The music video was influenced by the film Kickass and aimed to appeal to 16-24 year olds interested in dub step/dance music. Research included analyzing other music videos in the genre on YouTube and DJ websites. The target audience was identified as male teens based on the researchers' experiences at festivals and popularity of the genre on YouTube. Props and costumes created a homemade superhero look on a limited budget while camera shots hid that the location was not a typical school. An animatic storyboarded the shots to the music to plan filming and envision the final video. More time was needed for planning, filming, and perfecting costumes/props and fight scenes.

1. Music Video Evaluation

2. The Concept
• The main influence we gained for our music
video was the film ‘Kickass’ with the unlikely
hero who was once a a victim of bullying.
• The music we chose early on but with research
and planning we realised that the video had to
relate to younger audience from the age of 16-
24 since the genre of music (Dub step/Dance) is
popular between these ages.

3. Research we did included:
• Youtube- We looked at other DJ’s in the same genre and
we looked at their music videos to see the plots and
styles that they presented. By doing this we gained an
insight into the music industry and the genre of music we
looked into we were able to fight what they have in
common with each other in the videos.
• DJ Websites- We looked into other DJ’s websites to see
what information they had such a tour dates or booking
contacts. We were able to find out that most dub step/
Dance DJ’s use the same style of font and colours on
their CDs for instance Skrillex has similar colours to
Knife Party.

5. Target audience
• I felt we found our target audience well, with a number of
different research techniques I felt we found the right
target audience for our DJ.
• One research technique was from our own experiences,
I have been to a number of different festivals with a
variety of music genres, and when I have seen a dub
step/ Dance act their was an age group of males varying
from 16-26.
• Another research technique was Youtube again, this
genre of music is much more popular on Youtube than
classical songs and this is because the younger
generation use Youtube much more than the older
generation.

6. Props, Costumes, Location
• We wanted to create a superhero, but we also wanted him to look
like it was a home made costume, so we didn’t need the expensive
equipment, we just needed simple cheap costumes items to be able
to create that home made superhero look, which I think we did
successfully.
• Location we found the hardest part for our video, since we needed
to create somewhere which looked like the typical school, which was
difficult to find since Hurtwood House doesn’t look like your typical
School. But on the day we had to adapt and with the use of camera
shot we tried to hide the fact that it doesn’t look like a school and try
to get the audience to believe that it was.
• We also used the studio which worked extremely successfully in
creating that DJ performance aspect, we had lots of different
flashing lights going, maybe too many to create that party essence.
The lights had to be flashing extremely fast due to the pace of the
music.

7. Storyboard/ Animatic
• The storyboard and animatic helped us remind ourselves
which shots we needed to do in the studio, it also gave
us a layout to the music video in the sense that in the
editing process we know when to cut to the DJ in the
studio or to cut to the hero and the bullies. It also gave
us a very vague picture to what our music video will look
like.
• I felt that it was most effective for reminding us which
shots were needed to do on our shoot day. The reason
we made the animatic of our video was to give a rough
idea to what our video will look like, it also gives us the
correct timings of the song since we edited the animatic
to the song and the beat in the song.

8. Our Video Animatic
• http://www.youtube.com/watch?
v=sCQHMiTnlXU&feature=plcp

9. Why did we record all our
planning?
• We recorded all our planning so that we
could envisage clearly what we wanted to
do on our shoot day, it also helped
organise our shoot day too.
• It also helped us create a clear image in
our head of what the video will look like, if
we had done no planning our music video
wouldn’t be as nearly as effective our
successful as it had been.

10. Key Parts to the music video
• I felt that the casting was an essential part
to our planning since we had our main
hero pull out only a view weeks before our
shoot day we had to adapt to this and we
learnt that we need maybe two actors
where one could replace the other if
anything happened. Also if the casting
isn't correct the audience will not believe
the story or characters, for instance we
couldn’t have a small thing girl play a
bully.

11. Evaluation
• The planning didn’t go smoothly but we found a
substantial about to be able to have enough for our
music video, we needed more time to find the perfect
costume/Props, and on the shoot day we needed more
time to be able to get all the shots we wanted.
• I felt we had more than enough research, since we all
fitted into the target audience well, being male teens who
enjoy dub step/ dance music.
• The shoot day would have been better if we had more
time to get all the shoots we wanted and we would have
liked more planning on the fight scene since it looked a
little messy at times.