Salford City College Eccles Sixth Form Centre BTEC Extended Diploma in Creative Media Production Unit 4: Final Major Project Proposal Form

Media Format (film, documentary, motion graphics, photography, animation, graphic design etc)

The media format I have chosen to create for my final major project is a concept / performance Music Video. I chose this media product because i enjoy listening to and watching music videos. Also I successfully created a music video in the first year.

Synopsis of Idea (content, narrative, genre)

The genre of music I desire to create a music video for is Drum & Bass. As I am a follower of this genre that has become massive in Manchester over the last few years. I also appreciate the old-school roots of Drum & Bass and to show my appreciation I plan to re-create one of the most iconic drum and bass music videos which has been about for years ‘Aphrodite – Ganja Man’. There is no official video for this track, however there is a version on YouTube that has been taken from the film ‘Human Traffic’ and edited together using various techniques to make it look like a full music video. My goal is to re-create the video using similar scenes to the ones from Human Traffic but with my own ideas added to bulk out the video and also give it my own personal touch. I intend to use similar costumes and dance moves from the video mix taken from YouTube but then add different editing techniques and after effects. Although I am re-creating this video and there will need to be significant similarities, there will be a variety of scenes that you do not see in the original film and hopefully will work well in separating my video from the original and adds a 2013 touch.

Target Audience? (demographic NOT age range)

My main demographic audience will be teenage males that are interested in the drum and bass scene. They would appreciate this music video as a re-creation of a classic track. However with this genre of music there is a very niche target audience.

Target Audience Needs? I believe that my intended target audience would want to see people of their own age range featured in the video making it easier to relate to. Also i intend to include branding in the form of technology and clothing. Humour will also be involved in this music video. The original film that I am using as influence is a comedy so I want to try and replicate some of the dance moves from the original film.

How will your project meet the needs of your target audience? (Make reference to content you think will appeal to your target audience)

My music video will meet the needs of the target audience to the extent that everyone featured in the video will be of a similar age range to the audience. Also common brands (whose target audience is very close to my demographic audience) will be included in the video, for example RELOOP, Nike, Carrhartect.

What production techniques will you use to realise your project?

During the pre-production stage of creating this music video I will have to conduct risk assessments on each location I intent to film at. Also I will use Microsoft to story board and plan the video scene by scene. The actual filming of my music video will be done with a Nikon D3100. After gathering a sufficient amount of footage I will then be using Adobe Premier to edit together my final video. I plan to use quick pace editing techniques including fast transitions and using simple effects like rewind and fast forward to give an element of speed to my video. I intend on increasing the speed of some clips so they are a lot quicker than others. When the final video is pieced together I will then import it into Adobe After Effects to add some attractive effects.