note for q3

q:What have you learnt from your audience feedback?
The majority of our feedback was positive, but we received some improvement points:

• speeding up the final sequence because it felt slow
• add more jump cuts
• add smooth cam
• remove the bird shot
• remove door handle shot

I think that audience feedback is really important, but I'm not sure if it should be valued higher than intuition of the creators. Our feedback was quite selective, which was helpful and we didn't have any oppositions with it.

Notes and ideas for evaluation question 1

How carol vernallis's theory has been used in our music video?

The main points of Vernallis's theory are predominately focused on the editing aspect of a music video rather than the illustrative or aesthetic focuses of Goodwin or Mulvey's theories. Vernallis's observations spoke of the rules of continuity editing being broken in order to draw focus upon whatever is being shown in the music video, she also mentions that a master shot is used to bring structure to the production and she says that obvious edits are used to draw attention to themselves. Lastly she mentions that the camera may move in time with the music at times throughout and that jump cuts are also a frequent aspect of a music video. As for our music video, I would say that Vernallis's theory is the one that our music video mainly follows the conventions of as our editing style definitely breaks the rules of continuity editing throughout in order to publicize our narrative as well as give equal screen time to our performer. Most definitely master shots have been used in our music video to give us a guideline as to what goes where in the video, which has been a huge help. in fact, at one point master shots became a main focus of ours as we had at least nine to work with but was able to cut it down to a more reasonable and feasible amount. Moreover, we had quite a lot of camera movement and jump cuts in our music video especially around the narrative areas in order to draw attention to the events unraveling within it. surprisingly I don't see where we have challenged Vernallis's theory, which is somewhat satisfying as I believe that every point made in her theory is part of what makes an excellent music video.

How Andrew goodwins theory has been used in our music video?

Andrew Goodwin's theory is the most relevant to our music video seeing as we have put emphasis on the narrative we created throughout the video. A simple recap of Goodwins theory would be that he believed that pop videos are built around songs and usually the narrative used to do so doesn't usually have a conventional structure of normality-problem-resolution. Furthermore, his theory states that pop videos use the singer as both the performer and character in the narrative and the performer makes a point of looking into the camera in the effort to try and involve the viewer. Amongst other ideals in Goodwin's theory I would say that our music video has a fare balance of challenging a few of the things proposed, as well as, co-relating with them. For example, due to the mindset being portrayed of the main character in our narrative -one of confusion and dejection- we have used disjuncture in order to enhance this as the lyrics of the song proclaim his undying love for his partner whereas the narrative shows him actually killing her which poses a strong contradiction.  In addition, we have included a few base tracks in the music video which shows Iolo looking into the camera in order to achieve the afore mentioned effect with the audience and despite the fact that our music video is a representative of the alternative music genre rather than the pop genre, we have somewhat relied on repeated shots near the end of our production to reiterate the events of the narrative and to clarify to the audience about what is going on. The way in which we have challenged Goodwin's theory is by keeping the singer as the narrator and getting other people to portray the narrative, this is effective as it was done in a way to not confuse the audience and there is a clear distinction between the characters involved and the performer. In conclusion I believe that we have more so, followed the conventions and ideas presented in Goodwin's theory rather than challenged them, this was deliberately done to ensure that there would be more viewers that our music video could relate to seeing as the rules and conventions of a pop video is what appeals to a the wider population of western and modernized countries.

Our Music Video Target Audience Yougov

Using these results, we will find someone as close as this as possible to give us some audience feedback for our rough cut.

Comparing rough cut to animatic

Rough cut:

Animatic:

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Editing 01/12/2014