Conventions of Hip hop Music videos

Drake-Started from the bottom music video fits into the genre of a hip hop video.
For filming our version of the song we will use these conventions of hip hop music into our video.

Conventions

A common shot used throughout the videos is a low-angled close up shot of the artist.

This shot is used to symbolise the "power" of the main artist.

We considered using this shot, however have gone against the normal convention of hip hop music, this is because we will not be showing the singing in the video, and will focus on telling the story of the lyrics. However we will use the same shot to show our protagonist later on.

Another common convention of Hip hop videos is to show the characters in a club/ at a party.

This shot is used to show the characters having a good time, and to make the viewers envy there lifestyle, especially when considering the target audience Being younger people, Teenagers often enjoy going out and partying to have a good time.

We will use this shot in our video, to show the protagonist having fun, and to show the development of the story.

Common hip hop music videos show the artist or main character displaying strength and masculinity, along with competition and a sporting interest. This can be shown through camera shots or mise-en-scene using props and costumes.

This use of semiotics shows the characters dominance over other characters.

We have chosen to follow this convention and will show the main character as a competitive person.

Expensive items are constantly on display in a hip hop music video.

The imagery of expensive props and costume shows the success of the character.

We shall go with this convention in our music video, however the expense of many expensive items could be a problem, therefore we shall not use the mass of expensive items in comparison to other music videos.

 

In hip hop videos there is normally a relation between the lyrics and the images seen in the video, this is important to our group because our music video will be telling a story, using the lyrics of the song.

 

There is normally a reference to the main character/Artist looking at themselves (Voyeurism). We shall include this convention in our music video, showing the progression of the protagonist.

intersexuality, the use of linking between other videos is a convention we shall go against, that is because we want our video to be different to other music videos.

WE have chosen to follow some conventions, making it clear to our target audience of the genre of our music video, however because we want our video to tell a story, and be unique to other videos, we shall go against some conventions.

Filming

Our group will start filming before the Christmas period, this brief camera work will become our rough cut, and be used as a template for our next filming session within the first few weeks of the new year. Lighting, costumes, props and other mise-en-scene will be considered for our first filming, any complications and bad shots will be taken into account for the next filming.

Logo

This is the logo that we have designed to identify our brand.

Character list for filming

For our filming we will need:

• protagonist
• antagonist
• Employers x2
• Friends x3
• Colleagues x3/4
• *Extras

*The extras shall include characters who give money to the protagonist on the streets, and those who just walk past. Along with characters who are seen partying with the protagonist and any passers by during the video.

Main Character List

Character list

In our music video there are several characters used, these characters are:

The protagonist- (The main character who struggles through life, but eventually becomes successful)

The antagonist- (The character who is the villain to the protagonist, and his fowl behaviour towards the protagonist motivates him towards being successful)

The protagonist’s friends- (The protagonist starts off as a lonely person, however as he gets further up the ladder to success he gains more friendships, these characters will be a motivator to help the protagonist becoming successful)

The protagonist’s employers- (The protagonist has a few jobs during the video, his employers are important in the video because they show that someone has given the main character a chance at being successful in life)

The protagonists colleagues-(similar to the friends, as the protagonist starts his climb to success he has less friendships with his colleagues and they don’t associate themselves with him, however as he reaches the top he forms more friendships with colleagues and they become his employees and become jealous of the protagonist’s success).

Short Synopsis

The video opens with the protagonist gets kicked out of his house  it then changes to a scene set in a run-down street the camera is focused on a tramp (the protagonist) sitting against a building watching passers-by. Occasionally receiving money after a short while a successful businessman (the antagonist) walks up to the tramp offers him money and then snatches it away as the protagonist reaches for it. Leading to the protagonist wanting to improve his life. The video then shows him getting up and looking for a job followed by him taking job interview and finding a house getting promoted and then getting a better house. It ends with the protagonist walking down a street and passing a tramp giving him money.

Chosen song and reason why

Song: “Started from the bottom” - Drake

Reason: There are many reasons why my group and I chose this song, one of the reasons is the song title 'Started From The Bottom'. Our music video is about a man who started off living with the bare minimum and not being able to sleep with a roof over his head, as the music video goes on the man will slowly move up the life ladder, going from the bottom steadily moving up to the top going through an average person's lifestyle up to being a businessman.

