Music Video Treatment
Song: I’m GoneArtist: Naina K Ft. FazeConcept The artist we are working for is a young up-coming singer/producer Naina K. Wehave chosen to brand her as independent and sophisticated. We have chosen toproduce a music video, and a Digi pack which will include designing the DVDcover and Magazine advert promoting the artist and the Digi-Pack. The song is about a girl who is torn between what she wants and what is right forher, and the majority of the video is narrative with performance elements at theend when both artists come together. There is a small scene at the beginningwhere we see Naina & Faze disputing, then the songs begin and the artists areintroduced. Naina is performing within the scene of the narrative, as she islooking through or coming across certain things that remind her of her boyfriendfor example, gifts, pictures, and videos. Towards the end of the song we seescenes/flashbacks show the problems and arguments that lead up to the breakup. For example when she finds another girl’s number in his pocket. The everyday urban Locations will help convey heartbreak, loneliness andconfusion felt by the performer i.e. bedroom, park etc. Each verse is set in a newlocation. The end choruses become slightly faster in pace are dedicated to show hertaking action i.e. getting ready to leave. The video ends on a cliff-hanger whenthen two artists are standing face to face just as she is about to leave. The entire video will be in black and white (greyscale), while the flashbacks arein colour to signify the sadness without him in her life and the happiness shefeels when she thinks about him. The pace of the video is fairly moderate as ithas to fit the beat of the song which is not fast at all. The Artist/Style and Form The style of the artist, as mentioned earlier, would be quite classy. She wouldhave a natural look similar to Alicia Key’s appearance. This is seen through suchmise-en-scene as, the piano, high heels and her natural style of make-up.We will be endorsing some of the modern conventions of an R&B music video aswe will be using; Flashbacks, as well as everyday urban Locations, such as publicspaces. We will be following a narrative style of video as this is consistent of R&Bconventions. We will be challenging the ideology that R&B videos typically haveflashbacks in black and white. We will be representing her moments with him asbeing happy and therefore they will be shown in colour. In contrary her presentmoments without him will be in black and white. Through The Mise-en-scene such as the Picture frame/Photo Album, Necklace&Jewellery, Costume/Make-Up and Lighting, the audience is able to understandhow their relationship was. This would be representative of the artist as beingquite sentimental. She will be wearing smart/sophisticated/high fashion clotheswhich will emphasise her uniqueness and elegance. Faze will consistently wearloose sports clothes such as tracksuits which will show that he is casual andstress-free. There will be shots of Naina playing the keys of the song on a pianoalone in a darkened room with strong light from the window. The objective of thisshot is to highlight her loneliness and how she is independent and in control of her own life.