This document provides information about the artist Darcy Doo and her song choice "Dreaming" by Blondie for a music video project. It discusses Darcy Doo's background and how she found success through YouTube. It also describes her style as alternative and reviving 80s/90s music. The document recommends FatCat Records as her record label due to their independent style and genres including pop and post-rock. It outlines Darcy Doo's target audience as mostly teenage girls and young adults who rediscover 80s/90s music. Finally, it proposes a concept for the music video with a low budget, focusing on young love through locations like fields and using a drone for shots.
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2. Song Choice
“Dreaming” By Blondie
● Pop-Rock Genre
● Came out in 1979
I chose this song as it is:
● Original
● A revival of the 80s (80s/90s fashion and music is very popular)
● Catchy and easily interpreted
3. Artist
Darcy Doo (Real name Darcy Hannah)
● Triplet, with very close bonds to her sisters
● ‘Darcy Doo’ is a childhood nickname
● Started a youtube channel and scrapped it out for many years with little success
● Years of having her music online, ‘Dreaming’ was her breakthrough song on YouTube and is now
signed with FatCat Records
● Dreaming is now being re-released with a music video as her debut single
Image/Style
New trends include being ‘alternative’, which entails not being hyper-feminine. Clothing is baggy and
music choices include reviving old favourites from the 80s and 90s. However, some trends cross over
from the mass audience, including iPhones and current heavy makeup trends.
4. Record Label
FatCat Records
● Independent record company based in Brighton, which is a town that is known for taking the
alternative route and being a little different (holding many LGBT events including Brighton Pride
parade)
● Genres include post-rock and pop, which is what Darcy Doo crosses into
● Bands include We Were Promised Jetpacks, who are indie rock and Sigur Rós, a post-rock band
from Iceland
This record label suits Darcy Doo as there is a cross over in genre. An independent label is best for my
artist as she worked and advertised her music through overpopulated artists where lots of musicians are
trying to make a break, i.e. YouTube.
6. Target audience
● Majority girls - may be considered too soppy or feminine for lots of
boys to listen to. However, those who do not fit the masculine
demographic may be interested.
● Majority age group of older teenagers, as they have the initiative to
look for music they enjoy, without outside pressure from peers, on
platforms such as Spotify and YouTube. Young adults have most
definitely developed this and still make up a large amount of my
demographic.
● Because of this, most of my listeners will be students, with few in
employment - most people of this age group have just only entered
the working world.
● Education and Religion does not matter within my demographic.
● Those of a younger generation will have missed out on the 90s and
80s and are rediscovering this lost music along with my artist, who
has made this song inspired by the eras. Those who may have
been alive and remember these periods may be interested in
reliving this era of music.
7. Video concept
● Independent budget, so will not have a lot of editing
● Will also have very basic locations (i.e. a field, white screen)
● However, as there is a lack of editing, it will look beautiful with
recording, hence why a drone will be used for some shots
● Young demographic, so the underlying message will be young love
● Young girl in the video, girls are stereotyped to be very emotional -
this will come through in my video
● Feminine with an alternative twist - whilst there may be some pink
and stereotypically girly things, not everything will appear that way
9. Goodwin Theory
● Parts will be lip synced, relating the audience to the artist in the video
● Only person throughout the video is the artist, and will often be framed in the centre. Audience is
forced to focus on her throughout the whole video
● Video will be at face value, with many obvious references to young love - also relates to hypodermic
needle theory
● Clothes that show off some sort of skin, which keeps the video modern (as many music videos with
females in the 21st Century show some skin) with heavy makeup - appealing to a male audience -
also relating to the Laura Mulvey theory.
● May not fit into Goodwin with a slightly artistic take. Not everything done within the video will be
typically feminine, showing relatability to a female audience, as we cannot be pretty and feminine at
all times. Can also relate to Blondie and the rock scene, as being the front singer of a rock band is
usually a man.
