Task 8: Final Proposal

Working Title of Production:
Lean by Have Mercy- (Unofficial) Music Video

Channel for Broadcast:
My media project would be broadcast on the band "Have Mercy's" YouTube channel or a vevo channel on YouTube.
If my music video was to be shown on a TV channel, it would most likely be shown on MTV amongst the music videos belonging to a similar genre of emo/ alternative rock. Although MTV is best known for showing popular chart songs, often belonging to the pop genre, there are very few other channels dedicated to showing music videos as the medium for presenting music videos is now greatly centered around the internet, on sites such as YouTube or Dailymotion.

Target Audience:
As the band Have Mercy belong to the "emo", "alternative rock" and "pop-punk" genres. This gives me a relatively clear idea of the audience my music video needs to target.

Punk, alternative and emo are popular genres among teenagers, since songs belonging to this genre often explore and portray the feelings of angst and being misunderstood.

According to Young and Rubicam's classifications of audiences, the target audience for my music video fits into the descriptions of "Reformers" and "Explorers". "Reformers" are individuals who seek freedom, enlightenment and independent judgement whilst maintaining social awareness. Such a demographic would respond well to the themes and ideas of mental health and identity presented in my music video. The audience would be responsive to the preferred reading of the media text, but would be able to form their own interpretations based on the quality and connotations within the video. The audience could also also be classified as  "Explorers" who would be willing to explore the music of relatively new bands such as "Have Mercy". "Explorers" are also a younger demographic of students who will relate to the emotions of angst presented in the song "lean".

According to Mosaic UK's classifications, the audience for my music video would predominantly fit into the category "F23", also known as "Family Ties". This demographic consists of "Active Families with teens and adult children whose prolonged support is eating up household resources". Teenagers between the ages of 16-20 who still rely on parents/ carers for income and support whilst struggling to create their own independence in the world will be the most responsive to the themes and messages within my music video for the song "Lean" by "Have Mercy". This demographic would aim to enter the classifications within section "H" (Aspiring Homemakers), with the hope of gaining independence and stability by moving out as young adults.

According to the YouGov profiles for the audiences of mainstream, similar artists to "Have Mercy" such as "Fall Out Boy", "Imagine Dragons" and "Twenty One Pilots", fans of these bands and music genres in the UK are prominantly female, between the ages of 18-24 with a political stance that leans towards the left. The most common social grade for this audience is "C2DE". "C2" refers to "skilled manual occupations", "DE" refers to "semi-skilled and unskilled manual occupations, unemployed and lowest grade occupations". These two demographics are the two lowest on the scale of social grades. Because of the age range of "18-24", this suggests that this surprisingly low social grade is due to the demographic consisting of students who may be reliant on their parent's income and student loans as study. As there is no YouGov page for the band "Have Mercy", it is difficult to create a detailed image of the demographic for my music video. Therefore, I have only drawn main conclusions about the demographic that were the same across fans of other major music artists in similar genres. 

Genre/ Type of Music Video:
My music video is a combination between narrative and performance based, as this is the most common format and type of video. This matches the format used in the band "Have Mercy's two existing music videos taken from the same album as the song I am creating a music video for.
Style of Music Video:
I have made the stylistic choice of having my music video contain a dull colourscheme which I may change to black and white in the post-production/ editing process if I feel that the visual footage does not relate to the tone of the song to the extent that I wold like it to.

I also plan to use "dissolve" transitions between certain shots to ensure that the pace of editing does not conflict with the pace and style of the song. For example, if the notes played during a particular passage of the song fade into each other in a smooth "legato" fashion, I want the transaction between shots to mirror this with dissolves rather than conflicting it with a sudden, almost "staccato" change in visuals on screen.If appropriate then I may include some slow motion shots to add dramatic effect or to emphasise a certain element of the video, in a similar way to how slow motion effects are used on the destruction therapy shots at the end of the band's music video "Two Years" to illustrate the protagonist's emotional outburst and to emphasise the importance of this event as the protagonists method of gaining closure over a failed, past relationship.