Audience research

Cover:

• Mainstream or niche - why?
• Defining: demographics/psychographics/specialist interest
• Primary and secondary
• What’s your competition? What’s your USP?

Mainstream or Niche?

A niche market is a focused and directly targeted market and tend to be small but well defined and specific. This can be based on the product being sold and can vary based on the targeted audience based on price, quality or differentiation strategies. Since the targeted audiences are usually small, even though there is a specific portion, the profit margins are on the high end. Niche markets are targeted by identifying the needs and requirements which are not being met by the mainstream market and then aiming to satisfy these with products or services. In niche marketing, the company aims to sell to specific people and targets their way of promoting the product specifically to the needs of people not being met by mainstream and develops products and services which are specifically customised and tailored to meet the needs of this group of people, resulting in a strong brand image.

In a Mainstream Market, products and services appeal to a broader group of society, and the products and services are readily available to the general public. The company tries to include all the desires of the entire market into one product type. An advantage of this is that the producer can close down the market for other competitors. However different marketing mix strategies need to be put in place to reach target audiences. Also, multiple products need to be produced.

In terms of music video production, I think it's best for me to cater to a niche target audience because it makes it easier to focus on a specific group of people i want to cater to. having such a wide range audience means that i have to cater to all of them and this could mean that the themes i use have to be generalised and bland in order to have some sort of engagement with my entire target audience - i would have to many people to cater to so i can't do anything radical or out of the box. Moreover, having a niche target audience allows me to be more creative and explore different and unique concepts not a lot of people have done.

My target audience is 16-24 / Male / Aspirers/explorers / D/E / Rap fans.

Demographics, Psychographics and Specialist interest: 

Demographics are the information used to classify and audience and these groups are usually race, age, gender, socio-economic status, location and others. Demographics are split into bands depending on people job's or status and are shown in a demographic table. This table separates people into groups depending on the profession they currently work as. the bands are labelled using letters - A being at the top of the food chain and E at the bottom. The reason why there is 2 different types of Cs is because these workers roughly share the same socio-economical status however, jobs in C1 are jobs that require more education and qualifications compared to C2. For my music video, i have chosen to target it at people in D/E class and this is because, typically, it's younger people who listen to rap and they are likely unemployed or work jobs that require no skill or qualification.

Psychographics is the segmentation that divides people into groups in terms of their social class, lifestyle and personality characteristics. it is based on the idea that the types of products you consume will reflect your characteristics and living status. similar to demographics, psychographics is split into bands and are put into a table. Each group is labelled by plural nouns and are separated by what these type of people seek in life, their general characteristics and what demographic they would fall in. I have chosen to target my music video at Aspirers and Explorers because these type of people seek status and are materialistic. In typical music videos, they always glorify money and expensive clothing in either their lyrics or the music video and this is a very materialistic trait however, it's what teens and younger adults are into so, in order to cater to their audience, it's a good idea to include what the audience show so much interest in. I have also chosen explorers because they seek discovery and are more likely to be into more niche and different things. Because i want my music video to be different to a typical music video, i feel it would appeal to them more. Plus, explorers are typically students and that demographic falls into my target audience.

My specialist interest will be rap fans and this is because the genre of music I will be using to make my music video is Rap.

bibliography:

• UKEssays. November 2018. Niche Market vs Mainstream Market. [online]. Available from: https://www.ukessays.com/essays/marketing/niche-market-and-mainstream-market-marketing-essay.php?vref=1 [Accessed 25 March 2019].

Case Study 2 - A$AP Rocky - Yamborghini High - Shomi Patwary

A$AP Rocky - Yamborghini High - Shomi Patwary

Textual Analysis:

"Yamborghini high" is a song by A$AP Rocky that was made to honour one of his close friends, A$AP Yams, who died from a drug overdose in 2015. The music video incorporates, both, conceptual and performance formats to create this radical and beautifully shot music video. They have used a wide range of shot types in this music video like, for example, long shots when capturing A$AP Rocky and the models in front of the mansion, and panning shots when following the cars down a road. the vast range of shot types kept the video more interesting than if it were to just be an angle of just the performer.

