Client and brief
The Brief:
The client is Bright Lights who specialize in work from young people. In their words the center's regular Youth Arts Exhibition is supported by Sunderland Culture and is a platform for young people aged 11 – 19 from across Wearside to show their exciting talent. The context of the brief is that the client, Sunderland Culture are holding a mixed media exhibition, which will be titled Bright Lights: Northern Talent. The exhibition is going to be held across a number of Sunderland Culture’s venues in the North East. Having evolved over the last 26 years, Bright Lights Youth Art Exhibition has been a platform showcasing develop young media talent through a series of exhibitions and festivals.
The organizers have stated that the media product must be from up-and-coming local media content creators that clearly illustrate talent and culture within the region. They are especially interested in submission in the following areas:
Video media (a short fictional film or documentary – approx. 15 minutes)
Print media (a series of digitally manipulated art pieces – minimum of 5)
I have chose to do the documentary.
For the target audience, the primary target audience is for young people from the ages of 16-25. The aim is to engage young people and to educate them on local talent, with the aim of developing the cities cultural awareness and diversity... Therefore my talks on Sunderland's culture will reform with this target as it should make other northerners feel proud about who they are. My documentary will make the young audience see what they have nearby and should make them feel inspired to go see the places.
Client Research:
As seen on this website, Sunderland culture displays a variety of art. The digital combinations have pieces ranging from space to music. This therefore demonstrates the wide range of media that they will accept and display. Also on this part of the website there is a display on a girls toy art that she made over three years, further showing the fact that they accept all forms of art and genres of art. Sunderland culture do not try to make their art/displays about Sunderland itself but rather about the art that the people of Sunderland have. This luckily means that I can do my documentary about the whole of the north east and not just Sunderland.
Sunderland culture organize and run many different events in order to help the north east creatives. For example they are currently getting four organizations to create a new way to fund and support the north easts local people. From October, the North East Artists Fund will give out small amounts of money, up to £500, to support creatives personal and professional developments. The bursaries are targeted towards people who cannot get full grants and who cannot to work independently. The companies involved are The Newbridge Project, Sunderland Culture, Baltic Centre for Contemporary Art and Middlesbrough Institute of Modern Art, which is a part of Teesside University.
In 2020 over £300,000 was raised through artists with Sunderland cultures support. They held 61 online workshops and had 351,599 web sessions. Throughout covid, they used art and activities in order to keep the elderly busy and to help raise money for the elderly. For Sunderland culture, it's not just about the art or Sunderland itself. It is about using peoples art and expression in order to help the needy and to further support those who wish to create art but cant afford it. Sunderland culture is about helping those need it most, not just displaying art. This therefore means that my work doesn't have to be about Sunderland itself due to the fact that there ethos is about art and using that art to help Sunderland, not art about Sunderland.
Sunderland City Council, University of Sunderland and MAC of Sunderland are the founding partners of Sunderland Culture. However they have many different investors and funders such as HM government, art council England and lottery heritage fund.
Sunderland Culture do not cater to one particular demographic. From a quick look through their News feed I can see that they have set up workshops for kids as well as setting up schemes to assist the elderly. Their work and schemes are not all for one demographic but rather set up to let all create art and use the money raised to help all ages. However, most schemes are not into helping the rich or giving private auctions to sell art. Therefore I can infer that the work the produce is in order to help people in the lower end of the social grade the help they need.
Sunderland culture do offer a wide variety of workshops and opportunities for a diverse amount of people. they accept and stride to give people with all types of learning difficulties the chance to create and not feel like there difference or disability stops them from doing what they love. Therefore my video would match with this as I am showing that the northeast is a place to be proud of and hopefully this will make people think that they can do what they want and almost forget about the things that were originally stopping them.
Sunderland culture would benefit from a video about the northeast and so would their audience. My video (about the landscape and beauty of the north east) would hopefully show the people of Sunderland and the people that live further down the country that the northeast isn't a bad place and it does have beauty. Not only could this help with more funders but it would give the people of the north the inspiration that they don't need to travel to make something good, their is beauty on their doorstep.
Sunderland Culture already have some material on their youtube pages. However these lack in looking nice. For example on this video, the upcoming workshops and opportunities are shown as well as what has happened in the past. Even though people will watch these videos and see what is going on and may intrigue them to look further, the videos captured do not look pleasing. For a brand that centres themselves around creating art and creating visuals, for them to have promotional footage that is over exposed, out of focus and having very dull colors does not send a message about the quality of art. The footage may come across to people as very amature and weak.
Therefore, by creating a video that has a firm story on the northeast and combining that with good visuals, my product should not only inspire the people of the northeast but also give sunderland culture a better image and make them seem more professional. In conjunction with that, by making sunderland culture look more exclusive and professional, people will feel like they are going to be working with a better brand and feel like they are special to that company, which should result in more people wanting to create visuals and art.
Since I have found out about the client, I will be able to tailor my ideas and approach in order to show their ethos and image properly. Since I can see that they want to improve people's lives through art, I believe that my idea works very well.
Tailoring themselves to the lower social grade, my idea works well due to the fact that going outdoors costs close to nothing. This means that anyone can get involved with my ideas and nobody in the 16-25 year old demographic is left out. During COVID, many people as seen here, had an increase in depression. The main causes of said depression were believed to be from fear of the virus, but mainly social deprivation.
Last year I had a project with Mind, a mental health charity. There I created a short film about how going for a walk can improve your mental health and general mood. The video was also targeted towards the same demographic and had good feedback. In order to create my video, I had to conduct research on the issues in young people's mental health. The research helped me understand how some people feel and how going outside can make a big impact.
On Top of that, I have also done a project on 'Culture In Digital age' which talks about how social media is harming the youths health. Linked here is my research on that topic. Using a social media detox and going outside was a main factor being spoken about within the video.
Overall, by using these past projects and the research involved, I can reinforce the benefits of what this documentary will show. Although my main aim is to show off the North-East and its beauty, if I encourage young people to love their county and city and encourage them to go to the places mentioned, it will result in a better outlook on the city as well as improving the youths mental health. Therefore, I will be helping show 'sunderlands culture' while also being able to help the young people of sunderland find themselves and assist with their mental health.
Comments
Post a Comment