As I was scrolling through the Long Road Media page, I randomly clicked on a group and I found that the group I clicked on also did a music production on JLS - PCD! I therefore decided to evaluate their video and compare it to our finished product.
The group took a very different approach to ours and featured a female character in their production. The female character worked well, it gave the music video an aspect of voyeurism and the lyrics matched the visuals very well because of this. The "bridge" location where one member of the group was in the spotlight was also really effective. They obviously knew the conventions of "Hip-Hop" and, much like ourselves, added lighting to enhance their overall product.
The video does, however, have many setbacks. The first major one being that the lip syncing isn't all intact. There are many scenes where the lyrics aren't in time with the performer. Another big issue is the lack of variety in their locations. They only used two locations and each clip went on a little too long, therefore dragging their production down a little. As a viewer, the video seemed too repetitive and wasn't conveying the genre well at all. Also, the first few seconds of the music video seemed to have a second of a clip that wasn't intended to be there - this makes the production very unproffesional right from the start. A final critisism is the lack of effects. Had they of added some cross dissolves or maybe more fade in/fade outs, it would've enhanced their music video that much more. The final piece seemed too much like a "student video" and it wasn't reminiscent of a JLS video at all.
Overall, without sounding too negative - their production was OK. They could've tweaked it a little bit more to enhance it further, however. I believe our production is more successful in conveying the "Hip-Hop" genre and whilst we didn't include a female character, it just proves that our production didn't actually need one to make it successful which was one of our initial fears.