2. Concept
.Video will be based on the narrative of the song which is basically
about a couple who are coexisting together instead of enjoying
each other’s company and are realising that they no longer have
that close intimate relationship normal couples have.
Their relationship has deteriated but neither has walked away, the
song is from a female point of view.
The video will take you through their daily life , there's no spontaneity
, romance or passion so their life has become a routine and has
turned sour this will be portrayed in the video.
The narrative of this music video will be linear and have each
scenario and the storyline go through in an chronological order.
Our music video will have both a storyline and have an intercut
performance of someone performing where shanice will be
walking through the same locations and will be singing to the
camera.

3. Schedule
 For the production of our music video we will start our filming
the week after the half term as it will be more convenient for
every member of the group and we will be able to have all our
idea’s and know exactly what we plan to do with our music video.
 We plan to do some filming every weekend we are all available as
some of us have jobs and many outside commitments.
 Also during our gaps in the college timetable as most of the
group share a similar timetable.
 And also on the days when we finish college early.
 Tuesday and Friday’s will be the best days for most of the group as
it is our earliest days however most of the production of the
video will take place on weekends due to the locations being
outdoor and far from the college campus.

4. Schedule
Weeks taken
Editing
Production
Weeks taken
Planning music vid
Research
0 2 4 6 8

5. Def Jam Recordings
Def Jam is an American record label well known for its hip hop
and urban artist. Dej Jam is owned by universal music group.
Other major artist signed to Dej Jam are Kanye West and Jay-Z
who establish artist in the music industry.
Music moguls who founded Dej Jam are Russell Simmons and
Rick Rubin who have helped and nurtured successful artist
such as Johnny Cash and The Beastie Boys.
LA Reid an awarding winning music producer and song writer
has worked with Dej jam and artist such as Rihanna and Mariah
Carey.

6. Rihanna – Fading ( Loud Album)
"Fading" will be the 7th single released from
the Rihanna's 5th album Loud. The song was
written by Jamal James and Ester Dean
music producer Polow Da Don completed
the track. The song also samples Irish singer-
songwriter Enya’s "One by One“.
This song will be release the same day as 2011
MTV music awards when Rihanna performs
Man Down & Fading from her Loud album.
Dej Jam have decide to release this track because after a few dance tracks
from Rihanna we decide to do something different. Everyone loves a ballad
and an emotional break up song which they can relate too because we know
life isn't always a party. Also with artist such as Adele, Katy Perry and Lady
GaGa releasing popular songs and showing their vocal capability, female
artist are under real pressure to show they have talent and are not just
releasing manufactured pop music but something more real .

7. Our inspirations
http://www.youtube.com/watch?v=AWpsOqh8q0M&ob=av2e Beyonce – If I
Were A Boy
http://www.youtube.com/watch?v=nhBorPm6JjQ&feature=artistob&playnext=1&l
ist=TLnLnbXx0Mztc Rihanna - California King Bed
http://www.youtube.com/watch?v=NWdrO4BoCu8&ob=av2e Shontelle -
Impossible
http://www.youtube.com/watch?v=gUPrnu3BEU8&ob=av2e Ashanti - Foolish
http://www.youtube.com/watch?v=7_weSk0BonM – Leona Lewis – Bleeding
Love

8. Screenshots of our inspiration

9. Costume Female leads tend to do shots of
vulnerability to make the narrative of
the song realistic and to gain empathy
from the audience wardrobe such as
black clothes or loose unflattering
clothes are the norm, which connotes
real emotion whilst going through a
break up . Along with those scenes
Beyonce wearing a bagging top Cassie’s bedroom wearing are shots in bedrooms which can
looks as if she’s been crying. little clothes , focus on looks feature new technology this allows the
Female audience can relate. audience to get into the narrative a
follow.
Jewellery
Ball gown
Leona Lewis in ‘Bleeding Love’ dressed in Beyonce dressed in bridal lingerie very
a very luxurious dressed and in jewels. sexualise, showing her ex what he lost. Attracts
large audience because she’s in lingerie.
In music videos with a female lead they are often dressed very glamorous showing wealthy and
desirability. This adds to their likability and the influence they have on the audience. if the song has
binary opposition such as break up love and hate the facts that the female is sexualise sends a message
that the end of a relationship isn't the end of the world.

