Music Video Decisions

I made the decision fairly early on in the music video process to create a performance-based video. My main inspiration for this came from Beyoncé. She is arguably the most successful current female pop artist, and she uses performance to present her image. This is evident in both new and classic videos, for example more recently in her 7/11 video. I thought this was a really appropriate format for an emerging artist, as audiences are less likely to have previously seen her; Palmer’s image needs to be reinforced.   

By using so many looks I wanted to give a vibe of a teenage girl trying on all her clothes, dancing around her bedroom and casually making a music video for the fun of it. This is completely targeted at Palmer’s fans; they enjoying fashion and so will enjoy the different outfits, and are teenage girls and will hence be able to relate. With a simple setting and exciting costumes, Palmer is not showing off her extravagant lifestyle but showing her fans that they too can become a pop artist.

I initially completely discarded the idea of using transitions in my music video as they can often look tasteless. However, when re­­-watching Ariana Grande’s Problem video, I really enjoyed the unique use of transitions. Therefore I thought about how I could incorporate these in my video. I decided that a circular transition would be effective in the middle of the rap as the school girl look is rather over the top and the transition is quite dreamlike. I also used dissolve transitions to allow the video to flow between shots, rather than looking stagnant and spasmodic. While this is quite unconventional in music videos, I think that it works for the style of video.
Another feature I was planning not to use was the tint. However, after lighting issues, I decided that by using a tint I could disguise unsightly shadows and highlights. I mostly used purple and pink shades in order to link to the colour scheme of the digipak and my artist’s image. I kept the tints on only 10% opacity for most of the video in order to achieve a subtle look. In the end I actually preferred this look as it made the video look more exciting and colourful.