Teacher Feedback on proposal

We did a voice recording the initial feedback to our music video pitch from our teacher. She believed that there was need for a change in the the idea for the narrative and gave propositions to changes we could make to it. However the other parts of the proposal were on the right track. Here it what she said:

Production Treatment Feedback by mdcassidy

We thank Mrs Blackborow very much for her contribution and allowing us to record her voice.

Branding and Marketing

Below is a mind map of ideas for branding and marketing our artist (please click to enlarge):

The Treatment

This is the final treatment that we will propose to the class and our teachers on Thursday:

1. The Track
The track we have chosen to use for our music video project, is the song Promises by Nero (Remixed by Skrillex). The song belongs to the genre of Dubstep, a genre that has only very recently become popular. Due to its contemporary nature, there is not a huge range of existing music videos, allowing us to be very creative in what we do and giving us a lot of opportunities, whilst still having enough content for us to draw inspiration from. The song is very electronic and drum/bass heavy, giving it a unique sound and making it great to edit to







2. The Music Video

The idea for the music video is split between performance and concept. The performance will focus on the band and creating an image and identity for them, whilst the concept will relate to the song and the idea of promises being broken.

The Peformance
This will take place in a clean white room, well lit, with pale white and blue light. The two DJ's will be raised on platforms, playing on their decks, whilst the lead singer remains on the floor.
The group will be dressed in black - the DJ's in smart, cool suits, whilst still wearing their masks and headphones, whilst the female lead singer wears a sexy black dress, with tied back hair and striking make up.
The performance will all take place in this room, with a lot of fast paced editing and camerawork.

The layout of Chase and Status's performances will be similar to ours

The Concept
The concept will put each of the band members in a different situation, each with their respective partners. The band members will be dressed exactly the same as they are in the performance, but in very normal situations, such as at a dinner table or in the back of a car. Each situation will present the relationship in a negative way, with the partners emotions changing from happy to angry as the video progresses, until the band members leave their situations, get picked up in a car, and drive away. The final shot we see is of the cars number plate, with the band logo stuck over it, as the car drives off.
This is to show to the audience that our music genre is a source of fun and escape in an otherwise undersirable situation, such as a relationship going to shit, with promises that are hard to keep.



3. The Artist
Our artist is called !nflux.

Artist Name: Influx meaning an arrival or entry of large numbers of people or things. Chosen because it’s short, memorable, looks and sounds good. Has connotations of a gathering or massing of something, like a crowd or a build up on a song. It incorporates the X which is in the names of many dubstep artists.

In the band there will be three members - Female lead singer (Charley Packham), and two DJ's Red and Black (Adam Romo and Daniel Sheldon). The female lead singer will be the lead performer, whilst the DJ's identities remain anonymous, but their masks create a front. Overall, this creates a unique band identity, having enigma to create audience interest, but still having a strong identity to create a recognisable image.
The bands motif will be the headphones and the masks they wear, as the masks will have been personalised by them and will represent them in some way. They represent the club and rave scene, as they are a current band performing contemporary music, Dubstep/Drum and Bass.

The inspiration for the masks came from 'Hollywood Undead' who do a similar thing.

4.The Audience
We found that our audience could be categorised into 3 categories: Age, Gender and Genre.

Age: Our primary age group is 16-24 year olds because this is the age that has grown up with the discovery and development of dubstep. Also, this is the main age for becoming more independent and outgoing. Our secondary age group extends to 15-26, since this is really the limit for the age group where dubstep is popular. Also, you can get adults 30+ who still enjoy going to music festivals, concerts and clubbing, however this group is very niche.

Gender: Dubstep appeals to both males and females in our priamry audience, however in our secondary audiences mainly males are interested.

Genre: Of course, there are fans of the dubstep genre. Often, these fans like drum and bass as well due to the similarities in style and conventions of the genres.

