2. Artist + Song
Artist: Kendrick lamar (age 29)a rapper/songwriter
Song: levitate (10,042,073 listens on spotify)
The song choice is the 7th song of Kendrick's untitled
unmastered. This song encapsulates the a sence for higher
power,meaning and a higher aspect from life
Why this specific artist ? Drawing this from a collection of
songs Kendrick Lamar is searching for a higher feeling
3. Target Market
The Target audience for the song and music video is aimed towards a mid teenage to
late teenage early adult age group. This way it is easier for those who grew up in the
90s era to recognise references throughout the film.
4. Audience and Marketing research
The audience for this music video isn’t a mainstream group of viewers, this is
because the song levitate isn’t that well known because the album is featured in
didn't take off as the artist wanted it to.
Marketing the music video will be simple as we will mainly market it via social media
such as instagram and twitter and facebook, simply uploading it to those sites
hopefully the video will gain traction and pick up viewers and gain publicity, the ideal
outcome would be that the video’s popularity snowballs and it becomes widely
watched and popular.
5. Locations
City based for the drives, so London most likely.
Car Park - generic gangster films have car park cutscene where a lot of things
happen
Dirt road - classic sunset scene
Fast food restaurant (Mcdonald's) - everyone needs to eat and when there on the
run they need food that is quick
Under a bridge- a drive by can happen here where they could transfer different
things, money, contracts, drugs
Egyptian Mural Reading town centre
6. Story
Walking down to a car sliding down the banister, reverse this shot so he slides up the
banister, gets in car GoPro in car they steal vehicle GoPro records all footage of
what they get up to. Following what these guys get up to. Driving to specific
locations and in each location something new is happening, this keeps the viewers
interested throughout.
7. Costume + Props and Equipment
Canon 700D and 1200D
Smoke Grenade (paintball smoke grenade)
Go-Pro (hero4) and mounts for the left hand side of the car.
Car (Ford Capri)
DJI Phantom
Rode Mic
8. Shots
GoPro attached to side of vehicle this is a steady fit so the camera is fitted so the
footage is smooth and movement free.
Wide angle shots - this is so more of the surroundings are in shot.
Drone following vehicle - This gives off an aerial view that looks cinematic.
Reverse shot of people in conversations
9. Digipak inspiration
Donald glover atalanta
-clothing
-placement
-props
-inspired by rodeo by travis scott
90120
https://vimeo.com/179547079
10. Editing
Vibrant colours and filters
Glitch scene
Reverse shots
Continuous editing
Parallel editing - is the technique of
alternating two or more scenes that
often happen simultaneously but in
different locations.
Security camera
11. popularity
Kendrick social media is how he attracts most of his audience, Kendrick tours a lot at festivals to build up his
audience
Instagram: he has a large following of 3.5 million followers. He is also verified by twitter and instagram.
Kendricks spotify :
25,037 listens today
8,696,317 monthly listens
2,674,865 followers
LA is the main place that listens to his music
