Sub Focus is an electronic artist who blends elements of genres like house, drum & bass, and electro in his music. The document proposes a music video, digipack, and magazine ad to promote Sub Focus' song "Endorphins". The music video would tell a surreal story about a man chased by masked people in a wood, representing outsiders and society. Research found the target audience is mostly 16-24 year old fans of indie, house, and electro who watch videos online. The proposed locations for filming are Knavesmire Wood in York. Reasons for choosing Sub Focus include appealing to the target age and successfully combining elements from different genres and formats in a cohesive promotional package.

1. Pitch
Sub Focus- Endorphins
Music video
Digipack
Magazine Advert

2. Sub Focus
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Sub focus is an artist who originally fit under the genre:
electro, however he has since developed his music to have
more sub-genre elements including house and drum &
bass.
Since Sub Focus has a more open genre he doesn’t follow
particular conventions in order to make his work more
original. This meant we were able to experiment with
conventional elements of a few different music genres. We
can be creative with the designs of the digipack and
magazine advert also.
Examples of use of cross-genre is shown in his ‘Tidal Wave’
video which contrasts with his ‘Endorphins’ video. Tidal
follows the conventions of charts music whereas Endorphins
follows the conventions of house music.

3. Audience Profile
An example of our typical audience demographic would be either a male or female, because
out of our 61 survey responses 51% were male and 49% were female. Our audience would most
likely be a teenager/ young adult, possibly between the ages of 16-24. This is due to 95% of our
participants being within this age range. The majority of our participants were White British, with
part time employment. They would typically be fans of indie-pop, but also enjoy house, drum &
bass and electro music. This fits well with the conventions of Sub Focus because he aims to have
a wide music genre to therefore target a wide audience.
Our average participant only watched 0-3 music videos per week, which tells us that they
probably only watch music videos of bands and artists they listen to and are already fans of. This
could be a negative due to Sub Focus not having any specific conventions however it could
also be a positive because the artist could be easily suggested to a new audience due to its
likely appeal to fans of different genres. A large proportion of our audience demographic also
watches music videos free online using websites such as Youtube or if the music video has been
shared on social networking sites. With this in mind we uploaded our music video onto Youtube,
Twitter, and Facebook to allow our video as much exposure as possible to our target audience.
Our typical audience find music videos with a narrative or surreal concept more entertaining
and feel that it is an important element for music videos to have. This was followed closely by
special effects however it was also followed closely by ‘live performance’ which is something
we did not include. We felt that attempting to mime in our video would look unprofessional as
we don’t have the equipment to allow for a free flowing live performance.
Our typical audience also preferred album covers to have artwork related to the band and
main song its promoting on the cover, which is something we incorporated.

4. Synopsis/ Narrative
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Our music video begins with a quick-cutting montage of establishing shots to accompany
the opening fast beat of the song, we also use a mix of close-ups of masked people and the
use of special effects to set the scene of a surreal environment.
The video then follow an on-going ‘chase’ throughout the video, with a main character
being followed by mysterious and sinister looking masked people. We used various different
camera movement and shots to captures the sensation of a tense chase scene, whilst also
capturing close ups of facial expressions to emphasize the audience’s empathy with the
main character.
The story ends with the main character ‘giving up’ and accepting that he has to view the
masked people in a different way. He accepts them for who they are and realises he
doesn’t need to be afraid, he then masks himself and joins them which represents him
noticing that they are no different than himself.
For the narrative of our story we wanted to portray judgmental people in society and how
they view and treat people who are different than them and are seen as being outside the
‘social norm’. We wanted to portray this concept in a unique way that is tailored to our
audiences preferences (of music videos having a narrative with a surreal concept and use
of effects). With this in mind we portrayed the ‘outcasts’ as animal-masked people and the
social ‘norm’ as the main character running away, the narrative is taken from his point of
view. The thick wooded environment would represent the ‘jungle’ that is society, with the
trees representing the feeling of being trapped which is how outcasts are likely to feel.
I think that this idea reflects the concept we wanted it to whilst representing it in an original
and surreal way, following the conventions of Sub Focus’s music.

5. Location: Knavesmire Wood
(York)
Google maps
Woodland
trust website

6. Reasons for choosing
Sub Focus
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We chose Sub Focus because he is a modern artist whose fans are
people of our own age, therefore we feel that we know how to
appeal to this audience.
We know how to combine various genre-specific elements
Our idea works because we have successfully combined elements
of different genres, following the conventions on Sub Focus.
We have successfully created a ‘flow’ or link between different
formats of our promotional package as they all follow the same
theme and colour scheme.
Alike with other Sub Focus music videos, we have created a surreal
concept however unlike his videos we have included a clearer
storyline.
However, we have also challenged the conventions of Sub Focus’
digipack designs, by including images of characters on the Cd and
Magazine advert designs, but have also followed some of his
conventions by including a repetitive ‘motif’ throughout our
promotional package.