Initial research: Choosing the track

Arc Isla- In my heart

The artists own video:

Arc Isla are an unsigned east midland based Indie/ Pop band. Their original video for their song 'In my heart' has a rustic feel to it as if the viewer are looking at old recordings of the band. The video contains footage of the band rehearsing, performing and having fun. 

What I believe the song is about:
I believe the song is about the speaker being deeply in love with someone however their relationship isn't straight forward, despite them being in 'their head' 'their heart' and them 'falling' for them. The persona/voice is torn between leaving their love or staying with them; however it can also be about a breakup as they say 'where do i wanna go now'.

What I would do in the video:
In terms of footage i would take inspiration from the bands own video of the song and use footage of the lead singer and female and put a rustic effect on the video as if the persona is looking back on good memories of them together. This would reflect my interpretation of the song and its lyrics as well as sticking to the bands original ideas and the indie/ pop genre. 

Another piece of footage i would use would be the of the lead singer walking through the streets of London at night, the camera could have a blury focus on the London lights portraying the protagonists confusion reflecting the lyrics 'where do i want to go now".
However the lead singer can also be singing and looking directly into the camera; following Goodwin's theory which will result in the video having a professional look.

From watching the bands original video and other Indie/pop music videos there is often footage of the band performing; so all members are features in the video. This will also allow the audience to feel as if they are at one of their concerts.

In terms of footage I would continue the theme of the protagonist reminiscing on their relationship and would also show footage of the protagonist going through old pictures of them as a couple. I would use Polaroid pictures to continue the rustic feel that the band used in their original video. These pictures could be in the protagonists house, perhaps on their fridge, on their wall or even in a pile.

Collective Identity: representation of youth

PointlessBlog:

Alfie Deyes is an English Blogger known as PointlessBlog who runs the YouTube channels: 

• PointlessBlog 
• PointlessBlogVlogs 
• PointlessBlogGames

Despite this he hasn't uploaded on his main chanel PointlessBlog in over 9 months, he tends to post frequently on his vlogging channel and occasionally on his gaming one.

Since 2014 he has released three books in his Pointless Book series and one as an autobiography: 

• The Pointless Book-  4 September 2014 
• The Pointless Book 2-  26 March 2015 
• The Scrapbook Of My Life-  24 March 2016. In 2017 
• The Pointless Book 3-  13 July 2017

Collective Identity: 

Homepage:

The you tube homepage has a banner at the top with the logo. The logo is simplistic with the simple initials of PointlessBlog in white. However the font has a feminine aspect to it in terms of the swirls. The background colour is a baby blue which is maily masculine however it can also be feminine compared to a darker blue tone.

There are also links to other social media platforms at the top. These are facebook, tumblr and instagram. This allows fans to access his official social media accounts easily and connect with the blogger on different platforms.

The Audience:

The main demographic that are subscribed to PointlessBlog are a younger audience ranging from 12+ to young adults aged 21. This is obvious as the content of his blog is associated with games within this age range. Throughout his videos he often does collaborations with his girlfriend Zoella which attracts more females to his videos as well as his more male based audience. Zoella also confirms his sexuality as a hetrosexual.

About his life.... 

Research: Genre in music video

Different Music Genres: 

Dance Music:

Dance Music conventions:

Dance music is technology-based with the DJ playing an important role in mixing and presenting tracks. It is characterised by:

• four-on-the-floor rhythms
• extensive use of samples and loops
• links to the club scene
• layered textures

The roots of club dance are in 1970s Jamaican dub, Funk, Disco and 1980s European synth-pop.

Artists:

David Guetta

Majour lazer

Martin Garrix

Calvin Harris

DJ snake

Skrillex

Avicii

Disco Music:

Disco first appeared in the early 1970s in the clubs of New York. The most famous club was Studio 54. The first audiences were predominantly gay or black. 

Disco has its musical roots in funk and soul. It was influenced by:

• the groove based drum rhythms and energetic guitar parts of funk
• the orchestral arrangements of soul music

Donna Summer

Chic

Prince

Diana Ross

Target audience:

As dance music is most commonly found on the club scene the main target audience is 16-24 year old's. This is due to age restrictions for clubs varying across the world. In Europe it is typically 16, in the UK it is 18 and in America its 21.