2. Task:
Create a piece of media
relative to regional identity
for Sunderland Culture,
exploring the question ‘who
am I?’.
Target audience 16-25,
encouraging them to think
about and express their
identity.
Products:
-Culture Bid Video
Initial ideas
Upon research, Sunderland culture is an organization aiming to
showcase and celebrate how the city of Sunderland is rich with
local values, in particular that of art, music, performance, media
and history.
My initial thoughts on how to get this across to my target audience
was to show the city’s transition from coalmining and shipbuilding
to todays modern city of cinemas, theatres, football community,
airshows etc.There is a lot to choose from for modern day society
as Sunderland has also been involved with things such as protests
and marches which could represent the city well too.
3. The project brief audience section said to ”encourage them to think about and express their identity”, therefore I thought it was important
to show the past as well as the present. I personally felt that Sunderland’s historical side (shipbuilding, coalmining, glassmaking) was an
integral part of the project as our heritage is a part of our identity coming from the North East of England. Alongside this, I also wanted to
show the transition between then and now- i.e. music, creativity, arts, medias etc. Above are my two initial ideas, but based on the reasons
above I think the ‘then vs now’ project is more suitable.
My potential
ideas One focus
In depth:
It will encourage viewers to
actually think about heritage
and where we are now as a
city. It gives them the chance
to be proud to be from a city
with such creativity and
impact.This idea also gives
me the chance to et my own
footage reasonably easily for
modern day comparisons.
Potential problems:
-Not much footage of
shipbuilding and
coalmining from those
times and even then may
be copyrighted and
limiting- to counteract this I
could use my own footage
and get it from places such
as Beamish and put on a
black and white or sepia
filter.
In depth:
It can show off the creativity of
the city in a positive light and
really explore one art from in
depth and how Sunderland has
an impact on it. It can also give
the people of Sunderland a
chance to be proud of where
they come from that funds and
recognizes art forms and creative
talent in the city.
Potential Problems:
Because I’d be focusing on
only one aspect of the city’s
culture, it could potentially
mean that a lot of audience is
lost (or in other words not
interested in the one focus
subject). For example, not
everyone is interested in
performance or music etc. It
may be better to do a
combination.
4. Inclusion of interviews where I
can ask what people like about
Sunderland, what makes it
valuable and what kind of roots
they have in their own families
(coalminers / shipbuilders)
Showcasing the cities creative side,
for example our Halloween parade
which I already have footage of or
some of the events at the fire station
etc. I want to include this because
my client has a big interest and
involvement in Sunderland’s
creative side and so would be a
good idea to promote it.
Inclusion of old photos and videos
from the 20th century which will
visually show the changes in
Sunderland. For example, a picture
of the Highstreet then and now.
Could use Billy Elliot or Durham Miners
gala as some sources of inspiration. They
have ties to Sunderland Heritage and the
foundation on which the North East lies.
Showcasing some of the history that
has been rooted in Sunderland and
still exists to this day, for example
Holy Trinity Church (built 1719)
May need to source some events
that are going on in and around the
city that are creative and show off
the talents of the region. Research
could provide me with some wider
filming opportunities.
Interviews can involve or be filmed
in front of some of Sunderland
Cultures buildings such as the
National Glass Centre.This shows
off my clients buildings which they
have shown to be proud to own.
5. Film/record
interviews that are to
be included in the
final product and
editing them (e.g.
reducing background
noise etc)
March
week 2
March
week 3
March
week 4
March
week
5/April
April
week 1
April
week 2
April
week 3
April
week 4
Have storyboard/shot
list ready to start
shooting the project
Finish any shooting
that needs to be done
to make a first draft of
the project
Produce and get
feedback on first
draft. Complete any
unfinished or
suggested filming.
Week to edit final draft
together. I will be completing
two videos, one that is around
3-4 minutes (conforms to
typical bid videos) and one
that is 10 minutes (does not
conform to a typical bid
video).
Finish final product
completely and
export. Upload to
Youtube/ Gain
feedback on final
product.
Discuss filming
processes,upload
any behind the
scenes
videos/photos.
Evaluation of
project/tidy up blog
ready for marking
6. Camera pans constantly across, making a transition from the tram to metro as they cross
Camera tilts down from Winter garden mine cinema,
then tilts back up to new, modern cinema screen
Shots like these emphasize change
that is region specific, for example
the metro is a travel system
specifically for the North East.
They show how Sunderland has
developed over time and will
hopefully encourage people to
enquire more into their heritage.
The transitions may also
prove to be more
aesthetically pleasing than
straight cuts, so makes the
video more interesting to
watch.
(Indicates camera movement)
Key:
Possible locations:
-Beamish
-Winter Gardens
-Empire/Odeon
Inspiration: https://www.youtube.com/watch?v=wCU6eNU6cck
7. Audiences aged from
16-25, a lot of them are
likely to be students,
putting them in the
D/E social grade.
Psychographics- Mainstreamers
and explorers.Young people that
would have some sort of interest in
their heritage and culture.
Demographics-
Female and male as
both could have an
interest in heritage.
No particular race
or religion. Client
has outlined ages
16-25.
8. ‘23 and Me’ audience ‘Ancestry’ audience
As my project has a focus on Sunderland heritage and the client has asked that audiences express and
reflect on their own identity, I decided to research some popular heritage sites and what kid of
audiences they reach. As you can see, their audiences do differ from my target audience but should
take into account that these are paid services whereas mine is a free to view video/print
advertisement.
It does not mean that the project would be hopeless, it simply means that I may have to reach my
audiences differently to existing works- i.e. maybe more research should go into how to reach
younger audiences and ensure this is incorporated.
From A grade to E grade
(Paid service research)
9. As heritage sites and campaigns seem to be used mostly by older generations that are of higher class, that means
bringing my project from social class A down to E, and try to interest those of gen Z.
Forbes published an article explaining the best ways to reach this generation. Using some of their pointers, I
believe I can reach my target audience through changing the way my project is presented. For example:
10. Coventry- City of culture winner 2021
https://www.youtube.com/watch?v=SIZXcA
voyoY
As a current winner, Coventry’s culture
video may provide some context as to what
exactly the judge would look out for.This
video of theirs therefore may give some
pointer as to what exactly won them the
title. Some things that they have chosen to
include are :
-Car manufacturing (Range Rovers)
-Art and design of individuals in the city
-Building back up from set backs
-Multi-culture and diversity
-Performance (Performing arts and sport)
-Everyday people
