So.. we have decided to stick with Amber Run 'I Found' as the song suits our band's image perfectly, dark, depressing and melancholy. We are also going to keep the songs original title 'I Found' but fabricate a completely different band with the same sort of Indie/Alternative image as Amber run. Our band is going to be called 'Amplexus' originating from Latin meaning 'embrace', we chose this band name because we felt that it was original, we didn't want to use a typical band name as it would have sounded too mainstream which does not suit our target audience of aspires and explores who want something fresh and different. The genre of music, Indie/Alternative, also fits in quite nicely with 'Amplexus' as it is more of an acquired taste and supports our target audience who will want something unique. Our aim is to have fans of Amber Run, The Neighbourhood and The 1975 to be attracted to our brand image, various social media accounts and music video itself. As for the band's ethos, we want the artist to be represented a similar way to the other band to appeal as much as we can to our target audience, we want the consumer to feel that there is something unique about Amplexus which can be relatable to them. Ideally, we want the audience to be able to identify with our promotional campaign, even if it is not directly relevant to them, the viewer will be able to understand the meaning behind the video and still be able to actively engage!
In order to fully plan out the music video I decided to map
out the song and place it into groups of verse and chorus. This will make it easier to place shots when it comes to making the final storyboard and in which order, it will help with the continuity of the video making sure it has a clear narrative which is separated from the performative part and it will assist in the editing of the video by making it easier to chop and change shots.
We will be using a band called 'Amber run' and the song 'I found' but we will be getting students from the music department to act as our band in the video.
Who is your target audience? (demographic, psychographic)
For our target audience we want to target young
adults (around 15-25). We are aiming our video at the C1, B and A class because
they would be the groups from the class chart who would be more likely to watch
a music video (e.g. being able to gain access to a media platform to watch it
and buy the single itself needs money so would not aim at E class). We
will also be focusing on 2 psychographic groups, Aspires and Explores. Aspires
seek status in terms of what they own and tend to be very
materialistic. They also seem to care a lot on how they look and are very
orientated to image appearance and fashion. Typical adverts aimed at this group
are those like Dr. Dre headphones, they are seen as trendy and up to date, this
is why people buy them and we want the same audience to watch our video to get
as much publicity as possible. Explorers seek discovery and love finding
out new things. They tend to have a lot of energy, individualized and experienced.
They value difference and adventure than the standard trend. The first kinds of
people to try out new brands and is usually the younger demographic students
which is why we also want to appeal to them as they will be willing to watch
the new video to have an 'active audience' who engage with our video.
Will your video be performative only, combination or narrative only?
The video will be combination because it is the most appealing to audiences. We will have shots of the performance in different locations like a bedroom or recording studio which we will splice with the narrative parts. We will be overlaying the actual song over our video.
If your video has narrative - what is the story? How will you represent this without dialogue? Here, http://genius.com/5061837 is a link to the lyrics of the song which has been analysed line by line, we will be using this to base some of our ideas on. The rough idea for the narrative we have so far is quite melancholy and dark but we feel it fits with the song's tone, we want to portray how society views people who don't fit in to the 'norm' and treats them as if they don't belong - we want to focus on teenage life and the struggles some teenagers face growing up like depression. The initial idea currently is only an outline but we think we are going to have a boy and his group of friends who don't realise he is dealing with these issues and we will see the contrast between when he is with them and then by himself, he may feel like he doesn't fit in or maybe he's fallen in love with someone he shouldn't have. The idea needs more development and discussion into a shot by shot plan so watch this space....
What are your first ideas about characters, set and prop?
Set/Locations:- Old house/mansion at sunset or night time
Prop:The video linked below inspired us and gave us ideas of what cinematography we want to use (i.e. lighting, shots, angles). This video looks very professional and is extremely well edited which is what we are aiming to achieve.
- Heath/meadow - Alleyways - Bridge over motorway (time lapse, out of focus lights) - Clouds (time lapse) - Danger of death sign/ box - Warning sign - Bedroom - Recording studio - Skate park -
Character: - Main male - Group of 3-4 friends (mixed gender) - Main female - Alcohol bottles and cigarettes (teenage rebellion) - Car (rain on windshield) - Bonfire/fire pit/lighter - Spray paint - Lens flares
Who do you have in mind to help you with this - what do you imagine they will do?
Our group consists of Hayden, Zak, Toby and myself on the production side and we may also be in the narrative and we have some music students to help with the performance part.
