Task 8: Final Proposal

The title of our music video will consist simply be that of the artist and song name ‘The Rizzle Kicks- Mama Do The Hump’ which will coincide with the production within the bottom left hand corner (often seen on popular music videos during their airtime on television).  For our production we felt that music channels based more around a younger demographic would be more suited for our music video. This is due to the song itself, being fairly recent (released in 2011) therefore making it more appealing  to the younger audience, for example 10-20 year olds. Channels such as MTV, Viva and 4Music being our primary suggestions as they also gained high votes in our audience research questionnaires.

In terms of age, class, gender, ethnicity etc, we felt that the target audience from our selected song was incredibly broad. In particular however, we felt that our music video’s typical audience would hit more of the younger generation as they will be more familiar with the fairly recent track; ages 10-40 would certainly be our key targets. Despite the fact that all classes may be considered as a target audience, the more outstanding viewers would be more lower to middle class citizens, as the hip-hop music culture may be associated more with the latter. Furthermore, the song’s catchy beat has made it widely recognised as a party tune, often played to an audience for an energetic reaction. Also, we felt that the appeal of the music video would be left widely open for the demographic of gender as well as the majority of ethnicities.

As the Rizzle Kicks are often regarded as Alternative Hip Hop artists, ‘Mama Do The Hump’ in particular containing a positive and catchy vibe we felt that our music video must contain a fun, exciting atmosphere. In addition to this, the lyrics of the song have an almost edgy, comedic value so therefore we wanted to incorporate a comedic sense into our narrative. Our group felt that the most effective video would come from a combination of Performance and Narrative techniques; our two lead actors playing out a narrative storyline during a party, as well as performing the song’s lyrics at the camera itself. We also felt that this would help the audience recognise the actors character traits, along with it creating a more diverse final outcome.

For the style of our music video we converged various ideas that we felt would create a unique look for our production. Upon considering camera angles we discussed many that would be used within the opening scene alone. These included: extreme close ups of the protagonist’s body parts such as their shoes, sunglasses, hats and lips, to create an almost ambiguity around their appearances. Other angles we suggested were Subjective POV’s of entering the building, establishing shots of the party room of guests and consistent two shots of the lead males and their conquests together. Throughout the scenes within the dance floor, we felt that we should edit the scenes in colourful lights similar to that of disco lighting effects. The entrance, concluding and performance based scenes would be regular everyday colours perhaps lit up in a specific way as if the characters are centre of attention. As the opening scene will hold a mysterious quality we decided to edit them in slow motion, to build up on the characters eventual revealing. On the other hand, a selection of the dancing scenes would be made quicker indicating the quick exciting party atmosphere. Quick cuts will be used between shots creating an energetic vibe for the audience also.