Proposal

1. Proposal
Producer name: Megan Sellar
Production Title: Music Video
Brief: To create a music video
Aim: My aim is to create an effective music video that would appeal to my target audience
as something they can relate to and would enjoy watching.
I will use the song Ed Sheeran – Afire Love for my final music video. The genre of my music
video will be indie/pop as Sheeran’s music videos often include aspects of these genres
within his videos. The mix of genre will widen my audience as people who like music from
both genres will want to watch my music video. The visuals of my video will emphasise the
lyrics of the song as the song entails the story of Ed Sheeran as he loses his grandfather to
Alzheimer’s disease.
The target audience for my music video will be men and women from the specific age group
of 16-25 who enjoy listening to Ed Sheeran’s songs and are interested in the genre of
indie/pop music. I have decided to have a young audience as I believe this age group is more
interested in the music genre of indie/pop rather than people from the older generation.
My music video will appeal to both males and females as although the video will feature
male actors the song is quite sad and emotional which may appeal to women.
The basis of my music video will follow the lyrics of the song. The music video will begin with
the grandfather sitting in his chair as he gives his last wishes. The visuals will change as the
grandfather passes away and the main protagonist is shown to sing the lyrics of the song in
between the pre-chorus and chorus. Flashbacks will be used to show the grandfather and
grandson together when they were young, enjoying time together.
After conducting research on the artist Ed Sheeran I found that most of his music videos
involve a narrative plot. I also gained inspiration from various other music videos which I
hope to involve in my final music video:
 John Legend – ‘All Of Me’
I really like the idea of having my entire music video filmed in black and white. I believe this
links well with the proposed narrative of my music video as the video conveys feelings of
sadness and sorrow.
 The Script – ‘Breakeven’ and Maroon 5 – ‘Payphone’
Both of these music videos include flashbacks. The Script use flashbacks to portray the
difference between the past and present as they particularly concentrate on the
relationship between the protagonist and actress as he describes his feelings and emotions
towards his break-up between him and his girlfriend. Furthermore, Maroon 5 use

2. flashbacks in a similar manner as the music video is displayed to be a circular narrative
where the story begins at the end events as the audience are taken on a journey arriving
back where they started. The music video includes flashbacks throughout to convey how it
all began between him and his work colleague and the story of how he ended up at a
payphone in the middle of nowhere. I’m hoping to re-create this idea in my own work as I
will include flashbacks of the grandfather and grandson together with clips of the main
protagonist singing as he looks back in time.
I will use various types of technology for the production of my music video. I will use a SLR
camera – Canon 700D for the filming of my video as the camera has an 18 megapixel lens
and offers a stunning 1080p for movies. The camera is also designed to glide smoothly and
silently while recording in video mode and is great for low light shots. This will be beneficial
for my music video as I plan to include scenes of the male singer in a dark setting while
singing to the lyrics of the song. Editing will also be another important part in the creation of
my music video as I will include scenes in slow motion to follow the melody of the song
which is quite slow. Furthermore, slow motion will give the effect that the main singer is
looking back in time as he cherishes the memories he shared with his grandfather.