Planning: Artist Image

Genre Ideas:
Our genre is Hip-Hop/Rap which we will tend to follow the conventions as well as challenge them. Our artist's will be reflective of artist's in the Hip-Hop genre, e.g. Kendrick Lamar, Drake and Tyga. This will ensure our artist has the right conventions to take on this genre. However, every artist has their own beliefs and opinions in which may differ to other artists even if in the same genre. This may mean our artist may challenge some of the conventions in the Hip-Hop/Rap genre.

Morals and Values:
We want our artist to portray morals and values that will influence the audience a positive way. We wants our artist to be able to have opinions and views in politics as well as the music industry. Also, our artist will be able to express themselves freely without the influence in following a certain 'image'.


Media perceptions:
Our artist will be portrayed in the media as a successful performer who is able to express originality within the mainstream genre of Hip-Hop. Due to the artist's own ideologies the media perception will express his own niche personality within Hip-Hop. The media perceptions should always stay positive for the audience to stay loyal to their artist.



Similar artists:
                                                                                                                         Tyga:

Tyga, Drake and Kendrick Lamar are all artist's similar to the one we wish to create. They have a certain image within the way they dress e.g. gold chains, sun glasses and hats/caps. This suggests the convention to the Hip-Hop industry. They portray confidence when performing and are extremely successful with their music. Tyga is a rapper which relates to my artist 'J-Cole' who is also a rapper. Tyga tends to also wear hats, sun glasses, chains and grills in his teeth which is also conventional to the Hip-Hop genre. All artist's also portray their own views on Twitter where they also engage in the problems in the world. Also, in his lyrics he states he is religious a number of times by stating 'I pray to god he forgave me' suggesting his morals and values.

Drake:                                                                          Kendrick Lamar:

My artist:

Name: Khaled Jaffer
Age: 21
Ethnicity: Mixed Race
Costume: He will be wearing a plain T-shirt (white) to portray purity and innocence. Gold chain around his neck and trainers to follow the conventions of a Hip-Hop/Rap music video.
Gender stereotype of role: He will portray the artist stereotypical to the Hip-Hop/Rap genre. He will be masculine and confident also.
Body language and facial expressions: The artist will have confident body language whilst rapping and also be confident around females. He will stand upright to portray his masculinity. The facial expressions in the music video will be quite laid back and cheeky as we want the audience to see his presence as something that is naturally effective and dominant, meaning that he is in control.
Role within music video: He will play the main artist who is interested in the female, however, she is not interested in him. He then finds another female at the end of the video.

Research and Planning - Advert: Advert Information

What info will you include in your advert? 

• Name of artist  - Lamarr Carter

We decided on this name as this is the artist's real name suggesting he has no alter ego and is just a humble innocent young rapper aiming to be successful. We believe this name suggests his true personality and characteristics by showing his true self to his fans.

• Name of album  - Tribulations

We decided on this album name as Tribulations means a cause of great trouble or suffering. In this album he will reveal the struggle he has been through to get where he is today. The album will show the audience his life story and what he has been through, therefore, building a relationship and connection with his fans.

• Date of debut  - 5th February 2016

This date was chosen as we thought it would be the right time to release an album. By picking the 5th February the artist will have a month before to prepare for the release of his album. This will also build tension for the audience eagerly waiting for the album.

• Key singles  - 'No Role Modelz', 'Loose Ends' and 'Bad For You'

We decided to use these key singles as these are the songs on the album which we believe will appeal the most to the audience. This is because the name of these songs are most enticing which will ensure the audience will be interested.

• Explicit/ parental advisory:

We have decided to add an explicit label to the album as there will be explicit language involving swearing and sexual content. This will not be suitable for the audiences younger than 18, however, will be able to purchase a clean version of the album.

• Record label - SONY MUSIC

We have chosen this record label as this is a very extremely successful company with artist's such as Chris Brown which link to ours significantly.

• Available streaming and downloads – iTunes, Spotify, Tidal 

We have picked these institutions to download from as these are the biggest companies which are the most successful internationally. Therefore, by having our songs available on these websites will ensure success in selling our music video.

• Costume, hair and make-up:

We have decided to dress our artist up in simple clothing, e.g. plain t-shirts, tracksuits. This is because we want to portray the fact that the artist is just as ordinary as any other person. Hair neat and freshly cut. No make-up as our artist is male.

