The document provides an evaluation of Matthew-Burniston's process for creating a music video. It summarizes the key stages of research, planning, production, technical work, and peer feedback. For research, Matthew-Burniston analyzed music videos by Arctic Monkeys and The Last Shadow Puppets to help inspire his own style. Planning involved listing ideas and developing them in a mind map. Technical work focused on using camera techniques like aperture and shutter speed while editing, and post-production utilized effects in Premiere Pro and Vegas. Peer feedback noted shaky camerawork and repetitive shots as areas for improvement. Matthew-Burniston agrees with this feedback and plans better camerawork and more varied shots for future projects.

1. Evaluation
Matthew-Burniston

2. Production Process
Evaluation

3. Research
Whilst researching for my music video – I looked at three different sources
(of my choosing) - two by Artic Monkeys (the band who did the song I did,)
and one by The Last Shadow Puppets (lead by the same singer as Artic
Monkeys.) By doing this, I could gather a qualitive range and style of the
band to help provide a rough outline and/or style to my product – whilst
also helping to inspire it.
To really help me gather knowledge and to help push me to breakdown
the music videos – I broke down each music video into several categories –
e.g. music, lighting, images, colour and audience appeal – to help
understand how what appeals to an audience...

4. Planning
When planning, I started with listing of three different ideas – then
expanding on the third one by turning it into a mind map. In which I'd also
go on to dicuss things like the type of techniques and styles I'd like to
use/go with for my music video; finally even producing a final summary on
my product.

5. Time Management
To to the period in which I both lost and recovered half of my footage (due
to my hard-drive discovering problems, then fixing itself,) I had planned to
re-use the footage I had to fill in the gaps – rather re-filming the footage
all again, as that would be vastly time consuming and would it'd waste
more time.
Like all times when working, to ensure I kept on top of my course work
and met my deadlines, I took a lot of work home with me – along with
filming the video in my own hours (over the holidays,) apposed to using up
college time up, in which I'd either edit of finish the powerpoints.

6. Technical Qualities - camera
Whilst shooting my product I didn't do too much with the camera, as I
liked the idea of keeping the footage quite rough, meaning I wouldn't use
tripod - which would also cover up and blend in the moving shots, in
which a tripod wouldn't work.
However I did play about with the apature on the camera (to prevent too
much or too little light getting in,) and the shutter speed for when the
camera moved – so the footage wouldn’t become blury – esspecially if I
had later decided to digitally remove the shakiness...

7. Technical Qualities – editing/post
My music video not being insanley flashy or in your face, it didn't require
much in the terms of visual effects – only really using a fancy colour grade,
some old film effects, a 3D look to the piece and not to mention some
black bars at the top and bottom of the piece to make it look more
proffesional cinemtatic – despite having a homemade, old film look to it –
this was all done in Preier Pro, whilst a quick edit/cut was done in Sony
Vegas – on my laptop.

8. Aesthetic Qualities
Strengths:
• I personally feel like the colour grad and filtered look I gave to the
footage came out really well, if not better than I thought – if not better
in most places.
Weaknesses:
• Whilst rendering the piece, some patches of blocky noise marks areas
of the footage – where it had been filtered too much or some of the
filter presents clashed (mainly can be seen with some of the blues in
the summer colour grade,) taking it down from as much of professional
look at times.

9. Audience Appeal
Male – as the song fits into the indie rock genre, this will stereotypically
appeal a lot more to a male audience.
Ages 15 to 24 - Again being in the indie rock genre, this will appeal to a more
teenage audience – especially with some of the other songs produced by the
band covering more explicit themes and lyrics.
Middle Class – as the video for this music video will be set in either quite run
down or areas of York that stand to be quite middle class – meaning that the
visuals from the video will appear more familiar to them.
Mainstreamers – AM as an album remains one of their most mainstream
albums that the Artic Monkeys – winning awards, being experimental with
rock – coming closer to a pop – rock songs, and one of their safest albums to
play – with its wide success to people into all kinds of genres.

10. Peer
Feedback

11. Feedback 1
• What did you like about the product?
• I liked how the video looked, the colour grading and use of colour to signify
the separation between loved ones was a nice touch. The shots were set up
well and the song fit with the tone and video.
• What improvements could have been made to the product?
• Sometimes the shots of you walking were a bit too common, however they were no big deal.

12. Feedback 2
• What did you like about the product?
• The fade into the music at the start
• Some of the imagery was good throughout the piece
• I also like how you added some lyrics into the video as well I liked the
contrast with the black and white.
• What improvements could have been made to the product?
• I didn't really like the 3d elements to the video
• Shaky camera most of the time especially with the walking scenes.
• Get some different shots when it comes down to the water.
• Steady up your walking.

13. Feedback 3
• What did you like about the product?
• I like the blues and yellows in footage and the footage gets really repetative
• What improvements could have been made to the product?
• The camera is very shakey

14. Peer Feedback Summary
• What do you agree with from your peer feedback?
• I feel that a lot of the critisums on my music video were fair comments –
being with the footage being quite shakey (even though it was meant to be
like that, I do feel like it's been overly done and somewhat takes from the
video...)
• I also feel that the 3D effect could sometimes be over baring to look at –
esspecially with dark on light – or the other way around.
• On top of that, I think that some of the shots did very much lack in fresh
content and became quite repative.
• What do you disagree with from your peer feedback?
• I didn't perosnally feel like any of the feed back was un-justifable.

15. Peer Feedback Summary
If I were to do this project again – I'd try to remove the shakiness
of the camera and/or possibly try to use track for the camera – to help
provide the footage a with a smooth gliding motion.
Also, I'd maybe try add a bigger variation in footage/shots and location
types to film, like in the music video for - "Four Stars Out Of Five,"
where's whilst theres a lot of shot of the character walking around, it
also provides with a new setting/location to take in and look at – that
way the video doesn't drag as much (as some of mine can do,) and
gives the video a bit more purpose – keeping the audiiences attention
and proving a new form of listening to the piece of music.

16. Action Plan for future development
With doing the music vidoe I rewally enjoyed having the push to go out
and direct a product that I have some pride in. Whilst it's not the
proudest thing I've made and I've defintly got a way to go, it was nice
to see the development of my skills when comparoing to older projects
– such as my iron-bru advent or the music video I attempted last year
(where it