Music Video - Evaluation

1. EVALUATION JACK HURST

2. PRODUCTION PROCESS
EVALUATION

3. Research
As I have done my research, I have spent lots of time going into detail about what aspects are key in music
videos and what I could include. I also did lots of research on around 25 music videos and analysed them
picking out lots of detail the artist has put in the video. Analysing the videos has helped me gain ideas for
what I wanted to do for my video and how to execute that to a high standard.
Strengths – As I had looked at so many videos, I was able to cover most genres meaning I have a wider
understanding of how to make a video and what characteristics are associated with each genre. I was then
able to pick a genre and add those characteristics to my plan e.g. pop has bright colours and bright lights.
When researching I was able to notice all the details in the videos which shows that you have to think about
every little detail which all together creates a high quality video. The more research I did, the more I learnt
about different techniques, facts and aspects you need to know about. I learnt that there are multiple
purposes for a video, such as, the artist wants to widen their audience to become a wider target market.
Learning this helped me as I have thought about what my target market should be and how I can improve the
video to fit that target market. The next thing I have learnt I about the visual and technical codes such as
camerawork, lighting and editing. I have used these to improve my work as I spent more time thinking about
how they can portray emotions and feelings as I haven’t used performers due to COVID. Further on in my
research I found out about the different styles of music videos such as, narrative, impressionist and
referencing, which has helped me to realise that the video can be made to create an atmosphere for the song
instead of a story to support the song. Another aspect of my research was learning about certain definitions
and people such as, mise-en-scene, Andrew Goodwin, semantic, syntactic and intertextuality. After learning
about these, it made me look and think about why the artist has used those props, colours and locations etc
and also how this could link to another famous piece of media.
Weakness – I would say there aren’t many weakness about my research as I had learnt how to create a music
video and made a list about what the main aspects are to be thinking about when planning. The main
weakness I have noticed in my research is that I didn’t spend enough time to go into lots of detail about
different camera movement, different lighting and ways of editing. Doing the extra research would have
helped as I could have used them though out the video making more of a theme and structure. I would say
this extra research would have added small details to the video which would have small meanings, these
could be hard to spot so it wouldn’t have improved my video by much.

4. Planning
I have learnt that planning is done in huge amounts of details to ensure everything runs smoothly when in productions. I would say
I had planned everything really well as there weren’t any problems when produce the video except for a couple small things.
Strengths – to ensure my planning was effective I panned everything that needed to be completed before production of this
project. Below is a list of what I planned and how that section helped me and how they worked together.
Locations – planning the locations meant I knew if I needed to get permission to film on those premises, which I didn’t needed as I
was filming at home. Another benefit to planning the locations is that you are able to add the travel time to your schedule meaning
you won’t be delayed and your production can run smoothly.
Equipment – planning all the equipment meant I was organised when moving locations as I had everything on my list so there
weren’t any delays in production due to being unorganised. The equipment list helped when setting up the shots in the kitchen and
when going to a locations such as the beach where you can’t go back and get what you forgot.
Mood Board – planning my mood board gave me ideas on what I could do in my music video as I was unsure on what ideas to do.
Having the mood board meant I could have all my ideas in front of me, making it easier to link them together and to plan how the
video would work. The mood board helped me to produce my story board as I put all my ideas in an order.
Story Board – planning my story board was the biggest help in the planning stage along side the shot list as it gave me more of an
understanding on what my final video was going to look like. Creating the story board was when I knew I could make a high quality
video as I could picture the video instead of a bunch of ideas all messed up in my mind.
Schedule – planning my schedule helped me to organise when I was going to produce the video as I have all the ideas ready. I had
planned how long each scene/shot was going to take and how I can complete my video before the deadline given to us. Sticking to
the schedule ensured I was going to have every shot recorded and I had planned extra time for if I took a bit longer than expected.
Shot List – planning my shot list was a massive help when filming as I could look at the shot list and know what I was filming next
or what process I needed to go through for each scene. To go along with the shot list I timed every line in the song so I knew how
long each shot needed to be compared to the line there are being used with. These together ensured each shot fitted perfectly to
the song.
Risk Assessment – planning my risk assessment made me think about everything that could go wrong and what precautions to take
to ensure that it doesn’t happen. Doing the risk assessment prevented anything that could go wrong as I was thinking about the
risk I had planned for each scene. Due to this assessment, no was hurt or no equipment was damaged.
Contingency Plan – planning the contingency plan gave me back up ideas in case anything didn’t go to plan. For example, I planned
to shoot a scene outside but it was raining, so I moved the scene to be in the kitchen as planned on my contingency plan. Having a
contingency plan links all the other planning stages together as you have other plans in case they don’t go to plan.
Weaknesses – I would say there are only 2 weakness to my planning process. Firstly I didn’t plan or shoot any extra footage which
meant I was running short on footage when editing. To fix this I added animations and transitions so the shots I repeated didn’t
become repetitive whilst keeping a high standard throughout my work. Another weakness was that I didn’t plan to get a second
battery, which slowed down production as the battery ran out of charge mid filming. This slowed down production but didn’t effect
any shots. If I had planned these weakness, I would have more options for my video so I don’t have to repeat footage and
production will run smoother as there won't be any waiting for batteries to charge.

