Shooting Schedule

This is the shooting schedule for our music video

Friday 18th September: first day of filming. Getting shots of Jake coming out of Soundclash, practice filming and shots of location

Sunday 20th September: Skateboarding shots of the drumsticks being stolen. Shots will be taken in Norwich city centre and Anglia Square.

Monday 21st September: Shots taken at UEA with skateboarding tricks.

Other dates to be confirmed.

Cast for Music Video

The main idea for the video is a skater theme therefore we will have a large cast of skaters who will either be in the background at certain points of the shoot or going round norwich passing the drumsticks to a different person. We want to include a female skater in our shoot to make it go against conventions but also try not to make it ruin the ska feel of the video by making the video seem to pop like Avril Lavigne and her video for sk8r boi.

A few of the skateboarders who will appear in the video

Three of the male skateboarders in our video are actually in Smaller than You. These members are Jasper Dumas, Jake Cummings and Daniel Tuffs. Other members are local Norwich skateboarders Ross Barber, Chris Yeomans and Owen. They are all young between the ages of 18-25 and therefore appeals to our young target audience of this band.

Female characters

Martha Woodward
We decided to go against the female skateboarder as we couldn't find someone willing to do it. However her character is seen wearing a check shirt but a skirt and leggings therefore still reflects a skateboard image within her character. Her role is to steal the drumsticks from Chris at Anglia Square where Daniel Tuffs takes them at St.Benedicts.

Hannah ustel
We wanted to include some more females within our cast so we decided to cast Hannah as the character who first steals the drumsticks from Jake. Again she isn't shown as a very girly character as she wears in the shoot black skinny jeans and a long cardigain. This way it doesn't make the video seem too distastful or 'cheap'.

Main character of video

Jake Cummings
Jake is the main character of our Music Video as he is the drummer of Smaller than You and is shown in the first shot of our music video getting his drum sticks stolen. Therefore allows our narrative to be relative to the band as Jake is the drummer and works on the fact that Jake won't be able to perform that night without his drumsticks. Jake is also skateboarding in our video with other members of Smaller Than You.

The Band Smaller Than You who will appear throughout the video either performing, skateboarding or just in background.

Members of Smaller Than You are Jasper Dumas, Jake Cummings, Sam Irwin, Rikk Richardson and Alice Grenville. The only members of Smaller Than You in our video are Rikk Richardson, Jasper Dumas and Jake Cummings. We couldn't put the whole band in our video as they are either not in the country at the moment or are involved with work.

Chosen band for music video

The band we are going to use for our music video is Smaller Than You. Their genre of music is ska and they are from Norwich. We chose this group as they used to go to our school so we know them quite well and because they are local we can also ask for them to appear in our video. There style of music was also important in the desicion as its very upbeat and therefore would make planning an idea for the video more original and fun.
Our chosen song from the band is a song called 'Who Knew' they already have a video for this song however it was made by one of the band members Sam Irwin so because it wasn't made by a big production company there will be no copyright problems.

Dizzee Rascal and his changing genre

Dizzee Rascal is another artist who has recently changed his style of music by collaberating with upcoming artists. He has released four successful albums but recently his music has changed from grime to pop. His first single to be relased was from the album was 'I luv you' and shows how his style can be very honest and also his 'cheeky' side as the song is about how teenage pregnancy.



Another success which came of this album was the single Fix Up Look Sharp and is a prime example of how Dizzee now has a much softer approach to his music where as his previous releases where a lot more gritty. However this change may have lost a few of his original grime and garage fans but through his change to a more mainstream style he has managed to gain a much higher fanbase by collabarating with other mainstream artists such as Calvin Harris in the single 'Dance Wiv Me' as well as Lily Allen with 'You wanna be a gangsta'. He's also been able to boost sales of his previous albums with his new more dedicated fans wanting to listen to what he has previously released and therefore buying albums and EP's.



This is one of Dizzee's mainstream/pop singles which still incorporates some of his previous works but also shows how he is with a bigger record label due to the better quality of video.

Nelly Furtado and her changing of genres.

Nelly Furtado is a prime example of an artist who has had to change her image to appeal to a different subculture in order to boost her sales. She released her first album 'Whoa Nelly' in October 2000 with Dreamworks and won an award for the single 'I'm Like a Bird.' When this album was released Nelly Furtado's music was described as 'folk rock' Her album Whoa Nelly sold 5 million copies worldwide where as her second album Folklore which was released in 2003 was not so successful.
Nelly Furtado had a much different image during these two albums with her videos not having so much sex appeal as her new albums. Her video for I'm like a bird shows Nelly Furtado compltley covered with her hair scraped back making her appear more tomboy than sex symbol.


In 2006 Nelly Furtado released the album 'Loose' This was produced by Timbaland who has helped produce other R&B artists such as Justin Timberlake, Jay Z and Jennifer Lopez. Nelly Furtado also moved to the record label Universal with other big artists on the label like Beck, Blink 182, The Killers and The Who. This label was a good change for Nelly Furtado as it promotes so many upcoming artists who will appeal to the modern audience. Nelly Furtado completley changed her image and style of music in order to fit in with Timbalands fan base and this proved a success with her single 'Promiscuous.'
Nelly Furtado shows how in order to sell you have to move with what is in trend at the time and with artists such as Rhianna and Pussycat Dolls being very popular with the subculture at the time there would be no way for Nelly Furtado to be sucessful without being able to show some flesh and appear more feminine.

This was the first to be released off her album 'Loose' and shows just how much she has changed. Before there would be no problem showing the 'Like a Bird' image to a 5 yeard old child now parents would feel horrified to hear their children reciting her lyrics with lines such as 'I can see you with nothing on feeling on me before you bring that on.' However it may appear that in Nelly Furtado doing this that it's terrible but this is the whole appeal for a young audience to be listening to music that adults dont enjoy. Before her music was too 'safe' now people see her as an artist who is willing to be different and therefore fans may see her as a 'sellout' she willing to move with modern culture.

To help further back up my point of Nelly Furtado being more successful as an R&B artist I did a quick post on the networking site Facebook asking people whether they preferred Nelly Furtado as folk or R&B and only 1 out of 6 people said they preffered her when she was folk so therefore this was an appropriate switch for Nelly Furtado.

How does the music industry create subcultures

Music has always played a big role in society. It can be used as a conversation starter, an epic moment in a film, a place for someone to escape or just background noise to ease an awkward conversation. Whatever music will be used for it is always going to be important and therefore I am going to find out how the music industry allows itself to be subcultural and then uses this as a marketing technique.
The definition of subcultural is 'a group of people with a culture which differentiates themselves from the larger culture'. This is seen a lot in the music industry and oftens shows artists revolving their image or music around what could be described as the 'modern' culture of music such as indie or R&B.

This is the research I am going to carry out

1) How different genres of music can cross over. For example Nelly Furtado switiching her genre from country to folk as well as Dizzy Rascal moving from Hip-Hop to dance.

2) Negative trends which can impact an artists sales such as drug taking or imprisonment

3) Artists who market their fashion trends to the high street so fans can get their image.

As well as this I will be posting videos or articles I see which will help support my question.