Production Log - Final Improvements to Music Video

I now in a position where my music video is complete, and I am fine tuning it so that it is as effective as possible. My audience retention feedback on YouTube has told me that people lose interest in my video towards the end, where the video focuses largely on 'The Outsider' played by Zak. Therefore, I am going to edit the video so it includes more of the other characters and is not just focused on 'The Outsider'. I feel that this will help to hold people's interest during this part of the video.

Production Log - Improvements to Special Edition

I have created a draft of my Special Edition digipak (that would be released to promote 'Mirrors', the album's second single). However, I received feedback from a fellow student that the red text on the inside of the digipak is too bright, and this made it look like the image was 'stuck onto' the digipak.

Upon reflection, I can see what they mean, and I feel that I will need to darken the red of the text in order to make the text and image fit better together.

Production Log - Poster & Digipak Improvement

Over the last few days, I have been making improvements to my poster and digipak.

Though I liked the pose of my model and the lighting of the image, it was slightly soft, and this was very visible when compared with the rest of the poster. Therefore, I looked through my images again to see if there were any that suited the poster. I finally decided on using an image that is very similar to the one I used on the inside of my digipak, but a slight variation on the pose. This image looks much more professional than the previous image as it is much sharper, but the lighting is very similar to the image I had on my poster initially.

For the digipak, I have considered doing a 'Deluxe Edition' specifically for the promotion of Mirrors. The disk tray will contain images from the music video itself. I have also considered writing the words that the characters write on the mirror across the inside cover of the digipak. As it is a 'Deluxe Edition' and will be used as a promotion of the song 'Mirrors', the edition will include the music video and a live performance of the song.

Production Log - Feedback

Now my products complete and at most only require minor adjustment, I have started to consider gaining audience feedback. This is required so that I can assess whether my products are effective.

Therefore, I am considering ways I can gain this audience feedback.

I intend to make a survey using the online software 'SurveyMonkey'. Their basic package will allow me to ask up to 10 questions, which should make an effective survey. Any longer than this, and some people may be put off from taking the survey by its length.

I also intend to hold a focus group, using both males and females, to gain their feedback on the video. It will be easier to gain qualitative data from the focus group, whereas the survey will generate much more effective quantitative data.

Another way I aim to get audience feedback is through sharing my music video on multiple social networks such as Facebook and Twitter. YouTube also has many devices that can help me assess the effectiveness of the video, and I aim to utilize this, as drafts of my video have been uploaded to YouTube and the final version will also be.

Production Log - Permission to Use Song

As I am using the song 'Mirrors' by Justin Timberlake to produce my music video, I will need to request permission to use it. I do not own this content, therefore I do not have the right to use it unless I have permission from the company who own the song.

For this reason, I will need to look into who I should contact in order to gain such permission. This is most likely going to be an individual working for the RCA Records label that Justin Timberlake is signed with.

Production Log - Second Shoot with Performer

Yesterday, I shot with my performer, Nick DeCruz, again, in the black box studio. I experimented with lighting, taking pictures for my digipak and shooting new video for my music video. This time, I had a clearer idea of exactly what I wanted the shots to look like, as I already had a reference (the previous shoot) from which I could work out what looked good the first time, making sure to include these elements the second time around.
For example, Nick blew a kiss to the camera in the first shoot, which was incredibly effective, therefore we did several takes of this the second time so that I could choose the best one for my music video.

Overall, I felt this shoot was productive, and I am pleased with the results.

Below are a couple of pictures, taken during the shoot, which show the set up I used. 

Production Log - Feedback

Today, I have received feedback on my first edit, with ideas for improvement.

Firstly, as a slow and longer than average song, I need to make sure that my video is quick paced, so that the video does not get boring or repetitive.

Secondly,  I need to make my video more fragmented. My first draft has a linear narrative, with each verse or chorus beginning a new 'stage' in the video. Maybe putting quick future or past shots could illeviate this issue.

Another thing I need to look into is the colour correction, which I have already started working on. I am hoping to give the shots at the beginning a warm tone and create a colder tone at the end to reflect their inner turmoil, more outwardly expressed by The Different Character's movements.

Furthermore, the shots of The Shopaholic character at the beginning are a bit bland. I have ideas to improve them to make them more interesting, and to create less segmentation in the first verse. At the moment, it feels very organized in a 'character 1, character 2, character 3...' format. Having several shorter shots of The Shopaholic will mean that I can rearrange the first verse in a way that appears more random.

Lastly, some of the lighting used in the shots of my performer are too light, and this tends to wash him out and make him look very pale. This contrasts greatly to the shots of him that don't have such light, as the colours are a lot stronger.

Production Log - First Edit Breakdown

Having completed my first edit, I have identified several things I will be improving when working towards my next edit.

1. Colour correction - I want to make the overall tone of my video is cohesive. Some of the shots have a slightly colder look, so I am going to make them warmer.
2. Jib shots - The shots of Zak lying on the grass were done in my garden. I did not notice when editing my music video that the edge of the pavestone is visible in two of the shots. Either shortening the shot or enlarging it will get rid of this issue.
3. Re-shooting - Rhian's 'first verse' scene is something that I am not 100% happy with, and having seen the footage now, I have ideas of how I would like to improve this. Therefore, I want to reshoot this part of the video.

