Our Mission Statement

Brief – ‘A promotion package for the release of an album, to include a music video (major task), together with a website for the band and a digipak for the album’s release (minor tasks).’

Who is your Audience?

Who they are (demographics)

  • Male aged 18 to 24 with the social grade C2DE.
  • Females aged 18-24 with the social grade of ABC1.

What other media they consume and participate in

  • Facebook, MySpace, YouTube, Twitter, The News (eg BBC), Magzines

What their values attitudes and beliefs (ideology / psychographics)?

  • To be Indie is to do so without distortion, without aggression.
  • A common belief in Indie culture is being anti-conformist, which has now become quite ironic as Indie culture is considered mainstream culture in the present day.

A Call to Action?

How do you want the audience to engage with your star / album?

  • Reflect their actions
  • Relate to their lifestyles
  • Follow trends and fashion styles
  • Follow their social media pages and profiles
  • Read fan pages of band

How will they invest time and money in your star / album?

  • Purchase merchandises, e.g. mug, poster, magazine, clothing, CD’s, etc.
  • Streaming / downloading videos.
  • Ensure social media has majority or platforms to cover all target audiences.

Who are the competition?

Name three similar bands / artists

  • Arctic Monkeys
  • Florence and The Machine
  • The Killers

What are the trends in album designs of similar stars / bands?

  • Shapes
  • Shadows
  • Pastel colours
  • Black and white filter
  • Urban colours

What does their website look like?

  • Shapes
  • Low-key lighting and coloured backgrounds
  • Includes links and videos
  • Categorized tabs
  • Tour dates
  • Gifs
  • Quotes
  • Shop ‘Buy Now’s’
  • Photos of band
  • Music Videos
  • Subscribe or sign up now and contact us – at bottom of page

Your USP (Unique Selling Point)

Is your star already established or are trying to establish a new presence in the market?

  • Our star is already established in the sense that they are conventional within the Indie/Alternative Genre, however to differ them we will continue to think of ways to express a new presence in the market, e.g. Paint faces, use of props, rotate positioning (upside down), unique and original poses.

What is your star image & how are you trying to innovate / develop that image?

Are you mixing up elements of different genres?

  • For an Indie/Alternative genre, we will be including a range of elements from different genres, e.g. rock, pop, hippie, emo, etc, to ensure that we attract and interest a wider range of audience types to fulfill everyone’s expectations and needs.

Are you trying to re-brand your star?

  • Yes, by launching and communicating the new identity followed by a strong mission statement, we will successfully re-brand our star to make them stand out in the market as well as follow the typical qualities which our target audience will expect.

Are you emphasising the ordinary or extraordinary?

  • Both, by following the conventional aspects within the Indie/Alternative genre (the ordinary), whilst rejecting this with our own originality will allow us to emphasise origionality and extraordinary by not fitting into the mainstream genres of the time.
  • We will recap and refer to Dyer meta narratives to include both within our project.


Mission statement 

New band ‘Seventeen Seconds to London’ are indestructible. Influenced by the population’s passion for alternative music, they grab their audience through their energetic, playful and streetwise  image.

We want our audience to understand, relate, and reflect.

We will achieve that by designing a package that will follow the typical conventions and associations of our genre whilst reflecting on theorists such as Blumler and Katz and Stuart Hall to allow us to successfully engage with our target audience in order to prevent them from rejecting the text.

Specsavers Creative Team Feedback

Soon after completing our draft 3 music videos, we were enlightened by a visit from The Specsavers Creative Team who especially joined us for our session. Subsequent to their arrival, we were inclined to have the perfect opportunity to speak to Premiere Pro experts along side showing them our work and progression. As a result of this, the experts where then able to reflect on our products by giving us their thoughts and advice on how to take our music videos to the next level.

Furthermore, I was shown a many new editing skills, techniques and tips which I can include and experiment within my own music video and share to the group, to enhance the video and allow it to really flow. Below are two proposals which I was given; one to experiment with to help advance my current work, and the other to continue to systematise my work.

