Evaluative Commentary - FINAL

Timed Evaluation (LYDIA)

Question One: In what way do your media product use, develop or challenge forms and conventions of real media products?

  I believe that our media product develops and uses conventions of the hip-hop/rap genre of our chosen track. This is achieved through the use of sportswear; such as the tracksuit bottoms, basketball vest and skate shoes our main artist Steve dressed in especially for the video shoot. We as a group decided that the video should have an 'old school', urban feel to it to play to the conventions of the hip-hop genre. The use of the reference of sports brands, teams and sports in general as well as urban settings appear almost constantly in hip-hop/rap videos so as a group we agreed that this would be a key feature to base the concept of our music video around, thus deciding to film on a basketball court in college to keep the simplistic and raw feel we believed essential for the track. The basketball court located on the college site proved really effective as it was aged and simple, allowing focus on our artist we also felt fitting to the genre and the track we chose as this focus also appeared consistently in the videos of the same genre we used for research.

  We found through analyzing real, professional music marketing products such as magazine adverts and tour posters that a lot of artists specializing in this genre use images of themselves to promote their work/products. We discussed these factors as a group and decided we could use this to keep in time with the conventions of the genre. However; as the original artist of the track was not included in the more mainstream music industry and was considered to be more of an underground artist, we didn't feel that we wanted to rely solely on an image of our artist, so decided to also advertise using props included in the video that we felt were key in creating the setting for our chosen track and the video supporting it, for example; the basketball, the red basketball vest that Steve appears in and the skate shoes he was dressed in during the filming of the video as they also help link the main product to the digipak and magazine advert.

Question Two: How effective is the combination of your main product and ancillary texts?

  I feel that all three products work very well as a promotional package due to the use of props featured in the video and the colour schemes used as they tie the package together. I believe we have made it clear that both the ancillary texts are promoting the same product/artist as well due to the colours that have been carefully chosen to tie all three products together nicely.

  The concept we were trying to communicate was that of a simple and un-materialistic nature, which also played to the fact that the original artist, Kyle Rapps, is seen as underground and not mainstream. We didn't want our video to seem like it was an extortionate amount of money to produce or that we wanted our artist to seem like 'the big man' or 'alpha male' as often depicted in many videos of this genre. As a group we decided that to us, the track was reminiscent of 'the old days' and i also believe it tells of how commercial the world has become. Upon realizing this, we decided we wanted the video and the ancillary texts to create the simplistic feel that tell parts of the story communicated through the track and its video. 

  These products create the feel that the artist is carefree, reminiscent and un-materialistic through the use of sports clothing with not a lot of intertextuality to expensive, commercial brands that are featured in many videos of this same genre. Throughout the video, the artist is seen in baggy/scruffy 'comfy clothes', and frequent over the top use of 'bling', 'ice' or diamond jewelry is scarce. Women are often objectified in hip-hop /rap videos and made to appear as another form of materialistic possessions. We challenged the convention of  the genre by not including this in our main product as this was irrelevant to our concept. The scarcity of materialistic possessions also help to support the nature of our artist. 

  Having revised the above points, the products attract the target audience through the ability to offer something different/refreshing change, but still keep in time with a majority of the other conventions we as a group recognised of the genre mentioned in the first question.

Question Three: What have you learned from your audience feedback?

  The initial pitch proved to be promising although obviously there were factors we needed to consider/reconsider. Such as costume and location, which, when revised, proved very effective. We also had the idea of having the artist walking and rapping throughout the video in different locations doing different things however; audience feedback informed us that that could have become boring and monotonous. We decided to have this feature as one shot as opposed to throughout the whole of our main product.