5. Time Management
Time management is one of my strongest skills I have, I am very organised and mathematical with time and
deadlines. This skill made planning my schedule very effective as I didn’t run out of time or need to go of
schedule for a scene.
Did you manage you time well?
I would say I wouldn’t change how I managed the time as I had I got every shot I needed for my video and had
time to check everything was completed. The only problem I had was with my planning, not my time
management, I needed to film more footage than I thought I needed. I could easily add this in to the time give
as I wasn’t rushed for the filming I had planned.
Did you complete your video on time?
I have completed my video on time, filming and editing, as I knew how long I had and how much I needed to
do each time I worked on the video. Editing was more unpredictable than filming as I am new to editing so
came across lots that I didn’t know about. For example, I didn’t know how to edit the bluescreen out so I had
to spend time learning that and adding it to every shot with the bluescreen. Overall I have managed to
complete my video to a high standard in time without rushing anything, bring the quality down.
What would you do if you had more time and how would this effect you video?
If I had more time with filming the video I would have spent more time filming extra shots, so I would not run
out of footage when editing. This would mean I wouldn’t have to repeat any of my shots, I think this would
produce a higher quality video as the videos I have watched haven’t repeated any shots. However, to reduce
the repetition I have added transitions, text and backgrounds to change the shots and to have a variety of
aesthetics in the video. Another thing I would spend more time on when filming, if I had extra time, would be
smoothing out the bluescreen as much as possible for being at home. I didn’t know how well the bluescreen
would work as I've never used one before, so now I know I can improve that aspect of the video to create a
higher quality video. If I had more time when editing I would look into adding after effects to the video as
they can add additional visuals to the video that you can’t make in person. This would improve the aesthetics
of the video as I could add colours, shapes and effects to compliment the rest of the video making it all work
together.
Overall, I am very happy with how my video turned out in the time frame given and that it was my first project
for filming and editing. Of course there are improvements to be made but there are only small changes or
additions which are at a higher level of knowledge.

6. Technical Qualities - Camera
On the next 4 slides I have compared camera shots in my video, to
camera shots in Golden by Harry Styles. I have chosen a moving close up
shot, an animation shot, still close up shot and a high shot. I have then
compared the similarities and difference between the shots by
annotating the pictures with arrows and text boxes.