• Cinematography:

We have decided that the most suitable shots are close-ups or medium shots as it is important to show the artist image. This will be more appealing for the audience and likely to guarantee more sales of the album. Therefore, we have decided to capture these images through close-ups an medium shots as this will be suitable for our advert campaign.

• Setting of image:

We have decided to capture images in low-key lighting with preferably colours like black and white as this is what tends to be shown in the Hip-Hop/Rap genre. We hope to create an image which is quite plain and against a plain wall to create this idea. 

• Lighting and colour:

We decided in using low-key lighting and using colours such as blacks, whites, greys, and browns. This will give the mysterious atmosphere that we wish to create for our audience. Although we will have low key lighting there will still be a main focus on the artist image which will be what attracts the audience the most.

Research and Planning - Digipak: Digipak information

Artist Name: Lamarr Carter
We decided on this name as this is the artist's real name suggesting he has no alter ego and is just a humble innocent young rapper aiming to be successful. We believe this name suggests his true personality and characteristics by showing his true self to his fans.

Album Name: Tribulations
We decided on this album name as Tribulations means a cause of great trouble or suffering. In this album he will reveal the struggle he has been through to get where he is today. The album will show the audience his life story and what he has been through, therefore, building a relationship and connection with his fans.

Track List:

1. No Role Modelz
2. Loose Ends
3. Blurred Lies
4. Convenient
5. Bad for you
6. Give back
7. Do it for my n*ggas
8. Holy Metaphor
9. Kaya's Interlude
10. Back Home
11. $'s
12. Morphine
13. Tale Untold

Music Institution:
We have chosen Sony Music as our media institution as this institution consists of diverse genres and have signed record labels such as Arista Records and Columbia Records. It is extremely popular music institution which are extremely successful. The benefit of having a variety of genres in this record label gives them a greater chance in being able to work with loads of different artists which is why my artist will be suitable for this institution. Chris Brown is an example of an artist I would like to follow when making my music video and he is signed to Sony Music and has become extremely successful.

Production Company: SLAY productions

Explicit Label: We have decided to add an explicit label to the album as there will be explicit language involving swearing and sexual content. This will not be suitable for the audiences younger than 18, however, will be able to purchase a clean version of the album.




Themes of the album:

• Love - Most of the songs are about love and relationships as this is the most common in Hip/Hop/Rap genres.
• Struggle - Most of the songs also talk about struggle as this is what my artist has personally experienced and would like to share it with his fanbase.
• Vulnerability - My artist is quite vulnerable as he has been through heartbreak before due to the song 'No Role Modelz'
• Fame/Fortune - This will be evident in our album as this is what he is experience in the present moment. How he is able to deal with the fame and fortune.

Planning: Pre-Production Paperwork

Location recce form:

Client release and consent agreement:

Location Release Agreement:

Risk Assessment form:

Production schedule:

Planning: Lighting and Colour

Lighting and Colour are extremely important when creating a music video because this can create a whole new atmosphere for the scene. Using certain lighting and colour can emphasise a genre which is important when following the conventions. For example, a Pop song would have bright colours along with high-key lighting, whilst a Rock song would have darker colours along with low-key lighting. This suggests that the artist has to choose carefully about which colours and what lighting is evident within the music video as it can create the genre representation.


Drake - "Marvin's Room"

Lighting:

The lighting in this music video is low-key creating a darker atmosphere where it portrays his feelings. The narrative of this music video is negative as he is feeling lost and has just been through a break up. There is also a heavy use in top lighting as this is used to only focus on the main character and his emotions.



Colour:

The colours in this music video are mostly blacks, browns and dark oranges. The lamps play a huge role in creating the orangey colour of the room where it looks like the vibe is negative. The dark colours are also conventional to a Hip-Hop/Rap music video.







Rihanna - "Disturbia"

Lighting:

The lighting in this music video is also low-key which creates the dark and spooky atmosphere. The narrative matches the low-key lighting as there is a thriller vibe to this music video. There is also lamps which give a top-lighting effect suggesting the main focus again is the artist.



Colour

The colours used in this music video are also dark, consisting of blacks, greys, and greens. The lamps also give an orangey effect giving the room a darker atmosphere. The greys and greens also suggest the uneasy atmosphere.






Overall, from looking into lighting and colour it is evident that my group will follow the convention of low-key lighting and dark colours to portray our music video in the most accurate way possible.

Planning: Shot-list

Here is my group's shotlist...

Planning: Questionnaire and Graphs