Evaluation 3, A2 Media

1. How did you use media
technologies in the construction
and research, planning and
evaluation stages?
Evaluation 3

2. Research:
• I found a niche artist Silva Silva on Soundcloud and found his song “Female
Energy”, I emailed his agent Thomas Gold and requested permission to use his
song, I convinced his agent by writing a treatment of what I hoped to achieve in
the production. I made sure the music video I pitched correlated with the songs
demographic.
• Once he accepted I immediately observed other music videos on Vimeo and
Youtube of the same style, Wish You Were Mine by Philip George correlated best
to “Female Energy” by the high pitched female voice and electronic beats. I
extracted themes like journeying through urban settings and made sure I applied
them to my product.
• I also made a mood board of my product’s theme using Microsoft PowerPoint
and made sure I researched themes and subcultures that would consume songs
like “Female Energy”.
• I found that I could have utilized the mood board more and shown the mood
board to my actresses and actors to allow them to internalize the ideas I wanted
to express in the music video.

3. Planning
• When research came to a close, I initiated my planning stage. I wrote a
treatment of my music video which helped materialise my idea for the
music video, I then made a kit list using Microsoft Office Word software
which included all of the equipment I will be using when filming, I also
included costume and props to reinforce organisation.
• After my kit list and call sheet where complete, I created a story board on
paper to plan out which shot angles and types I would use, I then
converted this into an animatic by using Adobe Pro, I found that my
editing for continuity improved through making the animatic as I had to
understand how certain beats of the song cued for a shot change and how
by not doing so could challenge conventions of the music video, which
while some aim to do, I did not.

4. Construction: Filming
• I used a DSLR E100 Canon camera and a tri-pod to film, I found
that I needed to re film certain shots because of continuity
complications. However overall I feel I have improved greatly
over the course of filming because I now understand the amount
of filming and footage I need to film, as opposed to filming
exactly what I drew on the story board.
• My actress, mid filming could not star for unforeseeable
complications so I had to adapt to the situation and star another
actress and so, using footage of the first actress created a binary
opposite complexion to the product by starting ethnically diverse
actresses and created two parallels in the story line.

5. Construction: Editing
When in the editing process, I realized that some scenes did not
contain effective lip syncing and so I had to incorporate other
footage that didn’t require lip syncing. An example of this is at 00:22
minutes when I introduced a rule of thirds shot that complimented
the song lyrics, even though there was not any lip syncing. I had to
resort to replacing the initial footage with this piece because the
initial piece of footage did not have good quality lip syncing.
I found that in the editing process, I could use empty space as black
outs to punctuate beats. I used these blackouts to emphasize the
beats at certain times and I predominantly used them in the early
phases of the song and the later stages of the song, this was to
create a circular atmosphere to the music video.