Planning editing styles

Editing is important for a music video as it is used to provoke a certain emotion or create a certain effect on the audience so that they can relate to it and so it is entertaining. For example, quick cuts in a dance video creates a fast paced video which makes the audience want to dance along or feel amazed at the artists party lifestyle. Also colours and fillers can give the scene a completely different feel. A hazy filler can make it seem old so it is a narrative idea as the artist would be showing a scene from years ago.

The editing styles that we are using are firstly, slow editing for when we show a can with alcohol dripping out onto the floor. This is to slow the scene down and to emphasise that the video is addressing the partying concept and lifestyle. This is conventional to the dance genre as a symbol is often emphasised by using slow editing so that it remains in the audiences mind and they understand the video. For example Swedish House Mafia use this technique in many of their videos in order to symbolise a certain concept. This will build a relationship with our target audience which is young people aged from 16-25. This is because they can relate to this partying concept which is so predominant amongst the youth of this generation. They will also see this as cool as their idols are promoting and showing alcohol.

The next editing style that we will use is a fast cut of London City. This will create a fast paced effect of the city and this compares to the busy lifestyle of the people working in it. This will create a huge contrast with the characters in our music video, as they will be represented as hung over and moving slow without a care for work. This will emphasise that there is a huge difference between the youth of today and the audience will notice this and see this as cool as they are also young. This editing style is conventional to a dance music video as artists often contrast between themselves and another group of people by using as certain editing style. For example, showing slow editing of a library will conflict with the fast editing used for a party scene.

Another editing style that we will use is a transitional cut. This will be from the scene set in London in the morning, straight to the night before by the use of a mobile phone. One character will show the other one the video that they caught on their phone from the night before, and this will transcend to the main video of the night before. This is a conventional technique to a dance video as it is linking the two completely different atmospheric scenes. However, this is also a very specific technique that not many artists used and we came up with this transition ourselves. This will engage the audience as they will notice the link from the characters waking up, back to the night before, unveiling what occurred, which the audience are intrigued to see. This will therefore build a relationship with the audience as they will be apprehensive and excited to find out how these characters ended up like they did in the morning.

The final editing style that we will be using is a fade in and out. Here, the background will be the crowd of people partying and the foreground will show a flashing image of the Avicii symbol. This is so that we can promote the artist by showing the album symbol, which will be recognisable for the audience at a later date. It also represents a cult or 'gang' which the audience wants to be a part of if they enjoy the video. Therefore they will be led to find out more about the artist. This is conventional to the dance genre as many artists use editing in order to promote a symbol or logo which could be a sponsor to promote themselves. An example of this is Disclosure, who flashes the logo of their album through their video 'latch'. This is to stand out to the audience and make them remember it.