Proposal
When I first began this task I decided to follow the typical style of video according to my genre. The genre of my track “qualities about her” is a hip/hop, commercial RnB, influenced by dance (slowed down house beat), this meant I researched other videos of the same style. One artist inspired me to not only apply techniques from his videos, but actually create the track in the first place was Tinchy Stryder. As a result I deconstructed and also simply viewed his videos, e.g Stryderman and never leave you. This is where my whole idea changed. Originally I set out to create a video the same as these two songs, with the green screen and empty studio, however, my change in thought was sparked by an MTV session of never leave you by Tinchy Stryder. The reason I chose to change was because, the video of this live session was filmed and edited with the same camera movement and techniques! For example quick pans, crash zooms and fast multi-cam cuts.
The audience for my track might slightly change as, the style of video will also change the channels it is broadcasted on. (detail further on). The original audience was from as young as 10-18 ruffly, however due to the cleanness (no swearing or parental guidance needed). The audience is now expanded due to this new style as it includes live instruments and a dj which appeals to the lovers of live music. The reason I am appealing to the ages of 10-40 now is because from 10 upwards girls and boys join secondary school and start to develop who they are, which is influenced mainly by music. This takes my age from 10/11-17. The 18-40 comes from the appeal of my own age, being 17 other 17-20 year olds can relate to me, even up to late 20s. Then finally the 40 margin can also relate to me through children of they're own. The lifestyle of my audience is extremely varied. Social class only plays a part when it is looked at in fine detail. By this I mean only audiences in ghetto conditions will not appreciate the quality of the music, due to the attitude of hate against commercial tracks. The way my audience will consume the video will primarily on MTV, MTV Base, Kiss, Smash hits, Box and TMF. However the lower budget channels such as AKA and Flava will most likely broadcast the video due to the newness of the artist. Finally youtube, Facebook and even Bebo will feature the video due to the massive use of web 2.0 (user based internet).
The structure of my video is a live performance, however with the same feel as a music video shot in a white room. The way this is done is by using the same camera techniques, crash zooms, quick pans, cuts between high and low angles and also close up medium shot and long shot rotation. The video is linear as it is the same all the way through, and has no story line due to the fact I believe it would be “cheesy”, for example taylor swifts video (especially in this genre). The video begins and ends as a live performance however at the end it will fade into live footage of JSK walking into a studio hooded up with fam (mates) around him, going into the studio and about to spit (rap) where it fades out. I am doing this because it leaves the audience wanting to hear more, and also talking about it after. Due to the video not having a story line, it is impossible to use character theories.
The genre of my track is a common genre that is being produced lately. A mix between rapping vocals and a sung chorus using a vocoder, with the beat being hip-hop based but also influenced by 80s drums. It is very similar to Tinchy Stryder featuring Taio Cruz “Take me back”. This is hip-hop/ commercial RnB.
The way Junk Star Kid is represented in this video is similar to the representation of similar artists for example Tinchy Stryder, Chipmunk. This is young rappers in the mainstream. This targets my chosen audience because they listen to mainstream music mainly and also are similar ages. The impression given by artist and the video itself is talent. Due to the flow and sound of the voice and also the number of instruments, I have chosen a set, lighting techniques and camera techniques that connote professional and tidy. The whole video can be described as tidy. The set is a stage used for live session including theatre lighting and room for many instruments.
The message of the song is about declaring strong vows to a girl from a boy; love. This is shown technically though short sharp cuts in the camera movement and also flashing lights o=in different colours shades of red merging to yellow purple and blue, strong primary colours. It can be seen to challenge the concept of the genre (RnB) because most commonly tracks talk about sex etc but this song talks about the power of love “when you go and say you love me its like a vocal powered super high”. There are values portrayed because of the background of the artist, Christian, with strong values. This challenges the audience in theory because of the common social aspect of society, which is corrupt and against believing in God. However the way the track is produced it is not so blatant but at the same not hiding.
The camera shots used in the video will be quick, sharp but smooth. The master shot will be a center framed long shot, slowly zooming in, and then will cut to a high angled rightly positioned pan left, then cutting to a medium close up of JSKs face and body crash zooming into JSKs face. The compilation will continue with extreme close ups of DJ equipment and then panning and cutting to the violins and keyboards, also using focus blurs. The sound and music is obvious as it is live, which means the sound will be generated by the instruments and vocals live. Finally possibly sound effects will be used/ equalising to reinforce the expression of the song. The video will be full of 'swagger' due to the quality of the performance. The colour schemes will link to the Junk Star Kids merchandise purples, blues, reds and yellow, primary pastel colours. The lighting will also be in sync with the base and strings. The editing techniques I will use post filming will be creating jump cuts. The editing matches the pace of the track because the intro is slow so there will not be a lot of room for editing due to the long duration of shots, however when the 1st chorus kicks in the pace increases and more shots are introduced, high angle right pans. Then when the verse is performed the camera movement will be crazy, as I am using 4 separate cameras at the same time there will be a good number of shots, which means plenty of editing. The editing also matches the lyrics because when the chorus is being played the lyrics of softer hens the slower pace of editing, and then the verse the lines are sharper which means quicker editing will be used.
The artist is currently unsigned however is building a demo tape to give to Polydor records who have signed Eminem, Lady Gaga, Black eyed peas, n dubz and many others like this. As their music is similar to this track it is necessary to appeal to this institution. The channels and sites would be MTV, MTV Base, Kiss, Smash hits, Box and TMF, because they are for commercial mainstream style tracks. However the lower budget channels such as AKA and Flava will most likely broadcast the video due to the newness of the artist. Finally youtube, Facebook and even Bebo will feature the track because of the mass audience and also the commerciality. I am directing the video despite being in the video myself (J*star Productions). I received inspiration from the MTV session directors, but also those who were involved in the Tinchy Stryder videos, Emil Nava, who also worked on Sugarbabes get sexy.
