This document provides an initial pitch for a music video for an indie electropop artist from Luxembourg. The target audience would be females and queer individuals aged 15-25, with males 15-24 as secondary. The concept would explore themes of authenticity vs faking through contrasting imagery and locations. Influences cited include videos that play with gender, color, and postmodern techniques. The artist would be solo, incorporating feminine and countercultural styles. Performance locations would juxtapose a modern tram with an old town to represent inner conflict between real and fake. Accompanying promotion would utilize the artist's social media.

1. Music Video Initial Pitch
Harriet Barlow-Moule

2. The Artist/Track
AEM
• Why?
• Local Luxembourgish indie artist who was
interested in making a music video for a new
track
• I like the music she makes
• Genre?
• Indie electropop

3. Target Audience
Primary – female 15-25 + queer audience
• Screaming Fields contest -
opportunity for young creators aged
12-25, majority of contestants above
the age of 15
• Colours- social media and logo is
predominantly pink/purple
• Uses and gratifications: identification
• Electropop often explores
gender/sexuality issues
Secondary – male 15-24 + hetero
• Electropop genre is not
exclusively female

4. The idea/synopsis
• To explore the inner conflict of what it means to be authentic or fake, and
whether it is possible to be truly selfless, through the physical personifications
of this dual angst.
• Performance footage cross-cut between two contrasting locations, and
experimenting with use of colour masks/black and white
• Experiment with colour and contrasting imagery: fire and water, self-harm and
self-care, old and new, autonomy and succumbing to pressure

5. Influences
• We Are The City – Happy New Year
• Quirky, dynamic shot variety, variable focus, lo-fi, credibility
• Orla Gartland – I Go Crazy
• Deconstruction of gender and male gaze
• Lady Gaga – Bad Romance
• Post feminism and male gaze (rejection)
• Alice Phoebe Lou – Skin Crawl
• Feminism, visual ideas
• Existo Vulgore – Morbid Angel
• Colours, 20's silent film, postmodernism
• Chromatics – You're no good + Halsey
• Electro pop vibrant colours, layering

6. Visual ideas
Sketch of knife and cigarette idea
• https://youtu.be/rVhRRqY5QWk
• health and safety
contrasting ideas
• Bathtub – dye the water
• Experiment with layering fire
over the top
• Contrast the knife idea with
painting on the skin/makeup
• Protagonist is trying to take care
of herself – alter ego is forcefully
messing it up for her

7. Performance, representation
• Solo artist
• Bright eye makeup, bold eyeliner.
• Dark lipstick – anti-male gaze, draws
attention then deters it
• May be self-sexualising, 3rd
wave/post-feminism
• Feminine colours, pinks purples
blues
• Mix of counter and stereotypical
feminine clothing – jumpsuit, dress,
suit/tux
• Very different make-up and outfits
in each location

8. Locations - performance
The tram
• Modern
• Bright/neon colours – typical
of electropop
• Use colour masks, experiment with using
black and white and extremely bright
colours
• Extremely modern, little nature, electric

9. Locations - Performance
Fond-de-Gras
• Old Luxembourg
• Completely atypical of electropop
• Use green screen so performer is in
black and white and the place is in
bright colour, experiment
• Lots of nature, and the industrial stuff
Why?
• Extreme contrasts – look at what's real and fake, inner conflict
• Binary opposition?
• Luxembourg history?

10. Narrative, representation
• I'm still not certain yet

11. Secondary texts: website, digipak, social
• Social media:
• Put up posters of artist saying a
new track is coming out
• Post on social media that if fans
take a photo of the poster, they
should tag the artist and she'll
post it on her story
• Influence: Pleasing EP release
party
• BTS footage on social media
• Insta polls + teasers