Music Video Evaluation

The song that we did a music video for was about gender fluidity, as such we came to the conclusion that it would be a sensible step to incorporate that theme into our music video as well. We met with out client to discuss ideas, and upon finding that she was enthusiastic about different fashions and styles, we came to the conclusion the music should reflect the theme of gender fluidity in a stylistic way; with fashion. Our idea which was unanimously agreed to by everyone was to have the band whilst "performing" their song in the music video to have two primary outfits; one had the female singer with feminine clothing and the two male session musicians in masculine attire, whilst the other set of outfits consisted of the female singer wearing masculine clothing and the male session musicians wearing feminine attire; the reversal of the other outfits.

This was the initial, main idea for the music video production. However as time progressed, we included multiple additional ideas into the mix as well as this. In addition to the performance side of the music video, to break it up and to make the video feel far more interesting, we agreed to also shoot some scenes of the singer in various different locations. Initially before meeting the singer and discussing plans, one idea that we already had floating around was shooting scenes at an abandoned mill. We also toyed with the idea of shooting some in a forest, however this was completely abandoned. With this, my two teammates, Joe and James scouted numerous different locations to see whether they were viable to shoot in or not. We have about three different locations in mind to shoot in to begin with, however when we actually shot on the day, we all suggested additional places to film footage for the music video as well as the original places planned. The first location we filmed footage in was an abandoned shooting range, adorned with graffiti. After this we found numerous additional places to record, the majority also adorned with graffiti. This included various tunnels and underpasses, as well as outside an abandoned factory, which was one location that I myself suggested whilst within the proximity of it, and decided it was too good a location to ignore; even though we initially wanted to film inside it, but instead could only film outside.

In regards to research, our team conducted a moderate amount; for example we researched into various experimental music videos such as "Crazy" by the band Gnarls Barkley and a plethora of experimental music videos by The White Stripes; with these videos we took note for the various unique special effects that are present in these videos. As such, these gave us the idea to use some sort of special imagery in our music video, albeit very different. Overall however a lot of our inspiration for the project came from ideas and concepts we were already aware of through our own means as opposed to that which was enlightened by research. Early on within the project we discussed the style and general aesthetic which the video should undertake; we unanimously agreed upon making the video in black and white, as we believed it would be the most stylish option and best in-keeping with the rest of the video, and indeed the song. We discussed at one time going for a generally vintage aesthetic with modern undertones, however in the end we merely incorporated few vintage factors into the video, namely the monochrome. We also agreed early on, that we should have a wide, cinematic crop on the video to create what we believe is a much better feel for the project. As well as these factors, it was agreed that we should feature abandoned locations in the video, which we did indeed go ahead with.

Over the course of this project, i developed skills and techniques. Namely, for me personally I would say people skills, in the form of dealing with clients is the main skill in which has been developed for me over the course of this project. I was the one tasked in the beginning of the project with seeking out a client, as such I would say this is the main skill I have developed, as well as learning how to deal better with clients in different projects much better in the future, as I have learned from mistakes made. In addition to this, I have picked up on general skills over the course of this enterprise, seeing how to deal with situations, locations and so forth.

Regarding areas which I could have better studied over the course of this project, I believe that I should have partaken in the practical side of the project more than I did; I should have been more involved in the operation of filming, given more input regarding different possible shots, and given more input with the final editing. However, the latter especially, I feel that I nonetheless gave sufficient ideas, in terms of giving ideas throughout this project. Nonetheless I would indeed conclude that I should have had more input and involvement in terms of the practical side of the project, and indeed gotten more "hands on" during parts of it.

I feel that myself and my team have used codes and conventions effectively in our music video. One of the best examples of this would be good beat editing in the music video, with slower parts of the song warranting "slower" footage whilst the opposite is true for faster parts of the song. We used the codes and conventions of fashions for the scenes where the band switched attire regularly, and adjusted these codes accordingly to the theme of the song.

The main theme, and as such meaning of the video is about gender fluidity. This is visually addressed by the alternating two main costumes of the band, one main ensemble of costumes matching traditional gender conventions for fashion, and the second opposing such traditionalism. The meaning behind this is that there is no requirement to fit into these traditional stereotypes, and anyone can wear whatever they please; or at the very least this is what the band opt for. Indeed, in conclusion this videos primary meaning is that the band embraces gender fluidity, and it is acceptable and good for others to do the same. I definitely argue that we successfully conveyed this theme and meaning well in the music video.

Overall I would certainly say that our music video was vastly successful; it fits the song very well, it has a very good style, the meaning is prominent enough to be seen yet not too overbearing, and it is generally a nice, professional production.

Overall there are some things that I would personally change about the music video. Although I would have found it interesting to play around with a grungier aesthetic, I think the final product is superior in black and white; however I cannot be certain without indeed experimenting with grungier styles first. Some of the "line drawing" within the video I may have done differently, maybe some parts could have been more "erratic" such as the lines on the guitar, however I nonetheless feel that the final product achieves a good usage of these lines, and that it is perhaps possible my ideas surrounding faster, more erratic usage of lines may have been over excessive and not actually fit into the music video, I may have also had the lines slightly thinner to also give off a more aggressive vibe in certain parts of the song; at one point in the project I discussed having the lines being more erratic and aggressive during heavier, faster parts of the song; I envisioned a greater contrast between calmer and faster scenes than what occurred in the end. However the contrast I initially conceptualized may have been too great and not worked with the music video. Also, one thing which I am sure I would have vetoed in the video, was when "Jollif" and "boi" were written on the screen; one of the bandmates already has boi written on his chest, I don't think the viewer needed a massive "boi" slammed right in their faces too, plus I feel that detracted from the "boi" on his chest. This taken into account, the route taken in the end was indeed likely to be the most sensible and safe one. In addition to this, some shots of just walls at the end of the video is something which I would have completely done away with; it was commented upon by our teacher that these scenes were unnecessary, to which I concur with. Another criticism would be the use of a colour photo for the thumbnail of the entirely monochrome video on Youtube, however this is very trivial and not really important.

I feel that despite an uncertain start, overall we worked fairly well as a group. We thought up numerous ideas effectively and successfully and met with the client numerous times together in a professional but friendly way. Everyone had their roles and performed them effectively. However there were of course ways the group could have worked more effectively together, but every group in a project would likely also say the same. I believe how we handed out job roles in the group resulted in the best possible product, with each teammate exercising their specialised skills effectively. Come the end of the music video project, I feel I had a smaller influence than i should have had, but I nonetheless believe the project overall went well. Especially near the climax of the project, the team worked cooperatively together.

In conclusion, I say that this project has been a success; the music video has been made well, to a high, professional standard, it has been an educational experience I feel for the whole group, and the client absolutely loved the video, which in my opinion is one of, if not the most important thing.