Concept, USP and Target Audience

Concept

In our Promo we are producing an amplification, narrative/performance music video. We will link the narrative to the lyrics in which a girl is leaving behind a bad relationship and her past self, shown through Mise-en-scene such as props like jewellery, and moving on where the Mise-en-scene  changes. The beginning scenes will be set in a 50s style inspired by artists like Lana Del Rey, and will later change with the Mise-en-scene as she changes to a darker sense of clothing and moving on from an old house to the beach. We chose the beach as its a contrast from the grandeur of the house and with this, the entire Mise-en-Scene changed, including her costume which changes to a more singer/songwriter style like Gabrielle Aplin. We did this to communicate to the audience the emotions behind the lyrics and connote them visually through the promo, by creating a narrative of a breaking up and moving on. This video will follow traditional theories of music video promos with equilibrium at the start, disruption and then a new equilibrium. Overall our video will follow many conventions of the alternative/indie genre however we will have our own original styles set in some areas of our promo.

USP

Our unique selling point is the sense of enigma we will create through close-ups and extreme close-ups, which is not a typical convention of most alternative/ indie videos, which usually use mid-shots and long-shots to present the band and narrative more. Also our video's narrative will be non-linear and create enigma and have action codes where this enigma is answered. from this unique selling point coupled with the typical conventions of the alternative/ indie genre I believe we will have a visually exciting promo. Another unique selling point of our video is how slow paced it is which isnt a typical convention of the alternative/indie genre but does work with the style of promo we are producing. Another unique selling point is the specific colour scheme of warm colours coupled with dim lighting and overall the whole video will be quite hazy and unclear. Our unique selling points do not follow typical conventions of the Alternative/Indie genre which is what we believe will attract our audience since it's something new that hasn't been done before.

Target audience

Our target audience is young people aged 14-25, mainly females however could be any gender. This is because of the lyrics and visuals being more relatable to females. The Audience will be interested in the alternative/indie genre, period dramas and  older shows such as ones from the 50's, and social media, with how the video links and relates to these things. They will be from socio economic class D/E being students or having part time jobs which will give them enough time to listen to a lot of music. We know this from analysing the lyrics and finding the meaning behind them, which relates to themes of heartbreak and sadness.