CCR
Q4. How did your research inform your products and the way they use or challenge conventions?
Due to our failed attempts with “Photograph by Ed Sheeran” we already had research experience that helped us identify the style of music video that would suit us. Once the decision was made to reshoot we started looking at music videos of our seniors and professional artists like Bellyache-Billie EIlish. We sat together to brainstorm an entirely new music video idea. We watched a bunch of Youtube videos, listened to songs in order to come up with something simple yet interesting. After long hours of researching we picked Bad Guy-Billie Eilish as she rose to fame with this song gaining record breaking sales and chart runs.
We decided to go against the conventional way of constructing a music video: with an entire story, because most of the videos we watched had a narrative; starting with a problem and ending with a solution. However we decided against it due to previous experience. Instead we decided to put the problem and the solution parallel to each other which explains her sarcasticness and humour while simultaneously the warm tone of some clips show welcoming and judgement-free energy which encourages people to stop hiding and express their true selves. Since we changed from a soft song to a pop song we had to change the way we shot and edited our music video as pop songs require fast camera movements and editing so we decided to not use a gimbal, instead changed our camera shots.
Pop songs have specific beats which we identified and that is what we build the foundation of our music video on; according to the beat some aspects of the clips in our music video keep changing such as; Anam’s style, lighting, mise-en-scene, etc. We noticed another convention; most music videos included title and credits, taking inspiration from that we placed the title, credits, and our production company at the start of the music video. For the mise-en-scene we did thorough research using pinterest, youtube and google that helped us set up our frame. There is a shot which included smoke, we achieved that by burning a piece of paper and then blowing it out to create smoke which was then placed on the side of the camera frame. We also researched colour psychology that helped us identify the colour theme that would suit our music video.
For digipak I researched google and various editing platforms like Canva. I re-watched the music video and kept an eye out to identify how the main cover of the digipak should be. For the album cover and the gradient background I took inspiration from Youtube.
Due to Covid-19 we had an unavailability of resources which created problems in our lighting as many shots had tons of noise and grains which is why we weren't able to use some shots and had to fix the rest with the help of colour grading.
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