After months of deliberation and about twenty hours spent in front of a computer screen, I have finally finished editing my pop video. The editing package we were entitled to was Final Cut Pro with Adobe After Effects, although in the end I didn’t need to use Adobe After Effects because of the calibre of the footage we shot on our shoot day. As I edited my pop video, I found more and more that I was taking the pop video in a better direction than our storyboards depicted, thus I built on my own ideas as opposed to the ones I had previously laid out. This isn’t to say that we changed the idea; some of the elements we had pre-planned were included. For example the introduction wherein the DJ is clapping or the scene with the man walking away from the car.
As far as a rough cut is concerned, my pop video was already at its final stages; I never actually had a designated rough cut. I went straight to my fine cut. I had various alterations to make to the structure after the film in itself was ‘finished’ and I still needed to make sure the film stuck to its continuity style of editing. An example of one error I made in terms of continuity is where the gang scene breaking the fridge are doing their ritual of blood brothers, I cut in a shot that portrayed someone different performing the act, this didn’t work as the focus was taken away from the grim nature of the act, and left the audience confused. I changed this by putting in an establishing shot of the gang. 
In terms of selling the song, I tried to subvert the stereotypes laid out by Keith Negus by editing the video to obscure the DJ’s identity and not make him into one of the leather-clad lotharios that plague the world of the popular entertainment industry today. I wanted to establish the identity of the artist similarly to how Daft Punk and, the original artists of the song, The Bloody Beetroots.
I chose to use continuity editing because discontinuity editing would have, in my opinion, taken away from the main narrative. Continuity Editing is when you edit a video to make sense visually, for example a man wearing a red hat continues to wear the same red hat throughout the video. Discontinuity is where you edit a video to create a sense of unrest in the viewer, usually building to some kind of climax. 
The above is an example of The Rule of Thirds. The eye is immediately drawn to the gang member's cigarette, and then to his young looking face, which connotes feelings of a kind of sympathy because this 'boy' is effectively throwing his life away on the destructive course that he is on.
This is another example where I have used the rule of thirds, the eye is drawn to the obscured face of the DJ, wherein the point of this shot is to subvery stereotypical star promotion, most pop videos would have a the lead star spangled and front and foremost in their pop video, here we have chosen to obscure the DJ's face because it is not about who he is or where he was come from, but about his music and the narrative.
