Concept & Treatment
CONCEPT (By Deborah)
PINK + WHITE MUSIC VIDEO
MY TARGET AUDIENCE:
Gen-Z (ages between 16-25)
This group of young people is seen to be very attracted to this song and have the most experience with the meaning behind it. Frank Ocean is very popular and very well known to teens and young adults. They relate to him in this song with how he talks about hurt he has from his something that had happened to him in his past. A lot of young people in this generation have experienced similar aspects to this, hence why they are attracted to this song. A lot of Frank Ocean's music is based on or about sometime of pain, struggle or heartbreak. Since quite a few of this Gen-Z group relate to Frank so much, his fans are mostly of young people.
THE INSTITUTIONAL/GENRE CONVENTIONS:
In our music video for the song 'Pink + White' by Frank Ocean, my partner and I plan to have genre conventions that we think and agree will be needed in our music video to help produce the message and meaning well to the audience. Our song is a big mixture of R&B soul, afro pop, pop, Nigerian R&B and UK R&B. Overall, we know that this song is basically just a mixture of R&B and pop. Thinking along our color scheme for this music video, we want to try match the type of feeling this song and the beat and rhythm give off to the audience. We have agreed that warm medium dark colors would fit well with the song. We want to show this more through the type of filters we want to use when editing our video and natural light from a sunset setting, not just the costumes or props. We want to challenge the normal codes and conventions of just using a lot of bright, light colors. Knowing that this song is different from other pop and R&B music you normally hear, we think that this is possible to do. We want to show our message and meaning through the memories and emotions our main character will feel.
MOOD BOARD:
PLOT SYNOPSIS:
In our music video, we plan to have our talent (Mikayla) surrounded by city scenery and city lights but in the dusk hours of the day. We'll get her to walk around the city, looking at different buildings and sculptures. We'll keep having cuts throughout her shots, showing like a memory of the loved one that has recently passed. We intend to have her walk to different locations that she's been to with that loved one, and that will be when we cut back to old memories. The song talks about past, we will show some hurt moments from her past with that person, but we'll show more happy moments just to match the upbeat rhythm of the song. We also plan to have someone doing graffiti or some type of art on a canvas so we can also cut back to shots of that just to add more colors into this video, since we are wanting to play around with the different filters when we start editing. If we don't end up finding someone to do graffiti then we wont continue on with that idea.
CHARACTERS & THEIR ROLES:
- (Green= yes & Purple= maybe)
Mikayla Daunakamakama will play as the lead role in this music video. Her relation with the loved one that has passed will be either her little brother or best friend.
PRACTICALITIES OF FILMING/CONTENT:
How realistic is this idea?
This idea of ours will work, there isn't anything not possible to do in this video. We planned everything according to how available we are with different abilities for certain things, so our video is possible to work out just fine.
Will there be any health and safety issues?
No not really, there is nothing dangerous or odd that is needed in our music video that requires health and safety. The only thing that would maybe be a small concern is that we'll be in the city with equipment during dusk hours, but we can always fix that by asking an adult or parent to come along with us to film.
Location and any necessary permission:
Our main location will be in the central city area of Auckland, preferably just around Queen street, the via duct and Silo park. And no we won't need any necessary permission for any of the locations we'll be going to.
Timing:
Our planning for timing is that we will most likely do majority of our filming in the weekends just so it is a flexible time for both Mackenzie and I.
Weather and back-up options:
If weather decides to not collaborate with our planning of whatever day and time we choose to go into the city to film, our back-up will be that we will just either postpone or change locations to somewhere indoors but somewhere where it'll still have the same affect as the city.
Equipment:
We will be using the school media equipment for our final filming, but for any practice shots we plan to use our own individual phones for that.
Treatment (By Mackenzie)
Pink + White
Our music video will be about a girl who fell apart with her friend/s and has changed as a person because of it. Our video will be about 3 minutes and we will be filming in the city, preferably close to Queenstreet. We have chosen this location as it gives a good variety and represents how our main character feels lost in a crowd of people. We will also be filming in a park in the city, which can contrast with the bustling streets as it conveys a more peaceful atmosphere and serenity
which adds some good symbolism.
