The group will produce a music video for the song "Valley of the Dolls" by Marina and the Diamonds. The video will tell the story of a female character experiencing emotional distress through various costume and location changes. It will feature the singer in bridal wear, pajamas, and indie clothing at locations like a park, house, and canal to portray different themes. The video aims to appeal to its target audience of 16-21 year old white females through its artistic inspiration, costumes, and themes relating to sadness and empathy.

1. Pitch
Einas Naziara Alisha
S

2. Song
S We are doing Marina and the Diamonds – Valley Of The
Dolls
S http://www.youtube.com/watch?v=mzcew5At6Ag
S We chose this because it’s a pop song which is a popular
British genre and appeals to the audience.

3. Concept in one sentence
S A female character experiencing emotional distress.

4. Brand image
S Artist name: Electronica
S Our artist is similar to Charli XCX and Lana Del Rey as
the video will take inspiration from their style, music and
own videos.
S She will wear bridal clothing, pajamas and indie type
clothing as it links to the lyrics and theme of the song.
S The image will help connect to a wider audience as they
may connect to the song, they will enjoy the video, they
may want to style their clothing as us, e.g. wearing the
same bridal clothing for Halloween (inspired by
electronica) or using the same accessories as us.

5. Where did the idea for the
video come from?
S Marina and the Diamonds – primadonna (the editing and
pjyama clothing)
S Ellie Goulding – Anything could happen (Clothing she wears)
S Lana Del Rey – Blue jeans (her acting in front of the
camera, how she entices the audience)
S MATD album interview:
http://www.youtube.com/watch?v=SlqqwE5ToWc

6. Pictures of idea

7. Core Audience
S 16-21 white females, still in education.
S It will appeal to them as they may like the clothing in the
video and want to buy it, therefore promoting the artist.
The themes of the song could appeal to teenagers/young
adults as they may feel sad and want to watch the video
to empathise with the artist.

8. Electra Heart Tumblr
S We took a look at the specific blog MATD made for her
album posting pictures and videos showing the type of
style she wants to convey to the audience.
S This helped inspire us as we knew what kind of style to
go for such as the 50s housewife and that she is quite
cynical with it.

9. Pictures and videos from her
blog
http://www.youtube.com/watch?v=mhHrrVlshQ8

10. Locations
S Highgate park – we will be doing this during the evening
as we want an eerie, spooky, the corpse bride video. It is
also quite wide so we will find an area where we wont
have people walking about. Einas will sing the chorus
here.
S Alisha’s house – to portray the homemaker. Einas will
sing the first and the last part of the song.
S Angel canal – it is close to the college and we think the
area will fit the music video. Einas will sing the hook here.
S Media room (using the interactive board)
S London bridge as a back up if one of the locations
become unavailable

11. Pictures of our locations

12. Costume
S We will have 4 costume changes.
S Bridal outfit and veil (Highgate/canal)
S Long dress (Highgate/canal)
S Pajamas (night gown and robe) (Alishas house)
S Red dress (Media room)

13. Props
S Hand mirror
S Hair rollers
S Necklace
S Party poppers
S Bouquet of white flowers
S Bottle of pills

14. Synergy
S The item that will feature consistently is a necklace, we
chose this as it is easy to put in every scene and it links
to the original artists brand as she also has something to
represent her in every music video (the heart of her
cheek).

15. Industry
S Our artist will be signed to a major record label as we
want to get as much coverage as we can get.
S We will be signed to Interscope records as similar artists
in the pop genre are signed to this label, e.g. lady gaga,
lana del rey, pixie lott, ellie goulding.
S Our song will be available for internet download and in
music stores as we want to appeal to audiences
overseas and local ones too.

16. Theory
Andrew Goodwin’s Theory
Our video follows Andrew Goodwin's theory on music videos as the video uses the singer as
both narrator and as a character. Also the singer usually looks directly at the camera and this
will appeal to our target audience as it helps to keep them engaged and also involve them with
the performance of the singer. Additionally using the music video “Primadonna” specifically, it
clearly shows how Goodwin’s theory is used as this video relies on repetition as the video
repeats images in the way the song repeats choruses or lines.
Carol Vernallis’ Theory
Our video also follows Carol Vernallis’ theory as jump cuts are used often, base track is used in
order to help make the music video structure and flow well, the camera moves in time with the
music. Additionally the video is well edited in order to draw the attention of the target audience.
Laura Mulvey’s Theory
Laura Mulvey states that we live in a world where males are more dominating than females and
this is due to them being labelled as "sex objects". Females are dressed in very revealing
clothes, with their hair and make up all done up, making it more appealing to males. Laura
Mulvey also discusses the idea that women are "dismembered" in all forms of media. This
means they are not focused on as a whole but rather on parts of their body (their body is
"dismembered"). Our video follows Laura Mulvey’s theory as this is how females will be
presented in the video.

17. Animatic
S Here is a link to our Animatic 
http://candipop13group24.blogspot.co.uk

18. Production Schedule
S
Friday 11th Oct- Pitch planning and draft storyboard
S
Monday 14th Oct- Visiting Locations and getting props together
S
Wednesday 16th Oct- Finalising Pitch
S
Friday 18th Oct (first half)- Pitch
S
Friday 18th Oct (second half)- Filming
S
Saturday 19th Oct- Filming
S
Wednesday 23rd Oct- Admin day (no college) –Filming
S
Friday 25th Oct- Filming
S
HALF TERM- 29th Oct-4th Novem- filming

19. Risk Assessment
Possible dangers
S
Media equipment could fall into the Canal
S
Einas could fall into the Canal
S
People walking around could potentially damage camera or other equipment
S
Weather could ruin set (Highgate)

20. Social Media
Follow us on:
S
Twitter: @G24Official1
S
Instagram: @G24Official1
instagram.com/g24official1