Music Video/Website Pitch by Ummi Hoque

Task 1: Song/Artist and Concept

Brief

You work for an independent media production company called ‘Electro Media’ and you have been given the task of producing a 3 minute music video for a dance band/artist signed to Universal Music, along with the website for the artist. The music video must feature a ‘narrative’ appropriate to a music video (performance montage, linear narrative commenting on the song, or a mix of performance and other narrative elements - further guidance will be given on this). The website must promote the band/artist to its target audience and enable fans to interact with them. There must be some sense of branding across the video and website that would appeal to the audience.

The video must contain at least two different settings (this may be the same location with a significantly different use of mise-en-scene and / or lighting or two different locations). It must also contain at least two characters representing at least two different social groups (could be different ages, genders, ethnic groups, for example). Finally, it must include graphics/titles to include the name of the track and the name of the band/artist.

The website must contain some form of visual links to the music video - perhaps through the use of social media icons at the start of the video driving audiences online. Including some form of ‘behind the scenes’ footage from the video shoot or an interview with the star is advised, as is the necessity to include several original images taken specifically for the purposes of promoting the artist. Your web links must work and be populated with relevant material and you must follow the conventions of website layout and design closely by ensuring that your links are to appropriate pages.

The audience for this video and website is the affluent AB 16-25 year old audience and so you must ensure that both the video and the website appeal to this audience.

Song

"Firefly"

[Verse 2]

Starry-eyed and under folds

Images, I pictured in skies

Trickling, I tried to close

Negative weight on my back, I feel the static and awe

Tripping the wire, surrounded in time

[Pre-Chorus]

I see this is mystical, I'm sure that you know

I see this is mystical, I'm sure that you know

[Chorus]

Just say you'll be my firefly

Take everything or nothing at all

Just say you'll be my firefly

Take everything or nothing at all

[Post-Chorus]

Just say, "yes"

Just say, "yes"

Just say,

I'd rather have everything than nothing at all

Just say, "yes"

[Verse 1]

Pavement's burning into gold

Embers risin' up into night flights

Up on my back, I feel the static and awe

Tripping the wire, surrounded in time

[Pre-Chorus]

I see this is mystical, I'm sure that you know

I see this is mystical, I'm sure that you know

[Chorus]

Just say you'll be my firefly

Take everything or nothing at all

Just say you'll be my firefly

Take everything or nothing at all

[Post-Chorus]

Just say, "yes"

Just say, "yes"

Just say,

I'd rather have everything than nothing at all

Just say, "yes"

Artist/Brand

My colour scheme for my music video and the brand itself is pastel yellow therefore when making the website, I would change the colour to fit my desired choice.

Brand Logo:

Brand Images:

I was inspired by the femininity of roses and I will incorporate the prop of a rose for the album cover.

On Google Fonts, I chose this font called "Faster One", primarily designed by Eduardo Tunni. ‘Faster One’ was developed from Sans Serif Italics and in order to create an impression of velocity, the horizontal and gradual lines generate wind imagery. In terms of the artist’s song ‘Firefly’, this font relates to the symbolism of wind as fireflies hover in the atmosphere.

Brand - continued

Merchandise

Artist Representation

In addition, I will be creating a brand through the image of my artist by making her into a fashionable, creative and artistic persona. For example, the artist's natural Afro hair plays a huge part into her image and what she is portraying. Part of my artist's branding is warmth and optimism through the colour scheme of yellow but she also embodies black empowerment and feminism.

Inspired by Solange - Don't Touch My Hair

Summary of Concept

The first half of my music video will be a performance where the audience will feel engaged with the artist, Jazzy.jpg, singing the song in two alternative London locations. The second half of the video will introduce the narrative where Jazzy.jpg will be meeting her female friend in a neon lights warehouse, having a mini-photoshoot with a Polaroid and then they will be travelling via the Tube to go to South Bank Skate Park where they are faced with the male-dominated community of skateboarders.

