Treatment

This was our inital treatment which we based our first main idea upon, however from the feedback we received from our focus group and vox pop we altered our idea to fit what people said we should change and improve.

(This presentation can only be viewed on Google Chrome)

Artist :

Our artist is Landon Austin a white,young male who is based in Nashville, USA. Landon belongs to the indie genre and is represented as a simplistic and casual artist. This is shown through his music videos and his appearance  Landon wears typical clothes such as a plain t-shirt and jeans and his music videos are often just him singing to the camera .This tells us that he is laid back and the focus is all on his voice rather than his looks and what he wears. Landon Austin plays a guitar, like most indie artists this connotes that he is a real artist and hasn't been shaped by the music industry. The use of his instrument in most of his songs shows that he can use this to express his emotions and his dedication and passion for his career as an artist. We feel as though the artist may come across as quite smart and more well dressed than we expect when we listen to our music so we have made some changes to make him fit the genre with how we feel he should fit it. Our artist wont be materialistic and will never be seen wearing brands which will make him more appeal able to a people of a working class. He will be branded by wearing a beanie hat, which will be seen throughout all of the media texts to show a clear link.  He will also wear skinny acid wash jeans, a white t-shirt, a bomber jacket and just plain trainers. We have decided to use this style as our focus group said they would want the artist to come across a simple and like a typical hipster. From our survey we carried out we also found that people want our artist to be exactly like that description, compared to him wearing a suit, a shirt, sunglasses or baggy trousers and a hoody.

Audience :

Our target audience for all 3 products are teenage girls from 14-25, we believe this is a good age for them to understand the music but also they will be attracted to the male artist. We would like to appeal to males but from the research males don't have much to relate to with our idea, however we will still try and cast a young attractive female so the males can relate a little. Females are more likely to relate to the artist because he will sing about his feelings which the majority of females like. The colours in all three products will be aimed at a young audience by using current colours such as black, white and red. These colours are in and teenagers will be able to relate and use the products for personal reasons.  The main target audience for the music video will mainly be the white ethnicity due to the fact that both characters will be white. However we would like to open the artist up to all ethnicity by having a different race extras at the party to, also the magazine and Digipak won't be aimed at a specific ethnicity, we will use colours and images which can relate to every ethnicity. The artist will be aimed at working class as the Digipak mainly because a working class would be able to understand him and purchase the three products.  We will appeal to the young female audience by having an attractive male as the artist and keep everything modern in all three products and have narratives which they can personally relate too. We will use costume in all three products to help attract them and make the miss-en-scene look young. 

Our Vision :

Our vision is to have a split between a narrative and a performance which will occur throughout the whole of the music video. We will have three main locations, one being in a normal room where we will probably use the green screen. Our second location will be at a party where we will film the narrative side to the music video and our final location will be used for the performance element where it will be set in a recording studio. Throughout this we will have the artist in the same costume throughout the performance to keep it the same, and he will always be seen singing with his guitar as this is also a strong part contributing to his brand. By showing him in a recording studio it will connote his love and dedication for his role as an artist, and by showing his guitar as a prop it will help show how he can show his emotions through his music. When using the green screen we will create a projection which will appear over the plain screen and the two characters in the narrative will stand in front of it so the projection is over them. We got some inspiration from the music video Ariana Grande-The Way as they use a similar projection over the two artists featuring in the song (http://www.youtube.com/watch?v=_sV0S8qWSy0). This will help show the audience more about what their relationship is like and the good and bad times they went through. In the location where we see the two characters at a party we will see the boy and girl being quite distant from each other. The girl will be seen dancing with other boys while we contrast and see the boy on his own and this helps connote his heartbreak and longingness for the girl. This will help show the different sides to the relationship and how the relationship has its ups and downs. We got some inspiration from Beyonces music video-If i were a boy as they use a similar party scene where the girl is attracting male attention and the boy reacts in a bad way when she approaches him after (http://www.youtube.com/watch?v=AWpsOqh8q0M). The props will be rather minimal and often found just like the lighting as we don't have resources to be making anything to fancy. I think keeping it simple with just a guitar and using locations which we can use freely will be much better as it will create a sense of realism for the audience and they will be able to relate the artist and the characters more through personal identity. The camera language will also be quite simple, however we will use a range of different shot types to keep it interesting. We will mainly use long takes as we feel as though they work effectively when following the action, we will also use alot of closeups to show the audience the actors facial expressions and long shots will help show how he is alone and quite isolated from everyone else. I think this will help connote his emotions and feelings towards the girl and the artist will also be shot in a similar way but extreme closeups will be used to focus on certain body parts (e.g. focus on him playing the guitar by just showing his hands as this will make it more intimate with the audience and they will feel more involved)

