Location scout and actors

A2 Practical (Music Video)

Location: Werrington Skate Park. 

Main Pitch + Feedback

Storyboard

Roles, Actors, Costumes

Kane Gracey (Friend)
17
Studies dance at Peterborough Regional College and also studied dance throughout GCSE’s at Ken Stimpson Community School. His studies help compliment our music video as he is learning the genre ‘House’ right now! Kane says to include house dance moves such as ‘Jacking’
Kane will be wearing casual going out clothes while ‘cutting shapes’ but then will switch outfits in party scenes.

Tilly Sharman (Friend)
17
Tilly is in full time employment but at school she studied drama for GCSE, She also drives an Audi. Her flashy car helps build an aesthetic for a ‘classy’ girl which we are trying to portray in her character.
Tilly will be wearing formal clothing.

Tilly will be wearing a ring which will symbolise the ‘Promise’ of their relationship

There is a party scene which will involve a large group of friends.

Risk Assessment

We took a few scenes at our local skatepark, we had to be careful that when kane was dancing that there was nothing he could slip on. Winter was dawning when filming therefore we had to make sure there was none around him.

In the scenes where Tilly is driving we had to ensure there was no one in the car park (just incase no idiots tried to interrupt)

Roles

Me and my partner Luke Rizzo will be directing the video and will be editing the film. We will divide the editing, directing and filming evenly. I have access to a mac which has ‘IMovie’ which i believe is better at editing than the software we offer at school so i will have the majority of control of the editing as i have more experience. Where as Jake will film more as I will be playing a small role in the video itself therefore I will take main control of filming. I am more than comfortable to film as I filmed all of my AS media project and feel as if I have the necessary skill set to produce a high quality music video. We will both produce the music video together and both have an even say in the direction of the production.

Actors

Other than the main actors listed above we will be using a number of our friends for the party scenes to create the party vibe which compliments the music and then using two other friends a boy and a girl to argue which visually narrates the lyrics to give a deeper meaning to the song.

Costumes

The song appeals to the younger audience therefore will be wearing outfits which reflect teenagers/ young adults exclusive fashion to both appeal and inspire the audience.

Location list

skate park
a house
party location
car park

Roles, actors and costumes

Roles

Me and my partner Luke Rizzo will be directing the video and be editing the film. We will divide the editing, directing and filming evenly. Luke is better at editing so he will have the majority of control of the editing he has more experience. Where as I will film more as Luke will be playing a small role in the video itself therefore I will take main control of filming. I am more than comfortable to film as I filmed all of my AS media project and feel as if I have the necessary skill set to produce a high quality music video. We will both produce the music video together and both have an even say in the direction of the production.

Actors

We will be using a number of our friends for the party scenes to create the party vibe which compliments the music and then using two other friends a boy and a girl to argue which visually narrates the lyrics to give a deeper meaning to the song.

costumes

The song appeals to the younger audience therefore will be wearing outfits which reflect teenagers/ young adults exclusive fashion to both appeal and inspire the audience.

Main pitch and feedback

Copyright research for song and role of the record company

On December 5, 2013, he released his first EP "Promesses" for free on Fool's Gold Records. Both of its tracks were re-released as singles, "Shot Caller" on 17 December 2014, and "Promesses" on January 4, 2015 through Ministry of Sound, which features vocals from Kaleem Taylor. The song peaked to number 7 on the UK Singles Chart. On April 18, 2014, Tchami released his debut single "Untrue" under Spinnin' Records. On the 12th of March, he uploaded his new song 'After Life' featuring vocals from Stacy Barthe and is part of the After Life EP along with 'Missing You', which has also been released by Tchami and AC Slater. 

In February 2015, Tchami partnered with Electronic Music lifestyle brand Electric Family to produce a collaboration bracelet for which 100% of the proceeds are donated to help benefit the Miami Children's Health Foundation (MCFH). MCFH's mission is to help ensure the health and happiness of children everywhere and to raise awareness and funds for Miami Children's Hospital.

