Pitch- NEA Music Video

Synopsis

The song that i will be using for my music video is Love Language by Kehlani.In my music video there are going to be 2 main
roles, female and male role. Throughout the music video it will be showing a timeline of how their friendship ends up in a
relationship, even though neither of them expected such a turning point.At the beginning, there are going to be shots of
their friendship and the individual life of both protagonists. As the video progresses it will show how they are learning the
``love language`` as the lyrics states. However, at the middle, there will be shots of how they argue therefore referring to
the song and the line of `i know i don`t speak your language``, which is implying that they have not yet learned how to
proper communicate and have some conflicts. This would therefore relate to Todorov`s theory of equilibrium as in the
beginning the girl in the boy are in good relations therefore in a state of equilibrium, however when in the middle of the
video they have a conflict there will be a disruption of the equilibrium and at the end when they end up in a relationship
portraying that the equilibrium is restored. The events will be shown in a chronological order which is ordering events in
accordance with the time sequence in which they occurred.
The locations that i am planning to use are both inside and outside. The shots showing their individual lifes are going to be
shot in an inside location most likely in their bedrooms in their house. Within these shots i am planning to include a split
screen so it would show both of the protagonists in their rooms separately, at the time when they are in a conflict with
each other. In the shots where the girl is in her room the lighting will be bright red in order to portray towards the audience
the love, passion and desire they have for each other despite the fact that currently they are in an argument. This would
suggest how the conflict does not change the feelings they have for each other. The feminine clothes and make up of the
model that she would be wearing can relate to the feminist theories of Van Zoonen and bell hooks of sexuality and
objectification of role female models. I am planning to explore and show a variety of shots such as close up shot, mid shots
and full shots.The extremely close up shots and close up shots will be used at the point of the split screen when the female
and the male are in their bedrooms. That will be an appropriate time to use these shot types so the audience will be able
to see their facial expressions which will convey their emotions at the point at which they are in a conflict.As the lyrics of
the song is implying how a couple did not know the ``love language`` so they could not communicate with eachother, this
will be shown in my music video when the female and the male are arguing which can demonstrate their frustration and
the process of them learning how to communicate with each other. The genre of the song is pop therefore the video will be
mostly be transmitting positivity and happy events with only one disruption of the equilibrium showing that the video will
conform to the genre conventions. Furthermore, at the point where the equilibrium is disrupted the enigma code- Barthes
will be used to built up the tension and leave the audience to guess how the story will end up.
 Type of genre

My music video genre is planned to be a hybrid video which is a combination of a narrative and
performance video and includes the telling of a story and performing the song which promotes
the artist and the song at the same time. The main idea will be an equilibrium (Todorov) to be
stablished to also conform to the genre conventions of a pop song. The tone of a pop song
usually tends to be upbeat having the artists supporting trendy, mainstream clothing. This will
be shown in my video as the clothes of the female character will be feminine and trendy
portraying different brands, which is therefore linking to target audience being 16-25 year olds
as the younger generations usually wear trendy and brandy clothing.
Promoting the artist which is one of the aspects of a hybrid music video will be seen through
the numerous close up shots throughout the whole video.
 Type of genre
My music video will strongly conform to the genre conventions established in the music
video of the pop song ``You belong with me`` by Taylor Swift. The music video of the
song has its locations based in the bedrooms of both characters and the main plot
shows how their friendship gradually ends up in a relationship at the prom night. The
genre conventions of a pop video include the mise en scene consisting of bright and
saturated colours and the camera work exploring many close up shots of the faces of
the artists. These conventions can be seen in the music video by Taylor Swift and will
also be present in the production of my music video.
Furthermore, the video ``You belong to me`` is a hybrid video and my music video is
planned to be a hybrid video too.
 Audience appeal

