- The group will create a music video for the song "The Mrs" by Potter Payper featuring their artist ST, an abbreviation for "StoryTeller". - ST will be portrayed as coming from a rough background in Hackney and trying to leave his past of crime and gang affiliation behind by telling stories through his music. - The video will use locations in run-down parts of East or South London to portray ST's past struggles and pain through a narrative that references crime while avoiding directly glorifying violence. - Social media like YouTube and Soundcloud will be used to promote ST and appeal to a male audience aged 13-23 from urban UK backgrounds who can relate to the song.

1. PITCH
By Jake, Kenson, Troy & Seun

2. ARTISTE
Our artist will be named ST
We looked at other hip hop/rap artists such as Cbiz, BT and SJ and came up with the
name ST, which is an abbreviation for ‘StoryTeller’ as our artist is someone who likes to tell
stories about his past and his pain through his music. We decided to make it an
abbreviation as he's an urban rap and ST fits more with the genre, because its shorter and
can have multiple meanings. ST also for stands for striker which was given as he has pass
of being gang affiliated and going to jail for his past of GBH and firing a weapon, but is trying
to leave that environment.

3. GENRE
As a group, we chose Hip Hop/ UK rap as a group as this is a genre that is vastly
becoming popular around the world. Also the music we grew up listening to and
enjoy. It is also relatable to us as we live in hackney which is known for the harsh
living and activity. This allowed us to easily click with the genre and the types of
songs involved with it. Grime music is often known for its use of excessive boasting
with either money, jewels or weapons. This is a common stereotype that we will be
subverting to as our artist will not be flaunting different types of jewels or weapons
or money, they will be in normal clothes telling the story of their life.

4. SONG WE CHOSE
Potter Payper – The Mrs.
We chose this song because it has a clear narrative and story within the lyrics of the song which
would be easy to turn into a visual video with an extra performance piece of footage included in the
video. Also the song is a metaphor meaning that we had a variety of options for music video ideas.
For example, A narrative about one thing that turns out to be another. The use of the lyrics in the
song are good for us to work with as we have grown up around the same environment as the actual
artist, making it easier for us to relate and make a video about it.
• The Song we Chose: https://www.youtube.com/watch?v=bUwkSCLmsCc

5. WHO WILL BE THE ARTIST.
Kenson will be the artist acting as ST (story teller/Striker) who is actually the
rapper potter Payper in the song. We chose kenson to be our artist for the
music video because he fits the image of what we want our artist to portray
which is the urban, hood image that may consist of money, violence, drugs and
power within the streets.

6. WHICH AUDIENCE WILL YOU BE APPEALING TO AND
WHY YOU THINK THEY APPEAL TO THEM
Our primary audience would be males aged 13-23, that have grown up in UK,
Urban areas. This is because they might find the song relatable, so they would
usually listen to this genre. Women from a similar background may also listen to
this song as its titled ‘The Mrs’ so they might think it’s a love song or a sweet song
about a women but once listen to it they may realise that it isn't what they imagined.

7. HOW YOU ARE GOING TO STYLE(BOTH IN TERMS
OF FASHION AND MEDIA IMAGE) YOUR ARTIST AND
WHY YOU THINK THIS IS APPROPRIATE
ST would be portrayed as a ‘bad boy’ by the media, as that’s how most male
rappers are portrayed within the grime/ UK rap industry. For example
Skepta, Chipmunk or MoStack. They are seen like this because of the way
they dress and the stories tell through there music. Our artist ST would
usually be seen in tracksuit, trainers and a bomber jacket consisting of the
basic primary colours e.g. Black and grey. This is to show the dullness and
depression of what he will be rapping in the song which could also be
related to struggle and the area he has grown up in.

8. HOW ARE YOU GOING TO PROMOTE
THEM?
We are going to use various different social media platforms such as YouTube,
Soundcloud & promotional, forum based websites like HotNewHipHop. We will also
try and use word of mouth around our target audience to promote the song which
will take away the business feel to the promotion of our song which will make it feel
less forced. We will use Youtube to upload our video as it’s the highest streaming
site, the video will be on the Linkuptv as this is one of the leading channels for
urban UK music videos.

9. A BASIC IDEA AS WHAT YOU ARE GOING
TO DO FOR YOUR VIDEO?
• We will do a grime/UK Rap type of feel to it and it will be centred around a
narrative. For example, our artist will be speaking in a nostalgic,
reminiscent tone about his past life with certain limited elements of crime
and delinquent behaviour. Our ideas were that it could be filmed in a run
down, neglected area of East or South London where the areas are less
vibrant and more dull, probably populated with council houses and
abandoned children’s parks to give off the feeling of struggle, poverty and
pain. To add on to this we were thinking to add various different effects and
filters. For example the black and grey filter throughout the video which is
also often used during a UK Rap song telling a story.