PITCHM U S I C V I D E O

By Jordan Saward

CONTENTS

I N T R O D U C T I O NW H Y D I D W E C H O O S E Y O U ?W H A T W E C A N D O .W H A T W E W I L L D O .C O V E N T I O N ST A R G E T A U D I E N C EW H Y I T W O U L D B ES U C C E S S F U L ?

I am planning to create a music video for a particular alternative rock song. Said song is by The 1975 and

named 'M.O.N.E.Y'. This music video will effectively utilize technical elements in order to create a provocative

and strong tone. This is where Polydor Records comes in...

INTRODUCTIONH E L L O

WHY DIDWECHOOSEYOU.

Successful artists include Lana DelRey, The Cure & Björk.I want Polydor Records to commission my music video

because I wanted to go for the best. Polydor

successfully manages a large portfolio of more than

200 artists which further reinforces the notion that

they're very successful. Polydor is owned by a

subsidiary of Vivendi, meaning that we can utilize

synergy and cross-media convergence to create a more

successful brand. I feel that a company that has shown

that it can keep artists relevant is the choice for

commissioning my music video.

W H A T W O U L D T H EM U S I C V I D E O D O ?

The music video would promote the artist as long as it is

successful and appeals to the target audience. The music

video would fit and serve the narrative of the song justice.

The music video would be memorable and striking.

WHAT WECAN DO.

WHAT WEWILL DO.We will use expert techniques and cinematography in

order to create a aesthetically striking, provocative

and memorable music video.

We will take advantage of our target audience and

social classes to make the music video as successful

as it can be and appeal to the audience we have found

through surveying.

We will take advantage of adhering to genre, form

and narrative conventions to further appeal to our

target audience.

FORMMusic videos tend to include lots of wide-

shots and close-ups to put emphasis on

the narrative and the emotions of the

song. Alongside performance elements

such as lip-syncing I will use these

conventions of form in order to appeal to

the target audience.

GENREC O N V E N T I O N S

Music videos of the alternative rock genre

tend to follow similar conventions such as

aesthetically pleasing visual styles such as

black and white and well as low-key

lighting. The props used in the music

video will follow the depressing,

pessimistic nature of the convention in

that it revolves around substance abuse.

TARGETAUDIENCE.

My target audience was found by surveying and

interviewing my peers. Through the use of focus

groups I have understood what my target audience

of between 16-25 with a gender split of around 50%.

Those within social classes, ABC1 will benefit most

from this genre. Target audience reside in both Britain

and North America.

The music video will have to mimic the artist's target

audience in order to be the most successful. Through

surveying I have identified elements that audiences

within my target prefer. Elements include a pessimistic

narrative with professional quality and striking

imagery. So to please this audience these techniques

will be considered when producing the music video.

WHY ITWOULD BESUCCESSFUL.

It will be successful because I have identified what the

target audience likes from music videos and I have

linked this to an artist and record label that can convey

these themes in a manner that is conventional, suitable

and appropriate for that target audience.

THANK YOUF O R L I S T E N I N G .