  • Colour grading – The difference between the tungsten lights and daylight was drastic, this means it would be rather difficult to edit to make them the same colours (they need to be the same colours because the audience need to connect all of the footage together, this is easiest by colour grading as they’ll all be the same colour an therefore connect with each other). I had to adjust the temperature of the clip by playing around the the blue side of it,  this means that even though the colours in the video were quite orange, I could change them so they seemed more like daylight.
  • Keep using bins and adjustment layers, this way I can be more organised with my footage and effects.

A YouTube video to help me:

By applying this advice and feedback from the team will help me to establish; the star image within my music video, indicate the relationship between the storyline and performer within the video, and ensure everything is in line and conventional within the genre. As a result of doing this, it will make it easier for the audience to follow and understand, giving it a stronger impact on viewers.

Music Video Draft 3

For completing the 3rd draft of our music video, we reverted back to our teacher’s feedback and took into account their thoughts and improvements on draft 2. In particular, applying the feedback to this draft was very useful as it offered us suggestions which we could add in or change in order to enhance the success of our music video as making it fit for audience and purpose.

Additionally, I was able to learn new techniques which advanced and developed my skills as a editor, and also was able to develop and add onto those suggested ideas to make them stronger throughout the performance.

What I have changed/made improvements on?

  • Ensured there was no repetition of any shots throughout both the narrative and performance, which could lead the audience to become disinterested.
  • Colour corrected performance shots so that they were all the same to make it look professional as well as pleasing for the audience.
  • Colour corrected the narrative to reinforce the hospital setting – the idea of a man in a coma, who has lost all these senses.
  • When displaying the performance, replaced pieces of footage so the band is playing in one room at a time to avoid confusion.
  • Replaced any shots which were out of focus or not fit for purpose with another shot which helped convey the correct meaning and emotion.
  • Corrected/ re-edited any clips which were out of sync to the lyrics and beat to make it look cleaner and fit for audience.
  • Created, ordered and added in montages of our narrative to allow the audience to regulate and understand what is happening making it more dream-like.
  • Inserted the twitch of the finger at the end to create a dramatic tension for the audience.
  • To make the montages more dream-like, we added ‘dip to whites’ for effect.

Once uploading draft 3, we then asked our peers to comment as the audience to see how they; understood and engaged with the storyline, expressed what they liked and disliked about the video, and how it is conventional within the genre.

Here were our results:


Tarets for improvement:

  • Show footage of guitar at the solo indicated at around 2:58 to match what is being heard and played as the significancy of this moment is not being illustrated and does not give the potential it could to the music video with its dramatic build up of tension and excitement.
  • Replace or crop clip where the drummist breaks character whilst performing as it could be considered unprofessional within the music video.
  • Use a closer distance shot when singer screams note at 2:45 as it has a delayed effect and does not give the same reaction as what it potentially could.
  • Include more narrative shots to reveal more about the character – his background.
  • Edit clips which do not sync with the audio.

Feedback from teacher

After completing draft two of our music video, which included both the performance and narrative of the song, we received critical feedback from our teacher in order to emend and improve our music video to make it more successful. Notably, this was done as a screencastify where our teacher watched and pointed out the pros and cons which makes the video conventional or unconventional.

Personally, I think that teacher feedback is very important and effective as it means that someone who has a wider knowledge and understanding of the media can suggest ways in which we can improve our music video and we can then apply those corrections in future. Also, something could be spotted which we have missed as a group which could result to our video being less successful and as a result the audience will reject.

Targets for next draft to correct and improve my music video:

  • At beginning of the song, cut to the star as soon as he starts singing.
  • Replace any shots where the lip sync is off with the correct match or perhaps narrative footage.
  • Do not keep switching from room to room during the performance as it gets confusing, disrupting and too predictable to the audience. (It needs more enigma.)
  • Do not repeat shots within the narrative, include a wider range of shots to keep the viewer interested in the next step.
  • Cut to close ups within the narrative when closeups are used within the performance (e.g, drums and guitars) to imply the same emotion and tension.
  • Crop down any clips which are held too long as they do not make sense.
  • The narrative is introduced too early, show only the band during the introduction, then reveal the narrative later on.
  • Replace any shots out of focus and stabilise shots in both performance and narrative.
  • Include more narrative shots.
  • Cut down the length of narrative videos so they are displayed quick as if it’s a bad dream and he is flashing back through his memories.

