1. Walidul Amad Islam
Music video evaluation
What I set out to do?
In this project I set out to make a three-minute music video; I had to choose a
song, which was appropriate for the audience. During the 3 minutes I wanted
to create a unique video, showing the use of different conventions for an
RnB/pop video. Also I wanted my video to stand out from other peoples who
also made videos in my class, by adding effects and editing in a unique way.
Who was my target audience?
My target audience is people who are fans of RnB and pop, also my video
reaches out to people who are fans of Chris Brown, Lil Wayne and French
Montana as the song which I did featured the 3 of these artist. My video is
targeted more towards males then females.
This is because males are more in to this type of song, as it contains mostly
rap. Also the lyrics of this song appeals to males more because the song is
talking about females and it’s coming from a males perspective, who happens
to be role models for some males. Because of this they can relate more to the
lyrics. However my song choice appeals to females as well because the main
star in it, Chris Brown is considered attractive to some females.
This song reaches out to different audiences as the song has performances of
rap and singing. Also this song reaches out to people from both genders that
like to dance, because in the actual video there are dance scenes which.
What music conventions were you hoping to replicate
The music video conventions that I wanted to use were different camera
shots, camera movement, editing, costumes and lighting. Having different
camera shots in my music video was essential because if I were to just have
long shots of the performances, it would not create any emphasis on the artist
and his emotions. By including mid range shots and close ups, you get to see
the emotion on the performers face which creates a more effective
performance.
Also by using close ups and mid shots, you can see how good the performer is
at lip-syncing. Furthermore using different shots from different angles is very
useful, for example in my video I got 2 different angles of the same

2. performance and I cross cut between the 2, which made it look really
professional. I wanted to include different camera movements like tilt and
pans because it will make the video look more attractive; also it’s more
effective to sometimes use tilts and pans rather then leaving the camera still.
This is because if the camera stays still all the time it will become repetitive.
In most RnB/pop videos, the camera is barely stationary; there is always
some sort of movement, I wanted to show this throughout my video.
Regarding the costumes, the performers had to wear clothes, which suit the
song and genre. For instance in my video the performers were wearing urban
clothes like hooded jumpers, t-shirt, jeans, snapback hats etc. This goes with
the genre and the song. If the performers were to wear suites or more formal
clothes, it would not go with the theme of our song.
Another convention I wanted to use for when making my video was special
effects in editing. I planned to use transitions like slow or fast fades so it could
go to a different performance. Also fades could be used to show that it’s the
end of the video or a performance. I planned to use some flashes to go with
the beat of the song as I feel it would be effective and unique from other
videos. Also using cross cuts would be effective to switch between different
scenes. All these transitions I believe would make my video look more
professional and smoother. Changing the lighting would be crucial for the
performances in the dark. This is because it would be more visible for the
viewers when watching. Also making clips brighter would be beneficial
because it’ll make it easier for the viewers to see the performers lip sync.
Review the pre production process:
The pre production process I believe went well. I had to undertake many pre
production processes such as making filming schedules, storyboard, risk
assessments and location ideas. I also had to do research on star construction.
Star construction taught me the way stars dress, act and behave on camera
and social media defines how the members of the public feel towards them.
Star construction research also taught me that the stars dress and behave in
a certain way to reach out to their target audience. I made location ideas
because it saves more time to plan the locations, so when it came filming we I
alongside my group knew where we were filming. The location ideas was the
only negative from my pre-production process, this is because I was spoilt for
choice on the locations as I had many places where I wanted to film. In the
end I had to narrow it down to 3-4 places. My story board was useful as I had
a brief idea of what my video will look like.

3. In the end my video differed a lot compared to my original story board, this is
because as me and my group were filming, we came up with new ideas for the
narrative and we saw new locations nearby where we could film. I made
filming schedules so me and my group members would know what days we
will be filming and what equipment we will need for the filming.
Overall the pre production process went well as I gained more knowledge on
what it takes to make a good, sufficient and effective music video.
Production process;
What went well?
Each performer, Paulo, Urtak and I were very good at lip syncing, we each
looked very authentic and showed emotion on our faces, because of this the
footage was really good. My group’s teamwork was exceptional, we all took
turns on recording and didn’t have any disputes when filming. The different
shot types and camera movement that we got was great, as they go with the
conventions of music videos and also match the genre of our music video.
Another positive from our filming is that we had more than enough footage,
we had more footage than the other 2 groups put together.
This was extremely positive because we had lots of different performances in
different locations. This led to me and my group being spoilt for choice when
deciding which clips to use. The narrative of the video is very simple, as one
girl goes from the first performer to the second performer to the third
performer, this matches with the lyrics ‘’these girls ain’t loyal’’. The narrative
was very quick and easy to film; the simplicity of it was the biggest positive
for the video. Also the footage on the bridge was probably the best footage as
the lighting was perfect.
What didn’t go so well?
One thing negative was the fact that I took extremely long to edit my video.
One weakness of our footage was the fact that some clips were to dark as we
filmed at night, but luckily I solved this problem by using color correction.
Also my time management was poor, my group filmed everything a little late
compared to other groups, and if we had started filming earlier we would
have finished the video earlier.
One major problem we had is that in some of the clips the performers head
sometimes got cut off, but we fixed this by using transitions from 1 clipto
another so people don’t see this issue.

4. In regards to the production and editing log, I feel that I should have added
more detail and gone in to more depth. The only problem with this, was that I
was running low on time, so what I did was skip to the main and most
important points about my production logs and editing logs. With the
production logs I wrote about what we filmed, where we filmed and what role
I had on that day of filming.
With the editing logs I described what I did for example syncing the footage,
how I changed the color for some of the more darker clips and organizing all
my footages by putting them in specific bins.
Finished product review
The finished video differed from the original idea. My original idea was to
have 3 girls in the video, 1 girl for each performer, and throughout the video
each performer has their own narrative but all very similar. However as a
group we came to the conclusion that it would be easier and more effective if
we have just one girl going to all 3 performers.
The video appeals to the target audience of teens and young adults because
the video matches the lyrics. This especially reaches out to the male teens as
they may be able to relate to the lyrics if they’ve had a girl not be loyal
towards them. This reaches out to the audience members who like to see
dance because there are some clips of the video which have the performers
dancing in it. Also the way the performers are dressed is very modern and
RnB/Hip hop like. This attracts the female audience members because they
may find some of the male performers attractive.
Technical qualities
My video is edited very well. I added lots of effects and transitions which
made the video flow and made it look a lot smoother. For example I made
some of the dance moves go in sync with the beat of the song, which made it
look very professional. Also my video has many different performances, I
cross cut and used visual fades to make it look effect via the pen tool.
Synching the performances was another thing which I had to do, I had to
make sure the performers lips were moving and playing at the same time as
the song.

5. The last thing which I had to do before turning my video in to a movie was
color correct all the dark clips, in order to make them brighter and more
visible for the audience.
People said my video was edited to a very high standard, they mentioned that
the video matched the lyrics which made it more enjoyable for them. Also
some of the effects I used such as having the screen split in to 4 showing the
same thing went down very well with the audience.
People pointed out my video was unique and differed from my groups videos
because of the way I made the dance moves go with the beat and how I added
effects to it.