Music Video Treatment

 SONG

When we were asked to decide on a song for our official music video, it took a while for me to decide on which record to choose. However, from surfing you tube and using other resources, i have finally opted for ‘Things We Lost In The Fire’ by Bastille. 

GENRE

 From listening to the song several times, it appears that the genre is mostly alternative with maybe an essence of dance to it. 

PERFORMANCE

The performance that will take place in my music video includes a maximum of 8 people. These individuals will be required to act out a set of movements and facial expressions. Plus, will at some points, lip sing in time with the music- this means that the people involved will have to learn the lyrics from memory.

CINEMATOGRAPHY

Personally, i see cinematography as an important aspect of a music video, therefore i have put a lot of thought and consideration of how mine is going to turn out. Certain fascinating ideas that i have thought of so far is by having the frequent use of split screen into 2, 4 or 6 parts which could either include faces, locations or random images. If i were to involve this i could film it in a way in which the people in my music video could interact with each other. Plus, the people who are in specific sections of the split screen could move in alternating parts in relation to the beat. Lastly, another feature i will include are recurring cuts between different and random takes. 

SPECIAL FEATURES

Whilst asked whether to use special features or not, i made the decision to not include it in my official music video as my ideas are based around simplistic editing and cinematography. Although, in the editing process i may change my mind if i wanted to make the film more interesting. However, this depends on if i am confident with any editing software that i may encounter.

PROPS

As this comes under an alternative genre, the props i will use are going to be interesting and unique towards the audience. Examples of props that i will use so far are different colored balloons, fireworks, glitter and holi powder. 

MAIN SET

As discussed in other sections of my treatment, my main set locations are going to be in a variety of places. Firstly, some shots will occur behind a white back drop. While others are going to be outside like in a wood or a field. Plus, some shots will be inside during parties etc. The main importance of my locations are that they suit and fit the track.

WEATHER

In terms of the weather, i envisioned my music video to have different forecasts. For instance, a few shots of rain, some with sun and some where its cloudy.

GENERIC CONVENTION

The many generic conventions which will be added to my music video are props and people that can be identified or classed as alternative/indie. For example, the make up and costume can be seen by the audience as unique or different. Adding to that, the shots can be of random images- this appears frequently in alternative music videos.

RISK ASSESSMENT 

Risk Assessment will be important particularly during filming months, therefore i will limit the risk posed on any individual taking part in my music video.

DATE AND TIME

 I believe that the filming period of my music video will take place in the late october/ november months of 2013.



Beginning Steps Of Video Planning

The Beginning Steps Of Video Planning

Genre Focus 

Once we were asked to consider a genre in which our music video would be revolved around, the first thought that came to me was dance. This convention involves music composed specifically to facilitate or accompany dancing. It can be either a whole musical piece or part of a larger musical arrangement. In terms of performance, the major categories are live dance music and recorded dance music.

Although once I thought about this idea on a deeper level i believed that combining both genres of alternative and dance would be interesting as both have many similar aspects. Indie/alternative rock is a genre that originated in the United Kingdom and the United States in the 1980s. Indie rock is extremely diverse many with sub-genres which include indie pop, jangle pop and lo-fi.

Whilst brainstorming and working out what i could do with my ideas so far, i began to consider that electro pop could be appealing as a music video too. Reasons why this took my interest and fascination is purely because its probably the most listened to music by me as proven from itunes. Electro pop is a genre of electronic dance music directly influenced by the use of drum machines and funk sampling.




Chosen Genre:

Music Videos:

Swedish House Mafia-Don't You Worry Child 

In Swedish House Mafia’s ‘Don’t You Worry Child’ music video, the first few shots show strobe lights all in a different array of colours- this is how the audience identify the dance music genre as its mostly suited for nightclubs or festivals that occur during the evening.  

As we continue, the video also shows a huge cluster of people. We expect for this to appear in dance as huge festivals and crowds are what we associate with it. Plus, the shot as a whole highlights how vast amounts of people enjoy and relish the genre.

Half way through 'Don't You Worry Child' we see the screen being split in half, almost as if the image reflects on itself. This technique mirrors the dance genre as it makes the shots in the video appear oversized which is what we would expect at a dance festival.

Just like i mentioned above, they use the same effect here evidently making the crowds look bigger which matches the loudness and intensity of the genre.

Avicii vs Nicky Romero- I Could Be The One

Another common factor which can be found in dance music videos is a story line shown in Avicii's 'I Could be The One'. As this video progresses, the audience begin to identify that the lyrics match with whats happening in the story. For instance, the plot in this is about a women trying to escape from her hectic lifestyle- this could possibly illustrate the lyric 'i could be the one to set you free'. 

Like above, this image is a visual of the lyrics 'i could be the one to set you free' as it contrasts to her life in her office. Its obviously what the audience would associate with being 'free'- blue skies, tropical islands, colourful plants and a clear blue ocean. 

Just like every dance video, a shot of a party has to come into the equation. Aviici and other music artists include this because its what coordinates with the beat and rhythm in dance music. Also, making the audience recognise the genre of the track. 



Calvin Harris- I Need Your Love ft. Ellie Goulding

Another popular dance music video- I Need Your Love By Calvin Harris and Ellie Goulding. As this video begins to progress we can see short takes are a common occurrence. This seems to be a pattern in many music videos as the cinematography must suit the rapid beat. 


Common Dance Artists

Swedish House Mafia:  

Keeping it brief...

Swedish House Mafia

Swedish House Mafia was a Swedish electronic dance music trio consisting of three house disc jockeys and producers: Axwell, Steve Angello and Sebastian Ingrosso. The group officially formed in late 2008. The supergroup placed at number ten on the DJ Magazine Top 100 DJ Poll 2011 and have been called "the faces of mainstream progressive house music." 

Releases:

Swedish House Mafia Song Titles 

One (Your Name)

Miami 2 Ibiza ft. Tinie Tempah 

Save The World

Antidote ft. Knife Party

Greyhound

Don't You Worry Child

Calvin Harris 

An outline of the artist...

Calvin Harris

Adam Richard Wiles, better known by his stage name Calvin Harris, is a Scottish DJ, singer, songwriter, and record producer. His gold-selling debut album, I Created Disco, was released in 2007 and contained the top-ten singles "Acceptable in the 80s" and "The Girls". His second studio album, Ready for the Weekend, reached number one on the UK Album Chart and includes the chart-topper "I'm Not Alone", the UK top-five hit "Ready for the Weekend", and the singles "Flashback" and "You Used to Hold Me".

 Releases:

Calvin Harris Song Titles

2006-2008: I Created Disco

2008-2010: Ready For The Weekend

2010-Present: 18 Months