Mock ups...

Filming location

My group and I wanted to film at the Birmingham Botanical Gardens, to capture the beautiful outdoor locations and to conform to the genre of our music video and similar media we have looked at. Prior to going to film, we messaged the Botanical Gardens to ensure we had permission to film and visited the site as a group to look even more at specific locations we wanted to use, to save time on the day, and be aware of any dangers of risks that could be associated, especially as we'd have a lot of expensive equipment with us.  

Roles within the group

Working in a group, we wanted to make sure we distributed the roles when creating the coursework fairly, below shows which roles we allocated to which person:


Although we are working in a group we all carried out our own research. 


Anna - Filming, Main editor, Ensuring we meet the needs of target audience 


Olivia - Filming, Creative director (planning of shots and locations and where they would appear in the video) 


Abi - Filming, Main photographer, Planning ancillary products  

Target audience

Holly Lovell is very similar to artists such as Ellie Goulding, Alyssa Bernal and Lisa Mitchell. These do not follow the conventions of a typical pop artist so they would fit into the genre of indie pop. The target audience can be addressed via NME (new musical express) which is an indie pop media company that was originally just a newspaper but has now become a magazine, a radio station and is also online. This means that it is easily accessible for the more alternative target audience through various different mediums. Another radio station which would be appropriate to reach the target audience would be Radio 1 as it shows a wide variety of different musical talent including indie pop. 

As a group we did some initial primary research into our target audience. Everyone we asked felt that Holly Lovell was of a similar genre of music to Ellie Goulding, Alyssa Bernal and Lisa Mitchell.  We then asked our target audience their favourite features of the videos by these artists some of the common responses were:

"I like the colour burn flickers and fast paced editing"

"I like the home made realistic feel and the fast paced editing - don't know what's coming next"

"I like the nature themed idea and vintage effects"

After receiving this feedback it became clear to our group that fast paced editing as well as unusual effects such as colour burns were a very important feature of indie pop music videos. People also liked the natural locations as well as the hand held camera movement on the videos creating a home made feel to the music videos. As well as using our tripods during filming we also want to have some areas filmed using a hand held camera. We also want to allocate a lot of time for editing as this is quite a significant feature for indie pop music videos and would appeal to the target audience.

Outline of Roles

Storyboards