Artists Permission

Target Audience

We have decided as a group that are target audience is going to be a wide range of people because of the time era that our song is from we our trying to modernize the music video but yet still keep the 80's wthin it so that we will have two specific target audiences. For the young audience it will be 16-25 because of the modernness of our video and the fun party atmosphere. The older audience will be 30-50 because they will be the most familiar with the song and the type of music.

Upon looking at Madness music videos and others in that their genre, it is clear that there is an audience for them. The song that we are doing has over 4 million views on YouTube showing that it is a popular song and people listen and watch.

Similarly The Specials - Ghost Town has over 2 million views.

Pitch

The original idea that we were trying to sell to the audience is that our music video is going to be performance based and also have a storyline. The music video is going to have the band playing through the music video and the audience will see it and we will see the main artist walking through a house going into loads of different rooms experiencing lots of surreal things. Each room will have a different theme from a film such as Grease, and Alice in wonderland. It will show what he goes through and hopefully if it is successful because every like the idea if we are able to create this. It will finish by them all chasing him around the house and as he enters the rooms his costume will change to match the theme set in that room.

The feedback that we received was all mainly positive as every seemed to enjoy our ideas and thoughts we put us in a positive situation and made us feel good about out idea as all the positive feedback that we received means that people think our idea will work and also means that we are able to develop and add on to our original ideas and not have to re think what we have decided to do. It takes additional stress of our shoulders as we can go ahead with our ideas. The feedback was very helpful because we now know that we are heading in the correct directions to produce and create a successful and an appealing music video for our audience.

Now we know that we are on the right line it will help us with are research as we now know what we are looking for and the type of things that we are needing to include to make the audience happy.

In my conclusion I think personally the pitch went extremely well and we managed to receive very good feedback and we are able to develop our ideas instead of going back and adjusting them as we know that we have managed to produce a good outline. The feedback was very useful as we was wanting criticism too and we was able to answer all questions that people where un sure about.

Target Audience Profile

I have interviewed two people for this piece of target audience research mainly because we would like to make a song that is from the 80's more popular for the teenagers and adults from the 1990's . The peoples names that i am going to interview are Megan Johnson who is on the right and who is 17 years old and Clinton Maure who is on the left and who is ....years old. I have chosen to ask these two people because they are both from a different age group but both like the genre sca/ indie rock which i think will give us some interesting ideas for our music video . By interviewing these two i think it will give us some good ideas for our music video . To do this i am going to ask them some questions which are relevant to my chosen genre and i am also going to ask them what their hobbies and interests are so that i can have some ideas on what to include into my music video;


What sca/ indie rock videos do you like ? Why?
Megan-  I'm a big fan of The Specials - Ghost Town and The King Blues - Does Anybody Care About Us? because I like the political messages they emulate and the symbolism included in their videos.
Clinton- I like The Kooks-She moves in her own way. I like this because it is catchy and upbeat .

What do you like to see in a ska//indie rock video? Why?
Megan- Symbolism and hidden meanings because I think it adds more depth to the video.
Clinton- I like to see relevance to the video of the song otherwise it doesn't make sense.

What don't you like to see in a music video? Why?
Megan- Conspicuous consumption - the overuse of flashy brands/cars/etc because it detracts the attention of the audience to things that are almost completely irrelevant to the song.
Clinton- I like to see dancing and good times in a music video , I like it to be upbeat.

What would you like to see more of in a music video? Why?
Megan- Promotion of the artist and obscure camera angles because it keeps the audience engaged with the video.
Clinton- More of a performance based video because i like to know who the artist is.

Which artist from the genre sca/indie rock music is your favorite ? Why?
Megan- I like ska artists such as The Specials, The King Blues, and Madness because I think they are ideal representations of the 'ska' genre. I also like indie/rock bands such as The Strokes  and The Libertines because the passion and furore that is prevalent in their music is rare to find in mainstream culture in recent years.
Clinton- The Killers because i like how they sing .

Do you prefer upbeat music videos or slow ? Why?
Megan- I think the beat of the music is irrelevant - as long as the editing is at the same pace as the tempo of the song then any timing can be equally effective.
Clinton- I prefer upbeat music videos because it keeps me entertained .

What are your hobbies? Why?
Megan- I like singing, playing guitar, reading, and writing.
Clinton- I love to sing and do karaoke because it is empowering and i enjoy it .

Who is your favourite artist? Why?
Megan- It changes a lot but at the minute it's The Velvet Underground because their influence reaches far beyond the music itself - almost every band circulating at any point in time since their separation can be directly linked back to The Velvet Underground.
Clinton- Hall and Oats, because i enjoy their music .

What clothes (Including brands) do you like to wear ? Why?
Megan- As a member of society who is not particularly wealthy, most of my clothes tend to be from 'cheap' shops such as Primark, however, when I can afford it I also like to wear Fred Perry but they're not cheap!
Clinton- Jeans and a polo shirt with no specific brand because i like the way that they look .

Are these cloths from a particular year such as the 1980's?
Megan- Yes, they are. The working classes in the 80s were at rock bottom of the social hierarchy and therefore had to buy  whatever clothes were available at a cheap enough price too.
Clinton- No they are not .

What locations do you like to see in music videos? Why?
Megan- A variety because it keeps the audience interested.
Clinton-

What themes do you like to see in music videos ? Why?
Megan- I like to see themes that can be interpreted in different ways so that the video makes a lasting impression on the audience.
Clinton- Dancing, singing and half naked women because it keeps me interested in the video. It gives me something to look at if the song is rubbish .

