Timing of Music Video

Jack Walking towards Camera/effects- 15.0 sec

Fade into jack with his Hood Up spray painting a wall- 15.0-28.0 sec

Jack walking down the middle off the road (handheld shots plus others included)-28-40 sec

Annie the Girl friend anger building up tracking shot moving around her - 40-43 sec

Jack miming the words of the verse worm eye view shot- 43 - 50 sec

Back to annie close up shot then switching to them chilling at mikes round the table and an extreme close-up of the smoke coming out of miles mouth slowly 50-57 sec

Jack gets up and storms out the room 57-1.04

Medium close up slow motion clip of jack Angry well Lit shot throwing a can of beer- 1.04- 1.09

very fast paced editing clips switching between both jack and annie both heads down then looking up 1.09-1.11

Jack looking in the mirror puts on a cap 1.11-1.13

camera then moves to the front and hood is lifted up and he shows his face covered by the cap 1.13-1.16

Jack walks out his front door and around the corner, 1.16-1.24

Jack miming the words medium close up camera moving back as he is walking to the camera. 1.24- 1.31

The Girlfriend is is Putting Clothes into her draws 1.31-1.38

Tracking shot of jack and the others walking down the middle of a side road 1.38-1.41

point of view shot of jack in the middle with the others either side of him walking down the road 1.41-1.45

walks across to the window and looks out 1.45- 1.48

Close up of Annies face 1.48-1.50

Very fast paced editing swaps close ups of each character 1.50-1.52

Jack sat on a chair looking very laid back camera moving from his legs up to his face 1.52- 1.57

Jack gets up grabs his coat from a diagonal angle in the corner of the room. 1.57-2.00

A worm view shot as he walks out of the room into the hall 2.00-2.04

meets his friends outside camera point of view shot 2.04 - 2.08

Walk out of the drive and see james the victim on the other side of the road Camera so can see both the group and the victim on a corner 2.08-2.12

group quickly walks over to him and grab him as they do this the camera fades out 2.12-2.18

Walking away with jack holding a wallet and examine a phone as he walks off 2.18-2.26

Jack passes the phone and wallet to his mates which are also smiling this view can be a tracking shot moving from one side of them walking to the other 2.26-2.32

Jack walks into his girlfriends room with the wallet and she slaps him 2.32-2.37

fast paced editing of him then walking out the house. shots of him and her changing as she is texting on her phone 2.37-2.43

annie is sat on her bed texting then drops her phone and puts her hand in her head 2.43-2.47

Camera moves from above jack down showing his phone saying that its over 2.47-2.52

Mise en scene

Mise en scene that i will use during my video will include

Costume- Dark Clothes to the Main character (jack) who will be playing the role of skepta in the music video. They shall be wearing Hoodies and tracksuit trousers which give him the Thug look which i am aiming for. To Seperate jack from the other males in the group i might give jack an item of clothing such as a Cap. Darker colours show more of an aggressive personality and his body language will make him look like the "bad boy" James the victim shall be dressed in lighter clothing, this shows that he is weaker than jack and buy doing this makes him more vulnerable which is what i want for the music video. The Girlfriend shall be wearing the kind of clothes that you would wear if you were in the house, Very informal to show that she is upset and stressed during the music video.

Setting- Mikes House which is a room with a table in and ash trays on the table, the males shall be smoking round the table and having fun but only for a brief few seconds will be shown on the video. A Dark alley way that is lit by lights coming off the sides of houses which gives a good Urban look will be where jack is miming the parts of the chorus. James Sheratt will be Mugged as it fades out on a quite well lit road where parts of the area are in the shadows for the group to stand and "stalk" james. The girlfriends room shall be a well lit room quite feminane and she will be sat on the bed whilst upset.

Narrative

Starts with jack walking towards the camera, Editing used in this shot will be flashing reversing the walking shot and each flash on the girlfriend will be seen. The effect of this shot will show that jack is the main character and will make you focus on him during the beginning of the music video.

As the chorus starts it will be jack miming the song, as clips relevant to the lyrics will be mixed in with the mid shot. The clips shots will be walking pace to make it look like its everyday life and not just a common music video.

Mostly swapping in the first chorus for all of the male characters sat around at mikes house having fun. This shows the group socializing a stereo typical view of males.. Having a drink them smoking before then going out to cause trouble.