In October 2015, Tchami and fellow electronic producer DJ Snake were injured in a car crash, causing them both to miss a scheduled stop at Toronto's Monster Mash festival.

In November 2015, Tchami performed a set in SG1 Nightclub in Fermoy, Ireland. The set was said to be astounding with many more popular acts to follow in his footsteps to play there.

Permission letter and possible reply

Chosen song and reasons for choice lyrics and influences for video and some research on the group

The song we chose to do is Tchami-promesses. We chose to do this song because it’s one of our favourite songs as a group and from personal experience I really enjoy this song and the atmosphere/vibe it creates in specific environments. As well as it being a party song it also has relate-able lyrics which would appeal to our target audience. 
The song has a catchy beat and that of one that would appeal to a young audience and party atmosphere. The drop of the song is very memorable and will turn an atmosphere from chilled to a party vibe very quickly.

The lyrics are also very relate-able for young adults

If the rain was coming
Will you break my heart?
Break this promise?
If the rain was coming
Will you break my heart?
Yeahh

We liked the lyrics because they are about love and heartbreak which can be applicable to a wide amount of young adults. These lyrics have a sense of pathetic fallacy which inspired our opening scene to be of rain hitting a window showing a girl upset. The lyrics and song inspired me and I want to produce a music video which will be entertaining and inspiring for other young adults. The strong emotional lyrics in contrast to the party beat influenced us to do a video in which there is a male and female in love but the male cheats which refers to the broken promise and the girl arguing with him upset which refers to the broken heart. On the other hand we are going to add the party element in with a dancing scene in a party atmosphere which is very much the core of house music. 

As a very social person I have been clubbing and various house parties and this song is very much a favourite. And it will be easy to show the atmosphere through the camera because I have experience within this environment it will be easy to emulate an accurate portrayal of what the scene is like when people listen to the song. I want to be able to make people want to go out and party with the visuals they experience.

Research 

A summary of the artist -

Tchami, born Martin Bresso, is a house music producer from Paris, France. His stage name was given to him when he was in Africa. He was widely recognized after releasing his remix of "Go Deep" by Janet Jackson. Tchami has done several supporting tours with big names such as Skrillex, Diplo, DJ Snake. His style of production is often referred to as "future house". He has remixed and collaborated with the likes of Oliver heldens , AlunaGeorge, Kaleem Taylor, Mercer, DJ Snake, and AC Slater. His song "Promesses" has charted at number 7 on the UK Charts.

Target audience research

There are people who have been fans of house music since the start in the 1980's. The fans who had a passion for house music since the beginning. In the recent years, DJ's release their beats and music all year round, getting it out to their fans via social media and iTunes. DJ's such as Tiesto and Calvin Harris are considered the best DJ's at this current time.
people like listening to house music because it gives you a happy feeling, it makes you want to dance. This is why this genre of music usually covers the charts during the summer and mostly every night that you would go out clubbing, because of the feeling it gives you when you listen to the music.

Trying to target my audience for this genre is difficult because anyone who likes a good time and dancing would listen to this genre. Although, trying to find an age group for my audience I considered the fact that it is a genre that generated through the 1980's and a lot of the older age range would still listen to the songs that would of been released throughout the 80's and 90's and still to this day may listen to this genre. Although, I'd like to decide on my target audience through personal experience, whilst being in an environment of parties and  I realised the people that seemed most passionate about the house genre were 17-30 years old.

This may be because this is the clubbing age group where by people start going out and partying with their friends at around this age.

Whilst researching my target audience I decided to look at some videos of DJ's performing live and also the music playing in clubs therefore I could get a glimpse of their audiences in the crowd. The majority of the crowd were young adults aged 17-30.

initial ideas

Our idea is to do a music video over the song Tchami-promesses.
We aim to use fireworks at the beginning to set the mood of mysteriousness which compliments the music at the beginning of the song.

Artist research

The reason why we chose this song was because there is no official video to the song which helps create our own perspective on the song.
The perspective we gained from the lyrics of the song were breaking promesses and break ups in general.

