Final Proposal

After undertaking my research, I know have a clearer idea of what I am going to create. When given the choice of what media products we had to create, I knew from the onset that I wanted to do a promotional music video. It appealed to me the most as I enjoy watching music videos and therefore have a fair amount of experience and interest with them. From my reseach I have concluded that Pop music is the most favoured genre, and so have decided to pick a song from that genre. As it is the most popular genre, I had a lot of choice in picking a song. Referring back to my questionnaire results, the equal amount of people enjoyed both performance and narrative types of video, when asked why, they stated it was because of the 'comedy'. I believe choosing either one of these types of video will prove favourable as they were the most popular. As a way of trying to incorporate comedy into the video for comical value and to make my music video more enjoyable for the audience, I have decided to choose a song with lyrics that the audience will find comical and will be able to relate to, as viewer satisfaction is vital for my media product to be successful.

The song that I have decided upon is, ''Merry Happy'' by Kate Nash. It is an optimistic song about being single after you've been dumped/broken up with someone, portraying a positive message about not needing the other person and enjoying the pleasure of your own company. It is very light-hearted and I believe that the audience will be able to familiarise themselves to the situation the artist is singing about. A typical pop video usually includes performance and narrative, although not a common choice, very rarely pop videos can be abstract. As the lyrics allow me to do a lot visually regarding effects that can be applied in editing, I have decided I will be doing a performance based type of music video with use of effects. I feel the use of effects will help make my product more visually interesting.

Although the song is sung by a female artist, I think that the lyrics and meaning of the song may also be relatable to males too. However, I do think that females will enjoy it more, as it is sung by a woman and therefore from a womans perspective - so my prediction is that it will be more popular with females rather than males. In regards to the age of my audience, I will be aiming my products at those who are aged between thirteen and thirty, classified as group 2 (11-15 years), ranging to group 5 (26-40 years). This is because it is about the decline of a relationship and being single, and usually at about this age is when you start to experience relationships, also, generally about the age of thirty is when you settle down. This defines my potential target audience as female and over the age of thirteen years, varying between a broad social spectrum of: group B (middle class) to group E (residual and those of the lowest levels of subsistence).

I think my music video will be broadcast on most channels, such as MTV, The Box, TMF, Smash Hits and 4Music, as these channels play mostly Pop (popular) music alongside a variety of other genres, hence promoting my video more, as it will be seen by more people. These channels also have certain times that they play only new songs, giving people a chance to see the video. As MTV is the most popular watched TV channel for music videos, I think my production would be most suited to be shown on this channel so that it is promoted the best it can be.

The song I have chosen is quite upbeat and is happy with a positive message. As the song is about an experience that many can relate to, I have decided on using locations that people can also relate to by using familiar settings, such as the park, using shots of my character walking in the park. The album that I am promoting alongside the song release is called 'Made Of Bricks' and the song 'Merry Happy' is taken from this album. I am going to incorporate the use of this imagery into my video, due to it's relevance and link. I will do this by getting the actor in the video to perform the song standing behind a brick wall.