2. Our Song
● Our song is Black Skinhead by Kanye West, which we liked because it is by a very well-
known artist which means that our audiences will be able to relate to our product. We also felt
as a group that we could create our own representation of the song and give a completely
different performance to the original music video.
● We decided as a group to pick this song because the music video is full of energy and
flashing lights which we felt we could use a positive when recreating our version. The original
is also very intense, which is the sort of work-ethic that we want to create collectively as a
group. We believe that if we are able to transcribe some of the energy and intensity from the
original Black Skinhead music video, then we feel we will have our own successful version.
We will also hopefully detract all of the negative publicity that Kanye West receives and try
and turn it into a positive.
3. Artist/Creating an Identity
● Our artist is Kanye West which some audiences could see as a risk because he is such a
well-known artist. Trying to recreate one of his better known songs Black Skinhead, we see as
a challenge that can be done successfully even though many of his previous music videos
have produced controversy.
● We believe trying to create a new identity for Kanye West could be the best way forward. This
is because when you look at recent incidents in the last few years such as at the 2010 VMA's,
going up on stage and interrupting Taylor Swift's best music video speech and protesting how
it was a fix that he didn't win the best video for that year with his video for 'Stronger'. We hope
to channel this negative energy and show a whole different side to his music. We believe this
can be done by using the energy and intensity, but definitely put our own spin on it to make it
current.
4. Appealing to our target
audience
● We believe that it will be relatively easy to appeal to our target audience because as Kanye
West is such a well-known artist, the lyrics heard in our music video will be immediately
recognisable to our target audience of teens and young adults as they would have grown up
listening to his music. The song we are reproducing is full of Rap and represents the Hip hop
genre which is still very current at the moment.
● In terms of linking our artist and song to other artists out at the moment, there are plenty that
have similarities to Kanye West. For example, you have artists such as Drake, who also
works with people such as Rick Ross and Lil Wayne. These artists in recent years have
worked on a variety of music together that has all been from the same genre, artists such as
Lil Wayne and Rick Ross also frequently work with the very successful Chris Brown. These
artists all come from very similar genre's which makes us hope that they will all appeal to our
target audience. I personally believe this will be the case because these artists have been
around a while meaning our audiences would have grown up listening to their music.
5. Style/Video/Influences
● Our music video will be a Pop/Hip hop genre mainly because we are completely changing the
setting from the original music video. The video we will be shooting will be up in Central
London, using a variety of shots through our artist Ralph and we hope that everything will
come together. I say this because by going up into London, this will recreate that hectic
atmosphere which the original Black Skinhead video portrays with all that energy and
intensity.
● When I did some music video research, a video I found which represented our new Pop genre
was One Direction- One thing. This music video was set in London, with the boy band going
across London on a tour bus and then creating an euphoria by going and interacting with the
fans by performing the track. Although, Kanye West is a complete contrast to One Direction
the one similarity I did find was the setting that we hope to create in our video. This definitely
is a challenge, but it seemed to work so well in the video I have just mentioned so we see no
reason why it also can't work for us.
6. Visual style
● Mise-en-scene: We plan to use several different locations in our piece however all the scenes
that will be shot will be in central London. Although the stereotypical London sites will not be
used, only areas we can make specific to the song lyrics.
● Camera: The variety of camera shots will be used. The use of close ups and long shots will
be used more frequently than others it is predicted in order to establish the artist as a whole
before showing the emotion on the face of the artist when sings certain lyrics. Tracking shots
will also be used in order to establish the journey of the artist and the progression through
different scenes.
● Editing: A combination of fast pace and slow pace editing will be used in the music video in
order to establish themes and context to the narrative of the video. Cross cutting may also be
used in order to connect together different scenes. We also intend to use over lapping editing.
7. Influences
Pop artists such as:
Eminem (multiple locations)
Lady Gaga (Use of colour)
Kanye west (Fast pace editing.)
8. Ancillary tasks
● The Ancillary tasks that have be chosen is a Digi pack and a poster due to the fact
that we found that our talents in editing would allow us to achieve a higher standard
of quality. We decided that we were going to use neutral colours for the poster with
a mixture of neutral and bright colours in order to make the digi-pack stand out
more. We are initially designing the digi pack to be sold over the internet on places
such as iTunes and therefore we need to ensure that the cover is eye catching.
● The poster on the other hand is to advertise the main themes of the album, we wish
to stay away from the theme of black and white due to the audience feedback given
that the poster may be too intimidating and scary in its messages which may turn
people off buying the album therefore neutral colours will allow us to present the
themes in a none intimidating way.
9. Unique selling point
● The audience is going to like out artist
because he is individual, the videos that are
produced hold themes and unlike many rap
videos they will not be unnecessarily
degrading and will hold a strong narrative
throughout.
