The document provides an evaluation of the student's music video production project. It discusses the strengths and weaknesses of the student's research, planning, time management, technical qualities, aesthetic qualities, and audience appeal. It also includes feedback from peers which praised the visual effects and song choice but suggested improvements could be made to shot length and song editing.

1. Evaluation
Your name

2. Production Process
Evaluation

3. Research
• I would say that the strengths of my research was how I looked at and analysed some
music videos, specifically their conventions and genre characteristics. Notably how music
videos often have a self contained narrative and shots of the band playing their
instruments, occasionally the two link up and are presented as being in the same universe,
as is the case for the music video I looked at for ‘My Name is Mud’. Looking at the
conventions and elements that make up a music video, i.e. shot types and editing,
definitely helped me develop and produce my project as they gave me the common
building blocks most music videos are made of, by extension of including them the video, it
will naturally emulate most professional videos. That is to say looking at these elements
helped me edit the video to the beat of the song, specifically at one point towards the end
of my video during the end shot. This helped make the video and the song connect and
adhere together better.
• In terms of weaknesses, I would say one could be that during my experiments I primarily
focused on the visual effects and not so much shot types, creative editing etc. This is
because I really wanted to get the visual style down first, however I don’t feel this was
much of a negative as I mostly wanted my video to have a unique visual style. If I could
improve my experiments, I would plan to use more diverse camera shots over the
medium/long, over the shoulder and tracking shots. This potentially would have given the
video more of unique style as the different shot types combined with the visual effects
could have created a more visually distinct product.

4. Planning
• A strength of my planning would be that I knew what I wanted my video to look like almost
from the start, and what visual effects I wanted to include. I knew I wanted the colour
scheme I went with so I purposefully picked a song that would fit and looked at a couple
relative products, like the Danny Brown album cover I analysed in my research. This helped
my overall completed product in the way that my initial concept grew over the time I was
in pre-production. This shows in my experiments as I created test shots that would
eventually become more polished shots in my final product.
• The weaknesses of my planning was that I planned the concept of my video in broad
strokes, I didn't’t take into account fully the smaller details like where about specifically I
would shoot the shots I need in the locations I was using; a pretty small inconvenience
which didn’t hold up production in any way, however I maybe would’ve resulted in a more
streamlined production. If I could improve this in any way I would’ve planned this more
carefully and considerately, this theoretically would’ve resulted in a more planned
production.

5. Time Management
• I was able to finish the product within the time I was given, with me finishing it before the
final week of production was over, so I would say that I managed my time well due to me
not having to work on it anymore. I didn’t necessarily ‘manage’ my time, more so just gave
myself a deadline to meet, a deadline I met. I maybe could’ve done with giving myself more
time to shoot the video, maybe another day, just to maybe shoot anymore shots. This
would’ve been useful as I meant to have shots of a guitar being played but I missed my
opportunity to do so, nevertheless I was able to get shots of a bass and keyboard so it’s no
big deal. In summation, I don’t feel my video would’ve benefitted from that much extra
time as the editing was done in time and I had enough material to work with.
• If I did have more time I probably would’ve spent it getting the guitar shots and maybe
some more miscellaneous medium shots and establishing shots of certain locations. Like I
said I don’t feel my video would’ve benefitted from more time.

6. Technical Qualities - camera
Both of these shots go from a
long to medium shot, depending
on the character walking closer
to the camera. Both shots are
also used to establish a character
entering the frame/narrative.
I chose a long/medium because
I needed to be able to frame the
shot in the way that you could
see that the character is walking
out from behind the fence, I also
needed to establish the cones,
which end up being relevant
later in the shot.
Both examples have the
character as it’s main focus,
the shots are there to
establish a character.
Both shots have someone walk
out of something.
In both examples the
camera doesn’t move,
there’s no panning or
tracking, the camera is a
fixed shot.
My shot was taken outdoors,
whilst the other was indoors,
it actually kind of goes from
outdoors to indoors.

7. Technical Qualities - camera
This is an example of where another
music video uses a lower angle to
capture someone’s legs walking. The
professional example, although it’s a
little unclear in the screenshot, uses
the shot to start the music, this is
something I also did in my music
video as the song starts the same
time the shot comes on.
The difference between both
examples are that my video has a
distinct colour palette, whilst the
other has a more realistic look and
colour usage.
My video uses a low-angle close-up to
show the legs walking, I did this because
I felt it was the best angle to shoot it
from to clearly show the mise-en-scene.
The other uses more of a closed in close-
up, which I feel creates a sense of
mystery as you don’t know who you’re
looking at right away.
A difference between the two is that,
in my video, this shot is done from a
profile view and the other is done
from behind the person, like the
camera is walking behind them.
Although I like the other example and
feel it is still quite a valid way of doing
this type of shot, I prefer the way I
did it because I feel it creates an
easier to understand shot.

