LO2 Proposal Breif

The Eternity music video

Produced, directed and shot by Ellis, Reece, Toby, and Adil

Once forming our group our first task was to seek out permission to create a music video from the artist that created the original song. So I began emailing the artists in hopes he would reply back with thumbs u for our project, this turned out to be rather simple as the Artists is mostly still underground and their music hasn't been recognised as of yet; the screenshot below proves this.

I also knew the artist personally so asking him wouldn't have been a massively hard task.

Overview of the product:

We are planning on making our audio visual product performance only, while featuring Ellis dancing and mimicking the lyrics that are featured in the song. The length of the music video will be 2:33 which is the length of the original song. Our goal is to increase the artists overall target audience by distributing the product on Youtube and other services similar to Youtube. The locations that we are planning to use will be grimy and broken acres on Doncaster to fit the theming of the song and to imply that Ellis is still underground and a small artist. Potential costume ideas include a balaclava, knuckle dusters, tracksuit, and body vest to highlight the persona of a rapper which is materialistic and to carry an idea of fake wealth shown via clothes and jewellery. This is something featured in most Hip Hop music videos and we are hoping to emulate these stereotypes to make our product as mainstream as we can to increase the overall listenership. This inspiration will also be shown through the SFX and editing styles that we will be using throughout the project as we are hoping to emulate styles similar to Lyrical lemonade, Chivallry, and GRM. This however means that we would need to practice our skills as editors to ensure our product can look professional and up to standards. When finished the product will be uploaded to Youtube under Ellis's channel; we are hoping that with this we will make his channel grow in size due to the traction to his channel from the music video.

Mise-en-scene elements used in the video:

The reason for our choices in location is because we want to show the dark and broken places of Doncaster. This helps reinforce the theme of the song which is dark and angry. Also, we choose locations such as the car park and police station to link the song with the video. This will help make the music video more entertaining and relatable for our target demographic.

The props and costumes used are also used to add to the theming of the music video. However, they will also be used to let the audience understand who the persona of the artists is and how the audience perceive him. The dark black outfits will be used to present Ellis as a dark menacing person, and this will be enhanced via the camera shots and editing.

We want to use very dark areas of Doncaster and we will also film in night so that the music video matches the song. Plus, some Ares will be able to link to the lyrics of the song and will make the music video more connected and enjoyable for the audience

Location ideas:

.Car park, police station or court, an alley way with a wall we can use a backdrop, green screen that we can use in a studio, corner shop, on a bus, in a football field, dome, Rover's stadium

Props

.Car, speaker, Money (possibly fake), phones, drinks

Costumes

.Black hoodie, streetwear, Balaclava, watch, Black AF1,

Lighting

.red and blue for police, dark grimy colours of Doncaster at night, neon Intergrations of signs and special effects

Production design

.Mix of dark and light, showing very broken areas of Doncaster

Camera work and editing:

We can use different camera angles and shots to enhance the looks of the music video. We can use close-up shots of Ellis to show lip-syncing and facial expressions. We can also use low shots to show Ellis is the main character as he is the artist who created the song. Shots that relate to the lyrics of the song can be used to make the music video more enjoyable for the audience. For example, a lyric on the song that states 'leave em on the floor deceased' could be used for a short shot in which a person is laying down on the floor while Ellis is over them performing the song. Low angle shots would be used to present Ellis as a powerful figure over the person as if he is stronger than him. Furthermore, shots of a police station could be used to enhance the lyrics about Ellis's view on the law. Using panning to show Ellis's surroundings would make the product feel more real and related towards the audience while also showing of the artists persona.

We can use different editing techniques such as cuts to show another part of the music video such as a transition from day to night. We could use slow motion to focus the attention on the artist and the actors. Plus, we could use time-lapse as a transition into other scenes that are filmed midday. The use of special effects and quick shots will make the video past paced and hyper. We are doing this as the original song is very hard and punchy with very fast flows used in the verse and chorus. Plus, effects such as police sirens and green screens can be used so that we can put Ellis wherever we want we can even put things that link to the song behind him. This will make people watch it more times as, so they see everything.

