Final Treatment 1

Artist

Yungen is a grime artist also known as Clive Johnson. He is a Enlgish born citizen with Jamaican heritage. Yungen has been rapping since he was 13 and is now currently 22 years of age he is known for he's various types of music he produces whether a hyped up beat, slow or punchlines. The fact Yungen is able to adapt to the varieties of grime music shows how he reaches out to a large number of a target audience. He isn't known for any instruments but most commonly known for the punchlines he produces in his music. Yungen could also be described as natural musician as none of his music is auto-tuned and is just naturally his voice. In addition, for this music video he is likely to wear plain casual clothing like a t-shirt and tracksuit bottoms to connote with the idea of him being poor and there will be scenes where he wears luxury clothing to show where he is now and how his 'stage name' is living.


Our Vision

Our vision is to have a clear juxtaposition between a narrative and performance video, which will be denoted throughout the video. The reason for using two types of videos in one was because of our artist bad situations basically sending a message his 'superstar' side is what everyone sees but don't they see or really know what it took him to reach where he was and he sends a message to the audience even superstars goes through tough despite having fame and materialistic items. To show this, our intention was to show his performances in color and flashbacks of the disasters he's been through in black and white to enable to enhance the clear juxtaposition we intend to show to our audience. One of the locations, we intend to use is the assembly hall which is located in our school. The reason for this, is because we feel we will be able to pull off a successful performance based like scene in the hall as it has conventions of a performance stage with how the seats are positioned in the hall. Furthermore, our second location as part of the narrative part to our video will take place in a house. In addition, this will show clear continuity to our narrative, as a third location is ideal to our video and will be located in a alleyway to create realism to the audience. We feel that the location of a alleyway helps us essentially to appeal particularly to those who live in urban areas. The pathway has connotations of robberies normally occurring in alleyway or somewhere deserted so therefore we have reached out to our target audience as they would either relate or understand to us using a pathway.

In addition, we've decided that the majority of the music video would be narrative as we feel that using a storyline would be the best way to relate to the target audience. Furthermore, we create a nuanced understanding to the audience of a scenario they are likely to relate to. The next crucial aspect of our music video will be the lighting, which comes under editing. With the lighting, we aim to have a dark lighting when our artist mention 'no electric, no gas' the dark lighting will connote with the lyrics as it gives the audience a clear visual reference to how he is if visually shown in video. Also dark lighting in the alleyway would be idea and realistic, based merely on the fact that over 90% of robberies take in alleyways during the night. Giving our music a dark lighting in this point of time in the video creates a sense of deviance and criminal behavior, which is exactly how we'd like the audience to view it. Bright lighting is likely to be used when he performs on stage connoting with the ideas of happiness and comfort, as music is what he loves and we will show this in order for the audience to be engaged.

Logistics

As part of the progression of our music video, logistics would play an essential role towards the continued development. Through the logistics we would need to analyse the locations, characters and logistical problems that may occur. Our first location is going to be in a house. The essence of using this location that is located in south London creates realism but more crucially follows the story line and lyrics of the song. Furthermore, the location helps to conform to the grime genre of our music video. Although it may be cliche the location of the house we add to the originality by giving the lyrics purpose through creating a continued story line that could be followed with great intrigue. The narrative point of our music video continues with our next choice of location, which is located in the alleyway. Through the alleyway, we aim to re create a robbery scene to go along with the lyrics from the song. Furthermore, the alleyway creates a relatable and realistic appeal to our target audience as it has connotations of deviant and criminal behavior. The time of day also helps to conform to our set genre. Using the alleyway during the night subsequently makes the scenario made understandable as a vast majority of criminal’s deviant behavior comes alive at nighttime. The artist we chose use, needs to be reliable and dedicated when we need him. Furthermore, Mohamed meets the ideal image regarding how our artist should be, as he had a rough childhood drawing comparisons with our protagonist artist. 

Technology

When creating a music video we would need to use a digital camera so that we will be able to film our music video. We intend to use close up shots which would be used to connote the stress and depression in the artists facial expression. An over the shoulder shot will be used to to denote him going through his contact list on his mobile phone searching for his mum that left him as this shot will relate to the lyric when he says 'tryna rebuild with my mum hoping that she's gonna change'. This will add to the narrative as this will show that is hope & audiences can relate and feel the emotion that the character went through; conforming with personal identification to make audiences not to feel isolated. Furthermore, the final cut pro will support our music video to be made into a final production. Through using continuity this will ensure the video is realistic and flows. Also, we intend to shoot our music video in black & white to connote the idea of a flashback to when he was struggling. The use of this effect will merge with lyric creating a story and as well as a music helping it to release gratification. We will also use transitions when introducing a new scene using dissolve or a fade to show a clear cut to the new scene whether it being a flashback or him live on stage.


Using a film camera will have a great benefit on our music video as it will enable us to film our scenes in various shots. The film camera has the quality to pick up little details. The camera has a long lasting battery, this will enable us to film as much scenes as we want. Final cut pro will benefit our music video because of the opportunity to add various of effects. For example, we are able to change the color effect to black & white which in our video will symbolise flashbacks. The software will be able to import our video straight from the camera. Professional luminous lights can be used as additional editing.


Audience

Our target audience is targeted at black males who may be able to relate to the lyrics of having a tough childhood going through the 'street life'. The music video style would appeal to the target audience as it conforms to the target audiences behavior style. Sympathy in this sense is created through the lyrics as most black young males have experienced what the artist has been through and therefore would be able to empathize with the artist. Also the secondary target audience who will be the white race would be able to have empathy with the artist as they could imagine how Yungen will feel.