Evaluation: Question 1

During the initial stages of planning, I researched various other K-Pop videos in order to see if there were any running conventions between them and, if so, what they were. I found clear links between groups such as Girls' Generation, f(x) and 2NE1, all of them being well-known, established K-Pop groups. Their videos consist of lots of bright colours and fast cuts, whilst also trying to sell the group as role models for the target audience. The usual target audience for a K-Pop video is that of pre-teen, teen and young adult females, so using the group as role models is part of almost every video.
I over-exposed a lot of the clips and altered some other effects such as the vibrance and contrast in order to make them brighter and more appealing because of the fact that I'd have a relatively young target audience. I attempted to put up and recreate the typical blank backdrop that is used in the more generic and stereotypical videos. This is usually to add even more emphasis to the main stars and portray them as role models even further.

I decided that I wanted to follow most of the conventions of K-Pop girl group videos and thus gathered a lot of inspiration from the larger and more well known acts, particularly the videos shown above. My video had some more unique elements, such as a heavy use of filters, however I primarily wanted my video to be quite redundant. A lot of my video is redundant and relatively unoriginal, however I think the parts that were more entropic were definitely a welcome feature according to my audience feedback, such as my heavy use of filters.

Steve Neale suggested that it was very important for a music video to have both entropic and redundant elements in order to ensure that an audience don't see it as "too repetitive or too different". Too much repetition and redundancy can often lead to an audience becoming bored with the video as it will have nothing new to offer them. On the other hand, too much difference and entropy can lead to an audience becoming confused due to how little they will recognise and they will not know how to respond to the video. It is important to have a decent balance of the two in order to interest the audience with new ideas, but also give them lots of familiar ideas, too.

I actively chose not to include too many dance sequences in my video, however, as I think that my chosen song felt slightly more upmarket and more adult than a lot of the stereotypical K-Pop videos currently on the market. I believe that there is a sort of correlational link between how young an audience is thought to be and the amount of dance sequences that reside in the video, and I didn't aim my video at children.