The document provides an evaluation of a music video production project. It summarizes the student's strengths and weaknesses in research, planning, time management, technical and aesthetic qualities, and audience appeal. It also includes feedback from peers which praised the editing style and effects but suggested some shots could have less editing and a larger variety of footage. The student agreed some clips may have been overedited but disagreed that shot quality was poor, as the low quality was intentional for the homemade aesthetic.

1. Evaluation
Alfie horwell

2. Production Process Evaluation

3. Research
• I believe some of the greatest strengths I had was that I had a significantly large
amount of examples to give me help and inspiration. It also furthered my
knowledge on editing styles and effects that are frequently used in music
videos of my genre and with thousands of examples available on the internet
this allowed me to put it into my own product but with my own twist and
unique approach, ii also looked into the different styles of music videos such as
clean, vhs/grainy, heavily edited styles etc which also gave me more insight into
what approach I wanted to take going into my music video.
• One of the main weaknesses I felt that I had was that I couldn’t use the highest
tier of editing program, aftereffects which would’ve allowed me to take my
stylistic approach and editing stye further but without access to this it has held
me back in soe degree but I also believe some of the resources I would’ve
needed wouldn't be accessible on collage computers such as specific plug-ins
for specific styles.

4. Planning
• There was lots of strengths for my music video as every was very thought out
before we even began filming as for example all the locations where well
planned out, specific times and specific shots and how many clips w intended
on getting there before we moved onto the next location. This gave me more
time to edit the music video as we where quick to get all the shots complete
allowing me to get a better edited product that I was pleased with also
allowing me to go over it multiple times and get opinions on what I should
tweak and edit better.
• The one thing that could’ve been planned better was specific days as some of
us where bus certain days or working which was the only downfall on the
planning side, I believe if we set up specific days which we all knew we would
be free it would've gone easier but this didn’t have a huge impact it only
ushed back filming by a couple days but nothing detrimental.

5. Time Management
Overall I believe my time management was fairly good as we had good planning which
allowed me to get my product filmed and edited on time. I think if I had some more
additional time I agree that the editing could be fleshed out better and cleaner as I
would give it more thought and looked deeper into what could be adjusted slightly. I
would also get some more varied shots rather than keep them n generally the same
area.

6. Technical Qualities
Id say my work holds some similarities to lancey foux – don’t talk, as my music video has lots
of overlays, pop ups of images, the old retro camera look. But wit lanceys has an older
camera, more erratic pop ups and overlays, higher quality, night vision and a professional
team of Filmer's and editors to help him with his artistic vision but I did all the editing myself
on a platform which offers less high-quality effects but still gives you enough to flesh out a
full music video.

7. Aesthetic Qualities
I think my work looks very good in the field it is going for stylistically and
aesthetically, I think using a mix of a large mix of editing skills, effects,
overlays etc. gives it a large creative edge and I personally like the overlay
sections, the auto velocity sections, and the parts that used the invisible
person effect which morphs your body to be invisible. Also, by using an old
handy cam gives in that naturally older look which I believe adds to the
creative edge.
I think my strengths lie in my creative aspect of having lots of effects and
heavily edited visual style which reflects my own personal interests and
aesthetics making a visual representation of myself, my likes, my aesthetics
and how I choose to present them as a person. I feel the weakness may also
lie within this as some of the clips may seem too busy and over edited to
other people.
I added a filter which gives
this clip a even grainer look
and has the look of an old
Japanese vhs tape adding into
that homemade look
I purposely chose to add the clip of
my heartagram tattoo into an
overlay as I lip-synched as I said
“heart in the arm its ingrained for
L” giving it purpose to be there and
pushing the subliminal meaning of
the heartagram
I also added another 2
overlays onto this clip as I ties
into the lyrics again being
“alexander on my body” which
is the hoodie that I am
wearing and the overlay being
a skeleton ties into that

8. Audience Appeal
I have appealed to my audience by giving my music video a specific look of a
homemade music video with the old early 200s look from the handy cam which
really amplifies that look. Wit the video also being heavily edited and giving It
lots of personality through the effects, filters, overlays and subliminal messages
really grabs into what my target audience wanted along with the old camera
look.
Along with the effects and visual look I belie the song also feeds into a specific
audience of music appeal with it being more underground but also having the sound
of more mainstream rap or even the sound of older work from playboy carti. The
clothing is also a factor as it has a more alternative look to it being ore heavy set on
darker pieces and darker images.

9. Peer
Feedback

10. Feedback 1
• What did you like about the product?
– I enjoyed the editing, I think that the fact that your music video was
highly edited suits the genre of music it goes with
-The colour pallet for this production was aesthetically pleasing and
clearly well-thought through
– Editing was well suited with the beat which made it enjoyable to
watch
• What improvements could have been made to the product?
-Perhaps if given more time, you could include a bigger variety of shots
-Some of the shots used were poorly shot which made the footage
difficult to look at as its quality was worse than it could have been

11. Feedback 2
• What did you like about the product?
– I liked the timing of the music and how it matches smoothly with the
music. The vibe of the video also matches with the music genre of this
music video. I really liked the multiple different glitching effects
throughout to show the range of what you could do. The colour matching
of layered clips is also very good as it is almost identical to each other
• What improvements could have been made to
the product?
– I feel like you could have made the video little less busy and extended the
length of the music that you had used as then we could see more of what
its capable of completing

12. Feedback 3
• What did you like about the product?
– I really liked the transition effects, they really added to the concept of music
video;
– The lighting was very good in all the clips;
– The audio quality was really good.
• What improvements could have been made to
the product?
– I thought that, in some clips, there were too many effects and it was a bit
distracting, but apart from that, it’s a very good music video.

13. Peer Feedback Summary
• What do you agree with from your peer
feedback? That some of the clips may have
been slightly too edited but this was also
partially intentional but I can see how this
may be overstimulating for the music video.
• What do you disagree with from your peer
feedback? That the shots were done poorly
but this was intentional as they where taken
on a old handy cam and I wanted that
homemade look.

14. Peer Feedback Summary
– Possibly tone down the editing and making some
shots more intentionally clean to break up the
edited parts from the cleaner shot parts.