Inspirations

We have been inspired by a number of music videos and even films, these insiprations allow us to come up with orginal ideas for our music video. one aspect we were inspired by is the film Project X there party scenes created an image in our heads for some of the lyrics in our song with people dancing and jumping in slow motion, this inspired us but instead of using a a house party theme we would like to do it in a more formal situation where everyone is a bit more dressed up.




Also the music video of headlines inspired us where he raps and its with his whole crew, we want to mirror this but use the manor house of blake hall and only have one person rapping in front of the house with the house light up portaying a rich enviroment. also another one of drakes video inspired us the video marvins room where clips of toronto are shown and are colour graded in purple which gives of a very asthetically pleasing image, we were inspired by this imagery which allowed us to develop our ideas to create something like this.

brief

We have chosen the song 'Started From The Bottom' by the artist Drake. We decided that we wanted to do rap song, as both members in our group are avid rap fans, so this song was perfect. The song is upbeat and energetic and we thought it would be an ideal product to portray to our target audience in the in today’s society. We will not use the typical codes and conventions of a rap video which include, drug use and idolising women in a disrespectful way, instead we will create a modern creative look on rap by using urban settings.

Many rappers in their videos portray their wealth, we will do this but to an extent where it doesn’t look ridiculous. Anoop will portray the Artist and lip syncing the lyrics to give of a professional look. Outfits used will be stylish and up to date corresponding well with the locations and the song. The locations we will use are based in London around urban settings and iconic land marks.

Colour Scheming

We want our video and digi-pak to have a colour scheme. Having a colour scheme will establish our artists we want to portray our artists in a professional manor as well as them having a good time. Black and a dark gold is our main element. These colours present a formal view of both characters, it highlights how drake has could from a background being deprived childhood, and his struggle to get fame and wealth, this is then overcome by the big bold of gold font suggesting wealth and royalty. Also we want a purple to be Incorporated into this either in the video or the digi-pak we feel like purple represents partying and alcohol we were inspired by the video Marvin's Room by Drake which uses purple in the video very well.

 

Day One- Filming Dairy

Due to the nature of the scene that we want to portray and what we think will work effectively with the music is a party scene, Luckily we had an opportunity at a friends 18th birthday party. The footage was maily based looking down range from the DJ area to the bar, this was because we wanted to encapture the party side, drinking dancing aswell as the social talking aspect. We therefore decided to have a mixture of still shots and shots where I walked around the party asking people for birthday wishes. This meant that when you took the sound away they are speaking straight into the camera, this kept in theme with our video, and looked aesthetically good because everything done was realsitic.
People complied really easily, there was no footage that we couldnt use, the only problem that we have is the light on the camera was not strong enough to shed light when the camera was still, and when walking around with the camera, it looks just right for the effect we wanted. To overcome this we are hoping to either edit the scene lighter, or to put a filter on it and intergrate the footage with all the other footage, we feel this will look good.
We had a lot of footage to ensure we could capture every aspect, rather edit to much than not have enough to edit. This is also the first of three scenes we have decided to use in our video.

Why is an Audience Important

An 'Audience' refers to the targeted people that you aim to present your promotion or product to. The audience are the people who will view what you have produced, whether they like it or not they can then purchase merchandise, tour tickets, and product that you are promoting. The audience is often one of the main sources of revenue. When producing something you have to keep the audience in mind, so you keep the media 'meet'ing their expectations and wants.

When producing, the first question that should be asked is whether or not there will be a viewing audience, if there will not be, you can taylor what you produce exactly as you want. However if you have to keep an audience in mind then you may have to adapt, add or cut parts to keep the audience hooked.
Wheen producing in a professional environment the producers normally have a list of what they want from the audience to best target appropriately. For example, income bracket or statu, age, gender, race, location of their potential audience. This method of categorisation is known as the Demographics. Once this is known they can better adapot the product to best suit the reading or viewing.

Once a media text has been made, its it for the producers to ensure that it reaches the audience that they are targeting. They want to do this effectively and economically. This is also known as marketing campaigns, there are many ways in which an institution can advertise. Posters, print, radio, TV and internet campaigns are often used, and are a way a using mass media to present. The internet have billions of users everyday, even if a fraction bought the CD that you are promoting, it will still increase revenue more dramatically than if the artist stayed local.

