Final Treatment Idea
Grace Rosam's Treatment
Name of your project: A2 Music Video Project - Pulse Productions
Genre/sub-genre of music: House/dance music
Target audience: My target audience are both male and females aged from fifteen to twenty one from a working class background. My target audience can be described as quick-driven, bubbly, outgoing, quirky, party-people. Their love for fast paced music means they attend all of the UK’s hottest house festivals such as Lovebox, Parklife and The Social. This target audience love to dance, sing, and socialise amongst their peers.These social butterfly's also spend a lot of their time using social media such as Twitter and Instagram to keep up with the latest gossip. My target audience abide by fashion; they are very creative people who express themselves through their clothing.
Theme: My music video will feature determined young woman who is willing to work very hard for an opportunity in the world of entertainment.
Synopsis:
The music video will feature a group of professional dancers who dance in public places such as Trafalgar Square for fun and publicity.- The dance group attract a large audience everywhere they perform, in the crowd is a girl who appears in the crowd every time they put on a show (this will be very subtle)
- There will be shots of this girl practicing a routine in her bedroom, outside flats, train stations, anywhere she has the chance
- She spots the group performing again
- Finds the courage to walk out of the crowd and dance, wins over the crowd and gains approval and acceptance of the dance group and becomes a member
- Applying theoretical ideas: My music video will have a narrative and feature performance. The video will follow Todorov’s 3 Act Structure; the equilibrium will feature cuts of the professional dancers performing in the street and cuts of the surrounding crowd. The disequilibrium will be shots of the main character in the video, practicing a routine anywhere she can. The resolution will occur when the young girl dances in front of the street performers gains their approval and becomes a part of the group.
My music video will also include intertextuality from other music videos such as, “Work” by Iggy Azalea, “The Renegade” by Friend Within and “Stay” by Rihanna. This intertextuality in my music video will be in the form of camera shots and cuts they won’t be necessarily be noticeable, especially if you do not have knowledge of the music artist and his/her music videos. In addition a slight element of bricolage may be featured e.g. shots of dancing feet (shuffling) because it relates and represents house music.
Lip syncing is very common in performance music videos and will be featured in my music video, however the shots of lip syncing will only be of the actresses lips and teeth. Just like in Azealia Banks’ music video “212”.
There will not be a direct relationship between the lyrics of the song and the music video’s narrative. After researching house music and reviewing music videos I have found that this is a common characteristic of house music videos. Examples of this are Rudimental “Waiting All Night”, Oliver $ and Jimi Jules “Pushing On” and Oliver Heldens X Becky Hill “Gecko (Overdrive)”. The majority of house music videos do include a narrative, the pace of cuts in the video and intensity of the music (building up to the drop) generally emphasise the disequilibrium and/or resolution in the videos structure.
Megan Midwinter's Treatment:
Name for your project:
Pulse Productions
Genre:
The genre of music I am going to use for our project is going to be house music. I have selected this genre as it involves each of our musical interests which will help us work better as a team in order to make our music video to the best possible standard. I also chose this genre due to the model we are hoping to use for our video being a member of an award-winning street dance company so I feel these two styles will mix well into each other. The theme of our story is also very upbeat and due to having a performance included, I believed the music had to be lively and fast paced due to a technical routine being created for our video. House music also has a very repetitive rhythm which will help when choreographing.
Target audience:
The target audience of our project will also be linked with the genre of music as house music is usually related to a younger audience. Due to this factor, I believe our video will attract an audience of early teens to people in their mid-twenties from a working class background. I recently went to two house music festivals over the summer, Parklife and Lovebox, in which I found there was not a big gender difference due to the music genre not being stereotypical. Aside from music, they will probably be interested in partying, social networking and attending festivals. They are up to date with the hottest trends and are always checking what the latest ‘must-haves’ are in the media. They will most likely be found in large peer groups surrounded by bubbly personalities enjoying social activities.
Theme:
The theme of my video is determination. It stars a young dancer who is willing to give up anything for a space in the spotlight. Her aspiration is to become a member of famous street crew; Boy Blue Entertainment and she has got the talent and skill to take her there! It shows that life isn’t always easy and show that sometimes you don’t succeed but she never gives up which demonstrates that she has sacrificed everything in order to accomplish her goal and also gives a sense of encouragement to the target audience who will have ambitions.
