MUSIC VIDEO ASAP ROCKY LSD

BY LUCY CASWELL

MAY 1, 2017
THE HENLEY COLLEGE
Epik Music Video
Content

Main outline of idea

First ideas
Mood board
Target Audience
Competition
Resources
Personal Requirements
Cast and Crew
Budget
Production Schedule
References

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 Proposal for EPIK
video
My focus in this will be the colours and the bright lights. I want it to be
like the original music video, to show how love, sex and dreams can
make people feel this vibrant and happy. I will have two characters,
who live in London and show them in the city, in love. The stop motion
involved will be of my girl character getting ready for a night out, and
will be as the boy character is taking them and showing her off as
such. I will be involving different effects to make it look trippy as like
the original music video. This footage will be taking in the early
evening so that the lights of shops will be on and can look as vibrant
as it can. I want this video to be a happy one and the audience will
be able to tell that the characters are happy in love as they travel
through the city.

The first scene- will be of Izzy getting ready to go out,

which will be stop motion technique and this will swap between her
room and then to the location as well. I want this to look as though
Milo is taking the video, in a way of showing of his girl and
introduce their relationship to the audience.
Second scene- Will be mainly of Milo walking round the location, loads of lights and
colours coming out to make it look as though he is having a "trip". The actions that take
place and the footage that will be involved will all link together aswell, to make the
story line flow better and have a better content rather than just showing random
features.
Third scene- will be both of them together going on their date and enjoying being in
the city, this will contain lots of different angles and will look as though they dont know
they are being filmed. There will be footage of them holding hands, laughing, hugging
and dancing in the streets.
Fourth scene- Will be a spilt between both the characters and will have footage of
milo lip singing into the camera. For the footage of Izzy, this will involve close ups of her
in the city and she will be interacting with the camera, as though they is speaking to
the audience. I want Milo to be singing to the audience in parts of it to show a
difference in scenes, this will indicate to the audience that he is the main character
and the resemblance of ASAP. This will also make the audience feel engaged with the
lyrics and feel as though they are coming from the artist and that he believes in what
he is saying if hes actually singing the words.
The last camera shot will be of both of them walking away together. I will use different
camera angles to make it look more interesting and will use the technique of stop
motion within it too.

The main purpose of the music videos ASAP Rocky creates are all about the visuals, as that is what he is
mainly interested in; I want to take this idea and work off that and create something that I feel as
though he would enjoy himself as the artist of the production. I feel as though using the technique of
stop motion at the beginning of my production will make it unique from other music videos out there
and will mean I have a lot more creative freedom in what footage I am able to take. My main
inspiration for my music video is collard greens by Schoolboy Q, as he uses many visuals and the
storyline is much distorted, keeping the audience engaged and interested in what is taking place and
what the artists message is.

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My two first ideas-

Above is showing you the two ideas that I first off thought of for
my final project. I feel as though both of them held alot of
potential and creative freedom. I created a survey for my peers
to complete on which idea they would prefer and this had
helped me create my final idea, and realise what was best for the
audience.

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From the results above it pushed me to create a better, more improved idea
of a music video. I then created a moodboard based on my idea. Showing all
the visuals that i am planning to do.

As you can see from my moodboard have included alot of bright colours and
interesting visuals. I have included the artist himself and the presentations that
he holds for himself, but also showing the location that i will be doing my
production in. This will then engage my target audience and show them
exactly what my intentions are and what my music video will hold.

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Target Audience

My target audience for ASAP Rockys song LSD will be young adults aged 16
to around 25 of both genders. I feel as though young adults will enjoy ASAP
Rocky because he is also at a young age which means the audience will be
able to relate to him and his storylines within the songs. This could include
individuals who have an interest in fashion, money, or being in love. This is
because of the way ASAP promotes himself and the clothing labels he wears.
This would relate to the young generation rather than people above 30 as the
lyrical content would be different and with people living in different situations,
young people care more about the things stated above whereas the older
generation would care about more important things in life.
I found this information out by doing another survey with my peers of ages
around 17-19. This was the result.

They stated that they

enjoyed the content and with the bright lights in a iconic city it will look good
and entertaining.
He will relate to both male and female as he does not just talk towards one
gender, and his lyrics come across as though they can relate to both. This is
why in my music video I am involve both male and female so that not one
gender feels left out and they can both recognise what it feels like to be in
love just like the characters shown. There is also the statement that ASAP
Rocky said, Having beautiful women in the studio I find it helps because
theyre an inspiration. I live for women. This shows that the artist himself has a
lot of respect for the gender and wants to engage them in his music choices
and what he decides to sing about. This means that females are more willing
to listen and watch his music, and enjoy it just as much as the males. The
reason why the male gender would like listening and watching to my music
video is that they would be inspired to look and have the form of the main
character. ASAP is a very big inspiration to young boys and that will transfer
onto my music video and they would enjoy what is being sung about and also
the visuals will link to how they would like their lifestyle to be like.

