Music Campaign Concept 1 - Music Video

For my first music video idea I chose to use the song Hold Me On created by Conrad Sewell and remixed by Throttle. My first music video concept will consist of three elements. One of the following elements will be the narrative. This narrative will be intertwined with the second element, a dance performance. The indication is that the narrative will result in the dance performance at two different times within the music video. At the same time the third element, a band performance, will complement the rest of the piece and ensure that the audience does not become exhausted through watching the video. By displaying the following three in an orderly fashion I hope to achieve an attention grabbing music video.

For the band performance element a band will be displayed playing on a high during a sunset. This will cut to and from frequently with the following narrative. A man is shown walking along a road; he then sees what looks like a shortcut through the woods with a sign in front of it that reads “entrance forbidden.” The man ignores the sign and takes the path anyways, as he is walking he begins to hear footsteps while at the same times glimpses of footsteps and flashing and blurred appearances are shown to the audience of people following the man. While walking the man lights a cigarette and begins to smoke. At one point he notices a masked figure pass in-between tress in front of him and stops in an opening surrounded by trees. After the first drop within the song occurs individuals in masks are shown coming from behind the trees and dancing. Within certain shots one or more of the dancers are frozen within the frame or sped up/slowed down. The following individuals will dance hip-hop and will continuously disappear behind trees and reappear from behind other trees around the opening. As the dance element finishes the man is shown panicking and as the dancers begin to surround him with one holding a mask in his hand he dashes through them and begins running. Consequently the man is shown running and the masked individuals once again begin to chase him. Eventually as the man turns to look behind him and than back in front of him a being appears in front of him and applies the mask to his face as the second drop within the song occurs. At this point the man begins to dance with the rest of the beings that suddenly jump out from behind trees and bushes. This is still repeatedly intercut with shots of the band playing their instruments. As the song comes to an end the man makes a sudden movement and the mask falls of his face. Suddenly in the consecutive shot he realizes that he is alone and all of the beings have disappeared. Frightened he turns around and runs away quickly.

Generally I think that by displaying a different amount of performance and narrative factors through the appropriate use of editing techniques and camera work this is a successful music video concept. I believe that especially the dance performance edited correctly can be attention grabbing and intriguing towards the audience.