U29

TREATMENT
Claire Allan

THE HENLEY COLLEGE

Claire Allan

Contents
2. Song
3. Convections
4. Research of Convections
5. Target Audience
6. Market Research
7. Content
8. Placement
9. Facilities & Equipment

Song

The song I have chosen is Need Somebody to Love by

Ady Suileman. https://www.youtube.com/watch?
v=Q8oK6SMbp4M
The song falls under the indie rock/pop category as well
as being a love song.
The song is about a guy who is desperate to find the
girl he is going to fall in love with. He really wants to
meet her and know what she looks like, and what she
will be wearing when he meets her. The song goes on
for 5 minutes as he sings various verses waiting to find
her.
The visuals of my music video will follow the narrative
of the song. It will feature parts of the girls body. The
point of view is from the camera man acting as the man
who is singing, but because he doesnt know who it will
be, we never see her face.

Conventions
The genre of my song is indie rock/pop so my video is
going to have to tie in with the conventions of an indie
pop/rock music video. The music videos for this genre
are usually quite simplistic, mainly featuring the artist
playing and instrument and singing, possibly with a
montage of footage of a couple in slow motion walking
around or dancing etc. The lighting is very soft and
bright with the outside footage, and dimly light and
slightly musty in the scenes of the artist. I am using
example from the music video for Let it Go by James
Bay and Tom Odell Grow old with me and Jamie
Lawson I Wasnt Expecting That. They also use many
different types of shots in order to keep the video
entertaining, as keeping the same angles may make
the video boring and many people even find some of
these video unentertaining. In order to follow along with
these convections, I will be filming a realist narrative
video. Although it will not completely follow along with
a story line, it will be a simple plot of a girl playing in
the park, but I will use lighting, angles and slow motion
to make the video both interesting, and following along
with the convections I have mentioned. I will also be
using costume that will relate to the indie theme, as the
song is indie rock, and the artists I have mentioned are
also considered to wear indie clothing, and the girls
used in some of their videos are very unique looking.
The video will have a fairly neutral mood, although I am
aiming for the audience to have a positive feeling after
watching it, rather than sad. I will portray this using
bright, positive natural daylighting.

Target Audience
The target audience for my video will be
teenagers/young adults aged between 16-20 years old.
As my survey results told me this would be the best
target audience for my music video idea. My survey
also told me that they thought the idea for my video
would attract females more than males. I agree
because I think girls would be more likely to be
interested by the love story and the meaning behind
the video and the song. My second survey also showed
me that the media platform that my target audience
listen to music on most is ITunes and Spotify, paying
monthly or upfront. This means my song will have to be
available on these platforms if they wish to buy it after
seeing my video. They also watch music videos most
on Vevo and YouTube. This means that my video will
have to be suitable to be viewed on Youtube. This
means it cannot breach any violations of the Youtube
laws including nudity and violence, or an 18 rated
restriction will be put on and the majority of my target
audience will not be able to watch it.

Market Research
As Ady Suileman is a fairly un-heard of artist. There are
lots of other artists that are in competiton with him.
These artists include James Bay, Hozier, Tom Odell and
George Ezra. These artists are extremely popular and
therefore make artists such as Ady very hard get heard.
These 4 artists are all over the media industry. You very
often see their latest albums being advertised on the
television, their music is often being played on the
radio. Particularly on Radio 1 that have over 9 million
listeners each day. These artists are also found by BBC
Introducing and have gained fans and fame through
this. Ady Suileman gained his fanbase through playing
on the BBC Introducing stage at Glastonbury in 2013.
The live footage of this has over 10,000 views on
YouTube. However, James Bays surprise set at
Glastonbury 2015 has over 190,000 views. They tend to
keep all their advertising, music videos, live
performances etc. fairly simplistic as they are all big
believers in keeping their music the main focus of their
artistry. A big way for them to advertise is to have their
album TV advert shown before a YouTube video. This
way you can hear parts of the song before you can skip
it, and if you like the sound of the song, you can then
continue to watch the advert to find out the
name/artist. This is a bit way for artists to advertise as
YouTube is a huge media platform for music as it has
over a billion users. These artists have a very select
group of fans as they do not follow along with the pop
culture that most people in the UK like. With the

exception of James Bay, not many of these artists

feature in the charts often.

Content
I think the content of my music video will work really
well with the lyrics and the general meaning behind the
songi have chosen. This is because i have tried to base
certain elements of my video to the exact words in the
song. For example, when Ady sings about wondering
what the girl will look like, her clothes, skin colour etc. I
have focussed on these parts of her. I have also chosen
to have the majority of the video slow motion to
represent the slow, soft flow of the song and have that
effect. As the song doesnt really follow a story line, the
plot of the video is fairly simplistic and not much
happens, so the visual effects and the way its edited
will be the most important factor in making the video
interesting.

Placement
In order to advertise my music video to get more
people to watch it, I would show small, teaser clips of it
as an un skippable advert on YouTube when people are
watching music videos from artists like James Bay, Tom
Odell etc. I would also show an advert on the TV in the
evening, so that most young people are home from
school, work etc. and are most likely to be watching TV.
I would show it on channels that most young people will
be watching such as E4, MTV etc. I would also take a
screenshot of my favourite shot from the video, and
add the title and artist of the song to it. I would then
publish it onto places like Facebook, twitter, Instagram
etc. as an advertisement.

Equipment & Facilities

In order to film my music video, I will be using a Canon
EOS 1200D. I will also be using a tripod. As I am using
natural daylighting to film, I will not need any lighting
equipment. As I do not have any dialogue I will not
need sound equipment either. In terms of facilities, I will
be using a park close to my house that does not require
any permissions to film on.