Final pitch

PITCH -Group 23

Concept: An urban/pop

Concept: An urban and contemporary feel

that captivates the melancholy and somber

emotions of the song.

Song Choice:

Our final song choice

was Ellie Goulding –

You, My Everything.

Before we chose our final song

choice, we had a few other

choices.

Some of these song choices

were:

• Kyla – Do You Mind

• Egypt – In the Morning

• Chipmunk ft Emile Sandé –

Diamond Rings

This song by Ellie Goulding does

not have a current music video.

We thought this was good because

this way we are not influenced in

any way. We can therefore create

a music video where there is no

link to an original video and will

allow us to be completely original.

We plan on using various locations

during the evening to create a very

urban feel to the video. We will

also be filming during the day

perhaps in locations like the

Southbank or Brick Lane.

Brand Image:

Our artist will be named KARMA! She

is a 19 year old female artist from

South London and has a Portuguese

background.

She will resemble artists such as

Katy B, Rita Ora and Mz Bratt.

Our artist will be wearing

urban clothing such as baggy

t-shirts, beanie hats and

trainers.

Our artist’s image will help to connect to audience because that s how

many young girls dress now and many young boys have friends who

dress in this manner.

Initial Idea:

We have taken a few idea from a few videos. The first video

we took an idea from was Beyonce’s video for ‘Broken

hearted girl’. We thought that the rose idea in that video was

very clever and looked really good. We may incorporate a

similar idea to this in our video with a different object.

We want to make sure that the camera is never static

and we looked at a few videos from the past student

work. We looked at a video where the camera was

never still and we thought that it looked quite

professional.

http://candihalloffame.blogspot.co.uk

This is the link to the video

that we got some of our

ideas from.

Our Key

AudienceOur main target audience is going to

be teenagers and young adults. As this

is quite a general target audience we

have narrowed it down to urban teenagers who are preferably female. Therefore we

will be targeting people of a working class background who aspire to live the celeb

lifestyle and follow the majority of mainstream people. We have

chosen this group of people because it would be easy for us to appeal to them in our

music video.

What Would a Fan Expect to See ?

We have classified our song genre as Urban Pop. In urban pop culture habits and

personal appearances are driven by mainstream media. So because of this, in

Urban pop music videos fans expect to see a lot of mainstream places and

mainstream clothing hence the locations and costumes we are using. Two of our

main locations is King’s Cross Square and South Bank, which are two very Iconic

locations in London which will appeal to an Urban Pop fan.

Evidence From

a Fan Forum!!

Setting and Locations

Brick Lane Kings Cross Square

Southbank

CostumesThere will be three costume changes throughout our music video. As we have chosen

to go for an urban look in our video, all the costumes we have chosen will also be urban.

Here are some pictures and brief descriptions:

This is our first costume. We

chose this when we are filming

at Southbank. We have

specifically chosen this outfit for

the Southbank because it has an

urban vibe and it looks quite

sophisticated at the same time.

The second outfit will be worn at

King’s Cross. we chose this because

first of all, it is warm and since we will

be filming during the evening at King’s

cross we thought it was appropriate.

Secondly, it fits into the genre that we

are doing in the sense that it is also

very urban.

The third outfit is going to be

worn in Brick Lane. We chose

this outfit for brick Lane because

it is the most urban style out of

the three and it fits in perfectly

with Brick Lane. It also

represents young people and

how many of them dress

nowadays.

More Costume…

We decided to keep the make-up very simple.

We looked into other female artists who aim to

target our audience and they also had simple

make-up. They then had quite dramatic lipstick

colours so we thought that would also fit in with

the type of artist ‘Karma’ is going to be.

After we looked into the make-up and outfits,

we chose the accessories that we would use.

Karma will be wearing the black beanie hat

with the second outfit. She will then be

wearing the gold necklace with the third outfit

and have simple gold earrings in.

Synergy

Most artists have a well known symbol,

sign or trademark that features in their

videos. This will then continue throughout

posters, album covers to promote the

artists. We have decided to use a rose in

our video, this idea came from Beyoncé's

Broken Hearted Girl video.

A clip from the broken

hearted girl video. We thought that we

could make our

artist have a

specific lip colour

that she always

wears. We took

this idea from Rita

Ora as she usually

wears red lipstick .

