Our intended artist for our music video goes by the stage name of Princess Landa who hails from North West London and plays a large role in the underground reggae scene having been featured in various mixtapes and establishing a significant amount of YouTube followers as a form of promotion to make sure that her fan based increases in order to reach her ultimate goal of being signed. Princess Landa has not been participating in the music scene for as long as many other up and coming artists but has already proved to be a popular artist amongst reggae listeners which is one of the reasons she was chosen as a successful candidate to be in our music video as it will increase the popularity of our visual presentation. The song of which we are using for our music video, 'No Time Fi Dem' has already recieved popular support from well known reggae artists such as Chuckie Star and Robbo Ranks.
Our target audience for our music video are within the 16-25 year olds due to the fact research of existing music videos already shows that this age range is the most interested in listening to reggae music, there is no specific nationality of people who listen to the reggae genre which is why we have not included that when specifying our target audience as it has widened from previous years and now reaches a wider listening audience than it had years ago.
During the planning and research stages of the production of our music video, I looked at various different established music videos surrounding the genre of our music video which is reggae by artists such as Sean Paul, Vybz Kartel and others. The main thing that I found whilst analysing these various videos was the fact that many of them did not use an extensive variety of effects but rather included a lot of shots per second, largely more than music videos of other genres. This is the fact that many reggae tunes are up-beat with a quick tempo therefore the speed of the music video must correspond with the speed of the song and this is done using shots. YouTube was a big help as a research platform for me to analyse music videos and see which edits seen in music videos I would be able to incorporate into our own visual presentation.
The majority of our music video will be edited to make sure it is black and white due to the fact I am hoping to add different areas of colour to make it stand out i.e artist will be in black and white but her costume will be in colour to appeal more to our target audience and make sure that our visual presentation stands out from others within our target genre.
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