MUSIC VIDEO

PRODUCTION BOOKLET

ORIGINATE IDEAS

I decided to choose the music video idea. I made this decision based on
both the feedback from a survey carried out, as well as the fact i am more
passionate about the first idea. The survey explained both ideas and asked
the respondents to chose between them. As can be seen from the screen
shot adjacent, the first idea was a lot more popular than the second. This
was for a variety of reasons; the most mentioned reasons were due to the
development of the idea. As well as it would be a lot more interesting to
watch, and the theme of adventure was a much bigger audience. Although
most of the respondents agreed the story for music video is more developed,
it was also mentioned "The idea of exploring different capitals around the
world is unique and would capture the similarities and difference between
cultures''." This gives me space to improve and develop the plot of my music
video, allowing for the production to really resonate with the intended
audience, which was around 17-30 year olds based from facts on my survey.

DEVELOPMENT OF IDEA

After sending out a survey, asking how my initial idea could be developed, I
received a number of responses. These allowed me to pick out a few ideas
that could improve my work. One of the responses that stood out from others
was that, since I am going to different countries, each country could have a
theme or I could focus more on the culture. I believe this is a good idea,

because It will be unique from any other production that will be shown at the
exhibition because I will be able to film different countries. It may also allow
the audience to relate to the piece and enjoy the piece more, as such a
young audience may not enjoy such a serious music video and more of an
adventure music video giving off summer vibes. Another idea was that when
i enter a door the scene changes and Im in a different country, I thought
that was a really good idea and I think I could use this idea with some editing
special effects to make this work. All the ideas were suggested for the
content and what people would be seeing, rather than the visual aspect of
the music video. However, I believe this is the strongest part of the production
and I will make sure to pay close attention to the visual aspect of it.

I have decided that my final project will be a music video. The music video
will start and end in London, the song will be Stay Sigma or Carry Me -
Kygo The theme of the music video will be travel and adventure. I will make
my way from London to the airport. Where my girlfriend will be waiting for me
and we depart from London and venture into Paris where there will have a
slight love story narrative, with a lot of cinematic shots of us and Paris the
shots will be very fast pace with a lot of different scenes. After Paris we are at
the airport and we depart from each other, I make my way to Bali and Kuala
Lumpur where I travel the islands and cities and sea. The footage will include
stuff such as scuba diving, cliff jumping, waterfalls and even monkeys! It will
be full of adventure and will be a travel adventure type music video where I
then make my way back to my girlfriend in London. There will have have a lot
of editing which will make it look very smooth and fit together nicely with a
good flow which I will talk about further on. I think this will be great to show off
my editing skills. Before conducting a developed idea for my final choice I
devised mind maps that helped decide what idea I actually wanted to do
and it gave me a clear indication as to what I wanted to see in my music. I
immediately preferred my second idea as I was able to develop the idea a
lot easier and make it unique and more creative.

After sending out a survey, asking how my

initial idea could be developed, I received
a number of responses. These allowed me
to pick out a few ideas that could improve
my work. One of the responses that stood
out from others was that, since I am going
to different countries, each country could
have a theme or I could focus more on the
culture. I believe this is a good idea,
because It will be unique from any other
production that will be shown at the
exhibition because I will be able to film
different countries. It may also allow the audience to relate to the piece and
enjoy the piece more, as such a young audience may not enjoy such a
serious music video and more of an adventure music video giving off summer
vibes. Another idea was that when I enter a door the scene changes and Im
in a different country, I thought that was a really good idea and I think I could
use this idea with some editing special effects to make this work. All the ideas
were suggested for the content and what people would be seeing, rather
than the visual aspect of the music video. However, I believe this is the
strongest part of the production and I will make sure to pay close attention to
the visual aspect of it.
I also conducted a focus group, where all participants agreed that my
second idea had a lot more potential than the first idea. One of them also
said that The second idea is a lot more interesting because you have a big
opportunity to shoot different types of shots as well as locations.

I also asked in my survey if there was anything else

I could improve on and one answer that stood
out to me was Build a stronger narrative I think this person is absolutely
correct and I am going to include effects such as the basic cut always, close
ups, transitions, fades, and jump cuts. These wont have any direct link to the
story however I am going to be including these effects in my music video as I

personally think that they are aesthetically pleasing, in addition I have a load
of advanced editing skills which I will be implementing into my video, with
edits such as warping, hyper zoom, camera pans and much more. In terms
of portraying I was thinking of keeping it fairly simple but with a lot of action
and keep it fast pace, there may include some time lapses of and slow
motion to help capture the moment. In addition, I will reverse some shots as I
feel this would have a similar effect to cutting to the beat. For example, when
Im shooting an underwater park I could reverse the edit to come back to
the beginning of the dive

AUDIENCE RESEARCH

The target audience Id like to address for my final project will be aimed at
older teens to young adults this means that the age will be from 17-30 males
and females. I say this because a music video should be entertaining and
appealing to whoever their chosen target audience is. One of the most
important aspects of marketing and producing a music video is knowing who
you are going to aim it at. I believe the theme I am trying to create, which will
be aimed more to adventure and traveling will be more suited to people
from the ages 17- 30. Another reason why my
target audience is at this age is because the music
genre is EDM which is commonly aimed at 17 and
above, some of the lyrics used in EDM can be
unsuitable for younger audiences, therefor my
music video would not be appropriate for anyone
under 17 in my opinion. The music video will be
aimed at both genders as dance music is not
aimed to a specific audience. However, the music
choice could be more popular to males because
of the aggressive nature of various dance artists
and the sub-genre of EDM such as Dubstep, which
focuses on hard bass drops. As opposed to more
feminine genre like pop that are much morel light hearted.
My target audiences socio-economic class will be from around E to D these
tend to be students and lower-paid workers, which is what I intended my
audience would be.