10. Male leads in a female artist music video are always well toned with the
muscles a masculine appearance . Wearing jeans ,hats or sometime s have
tattoos and piercings to have a current image that the audience can relate to.
The female lead are their to be desirable by the male audience and admired by
the females. But having an attractive male give the females something to look
at which can authentic ate the relationship because physical attraction plays a
key role in relationships.

11. Shots
Long shot/ establishing shot – Set the scene, it
establishes where they are, the time of day
and to generally help set the mood.

12. Close up – Convey
emotion, we will be
using this shot in our
music video
because we want to
focus on the figure
expressions to help
the audience
understand the story
and to emphasise
how they feel.

13. Medium close –
Convey emotion
and body
language, this shot
follows on from the
close-up it has the
same effects but it
just adds more
emphasis on what
the characters are
physically doing. It
also shows the
costumes which
allows us to identify
with the characters.

14. Two shot - This shot
allows us to see a
conversation
between the actors
and it helps us
understand their
relationship more.

15. Tracking shot – shows
movement , it allows
you to feel like you Panning shot – helps
are in the scene, it the audience get
helps create realism. the full narrative, it
creates fluidity.

16. Audience
Aimed at 15-24 , unisex – mainly aimed at female because it’s a break up
song and the protagonist is a woman. It will be aimed at all ethnicity groups
who are middle class. The sort of demographic groups that they will belong
to is educated urbanites who are young educated workers living in flats and
aspiring singles who are singles and sharers in multi-ethnic areas. They would
be earning 15 thousand and below , most of them would be living with their
parents. They would shop on the high street, normally you would find them
shopping in New Look, River Island , Topshop and ect.
The females will be dressed in the latest fashion trends as they will also push
the boundaries. As this is what Rihanna does she always strives to be
different. People who normally follow the media like bloggers , twitter etc.
They are always up to date with what’s happening in the news/gossip blogs.
She’s featured in other artist’s songs such as David Guetta and Nicki Minaj so
she is not only appealing to her fans but also a wider audience through
other artists and their fan base.
J.Cole was an opening act on Rihanna’s ‘Loud’ tour , Rihanna also featured
on his music video ‘Cant get enough’ this kind promotion will be beneficial
to both artists as it gives them exposure. From doing different features and
appearances her music will inherit other fans bases.
Rihanna has other artist such as, Drake, Kid Cudi and so on feature on her
tracks, this promotes her music to other genres and their audiences this will
increase her fan base.

17. Distribution
Music channels such as:
 MTV – MTV has their own TV channel for music and TV shows like Jersey Shore. So during the breaks of
the shows, they would advertise music. So during the breaks for these shows, they would advertise a
new song or a particular music show that is happening soon.
 Viva – It’s owned MTV Network Europe , Viva also shows programmes from other Viacom channels
including MTV, and Comedy Central.
 Pretty Little Liars
 The Hills
 Jackass
They would be using music track during their shows if something particular happens for example reality
shows like The Hills would use that. This promote the music to the audience.
 4Music – 4 Music is owned by Channel 4 , they play music 24/7 and they have their own website
, Facebook and Twitter so it allows the audience to access updates on new music . They host T4 On The
Beach where artists get to perform their songs. They also have certain times where they focus on one
particular artists and play all their songs.
Websites:
 YouTube – It would be the easiest way to distribute the music video as it will be visual. Each artist has
their own channel so it makes navigation easier to find the artist. Also most people have the latest
phones like Blackberry or iPhone which come with internet and Wi-Fi so people can browse YouTube
on the go and be updated with the latest music videos of their favourite artists.
 Artists website
Radio:
 Capital FM – It’s the UK number 1 radio station, they play music 24/7 , they always have celebrities on
there and get exclusive interviews and music tracks before anyone else. Also they host Jingle Bell Ball
every December at O2 Arena. Headline acts have included superstars like Rihanna, Janet Jackson and
Lady Gaga. They run competitions so the audience get a chance to win tickets to go the Jingle Bell
Ball.
 Kiss FM – It’s the UK best dance, Hip Pop and RnB so this will cater to the music video as it’s RnB. The
audience would specially choose this radio station as it caters for specific genre. On their website, they
have column where they have twitter updates from artist’s twitter page so this let the audience to get
updates from their favourite artist.
 Choice FM – It’s a hip pop and RnB radio station so the audience would chose this station as it will
cater to the genre of the music video.

18. Website homepage?
- Digipak? Coming Soon!!!!!