Proposal

Younger – Ruel
(music video)

Concept

My idea is that 2 men in different social classes lead different lives but have one strong
connection- that they were raised in the same area and were best friends as youths. They got
into all sorts of trouble together and were inseparable. The focal point of their friendship is
the pair's shared love of football and they would play all the time with this one ball that went
everywhere with them. The video I want to produce will explore one of the boys' lives (the
rich and successful one) and how he reflects on their time spent together and wonders what
his old friend is up to now. Towards the end of the video, he decides to go and visit him,
seeing that he is struggling with money and is about to be evicted from his house. The friend
tries to hide this however, and is super happy for the others' success and shows him his loving
family- something that he has gained instead of riches in money. The rich man is impressed
and humbled by his old friend, so surprises him by offering to pay all the overdue bills so he
doesn't get evicted. In turn, to show his gratitude, he gets the old football out of the cupboard
and the two share a moment together right at the end- as this is such a meaningful possession
to all of them, and shows that they never forgot about their bond.

Why are you producing this production?

I am producing this video in particular because I feel it meets the needs of my target
audience, as it is about the reconnection of old friends, which I think is a very relatable
storyline. This makes it engaging, especially because it shows both lower-class and higher-
class characters, therefore people from all walks of life can resonate with the characters.
Also, it is a very creative and fulfilling project for me as it will utilise all of my skills that
I’ve built up in previous work. This will include things like lighting, camera shots/ angles,
which I hope to successfully showcase in this music video. Unit 12 helped to get me back
into the right mindset, after being out of college for 6 months due to UK lockdown and
Covid-19. I think this production is the perfect balance of achievable and ambitious. I think it
will be manageable with a few challenges but what fun would it be without any challenges!? I
think that this idea will be fulfilling and allow me to get the distinction that I am after.

Deadline

My final deadline Friday 22nd January, hopefully giving me enough time to film and edit my
work successfully.

Target audience is

40-60 year olds, both male and female.

What they want to see

 Proposal
My research told me that my target audience wanted to see this production over the other
choices. It was voted as the strongest idea and most appropriate for my audience.
Therefore, it was easy to see that that was the idea I should stick with. As I have
discovered that my age range do not typically watch music videos of their own accord, I
think the strong narrative makes it more short film- like which will encourage them to
watch it. They want to see something that they can connect with and feel from. I want
them to engage with my characters personally. Another survey that I sent out told me that
people were fans of narrative music videos. The more serious toned video had feedback
stating that it was “boring”, whereas the Taylor Swift video had positive response, saying that
it was fun and interesting. I want to make the tone more similar to that one. To have a
positive incentive and have the story driven towards a positive ending.

What you are creating based from that research

Based off the research I undertook; I gained a more in-depth understanding of the needs and
expectations of my audience. I am creating a project that utilises all the codes and
conventions that I have been researching, like camera angles, parallel sound, lighting,
cinematography, storytelling and character development. All these important aspects come
together to ensure a high-quality end product. I plan to use all of these codes and conventions
to deliver to my audience what they want. Which is,

Where the production will be aired (why – based on target audience)

My production will be aired onto YouTube and Facebook, as they are the most widely
accessible platforms for everyone. However, I have also discovered that my age range are
most likely to watch my production on live TV, and Amazon Prime Movies. And Virgin
Media movies and other similar platforms like Sky or TiVo.