Audience

Core

16-24 female, not typically girly, enjoys dance music, going out, dancing and seeing friends, going to festivals.

How the artist will appeal to them: the lead singer will be a bit of a tomboy as shown through her styling and body language.

How the music video will appeal: Prominent focus on female lead, the friendships portrayed, the dancing and partying throughout.

audience image & attitudes

Audience activities- festivals

Secondary 

16-24 male, likes dance music

How the artist will appeal to them: The two male DJ's

How the music video will appeal: Mixed gender friendships will be portrayed

Wider audience

Fans of dance music, all ages

How are artist will appeal: The genre is dance music

How the video will appeal: The constant dancing throughout

Dance music festival

Record Label

Our record label is called Technicity a small, specialist dance genre label, branching off mainstream label Universal.

When creating this label we looked at labels that other dance genre music were signed too. One label we looked at was Positivia, a subsidiary of EMI Records, and one of the biggest dance music labels in the UK. Accoding to their Wikipedia page "Positiva has always claimed that it is simply a record label which takes underground hits and pushes them to the forefront, and its influence on dance music is hard to ignore." Since this is our artists debut album this seemed like a good label to base ours on.

Avicii- An artist signed to Positivia Records

Stealomatic

Our stealomatic shows our influences behind the 4 main set ups to our video:
- A powder paint forest party
- A neon scene (mainly for lipsync)
- Baloons
- Projections (if we can get it to work)

It also establishes our artist (a female lead vocalist and 2 DJ's) and their styling.

We were influenced by the story of Alice in Wonderland when thinking of ideas, in particular the "eat me" cakes and were thinking of referencing it in our video. However we are still thinking of how to adapt some of the ideas.

There is a running theme of dancing throughout our stealomatic, we also aim to adopt this fun, natural dance style (as opposed to a chorography) throughout our video.

Artist

Our artist will be a mixed gender group, consisting of a female vocalist and two DJ's. This formation is fairly unique of this genre, however is beginning to become a trend through successful artists such as Clean Bandit and Alunageorge.

The female vocalist's image will be based on artists such as Katy B and AlunaGeorge as we thought their image connoted top boy as well as feminine offering audiences an alternative role model to the traditional female pop star.

Lead Female Vocals

Katy B- Styling, make up, jewellery

Katy B- styling

Alunageorge- styling and mixed gender artist

2 Male DJs

We like the styling of Disclosure, a male dj duo. We thought young male audiences would be able to identify with their casual look. 

Track

Chosen Track: Wankelmut, Emma Louise- My Head is A Jungle (MK Remix)





This track is a remix of "Jungle" by Emma Louise, an Australian singer songwriter. She is signed to record label Vertigo/Universal:





The remix is by Wankelmut, an upcoming but fairly unknown DJ based in Berlin.

The song is then remixed by MK (Mark Kinchen) a successful american DJ and music producer.

We chose it because we wanted to do a song in the dance genre and we thought the lyrics "my head is a jungle" worked well with our ideas.

The song is owned by Positivia Records

Our artist will be very different to both Wanklemut and Emma Louise, firstly they will be a group consisting of female vocal and two DJ's (male or female).

We have also decided to call our track "my head is a jungle" as we thought this connoted the main aspects of our music video and how we had interpreted the song to best target our audience.

Influences- album covers, websites, styles, bands

Album Covers

Play on word/ artist name

Websites

- white
- simplistic
- one main image/video
- page bar at the top

Aesthetics

YouTube Channel

Majestic Casual is a music channel on YouTube representing electronic music, deep house, experimental, hip-hop, indie, pop and many more.

I like their use of images and text that they use as a background picture for their videos on YouTube.

Videos 

I think this has a strong visual impact- I like the silhouetted figure against the colour background and it works well emphasizing the shapes he is making. I also think they get very creative and clever with their shapes especially when involving other people. 

I think this is a very clever idea and visually amusing and effective.




Artist
Antony Gormley, Blind Light


I think the idea of half seeing people through the smoke has an interesting effect and could work well with dancing.

Inspirational Music Videos & possible genre and song choice

I like the idea of using old ideas and aesthetics and modernising them as done in Lana Del Rays' National Anthem with 50's America and Alt J's Tesselate with Italian Renaissance.

Modernisation of Raphael's "The School of Athens"

JFK and Jackie O

Lana Del Rey & ASAP Rocky

However this is quite a specific idea. Another idea that I'm interested in, is doing a video that is based on speed up and rewind effects

For this a fast song would be good, so something in the dance genre.

When looking into this genre I found that I liked music videos directed by Ryan Staake...





I like how his videos have a fairly straight forward performance style concept, but his use of colour and effects make them different and visually interesting.

Possible ideas
A paint fight- involves colour, slo mo would look good, everyone wearing white, white studio/room.

Videos that show that music accompanied with paint exploding works well.

Possible song (colour theme):
- dreamlike
- summer feel
- feel good

suitable lyrics:

"you got me going, like fireworks exploding" - paint exploding
"flashing moments"
"I can feel my universe open up" -Imagination/fantasy

I also like the use of colour in this video