Initial ideas/proposal - Julio

Focusing on our findings of forms and conventions of music videos and dubstep music, I feel my idea should explore around the idea of selling and promoting the artist, therefore trying to develop an iconography for the artist. This can be created by having many close-up shots of the artist’s face and body parts to enforce sexual allure. From our interview research we found that a number of people said that when they hear ‘dubstep’, ideas of rave culture, streets and grime come into their mind. Therefore, I feel the artist’s performance should be done in the dark streets in central London, perhaps outside a club scene where there is still interesting colour and lighting as this enforces the rave culture and grime. Our target audience research showed the majority of our sample preferred a music video with external locations. Therefore, we should have many establishing shots of iconic London locations, for example, the London Eye, the O2 arena. However it is important to still keep the grimey/urban element of what people expect, so for example, shots of council estate or just typical urban themes like trains. Dubstep seems to be a genre that mostly interest males, therefore we can use themes that will attract their attention. However, as the vocals are by a female, we can use this opportunity to attract a female audience. This could be achieved by creating perhaps a romance theme or a situation that they can relate to or find interesting, for example, the intro being of the female preparing herself for a night out. I feel it is very important to emphasise the importance of colour as it a key element of the rave culture and also create a much livelier and interesting atmosphere.