Treatment of Heads Will Roll (A-Trak Remix)
Characters Involved:
Lauren: One of the main focuses of the video acting as a party goer who enjoys the night life going to parties and having fun with friends.
Shondelle: Another main focus of the video for similar reasons, she also likes partying and having fun with friends going out whose actions will accompany the dance track music.
Cameron: Also present in some scenes of the music video, but not as much as Shondelle and Lauren. When presented, Cameron is also seen to enjoy the nightlife and party atmosphere where present.
Charlie: Similarly to Cameron, Charlie is only present at selected points of the video; he is also seen however in these very few scenes to also enjoy the nightlife, this will further accompany the audio and dance track feeling to add a sense of euphoria to the audience.
Friends and acquaintances: Acting as extras in our dance track video for added effect, to further provoke a sense of euphoria which the audience will want to aspire to.
Genre:
Our chosen music video genre is a dance track genre.
Locations:
Brighton Pier/Fun fairs.
Inside a limo.
House parties involving friends and acquaintances.
Heads Will Roll:
Our chosen song for our music video to be applied to is the A-Trak remix to Heads Will Roll. This as mentioned briefly above is a dance genre song, and we have chosen this due to the fact that we can reflect a sense of euphoria, and an almost feel good emotion which, when viewed by the audience provokes a sense of higher self-esteem for the audience to aspire to. Our video will begin with a few shots to set the scene as the song starts within the first 15 seconds of instrumental playing. This will include a panoramic shot of Brighton mainly focusing on the pier to suggest to the audience that this will be the main focus and body throughout the entire of the video. It will include cut shots of all the characters walking around as the audio starts up. During this time the song title will appear on the screen for a short period of time. From 15 seconds to 45 seconds into the audio, there will once again be cut shots of the characters shopping, on the beach and partaking in other leisurely activities in Brighton, this will be composed using a number of mid-shots and long-shots. This has the effect of making the audience feel as if they want to be there, and make them wish to aspire to do the things presented in this video, which relates to Maslow’s hierarchy of needs in terms of reaching self-actualization. From 45 seconds to 1 minute 12 seconds, shots of parties and other settings will be incorporated gradually becoming more consistent using faster shots for the party as the atmosphere is more electric in these settings. This will be presented through a number of mid-shots and long-shots. Between 1 minute 13 and 1 minute 16, the instrumentals disappear and only dialogue is heard as the song is about to drop into a full scale dance track audio.
During this brief period a single shot of the party is prolonged throughout this time and is slowed down using a time stretch editing technique for added effect. There are jump cuts during this same shot at the same time the person singing says "off". Between 1 minute 16 and 1 minute 45 after the audio drops into a faster paced dance audio beat, shots of Brighton pier fun fair, limo shots and party shots are incorporated using a mixture of long-shots, mid-shots, high/low angle shots in time with the beat using a variety of jump cuts. This further adds to the euphoric feel when viewing the video to get the audience to feel as if they have to aspire to do the things conveyed in the video, simply because it looks like a lot of fun. Between 1 minute 45 and 2 minutes 14, the footage is slowed down in the form of a long shot, and directly after between 2 minutes 14 to 2 minutes 21, this same footage reverses in time with the audio when it appears to reverse as well. This emphasizes the reversing effect as depicted in the audio. From 2 minutes 21 to 2 minutes 51, the audio resumes back to normal again and various shots of the party are shown again through the use of mid-shots and high/low angle shots in time with the beat, this will include a close up smoking shot for added effect. 2 minutes 51 till the end of the video at 3 minutes 25 the audio resumes back to its full scale fast dance track beat. During this period more shots are once again incorporated in time with the beat, mainly mid-shots and long-shots of the parties, limo and Brighton. The video ends the same time as the audio does at 3 minutes 25 with a two shot close up of Shondelle and Lauren walking up to the camera and blowing a kiss before the camera cuts to black at the same time as the audio ends.
The use of the variety of shots to accompany or emphasize the audio links with Andrew Goodwin's theory of amplification in pop videos. This follows the idea that the audio is amplified with the use of a video to accompany it, which in turn has a more euphoric effect on the audience, therefore causing them to want to feel the same happiness presented in the video. This along with the editing effects such as the use of a time stretch effect during some shots further emphasize the euphoric effects conveyed in the video.
My Comments (Charlie):
As you can see this is the treatment for our music video, it has gone into depth and is very detailed, before Cameron typed this up we had discussed the ideas beforehand so that we all could put forward our ideas as to what should be in the treatment.
