Research into Market

After researching existing music videos by various artists of the dance/electronic

genre, it is clear that my ideas and approaches towards the song that I am doing
are quite unique. Dance music videos are quite easy to differentiate due to the
many conventions shown in them. It is clear that the music videos are designed
for a target audience of both men and women around the ages of 17-25. Dance
music videos are known to show energy and excitement through the use of lots
of shots that cut to the beat of the music. This technique helps to reflect the
tempo of the song and the association of young people having lots of energy.
Furthermore, many dance music videos feature the theme of love and the
advantages/ disadvantages of young love and relationships. This is seen through
many dance music videos including You and Me by Disclosure, Thinking about
It by Just Kiddin and Feel Good (its Alright) by Blonde. These music videos
follow a simple chronological narrative structure in which the audience witnesses
the relationship of a young couples journey. This is because a lot of the songs
used feature lyrics that involve the theme of love.

Another big factor for differentiating dance music videos is the locations used.
Clubs and beaches are the main locations used in dance music videos as this is
not only where the target audience would be themselves but also where a lot of
dance music is played. This is seen in most music videos by Disclosure, Sigma
and Philip George.

Majority of these artists upload their music videos to YouTube through their Vevo
accounts and this is the most popular way for people to stream these short films.
Moreover, because my target audience is based around young people who use

the internet to access and stream music videos, I will upload my own music video
on the website. Flume and other artists including the ones already mentioned
have used their Vevo accounts to upload their music videos.

The content of my music video is somewhat unique and hasnt really been seen
in mainstream dance music videos. I will be following some conventions of
typical dance music videos in order to conform to the genre but I will also be
exploring different themes in my own production. The use of a surreal
atmosphere that plays around with the idea of dreams and their meanings is
unique to the industry as dreams are rarely portrayed in dance music videos.
Due to the song Im using as being quite a chilled dance music video, I want to
use the theme of dreams to reflect the chill-step genre.
Conforming to the genre, I will be using the studio to create a club like
environment which will show the typical dance music video genre. However, I will
be filming part of my music video in a forest area which is rarely seen in dance
music videos as this will be associated with the dream like atmosphere. Although
a couple will be featured in the music video, the theme of love will not be the
main theme featured as I want the audience to interpret the music video in their
own way.