UAL Awarding Body

Creative Production

Production Team: Ruby Cruse and Alizae Ali

Title of Production: Cold
Your written brief covering all the following elements to be inserted here
Please use headlines

Concept (music video / documentary etc.)

Who you will be producing this work for (find a production company / artist who
you could produce this work for)
Why you are creating this production
Deadlines for the production
Items required for the project (planning items, pre-production items and the
production itself)
Name of production
Team (names and job titles)
Your role and exactly what is required of you
Clearly state your ambitions and purpose for this project

Watermark the booklet with production company / artist / your own logo
for your production team
 Concept (music video / documentary etc.)
For my Final project I aim to create a music video which
brakes conventions and subverts stereotypes of a usual rap video, I am
going to concentrate on visuals and make sure every shot is aesthetic
pleasing to the viewer. I am doing my music video to Stormzy- Cold, this is
a well-known uk rap artist and the song is all about his achievements and
how as a young black man he made so much money from a genre of
music than can be frowned upon. I think this is a good message and will
give me something to work around and be creative with. I think this idea is
a good promotion for grime music as it is frowned apon so much by
people who do not know the culture. As grime is such a rising genre that is
becoming more and more popular by the day I think it is important that
people see the work that goes in behind it and the talent of being able to
produce such music. I think a lot of people have the wrong idea about rap
music, for me it is the most impressive style of music as the bars are so
clever and their flow is so original, they come up with metaphors and
ways to describe things that are different and make you think. I believe
Stormzy is the perfect person to promote this style as he is already a big
name in the grime industry. He won the MOBOs first best grime act award
and was the first to get a grime song to number 1 in the charts, he has
already been influential in the grime movement so now I am going to use
him to change even more perspectives and widen the fan base further.
Who you will be producing this work for (find a production
company / artist who you could produce this work for)
I am producing this work for the artist, as they want a video that
challenges the conventions of what is normally seen in these videos and
attract a wider audience. With grime growing more and more and it being
seen in a variety of different ways I plan to take this further and create a
video pushing the conventions of the artist. I am also producing this video
for the viewers. The video will be visually impressive and therefore
aesthetically pleasing to watch making it enjoyable for viewers. Stormzy is
signed to #Merky records which is his own label, a lot of other grime acts
are attached to this so the video is representing more than one artist. This
video is also for the label, it gives the opportunity to effect a much wider
fan base and help promote and add diversity to other artists as well as
Stormzy.
Why you are creating this production
I am creating this production to change peoples views on this genre of
music and create a video, which is different to what you normally see. I
want to emphasise the ambition and drive that young people have
regardless of their situation and what they do. I am creating this
production to help rap artists break the stereotype and stigma that comes
with it. A lot of rap artists are seen as criminals and low lives when this is
not the case. A lot of people from this genre of people have been through
a lot and need people to understand their story instead of
judge. Again I think Stormzy is the perfect person to break
these conventions as he is so successful. At school Stormzy
got 6 A* GSCEs, his teachers wanted him to go to Oxford University but
instead he perused music. Many people would not expect this from him
but it is the perfect example of someone who goes against the usual
stereotype and is not who you think they would be. I think all rappers
need is a chance and I think this video could give that.
Deadlines for the production
Issued 4Th May
Deadline 7th June
Final marking 16th June
Items required for the project (planning items, pre-production items
and the production itself)
For this project I will firstly produce a full research project, this is to help
me see the conventions of music videos and learn about my target
audience. I will then create a detailed plan with a story board and script
as well as location recces, this will help me when I come to shoot and edit
my video as I will know exactly what goes where and how things should
look. I will also need consent from my actors and contingency plan which
will help me plan for anything that goes wrong, this is important as when
making these kind of things there can be a lot of issues and if they are not
all carefully thought through they can have a big impact on production.
Name of production
Cold
Team (names and job titles)
Rumuni team
Ruby Cruse- manager of everything and producer.
Your role and exactly what is required of you
My role is to complete every aspect of this project to the deadline and to
the best of my ability. I will do all the planning tasks, research, camera
work and editing myself as I feel I am more reliable than others to get it
done.
Clearly state your ambitions and purpose for this project
My ambitions is to create a high standard, professional video, which has
amazing visuals, and clean editing. I want to create a rap video, which
converts and subverts to the usual stereotype with elements being used
and others changed to change peoples perspectives who may have the
wrong impression of the rap scene. My ambition is to show
people the storys behind artists and make them understand
the reasons behind certain bars or the way they present
themselves. I think many rap artists are misrepresented and as well as
having the image they portray, people need to know the technicalities and
work that goes into the music. I also want people to understand the
hardships many young people go through from this type of urban area, I
believe these things will open peoples eyes and put a new light on rap
music.