The document provides guidance on researching production techniques for a music video project. It instructs the reader to look at a minimum of 3 related music videos and collect clips, images, and guides that could help with their own project. When analyzing different techniques, the reader should consider if they can use the technique or how to employ it, and why they may want to disregard it. The reader then analyzes 3 example music videos - "Lust" by Lil Skies which uses animated transitions between real and animated scenes; "Yamborighini High" by ASAP Mob which uses unusual scene transitions and changing colors; and "Beibs in the Trap" by Travis Scott which uses unique camera angles like a glass floor and

1. Stage 2
Research + Experiments
Amy Foster

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
Lust- Lil Skies
I have chose to research and analysis this music video as I think it is very
similar to my initial plan for my final project as it has a real life filming that
constantly changes and flips between an animated and real life viewing. I think
that this style of editing is really cool and it definitely works well with this song, I like
the way it gradually changes into an animated screen rather than just everything
changing at once it is almost like someone is drawing over the video and it has been
sped up, as you can see from the first screen shot it has started by his eyes turning
into an animated screen and then turns into the whole screen, throughout the whole
music video the screen keeps turning back and forth and I think that this keeps the
viewer interested and involved with the video. At the beginning we see quite a long
chunk of the video where it hasn’t been animated and the scenery looks very grey
and boring however once in the animated world the colours are bright and jumping
out at the audience I think that this shows the difference between both worlds and
how different things can look. In this music video they use a range of different
camera angles and techniques for example at the beginning of the music video the
character drops something and the camera is doing a worms eye view as it hits the
floor and I think that this helps to bring more attention to different things. They also
use many different close ups and I think this works well especially when the
animation starts so that it is more noticeable to the viewer. The music video is about
Lil Skies relationship with girls and how they confuse him and I think this comes
across in the video as we get to see both animated and un animated sides where in
the animated world the girls are chasing after him and hes having the time of his life
compared to the unanimated world where he is the one chasing but never being
quick or fast enough. I will use some of these factors in my own work for example
mixing the two animated and not in the same frame as I think that this will work well
with the theme of my video.

4. Product 2
Yamborighini High – ASAP MOB
I have chose to research this music video as I think that it is very different to
most music videos as there are a lot of different things going on from start to
finish. At the beginning of the video we see the video that we are about to watch
on a tv screen and as it starts playing we zoom into the tv and enter what we are
seeing, I think that this looks good as we get to see many different perceptions
from the tv to almost experiencing it, I want to use this technique in my own
music video as I think that it is a good way to start a music video as it really draws
your audience in more. In this video they have used an unusual way of changing
from scene to scene as it freezes the scene before and morphs into the next
scene, I think that this looks good and goes well with the song as you don’t really
see this happen a lot in music videos however I think that this is because it could
be confused with a bad video but it is supposed to be like that and almost
everything just blends into the other. In this music video there are 3 main scenes
that it flips back and forth between, the first one is 1 to 2 people standing on a
box outside while singing along to the song, in this scene the use of different
colours really works well as it is constantly changing for example it is almost like
it is just flicking different coloured lights. The next main scene is all of the singers
in different coloured dressing gowns dancing and singing in front of a car and I
think that this works for this type of music as this scene comes on when the
chorus hits and that’s when it it the most energetic, the last scene is simple a line
of Lamborghinis driving around with also the different effect of changing colours,
these clips of the cars driving around fits in with the actual song and they have
used many different types of editing to rewind and come in at different sides
while doing this the have made sure that each of the scenes comes in and
changes at the same time as the beat does. I will use some of these different
techniques in my own work for example I really like the way that they change
form different scenes as I think that it is quite unusual, I also like the use of
different colours flickering throughout.

5. Product 3
Beibs in the trap- Travis Scott
I have decided to research this music video as I feel that it is unique while still having a lot
of well know techniques and factors and I think this will help my own product as I want it
to be different but I still want people to watch and understand it. The music video starts
off with a group of girls in front of a car with some smoke around them, I think that this
works well with the song as at the beginning the song is slow and is just starting up the use
of smoke helps to get different colours across as it gives you a blank white canvas and if
you put colour lights up they are more likely to show on the smoke. One of the main
scenes in this music video is the iconic glass floor as the characters are standing on a glass
floor with a camera underneath it I think that this works well as it gives the viewer a
different angle that they might not have seen before, throughout this whole music video
there is a clear use of different camera angles that work really well, I will use some of
these in my own work as I think that it gives a whole different perspective on what you are
actually seeing, their use of mirrors and lights allows the viewer to not really see where
they are or that they are simply in a room as it makes a whole different place that they
haven't seen before. While on the glass floor they pour water and other things and I think
that this looks good as we don’t get to see that normally as not that many people do it,
while doing this the characters are miming and dancing along to the song. I think that this
music video works well as it flips between scenes however it still gives you enough time to
really see what is happening. Apart from the lights and smoke there are really a lot of
different colours or patterns in this video and I think that this works well as the dark
clothing as well as clear keeps everything very minimal and I think that this is the whole
theme for the music video as they have used a clear floor, the girls are wearing clear heals
and clear clothing items and I think that it looks good especially with the use of the bright
lights and smoke in the background. I will use some of these techniques and camera angles
as I think that it allows the viewer to see thing that they don’t normally get to see and get
to experience therefore I want this to be the same for my own music video.

