The proposal is for a music video for the song "Latch" by Disclosure. The video will tell a narrative of a woman falling in love with a city rather than a man. It will feature one actress traveling through New York and London, using close-up shots to connect with the audience. The target audience is explorers and teenagers/young adults aged 16-25 who will understand the storyline. Inspiration is drawn from other music videos using shots that set mood through lights and locations.
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1. HAYDON MEDIA
Proposal
Producer(s): Liberty Kavanagh Production Title: Music Video
Brief: I am going to make a music video which is similar to other music videos as it will
include the codes and convention of a music video and will include a useful message
behind the narrative that my target audience will be able to relate and connect with.
Aim:
My aimof this project is to create a music video for the song ‘Latch’ by disclosure that is
interesting, unique and appealing for my target audience to watch. My music video will be
a narrative based video with no performance, so therefore will be aimed at teenagers to
adults as they will be more capable in understanding the storyline behind the music
video.
Description of your intentions:
I have many intentions for my music video and first I would want my music video to be
appealing to my target audience to make sure it gets the most views and people talk
about it, increasing the success for the artist.
The song ‘Latch’ by disclosure it about people falling head over heels in love with
someone, therefore I wanted to use that idea but however add a modernized twist to it.
As disclosure are an electronic duo and there songs are quiet dancey I wanted to focus on
lights as a big aspect of my music video as I think they are important when setting the
mood. Therefore I have decided to focus on cities as the main locations for my music
video and instead of a girl falling head over heels in love with a man, I’m going to portray
a women falling in love with a city and all the different features of a city and what they
bring.
I have decided just to have one girl actress in my music video traveling around the city
New York and London both in the day and at night and I am going to use a variety of shots
such as close up of the girl and her eyes, so that my audience can connect, relate and
identify with her. In addition to this I am also going to record a fair amount of location
shots to show what she loves and the beauty of the cities through her eyes.
Target Audience:
My target audience would be ‘explorers’ as my music video will show individualism and
experience and will value adventure, in addition to this the audience watching my music
video would be a younger demographic such as teenagers (students) and young adults.
I have also decided to use teenagers and young adults 16-25, because my music video is
just narrative based with no performance therefore teens and adults would understand
the story line in comparison to young kids who may find it difficult to understand.
2. Similar Products:
The following list of songs are songs I have gained inspiration from, in relation to shots
and ideas.
ALMA – Chasing highs
Disciples, Calvin Harris – How Deep Is Your Love
Taylor Swift – Style
Galantis - Runaway