The angles used were interesting like, for example, they had used a low angle in the medium shot of the performer and i know that this is done to make the person in the frame seem more important/superior and they also used this angle in the shot of a lookalike of A$AP Yams and i feel this was used to show how important he was to the whole A$AP Mob. the camera movement is very still - probable because they used a Steadicam - and this creates this cinematic effect that i really like. The colours in the music video are very vivid and bright but not over exposed and i like how it makes the whole video pop. this was probably done through colour correction and use of lighting. They have even incorporated some dietetic sounds like the sound of the engine revving which i found interesting as it made the video seem more realistic as we could actually hear the surroundings within the music video.

In regards to thee setting, the locations used in the music video are a road surrounded by a Forrest, an open field, and behind a mansion that has been edited in. I feel that this location was chosen because this isn't the typical location for a Rap music video and they didn't want to make a typical music video and this allowed them to execute their concept of doing something that hasn't been done before. the mansion in the background of some shots is just a huge backdrop that has been edited to look like its actually there in the woods and i feel this was done to emphasise on their success they have achieved - they can afford all these fancy cars and mansions and this was thanks to their late fiend Yams.

the setting also coincides with the consumes the rapper is wearing. the rapper, as well as some of the extras, are wearing camouflage outfits and this makes them, sort of, blend in with the surroundings and i feel this was done to create this army/unity connotation. A$AP Rocky is part of a group of friends called A$AP Mob and the extras are actual members of the group and camouflage is usually worn by armies so the outfits could infer that they are a tight group like armies. Also, in other shots, like the one in front of the mansion, A$AP Rocky is seen wearing a robe and so are the female extras in the background and i feel this is a connotation to living a lavish lifestyle where they now don't have to work hard anymore; instead they can relax and have fun in their robes, in front of a mansion, surrounded by Lamborghini's and beautiful women. This infers that they are a very successful group and have acquired this from a young age - early 20s.

the movement made by the rapper are typical of a rap music video; rapping and making hand gestures and lots of dancing. i feel the hand gestures are a way to give more emphasis on what they're rapping about and especially because this is a tribute song, he really wants to engage with his audience and get his message across. the dancing also helps us understand how instead of grieving and moaning his friends death, they're celebrating his life by dancing to music and this is probably what is best. the dancing keeps the mood positive and this is also helped by the bright colours that are used in the videos and the costumes that have been worn in the video. The props used in the music video are; the Lamborghini's, lots of jewellery and alcohol. these props, i feel, are meant to emphasise their success and they are showing it off to the audience. This is very common in rap music videos and is meant to be seen as motivation for the audience to grind hard so they can be as successful as they are.

The way this video has been edited is very interesting as they have used this unique transition throughout the whole video, called data-moshing. data-moshing is a form of glitch art and is errors/glitches are purposely placed in the video and cause this pixelated effect that is sort of like double exposure; the previous frame somewhat overlays onto the next but the pixels move around as if it's a part of the next frame. this effect is really innovative as it's taking a mistake and making it into a form of art. this video was the first big music video to actually use this effect and lately this effect has become a trend and other directors try to replicate the effect. The colours in the video are very vivid and they have increased the saturation and contrast and this creates this unrealistic and warm effect. The colours are constantly sliding and causing everyone's costume to change colour all in one shot and this is not how a typical music video is colour corrected as the colours are meant to look more realistic and enhanced but i feel this creates a psychedelic feel; as if you were high on drugs. this unique concept could've been done to tie into how their friend lost their life to drugs and the name of the song is Yamborghini "High".

Audience Analysis:

I feel the target audience for this music video are teens and young adults aged 15-24 who are Rap, especially US Rap, because of the themes they tackle within the music video and the genre of music. A$AP Rocky is a rap artist with a huge following and is known for his outrageous and conceptual music videos that have strong and deep meanings behind them. he seems to tackle topics that a lot of rappers tend to shy away from things like drug abuse and what it's like to be on a trip however A$AP Rocky does this in a lot of his music and he makes in into a story for the lightener to actively listen to. mainly, its older teens and young adults who take part in the use of recreational drug use and i feel that they are able to relate to his music more if they do. however, some people may just like rap music in general and enjoy his lyrics as he is very talented and has be awarded for his craft. I feel his audience is very niche as only a select amount of people would enjoy his music because of what he raps about.

