Proposal

I propose to write, shoot and direct a music promo video, together with a cover for its release as part of a digi pack, and a magazine advert for the digi pack. This blog will record my research, planning, and evaluation. By creating this blog I can keep track of my progress and incorporate different areas of technology.

My chosen song is ‘Youth’ by the band Daughter. This song is from the Indie Rock genre and I therefore plan on reflecting this in my video with my use of shots, colour palate, narrative and costume. A lot of my choices will be ‘alternative’, which dismiss the conventions of mainstream music videos, and appeal to the niche market of my particular genre.

Daughter - Youth

Conventions of an alternative or indie music video are the following:

• They have a narrative.
• They display cultural aspects that will appeal to an alternative audience, e.g. Clothing and hairstyles.
• They contain powerful imagery and do not solely focus on the artist- my research into videos by Jamie T and Laura Marling show artistic shots of landscapes and objects rather than just the artist.
• Interesting colour palates such as sepia or pastel colours, softening effects, make the video look abstract or vintage. Very artistic.

I plan to use these conventions within my own video to allow it to appeal to my target audience and also to help it compete with other videos on the market of the same genre.

Conventions of other videos on the market I do not plan to use:

• A studio- would not appeal to my target audience and I want my video to accompany the music in being artistic.
• Heavy focus on the artist – like other indie videos, my video will have a narrative and will therefore not include the artist. Eg. Jamie T – Emily’s heart.
• CGI – I want my video to be very simple and natural as this is the style I see commonly in alternative music videos, special effects are mainly used in Pop videos (eg. Lady Gaga).