RESEARCH AND PLANNING - WHO YOU ARE

music video information

Song - Who you are

Artist - Jessie J

Released - 28th February 2011

Duration - 3.51 mins

Genre - Pop

Label - Lava Records

Song - Who you are

Artist - Jaye Blake

Released - September 2019

Duration - 2.57 mins

Genre - Pop

Label - Sony Music.

Concept

The music video concept is formed around the pressures of social media to look perfect and cyber
bullying and their effects on the artist. I chose this because it appeals to the target audience of the music
video which is young girls between the ages of 16-25.

Artist: the musical artist created is named ‘Jaye Blake” a young female artist. They name is unique
however still simplistic and memorable. This will make her stand out to the target audience in the charts.

Title: I have kept the same title of the song: ‘who you are’ because I think it fits well with what the song is
about. I like how it is simple and to the point. It fits well with the image I want to create of the artist.

Marketing and Image: The artist is going to be portrayed as someone the target audience aspire to be
like. She is a strong female figure who is trying to aspire young women to not get caught up in the
instagram world and be themselves. One of the main artist inspirations is Jorja Smith

Artist inspiration

Jorja Smith Mabel

Jorja Alice Smith is an Mabel is an English singer

English singer and songwriter and songwriter. In 2017, she
from Walsall, West Midlands. had her mainstream
She released her debut breakthrough with "Finders
extended play, Project 11, in Keepers" peaking at number
November 2016. Smith has eight on the UK Singles
released several singles since Chart. Her debut studio
January 2016 album, High Expectations,
Ella Mai was released on 2 August
2019 and entered the UK
Ella Mai Howell is an English Albums Chart at number
singer and songwriter. Her singing three.
career began at the British and
Irish Modern Music Institute in
London in 2014, during which
time she auditioned as part of a
trio on the 11th season of X
Factor UK.
 Music video analysis : Jorja Smith - “beautiful little fool”

The music video begins with this shot of the artist looking into the
mirror applying a red lip stick. The use of the close up shot
personalises the artist to the audience due to the proximity. The shot
is an establishing shot therefore it is filmed statically to allow the
audience to understand the artist. Jump cuts are used in this clip and
follow the tempo of the song meaning they cut on beat. This engages
the audience because it gives the video a more lively feeling. In this
clip there is little identification of location. The room the artist is in
appear to look vintage. This is represented through the use of dated/
patterned wallpaper and the shape and detail in the mirrors. The artist
looks glamorous: she is wearing bold silver and diamond jewellery, a
blue fur coat and applying bright red lipstick. This accurately fits with
the genre of music. The red lipstick make Jorja Smith appear strong
and confident this is further emphasised through her performance of
applying it in this clip. Artificial low-key lighting is used to light this
clip. A pink colour theme runs through out the music video making it
appear girly.

Through out the music video there are constant clips of the artist lip
syncing. This shot is also a close up shot of the artists face. The use
of the close up shot means the audience can see the emotion on the
artists face. She looks sad at this point during the music video: her
eyes look tired and sad. A jump shot was used to go from a wide
shot of the artist singing to this, to keep the audience engaged. The
camera in this image moves slightly from the right of her face to the
middle and back meaning the audience can personalise the artist.
The artist is standing on a stage singing through a microphone
which adds to the realism of the video. She appears strong through
the uses of costume and make up. She is wearing fake eyelashes
and red lipstick as well as bold jewellery. High key studio lighting is
used in this clip as well as split lighting. The use of split lighting
means that harsh shadows are created on the artists face which
could represent as sense of darkness in the music video.

This clip is similar to the previous image in the way it is shot: it is a

close up shot from the side profile. In the clip Jorja Smith is drinking
from a martini glass however looking very sad whilst amongst a
group of people. The audience can see she is sad due to the
expression on her face. The use of the martini glass adds a sense of
glamour to this clip. This shot is shot statically to emphasise the
emotion on Jorja’s face. A narrow depth of field is also used meaning
the other people in the clip are out of focus: this makes the just
focus on the artist. The location of the shot is sat at a table in a bar
which can be established through some previous wide shots. In this
clip the artist is wearing different jewellery compared to clips when
she is on stage. She is casual, large, bold hoops. This contrast the

delicate diamonds she has around her neck.

Unlike the majority of the video this clip is a mid shot meaning the
audience can see more of the background. In the clip Jorja is walking
in the restaurant she appears to work in. The camera is moving with
her walking. The use of mid-shot means the audience can still see
emotion on her face as well as the location of the clip: the restaurant.
Jorja looks bored working in this restaurant this is represented through
the expression on her face. Jorja doesn’t look very glamourise in this
clip compared to the other clips where she is wearing lots of jewellery.
In this clip Jorja is wearing what appears to be her work uniform: a
white buttoned up shirt. The restaurant is dimly lit this could represent
her lack of passion for her job because it contrasts the spotlight when
she was on stage earlier in the video.
Jorja Smiths - Beautiful Little Fool video has inspired the decision making behind my music video
in a number of different ways. In the video Jorja Smith predominantly uses close up shots of her
face to express emotion. In my video one of the representation is to show the artist in an upset/
emotional state due to the negative effects social media is having on her. Therefore in order to
achieve this is can going to use a various different close up shots t portray emotion to the
audience. In the beginning of the video there is an over shoulder shot where the audience look
over Jorja’s shoulder into the mirror she is putting her lipstick on. I am going to do this in my
video to represent, the artist in my video, over analysing themselves after negative comments on
social media. There is also lots of lip syncing in this video which is something I want to do in my
video: I am going to have the artist lip syncing through out the video and then put clips on top of
it to create the narrative.