Style Of Clothing

Our style we are focusing on is hood rap. This style represents another side the character of Drake portraying a more independent character, symbolising his loneliness and how he feels without people who mean a lot to him in this industry the 'hood' of a jacket represents this and also how he is always kept in the dark. Baggy jeans will be worn during the London scenes as they are fashionable and look good also a custom denim jacket would be worn over the hoodie, this brings out style to the character. We have to be careful as to what they wear so that the clothes match up as an outfit and they look believable. This picture shows the style of hood rap presenting a lot of the colour black and numerous hoods.

The style for the weeknd which will be portrayed by Matt Newman is a retro and hip look. This style fits the persona of the character with fitting in with today's fashion and style. Matt will be wearing black skinny jeans, white t shirt, blue denim jacket. many people do not know about the weeknd so we want to portray him in a fashionable way so boys can idolise him and girls can admire him.
 

Music Video Questionnaire

 

 



Alongside a focus group we decided to use a questionnaire to gather data on the demand for a Rap music video. We polled 10 people six male and four female. We decided to poll more boys than girls because our previous secondary research showed that there was a slightly large male audience than female.
All of the people who were givent the Questionnaire were between the ages of 12-17, we had designed this in that way because the target audience for Drake is from 12-17 and 18-31 age range. Everyone that was polled said that they liked rap music but amount of rap music they enjoyed to listen to and variety of rappers were very diferent.

                        When we asked to name 5 famous Rappers, the answers varied from female artists to male and different cultured rappers, from Tupac to Hoodie allen two very different rap artists. This leads us to believe that in this age range, people listen to a large variety of music before sticking to a preferred band/artist. However contrary to this believe our focus group lead us to believe that nowadays adolescents like a large variety of music and often don't just have one genre on there music libraries. This is important because it means that the market that we are trying to sell our artist into is very competitive, this means a USP (unique selling point) would be advised to make them stand out from the crowd. This is good for us becuase the style of Drakes rapping is that he incorporates many melodies and harmonies into is singing, with often a catchy of loud hook. This is ideal of the market we are selling in.
                                86% of the answers when asked what are the typical conventions and iconography you would find in the Rap music video. The answers were all the same, in lcub with a lot of alcohol, sometime drugs and lots of Woman being seduced by the men in the video and often movements representing sexual actions. This has made us feel happy on the settings and locations that we have decide to used for our music video. We are using a part scene, however the use of this is represent friendship, the love for your crew and there love for you, not the usual half naked women. We believe this will give us another competitive avantage in the market.

Practicing Lip Sync

Why Advertise in Magazines?

Why advertise in magazines

Magazines are used to promote products to a mass audience. Depending on what type of magazine it is, the products or services being promoted would be related to that audience for example 'Empire' magazine would usually promote items such as a new DVD release, also mainly men buy 'Empire' magazine so products relating them like aftershave would be promoted.

The magazine we will use to advertise our product is in the magazine called 'The Source' this magazine is for the audience who like rap and hip hop music, which features perfectly as our song is in the genre of rap and hip hop. The audience age for the magazine is for ages 10 and upwards.. We feel like using this magazine to promote our  song will be the most effective way as our target audience is catorgrized in one with the magazine catering for rap and hip hop fans and catering for the ages of 10 and upwards which is prime for our song. Also because this magazine is distributed world wide we would be penetrating a mass audience.

This screenshot shows a variety of front covers that the magazine has issued over the past 30 years, all of the artists that are featuring on them are major faces to the rap and hip hop genre. This not only penetrates rap and hip hop fans but also the artists fans who is featuring on the front cover.

For better promotion we could do a feature on the artist 'Drake' with an exclusive interview and a full spread new release of the new single 'crew love'

Iconography

These are two of the main props we will use in our music video.
These props will feature during the main rap at the end. the rolex signifies the artists money and portrays power, with the rolex being gold its a bold colour and will catch the auddiences attention.
The gold chain implifies the above aspects. we are portraying a different take on rap by not seeing women as a target but we are following the conventions of using gold chains and gold watches which show the artists wealth. Also from research our target audience do want to see all this gold.














