Evaluation of a music video

1. Evaluating music promo portfolio
Research and Planning
inc example of hyperlinks/ images/
video/ mood board/ previous blog
posts etc.

2. Outline how you developed your
concept
• We didn’t have any particular influences to our idea, we just
thought that our concept follows the conventions for this
type of music
• At first, we had an idea to film our video in a record shop,
but the song was different- I’m a junglist, which is a
drum’n’base song. But not everyone from our production
group was happy about the genre, so we decided to keep
the idea, but change the song.
• While preparing for the shot, we looked at similar music
videos to spot their key elements. Doing that helped us with
costumes decisions and we knew how we want the band
members to behave in the performance element.

3. Explain what you did, WHY you did it,
and the impact of doing it
• As we decided that our genre would be 90’s
rock, I made a research about it and this
helped be to understand main conventions
on this genre in that time: most artists were
quite rebellious, they were trying to go
against the society. So we as a group
decided to create a similar star image.

4. It was important to research the target audience
We thought that our target audience will be people
who like 90’s rock. Usually it would be people who
were young back then and now they still listen to this
kind of music because of the nostalgia. We thought
that our target audience should be similar to those of
such bands as Oasis, Guns N’ Roses and Foo Fighters.

5. In summary what did I learn about the
research of music video. How did this
inform the concept that I designed
• The main thing I learned from research of
the music video is that it is important to
portray the band in the video such that
target audience could associate band’s
members with themselves by using clothes,
locations, the way the behave etc. This will
help to make the artist much popular.

6. What Research into Location, Props,
Costume & Set design
As we decided that record shop will be a
location for the narrative part of our
video, we sent an e-mail to Ben, the
owner of a local record shop and he was
happy with us to film our music video in
his shop. As for props- we ordered some
posters from ebay to put them on the
walls in the studio and Tom was
responsible for the cloths and he brought
some of his on the day of the shot.

7. Planning of my set design/ location/ star image

8. •Planning of the interior design was extremely helpful as we
used it to show what we want to be created in the studio to
the set designer and lighting director who came to our
lesson once. They made some minor suggestions and all of
that helped us to create the image we were looking for.
•The fact, that I visited our location before the day of the
shot helped me as I knew which kind of shots I would like to
include in our video and how to create them on this
particular location. So it saved a lot of time for us.

9. Planning
Animatics/ Storyboards/Setdesign/Shot
Lists/Recce/Test
Shoots/Lighting/RiskAssessment/
castings/calllists/etc

10. Storyboarding/ Animatic
Animatic Audience feedback

11. Provide two examples of planning
which was important to your shoot
• Shooting schedule
We prepared a shooting schedule
couple of weeks before the shot. As
we found later, it was extremely
helpful as we faced some timing
problems while constructing our set,
so using the schedule we were able
to finish everything on time
• Casting
Casting was extremely important for
us as we wanted our musicians to
look similar to the actual Weezer
band members.
We looked at most of the boys from
our school and Tom suggested to
cast Josh Tomas, Kingsley Giles and
Sam Jones. At first we were thinking
about the possibility to include one
girl in our band, which was
supposed to be Lola Gazzola, but
then, week before the shooting day,
we realised that it would be better
to go with all boys and we made
Joel Monk our guitar player

12. Campaign Research
CD digipack
• We wanted to reflect key parts of
our music video in digipack design
such as vynils, CD discs, music
instruments, posters etc. We came
out with for variants for its design to
get more ideas. This is how I imaged
it to look like:
Website
• As for the website, we thought that
it should contain a lot of images of
the band to promote the star image.
Here are some examples of
potential web pages as our
drawings:

13. Evaluation
• Certainly, on the day of shooting, something
went not as planned, for example we spent too
much time painting the walls in the studio or in
the shop there we too many people and
because of that we didn’t have much space
there, but we overcame all of this minor issues
due to the efficient group work.
• The shoot would possibly have been even
better if we had more time or changed our
location to the one with more light because of
rather bad low lighting abilities of my camera