Follow the link below and you will find a pitch for a music video for the song ‘Perfect Isn’t Enough’ by The And Ensemble, a York based band. As a group, we looked at the band’s past work and considered the brief that they provided for us to develop our own idea for a new video.
https://docs.google.com/presentation/d/1UYR6du2RfqkQ3aOmHZJjes87LnR7EVrWwHvRWOktNe0/edit#slide=id.p
As part of the process, we also made a creative brief that outlined all of the key points of our idea, which you’ll find below.
Reflective Evaluation of the Music Video Pitch:
The main goal in mind when producing a pitch for a music video for the song ‘Perfect isn’t Enough’ by The And Ensemble, was to pitch an idea that was on brand for the group and showcased their popular appeal but to create something unique and interesting. This required a lot of research, both into the group and into what young audiences (the target for our pitched video) want from music videos, to ensure that the final idea was appropriate.
Working well with a client is a very important skill for any media producer and one that should ideally be developed while in education (Fitch, 2011). This particular task required us to interpret a client brief outlining what the group wanted us to include in the video, significantly developing this skill. For example, one important note in the client brief was that the entire production had to be shot indoors. As a result, we developed an idea that centred around one take, with Abby walking through different scenarios involving romantic partners. This is just one example of how we were able to consider the client throughout the production of our pitch, which is a very important skill that will serve us well in future projects.
A significant problem that we faced during this task was ensuring that we hit the right target audience of young people, as ‘pop music is a cultural space which belongs predominantly to young people’ (Hogg and Banister, 2000) and captured the popular appeal of the band while creating something that was unique, and not just a copy of what has been done before. This proved difficult at first because, through research, we found that a lot of videos for pop music share similar characteristics. However, we decided to incorporate various elements from a wide range of different videos together alongside our ‘one take’ idea. For example, the colour scheme would be reminiscent of videos by the likes of Meghan Trainor and Katy Perry, popular artists in the world of pop music. We believed that this was the best way to appeal to our target audience and convey the client’s brand while producing a pitch for a video that was new and fresh.
References:
Fitch, K. (2011) Developing Professionals: Student Experiences of a Real-Life Client Project. Higher Education Research and Development, 30(4), pp. 491 – 503
Hogg, M. K. and Banister, E. N. (2000) The Structure and Transfer of Cultural Meaning: A Study of Young Consumers and Pop Music. Advances in Consumer Research, 27, pp. 19 – 23
