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Finished Video & Evaluation

This is the first draft for my Nuneaton Town FC Academy Promotional Video. This video is designed to promote the Football Academy and persuade young footballers to want to join. The Scholarship course allows young footballers to enjoy both full time football and still gain a qualification in the form of a Level 1 or Level 2 BTEC Diploma in Sport.

I have tried to apply equal emphasis on both aspects of the course and have done so by using footage from on the field and in the classrooms.

I did however decide to change my video. I have changed and shortened some of the clips and also changed the song as I did not feel that the initial song used suited the style of video.

Evaluation 

I found this type of video difficult to create at times. Throughout my research I viewed quite a few videos similar to the topic of my own, however they were produced on a much larger scale. These videos did provide me with inspiration for certain shots that I would later on go onto produce myself, although I am not totally happy with how they turned out.

One of the main challenges I faced was filming serious footage of a large crowd at once. A lot of the footage I captured was unusable due to people laughing in the shot, something of which the Manager didn't want to capture as he wanted to emphasise on the structure of the Academy they are establishing at Nuneaton Town FC. This is why the Manager asked me to produce a video of the Academy set up as it is relatively new and he wanted something visual to send out
to young footballers with a lot of potential who would then hopefully like to join the set up at
Nuneaton Town FC.

In the middle of planning the shooting for my video, I did have to change the whole plan and theme for my video. Nuneaton Town Football Club had initially told me that they wanted a 'Boardroom Hospitality' video producing, I had already planned out what I was going to do, how I was going to film it etc. Then I had a spontaneous conversation with the manager and was told that he now wanted a video that promoted the Academy set up and it would be shown during a presentation night to the new scholars. This came about quite late on in the unit however I still managed to re-do all f my planning in time.

In terms of shooting the actual footage I used a Canon 650D for the majority of the video. I faced a natural challenge whilst shooting the training footage as it was quite dark lighting despite it being the middle of the day. This gave me a big problem straight away as I wanted to capture smooth running shots of the players training with very little blur captured. As I increased the frame rate enabling me to shoot smooth footage, the lighting was clearly effective. I did attempt at raising the ISO, the next problem I encountered was grainy footage. One thing I noticed about the videos I viewed in my research was that all the shots were incredibly smooth despite the fast paced action being shot, this was definitely a feature I wanted my video to conform to. I decide to ensure that the action in training I shot was smooth with a limited amount of blur, the only downfall to this was that during editing, I did have to raise the brightness to some extent, this meant I lost some of the colour in my shot.

The part of the promotional video I am most pleased with is the footage I captured using the GoPro Hero 3 camera. This camera attached to one of the players during training with the help of a chest brace, enabled me to capture engaging footage from the point of view of the player. The shot really places you in the boots of the footballer on screen, I feel as though it is perfect for the purpose of the video, which is of course, to demonstrate life in the Nuneaton Academy to them. In terms of the quality of footage too, it was not only the easiest to capture, however it required the least amount of editing also. The GoPro automatically adjusted to different lighting and was perfect for the fast paced action taking place, providing me with smooth footage. If I was to do something similar in the future, I may even think about shooting the whole of the video with the GoPro on the chest brace; I was so pleased with how it turned out, it created a real sense of 'virtual reality' for the viewer, you were able to see everything in their POV.

The education shots which were "very important for the video", in the words of the Manager, were much easier for me to shoot. Apart from one classroom where I again had to raise the lighting during the editing, the rest of the footage I shot was bright, full on good contrast and really smooth. I did actually experiment in the way in which I shot some of the classroom footage, regularly used a panning shot. Something again I noticed from viewing similar videos within my research was that the educational side of things was shot differently compared to the football side, after all it is less interesting to the majority of the target audience (young footballers). I felt that by adding the occasional panning shot to the sequence, it would keep the viewer engaged.

In terms of the video's effectiveness I feel that the video does promote the club's academy, however there are definitely areas in which I could improve the video. I mentioned previously about how effective I found the GoPro footage when viewing all the clips in post-production, it really did place you in the footballer's boots and that for me is perfect for young players who potentially could be joining the academy. I feel interviews with a few of the players could also improve the video, It would be useful for young players who are unsure about the academy to hear the views of players who are already at the club.

Success

This video is to be used at a presentation night and will be shown on the website to hopefully promote the academy and attract individuals to turn up to the presentation night in which the young footballers will be given all the information they will need before joining the academy. The only way I can get an idea of how successful this video has been is by seeing how many people firstly turn up to the presentation night (9th May) and secondly, how many people want to sign up for the Academy following the presentation night.

I have decided to choose this as the song for the production of my music video. Although the location for my video is a bowling alley, the same setting as 'Scouting For Girl - She's So Lovely', I intend to produce something with a completely different narrative. Scouting For Girls used a studio setting in their video also, the entirety of my video will be shot in the Bowling Alley.

Narrative

The Narrative of my Music Video will be about a young male out with his friends for the night. A girl and her partner walks into the bowling alley and are using the lane next to the group of friends. At this point of the night all of the friends are very drunk and want to do everything they can to attract the attention of this girl. However the girl is being mistreated by her partner. One of the friends steps in to help the girl, she realises how nice this guy is helping her and decides to stay with the friends after her partner leaves her. The friends can now enjoy the rest of their night, and the girl has found someone who will look after her.
Through the use of Goodman's research I will try to achieve making a Music Video that conforms to the Pop Genre. I believe the location of a Bowling Alley that includes features such as neon lighting, people enjoying themselves etc it will conform to the characteristics typically found in the pop genre. I will include several close ups to emphasise implications on looking good, something that is typically reiterated throughout the genre. There will not be any nudity or intimate location used in my video, however I may show elements of exhibitionism through elongated shots of certain parts of the body so I can then use the shocked facial expressions of the friends alongside to build up a real image of how beautiful the girl that walks into the bowling alley is.

Gantt Chart

I produced this Gantt Chart as I went along with producing my promotional video to show clearly what I was doing on a day to day basis. This enabled me to keep my work and time organised as I had  already planned when I was going to carry out a specific task.

Andrew Goodwin

Andrew Goodwin is an Australian born operatic tenor. Goodwin spent years analysing music videos and put together a set of key features.

Features between Lyrics + Visuals

-Illustrating

-Amplifying

-Contradicting

Music + Visuals 

-Illustrating

-Amplifying

-Contradicting

-Cutting visuals in time to music

Music Videos generate genre conventions

-Stadium Performance

-Studio Performance

-Location

-Narrative

-Conceptual/Experimental 

Several close ups of the artist

-Artistic Branding

-Celebrity Culture

-Artistic Portrayal 

-Implications on looking good

Star Iconography

-Branding

-Style

-Brand Values

Looking + Voyeurism

-Nudity

-Exhibitionism

-Intimate Location

-Frame within a frame

Intertextuality 

-Other Music Videos

-Films

-TV Programmes

How To Analyse Music Videos

-Thought Beats - Where you see the sound

-Narrative + Performance 

-Relating visuals to song

-Technical aspects to a Music Video

Thought Beats

-To look at the music itself we must take into account the structure of the song.