The document provides an evaluation of Victoria Meadowcroft's process in creating a music video. It summarizes her research, planning, time management, technical qualities, aesthetic qualities, audience appeal, and feedback received. Victoria analyzed different video styles, explored potential songs, and developed initial ideas through mind maps. Her planning included outlining locations, equipment needs, and pre-visualizing through storyboards. Changing her idea midway caused delays but she was happy with the final product. Feedback praised how the video matched the song and created a relaxing feeling while improvements could be made to clip quality and length.

1. EVALUATIO
N
Victoria Meadowcroft

2. PRODUCTION
PROCESS
EVALUATION

3. RESEARCH
For my research, I created two different mind maps which explore
video styles, techniques and conventions, towards the two songs I
chose to be possibilities for my music video. The songs were
‘Streets’ by Doja Cat and ‘Arcade’ by Duncan Laurence. Then I
moved onto expanding my ideas, by watching a selection of videos
and analysing the camera movement, editing, art design,
performance and how each video I watched would benefit me and
my production process. Additionally, I chose 5 songs to summarise
and link them to my own intentions. Furthermore, the strengths of
my research would be, how I gathered 5 potential songs which all
differed from each other, right down to the beat and meaning of
the song. This helped with producing my final piece because the
tracks were so varied, that I could tell what kind of atmosphere I
wanted my background track to provide across my video. However,
the weaknesses of my research are the two mind maps which I
produced at the beginning and I was supposed to develop a third
one, but I didn’t, but both mind maps which I already created
ended up being completely irrelevant to my work, but I kept them
to show I had done it and to show what my initial ideas were.
Secondly, to improve my research, I would’ve made sure I knew
what I was going to do before hand because if I did know, I
could’ve saved a lot of time and spent it on checking my work,
rather than having to re do most of it due to a new idea halfway
through.

4. PLANNING
When it came down to the beginning of my planning, I had to
produce a small summary of what I had done previously and I also
included links of YouTube videos I watched, which inspired me to
produce my new idea for my music video. I then went onto typing
up a brief biographical background for the song I chose which was
‘Make It Out’ by Boundary Run along with a track summary and
what my filming plans were. Moreover, for pre-production
planning, I had to give an outline of what I planned to do and
assess multiple aspects such as; Locations; Equipment; Facilities;
Personnel; Props and Costumes. Furthermore, I had to pre-
visualise the majority of what I was going to do, whether this was
by concept boards, rip-o-matic, story boards and structural
breakdowns, I used information that I already knew mixed with
little bits I found online, to properly assure that my desired
location would be suitable. The main strength I came across when
planning was the use of concept boards because I could envision
what kind of colours/moods I wanted to have amongst my footage.
On the other hand, a downside to filming was the structural
breakdown because it took up some unnecessary time and, in the
end, it didn’t make any difference to my fabrication. Lastly, I wish
that I would’ve made more use of the concept boards because I
could’ve planned out what colours, movement, styles etc, featured
in each set amount of time, for example the song was 3 minutes
long give or take, but I could’ve split the song into 3 different
boards to get more creative ideas on a deeper level.

5. TIME MANAGEMENT
I would’ve completed my work on time, but throughout
the first weeks of this project, I had inspiration of
YouTube to change my ideas and I knew I had to because
I immediately knew where I could film, and I had a clear
idea of what song I would put the footage to as well. This
put me behind because I had to re-do most of the
PowerPoint dedicated to my new plans, which in the end
was worth the stress/pressure because I love how my
final product turned out. Although I got my work done, I
would’ve benefitted with extra time, but that is my fault
for changing my mind mid way through the project. If I
had additional time, I would’ve gone to either the same
or similar location to grab more footage because my final
video only lasts for 2 minutes and 3 seconds, I intended
for it to be longer, but I didn’t have any more successful
clips that I would’ve been happy to use.

6. TECHNICAL QUALITIES

7. TECHNICAL QUALITIES -
CAMERA
I have chosen to compare my final product to a forest B-roll I found
on YouTube because the idea of producing my own forest B-roll
was my inspiration, except mine was filmed on a phone whereas the
comparison was filmed on a professional camera with a gimbal.
These two pieces differ from each other, mainly because of the
camera movement, automatically by hearing the first few chords of
my chosen song you know that it will be a slow-paced video.
However, the existing product starts of with quick clips/transitions
and has a song in the background which builds up suspense and
tension which makes the video seem epic, like a trailer for an action
movie. Similarities between the two media fabrications is that they
both are cinematic and are a series of recordings, which capture the
detail and beauty of mother nature using varied angle sizes and
movements.

