The chosen concept for 12 Story Fall ‘Getting Rid of Me’ is a narrative music video to enhance and compliment the chilled acoustic genre. This creates the emotional image of the artist which allows you to identify with his heartbreak.
We have chosen the conforming storyline of a teen relationship breakdown in order for the audience to connect with the characters. This also allows them to generate an understanding whilst enhancing the not so prominent lyrics.
The video begins with the couple on the verge of break up and progresses to a glass smashing to symbolise the ‘final straw’ for their relationship. After this, our video uses the original idea of a Spilt Screen. This allows the audience to create a bond through understanding of each characters individual way of dealing with the heartbreak while they continue with daily life. To provide a break from the narrative, the choruses see the male lip-syncing with small reminders of what used to be. Eventually after a build up of memories, the couple come together to mend what was broken.
The video begins with the couple on the verge of break up and progresses to a glass smashing to symbolise the ‘final straw’ for their relationship. After this, our video uses the original idea of a Spilt Screen. This allows the audience to create a bond through understanding of each characters individual way of dealing with the heartbreak while they continue with daily life. To provide a break from the narrative, the choruses see the male lip-syncing with small reminders of what used to be. Eventually after a build up of memories, the couple come together to mend what was broken.
The appropriate target audience for this video would be 15-24 as this is when most relationships build and deteriorate due to changes in people’s lives such as career paths and change of location. We thought it would be best if the characters in the video were both of the target audience age so the viewers can identify with them and their situation better.
We conducted our own primary research to our target audience and found the following findings; most of the people we asked prefer a narrative music video. This could be because the storyline helps to generate understanding of the song and emotion portrayed. 16/20 of our participants didn't think it was necessary for the artist to be featured or play a lead role in the music video. We also found out that black and white and split screen effects along with slow motion proved to be popular effects and so we felt we should include them in the video. We also found out that our target audience would prefer characters of a similar age so that they can relate to them. We considered having a break in the music to allow for a short amount of diegetic dialogue however from our results we can now recognise that our target audience feel that this is an interruption.
Although this is a generic music video concept, we believe this video is unique to anything else in comparison due to the technicality involved in the production. The innovative Spilt Screen and black and white effects help to make the video different from others of this genre, helping it stand out from the norm.
This video will help promote the artist as the emotion of the music is projected through the visuals. By generating a storyline, it helps the audience to understand the artist’s personal experience. This allows the audience to identify with the artist. Building a personal fan base through emotive experiences will aid the sales of the music.
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