Music Video Treatment

Setting

My setting is going to mainly be set in a well built up area. This will most likely involve a town, where the chosen cast will walk through various streets. The start of the clip will be a house where the character will then be seen leaving the house. The video will then be centred on the journey of the character. Other locations will include various alley ways and fields. The journey however will be speed up as i want my video to start off during the morning and then finish during sunset.

 Cast

My video is mainly going to be centred around one main character as it follows his journey. Other characters will include secondary characters which will feature in the video a couple of times throughout. Finally the other characters will be the background characters that will not be important in the video; they will just add a sense of realism to it.

 Costume

I have not chosen a specific costume at this put for my characters. This is because they will be wearing everyday clothes such as jeans, t-shirts, jumpers, trainers etc.

 Props

I do not intend on using many props throughout my video. There will however be a mobile phone that is used many times throughout by the main character, who will be texting, many things that relate to the chosen song throughout the video.

 Visual style

I will include many effects in my video that will be included when i come to edit and put together may video. I will use lighting to darken the image many times throughout the clip; this will be included to add a certain mood to my clip at certain points.

 Camera work

I will include many forms of shots and angles during my video. One of the main ideas I have come up with for my video so far is to include a shot at the start of my clip that shows a sunrise and a shot at the end of my clip that shows a sun set. I will do this keeping my camera still and using a wide shot to capture the video. The main shot size that i will use in my video will be a medium shot, which will mainly focus on my main character. Other shots will include POV to put the audience into the characters shoes and close ups to show characters emotions. I will be using a Nikon D5200 to shoot my video, which has 1080p HD capability.

 Editing

I will be using various editing techniques on my video. These will include many eye line match techniques to focus on what the character is looking at. Another technique that i will use is a time laps, this will be used for the sunset and sunrise to speed them up so they fit in with the time frame of the video. I will also slow the pace of my video down many times throughout the video, this is a good aspect because this is a popular aspect used in many music video today.

 Narrative/performance

The narrative and performance will mainly be highlighted when the lyrics can be illustrated on screen. There will be many points when the character will have to perform certain things in the video. The narrative will be centred around the journey of the main character and what he comes across on the way. The characters performance will mainly be determined from the text messages that he receives throughout the clip which will change his mood at different times.

Arctic Monkeys - Similarities in music videos

The Arctic Monkeys have released many music video to date. Where they may be different in song choice and story, many of the video have the same style of cinematography, editing, mise en scene, one of the main similarities is the pace of the video. The ways characters are portrayed are also very similar. Below i will list these similarities along with examples.

There are mainly two distinctive types of arctic monkeys videos. The first evolves the band themselves, in this they are playing in a studio or on a certain stage, in this they can be seen with various instruments and the main vocalists can be seen singing. The second type evolves no instruments or necessary singing. It is centered around a story which can be related to the lyrics.

Below 2 video can be seen, they are a examples of a storyline in their videos.


The music video is for the arctic monkeys latest track "Why'd You Only Call Me When You're High?" Judging from the lyrics, This track has many meanings that have been linked into the video. This sentence from the lyrics "The mirror's image, It tells me it's home time" this can be linked into the video when we see him in the bathroom looking into the mirror. Another main indication that the lyrics relate to the image is he is regularly checking his phone, the main lyric and the name of the song link to this "Why'd You Only Call Me When You're High".

This video is for the track 'When The Sun Goes Down' which is one of the bands most popular tracks. This track is also very similar to the one above, the lyrics regularly link with the video. Example of when this can be seen at the start of the clip, The lyric 'I wonder what went wrong So that she had to roam the streets' links in with the visuals. A female chracter can be seen roaming around the streets. Another is when the performer sings 'They said it changes when the sun goes down', this can be linked in with the chracters as they change and certain times throughout the clip.
Overall these videos are similar in that the lyrics of the song contain many parts that are used in the videos to illustrate a story, or meaning. This is how i want my music video to be set up like, the video will illustrate meanings or somekind of a short storys, i will combine this method useing a song with lyrics that can easiery be illustrated in this way.

The video below show's the band performing in their video:


This video is for Arctic Monkeys track 'Teddy Picker'. This video mainly centers round the band performing. The band can be seen playing various instruments such as guitar and drums. The instruments link in with the video the majority of the time, for instance at the start the drummer plays first, this can be seen in the video at the start. The video however does not just centre around the band performing, they can be seen in a entirely different location just walking together.



This video is for the track 'Brainstorm'. This is also very similar to the track above because the instruments that are seen sink in with the video. For example at the start when the track starts the band start at the same time, it is sinked perfectly. The video does however have over elements like the video above, women can be seen dancing various times throughout the clip.

