Genre Convention Research

We decided, that to gain a better understanding of the genres of our two final ideas, to research the typical conventions. We thought it could also give us inspiration for more shots and scenes in the video:


This is what we found were the conventions of the electronic genre:

And to sum up into smaller notes :

And this is what we found about the pop music genre:

To sum up:

We found it difficult to piece together our electronic research, a team member mentioned a band they knew called WBT, we listened to some of their music and brain stormed using some of our genre research. We managed to come up with a new idea that seems to flow a bit more. 

Our brainstorm:

Narrowing Down Our Concepts

We have narrowed down our working groups into a group of four, and have taken our two favourite ideas and started to look into further detail and are planning to pitch them at a later date.

The two ideas we chose are...

Music Video Concept Three

This band is called The Summer Set.

  For my final initial music video idea I decided to use their song, 'Lightening in a Bottle.

They did not have a music video but they had a similar song called Maybe Tonight:

From their images and their music video, a few words come to mind:

• Young
• Fun
• Colourful
• Natural
• Girls and boys
• Party

They seem to represent a very fun and happy party image, very much for the elder teenage market. With these words and the representation I managed to conjure up another music video idea:

The Band:

I would firstly re-name, the now all boy band, 'Bright Orange Spectacles'.

They would be four elder teenage boys, and their market would be elder teens. They would be attractive to girls and relatable to males.They would have a very festival feel to them, with lots of colours and feathers. 

The Video:

The video would consist of a performance and a light narrative, built up with thematic and symbolic moments.

The performance would be the band playing in different places, for instance on a roof, in a studio with coloured lights and possibly at a concert. 

The narrative consists of the four male band members, and four other attractive girls ( unknown). In each verse, is a different band member and one of the girls flirting or cuddling e.t.c. For example, one could be them at a bonfire together, another in the back of a car chilling or in a field having a picnic.

It would be very light hearted, young, and full of flares colours and dancing. To give a happy feel for audiences. 

Music Video Concept Two

This time I decided to come up with a far more mainstream idea, and create and artist like usher or Robin Thicke. If we these two pictures I have chosen them 
for a specific reason; both stars are surrounded 

by attractive young females. Now we wonder
why this actually is; in fact it is a very clever 
phycological marketing tactic. We can make the
male star as attractive as possible to female audiences, but however this does not always completely work with all females, therefore they use the 'surround with girls' tactic. 





If we analyse this quote about jealousy:








in other words it is saying that when we are jealous or in competition of something, that we love it more. 

I we relate this idea back to our stars, we could say that by surrounding them by girls creates a competition, and sometimes due to this we actually want that person even more as we want to 'win' this competiton. This makes fans like girls even more.

Another way of looking at this a following the crown method. This article explains why people follow crowds:

http://www.telegraph.co.uk/science/science-news/4240758/Mental-process-which-explains-why-we-follow-crowds-revealed.html

Linking this back to our star, we could say that if we see these other girls liking the pop star ( by dancing around him and flirting e.t.c.) we will want to fit and like them too, as they represent the masses. The more that we like the artist the more likely we are to buy concert tickets, albums and singles.

My new music video idea is largely based upon this research.

Artist name: Boy Racer

Star Image: very flashy, materialistic, young, flirty, money and women.
( women being the key factor in the music video due to the above research)

Song: Black and Gold by Sam Sparrow. 

Music Video concept:

The video would consist of 5 sections, flashing around from the beat to each one.

1. The artist on a gold armchair with a bottle of champagne
2. artist in a black studio with lots of girls dancing around him, he is wearing a suit
3. A james bond style golden girl, sprayed in gold paint in a black studio 
4. A flashy black car, with him at the wheel, and green screen of the night behind him
5. An attractive girl in a gold dress on a motorbike, and of her leaning forwards as if riding with a fan in her face as if she was going forwards.

Music Video Concept One

 For each initial music video idea, I came up with a star or a band, who would become a product and who could connect to a certain audience. I would then choose a song suitable for my artist that would be appreciated by audiences. I then researched into the actual song's artist/s and how I could incorporate their themes and style (within a certain extent) into my own music video of the song.

My first idea for an artist and track:  

Mark Sinclair.

This is name of my artist because the audience I have chosen is middle-aged males and females. I chose this name because 'Mark' is common for their generation and already sets an expectation.

He would be an older artist someone like peter Gabriel or Eric Clapton. He must seem quite rugged, casual and attractive. Someone females find attractive and males a role model.

The video would consist of two sections. One would be a narrative.

It would start with an older couple arguing (something that the audience can relate to). It would then go back to the start of their relationship (made clear through hair clothes and jewelry, that these are the same people). They may meet through friends and then go on a date. The next section would be the couple, but slightly older, in the next stage of their relationship. For example they could be engaged or pregnant. The final section is a replay of them arguing; however this time the argument is resolved and they are happy together again. This is all very relatable for the audience and has positive ending with a 'feel good factor'.

Also in-between the narrative mark Sinclair will be lip-syncing to the song in a studio. The studio will be a black set with pictures hanging from above on strings to give a reminiscent feel.

Target Audience Research

To explore possible target audiences, we watched three music videos and discussed how they appeal to their target audience, considering how we could use similar ways of appealing to an audience of our choice. 

Beyonce: Blue


All the people who said they liked the video were female, this could be because it has maternal qualities, as it includes lots of children and is a quite intimate style of filming- as if it is a home video. It is also quite gentle and easy to watch, which is generally a more feminine quality. Here we see Beyonce stripped of makeup and with her child, therefore we are seeing her as Beyonce the woman, not the performer.

Kid Cudi: Pursuit of Happiness



This video is celebrating typical hedonistic values, which is a trait often associated with teenagers and young adults. We see everything except him in slow motion, this shot makes implications of drug use, therefore it appeals to the young adults who find the drug culture cool. There is also a sense of living in the moment, with no consequences, which appeals to young adults under the stresses of modern life, as it is something they strive for. 

Avril lavigne: When You're Gone



This appeals to the variety of female fans who have grown up with her, therefore has got older themes of missing people and love, something all females relate to. Women are commonly more understanding of emotions, the close ups on her face are personal and she shows the emotions through her acting.

Rough Cut Feed Back

To try and find what our strengths and weaknesses of our project were we decided to show our music video to some people and get some feedback. We wanted to know if the narrative that we were trying to portray of the music video was easy for everyone to understand. We also wanted to know what were the most popular aspects of our music video and bits that people thought that we should change. Here is some of the feedback that we got: