After researching the genre and choosing our song, we looked up the lyrics of the song in order to dissect the meaning. Our group discussed what the overall message of the song was, which made it easier to plan out what we wanted our music video to be based on. Once we understood what the song meant, we began to brainstorm a story for a music video that somewhat aligns with this message. We then created a storyboard based on the basic story we had brainstormed. Not only did we discuss our story, but we decided which editing techniques we would try to use in the post-production process. After our storyboard was done, we planned a date to film our video.
In the meantime, we began to start outlining the plans we had for marketing and distributing our band's music. We looked back on the original genre research we had done to get ideas on common practices within the alternative genre. Afterwards, our group discussed marketing and distribution plans that would not only make sense within our genre, but help build our brand identity. We created a rough draft of our ideas in a Powerpoint presentation.
Then, we began filming. We filmed in multiple locations, taking advantage of our natural surroundings. For example, one of our locations that we filmed at was outside near a lake. It had a bridge, which we took advantage of by filming on it and making it a significant spot in our music video. Additionally, we filmed in an arcade. We took the opportunity to film the bright, flashing lights and make them an important part of our video. While we filmed, we would film any scenes that we thought would be useful later, even if we didn't end up using them. We also filmed our scenes in longer clips, to capture everything that happened between our 'actors', instead of filming many small clips.
Afterwards, my group and I decided which clips to use out of the ones we had filmed. After making this decision, we split our project into two - two of us would work on editing while the other two would work on the rest of presentation. While working on the presentation with another group member, we found a nice template that we felt fit with our brand. We also finalized our decisions on marketing and distribution, and added a couple more slides as well. We focused a bit more on clearly defining our brand identity and made examples of our marketing plans. After we finished our presentation for the most part and had a clear idea of the way we would edit our video, we began recording the voiceovers for our presentation slides. At home, we each contributed to putting the finishing touches on our presentation and finalizing our music video.
Overall, this project has allowed me to understand the importance of research and planning within the pre-production process. While we did conduct research on marketing and distribution and referenced our initial research on the genre, our group should've done more thorough research on the convergence practices we used, specific merchandise/marketing examples, and a detailed explanation of our music video. Because we lacked this in pre-production, we had to make up for it in post-production. In the future, I'll be able to recognize certain things that need to be thoroughly planned out in order for the rest of the project to run smoothly. One thing I think my group did great with was our discussions. We had really productive and interesting discussions about our topic, and I felt that the most progress we made was when the whole group was together to discuss our project. Additionally, this project has allowed me to use the techniques learned throughout the school year and use them to create one cohesive project. I think having both experience in planning a bigger project and putting techniques that we've previously learned into practice will help me a lot with my Cambridge portfolio in the future.
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