Final Major Initial Ideas - IDEA 2

PRODUCT: A performance based grime music video

TARGET AUDIENCE:

[if !supportLists]· [endif]Fans of grime music as a genre in general and fans of the origins of grime in British Culture

[if !supportLists]· [endif]Fans of successful grime artists such as Skepta, Stormzy, Kano, Giggs and D Double E

[if !supportLists]· [endif]Fans of the hip hop and rap genre as a whole with multi-national origins in America, Jamaica, UK, Canada and more

[if !supportLists]· [endif]Fans of famous hip hop artists such as Drake, Emimen, Jay-Z, Kanye West.

[if !supportLists]· [endif]British people who come from all over Britian with different multi-cultural backgrounds who know what it’s like to live in Britain and know what the British culture is like, this is mainly people from working class backgrounds this video can be targeted towards due to the genre being heavily representative of the working class and lower classes and coming from nothing, but I am not ruling out any other major class backgrounds to watching this video.

[if !supportLists]· [endif]Fans of British realism such as Top Boy, Luther, EastEnders and films by Ben Wheatly such as “Kill List” and “Down Terrace” as well as older kitchen sink dramas such as “allo allo” and “Carry On”

[if !supportLists]· [endif]The grime genre is a majorly male dominated industry but there is slowly more females getting into grime such as Lady Leshurr, Ms Dynamite, Lady Sovereign and Shystie but in terms of target audience this music video would be targeted towards males but if I get a female rapper to do the music video it will definitely be targeted towards a more female audience.

[if !supportLists]· [endif]The traditional target audience of grime based on the origins being brought up in the early 2000’s the target audience is 16-25 year olds because of its lyrical content and relatability of the settings, but as grime music is now going mainstream a varied age target audience is now considerate.

[if !supportLists]· [endif]A racial target audience would be half cast English people, this is based on the majority of famous grime artists are from an African-English background and it is someone to look up to who you can relate to, the target audience is expanding as grime is hitting the mainstream heights so more people from different backgrounds are listening and watching regularly.

IDEA: The idea for this music video is to focus on a UK grime rapper based in Dorset, Wiltshire or Hampshire performing one of their songs, preferably one of their newest songs that is going to be released or has just been released. I want to focus on the rapper’s story of their hometown and what their story is. I want it to be filmed in their hometown and to tell a narrative of what they’ve been through. For the part where they are based in their hometown I want to show the rapper walking or running through the parts of their hometown that they are from and the parts that they know about, the point will be to showcase these areas, there will be shots of the rapper rapping in front of the buildings that they know, rapping in their house, rapping down streets that they walk down all the town and wearing the normal things that they wear, I want to make it as normal as possible to represent grime how it is which is a very working class genre of music which definitely sticks to its roots all the time, I want to stick with the origins of grime and have the music video like this. I also want to have the video set a dusk/night time to showcase some of the scariness and the griminess of where they live to stick to the origins of the genre grime. For the part where they are re-enacting the stories that have happened to them I am going to sit down with the rapper prior to filming and have a deep conversation with them about life and what their deepest stories are, when I have gathered these stories together I want to re-enact them with the grime artist and other actors if needed, I want to tell a life story of the rapper as well as having it mainly performance based, these will be cut off scenes every now and then throughout the video. For the visuals I am taking inspiration from other hip hop videos, I want to have cut off kaleidoscopic visuals showing buildings and urban settings which flash up for seconds at a time as well as things such as RGB splits in parts of the video with different colours in each one, these won’t be as frequent as the other visuals. These inspirations come from hip hop music videos such as Jay-z and Kanye Wests “Paris” where they have a live video of them performing alongside some kaleidoscopic visuals. I took inspirations for the rapper walking around the city from some of famous grime artists Kano’s music videos such as “p’s and q’s” and “3 Wheel-ups” Jay Z and Kanye West – Paris

STRENGTHS:

[if !supportLists]· [endif]The video will include some heavy visuals at times which is the style that I like to work in a lot of the time.

[if !supportLists]· [endif]The grime music scene isn’t that big in the areas I talked about in the idea section so this music video will hopefully expand the areas in terms of grim artists and give people someone to look up to.

[if !supportLists]· [endif]The video’s dark and moody parts focusing on the city will definitely live up to grime’s origins or working class backgrounds.

The fact that the video focuses on working class factors such as buildings, streets and tells a story of the rapper growing up in the streets etc really brings out some of grime’s origins.

WEAKNESSES

[if !supportLists]· [endif]The urbanisation of the buildings that I decide to film in might not be as urban as I would expect them to look.

[if !supportLists]· [endif]The visuals which will be shot by me and transferred on an overlay kaleidoscopic setting might not look as great as expected

[if !supportLists]· [endif]The performance element might not be as smooth as I expected but can be overcome with re-shooting parts of the video.

The cut off stories may not correlate with the rest of the timeline but will definitely do lots of different drafts.

OPPORTUNITIES

[if !supportLists]· [endif]A grime rapper to provide the audio track for the music video

[if !supportLists]· [endif]Good locations such as the rapper’s hometown and the places that the rapper knows to really get a profile and a story of the rapper throughout the video, based on the stories of what the rapper has I will find some locations where these will be set.

[if !supportLists]· [endif]A camera such as a BlackMagic Cinema Camera, A DSLR such as a Canon 60D or 700D or a Sony HXR camera.

[if !supportLists]· [endif]Editing suites such as Adobe Photoshop, Adobe Premiere Pro, Adobe After Effects and Adobe Audition.

Some lighting equipment for the scenes at night for example a FloLight or a standard PagLight.

THREATS/BARRIERS

[if !supportLists]· [endif]Finding a grime artist in the areas I have talked about who can agree to film a music video with me.

[if !supportLists]· [endif]Figuring out filming times that I and my rapper will be free on and agreeing to film at these times could be a barrier.

[if !supportLists]· [endif]Syncing the music up to the rapping performance in the video could be a threat but is easily done if started very early.

Finding out some personal stories about the grime star could be very immoral to include in the music video but will ask permission in all elements of interviewing them.