  The rough cut proved very successful and audience feedback seemed to be mostly positive although the biggest disadvantage was the faltering of the lip-syncing towards the end of the track by the second artist. Reece found it really quite difficult to learn the lyrics to his part of the track and was disadvantaged by the fact that his part was a lot faster paced than Steve's. As Reece was the only other male team member and the part of the second artist was male, we decided that there was no other alternative than to find a way around it. We decided to resolve the issue by cutting in/away to as many clips that we had that worked well within the video, to take the focus away from the clips where the lip-syncing wasn't quite as strong. We feel our solution has helped strengthen our main product. We also got told that we needed better framework/variety of shots so decided to ad more of these in. instead of filming these shots all over again we learned that if we desired to include a panning shot in our video we could zoom into one of our already shot clips and move it from side to side in final cut.

  The feedback given by our audience proved that we had good examples of lyrics matching visuals within the video which helped it flow better. As this was one of our aims we were pleased with the outcome of the feedback around this area.

  We were told through feedback that the lip-syncing within our video was of better quality than in the rough cut so it was clear that our solution had been successful.

  One improvement that we found had been highlighted was that we still could have used even more variety of shots on our artists.

  Another was that an audience member wasn't sure that the the blunt ending to our video worked. Given that we hadn't received this comment from more than one audience member, i feel it may have just been down to personal preference.

Digipak Final

Magazine Advert

Research- What is a Director's Commentary?

"On disc-based video formats, an audio commentary is an additional audio track consisting of a lecture or comments by one or more speakers, that plays in real time with video. Commentaries can be serious or entertaining in nature, and can add information which otherwise would not be disclosed to audience members."

The DVD medium allows multiple audio tracks for each video program. DVD players usually allow these to be selected by the viewer from the main menu of the DVD or using the remote. These tracks will contain dialogue and sound of the movie, often with alternative tracks featuring different language dialogue, or various types of audio encoding (such as Dolby Digital, DTS or PCM). Among them may be at least one commentary track.

There are several different types of commentary. The two main types simply define the length of the commentary rather than the type of content. They are:

• Partial or scene-specific, which only covers selected scenes of the film. Sometimes these are recorded without the speaker viewing the film and thus the commentator may make more general comments than pointing out specific details.
• Feature-length or screen-specific, which is recorded in one session: the speakers watch the movie from beginning to end and give their thoughts directly based on what is happening on-screen.

Typically a commentary track will include feature-length commentary from the film's director, cast members, or occasionally writers and producers. Occasionally actors will perform commentary in-character. (In recording sessions with multiple speakers, a designated moderator may encourage the discussion flow,) Some DVDs include outsider commentary performed by film critics, historians, scholars or fans. In more elaborate productions, multiple speakers from various recording sessions may be edited together for a single audio program.

Some DVDs feature commentaries with on-screen video enhancements, such as telestrator prompts, (allowing the director or commentator to "draw" on the screen, pointing out specific details), or theGhostbusters "video commentary", where one of the subtitle tracks is used to add silhouettes of the speakers in a manner where they seem to be in a theater commenting on the movie as it was screened for them in the style of Mystery Science Theater 3000. Less common are actual video commentaries, showing the speakers as they are recording the commentary, requiring separate video tracks.

The video to 'Drop' by The Pharcyde as well as the making of/video commentary by Director of the video Spike Jonze.




The official video to 'Fell in love with a girl' by the White Stripes followed by the making of the Video featuring interviews with the band and video Director Michel Gondry.




The official video to 'All is full of love' by Bjork accompanied by the making of the video featuring interviews with the artist herself and video director Chris Cunningham.




The video to Jamiroquai's 'Virtual Insanity' followed by the making of, featuring and interview with the Video Director Jonathan Glazer.




The official video to Jay Z's '99 Problems' as well as the making of/director's commentary featuring interviews with the artist himself, crew and the video director Mark Romanek.