The music video Nobody to Love by Sigma explores a tropical country full of
adventure, similar to what my music video will be. The music video has quick
transitions and fast flowing movement to keep the audience entertained. This
will also be similar to my music video when exploring different places, the
target audience for Sigmas music videos is teens to mid twenties, this can be
backed up by the fact that this is most likely the age of the people in the
music video and also it is the kind of music people at this age listen too, this is
according to the DancingAstronaut website. This means that if I create my
music video with the same style it would most like appeal to the ages of teen
to mid twenties. I conducted a survey as well as a focus group and the

respondents all agreed that my target

audience was on fit for my music video and 70% said that it would be aimed
at 17-21, 20% said hat it would be aimed more towards 21-30 year olds, and
finally 10% said it would be aimed towards 12-16 year olds. In addition, in my
focus group, josh said that It would be perfect for people our age (18+)
mainly because it can inspire people to go and travel) after reviewing the
focus group and responses from my survey I am very happy that people
agree with the target audience I have set. So to conclude my target
audience for my music video will be both male and female young adults,
ethic white and Hispanic, urban background between the ages of 17-30,
who love the genre EDM, and people who can relate to this song by trying to
be more free with themselves, more independent. I used a song by a very

famous EDM DJ.

The music video of the song that I am doing for my final project, audience
figure has obtained over 2,713,099 views on YouTube and growing, this
means that my music video has the potential of reaching this amount of
views. The song was released as a digital download on 18 March 2016,
through 3 Beat Records as the eighth and final single from their debut studio
album Life. According to the official charts, the song peaked at number 117
on the UK Singles Chart. The music video for Stay is available around the
world on YouTube so there are loads of records of its success on the internet.
Stay belongs to the record label 3 Beat which is a leading UK based
independent record label which was established in 1991, this company
specialises in the best of dance, urban and electronic music and run by
people who love this music. Like many of Sigmas music video they are
featured on YouTube, Sigma also has 2 UK number 1 singles with their debut
number one hit Nobody to Love in 2014 which has obtained over
225,884,680 views on YouTube and generated over 121,000 copies in the first
week of release.

One of my main competitors will be Kygo, the reason I say this is because
Kygo and Sigma are fairly similar in the sense that they are both in the same
genre of Dance music, in addition, their music videos look very similar both
using tropical locations and has a feel of travel and adventure in it. Their
videos give a warm feeling to go outside and do something memorable, the
setting is always sunny and always has something happening that looks fun
this will be my main competition as I am going to try and recreate this feeling
by including loads of action with and adventure.

Another of my competitors is Zedd and Alessia Cara who made the song
Stay. This is because it has the exact same title as the song I am doing in my
music video. The video was released 2 months ago which is fairly recent.
Which means I will be directly competing with this video to get to the top of
the search list. This is an important aspect as the further up on the search list
the more chance to get more views on YouTube. However, in terms of story
line in their music video it is fairly different it shows a couple fighting and
flashbacks of all the good memories they had which is fairly sad. Mine will be
a love story where we go to Paris and then depart from each other for a few
weeks and meet back up again in England. I think my production will be a lot
more up beat. In addition, the songs are completely different and we will
only be competing with the search bar rank and nothing else. From looking
at music videos from this artist similar themes and techniques run through the
video. For example, cutting to the beat. Due to the fast paced music and
cutting to the beat, is used a lot in order to fit the atmosphere of the song. In
Sigmas Stay music video we can see cutting to the beat at 0:23.

From researching other similar artists and their music videos, it is clear that
vibrant colours are used to elevate the atmosphere, which is an extremely
popular way of making these kinds of music videos. In addition, there is a lot
of slow motion and fast pace edits used in short durations in time which is also
very popular with this kind of music video. As you can see in the graph below,
there is a massive traffic which people searching for a new sigma music
video. And if we look carefully the spike is currently at its highest peak, which
means now is an ideal time to make a new music video for Sigma. I also
believe that since we are coming up to the end of school and summer is
coming, there will be a higher demand for summer songs and the song I
have chosen applies with this which will guarantee more views. I believe my
music video will stand out from other productions because it is giving the
people what they want, which is an upbeat song, getting ready for summer
showing traveling in beautiful places and enjoying life. I think this will make my
music stand out because people are getting ready for summer, and this
music video will give a summer feeling to it and help push people out of their
comfort zone and go out and do things.

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PLAN

Production Schedule

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