My idea for my project is to create an animatic typography music video for Big K.R.I.T featuring the soul singer Jill Scott. My initial idea for the video is to use images and colour that convey meaning and support the message expressed in the song. “Higher Calling” is about Krit is battling with his conscience while dealing with is love-life which also conflicts with his faith (Christianity). He talks about his worries throughout the year making the album and how faith helped through the hardest time of his life while also building a better relationship with God.
The word “Higher Calling or power” (DePra, n.d.) means to do something noble or meaningful or beneficial for someone or even mankind that will eventually make some type of difference now or in the long run. Showing this type of message through the lyrics told will be challenging but will fun as I want to show the viewer how I’ve built a story through my sequence the way the first thing that comes to mind when thinking about Christianity as a whole in terms of imagery are things like Doves, The Bible, the Holy Cross, Church’s and people all over the world join in unity sharing one common love of their faith.
Who is Big K.R.I.T (Krit) (Big K.R.I.T, 2011)
Big K.R.I.T is an artist from the deep south of America born Justin Scott in Meridian, Mississippi who is a known for lyrical content, conveying messages and telling a deep story. This type of Hip-Hop is “Conscious Rap” often considered the best type of rap by some fans is a subsection rap that heavily relies on rappers to focus on life situations, social issues and storytelling to the grip the audience and analysis the lyric to a tea. Big Krit through his progression in the rap scene he has gone through changes in style which fans championed. His style of rap originates from southern Hip-Hop which governs its self on heavy 8.0.8. The upbeat tempo and heavy sub based beats and mainly club anthems. He then wrote songs about to struggle and disappointment in the music industry finally reaching the point we see him now. Now finally at his peak, his critically acclaimed album finally recognised by the masses has got him attention than before.
"Big K.R.I.T. does a good job of separating the two personas. The double-disc format really helps to drive home the point when the listener wants to switch from Big K.R.I.T.'s "Get Away" to Justin Scott's "Keep the Devil Off".- (Wallace, 2017)
What is Hip-Hop
Hip-hop is often described as the bad apple of music. The genre that transcends the norm of recognition from any other music genre out there. Now recognised as the most popular genre of music globally and it’s down to artists such as Jay-z, Nas and Biggie Smalls and Tupac and now The Migos who have all helped push the “Culture” forward and reach the masses. Considered a cultural movement (Tate, 2017) that gained a huge following in the 80s and 90s.It uses rhythmic and rhyming speech supported by a beat. Donned freedom expression allowing individuals to speak on their truth and life experiences while building a core fan base to profit off and help their community. Hip-Hop is no longer just music it’s a way of life to most people who try to make in the music industry who come from deprived backgrounds.
“Hip-hop has done so much for racial relations, and I don’t think it’s given the proper credit. I’m going to make a very bold statement: Hip-hop has done more than any leader, politician, or anyone to improve race relations.”-Jay-Z (Middleton, 2016)
Why faith is important
Faith is viewed as a strong life establishment to have since it not only provides a purpose driven life to discover fulfilment but also can shape your whole outlook on life. The way a person chooses to live is on them choosing to follow a set rule within the religion. Some argue a proposition that the conviction of faith is merely a “blind leap into the darkness” wishful thinking a “cop out” or “crutch” for the weak hearted. Often considered that only which observable can be trusted or relied upon for true fulfilment in life. However, on the other side of the spectrum, it’s that which cannot be seen to hold the potential to lie beyond the limits of the universe. This is arguably the peak of faith that benefits, measured as critical to those who hold a particular belief.
“Be faithful to that which exists nowhere but in yourself and thus make yourself indispensable”.-Andre Gide (great inspirational quotes., n.d.)
Inspiration
Fall Out Boys- The Phoenix (typography video) (Paulazzo, 2017)
“The Phoenix” by American Rock Band Fall Out Boy off their fifth album Save Rock and Roll (2013) (Boy, 2013)
Figure 1
What I like
The video is very well made starting with the timing which is amazing and works exceedingly. The phoenix graphic shown in figure 1 is amazing to look at. The energy and tempo of the song translates extremely well with the images shown alongside lyrics. There is particularly one frame that stuck out to me, the “cross-walks” line (figure 2), an Image direction sign appears with the lyrics on and emphasises the lyrics in image form which made it stand out a bit more if the creator was just using words without an image attached.
