KEY ELEMENTSWhat I need to include in order to conform to the expectations of the genre, my audience and what is expected in regards to the song itself.

GENRE IDENTIFYING TRAITS

• The genre of the song Black and Gold by Sam Sparro is dance-pop and therefore I must follow the standard expectations of the style and content within dance-pop music videos. However, despite the song being dance-pop, it is in a distinctive style that is reminiscent of R&B and jazz music.

• In dance-pop, there are specific traits that are found in most of this genre’s music videos. These are;

• A strong emphasis on the beat, enhanced through the editing and performance of the song.

• Polished production for a good quality final piece.

• Dancing or performance in some form.

WHAT MY AUDIENCE EXPECTS

• After conducting my audience research, I discovered that the people in my target audience of young adults preferred music videos to include a storyline as well as dance and lip syncing as is appropriate for this genre of music. As well as a storyline, my audience expect to see attractive and talented people that they can aspire to in the videos. What they don’t want to see is an exploitation of different genders and an over-sexualised lead in the video, whether male or female.

• In concordance with both the genre of music and my target audience, I need to create an air of sophistication and class as well as produce the image of luxury and magic. I aim to do this through the use of costumes, a talented group of dancers and lighting.

THEORISTS

• Sven E Carlsson- Carlsson theorises that using and exploiting binary opposites, like black and white, good and bad, boys and girls etc. enhances the narrative of a music video. I am going to focus on the ‘black and white’ element to emphasise opposites. My video follows the theme that opposites attract.

• Andrew Goodwin-Goodwin believes that there should be a relationship between the visuals either illustrating, amplifying or contradicting the lyrics. In concordance with this, I have analysed the lyrics of the song and chosen to follow the theme of star-crossed lovers from opposite sides (Black and Gold). I have also picked up on the dream-like quality of the lyrics as there is a lot of reference to ‘matter’ and evolution etc.

CHECK LIST

I must edit to the beat I must include performance- preferably dance I must ensure that the mis en scene and then editing is polished and

creates the correct atmosphere I must recruit strong dancers ( a group and a pair) I must include a variety of different and dynamic shot types and locations I want to include lip syncing I want the dancing to tell a story (storyline) Use colour and lighting to tell the story and create dynamic visuals Show the artist’s name at the beginning of the video