Target Audience

We decided to use this actor due to the fact that he fits the target audiences description when dressed correctly. We dressed him with a 'hoody' because this is the stereotypical dress code for 'mainstream' society. We have made this decision because we believe that the music video will have a greater effect on the specified target audience if they can relate it to their own lives.

We have decided to target our music video at 'mainstream' people in todays society. The stereotypical mainstream person will commit petty crime, be a bit of a street rat, race their car and be known in general as a chav. These mainstream people of todays society are between the ages of 16 and 24.

UK Tribes Information and Stats Research

Mainstream

The group is described as 'A fun-loving, unassuming bunch who still rule the nation - welcome to the Mainstream.'.

This segment has little interest in ‘seeing the world’ in the future. (Index = 78 vs. all 16-24 year olds)
Having children is very important to this segment’s future (44%) compared to all 16 to 24s (39%)
34% of this segment definitely agree that they “love spending time with my family.” This is slightly more than the total for 16 to 24s (31%)

Mainstream people in society are related to the following brands and media:

Alternative

Alternative is a globalised Tribe with eclectic and influential taste in games, music and film, but no real need for fashion.

This segment ‘definitely agreed’ that they “like to share music with my mates” more often than all other segments (Index = 117 vs. all 16 to 24s)

They loved going to gigs more than most

(47% definitely agreed compared with 29% of all 16 to 24s) Only 9% saw having ‘a high powered job’ as ‘very important’ to their future. This contrasted negatively with the total of 16% for all 16 to 24s.

Alternative people in society are related to the following brands:

Source http://uktribes.com/mainstream

Storyboard

We decided to create a storyboard so that we knew exactly what happened throughout the narrative of our music video. We also thought that it would be a good idea to note down what is happening in each shot to give us an idea when we relate back to the storyboard of what we were planning to do. With these drawing we now plan to go on and produce an animatic of our music video which will include our music.

Ideas For The Narrative

We have now thought of two different ideas tat we can use for our music video. Our first music video idea was a little basic and after seeking advice from our teacher; we decided that the piece would not be as detailed or go into as much depth as we need to to gain high marks. However, our second ideas feedback was a lot more positive. This idea involves a more detailed story which can be shown through the narrative and can also be linked to the lyrics of 'Pieces'.

The second idea was created in relation to the lyrics of the song. The word pieces features a lot throughout the song so we have decided to base our music video around this lyric. This is because it relates to the songs name as well as the main lyric which means that there is a lot of emphasis on that lyric compared to the others. One of the main problems we have had to think about though is the passing of time. Our music video is not going to be based on a single day, it will probably be based over two days. This means that we are going to have to constantly show the passing of time to make sure that the viewer understands. We decided that the best way around this problem would be to relate back to clocks throughout the music video so that the audience know what time it is and what time has already passed.

We then created the mood board to show the different aspects we could include in our music video.

Pieces Ideas

We then created a mood board for the song 'Pieces' to show all of the ideas that we had come up with to include in our music video.

Me and Lauren worked together to find the pictures that we needed. We then gave these pictures to Stephanie who then created the mood board as a whole. We thought that working like this would integrate all of our ideas and would help us bond as a group.

Pieces Lyrics

We then printed out these lyrics and annotated them so that we could note down a few of our ideas.We also then highlighted the lyrics that we thought meant the most to the listener.

After deciding to pursue 'Pieces' we sent a letter of consent to RAM Records:

Dear Ram Records,

We are A level students and are writing to request your permission to use one track Pieces by Chase and Status ft. Plan B. With your permission, this track would be used in our current A-level Media Studies project, which involves creating a music video for a popular music track, as well as producing an album and a magazine advert for the artist.

If I received your permission, this track would ONLY be used in an educational context and be viewed by my media class, my teacher and the OCR exam board moderator. It would NOT be released to a large audience or uploaded to any public video websites.

The artist and your company would of course be fully recognised throughout pre- production and the final video itself. A copyright notice, with wording supplied by you can be included in the records of the project. If this is required, please send full details.

I look forward to hearing from you.

Regards,
Lauren Clarke
Stef Jansen
Sam Facey

Pieces

We decided as a group that we all liked Pieces by Chase And Status (Ft. Plan B). We then decided to have a look at the lyrics to analyse the song further:

You don't care,
About me,
Anymore,
Thats why you, you wanna break my heart,
Into pieces on the floor.

If you don't care,
About me,
Anymore,
Why do you, you wanna break my heart,
Into pieces on the floor.

You don't care,
About me,
Anymore,
Thats why you, you wanna break my heart. (Echo)

I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, now-o-ow-o-ow I'm just cold inside.

I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, now-o-ow-o-ow I'm just cold inside.

I remember when I used to feel sutin, now-o-ow-o-ow I'm just cold inside.

I remember when I used to feel sutin, now-w-w-w I'm just cold inside.

If you don't care,
About me,
Anymore,
Why do you, you wanna break my heart,
Into pieces on the floor.

You don't care,
About me,
Anymore,
Thats why you, you wanna break my heart...

I remember when I used to feel sutin, now-o-ow-ow I'm just cold inside.

I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, I remember when I used to feel sutin.
I remember when I used to feel sutin, now-o-ow-o-ow I'm just cold inside.

You don't care,
About me,
Anymore,
Thats why you, you wanna break my heart.....

Song Choice?

We decided as a group that our next stage of the project would be to start looking at the types of songs that we could use for our music video. I thought that it would be a good idea to see what different ideas I get for a music video from different songs. Once I had thought about my own opinions I then printed off the lyrics to the songs that I liked most and I decided to look into more depth about the songs meaning. As a starter I analysed the following songs:

Cassius by Foals Hands Off My Cash, Monty by Two Door Cinema Club Fire by Kasabian Everything You Wanted by Kele Halcyon by Delphic This is An Emergency by The Pigeon Detectives Golden Skans by The Klaxons Something Good Can Work by Two Door Cinema Club Sweet Disposition by The Temper Trap Silence Is Talking by Reverend And The Makers Helicopter by Bloc Party Farewell To The Fairground by White Lies Jump In The Pool by Friendly Fires Black And White Town by Doves Pieces by Chase And Status (Ft. Plan B) Flux by Bloc Party Let You Go by Chase And Status (Ft. Mali) End Credits by Chase And Status (Ft. Plan B) Mr Brightside by The Killers Breakeven by The Script One More Chance by Bloc Party Watercolor by Pendulum