Ella Potton proposes an alternative/indie genre music video for her song "Gold" by Jaws. Her target audience is 16-24 year olds interested in the arts. The narrative music video would follow a character and have multiple scenes and locations. It would juxtapose real and fake elements and use lighting, shots, and editing to convey mood. Costumes and settings would be casual with suburban locations. The video would end with a sudden cut or fade to black. Ancillary ideas include edited photos, digital art mixed with photography, a digipak, and a magazine ad that breaks conventions.

1. MY PITCH
Ella Potton

2. Genre and song
◦ I have chose n an alternative/ indie genre.
◦ After surveys I found pop and alternative/ indie, were the most popular answers.
◦ However, I wanted to stay away for pop, as I felt that this option was basic and focusing on this target
audience would be too broad and results in work not being as focused.
◦ My song that I liked was fitting to this genre, ‘Gold’, by Jaws.
◦ This song would work with narrative video, due to the pace and the climax of the song.

3. Target Audience
◦ My target audience is unisex, as I found this from my surveys
◦ Aged around 16-24; a young adult audience, as this will be easier to cater to as I am a part of this group
◦ Audience is generally creative, use social media often and interested in arts, photography and music, which is
beneficial for my project.

4. Music video idea (rough)
◦ Narrative structure
◦ Following a certain character
◦ Climax of the narrative at the same time as climax of the song
◦ Multiple characters and location
◦ Juxtaposition of real and fake, natural and synthetic, low key and high key lighting
◦ Artist miming song, multiple actors
◦ Usual cut transitions, pace varies, shot types/ angles/ shot durations indicate mood and ambience
◦ Suburban settings and rather casual make-up and costumes
◦ Ending with a sudden cut to black or a gradual fade out to black

5. Ancillary task ideas (rough)
◦ Bold colours or heavy edited photographs
◦ Digital art, mixed with photography (Photoshop and Illustrator)
◦ Digipak created first so this can go on the magazine advertisement
◦ Magazine advertisement not following all of the regular layout conventions
◦ Usual conventions of a digipak: barcode, tracklist, information, image of digipak cover, etc.
◦ Usual conventions of a magazine advertisement: release date/ ’out now’, artists name, album name, etc.