Arfa Shah Candidate number: 4739

How would a concept/narrative/performance video meet the needs of this audience?

NARRATIVE, PERFORMANCE OR CONCEPT?

My group and I think that a narrative/performance would be best for our music video. From my research, I found that our target audience like going to gigs, festivals, live performances and take interest in the band's image therefore it makes sense to input a performance into the video and close ups of our band in order to please our target audience.

“Brianstorm”- Arctic MonkeysFor example, in the music video "Brianstorm" by the Arctic Monkeys their video is mostly a performance of themselves and dancers. The video is very energetic and quick cuts in the video emphasise the band's energy and the pace of the music. Furthermore the video consists of stock footage from old medical programmes; the use of these clips further emphasise the band's unique image and sense of style. This performance music video is perfect for their target audience of males and females aged 13-34 as it lives up to their expectations of a personal performance by a band being the best way to convey the meaning and energy of the song.

“Do You Want To”- Franz FerdinandThe music video "Do You Want To" by Franz Ferdinand is a performance/narrative music video as the band perform with their instruments in the second half of the video. It is also a narrative video as it tells the story of what happened at an art gallery opening. Spin magazine, a music magazine, stated that the lyrics of the song are things that different women shouted at Alex Kapranos, the lead singer of the band, during the course of the evening. The narrative part of the music video where they are singing the lyrics and showing us what happened during the art gallery opening gives audiences a deeper insight into the band's image and lifestyle. The close up of different band members in the video helps establish the band's identity as well as the role's of individual band members. Furthermore, the medium shot of all the band members who are wearing the same clothes and have their arms around each other suggests a sense of unity which further adds a personal touch to their music.

“Do You Want To” continued...The close up of different band members in the video helps establish the band's identity as well as the role's of individual band members. Furthermore, the medium shot of all the band members who are wearing the same clothes and have their arms around each other suggests a sense of unity which further adds a personal touch to their music.

CONCLUSIONLyrics and rhythm alone cannot successfully form the foundation of a music video. It is important to establish the band's image and ability in order to make a successful music video. My group and I think it is essential to combine both performance and narrative in order to make a music video that demonstrates the lyrics and meaning of the song whilst at the same time living up to what indie audiences expect from a indie band- an aspect of performance and narrative that portrays the deeper meanings of the lyrics whilst the performance adds a personal touch to the music video. Combining narrative and performance will make the music video more diverse and energetic whereas a narrative alone or a performance alone will not do justice to the song lyrics or to the band.