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1. Stage 2
Research + Experiments
Jack Scott

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: Armed and Dangerous - Juice WRLD
Straight from the start the music video introduces the artist by having his name in
bold writing and there is someone says “who's ready for Juice WRLD” this hypes up
the crowd and makes the listener to the song more amped up for the song to begin.
This also makes the song more enjoyable in my opinion as you are more ready for the
song to play and makes you want to move to it. Also the song has short cuts of edited
clips of the artist either doing drugs, dancing or at a live concert. This makes the song
more appealing to watch as these small edited clips makes the music video more
pleasing to look at. This is what I'm going to try to do in my music video so it stays
interesting and nice to look at throughout the video. Because the scenes switch so fast
it keeps the music video alive and interesting throughout the duration of the song so
the watcher can keep focused on the song and be entertained. The scenes last longer
as the songs beat slows down, this is too match the beat of the song and make it look
like the song affects the music video which it does.

4. Product 2: Catch me outside - Ski Mask The Slump God
For this song visuals are heavily edited into it and shows up often through the music
video. They are random but sometimes match the song such as when he is saying “burr”
it turns into a cold scene with ice and snow surrounding him. I would add this into my
music video as I would have some edits where it matches the songs lyrics because I think
it makes the music video more synchronized and better to watch if it is done properly. I
think that the reason the edits are so over the top and noticeable is because the song is
about doing drugs so having these edits make you feel like you would of taken
something. Also the colours are very vibrant and stand out so you cant miss them and
sometimes its not just colours it can be a body part being changed or removed such as
when his face is disconnected and then slowly pushed back onto his head so it looks like
his face is floating. This would be hard to recreate but could be still something I could
add to the music video to add more of a variation to the music video.

5. Product 3 SAD! - XXXTENTACION
SAD! Is probably one of the most thought through music videos I have
ever seen. This is because less than 50% of the music video is even him
singing or the song in general. It has sub titles asking the viewer
questions and has a very dark and mindful tone to the video. You see X
being questioned and it cuts back and forth into past and future. The
focus of the video is to take negative energy away and turn it into
positive energy. You see X fight his controversial self into submission
showing that he has changed for the better. This isn't a normal music
video as it is not showcasing the song much or no branding or
advertisement. It is just him and questions about life. This type of
music video is more for a message to be shown rather then the song
which can be a controversial thing to do if people take it the wrong
way. I would like to go for this method as it is the type of music video
that talks to the viewer more clearly and it creates a deeper impact on
the person.

6. 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].

7. Conventions
• I am going to add some lip syncing and people into my music video
• I am going to use a range of angles and views for my music video
• I am going to have different effects throughout my music video
• I am going to try and match the music video to the beat of the song

8. Genre Chacteristics
• The song is Lo Fi and emo rap mainly. Most of these genres have very
old looking and grimy looking music videos as the music is sad and
mainly very depressing. The old vibe to the music videos give off a
depressing vibe to it so it matches with the song and it effects your
feelings when you watch it. This makes the song hit you harder then
without it because you are effected by the visuals. I am going to go
for a old style to my song because it suits the genre so doing this will
look the best for the song style.

9. Chosen approach/justification
The reason why I am going for a Lo Fi style of music video is because it
suits the song better than most styles I have looked at. This is because
the song is very sad and has emo rap which isn't up beat but more
down to earth. So having a up beat music video or something over
edited wouldn’t fit in with the song.

10. 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.

11. Experiment 1 - Editing
With Lo Fi music videos, editing
is everything. This is because it is
made too look like a VHS tape or
old found footage. The edits give
the feel of a vintage look and
makes the song fit in with the
music video as the editing makes
it look sad and slow which is a
contrast to a normal music video
which is trying to look good and
make you feel happy. I tried to
make a small Lo Fi video and I
used a cartoon as the video for it
as that is a popular thing to use.

12. Reflection
• What elements of your experiments will you include in your final
product?
I am going to include everything that I did in my edit as it gave a real Lo Fi
music video feel to it. I am also going to add some changes for the background
if I can as it is a hard thing to do but it can give a more personal touch to the
music video. I saw this when I watched someone else’s music video as they
changed the windows so you could see space and the moon. Adding this small
feature gives off a different vibe to the music video.

13. Experiment 2 - Editing
The editing style in this music
video gives a 3D and trippy look
to the music video which also
gives it a more unique look to
the video. This gives the video a
vintage look also as it looks like
it has been damaged so the
colours are glitched. This was a
fairly easy edit to do as it took
only a couple minutes to do it
without having to ask for help so
this will be in my final music
video as it adds a lot of contrast
in the music video and it is easy
to do.

14. Reflection
• What elements of your experiments will you include in your final
product? What about this process has been notable [positive and
negative]?
• I will be adding the colour distortion as it can give a different
appearance to the video. Also it fits in with the genre with what I'm
doing so adding this effect will contribute to what I am attempting to
go for.