Audience appeal may be created by the use of the close up shots

where the artist will be directly looking at the camera creating a
direct mode of address. This therefore makes the audience connect
with the artist as it grabs their attention and establishes a
relationship as it also makes the audience feel more engaged.
Moreover, the close up shots give the video a personal feel so the
audience may also feel that they can relate to the narrative of the
video. This would mean that the audience will take the video more
personal making them feel as it is aimed at them specifically.
 Target Audience- Gears
Gender- In my music video there are going to be 2 characters/model contributing, a female and a male as
the story as previously said will be based on their friendship turning into a relationship. The use of one male
and female demonstrates that my music video will be equally targeted at both genders male and female.
Both genders are targeted in order to make the audience watching the music video feel integrated, engaged
and part of the video rather than excluded and discriminated against if only one gender was targeted.
Furthermore, Mulvey`s theory said that male characters in films or music videos were seen as the
protagonists, and they were represented as active participants in order to drive the narrative forward. She
stated that female characters were shown as passive, and would respond to the actions of the male
character. Therefore, in my music video I will portray the opposite as the main role will be given to the
female and the secondary to the male. This would as a result challenge this idea of male dominance and
oppression of females, portraying females as more powerful and dominant. In a patriarchal culture, as Van
Zoonen states women`s bodies are represented as objects and this can be seen in my music video as a result
of the clothes that she may be wearing. And lastly, in my music video the male character will be black skin
portraying the theory of bell hooks. Her theory will be present in my music video as she believes that male,
white, upper class people control the media industries. However, this can reinforce prejudice and
discrimination towards these groups, however at the same time it will have a positive impact as by including
black skin people it will challenge the view that white, men are superior and show how black men can be
superior too.
 Target Audience- Gears

Ethnicity- As said the male character of the

music is black skin and from African origin this
creates diversity in the music video suggesting
that all ethnicities are targeted. Including a black
skin person challenges the stereotype of white
people as dominant and superior therefore I am
hoping that in this way my music video will
reinforce positive views on different cultures.
 Target Audience- GEARS

Age- Equally as the brief says the music

video must targeted at a fun-loving
audience from the age group of 16-25 year
olds, this will be reflected in my music
video as the female character is 17 years
old and the male is 22 years old, so they
both fit in the age category suggested in
the brief.
 Target Audience- GEARS

Region- The music video will be shooted in

Hoddesdon,Hertfordshire, England therefore
the region targeted will be the UK in general.
Also, the language of the song is English
showing how the region of England and the
English language will be targeted and seen as
dominant in the music video. However, having
the video being based in England it does not
exclude other nationalities from watching it,
it will be open to all.
 Target Audience- GEARS
Socio-Economic- Looking at the socio-economic
the target classes will be C2, D, E. E class will be
targeted as some people under the age of 18 are
still unemployed therefore I cannot generalise
and put all under 18`s under the label of being
employed and having a job. For example, the
female character is unemployed therefore she
would fall under the E class whereas the male
character would match the criteria for the C2
class as he is a skilled manual worker.
 Song- lyrics
A lot of ways to love you
Teach me through your eyes
What is needed for you?
Needed in your life
Don't wanna go shopping
You want picnics in the park
Do you like mornings?
Should we do it in the dark?
It's all foreign to me (me)
I don't speak what you speak (speak)
I'll commit to learnin'
If you (if you), if you, you (if you)
You're a sweet fantasy (-sy)
Singing your ABCs (Cs)
Please be patient with me, with you
Said I wanna be fluent in your love language
Learning your love language
I know I don't speak your language
But I wanna know more, baby
Fluent in your love language (love)
Learning your love language (love, love)
I know I don't speak your language (no)
But I wanna know more, baby
Never wanna get lost in translation
Said I wanna be fluent in your love language (in your love)
Never wanna be on two separate pages
Learning your love language (oh)
Swear to me that you'll state facts
I know I don't speak your language (no)
If you can take back
But I wanna know more, baby
I know I can take that
Fluent in your love language (love)
I been working at it, hoping that you'd notice
Learning your love language (love, love)
I been waiting, I just needed you to focus
I know I don't speak your language (no)
Swear to me that you'll show me
But I wanna know more, baby
Need you to coach me
Then we can proceed
Said I wanna be fluent in your love language
Learning your love language
And still, it's all foreign to me (me)
I know I don't speak your language
I don't speak what you speak (speak)
But I wanna know more, baby
I'll commit to learnin'
Fluent in your love language (love)
If you (if you), if you, you (if you)
Learning your love language (love, love)
You're a sweet fantasy (-sy)
I know I don't speak your language (no)
Singing your ABCs (Cs)
But I wanna know more, baby
Please be patient with me, with you
 Lyrics linked to visuals- Godwin