Synopsis:
The story begins with a teenage girl strutting down the back streets of London, we later find out she is a performer and discover the struggles and hurdles she has faced to make it in the dance world. . It then cuts into scenes of her giving it her all representing that you have to work hard even if it means blood, sweat and tears. We will see clips of a renowned street crew dancing and the teenager watching closely as her adrenalin is pumping and her eagerness to be part of that is kicking in. The story isn’t all disappointment as it finishes on an uplifting tone as she finally achieves her aim and lands a place in a renowned street crew. It then finishes with an optimistic scene of all the team dancing together and the teenager accepting that she has made it and that her hard work and persistence was worth it.
Theoretical ideas:
I will be using Todorrov’s 3 act structure as my video will be telling a story. The first act will be an insight into the future and will show the dancer in her new found fame which will be shown through costume and persona , whereas it will flashback in the second act showing her working hard and struggling to achieve her goal in the difficult spacing of her small bedroom with cluttered flooring. The final act will be the celebratory scene where she is finally noticed for her outstanding talent and becomes a member of the dance crew. The first scene will include Nostalgia as the costume will have a hinted 50’s theme and we will use red lipstick throughout the video which is an iconic statement also from the 50’s. I will also be using intertextuality by gathering ideas from music videos such as ‘Work’ by Iggy Azalea where she is strutting down a road and I have decided to film the lip syncing clips by only filming a person’s mouth speaking the lyrics which will create a simple but effective result, this idea I found by watching ‘I will never let you down’ by Rita Ora. I also have this idea of her letting go of a balloon that has ‘determination’ or ‘happiness written on it at the end from which I got this idea from ‘Unbreakable’ by Madison Beer. I also would like to use bricolage by filming peoples feet shuffling as this is a common dance style associated with house music and will make a contrast and give the video an edgier feel as well as portraying the idea that performing is a tough business and a hard career to get into and there are many other dancers who are still trying to make it each day.
Pulse Productions
Genre:
The genre of music I am going to use for our project is going to be house music. I have selected this genre as it involves each of our musical interests which will help us work better as a team in order to make our music video to the best possible standard. I also chose this genre due to the model we are hoping to use for our video being a member of an award-winning street dance company so I feel these two styles will mix well into each other. The theme of our story is also very upbeat and due to having a performance included, I believed the music had to be lively and fast paced due to a technical routine being created for our video. House music also has a very repetitive rhythm which will help when choreographing.
Target audience:
The target audience of our project will also be linked with the genre of music as house music is usually related to a younger audience. Due to this factor, I believe our video will attract an audience of early teens to people in their mid-twenties from a working class background. I recently went to two house music festivals over the summer, Parklife and Lovebox, in which I found there was not a big gender difference due to the music genre not being stereotypical. Aside from music, they will probably be interested in partying, social networking and attending festivals. They are up to date with the hottest trends and are always checking what the latest ‘must-haves’ are in the media. They will most likely be found in large peer groups surrounded by bubbly personalities enjoying social activities.
Theme:
The theme of my video is determination. It stars a young dancer who is willing to give up anything for a space in the spotlight. Her aspiration is to become a member of famous street crew; Boy Blue Entertainment and she has got the talent and skill to take her there! It shows that life isn’t always easy and show that sometimes you don’t succeed but she never gives up which demonstrates that she has sacrificed everything in order to accomplish her goal and also gives a sense of encouragement to the target audience who will have ambitions.
Synopsis:
The story begins with a teenage girl strutting down the back streets of London, we later find out she is a performer and discover the struggles and hurdles she has faced to make it in the dance world. . It then cuts into scenes of her giving it her all representing that you have to work hard even if it means blood, sweat and tears. We will see clips of a renowned street crew dancing and the teenager watching closely as her adrenalin is pumping and her eagerness to be part of that is kicking in. The story isn’t all disappointment as it finishes on an uplifting tone as she finally achieves her aim and lands a place in a renowned street crew. It then finishes with an optimistic scene of all the team dancing together and the teenager accepting that she has made it and that her hard work and persistence was worth it.
