Nicole Daybell is pitching a music video idea for the Little Mix song "Change Your Life." She proposes telling a narrative about one band member losing confidence after receiving online hate, but being inspired to rejoin the band after they write a new song. The video would intercut this narrative with performance elements of the band practicing and performing the new song. Key themes of friendship, self-empowerment, and achievement would be portrayed. Locations include a bedroom, dance studio, and outdoor hilltop to appear down-to-earth but also show success. The target audience is 10-15 year old pop music fans.

1. Nicole Daybell
MUSIC VIDEO PITCH

2. The song I have chosen to do is Little Mix – Change Your Life. It is of the
pop genre but still has an important message which I felt I could create a
convincing narrative and performance aspect to. I am most familiar with the
pop genre and felt that it would be the easiest for me to create a video for.
SONG CHOICE

3. The idea for my music video is to have both a performance and a narrative
included. The song is based around the themes of perseverance, self
empowerment and friendship, and I felt that these themes needed to be
portrayed in the video as it is a powerful message. The narrative is going to be
based around one of the band members receiving hate messages about her
singing online. She loses her confidence to perform and no longer wants to be
in the band. The rest of the girls pull together and convince her to re-join the
band, inspiring her to write a song about her experience. The girls practice to
perform the new song. This performance is interlinked throughout the music
video as the performance aspect of the video. As well as this, another one
narrative strand will feature in which the girls are seen walking up a hill. When
the song reaches its peak, the girls reach the top of the hill and look out onto
the view.
IDEA

4. Little Mix’s brand image is that they are very down to earth, girly and fun. The
costumes they wear are often very different to each other as each member has
their own individual style. They are often fashionable and edgy costumes.
I want my band to presented as down to earth, as well as showing
individuality. I want to incorporate the more traditional style of girl band in
which the band members all wear something similar in the performance aspect
to appear connected. In the narrative section, I want the band to wear casual
clothing to conform to the down to earth trait. My idea for the performance is
to ensure they are wearing quite light and bright colours so that they contrast
the dark background.
BRAND IMAGE AND COSTUME

5. The locations I have chosen to film in for the narrative are very normal,
ordinary settings. The first setting in the narrative is a bedroom. I have chosen
this to reflect the ‘down to earth’ brand image and to present the band as
‘normal’ to be relatable to a target audience. This setting also is easy for me to
film from as I can do this at home. The second narrative location is a dance
studio. This has been chosen to reflect the idea that the girls are rehearsing.
The outdoor setting is going to be filmed on an open expanse of land with a
hill to reflect a sense of freedom and also to show achievement and success
when the girls walk to the top. The performance location is going to be a dark
room that is lit up to appear like an intimate performance.
LOCATION

6. The themes displayed in my video are reflective of the themes presented in the
song itself.
FRIENDSHIP – The theme of friendship in the song is shown by the lyrics ‘we’re
gonna stick together, know we’ll get through it all’. This is reflected by the themes
portrayed on screen in the narrative. The girls work together to encourage Lucy to
re-join the band and to cheer her up.
SELF EMPOWERMENT- The theme of self empowerment is also strong in this
song. This is portrayed in my video through the narrative section in which Lucy
changes and makes herself happy.
ACHIEVEMENT- Achievement is also a theme in my music video. This is shown
in all 3 aspects of my video. The narrative as a whole displays this, and the big
note in the performance also shows the theme clearly. As well as this, the outdoor
narrative strand represents the struggles and hard work needed for success. This is
shown by the tough climb to the top of the hill, followed by the reward of the
view.
THEMES

7. • Special effects – lens flare will be used, as will vivid effects, black and
white.
• Lyrics to visuals – The whole narrative will relate to the lyrics. As well as
this, single lines such as ‘she catches her reflection’ will match the visuals
as this shot will be filmed in a mirror.
• Reference to looking – the artists will break the fourth wall
• Close ups of the artist – Many close ups will be used to show expression
and emotion.
GENRE CONVENTIONS

8. • Panning shots
• Close ups
• Long shots
• High/low angle shots
• Editing to the beat
• Special effects
• Long takes in narrative areas
• Shorter takes in performance
• Slow motion in more emotional aspects of the narrative
• Fashionable clothing
• Props such as microphone
• Lip syncing
• Interacting with the music
TECHNICAL CONVENTIONS

9. My target audience is 10-15 year olds who enjoy Pop music. I created a
questionnaire which showed me what my target audience wanted to see in
order to make my music video appeal to them.
My questionnaire informed me that most of my target audience wanted to see
a girl band who wore fashionable clothing. It also showed me that their
favourite song by Little Mix was Change Your Life and that they wanted to see
a music video with both a narrative but also a performance.
I have appealed to this by creating both a narrative and performance aspect,
and also by dressing my band in current trends and making the video very
modern in its ideas.
TARGET AUDIENCE