 

Social Grade Scale

The NRS social grade scale is a demographic classification system used for market research. They were developed by the National Readership survey to classify the readers, it is now used to cover more areas like viewing.
A- includes people such as executives, surgeons and head teachers, these people are at the highest on the scale.
B- includes managers in retail, teacher and police.
C1- includes people who work in shops, also PA's
C2- included plumbers, electricians.
D- includes labourers and people who are doing apprenticeships
E- includes the unemployed, popel on minimum wage and students.

What is a Digipak

Ideas for our music video

This picture contains our first initial ideas for our music video, this built our basis for where to start and how to start it. By using the lyrics we can tell a story within the song which will effect our target audience. The characters in the music video will reflect and portray how our target audience would react in the situations  within the music video.

Audience Profiling

Name: Lucy Stain

Age: 18
From: Sussex

Likes:

Music -Katy Perry, Rhianna, Beyonce

Films - Angus thongs and perfect snogging, Twilight

Tv Programmes - Skins, Fresh Meat, Homeland

Social Networks - Twitter, Facebook

Celebrities -Keira Knightly, Alex Turner, Kim Kardashian, Dappy.

Dislikes:

Music- Gotye, Tinie Tempah, Example

Films - Disaster Movie, Meet the Spartans, Alien vs Predator

TV Programmes - Loose Women,

Social Networks - Bebo, Myspace

Celebrities - Cheryl Cole, Nicole Scherzinger, Justin Bieber

Bio: Lucys favourite past times include, going to her local park to spend time with friends, often going to social events like partys and gatherings, she loves music and says 'its the only thing that gets me through the day!'. Lucy works back stage at her local convience store where she knows the owner very welll and for many years and he allows her to listen to headphones. She said that her playlist is a variety but consists of mainly hip hop songs and most of the top charts except from example and Tinie Tempah.  
 

Audience Profiling

Name: Fred Apples

Age: 18
From: London (Bow E3)

Likes:

Music - Skrillex, Flux Puxillion, Katy B, Jamie T.

Films - Harry Brown, Wanted, Hurtlocker, Green Zone.

Tv Programmes - Skins, NCIS, Top Gear, Mock the Week

Social Networks - Twitter, Facebook

Celebrities -Keira Knightly, Alex Turner, Kim Kardashian, Dappy.

Dislikes:

Music- Gotye, The Saturdays

Films - Disaster Movie, Meet the Spartans, Alien vs Predator

TV Programmes - Loose Women,

Social Networks - Bebo, Myspace

Celebrities - Cheryl Cole, Nicole Scherzinger, Justin Bieber

Bio: Fred is currently studying film, media and Textiles at Bow E3 College. His hobbies knitting, dance and watching 6th form thrillers. When he is not boarding at College, he spends his days working in Icelands. Between his hectic school schedule and work he still finds the time to volunteer at a local comic book stores and enjoys to play football with the younger boys in his town. He tells us his favourite way to spend an evening, is at the Imax with friends seeing blockbusters. Fred has never Listened to Rap music but retains an open mind.  

Audience Profiling

Name: Roy Gumbles
Age : 17
From: London

Likes:
Music -  Drake, 50 cent, Biggie Smalls, Adele
Films - Ironclad, Donkey Punch, Meet the Fockers
Tv Programmes - Embarassing Bodies, Man vs Food, Hells Kitchen
Social Networks - Twitter, Facebook, Tumblr
Celebrities - Spencer Matthews, Jamie Laign

Dislikes:
Music- NDubs, Miley Cyrus, Justin Bieber, JLS
Films- Dodgeball, Superbad, Knocked up.
Tv Programmes - Hollyoaks, Only Way is Essex
Social Networks - Myspace, Bebo
Celebrities - Kerry Katona, Katy Price

Bio: Currently in his first year at his local sixth form studying Graphics, Media and Business Studies. He enjoys playing football, rugby and cricket. He often goes to music festivals and to giggs,often Hip Hop and Rap, he also has a weakness for house music.