Our Music video will incorporate three main threads as well as being a mixed genre (Narrative and performance) which gives our target audience different directions to focus on. We are also going to try keep our shots and transitions smooth so that it goes along nicely with the rhythm of our song, However will keep all our sound Non diegetic. And we hope to change the colour of the object in the frame to grasp our audiences attention and link it back to the overall theme of 'Pink + White' which comes through.
Examples of changing objects colour in the frame:
By changing the colour to certain objects in the frame it can help emphasize the mood visually and will help it look unique and capture the eyes of our audience. It also links to the song as it conveys the 'Pink + White' colour symbolism.
Mood and Tone
The overall mood of our music video will be mainly sad and melancholic as it is going to link with the lyrics which talk about losing someone important to them, so in this case a close friend. However this is also contrasted with the flashbacks of friends together which can bring some nostalgia for The main character as she remembers their times together.
These are some inspirational sunset shots:
Camera shots, Angles and lighting:
We will use a VWS to establish the park setting and help it contrast with the claustrophobic setting of the city as its open, quiet and calming. We will then cut to a wide shot which allows the characters (subject) to be shown more clearly in the frame which will show our audience they are good friends through their interactions and body language. Unlike the peaceful, serene park, we are going to present the city as both claustrophobic and stuffy for our main character as it symbolizes being alone, even though the city is the opposite atmosphere as the park she is without her friends making it hard to cope in the pressured, city environment. Also shows she feels lost without them. We will use tracking shots to follow our main character through the streets of Auckland while also conveying the bustling atmosphere of city life and how it contrasts with the main characters past with their friend and we hope to capture the sunset through an establishing shot. We will also be using natural lighting as we will be filming during the day in open spaces. For the graffiti art thread we will be using a lot of close ups so that the final piece isn't revealed until the end which will keep our audience hooked throughout.
Themes and Motifs:
The theme of 'Pink+White' is about someone they used to know and all they learnt from them. However, we will be bringing in symbolism through The black bag our main character will carry as it symbolizes how she is still holding onto past memories and is living life day by day (going through the motions rather than taking in new experiences). It can also represent extra baggage she is clinging to as well as a burden she isn't aware of
The iconography of black, has connotations of darkness, depression, mourning and sadness. All of which will be brought through in our shots.
The Narrative
The narrative for our 'Pink + White' music video is a contrasting story about our main character (
cast as Mikaela) as she remembers her old self with her past friends and nostalgic memories. It is contrasted with an isolated, peaceful park and a busy, claustrophobic city. While this is the main storyline, we will also have someone spray paining a canvas which adds an extra thread.
Sound and Music
We will only be using non diegetic sound as a layer over our visual shots. This s to keep our audience focused on the narrative and focused on the meaning behind the lyrics.
The lyrics:
Credits and Logos
Our ending credits will be made up of Mikaela as our main character, Deborah and I as her friends, and someone to be our graffiti artist, as well as our various roles played while shooting and any extras we may decide to pull in last minute.
Editing
We will be using continuity editing so that our narrative is able to make sense. However we will also be using certain special affects such as colouring objects in the frame for symbolism purposes and we are considering using a distorting mirror affect.
Location:
Because we are filming in the city and also in a park to contrast both atmospheres, we need both our locations to be easy to access and near by to keep our filming process as simple as possible. The big green area I've outlined in Purple above is Myers park which is conveniently close to Upper Queenstreet. However, a disadvantage with our chosen filming locations is the risk of it raining as we would have to cancel.
What Myers Park looks like:
There are also a few benches (as you can see are also outlined in purple above) would be perfect for the look we want in terms of our park shots as there is a lot of space to work with and its isolated. There are also nearby bathrooms we can change into different costumes if we need which makes it a very ideal spot for us to use. However, once again we are reliant on good weather conditions. However what's good about filming in these public places is that we don't need permission to use these particular areas.
Codes and conventions
One code and convention we will be using is sound parallel, which is when the music matches the mood and tone of the video. An example of this is because the song 'Pink+White' is reasonably slow, we will make sure our shots align nicely with that pace. One way we can portray this idea strongly is through our establishing shots of the sunset, giving a mellow feel.
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