For research, we were given two charts that had four columns each, and we had to find different artists within the same music genre to do research on to serve as case studies. With eight total columns and four members, each member did two columns. Then, we created a layout sheet that helped us plan the different camera shots, angles, edits, and other elements for the video. We would each suggest certain techniques that would best fit into a specific part of our story. For example, one of us in the group thought about having a close-up shot of the single man's hand when he is crushing a can to symbolize his rage at seeing his ex-girlfriend happy with someone else. We all decided it was a good idea and it turned out great in the final version of the video.
With a plan for our video completed, we set up a date over the weekend where we would all meet up and produce the video. We went to our town center because it has a lot of different backgrounds that would help change the environment in our video. We found an area that was not too populated so we could take our masks off, as COVID-19 was making the video making process difficult. The area we were in had a lot of grass, a lake, and an overall peaceful scenery, so it worked out great for our video. As we were filming our shots, we would discuss where would best work to have specific scenes and then film after an agreement was made. If we did not like how it came out, we would either film elsewhere or shoot the scene again until we liked what we saw. During this time, we were also making the outline for our artist's campaign and outline, pulling information from our case studies and implementing it into our own ideas. For example, one of our case studies had their tours sponsored by environmental organizations, so we did the same to our artist, believing it to be a good way to get new fans who believe in good causes and show that our artist cares about issues in today's world.
As someone edited the shots and scenes we made to create our music video, three other people created a Google Slides and began to work on the presentation. There were five bullets with requirements, so one person handled two bullets while the other three would each focus on one part. I was in charge of creating the marketing sample products and social media accounts for our artist, the campaign outline, and explaining the impact our video has on the audience in terms of marketing, distribution, etc. When each person finished their assigned section, we would look at the other sections the different group members had and would offer suggestions on what could be improved, edit in parts to enhance the slide, and fix any grammatical errors. Once the video was finally completed, we downloaded and embedded it into our presentation. With everything finished, we did a quick practice to make sure we finished around the allotted time for presentations, which went well. On the day of the presentation, the beginning was off to a rough start due to some computer issues on one of our group members, but after it was fixed, everything went smoothly and we all thought we had done a good job at securing a passing grade.
All in all, I learned a great deal about the marketing world and how music is distributed while working on the project. Back then, I never really put much thought into how my favorite artists were able to get new fanbases from different parts of the world. I used to think that it simply creating a song, making the music video, then posting it on a platform such as YouTube and wait for the views to start coming. However, it is so much deeper than that. The whole music process involves thinking about what target audience your music is going for, the products that should be created that would appeal to said target audience, and distinct yet creative ways to make your music grab the attention of potential new fans and keep the ones you already have excited for another release. It is a complex process that involves a lot of thinking and months of preparation in order to pull it off effectively. For my Cambridge portfolio project, the planning outline of the presentation was immensely helpful in speeding up the presentation process of the project and allowed us to have a big idea of how it would be formatted/written when we had not even started it. Had our teacher not told us from the beginning to think about the outline and campaign aspect of our project, we likely would have been rushing to think of that information on the last day we had to work on the project. This taught me that my procrastination will have a strong negative impact on my portfolio project's grade if I choose to wait until the last minute.
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