Final music video and evaluation

So here it is! Our music video for Lily Allen's 'Everyone's at it.' ... Enjoy!






• In what ways does your media product use, develop or challenge forms and conventions of real media products?

The filming in the music video is very smooth, this is due to the equipment we had, we used a tripod rather than holding the camera. We correctly set up the tripod and made sure the camera was attached correctly. Using the tripod ensured great control without jagged movements, it particularly helped during panning movements, such as the the camera panning from the ceiling to the floor during the shot of me passed out on the floor. We often zoomed in and out of shots, this can perhaps be risky, as if it is not done correctly it can enhance shake. But we were confident to use zoom, as we received positive feedback from our media teacher during practice filming sessions. The smooth footage in our music video makes it look professional like a real music video.

In practice filming sessions, we experimented with the camera settings manually, for both indoor and outdoor shots, so we knew how to set the camera up efficiently ready for filming. We altered the white balance setting, depending on whether it was indoor or outdoor filming, this allowed us to achieve consistency in the desired tone and colours. Changing the shutter speed allowed us to adapt the exposure so we could lighten certain shots, for example; some of the indoors shots lacked lighting, such as the shots with Kelsey on the stairs, therefore the shots became even more visible when we increased the light. We started filming using 'manual focus' however, this was problematic as the camera does not know what you are aiming for and will shift focus to whatever comes in to the frame. So we decided to use 'manual focus' this was a big improvement as it allowed us to set the focus precisely before filming each shot. Using the manual focus setting meant we could achieve more complex shots, for example; pull focus. Sharp focus is elemental to reproducing a realistic image and a viewer's attention is automatically drawn to sharper areas. When this is done incorrectly it can make footage look artificial, but by using pulling focus in our music video we were able to increase the realism of our filming.

The filming of our music video was a long process, it was hard to arrange a filming session that all members of the group were able to attend to. So it was vital that there was good communication on set, so that we knew exactly what we were filming at each session. We made sure we had the story board with us on set, as the story board shows the main parts of the video and the the different locations we film in. Although the story board helped during the filming process, we created a 'shooting script' which we found more useful. The shooting script explained what happened in each part of the song in the exact seconds and minutes. This can be seen below...

As a group we worked really well together and were constantly coming up with new ideas during the process. However, something we should have planned out more is the type of camera shots and movement we were going to use in each part of the song. As we did alot of experimenting during the actual filming process and this took up time. Therefore, in our practice filming sessions, we should have experimented with shot types and camera movements and wrote down how we were going to film each shot in detail, this would have taken up less time and ensured that the person filming knew exactly what to do. Each group member had a different role during each filming session, Kelsey starred as Lily Allen so therefore did only a little bit of filming as she was in the majority of the music video. Charlotte, Lucy and I were also actors in some parts of the music video so we shared out parts of the filming of Kelsey. Lucy was the main director, she assigned our roles in each session and took charge of writing down which shot and which take of that shot it was. If it wasn't our turn to film or we weren't an actor in that particular scene, we would be assigned to playing the music or getting the next location ready.

We varied our shot types, making our filming look visually more interesting.

Above is a close up shot of Kelsey, we used these shots to show her facial expressions.

Above is an example of an extreme close up, this shot was to show greater detail in Kelsey's facial expression.

This is an example of a long shot we used, the long shots show Kelsey's body movement as well as more of the set/location.

This is an example of a medium close up, we used quite alot of these shots throughout the music video as you can see Kelsey's gestures as well as her facial expression.

This is a group shot, as there are three actors in this shot. The group shot in this case is portraying a narrative.

This is an example of a low angled shot that we used, the camera is looking up at Kelsey. This type of shot gives Kelsey s sense of dominance and confidence. An attitude that comes across in Lily Allen's music videos.

