M1- marketing and distribution

 To market my music video, I will use platforms such as Instagram and Facebook. I will focus on Facebook since it is stereotypically used by older people who are most likely to conform to my target audience. The ease of use of Facebook will apply to my target audience since it is easy to find your personal interests. This type of marketing will be below the line since it is free and hopefully will be self-promoting through re posts. This type of marketing is good for me since I have a small budget meaning free promotion will help a lot. I will mostly stay away from guerrilla marketing because usually it requires a high budget to perform the radical marketing tactics such as public stunts which I do not have, for these reasons I will stay away from guerrilla marketing. For my promotion I will not use iconography since this would not work with my target audience since the stars that would bring in the most attention will be to young for my TA to recognise.The below the line marketing I will use classes as new media however traditional media would apply more to my target audience. This however will be expensive to produce so I will stay away from this despite how good it will be for promotion. 

Distribution

The initial distribution of my music video will be through the music festival which will hopefully be highly effective in distributing my product. This will be an effective way of distribution because it will generate a lot of hearsay which is more likely to come round to my target audience. This will be effective since my target audience are older meaning they are less likely to find out about my video from the internet. It will only be after the music festival that I can do the new media promotion to distribute my music video. I will upload my music video to YouTube straight after the festival and then it will self-distribute through word of mouth. I know this will work because this strategy has worked many times before. This is typically used by artists when they release a song.

M1- justification of content

 My music video is of “life in the fast lane” by the Eagles; this band falls into the country rock genre being from America. This particular song is falls more into a genre of a harder rock that is more fun and playful than other songs. For these reasons, the music video I have proposed will also be fun and playful with a fun feel. I will achieve this by not using long cuts and rather shorter cuts to encapsulate the narrative storyline of my music video. The content of my music video will achieve this fun feel that the song gives off by being a dramatic story about burglars who flee from the scene of a robbery and then are later chased by police. This is suitable for my music video because it is exiting and intriguing. Despite this being unconventional to music videos of the time, I think it will work well because of this because it will be satisfying to a first-time watcher due to it being different to what they expected.

To stick to the brief my client has given me, I will carefully read and follow the non-negotiables of the brief. One way I will stick to these non-negotiables is that I will use sites such as story blocks which provide royalty free stock video clips to source any footage I need that is impossible to film on my own. This applies to the brief since it says that only 30% of the footage can be unoriginal this must be royalty free. As well as this the brief says that it must apply to the 12A rating from the BBFC, one way I will stick to this brief is by not including and gore or violence despite my storyline being about robbery

The video I have proposed is purposefully has an exciting storyline, so it emulates a film. I did this so that it meets the audience needs of escapism, this means that it provides a fun watching experience for the audience. This could also represent someone's personal interest if they are fond of these types of films.

The music video I have proposed will be relatively unconventional and will not follow the conventions of the genre. However, it will follow Andrew Goodwins convention theory in some ways. For example, my music video will have reference to voyeurism when there are ultra-close ups of eyes widening which implies the character is looking at something.  As well as this, the relationship between the music and visuals will be appealing to my target audience since the close ups of instruments being played which links to the music will apply to my target audience if they play instruments themselves or like the genre. Intertextual references are one of the main conventions that Andrew Goodwin talks about in his book. He argues that using intertextual references provide additional meaning for the audience so they can fill in the gaps as well as letting fee smart occur. Fee smart is when the audience gets pleasure from connecting what they see on screen to what they already know. For this reason, I will use shots where the audience do not know exactly what is being shown however, they can understand based on what they already know. This subtly links to escapism by providing personal enjoyment.

My target audience will be in the age range of 60 to 70 who are fond of country rock with a large amount of spare time. I can tell that this demographic is true due to my research on YouGov.com. I used this website for research since it provides information from many surveys about the target audience of an artist or band. YouGov says that 99% of people in this age range have heard of the Eagles, this proves that the target audience I have chosen is correct. 

My Music video will relate to the Blumler and Katz's uses and gratifications theory. My music video will link to the escapism element of the theory since it is designed to be entertaining. As well as this, my music video could potentially be used for personal relationships since the music video will be a common interest of multiple people in my target audience meaning they could discuss my music video.

P3- pre production