Treatment

Together we researched into several music videos, the typical conventions of them, how a lot of shots are used and how cutting to the beat is important.

Music Video Conventions
Performative: displaying singer and band
Abstract: little to do with band
Technique: special effecting
Narrative: following a storyline
Thematic: when videos have a similar theme

We liked the idea of an abstract music video or a narrative based video. We knew we had to begin with the track selection and once we did that we planned to create a mood board, target audience profile, record label, screen tests of our possible artist and early ideas brainstorm.



Planning is also a key factor to help keep us organised so the ways we want to have a guide and a clear path to creating our music video is to follow; a timeline, storyboard, shot list, shoot schedule, call sheet and lyric plans.



Keeping in mind music video theories and ensuring we have permission to use the chosen song will effect the content of our music video.
If we decide to go for an abstract style music video, on beat editing would be much more focused on and the shots would have to be almost hypnotizing to really engage the audience.
If we decide to go for the narrative style music video, an interesting, not confusing storyline would be illustrated to grab the attention of the audience.



A key aspect of creating a music video is to absolutely make sure we are targeting the right target audience to engage them and develop a loyalty to the artist where the audience could relate to and follow the artist long term.



In our music video, we plan to use a series of short shots linking together and going back to other scenes to show a continuous theme to ensure the audience have established the storyline or theme of the music video, lyrics and a bit about our artist.

We want to kind of challenge stereotypes of today and typical conventions of a music video in the sense of our chosen artists look, characteristics and costumes but we want to keep the professional factor of using the best lighting and locations possible.