"Promesses"
(feat. Kaleem Taylor)

Oh no no, yeah [x4]

If the rain was coming
Will you break my heart?
Break this promise?
If the rain was coming
Will you break my heart?
Yeahh

If the rain was coming
Will you break my heart?
Break this promise?
If the rain was coming
Will you break my heart?
Yeahh

If emptiness is in your promesses
Then there's no need to even promise me
If emptiness is in your promesses
Then there's no need to even promise me

Ooh yeah, I don't need you too now
What's the deal, aw yeah, won't you be, promise me
Ooh yeah, I don't need you too now
What's the deal, aw yeah, won't you be, promise me

If the rain was coming
Will you break my heart?
Break this promise?
If the rain was coming
Will you break my heart?
Yeahh

If emptiness is in your promesses
Then there's no need to even promise me
If emptiness is in your promesses
Then there's no need to even promise me

If emptiness is in your promesses
Then there's no need to even promise me
If emptiness is in your promesses
Then there's no need to even promise me

 

The lyrics show a sense of pathetic fallacy, the 'rain coming' would suggest disaster or problems and then seeing if they would still have trust in eachother. in the intro the song has a mellow beat, in these scenes we would include scenes of distress which link to the lyrics. for example having quick flashes of a couple having arguments and trust issues via text messaging. In the chorus the song is then followed by a house beat which will be filmed in a party scene which would link to a narrative of the couple arguing because he finds out she has cheated on her which is adjacent with the lyrics. in reverse to this we would have the female in the relationship taking off the ring he bought her and throwing it to the ground which shes he has broken a promise.

A music video that is similar and would link well to our idea is David Zowies song 'House Every Weekend'

Tchami

Tchami, is a house music producer from Paris, France. His stage name was given to him when he was in Africa. He was widely recognized after releasing his remix of "Go Deep" by Janet Jackson. Tchami has done several supporting tours with big names such as Skrillex, Diplo, DJ Snake. His style of production is often referred to as "future house". He has remixed and collaborated with the likes of Oliver $, AlunaGeorge, Kaleem Taylor, Mercer, DJ Snake, and AC Slater. His song "Promesses" has charted at number 7 on the UK Charts.

detailed analysis of house music videos

House music is a genre of electronic dance music that originated in Chicago in the early 1980s. It was initially popularized in Chicago, circa 1984. House music quickly spread to other American cities like Detroit, New York City, and Newark – all of which developed their own regional scenes. In the mid-to-late 1980s, house music became popular in Europe as well as major cities in South America, and Australia. Early house music commercial success in Europe saw songs such as "Pump Up The Volume" by MARRS (1987), "House Nation" by House Master Boyz and the Rude Boy of House (1987), "Theme from S'Express" by S'Express(1988) and "Doctorin' the House" by Coldcut (1988) in the pop charts. Since the early to mid-1990s, house music has been infused in mainstream pop and dance music worldwide.

Early house music was generally dance-based music characterized by repetitive 4/4 beats, rhythms mainly provided by drum machines, off-beat hi-hat cymbals, and synthesized basslines. While house displayed several characteristics similar to disco music, it was more electronic and minimalistic, and the repetitive rhythm of house was more important than the song itself. House music in the 2010s, while keeping several of these core elements, notably the prominent kick drum on every beat, varies widely in style and influence, ranging from the soulful and atmospheric deep house to the more minimalistic microhouse. House music has also fused with several other genres creating fusion subgenres, such as euro house, tech house, electro house and jump house.

In the late 1980s, many local Chicago house music artists suddenly found themselves presented with major label deals. House music proved to be a commercially successful genre and a more mainstream pop-based variation grew increasingly popular. Artists and groups such as Madonna, Janet Jackson, and C+C Music Factory incorporated the genre into their work. After enjoying significant success in the early to mid-90s, house music grew even larger during the second wave of progressive house (1999–2001). The genre has remained popular and fused into other popular subgenres, for example, G-house, Deep House, Tech House and Bass House. As of 2015, house music remains extremely popular in both clubs and in the mainstream pop scene while retaining a foothold on underground scenes across the globe.

