2. z
Audience Feedback
Our audience research regarding the artist taught us that his
audience consisted of both male and female within an average
age range of 14-24.
However, the age range of the target audience is not restricted
due to differences in people’s preferences – and this could be
because Ed Sheeran produces music of many different styles
and genres.
3. z
What feedback did you get for your
initial pitch and how did this improve?
My group and I discussed our initial ideas for the music video that we were
going to create which included ‘mise en’ scene, camera work, editing and
star image. The song we chose was “New Man” by Ed Sheeran. The song
is about how the artist is reminiscing about the past he had with his ex
girlfriend, and how the breakup has changed him – especially after
witnessing her new relationship with another man.
Therefore the idea was to create a music video that represents and links
with the lyrics from the song. We wanted to only have 3 characters in the
music video which would be; new man, ex boyfriend (Jack), and the ex
girlfriend.
In our music video, our basic overview on what we wanted to create was
the idea that the ex is only with the new man because he has enough
money to buy her love.
4. z
How did things change throughout the
process?
The way this has changed is through how we initially wanted the
audience to be watching Jack in each clip from a different angle
and have them as point of view shots when he was observing
social media changed in the life of the ex and the new man, but
instead we used cross cutting between each clip to show what
each character was doing in each point in time.
The reason we didn't want him to be following her is because we
didn't want the audience to have the idea that he was a stalker
and we instead wanted the audience to understand that he was
only thinking about their past together.
5. z
Star Image
We began our start image with no name and a boring personality
but once we sat down and started discussing him we got some
audience feedback on some of the ideas that we came up with.
Once we received the audience feedback we realised that we
needed to improve the character of Jack and his persona. We
wanted him to be relatable and for people to look up to.
We wanted him to have something recognisable about himself and
so we came up with the idea that he will always have a guitar. We
wanted him to also have a catchy name so we came up with “Jack
Avery”
6. z
Research
We also did some research into our genre which is acoustic pop.
We got our research by sending out surveys to different people
and seeing what kind of music they are into.
Some techniques that would link to our theme to make it an
acoustic pop video would be the way we filmed and edited it. For
example, we used cross cutting and close up shots so we could
see jack lip syncing the words.
7. z
Location
We had to think about what locations would link to our genre and
locations that our target audience could recognise. We wanted
him to also be in public places to show his normality.
We also had to look at the lyrics and see if he named any
locations that we could possibly film at. For example, we could
go to a gym, a shop and a bar.
The location of the field makes him look very isolated which is
what the underlying message of the song is about, and this is
what we wanted to show.
8. z
Camera Work
Some of the camera work feedback we got was that we needed
more technical shots as most of the ones we took were too
simple and so it was suggested that we include more complex
ones.
We wanted to improve this so we used a crane. We used the
crane to do an overhead shot when my character was in the
bed. However, when we analysed the footage, we saw it was
very shaky as the camera is very heavy, so we came up with the
idea of using a go pro because it is a lot lighter.
