A2 media pitch for promotional package

2. We have decided to create our promotional
package for Sub Focus. We chose this artist as
we were particularly intrigued by the variety of
music genres which he tries to explore through
his songs. Sub Focus is the stage name for Nick
Douwma. He is a British musician who was born
in 1982. Nick released his first record in 2003,
however didn't release his first album until 2009,
this was entitled Sub Focus. The song that we
have chosen to create a music video for is
entitled ‘Endorphins’ and falls into the dance
genre of music. We feel that it is important that
we follow and develop key conventions and
concepts within Sub Focus’s current music video.
We also hope to follow yet challenge some more
generic conventions of dance music, in order to
not only make our promotional package
appealing for Sub Focus’s audience, but to
develop and push the boundaries of the music
genre. Having chosen a more experimental
artist, we hope that this allows us to be more
creative and free in the promotional package.

3. Our target audience is both male and
female aged between 16-24. We
identified that our demographic would
fall in this age catergory after carrying
out our audience surveys. Our target
audience is interested in a variety of
music genres (therefore will be
interested by Sub Focus’s multi-genre
influences in his music) however, are
particularly interested in dance music.
Our audience spends the majority of
their money on going to gigs or buying
band merchandise. They enjoy watching
music videos that have a particularly
strong narrative, however they also like
music videos that incorporate the
concept of surrealism.

4. We plan to create a non-linear narrative that follows the story of a
teenage boy. The male character wakes up in a forest, dazed and
confused, repeatedly throughout the video. He begins to follow a path of
black and white images that lead him to an isolated area of the forest. The
character then begins to be chased by a group of people wearing animal
masks. Throughout the video he continues to run away from the group
until finally he accepts them and chooses to join them. The idea behind
the video is not being afraid of difference and changes in society. This
concept will be accompanied with the use of realism and surrealistic
effects added in post-production.

5. We plan to create our digipak based around the album
‘Torus.’ This will include the CD and a bonus DVD containing
the music video that we will produce. We plan to shoot all
of the images for the digipak in the same forest location
that we will use for the music video. We plan to include a
black and white photograph on the front of the cover,
contrasting elements of colour and greyscale. We will use
natural imagery throughout the digipak and include a
variety of effects such as mirroring and colour alteration.
We believe that by doing this we will emphasise the
surrealistic concept of the promotional package. We plan to
use one of the images from our digipak on our magazine
advert in order to keep continuity and create a style
between each of the products. We also hope to include a
review from an established music magazine. By doing this
we hope to be able to appeal to a wider audience.

6. The idea for our promotional package works as we hope to
combine generic conventions of dance music videos as well as
challenge them. We have also used our audience research to
understand our demographic, in order to make our promotional
package appealing to them. As well as this, we want to be able to
create a certain style and continuity throughout the three
products through the use of colour scheme, imagery and the
surrealistic concept and use of effects.