A$AP Rocky has a huge social media presence and he utilises this when promoting his music by shouting out his music or dropping snippets on his Instagram that has over 9.5 million followers. Also, he is part of a group called A$AP Mob and there are a group of rappers from New York, who all have A$AP in their name and they all promote each-others music. Yamborghini high was posted on YouTube under the A$AP Mob Vevo channel which has over 600,000 subscribers and the channel is dedicated to publishing music videos by A$AP Mob and this is a good way of promoting his music as it's easily accessible by his fans, because its all in one place. his music is well received by his audience because his music videos promoted across social media and majority of his audience are highly likely to use social media and its easily accessible on YouTube for his fans to watch and listen to.

Industry Analysis:

Yamborghini high's music video was directed by Shomi Patwary, who is a famous music video director and has worked with many artists such as Joey Badass, Migos, and Mob Deep and has produced high quality music videos with amazing and unique concepts. he is a part of a company called illusive media and they are a large production that work with many artists and have produced hundreds of music videos for artists. i feel like, with Yamborghini high, they wanted to challenge the representation of rap music videos as this video isn't a typical rap music video and i feel they were successful in doing so. because they are such a huge production company with years of experience, they were able to reach an international reach and it shows as the video currently has over 90 million views on YouTube. this video has managed to find it's way in the UK on music TV channels such as MTV.

The technology used to create this music video was a lot of rigs and camera equipment that only huge production companies can get a hold of like the car rig that is used to record the cars driving down the roads. this equipment costs thousands and is probably why this video looks so clean. the camera used was some sort of 4K camera, probably not a DSLR, possibly some sort of motion picture camera was used as the budget was huge. they used backdrops and foam boards to add to the aesthetic of the video. to edit this video, editing software was used, possibly premiere pro and a lot of after effects and other VFX editing software.

Bibliography:

Article title:	A$AP Mob (Ft. A$AP Ant, A$AP Ferg, A$AP Nast, A$AP Rocky, A$AP Twelvyy & Juicy J) – Yamborghini High
Website title:	Genius
URL:	https://genius.com/A-ap-mob-yamborghini-high-lyric

Article title:	Airship Projects : A$AP Mob - Yamborghini High
Website title:	Airship.nyc
URL:	https://airship.nyc/projects/yambo.html

Case Study 1 - SL - Tropical - VisualsByKaylum

SL - tropical - KAYLUM

Textual Analysis:

SL - Tropical is a music video that was directed by director Kaylum Dennis. this music video, i feel, was intended to tie into the very soft and mellow video that the song itself creates. the video opens with an establishing drone shot of a 4X4 driving down a snowy road and transitions to a range of b-roll of the artist and location. The video location is in the Icelandic Vistas and the video heavily features lots of B-Roll of the environment, drone shots, and slow-motion shots. The director used lots of different angles like close ups of the artist and long-shots when capturing the artist on top of the car.

 A majority of the shots are of the location and i feel they did this to fully capture the beauty in the location and i feel they did this successfully. Even Though the setting is a very cold place, the video has been colour corrected and looks a lot warmer than it it probably was originally. The camera work is great; there is little to no noise in the picture and i liked how the camera man used shallow depth of field in a range of the shots in the video.

This music video is a performance type music video because majority of the shots are of the artist performing his song. The artist is wearing a grey and white and Nike Tracksuit and grey and white Air Max 97's with a grey face-mask/balaclava. Not only does the outfit link to the genre - UK Rap - but it and the environment both compliment each other because they are, more or less, the same colour. Even the cars and the villa used in the video match his outfit - all the colours are complementing each other and nothing looks out of place. This also, feel allows for them to not take focus away from the location used as it does play a huge part in the success of this music video; the beauty of the high quality cinematic shots.