Representation of two social groups

Male vs Female

London Culture

Femininity

Patriarchy

Creative Expression

THEMES

Social group 1: Teenage Girls

The narrative of my music video is based on a classy and fashionable young girl (Jazzy.jpg) meeting with her equally trendy friend (Yinka). The first costume choice will reflect the idea of femininity and reinforce that ideology, where often in dance music videos attractive women are used as beauty appeal and are generally objectified. At the same time, I want to deviate from the typical representation of female sexualisation in dance music videos. By having two females dominating the music video, with only male characters appearing at the end, demonstrates female empowerment and that females are not used for the purpose of male gaze. In addition, Jazzy.jpg and her friend will be characterised as artistic, fun teens on a creative day out. The contrasting choice of costume, steroretypically referred to as 'tomboy' aesthetic, will reinforce her image of London street culture. The two different costume themes represent how society easily categorise people based on what they wear. Additionally, through the use of mid-shots, I will deviate from the conventional close ups, extreme close ups and tilt shots of females that mimic the heterosexual male looking a woman up and down, which are generally used in the EDM genre

Social Group 2: A group of male skateboarders

Although, I do not directly know the performers to fit this social group that I wish to have in my music video, I am hoping to go the The South Bank Skatepark location and find some volunteers that will allow me to film skateboarding shots. This social group will represent the stereotype of the youth, especially groups of boys, who are typically perceived as threatening, rebellious, subversive. Simultaneously, I aim to represent the skating community and depict the patriarchy within that niche community where it is male dominated and females are still striving to be accepted in the skateboarding clique.

Social Status

Race

Diversity of youth culture

Easter Egg

My Easter egg correlates to Universal Music Group branding as one of the partner brands include M&Ms, which I aim to incorporate within my music video. Due to my colour scheme being yellow, I will be putting the Peanut flavoured M&Ms (yellow packaging) briefly in the music video. My website will link to this as I will have a competition section at the bottom of the homepage asking fans “What flavour M&Ms made an appearance in the video?” and whoever enters wins a chance to receive a signed CD from the artist.

Intertextuality

From researching existing music videos in order to generate ideas for my own music video, that itself evokes inspiration and intertextuality. For example, I am heavily influenced by Mura Masa's videos as all of his videos are directed by Yoni Lappin - a director who explores culture, identity and youth, which I aim to incorporate for my own video. I was also inspired by Justin Bieber's dance track 'What do you mean?' through the way he used graffiti locations and a concept of skateboarding towards the end of the music video.

Intertextuality - continued

When visiting one of my locations, Leake Street Art Tunnel, I noticed a few of the art pieces referenced popular culture (e.g. Michael Jackson and Marvel films), which I will include in my music video through establishing shots.

Through my costume choices, I am using intertextual references by using the theme of the late 1990s/early 2000s. Particularly the first outfit of my artist, which will be a 90s wealthy, school-girl look, is inspired by the 1995 American coming-of-age romantic comedy film, Clueless. I will also be using retro props such as Nokia brick phones, vinyls and polaroid camera.

Fitting the values of Universal Music

Universal Music Group and Brand state on their website “People's needs and wants, their motivations and passions constantly evolve. Only by staying close to societal values and trends can we create branded content and experiences people truly care about”

This conveys that UMGB is a modern label, always waiting to follow up and act on the latest trend. They value culture which fits my concept of showcasing London culture. Although my mise-en-scene reflects visuals of past eras, the content and representation is very much present and relevant to the current day. In addition, UMGB uphold the value of branding and to make their artist into a brand and work with other companies to promote both themselves and the brand.

For example, electro-house DJ Zedd, who is signed to Universal, created an original composition for National Geographic’s series “One Strange Rock” to amplify the series to a digital audience and increase its relevance in contemporary pop culture. As a result, UMGB and National Geographic were able to set a new benchmark for music and television collaborations: they had +10 million views in two weeks and 224 media outlets PR coverage. For my concept, I will display product placement, promoting the brand of Universal through their clients. For example, M&Ms is an example of one of their clients, which I will integrate within my own music video.

