Concept

After listening to the music track a nuumber of times and created a mind-map, I was ready to come up with the concept for the music video. I noticed that in the introduction to the music track, there was an extract from the tv series introduction 'Twilight Zone' (This was found with a little research) and after finding and watching a few episodes of this, it became much clearer to come up with a concept.


 The series consisted of unrelated episodes depicting paranormal, futuristic, dystopian, or simply disturbing events; each show typically featured a surprising plot twist and usually ended with some sort of message. Throughout the music video, I wanted references to the twilight zone, especially in the introduction to the song. After watching this intro:

I came up with an idea with how I was going to incorporate this. I would use the spinning door from the original footage, and from this, I would display my shot footage of the scene. It would seamlessly join together to make the original footage and my footage blend in smoothly and look like its there. I would use this technique using adobe after effects.

Next I decided to look at the lyrics and break them down; giving me more of an idea of how I want my video to be. after breaking down and analysing the lyrics, I managed to construct every shot and scene I would use in my music video. These were my results:

Xv Rabbit Hole Lyrics

Initial Ideas

Now that my research is completed, I started looking for songs that I could do a music video to. I tried to find songs that had some kind of narrative as this would enable me to be more creative for my music video. I listened to a variety of hip-hop songs all with different moods; from happy and upbeat, to sad and aggressive. After looking through 100's of different hip-hop songs, a couple of songs stood out which had a good narrative, a clear message, but wasn't too enclosed so I could be creative with it and come up with my own ideas.

In the end I narrowed it down to a song by the rapper XV called 'Rabbit Hole'. This song is about the change from being a nobody, to becoming famous, and the efffect it has on friends, family, relationships with people, and just life in general. I paticular like this song because the concept is quite realistic and simple to understand, however the lyrics are quite complex when you go into more depth.

After listening to this song, I visualised lots of ideas, different transitions I could use for it, the scenes, storylines to it, and many more. This is why I have picked this song. After thinking long and hard, I came up with a mindmap to help me with the overall theme of the song and what to include in the music video. These were my results:

Mind Map

Digipak Research

808 & Heartbreak




Watch the Throne

Magazine Advert Analysis

Next I started to find and analyse music advertisements in preparation for my magazine promotion. I closely looked at the techniques and the different methods in how the publishers created the advertisements and how effective it was; some being better than others. This included looking at the colour scheme, layout, font, and many more. These were my results.



Kanye West Advert



Eminem


lil wayne