Once we had decided, as a group, which song we were going to use for our music video we then decided to work on the treatment of our portfolio.
The genre of our music video is pop culture, circa 1980's. We have decided that the target audience will most likely be teenagers and young adults due to the relatability as our star is young and fun. In gender terms, females would most likely be interested due to the high fashion references in our star's clothing, however the male gender may also be interested due to the sexualisation of the artist. Another key target audience would be original Madonna fans, as this would be a cover version of her song and would like to see other artists interpretations of her original classic video.
In terms of the Institution, the artist would be a new artist doing a cover version of Madonna's origianl song 'Like a Virgin'. The label would be a vanity label or perhaps an independant video production company commissioned by a record company. To build up the reputation of the video we would advertise it through on-line social networking sites such as Facebook and MySpace, then hopefully distribute it MTV Music Channels or music channels such as ChannelAKA in order to appeal to a wider audience. We would also use magazines for advertisement purposes, focussing on high-fashion magazines such as Vogue due to the mise-en-scene of the star image and music video set. Also, there is intertexuality in advertising this in Vogue due to Madonnas imfamous song of the same name and purpose.
The narrative of the video would be more narrative based; rather than performance video based. The theme/ narrative would be along the lines of a good, innocent and virginal girl who turns into a 'bad-girl' in order to bag the man of her dreams. The artist, Amy Brew, will be lip-synching to a narrative based video, and little performance will actually appear in it.
In terms of intertexuality there will be alot of reference in terms of the make-up and fashion styling of the artist, which will be similiar to Madonna's classic 1980's image. Examples of shots that we will use, which we plan to fully decide once we begin the storyboard, will most likely be things like high-angle shots to show her vunerability when she is in her virginal state. also, there will be a wide range of shots and camera angles such as close-ups, mid-shots and long-shots of the artist, to focus the video on her mainly. The editing will also be fairly fast paced, with little effects in order to effectively portray the narrative/ storyline.
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