Media Pitchby Kerry, Emily and Sophie

Our Target Audience

• Our chosen song, “Move” by Lili Kendall, has a Pop genre. Considering the fact that she is a young female singer, the main target audience for this song would be female teens. It is obvious that other people may be interested in this kind of genre, but it would mainly attract female teens.

• The lyrics and beat of the song also play an important part of our aimed target audience. The song is upbeat and catchy, making it easy to remember, which is an appealing factor for teen audiences. Furthermore, the lyrics highlight typical female aspects such as “a little less talking, a little more walking” or “we got love that’s enough of a reason”. These are the kind of lyrics which appeal to female, more specifically teen, audiences.

• In our group we are three girls, and making a music video on this song could represent different aspects often appreciated by a female teen audience such as fun, expressive, colourful, bubbly and upbeat.

Ideas for narrative appropriate for genre?

• We have come up with some appropriate ideas which we could use for our narrative which would suit our song choice. First of all we have thought about using places such as on a street, in a shopping centre, with friends and just having fun. We have chosen these places as the song is up beat and gives off a happy vibe. In these places we have found that usually people are relaxed.

• We have also found that in some music videos there is music dissonance which means that there is a juxtaposition between the music/lyrics of the song and the music video. We think this could be effective as it makes the audience look at the video in a more removed intellectual manner. We thought places such as the woods and the sea would work.

What music video genre?

• Due to the nature of the song we have chosen image and performance for our music genre. This is because the song is up beat with a quick tempo. From similar songs which have been produced we have found that an image and performance genre usually works best for songs like these. This is more for promoting the band or artist and to create an image for that artist which is important in the music industry.

Locations Appropriate For Genre

• As this is a very image/performance based music video, we would be using locations such as a “studio” or a stage to display the artist performing. Other locations might perhaps include everyday scenery such as the street.

• There could be a mixture of different scenery to display the versatility of the song, by not just being a performance based music video, but to also feature aspects of image and also a narrative (i.e. the artist doing everyday actions- like we see in Olly Murs’ video “Dear Darlin’”)

• Therefore, I think that a mixture of location for the music video will make it more interesting, and more appealing to a wider audience, which in turn widens the appeal.

Props Appropriate For Genre

• We would use performance based props, such as a microphone or other musical instruments to show a performance based music video. As there are more than one role in this video, different musicians can be seen with a prop associated with the sound that can be heard in the audios, which gives a better connection between the audio and the visuals.

• For example, in our chosen song (Lili Kendall- Move) there is an appearance of back up singers, and several instruments are used. Therefore in our video, we would use different musicians to show the different instruments used in our video.

Costumes Appropriate For Genre

• Costumes for this genre of music video is key in portraying the image of the artist. The costume will be key in influencing the target audience, and should therefore be young and fresh. The costume should also be very modern and on trend, using striking colours to represent the audios.

• I feel that this video is very image based also, which would be a good representation of the target audience. An example of this is the girls aloud video “The Promise” where, although they were using a retro theme, their costume played a huge role in representing this. A modern twist was also used to appeal to the young audience.

Shot Types, Camera Angles And Movement• We are focusing on the music video genres of performance and

image. A variety of shots is needed to make the video interesting and appealing to an audience of female teenagers, who are used to watching lots of things at once.

• We will use close ups to focus on the artists look, as well as panning shots of the artists clothing. Long shots will enable the audience to see the artist in their surroundings such as in the studio or in the streets. Low angle shots could be effective to show the artists as the main person, showing they have all the power in that video.

• Movement wise, enthusiasm is going to be key in this video, to portray the artist as fun, making the audience feel good when they watch the music video.

Editing Cuts And Transitions

• Our song is upbeat and has a moving rhythm, we will therefore use fast paced editing to match to the beat of the song, and make the visuals and audio work well together.

• We have decided to use straight cuts between shots as this is what gives us the most professional results but also are clean and sharp and will once again follow the beat of the song.

Record label for this genre?

• A record label is a brand or trade mark associated with the marketing of music recordings and music videos. Often a record label is also a publishing company that manages such brands and trademarks. It coordinates the production, manufacturing, distribution, marketing, promotion and enforcement of copyright for sound recordings and music videos.

• The three big major labels since 2012 are: Universal Music Group, Sony Music Entertainment and Warner Music Group.

• As the song is in a ‘teen pop’ genre we have decided that the best record label to produce and distribute our music video would be Interscope Records which is part of the Universal Music Group.