During the editing process we made sure that the footage was in sync with the music, this was really difficult to do and was a very time consuming task but we wanted it to be perfect so that Kelsey's miming was in sync at all times, which makes our music video look professional minus any out of sync patches. There is alot of shot cutting in our music video, this is important as most music videos, particularly in an upbeat song, have lots of quick cuts. We achieved this successfully at the start of the music video during our montage. The montage shows quick cuts of shots that occur through out the video, this happens before Kelsey wakes up in bed, so it's as if she had dreamt it. Our montage idea is original and therefore challenges forms and conventions of music videos as it is not something I have seen in one before, only in television programmes for example. We also had to make sure that when we cut from a shot to another that it went in time with the music, this was achieved particularly well in instrumental parts of the song when the beat was stronger. For example; the shot of Kelsey walking down the stairs cuts to extreme close ups of her face, which flashes in time with the beat. A really nice cut at the start of the video is when a shot shows Kelsey walk in to the bathroom in her pyjamas it then cuts to a shot of her opening the bathroom door and she has a change in outfit and has done her hair and make up as if ready to go out. This cut is effective as it shows a change in time something which is done in a lot of music videos so it looks realistic. Something I think we should have done more of is cross cutting, cutting between different scenes. This editing technique is contently featured in music videos as id adds more action and makes the video look visually interesting. However, we do cross cut from Kelsey singing, to a ahot of Charlotte crouching down on a pavement smoking. This looks really effective and I wish we had done more shots like it, for example; cross cutting to extreme close ups of details on location.We included some special effects towards the end of the music video. For the line where the lyrics repeat 'at it at it at it' really quickly before going in to an instrumental, a shot Kelsey singing the lyrics 'at it' is repeated really quickly. This gives a modern effect which can be seen in some of Lady Gaga's music videos, which influenced us to use that effect. In the instrumental the music slows down, so we use the long shot of Kelsey walking across the street in slow motion, as it compliments the change in music style.

Like in many real music video's we use many different locations for filming; Lucy's bedroom, bathroom, stairs and kitchen. Also, outdoors; Newhaven town, Newhaven Alleyways and Newhaven garages. Changing sets keeps the viewers interested as something new is taking place.

During the music video, Kelsey is very comfortable in front of the camera. This is very important as a confident attitude comes across- something that Lily Allen is associated with. Kelsey uses gestures, confident body language and keeps eye contact with the audience to display this.

However, a big problem in our music video is the length of some of the shots. Such as; the scene in the kitchen and also the scene of Kelsey in mid shot walking forwards along the alleyway. This could be improved by cutting to other shots, for example; in the scene in the kitchen cuts could be made to a close up of Kelsey, Lucy carrying out tasks such as an extreme close up of her shaking the tea towel or of the Prozac in the cabinet. These are examples of cuts that could be made during the shot, this would make the scene visually more exciting and look professional- as it is very rare for real music videos to contain a still long shot without any cuts in between.


• How effective is the combination of your main product and ancillary texts?

My promotion pack, which contains; the music video, digi pack and advertisement, is rather effective particularly through the use of a constant theme. The song choice for our music video ‘Everyone’s at it’ highlights the issue of drug abuse and the effects of drugs and the impact they have on peoples lives if this problem isn’t resolved. Our group immediately got an ’urban’ vibe from this song, due to it’s upbeat and modern nature, but it instantly triggered urban images in terms of mise en scene. Gritty alleyways and street corners are stereotypical places for drug use and dealing which is why we were so keen on this setting being a major part of the video, so Kelsey can walk through these areas as she’s miming the lyrics which relate to this theme. The main use of symbolism, which features on each product of the promotion pack, is the brick wall. When we first started sharing ideas we really liked the idea of Kelsey singing against a brick wall in a mid shot, when we finished filming and started the editing process we all agreed that this shot looked really effective and Kelsey stood out against the brick wall, her glamorous image contrasting with the urban setting. Therefore there are continuous cuts during the music video to this shot. I started designing my ideas for the digi pack and advertisement after my group and I were settled on our final ideas and started the filming process. We wanted to continue the use of symbolism, as we thought this would be professional, as after analysing previous digi packs and advertisements I discovered the use of symbolism- for example; the use of the cowboy hat as symbolism in Madonna’s digi pack, it features in the title, part of her costume and a prop on the back cover. But symbolism is also key as it’s something fans can recognise. Therefore the brick wall is part of the back ground for both the advertisement and the digi pack. (repetitive symbols = branding) The graffiti font used on the digi pack and advertisement also sticks to the urban theme which is portrayed in the video.

Kelsey has the same hair style and make up and is wearing the same costume in the photographs used for the digi pack and advertisement, as she is in the music video. This works effectively as it becomes a recognisable ‘look’, this image will stick in the viewers mind and trigger back to the music video when they see the advertisement and digi pack. Something Lily Allen has done on her previous CD cover work.

One of the inside pannels of the digi pack contains an image of Kelsey crouched down with a hoodied top on and a garage door behind her. This image is an exact replica of the last shots in the music video, this makes an effective combination as fans will instantly recognise the image from the video, creating a strong link between the products.

Over all, I feel the music video combines positively with the digi pack and the advertisement. However, although the brick wall was a key piece of symbolism, there could perhaps of been images of other elements of the video on the advertisement. For example, a vodka bottle on the floor, which is in a very entertaining shot of me on the floor passed out with it in my hand. Not only would it create a bigger association with the music video but the image of a vodka bottle would immediately catch the attention of teenagers/young adults, as alcohol is a big part of their life style, so this could perhaps gain a reaction from our target audience.
Also the inside of the digi pack could of conatined more images of shots from the video, for example; from the montage at the start. This would have more of an effect than using one image from the music video, as it creates a bigger emphasis towards the music video.

