Pitch Presentation

Genre

• The genre we have chosen to base our music video on is R 'n' B. Our research clearly highlighted that this was the most popular genre of music, especially amongst 16-24 year olds. It is this age category that will be our target audience and who the video shall appeal too.
• Rhythm and Blues was created in the late1940s by African-American slaves. They used music to express their emotions and forget day to day troubles.
• R 'n' B is a very wide and diverse genre of music that contains elements of funk, soul, gospel, blues, rock 'n' roll and even pop music. Therefore, its likability can range from a teenage audience to an older generation.

Artist

• Our task was to find a track by an unsigned R 'n' B artist, preferably female, to accompany our video. We went onto unsigned.com and discovered American girl group, Pulse, who sing emotional and thought provoking songs like 'Heartbeat' and 'Let You Go.'
• We've chosen to use 'Let You Go,' as the song our music video will accompany because of its strong narrative and emotive lyrics.
• Pulse is a band that conforms to the R 'n' B genre by being young, sexy and independent women who promote this particular image.
• R 'n' B is a genre that expresses feelings through music, something that Pulse have done with Let You Go e.g. "So much hurt, so much pain, I never thought I could feel like this but I do. Being in a relationship with you is like a roller coaster.

Label

• US based Hip-Hop label owned by Univeral Music Group.
• Founded in 1884 by Rick Rubin until 1994 when PolyGram purchased a 50% stake in the company.
• In 1997 Hip-Hop legend Jay-Z became its central star and was announced CEO of the label in 2004.
• Artist currently signed to the label are LL Cool J, Rihanna, Ne-Yo, Mariah Carey, Amerie, Kanye West and Jadakiss.
• As a group we decided to sign Pulse to this record label, as it is a world wide known and respected company. It handles successful artists and stars such as Ne-Yo and Rihanna.
• Def Jam Records is a Hip-Hop label, which is a subsidiary of R 'n' B and caters to the audience we want to appeal to.
• By signing our act to this label, it will give them recognition and respect within the industry and people at home.

Distribution

As a group we had to think of how we would distribute our video in order for our audience to access it easily and repeatedly...

YouTube

• YouTube is a world wide online site that attracts million of viewers everyday who can watch videos for free and comment on them
• Being seen on YouTube and your material commented upon can gain you respect and fame

4Music

4Music was the most popular music channel amongst the people we polled, especially our target demographic of females aged 16-24. It is a diverse channel that airs the genre of music we are working with on shows such as its R 'n' B Download Chart. Its presenters are known to the public and are popular with our target audience because of their age, style and musical tastes e.g. Miquita Oliver

Theories

• Uses of Gratifications Theory is the effect media has on an individual audience member. The audience seeks out media to gratify a need and we need to give them that through our video and print products. Our research will allow us to do this successfully
• Our print products are going to follow the codes and conventions of the genre and we are going to apply the uses and gratifications theory. Our Cd Cover will be recognizable as R 'n' B but will need a strong look to stand out.
• When researching, we found a gap in the market for an R 'n' B girl group. Successful groups have been around but at the moment there is a need for one. We can promote our product at our target demographic and profit from the knowledge our band is needed and wanted.

Music Synopsis

Todorov's Theory: We will apply Todorov's theory to our video, as the lyrics are based on a relationship and can handle a strong and emotional narrative. R 'n' B videos generally have a strong narrative like Ne-Yo's 'So Sick,' in order to engage with the audience...

• Equilibrium: Couple fighting
• Disruption: Ne-Yo is ran over and killed
• Realisation: Funeral and grieving process
• New equilibrium: walking away from grave, symbolising moving on and end of grievances

Propp's Theory

This theory explains which character types are present on all forms of media and their specific roles. Our video will apply this theory through the characters of:

• The Princess: The female band members who need rescuing from their cheating partner and bad relationship.
• The Hero: This will agin be the band as they are the ones who realise they need to leave the relationships they are in to achieve happiness.
• The Villain: This will be the male counterpart of the relationship. The one who is cheating and treating the hero(s) badly.