This proposal outlines a student's plans for creating a music video as a class project. The student aims to target a mature young adult audience aged 16-20 with their video. They plan to create a plotless video that allows viewers to create their own narrative by syncing edits to the beat of the song. Production techniques will include time lapses to depict the passage of time and steadycam panning shots. The student believes their editing skills are strongest and they will spend time ensuring the video looks professional. They intend to evaluate their work by comparing it to other music videos and identifying successes and areas for improvement.

1. Proposal
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Working Title: title is undecided, thinking of something RETRO or simple, like “blur” or
“motion”.
What is it called? This can change if you think of something better later
Audience:
My audience is a mature young adult audience as it wont have the necessary features to keep the
attention of younger viewers and older viewers may not appreciate the message and simplicity of
the video. Age range would be around 16-20 especially since this is the age range that mainly
listens to the style of music im using. Since the song im using is also quite slow, both genders are
targetted since it is relaxing yet has essences of rap and pop in the song, catering to both genders.
Who is your audience? Be very detailed; age, gender, social status, psychographic etc. Use the
Audience Classifications PowerPoint on Blackboard to help you develop this section.
Why would your project appeal to this person? Discuss each audience element in relation to
content (why would your product appeal to the age group? Why would your product appeal to the
gender? Etc.)
Rationale (approx. 100 words)
My best skills are definitely editing as it is what I enjoy the most and I am patient so am
willing to spend more time make sure my video is as professional and sleek looking as
possible. When looking at what projects I did best in had the most enjoyment in, making the
video game is up there and I think they are similar due to being a slow process and looking
at the affects of design and colour in each frame. I have also taken good knowledge in
premiere pro from the irn bru advertising campaign as when we made our own short advert,
we used that program and it taught me how to edit clips down and add interesting
transitions to the clips.
Review your progress throughout the year- what skills and knowledge have you acquired?
How has the subjects you have studied this year informed your choice for this project?
What have you studied and how will it have a direct impact upon your project?
Project Concept (approx. 200 words)
The concept of my project is to create a plotless movie, allowing the viewer to fill in the
blanks and almost create their own story and message behind the music video. This also
gives me alot of freedom in what I want to capture in videos, but I also need to remember to
keep my tones very similar, having the same colour scheme and not have clashing clips. I
am going to make a highly editted music video and have the edits sync with the beat of the
song, helping it to seem more professional and cleanly made. I will have clips of both rural
and urban areas to show contrast in certain scene while also having a connection between
the scenes, trying to create some sort of narrative. Im wanting my clips to focus on time
and the effects it has on us and the world. Implimenting this into a music video can be
difficult but by utilizing time lapses I think that it can be done in my music video. The
research I will conduct will be looking at similar music videos in the genre and how the
handled changed in tempo and clip transitions. Colour schemes will be interesting to look
at as most slow rap songs have tonal and lifeless colours, but the music video for the song
I am using has bright colours and plenty of actors, setting it aside from other music videos.
What is the concept for your project and what are you going to make?
What research will you need to conduct and how will it help you make your project/
Production Techniques (approx. 150 words)
The techniques I plan on using are definately time lapses as this will help solidify the
message and tone of time into my music video, and it can add a nice nostalgic feel to the
clips if used on motorways to show light streaks. I will also use time lapses on a lighter and
maybe food, showing it deteriate with time. I wont be using a green screen or any actors in
my clips so my techniques will be abit simpler compared to other music videos. Having a
tripod which can rotate will also allow me to have good steady pan shots to add motion to

2. Proposal
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my video, stopping it from seeming lifeless and boring. Since I have already had practise
with each of these techniques, I think my skills have increased which makes my final
project look better and smoother.
What specialist techniques do you need to consider? (e.g. green screen, Steadicam, post-
production, sound, etc)
Does this require any specialist equipment/training/demos?
Evaluation (approx. 50 words)
I plan on evaluating my work the same way I researched it, by comparing it to other music videos
that worked and didn’t and looking at any similarities and differences. This will help me to see what
mistakes I made and what I did well and also showing me where I could improve.
How do you plan to evaluate the work? Reference conducting on-going evaluation and your final
self-reflection, analysing your work and its outcomes.

3. Proposal
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Schedule
WEEK OVERALL PLAN SPECIFIC TASKS
1 -Initial Response
-Production Experiments
 Experiment on key
features such as
panning and editting
to beat
2 -Product
-Audience Research
-Proposal
-Begin Pre-production
 Decide key aspects of
video such as title
and narrative
3 -Pre-production
-Filming
 Films clips outside of
college, allowing to
have more freedom in
scenery
4 -Filming/Editing  Edit clips so they
arent too short or too
long. Add minor
transtiitions.adjust
lighting so all clips
look similar
5 -Post-production
-Screening/Evaluation
 Going back over
video to see any
mistakes. Compare
against other music
videos
Bibliography
At least 7 sources total and should include books, videos/films/video games, magazines and
newspaper articles etc.
1. Your, Name. (2018) Target Audience Research Survey (conducted on DATE)
2. Interviewees, Name. (2018) Target Audience Interviews (conducted on DATE)
3.