The concept for our music video

1. HOT CHIP – OVER AND
OVER
Amy and Ciara – DOAKES PRODUCTIONS

2. HOT CHIP
• Indietronica (electro-pop) band
• Broke into the mainstream with their singles ‘Over and Over’
and ‘Boy From School’ in 2006.
• They have released 6 studio albums, most recently 'Why Make
Sense?' that was released in 2015 and has received various
positive reviews.
• The band are due to tour the UK in October of this year.
• They have also played at a variety of festivals, including
Electric Picnic, Bestival, Glastonbury, T in the Park, Coachella
and many more, becoming one of the most popular live acts in
over the past decade.
• Their shows have been described by music
magazine Glide as creating 'an atmosphere
of excitement, energy and the unexpected'
which is what we hope to create within our
video!

3. Pop Culture Influence
• Hot Chip have furthered their success through the use
of their songs in such programmes as Misfits and The
Simpsons, as well as television adverts.

4. Genre and Target
Audience
• The indietronica genre produces electronic/synthesised styles of music,
whilst retaining a real message behind the music and avoiding a
"manufactured" feel to the music produced.
• Similar artists in the indietronica field include The Chemical Brothers,
Crystal Castles, The Rapture and Le Roux.
• Our target audience would be aimed at fans of the genre, more
specifically creative people who like unconventional and artistic styles,
which is reflected in the colourful and expressive styles of artists within
the indietronica genre.

5. Concept
• Our concept centres around a narrative of an unhappy office worker and his longing
to escape his mundane reality for his exciting dream-world.
• The dream world is planned to be a mixture of abstract imagery with the exciting,
ridiculous and glamorous worlds of the rich and famous, the fictional and the fully
content - worlds that, in reality, our main character could never be a part of. We hope
to include a variety of intertextual references, including such TV shows, films and
artists as The Office, Behind The Candelabra, James Bond and Beyoncé.
• Another idea we have is to include various repeated actions to work in-sync with the
repetitive beats in the track. This could possibly include some form of dance to work
with the indietronica/dance style and fast-paced tempo of the song. In addition, we
also want to include a variety of people when filming a lip-sync of the bridge, but
using a close-up shot to focus on only their mouths as they sing. This can be seen in
the still from Megan Trainor's 'Lips Are Movin' seen below:

6. Videos that have
inspired us…
• https://www.youtube.com/watch?v=MtxAou8c28k - Hot Chip, Boy From
School. This video inspired us through its artistic concept of creating a picture
from a birds-eye view, with random objects and contrasting colours.
• https://www.youtube.com/watch?v=kkup0icl6Z4 - Behind The Candelabra.
This clip from the film sums up Liberace's glamorous performances of which
we will be attempting to replicate for part of the dream world in our video.
• https://www.youtube.com/watch?v=IkYUDQCYGHA - The Office. We took
inspiration from the BBC show for our mundane reality world. The programme
presents the typical office environment: grey, bleak and boring (for the most
part). This video presents Keith as the epitome of an unmotivated employee!

7. Analysis
• ‘Laid back, we’ll give you laid back’ – the words contradict their meaning, as the
meaning suggests attitude and rebellion, whilst the phrase ‘laid back’ eludes to relaxation,
Providing an interesting juxtaposition and presenting the band as quietly anarchistic.
• ‘Over and over and over and over’ and ‘The joy of repetition really is in you’ both
work in conjunction with the repetitive beat within the chorus of the song, creating an
infectious hook.
• ‘Like a monkey with a miniature cymbal’ – this line represents the beat also, as it
provides strange imagery of a monkey continuously clapping. The imagery also presents the
genre well, as it is an unconventional simile.
• The verse and chorus repeat themselves exactly, matching the repeats in the instruments
(particularly the synthesizer and keyboard). Therefore, we may repeat the action on screen,
or edit it so that it changes in-sync with the changes in the song's structure (i.e. introduce a
completely new location at the same time as the bridge about 3/4 of the way through the
song - a popular choice in contemporary music videos).

8. Forms
• Our performer will most likely be male, in order to match the male vocals on the track.
• In terms of locations, we are planning to include several. We are planning to use an office
for the beginning of our video, representing the main character's reality. This will be
something that we will have to plan as it could be a challenge for us to find a suitable office
space. If not, we may use an area in school, such as a computer room.
• For the locations in the dream world, we will need to film in several in order to achieve the
sense of a variety of different worlds within the dream. For example, we are planning to use
a stage for a section of the dream, so we could use the main hall. A green screen may also
be helpful to us for the more abstract parts of the dream.
• We are hoping to use a range of props and different costumes for our video, in order to
emphasise the locations that the characters are in. For example, we will dress our lead in
business wear whilst in the office environment and then use a variety of more glamorous
outfits for the dream world, e.g. a tuxedo, a fur coat.
• We may experiment with some effects when we come to edit the video. This could be used
in order to emphasise the contrast between the dream world and reality (such as using a
brightening effect to enhance the lighting and create a hazy/sleepy visual in the dream
world).

9. Conventions
Like many videos in the indietronica genre, our video will contain unconventional themes
such as abstract imagery. However, we still hope to make use of Andrew Goodwin's
Conventions:
• As mentioned previously, our dream-world concept will include a variety of intertextual
references to other films, TV shows and artists. This will establish a link to the real
world and provide the audience with something they can recognise and feel a part of.
• The relationships between both the music and the visuals and the music and the lyrics
of the song are very important for our concept, as there are so many layers to the song
and thus there are many beats, rhythms and riffs etc. that we can reflect within how we
edit the video. For example, the key theme throughout our video is repetition, so we will
be certain to include a repeated edit (maybe our lead character typing at his computer or
waking up for work) to match the repetitive hook ('over and over and over.....').
• We are also hoping to use close-ups of our chosen lead character, which establishes
intimacy with the audience so that they feel a more personal association with our video,
as well as a sense of star identification (especially if using a male actor for our lead
character to match up with the male vocals).

10. Thanks for listening!