The document provides guidance for stage 2 of a research and experimentation process. It instructs the reader to research potential production techniques for their video, looking at a minimum of 3 related products, and collecting samples. It also has the reader assess how they can utilize or disregard techniques. The reader is then asked to analyze 3 specific music videos, noting elements they may incorporate into their own video. conventions of music genres and artist styles are discussed. Finally, the document outlines 2 experiments the reader conducted - the first testing editing to the beat and adjusting contrast/saturation, the second experimenting with focus and blurring. Reflections note elements from each experiment that could be useful for the final product.

1. Stage 2
Research + Experiments
Your name here

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
• One product I will take heavy influence from is “stronger” and this is
because of its futuristic yet nostalgic tone to the video and the pacing
of it has a good balance of slow and fast shots. It also has some sort
of narrative behind it. It also uses heavy cgi and special effects to
help add to the futuristic tone but I don’t plan on using this in my
video. “stronger” focusses heavily on media such as having black
lines on the screen to appear as if it is a television screen in some
shots. The use of lighting is something I would like to put into my
video too, using neon lighting and the lighting from buildings for the
shots and that contrasts with the shots used. There are also streaks
of lights behind the lighting which was taken from the film “tron”
which adds to the futuristic tone even more.

4. Product 2
• The next product I will research is “lone digger” which is a cartoon music
video set in a night club but everyone are animals. Instead of a futuristic feel
like “stronger”, this music video goes for a retro tone to it especially with the
beat and jazz aspects to it, but also with the characters and their attire. It
also takes inspiration from older style films by having the lighting on the
dogs go darker round the edges, keeping you focussed on the animals
themselves. The music video also uses the same colour scheme I am
planning on using in my music video and it is used very well as it helps to
clarify that it’s a mature, night themed environment even if it is a cartoon.
This contrast works very well and helps to keep the video entertaining and
fun to watch, with adult themes. The animals are also meant to signify
certain groups of people, such as the cats being youths and the dobermen
being symbolised as business men. The video focusses on the nightclub and
the fight between the two group of animals and how it spirals out of control.
The meaning and story and who was in the wrong is all down to
interpretation.

5. Product 3
• My final product I will look at is “all the stars” because of it being the
song I am using and it will give me a good understanding an example
of how to edit a music video for the song. It also features the colour
scheme I want to use as it has dark scenery with hints of bright
colour on points of interest. It also has a very clear yet interpretable
story/plot about lamar coming to grips with his origins and being
judged upon by the Black community. The camera shots are mainly
mid and long shots to help focus on the scenery and atmosphere
around the performers. The only time there are closeups are when
SZA is in the scene by herself and is surrounded by stars. This creates
a calm and almost personal atmosphere for the scene which helps
the overall tone of the 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
• Many hip hop music videos like to focus on the artist and how influencial and
powerful they are, to improve their image. This is done by low-angled, close
up shots to show an artistis power over their audience. It implies that they
are “looking down” at the audience and signifies their importance by having
their own frame to themselves. Another way they try and show status is by
appeal, mainly of the opposite sex. This is done by showing the artist as
being desired by the actors which can be interpretated as having a high
status. Hip hop videos also typically include some sort of appraisal from
other people such as crowds dancing to the beat which gives the artist
credibility. They also try to use crowds and the artists ”posse” to signify even
more power due to their strength in numbers and showing how he is
popular and well liked. Due to my video not having any actors and trying to
achieve a different tone and purpose than typical hip hop videos, I wont be
going by any typical “rules” of a hip hop video as it is almost used as a sort of
advertisement for the artist.

8. Genre Chacteristics
• Since hip hop is such a braud genre, its hard to say the characteristics
of the genre as it can be two completely different meanings. There
are many different types of hip hop such as modern hip hop and the
“golden era” (late 80’s). Overall, hip hop’s characteristics are
incredibly similar to pop music which focuses on a simple beat, a
catchy and memorable chorus a build up/breakdown in the beat. The
“golden era” hip hop had a very heavy bassline over syncopated
drums which creates the “head bobbing to the beat” effect. A lot of
songs also have a soul or jazz sample to help make the song feel
more lively and approachable. Hip hop music is also sometimes like
an advertisement used to boost the rappers image overall
respectability.

9. Chosen approach/justification
• For my music video, id want to try and create a unique platform for
my singer, to try and single them out from the rest of hip hop as hip
hop artists are typically all pushed into the same category and
differentiating from them can be difficult. Even though having no
actors in the music video, especially the artist themselves, can make
the artist feel quite distant from the music video and makes the
viewer forget the association with the artist, I will tackle this by trying
to add some sort of figure, like an outline of someone or maybe just
a shadow. This is to create a presence of someone being there, so the
video doesn’t feel as empty.

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 had
tested out my editting to the
beat and tried to make the
speed of my pan consistent. I
had 1 single pan in multiple
different areas so I could cut
each section to the beat and
create 1 simultaneous pan.
I also changed the
contrast and saturation
on the videos so it
seemed darker and not
as bright, making the
tone more calm and
relaxxing, like the song.
• https://youtu.be/CR7_Zp2-EMQ

12. Reflection
• What elements of your experiments will you include in your final
product?
From my experiement I would have to incorporate the editting to the beat as
it helps to pace the edit itself and keeps the clips smooth and not jittery. It
also means it doesn’t take attention away from important aspects and the
clips themselves. It also makes the video feel more natural and made with –
urpose I also decided to add a darker layer onto the image of my clips, making
it seem more at night time and have a tone down colour scheme. This didn’t
work too well when I had direct light from outside shining against the camera
as this made the contrast look weird. When I do this in my final version, I will
make sure to not have direct lighting in it. On other hand, the darkness does
add a calm tone to the video and helps to create a nosalgic and relaxing feel
to it, especially if I incorporate neon lights into it so it has more urban
scenery.

13. Experiment 2 - Process
• https://youtu.be/00GxXUWYv6E
In my second experiment, I
decided to try and edit to a
different song. I also tried to
experiment with focus and
making the shots blurry,
hence the title of my music
video, “blur”.
I also decided to try my
darkening filter again, trying
to see if I can make it better
than my last experiment.

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 this experiment, I think it worked a lot more than my other experiment
mainly due to the transitions I have used. They are gradual yet feel smoth and
don’t ruin the pacing of the clips. I don’t have transitions on all my clips, as it
has changes in tempo and it sometimes doesn’t need transitions when the
scenes have similar lighting and colorscheme.