In addition, I will be creating a brand through the image of my artist by making her into a fashionable, creative and artistic persona. For example, the artist's natural Afro hair plays a huge part into her image and what she is portraying. Part of my artist's branding is warmth and optimism through the colour scheme of yellow but she is also embodies black empowerment and feminism.

Task 2: Storyboard and Shot List

Storyboard

Shot List

Shot List

Shot List

Shot List

Task 3: Locations and Risk Assessment

Representation of at least 2 locations

Location 1: Wood St Indoor Market

Location 2: Waterloo Tunnel

Location 3: Leake Street Graffiti Tunnel

Location 4: God's Own Junkyard

Location 5: South Bank Skatepark

All of my locations are interconnected through the similarity of being artistic areas and representing a creative community. However, Location 1 is slightly different to the rest as it is encompasses more historical meaning."The quirky indoor market was originally built and ran as The Crown Cinema between 1912 and 1955. The area has been ran as a market since 1955, and owned and ran by the same family since the early '80s, with ownership and responsibility passing down through the generations."

(http://www.woodstreetindoormarket.co.uk/about-wood-street-indoor-market-walthamstow/)

In addition, Location 1 and 4 embodies a specific community - Walthamstow - and showcases the eccentric tourist attractions of this area. Leake Street and South Bank Skatepark similarly have become hotspots for tourism but in terms of music, it also represents a culture. For example, when visiting Leake Street, there were artists doing graffiti on the walls with garage music playing, indicating that that is the genre of music associated with the location

Personalised Google Map

https://drive.google.com/open?id=15QnfAdwXUxNp-BuqArKAsAW2mXvReyJ8&usp=sharing

Location 1

Wood St Indoor Market

I have visited this location many times as it is very local to me and it suits my retro theme as well as fitting the target audience of a cultural sophisticated and alternative demographic. The type of stalls there mainly catered for middle-class people, with products such as expensive vintage being sold there. However, at the same time it does represent a community and an older generation of people.

Images from Google

Location 2

God's Own Junkyard

Own Images

The brief states we are working for an independent media production company called ‘Electro Media’ and this location exudes the electronic and neon feel you would receive if in a nightclub. The bottom two pictures I took on 35mm film and I hope to recreate a similar aesthetic through post-production for my own music video.

Location 3

Leake Street Art Tunnel

Own Images

I chose this location both to reflect my concept of art and the creative scene but the graffiti itself includes a lot of intertextual references which I will capture through close-up and extreme close-up shots.

Location 4

South Bank Skatepark

Images from Google

This location fits well with the young target audience which it is aimed at because the skatepark is predominantly concetrated with the youth. South bank skatepark also represents a specific community and a 'type' of young person.

Risk Assessment

1. Poor Weather: Location - ALL

In the case of bad weather, this could pose as a threat to expensive camera equipment. To prevent such a risk occurring, I will have to ensure to check the weather forecast prior to the days of filming. In addition, for certain shots if I wanted natural light beaming as part of the mise-en-scene, then I must ensure to check sunrise/sunset times in order to adapt filming times to golden hour.

2. Forgetting equipment on public transport/places: Location - ALL

When on the bus or train or simply filming outside and you leave the camera bag on the floor, it is possible to forget equipment therefore it is vital to work collectively and regularly check if you have everything. I will make sure to designate a piece of equipment per person instead of one person responsible for all the equipment.

3. Getting equipment stolen: Location - Leake St/Southbank Skatepark

When carrying around expensive equipment and especially as I am going to quite underground areas such as Leake Street Tunnel and South Bank Skatepark, we could be susceptible to being stolen from. Therefore, to prevent being seen as a target, it is important to keep equipment safe at all times and, if possible, not to be obvious with it. I will make sure all crew members and performers have emergency contact numbers in case of the risk occurring.