During the "thats why they call me a bad boy" Lyrics jack will be shown as being quite a bad character, doing things such as spray painting a wall. He wont actually be spray painting the wall we shall find a graffiti that is already done and then use a deodorant can to make it look like he has done it. The camera angle will look like there isn't any graffiti there.

Next scene the girlfriend and jack arguing in her bedroom and she slaps him. Close ups to show emotion and that she isn't happy with what he is doing. By slapping him this shows you that she is nit happy with jack doing all these crimes, and she wants him to change. the close up shows that the emotions are very real and he need s to stop if he wants to keep her in his life.

After this scene there will then be similar repeat to jack miming the chorus again to show that jack is the main character (The Bad Boy). The lyrics at this part of the song are extremely relevant to his girlfriend that has been in the scene before and slapped him.

James Sherrat the victim will then be seen as walking down the road and the group that will be standing on the others side of the road will notice him and walk quite slowly but showing aggression through the way that they walk up to him and give the impression that he is going to mugged and the film then fades out which will both make the audience wonder what has happened and will make the music video a lot tidier as if there was a part where someone was getting beaten up it would look fake and a mess.

To finish the last verse jack again is miming to show the relationship between him and his girlfriend and as he is miming the girlfriend is shown upset shown as a long shot sat on her bed with her phone in hand, then she puts her hands covering her face, both of these clips will fade together and to finish the video he receives a Text message saying that it is over.

Actors

Mike- Eyebrow piercing fit the roll that i am looking for as it is seen as a common thug accessory mike has got a scar from his on his eye brow. Mike is not going to be the main male character "bad Boy" as he is smaller and hasn't really got the ability to mime the song to the same level that jack can which at the moment is going to be playing the main role.

Dan- Smaller character and is one of the criminals. Stays towards the back of the group, this is shown as they approach the victim. He isn't seen much during the video, compared to the other actors.

James- This is the victim, he looks vert innocent. James is tall and skinny (vulnerable) very stereotypical of a victim. This is shown from the clothes that he will be wearing, light coloured clothing and his body language just how he walks .

Jack- Will be the main character representing Skepta, he has a good ability to mime these kinds of songs which is needed for some parts of this music video. He is taller than the others and will be dressed darker than the others, wearing his hoodie and dark trousers. Jack also gets on well with the female character that i have chosen for the part of his girl friend.

Skepta Bad Boy lyrics

She told me that I talk nonsense,
She said I never boost her confidence,
She came home wearing a brand new dress,
But I never gave her a compliment, ------------------------------------jack Singing this Part Close up
No emotion, no attention, -------------------------------------------------Every Few Seconds Shot changes
She wants me to pop the question,------------------------------------To the Female Character (the GF)
But I never said a word,
Not even a mention,

That's why they call me a bad boy
They call me a bad boy First time of this Chorus------------------------------------ At Home with friends
They call me a bad (x4)-----------------------------------------------------------------------Having fun.
They call me a bad boy

I know she knows I know she aint the one,
She calls me every name under the sun,
Wasteman, lazy, she's mad; she's crazy,
She aint the girl that you wanna lie to,
But like a fool one day I still try to, ----------------------------------Walking Round the Streets Sees the
Like, I never forgot your birthday, -----------------------------------Victim,

I was just trying to surprise you,
She told me that I talk nonsense,
She said I never boost her comfidence,
She came home wearing a brand new dress------------------------Female Looking at photo, Upset
But I never gave her a compliment, -------------------------------Editing technique Looking at the Photo
No emotion no attention,-----------------------------------------------From jacks face zooms into the Mug

She wants me to pop the question,
But I never said a word
Not even a mention

That's why they call me a bad boy ----------------------------------Slow motion jack putting up his hood
They call me a bad boy -------------------------------------------------Lights a Fag

I know you're buff, I know you're pretty,
But listen up honey, I'm not billy,
You're too deep in love,
You need to jump out the water like free willy -------------------------Arguing Scene with Bf and GF
Cos all you do is just moan and complain, ------------------------------Pushes him away
It was all good when your friend came,
But any time my friends wanna come around,
You start going insane in the membrane,
She told me that I talk nonsense,
She said I never boost her comfidence,
She came home wearing a brand new dress
But I never gave her a compliment, -------------------------------Jack singing then swaps from victim to
No emotion no attention, ----------------------------------------------Girl
She wants me to pop the question,
But I never said a word
Not even a mention

