RESEARCH AND PLANNING: Final Proposal

Title of Production:

Party Tattoos by Dodie Clark (Unofficial Music Video)

Channel for Broadcast:

If my music video was to be uploaded onto Youtube, it most likely would be uploaded onto Dodie Clark's Vevo channel. Vevo was created by Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. The video hosting platform claims that it is 'your personalised music video and entertainment platform'. A lot of artists who want to upload a music video onto Youtube will often have a Vevo channel as it is the second largest music video in the world, due to this artist's may make more money from using a Vevo channel rather than Youtube. However, the music video could also be uploaded onto Dodie Clark's own Youtube channel as she has a following of nearly 1.5 million subscribers. If my music video was played on a TV music channel, I think that it would most likely be MTV. My reasoning for this is because MTV often play pop music videos and I believe that my music video would come under the 'Indie Pop' genre, so it would be acceptable to be played on MTV.

Target Audience:

I have clarified that my music video target audience will most likely be young women of between the ages of 13-21. I believe that this will be the case as this is the main target of Dodie Clark's Youtube audience. I think that this would be my target audience as it is the main group that stands out in Clark's demographics. Another reason I am led to believe this is due to my research in other Indie Pop artists. The Indie Pop artists that I researched included Florence And the Machine, Birdy and Lorde. I decided to research three artists I though that it would give me a more specific answer.

As you can see from the YouGov screenshots, all of the target audiences are in the category of female, aged 18-24. This is also fitting with my target audience. 

Genre/Type of Music Video:

My genre of music video fits under the Indie Pop genre. I think that my music video follows the narrative and performance based types of music video as there is elements of both types of video throughout my own video. I would regard most of Dodie Clark's videos as Narrative/Performance based.

Style of Music Video:

I have explained in my pitch previously, that I want to keep the music video quite cosy as I believe this mirrors Clark's music and Youtube videos. I think I am going to try to do this by maybe having some sort of fairy lights or record players within the video. I also want to conform to Indie Pop music video conventions by having a woodland setting within this video so that the audience can clearly identify that it is of the Indie Pop genre. 

Along with this, I want to portray the 'literal' tattoos, so I think I want to use a projector to try and project some tattoos onto my actress' skin. Due to the music video being performance based, I plan to have my actress miming to the camera and possibly playing the ukulele or the guitar.