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1. Stage 2
Research + Experiments
Matt Burniston

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
Source:
https://www.youtube.com/watch?v=71Es-8FfATo
Observations of the product:
• Music: Artic Monkeys; Tranquility Base Hotel and
Casino – Four Stars Out of Five.
• Lighting: In the video, the lighting's fairly grungy,
using a lot of blue tones – as part of aesthetic of
being shot on old film (as I was hoping to do.)
• Images: The majority of the video is shot is shot it
Castle Howard (in Yorkshire,) with the set up of our
main character being set up as a director and
filming around or walking around with production
being worked on in the background.
• Colours: In this music video, they like to use a
range of blues to oranges and reds – adding a
contrast and variation to the product. As well as
strong general push on the saturation of the
picture
Audience Appeal:
• The bright colours and contrast makes the image
stand out a lot more – grabbing the attention of
it's audience.

4. Product 2
Source:
https://www.youtube.com/watch?v=6366dxFf-Os
Observations of the product:
• Music: Artic Monkeys; AM – Why Do You Only Call
Me When You're High?
• Lighting: The lighting in this video is on a fairly
average lighting – at night...
• Images: Throughout this music video we again,
follow the star (Alex Turner,) around from the bar
he was at – playing along to the title and lyrics to
"why do you only call me when I'm high" - playing
the character who's high and trying to call his
girlfriend.
• Colours: They've again gone for quite a naturual
colour grade, using a more blue tint in the shadows
and a more borwner tones and colours in the rest
of the picture.
Audience Appeal:
• It's got quite a modern vibe with the leather
jackets, the drinking with mates and texting –
appealing to a younger audience.

5. Product 3
Source:
https://www.youtube.com/watch?v=XGV8xCkpXjE
Observations of the product:
• Music: The Last Shadow Puppets; The Age
Of Understatement – The Age Of Understatement.
• Lighting: The lighting for this video is lighten quite
dull and faded – to add to the cold and dried to up
theme of Russia and communism.
• Images: In this music video we follow Alex turner
(accompanied by Miles Kane,) through images that
project the ideologies of Mother Russia – with
soviet tanks, Russian architecture, people in soviet
uniforms and a Russian ice-skater...
• Colours: In the music video, they use faded colour
with a blue wash to help convey the coldness of
russia – in relation things like ice and snow.
• Audience Appeal:
• The tanks and soviet link will appeal to more edgy
target audience whilst also appealing to people
who have well rounded knowledge of history.

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
When coming to make my music video, I think that the subtle
romances, the focus on a character (or two,) whilst using lots of
background again it – would overall really work for my music video,
having seen it in the three I'd chosen to look at. As I am fan of the song
and the band I've chosen, I can say I'm part of the target audience for
them and use that to help me to create a follow up product/music
video for this project – e.g. all the music videos I have chosen are
because I like the style they use, so I'd like to again recreate that for
the chosen song.
However, looking at the final video I research, I found the colourgrade
to be dull

8. Genre Chacteristics
• As suggested in the term - "Indie Rock," is the abbreviation for
independent rock, as in it makes image for itself – often being quite
creative in the way that it achieves it's - "look."
• Sometimes, in the genre of rock, the artists are willing to go a bit
edgier – with both their lyrics and the content in their videos.

9. Chosen approach/justification
• As seen in all three of the music videos I looked at, I will be following
character/protagonist through the video – as is all done in the mass
majority of Artic Monkey music videos (-the band who made the
song I chose.) Meaning by doing this I'll be sticking the style of the
band.
• I also want to give the video a dated film look to it (like the in the
music video for - "Four Stars Out of Five,") as this would both help
give it an Indie Rock theme and giving the video it's own chracterisitc.

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. Experiments
For my experiments I want to be experimenting with the colour grade
that I may finally come to use when it come to the final project –
weather I use a lot of blues as well as some oranges within that; the
liighing – how naturual do I want it, do I want it quite dark; and maybe
even keeping the camera tracking the character's face to, whilst it
follows them.
To further help me when it comes to actually creating the final thing,
I'll be taking a diverse range of stlye and types of shots under different
circumstnatces and lighting – to assure I get the best I can from my
experiments.

12. Experiment 1 - Process
For my first experiment, I chose to
focus of achieving a good look for
my video – through the use of
colour grading and a potential a
slight 3D/dated appearance...
On top of that, I practiced editing to
the beat of a song.
3D Effect Taken From This Tutorial:
https://www.youtube.com/watch?v
=2IhOJFwS0Ks&list=PL2F-
QswQwYWNSohoMqaNIubNwi1R
cXUaG&index=3

13. Reflection
Personally I feel like I'm really proud of this experiment – feeling like
the colour grade turned out really well (despite being quite fiddly - as I
chose to do it my self – rather than choosing a present colour-grade.)
On top of this, I really like the 3D effect I applied, as I feel like it gives it
that slightly dated look – but with a sense of individuality as well.
When it finally comes to making the final product, I will be carrying
over this colour grade and look to my music video – although changing
the colour grade for the shots it doesn’t match – e.g. the colour grade
fits grey and cloudy...

14. Experiment 2 - Process
For my second experiment (in
which I'd later composite into
my first,) I played around with
the idea of text or a title within
my vide – using a mask, layers
and text.

15. Reflection
With this experiment, it didn't go as well as I'd hope – finding that
premier kept corrupting every time I would use more than one mask,
leaving me with just the single use. On top of this, now seeing the text
in this demo of a music video, as well as looking at other examples of
the band music videos – I found that text doesn't really seem right in
their music videos – or at least in this case...
However, when I did get the mask to work, I found that it was relatively
satisfying to see the foot swipe the text in to place.
Overall I feel like I won't be using this in my music video as it was too
much hassle to work with.