The dance music video has to be constructed with a purpose of entertaining 16-25 year olds in the class of AB (middle-to-upper class) and must demonstrate two different stereotypes. To portray this vividly, I have chosen ‘Creeping’ by Lil Skies featuring Rich the Kid, as the song carries conventions relevant to the ‘dance’ genre and allows me to be creative in combining traditional rap with new generation trap hip-hop. The directory and performance will be lead by myself with help by a few friends to film and perform. Having such performers is befitting to promote the track to an audience of the same age range. I want to view the main artist as a comical, money-loving rapper who desires success and with typical conventions of characters in the rap scene, particularly in the new era of hip-hop, they are seen as flashy and eccentric. The music video will also tackle issues on homelessness in a light-hearted way to meet the criteria of the NEA brief: to represent to different stereotypes, and I want to avoid the typical portrayals of homelessness being in a melancholic manner. The entire video will be upbeat and energetic; having a scene where the mood suddenly becomes serious takes away the main core of the video, to be entertaining. The mise-en-scene will reflect hip hop as ‘street’, by using stereotypical dark background, with the camera only focused on the artist and his outfit choices being dominantly streetwear, however the artists will flaunt his wealth and this in essence shows the artist his position in society as successful (reflects the socio-economic group of class AB as that group is recognised as wealthy). This will then cut from a dark, ”undisclosed” location to a more bright-lit setting (using Wollaton Hall) and this will display the rise to fame and riches from the unknown. The setting also feeds into different character portrayals as the main artist will influence other characters around him, like the homeless man, in a facetious way.
Website
I will retain the original artist’s name, ‘Lil Skies’, and create a website that expands this artist’s accolades and personality, to demonstrate the rapper as a highly successful music artist. I will follow the typical conventions of rappers: being overconfident, money-hungry and ambitious. My website will convey this through the heavy use of social media, promotion of new music and tours and images. The site will feature a welcome page that users click on and this will take them into the actual website, providing me a seperate link but also promotes the artist’s new single with the image of the album cover at front. Smaller external links such as listening to the song will take users directly on to YouTube, Spotify and Apple music. Furthermore, the website has to portray the artist and the music video as a joint collective. This gives me the opportunity to take my own photos and create album covers using Photoshop. This will ultimately showcase the use of synergy across my media products as I will hopefully be able to link my website and music video concurrently, thus creating this overall media package for my artist: music video and website.
Final Brief summary
Ensuring that I establish a clear link between the music video and the website is necessary as part of the synergy to create an overall product. Creating the website with a dark yet uplifting finish and using images of my own, I believe that my end product will meet the demands of the demographic, whilst obtaining that synergetic link across my NEA. The layout of the website will mimic the music video’s desired dark locations, ensuring that the theme will maintain consistent and recognisable of the artist. The website promotes the artist’s new music and socials, with the music video further promoting the artist himself and gives fans a look into his personality. To have the website stimulate the artist’s career forward is something I want to achieve and the music video will further boost this and align with the contents of the website.
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