Distribution and marketing:

We are planning on distributing the music video on Youtube using Ellis's channel, this will hopefully cause his channel to grow along with the music video. we chose YouTube as it is easy to access and gain an audience by creating more than one type of genre of content we are hoping to advertise Ellis's brand to a huge amount of people, so we would need to also market our product directly to our target audience via social media and other below the line techniques. Above the line marketing techniques can be used to market to a more wider mainstream audience, this can be through posters or banners that we can put on websites and around Doncaster. We could also send our product to other channels like Elevator or World-star in hopes that they will upload it to their channel and promote his music. Furthermore, we could also use cross platform promotion and use our synergies to promote the product. This includes:

.Linking our product in our socials and in the description of the original song

.Promoting the music video under other artists tweets and post to gain traction from their followers

.use above and below the line marketing skills to advertise to both a mainstream market and to specific people who match our target audience demographic.

The main purpose of the product:

The main purpose of creating this music video is so that we can promote 1Mawb and the music he creates also creating a music video will further enhance our skills as video editors and will help us improve for future projects. The purpose of this music video is to also entertain the viewer which will hopefully encourage them to start to listen to 1Mawb’s music a lot more regularly.

Main objective:

The main target we plan to reach is to increase the overall listenership of Ellis's music. Plus, to increase his target audience and his audience demographic profile. This will help our product become more mainstream and popular online. We want this to look professionally made and have a specific style and feel that matches the same style of the song such as the song being dark and quite vulgar.

Target audience:

The target audience of the music video will be mainly focused on people of the ages between 14+ as there isn’t a very large demographic, for example most people who listen to rap are below the age of 40 and are mostly male. So, my target audience are 14+ males. The social grade for the product is C2,D,E this is because these are the lower end social grades meaning the people in these social grades will most likely watch out product as they have the most amount of free time.

Potential competitors:

YouTube is a huge website that holds a lot of videos and artists that are doing the same thing we are. This means our competition is massive and we must take into consideration the huge channels like lyrical lemonade and Vevo that gain millions of views on their audio-visual products. As for local competitors, well there doesn’t seem to be many rappers from Doncaster that are making music videos. Meaning that there is a niche market in which we have an opportunity of tapping into. However, even with this we must make decisions that allow us to stand out from our peers and make our product unique from all the other music videos that are on YouTube. Some examples of this could be:

.Using unique visuals and special effects to make our product look visually appealing to young teens

.using very colourful neon bright colours for some parts of the video as to keep our audience's attention

.Filming in very broken and sad areas of Doncaster

.Vary our editing styles (such as the two mad, lyrical lemonade and travis scott type of editing) These because they are very fast paced, funny and unique.

Proposed content:

The Genre of this music video will be Hip-Hop, and rap and it will be very fast paced as to compliment the fast flows used in the original song. In the music video we can feature things and location that would appeal to a young audience and our target demographic. We can use pop culture references in our video including references to Youth culture in Doncaster. This will again help us target our target audience of young teens in the C, D, and E social grade. We are hoping to make our product engaging for our audience through use of fast editing techniques, fun interesting special effects and bright colours that contrast the dark areas in which we will be filming. We are going to use Steve Neils Genre theory to make our rap music song differ from the stereotypical style of music videos. Also, we will not have any women in this video as we do not want the use of the male gaze to appeal to men and we are hoping that the style of the video alone can make the video appealing. This doesn’t mean we will not lean into some of the stereotypes of a British rap video as we are hoping to feature things like cars, money and clothing to impersonate the identity of wealth.

This audio-visual project will be mainly be a performance music video so it will star Ellis and feature him dancing and performing his lyrics while we use things like special effects and editing to make the video more interesting and engaging. Some inspirations that we have taken to help us produce ideas include:

.Autograph by Juice WRLD

.Beat Box by NLE Choppa

.Nicks by Conchies

This is because each one of the videos use special effects and editing to increase the enjoyment of the song and some have specific effects that we would like to emulate. Such as within Autograph and how the wall behind Juice WRLD includes many images and videos of things that make the music video really engaging to watch.

Or with the editing used in Beat Box as its very sparatic and hyper and funny to watch at most times.

Plus, the constant anime and pop culture reference used in Nicks make the song relatable and fun to watch as you're constantly trying to find the Easter eggs in the video.

Equipment:

The equipment that we will need for this projects are-

-Adobe Premier Pro which will be our main editing software throughout the project

-DSLR Cameras to film the content and Ellis's performance

-Microphone in case we make a skit in the music video

-Green screen for special effects

-Lighting panels such as ( Elgato Key light for indoor footage) This is because some of our shots will be used at night

-Tripod for still shots

-Dolly camera for up close shots of the artist

-Camera covers (for outdoor shots just in case of unexpected weather)

- Extra camera batteries

Content analysis [lyrics]: