Genre Research

Our genre is hip hop and R'n'B, the term R'n'B originates from rhythm and blues. This genre was created in the 1940's by African Americans and has developed throughout the years. This genre has never had a clear meaning, its been seen as 'black pop' music. However as black pop music changes; it has become a term that is often used define whatever black musical style it is attached to it at specific point in time. the term began to be used to refer to a modern version of soul and funk-influenced pop music.

Music Video Director - Jeffery Engmann

Jeffery Engmann is from north London (Tottenham) he is a artist as well as a video director and often directs many of his group 'Marvell's videos himself.

This Chipmunk video was directed by him, something that is dominant in this video that occurs often in his video is the use of slow motion in the cut-aways. This is a very effective way to tell the story and emphasises on specific things whilst simultaneously showing the artists performance. These cut aways being in slow mo highlights them making you focus and take note of all you see, along with setting a certain tone to the video evoking an emotional response from the viewer as they become more involved in the video.

Another thing i noticed in this video was the transitions, fades and the blending of different images. this is something i tend to often find within his work also.                                                   &

 In this video he has combined both the slow motion and the blending of different images, this gives the feeling of disorientation and them being quite wild due to the concept of being drunk and partying. I like this directors videos because they always have a bright, fresh feeling to them. They are usually energetic and colourful. I think the colours and how they are used play a huge part in the way both the video and the artist themselves are received by the viewers. the mise en scene, what is seen by the viewer in the background, what they are wearing and the colour of them both. whether that be in contrast or in harmony this is always used to give a certain perception.

influential videos

The rooftop shot in this video has been influential in our choice to do a rooftop shot in our video. This feeling of elevation it brings gives power and status to the artist whilst also a sense of achievement due to them reaching these great heights.

It also brings an element of danger as it feels as if they are close to the edge but still on top which connotes you have to be a risk taker to be successful in life. This links to the theme in our video of the journey through life and reaching success or achieving good things even through adversities. If you notice the camera movement whilst they are on the roof is  constantly moving to keep the feeling of disorientation meanwhile they're actions are triumphant and confident bringing a contrast between the two.

Along with all this, the rooftop shot is an establishing shot. It immediately gives the viewer and idea of where these artist are from or just where they currently are but either way giving them a better understanding of the context through to background which highlights the location.

Initial Pitch

Song: Angel ft Wretch 32 - go in go hard

 

Story: The maturing of a kid becoming an adult. The kid then is living up to his dream to become an artist.

 

·Showing the change from young to old

·The transformation of the dream; chasing it and then achieving it

·Use trees, cars and lifts for transformations

·Keeping contrast but also variety of performance shots

·Example: Kid writing lyrics with headphones on and in contrast of him grown up in the studio singing

·Instruments and dancing on stage

·Location: Car park roof, Stage in school, Park, Studio, College/University, Estate and Lift.

·Keeping the look of a grime but in contrast with pop and R&B

 

 

Opening shot: younger version of the singer walking down the road listening to music in his headphones. He will then turn a corner as the song starts and then he will become the older version of himself.

 

Establishing shot showing the kids whole body and the street, then show a close up of his feet as he is walking. Followed by a side on shot and a shot over the shoulder. Finishing with a front on shot as he turns the corner.

 

The singer would start singing for few seconds then it will change to the performance shot on the roof. The performance shots will be continuously switching between each other throughout the video. This will be in conjunction with the storyline.

In order for the performance shots not to be tedious, some of the performance shots will be introduced later on; there will be shots with each artist within them and shots were they are together in the shots a two shot.

Lyrics-‘cant give up the fight’- having the older version shadow boxing. Preparing for a run.

The different clip and cut away: writing lyrics on a notepad, microphone, drawing guitar in detention, practicing in front of the mirror, running for the bus.

Record label research

Our song including Angel and Wretch 32, angel is signed to both island records and universal republic. Universal republic is under Universal Music Group which acts as a parent company to many smaller labels. This is common with records labels for example sony have a string of record labels under them such as 'syco'... 'just jam records' and 'sony rca'. Island record also distribute for Universal as they are a part of the same conglomerate (Universal Music Group). Island records is a UK based label where as Universal is Global and therefore will handle his record distribution abroad, particularly in america

Other artist under UMG (Universal Music Group) include; Akon, Justin Beiber, Mariah Carey , Taio Cruz, Dappy, Jennifer Lopez.

Locations