For my group, we were assigned the music genre: rock. Out of four songs, we chose, Time is Running Out because we felt that it had the most opportunities to film and market through its fast-paced, and upbeat tempo.
At the start of our brainstorming process, we researched the different aspects of how to market a song as well as the band. We learned that ads and online marketing have grown rapidly over the past few years (especially following quarantine/COVID-19) and are the primary source for promoting the artist. This is why we chose to approach our band as having a strong social media presence on platforms such as Instagram, Facebook, and Twitter.
Through our research, we targeted popular music production companies and collected note charts on their history and past rock successes. This way we could see what marketing methods worked the best and use that information in our own marketing techniques.
We chose our logo to be eye-catching and to match the name of our band, which we named After Hours. We decided that since this was a rock band we would utilize the punk aesthetic and use mainly black, white, and red for the brand colors as well as colors we would like to incorporate in the music video.
While brainstorming for the music video for Time is Running Out, my team and I bounced ideas off of one another of how we should promote our band. We came to the decision to make the video primarily promotional, instead of stylistic or story-telling. To elaborate, we focused on the lead singer for the majority of the shots and only tight clips of instruments that hint at the band. This way, there is a mysterious aspect of the band, while also keeping the lead singer as the face of the brand. Through the process of planning out shots, we utilized a storyboard to visualize each scene.
We decided to use a variety of camera shots and movements to go along with the chaotic nature of the song.
Once we finalized a day when all members were available to film, we chose the main location and filmed various shots to use in our music video. To give the video a more visually entertaining aspect, we varied the locations in our shots and switched up the lighting slightly. We also decided to film in a closed-down road area to go along with the name of the band.
Since After Hours implies rebellion, we thought filming in a location where the public is not normally allowed to enter would go hand in hand with the theme. Furthermore, we chose to film in the daylight to mimic the natural bright light coming through in the shots that are seen in our logo. We hoped to give our music video a touch of early 2000s rock aesthetic, so we used both an iPhone 15 camera and a digital camera. However, once we began filming with the digital camera, we noticed that the shadows around the lead singer made her face and features not clearly visible. This led us to use the digital camera on only a limited amount of scenes in which the lighting had fewer shadows. In addition, the chorus of the song is very loud and chaotic, so we felt a tracking shot of the lead singer running would be best to use during that portion. Once we filmed multiple shots in different locations, we called it a day and decided to start the editing portion.
I am currently in the process of editing the music video, and so far I have realized that I do not have a sufficient amount of cuts. After viewing the video a few times, I came to the conclusion that a chaotic clip is simply not chaotic enough for the upbeat song, or as visually enticing as it needs to be. I plan on mixing and matching a variety of shots from different locations and creating fast cuts to emphasize the messy nature of the song. Other than that, I feel as though we have a wide variety of shots such as low angle, high angle, and camera movement such as zooming. I am confident that the video will turn out a success. Regarding the marketing campaign, my group and I are still in the process of creating it and we hope to complete it soon. One challenge we have faced is finding a time in which we can all meet, as most of us have extracurricular activities after school every day. However, given the importance of the project at hand, I am positive we will get the job done.
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