1. The document proposes a music video treatment for the artist Cassie, drawing inspiration from her song "I Know What You Want" as well as music videos by Ciara, Beyoncé, and Cassie's "Numb". 2. Key elements that will be incorporated include the monochrome effect to create a dark, dramatic atmosphere; silhouettes created through lighting and smoke; and costumes reflecting hip hop styles with gold jewelry and tight, revealing clothing to showcase sexuality. 3. The target audience is identified as mainly female ages 16-21 living in urban areas like London who are interested in hip hop/rap and influenced by strong, independent female artists like Cassie.

1. Music Video Treatment
By Lucie, Ella and Maddie

2. We have chosen the artist
Cassie to base our music video on.

3. MONOCHROME
We have also been influenced by Ciara’s music video as
she is closely linked to Cassie as they belong to the same
genre Ciara is yet again extremely confident yet feminine
and her overt display of sexuality is clear to see though
her music videos. ‘ Get Up’ and ‘Like A Boy’ are ones we
have studied as they show a street, hip hop vibe shown
though costumes, The camera angles are also varied to
maximise engagement and the editing in ‘Like A Boy’ is
something that has inspired us as it is monochrome
throughout making it look professional and clearer.
We were also inspired by the Single
Ladies video by Beyoncé. This video
uses the monochrome effect to create
a professional looking music video.
Beyoncé is also a well known
rnb/pop/hip hop artist and we found
researching her style and music
videos has helped us to develop our
own ideas

4. We have also taken inspiration for our own music video from Cassie’s song ‘Numb’. The
monochrome effect is used throughout the music video to create a dark atmosphere that
used regularly within the hip hop genre. It creates a dramatic effect that is more
engaging towards the audience. The reason we have chose to use the monochrome
effect in our music video is because we think its makes the music video more consistent
and professional looking, which helps to create a brand image towards the artist.

5. • The track we have chosen is Cassie’s ‘I know what
you want’. It is a slow R&B song with a hip hop vibe
which is the genre we wanting to experiment with. The
song is simple, slow and sensual making it relatively
easy to make a music video to.
• Our artist named ‘Cassidy’ has a street yet feminine
image and is very confident making her a prime
product of the hip hop industry that she belongs to.
• We have been influenced by a number of music
videos especially Cassie’s I know what you want
music video as it is a concept video and has a few
clever techniques that make the video engaging, the
lighting it relatively low key and this is a feature we
plan to incorporate in our finished product.

7. Video Ideas
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The use of lighting will be important to create silhouettes of the female figure
We want to use smoke to create a dramatic and mysterious effect against the lighting
We want to use the monochrome effect throughout the music video
The location will be entirely studio based, this will give us a blank canvas to work with
Costumes will include gold jewellery, which is conventional of the hip hop genre.
Female hip hop artists are known for their sex appeal, so to incorporate this into our
music video we want the main character to wear high heels, and tight fitting clothing.
This will also make her figure stand out in the silhouettes.
The music video will be concept, this means there is no real deep meaning to the
music video, and there is no story line to follow. This will make the music video more
imaginative and it is more common within the hip hop genre.
One problem we might experience: We have realised the song choice is considered
‘sexual’ so to make the music video work we want to use silhouettes, as this means
nothing will be explicit, we think this is also a classier way to show the genre. We will
have to use our equipment effectively in order to create a music video that shows
clear cut silhouettes, so this means creating the right lighting.

8. Who is the potential target audience that you have identified?
The initial target audience for our artist ‘Cassidy’ is mainly of the female gender; this
is due to the artist being presented as a strong, attractive and independent woman of
which fellow females are able to look up to for inspiration. Cassidy’s female audience
will try to be like her through copying the artist’s style, appearance and mimicking
their persona.
However, there may be a small sector of the target audience which are male. The
artist is likely to attract males due to her attractive appearance mostly, but also due to
the interest they have in the rap/hip-hop genre of music.
The audience will be between the ages of 16 to 21, the majority leaving secondary
school to move on to their A-levels and at university. The younger generations such
as teenagers and young adults are associated with this hip-hop/rap genre. This can
be displayed in their clothing, jewellery, style and hobbies and interests.
Our target audience are most likely to live in an urban area such as London and other
big cities. This is due to the cultural impact of the city relating to the hip-hop genre of
music and many artists being situated within the big cities.
They are likely to be technology savvy with all the latest phones and gadgets such as
owning big expensive brands such as Apple products and Dr Dre Beats.