The group proposes using the Pendulum song "Witchcraft" for their music video project due to its high energy and creative freedom. They will film scenes in York involving a chase sequence through alleyways as the protagonist has flashbacks. The target audience is mainly teenage males who enjoy drum and bass music and expect to see bands in music videos. The synopsis describes shots of a man lying in an alley who flashes back to being chased and attacked. A special edition album is proposed including a DVD, signed poster, t-shirt and wristband to appeal to fans. Locations in York will be used for filming street and alley scenes.

1. Our Pitch
By Jack B and Steve G and Josh C

2. Why we chose Pendulum
Because of the high energy in the music we thought we could
use the song Witchcraft by Pendulum, which gives us more
creative freedom as the music videos for Pendulum seem
random but do have some meaning, so we can use both
aspects. The fast pace gave us an idea on doing a sort of chase
scene and revolving around the actual video of flashbacks and
life going before there eyes. The idea of not having to have a
lot of video of a live band was good as well as Pendulum
normally have about a couple of seconds of video of them
playing and it is really close up.

3. Audience profile
Our audience are mainly male in their teens who listen to mainly
drum and bass and dance music but some rock as well they love
their music and regularly watch music videos and they expect to see
artists from their genre in their own music videos and most of them
would also expect to see their artist in the story element of the
video, some expect to see the band performing the song as well. The
main viewing platform for music videos is the internet, they expect to
see action and something fast paced in music videos. They enjoy
listening to music and often allow their music to become more than
that and find out more about their band and enjoy call backs to
things earlier in the band’s history. They like to see exclusive merch in
special edition albums such as things like posters, wristbands, T-shirts
and something signed by the band even if it costs more.

4. Synopsis
At the start of the video it will start with a high shot of a man lying in the
opening to an alley way, it will start to zoom in while there will be a few cross
cuts of a live band playing. It will then zoom right into the eye of the man
which is lying on the floor. There will then be a flash back of what has
happened until the point of when it started. (This will include the man being
chased, hiding and running through boxes then being attacked down the alley
and lying on the floor.) The man will then look around and stare at this guy
following him, the music will then kick in and the chase will begin, there will
be a few cross cuts of the band again and when the music dies down in the
middle of the song will be when the man hides, the music then kicks in again
so this is where the man finds him and chases him again then he will run
through boxes and go through the alleyway cant escape and gets attacked
and then zooms out of his eye.

5. Mood Board

6. Locations
For our music video we will be shooting in places in York
such as the museum gardens and around the city centre in a
small streets and alleyways, and we will possibly shoot in
some areas around college as there will be more people to
make it look like a chase scene through normal streets.

7. Digipak Idea
Our digipak is going to include a greatest hits album for Pendulum, a
behind the scenes DVD for the making of albums as well behind the
scenes for various tours we have included this because our research
showed us that in the past Pendulum have tended to shy away from
public attention so this will be an attractive thing for long time fans
who want to finally get a chance to get to know the band or for people
who want to find out about the band before listening to their music.
Our digipak will feature a unique to the digipak T-shirt, a signed poster
and a Pendulum wristband which is also exclusive to the digipak we got
this idea from our audience interviews when our interviewees said that
they would like digipaks to include exclusive merchandise and more
than half of people who responded to a survey said they would be
willing to pay more for a special edition album that contained
merchandise.

8. Album artwork
As the album is a greatest hits album the artwork will feature elements from Pendulums
previous albums mainly the colours from previous albums to make up the band logo, the
reason we have done this is not only because it is a combination of previous albums but as
mentioned in our audience profile the fans of this music have a passion for their genre and
enjoy homages to a band’s history so this seemed an ideal design for our album artwork