Treatment

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Treatment

  1. 1. Artist: The artist we are working for is named 'Kim King' from Philadelphia in the USA. Kim King's passion for music became apparent at the age of 11 when she realized she had the ability to sing. As she matured she faced many challenges such as her mothers death at the age of 21. She states that her mother was her 'best friend' and through this heartbreaking experience she found a way to channel her emotions through her music and I quote her music is, 'real and from the heart'. Kim King's music solely revolves around the genres of Soul and R&B as she has been raised listening to artists such as Jill Scott, Boys 2 Men, Musiq Soulchild, Jasmine Sullivan and Will Smith, from whom she has gain inspiration as they were also born and raised in Philadelphia. All of these artists appear to be Kim King's role models as they also once experienced the hardships of living in this urban environment and they have all managed to escape it and have been able to thrive in the music industry. Therefore Kim King aspires to be like these artists in the sense that she can make it too and is striving to accomplish the American dream for the sake of her 3 children. Kim King is represented as a classy and respectable woman through her soulful music but she also has an urban vibe, this is evident through her more R&B styled music such as songs like; 'Getcha money girl', 'Fuck outtah here' and 'Get on my level'. Kim King can also be viewed as a role model to many females, because even as a single mother she is working hard to gain a stable career within the music industry without neglecting the needs of her children. She is also very independent and clearly has a great deal of determination, this appeals to many females because they will aspire to also have these qualities.
  2. 2. Audience: Kim Kings target audience is predominantly females ageing from 18 to 35. Our artists music solely appeals to women of or within this age range because they can personally identify with the topics she sings about, the main ones being love and romance. Women that are of these ages are able to identify to Kim Kings songs as they are more likely to be engaging in romantic relationships and or may be in love, therefore they can understand what is being sung about. Where as females that are under the age of 18 are stereo-typically less likely to know what true love feels like and therefore probably have not experienced it yet. They also may not have engaged in a more physical romantic relationship yet so they wouldn't be able to identify with what Kim King sings about as it would have no personal appeal or relation. Women that are over the age of 35 are typically currently in long term relationships and dominant ideology in society is that the love in these relationships is more dull and less obvious as each partner doesn't make as much effort to maximize the pleasure of their partner like they would have in the early stages of the relationship. However this does not mean that the love no longer exists but the romance wears out making the love less clear to see. Therefore these women may not enjoy Kim Kings music as she is celebrating a relationship full of romance and these women simply can't relate to this. The women within Kim Kings target audience are of various ethnicity's, because love and romance may be defined differently across cultures but it is experienced in different ways through all ethnicity's. This target audience are interested in reading, fitness and art. These women enjoy reading romantic poetry as they will find it inspiring and influential when reflecting on their relationships. They will also like to read gossip magazines, including; Ok, New and Now as they find entertainment in the lives of celebrities. These women are interested in fitness as they are still young and want to stay fit and in shape for their own personal health. They also maintain fitness in hope of preventing their partners from looking elsewhere as their partner is likely to be of a similar young age and stereo-typically young males find it hard to remain faithful. Art also interests these women as they find it very therapeutic and good for the soul. So they may regularly visit art gallery's or exhibitions as well as constructing their own pieces of art in the home environment. Knowing some of the target audiences interests, we will try to appeal to them as much as possible in our music video. Firstly by casting our artist as someone who is within the target audience so that they gain basic identification and also a female that is in good shape to connote that the artist is also interested in fitness, this will cause great appeal for the target audience. We will choose locations that can be related to such as the home. We will include elements that portray a very calm, relaxing and therapeutic feeling similar to the feelings that art gives this audience. For example we may have our artist enjoying a bubble bath with scattered rose petals and lit candles to appeal to the audience.
  3. 3. Our Vision: Our plan for the music video to Kim Kings song 'Amazing' is to have the artist singing about her love in various ways through different locations and a mixture of both performance and narrative styles. As the song is soulful we feel that it is important to include performance elements to show how strongly the artists feels about her boyfriend and to highlight how passionate she is. To do so we want to set most of the music video is the home, but through a variety of locations including; the bedroom, kitchen and bathroom. In each of these locations there will be different things happening. For example, in the bedroom the artist will be laying on the bed singing to the camera at birds eye view whilst touching her body clearly thinking about her boyfriend. This is to portray the more sexual/romantic side of her relationship. Also on the bedroom we will have the artist writing a letter to her boyfriend, the letter will consist of the lyrics she is singing at the time as they are relevant to him, we wanted this to happen as it shows how serious and committed she is to this man and that she does really want to keep him. In the kitchen as narrative, the artist will sit on