To create an effective end product we had to go through a lot of different edits in the process of post-production on our music video. Our rough cut was obviously our major edit before our finished product because it gave us initial feedback on our music video. Alongside this we had around 3 different edits after our rough cut which were all about cutting the lengths of the shots shorter to fit the pace and beat of the music more effectively. A specific music conventions that we adhered to and reinforced was repetition because at the beginning of editing our rough cut we didn't like the idea of of using the same shot again but then we realised that repetition was a good convention for a pop video and it allowed us to cut the shots shorter and duplicate them to make them occur more often in the edit.
We used numerous amounts of jump cuts and a fad to black at the end of our finished product. We did this because the fade to black created a conclusion but also mystery and complimented the gradual fade of the song at the end. The jump cut allowed us to match the shots with the fast beats of the song, emphasising a fun, party vibe that the beats of the song meant to infer. This differs from my AS editing because we didn't have to worry about continuity so much because we used random shots to compliment the random lyrics in the song. The digital technologies that i used was adobe premier pro, my mac computer, a canon 5d mark III and a sony FS100 to film the music video. All of these technologies allowed me to become a prosumer by using technological convergence in an effective way. The canon 5D was used when the lighting was low in the set design i.e. In the UV and the projections set because it works better in smaller amounts of detail because of the closer zoom lens. The adobe software and mac computer allowed us all to edit and upload our footage to put the footage in sequential order on the software, adobe premier pro.
Our media product represents our star image and how it is branded because it is a pop music video and we have put her in set designs that make her look extra ordinary and glamorous, therefore she has become the 'star image' because her fans and audience members will want to be her and will look up to her. The audience that we are trying to appeal to is young girls or teenagers ranging from 15 to 25 because the song itself is simple to remember and compliments this fun, girly and pink orientated music video.
From the process of constructing this music video I have learnt how to fade a shot from colour into black and white as well as fast cut certain shots to compliment this faster beat which was definitely a difficult process. Two key decisions that I made in the editing process was that I decided to use two different sets and interlock them by cross cutting them together at a fast pace that compliments the beat of the song. I also chose to use the girly set at the beginning of the music video rather then at the end because I think that it works more effectively if the dances and choreography clips come in when the music has built up in the chorus. My final product promotes the single release from my artists album because it compliments her overall image and creates a fun character that her audience members are able to witness. Our artists image is made to look glamorous so that her audience want to be like her. She is a goal that they want to gain or achieve.
I have been empowered as a prosumer of a media text because I am now creating a visual product for a song that has been created before. I am able to become a digital remixer of this song by creating my own text as well as gaining inspiration from other music videos like Rihanna's 'You da one' music video. I have learnt that the editing process of post production is a very gradual process and it is best to not change anything too drastically before gaining feedback from the rough cut because that is the best source of feedback throughout this editing process that I personally have gained.
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