Initial Planning (Studio)

As mentioned we used the studio to film Jacobs performance to gain a professional look to our production. However, as a group we came to a disagreement and clash of opinions, which we knew could happen. One member of the group wanted to use the green screen to show the bottles which related to the lyrics; with Jacob performing infront, but another member wanted to take a more realistic, "hands on" approach and use actual bottles. As a group we discussed this issue thouroughly and planned out what would work best. The way in which we went about planning was expressing our ideas as they came to us using the white board provided.

Using this technique proved to be extremely beneifical as it allowed us to express ideas as they came to our head and we could weigh up the pros and cons of each suggested shot, comparing the features, why they would work and which would work better. It was also good because all of the group had a certain input and every one could see what others were thinking. The shot of Jacob holding the bottles didn't look as professional as the green screen use of bottles as it required Jacob to hold the bottles while perfoming. The bottles were empty and had been there for quite a while so they actually looked quite old and not prestine. Also, we took into consideration the audience of our production and decided it could possible advertise and somewhat glamourise drinking, which is definitely not our intention. We therefore opted to use green screen as we agreed it would look more proffessional and look more like a music video of the contemporary society.

Analysis of Lyrics

(Swizz Beats -Chorus)
I got a million ways to get it
Choose one (choose one)
Hey, bring it back (bring it back)
Now double your money and make a stack (The protagonist will be stood in front of a alter during these lyrics and we will see through his eyes)

I’m on to the next one
On to the next one
On to the next one
On to the next one
On to the next one
On to the next one
On to the next one ( During these scenes multiple cuts will be used to replicate the fast beat of the actual soundtrack )

Hold up, freeze (During this specific lyric we deployed a traffic light to convey time stopping and Jacob progessing)

Somebody bring me back some money please,

(Jay-Z)
Hov on that new shit n-ggas like how come
N-ggas want my old sh-t, buy my old album
N-ggas stuck on stupid, I gotta keep it moving
N-ggas make the same sh-t, me I make the blueprint ( During this scene, Jacob will be dressed in samrt attire which will contrast the white screen he will be positioned in front off. Also the aittire he is dressed in conveys his wealth as he is now 'On To The Next One' )

Came in Range, hopped out the Lexus (A lexus car is driven because it represents wealth yet conjuncts back to the lyric)

every year since i’ve bin on that next sh-t
traded in the gold for the platinum rolex’s (Jacob stands ouside the rolex shop which enhances his status. It also juxtaposes the previous scenes which screen jacob performing in an alley way, conveying poorness)

Now a n-gga wrist match the status of my records (A platinum plaque is deployed on the green screen during this lyric. this solves the subliminal riddle hidden in this specific lyric)

Used to rock a throwback, ballin on the corner
Now I rock a teller suit looking like a owner
No im not a Jonus brother I’m a grown up
No I’m not a virgin I use my cahonas

I move forward the only direction
cant be scared to fail Search and perfection
Gotta keep it fresh even when we sexing
but don’t be mad at him when he’s on to the next one

Freeze

(Chorus) ( A collaborative performance starring Jacob and Lucy will take place during this scene. This will entail us securing numerous takes of this performance with an aim of attaining precise footage)

[Verse 2]
F-ck a throwback jersey cos we on to the next one,
and f-ck that autotune cos we oohhhhn,
and n-ggas don’t be mad cos it’s all about progression,
loiterers should be arrested, I used to drink Kristal,
muthaf-ckers racist, so I switched Gold Bottles on to that spade sh-t, ( A green screen will be deployed during this scene showing seqeuntial cuts of gold bottles )
you gon have another drink or you just gon babysit,
on to the next one, somebody call da waitress,
Baby i’m a boss, i dunno what they do, (Rick Ross is renowned as BOSS in modern day hip hop thus the image being deployed during this specific lyric)

I don’t get dropped, I dropped the label,
World can’t hold me, too much ambition, (Jacob would be stood on top of the Arndale rooftops with the rest of Manchester behind him, conveying his dominance of the city and enhances his credentials as the lead performer)
always knew it’d be like this when I was in the kitchen,
n-ggas in the same spots, me I’m dodging rain drops,
meaning i’m on vacay, chillin on a big yacht,
yeah i go ton flip flops, white louie boat shoes, (Footage of an associate performing the 'Crip Walk' will be positioned during this lyric as it compliments the narrative. "Los Angeles, California by Crip gang members" and is now used in modern day hip hop to express feeling just like other contemporary dances)

you should grow the f-ck up,
come here let me coach you,
Hold up,

[Chorus] (A montage of shots consisting of Jacob in an alley way and a break dancer will inter-cut producing a unique ending to the music video.)

