Concept of our Music Video! Spread your wings, chase your dreams and be yourself

SONG CHOICE

Ellie Goulding – In My City

http://www.youtube.com/watch?v=8VsN4_BR3pM

Brand image This artist is similar to Adele and Gabrielle Aplin. Reasons for this is because these

two artists oppose Mulvey's theory as our artist does not attract the male gaze and does not see the artist as an object. More meaning is given to our artist; her dress

sense will not be flashy but rather professional and casual for a 17 year old girl.

Her image may help to connect to a wider audience as there is not enough 17 year old girls singing pop songs - it is rare. Therefore the audience may want to see a

change in the artists age who do sing pop songs. Additionally this artists image may help to connect with the audience as the 4th wall will be broken and therefore a

relationship between the artist and the audience will be produced.

Influence #1

The music video for this song is extremely stylised through the extensive edits of red and yellow

filters, compositions and motion pace. All these edits are in sync with the beat of the song which is extremely upbeat just like our

music video at some point. As ambitious as it sounds, we feel it would be good to integrate this editing in out music video although if we

fail, we will happily avoid the whole thing.

Lana Del Ray – Summer Sadness

Influence #2

This music video featured some split screens (1:07 - 1:20) which influenced how a small

part in our music video would be. The music video has split screens which change to the beat of the song but in our music video we

hope to change the split screens as the singer take small pauses in the second to

last verse ('Shoulders ache for wanted wings, My city shakes, the fear in me').

Smiler - It's-A-Happening!

In this video, there is a part (2:30 -2:47) where the location have these dangling

things which is used as props for the artist to dance around. We see the

"prop" and artist in close ups, mid shots and wide shots and though we could use

this in our video as we have a location where the location is somewhat a prop. The location is the place with the white

trees in Tate Modern.

Influence #3Jai Ho - The Pussycat Dolls

This music video contains a lot of aspects which would be such as the camera movement which is moving to the

rhythm and beat of the song. Also the huge range of camera shots and

angles are in the video are hugely admirable which can be easily be

taken into our music video. Lastly, the light flares/composition in the video becomes a good effect and ironically help with the simplicity of the video

which could be used in our video.

Influence #4Panic Cord - Gabrielle Aplin

Audience 1

The core audience would be 16-18 year old girls who are either working class or middle class (these classes are more likely to listen to music and are likely to buy her

albums). However Upper class may also enjoy her music as the original artist Ellie Goulding performed 'Your Song'

at the reception of the Royal Wedding and this may be because those who are in this class like the songs which

she has made. This audience is likely to live in urban cities such as London as the music video will be shot around London; tourist attractions will be filmed such as the

London Eye and Big Ben and therefore the audience will be familiar with the location and setting. Additionally

the content of the music video will appeal to the audience as this artist may be seen as a role model and therefore

other girls may want to be like her. Audiences may also be appealed as this artist may be seen as 'different' and

therefore original.

CORE AUDIENCE – SPECIFIC

After having a core audience there is always a wider audience. The wider audience could be other individuals who like the artists music in

general - they may not want to be like the other artists but may be entertained by the

music made my her. This wider audience would be ages 11-15 years old and those who

are other young adults to middle aged women; this wider audience could be related to the core audience (sisters, mother, aunties and so on). The music video will also appeal to these audiences as they will also be living

in cities - more likely to be urban cities such as London, Manchester, Birmingham and so on; these cities are vibrant and multi-cultural and

therefore there is no specific ethnic group.

WIDER AUDIENCE

Our Audiences Expectations of a Pop Music Video Our song choice for our music video is from the pop genre and is a pop-ular genre in the music

industry. Fans of these genres expect quite a few things such as:• Attractive individuals/Voyeurism for sex appeal

– Good looking artists/actors who provide sexual gratification i.e. One Direction or Rihanna

• Good editing which invites the audience to watch– Edits in sync with the beat to make it more enjoyable to watch

• Compelling narrative/storyline which pulls in audience– A storyline/narrative that is interesting leaves the audiences wanting to know whole

story• Visuals are linked to the lyrics• A young artist that is fashionable and stylish

– The young artist could relate to the young audience who need fashion influences• A role model or someone who can be obsessed over

– The artist/s could be a person who is so inspiring becomes the audiences obsession and role model.

