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Music Video Treatment

Song: I’m Gone


Artist: Naina K Ft. Faze

Concept

The artist we are working for is Naina K, who writes, produces and performs her
own songs.
We have chosen to produce a music video, and a Digi pack which will include
designing the DVD cover and Magazine advert promoting the artist and the Digi-
Pack.
Narrative
The song is about a girl who is torn between what she wants and what is right for
her, and the majority of the video is narrative with performance elements at the
end when both artists come together. There is a small scene at the beginning
where we see Naina n Faze disputing and walking out, then the songs begin and
the artists are introduced. The song then begins and Naina is performing within
the scene of the narrative. As she does so she is looking through or coming
across certain things that remind her of her boyfriend for example, gifts,
pictures, videos. These items represent flashbacks of the good times they had
together. Towards the end of the song we see scenes/flashbacks show the
problems and arguments that lead up to the break up. For example there are
scenes where:
-She finds another girl’s number in his pocket.
-She is standing at their meeting place waiting for him.
-Faze saying bye to Naina at the door but he then sneaks off to meet another
girl.
-they are disputing (which is the prequel to the introductory scene)
Locations
The main idea of the music video is for it to convey heartbreak, loneliness and
confusion felt by the performer. This is shown through the conventional locations
which represent these emotions i.e. bedroom, park etc. The locations we will be
using is mainly Manisha’s house, Popular tourist spots in London e.g. Southbank
and Russell square park. Each verse is set in a new location where Naina will be
singing to herself and reminiscing about the past.
Pace
The end choruses become slightly faster in pace are dedicated to show her
taking action i.e. getting ready to leave. The video ends on a cliff-hanger when
then two artists are standing face to face just as she is about to leave.
Colour/Tone
The entire video will be in black and white (greyscale), while the flashbacks are
in colour to signify the sadness without him in her life and the happiness she
feels when she thinks about him. The pace of the video is fairly moderate as it
has to fit the beat of the song which is not fast at all.

The DVD cover and magazine advert are consistent in theme of black and gold
which represents sophistication and class. The main image is close up of the
artist. This is simple and effective as it requires little effort from the audience to
decode.
The Artist/Style and Form

The look we want to go for Naina K would be quite classy yet she would have an
element that makes her unique from other female R n B artists. She would have
a natural look similar to an Eva Longonria’s appearance. Through the mise-en-
scene we will represent her in this way.

We will be endorsing some of the modern conventions of an R&B music video as


we will be using:
• Flashbacks
• Black & white as well as colour shots.
• Locations: such as Russell Square park, the house & places of them
together. therefore this signifies that they are an official couple, yet she
still is uncertain about being with him.
• Idea of her watching the home video of them together on the TV.
• Narrative- we won’t be using a conceptual style of video, as this follows
the R&B conventions.
• Aesthetics- the style will be modern yet have a unique style it would be
fairly representative of the genre.

Although these elements are seen to be conventional of an R n B video we will


be challenging the ideology that R&B videos typically have flashbacks in black
and white. We will be representing her moments with him as being happy and
therefore they will be shown in colour. In contrary her present moments without
him will be in black and white.
The key look we want for our DVD cover is to have a close up image of the
artist. As shown above most of the singers have had a neutral plain background
with their image on top. This is the kind of look we want for our cover. Also for
the typography on our DVD Cover we want the artists name (Naina K) to look like
a signature. The colours black and gold will be kept throughout in relation to
conventions of an R&B video, as well as maintaining the sophisticated/classy
feel. This simply represents the genre as stylish and therefore relates to the
artists image as being simple yet elegant. The male artist would be
representative of a typical Asian rapper living in the slums of London, and would
be the complete opposite to Naina.
Mise-en-scene:
Picture frame/Photo Album: the audience is able to understand how their
relationship was by little things such as this. It also emphasises the unity and
how she was happy then compared to now.
Necklace/Watch/Jewellery: This would be representative of the artist as being
quite sentimental and she cares about her image.
Costume/Make-Up: At times we will see Naina wearing loose baggy clothes which
will show that she is a relaxed and calm person, but during the shots that will be
filmed on the street etc, she will be wearing smart/sophisticated/high fashion
clothes which will emphasise her uniqueness and elegance. Faze will consistently
wear loose sports clothes such as tracksuits which will show that he is casual and
stress-free.
Lighting: There will be shots of Naina playing the keys of the song on a piano
alone in a darkened room with strong light from the window. The objective of this
shot is to highlight her loneliness and how she is independent and in control of
her own life.