Ancillary Products Theme/Concept

The brief given to us was to create a theme for all of our ancillary products, rather than using screen shots and cuts from our music video. After looking at Madonnas "Music" album, single and digipak, it became clear that we needed to create a strong theme from the video to use it as a more effective advertising campaign.
Our main idea before this was to use a screen grab of the first shot in our video, with Steve in the court with a basketball and the hoop in the background. We are now biasing our ideas on the theme of a basketball. We feel that this will be a strong, iconic object to use in all our products, and it could mean that whenever this object is seen, the audience will instantly think of Kyle Rapps.

We have a number of ideas for this theme for our Digipak Covers - these all involve a seperate photo shoot which we are going to complete next lesson.

Idea for back cover

1) We have an idea of just the basketball sitting in the middle of a court for our front cover. The colours will be emphasised with the editing on Photoshop, and we could possibly get a shot with sunlight creating a shadow on one side of the basketball - obviously this will be weather permitting. We plan to get a fairly close up shot of the ball, so we can write the name of the album on the side of the ball when editing it. Another idea is to get the hoop in the background - obviously the framing of the shot will need to be very low to create this effect. We will then take a frame of the iconic basketball and Clevland Cavilier basketball shirt on a hanger in the changing rooms for the back cover with all of the track listings around it.

Idea for Disc Cover

2) Our second idea is to have a shot of Steve waist up with his iconic basketball jersey and basketball under his arm or in his hand. We will then take exactly the same frame, but from behind him to use as the back cover for the digipak. Of course we will have to be very careful to make sure the frames are exactly the same, otherwise the cover will not look very effective and continuity would fall. We would then use a basketball to cover the disc in the Digipak as the ball is circular like the disc. This would add the iconic object into the design well.

Nike High Top Basketball Trainers

 

3) The final concept we have for the front cover is to take a shot of the back of some high top Nike trainers and a basketball next to the pair of shoes. We plan to either shoot this in the sports hall, to get a feel of the wooden flooring. Or we could possibly take a shot of them underneath a bench - rather like the idea used in concept 2. The only slight problem with this is that Steve didnt wear Nike trainers in the video - this could ruin the iconic object slightly.





For our Magazine Advert we are still going ahead with the idea of Steve on the basketball court, in costume, with the the iconic basketball and most likely the hoop in the background. We feel that the magazine ad needs to show the audiences more about the artist than the Digipak does. We want to engage the reader and for them to associate the basketball, jersey and court with the artist we are promoting. We also feel we can then write the information on the location background around him and this would look very effective.

MUSIC VIDEO (FINAL)

KYLE RAPPS - HARD KNOCK CHILDREN

Amar And Andria's Feedback

After editing further after our rough cut and adding more shots we filmed on Thursday, we then got feedback from Amar (who is a professional music video producer) and Andria (our media teacher). They were highly impressed with most of the lip-sycning - mainly the first part of the video - however they felt because Steve's great lipsyncing, the second artists part is slightly outshone. We were told to try and pick out the best lines from Reece's part to use and then use cutaway's for the parts of the verse that aren't as good. At the beginning Amar felt that there should be a short cutaway before Steve started rapping to make the beginning more involved and engaging - we will make sure we do add something in here.
We were given credit for the walking and rapping we used in the video - however it was felt that there was not enough of this. We will be looking through our footage to find more shots like this as they are seen to make the video look less simple. The pace of the editing was good, however they also felt that some of the shots needed to be tweaked to make sure the lip-syncing (especially in the third verse) was as good as it could be.
Finally we all thought that effects and filters could be added to make the video look more urban. Although we were praised for our use of costumes, props and locations to create and urban look, it was still felt that to make the piece more professional that filters and effects should be added. We have decided to add these in right at the end, when we have finished all of the editing of the shots.

music video rough cut-audience feedback

Goodwin's Theory:

• Lyrics matched visuals
• Genre characteristics e.d rap, basketball and skatepark.
• Notion of looking-looking into the camera/speaking to audience

Editing:

• No transitions but for genre it worked
• good pace-kept up with music
• Lip-syncing faltered towards end of song
• Intro of second singer was expected, but in a good way so the audience wasn't shocked by the change in singer.

