In media uses and gratifications are used to appeal to audiences and to match their demographics and psychographics, this helps the producer of the music to make the audience consume their products in the most successful way possible.

According to YouGov research the target audience for the song we are using is Millennials, these people are usually British and dress in a very traditional style from the British culture these include brands such as Adidas, Polo Ralph Lauren, Elesse, Fila, Fred Perry ect… They typically are Football fans of typical British clubs or their local team. It is significant to know these demographics of your audience as products can be advertised in a way to appeal to hem and reach them, which will ultimately make them profit. This will impact the decision making process of my production as knowing these psychographics and demographics  will make the decision of the production easier as I know what caters best for my audience and what will get the best engagement from my audience.

This task helped me to develop my skills in analysing narratives in music videos and how they can be presented to the audience to create meaning using Mise En Scene, CLAMPS, Camera movement and shots, this all inter links to create a narrative and portray meaning and themes that the audience can understand and relate to.

The song above is my song pitch, It is Girls and Boys by Blur. I found this song after looking through the Britpop genre as I want to use this as my genre as it is a fairly unique genre and not widespread this means that I can a lot of creative input and can create an abstract narrative and make the music video completely disjunctive or in contrast the music video could be Illustrative and Amplified. Below are the lyrics of the song.

My favourite music video from a foamier student in 2019 was a video called Bloodstain, I liked this as it think it shows a clear narrative as well as presenting the themes in the music video very well.

I especially liked this video because they decided to follow a narrative which is usually hard to portray as it can get over complicated if it is not done in a well thought out way. The narrative the student chose was a clear theme of ending a relationship. Another concept that I found that made the video more effective was the editing technique that was used throughout, I like how the cuts from different shots went along with the tempo of the music this keeps the interest of the audience as there is always something different happening. The video also comes together very well and all the camera shots have good composition showing that they had an organised well thought out shoot and production.

This document is a significant part in the group of our music video as this allows us to outline how we split the workload as well as where our creative spaces will be, this is also significant as we can outline as a group what our strengths and weaknesses are as a group which will help in the creative part of our music video.

Above is our final pitch for the music video, the slideshow shows the song with the lyrics along within the underlying themes and how a narrative can be portrayed from he song, it also shows how the performance is going to take place as well as how we are going to integrate Mise-En scene. During the presented spoken pitch which is shown above we were given goals and positives theswe include…

The positives…

• Narrative and performance are combined
• Will show a good use of editing skills
• Not a popular song
• Intriguing narrative and concept
• Good use of setting

The goals…

• Lots of interesting shots needed to keep the audience engaged
• Make a final decision on the details of the set
• Decide on costume design
• More specific detail on the props
• Mise En Scene needs to be more detailed and finalized
• Maybe add different actors to add to the narrative

From this feedback we can take into consideration our ideas and how we can make them even more successful, after this pitch we can now reflect on the specifics and how we are going to finalize them ( such things as costume, props, Mise En Scene) , another reflection taken from this spoken pitch is that we need to develop our narrative more and expand on it, this could be by using different props, actors and camera angles and shots. This will all come into place to help in the filming and development process.

We got in contact with one of the artists from the song to ask if we could use their song for our music video, this is important as when dealing with music as copyright claims come into the mix when dealing with music.

For the final song choice we chose ‘D’yer wanna be a spaceman’ by Oasis, we chose this as we can make a clear narrative out of it as the song is about growing up and moving on, this is a good narrative as it is easily relatable for the audience.

I have had the task to reflect on what I have learned about the conventions of a music video and how the conventions and narrative can cause and effect on an audience, as well as the technical conventions that also portray meaning to the audience. Below are the ways in which one can determine the relationship between the song and the narrative…

• Illustration – The narrative in the video very closely echoes the lyrics and music
• Amplification – The narrative whilst inspired by the song adds a new element to complement the song
• Disjuncture – The narrative seems to hold a very little relationship to the song and seems quite random

In addition to that a video is also able to be split between the narrative, or the performance, or in some instances both…