Artist
Yungen is a grime artist also known as Clive Johnson. He is a Enlgish
born citizen with Jamaican heritage. Yungen has been rapping since he was 13
and is now currently 22 years of age he is known for he's various types of
music he produces whether a hyped up beat, slow or punchlines. The fact Yungen
is able to adapt to the varieties of grime music shows how he reaches out to a
large number of a target audience. He isn't known for any instruments but most
commonly known for the punchlines he produces in his music. Yungen could also
be described as natural musician as none of his music is auto-tuned and is just
naturally his voice. In addition, for this music video he is likely to wear
plain casual clothing like a t-shirt and tracksuit bottoms to connote with the
idea of him being poor and there will be scenes where he wears luxury clothing
to show where he is now and how his 'stage name' is living.
Our Vision
Our vision is to have a clear juxtaposition between a narrative and
performance video, which will be denoted throughout the video. The reason for
using two types of videos in one was because of our artist bad situations
basically sending a message his 'superstar' side is what everyone sees but
don't they see or really know what it took him to reach where he was and he
sends a message to the audience even superstars goes through tough despite
having fame and materialistic items. To show this, our intention was to show
his performances in color and flashbacks of the disasters he's been through in
black and white to enable to enhance the clear juxtaposition we intend to show
to our audience. One of the locations, we intend to use is the assembly hall
which is located in our school. The reason for this, is because we feel we will
be able to pull off a successful performance based like scene in the hall as it
has conventions of a performance stage with how the seats are positioned in the
hall. Furthermore, our second location as part of the narrative part to our
video will take place in a house. In addition, this will show clear continuity
to our narrative, as a third location is ideal to our video and will be located
in a alleyway to create realism to the audience. We feel that the location
of a alleyway helps us essentially to appeal particularly to those who live in
urban areas. The pathway has connotations of robberies normally occurring in
alleyway or somewhere deserted so therefore we have reached out to our target
audience as they would either relate or understand to us using a pathway.
In addition, we've decided that the majority of the music video would be
narrative as we feel that using a storyline would be the best way to relate to
the target audience. Furthermore, we create a nuanced understanding to the
audience of a scenario they are likely to relate to. The next crucial aspect of
our music video will be the lighting, which comes under editing. With the
lighting, we aim to have a dark lighting when our artist mention 'no electric,
no gas' the dark lighting will connote with the lyrics as it gives the audience
a clear visual reference to how he is if visually shown in video. Also dark
lighting in the alleyway would be idea and realistic, based merely on the fact
that over 90% of robberies take in alleyways during the night. Giving our music
a dark lighting in this point of time in the video creates a sense of deviance
and criminal behavior, which is exactly how we'd like the audience to view it.
Bright lighting is likely to be used when he performs on stage connoting with
the ideas of happiness and comfort, as music is what he loves and we will show
this in order for the audience to be engaged.
Logistics
As part of the progression of our music video, logistics would play an
essential role towards the continued development. Through the logistics we
would need to analyse the locations, characters and logistical problems that
may occur. Our first location is going to be in a house. The essence of using
this location that is located in south London creates realism but more
crucially follows the story line and lyrics of the song. Furthermore, the
location helps to conform to the grime genre of our music video. Although it
may be cliche the location of the house we add to the originality by giving the
lyrics purpose through creating a continued story line that could be followed
with great intrigue. The narrative point of our music video continues with our
next choice of location, which is located in the alleyway. Through the
alleyway, we aim to re create a robbery scene to go along with the lyrics from
the song. Furthermore, the alleyway creates a relatable and realistic appeal to
our target audience as it has connotations of deviant and criminal behavior.
The time of day also helps to conform to our set genre. Using the alleyway
during the night subsequently makes the scenario made understandable as a vast
majority of criminal’s deviant behavior comes alive at nighttime. The artist we
chose use, needs to be reliable and dedicated when we need him. Furthermore,
Mohamed meets the ideal image regarding how our artist should be, as he had a
rough childhood drawing comparisons with our protagonist artist.
Technology
When creating a music video we would need to use a digital camera so
that we will be able to film our music video. We intend to use close up shots
which would be used to connote the stress and depression in the artists facial
expression. An over the shoulder shot will be used to to denote him going
through his contact list on his mobile phone searching for his mum that left
him as this shot will relate to the lyric when he says 'tryna rebuild with my
mum hoping that she's gonna change'. This will add to the narrative as this
will show that is hope & audiences can relate and feel the emotion that the
character went through; conforming with personal identification to make
audiences not to feel isolated. Furthermore, the final cut pro will support our
music video to be made into a final production. Through using continuity this
will ensure the video is realistic and flows. Also, we intend to shoot our
music video in black & white to connote the idea of a flashback to when he
was struggling. The use of this effect will merge with lyric creating a story
and as well as a music helping it to release gratification. We will also use
transitions when introducing a new scene using dissolve or a fade to show a
clear cut to the new scene whether it being a flashback or him live on stage.
Using a film camera will have a great benefit on our music video as it
will enable us to film our scenes in various shots. The film camera has the
quality to pick up little details. The camera has a long lasting battery, this
will enable us to film as much scenes as we want. Final cut pro will benefit
our music video because of the opportunity to add various of effects. For
example, we are able to change the color effect to black & white which in
our video will symbolise flashbacks. The software will be able to import our
video straight from the camera. Professional luminous lights can be used as
additional editing.
Audience
Our target audience is targeted at black males who may be able to relate
to the lyrics of having a tough childhood going through the 'street life'. The
music video style would appeal to the target audience as it conforms to the
target audiences behavior style. Sympathy in this sense is created through the
lyrics as most black young males have experienced what the artist has been
through and therefore would be able to empathize with the artist. Also the
secondary target audience who will be the white race would be able to have
empathy with the artist as they could imagine how Yungen will feel.