Editing Evidence

Music Video development

As well as the digipak and the website, I wanted to make sure that my brand identity of my artist was identified by my target audience; poetic, charismatic, sentimental, artistic bohemian. 

Throughout the process of creating my music video, I had to keep in mind a few essential priorities in order to achieve a successful finish. For example:

.synched lip singing

.conform to Goodwin's theory of music/visuals linking and lyrics/visuals linking.

.shots cut to the neat of the song.

.the transition of shots presents my concept clearly. 

.show a variety of editing visual effects however not too much that it is overdone and appears unprofessional. 

.use a variety of shot angles.

.Colour grading appears of a tinted green/gray tone through hyper real world to express a monotone yet vividly grungy.

.present many shots of the artists guitar to reinforce artistic and creative image.

At the beggining of the music video, I wanted the viewpoint of the dining scene to be from Simon's spectatorship and focus on his humdrum surroundings, in order for the audience to see the contrast between the protagonist isolated reality and liberating hyper real world later in the music video. I feel that what made the introductory dining scene appear visually professional was the smooth continuity and the antique/rustic 'old film' effect I overlayed on the black and white colour grading; this reinforced the protagonists dull lifestyle. The well synched transitions that followed to the changing beat of the audio conformed to Goodwin's "music and visuals" theory as different shots of the scene would change due to the change of every beat, creating smooth continuity. For the effect of the 'old film' antique effect on the dining scene, I uploaded my video on to another laptop to use the more updated version of Final Cut: 'Final Cut Pro' which provided me with a variety of effects, this one in particular. Initially, there was an effect called 'Subway' which gave a overlay of flashing white fadings to the scene, however this was too intense for my liking, so I downloaded the "Old Film" effect to which gave me the look that I wanted to achieve. 

On the long shot of my music where we see Simon on the bridge, colour grading was important to focus on as the different tones of the natural aspects of the location would all have to blend together for that grungy yet clarified image of the beach. I wanted to make sure that this grungy, green and mellow tone was followed throughout the entire music video, especially the shots with a large amount of natural background. 

A effect that was used a fair bit within my music video was the 'Cross Dissolve' fading effect. I used this within the long shot of Simon walking towards the camera on the bridge bay to then when it fades to a medium shot of the artist lip synching. Due to the beginning of the song being calming and slow, I therefore used a effect to link with the music (Goodwin's theory of music and visuals). Along with the relaxing imagery of the location and colour grading, the cross dissolve effect from medium shot to long shot of the artist reinforces the starting gloomy mood of the song.