Camera work:

• Really good variety of shots-mid shot, high angle shot, trunk shot
• Handheld shots very good-good quality

Mise en Scene:

• Good variety of locations
• Good quality of costumes-clear costume change
• Natural lighting
• Good use of props
• Use of lighting is good
• Change the saturation to make it more urban

Performance:

• Excellent lip-syncing
• Re-shoot second singer
• Better variety of distance/framework

ROUGH CUT

Goodwin's theory analysis of Lower than Atlantis- Deadliest catch.

  Although this song is not the same genre as our chosen track for our music video project, it still has some very interesting effects that are similar to those of which we wish to create for our target audience in our project.

  The mise en scene presented within this video is really effective in creating a moody and emotional atmosphere without depressing and boring the audience. The costume in which the band have been dressed in is of muted earthy colours which allows them to provoke the audience to take notice solely of the music, instead of focusing on how they look and distracting them from the themes that are being communicated to them within the song and its video. 

  The location in which the video is filmed ties in perfectly with the theme and atmosphere of the track as it is set on and around a beach, the band clips especially. As the entirety of the lyrics is based around and speaks of, for example 'plenty more fish in the sea' and include interesting cut-aways such as when the band are riding on the carousel, walking around the seaside and skimming stones into the waves.
  the way in which the band is never seen singing allows them to not need lip-syncing, however; through this they also create an excellent effect due to the way that the fans are holding up and communicating the lyrics in unique and interesting ways such as the 'more fish' sign on the cat and the use of t-shirts with the lyrics written on. The use of the handwriting creates an authentic and creative atmosphere. The idea of authenticity ties in with the colour of costume as they look aged and worn, due to the earthy and muted tones the band are dressed in.

review of filming-Sunday 16th October 2011

  We all, as a group, met on Parker's piece in Cambridge at 11am to begin filming the most important clips that we desired to be filmed away from the college. We decided this as we believed it would give us more variety in terms of locations. this theory proved to be correct as we found we had so many locations within the city to choose from, that would provide us with the best atmosphere and setting for the theme of our music video.
  The weather really proved to be on our side on our final day of filming. As, although chilly, we had an excellent amount of sunlight which enabled us to combine this with the luck of having a high definition camera on which to film our music video. This allowed us to produce a video which is both appropriately lit and easily captures well highlighted features on both the artists and their surrounding locations shown within the video. Having appropriate filming conditions weather wise is one of the most important factors when shooting outside; after closely following daily weather forecasts, we were confident when it came to the day of final filming, that the weather would hold out long enough for us to shoot clips of a substantial enough quality to use in the final cut, with good lighting and clear images.

  Our first location of the day was at the skate ramps outside Parkside Pools. this we felt would create an excellent urban feel, which would keep in with the atmosphere of the track, to the video as the ramps are covered in scuff marks and stripped paint and looks generally very worn and unappealing aesthetically. This we felt would have a fantastic effect as it ties in perfectly with the less than ideal atmosphere presented in the track which speaks of how life was back in Kyle Rapps childhood when everything was simple and the sole focus was about getting an education and getting on with life instead of worrying about how much money an idea could make you or how attractive something is visually.

  Our second location was just off of mill road in a slightly less visually appealing residential area. We decided this would be a good location to film in because we believed it would capture the raw atmosphere of the track, again relating back to the idea of everything being simple and not solely focused on the aesthetics of living. The lighting in our clips was sufficient enough to maintain the good atmosphere we had created at the first location, this also allowed us to maintain good continuity throughout our clips. We did have to be patient with traffic and pedestrians as the location we were filming on was along a relatively busy road. However; we collaborated well as a team and our patience paid off as we captured some clips which will look excellent in the final cut of our music video.  

