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.
Treatmement with Lyrics
Many interesting points were said during the talk for example a question that we asked was “say one word to describe r&b music videos” points that were said were things like lust, love, cars, men, women, America, this allows us to understand what continually comes up in a music video and also this that they would expect to see within a r&b new music video.
We found out that shots like these draw the audience in and make the want to watch and see more of the video. We also found that close ups have a lot of effect of the audience because they said that they were able to see & feel the emotion that the artist may be singing about.
Also in part one of the focus group many things were said about the video “What if” (Jason Derulo) mainly about the storyline and the fact that the video is shown in reverse. Some people did like the concept but the majority found it confusing to understand the storyline and also didn’t like it very much.
In part two of our focus group it was said that when shots change to the beat it has a really good effect whilst watching a music video.
We also asked what type of image/dress sence they would like to see within a r&b song and the audience gave us thire opioion with the images that were given.
Overall this has helped us to gather an idea of what our targets are looking for with an r&b music video. It has also allowed us to also get an idea of what not to include within the video itself in terms of narative and brand image.
What is RnB?
Rhythm and blues, often abbreviated to RnB, is a genre of popular African American music that originated in the 1940s. The term was originally used by record companies to describe recordings marketed predominantly to urban African Americans, at a time when "urbane, rocking, jazz based music with a heavy, insistent beat" was becoming more popular
These are a few RnB music videos I have watched and realized they mainly involve the artist within the music video. There is a clear narrative with performance, (which we may do this as it seems to be poplular in this music genre.)
Neyo - Mad:
This video has a clear narrative with a performance. The artist is involved throughout the video. I feel this is a typical RnB music video.
Chris Brown - Say Goodbye
This is a very typical RnB music video. The artist telling a story through the narrative and also performing. For the editing techniques i have noticed in these types of slow music videos, they use the transition of 'fades' quite alot, (which we may use as our song is a similiar pace to this song).
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