‘Inside Out’ by Avalanche City!Music Video - Evaluation Questions!

!!How does your product use or challenge conventions and how does it represent social groups or issues?!!We were inadvertently quite influenced by the official music video for ‘Inside Out’ which led to some similarities between this video and ours, like the green New Zealand setting and the ‘journey’ theme. Other than this we used some other music video conventions like flashbacks. The video was divided into two separate stories playing out concurrently, the present day shots (in colour) and the flashback shots (in greyscale). As the music video plays out these two narratives are cut together and eventually come together in the end as the colour footage fades into greyscale to symbolise the current events becoming history.!!As far as real social groups go, our video includes a portrayal of an unstable relationship, a subject matter that is relatable to a large proportion of the audience. There is one shot that could be interpreted as domestic violence although this is left ambiguous.!!!How does your media product engage with the audience and create brand awareness for the artist or band?!!The content of our video is very relatable to a lot of the audience. The song and video alike deal with common relationship issues and create a reflective atmosphere that hopefully evokes emotion in the viewer. This is the type of music that NZ artist Dave Baxter (‘Avalanche City’) has become known for, and a shareable online music video would only increase his following. This strategy has

worked for artists like Adele, whose songs and videos (‘Hello’, ‘Someone Like You’, ‘Rolling in the Deep’) delve into subjects like lost love and regret. These videos are very emotional and therefore shareable, as people are more likely to pass something along to their friends if it has a personal impact on them.!!!How did you integrate technologies – software, hardware and online – in this project?!!We filmed the video with two cameras to achieve different angles — a Lumix G7 and a Canon D700. With the Lumix we managed to shoot some great looking close-ups and slow motion footage, while unfortunately much of the content shot with the Canon came out overexposed (although a couple of shots from this camera were still used in the finished product).!!The editing process consisted of a few parts: The raw footage was imported into Final Cut Pro and organised to separate the best takes for use in the video. These shots were arranged in order and letterboxed in order to achieve an aspect ratio of 2:35:1, a common standard in modern film. I decided to go with this aspect ratio to give the video a professional look. Although many films and music videos (and most television series) are shot in 1:85:1, I thought that a widescreen format would visually separate our video from the majority of student productions that use more traditional aspect ratios.!!Every shot was colour corrected using Final Cut Pro’s built in tools: in most cases the lights were brought up and the lows were deepened to increase the contrast of the shots and make more visually striking and less washed out than the original raw footage. In a lot of the video the saturation was also increased, especially the scenery shots to emphasise the green New Zealand is famous for. The flashback shots were converted to black and white and colour corrected to give the footage a high-contrast dreamlike silhouette style. In some cases the footage was slowed to around 75% or even 50% speed to make it match the tempo of the music. As the Lumix G7 can shoot in 60 frames per second this footage was still smooth which was helpful.!!Once the video was finished it was uploaded to YouTube.