The document proposes a music video for the band Butterfly Stitch featuring four teenage musicians. It will feature the band performing in a white basement decorated to look like a garage. Several stylish girls will be filmed in different locations to illustrate the lyrics of the song "Flaunt It" and attract different audiences. The target audience is 15-25 year olds who will identify with the band and genre of modern rock music. Filming in a basement fits with conventions for rock music videos and aims to achieve a homemade feel.

1. Music Video Proposal. Alice Kemp.

2. Genre. The talent I will be using for my music video will be a group of teenagers around the age of 18-19. I have chosen four guys, who perform in a band called ‘Butterfly Stitch’. Although they are just starting out on their musical career they are very capable musicians and have already performed live in small pub venues. They have also had various appearances on the minor stages of music festivals. I think this will make them suitable talent for my music video because they are energetic performers and their enthusiasm and enjoyment for performing will be evident. Aswell as the band, I will be filming several stylish girls in various situations and locations, as the title of the song is ‘Flaunt it’. This is to introduce a female element to the video in order to illustrate the lyrics and to attract a mixed audience too. This will also abide by Goodwin’s theory, as there will be a relationship between the lyrics and the visual. The music Butterfly Stitch play is normally regarded as modern rock music. This is the type of music listened to by a great many teenagers and is especially suited to live performance as it has an energetic and lively sound. The band consists of a classic rock line up, that include three guitars and drums. My intension is to shoot the video in a disused basement that is painted white on the wall ceiling and floor. I will have props in the background that may suggest a downmarket garage. The reasons for this idea is because it is a relatively simple set to build. The lighting I hope to use will consist of two small redheads and two lamp stands. This will enhance the down at heel atmosphere to the garage. The clothes they will have on in the video will be casual wear as worn by any teenager. All these elements should enhance the homemade atmosphere of the video which is my main aim. Talent.

3. Target Audience. The target audience I am aiming for is the 15-25 age group. The reason for this is they are the most likely audience for this type of music video. They will identify with the band members who are all teenagers, and also with the style of music. This type of audience also watches videos on internet sites such as YouTube, Myspace and digital music channels, and they are also more likely to download the video from iTunes and similar download sites, and then share the video with their friends.

4. Relationship. Goodwin's Theories. My music video represents genre characteristics as it is a typical rock band with four guys playing 3 guitars and a set of drums. When researching other rock bands such as Bloc Party, Razorlight, and the Fratelis I noticed that they used basements or garages, which gave a homemade feel to the video. I thought this would be a good idea to use in mine as I will then be following typical codes and conventions of modern rock bands. Bloc Party Razorlight.

5. Storyboard. The music video will start with a close up of a girl putting the CD in to a CD player and switching it on, the music will then start at the end of this shot. I decided this would be a good idea instead of the music just starting because when I researched other music videos I noticed this is what the majority of them tended to do, so decided to follow the codes and conventions of other music videos. The video then moves onto a long shot of the basement that the majority of the music video will be filmed in. this shot will last for around 10 seconds. During the scene, there will be a fast forward motion of the band moving around to create the set, and getting their equipment into place. In this long shot, you can see the lighting that I will be using and the speakers in the background. This will give the video a homemade look to it, which is what I am aiming for. The next shot will be a close up of the drummer playing the drums. This will only be a short shot in which it will then switch back to a long shot of the basement and the band setting up again. In order to introduce all the band members and all their instruments, there will be short shots of each in the video, following this clip. At this point in the song, there is b build up of drums, in which I will show a medium shot of the drummer playing them. This will last for a few seconds. Most shots will be quite short as the music is of a fast pace, therefore the editing will need to be of a fast pace too. After this shot, the chorus will then begin, in which stylish girls will be shot in various locations and situations. During these shots, the video will cut back to the lead singer, the drummer, and the guitarists. There will be a mixture of close ups and medium close ups. As the verses begin again, the music slows down, this will then allow me to have a long shot of the whole band playing together.