The document discusses plans for a music video for the song "Royals" by Lorde. It includes: 1) An analysis of the song's lyrics, tempo, and genre classification. 2) Plans for the music video's narrative structure, which will contrast scenes of the artist's normal life with mocking scenes of wealth. 3) An aim to promote the song's message of societal hierarchy and inclusion through scenes of diverse people lip syncing together. 4) Goals to establish the artist's brand and make her recognizable through costume choices, promote both her and the song through visuals tying to the lyrics, and reflect the indie/pop genre through lighting, locations, and

1. A2 Music video
pitch
Royals
Courteney Coutinho

2. Lorde- Royals
– Just listen to the song and write down all
the words that come into your head and our
initial thoughts and feelings about the
song.

3. I did the same task and here are
the words I came up with…
– Relaxing tempo
– Poverty
– Royal
– Classes
– Society
– Modern
– Structured
– Random but linked lyrics
– Made me think about society today and different social classes
– Heavy beat at the beginning
– Great instrumental section
– Edgy sounding vocal
– Confidence

4. Why we chose the song
‘Royals’…
– Myself and Charlotte chose the song ‘Royals’ by Lorde as it has a very
a very distinct rhythm and beat throughout and has a great tempo.
The tempo of the song is just right as it is not too fast or too slow so it
will be easy to lip sync too and allows a lot of time of performance time
for the artist to show her personality and create an image for her self.
Although, I did consider a variety of other songs I really liked the song
‘Royals’ as the lyrics of the song explored a different meaning which
placed it in the indie genre. However, it is a very current song and
went to the top 40 which makes it also a pop song. The hybrid allows
me to explore and experiment with the music video a lot as I can mix
the conventions of the two genres together.

5. Story boards
– From the story boards myself and Charlotte created you can see that we aim to
use a story line through out the music video. I think a story line within a music
videos helps keeps the audience entertained as they have a journey to follow, but
it also helps keep a structure within a music video and a balance between
performance and narrative shots. The narrative which I decided to be in our music
video is really simple as it connotes the lyrics of the song, but also highlights the
artist is different situations. The narrative will flick between the artist in her
normal life, being young and having fun with her friends outside council estates
and her mocking the wealthy ‘royal’ life as the lyrics state she will ‘never be royal’.
By showing the two contrasting sides the artist comes across as relatable as most
artist like to feature grand locations. I will use a balance of narrative and
performance shots so a story comes across to the viewer promoting the song and
the artist gets promoted through the lip syncing close ups.

6. Story boards

7. Chorus
– After deciding that I would make a music video for this song, I sat down
and just listened to the lyrics of the song, and the most important part
that stood out to be was the chorus. The chorus of the song used the
plural ‘we’ a lot so I wanted to use more than just the artist. I would like
to gather a variety of people to gather representing different walks of
lives, different ethnicities and different social classes to reflect the
modern diverse world we live in. Although in my research I found
conventionally it is only the artist who lips syncs the song I want to be
experimental and get a variety of people to lip sync. I will use a split
screen effect and show everybody singing at the same time to show no
matter what walk of life you come from, we are all the same which is the
deeper meaning of the song ‘Royals’.

8. Our aim:
– The three aims I have set for my music video are as followed…
1. Make a brand image and style for the artist. As Tarryn Estelle
is a new artist breaking into the music industry it is very
important to create a name and image for her so she can
become recognisable to the public. I will do this through
deliberate costume choices, presenting the artist as modern
and unique and also showing her edgy side. I will explore a
method of making her recognisable, such as a particular item
of clothing they always wear such as James Bay who is known
for the black hat. By creating instant recognition for the artist
record sales will be boosted.

9. Our aim:
2. The second aim that myself and Charlotte aim to achieve in our music video is to
promote the artist and the song. This is the biggest aim for any music video as they
are meant to work next to the release of the song and help boost record sales. To
promote the artist I will use a variety of close up and medium shots to highlight her
face and try to make her recognisable to he audience. I will also try and show
different sides and personalities to the artist, so the audience can relate to her. From
my research I found it to be very important to make the artist relatable to the target
audience as they want to feel like she is an every person, who they can connect with.
To make the artist relatable I will highlight her fun personality and use some
relaxed, informal shots of the artist just having fun. I will promote the song through
the music video by using the visuals that go along side the lyric of the song. The song
Royals has very important lyrics as they have a deeper meaning about societies
hierarchy system. I will promote the meaning of the song through the visuals and use
appropriate locations to support this.

10. Our aim:
3)The third and final aim I am going to set for our music video is to promote
the genre of music the song is in. The song ‘Royals is apart of the indie/pop
genre so it will be very important to reflect it through my music video. From
my research and watching and analysing different indie/pop professional
music videos I found the director really showed the genre through lighting
and mise-en scene. The mise-en scene is really important for the music video
as I will need to carefully consider costumes and location to support the
artist style, song and genre. I can show the indie genre through choice of
locations, as I can choose some very interesting places to film that
conventionally are not used for music videos. To reference the pop genre I
will make the artist look really current with her costume, hair and make up
and consider using an element of the outfit for male attraction.

11. Ancillary products aims:
– For the ancillary texts to the music video, I have also set three aims that I hope to
achieve;
1. Promote and market the artist and her new album
2. Make sure there is a clear connection between the music video and the products.
3. Make a clear branding image and style for the artist, to help her name break into
the music industry.
– I hope to achieve all three of these aims by the end of the project as I will look into
the outstanding features that are eye catching from the music video and try to
replicate it for the supporting products; digipak and magazine advert. I will
market and promote the artist and her new album by using large, interesting font
types and using specific photographs of the artist suggesting her fun but edgy
indie personality.

12. Any questions?..........