  We decided that we didn't want our music video to have a bright atmosphere throughout the whole video, so decided to find a slightly more dank and dindgy location to film our third set of clips. This location we found to be perfect in an alley way which we found running along the side of Waterstone's. As there is construction being carried out in this location, there are lamps attached to the scaffolding along the walkway to provide safe lighting for pedestrians. This lighting also created a warm yet eerie atmosphere for our filming which help us achieve the feel we desired for this particular section of our video as it yet again ties in with the raw feel of the track yet gives our target audience something fresh to look at. this we feel is important as we want to draw our audience in and keep them interested in our music video so they leave with our intended effect. This effect being engrossed and relating to the themes of the track and it's video.

  Our final location, we only filmed on briefly for the part of the track in which Kyle Rapps communicates to his audience about making money. We decided it would be best effective if we found a leading bank within the city and got a shot of him sitting outside it on the step; present his money when it came to the part in the track where he mentions it.

  Overall it was a very successful day of filming. As a group we feel we achieved everything we set out for on that day. We came away feeling pleased with our efforts and believe that because of such a successful day of shooting our music video, we are at the correct stage in our project which will now allow us to have sufficient time to edit and polish our final cut.

Inspiration

 

  Above is the inspiration for our font in our digipak, our magazine ad and our album cover. The font is both quirky and vibrant which creates and eye-catching effect for the audience. this quality would make the font perfect for use in our digipak and magazine advert as well as our album cover. the fact that we will be using the same font throughout our media products would enable our target audience to identify with the artist even solely through the use of font and appearance. This would then give a fantastic amount of strength to our advertising and distribution process as the products we will be creating are memorable as well as easy to read and view.

 

the surrounding images are to communicate our inspiration for our overall style, costume and appearance wise. We are taking the 90's feel to costume in our video, this will give a more urban overview of the video as this era best represents urban hip hop and rap music. This is shown for example through the baggy clothing such as jogging trousers and tracksuit tops teamed with old and worn trainers and chunky gold jewelry. as 90's hip hop and rap broke the conventions of costume in music videos through the use of original accessories and colour combinations, we feel it necessary to take inspiration from these qualities to add greater effect to our video for our audience which, overall, will create a greater attraction to for example our digipak and magazine advert especially through the audience's ability to relate to such an era.
  Below we have taken inspiration through the way that the artists move in their video. the fluid and consistent movements throughout the video give the track an atmosphere that fits in time with the beat running throughout. We felt it important to take note of these movements as they would also fit in with the time signature of our chosen track and would be really effective in creating a chilled yet lively pace and atmosphere for our video.

Above is the video for 'Drop' by The Pharcyde, directed by Spike Jonze

Story Board

Kyle Rapps - Hard Knock Children: Test Shot Plan

Below is a test shot plan for out music video for our chosen artist/song.
Some of these shots will be new to us, for example we have not tried a trunk shot, hanging miniature or walk and talk, but after researching the effects they give, we feel they would be effective when included in the producing of our music video project.

Genre Characteristics

"Hip hop music, also called Rap music or Hip-hop music is an American musical genre in which rhythmic and rhyming speech is chanted to musical accompaniment. It developed as part of hip hopMCing/rapping, DJing/scratching, breaking/dancing and graffiti writing. Other elements include sampling (or synthesis), and beatboxing."

 

 

Kyle Rapps-Target Audience Research

"Strictly underground, Kyle’s flow does not translate to a mainstream audience."

  it is fair to assume when analyzing Kyle Rapps as an artist, that he is aiming his work at a younger target audience. This is demonstrated in his video to the single 'Me', through his use of backdrops and surroundings such as libraries, classrooms, school hall stages and schoolyards.

Another piece of evidence to support this idea is that  he formed his poetic trio 'Mayhem Poets' while he himself was studying in college. Giving the idea that, through presenting his poetic work and writing to students in schools and colleges, he is communicating his ability to relate to student life and adolescence and well as sharing his own personal experiences in a creative and unique way.