the surface whilst her man is cooking and he will feed her food. We believe that this highlights the love within their relationship and how comfortable they feel with each other and we think it's important to portray this because of the context of the song itself. We wanted to use the bathroom as another location is our music video as we want to have the artist in a candle lot bubble bath with rose petals to again connote the romance in her relationship and to connote a more mature theme of sex within her relationship. There are two more locations outside of the home environment that we want to use which are a black screen and white screen in the media department. The black screen will be used to solely take close-ups of the artists features including her eyes and lips, objectifying her body to show the more glamorous side of her as she will be wearing a lot of make-up. The white screen will be used to show our artist again performing, but dressed very elegantly surrounded by spotlights. We hope that all of these locations together will create a great music video for a song within the R&B/Soul genres.
  4. 4. Our Vision: Our magazine advert and digipak will be branded using the colour scheme of white, black and red. We wanted to use a very bold, bright colour (red) against two very basic colours (white and black) to make our products grab the audiences attention. We decided to use red in our products as we feel that this colour best connotes the themes/topics that our artist sings about in her album, which are love and romance. We also chose to use the colours white and black because our artists album 'From the heart' consists of songs that are about the good times and bad times in her relationship. We felt that the white signified the good times in her relationship as it is a light colour that connotes purity and happiness and the black signified the bad times in her relationship as it is a dark colour that connotes the sad, unhappy moments. The red is present to connote that although the artists relationship has many ups and downs the love is still there, the red is a constant reminder of this throughout the branding of all products. These colours will also be transferred into the music video, to leave the same meaning. But because the particular song 'Amazing' is one of many on there album that focuses on highlighting the positives of the relationship there will be less black present in the music video and more white and red. We plan to have the artist on the magazine advert laying down from a birds eye view, dressed in all white on black bed covers holding a single red rose. This is to connote that she is a nice person with a pure heart that is in love but there is trials in the relationship that test the love of both her and her partner. The digipak is going to consist of multiple images including a rose covered disc, three panels will be long shots of the artist looking cheerful, the front cover will be a close-up of the artist and the back cover will be a mid-shot of the artist playing the piano. Like all of the other products, the only colours being featured will be white, black and red. All of these images together will connote that yes the artist experiences ups and downs in her relationship but in the end they are always alright. The artists brand will be heavily represented through the mise-en-scene in the music video as the locations will not be glamorous, we will not see mansions, pools and clubs as we have subverted these typical representations of music videos within the R&B genre, instead we will see the artist in more basic locations like her bedroom, kitchen and bathroom to make appeal and identification for the audience possible. This is because she is branded as a classy, respectable role model therefore we feel that the audience need to be able to relate to her in order to look up to her. We didn't want to make our artist look materialistic, as they commonly do with other R&B/Sule stars so we have tried to not include many possessions and just have the artist singing.
  5. 5. Technology Use: When in production we will be using video cameras on a tripod and sometimes hand held to film all of the footage needed for our music video. When editing our footage we will use iMovie to cut and order the shots and add transitions. We will use Live Type to create our graphics and Final Cut to edit our graphics into our music video. We will use a camera to take the pictures needed for the magazine advert and the digipak. We will exploit technology available to make the most of each device in order to produce a high quality music video. Logistics: We have casted Kalkidan Brook as the artist because her availability is much more than others considered and Jason as her partner as he physically suites the role. We will be filming in lesson time in the media department using the black and white screen to do certain shots and we will also film after sixth form at my house (Lorelle Thompson) as it is local and frequently available for filming. We didn't need permissions for either location which is why we chose the sixth forms facilities and my home facilities.
  6. 6. Technology Use: When in production we will be using video cameras on a tripod and sometimes hand held to film all of the footage needed for our music video. When editing our footage we will use iMovie to cut and order the shots and add transitions. We will use Live Type to create our graphics and Final Cut to edit our graphics into our music video. We will use a camera to take the pictures needed for the magazine advert and the digipak. We will exploit technology available to make the most of each device in order to produce a high quality music video. Logistics: We have casted Kalkidan Brook as the artist because her availability is much more than others considered and Jason as her partner as he physically suites the role. We will be filming in lesson time in the media department using the black and white screen to do certain shots and we will also film after sixth form at my house (Lorelle Thompson) as it is local and frequently available for filming. We didn't need permissions for either location which is why we chose the sixth forms facilities and my home facilities.

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