Final Edit

Today we made final adjustments to our video and began colour grading. We sharpened the blacks and the pinks for the beauty light when Genny is in the light box. We also tried to bring out other main colours such as green, purple and the multi-colour. This was done by brightening up the colours and increasing colour contrast.

Below is a screenshot from the effects window of one of the shots we edited:

Social Media

To help promote Løva's 'Star image' and raise awareness of her, I made social media accounts to show what she had been doing that day and to make her simultaneously present and absent, linking to Richard Dyer's theory. I also made a Yahoo account to give fans a way to contact her. She most likely wouldn't have the time to reply or even read any of them but a reply every now and then would make her fans feel connected to her.

To start, I made an instagram account where Løva can give details about her debut album and accompany this information with images taken on set, making her audience feel closer to her as they are aware of where she is and what she is doing. 

I then made a twitter account for Løva so that she can tell her audience how she is feeling or what is happening in her life, again making it seem to the audience that they know her really well.

On the right you can see that I made an Instagram account for our production company 'Beezy' as we can make links between the collaboration with Løva.

Over the course of the project, I regularly posted tweets for Løva to show that she is active and to keep her audience engaged.

To help increase the believability of her accounts, I followed well established artists or artists similar to Løva to make it seem as if she knows them or has worked with them before.

Despite not being able to get Løva's accounts 'official', she did gain some followers from the general public in a matter of days which proves that audiences are constantly looking for new interesting artists so that they can claim to be their 'number 1 fan' and can feel as if they have a more personal connection to the artist than anyone else.

What Company Would Produce your Product

I feel our artist could drift into two different genres; the pop genre with artists such as Coldplay, One Direction, Adele, Pixie Lott, Hailee Steinfeld, as well as the dance genre because of our DJ with artists such as Calvin Harris and Sigma.

My first choice would be SYCO because I feel our artist appeals to a largely mainstream 16-25 year old audience. SYCO are a subsidiary of Sony Music owned by music connoisseur Simon Cowell.

With artists such as One Direction, Ella Henderson and Fifth Harmony, I feel our music fits perfectly with this company. I also believe that we will be able to create a star image similar to these artists because Løva is synthetic and because of the marketability of young new female artists.

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Although it may be seen as a more predictable approach, my second choice would be Atlantic Records because they have a proven track record of helping to promote young artists. A good example is Ed Sheeran, however a better example is Jasmine Thompson who studied in London and was discovered by Atlantic through her millions of YouTube views. We feel that Løva would take a similar route, therefore Atlantic would be a good choice of record label.

However these extremely successful labels may not want to sign a new artist, so it may be more suitable to go for a label such as Domino Records because they are independent and nurture artists both organically and Synthetically. This could provide a perfect stepping stone for Løva and it could help raise awareness of her presence so that the bigger labels can sign her and drive her 'star' image. Domino Records also fits into our dance/party genre which could be beneficial once Løva is signed to a big label as some artists are signed to more than one label to help distribute their music in different areas. An example of this is Disclosure, the original makers of our track.

Performance Cut/Final Cut Comparison

Below is a comparison between our performance cut and our final cut with colour:

Target Audience

We feel that the most appropriate target audience for Løva is 16-25 year olds. This is because they are of the generation that like to party and go clubbing. In addition, a lot of people in that age category like to try and be unique and find different ways to express themselves and we feel that Løva would be a great role model to aspire towards.

We feel that for the video, it will focus on a male gaze as Løva is sexualised and she has an edge which can be quirky and attractive to a lot of guys. However, that said, females will also watch her as they aspire to become more like her and appreciate her good looks and physique.  

Audience Feedback

Now that we had finished our video, we wanted to get some audience feedback to see what the end opinions of the video was. The audience felt that our strengths were mainly through our dance, choice of lighting and pace.  They said that they were constantly intrigued and never felt bored.

The only weakness they said was that they might have liked to have seen more of the dance as they thought it was the best part and it was a waste not to show more of it.

Another positive is that the audience seemed to have a good understanding of our concept; isolation/entrapment. As well as this, they also understood that the dance was a reflection of the artists song.

Here is the audience feedback:

We also invited another audience in so that we could get a wider range of responses:

Starting Ideas for Digipack and Website

Now our video is finished, we have to press on with the Album artwork (Digipack) as well as the website. After playing around with a few ideas we have decided that the stripped back black, slightly retro look with bursts of colour is the best way to go. We want to try and keep our album and the website synergistic as this is a debut album and for our campaign we feel the synergistic colours help to tie the two pieces together nicely. We are currently looking at two formats to build the website, either on the Adobe software MUSE or Wix.

