Pitch

The song we have chosen is called ’Fashion’ by British-Australian elctro-pop group Rogue Traders. The bands biggest hit has been ‘Voodoo Child’. In their videos the band generally use a contemporary look, using a lot of effects. There is no official video for ‘Fashion’ and like its other hits this song is electro-pop.

The target audience for the song is likely to be girls aged between 15 to their late 20s, as this is the age that the topic of the song relates too, as this is the age bracket when girls are most likely to be into fashion. The genre of the song is also a clue as to the age group who will listen to this song and watch the video. We also believe that the tastes of this target audience are girls who listen to pop music and like bands such as JLS, Justin Bieber and Katy Perry and watch TV programmes like The Hills, The City and probably Gok’s Fashion Fix, as this song is used in the title credits to the Channel 4 programme.

Part of this video will be performance, with one girl playing the role of the lead singer. These are the parts of the video where we will focus on using the close ups to construct the ‘star-image’ which a record company demands in videos, something that Vernallis says is a convention of music videos. Our idea for this section is that she will either be singing into a mirror, whilst getting ready. We want the video edited together fairly quickly, like a montage of different shots. The quick edited shots are something that we feel is linked to the specific genre.

We want the video to start before the music video starts. Our initial idea is to have the same girl walking up into a church and then praying to a handbag or a pair of shoes, suggesting that she worships fashion. The idea for the video to start before the music is inspired by the Lady Gaga video to Telephone.

Another of our ideas is to have interstitial references with our main singer recreating famous fashion moments or photographs, for example a photograph of twiggy or Audrey Hepburn in Breakfast at Tiffany’s.

We also like the idea of a reoccurring image of shoes in the video. Our an initial idea is that this could be something carried over onto the CD cover, this was inspired by Kate Bush’s album cover to ‘The Red Shoes’.

There will be some relationship between the lyrics and the visuals in the video as the video will focus on fashion, which the song is about. There may be some direct references to the lyrics throughout the video, in one particular instance when the lyrics say “everything looks better with heels three inches high”, there will be a shot of shoes.

Posted by Chloe Barnham and Komal Gorasia