Production Log - Half Way First Edit - Progress

I am currently half way through my first edit of my music video. Though I am happy with much of the footage I have shot and the way it looks as part of the video, there are some shots that I think are slightly too long. I may need to shoot some extra footage so I can speed up the editing pace in some parts.

I am pleased with the mise-en-scene I have used in my video and how each character has a very distinctly different look in terms of set and costume. I think this helps to portray my message that all of these very different people are experiencing similar issues.

Production Log - Studio Shoot

Yesterday, I shot my actor, Nick, in a black box studio. I decided to use a low aperture lens, as this allowed me to shoot at a lower ISO. Therefore, I will have a better picture quality.

I backlit Nick with a studio light in the left corner of the frame, producing a lens flare across the image.

Production Log - Reshooting

Having looked at my raw footage, there are several shots I am not happy with. I am now planning to reshoot those parts of the video, making sure to correct what didn't work previously. In my first shoot, I don't think the lighting is as effective as it became once I'd become more familiar with the equipment, therefore I want to reshoot Zak's (The Different Character) indoor footage. Rhian's (The Vain Character) outdoor footage was the part I was not happy with. One shot in particular was very slightly out of focus, and this is very noticable when played alongside another shot.

Production Log - Director Research

Over the past week, I have been researching four very different music video directors. I have come to the conclusion that they each have a very different style, with certain elements being a recurring theme through their videos. The style of their videos has given me ideas as to what sort of 'style' my music video should have. For example, I am hoping to use a similar lighting style and create a similar atmosphere to music video director Sam Pilling.

Production Log - Shooting: Day 1

Today was my first day of shooting, in which I got all of the footage needed with actor Zak Labiad.

I was using some of the equipment for the first time, so setting up took a little longer than expected. I experimented with lighting positions to check what made my actor look best and minimized shadow.

A problem I had was that, towards the end of the day when I shot my outdoor scenes, the sun had moved past the trees in the garden I was shooting in, meaning the patch of grass I had to obtain my jib shots was severely reduced (for the shot to look like it was taken in the middle of the field, Zak could not be lying in shadow).

Overall, I found today's shoot to be very successful, and I feel that the experience of setting up the lights in relation to the mirrors and the actors in relation to the mirrors, will make the next three shoots much easier.

Production Log - Selecting Locations

Over the past week, I have been considering potential locations for me to shoot my music video. I have decided that I need to use a studio or backdrop for my performer, as that will conform to the R&B stereotype. I have noticed it is a convention to have performers as successful as Justin Timberlake to be shot performing in a separate location to the narrative.

As I have four separate storylines, I need four separate locations for my actors.

The shopaholic character needs a location that represents her obsession with material things, therefore I'm considering using a room that is very luxurious looking, with vibrant colours to show off her materialism.

The vain character is a model, so I will need a photoshoot location - for example, a street or a woods - and a room from her home that she will be taking her make-up off in. This is why I'm thinking a bathroom would be a good idea, because, where the shopaholic is dressing herself up, the vain character is stripping back the 'mask' of make-up etc. that is placed on her when she models.

The heartbroken character needs a location that will showcase his loneliness. I have a few ideas, such as a lone park bench or a bedroom. I am yet to decide the direction I'm going to take. 

The weird character will need two locations. A home location and an outdoor location. For the home location, I am unsure at the moment what is best to highlight what he represents. For the exterior location, I have the idea of using a large, open field to highlight how ostracized he feels.

Production Log - Casting

This week I have been considering who I will cast for my music video.

Firstly, I need a performer who will be able to lip sync the song and move/perform in a way that you would expect Justin Timberlake to. Therefore, I have decided to cast A Level Drama student Nick De Cruz.

I also need four actors to play the four characters in my video. I have two male characters and two female as, though JT has a predominantly female fan base, he does have a large male fan base also (compared to other younger male artists such as Justin Beiber or One Direction who are more specifically targeted at females).

I have decided to use model Philippa Aedy to play the vain character who is a model. As she is a part-time model herself, I feel that she will be able to bring some past experience into my video to make it more accurate and 'real'.

For the shopaholic character, I have used another A Level Drama student, Rhian Mitten. Again, her previous acting experience will help in the filming of my video, as it will be easier to direct her to produce what I want. Furthermore, her 'girl next door' image will allow the audience to relate to her character, who is largely relaltable to the primary target audience.

For the weird character, I have chosen another A Level Drama student, Zak Labiad. He has a very unique look, which I think works brilliantly for this character. Also, his experience as the lead in an amateur production of the 39 Steps will mean he is better equipped to be the central character for my narrative. He is very tall, and has styled curly hair which I feel will help create the unique character I envisioned.

Finally, the heartbroken character will be played by Sohrab Cooper, also an A Level Drama student. As this character is probably one of the most relatable to the audience, I feel that his 'laid back' appearance will male him extremely relatable to the audience.