This document outlines plans for a music video production that will be conventional and appeal to its target audience. The production will feature two teenage friends portrayed through fast-paced editing going about their daily responsibilities at school/work and enjoying carefree times at parties. Scenes will cross-cut between the two environments to contrast their behaviors. The music video will last 3-5 minutes and feature fashionable outfits, bold makeup, and lighting/editing techniques common to the pop music genre. Research found the target audience prefers these kinds of portrayals and settings to feel represented. Overall, conventions will be followed to distribute the video through Universal Music Group and appeal to its young female viewers.

1. Production Pitch
Production pitch-institution

2. This institution will be the institution that my music video will come over. The universal
Music group have people such as Iggy Azalea, Mariah Carey, Bastille, Carly Rae Jepsen and
Florence and the machine.
These are the types are artists produce similar work to the type of music video I am going
to be constructing. Therefore this would be the institution that my music video will come
under. This will be conventional as this company is distributing similar artists.

3. Success
• Universal Music Group in a subsidiary of a big conglomerate named
Vivendi. This is responsible for 30% of the worlds music sales. They merged
with BMG Music publishing in 2007 and now have many subsidiary
companies such as Island Records group, Decca, Polydor and Mercury. This
allows Synergy to be used which helps to promote the artist.
• This company now owns the copyright for the music and lyrics and can
licence then for use in film, TV, advertising, mobiles, etc. as well as artists to
cover, This then produces promotion for the song and the artists.

4. Conventions of genre and form
Conventions I plan to use:
• Fast pace editing
• Fashionable clothes
• Over the top accessories
• close-ups, long shots
• Bold Make-up
• Portray artists as happy and content
with life
• 3-5 minutes long
• Animation, create exciting and lively
atmosphere
• Low-key lighting
The fast pace editing and animation will be used to create an exciting and lively
atmosphere which is conventional to pop music videos. T he animation is a use
of technology which in recent years have been a major part of pop music videos
to emphasis youth and excitement.
The fashionable clothes, bold make-up and over the top accessories are a part of
the artists image; which also needs to be relevant to the target audience which is
teenagers and young adults. These are typical props that are often stereotyped
with this target audience. These will be used to keep the target audience interested
and makes them able to relate to the artists.
Close-ups and long shots are used a lot in pop music videos. The close-ups are
there to give the artists of the song recognition and publicity, it is there to give the
artist credit for their music. It also portrays the make up they were which is worn
in a way that will reflect the artists personality. The long shots are used to show
the artist as a whole and are mainly used in a dance sequence or when the actions
of the artist in the video are relevant to the song.
Typically to make the music video conventional to other music videos it will be
between 3-5 minute long as this is conventional for pop music videos.

5. Audience research
It is very important that I know common traits within my target audience so
then I can make my music video as appealing and conventional as I can.
Target audience:
• Mainly Female
• Age range 15-22
• Enjoy; shopping, doing hair, fashion, make up
• Daily listen to music
• Prefer female pop group
• Think the video should be 3-5 minutes
• They often find new music through YouTube
and social networking sites.

6. Outline ideas for production
For my music video I am going to be using Icona Pop's song; 'I don care'. This is because it
appears to be very conventional in the pop music genre and helps contrast the target audience
that my music video will be aimed at which is teenagers and young adults. This song gives the
impression that these people are careless and wild which is stereotypical for my target audience.
The idea for this music video will be two friends which will be female and teenagers going out
and enjoying a care free life. Fast pace editing will be used throughout the music video as the
song is very fast and upbeat. The fast pace editing will also help signify the youth and
excitement of the two young girls life. There will also be low key lighting to signify the fact that
they are at a party, this is because most night clubs are dark inside.

7. Ideas
I want the music video to contrast what the two girls are like during the day
when they have responsibility and commitments in comparison to when they
have free time and can just be themselves and care free. I will be doing this by
cross-cutting, For example there will be a clip of them being bored at work or
at sixth form, then there will be cross cutting to when the girls are out having
fun so it will give a comparison of there change in behaviour depending on the
environment.

8. Ideas
The type of costume that the two teenage girls will be wearing will be fashionable or maybe over the top
fashionable clothes to emphasis that they don't care which links in to the song title, and also gives them their
own unique style. There hair will be curly/wavy as this typically gives the impression that the two individuals
have fairly loud personalities. The make up they will be wearing will also be bold for example the thick eye liner,
and bright red or dark purple lipsticks as this is the kind of make up that youths wear.
The setting of the music video will be in two places:
• 1. school/ work environment giving the impressions they are at sixth form or at working signifying they have
commitment and responsibility
• 2. A pub/house party which is to give the impression they like to let go and have fun in a fashion where they
are wild and irresponsible which is stereotypical for their age group.

9. How production will be conventional
One convention that will be used in my music video that is typical is face past editing. This is conventional as it is the type of
editing that is mainly used in pop music videos. This conveys a dramatic and exciting atmosphere to the music video.
Low key lighting will be used in my music video consistently, this is because low key lighting is often used in pop music videos
to show that the images portrayed are a memory. In this case the low key lighting will be used when the two young girls are
parting to emphasis and signify the fact they are at a night club
During my research I found out that most pop music videos last between 3-5 minutes, this means to make my pop music video
conventional my music video needs to fit into this duration.
The environment that my pop music video will be in is a pub/house party and a school/work environment this is conventional
as these are the typical environments in a pop music video and this is because it relates to the target audience more.
Lots of close ups will be used in my pop music video as this is very conventional in all types of music videos, these are typically
used to give recognition to the artist for the song and to give them credit. This is also used as a way to promote an artist.
Lots of long shots will also be used to show what that artist is wearing which is typical as it shows the type of personality that
the artist has. This is also the shot used before a dance sequence of if the artist wants to shot what acts she is doing and to
show her behaviour.

10. How my production will appeal to target
audience
I feel that the pop music video I am going to produce will be conventional to the target audience for many reasons, one being
that the two females used in the music video are in the same age range bracket as the target audience. This shows relations to
the target audience as they will likely have the same characteristics.
The main scene in this music video is the two girls going out and partying, I found through my audience research that this is a
common thing that the target audience like to do therefore this is conventional for my music video.
The two girls in my pop music video will be wearing fashionable clothes, bold make up and they will also have their hair done
up. This is to resemble the personality that the two girls have which resembles a similar personality to the target audience. This
is conventional because in my audience research that I conducted I found out that my target audience like to go shopping, do
their make up and hair.
The setting I will be using in my music video will be a school/work environment and a pub/party environment this is because I
believe that the target audience find this easy to relate to as most of them will either be in school or have a job. The party
environment will also relate to them as this is one of their favourite pass times as I found out from my audience research.