Music Video Treatment
Song: One and Only
Artist: Adele
The artist we are working for is Adele, who writes, produces and performs her own songs. We have chosen to produce a music video, and a Digi pack which will include designing the DVD cover and Magazine advert promoting the artist and the Digi- Pack.
Narrative
The song is about a girl who is torn between whether she is falling for the one she loves and the problems between them. The majority of the performer’s videos consist of her sitting down a lot with elements of choreography. So what we have decided to do for this song is to have a narrative performance with the elements of the performer sitting.
There is a small scene at the beginning were it will start with the performer walking out on to the stage as the song starts. Then throughout the song we will be cross cutting between the performance and the narrative story.
As she does so she is looking through or coming across certain things that remind her of her boyfriend for example, gifts, pictures, videos. These items represent flashbacks of the good times they had together. Towards the end of the song we see scenes/flashbacks showing the problems and arguments that resulted in the break up. For example there are scenes where:
-She is standing at their meeting place waiting for him. .
-they are disputing (which is the prequel to the introductory scene).
Locations
The main idea of the music video is for it to convey heartbreak, loneliness and confusion felt by the performer. This is shown through the conventional locations which represent these emotions i.e. bedroom, park etc. The locations we will be using is mainly is the school hall and a bedroom as well as some other romantic locations such as the beach and park
Pace
Throughout this song the pace is quite slow, however during the bridge the song the pace slows down a little but picks up at the end, so what we have decided to do for that is to make a quick cross cut which shots of pictures of happy and sad moments in their life and merge it with the narrative. This would make the telling of the song come across stronger till the very end.
Colour/Tone
The video will be in black and white (greyscale) and have the flashbacks in colour to signify the sadness without him in her life and the happiness she feels when she thinks about him. The pace of the video is fairly moderate as it has to fit the beat of the song which is not very fast, or the other way.
On the DVD the main image is close up of the artist. This is simple and effective as it requires little effort from the audience to decode.
The Artist/Style and Form
We will be endorsing some of the modern conventions of an R&B music video as
we will be using:
• Flashbacks
• Black & white as well as color shots.
· Locations: such as forty hall, the house & places of them together. Therefore this signifies that they are an official couple, yet she still is uncertain about being with him. Also of the actor being alone in these places showing they have broken up.
• Idea of her watching the home video of them together on the TV.
• Narrative- we will be using a conceptual style of video, as this follows a ballad format.
• Aesthetics- the style will be modern yet have a unique style it would be
· fairly representative of the genre.
Mise-en-scene:
Picture frame/Photo Album: the audience is able to understand how their relationship was by little things such as this. It also emphasizes the unity and how she was happy then compared to now.
Necklace/Watch/Jewellery: This would be representative of the artist as being
quite sentimental and she cares about her image.
Costume/Make-Up: At times we will see Naina wearing loose baggy clothes which will show that she is a relaxed and calm person, but during the shots that will be filmed on the street etc, she will be wearing smart/sophisticated/high fashion clothes which will emphasize her uniqueness and elegance. Faze will consistently wear loose sports clothes such as tracksuits which will show that he is casual and stress-free.
Lighting: There will be shots of Naina playing the keys of the song on a piano
alone in a darkened room with strong light from the window. The objective of this shot is to highlight her loneliness and how she is independent and in control of
her own life.
Technology : As well as using the technology required to produce this video, we will be trying to extend our use of technology to as much as there is available to us and make the most of it, although it is limited compared to what signed artists have.
Filming
The filming equipment will be using is a Canon LEGRIA FS306. This camera has a good quality picture. The camera is a small and it makes is easier to film shots steadily. Also this camera takes in memory card (SD card). I will be using a standard tripod to help me get steady shots and for the editing I will be using Adobe Premiere CS5 software. This is what we also used last year. However this year we will be using green screen as well.
Music videos use various styles of film making techniques such as live action filming, pre-recorded filming, animation, documentaries, bricolage where references of different things that have been already created for example including clips of other existing films that relate to the song. But it could also be used for entertainment purposes such as showing clips of a very popular film which has gained high publicity which will then attract audiences who were interested in that certain film but is simply not related to the song lyrics/ or artist. 
My filming equipment will be a Canon LEGRIA FS306. This camera has a good quality pictuer. The camera is a small and it makes is easier to film shots steadily. Also this camera takes in memory card (SD card).