MARDY BUM

ARCTIC MONKEYS

The song is featured on the Arctic Monkeys 2006 album Whatever People Say I Am, That's What I'm Not. The song was never released as a single therefore there is no existing music video. The song is a personal favourite from the album and as it had no music video, allows us to give us complete creative control and open interpretation to what the song depicts.
Wednesday, 12 February 14

THE PITCH
The target audience for our music video is a wide one, typically we are aiming for a target audience between the ages of 18-35 years of age. Intertextual references tell us that the song is based around the relationship between a man and a woman. Mardy Bum is pet name for the female of the relationship, therefore we plan to shoot not a video but a story - A story based around a loving relationship that has its ups and down, dealing with the occasional stroppy tantrums of the female Mardy Bum. Our aim is to create a fun up beat video portraying this relationship in a way that will bring the lyrics to life.

Wednesday, 12 February 14

We are choosing to be quite literal when it comes to lyrics and visuals. We shall not be using abstract sequences due to the nature and general genre of the song. Instead we are going to create a story, easily linking the narrative of our music video with the lyrics of the song - one that can be easily followed and is at an easy enough level of interpretation by our audience. Remember cuddles in the kitchen, Yeah, to get things off the ground is the chorus of the song, therefore we plan too shoot the couple cuddling and laughing in the kitchen, and portray the love between the two even after an argument. We plan to shoot this shot from many different angles and of the couple wearing different clothes to create the feeling that these arguments and few and far between and give the message that no matter what they argue about, they will always make up. The intro of the song is 31 seconds long, we are going to use this period of interlude to create a background story for the couple we use. Depicting shots of the two together, (cuddling, holding hands, ect) creating the presence of a relationship that is clear and noticeable to our audience.

THE VISION

Wednesday, 12 February 14

STYLE/MOOD
The style/mood we are going for is a warm look to our video. The theme of our video revolves around a relationship and therefore we want to create something heartwarming and cosy in our music video. Our video consists of shots inside and out and therefore the lighting will be fairly natural. We may use the occasional lter to add warmth to our production and create a deeper contrast between being indoors and outdoors. Similar to the music video James Morrison Broken Strings ft. Nelly Furtado The video will probably be kept as real life as possible. We will not be using CGI sequences as our music video is not the typical genre for such sequences for example The Chemical Brothers - Hey Boy Hey Girl The format we will be shooting on is 1080p HD. We will be using a combination of long cinematic shots and short quick cuts. This variates on what it is that the lyrics depict within each scene. As we have 30 seconds of interlude at the start of the song to portray our story (the relationship), we will be using a lot of short fast cuts at the beginning, and using longer shots as the video progresses.

Wednesday, 12 February 14

SUMMARY
We aim to create the perfect video too capture the feel of the song Mardy Bum as there is no existing video we can portray the video in our own way that brings the lyrics to life.

Wednesday, 12 February 14