Star image in music videos

Richard Dyer:  Star theory

'Pop performer' and 'Pop star' have become interchangeable- strictly speaking, in media terms they are not the same thing.
Pop stars have an identity or persona which is not restricted solely to their musicianship.
A true pop star does have a long lasting significance and has 'brand awareness' amongst a wider market over a period of time.

Star image

A star's image becomes a readily recognised sign that is used in many different media forms. Stars can use the fact that their image has meaning by allowing it to be used for advertising purposes.

Industry and audiences 

Stars are made to appeal to audiences, which will in turn generate revenue for record companies. Record companies nurture and shape their stars into what they want them to be like. They tend to manufacture what they think audiences want, hence the 'photocopied' nature of many boy bands, teen bands etc.

Ideology and culture 

Stars represent shared cultural values and attitudes and will promote a certain ideology. Audience interest in these values enhances their 'star quality'. Conveying beliefs, ideas and opinions outside music that performers help create their star persona.

Character and personality

A star begins as a real human, but the star transformation turns them into a construct. Stars provide audiences with a focus for ideas of what people are supposed to be like (eg for women- beautiful/ thin) they may support hegemony by conforming to it (thin/beautiful) or providing difference (fat/still loveable)
It is easier for pop stars

Chosen song and reasons for choice (maybe lyrics and their meanings which will influence choice of video). Plus some research on the group.

"Promesses" is a song by Tchami featuring guest vocals from Kaleem Taylor. It was initially released on December 2013 underFool's Gold Records as part of his free EP "Promesses" along with "Shot Caller". It was then re-released on 4 January 2015 as a digital download in the United Kingdom through Ministry of Sound. The song was written by Martin Bresso, Kaleem Taylor and William Grigahcine. The song peaked to number 7 on the UK Singles Chart.

Tchami, is a house music producer from Paris, France. His stage name was given to him when he was in Africa. He was widely recognized after releasing his remix of "Go Deep" by Janet Jackson. Tchami has done several supporting tours with big names such as Skrillex, Diplo, DJ Snake.

"Promesses"
(feat. Kaleem Taylor)

Oh no no, yeah [x4]

If the rain was coming
Will you break my heart?
Break this promise?
If the rain was coming
Will you break my heart?
Yeahh

If the rain was coming
Will you break my heart?
Break this promise?
If the rain was coming
Will you break my heart?
Yeahh

If emptiness is in your promesses
Then there's no need to even promise me
If emptiness is in your promesses
Then there's no need to even promise me

Ooh yeah, I don't need you too now
What's the deal, aw yeah, won't you be, promise me
Ooh yeah, I don't need you too now
What's the deal, aw yeah, won't you be, promise me

If the rain was coming
Will you break my heart?
Break this promise?
If the rain was coming
Will you break my heart?
Yeahh

If emptiness is in your promesses
Then there's no need to even promise me
If emptiness is in your promesses
Then there's no need to even promise me

If emptiness is in your promesses
Then there's no need to even promise me
If emptiness is in your promesses
Then there's no need to even promise me

The song we have chosen to do 'Tchami-Promesses' it is a house song which doesn't have a video to it so gives us a lot of freedom in what we include in the video. The song is all about breaking promises ' If the rain was coming will you break my heart' the lyrics show a sense pathetic fallacy as the rain coming shows disaster. The song is house therefore includes music predominately that makes you dance. In our video we will try to include 'shuffling' which is a generic convention of house music. The intro has a mellow beat so our idea is that we flash lights to the beat to entertain the audience and to compliment the music. The video will be filmed in a party scene also a narrative of a couple arguing because he has cheated on her which is adjacent with the lyrics, the girl will take off her wedding ring and throw it on the ground which shows he has broken a promise- broken the vows he made.

plan

Intro- Actor

Target audience research

Unless you have major label money behind you, the ability to self-promote your music is one of the most important skills you can have. When you don’t have money to hire PR people to run media campaigns for you, it is up to you to make sure people know about the music you are making. Getting started can be a little overwhelming, however. These steps will help you start out on the right foot, to make sure all of the right people are standing up and taking notice of you.  A target audience consists of individuals, groups or communities who influence the intended ‘target’ of a media. Newspapers attempt to appeal to certain target audiences by fulfilling the specific needs and interests of a target audience within its news stories, political bias etc. House music is very famous, especially in urban areas and Europe. Famous clubs hire DJs who play house music, because it has a couple of important components, which make it the perfect music type for clubs. If you listen to House, it might certainly sound like techno or trance in the first place. Here this article will provide some steps how to get in touch with HOUSE and learn how to appreciate it.

