Treatment

Treatment

Jo Birchall – Something to say

The Concept of our music video, is about a relationship in the past set in the 60’s with the style of old romance movies, We want it to be personal to the singer, so we had the idea of her watching a home movie of perhaps a relationship of someone related to her whilst she longs for a similar relationship for herself. We would therefore start with a home projector, with old film. We would have her lip syncing whilst watching the film as one performance element. The second performance element would be her with the band actually performing with the projections in the background which can be out in with after effects. The narrative would be a relationship between a boy and a girl in the 60’s, we would have a 60’s theme to it, and set it as a first date. We aim to have the mood as romantic and sensitive to show Jo’s innocent and girly side to her star image, Jo’s music is generally about love and relationships so we want to keep the mood of this video to fit with her general style and genre of her songs showing the beauty of romance and young love.

Detail of specific shots

There would be shots of him picking her up in an old style car, then shots of them pulling in to a car park. We would then have them walking along a street hand in hand talking and laughing by the moonlight, then we would have him leading her up a staircase to a roof terrace which he has decorated and made to look beautiful and fairytale like, they begin to slow dance and then they end with a kiss.

Jo Birchall- Star Image/Target audience

This was our original pitch for our Music Video we recieved feedback, and decided to not use the party setting and have a relationship of two people, making it simpler and look more realistic.

Music Video Ideas

Artist: Arctic Monkeys
Song: R U mine?

-Girl and boy fighting
-performance element
-boy running through corridoors
-Go pro- lip syncing

We changed our idea, from a party scene to a fight between a girl and a boy, then by using go pros we could get the effect of a closeup of soeone running facing them, we thought about what colours and symbols we could use, thinking of fire and red to symbolise the anger, but also black and white to show past tense. We want our video to be mainly performance based and have a simple narrative. we got our maze, idea from britney spears msuic video me against the music, and also looked at the walking down the street shots from bitter sweet symphony to help us get ideas of someone searching for someone.

Research into Artist and Institutions of this genre

Artic Monkeys: http://arcticmonkeys.com/


as you can see by their website the black and white stand out font and the video of them performing showing there carefree rebellious star image fits in with the indie rock star image of artists of this genre. On their website there are links to follow them on social networking sites such as twitter to help promote the bands popularity by using relatable advertising showing they are clearly aiming to attract younger generations to there music

As you can see from this image, the band members style impicates a rebellious yet fashionable quirky star image this will attract there female audience and make them look young and in the know meaning they fit in with there younger audience.

There sound is indie rock, and is very carefree young and fast paced, again this is a typical sound for the genre of indie rock and will help attract there target audience and fit with there star image of being young rebellious rock stars, The Artic monkeys are very much an organic band and you can see by looking at there record companies website that the record company signs artists of a similar style, they are not a typical mainstream band or artist and have there own sound and style

http://www.dominorecordco.com/




http://www.youtube.com/watch?v=VQH8ZTgna3Q

By watching they're youtube video R U mine we can see theyre indie rock edge that fits with my concept idea, the video features a recording studio with thyem in their everyday lives making them relatable and giving the viewers a look into the day of the life of an Artic Monkey, and the black and white edgey effects on the video make it seem indie and original.



Ed Sheeran


http://edsheeran.com/

Ed sheerans website features a more artsy indie image to it, it has vibrant orange mixed with black and white font which resembles the font of a vintage typewriter, on his website you can see similar to the artic monkeys, it has promotional videos and tickets to his concert, promoting himself fully however it isnt to busy and is quite plain keeping with his normal star image



His image keeps him relatable and normal, he isnt made to look like he is anything different from a talented teenager, which is how he attracts hyis fanbase, this is why the basic not so fancy music video concept of him works for his star image, with this he gives hope to normal teenagers and makes him more accessable to the teenage audience. It also keeps him organic which like the artic monkeys fans like, as he isnt made to be something he isn't

http://atlanticrecords.com/artists/

Ed sheeran however unlike other organic bands/artists is with Atlantic Records a mainstream american company with famous artists, this is unsual however it widens his fanbase and makes him stand out from the other artists within the company.

Music Video Treatments/Initial Ideas

Artist: Ed Sheeran Song: A Team Star Image: -Grunge -Original -Acoustic -Relatable -Good Looking -Ginger -Caring -Normal -Non Materialistic Concept: Due to his relatable non materialistic star image, The video would be very basic and low key with little special effects or extras, The song is about a troubled girl therefore I would set the video in a woodland, with shots of Ed Sheeran in the woods playing his guitar to show his relatable, indie side. The narrative would be that he sees a girl in the woods, he sees she is frightened and she runs away from him, he follows her, and searches for her in the woods, we would have cross cuts of the star and the girl to show their different emotions as they run from each other, in the end the star would find the girl and help her to safety. This would attract a female audience due to his caring side, and show his acoustic indie feel, the mise en scene of the woodland fits in with this genre of music and Ed sheerans typical star image.


Artist: The Artic Monkeys Song: Flourescent Adolescent Star Image: -Indie -Young -Original -Rock stars -Good looking -Rebellion Concept: The music video would have a typical setting of a house party, there would be cross cuts of the band singing and performing and back to the narrative, there would be shots of teenagers partying having a good time, drinking, shots of couples being sexually promiscuous to fit in with the rock star image of the artic monkeys, there would be shots of dancing teenagers, having a good time to give the music video a good feel to it, and there would be a pool outside with lots of people in it, to give the image of fun and rebellious teens having a good night out listening to the band perform, the video would end with the band members jumping in the pool with there guitars to show there carefree attitude.

The Breif

The Brief 1. A promotion package for the release of an album, to include a music promo video, together with two of the following three options: a website homepage for the band; a cover for its release as part of a digipak (CD/DVD package); a magazine advertisement for the digipak (CD/DVD package).