Draft Treatment
Target Audience
The target audience for my dance music video are sophisticated AB demographic 16-25-year olds. Owing to this it is imperative that I plan, produce and edit a video that is both suitable and appealing for my target audience. To ensure that I successfully achieve this it is fundamental that I produce a fair but realistic view of the changes from childhood into adulthood and subsequent consequences that this may entail. I have adapted my narrative around my 16-25 year old AB demographic. I constructed a narrative that I hope will first and foremost interest my target audience and allow them to affiliate themselves to my particular music video. The focal point of my music video is to raise awareness for the 75% increase in homelessness since the Conservative government took power in 2010. I believe that this is a fitting statistic to base my video around. For the narrative I am aiming to show two relevant causes of homelessness, both of which my target audience can equate to. The first narrative will show how substance abuse can cause divisions within a family leading to homelessness, due to parents being unable to either control or allow the continuation of their child addition. I believe in post-modern Britain this is a highly relevant issue, one which tends to be unreported within the Media and wider society. Drug abuse is the contributory factor to why homelessness is increasing, in addition to the increased volume of drugs in supply within the United Kingdom. The second cause of homelessness I want to explore are, people who are stable, but unable to pay for their rent owing to the huge inflation of housing prices in London and its surrounding areas. This is a particular relevant issue for all people aged between 16-25 as the economic strain of both houses price and rent is reducing the chances of young people ever being able to afford their own homes and whilst this is still the case, homelessness will be prevalent in the United Kingdom. I am also aiming to include old home footage that I have recorded over the last decade. This will allow me to create intimacy with my target audience through juxtaposing my characters against their childhood which shows how their innocence has been ripped from them owing to their social class which has meant that they have had to become self dependent. I believe through creating a narrative which highlights social issues within a post-modern Britain this will appeal to my target audience as it is as narrative that all can affiliate themselves to as homelessness is not a choice but is unacceptable consequence for those who have either fallen on hard times and those who have no one else to turn to. I hope by creating two strong narratives, that my point of view will be put across, awareness for homelessness will be more widespread among my target audience.
Locations
Locations are fundamental for a music video owing to how they both create representations and provided relevant connotations which ultimately strengthen the narratives of the video. I plan to start my video with London iconography. This is to set the scene for my second narrative, in which, a laundry assistant is forced to be evicted from her flat in London as she is unable to pay her astronomical rent due to the inflation of housing prices in London, leading to homelessness. The iconography of London will include some of its most iconic momentums such as Nelson’s Column and the London Eye. For my first narrative the shots will be predominately filmed in my house showing the effects of substance abuse behind closed doors and the atrocious consequences for those who loved ones has been consumed by an addiction, losing all sense of rationality and care. I am aiming to film the homeless scenes for his narrative behind Martin Hardy Way, my local news agents. This will allow me to create a realistic image, one that will be fitting for my video and that will appeal to my target audience. As my first narrative will be intertextual to the 1995 American coming of age drama ‘The Basketball Diaries’, I will need to incorporate scenes of my chosen character for my first narrative playing basketball, recording his life in a diary and siting in desperation suffering from withdrawal symptoms in a changing room. These shots will all strengthen my video as it will allow my target audience to recognise scenes from wider media texts. For my second narrative I am aiming to make it intertextual to the 1985 romantic drama ‘My Beautiful Laundrette.’ In order to achieve this, I will need to film the opening shots of this narrative at a local laundrette. This will allow me to anchor the narrative that my character by working the a mundane job to create an income for herself, is insufficient in London owing to the Significant amount of rent that needs to be paid monthly. I am going to film Lily entering her flat in Longmead, Tonbridge, where she will be informed by a letter that she is being evicted. The ending shot of my video will be shot at the Pantiles in Tunbridge Wells. Her I will hold statistics about homelessness whilst the camera is zooming out.
Equipment plans
· I plan to film all my footage on my iPhone 8 owing to the 12 mega pickle camera that it contains. I am experienced with iPhone and believe that the camera creates a strong image for an optimum footage.
· I will use a self-stick when filming with my iPhone as it nullifies the risk of having excessively shaky footage, which would reduce the quality of the video.
· I am aiming to use iMovie to edit my dance music video. I am confident using iMovie owing to my positive experiences with it. iMovie is easy to navigate and always produces excellent outcomes owing to their strong editing software. It is also convenient as transferring footage from an iPhone to an Apple Mac is far easier than another devices, which should reduce the risk of human error.
· I am planning to use a GoPro to capture an underwater shot of Benedict, the lead in my first narrative, washing his face frantically owing to his withdrawal symptoms.
Effects in Video
Owing to the conventions of narratives within music videos, all my footage will be slowed down to create a sombre effect. This will be reinforced by using monochrome filters over the footage which shows homelessness and substance abuse. I am aiming to edit my footage so that each frame switches on the change of the beat. This is a convention which I envisage to follow as I believe it will create an effective way of making the video flow from frame to frame and will allow my target audience to stay actively engaged in the awareness of homelessness among young adults within the United Kingdom.
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