The document proposes ideas for a music video to accompany the R&B song "Friends Forever" by the artist Mars. It suggests starting with piano playing alone before showing Mars hugging his girlfriend. It then depicts his girlfriend hugging another man, Josh, revealing Josh as a "fake friend." Mars sees this from across the street and calls to warn Fudge. The video would cut to Mars and Fudge discussing the situation before Mars' verse in the song begins. The video aims to represent Mars and the R&B genre authentically through realistic costuming, locations, and performance that appeal to Mars' core 18-30 male and female audience.

1. Pitching Initial Ideas

2. Content We will start off with someone hit the hammer of the piano, this will give the effect of the piano playing by itself. This would be a great idea as the track starts with the piano playing. We will shortly after see Fudge hug his girl friend & hold her hand, this is done to outline that it is his girlfriend. While they are walking together Fudge see’s his friend Josh, shakes his hand and keeps walking. Soon after we see Fudge’s girl looking around in a very paranoid manor, we then see Josh meet her, he hugs her. This shows us that Josh is the fake friend. Meanwhile Mars is across the street and he see’s everything that happened, so being a good friend he calls Fudge to inform him of his girl’s actions. Fudge reacts aggressively.

3. Content- Continued Just before Mars verse the song stops. Mars and Fudge have short a conversation about what happened. Fudge- “I don’t understand, like I gave her everything and I treated her right. Mars- “some things just aren’t meant to happen, I she can’t appreciate that your one of the few good boys around these days then she don’t disserve you. Fudge- “your right, and I should smack Josh”. Mars- “ don’t worry about Josh, he will get what’s coming to him”. Song starts back, Mars’s verse begins.

4. Theory The theory I will apply is Andrew Goodwin’s music video conventions. There 3 types of music video: performance, narrative and conceptual. Within each music video the lyrics will either illustrate, amplify or contradict the video.

5. Genre The genre of the song I have chosen is R’N’B. The song is called ‘Friends Forever’. Below I have left a link to the song: http://www.youtube.com/watch?v=nyDc5RtDx3I&feature=related

6. Style and Form We will dress Mars in casual clothing such as jeans, t-shirt, polo shirt, shirt, jumper, coat, jacket The above are examples and have not been confirmed

7. Audience Mars primary audience would be 18-30 year old males, however he would possibly attract attention from females within that same age bracket as the males. This is due to his star persona, and also due to his talent. As he has the ability to also sing this gives a more soft and sensitive side to his music, therefore females can gain a connection to him. Mars secondary audience would be young kids aged between 12-15 who are into music. This is due to the fact that he is a responsible and good role model, and he also makes, edits his own music. This will give the young music lovers something to look up to and take art in from a young age. This is beneficial because it is not essential for Mars to have someone to edit his music for him, he can do it in his own time.

8. Representation My music video will represent the artist and genre through the mise en scene that is in the video. This will consist of the costume the artist wears, the lighting, props used, production design (location), performance, space. As Mars is from south London he has an understanding of the streets and current crime rate. He is quite down to earth and real so I don’t want to portray a lie. Also he is one of the cool kids who quite popular. I will represent the R,N,B genre through this video by keeping Mars as close to his true image as possible. There shall not be any glitter or over the top costumes used, I will like to keep it simple and dress him quite casual, therefore relating to his target audience.