Social Media Campaign

Through my media production company (MCharMedia) I have already amassed somewhat of an audience surrounding my media work. This is due to my social media presence on both YouTube and Instagram. This is the profile in which I will promote the music video and its progression as there is already feature posts of the band within this account and therefore already an established interest between my existing audience and the band. In order to create interest surrounding the video I will create triptychs at each stage of production in order to continue with a similar theme to my existing work which will help create interest to the video bonfire it is released. Instagram will be my primary distributor of information on the video however I will use other social media more randomly to maintain the viewer interest. I will also have access to the bands social media accounts which I will be able to draw attention towards the production stages visually represented on my account. This will allow me to accumulate a maximum audience before releasing the video which then translates to the maximum audience interaction and interest. 

Lyric Sheet

Lyrics are something very important to this genre of music as they will often be associated strongly with meaning or create a narrative throughout the song. For my video I am going to focus loosely on the lyrics. I will incorporate some aspects of the video which directly tie into the lyrics however the video itself will be an interpretation of what the lyrics could suggest. I wanted to steer away from the cliche meaning of the lyrics which would be a couple falling out which i had originally pitched to be my idea. I think due to Tunnels being a small band and the genre its self being such a niche area, it is important to stand out from the crowd and the car idea was surely going to do this more than a generic argument. I have not made many annotations to my lyric sheet as i had done all of this on the storyboard. I used the sheet to help keep track of the storyboard in relation to the track and to springboard ideas as to how I would shoot a particular event. 

My Music Video Storyboard

Music videos of my chosen genre

techniques, style, lip-sync, special effects, colour, lighting,concepts

The Hubbards- Just Touch - This video is primarily a conceptual piece centres around camera movement and performance. The video uses long shots to help captivate motion and portray the narrative in real time as a seamless performance and the talent walks from one house to the next. Each house features a performance element implementing different instruments and people who perform the song in real time with the talent. This concept would have required a lot of planning and coordination in order to create a convincing final piece and was seemingly shot on a 3 axis gimbal which provides a steady shot throughout which helps to enhance the long take of the video allowing us to observe each detail of the video as it progresses. The talent is constantly lip-syncing throughout giving a direct connection with the narrative and lyrical elements. Lighting for this piece is all natural, this is due to the constant movement of the camera. Being a low budget film the artists would not have had the flexibility with mobile lighting to constantly suit the talent and shot. In addition the environment is constantly changing in lighting so achieving the correct exposure throughout would have been very difficult. I really like this video and the impression it gives of the song, i feel the performance element submerges us as an audience creating power and meaning to the song which would drive us to listen to it and also inspire emotion similar to that in the video. 

Two Door Cinema Club- Undercover Martyn - This video also implements long takes of performance and also includes a concept focused narrative. The video uses a birds eye view throughout to view the talent who are suspended by people in black outfits. This gives the illusion the talent is floating and interacting with an unknown environment which creates narrative enigma and drive for the viewer to watch on in confusion as to what will happen next. The black background isolated the subject which draws our sole focus to their performance. There is reference to lyrics also in this video through the use of lyrics being displayed throughout the video which draws the eye instantly from the subject to the letters thus creating a stronger bond between the audience and the song. The video then evolves to implement different lighting designs and elements to add to the concept reinforcing the aim to keep the viewer hooked and in anticipation as to what happens next. I really like this unique concept as I think it helps create an outstanding feel towards the song which would set the song from others of the same genre creating a unique appeal which could potentially lead to increased market potential.

Portugal. The Man- Feel it Still

- This video utilises once again a concept bonded with a narrative throughout as we follow the singer through his story and through the multiple scenes and locations. The video uses a new method contrasting to most other videos where textures are projected onto the subjects face creating a very dynamic and vibrant appeal to the video which in turn is aesthetically pleasing. There is also intertextuality littered throughout the video from cartoon appearances to film references such as the titanic. Lip-syncing is used constantly throughout linking to previous video i looked at as performance is a heavily focused element linking to the genre of music I'm working in.  This makes the video more appealing and more likely to resonate within the viewers mind. The video helps create mood surrounding the song which would add to the appeal from a viewer to buy into the song itself. The video is very abstract which creates enigma and ambiguity to the song leaving viewers to have their own perception on what the video connotes or portrays. Overall I really enjoy how this video looks on screen through the use of colour and texture. I feel the video would have a great impact on the viewer and surely creates interest surrounding the song its self and lyrics within the video.


Saint Model- Cold Cold Man - This video also focuses heavily on intertextuality and the entire video itself focuses on replicating the iconic James Bond Opening sequence. This video also uses clips prior to the song starting which creates a mini story which sets the scene before the song begins. The video makes use of whip pans and zooms prior to the song to asimilate an 80s crime film. The video then cuts to the song where the extensive use of rotoscoping and overlays helps to create a very aesthetic opening which is sure to captivate the viewer and draw their attention to the song. The genre I will be working with focuses heavily on providing emotion and feeling on listening to the song and this video is no exception. I really like how the band has successfully replicated the feel of the sequence and this helps to create and target a separate audience who are interested in the James Bond films too. This helps strengthen the audience and help ensure the marketing potential of the video. 

Liam Gallagher- Wall of Glass - This is another example of a conceptual video. The video heavily focuses on aesthetics and artist presentation which, considering it is Liam Gallagher, would be a heavy marketing point in itself. The entire video focuses on performance and lip-syncing is used throughout. This creates a sole focus on the artist and his personality as oppose to linking the song with a narrative or storyline. The use of abstract camera angles such as the dutch dolly shot at the very beginning helps to create a sense of disorientation and confusion which links to the artists persona and character which would then drive the viewers to listen to the song repeated times and potentially purchase it. Colour is a huge factor of this video and throughout a very stingy and hazardous colour scheme is created which links to the artists very abstract and stereotypical "rockstar" personality. The video is designed to create a very rough and conflicting visual side which compliments the character of the artist. In addition physical lyric references are made. For example the smashing of glass in multiple scenes directly reference the song. Also the use of glass is prominent throughout the performance elements of the video which establishes a strong sense of character to the song itself and the poignancy of the lyrics during the video and performance. 

The Corteeners - Not Nineteen Forever -  This video is heavily focused on performance and the way in which the song is performed. The video consists of the band sitting in a coffee shop while the lead singer lip-syncs throughout. The video uses warm colours throughout in a very common location which helps break down the barrier between the artist and audience which from the outset establishes a closer connection with the audience allowing them to feel more like part of the song/ performance. There is no complex editing or post production involved with this video and I think the simplicity helps to establish the band as being very reachable and much like the audience they are pitching too. this differs to typical rock videos as the star almost wishes to seem completely above and beyond reach of the audience they are addressing however I have become more aware of indie rock videos addressing problems most people can face or relate too which enhances their marketing potential and impact. Slow motion is also used within this video to enhance emotion and conflict as the video progresses as we are introduced to a narrative which follows the lyrics of the song greatly. Focus pulls and handheld shots are later brought into the video to enhance the conflict and emotion which has been brought into the scene through the entry of the woman. This helps to create feeling behind watching the video which then increases the effect it has on the viewer.

Arctic Monkeys- Why'd you only call me when your high - This video includes a very solid narrative focus as the lead singer (Alex Turner) progresses through the night encountering obstacles as he journeys through the streets intoxicated in search of his, what we would assume, lover. The video addresses once again a realism to the singer bringing him down to a personal level with the audience. Intertextuality is used in the video as the initial soundtrack is another song by the same artist which ads to the marketing potential of the video. The video uses handheld camera throughout which creates a dynamic feel to the visual side giving us a similar sense of disorientation the talent experiences within the video. Coloured lighting is used throughout the video to enhance emotion and add to the grunge look and style of the video. Coloured lighting is something I would like to experiment or include in my video as I feel it helps convey emotion within the video. This video is structured more like a short film as there is also foley within the video with cuts of the music occasionally to draw the eye to the story elements of the video. The use of visual effects is prominent throughout to help create flashbacks and visionary elements. The use of tricolour splits and focal planes are put in place to allow us to see from Turners perspective at his level of intoxication justifying how he is acting.


The Neighbourhood- Sweater Weather - This video is shot entirely in black and white with allows maximum tonal contrast within the sequence. This creates a very vintage look to the video which links to the artists preferred portrayal to the audience who may be interested in more vintage style things. The video features old cars and various other props to help back up this theme. Extensive slow motion is used to create a very dramatic element to the video creating a very stylised yet informal look to the piece. Shot types vary throughout the video and the video takes quite a homemade style video which links to appeal and personality the band wish to portray. There is no lip-syncing or performance element to this video and the video focuses more on the aesthetics of the video piece which is greatly controversial compared to other videos of the similar genre. This sets the band aside from the other bands i have looked at, creating unique appeal surrounding them which could be likely to increase marketing potential. There is no clear narrative to the video which once again gives a heavier focus on the aesthetics and  cinematics. This video could be designed to have a subtle impression on the viewer making for a more relaxed viewing or even to be used as ambient video designed to convey emotion which would then tie the viewer to that emotion relating it to the song. I really like the whole feel and style to this video as I think it allows the viewer to become very involved and connected to the song which would then enhance its market appeal and the appeal of future songs from this artist.

Milky Chance- Cocoon - This is another example of a narrative video. The concept of the narrative focuses on a girl who is able to turn clothing into gold and is thus captured and held to perform her purpose. This is a very abstract concept to the narrative and has no real connection to the lyrics visually. The narrative however does draw emphasis to the music as the viewer tries to understand what is happening in the story throughout and does so by listening closely to the lyrics. The video helps draw attention to the song and vise versa creating a very compelling experience for the viewer. This video is shot mainly handheld like some of the other videos I have looked at which creates a very involving almost documentary style to the story. This video adopts a very de-saturated and blue colour grade too which enhances the raw style the video aims for. Slow motion is also used to enhance the visuals and character emotions which create a more tranquil style of the piece which suits the tempo of the song. Overall I really like this video as the cinematography is really well done and it helps to create something really unique and visually appealing. 

Target Audience Research

Unfortunately the band I am working with is not large enough to retain specific statistics regarding its target audience and the group of people it most appeals too. Through audience research I have found statistics from various bands who work within the same genre as "The Tunnels" and studied trends and correlations evident. I used the site YouGov to research these target audiences and pieced together trends which would then help me to tailor my music video to suit this specific audience and its needs in order to maximise potential marketing value of the video and thus the song.

In order to get the most accurate research possible I had to look into a variety of different bands in order to discover an average viewer and rule out any potential anomalous results which could be specific to one band and may differ greatly to the rest of the genre. As a hypothesis I explained in my pitch I assumed the audience would be of a younger age due to experience of working with the band previously and observing the audience at each show.

From my YouGov research I was able to establish that the audience is primarily female which surprised me at first but works out well for me as the narrative is based primarily around a female protagonist and the lead singer of the band is also female. My research also showed the most common audience to be of a younger age around 15-30 approximately. Politically my narrative is irrelevant so I chose to ignore this statement due to the fact I do not think this genre deals as heavily in politics as some other genres such as Hip-Hop and Rap.

A common trend from my results shows the majority audience across the bands I researched to be interested in some form of narrative work whether this be: movies, TV Shows or reading. This helped back my narrative idea as it would surely create interest from a typical viewer perspective. This meant my idea can follow through into pre-production as it is very relevant to the potential target audience and thus would be an effective marketing tool should the video be as compelling as I hope it to be.

Questionnaire Results Analysed

For this question we can indicate the survey reached primarily a younger audience however I was able to provide results from a variety of ages i had predicted would fall within the target audience of the genre and thus i planned the video to suit around. The idea of my questionnaire was to help confirm whether my music video would prove impactful for the people it was sited for and if those people would be able to access it through listening to music.

We can tell from this result the survey reached primarily male responses however I was able to collect pretty even results from both males and females which meant the survey was going to provide me with some results which would help me suit the video to both genders as much as I could. 

This shows there is a clear interest to the genre of music I am working in within the younger age range as I predicted. It shows most people do listen to the genre and thus have some invested interest within. The survey as mentioned previously was completed mainly by younger people so this helped confirm the target audience hypothesis I had set in my pitch. 

This result shows there is also an interest in music videos within the primary age group which responded to the survey. This means there will not be a problem getting people of this age range to watch the video as they have pre-existing interest in these types of videos so would be incised to watch more within the same genre. This means the video potentially could have solid marketing potential.

From this result I am able to gauge people primarily prefer narrative concepts within videos. This links to my prediction from my pitch about the style of videos typical within the genre. Narratives help establish emotional connection and thus tie this to the song which creates marketing potential as listeners will buy the song in order to feel a certain way. This is enhanced through music videos often and although some indie bands do prefer conceptual or more abstract videos, My research has shown the audience to be more interested in narrative work which links to my idea for the video.

For this question I allowed people to choose multiple answers and from these results I can see Aesthetics (cinematography ect.) and meaningful storylines are what seems to be most important to the people who completed the survey. These are both elements I wish to heavily focus on within my video. 

