Draft Treatment

Target Audience

The target audience of my music video is young people between the ages of 16 and 25 with an interest in Pop music. The demographic will be mainstream with hobbies and interests yet will still have an alternative thought in fashion and music. They will follow major style trends yet will not take social risks. For example, most of the target audience will purchase clothes from stores such as Urban Outfitters as the shop may have an edgy style to it still follows a fast fashion remit. This demographic doesn't typically wear anything extremely challenging or risqué sticking to safe wins with they style. I will attract this audience through costume, props, location and other mise-en-scene aspects. The way in which the cast will be dressed will reflect the style of the target audience in order to make them appear relatable and for the audience to feel as if they are similar to the artist, therefore creating para-social intimacy. 

Location 

The locations I will feature in my video include a large town and a coastal area which are easily relatable to my target audience. For example, I will head to Tonbridge/ Tunbridge Wells to do around half of the filming as the county town holds the type of aesthetic I am looking to achieve with my video. My target audience are also likely to live in a town such as this. The other location I am going to film in is St Leonards/ Hastings. These sea side towns have a clear sense of place surrounding them. The coastal landscape will help create the evocative response of empathy with the characters as these types of towns are regular attractions for day trips. 

Equipment

I am going to use my iPhone 7 to shoot my music video. The camera on my phone is can shoot in 4K and will be useful to use due to the practical nature of ease of transport, and I am familiar with using it. I will also purchase a tripod for my phone in order to ensure stability and a steady shot. 

Crew Roles

Millie Moral
Jack Benson

Lola Yuillie-Clough 

Jess Veron

Artist Background
My Artist is called 'Rayn' and is originally from Iceland  
Her previous 'EP's Stack and 'Bonfire' reached 5 and 3 on the Top 40
Been nominated for a Brit Award

Intertextuality 
For intertextuality I have referenced the film, "Titanic." This is seen in a scene where Jack is holding Lola over a railing copying the scene where 'Jack' is holding 'Rose' over the bow of the boat. This reflects the tragic story of the love in the video which also ends at the sea.

Narrative / Performative

I will have three people in my narrative element of my story and Millie will be my performer. This allows a clear distinction between my artist and the actors, Jess, Lola and Jack. The narrative will follow a story of a love between Lola and Jack that has been marred by unfaithfullness due to Jack being involved with another secret relationship with Jess. The video starts on a warm summers day and shows Jack and Lola meeting in the park. After they have walked away we see them on a rooftop car park enjoying a sunset. However after Jack has left Lola on the roof she spots Jack hugging Jess. The rest of the video features Jack doing activities with Lola yet she keeps turning into Jess reflecting how he can't decide between the two. In the final scenes of the narrative all three characters are in Hastings and Lola confronts Jack. As they argue Lola continues to change to Jess and in the final shot Jack is left looking out to sea as the two girls walk away signalling how he has now lost them both. The performative element features Millie who will be my artist 'Rayn'. She is in a studio setting as her costume and background change between orange, yellow and purple. The use of these colours provides as the main source of synergy between this video and my other media products.