The document discusses plans for a music video for the song "Stressed Out" by Twenty One Pilots. It will feature one performer rapping in two unusual locations - a garage filled with random items and a woodland area with chairs and a tent. Shots will include the performer rapping and slow motion shots of another actor smoking and moving through trees. The music video, digital album cover, and magazine ad will use consistent typography, imagery, and colors to link them as a campaign. Potential issues include coordinating schedules, accessing the garage location, obtaining cameras, and ensuring the performer learns the song well.

1. TWENTY ONE PIOTS
“Stressed Out”

2. MUSIC VIDEO
https://www.youtube.com/watch?v=pXRviuL6vMY

3. OUR TRACK/ GENRE
Our chosen track is “Stressed Out” by Twenty One Pilots.
Our group has chosen this track because the combination of genres within the song and
genre. This track links all of the conventions of each genre together which we find
enjoyable and effective. This includes the style, voice and tempo of the artists which
attracts us to the song. For example the song can be quite slower and steady in the
chorus that is sang however it becomes more upbeat and fast in the verses that are
rapped. The benefit of this within a song is that it keeps it fresh and interesting and each
bit of the song brings something new to track. The genres that we identified within this
song is rap, hip-hop and alternative indie rock. Well all enjoy these genres separately and
so therefore we are most likely going to like a song that combines several things that we
like into one.
We decided to chose the alternative hip hop genre as we could make good use of our
local accessible locations such as woods, a normal street slightly more urban isolated
okay locations which are also very conventional. Other reasons were that we would
enjoy working with a genre that we all actually like to listen to, but also because the music
tends to be be a good speed which can be slightly fast, which we thought would be more
interesting to work with as opposed to a slow song.

4. OUR INSPIRATIONS
We have taken inspiration form the rapper Mac Miller in terms of his performance
style within his music videos because most of the time he’s just walking with his
friends and rapping. This sounds boring but he maintains a good positive energy
throughout which I feel engages the audience. This is achieved through a lot of
variations in shot sizes, angles and locations. Therefore it is very important to have
a massive variety of shots with our performance based music video and so it
doesn't’t get repetitive and boring for the audience.
We have taken inspiration from the band Catfish and the Bottlemen for our brand
image and aesthetics. For example the simplistic and minimalistic look of Catfish’s
album cover and the typography of their band name. We also have been influenced
by the overall image of the artist Allan Kingdom, Mac miller and Oddfuture as we
like the use of photography and typography within their image, however they don’t
seem to be very consistent.

5. OUR ARTIST’S BRAND IMAGE
Our artist’s brand image is fairly simplistic and minimal but fairly experimental in
terms of the imagery and photography. We may use some interesting photography
linked to the location of our music video and have this also linked with our
magazine advert and Digipak. Maybe something linked to the woods we will shoot
in.
Our aim is ultimately create promotional products that are nice to look at for their
simplicity. Although we have not yet chose a colour scheme it will be either a pastel
tone of colour or a shade of light grey. This is because we don’t want to strongly
communicate a certain genre through our promotional material but instead attract
our target audience through their appreciation of the aesthetics.
The disadvantages of this are that someone looking at our promotional material
won’t immediately be able to make out what kind of music it is that we produce
however this tends to be case with quite a lot of alternative hip hop and rock album
covers/ promotions. With our artist we are categorizing them as alternative hip hop
however we want to make it seen to be quite widely spread and appealing to people
that enjoy alternative rock.

6. TARGET AUDIENCE
The gender of our target audience is males, this is because they will be able to identify with the artist’s
lyrics and image more so than a girl would. This is because Alternative Hip Hop is associated a lot
with skateboarding, street culture and sometimes about girls, which are stereotypically things, that
males enjoy more.
The age of our target audience is between 16 and 25 years old. The artists of the alternative hip hop
genre tend to be young adults and so people in this age bracket are more likely to relate to the artist
and also look up to them as they are of the similar age.
The life stage of our target audience will be studying at higher education such as sixth form, college or
university aspiring high. They may also be in their last year of secondary school. Stereotypically they
will be partying and going out drinking a lot and socialising but also studying a lot. This brings in the
idea of how they might chose to consume our music/ music video. For example our target audience
being students will listen to our music and watch our video as a form of escapism from the stress of
their school/ university work or as motivation to help keep them focused on doing their work.

7. POTENTIAL IDEAS
An initial potential idea for our music video was to have our performer on
something wheeled such as a skateboard, scooter or bicycle riding down a road
whilst rapping however we decided this was to similar to several music video that
we have analyzed that have used shopping carts, tricycles and BMXs.
Our current idea is to have a mostly performance based music video in two
locations. Them being an unusual looking garage filled with random stuff and a
woodland area with a strange tent and chairs set up. There is gong to be two
people featuring in our music video with only one of them performing. To break up
the performance we plan to use some interesting shots of the other actor either in
slow motion smoking and drinking or by using jump cuts showing him appear in
different heights and positions in various trees within the shot.

8. LINKING OUR PRODUCTS
To link our music video, Digipak and magazine advert as a campaign we will
consistently use the same typography, style of imagery and colour scheme so that
each product will be recognizably connected to each other.

9. POTENTIAL PROBLEMS
There are a lot of potential problems for filming our music video. Some of these
could be:
• Making sure we can get everyone to the location
• Making sure everyone is available at the same time to shoot
• I have broken my leg and so a problem for me will be filming shots with
movement (tracking)
• Making sure we can use the garage location when we want
• Making sure we manage to get 2-3 cameras to shoot with and so we have a lot
of footage varying in size and angles.
• Our actor might not have taken the time to learn the song properly and so the
performance seems stiff and unconfident.