I edited the video on Thursday. I had all of the main shots that I needed but did not have as many cut-away shots as I would have liked. I therefore re-used some general footage of the classroom more than once which was not ideal. I used slow motion and speeding up effects as required to add comic effect and also to fit in with the pace of the sound track. I also used a camera shake video effect filter to dramatise the effect of turning the console volume to the maximum ('dangerous' level). I added credits at the end of the video to highlight the band's Facebook page address.
I uploaded the video to YouTube as an 'unlisted' video. This allowed the band to view it to see whether they liked it and wanted to use it. I also sent an email link to Will Jennison, our tutor, who took part in the video to ensure that he was happy appearing in the final version.
The initial feedback was very positive. The band loved the video and want to upload the video to their YouTube account. The band would prefer the video to have no closing credits as they will include them as part of the information posted with the video. I personally think that this is a mistake as I believe that the pay-off will be weakened if the video is embedded in a shared link. However I will leave the final choice to the band. The band have shown it to their friends and have got positive feedback. Over 60 viewings have occurred within 24 hours without any viral marketing.
The band intend to upload the video on Wednesday 6th March. I will then remove the existing version from my YouTube account. We will then initiate the viral campaign by linking to it from all of our Facebook accounts and encouraging other people to share the link. I will also be encouraging people to email each other to pass the YouTube video link to non-Facebook users.
Thursday, 28 February 2013
Wednesday, 27 February 2013
Shooting the Video
The video was shot in the morning and afternoon during the two lessons I have on Wednesday. I showed my storyboard and explained the concept to Will Jennison, a tutor who was standing in for Chris Stanley in the morning lesson. He liked the concept and kindly agreed to take part in the video. I had rigged up a camera stand together with a microphone pole to hold the puppet to get all the puppet 'running' shots. The video was filmed out of sequence but this was possible due to having a prepared story board. I had also pre-prepared and printed a fake 'Band Recording' notice to pin on a door and some dummy volume labels to use to add humour to the recording console sequence. I also had some cotton thread with me to allow me to hang the puppet from an overhead projector and to animate the puppet where necessary. The video was successfully shot in one day.
Tuesday, 26 February 2013
My Publicity Item - Planning A Viral Video
I have decided to create a viral video. To be successful the video needs to be unusual and something that people will be be prepared to pass on to others via social networking sites such as Facebook. The video also needs to carry a payload which will actively promote the band (i.e. Fields in some concrete way).
I have chosen to create a humorous video of Field's "Trouble Maker" track. It will consist of following the adventures of an unusual looking puppet. This puppet will be a cheeky "trouble maker" who is late for lessons, wastes time in class watching Fields videos on Facebook, mucks about and gets expelled from the class. He finally manages to gate crash the bands recording session. This video will be a high risk strategy because if it is not perceived as being funny and interesting then it could have the opposite effect, that is, of making "Fields" seem 'lightweight' or silly.
I produced a storyboard shown below to enable me to be able to quickly film the whole video in one day at Confetti. The story board is pretty rough but it should be good enough to enable me to get all the shots that I want and will help prevent me overlooking some important shots.
The storyboard incorporates a scene where the puppet uses Facebook to watch the band's videos. I will ensure that the band's Facebook username is clearly shown. I will also include closing credits which will highlight the band's logo and will also include the band's Facebook address. The main objective of the video is to raise general awareness of the band, and more specifically, to get people to view and 'like' Field's Facebook page. If the video works as intended then it should ideally be used as the start of a marketing campaign to create further momentum to attract new fans and to keep existing fans interested in following the band.
I was happy with the above concept in theory but was a bit worried about whether it would work in practice, and more importantly, whether the band would like the end result and would want to show it. I planned to complete the filming of the video in one day at Confetti. I also intend to incorporate some pre-existing footage of the band that I filmed earlier when they were re-recording some of their older songs at Confetti.
I have chosen to create a humorous video of Field's "Trouble Maker" track. It will consist of following the adventures of an unusual looking puppet. This puppet will be a cheeky "trouble maker" who is late for lessons, wastes time in class watching Fields videos on Facebook, mucks about and gets expelled from the class. He finally manages to gate crash the bands recording session. This video will be a high risk strategy because if it is not perceived as being funny and interesting then it could have the opposite effect, that is, of making "Fields" seem 'lightweight' or silly.
I produced a storyboard shown below to enable me to be able to quickly film the whole video in one day at Confetti. The story board is pretty rough but it should be good enough to enable me to get all the shots that I want and will help prevent me overlooking some important shots.
The storyboard incorporates a scene where the puppet uses Facebook to watch the band's videos. I will ensure that the band's Facebook username is clearly shown. I will also include closing credits which will highlight the band's logo and will also include the band's Facebook address. The main objective of the video is to raise general awareness of the band, and more specifically, to get people to view and 'like' Field's Facebook page. If the video works as intended then it should ideally be used as the start of a marketing campaign to create further momentum to attract new fans and to keep existing fans interested in following the band.
I was happy with the above concept in theory but was a bit worried about whether it would work in practice, and more importantly, whether the band would like the end result and would want to show it. I planned to complete the filming of the video in one day at Confetti. I also intend to incorporate some pre-existing footage of the band that I filmed earlier when they were re-recording some of their older songs at Confetti.
Wednesday, 20 February 2013
Ideas for a Viral Marketing Stategy
I am thinking of producing a short video as the basis of a viral marketing stategy for fields.
Josh Bernoff in his Viral Marketing blog entry at http://forrester.typepad.com/groundswell/2008/12/viral-marketing.html states:
"When it comes to viral video, you need to make sure
1) you create something people will spread and
2) that the video carries a payload -- a message about your product.
Fail on point 1 and your video won't spread. Fail on point 2 and you'll be a hit -- but it won't help your [product]. It's a very difficult balance."
Viral marketing is therefore a difficult balancing act but if successful could provide alot of publicity at low cost.
The above research has focussed my mind on producing an unusual video which may go viral. It will be a high risk strategy though as it could easily fall flat.
Josh Bernoff in his Viral Marketing blog entry at http://forrester.typepad.com/groundswell/2008/12/viral-marketing.html states:
"When it comes to viral video, you need to make sure
1) you create something people will spread and
2) that the video carries a payload -- a message about your product.
Fail on point 1 and your video won't spread. Fail on point 2 and you'll be a hit -- but it won't help your [product]. It's a very difficult balance."
Viral marketing is therefore a difficult balancing act but if successful could provide alot of publicity at low cost.
The above research has focussed my mind on producing an unusual video which may go viral. It will be a high risk strategy though as it could easily fall flat.
Wednesday, 6 February 2013
Video Editing with Adobe Premier Elements
Today I experimented with video editing software. The software used was Adobe Premier Elements, Adobe's entry level video editing software. It was easy to use. I loaded some video footage of the "Fields" band practicing in Magnet studios. I experimented with different video filters to see what interesting effects could be added. The original footage is quite dark so I experimented with the brightness and contrast controls as well. The sound quality recorded by the camera's built-in microphone was quite poor due to the high sound levels. I have some better audio which was recorded using Cubase running on a laptop. The audeo was obtained directly from a stereo output feed from the live mixing desk. I intend to create a video of the live practice session using this better quality recorded sound, synchronised with the visuals from the video footage.
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