Pitch for artist/music video

1. PITCH Maddie, Niamh, Kelly

2. THE SONG
- Santigold – Disparate Youth https://youtu.be/mIMMZQJ1H6E
- Came out in 2012
- Genre: Electro-pop
- We chose this song because it’s upbeat enough for us to edit it in a
way to keep the viewer interested. It has catchy lyrics and it fits our
image for our music video.

3. THE ARTIST - RAINA
- Raina’s full name is Raina Le-Roux
- She is 21 years old
- Born in London but is of French descent
- Started out on social media
- Her initial success was found after being asked to tour with
Florence and the Machine and shortly after she signed with Island
Records.
- Her concept is to be unique which is why her debut song is
Disparate Youth, as disparate means to be different in kind.

4. RECORD LABEL
Island Records is a Jamaican-British record label, which is a subsidiary that operates under
Universal Music Group. They mainly specialise in pop with artists such as Justin Bieber and Amy
Winehouse being signed under them – which Raina crosses in to. Similar to Raina, they’re
colourful and standout, despite being a subsidiary.
This record label is suitable for Raina because she
doesn’t follow the standard and won’t follow the
Pseudo individuality that Adorno and Horkheimer
talk about.

5. TARGET AUDIENCE
- 16-21 year olds. Although niche, the preciseness of the target
audience means they can be more invested, as they have more free
time than an older audience. Mainly students and part-time workers
they will be able to attend concerts and purchase merchandise.
- Majority females. This is because a female audience would be able
to relate more to our artist compared to a male audience. Females are
also more accepting of differences however, this doesn’t mean that
the male audience would not enjoy the music video as well.
- Ethnicity and religion doesn’t matter as our concept embraces the
uniqueness of every individual.

6. VIDEO CONCEPT
- Average budget, as it doesn’t require CGI and most will be shot on
location such as God’s Own Junkyard, Camden Market and
Shoreditch.
- Editing will play a big part on our music video because of our
concept, which is to have a post-modern aesthetic with a retro twist.
- We have a young demographic, but instead of portraying the typical
love story, we are embracing individuality and independence of young
people.
- Our artist would be an ambivert which contrasts her from the
stereotypical female in some senses. Her creative side will be shown
through her style and interests.
– From this her outfit will let her stand out but won’t be extravagant

7. GOODWIN’S THEORY
- Some lyrics will be lip-synced to show a relation between the lyrics
of the song and the artist/music video. These will be lip-synced
because they will hold more importance in contrast to other parts of
the song.
- She will be the main star of the music video however, the focus of
the music video won’t be entirely on her as our video aims to be
visually pleasing.
- We’re considering a notion of looking in our video, because she’s
showing off the side of society that is often hidden. We may achieve
this through using a TV screen or mobile device.
- As our video won’t follow the typical conventions, it won’t fit into
Goodwin’s theory perfectly. This is because of our concept that we
intend to follow.