8. Technical Qualities – editing/post
Both examples show two ways to edit a reaction shot. Mine is based
around how the character notices a rainbow and starts to smile at how
nice it looks, whilst the other shows the internal process of the guy
figuring out that another man is wearing the severed face of his friend.
Due to there being no dialogue,
the thoughts/reaction have to be
done through subtitles.
Both shots, before the reaction use
a medium close-up shot to show the
‘pre-emotion’.
They then cut to the thing that’s
eliciting a reaction from the
character.
It then ends, after it is built up,
with a shot of the reaction.

9. Aesthetic Qualities
All shots, to achieve the colour
scheme, were altered with the
Lumetri Colour tool on Adobe
Premiere. This is the first shot I
the video and introduces the
audience to the recurring image
of this crow
These shots
were achieved
using the Ultra
Key tool in
Adobe
Premiere
Edited in the Lens Flare to give
the video a ‘spacey’ vibe, almost
like it’s on another planet
Lightning effects achieved is a
built in effect on Premiere.
Everything else is Ultra Key and
Lumetri Colour
Instrument shots are there to
give a visual correlation
between the video and the
music

10. Aesthetic Qualities
• I can’t really say if my work looks creative, but I do like how it looks and at times think that it
does look good, in terms of what aspects of its visuals I like, I would say that I like the colour
scheme as I just like the look of pink skies and I feel like it makes the video look a bit unique.
If I could, I would improve the visuals by keeping the visual effects themselves and just put
them over a more interesting location, as I feel suburban Yorkshire isn’t very interesting,
perhaps I would include sand in there somewhere as I feel it could gel quite well with the
pinks.
• I feel like the strengths of my video’s visuals are better in some shots more so than others, as
some of the shots lend themselves better to the colours, the shots I feel like the best are the
ones I have placed on then the previous slide. I feel like those shots are the best mainly
because there’s a lot of free space to work with, clear skies and such, as the visual effects I
used tend to work better when there’s no obstructive background elements to work around.
• A weakness could be that some of the shots, due to some of the excessive visual altering can
appear a bit ‘busy’, take the instrument shots, at times they can appear like they have been
edited too much, shown in the bits of grain showing up especially in the shadows.

11. Audience Appeal
• One way my video appeals to it’s audience is that it stars someone from their age group,
16-24, most demographics tend to like and connect more with something, or a product, if
they feel like they have been represented in it in some way. This is a common technique
used to appeal more to audiences in advertisements but is still applicable as, after all,
music videos are an advertisement for a band.
You can see in this Nesquik advertisement, aimed at
children, they have children in the advert
interacting with the Nesquik mascot. This is so that
children feel properly represented.
Similarly aged person to the audience.
• Another way it appeals to the audience is the song I used, most fans of the band tend to
be in their teens to people in their twenties primarily, this is due to the fact that the band
began to rise in popularity during the early 2000’s; when the audience would’ve been
growing up.

12. Peer
Feedback

13. Feedback 1
• What did you like about the product?
• I liked some of the effects because it gave the video a decent style. The song was
alright and it fit with the style of the video.
• What improvements could have been made to the product?
• It felt like some of the shots weren’t fully thought through properly as they
tended to drag at times but they didn’t detract too much. So maybe make
sure there’s enough footage.

14. Feedback 2
• What did you like about the product?
• It looked nice and the song fit what was going on
• What improvements could have been made to the product?
• The editing on the song could’ve been better at points as I could hear where he
cut parts of the song out

15. Feedback 3
• What did you like about the product?
• I enjoyed the colour grading and some of the effects were pretty good, and I
enjoyed the intro as it set up the rest of the video nicely
• What improvements could have been made to the product?
• The video didn’t seem to have much of a point because it’s just Kyran walking
around and there’s some weird bird lady. I still enjoyed it though

16. Peer Feedback Summary
• What do you agree with from your peer feedback?
• Maybe some of the shots went on too long
• The song editing was spotty at times
• Vague narrative
• What do you disagree with from your peer feedback?
• That the effects were good, some of the effects I felt could’ve been better
• That all the shots weren’t thought through, I had a decent idea of what shots I wanted

17. Peer Feedback Summary
• I would improve the camera work in places, as I feel like some of the shots were a bit bland
and lacked some creative thought, maybe I would’ve incorporated canted angles, where
the camera is positioned on an angle instead of straight on. This hopefully would’ve added
to the ‘other worldly’ vibe the video has.
• I would’ve improved how I edited the song down, as at times, at least to me, I can hear
where I’ve cut it. This hopefully would’ve resulted in a more streamlined listening
experience, free from the interruption of an incongruent melody.
• I also would’ve changed the cast size, if I could, as I feel the video hasn’t got much going on
with just myself being present in the video. I would’ve preferred this because it could’ve
given me more options to explore and use, and potentially improve my video crafting skills.

18. Action Plan for future development
• Something I enjoyed that I feel would benefit from further development would be the
colour correction I used, I enjoy how my video turned out looking, and I feel like the visuals
really helped the video; otherwise it would just be a bland video of some guy walking
around. I feel like colour correction can really help a project visually look a lot better and
really make it pop
• My camera direction is something I would develop, so that I could create a more
interesting looking video so that it has something that stands out. Like I said earlier I would
experiment with canted/Dutch angles and maybe with scene transitions.