Technology

As well as using the technology required to produce this video, we will be trying
to extend our use of technology to as much as there is available to us and make
the most of it, although it is limited compared to what signed artists have.
Filming
When filming, we will be using a DV camera to capture our footage. The camera
is generally good quality and has effects which can be made use of; for example,
if we wanted our footage to be captured in black and white/sepia or the date to
be added at the bottom etc. There will also be some shots of Faze filming Naina
& the surroundings on the Southbank as a type of home video, and for this we
will be using a Sony HD camera which will appear in these shots. We have the
idea that this will then be incorporated into the music video by playing it on a TV
and then capture Naina watching it (as part of the narrative). The other idea for
this is to edit the shot so that this footage plays on top of the other footage so it
looks as if it’s playing on the TV. (See Final Cut Pro)
Photoshop
Photoshop will be heavily used in the production of our Digi pack. Firstly we will
be using this, as well as iMovie, to capture screen grabs from the footage which
will be used as ‘Photos’ within the music video. Secondly, we will also be using
Photoshop for the DVD cover & Magazine advert. Photoshop is extremely useful
in this way as it allows us to edit the image of Naina to format the DVD cover
structure the way we want it. We can also edit the colour, saturation, brightness
of the images as well as adding interesting effects.
Final cut pro
Final cut pro will mainly be used to create effects for our video. We may edit the
entire video on FCP or edit in iMovie and only add special effects using FCP.
Examples of such effects include, lighting adjustments, movement adjustments,
sound adjustments etc. FCP is effective with layering footage and this is why we
want to use it for the scene of Naina watching the home videos. By using FCP for
this shot, the footage playing on screen will not only be clearer, but also to make
it look more realistic. With Final Cut Pro we can create the glam lighting that is
created in a lot of R&B videos. Although they have the complex technology and
our technology compared is rather limited we still will manage to create some of
the effects.
iMovie
Although iMovie is substantial enough to edit our video on, it is quite limited in
terms of the range of effects that can be used. For this reason, we may stick to
using iMovie for transitions and cuts and also for the super imposition effects of
the photos. As well as fast cuts, we will be using quite a few fades and slow
motion on scenes that display flashbacks to make it look more like a memory.

Another concept we will be incorporating into our music video is the crane idea
to create the effect that a crane is being used without actually using the crane.
This can be done by simply folding the front leg of a tripod all the way up, and
moving backwards/forwards. This therefore will exploit the technology available
to us just by simply being creative with what we do have.
Logistics
We have chosen many different locations in which we will be filming in. These
include domestic locations such as a house as well as outdoor locations such as a
park.
We will be filming in Russell Square Park. We will use this location to film shots of
Naina and Faze on their ‘date’ and also during the chorus when Naina is walking
alone walking down near the fountain reminiscing her relationship with Faze. We
will not change these park shots, as well as other ‘flashback shots’ to black and
white on Final Cut Express, as it will be the reverse. We do not need permission
to film in this park as we have checked this on the web.

We will film these shots in preferably mid October.

We would also like to film a few shots at South Bank - London. We do not need
permission to film here.
We would need both Naina and Faze in these shots. We will take still pictures of
the couple in these locations to use them as photograph props for the
bedroom/house. We will also film Naina looking out across into the River Thames,
which will be part of the chorus.

Regents Park is another location which we would like to film in. We will use this
park for two different reasons. Firstly is to film shots of Naina walking through
and secondly as a back up location in case there are any filming problems in
Russell Square Gardens. This scene will be shot on the same day as the shooting
in Russell Square Gardens. We will only need Naina in this location, however if
there are any permission problems in Russell Square, we will need to film Faze
here too. For this location you do not need any filming permission as I have
researched this.

The other key location we will be filming in will be Manisha’s House.


There are several locations within the house we will be using.

We will be using this lounge to film the shots of Naina as she sits near the
fireplace and thinks about Faze, as she looks through old photos. We may also
film shots of Naina looking outside the window. We have used this location
because there is a fair bit off space between the fireplace and the furniture. This
allows us to film two different types of shots within the same location. We will
start to film the shots in the house as soon as we have finished the flashbacks,
as we will need photos of the couple together will be used as props around the
room. We also have planning permission for this location.

