Planning editing

 Editing Techniques 

Editing is very important in a music videos. Editing is the process of preparing a media product, by using modifications, in order to produce an accurate and effective piece of work. This involves creative skills and knowledge of precise set of methods.
The editing can be based on the beat of the song, when creating a music video. A faster pase of editing may be of interest to an audience who like to party.
With editing the emotions, concepts and ideologies can come through in a way, so they can relate to the target audience.

Cross dissolves and fades will help create a smooth transaction between two scenes, in order to prevent jump cuts. This transition will help to tie in two shots, in an interesting way, in order to appeal to the target audience, convey to the genre characteristics and relate to the concept of the music video.
I decided to use this editing technique in the scene, where all of us where dancing, in what seem as a club; this shot cross dissolved into fireworks in order to create two parallel shots. This technique, made the transaction much more fun, and as well as entertaining my target demographic, it was conventional to both pop and dance genre conventions, connoting that the night never ended. Dissolves and fades I found to relate well to my concept of life and partying, as it helped create the effect, that moment of us dancing together and having fun went on throughout the length of the music video.

A graphic match, is an editing technique which links two object, from different shots, which match graphically and metaphorically, by establishing strong continuity editing.
In my music video, the graphic match showed a speaker base dissolve into a clock; the speaker was conventional to dance as it was pulsating the beat of the music, whilst the clock was conformist to our theme of life passing by, as it was spinning really fast.
By using this editing technique, showed that we are not scared to take on risks and create something which is hardly been used in music video, helping to show our diversity and originality.
I believe that this graphic match would appeal to my target demographic as it was an eye-catching way to link the themes of dance and life together.

Using text in a music video, conforms to certain genre conventions, as well as creating a bond between the lyrics and the visuals (Goodwin's theory) especially when the music video is performance based.
We decided to use this editing style in our music video, as it established a context with the lyrics and visuals, especially in "Show me where you are tonight" as an establishing shot of the London Eye was in the background to the text. The shot related well to the lyrics as it connoted probing and voyeurism.
The electric blue, which was also used throughout the music video (strobe lights), created a dynamic and dramatic effect and also exhilaration.
The text was also conventional to dance-pop genre conventions and as it is a young and fun idea, it would appeal to my target audience.