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A2 Media – Music Video Pitch. Concept. Break up song – Rihanna – Fading. Video will be based on the narrative of the song which talks about a couple who are coexisting together rather than of enjoying each other’s company.
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Concept Break up song – Rihanna – Fading. Video will be based on the narrative of the song which talks about a couple who are coexisting together rather than of enjoying each other’s company. Their relationship has deteriated but neither has walked away, the song is from a female point of view. Therefore the audience will empathise with her more because her emotions are connoted in the video. The video will take you through their daily life , in which we will see the couple trying to rekindle their romance by going for walks in a park or out for a meal but ultimately there's no spontaneity , romance or passion so their life has become a routine and this will be portrayed in the video. Until the female makes the decision to live , the video can be described as a bittersweet love story reasoning being the couple have invested time in each other and its hard to walk away but at the same time staying is destroying them.
Def Jam Recordings Def Jam is an American record label well known for its hip hop and urban artist. Dej Jam is owned by universal music group. Other major artist signed to Dej Jam are Kanye West and Jay-Z who establish artist in the music industry. Music moguls who founded Dej Jam are Russell Simmons and Rick Rubin who have helped and nurtured successful artist such as Johnny Cash and The Beastie Boys. LA Reid an awarding winning music producer and song writer has worked with Dej jam and artist such as Rihanna and Mariah Carey.
Rihanna – Fading ( Loud Album) "Fading" will be the 7th single released from the Rihanna's 5th album Loud. The song was written by Jamal James and Ester Dean music producer Polow Da Don completed the track. The song also samples Irish singer-songwriter Enya’s "One by One“. This song will be release the same day as 2011 MTV music awards when Rihanna performs Man Down & Fading from her Loud album. Dej Jam have decide to release this track because after a few dance tracks from Rihanna we decide to do something different. Everyone loves a ballad and an emotional break up song which they can relate too because we know life isn't always a party. Also with artist such as Adele, Katy Perry and Lady GaGa releasing popular songs and showing their vocal capability, female artist are under real pressure to show they have talent and are not just releasing manufactured pop music but something more real .
Audience Aimed at 15-24 , unisex – mainly aimed at female because it’s a break up song and the protagonist is a woman. It will be aimed at all ethnicity groups who are middle class. The sort of demographic groups that they will belong to is educated urbanites who are young educated workers living in flats and aspiring singles who are singles and sharers in multi-ethnic areas. They would be earning 15 thousand and below , most of them would be living with their parents. They would shop on the high street, normally you would find them shopping in New Look, River Island , Topshop and ect. The females will be dressed in the latest fashion trends as they will also push the boundaries. As this is what Rihanna does she always strives to be different. People who normally follow the media like bloggers , twitter etc. They are always up to date with what’s happening in the news/gossip blogs. She’s featured in other artist’s songs such as David Guetta and Nicki Minaj so she is not only appealing to her fans but also a wider audience through other artists and their fan base. J.Cole was an opening act on Rihanna’s ‘Loud’ tour , Rihanna also featured on his music video ‘Cant get enough’ this kind promotion will be beneficial to both artists as it gives them exposure. From doing different features and appearances her music will inherit other fans bases. Rihanna has other artist such as, Drake, Kid Cudi and so on feature on her tracks, this promotes her music to other genres and their audiences this will increase her fan base.
Distribution Music channels such as: • MTV – MTV has their own TV channel for music and TV shows like Jersey Shore. So during the breaks of the shows, they would advertise music. So during the breaks for these shows, they would advertise a new song or a particular music show that is happening soon. • Viva – It’s owned MTV Network Europe , Viva also shows programmes from other Viacom channels including MTV, and Comedy Central. • Pretty Little Liars • The Hills • Jackass They would be using music track during their shows if something particular happens for example reality shows like The Hills would use that. This promote the music to the audience. • 4Music – 4 Music is owned by Channel 4 , they play music 24/7 and they have their own website , Facebook and Twitter so it allows the audience to access updates on new music . They host T4 On The Beach where artists get to perform their songs. They also have certain times where they focus on one particular artists and play all their songs. Websites: • YouTube – It would be the easiest way to distribute the music video as it will be visual. Each artist has their own channel so it makes navigation easier to find the artist. Also most people have the latest phones like Blackberry or iPhone which come with internet and Wi-Fi so people can browse YouTube on the go and be updated with the latest music videos of their favourite artists. • Artists website Radio: • Capital FM – It’s the UK number 1 radio station, they play music 24/7 , they always have celebrities on there and get exclusive interviews and music tracks before anyone else. Also they host Jingle Bell Ball every December at O2 Arena. Headline acts have included superstars like Rihanna, Janet Jackson and Lady Gaga. They run competitions so the audience get a chance to win tickets to go the Jingle Bell Ball. • Kiss FM – It’s the UK best dance, Hip Pop and RnB so this will cater to the music video as it’s RnB. The audience would specially choose this radio station as it caters for specific genre. On their website, they have column where they have twitter updates from artist’s twitter page so this let the audience to get updates from their favourite artist. • Choice FM – It’s a hip pop and RnB radio station so the audience would chose this station as it will cater to the genre of the music video.