Our magazine advert and digipak will all include a similar feel to what we have seen in the music video. We will add in a object which will be shown throughout all media texts to help create a strong synergy. This will help it be appeal able to the same targeted audience who we have aimed our music video at. In our digipak we will include two objects that will also brand the artist and make him recognisable from a artists point of you. The two objects will be of a rose and a cross, which will be shown through all media texts and the artist will be wearing a beanie in all of the images to help strengthen the brand that we are going for. The rose and cross will be shown on the digipak, and will be incorporated as a sticker onto the artists guitar and will be as a symbol on the magazine advertisement. The rose is a symbol of love and the need for a person, however as the rose will be black it will show that he is unlucky in love and the black x is a symbol of negativity and his love life may come across as not as how he wants it. However we will use the colour red in the typography as it connotes love and passion which we want to show as we believe it will work well with having some colour as the colour scheme will be quite minimal. The shots will be similar in all 3 of the media texts and we plan to show a close up and long shot of the artist in both the digipak and the magazine advert to help create synergy and he will also be dressed in the same costume with the same body language and facial expressions.  By creating this synergy it will help create a clear brand for the audience to recognise and this will help him get noticed as it will be shown in every media text we create.

Technology :

 Through out the production we will be using a standard digital video camera which allows us to film the scenes on, this is because this is the only camera available to us. However the camera which we have access to will be perfect for what we want to film, the digital video camera is easy to transport which we need to get around different locations and film. We will also use a tripod when filming to keep the digital camera steady and straight, making the scenes look more real. The equipment we get will be provided by the school as we don't have a budget for this project. All the scenes we film will be stored on our SD card which is a small memory card which goes in the digital camera. The camera and tripod are very light making it easy to film in different locations and cost us no money because the school provide them. We will also use a I mac to edit all the work together using final cut to edit the music video together. This is a new program however we had a little practise on at the end of last year. For the magazine and Digipak we will be using fireworks and photoshop to create, this makes it easier for us to make the two products look realistic, we also have experience using the two programs meaning we shouldn't take too long with the products. The equipment we are using is given by the school and is all familiar to us making this project easier in term of technology. In post production we will use a flip camera to film our evaluations because it allows us to set it up easily and allows us to transfer the video quickly at a low quality to the computer to upload. We have used a flip camera before making it easier for us and allows us to build on our current knowledge. We will use a range of websites during production such as youtube to get inspiration for editing techniques and to analyse products to get a real understanding of what we are making. We will use outlook skydrive to upload powerpoint and word documents through out the year as it gives the teachers easy access to our work and allows me to view my work when ever i need it. We will use the Internet to get images for the magazine cover like the interscope logo and other logo which we may need. 

Logistics:

 We have a few locations in mind because we don't know if we will be able to get to them or if we are allowed to film in these locations. We need a studio to film the scene when he is singing to connote the genre of indie. We will try and use the school studio however we need permission and need to know when we can film. If not we will have to find an alternative. We then need a location to film the narrative, we will need a party location which will be at my house as we have access when ever we want and its easy to get to for us. We will also need to film the couple doing couple stuff which could be anywhere so we could use the street which we have access to anytime, however if we want a hipster look we have to travel which may be hard with the cast as they might not have the time so we have consider using the green screen, even for our photos for the digipak. The locations we use for filming will be the same for the digipak as we want to keep the three products consistent. We will also use Ella's bedroom as we have unlimited access to it and can film when ever, this location will also be easy to get to for everyone. For the magazine we are going to use a black backdrop, so we will have to book the backdrops at school and make sure we can get the cast all there at one time. We are still considering people to play the artist because we want a certain look as we want a white male who can lip sink and have good chemistry with the female. We have someone in mind but we still want to look, this person will be chosen if they can lip sink and have the look, we really want to create the look of a indie artist so the audience know what genre we are making the video from. The main problems which we might find is finding someone with the look and being able to lip sink, so we may have to settle for one or the other, we don't want someone who is boring in front of the camera. The weather maybe a problem because its starting to get cold which will make it hard to travel to locations and film. They weather may be inconsistent for filming which may make the video look unreal.  We also want someone who will be able to do the photo shoot for the magazine and digipak, we have to find someone who has the time.