Brief and LIIAR

I will be producing a promotion package for the release of an album, to include a music promo video, together with two of the following three options

a website homepage for the band
a cover for its as part of a digipak
a magazine advertisement for the digipak

I have chosen to produce the music video, album cover for the digipak and magazine advertisement for the digipak.

Language- The language of the music video on a technical aspect are the conventions used. The conventions create a meaning that the audience understand and recognise for example shots changing edited to a beat is a convention of music videos and therefore the audience will recognise this. Music videos can fall into three different rough groups, performance, abstract and narrative. I will be choosing to create a narrative music video as performance can be dull and concept videos usually have no connotations behind the visuals. The language of the narrative is shown by using technical stylistics such as cinematography and mise-en-scene to create different effects and moods to suit the song the video is promoting.

Institution- These are the producers of the music video and the record company who produce and sell the artists work. The must engage with the audience to create a music video which they will want to watch.

Ideology- The music video will project certain characters with an ideology to the audience to consume. Different techniques should be used to create a certain mood and atmosphere which will also have some impact onto the audience. The ideology should also be the ideology of the band so they are represented correctly.

Audience- The audience of the music video will be anyone who consumes it, however the music video is created with a target audience in mind. Certain conventions will be used in the music video to appeal to the target audience. There are various ways to attract an audience such as the lifestyle, characters and the style of the video. There are two types of audience of ways for finding out the target audience, using demographics or psycho graphics. Demographics divides people by the careers they do but i think that this is irrelevant for finding a music video audience. I will be using psycho graphic research which looks at personality traits and behaviour to define my target audience.

Representation- The music video overall should represent the song as music videos are created to market the songs used in them. The video needs to fit the genre of the song and contain some images that have some reference to the lyrics although not all do. The video should stand out so it will stay in the audience's minds which will successfully market the song.The people in the video should represent a lifestyle that would appeal to the target audience which can be shown through voyeurism.