They used 1 prop in the music video and that was the Land Rover Defender and i feel that it was a nice touch and would appeal to the target audience and didn't look over the top or make the video look tacky. The editing is very basic; he has only used fades and normal cuts but, i feel that these simple cuts are successful in creating this crisp and cinematic finish. There are only a handful of shots that were actually used in the music video and i actually came across a couple repeated shots like the shot of the artists' shoes was used twice. the takes are quite lengthy but have been cut and placed at random points within the video thus, having lots of similar shots repeated. The only effects used in the music video is Slow motion and i feel that this made the video seem even more dramatic and cinematic. the use of simple effects like slow motion makes the video seem more professional and less tacky.

Audience Analysis:

SL is a UK Rap artist from South London and i feel his music is targeted at Teens and young adults aged 15-24 who like to listen to UK Rap/Grime/Drill. The teens who listen to this type of music typically are from more urban areas in London like, for example, Hackney, Newham, and Southwark and possibly live in council estates or dangerous areas. I feel he caters to his audience because of the topics he tackles in his lyrics like smoking weed, selling drugs and gang culture. He even uses urban slang in his lyrics that only people who are a part of his target audience would even understand.

 the genre of this particular song "tropical" is UK Drill and this genre is heavily influenced by gang culture however, SL goes against the stereotypical Drill song format and makes it his own. Typically, Drill music videos are shot in council estates and are meant to be intimidating and promote gang violence but, SL completely radicalises this and shoots his video in the Icelandic vistas. 

I feel that this song received lots of positive responses because he did something new and refreshing by changing the mundane and repetitive style of drill music videos. SL posted his video on a YouTube channel called "Mixtape Madness" which is a music distribution channel that is mainly made to promote UK Rap Artists. You can actually pay them to post you music video and this channel has over 600,000 subscribers so you're bound to get a lot of views if you post on this channel.

 SL already had a Hit prior to "Tropical", that currently has over 25 million views, so he had already formed a fan base. Mixtape madness also have other social media so, because SL was bringing them views, they promote his music a lot on Instagram and twitter. SL also teased "tropical" on social media to get his fans excited for it to come out and this lead to his fans promoting it for him, free of charge, and that was a great way of marketing himself. The use of social media was meant to directly target his target audience as they are the majority who actually use social media.

Industry Analysis:

The music video was Produced by a director named  Kaylum Dennis. He has worked with the likes of Not3s and STORMZY and has produced many music videos for them and other artists in the past. he's currently working under STORMZY's brand "MERKY" but he does work alone so he can still be considered as a small business/company. in SL "tropical", I feel Kaylum wanted to challenge the representation of drill music and he achieved this by the change in location to a typical drill video and how it was so much more cinematically shot in comparison to a drill video.

The only thing that made the song a drill music video was his outfit and the lyrics/flow of the song yet, he managed to make it seem normal and not out of place. Based on how the video turned out and how it was shared the reach was very good as the video has received over 13 million views however, it wasn't on the level of a media conglomerate so, i would say it only received a local reach as most of its viewers from the UK, mainly London. This is because it was published on a YouTube channel dedicated to promoting UK Rap/Drill artists and their audience is very niche and specific so, only their subscribers are most likely to view the video. The technology used to create this video was a DSLR Camera with a good lens, Rigs for the camera - Steadicam for example, a drone, and editing software to cut and put the shots together.

Bibliography:

Historical Research

Historical Research

what is a music video?

A music video is a short film that is played alongside a music video and links to the song itself. this is done for artistic and promotional reasons. These can be used to market an artist and help them gain a bigger reach and audience by, possibly, creating a unique music video that people would be drawn towards. Music videos make songs more than just a song, they help them come to life and can help strengthen the story the artist is trying to tell through their music, by using visuals.

what is the first ever music video and why was it so interesting?

There's a big discussion about who actually made the first ever music video as some earlier videos aren't considered to be music videos by many due to when it was broadcasted and how it was made. According to MTV, the first ever music video is"The Buggles - Video Killed The Radio Star". this video was played at 12:01 am on August 1, 1981 - the time when MTV first launched its channel and the video was the first ever song to be aired on MTV. This video had used a range of different camera angles like, for example, a close up of the lead singer, Trevor Horn, and a long shot of the whole music group singing. Also, they have tried to incorporate some sort of special effects, one called double exposure which is a very simple effect that doesn't require any editing software; it's more of a camera trick. This effect is essentially when layers of a translucent image are placed over another. This effect is still used to this date now but would've been very hard at the time the video was created.

