Script for Pitch

Filming Schedule

Permission Forms

Pitch

Concept, USP and Target Audience

Concept

Our concept is that we are working around and amplification, narrative/performance promo. So for this we are having the narrative linking to the lyrics where a girl is leaving behind a bad relationship and her past self, shown through Mise-en-scene such as props like jewellery, and moving on where the Mise-en-scene  changes. The beginning scenes will be set in a 50s style inspired by artists like Lana Del Rey, and will later change as the Mise-en-scene changes as she changes to a darker sense of clothing and moving on from an old house to the beach. We wanted to do this to really communicate to the audience the emotions behind the lyrics and connote them visually through the promo, by creating this narrative of a break-up and moving on. This video will follow traditional theories of music video promos with equilibrium at the start, disruption and then a new equilibrium. Overall our video will follow many conventions of the alternative/indie genre however we will have our own original styles set in some areas of our promo.

 

USP

Our unique selling point is the sense of enigma we will create through close-ups and extreme close-ups, which is not a typical convention of most alternative/ indie videos, which usually use mid-shots and long-shots to present the band and narrative more. Also our video's narrative will be non-linear and create enigma and have action codes where this enigma is answered. from this unique selling point coupled with the typical conventions of the alternative/ indie genre I believe we will have a visually exciting promo.

 

Target audience

Our target audience is young people aged 14-25, mainly females however could be any gender. This is because of the lyrics and visuals being more relatable to females. The Audience will be interested in the alternative/indie genre, period dramas and  older shows such as ones from the 50's, and social media, with how the video links and relates to these things. They will be from socio economic class D/E being students or having part time jobs which will give them enough time to listen to a lot of music. We know this from analysing the lyrics and finding the meaning behind them, which relates to themes of heartbreak and sadness.

Risk Assessment

Location Scouting

Budget List

Auditions

Mise-en-scene

Setting and Lighting
We are filming in two separate locations. The first location will be held at Georgia's house in Bourne. We decided to film here as part of our music video production because the style of rooms goes well with the 1950's theme we're going for. This includes the antique furniture and it being a Edwardian house. The vintage styled rooms will be helpful for us to create the 50's theme with simple editing steps. There are specific rooms which we want film in, they include the living room, the hallway, conservantry and possibly the dining room.

The second location where we will be filming will be a the beech, this is where the girl's transition happens, her style evolves and she breaks free from the end of a troubled relationship. We think here will be an ideal area to film in because it a clearly states the meaning and represents her moving away from her troubles. Here show two rooms that we will film most in Georgia's house where lighting is best and has a lot of the props that will be helpful to us.

Costume & Hair
We decided to follow the 50's theme for our music video. In terms of the costume we'll go with the 50's style. The first outfit idea was for Georgia (our actress) to be wearing a white dress and black shoes. Her hair and makeup will be styled to around this time as well. In addition to this we have looked at celebrities that follow a similar style to the 50's era. For example we looked at Lana Del Rey and Veronica Lake's style, we will curl Georgia's hair to follow a similar style and she will do her makeup to follow  the style.
In the second outfit change There will be changes to her style making look more Lana Del Rey inspired, and showing a slightly more rebellious look. Which will represent meaning of the lyrics. She will also have red lipstick on which will follow this slightly rebellious look.  Here two similar outfits which we will use in our music video, we looked a Lana Del Rey mainly because her style often follows the 50's/60's theme which helps us to get our inspiration.

Our second costume will change to make her style look more modern; we found an image of Lana Del Rey which inspired this look and it shows a slightly more rebellious look compared to the pure white dress before. She will be wearing black jeans, a leather jacket and her makeup will be a more modern style. It will represent our interpretation of the lyrics which is that she has an abusive boyfriend and she begins to remove her jewellery and heavy makeup which she wore for him to be more natural and modern.

Props
A lot of the main props we will use are already in Georgia's house. That includes the antique ornaments and furniture. We are also planning on using items of jewellery and a jewellery box where she will remove the jewellery and put it all away like she is closing a chapter of her life with an ex partner and moving on. We thought this would link effectively to the song since the song is called 'gem' it has a clear reference. The furniture and ornaments set the theme well as we are going for a 50's theme, means this will be clearer to the audience. In her transition part of the video she will follow a more retro style, including a black leather jack and a red lipstick this connotes a more rebellious style which is appropriate for this song because it show her to be a strong woman. The images below are images of rooms and ornaments around Georgia's house that we will include in our music video.

Shot List

Music video theories to Gabrielle Aplin- Home

Michael Shore's theory:
Michael shore concludes that music videos are recycled styles that contains a load of information and views from adolescent male fantasies. He suggests that music videos are subjected around women, wealth and power.
This music video doesn't fit with his theory entirely, but there are aspects which do, power is suggested to us towards the end of the video, but there is no suggestions to wealth and lots of women. Gabrielle Aplin often shows some elements of performance in many of her videos, and in this video has more of a storyline to the narrative of her music video than any of her of music videos.

Andrew Goodwin's theory:
Andrew Goodwin's theory suggests there are certain elements that make the best music video, however this depends on the genre category the music video is in, for example Pop and RnB music videos will focus on the dance routine that will goes with the beat of the song. whereas Indie or Rock artists may show more performance in their music videos. This theory has elements which are represented in the music video, at the start there isn't particularly a state of equilibrium, as the disruption of order happens a the very start of the video, when she gets mugged and the gang of boys steal her car. The recognition is clear often when she is left with nowhere to go. An attempt to repair the damage that has occurred, this is when she gets a place to stay  and begins to meet new people and she performs along to the song towards the end.

Laura Mulvey's theory:
Laura Mulvey's concludes that it is the 'male gaze' that is promoted in many music videos from different genres which promotes women with less of an identity and more of something to be looked upon by men, and dive women into two different categories, one of which is 'innocent' the other is 'promiscuous' in this music video she is shown with the 'innocence' which is reflected throughout the video, from her getting mugged and losing everything. The more 'promiscuous' side is shown in a lot of RnB music, for example the hit single 'Blurred lines by Robin Thicke.

John Stewarts theory:
John Stewarts Theory suggests that they must be similar to a TV commercial, this may include different camera shots or lighting to create a different mood to the video. There must also be a visual reference to the arts in cinema or fashion. Or must have a visual reference to the artist personally , this will make the audience feel more connected with the artist and relate to the song.

Natalie Lungley- Gem analysis

Production Roles