4. Uneven Footpaths: Location - ALL

In location such as the Leake Street Tunnel, the footpaths can be quite bumpy which could harm performers and crew as well as damaging expensive equipment. I will ensure to make everyone familiar with their surroundings when arriving at each location and also make sure to have all equipment in safe and concealed protection (e.g. securely zipping up the camera bag and folding the tripod correctly) to prevent any possible harm.

Task 4: Costume and Props

Costume

Jazzy.jpg - Outfit 1 (Location 1 & 2)

The first outfit for both the artist and the friend will reflect the mid 90s trend of the ‘pretty schoolgirl’ look which came after the rapid decline in the grunge clothing trend in 1994, as fashion became more feminine and tight-fitting. Some of the clothing pieces I will be using include: checkered skirts, crop tops, shimmery, blue wide-leg trousers, short black fur coat and zebra-print fur coat, all of which not only convey the 90s look I am looking for but it also fits in with an AB audience. For example, a fur coat conveys wealth and an upper class status which an AB audience will be able to connect with and take inspiration from. This was inspired by the 1995 American coming-of-age romantic comedy film, Clueless.

Costume

Yinka - Outfit 1 (Location 2)

Costume

Jazzy.jpg - Outfit 2 (Location 3 & 4)

OR

The second outfits are inspired by 90s urban streetwear but also early 2000s with costume choices such as oversized hoop earrings, bum bags, bandanas, branded sportswear. During this era, the anti-conformist approach to fashion led to the popularisation of the casual chic look: t-shirt, jeans, hoodies and trainers. The choice for urban streetwear links to the location choices as skateparks are generally associated with young people and I want to show that skateboarding is more than just a ‘sport’, and that it is a culture that branches out to fashion, music and art, which can reference back to past eras.

Costume

Yinka - Outfit 2 (Location 3 & 4)

Make-up

Glitter Eyeshadow

Frosted Lips

Glossy Lips

90's TRENDS

Lip Liner

Blue Eyeshadow

Ultra thin eyebrows

Grungy Eyeliner

Burgundy Lipstick

Props

Party Bubbles will be used by Jazzy.jpg to create some slow motion shots and for the performative elements of the music video.

I have a clapperboard which will be used to not only help with filming each shot but it will also be integrated within the final edit of the music video and behind-the-scenes footage as a way to parody film sets.

For one of the scenes at God's Own Junkyard, Yinka will be using this Instax 310 polaroid when the two friends have a mini-photoshoot. Using a polaroid instead of a smartphone reflects the culture of a past-era and time before advanced technology.

Nokia brick phones will be used in the scene where Jazzy.jpg receives a text from Yinka which also reflects the late 1990s/early 2000s trends.

M&Ms will make an appearance in the music video as it links to Universal music and displays product placement. These particular flavours have been used because they fit in with the yellow colour scheme my music video and website is based on.

Task 5: Production Schedule

Filming Day 1

Friday 26th October: 2pm - 4.30pm

Friday 26th October: 4.45pm - 6.45pm

Filming Day 2

Saturday 27th October: 3pm - 6pm

Saturday 27th October: 12pm - 2pm

Task 6: Post-production

Post-production Techniques

I am particularly influenced by Mura Masa’s ‘What If I Go’ music video where he uses a stereoscopic effect, which has become a trend called the ‘Mura Masa effect’. Therefore I will be paying homage to this trend by implementing the stereoscopic effect into my own music video by taking numerous photos of the same object with a high shutter speed but moving the camera only slightly for each shot. This will be followed by using Photoshop to create the effect through layering the photos and creating a frame animation.

Post-production Techniques

A$AP Rocky and Skepta’s music video for “Praise the Lord”, which has a retro, low resolution post-production

The overall tempo of the song is at 110 BPM, which is moderately fast, therefore I will have elements of rapid cuts as well as using slow motion effects in sections where the performer blows bubbles into the air or during establishing shots where the performer is walking through the location.