Audience Demographics Profiles:

Name: Ben Kaye
Age: 20
Gender: Male
Occupation: University student in his second year - studying business management

Interests: He's an outgoing student, loves to go clubbing, partying and have a drink with his mates. He still thoroughly enjoys studying his degree course though. He regularly plays football for his university team and also goes to Powerleague to play football with his brothers and friends most weeks. Last summer, he went to Ayia Napa, a Greek "party" island, with his friends and felt an andrenaline rush when listening to DJs mixing dubstep and drum and bass tracks and dancing with and meeting girls. He particularly liked the music because the heavy beat and reverberations can be felt pulsing through your body, creating a euphoric and invincible sensation. He said that, "dubstep is like a legal high".

When I say dubstep, what do you think?
Chaos, craziness, colours, pure mental, clubs, an amazing time/night, strobe lights, drugs, alcohol & sex, current, RIGHT NOW! Subfocus, Magnetic Man, Skrillex, Ukf Bass Culture Concert

Name: Lauren Good
Age: 17
Gender: Female
Occupation: Year 13 at secondary school - studying art, english and politics for A levels
Interests: Very confident, outgoing with a strong, tight-knit group of friends, both boys and girls. She regularly goes to salsa dancing and has a passion for photography. Last summer, she went to Malia for a week with her best friends and never wanted to leave. She said "boys, best friends and dubstep / dance music is the best combination. Perfect Summer!"

When I say dubstep, what do you think?

DANCING! Incredible beat, boys, partying, clubbing, simply crazy, awesome, current, my iPod, mental, Flux Pavillion, Subfocus, Doctor P, UKF Bass Culture Concert.

In order to appeal to our audience, we would market the artist and the music in the following way.

5. The Ancillary Tasks

For the ancillary tasks, we will make an cover for the debut album, and a website that will be the hub of the marketing campaign.

Album Cover: Will have a black and white theme. The front cover will be white with influx in black in the top left corner and a picture of the band in the bottom right corner. The picture will be a high angle and shot of the band with the female singer at the front and the two faceless DJs behind. It will have a very simplistic look and the band will look like they are coming from the light.

On the inside cover will be one of each the faceless DJ’s on each side against a black background with possible light sound levels that you would find on a DJ mixer behind them. They could either be standing with arms crossed or playing on decks.

On the back will be a beauty shot of the female singers face along with all the relevant song information etc against a white background. The inside covers will be each of the DJ's, either similar beauty shots, or long shots of them behind their decks.

Website: The website will follow the same black and white colour scheme. It will have a very simplistic and modern colour scheme with shots of the members of the band all over it. It will have a link bar with links to Home, News, Events, Music, Video and Store.

The Home will have our debut video and specific news. One idea we would like to implement in the website is a remix competition - any member of the audience will be able to download the individual parts of the track and create their own remix.
The winners remix, judged by the audience, will then make a place on the next album and the winner will be publicized and endorsed by the band. The website will have lots of social networking opportunities with commenting and Facebook and twitter incorporated wherever possible. YouTube and UKF dubstep links will be on every page.

6. The Practicalities
The music video could be shot in a few shoot days - 1 day for the performance and 2/3 for the narrative performances.
The performance would be ideally shot in the seward studio as it has the best lighting facilities available to us. The narrative could be shot in Daniel's car, in a quiet car park (like that found in Forty Hall), in one of our houses and at a quiet bus stop.
In terms of casting we would use 2 out of the 3 group (Daniel and Adam), and Charley as our female lead singer, all of whom worked on the music video project last year and understand how to perform and lip synch.
As for the narrative, we would like to use Josh Pedro and Lauren Good, actors we know to be reliable, and another actor we have yet to confirm.

Problems that could arise could be the weather, for some of the outdoor shots. Setting up the performance in the seward studio would require a lot of prior planning to ensure it goes smoothly and looks good. We would also need to rehearse to ensure the performers feel a comfortable as possible and perform as well as they can.

Artist Idea

Artist Name: Influx meaning an arrival or entry of large numbers of people or things or an inflow of water into a river, lake, or the sea. Chosen because it’s short, memorable, looks and sounds good. Has connotations of a gathering or massing of something, like a crowd or a build up on a song. It incorporates the X which is in the names of many dubstep artists.