Schedule • For the production of our music video we will start our filming the week after the half term as it will be more convenient for every member of the group and we will be able to have all our idea’s and know exactly what we plan to do with our music video. • We plan to do some filming every weekend we are all available as some of us have jobs and many outside commitments. • Also during our gaps in the college timetable as most of the group share a similar timetable. • And also on the days when we finish college early. • Tuesday and Friday’s will be the best days for most of the group as it is our earliest days however most of the production of the video will take place on weekends due to the locations being outdoor and far from the college campus.
Setting and Location • Restaurant al fresco – the reason why we have chosen to use a restaurant as one of our main settings is because this will help show the audience how the spend their time together and do very normal couple things, it will give the audience insight into their relationship and all the problems they face. This is a codes and conventions of a pop video as it shows the relationship and the intimacy of two people. • Park – the park scenes will show the couple doing common relationship activities such as taking a walk in the park and going on picnics and so on. It will help us to show the audience how they are drifting away and will help us to make our storyline clear to the audience that they are ‘fading’ away from each other. • House- again these scenes will help show our audience how they spend their everyday life together and basically how they are linked and connected in everyway. it will give the audience better understanding of how they truly feel towards each other behind closed doors and how their relationship is falling apart. • For the bedroom scenes we will be using Faye's house which is located in new cross ideal for our storyline as it has the right amount of space and will help us to get our scene exactly how we initially pictured it.
Our inspirations http://www.youtube.com/watch?v=AWpsOqh8q0M&ob=av2eBeyonce – If I Were A Boy http://www.youtube.com/watch?v=nhBorPm6JjQ&feature=artistob&playnext=1&list=TLnLnbXx0MztcRihanna - California King Bed http://www.youtube.com/watch?v=NWdrO4BoCu8&ob=av2eShontelle - Impossible http://www.youtube.com/watch?v=gUPrnu3BEU8&ob=av2eAshanti - Foolish http://www.youtube.com/watch?v=7_weSk0BonM– Leona Lewis – Bleeding Love
Female leads tend to do shots of vulnerability to make the narrative of the song realistic and to gain empathy from the audience wardrobe such as black clothes or loose unflattering clothes are the norm, which connotes real emotion whilst going through a break up . Along with those scenes are shots in bedrooms which can feature new technology this allows the audience to get into the narrative a follow. Costume Cassie’s bedroom wearing little clothes , focus on looks Beyonce wearing a bagging top looks as if she’s been crying. Female audience can relate. Jewellery Ball gown Leona Lewis in ‘Bleeding Love’ dressed in a very luxurious dressed and in jewels. Beyonce dressed in bridal lingerie very sexualise, showing her ex what he lost. Attracts large audience because she’s in lingerie. In music videos with a female lead they are often dressed very glamorous showing wealthy and desirability. This adds to their likability and the influence they have on the audience. if the song has binary opposition such as break up love and hate the facts that the female is sexualise sends a message that the end of a relationship isn't the end of the world.
Male leads in a female artist music video are always well toned with the muscles a masculine appearance . Wearing jeans ,hats or sometime s have tattoos and piercings to have a current image that the audience can relate to. The female lead are their to be desirable by the male audience and admired by the females. But having an attractive male give the females something to look at which can authentic ate the relationship because physical attraction plays a key role in relationships.
Shots Long shot/ establishing shot – Set the scene, it establishes where they are, the time of day and to generally help set the mood.
Close up – Convey emotion, we will be using this shot in our music video because we want to focus on the figure expressions to help the audience understand the story and to emphasise how they feel.
Medium close – Convey emotion and body language, this shot follows on from the close-up it has the same effects but it just adds more emphasis on what the characters are physically doing. It also shows the costumes which allows us to identify with the characters.
Two shot - This shot allows us to see a conversation between the actors and it helps us understand their relationship more.
Tracking shot – shows movement , it allows you to feel like you are in the scene, it helps create realism. Panning shot – helps the audience get the full narrative, it creates fluidity.