Music Video Draft 2 Includes Narrative

Here is draft 2 of our music video which consists of both performance and narrative and is effectively made up of a ratio of 70:30 performance to narrative.

Personally, I believe that this draft is successful as it meets the aims and requirements of a (conventional) music video. In particular, the way in which the performance and narrative are combined compliment each other and allows the audience to  understand the structure of the video and the overall storyline and purpose. Also, the amount of energy is emphasised through the use of cutting speed – the footage is edited to the rhythm and tempo of the song to allow the audience to understand and read the scenario without any complications or confusion.

Moreover, the use of wide range of  features of mise-en-scene communicated with the effects and transitions allows the viewer to; identify the genre, reinforce emotion and enable the viewer to understand the relationship between the actor and the song.

What went well?

  • The performance is edited well and delivers the bands identify.
  • The cutting speed of the edit matches the pace of the song to portray the correct meaning and emotion.
  • There is a variety of camera angles (low and high), distances (close up and long shot), and movement (tilt and track) used throughout the video to differentiate between the different scenes.
  • The range of video effects and transitions allow the music video to flow nicely.

How could I improve?

  • Include more narrative shots – hospital scene and outdoor shots.
  • Rearrange the narrative shots so that they are chronologically ordered and organised so they make sense, as a pose to being placed anywhere.
  • Create and include montage edits of the outdoor senses to increase the pace of the video to confuse the audience – make them think.
  • Colour correct the performance shoot so that the saturation, contrast and lighting are the same for every shot.
  • Experiment and include more video effects and transitions to make the video more appealing and eye-catching for audience pleasure.
  • Like the performance shoot, edit the cutting speed of the narrative to match the pace of the song.



  • To improve the storyline, add in more narrative shots.
  • Order the narrative shots so the audience can sense and understand what’s going on.
  • Colour correct the shots so they are the same colour.
  • Experiment and use more effects and transitions.
  • Edit a faster cutting speed to the narrative to build up tension and excitement for audience and purpose.

Shoot Evaluation (Narrative)

Prior to our narrative shoot, it was crucial that we were well organised and prepared to ensure that both our group and model knew what was required from them in the sense of our aims and intentions of the shoot. Notably, to complete our music video narrative, two different shoots were required in order to tell our story. To achieve this, we strictly followed previous tasks, such as, the production meeting agenda, where we arranged and listed individual responsibilities, for instance: equipment, costume, makeup and props, and storyboards of camera shots, angles and movement.

Moreover, not only did we successfully capture all intended shoots, but, we also experimented and captured additional footage (on the day) from more creative angles and distances which effectively highlighted our technical camera skills and in particular how our ideas developed as a group. As a result, this enabled us to have more choice when coming to editing as well as providing us with differentiation between the different shots.

Adding on to this, I personally feel that we had no real struggles or obstacles when filming as every location which we based ourselves at was available and free of people which allowed us to create the correct setting which we desired for the music video. Obviously, by not being joined by people from the public it allowed us to get clean shots as well as keep our minds on task and not get distracted in any way.

Finally, to ensure we had an equal share within the group when shooting the narrative, we assigned each member with the filming role yet gave them different actions to film. For example, whilst I filmed the beach and picnic shoot scenes, another partner captured shots of town which was extremely efficient as it allowed us to manage our time well. Particularly, this allowed each member to embrace their ideas and skills within the filming stage which will then be showcased throughout the final music video.

Pros of the narrative shoot:

  • Planning was well organised which allowed us to capture a range of shots.
  • Use of camera angles, distances framing and movement created differentiation.
  • The contrast between the natural sunlight (when filming outside) and the LED blue lights to really give that clean, cold, hospital feel, helping to determine life and memories.
  • Good use of Mise-En-Scene. In particular the gown and saline bag implies a hospital setting and scenario.

Cons of the narrative shoot:

  • One member was not prepared for the hospital shoot, therefore many of the shots we came up with were thought of on the spot which was not ideal, as well as giving the rest of the group more stress and roles to carry out.
  • The blanket we used on the table for the hospital scene was yellow, and I think this gave a strange feeling to the footage, if it was white I think this would have been better for the audience to make connections with the hospital
  • The movement of the hospital footage was unstable which adds to extra work in the editing stage which could have been avoided.