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This is the social-economic group of E. This is the lowest level of income
earners, could be the example of students or the lowest grade workers
earning the demographic of around 5,000-7,000). This is because of what my
target audience is, being the young generation they would be too young and
not have a lot of education to be able to earn high amounts of money, or
because they are mid in their studies.

ASAPs official number 1 debut sold 139,000 copies according to Nielsen

SoundScan. It is calculated that an artist will make one dollar for every 1000
views, and keep the profit for the majority of sales on a song when sold
through official copies. Since growing in his artist work and becoming more
famous within our generation ASAP Rocky has been stated to earn around 3
million for one sign. This will include all the advances and bonuses that would
change the overall value of what he can make.
For the song of LSD, on YouTube he got 65,242,515 views. That means he
would have made 65,242.52 from just this one song. With me hopefully
gathering the same amount of views, I would be getting an income of around
the same, without any sales of the song or being published on TV, YouTube will
be a good investment to make money back from my music video based on
the popularity of the song.

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 Competition

A similar production to LSD (ASAP ROCKY) would be All Of The Lights by Kayne
West.

The reasons why these music videos are similar is because

there are flashing lights shown during the whole production,
making the action in which has been shown a lot more
interesting and become more exciting for the target
audience. They both intend for the audience to experience what they are feeling
through colours, lights, and through the jumpy editing skills. The age group for Kayne
West mix from ages 15-25. This is based on his lyrics and music video choses which
would appeal to the younger generation. This is the same as ASAP Rocky who appeal
to the generation of teens and young adults, as he would be able to relate to the
younger people more than the older.
Another example of work that is similar to ASAP is Travis Scott. In the music video of
goosebumps it is very distorted and the story line doesnt make much sense to us as
the audience. The colours are all bright and vibrant which is how I would see my own
music video looking like.

I feel as though both these artists appeal to both

male and female, the lyrics could be seen as relatable for both genders and it is isnt
focusing on one gender with what they are showing or what they are singing. This
makes the artists more popular and gather a larger audience who enjoy their music
and want to listen to them. ASAP rocky is an accomplished artists who works by
himself and in a group of the ASAP mob.
The genre of music is Rap. I feel as though the lifestyle choices would not make a
difference to people who listen to ASAP ROCKY, maybe mainly people from America
in the Low-income sector, as they would most likely enjoy the trap type of music
rather than contemporary music.
Relating back to Travis Scott and Kayne West I think that the social economic
grouping that my target audience will fit into would be group E. This is the younger
generation and they would be fonder of this type of artists rather than a higher
profession like group A and B. I want to be able to interest my target audience of
ages 15-25 and keep them engaged with my music video the whole way through.

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Resources

For the first scene, I will need a camera, and extra lighting. This is
because it will be located in a bedroom and the lighting would not be
bright enough to show all the details of her face and what she is doing.
It also means that the lighting will not look as though there is much
change when the scene changes location to London where
everything is going to be bright and vibrant so the smooth transition is
needed in the footage. For this scene I wontbe needing a tripod as I
want it to look as though the boy main character is filming her, if this
was realistic the camera wouldnt be still and would be distorted. Also
with it being stop motion, I want the camera to be used in free hand as
that way I have more freedom in what I take pictures of and more
control in what it will look like. The camera I will be hiring for this would
be from the Henley College Media department.
When the scene goes across to the main location of London city the
resources I will require is a tripod, a camera, and a change of clothes
for my characters to change into. I will need a tripod with this to keep
the camera still, and as it legal to take footage in public areas, I will be
able to put the tripod in any area without causing trouble. A change
of clothes is needed, as I want the characters to wear fashionable,
iconic outfits, which the audience would like and be inspired to look
like. My characters, which I will see on the day of production, will bring
the clothing and the tripod will be hired from the Henley College
Media department.
The editing software that I will be using is premiere pro. This will give me
the opportunity to put my footage together and editing it in a way to
have extremely good visuals and relate back to the main music video.
This will not cost me anything to hire as I have the editing software
downloaded, and the footage used will all be my own.