Album Artwork Progression

To try and gain inspiration for an album name we could possibly use, we decided to scroll through Eloise's music to see if there were any songs or artists that had names that we could use as a jump start for our own.









Whilst doing this, we noticed all the different album artwork. We then decided to google this and see if we could gain any inspiration from album artwork that had similar concepts to ours.






After doing this, we could tell that most albums expressed the meaning of the album or the title. Eloise decided to look up synonyms or other meanings for Isolation, Entrapment or Going Back. From doing this, we found the word 'regression'. We felt this was perfect for the album name as it expressed our song, the look we were going for as well as expressing her character.

Here is an example of an alteration of the album artwork with the name of the album:

After attempting to add the name of the artwork, we were not sure whether the set up was right or looked professional. Eloise decided to play around with different layouts to see what looked good:

We are still unsure of what album artwork to go with, so we need to take some more photos to see what else we can work with.


Credit: Eloise R

Album Artwork

Today we discussed several ideas that we could use for our album artwork. This included ideas for the front, inside and back cover. Eloise came up with the idea of using a 'contact sheet' inspired inside cover. We feel like this is effective as it gives the audience an idea of who the artist is as well as upholding her dark persona.















As well as this, Eloise played around with making the front cover. Ben tried out different layouts and ideas to see what would and wouldn't work. This is what he came out with as a starting point:
















We had to ensure that Ben kept the same font and idea of the name as the website. Also, with the image behind our artist, we felt it was appropriate to add the 'explicit content' sign as it is a subtle way of confirming her dark image.

Album Work

Eloise who is working on our album has come up with these track names which try to push forward the unique quirky style Løva represents:

1. You & Me (feat. DoubleÜ)
2. Loyal
3. Golden
4. Fantasia
5. Fever
6. Right There
7. On & On (feat. Caroline)
8. Static
9. Popular Trees
10. Regression
11. Settle
12. Amelie

Editing Final Cut

Today we came back to editing after a weekend off to clear our heads. We re-assessed the feeback we had recieved and went through every frame to achieve these aims:

• Not to be repetitive with our shots
• Make every shot relevant and clear
• Make sure every transition is on the beat

After careful analysis, we saw that the most used shots were CU shots whether that be on Løva, the DJ or the dancers. We didn't want to remove many of Løva's CU shots because those were necessary to sell her 'star' image. Therefore we took away some of the DJ shots where it showed his face and focused on other wide shots or ECU shots on his hands.

We then changed some of our 'blurry' shots, however there were a couple at the end which we thought looked effective as it picked up on the harsh pink lighting and made Løva look mysterious. It also added to her image of being different and unique.

Luckily, every shot was on the beat so we saved a lot of time and effort.

The video in terms of shots is complete but as a whole, there are some refinements that need to be made such as changing the colour temperature to make the colours stand out, saturation to make it warmer and colour grading to make the colours match as much as possible in each set.

Editing Music Video 2

Now that we had a good first performance cut, it was time to add in all of the shots that we collected from Monday's pick-up shoot. We watched our performance cut one more time so that we could pick out any major issues or shots we didn't like and then change them.

At first it was very difficult to match the image to the lyrics because we didn't have a digital clapper to tell us the time frames. However, as we knew the song really well and we remembered the majority of what we filmed, we were able to find the shots we needed. 

We started making notes on where we thought the best dance footage was so that we could add those bits into the moments where we thought the shots lacked character. We tried to edit into thirds so that each set had an equal amount of time on camera, however we knew that Genny would need slightly more time as she is our main artist.

As we were editing, we realised that despite adding in the dance, the shots still looked 'saggy' and was the weakest part of our video. We spent a lot of time running back over the footage to find more shots that we may have initially overlooked. The problem was that half of the shots didn't quite cut on the beat and the other half of the shots weren't quick enough. To solve the issue, we sped u some of the shots as well as replacing a couple and then we made sure that every shut was cut perfectly in time with the music. This resulted in very clean and smooth transitions, which helped make the video an easier watch.

Our beginning also had a few problems because we didn't have enough variety in our shots to cut between. Some of the shots would have been perfect to use, however because the lighting was so intense, we struggled to find focus.

Once we had finished editing and Ben felt happy, we grabbed a few people to be an audience and see what they thought and to come up with any changes they would personally make. The response was pretty positive except for a couple of people who mentioned that some of our video was too 'repetitive' and used too much flashing lights.

As Ben originally planned for the edit to be complete by mid- week and by the end of the week it wasn't fully finished, we decided to take a break from it and come back on Monday for our final edit.