For my video I am going to be targeting older teens and young adults as they are the prime age for the clubbing scene, as the age in the UK to legally go out is 18 and in parts of the US 21 so the category is set older. Recently house music has been taken by popular demand in the charts which has made this type of music more stereo typical which makes it hard  for me to show you a target audience as before there was a small minority of people that enjoyed house/dance/tech music.  Men and women will both be part of my target audience because there is no gender differences in music, for example this year I visited Creamfields UK’s biggest house music festival. I noticed no major difference in gender where was just as many girls as boys also the most popular age would range from 17-25 as there wasn’t any much younger and only a few amount of elder people.  However as house music was large back in the 80’s and has made a massive comeback in 2000’s with artist like Swedish house mafia, daft punk, Tiesto, deadmau5 and Benny binassi. So this could defeated my target age of audience from late teens and young adults as there could be many older house music fans from the 80s and even new fans every day.  House music is not mainstream so you will be breaking the boundaries and revolting from the crowd this is why my target audience will be adventurous, different and fun.  For example house music also had an influence of relaying political messages to people who were considered to be outcasts of society. It appealed to those who didn’t fit into mainstream American society and was especially celebrated by many black males. Frankie Knuckles made a good comparison of house saying it was like “church for people who have fallen from grace” and Marshall Jefferson compared it to “old-time religion in the way that people just get happy and screaming’”. Deep house was similar to many of the messages of freedom for the black community. Both house CDs by Joe Smooth, “Promised Land” and Db “I Have a Dream” give similar messages of Martin Luther King’s “I Have a Dream” speech.

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Pre-Survey

Survey and Questionnaire.

After researching my target audience I have found out the specific audience I will need to not only make my questionnaire but use the right people to fill it out to gain the best answers. Firstly the gender will not matter because everyone listens to music and with research I have found that there is no large difference in men or women listeners when it comes to music for example we found Slightly more than 8 percent of women watched or listened to music online which isn’t a big difference source: http://blog.nielsen.com/nielsenwire/consumer/women-more-ravenous-for-music-sites . I Found the age most people go out and listen to fast and powerful music would be late teens early 20’s so I am going to ask people from the age of 17 up to 27, this will give me the earlier generation and also the later for a wider perspective. In the age bracket the marital status is most likely to be single or in a causal relationship for the younger teens and maybe engaged or married at the end of the 20’s. I will be handing out 20 questionnaires so it won’t be a problem if some aren’t filled in correct or lost but will also give me adequate information to create some tables and graphs eventually.

Questionnaire

Name: ……………………………………………………………………….  Age: …………………………………………………………..

Sex: ………………………………………………………………………….   Marital status: …………………………………………..

1.       I am currently…

Working          Secondary school          Sixth form         College      University

2.       Do you listen to house music?

………………………………………………………………………………………………

3.       Who is your favorite artist?

…………………………………………………………………………………………….

……………………………………………………………………………………………

……………………………………………………………………………………………

4.       How many hours do you listen to music a week?

1-3         3-6         6-9       9-12         12+

5.       Do you go out to clubs and venues?

Yes                              No

6.       If so, how often?

Once a month           once a week         twice a week        3 times a week       rarely

7.       Have you seen any artist live?

Yes                               No

8.       If so, were they good and why?

……………………………………………………………………………………………

…………………………………………………………………………………………..

…………………………………………………………………………………………..

…………………………………………………………………………………………..

9.       Do you have a memorable moment gained from house music?

If so please state:

………………………………………………………………………………………….

