UAL Awarding Body

MUSIC VIDEO

Production Team: Conor Coleman

Title of Production: Joyner Lucas Long Way (Music Video)
CONCEPT
For Unit 8, our final major project, we were given the option to produce
any format of media we have covered, which included short films, stop
motion, advertising campaigns, documentaries or a music video. I have
chosen to produce a music video under London Alley an award winning
Media Production Firm. For our music video, we must produce a narrative
video for a song of our choice. There is no duration to aim for, although
the video should last for the entire duration of the song. My music video
will be rap/hip-hop or pop, as it is very popular among teenagers and
young adults. I would like to produce a music video in first person
perspective - it is an experimental format that can help tell the story of
my narrative.
London Alley is an LA/London based firm which specialise in music videos,
as well as commercial work. I chose them as they have produced music
videos for many world-renowned artists such as David Guetta (Hey
mama), Beyonc (Dance for You) and KYLE (I-Spy). The firm are a group of
elite music video directors that operate under the company name and
work from their stations in London and Los Angeles. The company is
decorated with many highly coveted awards, including the Best Male
video at MTV 2014 awards for Ed Sheeran Sing, Best hip-hop video at
MVPA awards 2013 for Love Me by Lil Wayne and Director of the Year
award for three consecutive years at the Bet hip-hop awards from 2012-
2014.
I have chosen to produce a music video because I feel I am particularly
proficient at producing music videos. When we previously made music
videos, I thoroughly enjoyed all the aspects of creating the music video,
from the initial mind-maps to the finishing touches on the editing stage.
As a music-driven individual, I take every opportunity to listen to music as
it helps me channel my creative thought process. Due to this, I have
accumulated a taste for many genres of music; this will help me produce a
music video because I am the target audience. In addition to this, I have
viewed countless music videos, which has helped me understand what
elements make a music video successful. Producing a music video allows
me to produce a piece of work that is to the highest possible standard I
am capable of, as it is a key strength of mine. In addition to this, in the
future I hope to pursue a career in music video direction.
DEADLINES

ITEMS REQUIRED FOR PROJECT

PLANNING
Issues to face
Primary research (Genre, Target audience, Artist, format, production company)
Secondary research (Genre, Target audience, Artist, format, production company)
Image research

The research aspect of planning allows me to explore successful music videos in the
same genre and to analyse elements that improve the quality of them. I can apply these
to my personal work, which will increase the overall standard of my production. I can also
critically analyse videos for similar songs and discuss what makes them ineffective. This
will help me eliminate such issues and elements from my production; I can culminate
successful elements and ensure that I only include effective techniques in my music
video to produce a video to the highest possible standard
PRE-PRODUCTION
Shooting Script The shooting script is vital to ensure that the final ideas for the
video are recorded; it must be followed when shooting. The script contains the
actions and events in each scene/lyric of the song without it there would be no
official plan to follow.
Prop list The prop list is a description of all of the props to be used in the music
video. This is important as it allows me to keep track of what items I should use
and when I should use them. Props help set the scene and define the mise-en-
scene for the music video they are crucial for creating a believable and
immersive set.
Crew List This details all personnel that are involved in the production, from
runners to producers. Although I am working alone, and am responsible for most
roles in the production, I will need to list my shooting cast, as well as the roles I
must fulfil.
Location Recces Location recces are the research and information of all the
locations at which I will film. Included in the recces is information on where the
location is, access to the location, why it is being used, permission to film there
and facilities on site.
Clearances/Confirmations This is documentation of my contact to crewmembers
and authorities of facilities to gain permission to use their facilities/services. This
will include formal exchanges in which my cast will confirm their availability, as
well as proof that owners of locations allow me to film at the locations I have
chosen.
Contingency plan The contingency plans are the back-ups in the case that I
encounter and issue with my production. I will need to produce a contingency plan
for anything that can go wrong, including understudies for actors and alternative
filming location. This will ensure that there is minimal disruption of my plans in
the project
Storyboard The storyboard are sketches of each scene, which portray the
appropriate camera angle, mise en scene and all events in the scene. This is
important, as it is a first look into what the scenes will look like when filmed. It is
also a visual representation of the script, which should help me when directing
and filming.
Shooting Schedule The shooting schedule is my finalised and confirmed
arrangements for filming the shots for my music video. This must be followed and
is required to commence filming. It helps me to film efficiently and to make the
most of the time I have, instead of attempting to spontaneously film without
planning.

SHOOTING
Camera
Dolly
Tripod
Lighting
Remote
Audio Equipment
TEAM
As I am doing the production on my own, I will carry out all of the roles
required in my production. Although the lyrics are the basis of the
narrative, I will still need to write a script to describe the events of each
scene. This is to make filming efficient and clear. As a Director, I am
responsible for coordinating the filming process. I will need to guide actors
through their roles and ensure that the lighting is to a professional
standard. Normally I would ensure he camera work is to standard, but as I
am also shooting, I will have to ensure that my own filming is to a high
standard. As the editor, I will be solely responsible for combining the clips
and aligning it to the song. I will be able to add my personal aesthetic to
the production with my unique style. I am responsible for ensuring the
final edit is submitted on time. I am also responsible for all the pre-
production work and ensuring it is submitted on time.

AMBITIONS
My aim is to produce a music video that appeals to teenagers and young
adults. I want to explore unique concepts of filming and experimental
formats of telling a story. My first person format of the music video will
allow viewers to put themselves in the position of the main character,
which allows for greater immersion. This immersion will allow the viewer
to enjoy the hip-hop song more and understand the true meaning of the
song. I aim to allow this different format of music video to invite more
people to enjoy the musical stylings of hip-hop artists. My music video will
stand out from other videos as I intend to base it on a first-person
perspective; the viewer will be immersed in the video and experience the
narrative as if they were in the same situation as the main character. In
addition to this, I hope to shoot a professional looking video, this will allow
viewers to appreciate the song more as they are visually impressed. I
want to help spread the music of the artist and to improve their reputation
- by creating a visual that pleases the viewer and compliments the audio
the artist could be thrusted into the spotlight of modern music. In this
project I want to produce a music video for a music genre I have never
worked with; I want to gain experience and develop my skills to be
versatile and applicable to any genre. In addition to this, I would like to
apply my production aesthetic to a hip-hop song. This will build my
portfolio and help establish the style in which I produce music videos.