Godwin`s theory suggests that the lyrics of a song match the music video`s visuals.
When you hear a song you feel the emotion and the message wanting to be put
across by the artist which is usually what is then seen in the music video. Themes,
mise en scene and events of the video match with the lyrics of the song, to help to
portray the message of the song, as well as the actions of the characters in the
video.
The visuals on the screen add to the meaning of the song and emphasis what the
band is singing. The editing of the video will be relatively slow cut to match the
music`s tempo and rhythm.
The video will also cut between the performance of the band and various other
scenes such as when the artist is putting her make up in the beginning of the video
or when she is out shopping, creating a type of montage effect.
 Lyrics linked to visuals
And still, it's all foreign to me (me)
I don't speak what you speak (speak)
These lines of the song will be seen through
the visuals in the music video as this is
when the two characters will be having the
conflict (disequilibrium) referring to how
they have not yet learned to communicate
to eachother and they are still in the
process of learning. Therefore until they
learn how to communicate and solve their
problems they cannot be in a relationship.
I'll commit to learnin'
This links to the part where after they get in an
argument and the male character does not pick up
the phone, he then calls her back and they speak
and arrange when they should meet again in order
for him to apologise to her and therefore takes
her on a dinner to show that he is sorry for what
has happened. So the line ``i`ll commit to
learning`` will be portrayed in the music video by
his attempts to get her back and the actions he
takes to do that. He is learning from his mistakes.
 Lyrics linked to visuals
Never wanna get lost in translation
If you (if you), if you, you (if
Never wanna be on two separate pages
you)

At this part of the song where the two characters will This line will be illustrated by
be in a state of a conflict and disequilibrium I will try to having the artist pointing at the
include the split screen to demonstrate how they do not camera while singing this. This
want to be in this situation however getting to know will create a direct mode of
each other better sometimes leads to this which can be address.
referred to as `get lost in translation` therefore getting
lost in the argument, said in different words. The split
screen will portray how they `never wanna be on two
separate pages` therefore being in a conflict.
 Intertextuality

Intertextuality is the shaping of a text`s meaning by another text and the connection between similar or
related works that reflect or influence an audience`s interpretation of the text. The two texts may be similar in
terms of the main idea they try to portray to the audience. In other words it refers to the process of creating
references of any kind of media text via another media text. It can have a link to a another media such as a
film, television or music or story
For example, in my music video intertextuality is present as the main idea that the video is trying to portray
how a best friends and their friendship may turn into a relationship as they fall in love, therefore referring to
how unexpected things can actually happen and turn into reality. Furthermore, the music video has an
intertextual links to the television sitcome ``Boy meets world`. The intertextuality can be seen in the episodes
exploring Cory and Topanga who are best friends in the years of High school and eventually their close
friendship results them in them having their friendship turning into a relationship.
My music video will also explore the same theme and plot that the movie ``Love, Rosie`` portrays of how the
male and the female who have knows each other their whole life go through many challenges that life gives,
however they go through them together and therefore this makes their connection stronger that turns into a
relationship at the end of the movie.
 Representation

In my music videos there are going to be different representations of individuals.

For example, the female gender will be represented through the strong and clear
use of feminine clothing and make up used for the female character in the video.
The use of make up and props such as the clothing are also seen as genre
conventions for a pop song. Make up will include eye shadow and red lipstick. The
red lipstick in specific will be used in order to symbolise the idea of `love and
passion` of the music video but also the power that females can hold in order to
challenge the stereotypical view of how males are the dominant character and
genre creating a patriarchal culture and the oppression of females.
As the male artist of my music video will be from an African origin and black skin
it will challenge the stereotypical view that the white, middle class culture and
people from this class are dominant and that other ethnicities are subordinate.
 Theory- bell hooks

bell hook`s theory considers the colour codes referring to how lighter
skinned women are considered more desirable and fit better into the
western ideology of beauty. Therefore in my music video this will be
transmitted and portrayed by having the main role occupied by a white girl.
Furthermore, having the female occupying the main role, this can relate to
bell hook`s idea of how feminism is a struggle to end patriarchal oppression
and ideology of domination as she is taking the main role reinforcing her
dominance in this situation therefore my video can be seen as spreading
feminist ideas and approaches to the audience.
 Theory- Van Zoonen