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

10.   Do you like house music with or with vocals?

With                                     Without

11.   Do you buy CD’s or download tunes?

Buy CD’s                       Download legally               Download illegally       don’t do either.

12.   Would you buy an album or just singles?

Album                           Single

13.   When an album or single is released do you watch the promo video?

Yes                               No

14.   If yes, how do they affect you and what do you think after?

………………………………………………………………………………………

………………………………………………………………………………………

………………………………………………………………………………………

………………………………………………………………………………………

………………………………………………………………………………………

15.   Can you give an example of a music advertisement/promo you’ve seen?

……………………………………………………………………………………..

……………………………………………………………………………………..

16.   Is a video promo for music albums critical to you?

Yes                            No

Video ideas

The song we have chosen to do 'Tchami-Promesses' it is a house song which doesn't have a video to it so gives us a lot of freedom in what we include in the video. The song is all about breaking promises ' If the rain was coming will you break my heart' the lyrics show a sense pathetic fallacy as the rain coming shows disaster. The song is house therefore includes music predominately that makes you dance. In our video we will try to include 'shuffling' which is a generic convention of house music. The intro has a mellow beat so our idea is that we flash lights to the beat to entertain the audience and to compliment the music. The video will be filmed in a party scene also a narrative of a couple arguing because he has cheated on her which is adjacent with the lyrics, the girl will take off her wedding ring and throw it on the ground which shows he has broken a promise- broken the vows he made.



 

A lot of artists change their musical style once they have a bit of recognition in order to make money as it branches out to a wider audience. A perfect example of this are artists such as Stormzy, Krept and Konan and Skepta.

Stormzy recently started to get a bit more fame in the last coming years

Music labels and brand research

UMG





Def Jam Recordings was founded in 1984 by Rick Rubin and Russell Simmons, and has represented the very best in cutting edge music and youth culture for 30 years. Def Jam Recordings began as a maverick independent label inspired by a punk ethos and the emerging sound of hip-hop, pioneering iconic stars like LL Cool J, Slick Rick, The Beastie Boys and Public Enemy. Over the following two decades, Def Jam established its dominance with acts like Jay-Z, DMX, Ja Rule, Method Man & Redman, Ludacris, Rihanna, Jeezy, and Kanye West. Now in its 30th year, Def Jam’s music and lifestyle has grown into a global brand – synonymous with creativity and authenticity – encompassing a diverse roster of marquee and emerging stars like Kanye, Justin Bieber, Rick Ross, Frank Ocean, Iggy Azalea, Axwell  Ingrosso, YG, Afrojack, 2 Chainz, Alesso, The Roots, August Alsina, Jhene Aiko, among others.


Island records UK. More than 55 years on from its birth in Jamaica, Island is one of the most revered and respected labels in the world. Its unique ethos has provided the platform for launching some of the biggest artists from across the musical spectrum, including the UK launch of Amy Winehouse, Florence + The Machine and Mumford & Sons. Their UK roster remains as varied as ever with acts such as Disclosure, John Newman and Jessie J seeing global success.

Shady records. Shady Records is an American hip hop record label that was founded by Eminem and Paul Rosenberg in 1999 after the highly successful release of The Slim Shady LP. Over the years Shady Records has earned RIAA certificates of platinum or higher for a number of album releases and has been home to acts including D12, Slaughterhouse, Yelawolf and Bad Meets Evil.

Virgin EMI Records. Very few brands are as identifiable as Virgin. From its humble roots as a London based record store, the label has been at the forefront of musical disruptions for over 40 years – prog to punk, new romantics to rave, indie to girl-power. Bastille, Emeli Sande, Naughty Boy and Iggy Azalea continue to carry to torch for the label, making Virgin EMI one of the biggest in the UK today.

Demographic theory

Album name 'The long way home' this is a reflection of their lives and where they have come from etc.

Gold chain shows they get money to be able to afford expensive materialistic things and it shows they're living good. it shows they are well and a reflection of bad to good. The black t shirt in comparison to the gold chain shows they old life which was full of pain, poverty and suffering compared now to their life of luxury.

music video genre research