Pitch presentation

Our Pitch-Outburst
studios
By Alysha, Nicole and Emma

What is your song and why did you pick it?
The song we have chosen is Ella Eyre ‘We don’t have to take our clothes off”. We
believe that this song has a good message that we will be able to portray through
our video. We are trying to portray the message that you don’t always have to
follow the negative things in life that society may be forcing you to do; i.e peer
pressure,and within the song the clothes are used to grab the audience's
attention. We also like the style of the song itself as the genre was R&B/POP and
we thought this was a broad genre to work with and therefore allowed us to
choose a range of research to help get ideas from other videos that were
particularly similar. The song as a group is also one of our favourites as a group
and we thought it was so important to choose a song that we liked, as it would be
easier to work with and therefore gain more ideas from it.

Who is your ‘artist’? What have you called them?
Our artist is a young teenage girl who is facing the social struggles of growing up
in a world full of stereotypes and expectations, which we would like to express and
challenge throughout our music video. Therefore we will portray our artist within
our music video in a way that the audience will be relate till while still keeping it
fairly strange and quirky. We are thinking of calling our artist a unique stage name
which will tell her apart and therefore reflect her personality perfectly, therefore by
calling her ‘Pixie’, we have done this to make her feel like an actual person to the
audience and not just someone in the music video, we want the audience to be
able to have a bond with our artist so they can connect with the video and
therefore enjoy it.

What brand identity are you going to be creating for them?
The brand identity we would like to create for our artist is one that revolves around
the genres of R&B/ POP. We will therefore be looking at other brand images of
music videos that surround that genre, to get and achieve an expert idea of what
image we need to create for our music video. We are looking to create something
that links to the song itself which we’re using ‘we don't have to take our clothes
off’, and also the style of video we want to create which includes everyday
struggles and a nightlife theme, which we learnt was the most popular themes and
location within our poll daddy questionnaire. We also would like to create our artist
to have a unique flare about them and portray individuality. We particularly liked
the artist Alessia Cara as her music and music videos incredibly inspire us to
therefore make something unique to our artist much like she has.

Why will your chosen song and artist appeal to the target audience?
As a group we decided the age of our target audience is between 14-20,one
reason for the specific age category was from our Polldaddy survey as we
gathered our audience is mainly from the younger generation. The
message/meaning behind the lyrics will be relatable to young teens in relationship
has the whole song is about the pressure of doing sexual activities, and how
couples should actually get to know each other and although the message of the
song can be focused on almost anyone any age we decided this message is more
vital for the younger age range as normally it is new experience.The gender of our
target audience is vital however once again we have listened to the result of the
poll daddy survey we constructed.

The pie chart shows the dominant
gender which is female,where 75%
of our participants are female.
However we don’t want to just focus
on this one particular gender has
young boys can also be pressured
in relationships therefore our
audience is aimed at both female
and male late teenagers. However
although our target audience is
mainly focused on females we will
make the music video also relatable
for males.

What style of music video are you making?
In our music video we are trying to portray more of an R&B genre. We are
going to try and follow the typical conventions within the genre and also at
the same time portray a message and a narrative that not everything has
to be forced in society, the style also includes struggles of being young
and vulnerable. We believe that this would be a good style and narrative
to use as it will allow the audience to relate to the video. One of the videos
that has influenced the styles we are going to incorporate in our video is
John Legend all of me, we liked the black and white setting of the music
video and believe we can take elements from the music video to create
our own tone and mood.

What will happen in your music video?
Within our music video we have chosen to create the artist who is an outsider to the
narrative of the video and therefore through the lyrics is explaining her perspective of her
surrounding which highlights her thoughts and feelings. We are going to use a nightlife
location therefore we believed the streets of London would be the perfect location. We are
going to use two separate characters in the video to act the story. We are going to try a
present the different struggles that you might face within a relationship (e.g. being
pressured).In addition another shot will be used and the artist will be singing the song but in
the same location as the couple was. Our artists look will be extravagant compared to the
other actors we have used to highlight her and to use clothing to reflect her personality. We
would therefore like to work with this idea so our audience will be able to understand and
relate to the narrative and message that we want to portray.

