Target audience

After choosing my band I had to make a decision on the way to market them for the audience I am trying to reach. I decided that because the band are young and new to the music scene that the obvious choice of a target audience is around the young adult to mid twenties. Although I have choose to target that age group that doesn't mean that the band can't also provide for a more mature audience like bands such as Maroon 5. It is easier and more convenient to aim for the age range I have chosen as I fall in to that category and can use my own knowledge of what bands in the indie genre are doing now that aim at that age range. I want the audience to be able to really connect to my band on a personal level as well as a musical level and this can be done by the right marketing technique of making them young, fresh faced and entertaining.

Spike Jonze- Music Director

Spike Jonze is an american director, producer, screenwriter and actor with work including music videos, commercials, films and television programs. His directing skills aren't genre specific with a portfolio spanning over many different genres and sub-types.

He has won various awards such as best direction, best breakthrough and best choreography at the 1999 music video awards for Fatboy Slim's - Praise you.

Some of his well known videos are Da funk- Daft Punk, Flashing Lights- Kayne West, Sky's the limit- The Notorious B.I.G and Otis- Jay Z and Kayne West.

Da-Funk- Daft Punk

Otis- Jay Z and Kayne West

          

OneInThree

OneInThree are a media director company etablished by Ross Cooper and Bugsy Steel. They signed to colonel blimp a London based production company who have won multiple awards, since signing to the company the lads have worked with international artists such as Bloc Party, Ellie Goulding as well as independent artists such as The Teenagers and Badly Drawn Boy.

They are well known for producing industry standard quality music videos on a lower budget. In 2008 they received the most awards that has been acquired by new directors at the music video awards. The video above is Promises by Badly Drawn Boy and it was nominated for best art direction. The comments on this video was the experimentation between light and space.

They have gone on the do adverts for major companies such as O2, Ford and Trident.

Rancid

I have chosen to look at the band Rancid to use as a case study as the vocals sound very similar to my band The Grifters.

Rancid is an American punk rock band formed by Tim Armstrong and Matt Freeman, who were famous during the 80's punk scene. The band was formed as a way to help Armstrong out of Alcoholism and with the help of his roommate Brent Reed. The band formation has changed over the years and know includes Lars Fredericksen as second guitar and vocals and replacing Brett Reed, Branden Steineckert.

Although the band is from America their style of singing represents my band The Grifters, it has an urban edgy feel to it.

Which way to go by Grifters [UK] lyrics

 Which Way To Go by Grifters [UK].

Instrumental

Why would i want you back again,

you're a sleazy old girl who i wish was never my friend, 

so leave me alone get on your bus cause' you'll be late for tea, 

well good riddance to you cause' it's the end of you and me.

Cause' i don't want you back so stop calling me on the phone, 

i gave you a chance you missed so leave me alone, you broke my heart so now i just don't know, 

because of you i don't know which way to go.

Instrumental

Well i wish you just get out of my stupid life,

you caused enough trouble now your just a bundle of strife, 

you mean nothing to me why are you living a lie,

you messed me up so you should be fine.

Cause' I don't want you back so stop calling me on the

phone,

I gave you a chance you missed so leave me alone,

You broke my heart so now I just don't know,

because of you I don't know which way to go

Instrumental

Analysis of my lyrics.
After reading the lyrics to the song 'which way to go' and listening to the song, it is obvious that the protagonist has broken up with his girlfriend but she wants him back yet he really doesn't want to get back with her.

I believe that because of this narrative I will be able to produce an effective video that will be interesting yet follow the conventions of the genre that the band belong to. 

Animatic for Which way to go by The Grifters

This is my animatic for my music video- Which way to go- The Grifters. I hope you enjoy it.  

Pitch for Which Way To Go music video

My idea for my music video is to have a narrative running through along side a performance from the band this incorporates both the stereotypical and entertainment side that is expected from a punk genre video.

The video will start with the band performing as the beginning of the song is an instrumental, I will use a variety of different camera shots and angles as this will add movement to an otherwise still scene.

The video will then go on to the narrative portion which is the lead singer having to chose between the his band mates or his girlfriend and overall he chooses his band mates. I am going to show this through when the band are together a lot of happy, laughing and joking scenes; what you expect of a group of lads that are mates. When the lead singer is with his girlfriend I am going to make the scenes awkward and full of arguments.

I also am planning on putting in two small animatics that represent two specific lyric lines. However this may change depending on if they work or not.

Throughout the video as well as the first performance piece I am going to have performance pieces integrated in. This will help the audience of the band become familiar with the band as a whole and not just focus on the lead singer.