The document outlines a pitch presentation for a music video production. It will feature the artist J. Cole and follow two children growing up to become him and the girl in the song. Generic conventions like camera angles and props will be used to appeal to the target rap audience. The presentation outlines that the main artist has been cast, and a basketball court location secured. Future planning includes casting the child roles and creating storyboards and schedules.

1. Pitch Presentation
1) What are you producing and why?
2) How will you keep it generic but also original?
3) Outline your video using key terms such as media language,
representations and narrative.
4) How will you appeal to your audience?
5) What logistics have you/ will you plan? Eg casting, prop and locations.
What are you producing and why?
I have chosen to follow brief number one, which involves me having to create a
music video and also two ancillary products to support my main task. For my
music video I have chosen to stay within the rap genre because it is music that I
listen too a lot and the artists write songs relating closely to their lives, giving
their products meaning and purpose.
The artist who’s song I am going to be producing a video to is J. Cole, an
American singer/songwriter from North Carolina who gained recognition within
the music industry after his first single in 2007. Since then he has been very
successful and his video for ‘Work Out’ has received over ninety-nine million,
three hundred thirty-eight thousand, four hundred fifty-eight views on youtube.
How will you keep it generic but also original?
Generic conventions are things within a media text which help to define the
different genres. Within the rap genre some generic conventions are low angles
camera shots which are used to imply the artists dominance, women are often
there to show status and popularity, casual or sports clothing is used throughout,
showing their physical strength. Expensive luxury cars and jewellery are also
important because it symbolizes money and status.
Outline of the video
I will begin my video with a fade into two younger children playing together
having a good time. Throughout the video these children will grow into J. Cole
and the girl he is signing about. I will do this by having children that look similar
to each other, with a slight age variation.
I will keep the audience interested by using effective editing techniques to use
for the incorporating of shots such as my artist singing directly to the camera,
him dancing and close ups of some props. These shots will make the video suit its
genre.
How will it appeal to the target audience?
In order for my video to appeal to my audience, my chosen artist must have
confidence, charm, dancing ability and also be able to lip sing to a high level.
These factors will make him seem a believable artist and will influence my

2. casting decisions. Fashionable clothing is very important in the rap genre and
will help appeal to my target audience because it helps let teenagers know what
is ‘popular’ and ‘trendy’ by what they see the celebrities wearing.
What have you planned and what will you plan?
So far for my planning I have cast the role for my artist, his name is Roy
Compton, a 17 year from Buckhurst Hill. I have chosen him to become my artist
because he has a key interest in music, is a good dancer and will be able to help
create my vision. I have not yet found anyone who can play the roles of the
younger children in my video.
I also have a possible location for part of my video, which is at the sports courts
in Chigwell. These courts are available to everyone and are fairly close to my
house. I would like to film here to keep an element of sports in the video and it
would also suit the younger children at the start. In J. Coles music video for Work
Out, some scenes have been shot in a basketball court. This will make my idea
similar to the original, but they concept of the video will be different.
In the near future, the first thing I would like to achieve is the casting for all of
my roles. This might take some time because the artists need to be perfect to
make it seem realistic and believable.
In the mean time whilst I will be searching for possible artists, I can be creating
storyboards and shooting schedules. Having these will keep me well organized
and on top of everything.