Typical Target Audience

Meet Emma and Melissa, best friends from the age of 11, when they met in secondary school. Emma discovered E.G.O. when she was 18, through a site that uploads new songs from upcoming British artists and quickly introduced them to Melissa. Emma and Melissa's favourite members from E.G.O are different and they often try to change the other's mind, trying to get them to like the same member but so far they have stuck to their own decisions. The two friends buy the albums, enters the competitions and buys tickets to gigs. One time they choreographed a dance routine to the song together and uploaded a recording of themselves dancing onto YouTube.

'F(X)' Artist Identity Analysis

F(X) is a Korean girl group with a style similar to what we would like to achieve with our own group, here are some of their photoshoots to show the style of clothes they wear, focusing on colour. Overall the colours are bright, some pastels and a little bit of neon, playing with clothes, accessories and also hair. They have a very strong artist identity. The top left picture is debut three years ago and the bottom left is from their latest song. A lot more colour has been added in overtime and their debut gave a stronger sense of artist identity, which is understandable seeing as a strong impression is necessary to a successful debut.

'Little Mix' Website Analysis

'Fantastic Baby' Video Analysis

Fantastic Baby, Big Bang, 2012

The primary theme within this music video is rebellion and fighting oppression, which is similar to the idea that we have for 'Do My Thing'. At the start of the video, we see signs with 'STOP MUSIC' and 'STOP SINGING' on them as well as symbols stating the prohibition of music. The law enforces are all uniform, wearing helmets and carrying shields. The protesters are just as faceless, wearing identical white gas masks. In our own music video we would try to achieve a similar effect by having all everyone wearing the same black boiler suits and expressionless faces.

The riot all starts when one of the protesters throws a molotov cocktail, which hits one of the signs. The bright orange of the flame contrasts well with the bleak white/ gray setting and black costumes. All the protesters rush forward to the waiting law enforcers at the fence where they start trying to knock it down. There are many shots of the two sides on either side of the fence, showing a clear divide between the forces. Eventually the fence is knocked down and the protesters can be seen clambering over.

By the end of the video the protesters have moved away from the battle ground and they're in a room, dancing with the group members and throwing off their masks in victory.

For one scene the blonde member of group is a prison room with shackles round his wrists, connoting oppression with intertexuality

'Snapback Records'

• British record label based in London.
• Owned by Warner.
• Signs emerging talent, which they find by holding auditions and hosting competitions.
• Typically hip hop, RnB and rap genre artists are chosen.
• Our group will be signed under Snapback Records and debut in a few months with the single 'Do My Thing'.

London Records is a similar label who also belongs to Warner and, as the name states, is based in London. It has signed artists such as the Sugababes (from 1998-2001), All Saints and Then Jerico.

'Do My Thing' Idea

0:00-0:12 Montage of the production line. Hair, clothes, make-up with cut aways to ECUs of Estelle character.
0:12-0:16 Clothes section Est. throwing boiler suit away.
0:16-0:19 Hair section Est. refusing to have hair styled.
0:19-0:26 People walking in lines. Est. breaking away from uniformity.
0:26-0:29 Singing in one of the people in line's face, person not reacting. Up on 'stage' at this point with worker who checks boiler suit people. Man tries to get her back in line.
0:29-0:33 Est. bullies him a bit, throws his book and glasses away
0:33-0:36 Est. gets right up close to his face.
0:36-0:39 Est. pushes him backwards, he falls through the curtains at the back of the stage.
0:39-0:46 Est. grabs boiler suit person on left, scruffs him up a bit
0:46-0:52 Est. grabs guy on right and does similar thing.
0:52-1:06 Dances on stage with the two behind her, they dance robotically.
1:06-1:12 Worker emerges from behind curtains round side of stage, bit dazed, trying to readjust himself (at this point in the song there is laughing). Janelle character also makes her appearance from the side of the stage at this point.
1:12-1:26 Jan. abuses worker, rips open his shirt locking his arms so he can't move them, messes up his hair. Cutaway shots to Est. trying to get suited people to loosen up, still bit robotic but starting to unwind.
1:26-1:35 Jan. pushes worker into a seat, flights with him a bit, then joins Est. on stage.
1:35-2:05 Chorus. People start breaking out of lines coming to watch the dance on the stage.
2:05-2:30 Est. and Jan. rapping to each other. People pushing worker around, dressing him up and generally having fun.
2:30-3:10 Massive party. worker has gotten off the chair, circle dance with him in the middle, Est. and Jan. still performing on the stage.

Recurring shots: Cutaways to performance at various stages of production lines, beauty shots of Est. and Jan singing/ rapping

'Marc Klasfeld' Director Analysis

All About Tonight, Pixie Lott, 2011

Rocketeer, Far East Movement, 2010

Hip Hop Police, Chamillionaire, 2007

Marc Klasfeld has directed over 200 music videos over his career for artists such as Flo-Rida, Fun.,  Sum41, Red Hot Chili Peppers, Katy Perry, Avril Lavigne, 3OH!3 and many more. Many of the music videos he has directed are by American artists, but he has done work for Rita Ora, James Blunt and Pixie Lott as well, all British artists. As well as directing videos himself, he also founded Rockhard music video production company.

Common themes in Klasfeld's music videos

• Set outside in urban public places, mostly on the streets.
• Lots of movement of the camera, following the character as they travel, with the skateboarder in Rocketeer, as Chamillionaire runs away from the police and Pixie Lott walking down the street.
• Some narrative which tends to amplify the lyrics or title of the song such as collecting parts to build a rocket in Rocketeer and running into the police with Hip Hop Police.
• Performance. Rocketeer has Ryan Teddy singing and playing piano as well as members from Far East Movement rapping. Chamillionaire integrates the lyrics into the narrative so that they are using the rap as conversation between the cop and the main character (who are both Chamillionaire), there is also a news anchor (also played by Chamillionaire) who raps parts of the song. Pixie Lott dances in the middle of the street with backing dancers and sings.
• Strong intertextual references, especially in Chamillionaire's video. Borrows from TV (news), other rappers (using their names, Jay-Z, Snoop Dogg's, Kanye West, Lil Wayne and other names were used in the news stories).