here is my pitch documents

1. PITCH DOCUMENTS
by Victor Chi-Chung Chan

2. THE KILLERS
Our chosen band

3. THE KILLERS
We chose The Killers because this band is very eye-catching to the audience. Music video is a
media driven by images. Because music is a must in a music video obviously, but how we keep
the audience’s attention on the video, the visual contents are the key. Since The Killers like to
use many new interesting theatrical effects to build up their image, we think their songs are
good for us to plan considerately on the mise en scene.
Because The Killers have a huge range of audience but most of them are teenagers.
Therefore we can focus the audience group of our product for younger audience. According to
our previous research, the young respondents prefer their idols not to be so mature. They like
their image of being young and wild. So we will cast young actors to be featured in our music
video and it is actually easier for us to cast since our social connection is mostly teenagers.
There are also many techniques they often use in their videos to create a humourous
impression and we would like to experiment them. The techniques such as stop motion allow
us to explore our creativity. They do not cost us much money to arrange because it is a low-
budget production. Instead, it only requires our creativity and time. As a result, we decided to
select The Killers.

4. FOR
REASONS
UNKNOWN
Chosen song

5. FOR REASONS UNKNOWN
According to our early discussion within our production group, we picked this song due to many criteria.
Here is a brief summary of the reasons of picking this song.
First the song is not too old, I aimed one which was made after 2000. The reason of it is we seek a song
in digital era. Because we are going to use digital camera and we edit the video on computer instead of film.
Therefore, the original videos by the band are also made digitally. We can adapt the techniques from their
original videos. Another reason for it is songs after 2000 are quite new in the industry, the music in the
world has not changed much through the recent decade. This song indeed reflects the ideology of nowadays
teens. This song was made it 2006, we assume the young audiences like the song and its meaning.
Another reason is about the lyrics. The lyrics of For Reasons Unknown are narrative. It describes many
objects and actions in this song. The meaning of the lyrics will be analysed in depth in the next powerpoint.
The final reason is the pace of the song. Since we decided to pick a song with a medium pace. According to
the survey we previously designed, the respondents think the pace of the editing should fit the beat of the
song. Therefore, if a song is too slow, we will not have much to experiment more editing techniques. But
when it is too fast, we might not be able to handle the cutting. Therefore, For Reasons Unknown is an ideal
song sine the pace of it is not too rapid.

6. AUDIENCE PROFILE
Our audiences are designed to be
young adults, age about 18-19. The
teens who like this rock n roll and
alternative rock. They mostly hold
the spirit of punk. They like to
question the old rules and are not
satisfied by the current situation. Also
during their puberty, they are quite
emotional according to scientific
studies. Therefore, the songs they
love tend to the negative side,
especially depression. It can be shown
in their casual clothing. For example
the grunge style is common among
the teens. Those details will be shown
in the following audiences introduced
below.

7. KELLY SUMMERS
Audience Profile

8. AUDIENCE PROFILE - KELLY SUMMERS
Kelly Summers is a 19 year-old teenager who was born
in Manchester and grew up in London. She has been
living a wealthy life because her father is a doctor and
her mother is a teacher. Due to the professional family
background, she has seen and experienced more than
the other teens at the same age.
But the only thing she likes the most and differs with
her parents is about music. Kelly found herself a frantic
music lover since her parents brought her to a music
concert of a Jazz band in her 7th birthday. She was very
fascinated in Jazz and Blues until she was 14. In these
seven years, Kelly received drum training by
professional tutors. When she was 14, her music style
changed a bit and she became a Rock lover. But she is
not enthusiastic about traditional Rock N Roll because
she thinks they are too popular and repetitive. She loves
alternative rock instead. She likes the unique style of
every alternative rock band and how they challenge the
conventions of Rock genre.

9. AUDIENCE PROFILE - KELLY SUMMERS
The Killers is precisely one of her favourite an
alternative rock bands. She does not only like their
songs, she also likes the lifestyle which brings her so
special. Especially the influence of her fashion style, she
loves the clothing of The Killers in music videos and
their dramatic onstage costumes. Therefore, she adopted
their unique, eye-catching fashion style into her daily
clothing. Her fashion style can be defined as grunge.
Because it is not confined some certain types of fashion,
but she can match different kinds together instead.
Even though teenagers are defined as a group of
carelessness and rebellion, but Kelly considers herself
different. Because of her outstanding academic records,
she is respected by all of her friends. When she was 18,
she formed an alternative rock band called “The
Poisoned Tape” and now they are about to record their
first single - “Jesus Christ”. In the view of her friends she
is not just a leader, but also an intelligent lady with a
bright music career.