Editing my music video will be carefully done so that all of
the shots are shown to the beat of the music, which is a convention of the
dance music genre. All my shots will be short and have quick cuts between them
to link with the fast paced nature of the genre. I have chosen to film on
holiday for the video as this location has conventions of youth, socialising
and enjoyment. This will reflect the hedonism of the young target audience who
would also want to enjoy aspirational exotic holiday destinations and escapist
experiences. A high angle shot of me jumping into the sea will be featured to
show the depth and danger of the activity, which will link with the idea that youths
are fearless and like to seek thrills. I intend to include a cross cutting
sequence in my video between a DJ on the decks and inside a club. The young
target audience would be familiar with enjoying dance music in clubs, so this
sequence would appeal to them.
Instead of displaying a linear storyline in my video, I will
use the chronological events of an exotic holiday to provide an anecdotal and
cyclical structure to the song. To add to the ambiguous narrative arc, I intend
to use voyeurism of a polished, aspirational lifestyle to allow the audience to
escape through the music. The exotic element will be brought to life through a
clear sense of branding, as I will include many shots of a real lime to reflect
the artist’s logo. I will attempt to film a fruit vendor on the beach so that I
have represented more than one social group. This adds to the diversity of the
music video and effectively ties into the modern, non-discriminatory audience
of EDM.
Universal Music Group will fund and promote the production in
order to generate a profit, therefore it is an investment. By including the
artist in the video, fans would recognise him and as a result his exposure will
increase. To add to the digitally convergent nature of my production, I am
going to distribute my video on many different social media platforms such as
Facebook, Twitter, Instagram, YouTube and Wix. This will ensure that the target
audience get to see the artist's new music as industry led market research shows
that 71% of young adults use Instagram daily and 73% use YouTube daily. Also, I
have chosen to film my footage in a square crop ratio to reflect videos on
Instagram. I chose Instagram to be the focal point because as shown in the
statistics above, it has become as popular as YouTube in recent years. My
target audience will be able to easily repost the video onto other social media
platforms, such as Instagram, due to it being in a square form.
I also intend to produce a website that includes vibrant,
eye-catching images of my artist to make him look attractive so that the target
audience are likely to increase his exposure. To ensure that my two products
link well together, the website will include an original title and logo for the
artist, as well as the same exotic imagery that I used in my music video. My
music video will be uploaded onto the home page of my website so that it is
easy for the audience to watch it and share it on social media. From my pre-production
research and planning, I have realised that a lot of other artists do this and
it is effective. I will include tour dates for my artist to promote their
recognition in society, as it will encourage people to see them live. I will
also include merchandise that has the artist’s name and logo on that the
audience can purchase to promote the artist as more people will see his name
around the streets or on social media. Social media links will also be present
on my website so that the audience can easily get involved with current news
and gossip to do with the artist.
