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Lauren Rosenfeld, Millie West,Alex Pereira & Alex Dwyer
BTEC National Diploma in Creative Media Production
BACK FROM THE EDGE
JAMES ARTHUR
Proposed Duration:
The length of the video will be 3:53
Completion Deadline:
We will have the productionof the music video completed by Friday 13th
January 2017
Genre:
The genre of the music video is pop
Target Audience:
We decided that our target audience would be people aged 15-22, for both male
and female audiences. This is because James Arthur is a young, popular artist
who reaches out to both sex’s, and this song is no exception. The reason we

chosethe age range we did, is because some parts of our video may be
inappropriate or unsettling for younger viewers, due to the use of drug abuse,
we intend to show. This is explained in more detail below. We have also chosen
to aim our music video at both sexes. We have decided to do this in order to
reach out to a wider audience and portray our serious message of turning your
life around to them. By aiming our music video to this audience, we have a
larger chance of people seeing it and changing their lives for the better. As seen
below, there are many positive reviews from people.
Background:
We will be creating this music
video by James Arthur as we
believe the song is worth
creating a music video for. The
song is popular with over 200,000 views for the lyric video on Youtube and the
album became number one in the UK charts. We have also asked the general
public on whether they believe the a music video should be released and
received positive feedback and therefore, a music video should be released. We
have researched the album on websites suchas Amazon and Itunes where the
song can be bought and seen again, people express their positive views on the
album. We also believe the song had a deep message, which we would like to
portray to the audience, to get them to think about their future and the path they
are taking now.
Research:

During the filming process we will be using many urban locations outside in
both central london and suburban neighborhoods. The reason for this is it will
add to the gloomy atmosphere of the video and help portray the message. The
actors that we are going to use are teenagers, because these actors will appeal to
the audience of 15 -22 year olds that we are trying to reach and convey the
message of the song to make it more relatable. We will be using several props,
many which we already own (clothing, blanket, backpack) , however, we will
need to buy a few things. These include syringe needles and make up. The laws
that we will follow include, the Copyright, Designs and Patents Act (1988) and
the BBFC music video age ratings. The Copyright, Design and Patents Act, will
ensure that us the creators have the right to control the ways in which the
material may be used. The BBFC music video age rating makes sure that we
only show material suitable for our target audience, as otherwise they would not
be able to view it as it would be inappropriate. We have taken inspiration from
the Channel 4 documentary ‘Stranger on the Bridge’. The man who the
documentary is based on Jonny Benjamin, came to talk to us about mental
health awareness and tell us his personal story. We learnt about his journey on
being diagnosed with depression and schizophrenia, followed by being driven to
breaking point, about to end his life by jumping off a bridge. But, was
interrupted by a man who was passing by, who spoketo him normal person, this
then managed to talk him out of what he was about to do. He now lives a happy,
healthy and successfullife, after his road to recovery, telling his story to others,
inspiring and educating them on the issue of mental health awareness.
Synopsis:
Liam Kay, an 18 year old boylives a life of depressionand drugs, frequently
abusing drugs and throwing his life away, due to a traumatic experience of his
parents passing away. The first shot we see is Liam stepping up onto the ledge
of the bridge. Suddenly, it all gets too much for his sister Rachel, when she
catches him using drugs in his room. Rachel kicks him out, throwing him out
onto the street, telling him not to come back until he sorts his life out and
throwing his belongings out onto the street. We then see the cause of Liam's
depressions, flashing back to the cemetery and Liam looking at pictures of him
and his parents. Liam, high, stumbles his way through the street, eventually
residing in a nearby alleyway. Liam stays there for several days, rotting away,

as people pass and throw money at him. Eventually, Liam has had enough. He
travels on the train and through the streets of London, and reaches his
destination - Waterloo Bridge. Liam is ready for it all to end, stepping up onto
the bridge, standing there and ready to jump. People pass by, unconcerned,
ignoring Liam. Suddenly, one passer by called Phillip Barnes stops. He calmly
talks to Liam and after some time, gets Liam to take steps down off the ledge.
Liam begins to get better, going to frequent group counselling sessions, starts to
redeem himself enough that his sister allows him to to move back in. Liam, now
looking better, rebuilds his relationship with his sister, which he broke down.
He makes dinner for Rachel and they have an evening in together, watching
movies. The end shotis Liam walking down off the bridge, showing now that
he has turned his life around and is heading down a different path.
Style:
The style and atmosphere we are trying to create is gloomy and dull, but
concludes with a happy ending. By using certain colours and imagery in the
music video we can show a change in atmosphere throughout the video. In the
start of the video, the main character is wearing dark colours, such as black and
grey to show the negative atmosphere, and his depressing mood, but at the
turning point after his rehabilitation he will start to wear lighter clothes like a
white shirt symbolising his purity. The message behind the video is that if you
feel lost and suicidal there is always help with the people around you and that is
why we need to create a serious atmosphere, to make sure the message gets put
across and is enforced to the audience. We will try to convey this message with
the story having the start dark and gloomy and then coming out in the end with
a bright and lively atmosphere. This will be shown through the use of a
different colour scheme and shows to the audience that they can turn their life
around and come back from their lowest point.
Approximate budget requirements:
We created a budget using Microsoft Excel. This demonstrated how much our
music video would costto film, edit and produce. We have created this budget
to make sure that we bought/hired the most costproductive items/people. We
researched equipment and people that were suitable for the job, to make sure
that everything we bought/hired would contribute to us making a professional

production. By adding everything needed for the production into our budget, it
makes sure that we are costeffective, but still productive in planning our music
video. The budget came to a grand total of £25,008.36.Contributors to the
grand total included the equipment we would need to use, the crew and actors
that we need to hire and any extras which included, props, catering, and travel
that we would need to buy.

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