I will make a 2-3 minute music video with an accompanying music magazine. The song i have chosen to do is called 'I'm not racist' by Joyner Lucas, the genre of the song is rap/ hip-hop. I plan on adopting some of the features of the original music video such as the cinematography used. I have chosen this genre because it initially gave audiences an insight into the lives of young, black, urban people and also gave them a voice. Tricia Rose has criticised commercial hip hop and suggests black culture has been appropriated and exploited by capitalism. I aim to use the genre of hip hop for what it used to be about and shed light on politics, race and history. I will include Todorov's theory of equilibrium ,in the beginning both men have an existing state where they hold prejudice against each other and have suppressed feelings. The disequilibrium will be when they are expressing their feelings and anger, they both become aggressive and frustrated. The new equilibrium will be when they actually listen to how the other feels and their reasons for it and then they hug. I will incorporate Goodwin's conventions of a music video by including a relationship that amplifies and contrasts the lyrics and the visuals. I will have close up shots of Malaki to highlight his 'star image'. I will also have inter textual references between the lyrics and other media texts.
The purpose of the music video is to highlighting the significance that racism isn't always overt and to subvert negative stereotypes of black men.I think my music video would appeal to a variety of different audiences as it can link to today's society for instance the black lives matter movement, gun violence and police brutality which are all current topics and are still relevant. More specifically i think it would appeal to younger audiences such as teenagers and young adults as they are more impressionable and are more involved in current issues and many of the black lives matter protests where organised by young people which shows that they have an interest in politics.I think using music to relate to young people is an effective way of targeting them as they typically listen to the genre of rap so they are likely to be interested in seeing the video.The music video would appeal to mainstream audiences as the concept of the video links to the Netflix documentary by Ava DuVernay 13th which is about the oppression that black people have faced and the systematic racism that caused so many black people to be incarcerated. Applying Blumler and Katz's Uses and gratifications theory, audiences will use the music video as surveillance as they will be learning about the experiences of black people in terms of the opression they have faced but in a way that they can engage with as it is in the form of a music video.Additionally, i think many people are likely to see the video seeing as the original video was well received with 142 million views and 3.4 million likes. This means that the sponsorship will give the headphone brand a lot of customers.
The music video will be representing black people, more specifically black teenagers. This will be achieved through casting of black people and scenes showing black youth. Applying the uses and gratifications theory, audiences may feel some personal identity due to relatability to characters when they see black people being represented. Gilroy's work on double consciousness can also be applied as the music video will give black people another lens to see themselves through that isn't from the perspective of the white gaze. Black diasporic identity can be applied as in the music video there is the sense of not belonging or being accepted from the lyrics and it will be amplified with matching visuals.
In terms of cinematography, i'm going to use similar camera movements and shots from the original video.My music will focus on the narrative and i will emphasise this with editing to and camera movements/angles. It will include many close up shots and camera movements. I will use cross cuts and match on action to help emphasise the clear differences and contrast between the two men. I will be using low key lighting which creates heavy shadows around the characters and makes the environment seem cold and empty. This will also be used to highlight London urban culture. I will use blue and grey tones to emphasise the brutal conversation between the characters. This is also so that it doesn't take away from the important political message and narrative. For costuming i will use stereotypical clothing associated with black youth, this includes hoodies,trainers and puffer jacket. The effect of using stereotypical clothing to contrast with the actions he does everyday for example shots of him spending time with his family, going to the park, studying, doing homework. This will be visualising how society seems him and then contrasting it to show how he actually is. This will be linked to Medhurst's idea of stereotypes being a shorthand as my music video will include many stereotypes of black people that have been created by society such as the way they dress . I will use Stuart Hall's theory of race representations in the media by blurring race and class and the black character will fit into the role of ' The Native' which Hall describes as primitive, savage, criminal which is how society sees black people. But i will also rebut these stereotypes when the black man starts talking about his side and perspective and showing shots from his everyday life, highlighting how black people are misunderstood and mislabelled. For mise-en-scene, the filming location will be in Hayes in locations linked to urban environments, there will be shots in alleyways, roads,blocks of flats and parks.
I have taken inspiration from music magazines like Billboard for the concept of my magazine. I will include synergy by using the same character in both the magazine and music video. I also intend to you use similar colour schemes in both the magazine and music video including grey,black and blue. The typography will be in the font 'Profoma' as it is a conventional font for many magazines and it is clear and easy to read. For the central image i will have both the white and black character in my music video back to back with building behind them that mirror their backgrounds to highlight the contrast between them. Levi Strauss' theory of binary oppositions can also be applied here as it shows the opposing main characters and this helps thicken the narrative. Their posture will look as if they are rivals which will create enigma codes for the audience which will engage them and questions in their minds. I will have cover lines related to the music video to promote my artist as well as a cover line to promote the headphone sponsorship.
For my music magazine cover i will use various coverlines that hint at what the interview and magazine content will be about. These will include the name of the song, Malakai's childhood and his views on the Black Lives Matter movement. The photo's of the artist will be shot in a studio, therefore it will have high key lighting and magnify that Malaki is the star. The background colour will be a gradient of grey and black. The cover line colours will be red, black and blue with a mixture of different fonts and text sizes. The magazine name is 'StarzMusic' and the slogan is 'Born to be Starz'.
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