1. Treatment
Working Title: Fix You
Proposed Duration: 4:56
Completion Deadline: 28th March 2013
Target Audience:
When creating our music video, our target audience plays a large role in terms of
the decisions we make. We conducted a questionnaire that enabled us to gain better
understanding into what our target audience would want from a music video, which
in turn would make it a successful media product that appeals to our consumers.
Furthermore, as revealed by our questionnaire our target audience is a mix of both
genders, however there are significantly more females than there are males. This
means that our music video will be aimed more towards females but will contain
aspects that may also appeal to males, for example using a female actress in the
video to conform to Laura Mulvey’s Male Gaze Theory, which ultimately appeals to
both genders. We also found that our target audience is between the ages of 16 and
25, proving to be mostly teenagers with some interest from those in their early
twenties. Our music video will use actors of a similar age so therefore the audience
can identify with the characters they see as well as the song and the narrative
conveyed. For example, a potential listener could be a student who attends college
or university, or has left full time education. He or she would be interested in the
acoustic genre, listening to similar artists, and may enjoy going to concerts or gigs if
they have a disposable income from a part time job. They may have hobbies such as
playing their own musical instrument, or even playing sports or reading. As the
acoustic genre is small the potential audience may listen to this acoustic track as part
of their whole collection without being a dedicated fan. For example, the rock genre
has dedicated fans that support the bands and may fully immerse themselves in the
music, through going to gigs and buying merchandise for example. The acoustic
genre is significantly smaller, and it is not as popular in terms of open support and
fan base therefore our potential target audience reaches out to a wide breadth of
listeners.
Background:
We are choosing to create an acoustic music video because we feel that it will be a
successful media product and will excel in the current market. There are lots of
popular genres such as Hip-Hop and RnB with many music videos being broadcast
however we feel a fresh innovative yet creative acoustic music video may provide
something new and different in the market. The acoustic genre is not as popular as
the other mainstream genres, so therefore creating something out of the ordinary
and unexpected may widen people’s perception of the acoustic genre and may
increase its popularity. The aim of creating our video is to bring something fresh to
the music industry, and give our target audience as well as the general audience an
exciting opportunity to enjoy the acoustic genre in a creative yet effective way.

2. Research:
Locations
We learned from our questionnaire that our potential audience would like to see a
combination of interior and exterior locations in our music video. We plan to use a
house for our interior shots, more specifically a room. We will use props to adapt
the room to fit in with the style of our video; adding to the verisimilitude and making
it look as professional as we can. The room setting will be used to create a sense of
comfort and familiarity for the characters, as during their relationship struggle the
narrative will show a place where they can feel comfortable. Contrastingly we will
use a range of exterior locations that will convey the idea of freedom, and the wide
and open settings will portray this. We will use settings such as fields and forests as
well as exterior urban settings such as the top level of car parks. By using various
different locations, combining urban and rural locations, our music video will be
interesting and convey different meanings that reflect the song. The actors in relation
to their environment will portray ideas about feeling lost in the world, because
something as familiar as somebody they love has now completely disappeared from
their life.
Props
For props in our music video, we will use a basic range of items that will enhance
our music video. For example, in the house location we will use forms of natural
lighting such as candles and tea lights that will create a warm atmosphere for the
scene. To make the video appear sentimental and convey the theme of relationships
we will use props such as photographs of the couple. We will use casual and
everyday costumes for our actors so they appear true to their role as teenagers,
adding to the verisimilitude of the video. We will not need any specific hair and make
up designs as we are trying to represent reality so everything needs to appear
natural and as they would stereotypically appear.
Applicable Laws
For the production of our music video, we will need to gain permission for using the
various settings/locations so that we do not break any laws. This will also alert the
people in charge of the area of land that we will be filming on specific days so
therefore they are aware of our presence, if anything were to go wrong.
We will email the owners of the land before we start any form of production.
Synopsis:
Our music video will relay the relationship of a teenage girl and boy who have
evidently broken up. The narrative will begin with establishing shots that set the
scene and give brief clips of the varying locations that will be later revealed in the
video. The rest of the narrative will show the boy and girl getting on with their lives
separately, dealing with their emotions their own way. Flashbacks of their past
relationship will be shown so the audience can understand the journey that they
have been through and how times are now different.

3. Style:
This music video will feature a sad tone as it shows the break up of a relationship, as
well as the struggle of the individuals as they deal with the outcome. The colour
scheme will be of cold tones that convey a dismal and depressing atmosphere. The
actors will use their body language, facial expressions and screen directions to
convey to the audience how they are feeling. Despite having a sad negative tone in
the video, this will be juxtaposed by much happier moments when the couple will
reflect on the good times and memories. The colours used will be much warmer and
positive when the flashbacks take place, signifying a happier and more enjoyable time
for the couple.
Budget:
The budget for our music video will cost approximately £418, 786.39. These costs
will cover the expenses of our materials such as the DVD, and equipment such as
hiring a tripod and HD camera. Additionally, the costs will cover the expenditure for
the crew we will use, including camera assistants, a director, sound operators and
other roles. Our budget will also cover the price for all our actors, including our
main female actor and main male actor as well as our extras. Props and costumes
are included in this price, as well as post-production and travel expenses.