The main focus in this band is the video, this differs to the other two in that the video focuses on the band to show their personalites and how they perform, as well as the instruments that they use. This is not the way i want to go about with my video. It would be easier this way but finiding the nesscary performer as well as instruments would be difficult.

Textual Analysis: Avicii - Wake Me Up

Mise en scene
Costume - Through this clip costume is used to give off many ideas and meanings to the audience. The first half of the clip, shows the two main female character walking down a town street, Here the female characters are wearing what can be considered s modern day clothing, fashion that is relevant to the release date of the video. However the characters that they walk past in the street are wearing plane old fashioned clothing, possibly clothing that was worn during the late 1800s in the Midwest of the United States. As the female are walking down the street these characters are gazing almost constantly at them, i think this part of the video is not suggesting that the females have gone back in time, but is suggesting meanings and ideas of how some people are different and don't fit into society. Later on in the clip though that older female character finds similar people to her which ends the video on a positive note.


Props - Props do not become reverent in the clip until the end. Many props are used at this point which are representing many things. firstly a prop that clearly stands out in the clip i a mobile device. The mobile is being used by the female chracter during the cosert scene, she seems to be taking photos with the device. I think the was added as a promotion stunt. As the mobile was the newest sony ericson xperia that was out at the time. The is a current trend that is being used in many music video today, as it provides money towards creating the video because it is advertisement. An image of this can be seen below.

Locations - In this track there are two main locations that are important to the video and suggest different emotions to the characters. The first locations is the first half of the clip. The two female characters are walking down a remote town in the dessert that seems old fashioned. In this location the character to not look comfortable and seem to not be welcome, this is because when they are walking down the street the inhabitants are stopping and staying at them. This clearly shows the actors are uncomfortable which makes the audience as well. images of the second locations can be seen below.

The second location however is much different. It starts off with the female lead arriving in what seems to be a city then heading to a concert. At this concert the artist Avicii is performing, at this location the mood is very different to the start as it is much more fast past and energetic. This can be seen to increase the mood of the female character. 

Lighting - For most of the clip the lighting many consists of ambient lighting. I think this is because in the particular setting, there is allot of natural sunlight due to these parts of the video being set in the dessert. This will be similar to my video, as most of the video will be filmed outside in the daylight.

The lighting does change however towards the end of the clip, this is because the video ends up at a dance concert. Here there are many DJ lights used which includes strobes of pink and similar colors. This is used because it is the typical lighting audience members will listen to the song in when at nightclubs and concerts. Similar lighting to this is used throughout many videos of this genre.

Camera techniques

Establishing shot  - This type of shot is use many times throughout this music video. It is used to establish a new location or to show the vast size of a location. The first use of this shot can be seen at the start of the clip. The use of an establishing shot is use throughout many forms of visual media, it is vital to address a specific location to the audience, so they understand what is going on. This can be seen below.

The image to the left shows the establishing shot at the beginning. The image to the right shows a screenshot later on in the clip, here the lead female character can be seen riding a horse through the same location. I think they used this because it is recognizable to the audience and adds theme to the type of location.

Representation of Artists

In this clip the artist does appear. However he appears as the artist performing and not involved in the acting. This is a common trait to see artists who are part of this genre to be performing. He appears at the concert scene in the video which seems to be an actual concert.

Target audience

I think the main target audience for this type of video will consist of females. i think this is because the main character in this video is female. it will also attract fans who follow the charts for instance, as it performed very well at its peak. In terms of age i think the video would be aimed at the ages between 16-20.

Textual Analysis: Oasis - Don't Look Back In Anger

Oasis were a English rock band that were active from 1991-2009. their types of music include rock, Brit pop and alternative rock. This music video is for the track "Don't look back in anger" which is from the bands second album '(What's the Story) Morning Glory?' which was released in 1997.The track was produced by Owen Morris under creation records.

Mise en scene

 Props - Firstly the main props that the audience will notice is the various instruments that can be seen throughout the video. around 80% of this video involves the band members playing instruments. The instrument that is most important at the time is usually highlighted. This helps the audience to identify the changes in the music and understand the music better when the different types of instruments are used.

 Locations - the locations in this video are mostly domestic and consist of outdoors around the domestic area. The domestic area in this video is the home/house that they travel to.

 Lighting - Many forms of lighting can be seen in this video. they include  mostly natural lighting that has been edited with effects.

 Camera techniques

 Shots

establishing shot - This can be seen when the band members are in the car, it establishes they are in the car by shooting the camera out the windscreen, this indicates that they are in a veichle and they are travailing somewhere. An example of this can be seen below.

