The pitch

Jake, Mimi,Karis, Hectar

Name, genre, and details of band/artist

• Origin Surrey, UK

• Genres Pop music, acoustic, hip-hop, grime, Dance music

• Birth name-Jake Gosling

• Jake Gosling is a Music Producer/Songwriter/Remixer/Manager and Publisher best known for his work with artists such as Wiley and Ed Sheeran.

Key elements of their ‘star image’

A star's image becomes a readily recognized sign that is used in many different media forms Stars can use the fact that their image has meaning by allowing it to be used for advertising purposes.

• Main character AFFI- mysterious, dark, rebellious individual, retro, hell based (due to the fire being a source of natural light simplistic).

• Referring to Richard Dyer star image is created by themselves or the management team, so in our case we are creating AFFI’s image and style. It has been manufactured to look as if he is naturally himself. In Dyers case he says that the record label listens to audiences demand with feedback and they will construct the stars music they will create. E.g Dizzee Rascal.

• The star represents values and attitudes which could reflect in there audience, and also influence the audiences behaviour.

Target audience

• Our target audience would be aimed at a niche market and range from 18- 28. Our market is niche because the genre of Grime music is not as popular as genres such as pop. Therefore by targeting a niche market we are advertising the genre to an audience that we know will enjoy the music. Because an audience has already been built after Dizzee Rascal and Wiley brought the grime genre to the mainstream audience between 2003- 2004 we know that we have an existing audience. Although it was brought to the attention of the mainstream media Grime / dance is still considered as ‘Underground Music’.

Target audience- JICTAR categories

• On the Jictar scale our target audience is under the categories of-• A- higher management/administration/professional• B-middle management/administration/professional.• C1-supervisory/clerical/juniour management.

• We would use a physiographic segmentation- under the teenage VALS (various attitudes, values, beliefs and lifestyle choices). Our target audience would be categorised as-:

• - rebels• -trendies• -drop-outs• -innovators

• We believe our target audience would be from a black, urban, working class community.

Choice of track

• http://www.youtube.com/watch?v=yazztvxF4lY

Overall concept for video

• Dark

• Minimalistic

• Creative

• Natural

• Simplistic

• Balances with the lyrics, if it was a complicated video it wouldn’t work.

Performance, narrative and thematic elements.

• Performance- 1 man show, no extras and so all the focus on him.

• Narrative- how the stories being told?- its personal, his point of view, he dissapoints his audience in his lyrics.

Ideas for key individual shots/scenes

An oil canister – idea for shot

This shot appealed to us because of the focus on a particular facial feature.

We like the shot of the body parts because there unrealistic, artistic and creative.

We liked the lights coming through the bottles because it adds colour and light to the dark background.

Again here the bright bottles add light and highlight parts of the artist.

These screen grab we liked because they concentrate on the artist.

Influences- you tube• http://www.youtu

be.com/watch?v=k6mFF3VmVAs&feature=player_embedded

http://www.youtube.com/watch?v=SK9iyQJuFGg&ob=av3e