8
Personal requirements

This will be including any other outcomes that will be taking place and
wont would need to be involved on the day of production.
This will be including travel costs. This will be a train from Maidenhead
Station to London (all stations)

This is showing the trains that are going on the day of the 29th. its
11.70 each which means it will 35.10 all together.
There wont be any accommodation covers as we will be travelling
back in the same day, but money will have to be spend out on food
and water during the day. If it is a hot day we will have to keep
hydrated. On a guess we would spend 20 each on food and drinks
during our time in London.
It will also cost money for Izzy to do her make up in a way I want her to
look like and get her hair done in plaits. I will be using the location as
the main focus rather than props and that is why i won't be spending
money on such items before we get there.

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Cast & Crew

Name Role Number When What How much

needed? they will per hour.
be doing
Izzy Main Girl 0768304322 The whole Playing Could range
Leonard productio the roll of from around
n from the 50-400
scene 1-4 girlfriend. pound per
apart In the first hour,
from scene she depending
when will be on location,
ASAP is getting their
singing. ready in experience,
She will be her local market
there bedroom demand
during the for the and the
whole date, this organization
productio will take s.
n in around a
London. minute of
the music
video.
The rest
will be of
her
interactin
g with
Milo,
going on
the date
and
showing
the
audience
that she is
in love.
Milo Main Boy 0789232780 Apart Will be Same as
Mussende playing 0 from the playing above.
n the role of first scene the part
ASAP in Izzys of the
Rocky. bedroom, boyfriend.
milo is He will be
needed singing

10
 through into the
the whole camera
productio and
n as he is interactin
the main g with the
character audience
and will . He will
need to be
shown in exploring
productio the
n at all location
times. of London
and
showing
that he is
in love.
Lucy I will be 0758003870 I will be - For a editor
Caswell the 0 needed work it is
planner, the whole around 40
filmier, way per hour,
and editor through which would
the the add the
productio productio 320 for an 8
n. n to make hour day.
sure There is no
everythin fixed cost
g is but for
complete editing a
d and the music video
filming is does take
goes alot of time
smoothly. I and energy.
will also For a
be the camera
only one man the hire
editing as for a day is
i will know around
how i 350, that
want it to will be done
look and to 8 hours a
by doing day, which is
it by 43 pound
myself i per hour.
know i
can
exceed
that.

11
Budget

The rough idea on the costs of the whole production are shown below-

Production- Fee-
Director 450-1000/day
Camera operator 450-1000/day
Camera equipment rental 150-1500/day
Wardrobe Estimated around 30-100 per
character project
Actors 50-400 per hour depending
Editor fee 500-1250/day
Visual FX artist fee 75-200 per hour.
City permits 25-1000/day
Transport 11.70 each
Food (personal expenses) 15-25 per day
Extras 100-200/day

This is an idea of what my budget will be on an hourly rate or a daily

rate. This will cover everything that is required including things after
production such as editing time, this is showing you exactly what the
money will be spent on and how it will be allocated.

12
Production Schedule

Above is how the whole production will plan out, and which order I will do it in.
Each deadline I will meet in time and submit all work by the deadline intend
for Epik Music by the 9th May 2017.

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 References

http://www.billboard.com/articles/columns/the-
juice/1530739/aap-rocky-reps-talk-longlivep-album-success
http://aaronjamaal.wixsite.com/media-comm/webpage-
analysis-
above is showing the target audience of ASAP rocky

http://howmuchtomakeavideo.com/blog/guides/how-much-
does-it-cost-to-hire-actors
https://i-d.vice.com/en_us/article/aap-rocky-opens-up-on-
drugs-and-women-in-london
https://neofalcon.wordpress.com/2010/11/13/the-socio-
economic-statusthe-abc-scalethe-classification-of-
employment/
http://djbooth.net/news/entry/asap-rocky-worth-3-million
https://www.indigoprod.com/nyc-video-production-
blog/2013/08/how-much-does-it-cost-to-make-a-music-video/
https://www.videomaker.com/community/forums/topic/how-
much-should-i-charge-for-video-editing-only
http://hireacameraman.co.uk/
http://garrettgibbons.com/music-video-budgets/- the last three
are for the budget and how much things would cost.
https://www.theguardian.com/technology/2015/apr/03/how-much-
musicians-make-spotify-itunes-youtube
(https://www.statista.com/statistics/354271/musical-genres-peak/,
http://www.inquiriesjournal.com/articles/792/the-influence-of-rap-and-hip-
hop-music-an-analysis-on-audience-perceptions-of-misogynistic-lyrics,
https://musicindustryblog.wordpress.com/2017/02/26/global-recorded-
market-music-market-shares-2016/,
https://en.wikipedia.org/wiki/Global_music_industry_market_share_data,
http://uk.complex.com/pop-culture/2015/02/youtube-users-who-make-the-
most-money/

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