Would you like to see bright clothing in a music video?
Megan- Yes but it would be dependent on the tone of the song.
Clinton- Yes because it does not look boring .

Would you rather a music video have a story line or not ? Why?
Megan- Often it can be interesting to have a narrative in the video but again - depending on the tone of the son, sometimes a key concept can be as effective.
Clinton- I would prefer a music video to have a story line because it make the video more interesting and shows thought on what they have produced .

Generic conventions of my chosen genre

Early Ideas

We feel that doing more of a disjunctive music video would suit the song better and also it would help us being more creative in a way that there is no basic story line or scrip-t for us to follow. We are choosing not to follow the lyrics in the song as that would be extremely similar to the actual video so we are choosing to use various shots of different location in a chosen manor that we are able to film in to use for scenes with loads of people in it and we have also managed to locate a place where we can use plane hangers and warehouses to film the band playing the song as well. We chose this type of setting because we thought that it would be ideal and with the music video jumping back and forth from the band and the house gives it a modern affect but yet still are able to make it different from other music videos. We are also going to make the music video a little comedic in a sense that because we are unable to get hold of a real saxophone we may choose to use a blow up one to give a sense of humour to the music video but this is just an early idea we may end up choosing to go a different route but also we may be choosing to use other inflatable objects for example to show how packed and 'Mad the house hold is we may shoot a bathroom scene where the bath is full with bubbles with people in it throwing inflatable objects and beach balls around.

Song Choice

The groups song choice is 'Our House' by Madness. The reason for this choice is because we feel like we are able to do a lot with this song and for the video even thought the song already has a music video we chose to pick it because the music video seems to be very simple and we are not going to view the video very often so they we are unable to take and copy any of the ideas. We feel that because the music video is just of the band mainly in the house we will be able to turn the hole music video around and create our own piece that will not resemble to the existing music video. We chose this song because i feel that the more 80's styled music and rock would mean we have more choice and chance to be creative with the song and music video because the videos in the 70's/80's are very basic and mainly consist of the band playing the song.

Lyrics

Father wears his Sunday best

Mother's tired she needs a rest

The kids are playing up downstairs

Sister's sighing in her sleep

Brother's got a date to keep

He can't hang around

Our house, in the middle of our street

Our house, in the middle of our ...

Our house it has a crowd

There's always something happening

And it's usually quite loud

Our mum she's so house-proud

Nothing ever slows her down

And a mess is not allowed

Our house, in the middle of our street

Our house, in the middle of our ...

Our house, in the middle of our street

Our house, in the middle of our ...

Something tells you that you've got to get away from it

Father gets up late for work

Mother has to iron his shirt

Then she sends the kids to school

Sees them off with a small kiss

She's the one they're going to miss

In lots of ways

Our house, in the middle of our street

Our house, in the middle of our ...

I remember way back then when everything was true and when

We would have such a very good time such a fine time

Such a happy time

And I remember how we'd play simply waste the day away

Then we'd say nothing would come between us two dreamers

Father wears his Sunday best

Mother's tired she needs a rest

The kids are playing up downstairs

Sister's sighing in her sleep

Brother's got a date to keep

He can't hang around

Our house, in the middle of our street

Our house, in the middle of our street

Our house, in the middle of our street

Our house, in the middle of our ...

Our house, was our castle and our keep

Our house, in the middle of our street

Our house, that was where we used to sleep

Our house, in the middle of our street

Our house, in the middle of our street

My Group

I have chosen to work with to other people that are call Lillie Cram and Jessica Hordon who i believe will both put in equal effort and we will not have trouble on meeting deadlines and having trouble with time management too. I think this is a positive to have between a group of three especially because  in my previous group for the film opening the time managed and deadlines where hard to keep up with due to lack of communication and also for the reason that we were a big group of 4 which is hard to handle. Also people where unable to attend every day that we chose to film which showed lack of communication.

Music video Conventions

What makes a music video appeal.

I went in a pair with Jess Hordon and we researched and viewed various music videos and took notes about how they appealed to us and what made them appeal to us and why we liked them so much. We looked at the type of techniques and editing that made all of this work.

The tinted colour made the scene look western and have a urban setting about it. The music was slow paced at this point meaning the editing was slow to. This went with the speed of the song. With the main singer looking into his reflection in the window the reflection was blurry and gave the effect that it was hot as the image gave the same affect as it does on a hot day on the road. Also with him looking in to the window it shows him plucking up the courage to go into the bank. With the surroundings being so empty and the only people around wearing suits and black shades this connotes a sense of danger around the corner.

When the speed of the song speeds up the editing of the songs speeds up and the colour changes to black and white to signify the security cameras in the bank. With there being numbers counting down when the view from the security camera is shown this shows that time is running out and creates suspense and you start to become nervous and worry if they are going to make it out which i think is a great technique for the audience to engage and carry on watching the music video. With the security camera having a low angle you can't see their faces so it also creates enigma.

There was a lot of creativity used in this music video that was used wisely for example the use of the guitars for weapons. i thought this was a great technique and also when the bullet shells fly up it gives a dramatic affect to the scene where they are firing there 'weapons'.  I also thought it was creative when they end up robbing the bank and stealing music notes not actually notes (money).

The music video also starts at the end with the music notes flying about where as at the end they get chucked. In my opinion i think the hole music video is very smartly put together and created. i found that the more action and up beat music and editing the more engaged the audience keeps.

Breif

A promotion package for the release of an album, to include a music promo video, together the following two options:

 a digipak for the album’s release.

 

a magazine advertisement for the digipak.