Close ups - There are many close ups that are used in the video. Close ups are used in video   to capture the object in focus in much greater detail. In this video it is used to capture a persons facial expressions, which shows the audience what emotions they are giving off which sets what feeling the video gives off. The main feeling given off with the close ups are

POV - this can be seen when the band arrives at the house, the POV is seen through a female actress standing on the balcony. Her Point of view is focused on the band as they exit the car.

Cutaway - A cut in can also be seen at the start of this clip, The main focus of this cut in is noel Gallagher, this is because he is the most active in this video in terms of appearance and vocals. This shot is a cutaway however because it shows in less detail the other band members, they were added to this shot to show their presence at the start. An example of this shot can be seen below.

Movements

 Panning - This is one of the most used movement techniques in this video. Panning are popular in music videos because often the character is stationary. A pan adds movement to the video by moving left or right while focusing on the stationary character.

 Angles

low angles - A low angle can be seen when the band arrive at the house. As the car pulls up the shot changes to a women looking down above them. This is clear that she is above them because the low angle is looking up at her, a clear indication which is proved even more with the use of the POV afterwards. An example of this can be seen below.

    Performance

The main performer in this video is Noel Gallagher, who is a vocalist in the band. He is the most seen performer in this video due to the fact that most if not all the vocals are performed by him. The other band members can also be seen. They are mainly just sitting down with little action involved, but can be seen throughout playing various instruments such as the guitar and drums. I think the band are the main focus in the video because the fans who watch can relate more to their music if they are involved.


Target audience

I think the main meanings of the video and song are look to the future and not the past, it is also representing change. I think the main target audience of oasis were the younger generations which was the same with similar band such as the stone roses. i think this is a good meaning to aim at this generation because being aged between 17-25 can be a difficult period during ones life.

Textual Analysis: Daft Punk - Get Lucky

Daft punk are a French duo consisting of many members. Their main genre of music is House, their main area of house is electronic. They gained the popularity in the 1990s in the house movement of france. This particular track was released on the 19th of april as get lucky. The song also features vocals from solo artist Pharrel Williams. The track is also part of daft punks album Random Assess memories, this was released on the 19th April. The video is from the youtube channel djeevs, it has gained over 25 million views on youtube.

Mise en scene

Props - The artists are all wearing similar clothing in this video. It consists mainly of suits that have sicren like material on them. This is a very arititic way to make the video attractive, because the sicran like material sparkles in the light. This makes it look attractive and stands out to the audience. It also adds a theme to the video interms of costume. it also makes the artists satnd out, because they are wearing black suits and there is a black background. The shinny effect helps to audience see them. The guitarists are both using the same style of guitar, a see through silver colour. This is again used to highlight the instruments from the black background in the video. This effect can be seen in the image below:

Locations - It only consists of one location in this video, which is in a studio where the artists are performing. I think it is only filmed in a studio because the music is highlighting the bands performance and is not necessary telling a story or meaning.

Lighting - Their is a very smart technique used in this video that involves lighting. As i explained in props, their is a light that is centered on the artists and their instruments. The light reflects of the shiny material used for their props and instruments. This creates a sparkling effect which stands out from the black background so audience members can see them performing.

Camera techniques

In this video there are many camera technique used. They are mainly in the mid range, which includes normal angles, close ups, medium shots and wide shots. I think this are predominantly used to show the performance of the artists in the video, they are also highlighting various instruments being played. I think if the used a variety of close ups or long shots, this would not suit the video at all because the audience would not be able to clearly see then performing.

Animation

Animation is not a key technique used in this video, However at the start of the clip and the end, writing can be seen that has a piece of light shine through it. I think this is completed using animation because it is clear it was completed using a computer, whether than in person. The text says random access memories, this is the name of the album that the track was released on. The point of this was to highlight the use of lighting in the video, which is very prominent. Lighting can be seen as a theme throughout this clip. Another proof that it is animation is that the text moves, this shows that it has clearly been animated. Below a image of this animation can be seen.

Performance

There is no particular perfomance of acting in this clip. I think the video is trying the highlight the performance of the artists, rather that a particular story. Throughout the clip vocals, instruments and particular artists are focused on, which gives a clear indication that the performance of the artists is important.

Representation of Artists

Artists are represented more as mainstream figures in this video. There are allot of video that are have been in the charts recently that mainly focus on the particular artists in the video, this can be seen with artists such as Katy Perry, Miley Cyrus and many more. These video are usually shot in studies, in some cases green screens are used. I think Daft punk use this theme because it is clearly shot in a studio with the focus just on the artists. This is a very different approach i plan to take with my video. I have an idea of creating a story in my video, with various locations used throughout.

Target audience

I think the target audience is mainly aimed at people who are interested in chart music, because it was in the charts and was very popular. I don't think there is a particular age group that are mostly interested in the track, i say this because i have spoken to various people who said they were all liked the track. If there was to be an age group that the track is aimed at, i would say between the ages of 16-30. I think this is the case because there are many lyrics that relate to going out drinking and the clubs etc, 16-30 is when we are most active in this area.

