2. The Client: Changing Modes My pitch is for the track ‘Off the radar’ by American indie band ‘Changing Modes’. The five piece band are from New York and formed in 2004. The track itself is an energetic, youthful track with edgy vocals and electronic beats.
3. Pitch #1 A bored looking girl is reading a music magazine and a poster of the band performing, which is also the first shot of the video. A cheesy 80’s is used transition to show the band playing and then the narrative of the band randomly appearing throughout the girl’s day, and amplifying parts of the lyrics. The girl’s life is portrayed to be boring and average while the band will be portrayed as energetic and lively. The girl will also watch 80’s films that the band will referencing by re-acting certain scenes, via costumes etc.
4. 80’s revival/inspired, similar clothing that’s associated with the 80’s- reflects up-tempo electronic tones of the music . This is currently the trend in 2010 with artists such as La Roux and The Ting Tings new album. Clothing and accessories Style and Form 80’s revival/inspiration Bright colours, ‘pop’ colours, reflects energy of the track. Also use of patterns via background or clothing.
5. Style and form: Editing and mise-en-scene Also bold, colourful typography on black or plain background in certain parts of the to create karaoke effect and illustrates lyrics. Editing: Special effects including green screen to add dimension to background and connote 80’s revival theme, such as neon colours and patterns. Use of split screen towards the end to reflect the countdown at the end of the song, also to distinguish band members persona. Also slow motion. Graphic match: for example from the girl looking at a poster of the band performing at the beginning of the video and tranistions into the actually video. Use of filters: black and white filters to perhaps during bridge, old film effect to create a contrast to rest of video. Mise-en-scene: This includes the band performing in a studio for a professional look and various locations to recreate scenes from films e.g school library for breakfast club. Also teen’s bedroom to create sense of normalilty. Also use of bright, flashing lights for electro element. Also via costume see style slide.
6. Cinematography Rule of thirds: On main performer for complete attention on artist Dolly shot of whole band performing to add dynamic when changes from verse to bridge. Use of beauty shots on lead vocals and close up/cut ins on guitars to define indie genre. Also long shots to show whole band performing. Stopmotion: Use at certain segments of song to illustrate lyrics ie; ‘landed on the moon’ Panning shots to reveal mise-en-scene of girls bedroom and boredoom. Reverse motion: add quirky effect to video, in sections of video Advanced shots: Forced perspective: Gives an unusual element to the video and conforms to quirkeness of indie video http://www.youtube.com/watch?v=UEAU1dbSQdI
7. Theories applied This pitch in the video will uses the theory Post modernism, that 80’s revival is currently the trend for electro/pop music and inspiration from music videos from Mystery Jets and New Young Pony Club who use 80’s revival as an element to some of their videos. Voyeurism- that the spectator is watching a girl’s daily life within the narrative. Firth’s theory- that this video will be more narrative based although with performance aspects. However the band will also take part within the narrative by reacting certain scenes from films and following the girl’s average day.
8. Representation Mise-en-scene: Funky and retro 80’s revival with modern twists via outfits More upbeat and energetic due to crazy live performances in quirky places ielaudrenttes in East LDN Unconventional indie band due to multicultural members Signed to indie label XL recordings with similar artists Conventions of indie: Showing instruments, ie guitars etc. Electro elements via flashing lights, bright colours and costume eg skinny jeans Using quirky editing techniques such as stop and reverse motion to give band eccentric edge
9. Secondary audience: 25-30 year old females of various ethnicities who has fond memories of 80’s music and fashion, as track will remind them of this. As the 80’s revival is the current trend in music, this track should appeal to our primary and secondary audience. Be interested in dramas such as Skins, Misfits and This is England ‘86 Primary audience: 14-19 female teens of various ethnicities who listen to indie music. Similar artists they would listen to are New Young Pony Club, The Ting Tings and La Roux. Consume products such as web 2.0 sites such as Facebook and Tumblr Audience Duran Duran Cyndi Lauper Use technology such as I phones and Blackberry. Also buy music from ITunes and HMV Watch iconic teen movies such as Ferris Bueller’s Day Off and The Breakfast Club. Also watch indie movies such as Brick (2005) or more quirky films such as Scott Pilgrim vs the world (2010)
10. The Pitch #2 The video begins band is performing the track, as in a performance video, however it soon changes to narrative, where the band is being spied on by unknown assailant. This will create a thriller atmosphere where the band slowly becomes aware that they are being watched as the song progresses.
11. Style Black and white vs colours would be the prominent theme, with the band performing in colour and when spied on will be in black and white and through other forms of medians. For example the band while be ‘secretly filmed’ through cctv, through a computer screen and black and white ‘CIA’ like photos, as if they are being targeted by someone.
12. Theories applied Voyeurism- the audience is watching the band through other medians such as cctv, creating the ‘Big Brother effect’. Intertexuality- refers to thrillers where voyeurism is a key theme. Good example of these are Psycho for the use of black and white tones and recreating the ‘shower scene’ and The Matrix where the main protagonist was being watched through CCTV during an interview.
13. Similar artists/ inspiring videos Calvin Harris- http://www.youtube.com/watch?v=LhUcSbbURyc Mystery jets- http://www.youtube.com/watch?v=K2Dl3VQ2K2U&ob=av2e New young Pony club- http://www.youtube.com/watch?v=kfX2LwlQr2M The Ting Tings- http://www.youtube.com/watch?v=qVbtBLZxL6w&ob=av2e Operator Please- http://www.youtube.com/watch?v=jACE3DKFo0s
