The proposal is for a music video, magazine advert, and digipak for the song "Dinosaur" by AKMU. The music video will tell a narrative story through split screens of the same character at different ages, following the folk music genre conventions. Filming locations will be indoor and outdoor in London. The target audience is young adults who listen to K-pop for both entertainment and identity. Inspiration was drawn from other music videos in terms of split screens, use of old footage, and camera angles.

1. HAYDON MEDIA
Proposal
Producer(s): Mina Yakinya Production Title: AKMU – Dinosaur music
video
Brief: to film and edit a music video for my chosen song, that being ‘Dinosaur’ by AKMU,
design a magazine advert for the album release, and make a digipak for the album.
Aim:
To film a music video for the song ‘Dinosaur’ by AKMU and create magazine adverts
promoting the release of the album along with a four sided digipak for the album.
Description of your intentions:
The song is a Folk/EDM genre and so I wanted to create narrative based video that follows
a linear pattern as it follows the conventions of folk music. Folk music is often
misrepresented in mainstream media where people think Folk music is simply country
music or any acoustic song, but Folk music is actually a genre made up of songs that
describe a personal story or a story shared by within a community with the use of
traditional instruments. As the song is also an EDM genre, I plan to feature a lot of fast
pace cuts during the chorus’. The storyline will follow two people who play the same
character but as their younger and older selves, so I want to use split screens in parts of
the music video to create a link between the two characters. As the song is sung in
Korean, I will have the English subtitles available at the bottom in order for the target
audience to understand what is being sung.
My filming locations will consist of indoor and outdoor areas so that I can experiment
with things like lighting and use of filters when editing the clips. I plan to film in specific,
small areas of a house so that it fits the narrative of the video but also prevent it from
looking unprofessional (by filming mid-shots and clos-ups). The outdoor locations will be
streets in London so that I can add colour to the music video.
Target Audience:
My target audience will be young adults who listen to K-POP as this song is a mainstream
Korean song by a famous group but it will be narrowed down further as the genre of the
song is Folk/EDM which is an odd hybrid of genres. In terms of what the audience would
use this song as, it would be entertainment due to the EDM genre incorporated in the
song but it will also be used for identity purposes. As the song is a folk song, many people
will be able to relate to it as it is about the personal story of the artists. It allows the
audience to connect to the artist as the song is very honest and intimate about their lives.

2. Similar Products:
 Charlie Puth – We don’t talk anymore
 Sejeong – Flower Way
 Ed Sheeran – Photograph
 IU – Palette
These videos have inspired me in different ways…
I have looked at each of these videos in order to get ideas for different areas that make
up a music video. For instance, Charlie Puth’s and Sejeong’s music video contains the split
screen layout which I want to replicate as it will suit the theme and overall narrative I am
going for. The concept of Photograph by Ed Sheeran gave me the idea to sue old footage
of the two characters when they were younger to further display their relationship with
one another and their development over time. I was finding it difficult to think of what
camera angles I should use in my music video when it comes to the production stages and
I took a lot of my ideas from IU’s Palette. I realized that there are many different ways to
film the same kind of shot which I will definitely incorporate into my music video.