The document provides details about the production of a music video for the song "Don't Be Shy" by the artist 789 Crew. It discusses the content of the music video, which will tell the story of a shy girl and outgoing boy meeting at a party and beginning to date. It describes the branding and logo, as well as the target audience as 15-19 year olds, mainly working class, of mixed ethnicity. It outlines the style and form of the music video, which will have both a narrative and performance element, and addresses the representations and stereotypes it will portray.

2. Bac kg ro und ..
Out o f the two brie fs I have c ho s e n to
pro duc e a mus ic vide o . The s o ng I am
g o ing to us e fo r my mus ic vide o is
“Do n ’t Be S hy” whic h is pro duc e d by
the 789 Cre w . I have g aine d c o pyrig ht
o f this s o ng as as ke d in the brie f due to
the pro duc e r be ing a frie nd .

3. Co nte nt..
• The c o nte nt o f my mus ic vide o will be a s ho rt s to ry abo ut a g uy
ag e d aro und 18-19 and a g irl ag e d 17-18. the s to ry is abo ut 2
pe o ple who me e t e ac h o the r in a party . This the n re s ults the m
into dating e ac h o the r. Ho we ve r the g irl is quite s hy and
re s tric te d . This links bac k to the title o f the s o ng “Do n ’t be
s hy”. The g uy is ve ry o ut g o ing and c o nfide nt the re fo re is
e xpre s s ing his fe e ling s abo ut the g irl be ing s hy thro ug h his
lyric s
• In o rde r to brand the artis ts I will be us ing a c o lo ur s c he me o f
re d and blac k. The lo g o will s ay 789 c re w in re d o n a blac k
bac kg ro und with s pe ake rs be hind it. Als o the artis ts will we ar a
c o mbinatio n o f bo th s mart and s tre e t c lo the s making it a bit
e dg y fo r e xample je ans with a ve s t/ t s hirt and maybe a c as ual
blac k s hirt. The y will als o be we aring je we lle ry s uc h as e arring s
brac e le ts and c hains whic h will be ve ry vis ible . Fo r my DVD
c o ve r de s ig n I will us e this c o nc e pt. The bac kg ro und will be
blac k with 789 c re w in a larg e print c o lo ure d in re d . Als o the ir
will be an imag e o f a g uy with a hat e me rg ing fro m the title (789
c re w )

4. Audie nc e ..
• My t a r g e t a ud ie n c e w il l be bo t h ma l e a n d f e ma l e a g e d be t w e e n 1 5 -1 9 .
• Th e y w il l be a ime d a t bo t h w o r kin g c l a s s a n d mid d l e c l a s s . Ho w e ve r t h e y w il l
be Ma in l y w o r kin g c l a s s d ue t o t h e f a c t t h a t t h e a r t is t s a r e r e pr e s e n t e d t o be
f r o m t h e “ s t r e e t ” a n d a l s o ma n y o f t h e s o n g s a r e a bo ut e ve r yd a y l if e
s t r ug g l e s w h ic h ma in l y w o r kin g c l a s s pe o pl e g o t h r o ug h .
• t h e t a r g e t a ud ie n c e w il l h a ve a mixe d e t h n ic it y w h ic h I w il l a im t o s h o w by us in g
mixe d e t h n ic it ie s in t h e vid e o .
• Th e t a r g e t a udie n c e w o ul d be in t o s pe c if ic t ype o f d e s ig n e r br a n d s . Fo r t h e
bo y’ s it w o ul d be mo r e Ad d id a s , Nike , Be n c h a n d He n l e y's . As f o r t he g ir l s t h e y
w o ul d be in t o br a n d s s uc h a s Mis s S e l f r id g e s , Rive r Is l a n d a n d To p S h o p
• My t a r g e t a ud ie n c e w o ul d h a ve c e r t a in in t e r e s t s s uc h a s , g o in g o ut ,
s o c ia l is in g , c l ubbin g , Mc in g (r a ppin g )
• Th e t ype o f mus ic c h a n n e l s my t a r g e t a udie n c e w il l l is t e n t o w o ul d be :
MTV Ba s e - d ue t o it be in g a ve r y po pul a r R’ n ’ B a n d Hip Ho p mus ic c h a n n e l w h ic h
is l is t e n e d ma in l y by 1 4 -2 1 ye a r s o f a g e w h ic h a l s o c o ve r s my t a r g e t
a udie n c e .
Cha nne l U – d ue t o it be in g a ve r y po pul a r mus ic c h a n n e l f o r n e w Br it is h Hip
Ho p a n d Rn ’ B a r t is t s

