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PARITY MUSIC CAMPAIGN

Art Direction/ Marketing Campaign
Project, Graphic Design, Research, Music Production  

My Definition of Parity: The middle ground recognising both sides as disadvantaged individuals. with an equal amount amongst "enemies" . As opposed to one against another, its armistice

MANIFESTO:

"PARITY" is my take on Britain’s idea of gender equality in the form of a five-minute-long rap single. There being so much disparity amongst all forms of media on a very outdated issue, PARITY is my manifesto of all the problems and the simple solution exploring two points of view from a man and woman.

INSPIRATION/RESEARCH:

The research took into account Feminism, Men’s Rights Activism, the latest UK statistics and the philosophies of Jordan Peterson, Simone de Beauvoir and Ruth Bader Ginsburg.

EXECUTION:

In Collaboration With- Alesia Preston, Lawrence Hobbs, @GEOFFREYS.PRINTS, @EPIC MUSIC PLANET Label and Farhan Abid

POSTER/ALBUM COVER/T-SHIRT-

The idea was to create a whole promotional universe around this song, Inspired by the breakfast club and the holy trinity/ stained glass windows. I realised that masculinism, feminism and parity was my own holy trinity. Having simultaniously learned how to play chess and watched the breakfast club. i saw a correlation between the princess ad the criminal. the basktecase and the jock. men and women. A detention for both to reavualte a very imporatant question. waht is parity in the UK?

RAP SONG-

Find the Connections for the Solution: Only by embracing their differences will men and women create a state of equality and respect for both sexes.

Ruth was the first to see men as vulnerable, but Peterson made it viral. Despite the patriarchy, the men in power are a very small portion in comparison to the huge amount that are seriously disaffected in society.

The three agree that early intervention in raising children is essential for a better society. The notion that boys must be raised tyrannical rather than a "lobster" and that girls must be encouraged to remain agreeable to the worlds inevitable "suffering and struggles". 
 

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MUSIC VIDEO-

VIDEO CHECKLIST:
-5 DAYS
-2 CAST MEMBERS
-CAMERA OPERATOR
-13 SETS
-3 LOCATIONS
-LIGHTS
-SHOULDER RIG
-CAMCORDER CAMERA
-STAND CLIPBOARD
-19 COSTUME CHANGES

INTENTION: TO CREATE A VHS/BREAKFAST CLUB STYLE MUSIC VIDEO THAT REFLECTED THE LYRICS EXACTLY THROUGH TWO POINTS OF VIEW
INSPIRATION: "ZOMBIE" - THE CRANBERRIES "HIS AND HER POINT OF VIEW" - WRETCH 32 "JUST LOSE IT"- EMINEM

The song was recorded by "SAFO MUSIC GROUP" and worked with a music producer called Lawrence,  HOOK, VERSE 1, HOOK, VERSE 2 , HOOK, BRIDGE, HOOK , OUTRO with the song consisting of 112 bars. 
 

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