Jack Dixon- Final Major Project Proposal Form

Media Format (film, documentary, motion graphics, photography, , graphic design etc)

I am going to plan and create a music video for my final major project. I decided to choose this media product as I enjoy listening to music and watching other music videos and successfully made one in my first year at college. I also enjoy the production side of music videos as the practical camera work interests me.

Synopsis of Idea (content, narrative, genre)

The music video that I want to create will be in a narrative style; the theme will be introducing people to a song one at a time and seeing their reactions. I will be using a song from the house music genre that includes a small amount of vocals. The song I have chosen is GotSome featuring The Get Along Gang- Bassline The video will start at a slow pace and gradually become faster throughout. The scenes will be long as each one will include different characters and a slightly different story as to how the people meet and how the song is introduced. I am hoping to find a song that has at least three drops as this means I can include three different sets of characters.

Target Audience? (demographic NOT age range)

My main demographic audience will be male and female teenagers that enjoy going out to clubs that play house music. The music video should also attract students because of the style of music and also the characters and props in the music video.

Target Audience Needs?

I believe that my intended target audience would like to see people their own age in a music video as they can relate to them. I will try to include branding that will appealto students including clothing brands, alcohol and technology. The song choice is very important as the style of music is growing more popular every day; the song I have chosen has only been released recently therefore I believe that the demographic group will not be familiar with it. Introducing a new song will attract the interest of students as they are always looking for new songs to play. The style of the song is very conventional to this genre so it will appeal to the widest target audience possible. As the demographic group of the music video are usually interested in going out to clubs and festivals, I will include props and scenes that can be related to these types of events such as merchandise and tickets. I am going to use similar lighting effects to would be used in nightclubs.

How will your project meet the needs of your target audience? (Make reference to content you think will appeal to your target audience)

My music video will include footage in a number of different locations and situations; I would like to have my first scene in a calm relaxed style such as two or three friends in a house with minimal props and little else going on. The second scene should be in a slightly more fun and interesting style with more people and lots of props. The final scene should be the most interesting and upbeat. For this last scene I am hoping to include strobe lighting. Some brands that I will include are Apple, Pioneer, Adidas and Corona. I have chosen to use these products as they are aimed at the same demographic audience as my music video. The genre of the music influences the style of video as the conventional house music video includes lots of concept visuals while also briefly following a visual narrative.

Jack Dixon- Final Major Project Proposal Form

What production techniques will you use to realise your project?

During pre-production I will use a storyboard template on Microsoft Word to get a basic idea of what I want to do. I will also carry out risk assessments on all locations where I will be filming. I will be using a Nikon D3100to film the music video. I will also need a tripod and different types of lighting as each scene will be set in a different mood; the first scene will need dim lighting, the second scene is set in house so the lights in there should be sufficient. The final scene is going to be technically challenging as I want the effect of lighting in a night club so I will need strobe lights and laser style lights. In the production stage I will use Adobe Premiere software as well as Adobe After Effects to add effects to the final video. I am already confident with using this software so with this project I am going to experiment with different visual effects such as, layering one video over the other or having multiple scenes of footage being played at the same time in different sections of the screen. I would like to try to create the effect of taking a picture that stays paused on screen during the video. Most of the shots in this music video will be pan shots filmed from a tripod to ensure that the footage is still and looks professional. The last scene will include some handheld footage to replicate a club photographer.