Ideas generation

1. Ideas Generation
Lana Del Rey – Young and beautiful was chosen as we personally like her alternative style,
this genre will be conveyed through the mise en scene and editing. Taking into
consideration my market research the target audience, females aged 16-22, also like this
genre and style of music. The idea of the music video will be a conceptual style, the main
idea around the video is that we have short videos used in a montage editing style to create
a conceptual video. These can be landscape style scenic shots, friends together or even
simplistic shots such as a flower. The idea is to show different parts of life and all mixed
together but this may be perceived in different ways to different people so there isn’t an
actual ‘narrative’ to the video although some people may see that there is. There will also
be a performance element to the video as well as the conceptual style. This will be done
very simplistically with a girl (acting as the singer) against a white background singing into
the camera. Our main inspiration has come from the Lana Del Rey music video ‘Video
Games’. A narrative enigma will be created through the conceptual video as there will be a
theme of ‘a female’s life’ continuously throughout the video. Themes such as romantic
relationships and friendships will be used throughout to convey this narrative enigma.
We will use high key lighting throughout to highlight the happiness in friendships and life.
Slow and fast paced editing will be used at certain parts in the song when the song is either
slows down or speeds up, this is done to show the song is in sync with the video. Another
editing style we will use will be a sepia and also black and white effect which will
complement the genre and style. A variety of camera shots and angles will be used
throughout. We are going to include hand held camera at some points in the video to
include an element of documentary style which gives the impression that the video has
been taken by real people rather than a set up camera. Different cameras will be used such
as a Nikon camera and phone cameras. We are going to put a vignette effect and other
effects on the video which will make the video seem old and vintage which is the mood we
want to create.
Iconic images that will be used will be representative of the alternative genre and also of
themes which run through the narrative enigma. For example, scenic shots of urban city
area’s will be used to create the theme of ‘a busy girl’s life in the city’. Things such as a
flower, clouds, a girl doing her hair; typical ‘feminine’ iconography.
According to Steve Neale’s repetition and difference genre theory we are going to follow
conventions of an alternative music video aimed at females aged 16-24. The simplistic video
will not alienate the audience in any way; a convention of a traditional music video is to
have an element of performance which we also include. A ‘traditional’ music video has a
narrative to it, therefore we break this convention.