What real music videos has influenced you and
why?
A real music video that has particularly influenced us is ‘here’ by Alessia Cara. We
liked the use of freeze frames of party life around her, with her singing at the same
time. This then helped us to use the idea of having a narrative going on in the
music video as well as the artist singing. We therefore thought this was an
interesting way to create a music video, by having a variety of shots between the
artist singing and the story, as it allows the audience to connect with the artist and
may also relate to the narrative at the same time. Furthermore the party/nightlife
being used in that music video is also what we would like to achieve in our music
video, and also due to the characters being in there youth stage it helps us to
achieve a young target audience.

What will be your visuals style(mise-en-scene/camera/editing) Were you influenced by any real
media videos? Include a moodboard of your ideas?
As a group we gathered a lot of ideas for our visuals this was because of the individual research of real
music videos. With each of us analysing 5 different music videos the content we gathered and focused on
presented us with a lot of ideas. For example the majority of pop/R&B songs we analyzed contained a
clear narrative regarding on the lyrics of the song and a typical convention both of the genres is for the
artists to be within the narrative such as Keri Hilson-Knock you down and Rihanna- We Found Love.
However the song Sorry by Justin Bieber doesn’t even have the artist in the video at all and is just a
performance video. We want to challenge these conventions and have our artist not involved within the
narrative and instead have her looking at the different scenarios of the different narratives. We was also
intrigued by the choice of lighting tone within John Legend all Of me which throughout the duration of the
video is in black and white until the end which slowly fades into colour however also the tone of We found
love is seen almost as a sepia tone throughout the entire video. We also was made aware that each video
consists of different scenes and shots. The most used shots include: extreme close ups, long, establishing
shot, point of view shot. Therefore we will use a variety of different shots within our video.

The editing of each song varied depending on the speed of the song. However the majority begin slow
paced and then become quicker throughout. As our chosen song starts quite slowly and then becomes
more fast paced near the end we may use the fast pace but also the cutting of different scenes as that
was a top convention throughout all the music videos. It’s also important to notice the importance of mise-
en-scene whether it’s the costume,props or the setting all these elements are needed for a pop/R&B soul
music video. For instance in every single video it contains conventions of that genre for example in No
Diggity gold chains baggy jeans are all associated with R&B and soul. We want our location/setting to be
different, therefore we have an idea of having 4 main scenes/setting i.e a party/nightlife/everyday
setting/bedroom and just cutting to different scenes throughout the video. Also we noticed that not every
video contains miming throughout for example, during the narration scenes there is no miming from the
artist and it encourages the reader to focus more on the storyline. This is a convention we want to follow
and to demonstrate in our video. We have chosen three videos we like the style of: Here by Alessia Cara
the artist is watching the narrative whilst at a party which we enjoyed and want to try to copy the style of
the lighting and camera work also the artist Alessia Cara can also be compared to our Artist Chloe Sparks.
Our other videos that we are most likely to use is John Legend-All of Me and Rihanna- We found love.

What is your artist’s unique selling point?
Our artist's unique selling point is that they reflect present society and they are
dressed in an over exaggerated expression full way which therefore tells them
apart from other artists within the music video. They also show a similarity to our
audience as it expresses struggles and helplessness that a large variety of teens
and young adults may be facing in today’s society. We also like how the style of
our music video fits the song perfectly as it suggests that ‘you don’t have to take
your clothes off to have a good time’ portraying that you don’t have to be intimate
with someone to have a good time in general, as this seems to be becoming the
current trend. This will therefore create a unique selling point as it will help
audiences relate well to the narrative of what our music video is trying to put
across.

How will this be clear from your overall promotional
package.
The promotional package we will use for our artist is again something that reflects
her personality, therefore we need to do something wild and out there on the
artists cd, poster image etc of her single that we will be producing. It will include
bold colours which of course reflect her music and her on the front to give
audience an insight of the song before even listening to it. Considering the fact
that she’s seen as not part of the narrative within the music video as is an outcast,
although we want to create a big image for her as an artist herself, where she will
be able to expand her musical image in the future therefore by making her image
very bold and well know; which will make her more popular and therefore more
recognisable within the media.

Comments and constructive criticism
Pie chart- considered audience
Considered lifestyle of the artist, creating an image etc
Casting
South bank location because it’s well lit
Alessia cara music video was good as it doesn’t follow the typical convention
Thought the artist through very well, no idea of ancillary and location need to
expand
More locations of the couple

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