The document discusses initial ideas for a music video for the song "Skinny Love" covered by Birdy. It will focus on the narrative and lyrical meanings of the song through the story of a couple whose relationship is faltering. Scenes of the singer's performance will be intercut with scenes from the couple's story to amplify the song's meaning. The video aims to target 16-21 year olds, especially females, through an indie genre convention of local settings and slowed, less edited pacing to focus on authenticity over fast cuts.

1. Initial ideas for music videoBrett Egan & Charlotte Pepper

2. Song choice- Skinny Love- ‘Birdy’ cover.Our song was originally written by the American indie/folk band ‘Bon Iver’ however we chose Birdy’s cover as we have a female actress to lip sync the words. We are also going to focus a lot on the narrative in our music video as the story will amplify the lyrical meanings behind it.

3. Reasons for song choice.We decided not to opt for an indie band as our initial efforts to get permission to have a local band perform in our video did not come to fruition due to complications with the record label. Because of this, both myself and Charlotte decided that we should focus on a solo female artist who displayed indie traits, as she had a female actress who would star in our video.

4. Target Audience16- 21 year olds (more likely to be affected by relationships and emotions)More aimed at females as the video is told from a females perspective, however males can be addressed as Bon Iver wrote the song originally. We will target our audience by displaying…

5. How will we display convention of Indie genre?Indie music videos tend to be cut quite roughly and centred on staying true to their roots, the arctic monkeys videos are classic examples of this. We will employ this convention into our own video by making the setting local such as the beach and streets in the area.However we will go original and add authenticity to our video by not having fast paced editing and slowing things down by amplifying meanings.

6. Narratives in our videoWe will contain a fragmented narrative as we will show the performance of the singer and then a narrative of a couple whose relationship has faltered/is faltering to amplify the meaning. We will include shots to mirror meaning at certain points, such as having an extreme close up of the couple holding hands loosely; which signifies the relationship is fizzling out and the pair aren’t going anywhere

7. TypologyOur music video will have a conceptual technique where the target audience will have to unravel meanings given to them through metaphorical and iconic representation.We will show effective images that will confuse some, but we’re hoping that our target audience have the shared knowledge required to understand meaning.