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
• For my music video I will use the camera angles that apply to me most that I want to use
for example I will make sure to include the right camera angles for example birds eye view,
worms eye view, full body shot, establishing shot. I think that by using these it will make
the way that my music video looks better as you will get a whole new perspective about
what you are looking at compared to if the camera just stayed in one place. To make sure
that my music video is aesthically appealing I will make sure that I stick to the plan when it
comes to editing for example I will make sure that all the different clips are merged
together well so that it doesn’t look too choppy and more like a full video. Some of the
editing techniques that I will use are different transitions to move into the next clip and
different speeds for example a shorter clip might need to be slowed down so that it still
gives the viewer chance to really understand what is going on. When filming I will use
different props, lighting, costume, hair , makeup , locations , colours therefore I need to
take into consideration these factors if I want to achieve the best possible music video.
When it comes to the different locations for my music video I want to shoot in a location
that looks good however I also need to research where/how and what is the accessibility of
this location as I could be spending all day filming there and I don’t want to feel like I need
to go back to re shoot some bits. In my opinion different colours reflect different moods
therefore I am going to base my colour scheme for the music video off this as I don’t want
it to be all blue and dark colours that could be associated with sadness as this wont draw
my audience in as much, therefore I think using bright bold colours and patterns will be
related to my specific audience more.

8. Genre Characteristics
• For my music video I will make sure that there is a clear link between the lyrics and visuals
to make sure that they match and go well with each other for example in a lot of music
videos there is a strong use of female energy as it is said to be attractive to everyone. In the
genre of rap there is a lot of different characteristics for example bright colours is a
common aspect as the different bold colours associate with the beat and style of music,
however there is also a lot of unsuitable parts in most rap videos for example, violence,
guns , drugs , sex and I think that this is to show the relationship between the lyrics
through the video as a lot of artists feel that people aren't really listening to what they are
saying therefore they have to portray it in a music video. In bands and rap there are
normally a lot of close up shots of them and the background people while surrounded by
something for example in rap videos there are a lot of expensive items involved as they are
trying to show off , like cars, watches, jewellery, houses as this is what a lot of people want
to have so just seeing someone else have it or even just show it makes the video more
popular.

9. Chosen approach/justification
• For my final music video I have decided to do a more cinematic video of a character and
very film like shots, in my video I will also have abit of singing along with the song as I think
that this keeps it related and reminds the viewer that it is a music video not just a short
film. To do this I am going to film in many different places for example I a planning to film
the majority of it at the beach as I think this setting goes well with the song especially as it
will be grey and cold therefore it wont be as busy as normal and as the song is quiet slow
and mellow this contributes to the video. In my music video I will be using many different
shots and angles for example I like the idea of shooting a scene through a tube to make it
like the video is in a hole/ could reflect as a god figure, different angles will make my music
video more unique and fit with my selected song better.

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 - Process
For my first experiment I chose to keep it simple as I
haven't really had a lot of experience with a the software
that we were using which was premier pro, I think that I
had used this a lot but not for actual editing more for
just cutting a pasting. In this experiment I only really
played with the speed and audio gain of each of the
scenes which i found looked good however I didn't’t
really experiment to try and make the video look very
unique and different and I think that it just turned out
well however I feel that it could have been more
experimental if I had experimented more with different
effects and even the colour of the actual clips as I just
wanted to keep it very minimal and more focused on
what is actually happening in the actual scenes as I think
that the footage itself is good as I made the song itself
just a track with no music therefore I needed bits of
footage that really matched with the actual song and
suited the same kind of vibe that it has.

12. Reflection
• What elements of your experiments will you include in your final
product?
In my final product I will definitely include some of the same filming techniques
that I used as I used a wide range of angles and approached it well, I also think that
the style of video that I made would work with a lot of different songs and music
styles. In my final music video I have planned to use a very similar genre song to
this experiment therefore I think this experiment will help towards the creation of
my finished product. However in my final production I will hope to add a lot more
colours and excitement towards my video as I think this will attract my chosen
audience more if I had more things going on that works well with the song I have
chose.

13. Experiment 2 - ProcessIn my second experiment I really experimented
more with the editing software and had more fun
with the different edits and what they do and I
think that the outcome of this really looked well
especially as for this experiment I used a more
upbeat song that I think the editing suits the song
and compliments it more. I used different video
transitions that the videos moved into each clip
and I think that this works well as it turns it more
into an actual music video rather than just a load
of clips placed right after each other. I also
experimented with the different kinds of clips that
I used as I had some that I took at college and
some that I took out side of college and I think
these put together really works well as it isn't just
one scene and story. I also used different kinds of
angles and I think this also suited the style of
music as I did some very close face shots that
worked well with the lyrics, using colours worked
well as I think that this would appeal to my
audience more.

14. Reflection
• What elements of your experiments will you include in your final
product? What about this process has been notable [positive and
negative]?
In my second experiment I really had a go with all the different editing parts that the
software had to offer and I think that this will help me when it comes towards my final
music more as it has helped me to gain a bit of experience when it comes to the editing
process as I will have a general knowledge of what does what and how to go about
changing some specific parts of my video. I also think that the use of colours in this
video will give me an advantage as I feel that it appeals to my chosen audience more
with the contrast of bright colours and blank video parts. I think linking some of the
words to the video works well as it reminds the viewer that it is a music video rather
than just a cinematic video with some music on and really links the two together.