This document discusses planning for a music promotion video and related materials for an indie pop band. It outlines choosing a brief to create a video, album cover, and magazine ad. Research was done on genre conventions and target audience of teens to mid-twenties. Inspiration was drawn from videos by Kate Nash, Lily Allen, and Ladyhawke. Focus groups provided feedback on video elements, album covers, and purchasing habits.

1. Play it again RecordsHayley MeaneyEve CartwrightMelissa RobertsonAlice McLaughlinBrief 1We have decided to choose brief 1, which consists of a promotion for the release of an album, to include a music promo video, together with both of the following: A cover for its release as part of a digipak

2. A magazine advertisement for the digipak Selected Genre & Key ConventionsThe genre which we will be working in is Indie-pop/Anti-folk.Key Conventions which are used within this genre; Neutral & Pastel colours

3. Quirky Settings

4. Everyday objects are normally used as the target audience are able to relate to

5. Mise-en-scene is used; Lighting is often bright/soft (This will set the theme/mood)

6. Outfits always reflect the genre of the music

7. Close-ups are always used within the video

8. Usually a clear narrative is displayed

9. Editing & Cut Speed matches the pace of the musicOur Target AudienceWe have chosen our target audience to be teens to mid twenties.Being teenagers our self we have a good knowledge of what music our age group likes, we believe that our choice of genre and song should be targeting teenagers of the same ages as us and +Also we will be targeting a quite quirky audience, which has a unique taste in music.Other Media ProductsTaking our target audience into consideration we have discovered quite a large amount of people read music magazines.

10. Kate Nash- FoundationsThis video has inspired us with ideas for our own video as it is clearly within the genre we have chosen and also has the same target audience in mind.InspirationI liked the cute close-ups of the mise en scene in this video.The different objects put together, the realism of the hands contrasting to the animated socks and the way beer bottles are juxtaposed with flowers

11. Colour Colour is one of the main aspects of the video that I liked and so this will be took into consideration when making our video.YellowPinkBlueOrange

12. CinematographyLow angle, long shotInteresting framing, Mid shotClose-up. Direct mode of address

13. Lily Allen - 22When analysing the music video ‘22’ by Lily Allen, I have been able to identify key ideas which have influenced and gave inspiration for our own music product. Throughout each shot, I love the lightening. Bright, contrasting colours have been used to make the audience focus on her face.- Close ups are used. This shows her emotions/facial expressions. Her reflection mirrors the black background.

14. Her hair is also the same colour as the background, making her face stand out even more.

15. Lily Allen - 22 I have definitely been inspired by these mirror shots.

16. Fits in well with our genre

17. Lighting is positioned to the back of the frame I love the lighting within this establishing shot.Light reflecting from window onto the dark floor

18. Lily Allen - 22I love this Oblique/Canted angle. Gives variety to the frames. The lighting in this shot is something which may influence our own music product. The use of switching from colour to a sepia/lighter tome may indicate a shift from chorus to verse.

19. Ladyhawke – My DeliriumElements liked...We liked this shot of the feet walking away because it breaks the conventions of standard video making so creates quite an edgy feel to the shot, also the sequence that follows avoids showing her face which creates a sense of mystery in what she is doing. We liked the idea of having the singer singing into a reflection but thought it might fit in better with our song if its reflected in water, like a pond, rather than a mirror because it is more quirky.We also like the idea of having shots of random, everyday objects because it creates a sense of randomness and uniqueness in the video rather than just using standard shots of the singer or a story line.

20. Ladyhawke – My DeliriumElements liked...The editing here is really good, there are a lot of jump cuts showing different angles of her playing guitar. Also, the figure playing guitar constantly keeps her face hidden as though you are supposed to focus on the guitar playing at that point, and then the singing when the face comes up behind as though to emphasize both points.It also creates an edgy feel to the video because the camera angles are breaking the rule of thirds and so not conforming to conventions.

21. Ladyhawke – My DeliriumElements to avoid...Although the video appearing as though it is in an oil painting creates a unique feel, we will be avoiding this technique as it is very time consuming and also could create a ‘handmade’ feel to the video as opposed to looking professional.There are a lot of mid-shots of Ladyhawke singing on her own, we want to avoid this when doing our video because it isn’t very original, we prefer to base our video almost as though it is lots of random shots put together so they make sense to give a quirky feel to it.

22. Charlotte – Air TrafficI chose to analyse this video because I felt in some aspects it fit into our genre.Some parts of the video we will not be using such as the band shots which would be difficult to recreate in our own video.

23. Mise en sceneThe quirkiness of this mise en scene fits into our genre, and this is something we want to use in out own video

24. CinematographyI feel like these shots are interesting and have inspired me to use them in our own video.