The document summarizes a pitch for a music video for an indie pop song. It discusses choosing the Halsey song "Control" for its beat and lyrics about overcoming personal demons. The pitch names the artist as "Onyx" to reflect the dark tone and references influences from Lorde and Lana Del Rey music videos. It outlines plans to contrast performance scenes in a studio with scenes conveying the song's narrative in locations like an old house. The pitch also discusses developing branding around Onyx's unique voice and signature dark plum lipstick, as well as linking music video and promotion through a consistent color scheme and logo design. It acknowledges challenges in securing filming locations, casting, and technical aspects like projections.

1. The Pitch

2. The track we have chosen is Control by Halsey which
is in the indie pop genre. We knew we wanted to pick
from this genre because it is something that we both
listen to anyway and are familiar with, making it easier
for us to find inspiration and conventions to use in our
music video etc. When we found the artist Halsey we
knew we wanted to use one of her songs because we
liked the sound of her voice and we then found the
song Control. We picked this particular song because
we liked the beat it has to it and the lyrics of the
song/the meaning of the song (fighting your personal
demons) would be interesting to convey in a music
video. We also liked that we could go darker with this
song than other songs in this genre and that the track
lends itself to a more experimental music video and
narrative.
https://www.youtube.com/watch
?v=so8V5dAli-Q

3. Lorde and Lana Del Rey are the artists that have most inspired our artist and music video. We
found that the Born To Die music video was a big inspiration when choosing where we would like to
film and it first gave us the idea of filming in a big house. It also mixes contrasting locations really
well and showed us that we could use contrasting locations mixed with a darker narrative and still
make it work within the genre. The Royals video was an inspiration because of the way they use the
performance of the artist and from watching this video we then decided to have all of the
performance elements of the video in a studio setting with just our artist in the frame. We wanted to
make a clear cut between the narrative and performance in our video and this video does that really
clearly.

4. We have decided to name our artist
‘Onyx’. We thought having one word
as the artist name would work for our
genre as multiple artists we have been
influenced by also do this e.g. Lorde
and Halsey. Onyx is a dark black gem
stone and we thought the name could
also reflect the tone of the song and
what we want our artist to represent in
the genre. We have named our track
‘Demons’ as that is what we want to
focus on in our music video, the
struggle of getting over personal
demons, as that is what the lyrics also
focus on.
We think that our artist will be most
recognisable from her voice as the
artist we have chosen has quite a
unique voice and sound that is easily
recognisable to her. We also wanted to
create a visual icon for her so we
decided that she will always wear a
dark plum lipstick. This will work with
her brand image and the track which is
dark and mysterious and will also look
good in our music video/promotion
which will be filmed with low key
lighting and with shadows and dark
spots. This branding has worked for
other artist like Taylor Swift who is
often seen wearing a red lip which has
become iconic to her.

7. To link our products together we will mainly be
using colour and logo to create that link. We
have found through research that promotion
campaigns like the Marina and the Diamonds,
Electra Heart one that products are often linked
through the colour scheme that’s used, in this
case a blueish grey, this is also carried through
the music videos for this album like the one for
Primadonna. We also found that most artists
have a recognisable logo that is included on all
products. For the indie pop genre these are
quite simple and often are just made up of one
font, but that the name is usually always written
in capital letters to help it stand out.

8. We have already had to face the problem of the location we wanted to film at being unavailable to
us. We originally had the thought of filming at Barrington Court but we found we couldn’t so we are
now hoping to film at Montecute House and we are thinking of more locations that would also work
for our music video.
We are also finding it difficult to think about who we want to act in our music video and someone
who will fit with the look of our artist.
We also feel like the projections and use of shadows could be difficult to produce and control and
we might have some trouble with it especially at the scenes filmed at the house.