The document outlines a plan for a music video by Kendrick Lamar that will tell the story of his literal and metaphorical journey. It discusses the concept, content, locations, costumes, camera shots, target audience, and production schedule. The video will use locations around London to represent Lamar's trip and rising status through various camera shots. It aims to appeal to hip hop fans ages 16-25 through distribution on YouTube, social media, and music sites.

1. Kendrick Lamar – Trip CONCEPT: A mans literal journey from one destination to another and his metaphorical journey from “hood life” to “glorified life” http ://www.youtube.com/watch?v=jnwSKe3FUhg

2. R&R Rhythm And Reason Independent Rhythm and reason is an Independent record label that produces music for an urban market specialising in the Hip-Hop genre. The label driver to producing music that is no longer in the main stream. Its aim is to appeal to a more savvy audience and to take music away from the ideal of financial gain and misogyny. The label mainly distributes it music online through Hip-Hop blogs and music websites such as Deezer, Amazon and Apples iTunes but does sell hard copies of the music via its own website.

3. Content VIDEOS CONTENT: Thematic of urban genre. Hip Hop Genre, however will not fit conventional hip hop music videos, will be narrative & animation based. Many shots of Transport to establish his trip – buses, tube, boat, train, and aeroplanes

4. Location & Setting Central London, Waterloo, Streets of London, relevant to concept as City has the best transport facilities. In the city people are constantly on the move, want to emphasise his trip though the use of city life. Locations may include bus stops, the upper deck of the bus, tube station platforms and deck of Thames cruise. Need to take shots in daylight & night time so we can show the transition of time on his trip. Outside environment. Will be shot in October/November time so autumn weather

5. Costume The artist is on a Journey so we need to indicate this to the audience. The artist will be wearing casual clothing and a backpack with various goods. Clothing normally used to denote the persons situation, social status & maybe reputation. The use of these bland colours such as brown and black which shows the artist wants to be kept to himself.

6. Camera Shots & Technical Codes Establishing shots of London and the different parts of it our artist will visit as he goes on his “trip”. Building the idea of setting, place and time Panning shots to show the environment and the places the artist is about to embark upon Tracking shots to give the audience the feeling of following his journey and being part of it High angle shots of artist in the beginning and low angle shots of buildings land marks etc to emphasise his metaphorical low status Low angle shots of artist towards the end of the video at his metaphorical peak Tripods will be used to get panning shots, while trolleys or tracks for tracking shots

7. Audience Demographics The audience for our music video will mainly be made up of fans of the Hip-Hop genre. These fans can be very loyal and if treated well can form a solid long term fan base. Will be made up of mostly males between the ages of 16 – 25, predominantly of African or Caribbean ethnic origin in middle or working class. Geodemographics Generally from urban areas and major cities in England and the USA. These places are normally associated with Hip-Hop as it is where Hip-Hop began. Psychographic s Normally people who are more down to earth and are more concerned with the more meaningful things in life. Open minded people who are interested in upholding up values in their everyday life. Institutions that may also support our video are some of the well known music blogs and online radio stations. Bama Love Soul, Kevin Nottingham, DJ Semtex (BBC1xtra) etc. Itunes will be important in the distribution of the actual music as it will be one of the main places it can be purchased. Amazon will also be used as we can use them as a channel to sell hard copies and the downloadable versions of the music. Youtube will be the main hub where the video is shown and can be shared with the use of Web 2.0

8. Video Distribution MP4 Internet ( YouTube, Vimeo,) Social Networks – (Facebook, Bebo) Tablets Television Phones

9. Production Schedule Friday 7 th October - Planing/Complete Storyboard Friday 14 th October - Confirm everything Begin to do mock up of webpage Begin to do mock up of digipak Wednesday 26 th October - Filming(whole day) Monday 7 th November - Begin editing process Thursday19 th November - Complete editing process Friday 20 th November - Begin design of webpage and digipak Friday 6 th January – Evaluation

10. Risk Assessment I assessed risks by going to all the locations in advance of the video shooting to make sure all hazards are avoided such as; Main roads Cracks in the ground Works Machinery Holes in the ground.

12. Digipak & Webpage For my design in this project I will be engaging with a visual design for my groups, we will be creating a digipak and a website. In creating this I will use familiar software materials such as indesign or Photoshop. Basically I will be experimenting on various tools within this software in producing a digipak. I will be using tools such as the stoke tool (this is an item that experiments with colour variations on any given image) laying over images to tighten an image would be found. What will it contain? On the actual CD cover there will be familiar features that will be displayed for example an image of a particular the genre we are representing is based on Hip Hop and R&B video. As all music CD covers there will be particular representations will be produced for example, most music videos use materialist things to attract and appeal to a specific audience e.g. (flashy cars, cash of money, women or jewels) My initial idea in creating the visual style or look of our digipak was to produce images of our own using specific locations that would appeal to the audience, e.g. London would be a good location in producing a visual style of our digipak because of its vast diverse areas and construction sites which have a nice layout. This will meet our target audience because they can get a feel of their surroundings.

13. Visual outlook of CD cover Our my main and approach towards the outlook of our CD cover would be in the style and inspiration of an album cover by an artist called Kendrick Lamar. The reason we decided to use similar features was due to the fact that we loved the whole effects used for example the kind of abstract look of the imagery and the background setting- black and white colour contrasts which allow the dominant image to stand out. Our initial idea in the outlook of the CD cover would be a side image of a man’s face looking towards the sky, watching a plane. This will obviously depict his journey transaction- realizing that the sky is the limit.