Pitch

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2012/10/planning-animatic.html

Animatic

‘The City’ by Ed Sheeran

We’ve chosen this song because it does not consist of a music video yet, therefore we can innovate and be more creative. Also, we think that it has a quite unique and catchy beat as

well.

RAY JONES

Other artists that could be similar to Ray Jones are Olly Murs, Vampire Weekend.

Our artist belongs to the indie pop genre. His style will be casual but very personal, to show that he is a true character and that enables the audience to know him as a person rather than just an artist.

As he is casual the young audience can relate to him and his music is appealing. An older audience might not appreciate his music but they would respect his image because he is trying to sell his music rather than impress with his style. A very similar artist to Ray Jones would be The Script’.

Music Videos influencesThe Script – The Man Who Can’t Be Moved

This music video is our main inspiration.

We want our artist to be sitting on a street pavement singing as a base track.

The singer walking down the street. We want our singer to be walking through the city as according to the lyrics he is new in London.

We want a base track of the artist singing in the street.

Night shots of the city. We want to show the land marks at night such as London Eye and Big Ben

This music video uses fast motion images of traffic and people walking. We would like to include the same kind of shots with the same kind of editing in our music video.

Ed Sheeran – The A TeamThis is a music video from the original artist of our song and it is also mostly shot in the street and has a touching mood.

We also would like to use different shots showing our artist walking around the city to create some action apart from the singing.

We want to include shots of many people to create the busy atmosphere of the city and we might consider use some of them in black & white to create dullness.

This music video also uses fast motion in traffic. This shot in particular is very nice because she is standing and we can see only the blurred lights of the cars in fast motion which creates a dramatic effect we might want to replicate.

We might want to use the technique of starting a shot out of focus and slowly make it in focus to create a touching atmosphere.

The Script – Together We Cry

Another music video that has a dramatic tone and is filmed in the city streets.What we like about this music video is that it shows the main artist walking around the city and it also includes shots of the city around him (e.g. people, buildings)

We were also thinking about some shots inside a studio, but we are not so sure because we don’t know how to make it fit the rest of the video scenario (which is in city streets)

Target AudienceOur core target audience is white/British girls aged between 14-17 who live in urban areas and with a working class background.

They are students and mainstreamers who like to socialise, watch TV, engage in social network websites and they have gadgets such as iPhone/Blackberry. They like pop music and other artists such as Olly Murs, Bruno Mars, The Script. They watch TV shows like The Inbetweeners. Favourite brands include topshop, H&M and Primark. Shops at Tesco’s and Sainsbury’s.

Our wider target audience is consisted of young people aged between 14-25, mostly students from working/middle class background, different ethnic groups, both genders, they live in urban areas and are mainstreamers who enjoy socialising.

Target Audience

Andrew GoodwinAccording to Andrew Goodwin’s theory we decided to make a music video that is classified as ‘amplification’. The lyrics ‘The City’ portray a guy who moved to London and is feeling like a stranger.

The song has a sad tone and it gives a sense of loneliness. In our music video we will have our artist singing alone throughout the city, which will create the same feeling that the lyrics portray. Our singer will act both performer and character

It will appeal to the audience because the lyrics are appealing and the music video will be more simplistic but it will add meaning to the lyrics. It will also make our artist more relatable to the audience.

• Our artist will be signed by Fiction Records - owned by Universal Music.

• This record company is based in London and signs people from the U.K. They specialise in pop and indie-rock genres.

•In their ranks are well known people like the band “Snow Patrol” that plays indie-rock and alternative, but also new promises such as “Alice Gold” and “Last Dinosaurs”.

Distribution• Knowing that our artist is new and do not have any support, it would be ideal to go for an independent company. However, fiction is a viable option because even though its owned by a major company they focus on new artists and in the same genre as our artist.

• Fiction is the best for the start of our artist, they know the genre and they know how to promote it and also have the backup of Universal Music.

• The distribution of the music and the promotion of the artist would depend on Fiction.

• They create an official page for the artist in the company website, adding a bio which talks about his/her career they musical influences and experiences during their path in music. Also they add a video this allows the audience to get to know the artist’s performance.

The upcoming gigs and latest news keep the audience in touch with the artist, and for last they have the store for the music.

The distribution of the music starts online but it has a cost, after the artist builds a strong fan base the music would be taken out at stores.

LocationsCentral London

We are filming in central London to establish the location of London that is mentioned in the lyrics. Because the lyrics is about the city, we thought it would be appropriate to film in these locations to make reference to the song.

• Tuesday 23rd October – Afternoon & NightActor: Nimar. Costumes & Props: his clothing. Equipment: camera, tripod, steadicam, toplight/spotlight.

• Friday 26th October – Afternoon & NightActor: Nimar. Costumes & Props: his clothing. Equipment: camera, tripod, steadicam, toplight/spotlight.

Production Schedule

Risk Assessment• As we are filming in a busy location a possible

danger would be other people hit the equipment. To minimise this we will place the equipment in appropriate places that do not obstruct passages.

• In case of wet weather we will protect the equipment with umbrellas to avoid it getting wet.

• We will be careful when using the equipment and hand the camera safely to avoid any accidents (e.g. dropping the camera)