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.

Brief/Pitch/Synopsis

Brief/Synopsis/Pitch

We have chosen on the song Crew Love by Drake featuring the Weeknd, This song incorporates both upbeat tempo and rap and alongside with soft melodies and vocals. Looking through previous year’s music videos we saw that there was a wide variety of song choice, however it was mostly consistent of indie tracks. We saw this as an opportunity to be creative and unique, rap was not a common video, this is mainly due to the nature of rap videos, a lot of part scenes, and half naked women and pimp characters promoting drinking and casual drug taking. This goes against what is taught to young people, which may have been a reason why the genre hasn’t been chosen, however it may also be due to the expensive nature of the videos, and it is hard to find people willing to participate in a role as a pimp or half naked women and take it seriously.

Our video is a rap video the nature of this video is about the love for your group of friends, and the journey that you have been on together. There is no published official music video which gives us a chance to make our own impression without it being compared to anything else. Most of the codes of a conventional rap video as the song is different to most rap videos.

We have chosen many locations to film, many up London like in the cable cars to the 02 stadium, footage in the Shard and Hyde Park bars, these ties in with the journey aspect of the video. Also we have scenes with a piano in a white room and some shot in a Jacuzzi, which will authenticate the video.

Codes and Conventions of our Chosen Genre

Codes and conventiuons of a Music Video on Prezi

Mood Board

These images initialise ideas for what to base our music video on, and use certain aspects to create the realism of our idea and bring it to life.



 

These pictures all show an aspect of Drakes life, from the bottle of alcohol the the 'xo' in cocaine and the attractive female. This shows how Drake is a rapper and part of his life is the party scene, which is also the main conventions of rap life and is often what is portrayed in rap music videos. However the difference between the convention and Drake is that his wealth and name is through hard work and not drug dealing. His lifestyle is supported by him working hard not being a 'Gangsta'.