Textual Analysis - Jake Bugg

This is a music video by Jake Bugg. He is a english singer/songwriter, his type of music consists of indie rock and indie folk. He has been active since 2011 and has produced one album titled Jake Bugg.

The music video is for the song titled two fingers, which was part of Jake Bugg first album and later released as a single. The video was produced by Mike Crossey under Mercury records, a division in Universal Music. It was first published on the 23rd of September 2012 on youtube under the channel titled JakeBuggVevo.

Mise en scene

Firstly the video seems to be representing the everyday life of a young man and the problems that he faces. This brings many forms of mise en scene such as setting and props.

The video includes many settings, the main setting seems to be the city of nottingham located in england. This could be a reference to jake bugg home town is. Throughout he is walking through various streets. It is clear that the streets are located in nottingham as the video starts with a still shot that clearly identifies a sign that says nottingham. This can be seen below:

The next main location is located at his/parents home. Both nottingham and his home suggest that this video/song haved many personal indications suggesting that this may have happend to him in the past. Many of jake bugg song/video indicate a personal value. This can be seen below:

Camera techniques

There are many camera techniques used in Jake Buggs videos. One of the first major tehcniques is a medium shot. These are used mainly on jake bugg himself highlighing his face. This is trying the capture his emotion that fits in with the lyrincs at the time. It also highlights his importance throughout the video. The medium shot is also capturing an important action the mainly chracters are performing in this sequnce, this is smoking a cigarette. This is important because this video is trying to represent the lyrics as much as possible. Referacnes to smoking a cigarette are highlited throughout the clip. Various screen shot of this can be seen below:

Edit techniques

Mainy editing techniques are also used throughout this video. A clear one is the use of slow motion through out this clip, it is at a slower frame rate than normal. This is used to slow down the pace of the video to fit in with the lyrics. If this was not done the visulas would end before the lyrics had finished. It would also make it look unprofessional. Slowing the frame rate down is a common usage in music videos.


Performance

The main performer in this clip is jake bugg himself. His perfromance and acting is very good throughout this clip. I think it is good because the video and the lyrics are maybe representing a part of his life or past. Putting him in the main role is good because if it is about his past, he will be very passionate about the role.

link between visuals and lyric?

The first reference between visuals and lyrics is when jake bugg meets with his group of firends. during this the visuals are combined with the lyrics "I go back to Clifton to see my old friends The best people I could ever have met" this is clearly a reference between visual and lyrics because it is showing the audience what the lyrics meen to him useing visuals in the video. The next main reference between visual and lyrics is when Jake bugg is seen at his home with his mum and her boyfreind, during this the lyrics "He's down in the kitchen drinking White Lightning He's with my momma, they're yelling and fighting" This is creating emotion and feelings to his music combining visauls and lyrics.

Target audience

I think the main target audience in this video is aimed at the younger genereation. I would say from the range of 16 to 25. This is because jake bugg is the main character or referance throughout this video, he is still young himself at the age of nineteen. the gruop og freinds he meets in the video also suggest the target audience is the younger generation because they are a similar age gruop to him.

Camera Skills

In this next experiment I studied the camera and experimented with the different types of exposure it has the offer. In this experiment I used the SONY Z5 and the Cannon 550D. Studying and using the various types of cameras has helped me gain vital knowledge that will help me in future lessons.

Iris/Aperture

One of the first skills I learned involved the iris/Aperture. This is a mechanical opening that allows the user to control the amount of light that passes through and out of the camera. When the opening is large, a lot of light can pass through making the image bright. When the opening is small, less light passes though making the image dark. When I experimented with this, I noticed the depth of field can be effected. However this may be useful for my music video as it has a stylistic effect. The aperture ranges from 1.8 a large whole that yet more light in and 32 that yet less light in.

Shutter Speed

Next I was shown how shutter speed works. This basically describes how much time the light sensitive chip is exposed to light for. If the chip is exposed to light for a short period of time the image will be darker. If the chip is exposed for a long amount of time it will be lighter. During this experiment of shutter speed I wanted a clearer image, to perform this I used a short exposure. if I had used a long exposure the image would be less clear than the short which looks unprofessional. The shutter speed ranges from 25-50. 25 refers to the long time and 50 refers to the short.

Gain/Film speed

Next I learned how to use gain in a video, and film speed in a camera. The gain males the camera increase the sensitivity, this results in a brighter image in the video camera. The film speed in a camera is very similar however it is measured differently using ISO. I also find that the lowest setting works best. If it is higher the image becomes noisy.