1. PITCH -Group 23
Concept: An urban/pop
Concept: An urban and contemporary feel
that captivates the melancholy and somber
emotions of the song.

2. Song Choice:
Our final song choice
was Ellie Goulding –
You, My Everything.
Before we chose our final song
choice, we had a few other
choices.
Some of these song choices
were:
• Kyla – Do You Mind
• Egypt – In the Morning
• Chipmunk ft Emile Sandé –
Diamond Rings
This song by Ellie Goulding does
not have a current music video.
We thought this was good because
this way we are not influenced in
any way. We can therefore create
a music video where there is no
link to an original video and will
allow us to be completely original.
We plan on using various locations
during the evening to create a very
urban feel to the video. We will
also be filming during the day
perhaps in locations like the
Southbank or Brick Lane.

3. Brand Image:
Our artist will be named KARMA! She
is a 19 year old female artist from
South London and has a Portuguese
background.
Our artist will be wearing
urban clothing such as baggy
t-shirts, beanie hats and
trainers.
She will resemble artists such as
Katy B, Rita Ora and Mz Bratt.
Our artist’s image will help to connect to audience because that s how
many young girls dress now and many young boys have friends who
dress in this manner.

4. Initial Idea:
We have taken a few idea from a few videos. The first video
we took an idea from was Beyonce’s video for ‘Broken
hearted girl’. We thought that the rose idea in that video was
very clever and looked really good. We may incorporate a
similar idea to this in our video with a different object.
This is the link to the video
that we got some of our
ideas from.
We want to make sure that the camera is never static
and we looked at a few videos from the past student
work. We looked at a video where the camera was
never still and we thought that it looked quite
professional.
http://candihalloffame.blogspot.co.uk

5. Our Key
Audience
Our main target audience is going to
be teenagers and young adults. As this
is quite a general target audience we
have narrowed it down to urban teenagers who are preferably female. Therefore we
will be targeting people of a working class background who aspire to live the celeb
lifestyle and follow the majority of mainstream people. We have
chosen this group of people because it would be easy for us to appeal to them in our
music video.

6. What Would a Fan Expect to See ?
We have classified our song genre as Urban Pop. In urban pop culture habits and
personal appearances are driven by mainstream media. So because of this, in
Urban pop music videos fans expect to see a lot of mainstream places and
mainstream clothing hence the locations and costumes we are using. Two of our
main locations is King’s Cross Square and South Bank, which are two very Iconic
locations in London which will appeal to an Urban Pop fan.
Evidence From
a Fan Forum!!

7. Setting and Locations
Brick Lane
Kings Cross Square
Southbank

8. Costumes
There will be three costume changes throughout our music video. As we have chosen
to go for an urban look in our video, all the costumes we have chosen will also be urban.
Here are some pictures and brief descriptions:
The second outfit will be worn at
King’s Cross. we chose this because
first of all, it is warm and since we will
be filming during the evening at King’s
cross we thought it was appropriate.
Secondly, it fits into the genre that we
are doing in the sense that it is also
very urban.
This is our first costume. We
chose this when we are filming
at Southbank. We have
specifically chosen this outfit for
the Southbank because it has an
urban vibe and it looks quite
sophisticated at the same time.
The third outfit is going to be
worn in Brick Lane. We chose
this outfit for brick Lane because
it is the most urban style out of
the three and it fits in perfectly
with Brick Lane. It also
represents young people and
how many of them dress

9. More Costume…
We decided to keep the make-up very simple.
We looked into other female artists who aim to
target our audience and they also had simple
make-up. They then had quite dramatic lipstick
colours so we thought that would also fit in with
the type of artist ‘Karma’ is going to be.
After we looked into the make-up and outfits,
we chose the accessories that we would use.
Karma will be wearing the black beanie hat
with the second outfit. She will then be
wearing the gold necklace with the third outfit
and have simple gold earrings in.

10. Synergy
A clip from the broken
hearted girl video.
Most artists have a well known symbol,
sign or trademark that features in their
videos. This will then continue throughout
posters, album covers to promote the
artists. We have decided to use a rose in
our video, this idea came from Beyoncé's
Broken Hearted Girl video.
We thought that we
could make our
artist have a
specific lip colour
that she always
wears. We took
this idea from Rita
Ora as she usually
wears red lipstick .