Quick Update

Initial ideas (video and song). Include products that are influencing your choice and why?	/
Artist research (lyrics etc)	In progress Conner
Audience feedback from initial ideas (either peers or other methods)	/
Mood board (ideas on your specific or chosen genre. E.g. pop, rock etc)	/
Target audience research	/
Chosen song and reasons for choice (maybe lyrics and their meanings which will influence choice of video). Plus some research on the group.	In progress Luke
Permission letter and possible reply	/
Copyright research for song and role of the record company	/
Questionnaire (facebook) plus analysis or results (e.g. pie charts) and how they influenced your decisions.	/
Main pitch and feedback
Location scout, pictures and explanations	In progress all
Storyboarding	/
Location lists	In progress Scott
Roles and actors, costumes	/
Shot lists
Risk assessment	/

Story board (Unfinished)

Location list

Here are the locations we are planning to use for filming:

•      High street.
•       Interview rooms x3 .
•       Work place x3
•       Accommodation x3
•       Shop front with job offer at front.
•      Many other medial locations such as houses.

Character list

Roles	Actors	Costumes
The protagonist (tramp)	Toby Evans or Luke Parker	Homeless shot, tramp outfit; torn jeans, old jacket (waterproof), sleeping bag , rucksack, T-shirt. Housing scene 1 counsel accommodation; old jeans, T-shirt.  Interview scene 1;  a worn potentially mismatched oddly ; sizes suit. First work scene; supermarket (Morison’s). Housing scene 2 higher quality accommodation; a fashionable outfit Interview scene 2; a suit not high quality but one that is superior to the first. Second work scene; a suit Interview scene 3; a high quality suit. Housing scene 3 Third work scene; a high quality suit.
The antagonist	Conner Shaw	All scenes; High quality suit or high quality fashionable clothing
Interviewers		Interview scenes; Business suit
Back ground actors		Varying clothing

Copyright Permission

Our music video is our interpretation of Drake's song (Started from the bottom). Therefore we needed permission from the artist or the company who owns him, so that we can use his song for our music video.

Mood Board

Our music video expresses the emotions of an individual character on his journey to become successful and overall happy.
The mood board shows in images the emotions that will be represented in the video.

Risk Assessment

As we are planning to produce a music video there are always going to be some issues as such we must plan for as many of these as possible and have a plan of action to rectify this and we must plan ahead to avoid that what we cannot change. As such I am going to list as many as I can think of

One of the performers is unable to attend due to circumstance; if this happens we should first film scenes that do not contain this performer. If the performer is still unable to attend we need a backup performer.

The weather changes between scenes; this is something we can’t change therefore we must check the weather beforehand and plan ahead.

A performer gets lost/ doesn’t turn up; contact details should be made accessible to minimize this.

If the camera battery dies: Bring spare batteries/ make sure camera is fully charged.

If there are too many  people in the area; film the scene later when there are less people around.

A performer gets injured; make sure that the is a first aid kit available.

Drake In Partnership

Drake signed a dealership with Universal. This means all of his songs are owned and distributed by Universal. Universal also own several other artists songs.

Copyrights

Our music video will be an interpretation of Drake- Started from the bottom, because the idea is similar to the song and will use the same lyrics we needed permission.
Drake's songs are owned by universal music, therefore to get permission we sent an email the the company.

Questionnaire results

We conducted a questionnaire and got the the results from those of our target audience, this will help us make an appealing music video.

From our results we can see that the most popular music genre is Pop music, and the most ideal length of a music video is 3.00-4.00 minutes long.

Target Audience

The target audience for our music videos are those between the ages of 16-30.
This is a similar target audience to the artist Drake, from whom we got our ideas from.
Our music video should appeal to the target audience and we can determinate what our audience look for from our questionnaires.

Our Initial Group Idea

Prezzi Presentation to show our Initial group idea. Our idea originates from a present song by Drake "Started from the bottom".

Conventions of music videos

Promo video

A promo video or a promotional video in music is a video done by the artist to promote their new single or album.
                               

The promotional video will show little/short clips of the artist's track. The video will also advertise and attempt to sell the track. The video will tell the viewer when the release is, The name of the track and who will be featured in the track, similar to a movie film opening.

Digipak

A digipak is a case for the album CD. The digipak contains 3 folded compartments one or more contain the music CD. A cover of the digipak stereotypically contains the album name and band name.
The purpose of the digipak is for sales, a digipak will contain the album CD and will be sold in stores and online for profit. The digipak would be advertised on the artist website. This is the main way to get money for the artist along with downloading the music for a price.

Music band homepage

All bands will make a website. The purpose of a website for the band is to inform their fans about news and information on the band. The website can be the source of all news about the artist/band, and also can be the centre of their promotions. A convention of a music band/artist website is links to ticket sales, this means that fans can follow the band to concerts through the use of their website. The site will also give updates of tours, and the next concert for the band. There are also previews and photo shots of new music videos on songs. Along with tickets, merchandise and t-shirt sales will be advertised on a music band website. Without the website the band/artist would be unheard of and less advertised.

Brief

For the Media task this year I have to make:
A promotion package for the release of an album, to include a music promo video, together with the following:

• a website homepage for the band;
• a cover for its release as part of a digipack (CD/DVD package)