Half the people who responded to the survey seemed interested in local, less popular bands which helps confirm my target audience and establish it. It is clear people are interested in smaller bands and what they have to offer. I think due to the band I am working with being smaller a music video is going to be very beneficial and to tie it heavily to the lyrics and create a meaningful narrative behind it also will amount to the highest level of impact to the song leading people to invest more of their time listening to the song and thus the band also. 

With the concept of my video focusing mainly on a serious narrative I wanted to see if this would be something people would enjoy watching and be interested in. Thankfully this is something reflected in within this survey. People also said however they do enjoy humorous elements in the right circumstances so this potentially could be something I could fit into my piece someway however would not be a focus to the final video. 

In conclusion my video primarily will target an audience of teenage males between the age of 15-20. This primary target audience is attained through research I have conducted through this survey and Ugov research but is also attained from my previous experience working with the band in live gigs and observing the audience present at these events. 

With the lead singer being female I have decided that my secondary audience will be females of a similar age group. This audience will be addressed through my video primarily through the performance elements and female presence within the song its self. My secondary audience is based also off my survey results and also the interest they have within the genre of music I am working in suggested by UGOV. 

My Idea Pitch

Overall I feel my pitch went really well. I was able to establish a clear idea of the video I want to produce at the end of this project and was able to establish to the people I was pitching too how my video can become a successful marketing tool. I feel I was able to address all the concerns I had and how I would overcome them. In addition it also gave me further ideas on how I want the video to unfold. Feedback from my presentation helped me to address potential problems I had not yet thought about and I was able to create solutions on the spot which helped strengthen and finalise my video. Creating practical ways in which I would achieve my final vision, converting it into reality.

After evaluating my idea i pitched I decided to evolve and redesign the idea completely in order to steer away from stereotypes and existing videos bands of a similar outreach have produced. My new idea would be to produce a video conveying a love story however I am choosing to show the love story through a typical boy girl romance. My concept would follow a mans journey with his car. How initially it wouldnt start and the story would be his quest trying to fix it to eventually prosper and fix the car. The journey would represent the pain love brings and would help portray a realistic version of love and once again steer away from existing stereotypes. This would allow me to link to the suffering evident in the song through the lyrics without directly following them and just focusing on the concept they would imply. I felt this narrative idea would be far more effective at standing out as a music video as it does not link to the focus of most videos in my genre focusing on love between people. By showing this narrative as oppose to the stereotype narrative concept it would be more engaging and less predictable and more intriguing for an audience who despite potentially knowing the outcome of the narrative. It would have a greater impact due to its niche narrative concept.

First Ideas- The Tunnels- Zero

Idea 1

Concept: Artists in woodland area with all instruments

Narrative: Group of people in a house having a party including band members. Band could also be playing at random points within the house.  Fight breaks out between a couple and the video is their progression between arguing to restoring their emotions towards each other in conclusion to the song. A woodland location is used to cut to further performance elements of the song to link to the natural style of music of the band linking to its genre and typical videos of this genre. Frequent slow motion would be used to enhance emotions and mood within the music. 

Idea 2

Concept: band in studio

Narrative: Man running from something which is not clear at first, scene is dark and video is set at night using street lights for lighting used. Man keeps running as the band play occasional cuts are made to band performance which is also in the street location. Shots are used from inside bushes to create suspense and narrative enigma towards the protagonist. As the song ends the protagonist is faced with his chaser who is a clone of the man meaning he was running from himself the whole time. Would achieve this using mask tool within After Effects and shooting using a tripod. 

Idea 3

Concept: Band in studio with coloured lighting.

Narrative: Boxer training through the night for his first fight. White backlit scene (ring) multiple shots of boxer physically engaging pain and endurance. Shots could range from slow motion to early morning running before the final shot of him walking into the ring. Band could even be placed within the ring for their performance. Could potentially fall down a few times but by the end of the night he is able to fight in the ring and is physically and mentally stronger and ready to face what is to come.

Idea 4

Concept: band in studio, coloured lighting- bar. 

Narrative: Guy in his garage fixing his car which is very complicated and keeps going wrong. He looks sad and frustrated as story progresses. Engine starts then turns off again. Dust explosion ect. Smoke machine used create drama. Towards the end of the song he finally makes his car start. His friend comes to check on him. the garage opens with smoke ect dramatic reveal. they both look around the car astounded by it. Then they both drive off into the distance. Shivering in the cold would be a good effect.