This document outlines plans for an independent music video targeting youth ages 15-24. It will feature the song "The Hop" by A Tribe Called Quest to appeal to the 60% of the target audience who prefer hip hop. The video will be set in the 1990s with elements like hopscotch, dancing, and skateboarding. It will represent youth and different ethnic groups. The performance-style video will be low budget, filmed in black and white outdoors to fit the 1990s theme. It will be distributed primarily through social media like YouTube and promoted on Twitter and Instagram to reach the intended audience.

1. Ideas pitch
Georgia gane

2. AUDIENCE
YOUTH
My target audience for the
music video consists of young
people between the ages 15 –
24, as my questionnaire results
are all from people of this age
group (apart from one person
belonging to the 25 – 34
category).
I deliberately asked a mixture of
male and females to complete
the questionnaire, so that I can
aim to meet the needs of both
genders and avoid making a
music video that appeals only
to one gender.

3. SONG CHOICE
The Hop – ATribe Called Quest
I have chosen this song because 60% of my target audience have chosen hip-hop to
be one of their favourite genres. ATribe Called Quest are a 90’s hip-hop group – I
specifically chose them because I want my music video to have a theme to make it
more interesting, so I have decided the theme will be a recreation of a 90s set.Also,
the hip-hop videos are different to those nowadays which heavily revolve around
sexualising women - a lot of 90’s videos do not involve women at all.
‘The Hop’ is a fun and chilled
song which means I can focus
on making the video
enjoyable for the audience. I
have some ideas to include
hop-scotch or double-dutch,
probably dancing and maybe
skateboarding to fit with the
era.

4. REPRESENTATION
The demographic group I will be representing is youth.This is because my questionnaire
results show me that this is the group most represented in music videos. It will appeal to
my target audience more, as they are already familiar with seeing representations of
youth, as well as the fact my target audience is between young ages of 15 to 24, meaning
that they will be able to relate themselves with what they see. In addition, hip-hop videos
always include the artist of the song, where most artists are usually (but not limited to
being) black, therefore I will be representing different ethnic groups.

5. STYLE OF VIDEO
From looking at my questionnaire results I have found that performance videos are the
most popular, so this will be the style of the video I am going to create.

9. A lot of hip-hop videos either include
a lot of colour or alternatively they
are in black and white. I think b+w
videos are really effective and could
make the video look more authentic.
Also, a lot of the colour videos are
set in summertime, and I will be
filming in the middle of winter so I
am going to consider the option of
having the entire video in black and
white, because I might not be able to
capture the same vibe as that in real
products due to the season.

10. BUDGET
The video will be made on a low budget because it is not being
released by a well established record company. Luckily, with the
genre I have chosen this will cause little difficulties for me
because the scene and artists in 90s hip-hop videos aren’t
supposed to look wealthy. Using an average camera to film
could add to the desired effect. Little to no money will have to
be spent on location, actors or costumes etc.
The location will be somewhere outdoors to add to my desired
theme, which means that no booking of venues etc is necessary.
The actors/dancers will be friends so there will be no payment
involved. A small amount of money might be needed on
costumes as I want to ensure a sufficient 90s atmosphere.

11. DISTRIBUTION
I am going to rely heavily on social media to distribute my music video.
Firstly, the video will be uploaded toYouTube, before taking advantage of
the ability to advertise the video on other social media sites such asTwitter
or Instagram.Considering that my target audience will be from ages 15-24, it
is most likely that they will have both aYoutube and aTwitter account, which
means that I will be targeting the audience in the right way.