The document provides details for a music video project to promote an unsigned artist, Charlotte Houston. It includes information

1. Treatment
Jessica Pye
And
Ellie Moore
Robert Clack School
Media Students

2. Task Brief
For the coursework we have to create a music 'promo' video that is up to five minutes maximum,
either working alone or with others (maximum 4 in a group).
We also have to create a 'digipak' for its release on DVD as well as design a magazine advertisement
for the DVD.
After creating the music video I will provide a critical evaluation as well as include research and
planning; but I will do that whilst the music video is in production.
Most of all I will successfully promote the track as well as the unsigned artist, whose music I am
using for the music promo video, to their fans and even to a broader audience.

3. The Artist
The artist I chose is Charlotte Houston, an acoustic/folk songwriter/singer. The reason why I chose
Charlotte is because she had an easy-listening, husky voice, the song itself was simple: but with
meaningful lyrics. Unlike any other unsigned artists Charlotte stood out as she was the only one who
sounded current, possibly even ahead of her time.
Listening to the song it is clear that the song will appeal to a younger audience, primarily girls due to
the song’s theme of romance/conflict.
The acoustic music genre is fairly new and I predict to be on the rise as other popular artists, like Ed
Sheeran, are merging in the music charts. The genre appeals more to a younger audience aged
between 16-24 years old; the target audience that we’re going to appeal to.
Theoretically the artists Charlotte would have to compete with in the music charts are artists such as
Ed Sheeran and Taylor Swift as they have a similar style and same target audience.
To expand our target audience, the music video needs to appeal to acoustic music lovers as well as
popular music fans. To do this the video needs to be visually interesting to attract this wider audience;
so different shot types, locations, originality and good pace of editing to upkeep interest.

4. Lyrics
Paper People
Verse:
Your paper face tells so many lies,
Ink spilled with guilt,
Speaks wonders,
Your cardboard mouth filled with spite,
Your heart tells me nothing,
Pre Chorus:
And I, have so little time,
These cracked walls are filling up with sand,
And I can't find your hand,
Chorus:
I don't mean to push away,
But pushing back you're here to stay,
I promise this, it'll be that way,
Your paper face is covered up to hide the colours that I show,
I'm proud,
My paper mouth should speak out loud,
Verse:
I'm burning holes, in the soles of my shoes,
Walking, for you,
Rubber tires set on fire,
As tears stream down my face,
Pre Chorus:

5. And I,
Have so little time,
These cracked walls are filling up with sand,
And I can't find your hand,
Oh I'm lost,
Can you bear me a dime?
I'm an intervention, and this is what I do with my time,
Chorus:
I don't mean to push away,
But pushing back you're here to stay,
I promise this, it'll be that way,
Your paper face is covered up to hide the colours that I show,
I'm proud,
My paper mouth should speak out loud,
I'm proud,
My paper mouth should speak out loud.

6. Idea
Listening to the track it was clear that this song is deep and expressive, there were no hints of regret or
resentment, the song was just calming and self-reflective.
So when it came to coming up with ideas for the coursework, my partner and I sat down and knew
that reflection was going to be the main theme.
The music video will follow our protagonist as she reflects on her own feelings about her lover, whom
she has certain doubts about. The video will show her trying to deal with everyday as well as make up
her mind about what to do in her predicament. To get a better sense in what to do our protagonist goes
back to a special place that reminds them of their special person; in which by the end the protagonist
finally comes to her decision.
Other themes include conflict- self and with another, expression which we are going to show through
dance, and last but not least reminiscing, all themes of the acoustic genre.

7. Tone, feel and look
The tone of the song is quite mellow so for the video we want to keep a similar tone, as well as make
it a bit playful so it is visually interesting.
In the video there is going to be use of blue tones and we are going to saturate and add black and
white shots to fit in within the concept of the video and the general tone of the lyrics.
As for lighting, we are going to make use of the natural light, so nothing fancy just simple natural
light. The colours that we are going to use are mostly dark greens, blue, purple and deep red; all
which are typical of the folk/acoustic genre. The use of these colours should hopefully help to set the
tone of the video and reflect the theme of the song.
There will be use of props including an ipod (Ellie’s) for the start of the video, a product which most
people will be aware of and probably own. At the start there will also be shots faded in and out of a
keyboard (My own keyboard) which we are using to add to the ballad-like feel of the song. Moving
on to props of a much bigger significance, the actor will wear a silver heart shaped necklace (Ellie’s)
symbolising conflict of the heart.
Costume wise, the costumes will be clothes that are on trend at the moment and what most young girls
would wear, this helps to establish both primary audience as well as relates with the audience. The
make-up to be used will be very natural looking to show inner beauty, self confidence and to just
concentrate on the raw emotion of the song as we are not trying to make a fashion statement like most
pop music videos.

8. The Mood board

9. Storyboard
39-42 seconds

10. Locations
To fit within the conventions of the genre we are going to use isolated places in which the character
goes to self reflect; and a location which reminds the character of the person who they are sining
about.
First Location: Dance Studio
We’re going to use a dance studio at the start, the dance studio we are using is our school’s one at
Robert Clack Leisure Centre. This location will be used at the start for the first few shots which will
be of our actor dancing to the start of the song in between there will be shots of someone playing the
keyboard focusing on the keys; this part in the song is when it is just voice and a piano compliment at
the start.
Second Location: Hainult Forest
Another location of choice, we are going to use this location after the dance studio scenes just after
she opens the curtains then it cuts to Hainult. The main part of the video will be shot here as there is a
variety of places we can shoot.
Images obtained via Google.co.uk

11. Cast and Crew
Director:
Jessica Pye
Written by:
Ellie Moore and Jessica Pye
Editor:
Ellie Moore
Actor(s):
Ellie Moore
Choreographer (based on original ideas/material):
Ellie Moore
Additional Information on actor
Ellie Moore
Ellie has been training at a stage school for ten years now and has acting, singing and dancing
experience. At ten years old she performed in the play ‘Joseph’ in the West End; she currently does an
annual singing and Lamda presentation every February, and in the summer she does one big show
with her stage school.
At school she studied drama and music GCSE; and then went on to study A-levels in: Media and
Performing Arts.