Hello! My name is Emmy Berg and I’m currently a senior at USC Kaufman reaching out to raise funds for my Senior Capstone Project. The purpose of our projects is to combine two areas of interest and dive deep into a research question of our choosing. For my project, I have chosen to combine dance with marketing and research what dance focused artistic choices need to be made in order for an artist to establish a clear brand image that gives them a unique identity from a marketing perspective.

I am researching this question by choreographing, co-producing, and co-directing a mock music video for an artist that I will present at the USC Kaufman Capstone Festival. While the artist I am basing my video on will not be featured in the actual video, I plan on creating this video to use as a pitch to her of how I would curate her brand through this music video focused on dance.

The actual video is based on the song “IFY” by Léa the Leox and is based on the idea of the dancers being in a dream to give off the essence that they are someone’s ‘dreamgirl’. The four dancers that I have cast will be focused on playful and flirty vibes while exuding an unbothered energy that displays their confident characters. The set will be a casual living room set up with props such as a couch, a lamp, plants, a coffee table, as well as other elements you would see in a living room. This room will be set inside a large black warehouse to create the image of a black void in order to mimic the emptiness and out-of-place nature of a dream. I will also be having someone come in to shoot behind-the-scenes footage during our shoot and edit content to act as other promotional materials that would be used for an artist.

In order to actually make this project come to life, I am looking for funding for my project. The money would go towards location rental, lighting and camera rental, prop/set expenses, and catering for cast & crew. We have lots of exciting ideas that we’ll be playing with and will need all the support we can get financially. Truly anything helps, even sharing with other people is very much appreciated, and I extend my deepest gratitude for your kindness in expressing interest in this project!