PRODUCTION: Skills development- a brief overview of how you approached planning this production differently to your AS production work

Our music videos have finally come to an end, and after a very difficult, busy, yet life learning past few months I feel ready to give an overall experience of planning this music video. 


Planning a music video was not as easy as I thought it would be and I expected it to be slightly easier than the thriller but I was completely wrong. Planning our thrillers during AS was much simpler because, we were already given a genre therefore we only had to decide on a sub-genre which was not that difficult as we all had the same vision. However deciding on a genre for our music video was very difficult, we all enjoy different genres of UK music and we all know so many which made it even more difficult to decide. Not to mention we had to decide on which approach we would take in terms of Goodwin's theory either illustration, amplification or disjuncture and how it related to the conventions of our genre.
However in order to create a decision we first decided to look at 2/3 videos from different genres that do well in the UK including pop, rock, indie, r&b, grime/hip hop and some dance. We then made a short list of the genres which were indie, r&b and grime and we found a video that merged both R&B and grime which was Devlin ft Yasmin - Runaway. Overall we can say that it was a very difficult process selecting our chosen song however it was much easier thinking about a concept of our video. 


For AS we had a Psychological thriller which made it slightly difficult to think about a storyline which then influenced our opening because there are so many psychological thrillers. Likewise considering our title was Runaway we knew wanted some sort of narrative although there are so many scenarios that are linked with running away. However after asking for advice we decided to stick to a very simple scenario, however our approach to the scenario in terms of editing was what could make it effective. 
From this point we had to think about potential locations, performers, costumes and different shots as well as understanding the artist's gestures and potential audiences for this genre of music. This took some time because we done a lot of 'trial and error' although we came to final decisions and had to plan our production schedules very quickly because we understood how important it was to use as much time as we could filming.