How directors target audience

Both of the music videos I watched in my lesson were nominated for the award for the best edited music video. These videos enlightened me on editing techniques I could trial when producing my music video.
The first video I watched was '7/11' by Beyoncé

This video used editing techniques such as:

• Speeding up clips
• Reversing footage
• fast paced jump cuts that were not in sequence

I think the reverse editing and jump cuts worked effectively in creating a crazy/fun feature of the music video. As an audience member I could decode from the editing techniques that the artist was portraying the fun elements of creating a  music video as it looked like it had been filmed on an iPhone. As well as this the artist has been portrayed to be a sexy, independent woman as she poses for the camera and is wearing suggestive clothing. This for example is the tight jeans and the white crop top to show off her midriff. Being surrounded by other girls indicates she is getting ready for a night out with her friends.


The second music video I watched was 'Where are U Now' by Skrillex and Diplo with Justin Bieber.
This video uses editing techniques such as:

• Animation
• Green screening 
• Reverse footage

From watching this video the animation worked well as they printed each frame of the video and got members of the public to draw on it. They then used this to be featured in the video, so using a green screen would have helped them accomplish this. This is effective as they used the artists' audience to draw a how they perceive the artist to be on each frame of the clip.  The animation also worked well as is used bright, bold colours that stood out from the artist and the backdrop, as well as using the artists audience to be a part of the video by drawing over each shot to create a representation of him.
This final video I watched was sung by Calvin Harris and is called flashback.

This video uses editing techniques such as:
• Reverse footage
•  Speeding up and slowing down shots
• Order of shots

The order of shots does not follow Todorovs theory of equilibrium as everything is not in chronological order. However this music video does use Goodwin's rules in creating an understanding for the audience as the lyrics link to the visuals. Not only 'Flashback' is the title of the song, but the order of shots allows the audience to decode that the artist is remembering the night before. The use of the speed of the shots also helps the audience to decode what is happening as they have used short shot duration when using the flashback then long shot durations for the present.

Overall I think both videos worked well in focussing on the editing to create a good music video. From watching both of these videos I will use the reverse footage, order of shots and speeding clips/ jump cuts to create an engaging yet inventive music video as these features were effective in the music video I had watched as these were the most effective when watching these videos.