music video

1. Stage 2
Research + Experiments
Adam Lepard

2. Production techniques research
• Research potential production techniques you might want to use or
feel would be most appropriate – these can be related to camera,
editing, story, sound, etc
• You should look at a minimum of 3 related products in your research.
• You should collect clips/still images/how to guides/etc that might
help you. When watching scenes from films, etc you could also ask
potential target audience what they think.
• You may need to add extra slides!
• With each technique you should assess whether you can use it or
how you might employ or why you may want to disregard it
completely
• Always think about your investigations links to your intentions and
production!

3. Product 1: glitch effect
Editing: for my transition into the second act of the song I want to have
a glitch effect as the transition in the song also sounds like glitch. I can
do this by installing a pre-set for premier or following a tutorial of how
to get the effect. My desired outcome is for the glitch effect to match
the song while feeling like an interruption of the upbeat first half.

4. Product 2: Baby Driver
• In my music video I might try to have actions in the video live up with
the beat of the song specific sections of the song which is used
stylistically in the film Baby Driver to give the film a fun and fast
paced feel while showing important information to the audience. The
use of this effect makes the film flow which is the effect I want to get
in my music video.
• I would try to incorporate this into the first half of my music video
which is meant to feel uplifting and fun which could fit with the same
effect used in the film.

5. Product 3: Halloween
• For the first act of the video I want to have a shot that references
Halloween(1978) with the camera zooming out from the couple
having a good time to show that their being followed by someone.
• The sot from Halloween is set in the daytime to remind the viewer
that the characters are still in danger which is what I want to show in
the video.
• I want to include this piece of intertextuality as it foreshadows the
darker second act of the video that will be more horror inspired.

6. Product 3: Cloning effect
• For the end of my video I want the main character to approach the
stalker that followed them in the first act of the video only to find out
that the stalker was himself so I need him to be in the same frame as
himself.
• I feel like using this effect for the final shot of the video would make
the story of the video more impactful as the character realises he
was the problem.
• to get this effect I can follow tutorials for how to get the effect in
adobe premier and I will try this effect when I work on my
experiments.

7. Genre and artist breakdown
• Think about the conventions of music video and which of these you
feel are the most appropriate for you video and why
• Think about the genre characteristics for your chosen artist – how do
you plan to employ these?
• Which techniques and styles do you think fans of your chosen genre
prefer? What should you expect to see in that type of music video?
• Use the following slides to show your ideas and explain these using
good illustrative examples – this is where your research and
explorations should start. Remember to consider the aspects we
looked at in class [and the academic things from Goodwin, etc].

8. Conventions
• The first act of the video would fit the conventions a regular music
video with the theme of love showing two characters in a bright
natural setting hanging out and talking with each other. I want to
stray from this convention towards the end of the first act by having a
shot of the two characters being stalked by someone wearing all
black which would stand out and show the viewer that not
everything is as it seems.
• The second act have lots of quick cuts to show that it’s an approach
that’s inspired by horror to show the breakdown of their relationship
as a nightmare compared to the dream like first half of the video.

9. Genre Characteristics
• I wanted the first half of my music video to be quite simple with only
a few different camera angles and cuts to make this section feel more
smooth and focused on the two characters. I want the first half to
feel very typical of a romantic music video while making it feel like
there’s an underlying sense of danger by zooming out to show a
stalker character to catch the attention of the viewer the shot would
also link to the theme of horror as it would mimic a shot from the
original Halloween film
• The second half would be more inspired by the horror genre by using
quick cuts that show the main characters isolation. I want a lot of the
shots in the second act would have references to horror films as
using colourful lighting in some shots as a reference to Suspiria
(1977). The final shot of the video where the main character finds out
the stalker is a clone of himself is a reference to Us(2019). This would
show intertextuality in the video that links the theme of fear in the
song to horror films.

10. Chosen approach/justification
• In my approach for the video I wanted it to feel like a transition from
a dream into a nightmare where lighting and camera angles would
reflect the changes in the song. Having a song that’s split into two
halves I wanted show a contrast between the two acts by having a
theme of romance in the first half and a theme of isolation and fear
in the second act as this also reflects the song.
• The first half might be difficult as the bright lighting would depend on
the weather on the day I film it as I want the setting to be sunny
which might not happen as it’s only January.
• For the second half I need to find coloured lights which could be
difficult although I do have some multi-coloured fairy lights which I
could try use. The second half of the video would depend on editing
techniques so I need to practice this in my experiments.

11. Experiments
Camera/Editing/Audio Experiments
This is for you to evidence the filming and editing tests we did.
Be prepared to add extra slides.
You can add more experiments as you do them as the project progresses.

12. Experiment 1 - Process
• I wanted to experiment with how to
make the clone effect in adobe
premiere so I could use it in my
music video. the process was fairly
simple I had to draw around one side
of the footage with the opacity pen
tool and then the two videos would
play at the same time so it would
look like the same video
• the only problem we ran into was
that the door had moved over the
line that separated the two images
so you could see the line that
separated the footage in the
experiment however this was only
because the door had crossed the
line. In my music video I would have
to keep in mind that this can happen
if something moves past the line.

13. Reflection
• The cloning effect worked well however I need to remember that I
cant have anything cross the line going down the centre of the screen
or the effect will be noticeable like in the experiment.
• I will use this effect in the final shot of the video as I want to show
the main character as his own stalker while showing editing
techniques.

14. Experiment 2 - Process
• When I was working on the
night time effect for the video I
searched for a tutorial on how
to use the colour tool to
change a video taken in the
day to look like night. This was
difficult as the sky was too
bright in the first video so the
effect didn’t work. I took the
second video facing away from
the sun the final result worked
but I thought the image looked
too dark so when I film my
music video I can try filming at
night time in a bright area such
as underneath a street lamp.

15. Reflection
• I’ve decided not not to use the night time filter effect in the video as I
want to make the night time shots look genuine and the filter effects
just look like a darker version of the original shot. Using this effect for
a practice was worthwhile as it helped me decide that I need to film
at night time to get better quality.
• When I’m shooting at night I’ll need to be careful and quiet. I'll have
to light my shots using street lamps as this would be the easiest
source of lighting to use a night.