8. TECHNICAL QUALITIES –
EDITING/POST
When analysing the editing of products, I look at the transitions,
added on effects/filters, imported sounds etc. With this existing
product I found, I was drawn in by the quick movement with
smooth transitions and the way the editor made the speed of the
clips quicker as the song got more intense, which was an aspect I
really liked and made me want to watch the video more than once.
This varies from my material because I don’t have many transitions
because I edited my clips to immediately change to the beat of the
song, but they are similar in the way that my recordings got more
visually enticing as the track grew closer to the chorus. Lastly, at
the end of the B-roll I found on YouTube, the editor added a sound
at the end which sounded like a little flowing stream and faded out
the footage along with the track which is similar what I did
because at the end I made my footage fade out before the song
and then once the screen goes black the music completely fades

9. AESTHETIC
QUALITIES
Overall I am pleased with the outcome of my product and how
my ideas shine through the creativeness of my video. The
visual aspects which I like the most are the way I used a
variety of slow motion and normal speed when filming, which
created diversity throughout my final piece and the way I
utilized the weather to my best capability such as; recording
the early morning sun peeking through the trees and how I
captured the aftermath of rain across the forest, the rain also
made certain clips appear highly saturated on camera and
naturally cause the exposure to decrease. Something I would
improve would be the smoothness of a few clips because when
editing I digitally slowed down the duration which made them
appear unsteady, but I would fix this by implicating a small
pause in between clips. However, the strengths of my
fabrication would be that I learned skills to do with Adobe
Premiere to build up the knowledge I already had, I also
discovered new features on my phone which came in handy
when filming. Another valid point to do with the strengths of
my project, is that I learned how to plan, film and edit my own
music video, which will be of use in my future career whilst at
college and afterwards. Lastly, a weakness I came across

10. AUDIENCE
APPEAL
My targeted audience are aged 16 to 25, I
chose this specific age range because I
desired my video to be a form of escapism
and relief, because throughout this time in
our lives is when we experience the most
stress, due to finding our feet, building a
career and discovering who we want to be. I
aimed this video to clear my audiences mind
and for them to leave the video feeling clear
minded and relaxed. Moreover, there are
some precise clips that I would say, draw in
my viewers, for example the instant calming
ambient sounds of birds chirping amongst
my chosen song, as I slowly pace upwards a
large tree or the build up to the clip where I
spin the camera facing up to the sky featuring

11. PEER
FEEDBACK

12. FEEDBACK 1
What did you like about the product?
 What I liked the most about Vicky’s product was how relaxed I
felt when watching it and how it relieved me of any anxiety or
stress I had and just left my mind clear, I also like how Vick
chose the right kind of footage to suit the song.
What improvements could have been made to the
product?
 The only thing I would say that Vicky needs to improve is the
length of the video because I would’ve liked to see more.

13. FEEDBACK 2
What did you like about the product?
 The aspect I liked the most about the video was the way that Vicky
edited the clips to fit the song and change on the beat of the track.
What improvements could have been made to the
product?
 An improvement that could be made would be to make all the clips
the same size because a few are out of frame and make them appear
smaller.

14. FEEDBACK 3
What did you like about the product?
 I liked the way Vicky varied her clips by recording people and how
she switched up the movement in each clip. Also the way each scene
looks different whether that is down to the contrast or angle, it just
made it a lot more unique.
What improvements could have been made to the
product?
 Things that could be improved would be to try and capture more of
the public in her video and make some clips smoother/stabilized.

15. PEER FEEDBACK SUMMARY
What do you agree with from your peer feedback?
 By reading my peer feedback I can see what they liked about my
product and especially with the first person who found my product
relaxing because that was main aim, for people to watch and become
de stressed and end up with a clear mind. I also agree with the
feedback of how it created diversity amongst my video with having
footage of the public walking in some clips. Additionally, I think the
same that I should improve the frame rate of a few clips although it
wasn’t intentional and to try and make some clips smoother.
What do you disagree with from your peer feedback?
 The main objective that I disagree with is making my video longer
because I used all the successful footage, I had to create my media
piece and I believe that having it at 2 minutes and 3 seconds is the
perfect duration to keep my audiences' attention and captivate them
until the very end, also towards the end of the song, it changes and is
no longer that relaxing rhythm which drew me into choosing the song
in the first place, so in my opinion I ended it at the right time.

16. PEER FEEDBACK SUMMARY
Some major changes I would make due to looking back over my peer
feedback would be to update the frame rate of my video and make
sure each clip is the same size and I would also go through some
clips and add on a warp stabilizer effect by using Adobe Premiere
Pro to make it smoother because I am not able to go back to the
location at this point of time to film. I would also try to make my
video longer by adding in more clips at a longer duration, but I
would re lapse a certain apart of the song, so that my media piece
doesn’t loose my desired affect that it gives my audience.