Planning Editing

Planning what editing tools and effects that I want in my music video is essential because I've come up with a strong ideology and concept behind what I as a music video producer want to portray and reflect on to my audience. Therefore it's important that I select accurate and conventional elements to the style that's shown in frames and throughout the whole music video.

Some of the editing tools I plan to use are as followed: 

• Colour Balance: In order to create a 'fantasy' and 'fairy-tale' like feel that will be important in the theme of my music video.
• Desaturate: This will show the differences in tense throughout the narrative (present action and flashbacks) but it'll also emphasize the dullness of everyday life against the brightness that fame and the big city seems to have. 
• Glow: Like Desaturate, this helps show the vibrance and promise of London against the lives we're all living at the moment, day-to-day, which my target audience may want to escape from when they watch my music video (as the target audience of R&B do at times) 
• Bad TV: This helps show how sometimes things are 'dream like' and desirable - such as the lives you see on channels such as MTV and in celebrity culture, but there's also flip sides to them that nobody notices until your living the lifestyle. I also plan to use Add Noise alongside this effect to make it seem more TV-like with bad feedback.
• Mirror: This symbolizes the concept of 'through the looking glass' which will hopefully connote the way that the 'Alice' persona in the music video is almost entering a dream-like state of a life she's always wanted, only to have it shattered in the end. 

Further analysis of some of my editing styles: Post-Video Production

Mirror

The mirror effect helped symbolize the 'looking glass effect' and was often used during the London frames to create a more fantasy feel which is exactly what we wanted to show. It also connotes an 'illusion' which is sort of what the 'Good Life' is, meaning it's harder to reach that people who look for it initially think. 

Glow 
Again, the glow effect was used to help me create the Wonderland effect again, which helps keep the theme constant. However, put in place it also helps emphasis the desirability of the high life which is exactly what conventional R&B videos do. Of course though, at the end of our music video you see that the materialistic life isn't being represented positively at all which puts an interesting spin on the ideologies that the audience have been exposed to throughout the length of the music video. 

Contrast and Threshold
Threshold worked really well with some of the London shots as it directly connotes the darkness and hidden negative side which we're trying to show throughout the whole motif of our video. Also, it's a lot stronger than the Desaturate effect that we chose so therefore it was certain that the two types of shots wouldn't have been similar as the aim was to give them different emotions and ideologies behind them. Adding the 'blink' effect which caused the shot to flicker, which almost showed the dark side of the 'Wonderland' shot shown above breaking through and the glamorous side of London stripping down to a darker side. 

Overall 
Overall, I think that editing let me express and place certain emphasis on the shots that were either vital to expressing ideologies, narratives or both throughout the product. This way I made sure that my artist could get a clear message that I wanted to translate and had planned way back in the Research/Planning stages of my brief.