SOCIAL MEDIA: Artist Research

In order to begin creating a social media account and planning the posts, I selected 3 artists: Sabrina Carpenter, Maisie Peters, and Lucy Blue as they have a similar style and target audience to Olivia Cox, who's posts I also analysed. Through this research, I am able to create a draft of planned social media posts and my viral concept, as well as analysing comments and interactions. 

PRODUCTION: Costume Breakdown

Below is a powerpoint breakdown of the costume choices of my music video. 

PRODUCTION: Young Olivia Additional Scene

I felt that there was not much storytelling in my video after my audience feedback members described it as  under the performance (Frith) category. To change this, and also create more contrast and widen my appeal, I decided to include a 'young' Olivia element. I was mostly inspired by the music video below, which features the singer speaking to her younger self in her bedroom. 

I asked my sister to pose as the younger Olivia, and dressed her in a way for her to look younger and create more contrast. I have detailed the costuming and control of mise-en-scene below. 

AUDIENCE FEEDBACK

Rough Cut 1:

For my first audience feedback, I asked my classmate Clodagh as she is the primary target audience for the video. She took notes on editing and narrative improvements, and I asked her to focus on constructive feedback rather than positive as this is my first draft and I have a lot to improve. 

Here is the feedback she gave me:

• Remove dateline 
• No blurry shots 
• Remove shake 
• Have a clearer narrative, group locations together
• Add a coin clink at the start
• Remove sped up walk in the door
• Remove house footage, reflection looks bad
• Layer cars
• Shorten walking at start 
• Keep tram shots together 

Rough Cut 2:

I asked my media classmates to watch the video and give me more technical feedback. 

These are the improvements they suggested: 

- Add colouring, maybe a LUT

- Add titles 
- Remove initial mirror shot, doesn’t tie in with narrative
- Remove second pool sound effect
- Add a pool balls close up
- Add a plane overlay
- Match clips to the beat
- Add fade to black 

PRODUCTION: Rough Cuts

Below is an overview of my rough cuts and the changes made between them. 

Rough Cut 1:

Below is my initial rough cut for the music video. This is mostly editing and storyline based. 

Rough Cut 2:

Changes since last rough cut:

- Adjusted jukebox sound 

- Improved visual quality

- Removed cars

- Switched initial clip 

- Added transition

- Added walking video and transition

- Changed walking in speed and started later

- Removed tram shot and added Mudam shot

- Added screen and overlay

- Zoom into baby picture and slower speed

- Added blue lady 

- All house shots overlays

- Zoomed in blue woman to remove tripod

Rough Cut 3:

Changes since last rough cut:

Added coin clink and CD whirring

• Slo-mo keys
• Close-up and darkened close-up of baby picture
• Added plane overlay
• Keyframed car overlay
• Added transition to diner scene
• Added transition from diner to tram
• Adjusted colouring on car overlay
• Added transition from walking to bar
• Added transition from bar to airport
• Adjusted brightness on elevator shot
• Adjusted timetable overlay
• Stabilised airport walking shots
• Sped-up end clips and matched them up with the beat
• Removed timecodes

Rough Cut 4:

Changes since last rough cut: 

• Added colouring LUT
• Added titles 
• Removed mirror shot
• Removed second pool sound effect
• Added pool balls close up
• Added plane overlay
• Added overlay of looking out of window at final montage
• Matched clips to the beat
• Added fade to black 

Rough Cut 5:

Changes since last rough cut: 

• Isolated sound effects (made them louder)
• Smoother plane overlay
• Added heart shot instead of mudam
• Used one take for repetition (“down in the process”)
• Removed walking diner shot and switched to booth
• Added match in action to Elvis wall

For the competition, I submitted the previous rough cut. However, I felt I was still missing some details such as small editing mistakes, as well as including a form of contrast as the video seems very monotonous as I have been told through audience feedback. I have added scenes with my sister posing as the younger Olivia, which are linked in better detail here. 

Rough Cut 6:

Changes since last rough cut: 

- removed "directed by" 

- added a second shot for "down in the process"

- added bokeh at 1:25 to match sonic drop

- scaled up door opening to create match cut

- added flashing effect to transitions

- transformed shots to include more close-ups

- added masking at 2:30 and made left side overlay darker