The genre chosen is dance music which appeals to a wide audience according to research. The target audience is 16-24 year olds who favor dance and its subgenres. Research showed this age group values a narrative in videos along with prominent album artwork in packaging. The artist is Sub Focus who combines elements of beat and lyrics across various genres popular in the research. The video will follow dance music conventions and feature a teen chased by masked characters who later dance freely together. The digipak and ad will use shots from the video to maintain a consistent house style across products.

1. Pitch
Kieran Hepworth

2. The Genre
• The genre we have decided to pursue is
dance music.
• This is because there are many sub-genres
to the genre of dance and therefore we feel
we can appeal to a wider audience.
• The audience told us via our qualitative and
quantitative research that their favourite
genres were dance and sub-genres that can
be encompassed in the field of dance.

3. The Audience
• The products will be aimed at an audience aging
16 years old to 24 years old, this is the age group
from which we took the large majority of our
information.
• We gathered from our research that dance music
and its sub-genres are very popular with this age
group.
• Our research told us that a strong narrative would
be important for the video.
• It also told us that producing a digipak and advert
with prominent album artwork would be very
popular.

4. The Artist
• The artist we have chosen is Sub Focus.
• We have chosen Sub Focus because his
sound is one that is diverse and touches
upon many of the genres that appeared
prominent in our audience research.
• Sub Focus’ songs combine the key
elements of a strong beat and emotive
lyrics, allowing for us to develop a concept
that is both appealing, fluid and relevant.

5. The Video
• The video will follow many of the conventions
of dance music videos, such as a montage at
the beginning of the video, editing effects
(mirroring, filtering etc.), props (masks) and a
dancing scene.
• The video will see an estranged teen in a
woodland chased by four characters wearing
masks.
• The video will conclude with the teen joining
the masked characters as they dance freely.

6. The Digipak and Magazine Advert
• The digipak and magazine advert will be
made using shots from the filming of the
video, keeping to the convention of a
house style.
• This high level of continuity will allow the
audience to recognise the cohesion of the
products.