Target Audience:
In marketing and advertising, a target audience, is a specific group of people within the target market at which a product or the marketing message of a product is aimed at.
My artist Amy Watkins is aimed at a general audience but two demographics in particular:
1. Females between 16-35 years old. The younger generation would see amy as an aspirational figure as they are of similar age to my artist and the older generation would see her as inspirational taking the message “if she can do it at her age, I can do it at mine” idea to next level.
2. Males (mainly teenage) around 15-25years old. These boys would be the right age to have an aspirational crush on Amy, but also to realistically want to be with her when they get a bit older. This is audience is captured by the flirtatious cd-pack and poster shots which show Amy in full make up and with the title Rumour Has It, it entices the audience to want to know more. What is the rumour?
I targeted this demographic mainly because it was the age range that I had most accessibility to. Therefore I was able to really focus on our target market and gets lots of valuable feedback.
Animatic:
This is my animatic for the song Rumour Has it. As you can see from my final video its not exactly the same as the animatic but this was due to either a technical difficult filming the shot or a I decide an alternative shot would be more appropriate. Also the green screen work was hard to present so that is absent from the animatic.
Shot List/Plot:
0.00-0.12
Shot on woman walking past the camera. Camera moves to shot of lead male sitting at the breakfast table. Woman sits down. Alternating shots of 3 main characters to the same beat as the opening rhythm, this alternates to lead female doing her make up in the mirror lip syncing the introduction.
0.12-0.37 (1st Verse)
Lead female is putting on make up in the mirror whilst lip syncing to the first verse, This is indispersed with shots of the current girlfriend.
0.38-0.54 (Pre-Chorus)
Shot cuts back to lead rolling her eyes at the previous shot and laughing. Girlfriend seems to be frozen in motion and lead girl talk to male as if she were in the room.
0.55-1.13 (Chorus)
Male lead walking out of the house to meeting up with lead girl, looking very smug and confident.
1.14-1.39 (2nd Verse)
Black and White beauty shot of female lead lip syncing to next verse in-dispersed with shots of current girlfriend and memories of when her and male lead were together.
On the lyrics "and when we creep out when she aint around haven't you heard the rumours" fast cuts all the male and female leads in a green screen effect.
1.40-2.11 (Pre Chorus and Chorus)
Pink, Blue, Green and Red overlay shots (picture within a picture) boxes in all 4 corners of the screen.
Green Screen of main girl over black and white shots of main male lead and current girlfriend behind her.
2.12-3.00 (Slow Down Bridge Part)
Female lead singing by herself in shadow and silhouette. With piano trills we see her flashbacks.
3.01-3.43 (Last Chorus)
Last shot consists of the lead singing the final chorus with flashing lights possibly on green screen. male lead runs to where they are supposed to be meeting only to see she won't be there (checks his watch etc)
Hair and Costume Design
This is the hair style for the girlfriend character (not lead singer) , very pretty and styled shown as quite a cold character with no real sense of fun and happiness. Bright blue eyes.
The scenes with her in with have an after effect placed on the film to make it look dated and in the past.
This is the hair style for the lead singer, much edgier and more fun. A polar opposite to that of the businesswoman above.
This means the audience will immediately warm to her as a character as she seems a lot more fun and free and much nicer person than her ex-boyfriends current girlfriend
Ideas and Styling
After doing some research into the song and its composer I found the original idea for this song was for it to have a real kick in the teeth/tongue in cheek feel so I want to keep that idea. However i would like to shoot a lot of the video in black and white and effects to alter the hue of the shot to make it look more nostalgic as a lot of the video will contain flashback sequences.
I am interested in using green screen and picture within picture tools in the video as it is typical of this genre (Mainstream Pop) so it is a target I am looking forward to pursuing. The styling is going to be simple as I don't want to detract from the plot but it will be very modern styling.
For the male character it will be a very clean and sharp look for example possibly wearing a suit. The female lead has to look glamorous throughout as it is her the he is chasing so classic figures such as Marilyn Monroe will be the look I will go for, for the lead girl.
Rumour Has It
"Rumour Has It" is a percussion-driven jazz number which contains blues elements described as a "bluesy pop stomping song". Ian Walker of AbsolutePunk wrote that the song "details the complexity that would obviously come with being a part of multiple love triangles."In the stripped-down piano bridge the vocals carry a "twinge of sweetness" before "being rushed away by the infectious chorus once more" as stated by Walker.
Song Choice
Rumour Has It by Adele
The reason I have chose this song is it has a fantastic story behind it that could be really fun to create a video to. Its very tongue in cheek and comedic in nature so this could prove for some really interesting and funny shots. The contrast in speed and rhythm could prove for very original and effective camera cuts and shots.
Here is the song from Adele's album 21...
