The music video proposal treatment is our first plan of what we would like our music video to be based on and what has influenced the concept of it so far. This has enabled us to to plan how we intend to carry out our project and plan a base for our pitch.
Music Video Proposal Treatment
The band/artist genre and song title?
We have chosen to use Kate Nash’s song; ‘Skeleton song’ for our music video. Kate Nash’s genre is indie-pop, combining a narrative video, typical of the indie genre with an upbeat track. Her song covers the issues surrounding relationships, in particular of a relationship which is dead. This is a typical convention of a pop genre topic.
What image will you create for them (similar to which artists/bands), how is this suitable to genre?
We intend to create a 60’s vintage image for our artist, as we feel this was a core element of the mes-en-scene in Kate Nash’s videos. This matches the pop-indie genre as fashion is often an essential to the artist’s appearance, and image. However as both the artist and song has an indie element to it, the fashion will not be current but fashionable for the 60’s theme we are using.
What visual style are you intending to create (colours/cam/edit/effects/lighting), how does this relate to the mood of the song?
The song has an uplifting beat but the lyrics hint at regret and the artist’s feelings of being stuck in a dead relationship. Therefore we are intending to use the isolated lights in parts (using a spotlight in parts) sepia effect to echo the past and use of hand-held camera work to convey a ‘home video’ in part of our video.
What will happen in the video (narrative) and how does this relate to the song lyrics/ music and mood of the song?
The video will use the character of a skeleton to illustrate the dead relationship. However as the song is upbeat the beat will be represented in a small performance element at the beginning of the video. The skeleton character also refers to the lyrics ‘skeleton you are my friend’ which Kate Nash sings about throughout the song.
How is this targeting / meeting expectation of the audience?
By following the artist’s genre the video will interest the same audience of 15-25 year olds and they will expect to see unconventional illustrations of a conventional ‘relationship’ pop genre which is commonly found in Kate Nash’s videos.
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