Clothing - Drake and Alicia Keys

Some Narrative Ideas for our Music Video

With the lyrics implying a relationship being affected by money our main idea was that a couple (consisting of our actors for Drake and Alicia Keys) would be arguing over Drake having large amounts of money for seemingly no reason.

• This will be revealed when Drake pays for a bouquet of flowers with a large amount of £20 notes.
• During the video the audience will find that this is a flashback in a series of flashbacks which will be used to show the extent of the couple's argument.
• Ideas for flashbacks include an argument over dinner, the couple going into a car dealership (such as Lamborghini or something with the same price range) but Alicia Keys becomes distressed when she again sees the money Drake is carrying around.
• When cutting back to the present day Drake will be rapping whilst walking through some calming but slightly depressive places, thus creating the image that he is reminiscing.

Letter to Copyright Owners

Because we do not own the music, we need to write a letter to the copyright holders of the track we are going to use in order to get their permission to use it. In this case we wrote a letter to the Universal Music Group - producers of Drake's album 'Thank Me Later'. The letter can be seen below.

Dear Universal Music Group,

I am a representative of a student media project in which we wish to use the track 'Fireworks' from the album 'Thank Me Later' by Drake.

The project involves creating a music video for the track, as well as producing an album cover and magazine advertisement for the artist.

With your permission, this track would only be used in an educational context and be viewed by my media class, my teacher and the OCR exam board moderator. It will not be uploaded to any public video websites.

Of course, the artist and your company will be fully recognised and credited throughout the pre-production and the final video itself. A copyright notice, with wording supplied by you, can be included in the records of this project. If this is required please send full details.

I look forward to hearing from you

Regards,

Dan Myles

[Above is a screen-grab of the email to Universal Music Group]

Target Audience

Our Chosen Target Audience

Now that we have our song, we can concentrate on relating our video towards this type of music's audience. We believe that our song choice best relates to the Urban genre which fits into the R&B/ Hip Hop style. We believe that a compostion of a narrative and performance best relates to our audience category and we believe our ideas, our performers and the planned styling of the video fit in best with this genre.The information shown below comes from the popular website UK Tribes. This site enables the user to get all the neccessary infromation about their chosen tribe, showing all the main facts and figures about the genre.

About Urban Music
Urban music is the most pervasive and influential genre in popular music, topping the charts around the world and sound-tracking the lives of many different Tribes. Members of the Urban segment are therefore very close to one of the biggest cultural signifiers in the youth market – although in planning terms, genuine Urban segment members make up a small slice of the market.

The Urban segment follows a typical pattern, who create and dictate tastes, and consumers who buy into the tribe and endorse that creativity in the shape of Blingers, Get Paid Crew and Trackies. Urban fashion and music extends into mainstream publishing and TV, but the core Tribe members are most influenced by what they see around them in their urban environments, in clubs and on social networks. YouTube, Myspace and Facebook are the most effective conduit to these kids.

Trackies are enthusiasts who don’t produce but enjoy consuming music and film with their friends. Their hooded tops are intimidating but their conversation is friendly, open-minded and laid back.

Blingers are preoccupied with US music and icons, and spend big on label fashion. They are sometimes mocked, but everyone has a bit of Blinger in them.

Get Paid Crew are a brash version of the traditional working classes, unashamedly driven by money but proud of their urban background.

DIYers have identified the core of their lives, understanding their own culture and making music and media for themselves, with a lively local market and occasional global break-outs.

Urban - “Mix different fashion influences to create their own style”

By looking at the conventions of the Urban genre, it has enabled us to grasp certain aspects in which we can directly relate to in the music video. An example of this would be having the performer dress to match that of what someone of the Urban genre would wear. This will allow the audience to relate more to the music video.

Colour Correction - 'The Professional Look'