Black Milk ft. Mel - Everyday Was

1. Presented by Eleanor, Xavier, Bella
BLACK MILK FT. MEL – EVERYDAY WAS

2. WHO IS OUR ARTIST?
• We will be using Black Milk’s song, Everyday Was featuring Mel (Melanie Rutherford.)
• Our artist that we will use within the video will be a roughly 19-24 year old male of black
ethnicity. Within the video we will also use a female of black or white ethnicity, we will
start auditioning some females to play the part next week as we are undecided of who
would fit the role.
• Our male artist will be called ‘XS Stax’ - as a reference to ‘excess’ meaning a lot and
‘stacks’ meaning stacks of money. This name fits easily into the rap genre and the
terms/actions affiliated with rappers such as drugs, money, sex, women, misogyny, fast
cars, diamonds, watches etc. However our song provides controversy as it doesn’t
actually mention anything to do with the natural expectations of rap therefore our artist’s
name provides intrigue to our audience.

3. CONTEXT OF THE SONG
• The song we have chosen fits into the hip-hop/rap genre. The entire song is based on
reminiscing your youth which Black Milk depicts perfectly speaking of his high school,
family and friends.

4. WHAT IS BLACK MILK’S STAR IMAGE?
• Black Milk’s Star Image doesn’t fit into the category of Richard Dyer’s idea that the star is
a construction, nor the star as a commodity. He has a star persona where he creates and
produces his own music. Making him a star that wants to share his ideologies and beliefs
with his audience rather than make a profit from them.
• Black Milk is a hip-hop producer and MC from Detroit, signed to the record label Decon; a
New-York based creative studio that was founded in 2002.

5. WHO IS OUR TARGET AUDIENCE FOR THE MUSIC
VIDEO?
• Our target audience for this video are roughly 18-25 year old men. They are interested in
not only rap but all the sub-genres that come with this ‘umbrella’ genre. As the genre of
the song is hip-hop/rap there is a mellow aspect toward the beat which allows more of a
relaxed listen that can also appeal to a partly female audience roughly aged 17-24.

6. INSTITUTIONAL CONTEXT OF BLACK MILK
• Black Milk is officially known as Curtis Cross, he is 34 years old and signed to the record
label Decon. He has been present in the ‘rap-game’ since 2002 and is still producing and
distributing his songs to this day.
• He released his first album in 2005 and was signed to Decon a year later in 2006. Since
2005 he has released 6 solo albums and collaborated on 9 other albums.

7. EVERYDAY WAS

8. THE OVERALL CONCEPT FOR THE MUSIC
VIDEO?
• The overall concept for this music video is to encourage the audience to understand
exactly where and who our artist was before he ‘so-called’ made it. Initially the audience
will be shown times in the artists life which were difficult for himself. What we mean by
this is that there will be snippets of a time where he was living around the poorer area of
Notting Hill/Ladbroke Grove, being treated badly, himself treating others badly as well as
causing havoc by himself or with friends. We don’t want to make our artist look like a
nasty/naughty person but we also do not want him to play too much of the victim. The
majority of the video will be the rapper in the studio singing/rapping (maybe with
projections of the old school video over him.) As well as having the female, when her
singing is due, coming in to dance as well as sing.
• The parts of the video that will be reminiscent of the artists childhood will have an old-
school home-video effect on to show that the videos are not taken from the present day.
We will edit the video in black and white to help accentuate the genre of rap as it gives a
cold, narcissistic feel to it, which relates to the song.

10. PERFORMANCE, NARRATIVE AND THEMATIC
ELEMENTS
• We wish to divide the video up between performance and narrative, performance of the
artist and the female artist in the studio. The narrative being the way in which we present
how the male grew up in a poor area of London and the trialsand tribulations he came
across whilst growing up.

11. IDEAS FOR KEY INDIVIDUAL SHOTS/SCENES
• Drone shot – For our opening shot we are going to fly a drone over Bramley RD which is
located next to Latimer Road tube station, where Grenfell Tower is, and the likes of
Trellick Tower. This shot will set the scene and show the audience what type of area the
arist grew up in.
• Slow motion shot – when he (the artist) is in slow motion and there is chaos and people
are shouting around him also in slow motion.
• Close ups – male and female lip-syncing in the studio
• Long shots – female dancing
• Tracking shot – following the male around the NH/Ladbroke Grove area.

12. WHO HAS INFLUENCED THIS VIDEO?
• https://www.youtube.com/watch?v=tJSM1xjMMRE
• https://www.youtube.com/watch?v=WrsFXgQk5UI
• http://www.kendricklamar.com
• https://www.youtube.com/watch?time_continue=9&v=Z-48u_uWMHY
• https://www.youtube.com/watch?v=yzTuBuRdAyA