7. Technical Qualities – Production
Both shots are shots that are in focus at the start, then became out of focus after the camera or
subject moves away. This is effective as it was done on purpose where the shot is in focus
when needed and out of focus when needed. Doing this creates a more professional look to the
video as more details have been thought about with the camera and how the camera will be
used.
Both shots are at a professional standard as for my shot, I have added blue and pink lighting to
be reflected off the table and berries. Similarly the other shot have natural lighting with perfect
exposure so everything can be seen in lots of detail. Both have been done to link and
compliment the rest of the videos.
There are also some differences between the shots. In the berry shot, the camera movement is
smooth and has a slow change coming out of focus which reflects the smoothness of the video.
Whereas the Golden shot is a wobbly shot that suddenly changes to be out of focus reflecting
the business of the rest of the video.
In the berry shot the lighting isn’t natural as I have added professional lighting with coloured
filters so I could control the lighting and colour. This worked well as I could change the colour
for different shots and change the brightness to be able to expose the subject enough.
Whereas Golden has used natural lighting to have the natural colours of all the objects in the

8. Technical Qualities – Production
Both shots have been lit up with studio lights to be able to have a detailed shot when in focus.
Using the studio lights has meant that the brightness of the shot can be altered to get the
perfect balance of colours compared to natural lighting. The amount of light in both shots has
meant that the subjects in the shots have been focused on very easily creating a professional
shot. However, the bluescreen isn’t at a high quality ruining the watermelon shot.
Both shoots have the subject focused to enhance the details, then the background is blurry to
keep the attention on that subject. Having the aperture lower for a blurry backgrounds shows
that the cameraman knows what settings are best for which shot and how effect they are.
There are also some differences between the shots. Firstly, the shot of the watermelon has a
higher camera angle, and the subject is at an angle to the camera to increase the length of the
plate by camera angles and to also show the other pieces of melon. This is effective as you can
see the pieces getting blurrier the further away from the focus point emphasising the focus on
the front piece. Whereas, in Golden the shot is at a lower angle and the subject is straight with
the camera to portray the power Styles has in the video. This has been done to link to many
shos in the video as they are also with the subject straight to the camera.

9. Technical Qualities – Production
There are mainly differences between the shots as my shot is a high shot which was done to
show off the final product of carving a watermelon into a shark. Using a high shot meant that
all aspects could be seen in the shot at once and to have the ‘eyes’ looking into the camera.
Whereas Golden is a low shot half in the water. This is effective as it compliments the shot on
the last slide as Styles is again towering over the viewer making him more powerful.
Another difference is that my shot is a still shot which has been done to be able to move the
shadows with the lights. This adds movement into the shot without performers or having a
wobbly shot. Whereas Golden has movement in the camera which could be used to show
uncertainty about trusting Styles out of the water.
Another difference between the shots is that my shot has been lit up with studio lights which
meant that the shark was a bit overexposed on camera. I liked using the studio lights as I could
move them over the shark to move the shadow to replace movement. Whereas Golden has
natural lighting with certain settings to keep the exposure balanced throughout the shot. This
created a professional looking video all the way through.
Another difference is that my shot isn’t at a professional standard whereas Golden is at a
professional standard. For my next projects I will spend more time working on the smaller
details to make my work as professional as possible, now I have an idea about the course and

10. Technical Qualities – Post Production
When editing I have added the lyrics to the shot, similarly ‘GOLDEN’ had be added to intro of
the song as the music begins to play. I have added lyrics to my shot to add a bit extra on the
screen to break up the shot without changing it. To create some more movement I split the line
in half so some lyrics where on the top of the screen and some were on the bottom of the
screen and added some transitions for the lyrics to come on and off the screen. Whereas
‘GOLDEN’ fades in and out slowly becoming a blur and then no text is added in the video.
A difference between my post-production and Style’s post-production is that I used a
bluescreen to add backgrounds whereas in Golden all the backgrounds are natural. I thought
using the bluescreen would be useful as I wouldn’t need to go many places making the
production safer due to COVID. As I hadn’t used a bluescreen before it didn’t have its full
effect, but the editing did a good job and now I know what to do next time if I use it again.

11. Technical Qualities – Post Production
Both videos use transitions, in my video I use transitions for additional visuals coming on and
off the screens and use them quite often whereas in Golden, only 2 transitions are used. I use
the transitions to add movement to certain sections and to add to that shot to compliment
what is on screen. In Golden the only transitions are at the start where the video fades in from
a black screen and the title fades on and off. I think Golden seems more professional as not
many transitions are needed as the scenes are well organized where I was running low on shots
and hadn’t used performers which reduced the movement in the video.

