Our PitchArctic Monkeys - Mardy Bum

Jake and Chris

Group 10

Jake’s Moodboard

British Urban working class feel.

Key to the concept is the idea that a couple is splitting apart.

Use of dark colours

Importance of fans

Central to the music video will be a live performance

Instruments being played

Dark alley’s / urban

Black and white shots as

flashbacks?

Taking up small screen space showing he’s not the focus

Live band performance

Kitchen (relates to lyrics)

Urban alley

Band performance in a working class

location

Live performance with crowd

Chris’ Mood board

Initial Concept

• Performance based yet containing a narrative.• The performance will be a secret gig at a small location.• The narrative will be how the lead singers relationship has

deteriorated with his (ex) girlfriend.• The video will finish with the lead singer and his

“girlfriend” alone in the hall. They look at each other, and the lead singer puts down his guitar and walks off the stage leaving the girl standing alone and then we fade out.

How our Initial Concept relates to our Product Analysis

1. Conventions- By analyzing Arctic Monkeys music videos for songs “Fluorescent Adolescent” and “Teddy Picker” we realised that we needed to conform to IndieRock conventions to appeal to our TA. The conventions that we can across were:

• A similar group appearance.• Simplicity of video.

• Simplicity of performance.

• Modesty of music and band members.

2. Mise-en-scene- All performance shots are done in an interior setting. Minimal hidden meaning- straight forward- little or no hidden motifs in the music video. Dark lighting- not mainstream. All the band will wear similar clothing- same style.

4. Camera Shots- A lot of camera shots of the band but, importantly, there is little or no focus on a “star” and there are also a large number of shots of instruments being played- authenticity. Types of camera shots:

• Medium long shot & long shots of the band- unity and friendship• CU’s of individuals playing and the instruments.• CU’s of the “mardy bum”.

Audience Research FeedbackFrom our results, the audience have told us that the most common 5 words associated with the track were: (the number in brackets is how many people said it)1. Indie (4)2. Sad (4)3. Catchy (3)4. Fast (2)5. Nostalgic (2) (meaning that the song had some natural romanticism)

The focus group also suggested that the track had a dark tone 3 people rating it 3 out of 10 on our scale, 1 ranking it 4 and the other ranking it 6.Most people said it had an urban feeling, 2 people marking it as a 1 on the scale only one disagreeing saying it was rural, giving it at 7 out of 10.There was mixed feelings towards the track being performance based or narrative based. Generally it was voted towards the middle of the scale with more people scaling it around 4.