Sinéad O'Connor - Nothing Compares 2U

I was also inspired specifically by the lip syncing in the Sinead O’Conner music video,
Nothing Compares 2U. In the lip syncing part of the video Sinead’s face fills the frame
and the camera is directly opposite her. There are no unique angles to influence the
audience to change the message being put across. This is what I am hoping to
achieve in my music video.

Video synopsis

The music video for ‘Who you are’ mainly narrative based and some artistic artistry. The narrative
of the music video focuses on two representation of the artist, Jaye Blake: mentally stable and
strong and mentally unstable. The representation of the mentally unstable one is as a result of
having poor mental health because of bullying she receives online and the from the pressure of
social media. The other representation is of the artist being mentally stable: this is going to be
portrayed through the artists looking dressed up and glamorous as well as he generally looking
happier. Through out the video there is a constant contrast between the two representations as
well as lip syncing from the artist looking normal/ as the audience would know her to be. To film
these I am going to use my DLSR camera, a tripod and the studio for the lip syncing.

The video is going to begin with an introduction of the artist lip syncing the lyrics with a black
background. The artist is going to look how she normally would to the audience in these clips:
moderate amount of make up, plain top and no accessories. I am using the studio to film this to
make add a professional aspect to the music video to break up the narrative. This will help the
audience to connect to the artist because they will be able to relate to her in these clips because
she looks like the average girl.

Then there is going to be a cut away clip of a phone on Instagram with an example of the
bullying online she is receiving. I have chosen to use instagram as the app where the bullying
occurs because its most popular with 16-25 year olds therefore they will recognise it instantly and
instagram is one of the worst social media application for bullying.

Following this we will see the effects of social media on the artist through watching her look in
the mirror crying and over analysing herself. These clips are going to be in black and white to
emphasise the sadness she is feeling. In these clips there are going to be closes ups of her face
which will make her look vulnerable to the audience because won’t be wearing make up and in
some of them she will have tear rolling down her face.

Though out the video we will see the contrast of both representation therefore after the clips her
looking upset we will see her looking glamours and strong. I will shoot these clips from a wider
angle getting the whole of her body in the clip. In these clips the artist is going to walking towards
the camera wearing heels and a dress to make her look strong and glamours as well looking into
the camera laughing and smiling. I am also going to film the artist running in a field or vast area to
represent a sense of freedom from the online bullies.

Target demographic

The target demographic for Jessie J is a female aged between 18-24 with a social grade C2DE.
The target demographic for my music video are young girls between the ages of 16-25 who are
very active on social media. They are culturally sophisticated – show a good understanding of
behaviour, culture and fashion. They are very active on social media and enjoy watching reality TV
however due to their intelligence they are very aware of the effects social media can have on
peoples mental health or maybe even their own mental health. This means that they well be able
to relates to the music video but also be entertained by the artist Jaye Blake.

Mental health

• One of the key themes in this music video is how social media/ online bullying can have
negative effect on mental health.

• Social media use is booming: 91% of 16-24-year-olds in the UK use the internet and other
social networking sites regularly.

• rates of anxiety and depression in young people have increased by 70% over the last 25 years
since social media has been developed.

• This is why I am doing my music video to raise awareness and helps young people.

Genre

Pop music is a genre of popular music that makes the most hits/ sells many copies. The latest
hits are listed on the charts every week. There are certain elements that are common within the
pop genre for example: good rhythm, catchy melody, easy to remember and sing along too, they
usually have a chorus that is repeated on the song. Pop songs are usually two - five minute songs
and about relatable problems for example love and relationships.

Sony music

• Sony music produces music and entertainment products of various different genres.

• It had 7.27 billion revenue in 2017.

• Sony Music is home to the most loved and commercially successful artists in the world.

• The chairman and CEO of Sony Music UK is Jason Illy

• Sony Music Entertainment is a global record music company with a current roster that includes
a broad array of local artists and international superstars

• In 1887 Columbia was formed which is the oldest label in the history of the recording industry.
From there Sony Music evolved into a world-class record label and industry leader.

• In the UK labels such as Columbia, RCA, Syco and Ministry of Sound all make up the Sony

• Music family.

• Sony Music is home to the world’s greatest artists such as Beyoncé, Harry Styles, Robbie

• Williams, Justin Timberlake, Michael Jackson, Whitney Houston and Elvis Presley

• Its headquarters in in New York City

Filming

• I am going to film in various different locations: in a studio, at my house, on different streets and
in a field around Oxfordshire.

• In the studio I am going to use a good quality camera and good lighting to make it look
professional and a true representation of the artist.

• In some of the clips the artist is going to look sad through the use of artificial tears

• In other clips the artist is going to look strong through the use of make up and outfits.

Experimentation

• Prior to creating this music video I experimented with creating a 1 minute music video in a
similar style to the one I about to create.

• I did it to the song ‘Stay’ by Rhianna and the concept focused on the death of the artists friend
and how she felt lonely after.

• In the video there was a clear narrative and black and white performance.

• The target demographic of this music video was young adults between the ages of 16-25 like
this music video

• My ideas have been influenced through the making of this music video.

• https://www.youtube.com/watch?v=BwIkACSYy8o