Primary Research - analysing music videos

I like the way this music video has been shot because of how real it is. What I mean by this is that in movies when people go out on a night out their makeup is still perfect and in general when people wake up they have no bed head or anything. However, this video shows the best and the worst parts of a night out. Although throughout the video it is the same shot constantly, the slow paced editing (in some parts of the song) fits in to the mood she is feeling, then throughout the video when she is having a drink the editing pace picks up a bit faster and then edits along to the music. The pattern throughout the whole video is changing editing pace and technique.



I chose to analysis this music video as the concept is similar to my own ideas for my music video. In this music video you can clearly see Alex on a path to get this girl to come out and have a couple drinks with him, whilst he is high. Whereas in my video you can clearly see him texting a girl to come meet up with him, however he is only using a vape for the smoke. Within the video you can tell he is under the influence of drugs as you can see through his eyes but then the next shot would be what is happening in real life.
Throughout the video a hand held camera is used and I believe this is because the audience may get a better understanding of what he sees whilst under the influence.
At the end of the video Alex believes he has reached the girls house however you can see that he has knocked on the wrong door as an elderly woman is looking through the window. Although we see the girl in this music video, I think I want the sense of mystery about what he is on the road to get.



Goodwin's theory states that music genres each have their own particular characteristics which define them. Key conventions of pop videos are the performance element - where we see the artist performing their song, and either a concept or narrative based video. Katy Perry's 'Thinking of You' music video is narrative based, and although she is playing the protagonist, there are clips of her performing the song included throughout the video, therefore the video conforms to genre characteristics. A genre convention in editing is the use of fade-in and fade-out transitions, such as the opening and closing shots in the 'Thinking of You' video. The video also uses neutral colour schemes, another convention of pop music videos. The storyline of the video is also described in the lyrics, the lyrics talk about a couple separated by war, and the lyrics are reflected through the visuals of the music video; the video provides insight to the woman's life and relationship before the war, and shows her failing attempt to move on with another man. One particular example is where the artist sings: "I'm thinking of you", and the video cuts to a flashback clip of the couple, symbolising whom she is thinking of. The editing also amplifies the music, as jump cuts are made to the beat.

Client feedback - Promotional Video

Survey Anlaysis

From my sample, Rock, Pop and Indie were the top 3 genres of music people prefer to listen to. With this I will choose a track which comes under one or a hybrid of these genres.
Unfortunately this question is irrelevant as the song I chose is under the genre of house/electronic.

Narrative and performance were the most preferred type of music video. From this I will take away that people would prefer to watch a music video with a story.
This question proved very helpful as my music video has both a narrative and performance within.

From this research I will focus more on narrative as people prefer not to have the artist within the music which contradicts the performance question previously.
The most popular answer was 'no' in this question and this really helped me out as I don't know how I would've been able to put myself in the narrative.

Majority of people prefer fast paced editing but depending on the song that I choose depends on the tempo of the music depends on whether it is going to be fast or slow paced. However, I could incorporate both.
This question was not very helpful to me as I incorporated both into my video.

Most people tend to watch their music videos on youtube so I will most likely post on youtube.

Shot Type Video

Shot type explanations

Shot Reverse Shot -

Shot reverse shot or also known as shot/countershot is a film technique where one character is shown looking at another character (the other character is more than likely off-screen), and then the other character is shown looking back at the first character.

180 Degree Rule -



The 180 degree rule is a cinematography guideline that states that two characters in one scene should maintain the same left/right coordination to one another. When the camera passes over the invisible axis connecting the two subjects, it is called crossing the line and the shot becomes what is called a 'reverse angle'.

30 Degree Rule -





The 30-degree rule is a basic film editing guideline that states the camera should move at least 30 degrees relative to the subject between successive shots of the same subject.

Cut In -

In film a cut in shot is the interruption of a continuously filmed action by inserting a view of something else. It is usually, although not always, followed by a cut back to the first shot, when the cutaway avoids a jump cut. The shot is only on screen for no longer than 2-3 seconds.

Cross Cutting / Parallel Editing -

Cross-cutting is an editing technique most often used in films to establish action occurring at the same time, and usually in the same place. In a cross-cut, the camera will cut away from one action to another action, which can suggest the two actions are happening simultaneously. However it is not always the case.

Establishing Shot -

An establishing shot is usually the first shot of a new scene, designed to show the audience where the scene is taking place. It is usually an extreme wide shot.

Match On Action -

Or also known as 'Cutting on Action' is an editing technique or continuity editing in which one shot cuts to another shot portraying the action of the subject in the first shot. This creates the impression of a sense of continuity. The action carrying through creates a "visual bridge" which draws the viewers attention away from slight cutting continuity issues.

Temporal Overlap -

When an action is repeated from a different point of view.

Kuleshov effect -

A recognition that a shot’s meaning is not only dictated by what it contains, but by its relationship to other adjacent shots

Eisenstein Montage -

An approach to editing developed by filmmakers in the Soviet Union in the 20s. It emphasises dynamic, often discontinuous, relationships between shots and the juxtaposition of images. It’s primary focus was to engage with the viewer in an intellectual manner

Labelling Footage

As you can see here this is a shared One Drive account for the HNC for when we went down to Bristol. We decided to put all our work together and so we didn't have to look at all the footage for what we wanted we all labelled it to make it easier for us

Location Scouts

 The famous fountain in the middle of Coventry town
Lower Precient  Leading up to West Orchards