  He translates these experiences through the incorporation of music and, instead of stanzas, converts his writing into verses and lyrics. This would have a particularly successful effect on his target audience, supporting the idea that they are of a younger/teen age group, as the younger generation are more likely to take notice of the themes he is trying to communicate if his writing is accompanied by up to the minute music with an edgy and individual/unique style, as this makes it easier for them to relate to. Especially if his target audience are listening to creative and meaningful lyrics accompanied by a likable and interesting modern genre of music, such as the hip hop scene he creates.

  Due to Kyle Rapps being such an underground artist he is most likely to be received successfully by those with an obscure and up to date music taste. as they are most likely to be the kind of audience to be looking for artistic and original lyrics and sounds. This is seen as more typical in the younger generation as past a certain age, the craving for something 'different' usually fades to a degree. 

  Typically, mainstream genres and their target audiences are not usually looking specifically for meaning an the intellectual communication of specific themes such as those that are found in Kyle's work.

 

 

Kyle Rapps - Hard Knock Children (LYRICS)

 ,I’m not the gangsta but I am gangsta
The whos’s …like …I take them to the break of the break ..
and I wait patient for the .. to escape them
I make friends lot of fake never waistence,
Take ..on a skin never …in your face …if I have …so I’m not making
If I got the bank than I make sense
If I go to Japan than I make yens
First I make a mistake and begin again
then I make a mess before anyone could take offence
I don’t got a slow brain but I get retarded
Spit the hardest cocaine how I flip the market
So nice me a fool …and everything I learn today I learn back again.

Chorus:
First grade, second grade, third grade, fourth
Bell rings walk out that door,
Hard knock children …the building chillin’
Now take it back.
fifth grade, six grade, seven grade
or some drop out, hard knock children
we are the building chillin’
now take it back.

I always stay black never stay back, took more test in a cage rat,
Mother f*cker teach fake fact at my third grade class
Used to love the little ..ass …all the ..stink before they ….,

before they have cell phones, before they ..facts
…she make cast, sometimes I wish they were bring …ok it’s back
I use to ..bright life as a night life, me and my little brother fight, fight, fight,
What you know about the try,
what you know about smoking candy’s cigarettes without a light
Right in front of mama …move to Michigan to …
…everything I know now I learned

Chorus:
First grade, second grade, third grade, fourth
Bell rings walk out that door,
Hard knock children …the building chillin’
Now take it back.
fifth grade, six grade, seven grade
or some drop out, hard knock children
we are the building chillin’
now take it back.


He was ..paper, …spit ball …playin’ pitfall
Kicking on a …running down the stairs …
Never that helped ..let’s make …Transport
Crash on a …only hope get …
Hang on the doors…. almost cry …movie ain’t hot …
Every day no …Michael J five …maniac when the giant got drop.

[Chorus:]

Kyle Rapps-Artist research

Kyle Rapps

 Kyle describes his own music as witty and youthful yet insightful and catchy. “Hip Hop is about stories and connecting the dots, some of the stories can be meaningful and still be fun and appealing. I rarely ever write a song that I can’t relate to in some way, shape, or form. My music will always reflect who I am.”
By age 20 Kyle started winning poetry slams in NYC with a concept-strong, socially-sharp raw hip hop delivery. Kyle attended Rutgers University in NJ and formed the acclaimed underground hip hop group, Thought Breakers under the Psuedonym Skeptik. By the time he graduated Rutgers with a B.A. in Spanish, Thought Breakers were local legends, having opened up for Wyclef Jean, Fat Joe, Talib Kweli, and Dead Prez, Independently selling 10,000 copies of their Album, Episode One.
After his poetry career has taken off with The Mayhem Poets playing children’s theatres and schools all around the country, Kyle has returned to his roots with concept driven hip hop music. Under the name Black Skeptik, he followed the “Rent” single (featuring rap legend KRS ONE), with “Frankenstein Saves Hip Hop” (featuring production by Blockhead and a video with Crazy Legs of Rocksteady crew). Solidifying a more positive out look on things, he changed his name to Kyle Rapps and release a 3rd single, “Love, Love” (Featuring KRS-One and Homeboy Sandman), which reached #1 on the college radio charts for Hip-hop.
Eager to show people the benefits of combining Hip- hop with education, Kyle is gearing up to release his debut EP, RE-Edutainment. This “revisit” of Boogie Down Productions classic album is produced by Kev Brown, and features songs with KRS-One, Joell Ortiz and U-N-I. Kyle is also finishing up his debut album, which was recorded in LA, NY, and on a Liberian refugee camp in Ghana, Africa. So stay tuned Kyle Rapps is definitely taking the steps to gradually become a household name amongst Hip Hop fans worldwide.