However, some people would say that the first ever music video is "Queen - Bohemian Rhapsody" which was made in 1975 but wasn't aired until MTV as created. this video used an almost identical format to Video Killed The Radio Star as the also used similar shots like close-ups and long shots of the group. they also used double exposure as the Buggles did. The music video concept was created by Freddie Mercury and was shot by Photographer Mick Rock, who has worked alongside other rock legends like David Bowie and Lou Reed. what I found interesting about these videos are how they used a range of shot types and they were the first to do so. These same shots are used in music videos nowadays, so, they could be seen as the pioneers who paved the way of these shots being used in music videos. There was no editing software so the only things that they could do to create effects were lighting and camera tricks.

Because I want to focus on the rap genre, I want to research on what the first rap music video was and I found out that it's "The Sugarhill Gang - Rapper's Delight" which was made in 1979. In this music video, I can see the influence taken from Bohemian Rhapsody in its cinematography. they used a range of camera angles, similar to Queen, however, they incorporated panning shots and zooming shots and this was the first of its kind. They also used lots of extras who were dressed in disco themed outfits. this was probably done because discos were the current trend and they wanted to make the video be relatable to the era; The Swinging 70s. Music videos are a way of marketing and promoting an artist or group, and I feel that by incorporating current trends into your video is a very good idea so that you could attract a very large audience because they could relate to your video.

The early music videos all followed the same music video format; a performance style music video. There are 3 main types or music videos; Performance, Narrative and Conceptual. Performance music videos have the artist/s performing the song and they are recorded usually on a set or at a location and the director would use a range of camera angles and effects to make the video more interesting than normal performance. This type of music video was the first to ever be used, ever. These types of music videos are still made currently but, nowadays they would mesh either conceptual or narrative styles into the video to make the video more interesting and more modern.

A narrative style music video is when there is a series of visual shots and they depict a story/narration. They're usually easy to follow and link to the song itself. Usually, this type of video will mimic a film genre and the lyrics will often be reflected within the story. This type of music video can be used for many genres but is usually used in Rap/Hip Hop, Pop, and R&B. Typically, the artist/s would appear as a part or as an observer of the story. Songs that use this type of music video have to have a deep meaning in order to make a successful narrative - a story without meaning would not be interesting to the audience. an example of this music video type would be "Sia - Titanium". In this music video, the narrative of the video is that there's a boy who has powers that cause mass destruction and struggles to fit in because he's seen as "different" and tries to suppress his powers in order to, but, because his powers destroyed a school (seen in the opening scene) the police are trying to capture him so, he's now on the run. The video is meant to show how people who are "different" are oppressed in society and the chorus " I am titanium" is meant to be a positive message to those type of people, telling them that they are strong - like titanium.

A conceptual style music video is when the video is based on a sole idea/concept and these ideas are usually radical and obscure. These types of music videos usually include unusual images or narratives that make people want to engage more because they want to truly understand what is going on. The video doesn't have to link to the song or lyrics and is seen as more artistic. This form of a music video is typically used for EDM/Dubstep music but can be adapted to Rap/Hip-Hop and Rock and has been done plenty of times. An example of a conceptual music video would be "A$AP Rocky - A$AP Forever". In this music video, the concept is to use a camera that constantly goes round and over his head and they do this in different multiple settings and his makes it seem as though the camera is just orbiting A$AP and as the location changes it creates this really weird effect that no artist, that I have come across, has used. the concept doesn't have a narrative, it's just different and outlandish and that is why the video is so well known.