Theoretical ideas:
I will be using Todorrov’s 3 act structure as my video will be telling a story. The first act will be an insight into the future and will show the dancer in her new found fame which will be shown through costume and persona , whereas it will flashback in the second act showing her working hard and struggling to achieve her goal in the difficult spacing of her small bedroom with cluttered flooring. The final act will be the celebratory scene where she is finally noticed for her outstanding talent and becomes a member of the dance crew. The first scene will include Nostalgia as the costume will have a hinted 50’s theme and we will use red lipstick throughout the video which is an iconic statement also from the 50’s. I will also be using intertextuality by gathering ideas from music videos such as ‘Work’ by Iggy Azalea where she is strutting down a road and I have decided to film the lip syncing clips by only filming a person’s mouth speaking the lyrics which will create a simple but effective result, this idea I found by watching ‘I will never let you down’ by Rita Ora. I also have this idea of her letting go of a balloon that has ‘determination’ or ‘happiness written on it at the end from which I got this idea from ‘Unbreakable’ by Madison Beer. I also would like to use bricolage by filming peoples feet shuffling as this is a common dance style associated with house music and will make a contrast and give the video an edgier feel as well as portraying the idea that performing is a tough business and a hard career to get into and there are many other dancers who are still trying to make it each day.
Louise Okeefe's Treatment:
Maddie Usher's Treatment:
A2 Music Video Project
Genre choice - Pop
Target Audience – Both male and female, however mainly female with an age range of 15-25 from a working class background. They are a group of social butterflies. Always out with their large group of friends. Their activities vary from bowling to cinema or partying to having lazy days in each other’s company. The youngens are always messing around; dancing and singing. My target audience abide by fashion, spending hours getting ready to ensure their outfits are exquisite. They get their fashion inspiration from bloggers across the internet, always worshipping others Instagram accounts to create ideas for their next outfit to express themselves. Using social media as a way to keep up with the latest gossip is a part of any teenagers’ life, with my target audience being the same.
Theme – My music video will feature a couple showing what it is like to be together at such a young age, showing the difficulty and tranquillity of a relationship.
Synopsis –
· The music video will feature a couple who adventure around a number of different locations.
· There will be shots of the couple together and on their own. This could range from them doing anything from dancing, getting along, to arguing.
· The video will feature a dramatic ending to give my target audience a dramatic shock/interesting twist.
Applying theoretical ideas –
I would like my music video to have a narrative and bricolage throughout with a number of different settings to create the storyline. I have studied music videos that feature a similar storyline that I am hoping to achieve.
After researching I found two music videos that goes for a similar persona that I want to achieve. “You and Me” by Disclosure uses a variety of scenes and settings with only two main models. It is mainly the young couple travelling across Europe and ending with the two dancing at a Disclosure live performance with flashing lights and strobes.
Genre choice - Pop
Target Audience – Both male and female, however mainly female with an age range of 15-25 from a working class background. They are a group of social butterflies. Always out with their large group of friends. Their activities vary from bowling to cinema or partying to having lazy days in each other’s company. The youngens are always messing around; dancing and singing. My target audience abide by fashion, spending hours getting ready to ensure their outfits are exquisite. They get their fashion inspiration from bloggers across the internet, always worshipping others Instagram accounts to create ideas for their next outfit to express themselves. Using social media as a way to keep up with the latest gossip is a part of any teenagers’ life, with my target audience being the same.
Theme – My music video will feature a couple showing what it is like to be together at such a young age, showing the difficulty and tranquillity of a relationship.
Synopsis –
· The music video will feature a couple who adventure around a number of different locations.
· There will be shots of the couple together and on their own. This could range from them doing anything from dancing, getting along, to arguing.
· The video will feature a dramatic ending to give my target audience a dramatic shock/interesting twist.
Applying theoretical ideas –
I would like my music video to have a narrative and bricolage throughout with a number of different settings to create the storyline. I have studied music videos that feature a similar storyline that I am hoping to achieve.
After researching I found two music videos that goes for a similar persona that I want to achieve. “You and Me” by Disclosure uses a variety of scenes and settings with only two main models. It is mainly the young couple travelling across Europe and ending with the two dancing at a Disclosure live performance with flashing lights and strobes.
Ellie Goulding “I need your love” also uses the idea of a couple in some parts, however, changes to different storylines also. Ellie Goulding and Calvin Harris use the camera as if it is them filming themselves on their own camera, acting in an affectionate manner with each other in different locations from a car to at the beach. Shots of Goulding and Harris flash throughout the video as the story line moves on. I am going to take inspiration from these two videos and include a similar idea in my video.