The document discusses plans for a music video and album cover for the band Alt-J. It chooses the song "Breezeblocks" which tells a story of an abusive relationship. Research found the target audience is ages 16-25 who prefer alternative music. Two characters, Thom and Autumn, are introduced who fit the target profile. Locations of a house and woods are selected - the house tells the relationship story and woods is for a chase scene. The album design folds out unconventionally and features lyrics. The music video follows the female character through close-ups and a chase, using techniques to show emotion and vulnerability while the band performs. It ends on her cliffhanging expression.

1. Pitch

2. Chosen band – (Alt-J)∆
We have chosen to use this band for two reasons; one being as a
group we like and enjoy listening to the band and secondly we
feel their target audience is us, so making a music video and
album cover to suit ourselves should be relatively simple.

3. Chosen song - Breezeblocks
The basic outline of the song is the story of an
unbalanced relationship which is the subject
to violence – the song starts at an all time low
and the outro is a plea for forgiveness.
The themes that run throughout the song create
connotations of violence, anger, and sadness.

4. Typical audience for Alt-J
From our research on ‘Survey Monkey’ we found
out a lot about our target audience. For
example:
• Aged between 16-25
• Mixed of males and females
• Prefer alternative music to mainstream music
• Predominantly middle class people listen to Alt-J
• They aren’t too concerned about the bands image as
they feel music is more important

5. Thom – age 19
• Inspired by Alt-J and is his in own band
• Plays a variety of instruments including
guitar, drums, bass and can also sing.
• Writes his own music.
• He isn’t very sporty and is more into music
• He has an individual style of clothing
• If he isn’t out gigging or going to gigs then he’ll
be on Facebook or Twitter.
• Refuses to submit to mainstream music.

6. Autumn – Age 17
• Is learning to play guitar and can also play
piano
• Doesn’t like bands such as One
Direction, prefers less well known bands
• Is a big fan of social networking such as
Tumblr and Instagram.

7. Location research
House
Throughout most of the video the location is a house.
This is where we are told the story of the relationship
and introduced to the characters.

8. Second Location
The second location takes place in a woodland type area. This is going to be where the
chase scene is taken place in the outro of the song. Low lighting will be essential to
create an eerie and scary atmosphere.

9. Album/DVD
A typical and conventional digipak simply just folds out and you
have your discs displayed. However, as Alt-J seem to do
everything else different; music videos, music and artwork, I
think doing something different for the digipak would be a good
idea as it sticks to their non-conventional approach.
Firstly, it folds out to the right revealing
a sleeve where lyrics, thank yous etc
are. Then it folds down on the right
revealing the CD and the DVD.

10. This is an example of what we (Alt-J)
are wanting our album cover
to look like. Obviously we will
not be using this as the picture
is not ours. Our final design
will be something along the
lines of this style as it is very
abstract yet simplistic which I
think is key to Alt-J’s approach.

11. Music video
The video basically follows the women character in the song – many
shots of close ups/extreme close ups will be used to display extreme
emotion.
All the way through the video there will be a band performing the song
(the characters cannot see them).
We will use a variety of techniques such as POV high angle shots to
reflect the vulnerability of the girl and the power of the man.
Towards the end of the video there will be a chase scene taken place in
the woods. During this scene the male character will be wearing a
scary mask as this is what the women sees him as – a monster. It’s as if
they have entered a mystical, almost nightmare like world.
The video ends with a bit of a cliff hanger as it ends on a close up on
the women’s face; what the expression means, is for the audience to
decide.