By the genre the song we chose 'Come and Go' is categorised Indie/Acoustic, we researched into music videos/covers of which were similar to our artist/genre and came up with the conclusion that every genre of music has a defined set of codes and conventions. This created a set of guidelines that we could follow. When looking into artists who came under the genre we studied we decided to use their videos to help us create our own and appeal to the right target audience we were aiming for.
We focused on certain theories from Mulvey's Male Gaze theory to Goodwin's theory and postmodernism, we applied all these to our work. For example focusing on Goodwin's theory and the link between the lyrics and visuals in our music video we tried to show this as much as we could to create a cohesion between what the song is trying to say and the way the images show/reflect on the lyrics. You can see this is the music video as the words in the song talk about certain things such as coming and going of which we used transport to show things coming and going and the lyrics talk of a relationship of which we show a girl and a boy in separate shots and together showing how we tried to use narrative to tell a story from the lyrics to the video
From looking at several different genre music videos to music videos form Ben Howard, Tom Odell
we saw that there were clear similarities in each individual genre .
For Indie/Folk tracks the similarities between them were the lyrics/shots were about a girl and the artists relationship with them. Also the artist would appear in the music video either just singing or with a guitar.
As a group we decided to appeal to the right target audience we could create a music video which was simular to artists of the same genre such as Ben Howard and Tom Odell and use their music videos for help instead of challenging their idea of which we thought would be difficult to appeal to the target audience. From this we decided that as the song is called 'Come and Go' we could use this to show a couple with one of the two leaving/leaving and link it to the lyrics. We then recorded the artists playing the guitar to the track and added shots of this in the start of the video to the end.
Ben Howard was our biggest help/inspiration as we watched many of his music videos and tried to create a video similar to his with graphic matches, and take his shots and create out own version of them.
We wanted our music video to appeal to young people from 16-24 so made sure by each step we took, asked our target audience what they thought of the song, the message in the song, what they thought of the video and what artists the final video reminded them of. The answers we received from these questions we were delighted with as our hard work creating the video paid off.
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