5. S tyle and Fo rm ..
• The s t yl e o f my mus ic vid e o w o ul d be s imil a r t o R’ n ’ B vid e o ’ s
n o w a d a ys . It w il l be bo t h a pe r f o r ma n c e a n d a n a r r a t ive
vid e o .
• It w il l be a n a r r a t ive vid e o d ue t o t h e f a c t t h a t it ha s a
c o n c e pt / s t o r y be hin d it . As I me n t io n e d e a r l ie r it w il l be
a bo ut a g ir l a n d a bo y me e t in g e a c h o t he r w ho ha ve g o n e o n
t he ir f ir s t d a t e . Th is w il l g ive t he mus ic vid e o it s n a r r a t ive
e l e me n t . Al s o t he ir w il l be c ut a w a y s h o t s o f t he t w o w a l kin g
in dif f e r e n t l o c a t io n s .
• It w il l a l s o be a pe r f o r ma n c e vid e o d ue t o t h e f a c t t ha t t he r e
w il l be s ho t s o f t he ma l e (a r t is t ) r a ppin g d ir e c t l y t o t he g ir l .
This ma ke s t he a ud ie n c e f e e l a s if h e is t a l kin g dir e c t l y t o he r
w hic h g ive s it t he pe r f o r ma n c e a s pe c t . This w il l be do n e by
t he g uy a n d t he g ir l s it t in g a t a t a bl e ma ybe in a r e s t a ur a n t .
The l ig ht in g w il l be e ve r y d ul l a n d d a r k a n d t he ir w il l be a
s po t l ig ht s h in in g o n bo t h o f t he m ma kin g t he m t he ma in
f o c us . Th e c a me r a w il l be o n a d o l l y w h ic h r e c o r d t he a r t is t
t a l kin g / r a ppin g t o t he g ir l .
• The ir h a ve a l s o be e n pr e vio us mus ic vid e o s w it h t he s a me
s t yl e a n d c o n c e pt . An e xa mpl e o f o n e is “ S l o w Do w n ” by
Bo bby Va l e n t in o .

6. Re pre s e ntatio n ..
• My mus ic vid e o w il l r e f l e c t t he id e o l o g y o f As ia n g ir l ’ s
be in g q uit e r e s t r ic t e d d ue t o t h e ir t r a d it io n a l vie w s o f
“ n o s e x be f o r e ma r r ia g e ” . Th is is s h o w n in t h e vid e o d ue
t o t h e f a c t t h a t t h e g ir l is ve r y s h y a n d “ f r ig id ” a n d
w a n t s t o t a ke t h in g s ve r y s l o w .
• It a l s o f o l l o w s t h e id e o l o g y o f bo ys be in g ve r y
c o n f id e n t a n d o pe n . Mo s t yo un g bo ys w a n t s e x a n d t h is
is c o n ve ye d in t h e l yr ic s o f t h e s o n g
“Le ts no t was te no time le ts g o to yo ur plac e o r mine ”
• Th e mus ic vid e o f o l l o w s t h e us ua l s t e r e o t ype s o f
yo un g bo ys t h r o ug h t h e ir c o s t ume s . Th e bo ys w il l
w e a r a h o o die / j a c ke t a n d w il l be Mc in g w h ic h ma j o r it y
o f yo un g bo ys d o .
• Th e g ir l s w o ul d f o l l o w t h e t ypic a l s t e r e o t ype in t h e
s e n s e t h a t mo s t g ir l d r e s s up w it h s t r a ig h t e n e d h a ir
h ig h h e e l s a n d ma ke up. Th e g ir l in my mus ic vid e o w il l
f o l l o w t h e s a me s o r t o f s t yl e f o r h e r a ppe a r a n c e
w hic h t h e r e f o r e r e s ul t s in t o h e r r e pr e s e n t in g t h e
s t e r e o t ype o f t e e n a g e g ir l s .