This week our ideas became more finalised as we had a series of meetings with band member Jamie Makower where we discussed the song that would fit our music video would be their song 'Sit Down and have a biscuit' which can be found on their myspace page and is already recorded and avaliable to use. We worked on our story board bringing together all the elements that we have previously found from the music videos we gathered our inspiration from. We also looked at a new video which the band have recomended http://www.youtube.com/watch?v=XK9dmlVDINA I really like the quick cuts in this video and we decided we would incorporate these into our video. We have discarded some of the previous ideas we had come up with such as BOB- 'Nothing on You' as well as the various Florence and the Machine videos we looked at as we want a more simple music video as we I feel this will compliment the bands music and genre more.
The background to the music video is also a important thing to consider when studying and looking at the creation and production as well as distribution of the music video and I began to look at the history and ideas behind MTV. MTV is an American networked based in New York and its original purpose was to play music videos guided by an on-air host and would play music videos 24hours for 7 days a week. It was created by media executive Robert .W. Pittman who later became the President and Chief Executive officer of MTV Network. MTV has a profound impact on the music industry and has become a central location for news on music events and promotion. From the channel it produced a number of sister channels, as well as MTV offering a number of non music programs as well. When MTV began it was a channel mainly dedicated to rock music however in 1991 Nirvana was aired frequently on the channel leading to the rise of alternative rock videos from bands such as Radiohead, The Smashing Pumpkins and R.E.M all of whom are in some way linked to the bands which we gathered our inspiration from. Over time the amount of music video shown on MTV has reduced, in 2000 there was up to eight hours a day of music compared to 2008 when there was only three hours a day. Now MTV has a number of specialised channels dedicated to the various genres of music so that the audience can chose what style of music they like and watch a channel dedicated to this genre of music.

Brief and pre planning

Brief: A promotional package for the release of an album, to include a music promo video, together with two of the following three options;

• A website homepage for the band
• A cover for its release as part of a digipak (CD/DVD package)
• A magazine advertisement for the digipak (CD/DVD package)

My group consist of Adam Ridsdale and Olivia Mottershead together we began our research by looking at various bands that we could use as we decided against the idea of using a recognised band instead using the Proletariats. Using this band then decided the genre of the video we were going to base our music video around and we researched the bands and the songs which fell into the genre of indie. We met Jamie Makower of the Proletariats and discussed some initial thoughts and ideas of both bands that they are based on and also music videos of which they thought would be fitting to their song. The bands that we initially looked at were Metronomy, The Maccabees, Foals, Modest Mouse and The XX.

We began to look at the idea of the video being based around a party with lights, drinking and people having a good time. However we soon decided that this idea was not one we wanted to pursue as we decided after watching Metronomy’s video- Radio Ladio,we wanted our video to incorporate vibrant colours and quick cuts as the main themes. This video also incorporated close ups of the band members all holding dead pan faces throughout this was an idea I particularly liked.

Another video which played a particularly large part in our initial research was A-punk-Vampire Weekend here the band members actions are sped up which if colour was incorporated would give more of the idea which we are looking for within our video. We also visited the bands myspace to view their songs and we are currently deciding which one they would most like to use as well as which one would be most fitting to the ideas of which we have so far come up with.

Finally we have noticed through the watching of the various videos of the same genre as the Proletariats that the members of the bands remain almost emotionless throughout the videos and this is something we hope to incorporate within our video.