the Pitch from Pearproductions

1. Pitch
By Luis and Regan

2. Our Chosen Song
Our chosen song is Demi Lovato’s Confident. We
have chosen this song because it is a song we think
fits in with our target audience being mostly
teenagers due to the fact that it is pop and the overall
type of song it is, for example the speed which makes
this song empowering. With our surveys we found out
that most people would like a female lead, so this
song having female vocals fits in with what the
audience want. We want the video to have meaning
so that the audience are engaged, the lyrics and
theme of this song is about female empowerment
and confidence which is a common theme associated
with teenagers especially teenage girls.

3. Who is your ‘artist’? What have you called them? What brand identity
are you going to be creating for them?
Alice - for the music video we will call her Crystal. We chose this name because it is
unique and in a way also sexualised, as a female pop artist this would suit as they are
often seen in a sexualised way so she matches the contemporary forms of a female
pop artist. Crystal is an 18 year old pop singer who lives in Camden. We decided that
in the video some elements of her image would change as the song is about gender
conflict, so during the performance aspects of the video she would be seen as
dangerous and angry as she takes control, for example walking in an aggressive
manner towards the camera whilst the camera backs away from her. During the
narrative aspects of the video she would start off to seem volatile as she is being
challenged as a guy however as it progresses she would gain back control as she
starts to win which could in ways link into the performance aspects of her breaking
the female stereotype of being all kind and innocent. During the cuts to the woods
she would be showing her feminine gentle side to show that she as most girls have
both of 2 sides to them. Crystal stands strong about gender conflict and hopes to let
other girls and guys know that women can be like this through her music.

4. Why will your chosen song and artist appeal to the target audience? How
are they similar to other artists the audience might listen to?
The song and artist would appeal to the audience as it focuses on issues such as
gender conflict and confidence and confidence is a theme that affects a lot of
young people so it would relate to them and they would feel more inclined to
watch the video. From our research we have found that most people want a
female artist and so it would appeal to the audience because it’s what they wanted
and they would feel more relatable. This is similar to other artists that the audience
listen too as it focuses on a female role, a female singer and most people quite
like a lot of action in music videos as shown from our audience feedback.

5. What is going to Happen within the music video? Why?
For our music video we will have the female artist singing the
song as she does numerous rebellious activities around town like
hanging out in an alleyway to show her as rebellious and
confident. During this time it will make multiple cuts to a narrative
of a girls vs boys competition that is led by the artist girls team
and her Ex in the boys team and that progresses as the song goes
on and ending with the girls winning and being superior.
The competition would be in form of a sporting
competition like basketball or paintball. The reason we
want this is because men are stereotypically superior in
Sports so it would work well with the theme of the song
as gender conflict and confidence as she won’t back
down.

6. What real music videos have influenced you? How?
Bad Blood (Taylor swift)
The music video for this song has
influenced us as it also has the idea of a
feud between two main characters but
showed the artists side (like our idea).
We also thought the use of visual
effects and action looked quite good in
the music video and from our research
people wanted to see those in ours
Take it off (ke$ha
The music video for this song has
influenced us as it shows the artist's
rebellious behaviour and we thought the
visual effects like the powdered paint and
smoke bombs looked great. The artist's
shows the rebellious behaviour by as she
says in the video ‘knocking over trash cans’
and through the use of her original clothing
and extreme jewellery and makeup

7. Costumes
During the narrative
competition crystal would be
wearing casual everyday
clothing, this will contrast the
male competition who would
be wearing professional
basketball clothing. This
clothing shows her feminine
side.
During the performance
parts at the woods Crystal
would be wearing more
vibrant out there clothing yet
still part casual. This would
show that she is a free spirit
and matches the mood of
this scene.
During the performance parts when
Crystal is walking down the
alleyway she would be wearing all
black and a leather jacket. This
would show her as being
dangerous and rebellious which is
what we are trying to show during
this scene that she is a countertype
to a normal gentle female.