To conclude, the earlier music videos were very basic and there were many around the same time but the "first" video to date was "Bohemian Rhapsody By Queen" and in their video, they only used 2 or 3 different camera angles, one being a close-up and long shot. They also used very basic effects like double exposure and lighting effects that were probably groundbreaking techniques back then but are very easy to do now. This music paved the way to a whole new era of music promotion and now every artist makes music videos in order to promote their music. As time went on, artists began to try to create different music video styles like, for example, narrative music videos and conceptual music videos. Narrative music videos tell a story through creating a short film that links to the lyrics and usually, songs with powerful messages or strong themes/topics use this format in order to put further emphasis on their views on the issues they're are trying to tackle/put out there. Music video creation has come a long way from old 1970s film reel cameras and no editing software to where we are today - 4K cameras and a vast range of video, animation and 3D editing software and this is due to the evolution of technology in both camera -work and editing software and I'm lucky to be in a position where everything I need, from cameras and lenses to editing software, is readily accessible and I also have the knowledge on how to use them.

Bibliography

Article title:	Music video
Website title:	En.wikipedia.org
URL:	https://en.wikipedia.org/wiki/Music_video

Article title:	Buggles - Video killed the radio star 1979
Website title:	YouTube
URL:	https://www.youtube.com/watch?v=Iwuy4hHO3YQ

Article title:	Queen - Bohemian Rhapsody (Official Video)
Website title:	YouTube
URL:	https://www.youtube.com/watch?v=fJ9rUzIMcZQ

Article title:	Bohemian Rhapsody How They Made The Queen Music Video
Website title:	YouTube
URL:	https://www.youtube.com/watch?v=NbyXYas7djM

Article title:	The Sugarhill Gang - Rapper's Delight (Official Video)
Website title:	YouTube
URL:	https://www.youtube.com/watch?v=mcCK99wHrk0

Article title:	Types of Music Video
Website title:	Epikmusicvideos.com
URL:	https://www.epikmusicvideos.com/blog/100-types-of-music-video-production.html

Article title:	David Guetta - Titanium ft. Sia (Official Video)
Website title:	YouTube
URL:	https://www.youtube.com/watch?v=JRfuAukYTKg

Author	Jackolopolus
Article title:	Concept Music Videos
Website title:	Slideshare.net
URL:	https://www.slideshare.net/Jackolopolus/concept-music-videos

Article title:	A$AP Rocky - A$AP Forever (Official Video) ft. Moby
Website title:	YouTube
URL:	https://www.youtube.com/watch?v=BNzc6hG3yN4

Pecha Kucha Style Presentation And Evaluation

As a part of my Unit 8 Assignment, i was tasked with creating a 10 slide PechaKucha style presentation. A PechaKucha presentation is a presentation that consists of no words being displayed on the slides, instead, there are only pictures on every slide. The way the presentation is presented is that you're only meant to spend 20-30 seconds on each slide and explain in detail, but concisely, what is on every page and what it means.

I started off creating my presentation by showing off my previous work and talking about how it has helped me develop and polish my skills. I then went on to have images of the themes so i could break them down individually to my audience and talk about my take on them. After, i began to discuss different media types i could create and then went on to present my 2 initial ideas and my final idea i will be pursuing.

I showed some of the inspiration i want to incorporate in my music video, to my class via screenshots of previously made music videos and broke down what i liked about them and what i want to incorporate into my music video. I then went on to discussing my target audience, equipment i will need and what i would like to do in future.

link: https://drive.google.com/open?id=1tFF7fMleGtnxIecSWmoRroT9VcltfWgj

What Went Well:

In my presentation, i was able to successfully break down my idea to my audience and explain in detail what i plan on doing and why i have chosen to do so. Also, i was able to answer any questions my audience had asked me without hesitation and i feel i was able to do this because i prepared every slide and made flash cards. I received great feedback from my audience after i had presented and was told that i spoke clearly and was able to get the audience engaged.

Even Better If:

In my presentation, i felt that i spent too much time talking on some of the slides because my presentation lasted 7 minutes and i only had 10 slides - i could've been more concise. Moreover, i feel i could've looked at the audience a bit more as i was told that i looked at the board and my flashcards a lot more than at the audience and looking at the audience is key to having a successful presentation. 

