Pre-Production:
- It has helped me to think bout how a singer's identity is created through costume, props, lighting, framing, composition, etc. This will help me as it will mean I work more on trying to portray our singer's created identity through our music video when planning the music video. Doing the costume arrangement meeting in particular has given me the incentive to do the same for our project next year to be prepared.
Production:
- I will probably think about visually representing the song lyrics for our music video next term, as this video has made me realise how much of an impact it makes on remembering the song and music video, and keeping it engaging for the audience. This means I will need to think more about the choreography of the performance and making sure the actors are doing all the right moves.
A perfect example of this would be the lyric "ever bring them down", which she sings while pointing down and looking pained, illustrating that nothing could ever make them sad. Moments like this are very important in this music video to illustrate the juxtaposition between what she thinks of the cool kids (they are cool and care free) and who the cool kids really are (sad and troubled).
Post-Production:
- I have learnt that not only planning and performing are important in creating the singer's identity, but editing and grading is too. For example, in this shot, the lighting is very cold, the band members are acting very distant, and Sydney is looking at the camera and clicking. This creates an almost "too cool" persona for the band, while Sydney is represented as very cool, but till in touch and personal with the audience.
- I have been able to see the impact of fast paced editing in a music video, so for ours I will probably use that technique in order to keep the audience's eyes moving. Similarly, I will think about using lots of colours and fun visuals (for example, Echosmith's feathers/snow) to appeal to the audience's visual expectations of music video conventions.
Here is a gif of a moment in the clip that uses fast paced editing to go through a shots of each of the cool kids.
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