GENRE AND CONTENT
The genre we're working from (and in) with 'Claws' is indie-rock, characterised by its strong artist iconography and independence from an established producer or record company. Indie rock tends to evoke a grungy outlook on the world, whether this be through monochromatic colour schemes, dark themes or symbolism. Cinematography plays a large role in bringing theses feelings of discontent to life.
We've chosen to create a blend of concept and performance in our video. The genre has a lot of performance and we're going to challenge this by using minimal coverage of the artist. The visuals will compliment the lyrics and, as a lot of the song is instrumental, they'll add to the lyrics as well to convey the potential message of the song to an audience.
We're using the visual metaphor of a rabbit to allude to innocence and curiosity. We're also using red flowers as a metaphor for violence. We have fast cuts to coincide with the baseline. We're presenting our artist as a mystery, somebody unknown, by only providing small clues to their appearance in the dark. We aren't making any intertextual references because it likely wouldn't add to the song or video. Our video will create a mysterious and experimental image that the artist can build on in future.
TECHNICAL ASPECTS
Our video is intended first to go onto youtube - this is primarily where it will be distributed. It's also the easiest method of distribution for our video because it should meet the guidelines. There will be no explicit or inappropriate content.
Twitter is difficult for new artists to navigate because of the sheer volume of variety - there's so many artists on there that it's hard to be noticed. Our video has very strong imagery and so I believe it'll be recognisable.
We'll have a master version of our video that's of higher quality in case we want to send it to any music video channels like MTV. It has to be 25p, which is the standard for European (or now formerly European) videos.
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