How we applied what we learnt from our research..

The idea for our video follows the storytelling aspect of music videos, I learnt from the questionnaires, focus groups and interviews that a stereotypical Indie rock video would not be favoured amongst our target audience. We want the audience to assume the video will be a stereotypical band performance and then be shocked at the fact it's completely different, it links in with the lyrics to the song which not many of the participants during our research considered vital but we did as a group and applied it anyway. It challenges the expected conventions of an Indie music video which we liked, it involves very few actors and doesn't attempt to follow any other genre. For example, if we had decided to include dancers then it may seem as though were attempting to combine R&B with Indie which we knew would not prove popular. We noticed that some Indie videos do not show the band singing the song, as such we decided that we didn't want our actors to mime the words we wanted them to be part of the story. This was useful because we didn't have the burden of forcing our actors to learn the words, all they needed to learn was the last line 'sorry sweetheart I'd much rather, keep on the balaclava' and so it felt as though we could rely on them more and not be let down on the day of filming. Choosing to film a video that tells a story meant that it was easier for us to create the concept of the video because we didn't have to revolve it around the actors miming, it was also easier to apply Freytag's theory because there was a genuine narrative to the story. We benefited heavily from the response of our research because if we hadn't considered the fact that our target audience didn't want to see another performance video, then appealing to our audience would be much difficult and coming up with an idea would have also been quite hard. 

I emphasised the need to dress our main actors in casual clothing because this has become renowned in Indie rock videos and we thought it was crucial to follow the image presented by other Indie artists. As such, we have no costume code for the actors we are giving them the freedom to wear any casual clothing because this is what our target audience wants to see. It looks more realistic and doesn't look as though they've been dressed up to look perfect for the camera, they follow the cool, trendy rugged look of Indie rock bands. We want our target audience to have the ability to relate to the video as much as possible, the video shows a story that they should feel a part of as we want our video to be as engaging as possible. From our research we learnt that the video is just as important as the song and the production of our video will prove that.