PROPUESTA DE UN VIDEOCLIP COVER CINEMATOGRÁFICO COMO ESTRATEGIA DETERMINANTE PARA IMPULSAR LA IMAGEN Y EL VALOR DE MARCA DE LA ARTISTA CAROLINA AGUIRRE

Abstract

Music videos have become one of the most consumed visual products. They serve as a promotional piece for artists and their music. Today they are considered a key element in a musician’s career. Carolina Aguirre, Miss Ecuador 2012, has started a journey in a music career and wishes to promote her talent and music by making a music video. To achieve this I proposed to produce a music video of cinematographic characteristics which should showcase the artistic talent that Carolina has. This implicates formulating the visual content y searching for the correct production crew to execute the idea. By means of brainstorming in conjunction with the members of the project participants, it became possible to establish a common ground for the content that we would shoot for this video. A pre-production process was initiated to establish the graphic references needed to communicate the visual intention. Additionally, a production plan was elaborated to allow the execution of the scenes that had been though out in an effective fashion and within the possible timeframes allowed by the budget. The shoot took place over a period of 2 days, with a total of 30 hours shot. 6 short scenes where the artist performed the song. A total of 4 different locations and production crew of 7 members were needed to establish the scenes. Given that the video was shot on 5k RAW resolution it was necessary to prepare a workflow plan for post-production. The editing was done by generating proxy files and using REDCINE-XPRO to colour grade the footage. Before finalizing the final phase of the project a small promotional campaign was done by uploading behind the scenes media to the social networks of the artist. Not only was the artist/client satisfied but surprised as well, as her expectations were exceeded with the final results of the music video. In conclusion, well thought out planning will lead to a good execution. In spite of the project flowing from beginning to end without much problem I would recommend a larger production support for producing a piece like this