Our pitch

The intial pitch idea for our music video was based around an electro house music video. The song that our group have came up with is the song - Moonbootica - Pretty Little Angel. With this video, our group was thinking of making a music video based between a relationship that isn't seen as a "normal relationship". This type of relationship is between a girl and guy that have just broken up but the girl still wants the guy in a sexual way and is using her girl powers and beautiful taunts on the guy which he cannot get away from. Within the music video that we're going to create for this song, our group thought of using a gothic theme for the mis en scene of the song. This included black paint, emo/gothic hair styles, a lot of black lipstick and eyeliners/eyeshadows for the make up for both actors. Our group thought this would be fun and interesting for creating a music video to. Here is the original music video to the song.

As you can see, we're going to completely change the music video of the song to our own unique version for the song. The original isn't really sexual in any way compared to the lyrics that are used in the song.

For our pitch, our group thought of using a narrative in our music video and a bit of performance. Our group thought this would be an effective way of showing our music video across. For the start of the narrative, we thought that it should start with the guy lead singer of the music video looking towards the camera and singing into the camera so the audience get the image of the star straight away. After it shows the start of the lead singer/artist singing into the camera, there's going to be different shots of the girl that's also in the music video. This includes the girl touching the guy's chest and putting paint over his chest while the guy is still looking towards the camera. This can show that the guy doesn't care for the girl in an emotional way anymore (relating to their previous relationship together). There's going to be different shots of the guy sitting down on the chair, laying down and standing up looking at the camera. The guy would not be seen as a normal guy as he wears a lot of gothic make up.

Iconography of chosen genre

Questionaire excercise

In class we designed a brief questionnaire to get an idea of what kind of audience our music video's would be targeted at. This is not my final questionnaire  that still has to come. This is just a practice one, I will spend much longer, and make the real one a lot more detailed. 

By using these questionnaires we explored the demographics of audiences. Demographic things we explored by these questionnaires were ethnicity,gender,age,social class, and race. Through these questionnaires, my group can find a target audience for our music video much easier, by giving out these questionnaires, we will have a better idea of what age,social class,gender,race is most likely to watch our music video. From what I can see is that older people don't really listen to music as often as the younger, or don't really have enough time to internet-surf.

Another way to think about our audience, is to see how people who have different lifestyles and attitudes, and personalities. Audiences aren't just all about age, but about who those people actually are as well, different people have their own individual beliefs and values towards music video's.

Our chosen genre research

Our chosen genre is Electro-house. Electro-house is the sub genre of house music. 


Electro house is a subgenre of house music; house music is a genre created in Chicago. Electro house's origin is obscure, with varying influence attributed to 1980s-electro, electroclash, pop, synthpop, and tech house. A hard form of house music, electro house found mainstream popularity around 2005. The term has been used to describe the music of many of the world's top DJs (as voted in DJ Mag's Top 100 DJs poll) such as Deadmau5, David Guetta and Tiësto.

Audience Research

In class we designed a questionnaire thinking about gender,age and demographics. The first questionnaire we designed was only a brief one. But later on we are going to make a even better one and try it on many people, to help us find what sort of people would be likely to watch our music video.

 Audience Pleasures

It is important that when making a music video you think about your target audiences wants and needs. It's no good if a music video isn't keeping your audience emotionally engaged and attracted.
The audience needs to feel a connection, and therefore they will automatically want to watch more and more and so on. Usually a narrative that includes either humour, or love can be a real emotional pleasure to an audience.

A music video needs to be constructed well for its audience, and have a physical effect.
Sometimes an audience likes a bit of a puzzle, something which isn't straight forward.
If the audience have to figure out your music video, and what it is about, then they will
most likely want to watch it more than once.

It is crucial to give your audience what they want , and to know how to keep them
satisfied.  I would say being fun and adventurous would be a start.

Influentual Bands/Artists

Music Video Directors

Marc Klasfeld



Marc Klasfeld is a director well known in America, he has worked with many bands and artists and has experienced directing music videos from rock to R&B.
He works with famous artists such as: Jay Z, Katy Perry,Nelly.
He has also directed music video's for these particular bands: Foo fighters, Bloodhound gang, Kid rock and the Red hot chili peppers, Jewel, Sum 41, Avril Lavigne, Aerosmith and many others with multiple MTV award wins and nominations. He has also written and directed commercials, independent films and documentaries.

He is also the founder of Rockhard, a music video production company that also houses directors Ray Kay, Sanaa Hamri, Sarah Chatfield, Mickey Finnegan, Mark Staubach and Steve Jocz. Rockhard has produced videos for Justin Bieber, Lady Gaga, LMFAO, Britney Spears, Aerosmith, Prince, Mariah Carey, Kelly Rowland, Jessie J, Willow Smith, Adam Lambert, Big Time Rush and many others.
He is also a director of television commercials for Nike, NFL, NBA, Motorola, Reebok, Cartoon Network and Hummer. His best known commercial work is for ESPN's This is Sportscenter campaign, Hammer Pants Dance for the A&E Network's reality show Hammertime, Avril Lavigne's Canon campaigns and Smirnoff's Green Tea Partay viral video sang by Sebastian Siegel.