Green Screen

Many A2 students use Green Screen as part of their video, some even use it in all base tracks however as a group,

through our analysis of previous student videos and editing we found that despite background movement the videos

remained vague and dull leaving the performer who is in focus looking very stationary.

After further listening to teachers advice on green screen and then learnt how to

use it. We debated as a group and came to a conclusion that our ideas for our video are much more broader and involve actual base track locations that allow us to innovate and use space as

something that makes our video unique in terms of camera movement and

editing.Our performer Carina, is visualised by the group to be energetic and

extrinsic and this should look better with our camera movement and

editing and we realise that with green screen camera movement

and quick cut editing techniques that give better marks are close to

impossible.

This is why as group 23 we realise that green screen is just not for

us and our ideas will not suit Green screen.

TheoryTraditional Narrative structures often come in the form of

normality, problem and then a solution however this is not the case in songs and music videos. Andrew Goodwin argues that traditional narrative structures don’t really apply to pop videos

and this is because the video usually uses the singer/performer as the narrator and also a character. Furthermore the singer specifically tends to look directly into the camera. This is the focal theory we as a group are going to look into and apply to

our very own music video.

Carina is going to play ‘Karma’ in our Music video and she is described as an aspirational singer. We relate our video to Andrew Goodwin’s theory as our video is urban pop and our ideas for our video show signs of a narrative being presented strictly through

‘Karma’.

Pop videos usually also rely on repetition of images in certain base tracks and this is just one convention we are trying to follow according

to Carol Vernalis

. Also what we are trying to achieve in accordance to is that we want our video to be Autonomous, the visualisation of our video/song

should go beyond the actual meaning and we want to portray abstract ideas through camera yet remain firmly between genre conventions.

This is because by following these conventions our audience and listeners will become much more familiar with the genre and have

certain expectations.

Industry

Our artist will probably be signed to Polydor records

as that is one of the record labels that Ellie Goulding is

signed to. We thought this would be the best as she

has many genres and urban pop was one of them

which is this song’s genre.

Risk

AssessmentLast year we were required to fill out various forms for use of school equipment during plenty of

our projects both prelim and actual recordings, however especially in our actual thriller recordings and filming sessions last year we had to undergo various safety procedures and this is the case during our advanced portfolio filming sessions. So as a class firstly we have already filled in a

form that consents us to take cameras home or away from college during our half term holiday if necessary. Below is a list of the dates we are going to be filming.

We must undertake weather forecasts for these dates shown and focus on what times it is safe for us to film and take the equipment out seeing as the locations chosen for our video require quite a bit of travelling. Before filming we must ensure the surface

area is clear so neither of our performer or group members who are recording do not slip or fall and injure themselves and damage equipment.

This is a clear weather forecast outline

for the first few dates that we are filming

and if you look clearly it is actually

raining or drizzling on three occasions

and on these occasions we must take a

safety precaution which will be to hold

up umbrellas above the cameras.

Social Media

We have set up a twitter account for our groups progress in the planning, making and evaluating of our music video. The main reason for this is not only to promote our

Music video and the Advanced portfolio project itself but also to keep in touch with our media teachers whilst filming with expensive equipment so they know we are safe and

are up to date with our filming and project.

We can see this as one part of our risk assessment as it ensures that we are being followed and overseen despite being miles away from college thanks to regular

updates through our smart phones and also various pictures being posted to show that everything is in order as well as just to promote our music video.

Production Schedule

Date: Our Plan:

18th October 2013 We will be having the pitch presentation on this

Friday morning.

25th October 2013 We will be filming on this day at Brick Lane

from 9:30am to 1pm

29th October 2013

Masum is going to pick up the Camera and

Joel is going to pick up the Tripod and Carina

picks up the fig-rig. (3:30pm Pick Up)

31st October 2013 We will be meeting up to film at 12pm at Brick

Lane and will end at approximately 4pm

1st November 2013 We will be filming at the Southbank. We will be

meeting up at 1pm with all of the equipment.

2nd November 2013 We will be meeting up at Kings Cross St

Pancras at 6pm to film.

4th November 2013 We bring back all of the equipment

6TH November 2013 We will also be filming on this day during

lesson time

8th November 2013 Another day we will be filming on during the

lesson time

Animatic