Chance The Rapper was chosen as the artist for the music video. His genre of alternative rap fuses different styles and refuses traditional stereotypes. The song "Israel (Sparring)" was selected for the video. Joshua and Gracia will play the lead roles. The target audience is 15+ who will appreciate the song's meaningful lyrics and biblical references delivered without judgement. The video will tell a story that relates scenes from the narrative music video to lyrics to draw the audience in. Promotion of the artists will be done through social media, a website, and YouTube to spread their unique style.

1. Music Video PitchDAVID ADEROGBA NABIL AHMED

2. Artist
The artist we chose to use for our music video is Chance The Rapper. Chancellor Bennett is a
Chicago-born rap artist (hence “The Rapper”). He gained recognition in 2013 for the release of
his second mixtape “Acid Rap”. His debut mixtape was “#10 Day” (2012), and his latest release,
“Surf” (2015), is as part of a group named “The Social Experiment”. Chance has consistently
avoided record labels, refusing to be signed. His sole purpose of making music is to have fun
with his friends. Because of this, he doesn’t make music for money, it’s all free.
We chose him because David is a big fan of him, his music, and his ambitions. As an artist,
Chance likes to be different. He raps about sensitive topics such as race, crime, and religion,
and he does so in a way that’s innovative and eccentric. He raps like nobody before him (and
most rappers after him). Chance is known for his highly complex flow patterns; his fusing of
rapped and sung vocals; his lyricism that tackles personal growth; his highly symbolic
storytelling and political and social criticism.

3. 10
Day
Acid
Rap
Chance The
Rapper

4. Genre
The genre we’ve chosen to follow is Alternative Rap. This is the genre of music that Chance The
Rapper makes. The reason why it is alternative instead of just Rap or Hip Hop is because it is
more unconventional; it refuses to conform to traditional stereotypes of rap. Alternative Rap
music tends to fuse genres, drawing influences from Funk, Pop, Jazz, Soul, and/or Reggae.
The reason we chose this genre is mostly because it’s our favourite genre. Also because we
believe it shows the more artistic side of rap, it stands as evidence of the fact that rap music can
be beautiful. This genre of music has been our go-to music for a long time now, and we feel that
following this genre and creating a music video based on this genre will be a very fulfilling
experience for us.

5. Song
The song we have chosen to use is titled “Israel (Sparring)” by Chance The Rapper. Nabil
agreed with this song choice as it has “a nice rhythmic melody to it”. The song features Noname
Gypsy, a fellow rapper of Chance who is also from Chicago. The song heavily references the
Old Testament account of Jacob (who is renamed Israel, which is literally defined as He who
struggles with God). In this song, Chance speaks on the sparring match that occurred between
Israel and God (or the angel, or being), and he relates it back to the fight he puts up with life.
We intend to use this song because we really enjoy the mellow tune with a meaningful topic
communicated with a mature and mannerly tone. The elegant lyricism and vivid storytelling
provides many strong ideas for a music video.

6. Israel (Sparring) Cover
Art
Noname
Gypsy

7. Actors
Our music video requires mainly two people to play both artists in the song; one female, one
male. For the target audience, it’d be fitting to cast young people as actors in our video as they’d
appeal to and resemble youth empowerment for the younger audience but also stand as
enlightenment for the older audience.
The two individuals who have agreed to be a part of this project are Joshua and Gracia. We
chose to cast Joshua because he looks very similar to Chance The Rapper, like a young
Chance. He is also a lively character full of spirit and is really cool to work with. Gracia is a
drama student in college who also has an interest in music; she loves to perform both
theatrically and musically. Her grit and her insight in the Performing Arts industry will be
extremely valuable to the project.
Of course, filming will take place further in the future and it’s hard to predict what could happen
by then, but they have both agreed to keep their schedule open for us for the meantime. Other
people are still in consideration to help increase reliability of having available actors to film.

8. Joshua Gracia

9. Audience
The audience we will be appealing to is 15+. Despite one or two profanities, the song is quite
unique in the way that it utilises the words of God in a melodic tune, making it appeal to lovers of
the genre and those who understand and appreciate the concept of God and religion. This song
implements religion in an way that teaches the biblical story without bringing the feeling of
judgement or being forced to accept the religion.
Young teenagers around the age of 15 can be included in the target audience because young
people are more likely to listen to Rap music, and so would already be desensitised to curse
words in music. And, of course, people older than 15 would fit into this category due to a higher
level of maturity and understanding of the genre and song.

10. Style
Alternative Rap music refuses to conform to traditional stereotypes of rap and tends to fuse
other genres. Though Arrested Development and the Fugees managed to cross over into the
mainstream, most alternative rap groups are embraced more by alternative Rock fans, rather
than Hip Hop or Pop audiences. This shows that the artists we are aiming to create have to be of
their own inspiration and how they want to be perceived, opposite to what the generic rappers
are wearing, i.e. baggy clothes, chains, etc. Instead, they aim to be individuals in their dress
sense. The artists could have a generic rap look if they please or they could go out of that
generalised world and start to aim towards being open in what they wear.
The way that our artists are perceived in the media’s eyes could range from the generic rap
image (baggy clothes; chain; hats), to a more colourful and open theme. As you will see in the
next slide, there is a variation between the way in which alternative rap artists dress. One way
could be very generic and another could be something that you would never perceive to be of
that specific genre, for example: skinny jeans; loose tops; and casual jumpers. All in all, our
artists should be of a specific image which makes them stand out from the crowd and show off
their talent in a way that nobody would believe possible.

12. Promotion
In terms of promotion of the artists, we are going to create a digipak and a website for them and
place clips and snippets of them all over social media to enable our artist to have the most
unique and unperceived image about themselves. The way in which we believe is most suitable
for this is through websites such as Instagram, Facebook, and other potential sites which have a
large number of users on a day-to-day basis. These social websites can help increase
awareness and popularity of our artists, as news can spread very quickly on the Internet. We
can also use them as a method of communication with audiences, to create a relationship
between the artists and audience, contributing to promotion.
We believe that our artist would best be shown through YouTube which would essentially show
off the artists in their true form; through music and their harmonious lyricism and sound.
YouTube is a video platform for users to watch, share, and produce content. Posting our music
video on this website will accumulate viewers and draw fans to our artists much more easily than
most other methods.

13. Idea
The general idea of this music video is for it to be a story/performance. This means the video will
have a story or narrative of some sort, and the two actors will be rapping the song whilst acting
as the characters in the video.
One of the ways we can show this is by having the actors act out scenes in which the visuals
relate strongly to the lyrics. For example, a line in the song is “you still a waiter”, so for this line
one of the actors would be dressed as a waiter in a café holding a tray, but will be rapping the
same lyrics “you still a waiter” towards the camera. This technique could be used frequently, as it
would have an effect on the audience. The audience would be watching a story with characters
and such, but the characters would be speaking directly towards the audience, drawing them
into the scene much more personally.
The overall purpose of the music video is to create a narrative through building a relationship
between the song and visuals to amplify its meaning. The song itself has a lot of meaning;
creating a music video for it would just help to easily portray the story in visual depth.