This document outlines a group's pitch for recreating the Amy Winehouse music video for "You Know I'm No Good". The group chose this song because the lyrics provide a good narrative basis and themes of relationships and conflict. Their vision is for a dark, tense video inspired by Rihanna's "Disturbia" using a split narrative. They want to portray the artist as young, promiscuous, and rebellious through revealing costumes. Key locations include a bedroom, kitchen, bar, and isolated outdoor areas. Props include a dress, pyjamas, microphone, knife, ring, and photos. Themes are love, betrayal, mental health and isolation. Their target audience is females aged 16-20

1. Our Pitch
AMY WINEHOUSE- ‘YOU KNOW I’M NO GOOD’

2. The video we want to recreate:
• https://www.youtube.com/watch?v=b-I2s5zRbHg

3. Why we chose this song
We chose this song because we all wanted to recreate a music video
from within the pop genre. The song we have chosen to use involves
both the themes of relationships and conflict between two people and
the lyrics provided a good plot for our group to use. The main artists
that we researched included Rihanna, Beyoncé and Amy Winehouse.
We felt that the lyrics to Amy’s songs provided a good base to create a
narrative from.

4. The vision we have for our video
 The overall vision we have for our video is that it will be dark
and eerie to engage the audience and keep them hooked on
the tension that will occur within the video. We got the
inspiration for our video from Rihanna’s music video for
‘Disturbia’ as that has a dark atmosphere also.
 Also, we want our video to have a meaning which will be
easily be shown in our video through the use of a split
narrative.

5. The brand image of our Artist
We want the brand image of our pop artist to be seen as a young,
promiscuous and rebellious woman. We want the brand image to be
like this as the costumes that will be worn by her in the video will be
revealing and slightly provocative. Some of the clothing that she will
be seen wearing in the video will be high heels, red lipstick and long
red nails; which we feel will easily reveal the kind of person our artist
is to the audience.

6. Locations
 Bedroom – where she will be seen with other men
 Kitchen – to show the place where she will eventually
breakdown
 Bar – to show where the affairs start
 Canal/Woodland– to represent her isolation
 Bridge at canal- exaggerates her isolation further
 Stage – to show her performing and trying to escape
reality

7. Props/ Costumes
 Black dress with red heels/red nails- to show is vulnerable but also a provocative
female
 Baggy pyjama top- show’s that she is past caring about her appearance
 Microphone- shows her performing confidently
 Knife- presents danger and uncertainty
 Engagement ring- a symbol of her relationship which is then shown to be thrown
away throughout the video
 Polaroid pictures- shows the memories of her life and makes her reflect back.
 Mirror-shows her reflecting and regretting the way she is
 Heavy make up- to show how she feels she needs to hide her insecurities

8. Themes
Love
Betrayal
Mental health
Isolation

9. Genre conventions we will be using
 Close ups of the artist
 Lip-syncing
 Split narrative
 The theme of romance

10. Technical Conventions
 Jump cuts will be used frequently to keep audience engaged
 Different shots will create variety of different perspectives
 Common setting will be a performance area (the stage)
 Long shots will be used to focus on the star
 Slow motion will be used to exaggerate expressions and
movement

11. Our Target Audience
The target audience for our music video will be females
aged around 16-20 as these are the people we found to
enjoy these kind of pop videos the most. We will target our
audience specifically by having a relatable narrative to the
reality of today’s world that many young females may
experience. Also, our lead female artist will be someone
that females watching may be able to see themselves in
which will be more engaging for them to watch.