USE

We alternated between black and white effect on some clips then merged into more colourful clips. We used this idea as it was effective in showing the actors moods in one of the scripts videos.

For certain clips we used a shallow focus to connote how insignificant she seemed to other people. We used this after seeing it in ed sheerans ‘a team’ video. We felt this would be effective due to the meaning of the song and in showing how lonely she is.

Ed sheerans video.

My video.

Pace of editing wasn't too fast as it wouldn't have been in keeping with the genre of music- folk. So we used a minimum of 100 clips per minute to make sure that the video was interesting to watch but was in time with the music as not to confuse the audience.

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When making my digi pack I went with the conventions of folk music covers and went for naturalistic colours. I felt this would be more effective as the audience would be able to understand and relate to the specific audience genre. The props that featured in my digi pack were also typical to feature on cover such as the guitar which many folk bands and artists use.

DEVELOP

We were going to use two actors however we felt that one would be more effective and in keeping with the music as it was very lonely sad song. This also helped with logistics as it is easier to organise one person rather than a group.

Wanted to incorporate nature into our music video however didn't want to be too expectant. When we carried out our research audiences through synergy the audience thought of birds when they listened to our music so I decided to incorporate these instead of trees and countryside.

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A certain amount of redundancy was used in the video however we didn't want to use it in all aspects as this would make the video boring so we decided to use it in the costume of our actor- keeping her in boots and a warm coat. We were going to be slightly entropic with her costume and have her walking around in a long flowing dress however filming in January would have made her really cold and also the audience may have not understood why she was wearing a dress.

Whilst developing my digi pack and advert I took into consideration the fact that the band were unsigned so wouldn't have a huge marketing budget so made sure that my advert was small.

CHALLENGE

To create an element of surprise for our audience we decided not to use a rural setting and filmed in mainly urban areas. However we thought this maybe risky as Steve Neale says that “audiences take pleasure from genre because of instances of repetition and difference” So we selected friar street which has old fashioned buildings.

We didn't feature any musical instruments in our video as we didn't know anyone that could play the guitar. However this may have had a negative effect on our video as instruments are a main focus in folk music videos and would have helped us in order for the audience to identify what genre our video was.

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My advert and digi pack challenge the concepts of folk music as I didn't want to confuse the audience and wanted them to be able to engage and relate to my ancillary tasks. This may seen as slightly redundant however I think it was effective and typical of the folk music genre.