Treatment

Duration 
My music video will be approximately 4 minutes

Style 
My music video is going to be urban, realistic and current. I want to make sure that my video shows of the genre of drum and bass and targets my target audience which are ages 15-21.

Rationale

This production is relevant to the target audience as the main character and the locations are following her on a typical night out. My video will reflect the nightlife of a typical teenager who loves the drum and bass genre. My music video resembles the style of Chase and Status. They are currently storming the music charts and there music videos have become iconic. The song i have chose (Nneka - Heartbeat) has been remixed by Chase and Status and was one of the songs which put them onto the current music charts. This relates to my target audience as they would of all heard/like this song.

Synopsis

This video will follow a 17year old girl on a night out, from the start of her night following her all the away home in the morning. The video will show the goings on , drink,drugs,fights,dancing etc, of a typical Saturday night out for this girl.

Intended Audience

Feasibility

Format

Budget

Travel costs (Bus tickets, Train tickets, Petrol money, Taxi Fares) - £40

Club Entry fees - £20

Deadlines 

Production:

Post Production: 

Ancillary Products:

Evaluation:

Cross Media Advertising

Cross media marketing is a form of advertising that uses multiple aspects of the media to advertise a product. The following areas are commonly used as the process for advertising this product or service:
- Radio
- Television
- Mobile
- Magazines
- Online
- Podcast
My  portfolio will be classed as a Cross-media advertisement as I am producing a  Music video, Digipack and a music magazine cover.


 An example of Cross media advertising is the new Katy Perry album 'Teenage Dream'.
She uses different types of advertising which include the same font, themes, colours and costumes so the audience start to familiarise themselves with her 'look'.


E.g: Album cover

Clips from the video California girls:
All of these stills show that she has kept with the same theme which is sweets and candy through out the whole of this video and also on her album cover.

Photographs from her worldwide tour:
She is still sticking with the theme of sweets and candy for her tours.
She wears similar themed costumes so, yet again, the audience are familiar with her look.

Live performances:

Familarising with cross media advertising


Each of the adverts which link in the cross media advertising all have a re-occurring factors to make the audience familiar with the product/person which is being advertised. These factors include:
- Same font
- Same theme/context
- Typography
- Similar Images

New media being used

New media

New types of media are developing everyday. An example of this is caused through the internet being able to offer a whole range of ways to advertise, organise and to communicate to the whole world. E.g: Facebook, Msn, Myspace, Blogger, Twitter. The list goes on of social networks that are a vital key in our generations day to day life to communicate and share with our peers.
Also there are different types of media editing being developed each year. For example Photoshop is an editing software which is used in every aspect of visual media such as magazine covers, digipacks, posters, adverts etc. I will use this photograph as an example and to show how this software can manipulate images and i will show the transition using screen grabs.

Original photo:

For this shot I wanted the crossing box to remain yellow while the background is de-saturated so it appears black and white.

Firstly I used a magnetic lasso to select around the crossing box then inverted the shot so that all editing will only affect the background. I then increase the contrast and brightness.

I then de-saturated the shot as I wanted it to appear black and white. I also decreased the lightness of the shot so it would create more contrast with the yellow crossing box.

I then increased the contrast and brightness of the crossing box so that it will contrast more with the background.

And this is what the final picture looks like:

I will use this software to edit my pictures for my digipack and advert for my music video.




Equipment


Photographs/Advertisment
I will be using a Nikon D60 SLR camera to shoot the photographs for my advert and digipack. This camera takes high quality pictures and has a built in flash. Also i can change the settings, (ISO,Shutter speeds, etc, to create different textured and creative shots.

Filming
For the production part of my music video i will be using a Sony A1E camera. With this piece of filming equipment you can shoot in HDV mode and edit in Standard DV mode if you don’t yet have an edit system capable of dealing with HDV which means i will be able to use and edit easily.