Digital editing is part of the creative post-production process of digital video making. The term editing is derived from the traditional process of working with film, but now it increasingly involves the use of digital technology. The digital video editor works with the raw footage selecting shot and combining them into sequences to create a finished 'pop promo'.
Our process
The intended outcome of the video is to be a lively, quick cutting video which involves as much as the dancers as possible and Jonty's DJ skills. This process should hopefully allow for good team workout within our group and working together to produce something professional. I believe, with the footage we have captured, we can create something extremely skilful and attention grabbing.
In the first week we managed to get a lot of the editing we needed to do done. Callum has done the majority of the editing in the lessons with Honor and I helping alongside. I have also gone up to the editing suite to get some of the editing done and I find it more interesting and easier then I thought it would be. It is difficult at times when you are not sure what shot to use next and thinking about the way you are going to add variety. But other then those points it is a very creative technique and gets us thinking about new ideas and new forms of visual interesting content.
This is the process of the video in the first week:
Throughout the process we have gone for more of a quality over quantity approach and instead of rushing to get any type of rough performance cut finished, we have begun editing with each shot in mind and thinking about the ways we want to develop the video in detail. We find this works well as we would simply be wasting our time with the performance cut; our video didn't really involve much lip sync in it and therefore we can go ahead with trimming sections of the shots and putting them together on the time line. This also means we don't need to be exact with the way the shots fit in with the song and we don't need to worry so much about the play back as it cuts to all different kinds of shots, not necessarily at times performed in the song. This means that we can play around with the orders and we can get all the effective, aesthetically pleasing shots we want in to the video and also place the shots depending on the beats of the song.
We didn't really think about the sequence and the order of the shots to begin with; all we had in mind was Jonty being dominantly shown at the first build up until the drop and the the dancers come in after the drop however this idea changed when we saw the footage and we began to use the dancers a bit at the beginning of the song too. Because the pace of the song is quick and sudden we didn't need to think about lip syncing too much as we could just take any section from any shot. This took a weight off our shoulders and allowed us to be far more free with what we chose for each section. There were little bits where Jonty lip synced, and some of the dancers, however we knew exactly where these were so we new where to go to for them. When I would go edit I would duplicate the first cut made and so that, if anything needed to be changed, it could be and it meant that nothing would be lost throughout the process. We decided not to produce a rough cut to start off with because our performance lip syncing element was limited and therefore we went through the song slowly but in more detail. This also allowed us to fix any changes we didn't like at the end of video when we had all the shots together and we knew what we were working with. We could also rearrange shots so that we had an equal amount of elements throughout the song. For example, the switching shots between Jonty and the dancers and the swipe of the camera. When we got to the end of the first cut we realised we needed to add more of these towards the end because there were so many at the beginning of the song so it didn't make sense to lose them all of a sudden.
Music Video Conventions
The artist is portrayed in his element as happy and jolly as can be reaching out to the younger generations of the audiences out there. The video however is unusual and we have gone for more striking, unusual looks rather then the basic conventions: girl with pretty background singing into the camera for example. The dancers outfits really worked and allowed for 'strange' elements to be added to the video in a sense that we could use the lighting effects linked in with the colours of the costumes to create awesome shots to be edited successfully. The songs beats are pretty dance orientated and therefore we made sure we cut to that. The dancers movements helped to cut to however we found that even keeping one shot of the dancers dancing on for a while became boring if it wasn't cut swiftly to another shot from another angle or even one of Jonty. It also demonstrates a party vibe which is quite a usual convention of music however with a twist. I'm glad we didn't go for the obvious 'party' atmosphere as the way in which we approached it, with the dancers and crazy lights, worked well as it made the chopping of the video even more effective. This did make us think about continuity more e.g. linking shots of the same colour together as if it was like that in the shooting stage and not just random. The dancers are in dressed in a limited amount of clothing however covered up with colours and patterns which hides the fact they only have a sports bra on and trousers. This follows a convention as many videos have artists basically naked to look sexual and sell the look of them more. Although we didn't intend a 'sexual' message, the aesthetically pleasing look of the dancers was important to us.
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