11. Green Screen
Many A2 students use Green Screen as part of their video,
some even use it in all base tracks however as a group,
through our analysis of previous student videos and editing
we found that despite background movement the videos
remained vague and dull leaving the performer who is in focus
looking very stationary.
After further listening to teachers advice
on green screen and then learnt how to
use it. We debated as a group and
came to a conclusion that our ideas for
our video are much more broader and
involve actual base track locations that
allow us to innovate and use space as
something that makes our video unique
in terms of camera movement and
editing.
Our performer Carina, is visualised by the group to be energetic and
extrinsic and this should look better with our camera movement and
editing and we realise that with green screen camera movement
and quick cut editing techniques that give better marks are close to
impossible.
This is why as group 23 we realise that green screen is just not for
us and our ideas will not suit Green screen.

12. Theory
Traditional Narrative structures often come in the form of
normality, problem and then a solution however this is not the
case in songs and music videos. Andrew Goodwin argues that
traditional narrative structures don’t really apply to pop videos
and this is because the video usually uses the singer/performer
as the narrator and also a character. Furthermore the singer
specifically tends to look directly into the camera. This is the
focal theory we as a group are going to look into and apply to
our very own music video.
Carina is going to play ‘Karma’ in our Music video and she is
described as an aspirational singer. We relate our video to Andrew
Goodwin’s theory as our video is urban pop and our ideas for our
video show signs of a narrative being presented strictly through
‘Karma’.
Pop videos usually also rely on repetition of images in certain base
tracks and this is just one convention we are trying to follow according
to Carol Vernalis
. Also what we are trying to achieve in accordance to is that we want
our video to be Autonomous, the visualisation of our video/song
should go beyond the actual meaning and we want to portray abstract
ideas through camera yet remain firmly between genre conventions.
This is because by following these conventions our audience and
listeners will become much more familiar with the genre and have
certain expectations.

13. Industry
Our artist will probably be signed to Polydor records
as that is one of the record labels that Ellie Goulding is
signed to. We thought this would be the best as she
has many genres and urban pop was one of them
which is this song’s genre.

14. Risk
Assessment
Last year we were required to fill out various forms for use of school equipment during plenty of
our projects both prelim and actual recordings, however especially in our actual thriller recordings
and filming sessions last year we had to undergo various safety procedures and this is the case
during our advanced portfolio filming sessions. So as a class firstly we have already filled in a
form that consents us to take cameras home or away from college during our half term holiday if
necessary. Below is a list of the dates we are going to be filming.
This is a clear weather forecast outline
for the first few dates that we are filming
and if you look clearly it is actually
raining or drizzling on three occasions
and on these occasions we must take a
safety precaution which will be to hold
up umbrellas above the cameras.
We must undertake weather forecasts for these dates shown and focus on what times
it is safe for us to film and take the equipment out seeing as the locations chosen for
our video require quite a bit of travelling. Before filming we must ensure the surface
area is clear so neither of our performer or group members who are recording do not
slip or fall and injure themselves and damage equipment.

15. Social Media
We have set up a twitter account for our groups progress in the planning, making and
evaluating of our music video. The main reason for this is not only to promote our
Music video and the Advanced portfolio project itself but also to keep in touch with our
media teachers whilst filming with expensive equipment so they know we are safe and
are up to date with our filming and project.
We can see this as one part of our risk assessment as it ensures that we are being
followed and overseen despite being miles away from college thanks to regular
updates through our smart phones and also various pictures being posted to show that
everything is in order as well as just to promote our music video.

16. Production Schedule
Date:
Our Plan:
18th October 2013
We will be having the pitch presentation on this
Friday morning.
25th October 2013
We will be filming on this day at Brick Lane
from 9:30am to 1pm
29th October 2013
Masum is going to pick up the Camera and
Joel is going to pick up the Tripod and Carina
picks up the fig-rig. (3:30pm Pick Up)
31st October 2013
We will be meeting up to film at 12pm at Brick
Lane and will end at approximately 4pm
1st November 2013
We will be filming at the Southbank. We will be
meeting up at 1pm with all of the equipment.
2nd November 2013
We will be meeting up at Kings Cross St
Pancras at 6pm to film.
4th November 2013
We bring back all of the equipment
6TH November 2013
We will also be filming on this day during
lesson time
8th November 2013
Another day we will be filming on during the
lesson time

17. Animatic