Amelia CranstounA2 Media Studies

Ideas Generation

Our music video will be a conventional popular music video length, between 3 minutes to 4 minutes. This is iconic of a music video and therefore identifies with the popular genre we have chosen to work with. It will be based on Lana Del Rays song ‘Young and beautiful’. There will be multiple characters of young adults and friendships groups, following them in a day to day theme and showing them having fun and enjoying their youth.

The narrative is presented by montage editing to reflect memories and the journey of the youth and freedom at the target ages of 15-20. The fragmented narrative shows multiple sides to the everyday lives of friendships. The conceptual narrative is aimed to portray a message from the song, rather than focusing on the love element of the lyrics we wanted to focus on the ideas of youth, freedom, and fun. The narrative has no performance element to make the story comes to life for the audience and makes them engrossed in the message of the song. Also there is no narrative storyline therefore the conceptual video around the lifestyle of young girls would be described best as an enigma.

Originally we discussed filming on a beach front to capture a vintage theme. However as the ideas progressed and the video became more current we decided to use places closer to home that we visit every day or experiences we have had ourselves, and then edit them post production to create that vintage atmosphere. From a day out with your boyfriend or girlfriend to sitting at home. To being on holiday or to a festival with friends. The concepts adapt to the theme of youth, fun and freedom. The idea is to inspire or create a remembrance of younger years. It will be filmed with both professional camera features and also handheld documentary style clips from our phones. This is to create a sense of realism that audiences can relate to and the live clip editing with be more captivating for an audience to delve into rather than a made up story that I shard to relate to or believe.

The setting of an urban city is iconic of an alternative genre and therefore the rustic appearances will also contribute the vintage atmosphere: also iconic of the genre. Secondly the post production we have planned is also iconic of the genre. Taking inspiration from the artists of the song we intend to film for - we have studied her videos and discovered she uses montage editing often, as well as highly saturated and sepia images. Due to her music being alternative, this means we not only are producing work iconic of the genre but also of the artist.

We will use high key lighting to re-enforce the happy atmosphere. To create the vintage film in post-production we will use sepia and black and white filters. To make the camera look like a 35m camera effect we will increase saturation. The use of shallow depth of field creates the idea continuous and montage editing. This in effect will create the vintage look we aim for. We mostly use Nikon Cameras as we get the most clarity and agility with its lenses.

Looking into Neal’s ‘Mental machinery’ our video will have mostly conventional elements taking into consideration we will use male objectification, romance and pretty scenery which will attract our target audience. However out video can be seen as unconventional as we do not use performance elements which is stereotypical for pop culture videos.

Amelia CranstounA2 Media Studies