a dreamlike, romanticised effect to the positive memory scenes with the couple. This completely changed the mood of our video by giving it a fairy tale and vintage look. This fits well with our genre and we believe would add appeal for our target audience. We received positive feedback regarding the narrative and fast paced editing. This gave us confidence in our work and ensured us that we were heading in the right direction. The consistent advice given to us from the feedback was the suggestion to plan a reshoot in order to collect a larger variety of coverage for our video. Once we did this, it heightened the quality of our music video by offering further footage, types of camera work, costumes and locations. Along with our already quick paced editing, this ensured an interesting watch for the viewer. The feedback for our digipak and advert was mainly positive, in that people thought that it would attract teenage girls through the notebook, doodle style. People also thought that we successfully maintained the star persona of Scarlett in which we created for our video and portrayed her as relatable and with an “indie” style. We were inspired by artists such as Ellie Goulding, Marina and the Diamonds and Lana Del Rey. Feedback both allowed us to take a step back to improve our video and gave us confidence in our work. It also allowed us to consider options in which we may have not thought of ourselves.