During my audience research of a group of 16-21 year olds I discovered that for around 70%, of this sample, a promo is more likely to relate to them if it doesn’t have bling, fancy cars, half naked women etc. they would prefer a video that was realistic, honest and closer to their own lives in terms of a narrative.

Im using this information to plan my video, digipak and advert and i have decided to incorporate a theme that would appeal to this need from the target audience- I am going to set the video on the streets of South and Central London, Im going to put the artist in clothing that would endear the audience to them; the sort of clothes they themselves would wear, Im going to have very simplistic, natural lighting and the places where the video will be filmed will be public, everyday, accessible places meaning there isn't any sense of exclusivity- the artist is going to be in the same places that his target audience could be in and he's going to be on their level and there isn't any sense that he’s better than them or somehow has a higher status than them, but he is actually one of them.

In order to maintain continuity and unification in the making of my advert and digipak- I am going to use a public location, clothes that appeal to the target audience and a font that would be unique and memorable but at the same time would have some familiarity with the audience and ‘street’ value- this has led me to the idea of using graffiti font in the digipak and advert. Im going to use graffiti because graffiti is ubiquitous in our society and so our target audience will no doubt have seen a piece in their lifetime and it also symbolises rebellion and non conformity- 2 traits that are essential in the hip hop.

Timeline

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Treatment First Draft

Asylum- "Don't F*** With Me" Treatment First Draft

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Invisible Edits Practice

This is the song that i am going to make a video for, for my A2 project. The song is about the artist's journey to get to where he is now and about what is important to him in his life. I intend to keep the video simple, to reflect the honesty of this- his first song- I also want to have the video in black and white so it is inkeeping with the honest theme running throughout.