Music video advert analysis

The poster which is somewhat an advert for the song Bad Blood is extremely effective due to the use of colours, fonts, placement and clarity. Firstly, the imagery is simple; the artist is right in the middle of the poster. This is because Taylor Swift is a well known artist, therefore she is a great selling point due to her iconography being so widely known. Her costume in the image looks like she is a biker which connotes rebelious behaviour which links back to the theme of the song which is Bad Blood. Furthermore, Taylor Swift is looking directly into the camera to create direct address towards the audience who might feel like the song is more personalised towards them, making them want to listen to it and maybe even share with their friends.

The colours used are red, white and black which further imply the rebeliousness of the artist within the song. This might be targeting the youth who would also be feeling like working against the system, therefore it can be argued that this song is targeting more of a niche audience. However, due to the brand iconography that Taylor Swift has created for herself during the years her fans who usually listen to her music will also want to listen to this kind of Taylor because they are willing to follow her trends and phases. 

The font of the text looks like it has been shot with a bullet and left the text cut up which connotes crime which links to the title Bad Blood. Every part of the poster, therefore, is linked together with the same theme which is what I will aim to do when creating my digipak and the poster.

Target audience profile

Editing evidence

 When we have begun our post production we decided to stack layers of footage on top of another to make lip synching much easier due to the fact that when the layer at the main timeline is fit to the music we can stack the other lip synching on top of it and then reduce the length of it and Final Cut Pro will play the footage that is at the highest point in the timeline, therefore the lip synching will fit. It is much better than placing footage next to each other all the time for many reasons. One of them being that there is more space for footage on the timeline until the song ends which allows us to add a lot of fast as well as slow editing creating nice variation which makes the video look professional. Also, if we place the footage on the same timeline then it is much harder to create on beat editing as we would have to play around with two shots(the one before in the timeline and the actual shot) instead of one which is a waste of time.

We have chosen to use fast on beat editing near the end where the song reaches the most energetic point as the extremely quick cuts will emphasise the change of the artist throughout the video. At that point we want the audience to understand that the artist has become more mature, therefore he is wearing a suit and the part of him that was forcing him to use drugs has gone into the darkness(shadow). We believe that the flickering effect between the two personalities works extremely well with the beat of the song, making it sound and look like a professional music video.

At the very bottom of the timeline there are sounds that the camera picked up whilst we were recording all the shots. The sound was extremely unbalanced which meant that even if we wanted to use some diegetic sounds we couldn't due to the low quality of them. Due to this, we have chosen to disable those sound clips using the disable option(V).

Animatic

Analysis of already existing digipaks