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.