Inspirational Ideas

We believe our music video is much more than just a music video. It represents a sole part of everyday life and the thoughts of many individuals. Together we agreed that we wanted to make an in depth meaningful production that held a lot of meaning; a piece of work many could relate to. People can relate to our video as it is has many meanings, however the main meaning is achieving much more than you think you are capable of. It allows the viewer to come to the realisation that they can accomplish anything they want and fulfil their every day dreams and thoughts.

The foundation of our inspiration came from our own selves and our inner thoughts. We hoped to make a video that the audience could relate to, as mentioned previously. Thus, this was the base of our narrative in that our music video tells a story.

The beginning of our video has a certain contexuality that can be compared to the video, “P.I.M.P” by the rapper 50cent. The rapper uses an iPod to start his song, which was popular at the contemporary era, the time in which the song was released. We gained some inspiration from this and decided to use a similar technique, but with technology

from our contemporary society. We used a medium focused shot to show Jacob pressing the ‘play’ button which begins the song. When compared, this does in fact show the way in which society progresses and waits for nobody; and so you should always aim to achieve your own dreams and never give up, as said in the song “it’s all about progression.”

Inspiration came from the artist/rapper Jay Z. Himself as a rapper gave us a certain influence to use one of the songs he had written. Unlike some other rappers Jay Z tends to talk about meaningful things, coming from humble and tough upbringings in comparison to a lavish life. Some rappers are extremely materialistic and do it for the money whereas Jay Z dedicates it to his fans and relates it to himself.

The film ‘Pretty Woman’, starring Julia Roberts, is about a prostitute, enduring a struggle who does in fact end up falling in love and ends up with a better life. The location shots in this shots in ‘Pretty Woman’ shown expensive shops such as: ‘Louis Vuitton’ and ‘Prada’ which is similar to our medium-close shots which show ‘Rolex’ and the footage of the ‘Lexus' car.

Goodwin's Theory

Whilst anaylsing our video using Goodwin’s Theory which is applied to the genre of grime/R&B it is based on 8 main principles. Primarily , the link between Lyrics and Visuals. In almost all music videos it is important that the song relates back to the video. The lyrics in the song relate directly back to the video as the song refers to a religious lexical field. Due to this we filmed in a Chapel portraying the a large statue of Mary and Jacob stood infront of the Alter. There is a strong relation between Jay Z and the bibilical side so this is why its significant to add in our production.

Other links consist of when the lyric 'LEXIS' is being said the car 'Lexis' is being driven this refers to the video as climbing social status's, having this car would be seen as Wealthy and this is how Jay Z wants to conveyed to his audience.

In our adaptational video, there is a relationship between music and visuals. The sound of the song and the effect is has on the listener is definitely reflected in our music video. For instance our fast paced song has a fast cutting rate and sharp shots in various locations. This is constant throughout however on parts that are slowed down we signify these.

Notions of looking plays on the idea of gaze and the way a character in particular is conveyed. However it is not just restricted to women it may also represent men in stereotyped way such as controlling or violent. In our video the representations are of men (Jacob). He is portrayed with attitude yet it deligates his rogue personality.In the video Lucy and Jacob perform together when the lyric 'Looking like I owner' is being said. At this specific time Lucy places a blazer on Jacobs shoulders. A close up of Jacob is shown expressing his emotion however his old life style still prowls through even though he is now sucessful and wealthy.
Furthermore, there are various lyrics which imply voyeurism. For instance 'No im not a jonas brother im a grown up, no im not a virgin i use my cohonas' This is futher emphasised on screen by Rebecca being in the bed and Jacob is sat on edge revealing that something intimate happened. Also a sign 'Grown ups only' is on the door

.Demands of the Record Label- Jacob in the performance is shown as a wealthy appealing male due to his rich life style, which includes Cars, women and money. Being represented as all of the above would reach out the to target audience of women as they find it highly attractive, yet men aswell as they aspire to be like him in the future. This is crucial as particular genders are more inclinded to listen to cetain genres of music so making it appeal to both ultimately draws their attention.

The narrative allows the music in our video to come to life,like a real story. The story in our performance is apparent as beginning in unattractive locations yet gradually becoming wealthier represents the superior aspects. Yet performance is included as Jacob is lip syncing in the video.

Album Cover Images

Album covers expose visual information about the artist's music, ranging from the actual title of the album itself to the record label supporting the artists all the way down to any urgent information about the album for example parental advisory's.

We constructed a survey delegated to 20 people in hope of obtaining their opinions on what they thought the image on our album cover should be. Their opinions are more than valid because in the music industry, specifically Hip Hop/Rap, fans of the artists and even critics help form and escalate the performers image and without their inputs they wouldn't be musician they are today. The information extracted from the public revealed that most of preffered a combination of various images which initially was not our intention but these valid opinions have converted our mind set thus altering our image arrangements for our album images. We recorded our obtained data received from the public on Microsoft excel to help convey which images the general public wanted to witness on the final album cover.