Task 7: Target Audience

A culturally sophisticated, 16-25 AB demographic

A [Upper Middle Class]: higher managerial, administrative, or professional

Music Video:

It will attract the target audience predominantly due to my intertextuality references, which includes costume choices inspired by late 1990s/early 2000s and mid-90s classic film 'Clueless' and graffiti art in Leake Street which references popular culture such as Michael Jackson and Marvel films. This concept will interest the target market as current 16-25 year olds were born between the years 1994-2002 therefore the fashion choices, intertextuality and the song itself will connect well with the audience. Furthermore, the song which is originally by Mura Masa fits in the category of alternative dance music as he is an electronic music producer who is not generally known for mainstream music. He covers genres such as art pop, nu-disco and wonky pop. Also fans from this demographic have expensive taste and enjoy finer things in life therefore I have costume choices such as fur coats and branded clothing, which would reflect a culturally sophisticated, 16-25 AB lifestyle.

Website:

Considering more than 90% of 16-25 year olds use social media (according to research found by economists from the University of Sheffield, documented by The Guardian), I will have social media links such as Instagram, Twitter and Youtube which will both promote the artist and be the most effective way to reach the desired audience. The 35mm photography project also adds to the trendy branding I am going for. Some people in a culturally sophisticated audience will have an interest in creative outlets such as photography and fashion and this feature on my website will hopefully inspire other young people to explore creative fields.

B [Middle Class]: intermediate managerial, administrative, or professional

Task 8: Website

Flat Plan

Menu Icon

Brand Logo (Artist Name)

Social Media

Music

Poster of the latest single

Flat Plan - Continued

Latest News

Image

Summary of the article

Email | SIGN UP

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Font Choice, Colour and Position (titles sequence and website)

This font called 'Faster One' will be used for the title sequence as well as the website title. I will use a yellow font colour for the titles which is a running theme throughout the music video and website. The idea originated from my concept which depicts neon lights and the symbolism of light. For the music video the titles sequence will display the name of the song, followed by the artist name, and it will flash appear on the screen between the establishing shots with central positioning.

Original Images

I will also be taking pictures on 35mm film on the days of filming the music video, which will be incorporated on the website.

Audio-Visual Plan

The audio visual content will consist of two videos: a bloopers video and a video describing the making of ‘Firefly’ and it will be featured on the linked page because it will further drive traffic as fans would want to get to know the artist on a more personal level and watch exclusive footage other than a finished and edited music video. It will also create brand loyalty for future artist productions.

Bloopers: this video will be approximately one minute long and feature a variety of humorous clips from a behind-the-scenes perspective of shooting the music video.

The Making of 'Firefly': this short video will consist of interviews with each member of crew for the music video including Jazzy.jpg the artist herself. They will be introducing their name and role for the music video. In addition, the artist will be guiding the viewer through the narrative of the music video by describing the aims of the representation.

I aim to edit both additional videos with VCR quality editing to not only reinforce my 90s intertextuality but to also provide a clear difference between the music video and audio-visual content.

Task 9: Synergy

How synergy will work between the music video and website

Synergy is defined as "the interaction between two or more organisations to produce a combined effect greater than what could be achieved on their own". In the context of this project, synergy is about linking the music video and website visually through branding. I will accomplish this through a number of factors:

1. Visual Synergy: My products create synergy through the same font and when planning my music video and website I chose a font called ‘Faster One’ which I intend to use on all the titles of my audio-visual content.

2. Easter Egg: My Easter egg in my music video is the brief appearance of peanut-flavoured M&Ms which will link to my website as there is a competition to guess which type of M&Ms was in the video in order to win a signed CD. Therefore, my Easter egg will drive traffic between my two products as the audience will have to watch the music video to be able to answer the competition question.

3. Fan Interaction: Part of the 'Firefly' music video there will be a 35mm photography project (photos will be taken on film from the music video) where five lucky fans will receive a physical copy of one of the photos within the single. However, fans must be signed onto the mailing list which will build more attention onto my artist. This will create a bridge of familiarity between my music video and my website.