The document discusses a music video, digipak, and magazine advertisement that the creator will produce for the indie band The Academic. The creator chose the indie genre because it allows for creative freedom and a wide design choice. The products will be released through the indie record label Jagjaguwar, which the creator feels is a good fit due to its variety of small, unknown bands and some larger bands. Conventions of the indie genre like montage footage and a consistent style across products will be followed. The target audience is identified as males and females aged 16-25 based on research into the typical indie audience.

1. PITCHIndie Music Video

2. Whatismyproduct?
I am going to be producing a music video, digipak and magazine
advert for an indie band. The song I plan to use for my music video
is "Mixtape 2003" by The Academic. I chose the indie genre as it is
one of my preferred genres of music, and also because of the
creative freedom that is involved with it. Therefore allowing me to
have a much wider design choice while creating these products.
Listen to the song here: https://www.youtube.com/watch?
v=XtPkS2Ci8hQ

3. Institution
I have chosen the indie record label "Jagjaguwar" to release my products as I feel they
are the perfect choice for my creations.
After researching into the label and other artist's signed to the label, I discovered that my
products would be incredibly suited to them. They have lots of small, un­known bands
and also some more well­known bands, which means they have lots of variety within
their brand. This is important in the indie genre as the bands want to produce their own
music and put across their own style ­ rather than do what a more mainstream label
would tell them to do.
Releasing my products through Jagjaguwar will benefit both the label and myself. The
products will fit in with their house style, which means they will be promoting the label,
and allowing me a chance to distribute my work.

4. Conventions
I am aiming to make my products as conventional as possible, thereby
making them as successful as possible simultaneously.
Researching into the genre, and similar products has allowed me to identify many
conventions within the genre that I can now follow and try to recreate within my own
products. Such as:
Using tour/home video footage in a montage style for the music video
Having a retro filter or lens placed over the video
Seeing the band performing
A house style that continues over the video, digipak and magazine (e.g same fonts, same
colour scheme etc.)

5. TargetAudience
Through researching into an indie audience, I have decided that the target
audience for my products will be an even mixture of males and females aged
16 ­ 25.
My research shows that this is the most suited group of people for my
products, and so I am going to ensure my products appeal to them.
To do this, I discovered what the audience expect to see, what they like and
dislike about existing products and examples of their favourite products. I can
then use this information when creating my products to guarantee that they
will be successful.