Planning - Storyboard

The general narrative idea for my music video is following a girl named Jean, like in the song, and her journey from being grumpy in the morning having to wake up early to meet her friends, to realising the joys of life and that she should cheer up and realise that her life isn't so bad. The audience follows Jean doing various 'fun' activities, such as shopping with her friends, where she will buy a designer item of clothing just like my aspirational audience would so this would appeal to them. I realise that by presenting Jean as gaining happiness through buying designer items could be seen as taking on a consumerist ideology, however I hope that this translates to the 'bands' 'fans' having a consumerist ideology when it comes to buying their music. As the main purpose of music videos is to help sell the artists music.

The plan is to make the visuals match the lyrics as much as possible in the verses as to adhere to the conventions identified by Goodwin. Thus we see Jean shaving when the song states "My shavin' razors cold" and so on. I realise that it is unconventional to represent a woman in a non-voyeuristic and unglamorous way by showing her shaving, however I think that my younger target audience would apricate a realistic representation of women. Also my glamorous representation comes from the representation of the band itself so I still appeal to my aspirer audience.

I want my brand to become one of "finding happiness in the everyday" or something along those lines and thus have chose the narrative of Jean finding happiness.

Personally I believe a narrative is more satisfying when it comes "full-circle" and therefore have chosen to parallel some shots from the beginning of the video at the end, such as the sunrise and sunset, but still create a story that has a clear beginning and end to it. 

I wanted to try and connote that the artist is an intrusive thought that belongs to Jean. I want to connote that she is telling herself to "cheer up" because she realises that she can find happiness in everyday situations. I hope to achieve this by having the band show up in places where Jean and her friend are, and then by cutting to a performance space where they state "cheer up sleepy Jean" this connotes that the performance

space is Jeans head. I have planned this feature to be shown frequently in the video so I hope this comes across clearly to the audience as it is an established piece of my video. Even if the audience does not understand this, it still links the narrative and performance aspects of the video effectively.

I chose a band of 3 as when listing to the song I heard three distinct instruments, a guitar, piano and a set of drums. I plan to find and use three individuals who can actually play these three instruments so the band looks authentic in my video. 

Planning - Summation of Key Conventions

Music Video and Genre Conventions:

• Music videos are either performance or narrative based, or a mix of both. 
• The artist, whether the video be performance or narrative, is presented as glamorous, by dressing up in nice, fashionable cloths and through a variety shots of the artist to allow the audience to feel a connection to the artist. 
• There is likely to be a relationship between the lyrics and music and the visuals of the video, this makes the video more appealing to watch in conjunction with the song. 
• For pop songs, a performance aspect is very prevalent and fast paced editing is used to match the often upbeat nature of the song. 
• Pop songs use a considerable amount of close up shots, to emphasise the lyrics and to highlight the artists face connoting passion.
• The mise en scene of pop music videos is usually bright and aesthetic.  

Conventions I Will Adopt:

• Most or all of Goodwins Theory. 
• Having a strong performance aspect and using lots of close up shots of the artist to help create a personal connection between the artist and my aspirer audience.
• Using a bright and aesthetic mise en scene (that will be digitally convergent with my website).
• A fast paced editing style that matches the quick tempo of my chosen song.