That's why they call me a bad boy
They call me a bad boy
They call me a bad (x8)
That's why they call me a bad boy,--------------------------------Jack in the Scene Walking on his own
They call me a bad (x8)----------------------------------Finishes the video with jack walking up and past
That's why they call me a bad boy, ------------------the camera to end the video

Target Audience

I have researched skepta online on a google search and watched a video interview that skepta sat. The Video was on Flava TV Channel, from listening to this i found that skpeta is broa

dcasted on flava quite often. I then reasearched the target audience the flava TV channel and this is the information that i found out. Flava is the only channel on sky music which devotes itself to urban style music. Including RnB, Hip hop and garage which is the genre of Skeptas music. I found that flava tv attracts around 1.9 million views per month, and nearly 60 % of these viewers are female, and 69% of all views are aged between 16 and 34. From his information i know that my music video will be targeting the younger population and the amount of male and females are similar so the music video shouldnt be biased towards either sex. On the Sky.com website, it gives me the information what the Flava viewers are more likely to be like and this is the same target audience for my music video. This is what the viewers are like:

• Buy music and own an MP3/iPod
• Enjoy going clubbing and to the cinema
• Be interested in fashion and think it's important to look good
• Spend £200+ per year on music/CDs from the internet.

from this information i know that i would advertise my music video in cinemas, Music stores and shopping centers where the fashion is.

Plan

Song for my music video- Skepta - Bad Boy

Environment- Leek both the streets and the recreation ground. Jack or mike's house.

Actors- Jack Calvert, Michael Drury, Miles Chadwick, James Sheratt, Daniel leadbeater and a girl.

General plan of story- Jack (the main character) will be having fun with his friends which are the other male characters apart from james. They start off in either jack or michaels house, the camera keeps changing shots between the male and the female character which is his girl friend. The group of boys then walk up town and follow james where they then try to mug him. At this time there are a lot of close up shots on the female characters face to show emotion as she wants him to change from being a "bad boy" this makes the song choice very relevant to the music video. James gets away to home and is very upset. The girlfriend finds out then it finishes. This is just rough plan not the final idea.

Representation- Males (Criminals) Hoodies, dark clothes, dark lighting, (Victim) White bright cloths to show that he is innocent. The Female dressed in clothes maybe PJ's to show that she is at home trying to relax and is upset.

Target Audience - Teenagers, young adults aged from 15 upwards.

Magazine Advertisement Research

Gorillaz - Plastic Beach (NME MAG)

This advertisement is found on the back page of the magazine, its a full A4 sized advertisement with a large picture on it. There is a bold black outline behind the picture which makes you focus onto the picture and title straight away. The contrast of the black and white colours makes the writing stand out and makes it a lot easier to read. The image is relevant to the Gorillaz title on the advertisement as the picture shows a plastic model of a small island which i suppose you could call a beech. This image could be the actual image on the Cd cover for this album meaning that all they needed to use to advertise this is the 5 star ratings at the bottom and the contacts at the bottom of the page. The Font of the title is wavy, this gives you the effect of the sea as the title is positioned over the water.

The Black Keys.- NME Mag

This advertisement is completely different to the orillaz advert as its just a black box with white text inside it. All it tells you is the name of the album that will be Released and when it will be released. This isn't an attractive advertisement becuase of the colours that are used and it doesnt even stand out on the page. It looks very similar to a buisness advertisement of a service. It is positioned at the bottom of the page which shows that its one of the least important parts of the page. This doesnt really go with the conventions of a music advertisment as it doesnt look as if the music would be fun, because of the colours and the small sized advertisment it looks boring and in my opinion wouldnt catch peoples eye unlike the big advertisement of the Gorillaz which has a large picture and alot of 5-4 star ratings to go with it. With further research this advertisment includes the album cover just like the gorillaz advertisment. Thats the only part of the advertisment that they have in common.

The White Stripes - NME Mag

The white stripes under great northern lights advertisement again is similar to the gorillaz advertisment, it shows the album cover over half of the page that it features on. Over the image is a number of awards that thye album has won over 2010. All the font on this Advertisement is white which is very relevant to the Title of the band (the white Stripes). Below the image is information about the Album "First Live Album". To some people this would attract them to listen to it if its their first album recorded live. This Advertisent is very bold as the whole page is red with black and white writing. This advertisent shows the importance of parts of the magazine at the top of the page moving to the bottom. They are showing off the awards by using them at the top in Bold white fonts. It also tells you at the bottom of the page that there will be Dvds realised at cinemas. That means that this advertisement isnt just for the music album but is also advertising the cinema showings for the DVD.