Kyle Rapps at work with his 'Mayhem Poets'







Kyle Rapps- 'Me' single and video

  Kyle Rapps' videos, from the one above that we found have a very relaxed and mellow yet meaningful atmosphere when putting across the themes and topics he is trying to communicate to his audience, through his lyrics and general presence he brings to his videos. In the bio that we found, we were informed that he is an active poet and is regularly involved in expressive poetry readings to various audiences. The themes he communicates involve race, gender and equality in society and class.

Pitch for music video

Track 4 - Kyle Rapps - Hard Knock Children

Video 
For our concept we thought the main rapper could walk towards the camera and the cameraman walks backwards, with lots of different settings and things going on in the background. For the chorus we'll have the same shot at a maybe a skate park, a street corner with graffiti or maybe a basketball court. Sometimes the shots in the background can represent the lyrics in the song - for example the artist talks about school children at different grades - showing different aged school children in the shots. Obviously the costume for the artist and characters within the shots all need to be wearing urban, old school clothes - for example baggy jeans, long basketball shirt and chained necklaces. This will obviously portray the artist as being cool and hip.
Props: Old school tape player, Basketball, Skateboard, Bling.
Location: Skatepark, Urban street, Basketball court, Maybe in a room with his boys just jammin'.
Shot Types: Mid shot, low angle shot when walking, close-ups of artist, pans to show location.

The Pharcyde - Drop hip hop video that uses the same camera techniques (walking towards the camera) Also one rapper in the middle and things going on behind him is similar to our music video and concept.

Digipak for the Album

Font we could base our digipak font on.

For the front cover of the digipak we feel that obviously the artist needs to be the center of attention. We could possible use a close up still image from the video we have created, or potentially we could do a separate photo shoot with the artist. The clothing he will wear will need to be the same style as that of the music video, and perhaps the artist looking straight at the camera, looking like he's rapping. We feel the font will need to be of graffiti style, probably colourful - this is taken from inspiration from the Fresh Prince Of Bel Air's font type. On the back of the digipak, it could be likely to have different shots of the video showing the buyer what they are paying for.

Magazine Advert
We decided, that so as not allow our magazine advert to become boring and identical to our digipak, the magazine adverts color scheme would be slightly more muted. We would be using the same font as in the digipak. the muted, dusty color scheme would allow the font to stand out more, which means that the advert itself would become more striking and aesthetically attractive. in preparation for the magazine advert we would take our model/main artist and produce a photo shoot with him wearing one of the costumes included in the music video itself. this photo shoot would leave us with an extensive range of photographs to work with that would present us with the best possible chance of a successful and striking advert.

Target Audience
Our target audience is people who enjoy hip hop and rap music, however we feel with our music video it might attract other people who have never listened to the genre before. Mostly we are targeting males ageing from around 13-18 year olds.We chose teenage guys because we felt they could probably relate to the concept and ideas we were putting forward and we also felt that they might like the idea of being introduced to sort of old school hip hop.

Possible costume for our main rapper. Use of baggy shirts, baseball cap, gold necklaces.  - based on Will Smith fresh prince