Final Treatment

Artist: 

The artist we are working for is Jasmine Thompson, an English singer song writer.  We are using her song "Run" from her album for our music video. We contacted her on Twitter to ask for permission, originally seeing her covers on YouTube and hearing her on the radio with her hit 'Ain't Nobody'.  She is represented in a way that makes her relatable to the audience being a young, teen girl through the way she dresses and the lyrics of her music as on her album, a majority of her songs are based around the theme of love. Her brand image represents her as pure and innocent, her music videos not offering a sexualised view which is typical of younger female pop artists. Richard Dyer's theory of Character and Personality can be applied to her as she begins as a 'real human' rather than being viewed purely as a USP for her music, but it is likely that as she becomes more popular she will be made into a construct.

Audience: 
Our target audience would be young girls around the ages of 13-18. They are likely to listen to popular radio stations like Capital and to keep up to date with the charts, rather than favouring one artist in particular. Typical artists they may listen to are Taylor Swift, Demi Lovato and Ellie Goulding. After analysing our research from our target audience we made an audience profile. 

We carried out a survey and vox pop with our target audience. The analysis of audience research showed that the majority of artists mentioned by our audience were very current and were popular in the charts. Also themes they wanted to be explored were Romance, which we had already incorporated in our idea but also Rebellion. This was shown in both our survey and vox pop meaning we will incorporate this theme more to appeal to our audience. 

It is clear that the audience want to be able to relate to the characters in the music video as they wanted them to be around the age of 17/18 and also wear what is fashionable amongst teens today, as seen in mainstream female artists music videos such as Taylor Swift. Through our survey we found that a mix of narrative and performance is the most popular option for style of music video which we had already planned to use.  To appeal to our audience more we are planning to incorporate the theme of Rebellion, for example have the boyfriend drink/smoke more and him trying to force her to do the same. We have decided that this would give the music video added interest and also a reason for the relationship breakdown.

Our vision: 

Music Video

The music video will be in a narrative and performance style, as this is typical of the pop genre and our audience research showed that this was the preferred style. The narrative style is going to be restricted, as it is told from the point of view of the girlfriend as we want the audience to sympathise with her rather than than the boyfriend. The costumes used would be the current fashion amongst the target audience age group to create further appeal. This will represent our artist's brand as an ordinary teenage girl to make her relatable for our audience.The shots will be filmed in first date locations such as cinema, bowling, park and restaurants to make them appear a typical couple at first. The montage of happy memories slowly change into the destruction of their relationship. This will be shown through low-key lighting and grungy locations to emphasise the effect of drinking/smoking. The editing will be cut to the beat of the song, with faster editing during the chorus showing the montage of the couple and longer shots of the photo album. 

Ancillary Products: Digipak & Magazine Ad

The digipak and magazine ad will both have a similar colour scheme to show synergy between the two products. Based around the photo album in our music video, they will all have a handwritten theme; this will give the products a more personal touch from the artist. As she is an up and coming artist, this theme makes sense as she has not been made into a USP yet, and is known mainly for her music. The magazine ad will include a packshot of the album cover and the main image will have the same background. The back cover will consist of a notepad background, with a hand written track list, along with musical doodles around it. This will give the artist a pop brand image as the digipak will have lots of images of her; this is very conventional for the pop genre to focus everything around the artist as they are the main selling point of their music.

The Key Concepts: 

The music video will conform to the Hypodermic Needle Model as the messages will inject the meanings into the audience. The audience therefore are passive and will accept the media text offered to them. We feel strongly not to have the typical view of women in pop music videos that offer a sexualised view, so we will challenge the audience theory of the male gaze proposed by Laura Mulvey by not focusing on her body, instead her emotions through close ups of her facial expressions. Instead we want her fashion sense and other aspects of her character to define what the audience will think about her. We will also focus around Hall's preferred reading which is a way that the audience's views are consistent with the director of the text. 


Our Vision:

PINTEREST:

Technology Use

During filming we will either use digital video camera from school or we will exploit the use of our own canon camera to film our shots as this would allow us to produce our work in a higher quality. Whilst filming, we will also use our camera to take photos as we go along for our digipak and magazine ad, mainly of the artist in different locations that we find. Both of these technologies are easy to transport, allowing us to travel to where we want to film easily. We will also use a tripod when filming for some of our shots, but we will mainly focus on using hand held shots as we do not want them to be static, and it is very conventional for music videos to be hand held with constant movement. 


During post production, we will be editing on the school iMac's, using final cut to edit our music video together, which we also used last year. For our ancillary products, we will use fireworks to edit the digipak and magazine ad as we feel confident on this programme from previous experience and hopefully make it look as professional as possible. We will exploit these programmes at both home and at school as we are able to access and use them whenever. 

Logistics

For our music video we are planning to film our narrative parts of the couple in typical first date locations, such as the cinema, bowling allies, arcades, parks, restaurants etc. To make our production successful, we will always refer back to our shooting script, stating when and where we will be filming each day. We will make sure we have permission to film in these public places, for example in the cinema, we have planned to film during the day when it is not busy, and ask a member of staff if we can film in-between the screenings. Our local shopping centre has a cinema, bowling, arcades and restaurants altogether on one floor, so this will be very convenient for us to film there. For the photo album shots, the artist will be sat in her bedroom, this will add a more personal feel to the music video as it is in a real life, natural location. This location will highlight her young age as the bedroom will be filled with posters, and photos on her walls, making it easier for teenage girls to relate to her as a person as this is a common teenage girl's bedroom. 

For the performance parts, our locations will not be as public, for example, the artist's bedroom, underpasses; places where the focus will be purely on the artist, not what is happening around her. We are planning to start filming in November, as soon as we have our shooting script established. As it is half term next week, we will have some free time to go out and film establishing shots of some of our locations, around Central London, Southbank etc.

We have really thought about who we are planning to cast for our music video, we originally planned to cast Jordan, who featured in our project last year; but her look did not match the voice of the artist we are using. During our pitches it was suggested that one of us should be the artist as I have the right look to the artist's voice and have the same style as the type of artist we want to use. This will be very convenient for us as it will allow us to film when ever needed, instead of relying on other people to keep performing for us. We are currently trying to find a boy to play the part of the artist's boyfriend who will fit the role, as the boys who have featured in our previous work do not have the right look for the part and were disapproved by our teacher.