Pre Production treatment

The artist we have chosen to work for are called 'Balloon Ride fantasy'. It consists of a team of two composers, a guitarist and vocalist who have been creating for a very long while. Their content contains a sense of humour, they write song lyrics based around quirky topics such as zombies, Japanese dream lands and other bizarre themes, sung in catchy tunes. Their representation is unique and different to what we have already seen on the market, they have a strong indie-pop flair to them and Sam and I want to highlight this feature about the band. We want to represent them as very modern young adults who know about whats happening today. We would like to present them to our target audience with a vibe of sarcasm and irony that the current generation is swarmed with due to the Internet. Whilst doing some research, we found images from magazines and artists such as Ed Sheeran and the Kings of Leon who resembled exactly what we would like to portray. 

Our target audience will be between the ages of 15-25, a young generation who have experienced education and 'young love'. The age range involves people who would either be able to relate to the experience as statistics show divorce rate for couples under twenty is 80-85%, or they would be able to sympathise with the main narrative character as they are in a stage of their life where they are most prone to heart break and rejection. The type of activities our target audience would be most involved in would be gigs and celebrity meet ups, people who socialise and have access to meeting new people and learning about new artists through word of mouth. 

The music video we plan to create will have a number of different locations incorporated into it. We have planned the mise-en-scene so we have a variety of shots and places to choose from; allowing us to have a wider selection and prevent ourselves from limitation. We will show a representation of our artist through his background and he starts off being in the streets and ends up being in London, just like our narrative couple. We are going to use a HD camera which will allow us to capture the real colours and brightness of London. We did not want the video to seem gritty at all so we made the choice of using a HD camera rather than a standard camcorder.

The editing will be snappy and fast, at first we would edit to the bar and then move onto editing to the lyric, then return to editing to the bar. The style we have chose is slightly similar to that of Rizzle Kicks video 'Down with the Trumpets', we will use clear match-on-action during the beginning but then move further in the narrative later on in the song. The pace of the video will also match then emotions of the male character who will propose to his loved one. At first he feels excited and happy, the camera movement will match this as well as the editing. It will be slow and the panning will be gentle with slower cuts, then later as the music speeds up and the male character feels upset and has a break down there will be more cuts rather than camera movement.

The needle and thread that will string our three products, the music video, the magazine advert and the digipak will be a balloon and a graffiti wall along with a metal door Noor found in her independent research. The balloon will relate back to the album name we created, called "float away". The balloon will be in a few shots and seen towards the end drifting away to symbolise how things we have now, might "float away" later. Also, the metal door will be used on  the cover of our magazine advert and on the digipak to show a clear link between the sense of location. We aim to portray the genres of indie rock and pop, as the artist has the voice of a mod-indie. The type of audience member we will target to appeal to will be indie and edgy who will find contemporary music most appeasing to their personality.

To film we will use a HD camera to make every shot clear and visually appealing. This will provide a more pleasant visual for the audience to look at. Music videos do not tend to have any grittiness, they are usually shown in good quality even if the scene being shown is depressing or dark urban. We will also be using a still camera or my personal Sony digital camera to take pictures, I will also use my camera to make short video logs of moments of us filming to give a 'behind the scene' look into our work, and how we have progressed. Later on during the post production stage we will use 'Photoshop' to begin creating our digipak and magazine advert, along with 'FinalCut Pro' to edit our music video together.

For the sake of convenience we plan to film in local area's close to us around the school, many of them are all street locations where the artist will sing on his own. We have also planned to film in London locations close to the River Thames, where we will be filming our two narrative actors and the artist. We will also be filming in Hainault Forest in a green mise-en-scene. Before deciding the locations we had to contact the artist to find whether if using their song 'Monocle City' would be permissible. The only permission we needed was from 'Balloon ride fantasy' and they were very cooperative and also sent us the lyrics for their video. They were comfortable with us using their song and making a video to it. We have not had the issue of copyright at any point.