• What have you learned from your audience feedback?

Audience feedback is essential during the filming and editing process, even after the final product to see which factors made the music video particularly successful and which parts could of been improved up on.

Near the beginning of the process, we created a presentation, containing all our first ideas for our music video. The presentation included; song choice, narrative for the video, mise en scene elements and our target audience. We presented this information as a 'pitch' to our media class and teacher. When we had completed our presentation we received feedback and took on suggestions for improvements to develop our ideas further. The over all response from feed back was that it was interesting song choice and they liked the way our theme linked to the lyrics conveying a message. Detailed notes on mise en scene, particularly costume/ make up and locations, but need to also focus on other elements in more detail such as; colour, lighting, staging and props. One individual explained that we didn't convey the reasoning behind some of the scenes and the fact that this may cause some confusion. Also, to place our ideas in a logical order, as we have good ideas but don't seem to understand where abouts in the music video they are going. After the lesson, we got together as a group and developed our notes on mise en scene, this was very useful as we had more of a visual image of what scenes are going to look like. We also, started to create a story board, to place the narrative in order.

In media lessons we practiced filming, to get to grips with the equipment, as well as doing practice runs of shots before filming for the final product. We received constant feedback from our teacher, which really helped as we improved upon our skills and learned new filming techniques ensuring a more professional outcome. The way we zoomed in and out of shots was done in a smooth manner which our teacher was really impressed by as it looked realistic without hesitations or jagged movements as often zoom enhances shake. The response from our teacher made us positive about continuing the use of zooming in and out of shots in our final product. But we needed to change the shutter focus as exposure needed to be lightened for clearer footage. Also, to use a tripod for panning shots, as we hand held the camera for a shot where the camera panned slowly from up to down, this will avoid jolts in the future for smoother filming.

When we had filmed all of our footage and started the editing process in media lessons, we asked for feed back from our teacher, other media students and friends. This enabled us to constantly make improvements to our video as we went along. The feedback was generally positive on what we had produced so far, but there were suggested improvements, for example; alot of the shots were to long, therefore we took this on board and added more cuts in, such as; the shot of Kelsey walking down the stairs, we added quick cross cuts of extreme close ups of Kelsey's face, this also complimented the beat of the music making it more effective. There were also some parts of the video that were out of sync, which we adjusted immediately. Also, to repeat some of the shots that look particularly effective, for example Kelsey singing against the brick wall.

We continued editing our footage making constant changes in response to the feedback and completed our final product. Again, we asked teachers, class members, friends and family for their opinions on our music video. I had a note book which I asked people to write a comment in response to our music video. Some of the comments included:

'Really good music video, it's great that Kelsey is so confident infront of the camera.'

'Your group have worked really hard on this project, the camera work is really smooth which looks professional and there is some nice editing, particularly the cuts at the starts of the video. My only concern is the length of some of the shots, but over all great work guys.'

'I enjoyed watching your music video, it was a good song choice and it looks really good.'

'Well done, the video looks professional especially with the special effects towards the end.'

• How did you use media technologies in the construction and research, planning and evaluation stages?

The internet was our main media source for the majority of our research. We used‘youtube.com’ to watch Lily Allen’s previous music video’s to gain inspiration and to look out for any common

characteristics. We also used youtube.com and music channels to watch other music videos, too see how music videos are constructed, to seek inspiration and too look out for specific shot types/editing techniques which may help to expand on our own ideas.

When researching for Lily Allen’s target audience, we used websites such as; Lily Allen music.com, en.wikipedia.org/wiki/Lily_Allen, myspace.com/lily music and face book.com. These websites, aswell as search engines, allowed us to look at Lily Allen herself in more detail too, including; her personality, her appearance, about her life and her music style in general. This was really useful to create a realistic portrayal of Lily Allenm in our music video.

Photographs are always important in planning and research stages, each group member had a digital camera, so we were able to take various photos of; set locations, costume designs and shot types.

For the actual filming of the music video we used dv cameras, we ensured that we had many practice uses so that we had perfected the right teachniques ready for filming. This involved changing the settings, practicing different shot types and camera movement and using additonal equipment such as the tripod.

In the editing process, we used the programme ‘final cut pro’ on the apple mac laptops, although Lucy and I have had experience on the programme ‘windows movie maker’ it was still really tricky to get to grips with this programme. The editing process was tricky and time consuming, but we all took turns in editing certain parts and discussed ideas together whilst a group member was taking their turn to edit, to ensure it was a group effort.