8. Hair and Makeup
The makeup crystal would wear whilst in the
performance alleyway shots would show her to
be rebellious and dangerous, this is shown by
having very dark eyebrows, strong dark
eyeliner and big eyelashes with a dark matte
lipstick. Her hair during these shots would be
big and relatively messy to show that she does
not care.
In the cuts where Crystal is
performing in the woods she would
be wearing vibrant, bright and shiny
makeup, this shows that she is a free
spirit and wants to stand out. Having
a glittery eyeshadow and bright
coloured lipstick shows this. Her hair
in this would be big and messy to go
with the theme of being free and not
caring what people think of her.
During the narrative
competition cuts she
would be wearing neutral
makeup, this is because
she is showing that she
does not care or feel the
need to look good for her
competition. Her hair
would be in a ponytail to
make her look like she is
game ready.

9. Camera and editing
For Our music video we will be using alot of fast cuts to match the beat and lyrics
but also a significant amount of slow cuts to provide variety and intrigue whilst at
the same time using fast cuts to countertype the slow cuts. We will be using a a
lot of slow motion to show her rebellious behaviour and to interest the audience.
Camera wise we will be using a lot of close up shots to show the artist’s emotions
and her confidence. We will occasionally use a shaky camera to make the
audience feel part of the video and add effect to the video. We would be using a
variety of mid shots, long shots and perhaps an establishing shot at start.

10. Location - Alleyway
During some cuts of the video we have chosen for the
lead artist to be walking down a common allyway. We
have chosen this because we would like to give the
perception of danger as they are commonly associated
with crime, so with her walking down it she looks
dangerous. This space is also confined which can show
that she is trapped which could be a metaphor for being
trapped in her gender roles and what is seen for her so
she is angry and trying to break free.

11. Location N:2 Ruislip Woods
We plan on using the Ruislip Woods as an area
where she can sing or rock out throughout the
song where we will cut to at several points
throughout the video. We are thinking of doing it
at late evening/night as well as day to show a
variation of lighting to show a variation of moods
which the female lead is going through and we
also think it would enhance the visual effect.
Another reason why we have chosen this
location is because it is isolated so it can show
the side of the artist as she is ‘letting loose’ and
being free.

12. Location N:3 Basketball court
We plan on using the basketball court as the
narrative of our story since it's based around a
girls vs boys competition and we have decided
that the sport be basketball. The music video
would have multiple cuts to different scenes in the
court. (main artist losing at start but then winning
at end). In the other places it is for performance
but this is the main area in the music video and it
would contain the narrative.

13. Ancillary tasks?
For the ancillary tasks we will be creating a digipak and poster. For the ancillary
tasks we would have to make the visual style the same of very similar to promote
the brand as a whole. The brand would be showing the rebellious side but also her
girly side so our digipak and poster would contain the same picture of her which
would be her face and half of the picture would be black and white with rebellious
symbols like black lipstick, messy hair and extreme make up whereas the other
half would be colorful with normal girl makeup and jewellery like earrings. The
writing would also have the same style of half and half as we would have the
artist's name in a girly font and color but album name in black and blunt font.
We will link these altogether by using the same pictures and same color scheme.
We would also use the same fonts in both the digipak and poster so altogether
they would have the same color scheme, fonts and pictures

14. What is your artist’s unique selling point? How will this be
clear from your overall promotional package?
Our artist's unique selling point is that she shows different sides of her in the
music video whereas most other songs focus on a single emotion or theme such
as romance. Although the song does have a single theme she would show her
rebellious side, her fun side and her determined and confident side. In our culture
romance songs are extremely popular and common but since this isn't one it
could be argued it is unique as it shows her independence and doesn't really need
a guy in her life. We will show this by our idea of having half the artists face logo
black and white with extreme makeup and rebellious clothes but the other half is
colored and she wears average makeup, clothes and jewellery showing the song is
about the artist's identity and not a romance song