Conformation of Location

 

Different Types of Audience and Audience Social Grade Scale

Audiences are very important, they determine whether the song will become a hit and go to number one it is essential that we find out our correct target audience to maximise promotion for the song. Also with a video you have to have someone to consume it, the audience size enables how successful the song will be for example with YouTube the more views on the video the more successful and mainstream it will become which will begin to generate a profit for the artist and more important the conglomerate, an example of this is the song GANGNAM STYLE which gained popularity on YouTube which turned it in to a very mainstream song

Our target audience is for both men and women of the ages from 16-30 we believe that this age group are our primary audience which we will focus our music video towards, with the use of alcohol and drugs people that age can relate to doing and also the lyrics in the song affects them on an internal background for the love of your friends. Also we have a secondary audience who like the artist and song but they of a younger age from about 12-16 we will not direct the video to them because they are too young for our video ideas and may alter their views on life such as copying parts of the video which we do not recommend anyone to do but they still will consume the music. Also an older generation not in our target audience may still listen to rap music because rap begun in 70’s and an older generation may still listen to it.

We want to generate a mass audience for this video and will we use various media to do this, our main campaign is to use radio stations such as KISS FM, CAPITOL, RADIO 1 to build the popularity of the song whilst our target audience are off to school and work so they will hear the song we won’t be using radio stations like HEART, ABSOLUTE because our audience will not listen to these radio stations because the genre of our song doesn’t fit in to their category of music styles it  fits in to KISS FM, CAPITOL & RADIO 1. Radio stations are still very important because people listen to it everywhere whether is at work, on the way to work, in the car even just in the back ground at home they are the most vital way to connect to an audience. The radio stations will build our popularity for the song and audiences will want a video to consume so demand for a video will be high. A video will be made and it will have its very own one hour programme on the song, it will consist of behind the scenes footage interviews from the artists, footage from concerts and then it will premiere the video of the song. The hour slot of the programme will be on at 6 o’clock and it will be one the channel MTV and MTV BASE these channels are the two most popular music channels for our intended target audience so it will generate to a mass audience which will make the song even more popular making it go to number one and becoming a hit record. Also another programme will feature on FLAVA TV where the artist drake will be interviewed by radio DJ Tim Westwood for his own show TimWestwoodTV about the song and at the end of the show it will also play the music video, the show will last for thirty minutes. Also we can use other music channels such as CHANNEL AKA & STARZ these music channels play the most popular music out at the moment, this will build a wider audience for our artist and will generate income for the artist.

this is a social grade scale which every individual fits on our target audience would fit on this scale between C1-E
because our target audience would have been E on the scale they would have worked their way up to a more responsible role and for the teenagers who listen to rap many of them do not have jobs yet because they are still in compulsary education which places them at the bottom of the scale.

Social Grade	Social status	Occupation
A	Upper Middle Class	High managerial, administrative and professional careers
B	Middle Class	Intermediate managerial, administrative and professional careers
C1	Lower Middle Class	Supervisory or clerical managerial careers
C2	Skilled Working Class	Skilled manual workers
D	Working Class	Semi and unskilled workers
E	Those at the lowest	Casual or low grade worker

Locations

The conventions of a usual rap video include a lot of scenes at party destinations, alot of alcohol and often drug use is also involved to add a sense of realism and to suggest how good there destination is, often shown by the amount of people they also use to give an instant impression of popularity in the video, supporting the artist performing.

Our first idea of a location is the cable cars in London which goes over the O2 area and gives a very good view of london, which is inexpensive. By using London it shows that in the video the Artist travels and the way we will take the shot it will give an impression of wealth and how he is above normal working life. London has many obvious landmarks, this makes it easy for the audience to identify.

The second idea was to use a black taxi, and get shots of our artist in the back of the Taxi singing, looking out of the window, this shot alongside with the effect shown in this picture, to give a sense that life shoots past him at a high tempo because of the lifestyle he has chosen to live. We think this offers a variety of shots, editing and location. We intend to be driven around the Shard in London which is a very wealthy area and adds to the sense that 'Drake' has made it.

The next idea we have is to match the lyrics '20s keep the bar rolling', we feel that if we film our artist buying drinks and throwing a wad of money at the bar. This gives the impression of the conventions of a rap video with the alcohol, but is more responsible drinking and also fits in with his wealth by using the wad of money prop. We are hoping to do this at a bar that fits inaesthetically to what a rap video should be rich and dark colours like red and purple.

 

 

Our next location in Blake Hall manor house in Ongar essex. This location is local to us, we want to film in the evening so it is dark and then use portable lights to illuminate our artist who is at the front of the house. We will use flashing effect to try and highlight the artists importance, and to also link in the the start of the song with the heavy but intermitent bass and tempo.