My music video treatment

 Artist name: Wilkinson
Track title: Afterglow
Director name: Sarah Oakley

 The video I would like to create will have a very stylistic ‘feel’, incorporating the lyrics in a visually captivating way into the central image of ‘letting go’. With the use of powder paint, acrylic and various post-production effects I will create a very original and artistic styled music video showing ways in which to ‘let go’ expressively through the use of powder paint.

Afterglow:

A sense of fulfilment, completeness, and general well-being that one feels which can last from anywhere between one hour, and several days.

1. Afterglow

noun: afterglow; plural noun: afterglows

1. light or radiance remaining in the sky after the sun has set.

§ good feelings remaining after a pleasurable or successful experience.

When looking at the definition(s) of Afterglow it reflects the sense of 'letting go' I would like to present throughout my video. I will do this in a very stylistic and artistic way through the use of powder paint and acrylic. I have chosen this as a way of reflecting the central image of expression as I would like to create a very modern ('now') and expressive feeling video.



^This mood boards reflect my initial ideas when considering the use of powder paint,acrylic and the use (style) of post-production effects (note: these storyboards are featured and explained-for ideas/inspiration etc. earlier on in my blog)

Key shots that I would like to use within my video (specific visual ideas that go with the lyrics of the song)

v Throughout the fairly long instrumental that begins the song (around 10-11 seconds) I will focus on the setting (mise-en-scene) before the powder paint ‘fights’ and after-showing the contrast (introducing the powder paint aspect of the video before introducing the characters/artist). At certain points within this introduction there are subtle beats to the instrumental-here I will introduce single characters-the last beat being of the main artist looking directly at the camera through a mid-close up with a focus on her direct eye-line meaning the viewer is drawn to the artist/video itself from the start)

v When the lyric ‘We’re ready for the Afterglow’ is used repeatedly I will have a central image of ‘the Afterglow’ (feeling of fulfilment etc.) I will show this through an expressive ‘release’ of emotions paired with powder paint and bright colours through a mid-shot including more than one character

v Where the lyric ‘Pull the sunlight back’ is used I will use powder paint colours of reds and yellows (reflecting the sun) and have the characters (or single person) throw the powder paint into the air looking as if they are blowing it up to reflect the lyric, shown through a mid-shot with a focus on the upper body of them ‘letting go’ of the sunlight (powder paint) in a mix of slow motion and fast-forwarding post-production effects.

v When ‘Love and ravers’ and ‘Strong attraction’ are used throughout I will use two shots of couples (a male and female actor) in order to reflect this lyric, having more of a ‘powder paint fight’ feel when ‘ravers’ are used (in a slow-motion ‘moshing’ two shot of the two characters dancing after being ‘covered’ in powder paint).

v The central image of ‘letting go’ (Afterglow) will be reflected through the repeated lyrics: ‘Lights and actions’ and ‘Smoke and anthems’ (for example). I will do this by having all the actors having a group‘fight’ with the powder paint or just dancing with a focus on the powder paint and the ‘fun feel' to the video by using a mix of slow motion and fast forwarding with ‘leaks’ in post-production effects to add another ‘layer’ of ‘expression (e.g. in the Jess Glynne video I previously analysed for its effects).  I will show this through a mix of mid shots, long shots and even big-close ups to show facial expressions of the people within the dance/powder paint. 

My method and technique

This video reflects the ways and style in which I would like to create my music video. The ‘war’/’fight’ feel to it with the ‘fun’ (dancing) undertones to the video is something that I would like to achieve. I believe this would add another aspect of interest (visually)-a good example of this in the video is where 10 seconds in an actress puts vibrantly coloured ‘war paint’ on herself-which I think would be a good ‘introduction’ to the use of powder paint (introduce colour to what will be an ‘all white’ mise-en-scene) within the introduction/instrumental of the song. The use of slow motion shots of people having powder paint thrown over them is very effective and I think what stands out from this video overall (both the individuals throwing it in slow motion and the person receiving it-especially at 00:28 seconds and 00:30)

This video shows the use of colour I would like to apply within my video when using powder paint. I believe that by having a plain white background (setting) to begin the video will show the audience the gradual build-up of colour throughout (going on the surroundings of the individuals within the video as well as on them).

I believe that the use of slow motion, fast forward and other post-production effects (refer back to the Jess Glynne analysis earlier in my blog) will add another expressionistic (stylised) feel to the video where the use of powder paint can be made a lot more visually interesting when applying these technical aspects to the video in post-production. The track being a strong piece of dance music means that when using effects such as these (similar to the video above) it will both relate to the style (genre) of music as well as become effective when slowing down and speeding up when the pace in the music changes (for example).

To create these effects I will be using Adobe Premiere software, being able to fast forward, rewind and create the 'mirror' effect-all of which will allow my video to become a lot more visually interesting and highlight the use of powder paint and acrylic at certain points within the video.

Referencing my idea

^The mood board above shows certain camera angles, make-up/costume ideas (for both my artist and the other characters within my video) and a sense of the colour grade I would like to achieve within my video

^I will set my music video in a white room (garage with white sheets put up to create a completely white room/background for my music video).  I have chosen to do this as when throwing the powder paint (acrylic) the background will also become vibrantly coloured adding to the stylistic feel of the video (enhancing the mise-en-scene of the video). The use of a white background will also mean that the powder paint being thrown stands out and looks a lot more visually effective (especially when applying the post-production effects to the video).

Target audience research

I asked a selection of six individuals from the ages of 16-19 of their opinion of the music video treatment and if they actually liked the idea and would be interested/enjoy watching it (when considering both the track and the powder paint aspects in particular). When creating my music video treatment I decided to do some research into what the specific target audience for the video thought of the overall idea (when showing them this treatment)

What is your initial opinion/views on this video idea?

·       'The use of powder paint will be really effective and look really cool-will go well with the track/dance music'

·       'The powder paint aspect of the video will make it become memorable especially when using a white set/costume'

·       'I think this is a really ‘new’ idea and will appeal to late teenagers as it has both a dance aspect as well as being ‘feel good’'

·     '  The idea of using backing performers as well as the main artist will be 'really effective as the powder paint will tie it all ‘together’'

·       'I think that the video will be overall really interesting to watch and I would really like an artist like the one that will be in the video'

àThese answers/comments that I have taken directly from the questionnaire’s I created show how this treatment/the video I intend to create will appeal to my target audience. These comments have assured me that the use of powder paint/prop (one of the main aspects of the video) will be effective/appeal to my target audience. 

Would you enjoy watching this video when considering the track (Wilkinson-Afterglow) that the video is for?

·       ‘If you edited the shots/use of powder paint in time to the track the video will be really effective and I would like to watch it/would recommend it’

·       ‘The track selection is a really good choice when looking at your treatment-the use of powder paint will work really well!’

·       ‘I think if the set and costume are the same as the storyboards you have included in this treatment are used the use of powder paint in the video will become a lot more effective especially when putting the special effects on it’