Background..

Out of the two briefs I have chosen to produce a music video. The song I am going to use for my music video is “Don’t Be Shy” which is produced by the 789 Crew. I have gained copyright of this song as asked in the brief due to the producer being a friend.

Content..• The content of my music video will be a short story about a

guy aged around 18-19 and a girl aged 17-18. the story is about 2 people who meet each other in a party. This then results them into dating each other. However the girl is quite shy and restricted. This links back to the title of the song “Don’t be shy”. The guy is very out going and confident therefore is expressing his feelings about the girl being shy through his lyrics

• In order to brand the artists I will be using a colour scheme of red and black. The logo will say 789 crew in red on a black background with speakers behind it. Also the artists will wear a combination of both smart and street clothes making it a bit edgy for example jeans with a vest/ t shirt and maybe a casual black shirt. They will also be wearing jewellery such as earrings bracelets and chains which will be very visible. For my DVD cover design I will use this concept. The background will be black with 789 crew in a large print coloured in red. Also their will be an image of a guy with a hat emerging from the title (789 crew)

Audience..• My target audience will be both male and female aged between 15-19.

• They will be aimed at both working class and middle class. However they will be Mainly working class due to the fact that the artists are represented to be from the “street” and also many of the songs are about everyday life struggles which mainly working class people go through.

• the target audience will have a mixed ethnicity which I will aim to show by using mixed ethnicities in the video.

• The target audience would be into specific type of designer brands. For the boy’s it would be more Addidas, Nike, Bench and Henley's. As for the girls they would be into brands such as Miss Selfridges, River Island and Top Shop

• My target audience would have certain interests such as, going out, socialising, clubbing, Mcing (rapping)

• The type of music channels my target audience will listen to would be:

MTV Base - due to it being a very popular R’n’B and Hip Hop music channel which is listened mainly by 14-21 years of age which also covers my target audience. Channel U – due to it being a very popular music channel for new British Hip Hop and Rn’B artists

Style and Form..• The style of my music video would be similar to R’n’B video’s nowadays.

It will be both a performance and a narrative video.

• It will be a narrative video due to the fact that it has a concept/story behind it. As I mentioned earlier it will be about a girl and a boy meeting each other who have gone on their first date. This will give the music video its narrative element. Also their will be cutaway shots of the two walking in different locations.

• It will also be a performance video due to the fact that there will be shots of the male (artist) rapping directly to the girl. This makes the audience feel as if he is talking directly to her which gives it the performance aspect. This will be done by the guy and the girl sitting at a table maybe in a restaurant. The lighting will bee very dull and dark and their will be a spotlight shining on both of them making them the main focus. The camera will be on a dolly which record the artist talking/rapping to the girl.

• Their have also been previous music videos with the same style and concept. An example of one is “Slow Down” by Bobby Valentino.

Representation..• My music video will reflect the ideology of Asian girl’s being quite

restricted due to their traditional views of “no sex before marriage”. This is shown in the video due to the fact that the girl is very shy and “frigid” and wants to take things very slow.

• It also follows the ideology of boys being very confident and open. Most young boys want sex and this is conveyed in the lyrics of the song “Lets not waste no time lets go to your place or mine”

• The music video follows the usual stereotypes of young boys through their costumes. The boys will wear a hoodie/jacket and will be Mcing which majority of young boys do.

• The girls would follow the typical stereotype in the sense that most girl dress up with straightened hair high heels and make up. The girl in my music video will follow the same sort of style for her appearance which therefore results into her representing the stereotype of teenage girls.