The pie chart, extracted from Microsoft Excel, reveals that more people preferred the second album cover with the third album cover coming a close second. this unveiled to us of maybe combining the two images delegating the most popular cover as the main image on the front whilst the other image will be used as the back cover.

Initial Planning (Research into Hip Hop/Rap genre)

The music video we have chosen to adopt presents us with the opportunity to unveil our many skills. Whether they be in the performing aspects of the video, cinematography or even the editing of the whole production. Specific role's have been delegated amonsgt the group . Jacob will take on the role of the protagonist accompanied by Rebecca and Lucy who would only feature in specific scenes which specifically conjunct the lyrics. We will collectively direct the video in hope of attaining a wider range of ideas which could help produce a high standard of filming. Furthermore, we will we would each contribute to the editing of the piece because we each harbour the skills obtained from AS media.

The initial planning of our music video was of a broad spectrum. As a group we were wise enough not to limit our choices to only one genre. So we did in fact analyse a selection of different genres, including the folk/acoustic “The a Team” by Ed Sheeran. The dance/pop “Telephone” by Lady Gaga and the hip-hop/rap “Hustle hard” by Ace Hood. In my opinion, analysing a selection of different genres and not limiting it to one, allowed us to gain a better insight to the music industry and the way in which music videos work; thus giving us a better advantage when making our own music video.

Between the three of us we had decided that we wanted a somewhat storyline narrative portrayed through our video. We wanted our video to represent everyday life and the normality of working life but at the same time, we

wanted to get across the message that anything is in fact possible.

To fulfill this, we believed the rap/hip-hop genre would work best as we thought this was the most energetic and would appeal to the motivationally driven adolescents who hope to achieve more in life. We also wanted to break the stereotype of rap music, as many people do in fact assume rap has no meaning.The reason as to why we chose the song we did, relates directly to the message we wish to convey, that it is possible to move “on to the next” aspect of life and follow what you dream of.We believe what you are moving onto is individual and should be what makes that person happy. During research into the hip-hop/rap genre I was made aware of a quote by Tupac Shakur, himself being a famous rapper. He stated “during your life, never stop dreaming. No one can take away your dreams.”

The hip-hop/rap genre usually consists of rapping, a rhythmic and rhyming speech that is chanted. The words usually rhyme, like poetry over a beat. The stereotype of rap assumes that rap/hip-hop is usually only about several things, such as girls and money to name two. However, rap can be consisted like poetry as previously mentioned. For example, many rappers such as Jay-Z and 2Pac write lyrics that people can relate to, about things such as love or everyday life.

Adaptations to our production

Planning and eventually choosing the locations of our production came from our own thoughts and various ideas came into existence from every day life, watching and analyzing other hip hop videos. The choice of locations worked well with our video however when actually arriving at the location, a collective amount of opinions would be said to add or change shots and surroundings as it didnt adapt well with our video. For example, we wanted an over the shoulder shot of Jacob walking over the bridge in Hulme due to the open space and freedom. However this proved to be difficult as it is indeed a public place and was profoundly busy especially at the time we arrived. As this occured we went back on another occasion,to see if the situation had been resolved and if the business reduced but this was not the case as it was an all round busy location; and so we opted to use a medium shot of Jacob stood next to the bridge, as opposed to walking over the bridge itself. This solved the extraneous problem we faced of getting people in the shot when we didn't want that. To further solve the problem we used another location, an alley way in Hulme which was evidently less busier as it was not a public place compared to the bridge. This was advantageous as is connotes lack of freedom as it is such a tight space and the long walk through the alley represents a journey to freedom. An alley has connotations within itself, of being 'scruffy' and seen mainly near estates. This worked well because in our video we are trying to express how the star image is becoming successful yet he started from humble beginnings and had very little in life.



Since filmed in colour, our production was firstly based in colour throughout. When planning the Video at the commencement we decided on editing the footage to all black and white because it seemed adequate for the hip hop genre. However when exporting and filling up the timeline we came to the conclusion that the colours applyed caught the viewers eye making it striking for the audience. Due to this we only changed distinctive parts such as Jacob and Lucy in the studio lip syncing the lyric 'On to the next one' together.
Many other creative desicisons such as the montaged street dancing constructed to add realism due to the jusifications of modern day hip hop videos habouring a dinstintive type of ritual dance. As seen in 50 Cent "Candy Shop" music video.


This is an aspect of intetextuality we trtied to replicate in our adaptional video.