^{Marc Klasfeld is mostly well known for his directing the Sum41 music video's.}

Katy Perry "Last friday night"

"Last friday night" is a indie rock,disco and Hi-NRG song with influences of dance-pop.
The song strikes a perfect equilibrium between Katy's sex appeal and goofy, self-effacing charm. Marc Klasfeld said he got influenced by Sixteen candles, which inspired him to set up this particular storyline in the music video. The costume for Katy Perry was inspired by Betty from the American series Ugly Betty.
 Betty Suarez                                                             

  

In the video Katy Perry is basically a nerdy teenager with braces, headgear and over-sized glasses
 Kathy Beth Terry (Perry), a nerdy teenager with braces, headgear, and over-sized glasses, has just awakened the morning after a house party, surrounded by passed-out party goers. A male guest, Aaron Christopher-son (Glee star Darren Criss) opens the door to her bedroom and congratulates her on having the "best party ever." Puzzled as to what happened, she goes online, only to find pictures of herself in various compromising positions, including one picture of her licking the stomach of the boy in bed next to her. The video then goes into a flashback of the events that occurred the night before. While doing a Sudoku puzzle, Kathy hears loud music from the house next door, and goes over to complain. She is greeted by Rebecca Black (who appears as an homage to Black's viral video "Friday"), who invites her in. A nerdy Everett McDonald (Glee star Kevin McHale) ogles Terry from afar and fantasizes about being with her.

Here are some other really popular music video's he directed:

·  Aerosmith- What Could Have Been Love

·  3 Doors Down- "When I'm Gone" (gravedigger version)

·  3OH!3- "Starstrukk" (featuring Katy Perry)

·  Against Me!- "I Was a Teenage Anarchist", "Stop"

·  Alien Ant Farm- "Smooth Criminal", "Movies", "These Days"

·  Asher Roth - "G.R.I.N.D. (Get Ready It's a New Day)"

·  Avenged Sevenfold - "Bat Country" (Winner 2006 MTV Best New Artist Video Award)

·  Avril Lavigne - "When You're Gone"

·  Bloodhound Gang - "Foxtrot Uniform Charlie Kilo"

·  Bon Jovi - "Misunderstood", "All About Lovin' You"

·  Bubba Sparxxx - "Ugly"

·  Chamillionaire - "Hip-Hop Police", "Evening News"

·  Destiny's Child - "Lose My Breath"

·  Enrique Iglesias - "Don't Turn Off the Lights" (Unreleased version)

·  Far East Movement - "Rocketeer" (featuring Ryan Tedder)

When you're gone- Avril Lavigne

Before its release as a single in the United States, "When You're Gone" reached number ninety on the U.S. Billboard Hot 100 and number seventy-seven on the Billboard Pop 100, in the Billboard issue dated 5 May 2007. The song later re-entered the charts and peaked at numbers twenty-four and sixteen, respectively. As of October 2011, "When You're Gone" sold over 1.09 million digital copies in the USA^. It also done well on the charts in Canada where it reached number eight

It features a young pregnant woman whose husband is away fighting in the war, an elderly man whose wife has recently died, and a teenage couple who are forbidden by the girl's mother to be together. The video portrays three relationships in different age groups, but in the same situation. Lavigne said that the video is very personal. In the end, the scenes break out daylight with the teenage girl returning to the where the duo were caught, the elderly man drinking to his wife in a graveyard, and an SMS from the pregnant woman's husband, with the text "I'm ok, I Miss U". Avril is then seen running in a field once more until the screen fades out. 
 

Melina Matsoukas 




Melina is another American director, who is very well known with major artists and has 
directed many music video's over the years. 

 Her work is described as, "chalk full of bright colors or crisp black and white images, smooth spotlights, and tasteful retro video models."Matsoukas says that expensive equipment is not necessary for a quality video and one should never think that way: "A good video has the right visuals, a well conceptualised story and should be exciting and elicit reaction.” In an interview for Venus Zine's Fall 2010 issue, she says about being part of the music video world, "I love it. The quick turnaround, the creativity."Regarding the concept of Solange Knowles' video "I Decided", Matsoukas stated: "This is her concept so I've definitely just developed it and put my mark on it."

Some music video's she has directed are: 

2006

• "Dem Girls" - Red Handed feat. Paul Wall & Scooby
• "Go 'Head" - Ali & Gipp feat. Chocolate Tai
• "Need a Boss" - Shareefa feat. Ludacris
• "Cry No More" - Shareefa

2007

• "Because of You" - Ne-Yo
• "Green Light" - Beyoncé
• "Kitty Kat" (co-directed by Beyoncé Knowles) - Beyoncé
• "Suga Mama" (co-directed by Beyoncé Knowles) - Beyoncé
• "Upgrade U" (co-directed by Beyoncé Knowles) - Beyoncé feat. Jay-Z

2008

• "In My Arms" - Kylie Minogue
• "Wow" - Kylie Minogue
• "Modern World" - Anouk
• "Closer" - Ne-Yo

2009

• "I Will Be" - Leona Lewis
• "So Good" - Electrik Red
• "Not Fair" - Lily Allen
• "Sweet Dreams" (I Am... Tour interlude video) - Beyoncé

2010

• "Rude Boy" - Rihanna
• "Put It in a Love Song" - Alicia Keys feat. Beyoncé
• "Why Don't You Love Me" (co-directed by Beyoncé Knowles) - Beyoncé
• "Rockstar 101" - Rihanna feat. Slash

2011

• "S&M" (co-directed by Rihanna) - Rihanna
• "Move Your Body" - Beyoncé
• "I'm Into You" - Jennifer Lopez feat. Lil Wayne
• "We Found Love" - Rihanna feat. Calvin Harris

2012

• "Your Body" - Christina Aguilera
• "Losing You" - Solange
• "Looking Hot" - No Doubt