The brief

For our brief we have to design a promotional music video to cover an existing song for a new act which has to appeal to a wide audience. The intention for the music video is to establish an image for the band that is unique yet recognizable and appealing to their target audience.

Our band produces music of the indie/pop genre and are signed to rough trade. Therefore, as a starting point we thought the first thing to do would be to see what other artists are signed to this band to get a rough idea of our target audience and what song we want to create a music video for. The name of our band is Tonic which consists of 4 male middle class members who are all young adults thus appealing people of this same age group. The group are typical festival performers who produce money due to a strong passion rather than for fame and are influenced/inspired by bands such as the verve, oasis and pulp for their casual 90's style, lyrics and genre of music. 

Artists signed to rough trade:

From looking at the artist signed to the band it's clear to see they are all indie artists who produced music because it's what they love and not because of the success and lifestyle which comes with being a singer. All the musicians don't appear glamourised ,like your typical artists such as Rhianna, and look natural/normal. It is clear that the target audience are those who don't particularly like mainstream music and look at music as a creative art form to express feelings. The target audience are likely to be rebellious teenagers/young adults who enjoy going to festivals and gig's to see unsigned bands or those with less attention than mainstream band as they are looking for something more original.

Brainstorming our band

We started brainstorming our band to get a clear image of what they would be like and we strongly focused on their appearance and personality so we could incorporate this into the music video. Starting with their appearance we wanted them to follow a casual style and not be perceived as glamorous as this goes against the indie genre and what we want our band to stand for, creating music not an image. Therefore we were influenced by bands of the same genre such as the verve to go for a classic 90's style for our band thus they would wear leather jackets and band t shirts for example. Since we decided our band was atheists and enjoyed drinking and festivals we decided this would lead to them having a reckless personality which would appeal to a younger audience. This would mean they do actions which are considered crazy for example which we may feature in our music.