This room will be used as the main living room where Naina & Faze live. In this
room we will shoot flashbacks of them being together, as well as part of the rap.
For this shot we would need both Faze and Naina. This will be shot the same day
as the other house scenes that Faze will be needed for.
Here is the outside of Manisha’s house. We will film shots of Naina saying
goodbye to Faze as he is leaving the house and leaving Naina. From the inside of
the house we will film shots of Naina closing the door and leaning her back
against the door. This will be done on the same day as said above.

The other location within the house we will use will be a bedroom in Manisha’s
house. We will film shots of Naina lying on the bed, looking into the mirror and
singing, expressing her pain. We will only need Naina for this shot.

The other location we will use will be the school hall. We will film this either in
our lessons or in our free periods. We have permission from the school to film in
here. The reason we have chosen the school hall is because we wanted to film
shots of Naina playing the piano to bring out more of the performance element
within the music video. The school hall is perfect for this as the piano is placed
near the window therefore we can film her playing the piano with the correct
amount of light coming from the large windows.

As well as filming in the school hall we will also film in the Media rooms. We will
convert it into a studio with the help of props. We will film shots of both Naina
and Faze performing. This will be shot on the same day as the school hall.

Faze’s rap will mostly be set in a street/alley way, preferably in Mile End. The
reason we have chosen Mile End is because we will be filming several other shots
there, i.e. on Mile End Hill, which therefore would make it easier for us to film on
the same day. In this shot Faze will be walking down the street as well as rapping
to the camera/talking through a mobile headset, giving the video the
performance element. We have used to film in a street as it is conventional for
his character

As mentioned before, we will also be filming several other shots in Mile End. We
will film at the top of the hill which over looks the river of the university, as well
as well known buildings in London. This will be a flashback of Naina and Faze
hanging out together. We will also use a restaurant near the university to film
shots of Naina waiting for Faze. Once again this will be another flashback. We
have not got permission yet but we will, very soon.
Target Audience

• Our target audience are females aged between 16- 21. The reason we
have chosen this age and gender is because the song focuses on themes
such as love and relationships. We believe that 16-21 is a good age group
to target, due to a lot of women experiencing relationships throughout
these ages. Our storyline also appeals to the female gender due to a
woman being the protagonist. Also the song is based upon a young girl’s
relationship crisis which a lot of girls would be able to relate to.

Our target audience will also be outgoing and down to earth. This is
because our artist Naina K has an easy going and outgoing personality which will
reflect throughout her style and products.

The song will appeal to all ethnicities. This is because every ethnical girl
can relate to the problems and issues shown in the song, they haven't been
based upon one culture. Although our main artist is Asian we will still like to
target all ethnicities as we want a broader target audience.

The song will target both working and middle class as both classes listen
to the R&B genre. Also the locations shown in the video will not be upper class
locations; we will use middle/working class locations which will appeal to our
target audience.

• We produced 2 forms of target research; they were a survey monkey


questionnaire and a focus group video.
From our survey monkey results we concluded that majority of our target
audiences prefer more then one then one location. Therefore we will use a
range of different locations. Also from the survey we found out that
majority of our audience would prefer to see the actual artist rather then
actors. Due to this we decided to use the actual artist (Naina K) instead of
using a substitute actor.
From our focus group we found out that females prefer to see the artist
leaving her man where as the males preferred to see them back together.
We are still contemplating on this decision, but it will be highly influenced
by our target audiences’ opinions. Also we showed two video’s in which we
presented two forms of flashbacks; one in colour and one in black and
white. We have decided to use colour flashbacks due to the fact that Mary
J Blidge has used colour flashbacks in her video “Be Without You” We
made this decision because Mary J Blidge has a very similar target
audience to us. As her video was a big success we have also decided to
use the same concept in terms of flashbacks.

• We will appeal to our target audience through various different aspects.


Locations are one of these. We will use locations such as parks and
bedrooms. A lot of female artists have used bedrooms in their music
videos which appeal to the female audience instantly. This was reinforced
in our focus video, as majority said that a bedroom was a key location for
R&B Music videos. The themes used in the Music video will also appeal to
our female audience due to them experiencing them and therefore being
able to relate to them. The typography used for the DVD Cover and the
Magazine Adverts is gold. The font we will use will be fancy and curly. This
will give the DVD cover and magazine advert a sophisticated and feminine
feel.