Location No.1Bankside – Clink Street

We wanted to use this location due the small pathway and tall buildings

which create a sense of being overwhelmed as if you’re in the city

which directly links to our song which is about being in a city. We

also feel the location will be a great place for when the artists begins to walk in the video and if we are able to find the seating arrangements we can use the pathway for our opening

as well.

Location No.2Tate Modern – Millennium Bridge

We decided to use this location as we feel the trees in this area would become a good prop for the artist to use to create a more intimate video.

Also the Millennium bridge could be a possible bridge to use as we are able to see iconic buildings/skyscrapers such as The Shard and Big Ben depending

on the angle we choose to film from.

Location No.3Westminster – London Eye – Merry-go-round

The main reason we chose Westminster and the London Eye as a location is because we think it’s an iconic place in the London that is easily

recognisable by an audience. Also the merry-go-round would be a nice looking background for our artist and the horses represent freedom.

This artist will wear costume which is not too flashy or too plain. We do not want revealing clothing as we are trying to go against Mulvey’s theory of the male gaze; we

do not want out audiences to see this artist as a sexual object but an individual which is no different from the core audience.

The first costume will be a white dress (may have black in it). The reason for this is because we would like Yasmin Feruz to be bright and stand out from the crowd; pop music video’s often have light colors and therefore we chose to include white. The

colour white will go with the image we want to create that is simple and reflects out target audience but we plan to make it stylish through accessories and such.

Costume

The other costume will be plain black jeans with a white top and plain black vans would be worn. This will be worn to show that this artist is young and still has that

flavor of being a young adult. Additionally this may allow the core audience to relate to her as it will be expected as she is an ordinary girl who does not see herself different

that other girls who live in the city. We also plan to have out artist wear polka dots in a few shots of the music video as the text that will found on album will have a few dots placed around. We feel this will make

the artists names more memorable and recognizable with an audience.Our audience will not expect to see a certain type of costume as there is a wide range

of styles which young girls wear these days – from dresses and skirts to jeans and sweatpants.

Costume

Synergy In our promotional video and digi-pack, we plan to link the image of our artist in

all aspects of advertising. The artists image revolves around stylish yet simple so we think the text and colours will be simple throughout. We feel the font

and size of the text for the artists and albums name should be the continuous throughout all advertising techniques so it easy to identify the link between all

advertisements. Also the dots which are located randomly across the name could essentially become her motif as we plan to use the idea of dots on our music video. The dots are simple yet stylish and they will hopefully make an

audience aware that the dots are associated with out artist.

IndustryFor our artist, we thought it’d be ideal to have a British record

label who has signed our artist and we decided to go with EMI. EMI is a pretty big company as they have signed huge

artists such as Katy Perry, Professor Green and Kylie Minogue. We chose this label because they have signed Gabrielle Aplin

who is fairly similar to our artist in terms of image so we thought they would know how to promote an artist of this

kind. We think the single should be available to be purchased online at first as it would cost less than manufacturing

thousands of CD’s which might not even sell. However, once a fan base made, I am sure the rest of the releases following the

single will be available as hardcopies.

Andrew Goodwin

• Andrew Goodwin believes that music videos do not follow a traditional narrative. He believes they present their narrative differently as opposed to novels and films.

• We are specifically looking at:

• ILLUSTRATION • - The visualizations in the video are a representation of

the lyrics in the song

Additional… • what ever transpires in the video will ‘illustrate’ the meaning of

the lyrics of the song.

• The (Yasmin) artist will break the 4th wall as she sings to the camera, in order to make the singer sing TOO the audience and have eye contact.

• The use of diverse visual effects matching the mood of the music video… e.g. if it has flashbacks we would use a grayscale filter to film it in.

• Editing will be done in time with the beat of the song.

Production ScheduleFILMING: 27th October – 10th November

Sunday 27th October : Film base tracks at Bankside, Clink Street, Westminster/London Eye, each location will involve costume changes. Start at 10am. Wrap up at 7pm.

Monday 28th October : Film the rest of the base tracks at Tate Modern and Millennium Bridge with one costume change. Start at 10am. Wrap up at 7pm

(Abida will be handling the equipment; camera, figrig and the flip camera)Monday 4th – 10th November : Film additional base tracks if needed or at different

locations with different costume changes.

In all locations, we plan to film the area ranging from small shops to iconic buildings.

Editing: 11th– 29th November

Rough Cut : 21st November

Final Edit : 29th November

Risk Assessment

Social Network – set up

Twitter: @Yasmin_Feruz

Instagram: @Group_20