Research Summary

Section 1: Introduction
The song we have chosen to create a music video for is Crescendolls by Daft Punk, this is because it is really fun and was catchy on first listen. We loved the song because of the fast tempo and liveliness. Daft Punk are signed to Soma Records and Virgin records therefore we will seek permission to use the track.
        The specific target audience of Daft Punk are 17 to 25 year olds who we intend to promote to in a fun and lively way which captures their attention. The music video will have a fast paced nature, include a dance routine, have lots of colour, bright lights and unusual imagery - as will the digi-pak and website. We plan to use light drawing, UV paints, glitter and material to achieve this, as well as light bulbs around the set and a number of locations for our video to be shot in to keep the audience's interest.
       Our production was influenced by Daft Punk's existing videos being unusual and in particularly by the video for 'Take it off by Ke$ha'. This production includes a lot of coloured dust being thrown in the air and lots of paint. We were also influenced by the end scene from the music video for 'Black Eyed Peas - I Gotta Feeling' which is a party scene. What our group took from this was to include UV paint in our make-up designs. In addition to this, i really like how the meat is hanging from the ceiling in the video for 'Cassius by Foals', i thought we could use this idea but have light bulbs hanging. To go with the genre conventions it would look good to hang them from strings that are coloured or ribbon. We looked at other music videos from the electronic genre and took a lot of inspiration from MGMT, specifically the videos for 'Kids' and 'Time To Pretend'. The video for 'Kids' has a lot of lighting, uses face paints and has set dance routines. Whereas what we took from the 'Time To Pretend' video was the fact that it is green screened which means creativity can be set wild.
      The music video we create will correlate with the stylistic qualities of existing videos in the genre of electro. Videos from this genre are usually conceptual, which our will be. Green screen is used a lot in electronic videos to achieve unusual effects. For our production to be recognisable as an electro video we will need to use lots of colour and bright lighting with unusual costumes and props, with the overall look being eccentric.

Inspirational Videos

Screen shots from Take it off by Ke$ha

Cara.

Section 2: Who is your artists specific target audience?
We are going to target our video at 17-25 year olds. We think this is appropriate because the song has quite heavy beats and sounds might might to be to the taste of those under 17. Also, people over 17 are more likely to go out to parties and listen to this type of music.
    As a group we feel that Crescendolls by Daft Punk is not gender specific - both boys and girls can enjoy it. This song would appeal to gay culture as well as straight people. As with all Daft Punk's songs, Crescendolls appeals to all subcultures - there's something for everyone to enjoy. This would be expressed by the song itself and also the style of the video.


Section 3: What are the conventions of form and genre for your artist?
Daft Punk is an electro-alternative band. Conventions of this genre would be lots of colour, flashing/strobe lighting,futuristic costumes and settings. For our video we want to take inspiration from Ke$ha's video for 'Take it off'. In this video there is lots of glitter and colourful powder along with electro synth sounds in the song - a convention for electro-alternative music.
Music videos are wuite different to TV texts in that they have scene/setting cuts within 3-4 seconds. This usually happens for fast paced songs. However, if the song is slower, the cuts will be around 5-10 seconds if the video shows the band performing. This occurs mainly for indie/rock music. In Daft Punk's videos, cuts will happen on a beat or if a new beat/sound is introduced the scene will usually change on this.



Emma.

Section 4:

Regarding the content of Daft Punk’s music videos, they generally consist of themed costumes e.g. skeleton body suits (in around the world music video).  The only provocative outfit we could find is a bit of cheeky under buttock on female dancers! Clothes designed by Heidi Shimore. The movement content is static, robotic or isolated dancing or movements in groups, generally in unison.

In “Around the world” there is only one location shown however in most of their video’s there are cartoon animated people running around all sorts of different animated locations.

The editing style used in most daft punk videos are mostly simple cuts or panning across the set. The set normally consists of colourful surroundings not necessarily matching with unusual objects. This is all shown to the audience through a wide variety of camera shots.

The artists current image is mainly shown as people with bike helmets on or digitally obscured their faces to hide their identity. They either star in their videos hidden behind masks or design themselves as animated memorable characters.

The way in which we are going adapt Daft Punk’s typical music video by showing our audience our view of what should behind the mask! But keeping the weird and wonderful daft punk experience with colours flying and odd events taking place. We would like to add personality to Daft Punk’s single Crescendolls by involving a paint fight, glitter and an enthusiastic trio of dancers. It would reach our target audience as the video would star people our age in the video which fits into our target audience age group of 17-25.

Our music video would compare to existing examples of various music video’s of the same genre e.g. MGMT and Klaxons.

Harriet.