Planning: Artist Image

Genre Ideas
The genre for our music video is Hip-Hop, therefore we will have the intention to follow some conventions while also challenge most of them. This is down to us as a group deciding that we want to separate ourselves from the mainstreams of this genre of music. Hip-Hop is a widely explored genre, and tends to fall under heavy criticism for its promotion of sex, gang violence and drugs, however, over time and with modern society gradually changing and expanding to meet the interests of society, it has adjusted to subtle promotions of violence, nudity and partying. 

Morals and Values
We are aiming for a change in our artists morals, and we want to challenge the norms and values of a Hip-Hop artist by the artist image we hope to convey with our artist. With the majority of Hip-Hop artists coming across to the media as being very thuggish, addicted to drugs and in love with the money, we aim to step away from that and use the chosen song to help with that, 'I got angels all around they keep me surrounded', the lyrics muster up an ideology that, with the right people around our artist, and the correct morals, he will be able to part company with the common conventions.

Media Perception
Our artist will be inspired and influenced by Chance the Rapper as he has an angelic and innocent vibe around him, also he doesn't wander off into the norms of the hip-hop culture and rather just do his own thing, bringing a positive image, and with this the audience will see them as a great role model to society, rather than give off a bad image and allow the audience to make a peripheral judgement based on the fact that our artist belongs to the Hip-Hop genre. Instead of giving the audience what they expect, we will instead reach out to the more niche minority of the Hip-Hop fan-base, therefore leading to the possibility of a positive audience and media perception.  

Similar Artists;

• Jeremih
• Taylor Bennett
• Big Sean

These solo artists have indeed helped us in our artist representation and the construction of our male performer, as they each have their own unique but prominent style, and give the audience a product to listen and relate to. Although they may not share similar tastes and interests, their morals and values are similar as they are clear representations of originality and stray away from negative controversy. In our prediction we want to emulate their values by depicting our artist in the same way these artists choose to depict themselves. Our artists tend to wear a mix of clothing, mixing colour and style yet not leaving the conventional fashion sense often associated with Hip-Hop. We decided to be influenced by Taylor Bennett's fashion sense as it is a long way away from the media's stereotypical representation of Hip-Hop artists. 

We took into consideration the fact that these artists tended to dwell in the gospel and Christianity sections of Hip-Hop, rather than the conventional elements of old-skool gangsta rap, where the constant promotion of violence and sex meant that artists went for a fashion sense that made them look like thugs and attracted the opposite sex. Our artist will use the key information gathered when looking at these similar artists to influence costume, hair and makeup. Hip-Hop artists also tend to be able to attract the opposite sex by looking fresh and in shape, we hope to achieve this in our artist by keeping him dressed in the freshest gear, and looking 'fly' as they say in Hip-Hop.In relation to Big Sean, new school, modern era Big Sean, we relate to his vogue and have been inspired by his coming-of-age style, his fashion sense is quite urban and the clash of the colours is so smooth that it goes well together and compliments the modern era of Hip-Hop. 

Our Artist 

For our production we decided to use me as the artist as we felt that my tall, broad shape met the requirements of an urban Hip-Hop artist. I didn't look too aggressive which also helped in leaving the common conventions of the genre behind and opting for a diverse artist image. I am also a great age for the audience to be able to relate to and understand the song better than if the artist was much older, however, if this was the case then the age of the target audience will then have to adapt to the age of the artist to ensure continued audience interest. I also have experience with acting as I done it last year for the AS Media product of a thriller film, so with me being cast as a character it will help me in preparation for this music video.

There was also an artist featuring in the song as it was set out in the original version. The second artist, Kayne Gordon a sixthform student from our school, was appointed this role as we felt it suited his calibre and image in terms of artist imagery and links to the music. Both artists were dressed smart for the video and look as innocent as can be yet still urban enough to match what is needed for the music video. He has also done some acting and with this knowledge it made it easier as a group to select him for our music video production.

Link to Theory;

Hebdige
We have decided as a group that our artist will part belong to the popular culture, yet still take a step away from the common conventions and be a member of a subculture. In the sense that our artist isn't promoting violence, sex or nudity, then to an extent its a step away from the popular culture the Hip-Hop genre drags along, as the song for the music video has a sense of gospel within its realms, which is rather unusual in the genre, allowing for the artist to link with Hebdige's theory.

Goodwin
With Goodwin's theory, we have decided to include mid shots, and close ups in our music video to portray and enhance the artists image in a clear light towards the audience. This will allow the audience to feel a great sense of positivity about the artist, and in turn support the star image we are aiming for with our artist.

Mulvey
With Mulvey's theory on the male gaze, we have decided as a group that although it sheds some light on the common conventions of our chosen genre, Hip-Hop, we won't be including any evidence to support her theory. 

Popular Culture
Our artist doesn't have a clear intention in the video aside from the fact that they are both dancers, they won't take part in anything other than dancing in time to the music, this is down to the decision of the groups producer and director deciding that the artists should just remain in a positive light and stray away from the mainstream conventions of Hip-Hop, even though dancing has now become a modern agenda with current strands of Hip-Hop music, it will be the only convention our artists will take part in.

Conclusion
Planning artist representation has been helpful to us, this does help us when producing and planning what to include in our final product. We have a clear idea of how we want our artist to be portrayed to the audience and music scene, and with this in mind we can generate an artist image that benefits both us and the Hip-Hop genre. Additionally, creating the right artist image allows for the audience to then relate back to the artist, something which is hard to generate in modern conventional Hip-Hop music, where audiences want to live like the artist instead of sitting back and understanding every or most words that come out their mouth.