Pre - Production Evaluation

Evaluation

I think it is important to plan out research so you can make the best treatment for the music video as possible. I have watched other videos by The Script to see what the genre characteristics the videos have. They are usually videos with a story and they have a meaning that could affect members of the viewing audience. The audience would expect a video with a storyline and meaning as it is consistent with other music videos that they have produced. They may also find the other videos interesting. Other music videos have attempted to entertain their audiences by using interesting and creative ideas along with their stereotypical video. This can be seen in Britney Spears' Womanizer video, she is changing into different people but still keeping her videos narrative. This is a typical video by Britney Spears. I also discussed videos with my peers and we wrote down what the conventions and genre characteristics the videos had.

I have used the Codes and Conventions of a music video by linking the lyrics to the visuals. This can be seen with 'I can feel the colour running,' as in the video, the lead singer of the band will be crying multi-coloured tears. This makes the video more exciting to the eye. I have also met the demands of the record label by including close ups of the band. There are close ups when the lead singer is travelling in the car and singing, this would make it easier to relate and feel the emotion that is portrayed by the lead singer.

I think the video would appeal to an audience of teenagers and young adults, as it is creative and they may be able to relate to it. I have chosen to do a black and white video as it is more emotional. The colour was added to give it a bit of life and to make it more interesting. This would appeal to a young audience as they like bright and colourful things and it also makes the video more happy rather than it being sad due to the black and white effect. It would be more appealing, as it is now harder for people to watch black and white for a long period of time, as it is not normal now to watch black and white films or TV shows. The use of colour helps make the video easier to watch, as a lot of films, music videos and TV shows are in colour. The video would be original as not many videos would use the mix of colour and monochrome as it might confuse the audience as to why they are using different effects. In my video I think that using different colours would be good as it is interesting and it would stand out when people are flicking through music channels.

My ideas relate to the current media output because they are narrative and people can relate to them. The competition is every other Indie/Pop band out there as they also do music videos similar to this, but I hope that this video will catch people's eye as it has a spruce of colour which will attract the eye. Beyonce's 'If I Were A Boy' video will be a competitor as her video is in black and white as has a relatable narrative. The video would reach its audience by being broadcast on music channels such as MTV, The Box, TMF and Bubble Hits along with other leading music channels.

Originally I wanted to to have the band playing in the air but I had to think about how it would fit in with the rest of the video. If I had chosen this idea it would not have been consistent with the rest of the video, therefore I had to change my idea. Changing my idea made the video keep a pattern with other videos that The Script have produced. If I could do anything differently I would try and make the video more emotional so people can try and go through what the lead singer is going through. I think that I could have done more planning as research helps you to see what audiences may want and how they would react to the video. If I had the time I would have created mood boards, to describe how the character might be feeling in the video. I would have also drawn pictures of surroundings and places where I would have wanted the video to be shot as this can give a greater understanding of what the video should look like. In the current media climate, I think that my video would have been acceptable as there is no reference to drugs and violence. Usually when videos have references to these subjects the music video broadcasters (such as MTV, The Box and Q) will not show the videos on there channel as it would be giving out a bad message to the audience watching it.