12. Technical Qualities – Post Production
A main difference in the post-production is that in my video the cuts are slow and spread out
as the song is slow and calm. Whereas Golden is a quick song so there are lots of cuts with
some shots only being on screen for about ¼ of a second. Both these decisions on cutting are
effective for the song as it emphasises the tempo of the song and also the lyrics. I have made
less cuts in the song as cutting on the line or longer helps to create a steady pace for shots. I
have found this to be effective as cutting between shots would not work with the tempo as the
video will be to quick and loose the effect of what is on screen. However, the quick cutting in
the Golden video is effective as it creates a sense of chaos as he runs down the road looking
like he is in a panic.

13. Aesthetic Qualities
Overall I am very happy with the aesthetics and how they all work together as a video. There are sections that look
more aesthetically pleasing and some sections could be better than how they are now.
Is the aesthetics of your video creative? – I would say that
the aesthetics of my video are creative as I have used
different colours and lighting for each section. I have used
studio lights and coloured filters to control the aesthetics
easier by choosing pink and blue for those shots. I
decided for the bluescreen and the animation background
I was going for block colours, bold and pastel, as again I
can control what colours are being used. Before I started
producing and editing my video, I decided to have a colour
scheme of blue, pink and green as they are the colours of
the fruit I am using and would compliment/link all the
shots together very smoothly.
What aspects of your video’s aesthetics do you like? – my
favourite aspect of the video is the blue and pink lighting
as it looks the most professional out of all the aesthetic
aspects. These shots look the best as they are all close
ups, meaning everything is in focus with possibly a blurry
background. Another aesthetic aspect that I really like is
the chose of having bold colours instead of patterned
backgrounds design which would be distracting from the
video.
What are the strengths of the aesthetics? – as shown
above, the strengths of the aesthetics is the the lighting in
the berry scenes, the block colours, the colour scheme
and the use of the camera. I have used the camera by
changing the focus point to be able to move away or
towards the bowl of berries and the have the berries
slowly come in or out of focus. I think this adds to the
aesthetics as it creates the smooth flowing look which I
have kept through the video.
What are the weakness of the aesthetics? – as shown
above, I used a bluescreen that worked pretty well but it
could be better for the aesthetics if the whole background
was smoother without any creases effecting the colour.
This could be easily fixed to make a more professional
looking video. Shown below is another aspect that is a
weakness foe the aesthetics, the bluescreen didn’t work
well with the dogs and the watermelon piece is too over
exposed for the shot. Both of these can be easily fixed
next time.

14. AestheticQualities
Overall I amvery happy with the aestheticsand howthey all worktogether asa video. There are sectionsthat lookmore aesthetically pleasing
and some sectionscould be better thanhow they are now.
Isthe aestheticsof your video creative?– I would say that the aesthetics
of my video are creative asI have used different coloursand lighting
for each section.I have used studio lights and coloured filtersto control
the aestheticseasier by choosing pink and blue for those shots.I
decided for the bluescreenand the animation background I was going
for block colours,bold and pastel, asagain I can control what colours
are being used. Before Istarted producing and editing my video,I
decided to have a colour scheme of blue, pink and greenasthey are
the coloursof the fruit I amusing and would compliment/ link all the
shotstogether very smoothly.
What aspectsof your video’saestheticsdo youlike?– my favourite
aspect of the video isthe blue and pink lighting asit looksthe most
professionalout of all the aestheticaspects. These shotslookthe best as
they are all close ups, meaning everything isin focuswith possibly a
blurry background. Another aestheticaspect that I really like isthe
chose of having bold coloursinstead of patterned backgroundsdesign
which would be distracting fromthe video.
What are the strengthsof the aesthetics?– asshownabove, the
strengthsof the aestheticsisthe the lighting in the berry scenes,the
block colours,the colour scheme and the use of the camera. I have used
the camera by changing the focuspoint to be able to move away or
towardsthe bowl of berriesand the have the berriesslowly come in or
out of focus.I think thisaddsto the aestheticsasit createsthe smooth
flowing look which I have kept throughthe video.
What are the weaknessof the aesthetics?– asshownabove, I used a
bluescreenthat worked pretty well but it could be better for the
aestheticsif the whole background was smoother without any creases
effecting the colour. Thiscould be easily fixed to make a more
professionallooking video.Shownbelow isanother aspect that isa
weaknessfoe the aesthetics,the bluescreendidn’t workwell with the
dogsand the watermelonpiece istoo over exposed for the shot.Both
of these can be easily fixed next time.