Figure 2
Another frame I like from this video is ticking for the line “time is running out “that the beating for” You crawl on when you’re waiting for the song to start, do dance alone to the beat of your heart” line I feel that it works well because the animation that is used for it is beating emulation that mimics a beating heart which appears in the next few frames.
Key Points
The video is quick paced and loaded with imagery is still maintains minimalist look such as the colours, Font, images used; nothing is too flashing but compliments the video if lyrics require it to be. For better imagery. The colours used in the video kept to a minimum with really only two types of oranges being used throughout with some black thrown in. Orange is used to represent fire which is also what phoenix are created from, the waveforms in the bottom
The waveforms are used as a timing technique so Kerry knew what the beat consistency was during the editing period. I want to incorporate the waveform into my sequence to give the background look more engaging look instead of using a completely blank background, giving a sense of authenticity and freshness.
Figure 3
Figure 4
Idea and Storyboard for Project
The style of work I am visualising is based on the 1970s-80s. The song Higher Calling sounds like a song that could have been produced in the 70s-early 80s dues to the production soundtrack having soul and jazz feel to it, it also has an emphasis on soothing and calm feel in the song. I also want to use colours that are iconic with the 70s. I will be also including a waveform as an extension of the background and I think borrowing that piece from Kerry's’ video will help me with the timing of word inclusions and help me with the editing process.
Colours
White-Associated with the act of purity, holiness and virtue, as well as respect, it’s often used in all Holy days and festive occasion such as Christmas, and Easter and baptisms, marriage. Some minster within church uses it for traditional ordination. These are some of the reasons I want to use it but it probably uses it for the background to back to clean and simple to work on.
Gold-Symbolises preciousness and value also are linked with joy, celebration and God. Much like white, it’s also used for the same Holy Days, primary known as the secondary colour within the religion.
Light Blue-Associated with the sky will use the colour as a backup option for the background, but I’m still pondering on what colour use for of the waveform. Design wise it could turn very pleasing to the eye.
Black -will most likely the colour of my font text shown on screen, some examples will be Red, Violet, Green and etc., all these colours are closely linked to Christianity.
Typeface
While researching typefaces keeping the chosen typeface clean and simple is central to creating great work that stands out and has character is vital when building around a theme for a project. (the papermillstore, 2014) Previously as I mentioned earlier my sequence is influenced by the 70s. These are typefaces that could be used from that era, I found these typeface design via webdesignledger.com
They are:
• Redring 1969
• Lois Ann
• Opticon One
What not do when using font
Whenever designing anything text based you should always make sure it’s readable, so the people who viewing know what your message is portraying. Background chosen is fundamental for making text stand out, so colour clashing is a big no-no in the world of design. Avoid dark text on dark backgrounds you don’t want the viewer to hurt their eyes by squinting at your work. Don’t use small fonts on high contrasted images. You can have a striking design but it will mean nothing if you can’t read it. (the papermillstore, 2014)
StoryBoard
When creating my project, I have visually thought out I want it to look in terms of colour, imagery, text and etc. One thing that is critical to making an engaging typography sequence in after effect and other Adobe is making sure you are able to manipulate effect techniques and camera angles which help the video flow well. I’ve made a storyboard to help build a strong concept of what I want visually but that’s only the beginning.
Software/Technique Effects/ Transition
Photoshop: Photo editing/ Effect rendering Bounce
Illustrator: Creating objects and images to animate Shatter
Premier: Sound editing/ final edit Dust Dissolve
Affect effect: Creating sequence and using camera to animate Text Type writer effect
Reveal Mask
Strobe light (instant colour change)
My aim for this project is to create a piece of work that elevates the message of the song to a new level, the song doesn’t officially have its own music video it will be my job to create something that does it justice. Creating a sequence that correctly depicts the message and theme I am to achieve (the 1970s), also with religion being heavenly involved it will vital for me to depict Christianity as accurately as possible not attempting to disrespect the religion is any form. Throughout the process I know I will be making small changes in the editing process, sticking to the storyboard and typeface shown in my proposal will be important if I want to achieve the visual idea I see in my head.