Music video treatment

Concept:

We have chosen to do a music video which we will also have to design a digi Pack for the DVD cover
and magazine advertisement which will promote the artist and the digi pack. The song we will use
for our music video is called “For you” by Chris Issac, however, the song is written and produced by
someone else called Samir Qulatein. The artist will be branded to be smart and wealthy. The main
idea of the song is that it is about a guy who is still in love with a girl from his past/previous
relationship. Throughout the song he is thinking about her and not wanting to let her go, therefore
he does not give up. There are elements in the video of a narrative and performance. The narrative
is the storyline being portrayed in the video and the performance is the ‘dancing’ the female
character will be doing and also the acting they have both have to do. The video will start of being
slow to suit the beat of the song and showing the guy being alone, then as the ‘beat’ begins we start
to see the girl he is in love with. In the last big verse it will include small cuts to all the different
scenes we have seen as well as the rain scene. This will be done in order to round everything up for
the audience and bring it to a conclusion with the two ending the video together, close up. The video
will be shot in colour with adjustment to lightening in some scenes to fit the characters mood, for
example when the artist is walking alone on the narrow path, we will have it slightly dull and cold to
show that his feeling which is sadness, we will use pathetic fallacy to show his feeling, by portraying
the weather to be cold and bleak day through lighting. As we are using some flashbacks of their
relationship in the past, the flashback will have a ‘grey scale’ effect (black and white) to make it clear
that is a flashback. The pace of the music video is reasonably moderate; it will be like this due to the
songs beat being quite slow, with exception to some parts which will be slightly faster.

Target Audience:
Our target audience we have chosen are females aged 16 – 25. We have chosen to have this specific
age demographic as we are focusing on themes to do with love and relationships which this age
group can relate to. We are Aiming the video to a female audience, as females predominately think
about love. We will appeal to our female target audience not only through the themes, but through
the storyline as well. The storyline has a happy love ending which females enjoy to see at the end of
a love story.

The artist/style and form:

The style of the artist will portray him to be a smart guy who is also quite wealthy. Despite him being
wealthy he will dress casual yet classy. He will not dress flashy as he is not trying to show that he is
wealthy therefore he can ‘win’ her back and he would rather have her back due to their ‘true love’.
His look will mainly be based around the artists like Ne-Yo, Usher and Jason Derulo. The way they
dress is casual but still has some sort of element of sophistication and classiness. We will see this
through mise-en-scene by having him wearing smart shirts and cardigans with high fashion jeans and
his footwear will be trainers, preferably ‘Hi-tops’. He will also wear a ‘Men’s Mac Coat’ which looks
like a business type of coat; this will show that he is a sophisticated, smart guy. The guy will own a
blackberry, which will be shown for the scene where he looks through his phone of images of him
and the girl together in their relationship before. The formation and style of the music video, as said
before, will include the typical ‘RnB’ style. We have chosen to conform to the typical style rather
than challenging as our target audience will prefer to watch something they have seen in the style
of. Whereas if we were to challenge this it may not target our audience as they may not enjoy the
video, consequently our video will have a different target audience than we aimed for. We will show
the RnB style mainly through mise-en-scene, particularly location and setting. One of the main
settings regarding backgrounds are having the ‘tall buildings’ and a ‘black drop’. The tall buildings in
the background are an element which a large amount of RnB music videos, mainly Americans use.
Also having the artist sing with a ‘black drop’ as the background, for a slow/sad/love song is used in
the majority of the videos. This is seen in many music genres; therefore we will not only be using
RnB style but something used generally in most of the genres. Flashbacks are majorly used in RnB
music videos predominately when there is a narrative. We will use flashbacks, which we will be
shown clearly through the black and white effect.

Technology:

We will be using a DV camera to film all our footage on, with the exception of the scene where he
looks through his phone of images of him and the girl together in their relationship before, these
photos will be taken by the phone being used in the video which is a ‘BlackBerry’. The footage will be
edited using ‘Final Cut’. However; we will need to add effects to specific scenes, for example, the
rain scene where we will need to add the effect of ‘rain’, which will be done using iMovie. Although
we will be using an effect we want it to look realistic as possible therefore we will have to make sure
the guy to look ‘wet’ also, if possible to shoot on a rainy day in order to keep verisimilitude.

Logistics:
We will need to film in a theatre or a hall with a stage and a piano on the stage. This location is
needed for the opening of the music video as it starts of slow with the guy playing the piano. It is
also needed for other various parts in the video. As the song goes on we see a variety of locations
being the typical RnB urban style of having ‘tall buildings’ in the background, as in the style of
American music videos, we also see the guy walking on narrow path slowly to suit the beat which is
also typical to the RnB music genre for the ‘slow/love/sad’ songs. Both of these scenes will be shot
in Canary wharf and/or docklands, as they have the big buildings which look like a big city. We will
also use the ‘black drop’ with just having the artist singing with a spotlight, this is also something
RnB music videos tend to have. The black drop will be done in a media room which will be converted
to a studio; the whole room will dark and only have a spotlight on the guy singing. We will use a
typical RnB scene which involves rain and having the artist singing or dancing in the rain. This is an
important scene to our music video as it is towards the end and is where the two get “reunited”. We
will hopefully get permission to film in the theater with the piano, we will also book times
were we will be able to film in the media room using the black drop. We will also allocate
days were it is suitable for all group members and cast to go out and film on the
locations.