PITCH DOCUMENTSby Victor Chi-Chung Chan

THE KILLERSOur chosen band

THE KILLERS

We chose The Killers because this band is very eye-catching to the audience. Music video is a media driven by images. Because music is a must in a music video obviously, but how we keep the audience’s attention on the video, the visual contents are the key. Since The Killers like to use many new interesting theatrical effects to build up their image, we think their songs are good for us to plan considerately on the mise en scene.

Because The Killers have a huge range of audience but most of them are teenagers. Therefore we can focus the audience group of our product for younger audience. According to our previous research, the young respondents prefer their idols not to be so mature. They like their image of being young and wild. So we will cast young actors to be featured in our music video and it is actually easier for us to cast since our social connection is mostly teenagers.

There are also many techniques they often use in their videos to create a humourous impression and we would like to experiment them. The techniques such as stop motion allow us to explore our creativity. They do not cost us much money to arrange because it is a low-budget production. Instead, it only requires our creativity and time. As a result, we decided to select The Killers.

FOR REASONS

UNKNOWN

Chosen song

FOR REASONS UNKNOWNAccording to our early discussion within our production group, we picked this song due to many criteria. Here is a brief summary of the reasons of picking this song.

First the song is not too old, I aimed one which was made after 2000. The reason of it is we seek a song in digital era. Because we are going to use digital camera and we edit the video on computer instead of film. Therefore, the original videos by the band are also made digitally. We can adapt the techniques from their original videos. Another reason for it is songs after 2000 are quite new in the industry, the music in the world has not changed much through the recent decade. This song indeed reflects the ideology of nowadays teens. This song was made it 2006, we assume the young audiences like the song and its meaning.

Another reason is about the lyrics. The lyrics of For Reasons Unknown are narrative. It describes many objects and actions in this song. The meaning of the lyrics will be analysed in depth in the next powerpoint.

The final reason is the pace of the song. Since we decided to pick a song with a medium pace. According to the survey we previously designed, the respondents think the pace of the editing should fit the beat of the song. Therefore, if a song is too slow, we will not have much to experiment more editing techniques. But when it is too fast, we might not be able to handle the cutting. Therefore, For Reasons Unknown is an ideal song sine the pace of it is not too rapid.

AUDIENCE PROFILE

Our audiences are designed to be young adults, age about 18-19. The teens who like this rock n roll and alternative rock. They mostly hold the spirit of punk. They like to question the old rules and are not satisfied by the current situation. Also during their puberty, they are quite emotional according to scientific studies. Therefore, the songs they love tend to the negative side, especially depression. It can be shown in their casual clothing. For example the grunge style is common among the teens. Those details will be shown in the following audiences introduced below.

KELLY SUMMERSAudience Profile

AUDIENCE PROFILE - KELLY SUMMERS

Kelly Summers is a 19 year-old teenager who was born in Manchester and grew up in London. She has been living a wealthy life because her father is a doctor and her mother is a teacher. Due to the professional family background, she has seen and experienced more than the other teens at the same age.

But the only thing she likes the most and differs with her parents is about music. Kelly found herself a frantic music lover since her parents brought her to a music concert of a Jazz band in her 7th birthday. She was very fascinated in Jazz and Blues until she was 14. In these seven years, Kelly received drum training by professional tutors. When she was 14, her music style changed a bit and she became a Rock lover. But she is not enthusiastic about traditional Rock N Roll because she thinks they are too popular and repetitive. She loves alternative rock instead. She likes the unique style of every alternative rock band and how they challenge the conventions of Rock genre.

AUDIENCE PROFILE - KELLY SUMMERSThe Killers is precisely one of her favourite an alternative rock bands. She does not only like their songs, she also likes the lifestyle which brings her so special. Especially the influence of her fashion style, she loves the clothing of The Killers in music videos and their dramatic onstage costumes. Therefore, she adopted their unique, eye-catching fashion style into her daily clothing. Her fashion style can be defined as grunge. Because it is not confined some certain types of fashion, but she can match different kinds together instead.

Even though teenagers are defined as a group of carelessness and rebellion, but Kelly considers herself different. Because of her outstanding academic records, she is respected by all of her friends. When she was 18, she formed an alternative rock band called “The Poisoned Tape” and now they are about to record their first single - “Jesus Christ”. In the view of her friends she is not just a leader, but also an intelligent lady with a bright music career.