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FATUMA: Our company, HovaProductions, is looking to branchout into the music industry. Todaywe are going to present you withour idea for a music video, and wewill be taking questions after thepitch. (GO TO NEXT SLIDE/IDEA)GEMMA: We have decided that ourmusic video will be in the indierock genre, because we believe wecan experiment more withinteresting and darker plot themesthan the other music genres. Wehave chosen the song Demons byImagine Dragons for our musicvideo, and we will use the lyricsalong with wooded and darklocations to represent a tale ofinescapable depression.

FATUMA: Our concept for the musicvideo relies on two leadcharacters. The male characterperforms the song and seems to havesome kind of knowledge about whatthe future holds for our femalelead, but they only have an impliedconnection in the narrative - he isnever outright shown with theactress. GEMMA: The female lead isthe primary focus of the narrative;she is presented as a vulnerablecharacter through the use ofclose-up shots and high angleshots, and is struggling with herown inner demons throughout thevideo. Flashbacks show her smilingwith a faceless man - implied to bethe male performer - but a greycolour scheme is used throughoutthe entire video, even during thesehappier moments, to signify thatshe cannot truly be happy. FATUMA:The ideology behind our music videois that we all have to fight ourown demons, but some of us cannotbe saved from ourselves. The waythe lead male is never present inthe narrative implies that while hewants to help her, he has no impacton her happiness, even if it mayhave seemed that way in the past.

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GEMMA: The music video comes to aconclusion with the implication ofthe girls death, and an extremeclose-up of the male performer toreinforce the dark undertones ofthe video. He wanted to save her,but ultimately couldnt.(GO TO NEXT SLIDE/RESEARCH)FATUMA: To give ourselves an ideaof audience expectations and indierock conventions, we did someprimary and secondary research intoour audience and genre. We foundthrough our focus group andquestionnaires that a great deal ofparticipants valued narrative aboveperformance.

GEMMA: Two out of the four peoplein our focus group placed narrativeabove performance, whereas anotherbelieved music videos shouldcontain both. However, secondaryresearch into the indie rock genreshowed that many indie rock musicvideos focused on the artistsperformance. FATUMA: We decidedthrough our focus group resultsthat we wanted a heavier focus onnarrative, but also some aspects ofperformance that would link back tothe overarching plot of the musicvideo. GEMMA: We also looked at theimpact of social media on unsignedartists, and decided that ourartist will have a website withinformation on gigs to make themseem more professional to anaudience.(GO TO NEXT SLIDE/TARGET AUDIENCE AND PROFILE)FATUMA: Our target audience for themusic video is the 15-24 age group.We are not aiming towards aspecific gender, but statistics forrock magazines such as NME showmore male readership, so we aremaking the music video with this inmind.

GEMMA: We believe that our target

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audience are more likely to useinternet sites to discover newartists and share music withfriends, so the marketing of ourmusic video caters to that belief.FATUMA: Our music will be releasedon sites such as Spotify andYoutube, and the distribution ofthe video will begin by playing onpopular music channels like MTV and4Music to build a fan-base for ourproduct. GEMMA: The music video ismore likely to appeal to a workingclass audience, as the locationsand costumes are quite basic andthe indie rock genre is morecommonly linked to the idea ofworking class rebellion.(GO TO NEXT SLIDE/EXPLORATORY WORK)FATUMA: We used the Canon DSLR toexperiment with shot types andlocations for our music video. Weeventually settled on the locationof Sand Bay and the wooded areas ofWeston for the happier scenes ofthe video, and the side streetlocations of Bristol for the rest.

GEMMA: In addition, we storyboardedideas for the performance andnarrative of the music video to seewhat shot types we wanted to usefor our lead characters and anyprops we might use. FATUMA: Wedecided through this that our musicvideo would begin by cross-cuttingbetween the female charactersnarrative and the male charactersperformance. The storyboardingshows the girl walking down astreet, a simple start to a musicvideo, and there are a lot ofextreme close-up shots of the girlto signify her importance to thenarrative. GEMMA: The shots formale character serve to keep anelement of mystery to hischaracter. While the femalecharacter is significantly shown,the man is presented to the

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audience through over-the-shouldershots and high angles