This document outlines a proposal for a music video project. The proposed video would tell the story of someone living life while young and making mistakes, set to the song "Twice" by Catfish and the Bottlemen. The target audience is identified as people aged 16-24 interested in alternative rock music. Production techniques like lip syncing, using a Steadicam, and including sound effects are discussed. An evaluation is planned to analyze how well the planning was conducted and its effects on the final project, as well as weekly diary entries evaluating progress. A five-week schedule is provided covering pre-production, filming, editing, post-production, and screening.

1. Proposal
1
Working Title:
Twice by Catfish and the Bottlemen
What is it called? This can change if you think of something better later
Audience:
My audience will be targeted at a wide range of people because the style of song can be categorized into
different genres.Also,the band is popular with people from both boys and girls ofthe age of 16 -24, however
the alternative rock genre was introduced in the 90s and therefore have an audience of 25s+,so I’ll ha ve to
attemptto attract all the different audiences.The target audiences’ gender will be focussed on both male and
female because although the stereotype is that men are more interested in indie rock and females in pop
music,both men and women like indie/alternative rock.Also, if my song was aboutlove then I would be
tempted to say that the video would be targeted more at women as men aren’tas stereotypicallylikely to
listen aboutlove songs.
The social status ofmy audience would be a young person, so notvery financiallystable,because the song is
aboutcalling in sick for work and making mistakes thatthey regret, so a young audience that could relate to
the song on a more personal level,appose to a parents with a full time job and responsibilities.So for social
status the audience would be quite low on the social food chain as the young generation can be looked down
on in society by adults.
The audience would have to be for someone who is interested in the genre of music and they have a casual
perspective on life as when you’re a teenager you think you’re indestructible and can make as manymistakes
and regrets.
Rationale (approx. 100 words):
So far throughoutthe year I think I have acquired a lot of knowledge and now understand how to use different
software’s thatbefore coming to college I won’thave known how to use.For example,I can use Photoshop
now and I understand how to apply differentedits and I have a further understanding ofwhatdifferent tools
mean and how to apply them onto my work. For this projectI don’tthink I’ll need Photoshop butif I do I’ll be
able to use it successfully.I also have learnt how to use more skills on premiere.I’ve had more practice using
a camera now as well and this will come in very useful for my filming.
Project Concept (approx. 200 words):
Our project is to create our own music videos. For the project I had to conducta lot of research so thatI could
have a wider knowledge abouthow music videos are filmed and produced.Iwatched a range of videos from
different genres in detail so that I could find potential techniques Icould include in my own videos.By
watching the music videos itgave me an opportunity to watch how professional producers structure their
music videos and how I can apply the same structure to my own video.
Then we have to film our own music videos,this means we have to plan in detail whatwill happen for each
scene.Including the shottype, the misen-en-scene,the actors,filming techniques and the camera
focus/quality.Then for the editing we have to plan how we wantit to look including how we want the scenes
to change,and any special effects we wantto add.
As there is a lot to plan the planning stage will take time and it is importantto make sure that the pla nning is
done very thorough because we only have a certain amountof time with the camera equipmentand need to
get all the scenes completed successfullywithin the time period.For my project I am following the storyline of
the lyrics, so I will be retelling the story of someone who is living while they’re young and making mistakes.
Production Techniques (approx. 150 words):
For my video I will include a range of different techniques.During myplanning Iwas thinking of including lip-
syncing scenes,Ipracticed how to do this in planning so thatif I wanted to use the technique in my video I
would know how to correctly do it. I also would have to use green screen for the lip syncing however I did not
practise how to use it and would have to find out how to use green screen correctly. I’ll also need to use a
Steadicam,this is because I want to be able to follow the actors in the video instead ofjustusing a tripod and
having the camera staystill.For sound effects I could use a boom microphone to pick up noises easier but
seen as it’s a music video and I’ll be putting the music over I think it would’ve been pointless to use a boom
pic.
Evaluation (approx. 50 words)
For my evaluation I will analyse how I produced my whole video. I will also analyse how I planned the project
and how the planning affected it overall. Also weekly we create diaries and there I have evaluated what I have
spentmy weeks doing,and how useful it was to my project.
How do you plan to evaluate the work? Reference conducting on-going evaluation and your final
self-reflection, analysing your work and its outcomes.

2. Proposal
2
Schedule
WEEK OVERALL PLAN SPECIFIC TASKS
1 -Initial Response
-Production Experiments

2 -Product
-Audience Research
-Proposal
-Begin Pre-production

3 -Pre-production
-Filming

4 -Filming/Editing 
5 -Post-production
-Screening/Evaluation

Bibliography
At least 7 sources total and should include books, videos/films/video games, magazines and
newspaper articles etc.
1. Your, Name. (2018) Target Audience Research Survey (conducted on DATE)
2. Interviewees, Name. (2018) Target Audience Interviews (conducted on DATE)
3.