Poppy Beharall

A2 Music Video – Final Treatment

BACKGROUND: For our media product we have decided to create a music video, our production team consist of Poppy Beharall, Lyna Al-Helali and Hansa Sajaad. The song we are using within the music video is Ed Drewett’s song ‘Blink’. Ed Drewett is 26 year old British singer/songwriter who is best known for the hit singles he has written for , , and . Also for his collaboration with in the song ‘I Need You Tonight’. Because of Ed’s acclaimed status in the music industry he will not be featuring in our video, this is why we have decided to find someone who looks like him to portray him in the in the video, both the performance and narrative side of the video as to not take away for the realistic look we are trying to put across in our video.

GENRE: The genre for our music video is acoustic pop, one of the most popular artists in this genre is Ed Sheeran, because of this he was the artist whose videos we looked at a lot when thinking of ideas for our music video. Although Ed’s music is the right genre the only video that we could do something similar to was A-Team this is because a lot of his videos are performance based, while the A Team has a good narrative and was similar to what we wanted to try it doesn’t have any performance, we needed to find videos with a good balance of the two so therefore went slightly away from our music genre for the video ideas.

MAIN IDEAS: When looking through music videos we found some really good ideas as to how we could make our video, they were found after we had done a lyric analysis and we watched numerous videos to get shot and style ideas. Here are a few that were in our initial ideas presentation, we plan on using similar shots and ideas to create a dynamic video but still with conventional elements.

[INSERT SOME VIDEO IDEA CLIPS FROM PREZI HERE] Although the genre isn’t the most popular it does have its niche audience meaning that there are similar conventions followed in each video. This being a strong narrative often focused on love, a repetitive storyline being a love breaking down and the male winning the girl back or them getting back together in the end. Often there is not a lot of editing in an acoustic pop video and the editing is usually continuity, we want to make a video with dynamic editing techniques like flashbacks, non- continuity editing, split screens and dynamic camera angles. We are using the conventional story of having a boy and girl fall in love, something happens and there’s a break up, we want to make the video dynamic in the sense that we have a montage instead of a full story. We also want to have a performance side to our video, this will most likely be done in a studio to get the dramatic, serious tone across in our video. We want the video to be interesting to watch so having someone perform lyrics mean the audience will feel much more connected to the performers in the video like the song has more of a meaning to them. We will also have performance within the narrative in shots like when they’re singing around the campfire linking the two together as to not make the narrative and performance not look like two separate videos.

REPRESENTATION: The target audience for our music video would be around 13-18. The age rage is so diverse because this genre of music is radio friendly, most people will be listening to it – however the age range is in place to show the type of people who will be watching the video who will be teenagers. The gender would mainly be female – acoustic pop is the more generic music genre so most girls would be watching the video, men would listen to this music because it is pop music however they are less likely to watch the video. That is the type of person we will be representing through our video it is conventional as a teenage girl is the stereotypical audience for the acoustic pop genre.