CD Cover Research

SKEPTA- Rescue me

This album cover shows skepta on the front of the cover with a Straight jacket on, which is very relevant to the single that it is representing. This is because the song is about him trying to get away from a mental institution. The background behind his name is red which shows danger and his name is in white. White shows innocence which contrasts with the red giving some signs of confusion. This single cover is what to be expected of the genre that skepta sits into. As it shows the artist on the cover on his own, this says to you that its skepta that you will have, nothing else.

Ministry Of sound - Electro House Sessions

This CD cover is completely different to the Cd Cover of Skepta which is to be expected as the genre of music is not the same.This Cd cover is for techno music and the Design of the album cover is a lot of different colours. You would accociate these colours with techno and rave in a party/ Dark room. The Background is black with the colours. This gives you the image in your mind of a techno rave party. Compared to the Skepta CD you cannot see the artist which means they want you to have the party feel as you listen and not just for the artist that has created it. This is what you would expect with this genre and the convetions for this music.

JLS- Album cover

The Jls cover is quite similar to the skepta album cover as it shows the group in the center of the album cover. This makes you focus on the artists showing you that they are what you are ment to be looking at. There is a large logo of their group name at the top of the page which will stand out of the shelf of different album cover. The big logo is very flashy and from what they are wearing thats the impression that they want to give out. Compared to the other two album covers this one is Light. This is a perfect example of the genre of this music as they are dressed up fancy and have the "pretty boy" look. Thats where the Stars and shines come in on the title.

Music Video Research

SKEPTA- Bad Boy

I have watched this video and the methods that are used in camera work are quite a few slow motion shots, close ups showing the emotion in Skepta's face as he is singing to the camera. The Environment in this music video is shown in a house party with lads dancing and enjoying themselves. The Editing techniques are that length of time of the shots is quite short and is changing between each character shown in the music video Skepta and his partner. The dress code of this music video agrees with the conventions of this genre as they are wearing hoodies and smart casual clothing which in this video as it changes from the party to Skepta he is wearing a shirt, tie and sun glasses during the party but a hoody and jeans whilst it shows you him singing. Hoodies are a good type of clothing to use in this kind of music video. The lighting is bright inside the house party but when the camera switches to his partner the colours become dull to show that her emotion is sad when she isn't with her.

The conventions of this genre match the music video completely, as the video is about partying and relationships which is usually the subject to this genre of music.

Dizzee Rascal - Jus A Rascal

Dizzee Rascals music video is a very stereo typical view of this genre of video, different camera shots and editing skills are used to create this video. Tracking shots are used before Dizzee rascal is shown then the roof slides back and he is stood up a lot higher than them which is showing him as a god like character compared to his "Deciples" which the dress code is very urban style clothing, big caps and large coats in all different colours. The pace of editing varies. IT varies at different parts of the video, whilst its showing you Dizzee Rascal he is shown with long shots and mid shots that interchange between each shot and the editing pace that is used is quite slow paced but each time the shot changes the angle at which the shots are changed. Other parts of the music video where there is a party the pace of editing is a lot quicker and a hand held camera is used top show the chaos and fun that people are having at the party. The lighting throughout the music video is quite dark this symbolising the street culture of youth around London where this video is filmed. This music video suites its genre as it matches the the conventions that are expected with the video, from the types of editing, camera work and the environment plus clothing that they used.

Wiley- Wearing my Rolex

Wearing my Rolex is a completely different video compared to the other 2, Its still in a dark lighting street kind of environment but the conventions shown in this video are completely different. Rather than just seeing the artist all the time you see people with costumes on just running around the streets shown just as a general lifestyle. Then they turn into women dancing around in costumes. The editing is fast paced and a lot of close ups and extreme close ups are used whilst the female character is singing the words but all that you can see is her mouth for a lot of this video. All of the women start to sing but they are all dressed like foxes. Long shots are then used so that you can see them dancing until they run away. Some shots are shot with a hand held camera which is trying to show it to be like a CCTV camera. Again this video is in the Street/Urban genre with darkness and criminal like actions being taken part in during the video. The foxes seem to represent youth of our times just running riot around the place and other diagetic sounds of car alarms are used as they are running all over the place.