CASTING
When casting my music video I categories the main three factors into: genre of the song, capability of the artist and the audience.
This will allow me to understand what it is that the audience is expecting to see from that genre and what the genre includes- how it uses the camera, what editing it uses and how it represents the artist. It will allow me to make certain decisions and stick to the plan by having a clear understanding of the genre I chose.
Genre of the song:
I also need to have a clear understanding on how the artist is in the video- he's dangerous, part of a gang, someone popular, important etc. and I need to make sure that in the music video I'm clearly showing that through the shots, camera angles, costumes, mise en scene etc. this will allow me to be more understanding on what the audience wants to see.
Capability of the artist:
I also need to understand what the audience is expecting to see to make sure the message i want to give is reachable and understandable. Therefore, i constantly have to be looking back at what the audience is expecting to see and what they would think if they saw a certain shot- this means that I constantly have to put myself in the audience's shoes to see if they'd understand the message I'm trying to give.