Project Action Plan

Project Action Plan and Timetable
Week	Date Week Beginning	Activity / What you are intending to do - including independent study	Resources / What you will need to do it
1	4/3/19	Complete proposal and do some research in other music videos that use the same style. Begin to plan my pecha-kucha style presentation to be presented on the 11/3/19.	Proposal template        web/YouTube
2	11/3/19	Present pecha-kucha presentation stating what i plan on creating, how, when, etc. Begin to do research on previous music videos and what they do and research how music videos are shot and what components make a good music video.	Google slides and forms web/YouTube my friends - who will be available to be a part of my music video cover
3	18/3/19	Pick songs that i could make a cover to and make a survey to help me decide what song i should do. begin to look for the person who is going to be in my music video.	google forms my friends - who will be available to be a part of my music video cover
4	25/3/19	begin to look for locations on the internet and visit them - do a recce on the locations. create a survey for people so i can pick the best location.	google maps google forms
5	1/4/19	plan the costume/outfit that the person will be wearing for the music video.
Easter		begin to create a shooting script listing all the shots and b roll i will be recording. practice recording the shots so i'm familiar with how to record.
6	22/4/19	complications with camera
7	29/4/19	complications with camera
8	6/5/19	recorded
9	13/5/19	edited
10	20/5/19	edited
Half Term		review
11	3/6/19	Project Due June 5th 2.30pm

Exploring the brief - Initial Ideas

Themes:

Welcome to the Forest:

• forrest
• nature 
• wildlife
• green
• flowers
• weather
• jungle
• unknown
• welcome
• equality

Radicals:

• unique
• controversial
• political
• conflict
• violence
• boxing
• cool
• innovation
• change

Makers:

• creative
• unique
• careers
• religion
• fashion
• architecture
• innovation
• influence
• kanye west (influential people)
• originators

Fellowship:

• relationships
• friendships
• gangs - culture, areas, violence, drill music
• clubs 
• community
• companionship
• intimacy
• band
• party
• team sports

My ideas:

• A music video recorded in the forest - a cover or for an actual persons song
• a short film about a Boxer - him training, him in a fight/match
• a short film on gang violence
• a documentary based on fashion or on a fashion inspo/instagrammer - a day in the life
• a music videos shot in a weird way e.g. shot upside down

Proposal

My Proposal:

Candidate Name	Demaru Kamara
Candidate Number	S1800196
Project Title	Unit 8 Project
Section 1: Rationale (Approx 100 words)
In the past 7 units, I gained great cinematography skills like how to shift focus, and how to follow the rules within cinematography like, for example, the 180 rule. I had also improved on my editing skills from being tasked with putting together horror scenes and from recording and editing my documentary. I polished on my photography skills and learnt how to set up infinity lighting and how to use every setting on a DSLR camera like, for example, aperture priority from having lots of experience in a photography studio. Moreover, I now know how to colour correct and how to use white balance and ISO correctly. Because I have gained these skills, I have chosen to create a music video.
Section 2: Project Concept (approx 200 words)
Idea 1 – music video:            “Forest” (Theme)            Music video could be shot in the forest             Incorporate lots of environmental shots; trees, sky, pond, etc.             Song should, somewhat, link to the theme of “nature”             Lots of cinematic/dramatic shots             Possibly make a cover to a song I have chosen to create a music video that is forest themed because I have been practicing on my camerawork and I feel I could really push myself in terms of capturing high quality shots and cinematic visuals. Moreover, I feel as though the simple music videos that use a range of different shots and lots cinematic B-Roll can make a song seem even better than it already is. An example of a music video that has a similar format is “SL – Tropical” but, instead of it being shot in the forest, it’s shot in the snow; possibly in Switzerland. What makes this video good is the location is nature and I like this natural aesthetic. Also, I like how there is lots of B-Roll and cinematic shots and how they have also used a drone to capture shots. In order to shoot my music video, I will need, a DSLR camera, the appropriate lenses to capture different shot types and cinematic B-Roll. To capture cinematic shots I will need a Steadicam to stop the camera shaking.
Section 3: Evaluation (approx 50 words)
In regards to how I plan on evaluating my work, I have chosen to make weekly logs on my blogger. In my weekly evaluation I plan on talking about, in great detail, what I did and the problems I had during the week. I will also talk about what I plan on doing next.
Proposed Research Sources and Bibliography (Harvard Format)