Through this music video we are going to be talking about the way in which we used digital technology all the way through the course in order to create a successful product.
We used google in many occurrence of our research and planning as it allows us to gain inspirational ideas through videos, pictures and information. Wesch argues that information is shared throughout the world using different platforms such as google and YouTube, this allows us to research target audiences and their conventions of locations and similar artists relevant to our campaign.
During pre- production one of our tasks set was to create an animatic for our music video, to so this we had to film each frame of our story board with a light weight Sony camera. After filming each frame of the story board we up loaded our footage on to final cut pro and cut our shots together at the pace of our chosen song. This helped give us an idea of what our music video will look like, and allowed us to develop further on ideas.
After finishing the animatic we posted it on e-blogger. E-blogger is a platform that we used throughout our media course, it is a great piece of online software as it allowed us to have an ongoing diary of our progress of ideas for our music video.
On the shoot day we encountered a vast amount of technology, however the most important being the Sony X3 camera, This allowing us to film for a long time period and film the angles and shots we need. However we also had the technology of iPads and televisions. The iPad had a time code on making it easier for editing later on in the process. The television was connected to the camera, letting us see what the camera timed on the tv, this letting us see the overall impact of the camera position in better quality and perspective. We also used a lighting board when in the studio as we needed to create an eerie set, we did not want bright lights, only a dim and dull atmosphere, we did this via the lighting board.
During the shoot day, we saw the opportunity to take photographs for our album cover, and also website. We simply used our iPhone for this as it takes good quality photos. Doing this on the day was very helpful due to the complexity of our artists makeup.
For post-production of our video we used various digital technologies to achieve the effects we needed. We mainly used final cut pro in order to edit our music video together, however we also used Photoshop for our cd digipack and creating our second presence, but also colour, to change the look of the video once it was complete.
Final cut pro was a significant technology. We first synced the audio track to each of our performance clips. This was done by linking the markers on the time code of the song, with the same time on the time code of the clip. Due to previously constructing our animatic, we had a good idea of what we wanted the editing to look like. The face that we were using digital technology meant that we could go back and re organise certain clips we had previously constructed. This creating a stronger effect, and therefor narrative.
However as our music video was aiming to be unconventional and eerie, we used alternative ways of editing, such as chopping up a small section of a clip using the blade tool, and readjusting/ layering the cuttings to create a frozen/ replaying effect in the clip. We also used the technology of final cut pro in ways of speeding/ slowing clip, or even reversing them in order to appear unconventional.
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