15. Audience Appeal
I feel that I have worked for the correct target market for this song and made the video with aspects for that
target market.
My target market is kids and teenagers as Harry Styles has an audience of teenagers but I wanted to include
kids as well.
What aspects of my video have I included for my target market?
For the kids I have added animations and used vibrant colours. These appeal for the kids as they like more
cartoony characters and/or shows compared to adults who like darker, scarier shows. I added the animations
to make the video more enjoyable and I have added the animations every other scene to keep the kids
interested as they tend to have short concentration spams so could loose interested if they didn’t see the
animations often. I decided to add vibrant colours as again it keeps the children concentrated on the video as
they like brighter colours as that’s what they are brought up with rather than a monochrome aesthetics.
I thought using fruit in a positive way in the video, as fruit is mostly not liked by kids and teenagers, was a
great way to try and help change their opinion/outlook about fruit and hopefully get them to eat some more.
Using the fruit to create 2 animals and to present fruit with the close ups shots work better for the audience
rather than unfocused shots where you can't see the detail each fruit has.
The final way I worked for my target market was adding animations (the eyes) to the bowl of mixed berries
which broke up the scene a bit as videos for kids and teenagers need to keep moving to keep them
interested. I also came up with a unique idea which meant that no one would have seen it so the viewers
would watch it a couple times to not miss out on the details added.

16. Audience Appeal
I feel that I have worked for the correct target market for thissong and made the video with aspectsfor that targetmarket.
My targetmarket iskidsand teenagersasHarry Styleshasanaudienceof teenagersbut I wanted to includekidsaswell.
What aspectsof my video have I included for my target market?
For the kidsI have added animationsand used vibrant colours.These appeal for the kidsasthey likemore cartoony charactersand/ or
showscompared to adultswho likedarker, scarier shows.I added the animationsto make the video more enjoyableand I have added
the animationsevery other scene to keep the kidsinterested asthey tend to have short concentrationspamsso could loose interested if
they didn’t see the animationsoften. I decided to add vibrantcoloursasagainit keepsthe childrenconcentrated onthe video asthey
like brighter coloursasthat’swhat they are brought up withrather thana monochrome aesthetics.
I thought using fruit ina positiveway inthe video, asfruit ismostly not liked by kidsand teenagers,wasa greatway to try and help
change their opinion/ outlook about fruit and hopefully get them to eat some more. Using the fruit to create 2 animalsand to present
fruit withthe closeupsshots work better for the audiencerather than unfocused shots where youcan't see the detail eachfruit has.
The final way I worked for my target market wasadding animations(the eyes) to the bowl of mixed berrieswhich brokeup the scene
a bit asvideosfor kidsand teenagersneed to keep moving to keep them interested. I alsocame up witha unique idea whichmeant
that no one would have seen it so the viewerswould watchit a coupletimes to not missout on the detailsadded.

17. PEER FEEDBACK

18. Feedback 1
What did you like about the product?
What improvements could have been made to the product?

19. Feedback 2
What did you like about the product?
What improvements could have been made to the product?

20. Feedback 3
What did you like about the product?
What improvements could have been made to the product?

21. Peer Feedback Summary
What do you agree with from your peer feedback?
What do you disagree with from your peer feedback?

22. Peer Feedback Summary
What do you agree with from your peer feedback?
What do you disagree with from your peer feedback?