Album Cover: Will have a black and white theme which is very plain. The front cover will be white with influx in black in the top left corner and a picture of the band in the bottom right corner. The picture will be a high angle and shot of the band with the female singer at the front and the two faceless DJs behind. It will have a very simplistic look and the band will look like they are coming from the light.

On the inside cover will be one of each the faceless DJ’s on each side against a black background with possible light sound levels that you would find on a DJ mixer behind them. They could either be standing with arms crossed or playing on decks.

On the back will be a beauty shot of the female singers face along with all the relevant song information etc against a white background. For this we will take pictures in the next coming weeks.

Website: The website will follow the same black and white colour scheme. Once against it will have a very simplistic and modern colour scheme with shots of the members of the band all over it. It will have a link bar with links to Home, News, Events, Music, Video and Store.

The Home will have our debute video specific news such as a competition where people can download all the sound effects from of our artists songs and remix them, submitting them to the website. The audience judged winners remix will then make a place on the next album and the winner will be publicized and endorsed by the band. The website will have lots of social networking opportunities with commenting and Facebook and twitter incorporated wherever possible. YouTube and UKF dubstep links will be on every page.

Inspiration

This video by Modestep is great as a genre signifier. This is due to the fact that it clearly shows many of the aspects that make the dubstep genre what it is. Many people who are knowledgeable of the genre know that it's all about having a good time and dancing with a very personal and individual style. The video creates this atmosphere with stunning lighting and visual effects and using an idea as simple as the bands tour top promote the song.The bands tour is all about them having fun performing and the audience enjoying that performance and the video really displays this well. Much of the visual effects and grading etc. that are typical for the genre may be possible to mimic in our music video.



This video by Chase and Status displays a popular culture and the events from decades ago and makes them relateble to the current market/audience for the video which is 16-25 year olds showing that what happens now to that age range isn't so different from what it was back then in the 80's-90's. Once again the video shows a lot of people having fun and enjoying the music and event just like the Modestep video.    



This video was inspiring because its use of strobing and new arty effects that are visually pleasing to an audience of the age range we wish to target our video at. It has very little structure however it is edited well to the music and a lot of contemporary techniques have been used in its production.



The narrative of this video is very well displayed in this video and it covers a contemporary issue which many dubstep videos do including many by Chase and Status. However what great about this video is it turns the issue on its head. The revenge of the girl on the paedophile is appealing to the audience who at the beginning of the video feel that its the girl in trouble. The visual style that then proceeds in exciting and very 'cool'.

Initial Song Idea

Initial discussion on song choice with my group concluded in a very original song choice from the genre of dubstep and electronic dance. We decided we would pick a song from this genre as it is very contemporary and up to date with younger people and is becoming greatly popular in the UK. We decided we needed a song that we could put a band identity behind and needed and good song with lyrics in order to promote that artist and this is what we chose:

Promises- Nero (Skrillex Mix)

   Lyrics:

   You got me so wild,
   How can I ever deny,
   you got me so high,
   so high I cannot feel the fire.
   And you keep tellin’ me,
   Telling me that you’ll be sweet,
   And you’ll never want to leave my side,
   As long as I don’t break the...

   Promises, and they still feel o’ so wasted on myself (4x)

   You got me so wild,
   Why should I be so surprised?
   You got me so high,
   Don’t you see it in my eyes?
   And you keep tellin’ me,
   Telling me that you’ll be sweet,
   And you’ll never want to leave my side,
   As long as I don’t break the...

   Promises, and they still feel o’ so wasted on myself (4x)

They are so wasted on myself (12x)

Promises, and they still feel o’ so wasted on myself (4x)

One Direction Website Breakdown

Please click on pictures to view the aspects of the site in more detail.

Purchasing Opportunities:

Social Networking Opportunities to promote the group:

Promoting the Tour and Events:

This website is an example of universal marketing as it approaches the audience from many different angles using many different media forms.