- The proposed music video is for James Arthur's song "Back from the Edge" and will be 3 minutes and 53 seconds long. It must be completed by January 13, 2017. - The target audience is 15-22 year olds of both sexes. Urban locations in London will be used to portray a gloomy atmosphere and message about turning your life around. - The story follows Liam Kay, an 18-year old who abuses drugs and is depressed after his parents' death. He is kicked out by his sister and contemplates suicide on Waterloo Bridge before getting help. - The style will start dark and gloomy but end happily to convey that people can turn their lives around from their lowest points.

1. LaurenRosenfeld, Millie West,Alex Pereira &Alex Dwyer
BTECNationalDiploma in Creative Media Production
BACK FROM THE EDGE
JAMES ARTHUR
Proposed Duration:
The length of thevideo willbe 3:53
Completion Deadline:
Wewill have theproduction of themusicvideo completed by Friday 13th January 2017
Genre:
The genreof themusicvideo is pop
Target Audience:
Wedecided that our target audiencewould bepeopleaged 15-22, for both maleand
female audiences. This is because James Arthur is ayoung, popular artist who reaches

2. LaurenRosenfeld, Millie West,Alex Pereira &Alex Dwyer
BTECNationalDiploma in Creative Media Production
out to both sex’s, and this songis no exception. Thereason we
chosethe age rangewe did, is becausesomeparts of our video may beinappropriateor
unsettlingfor younger viewers, dueto theuseof drugabuse, weintend to show. This is
explained in moredetailbelow. Wehave also chosen to aimour musicvideo at both
sexes. Wehave decided to do this in order to reach out to awider audienceand portray
our serious messageof turningyour lifearound to them. By aimingour musicvideo to
this audience, wehave alarger chance of people seeing it and changingtheir lives for
thebetter. As seen below, thereare many positivereviews frompeople.
Background:
Wewill be creatingthis music
video by James Arthur as we
believe the songis worth creating
a musicvideo for. Thesongis
popular with over 200,000views for the lyricvideo on Youtubeand thealbum
became number onein the UKcharts. Wehavealso asked thegeneral public on
whether they believe thea musicvideo should bereleased and received positive
feedback and therefore, amusicvideo should bereleased. Wehaveresearched the
album on websites such as Amazon and Itunes wherethesongcan be bought and seen
again, people express their positiveviews on thealbum. We also believe thesonghad a
deepmessage, which wewould like to portray to theaudience, to get themto think
about their futureand thepath they aretakingnow.
Research:

3. LaurenRosenfeld, Millie West,Alex Pereira &Alex Dwyer
BTECNationalDiploma in Creative Media Production
Duringthefilmingprocess wewill be usingmany urban locations
outsidein both centrallondon and suburban neighborhoods. Thereason forthis is it
will add to thegloomy atmosphereof thevideo and helpportray themessage. The
actors that wearegoing to useare teenagers, because theseactors willappeal to the
audienceof 15 -22 year olds that wearetryingto reach and convey themessageof the
songto make it morerelatable. Wewill be usingseveralprops, many which we already
own (clothing, blanket, backpack) , however, wewill need to buy a few things. These
includesyringeneedles and makeup. Thelaws that wewill follow include, the
Copyright, Designs and Patents Act (1988) and theBBFCmusicvideo ageratings. The
Copyright, Design and Patents Act, willensurethat us thecreators havetheright to
controltheways in which thematerial may be used. TheBBFC musicvideo agerating
makes surethat we only show materialsuitablefor our target audience, as otherwise
they would not beable to view it as it would be inappropriate. Wehavetaken
inspiration fromtheChannel 4 documentary ‘Stranger on theBridge’. Theman who
thedocumentary is based on Jonny Benjamin, came to talk to us about mental health
awareness and tellus his personalstory. Welearnt about his journey on being
diagnosed with depression andschizophrenia,followed by beingdriven to breaking
point, about to end his lifeby jumpingoff abridge. But, was interrupted by aman who
was passingby, who spoketo him normalperson, this then managed to talk him out of
what he was about to do. Henow lives ahappy, healthy and successfullife, after his
road to recovery, tellinghis story to others, inspiringand educatingthemon theissue
of mentalhealth awareness.
Synopsis:
Liam Kay, an 18 year old boy lives a lifeof depression and drugs, frequently abusing
drugs and throwinghis lifeaway, dueto atraumaticexperienceof his parents passing
away. The first shot weseeis Liamsteppingup onto theledgeof thebridge. Suddenly,
it all gets too much for his sister Rachel, when shecatches him usingdrugs in his room.
Rachel kicks him out, throwinghim out onto thestreet, tellinghim not to comeback
untilhe sorts his lifeout and throwinghis belongings out onto thestreet. Wethen see
thecause of Liam's depressions, flashingback to thecemetery and Liamlookingat
pictures of him and his parents. Liam, high, stumbles his way through thestreet,
eventually residingin anearby alleyway. Liamstays therefor severaldays, rotting

4. LaurenRosenfeld, Millie West,Alex Pereira &Alex Dwyer
BTECNationalDiploma in Creative Media Production
away, as people pass and throw money at him. Eventually, Liam
has had enough. He travels on thetrain and through thestreets of London, and reaches
his destination - Waterloo Bridge. Liamis ready for it allto end, steppinguponto the
bridge, standingthereand ready to jump. Peoplepass by, unconcerned, ignoringLiam.
Suddenly, onepasser by called PhillipBarnes stops. Hecalmly talks to Liam and after
sometime, gets Liam to takesteps down off theledge. Liambegins to get better, going
to frequent groupcounsellingsessions, starts to redeemhimself enough that his sister
allows him to to moveback in. Liam, now lookingbetter, rebuilds his relationshipwith
his sister, which hebrokedown. Hemakes dinner for Racheland they havean evening
in together, watchingmovies. Theend shot is Liamwalkingdown off thebridge,
showingnow that hehas turned his lifearound and is headingdown adifferent path.
Style:
The styleand atmospherewearetryingto createis gloomy and dull, but concludes
with ahappy ending. By usingcertain colours and imagery in themusicvideo wecan
show achange in atmospherethroughout thevideo. In thestart of thevideo, themain
character is wearingdark colours, such as black and grey to show thenegative
atmosphere, and his depressingmood, but at theturningpoint after his rehabilitation
he willstart to wear lighter clothes like awhiteshirt symbolisinghis purity. The
message behind thevideo is that if you feellost and suicidalthereis always help with
thepeople around you and that is why weneed to createaserious atmosphere, to
make surethemessagegets put across and is enforced to theaudience. Wewilltry to
convey this messagewith thestory havingthestart dark and gloomy and then coming
out in theend with a bright and lively atmosphere. This willbe shown through theuse
of a different colour schemeand shows to theaudiencethat they can turn their life
around and comeback fromtheir lowest point.
Approximatebudget requirements:
Wecreated a budget usingMicrosoft Excel. This demonstrated how much our music
video would cost to film, edit and produce. Wehavecreated this budget to makesure
that webought/hired themost cost productiveitems/people. Weresearched
equipment and people that weresuitablefor thejob, to make surethat everythingwe
bought/hired would contributeto us makingaprofessionalproduction.By adding

5. LaurenRosenfeld, Millie West,Alex Pereira &Alex Dwyer
BTECNationalDiploma in Creative Media Production
everythingneeded for theproductioninto our budget, it makes
surethat weare cost effective, but stillproductivein planningour musicvideo. The
budget came to agrand totalof £25,008.36. Contributorsto thegrand totalincluded
theequipment wewould need to use, thecrew and actors that weneed to hireand any
extras which included, props, catering, and travelthat wewould need to buy.