Planning - Pitch
My pitch is to make a music video and accompanying website for the song, 'When We Were Young' by Adele.
The music video will address the songs themes of nostalgia, love and passage of time by following a central couple at different life stages - childhood (age 6), teenage years (present day - 17 years), middle-aged (50s), and elderly (70s). This will successfully allow me to "represent" the two "social groups" of "age" and "gender".
Meeting the brief, the "socially conscious 16-25-year-old-audience" will relate to the coherent themes of nostalgia, change, and youthful memories, aligning with the brief's requirement for a "primarily 16-25 year old middle and up market audience of style-conscious people".
The audience will engage with it because, while being deeply emotional, the video will be visually compelling and cinematic, featuring multiple different shot types to enhance the intimate yet universal storytelling.
I will use digital convergence by referencing the website at the end of the music video as recommended in the examiners report, ensuring cross-platform promotion. The website will also promote my artist to her target audience and enable fans to interact with her, featuring the music video, exclusive behind-the-scene content, and an interactive section where fans can share their own nostalgic memories. The audience will also be encouraged to interact, through email sign-ups and features social media posts, creating a cohesive brand identity across both platforms.
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