The feminist Van Zoonen emphasises how the media presents women as absent or inferior
and always subservient to men. This can to some extend be seen in my video as in the time
of the disequilibrium we can see that the female is the character that is calling and looking
for the men implying that she is the one dependent on him and cannot go without him,
whereas he is the independent character therefore the dominant gender reinforcing the
idea of hegemony.
Secondly, Van Zoonen focuses on the idea that the display of women`s bodies as objects to
be looked at is a core element of the western patriarchal structure, allowing them to be
objectified. In the opening shots of my video the female character will be wearing a
pyjama consisting of shorts which is exposing her legs, therefore allowing her to be
objectified by the male audience. This also shows how in a mainstream culture the visual
and narrative codes such as the mise en scene and the props such as clothing of the female
are used to objectify the female body differ from those used to construct the male body as
a spectacle. For example, is much more common to see a female body objectified in the
media texts, whereas it is unusual to see a male body being objectified.
The idea and feminism can be portrayed in the scenes and shots in the opening of the
video when the female is looking at the mirror and applying make up.
 Theory- Todorov

My video will follow the state of equilibrium which is a theory by Tzvetan Todorov. As the
video progresses the state of equilibrium can change giving one person more power or
authority over another throughout the plot which is keeping the audience entertained. In my
case the equilibrium will be disrupted when the male character does not pick up the phone
and this irritates and makes the female angry as well as upset. The state of disequilibrium
comes and can be seen when the male character calls the female and she can be seen as
being angry while talking to him. During the state of the disequilibrium the female character
will be presented as being dependent on the male character as she is the one trying to get in
touch with him. The attempt to repair the damage will be present when the male offer the
female to go out on a dinner apologising to her. And finally the equilibrium is restored and a
new one comes in place at the scene when they are in the restaurant and are both happy
together.
This equilibrium structure triggers and drives the narrative forwards making it more
interesting towards the audience as at the time of the disequilibrium the audience will be
pressured and will be interested to see what will happen next. Some expectations of the
audience may be broken by the new equilibrium.
 Theory- Barthes

My music video will be also be following the enigmatic narrative structure. Enigma refers
to any element in a story that is not fully explained and hence becomes a mystery to the
audience. The enigma code will be present at the disequilibrium when the two characters
will argue, leaving the audience guessing whether they will end up sorting out the
problem and restoring the equilibrium or not. The purpose is typically to keep the
audience guessing, arresting the enigma until the final scene reveals the truth and all
loose ends are tied off and closure is achieved, therefore this becomes present in the
video when the two characters will be out on a dinner showing how the disruption fixed.
The video will cut just after they get close to each other and are about to kiss. However,
the video will not show if they have kissed causing to end on a cliff hanger.
 Theory- Mulvey

The male gaze theory by Laura Mulvey highlights how media products
represent women as passive objects of male desire.
When the female character in my video is about to wake up and then gets
up and looks in the mirror as she is doing her make up, the shot will show
how she is applying red lipstick which can imply the idea of sexuality and
seduction which will draw the attention of the male audience.
 Uses and Gratifications theory- Katz and
Blumler
The Uses and Gratifications theory looks at the numerous ways in which the
audience can interpret a media product including a film, television programme,
music video etc…
The music video will most suitably relate to the integration and social interaction
which refers to the audience being able to identify with others and gaining a
sense of belonging, as the music video will be portraying a message of a kind of
`love story` that some of the audience in the age group and demographic of 16-24
may relate to or feel like they have experienced something similar. This will
therefore result in them feeling integrated and accepted furthermore feeling
closeness with the characters in the music video.