1. Unit 4: LO1
Analysis of Ideas
Idea 1
The song I want to use for my music video is Paolo Nutini’s ‘New Shoes’. My first idea for a video for
this song was to have a ‘shopaholic’ woman who goes through towns and markets, purchasing
hundreds of pairs of shoes. As she walks through the markets and shops, there would be a male
singer who is following her singing the song. This idea was generated through the song title, and
some of the lyrics within the song. The storyline of the video will develop as she goes in and out of
shops, around markets and trying her shoes on until she eventually gets home with hundreds of bags
of shopping.
The main protagonist of the video will be an 18 year old female. In the video she will need to look
fashionable, attractive, happy and enthusiastic. These elements are necessary to make sure the
target audience for this type of video will be satisfied. Using an attractive female will add an extra
incentive for male audiences to view the video, as well as giving the female audiences a role model
or fashion icon. The male character in the video that sings the song will be of a similar age, however,
his role differs from the females. He will act as a ghost character that only the audience will be able
to see and acknowledge. This gives a sense of direct interaction between the singer and the
audience, making the video more intimate and friendly for the audience.
The target audience for this music video, in terms of geo-demographics, will be targeted at big towns
and cities with lots of life and culture. For example, it will be found more popular in locations such as
London, Manchester and Birmingham etc. The video will sway much towards a female audience due
to its content. It will also be targeted at people in the socio-economic groupings of C2, D and E.
However, as the song itself has already had major success amongst music fans, it would make sense
to accompany the song with a video that does the same. In regards to this, the size of my target
audience would be huge, stretching across mainstream music fans all over the country, and
potentially the world.
To keep the audiences interest in the video, I will use several different and outfits for the duration of
the song. Each section or market, the girl will be wearing different clothes to reflect her location. For
example, when shopping in Camden Market she can be wearing festival type clothing, whereas in
town high streets she can look more elegant and civilised.
Idea 2
For my second idea, I decided I want to use a typical male teenager, one that is scruffy, lazy and
disorganised. The storyline of the video will follow the teenager around through a day of his life,
starting from when he wakes up to when he goes back to bed. The overall moral of the video will be
that you can be happy and feel good within yourself with what you are wearing, in this case, his new
shoes. When he wakes up, he instantly puts on his new shoes and feels ready to take on the day. I

2. came up with the idea to use a male teenager because of some of the lyrics. For example; ‘short on
money but long on time’, ‘I'm looking tired and feeling quite sick’ and ‘…and a T-Shirt that seemed
clean’. All of these lyrics (and more within the song) will quite easily be able to reflect a teenage
lifestyle with ease, and will look good accompanied by my idea for the video.
The main character in my video will also be the person singing the song. As he progresses
throughout his day he will be seen playing the guitar and singing the song in cut scenes. He will need
to look scruffy but fashionable, a style that lots of young teenage males already possess. By having
him dress like the audience the video is targeted at, it will create connection between artist and
audience that will make the video more popular. The video will be targeted at a very much male
audience, but using an attractive male character will definitely encourage more views from female
audience. In regards to geo-demographics, my video will be most popular in larger towns and cities
such as; London, Manchester and Birmingham. This is partly because the songs initial popularity
comes from these areas, so it would make sense to target my video in the same locations. Targeting
at these places will also allow room for a mass audience to view and enjoy my video.
Selection and Justification
The idea I have selected to go ahead with is Idea 2. Overall, this idea has more relevance to the
actual song lyrics and will fit in better with the genre of the song. The first idea had a more frantic
feel to it, when in fact the song is actually quite chilled and relaxing. My second idea will also reflect
a more common teenage lifestyle; this will create a connection between the video and the target
audience that will make the video more successful and popular.