A proposal for an A2 media music video project.

1. Avast majority of society looks upon and examines sufferers from any health issue in different ways, some
sympathetic, some are intimidated and others simply don’t care. Mental health disease sufferers, however, are even
more often outcasted from society. Reason being that a mental disorder is not something we can physically see, thusly
being a widely unknown concept in turn leading to hundreds of people just outcasted from society without being given a
chance. It is a well known fact that the human race is intimidated by things it doesn’t understand. Now comes to the
current society of younger people that are widely ignorant and narrow minded towards the real world. This is due to the
large intake of games consoles, music, tv programs, films, etc; leading to false expectations on reality.
What would I like to do? Well quite simply I would like to highlight the world issue of mental disorders to the young
adult generation through the use of a music video.
Want to know how? Then pay attention.

2. The Mourning After
By Mac Miller

3. Why this song?
Mac Miller in my eyes is a conscious rapper,
meaning that he adapts his music to his own experiences
in life, in turn making him a relatable artist and allows his
audience to create their own interpretations to his songs
to simply vibe to or to help them through a rough time in life.
This song is one of my personal favourites because it can lead to so many different interpretations it is quite outstanding. It
is in my mind the ideal song to get across to my audience the concept of sometimes what happens is something that is
uncontrollable, as if written in a script and is just played out.
The way I see it, this song is about a distorted relationship where they both know that they are no good for eachother, yet
love eachother so much they cannot say goodbye. Which is a situation that is quite common within the current society of
young people. However the way I interpret the video is that one night the argument got out of hand and he shot her because
of a split personality decision, meaning that he didn’t know what he was doing and is regretting the desicion.

4. Type of video?
I am going to attempt to combine three types of video. Performance, abstract and narrative. The reason being that it
will entice my target audience, who, if you haven’t clocked onto yet, are the young adults 16-25.
How will it entice? Going off my own interests as well as my social groups
interest I have unveiled that our age group like to be intrigued by a music video
as well as impressed by the styles of
rapping/singing and clothing. Another
ideal is that we simply like controversy. With this in mind I am going to create an
artist that will rap the chosen song that will be controversial and interesting, along
with this, I am not going to make an extravagant music video that will take the
attention away from the words to the song, it will be a relatable
ideal for the audience to understand.

5. Concept.
The artist lays with his dead girlfriend in his arms, happening
throughout the song are flashbacks to certain points in the relationship.
Also the artist in a mirrored room with dimmed lights rapping the song.

6. Concept.
Costume
When the artist is laying on the floor with
dead girlfriend he will be wearing a white
shirt with a bow tie undone around his
neck and she will be in a dress.
The artist and girlfriend will be wearing
casual clothes, hoodies, jeans, shorts, t
shirts etc. With a made up brand on them,
to make the artist seem unique.
Location
Set in a house with a garden, the reason
being that it implies that they have moved in
together and were ready to start a proper life
with each other.

7. Marketing
The artist will be marketed as a deep,
psychological rapper. In other words his songs will make you
question what life is really worth.
Often with this type of artist they have a trademark, the
trademark for my artist is different coloured eyes. I haven’t
decided just yet but they will be out of three colours, black,
white and yellow.

8. Target audience.
Demographics
Young adults: 16-25
City born
Males and females.
Psychographics
People that like to skateboard.
Listen to rap music.
Sufferers of illnesses such as schizophrenia
and insomnia

9. Aspects I wish to include.
I want to include: Different coloured eyes,
triple split screens, neon/normal body paint,
slow motion, jump cuts, obscure
obliviousness, intense graphic imagery.