Idea for our Music Video

Our idea is simple, we have decided on a soundtrack that we can manipulate to give that quirky style when filming and show this through our edits so we agreed on Hot Chip's 'Over and Over'. Hot Chip are a band who have plied their trade in the electronic genre of music, this type of music allows for quirky edits as mostly all of the soundtracks within this genre mainly consist of a beat rather than lyrics. We chose this soundtrack as it has the right balance between lyrics and beat so we can make our video more interesting by still allowing the use of lip syncing as well as rhythmic editing. Our idea for the narrative infuses well with the theme of the song being the role of repetitiveness as we have decided to use someone's day to day life routine through the use of a corporate job. Within the narrative we are going to include repetitive objects which we will later discuss in group meetings.

Reasons For Idea Choice - Hot Chip

Originally we were going to make a parody to Rocky soundtrack 'Eye of the Tiger' but decided it wasn't very original after discovering many people have used this idea. We had to come up with a new and original idea so we could plan for the filming. Eventually we decided on using a song that has a beat that constantly changes throughout the song to allow a quirky style through the use of rhythmic editing to both the narrative and performance.
We found these traits in a song performed by Hot Chip called 'Over and Over'. As the song is themed around the role of repetitiveness we decided to use this as the main theme in our song. For a narrative we thought that we shouldn't just throw in anything that is repetitive as it would look unprofessional. Instead we have decided to incorporate codes for the role of repetitiveness such as a 'corporate job' as it is if they (corporate workers) are consumed like robots if you like as their jobs do not seem to have much variety, mainly involving a routine. Obviously we would like to involve other codes for repetitiveness such as capture camera shots of the main character walking through revolving doors, on escalators as well as incorporate this in with the main characters repetitive routine. 
We felt that this song has a quirky edge to it through the change in the beat throughout the song which we could manipulate to our advantage by adding short quick edits to the music which should grab the audiences attention and keep them engaged. Making the music video more interesting.

Chosen Artist - Hot Chip

Our chosen artist for our music video is Hot Chip, we have chosen them as they are different, distinguishing themselves through their quirky style. We are shown this through their videos for example 'Over and Over' which is our chosen song. We have chosen this particular track as a lot can be done in the video in terms of editing as the beat changes so rhythmic editing can be used. As the song is about repetition which the lyrics suggest 'over and over', we can code this through many things such as editing, props, mise-en-scene. We have analyzed their video and have taken some examples of repetition to give us a rough idea of what we would need to do in order to create our music video. We have chosen this artist as well for the genre of music, electro / house as conventions of their videos are usually quirky, rhythmic editing, originality and different which opens lots of possibilities for us as we can create anything random to add to the quirkiness nature of the song.

Target Audience - Things to think about

Demographics:

• Age
• Siblings
• Where in the country (Location)
• Gender (Male or Female)
• Occupation

Psychographics:

• Interests and personality of your audience - image/identity
• What music they like
• Further hobbies and interests
• Clothes they wear
• Where they would shop
• Where theywould go out
• Where would theygo on holiday