First concept for a music video

The song that I have chosen to look at is 'Down the Road' by C2C. They are a French turntable group, who formed in 1998. There are four members in the group; 20Syl and Greem, Atom and Pfel. They were formally known as Coups2Cross.

Concept:
The idea for this video would be to attract some Jazz or Blues looking material, which we would then enhance into the video. For example clothing and the scenery. This idea came from other video's with a similar style, for example Get lucky by Daft Punk as they also introduce an electronic backing sound. The beginning of the music sounds like it would be in a western bar, with country people sitting around and perhaps socialising. The music then moves into a faster tempo, I had the idea of a small bar fight that began and then as the music speed up the person would run out of the bar, however he would be smiling, not angry. As though he was just trying to cause a scene but he was not actually angry with anyone. Slowly I thought that he could joined by more people who are running along side of him, I got this idea from the film Forest Gump, where he is joined by people as he is running.
I thought while he is running through the his point of view there are some things that he is hallucinating. This is to show that he is perhaps high on drugs. I got this idea from the stereotype of the 60's. The video then ends with him being running over

Beggining our Research

We began by forming our groups that we wanted to work in, in order to produce our music video. I was in a group of four and we all thought that we would like to look at alternative music, and perhaps aim for an alternative audience. During the lesson we looked at artists who are controversial, for example we looked at Lady Gaga's video Bad Romance where she acts as a vulnerable female who is being targeting and auctioned off. We then looked at Miley Cyrus, where she acts as a drug addict and partying with people have tattoos and piercings. 
We also looked at 'I think your freaky' which is very weird and perhaps makes the audience feel uncomfortable. 


We brainstormed ideas about potential music videos that we could create. We began by separating our ideas into genres, therefore establishing the target market. We find ourselves attracted to songs that had a jazz or blues theme to them. 

 

We liked the song down the road by C2C as it is upbeat and Jazy and has a good contextual background. 



We looked at Alt J and liked the editing of the music video as everything was played backwards.

Class note

Emily Tedrake:
She's a commissioning editor for Polydor records which is a sub label of Universal Music group which is owned by Time Warner.  

Emily studied fine art painting then she got into photography and then she interned at Polydor and she stayed there indeed end until today.  

She commissions Music video for music artists (including Ellie Gouding, Lana Del Ray and ETC), and she put out tender to directors who once selected will submit a treatment (which is the basic story line of the music video).  Emily may have contact 10 clients who may want to shoot, depending on budgets/concept.  She also works closely with artists and directors.

Commission Process:

Budget is set from £1,000 to £100,000.

This is based on how much sales the record label is expecting and what they are using the music video for, e.g James Blake.  The music video is a promotional tool, a part of the marketing campaign and this money would take a while to get back.

Name of the artist/band and track:

Artist: Steve Aoki, Chris Lake & Tujamo

Track: Boneless (Original Mix)

Star Image: 3 crazy djs who throughs cakes and sprays champagne at people at festivals and clubs, always jumping around.

Treatment for music videos: this song has a really funky drop therefore i want this video to be funky as well, i want some guys dressed in rasta clothes dancing around when the drop comes, and during the breaks of the song i want the people to do some funky weird things and it repeats again at the drop and there will be a few scenes of djs mixing.

Name of the artist/band and track

Artist: Ellie Goulding

Track: Lights (Feenixpawl Bootleg)

Star Image: Blonde, Pretty, young, passionate about music.

Treatment for music videos: the song is in minor key, so the story should be something kind of sad. video would be shot in the dark which i guess could be in the night, having a girl walking alone on the street with depressed facial expression and later on a guy comes alone and he would be the representation of the Light during the night.

Name of the artist/band and track:
Artist: Daddy's Groove

Track: Surrender (Extended Mix)

Star Image: 3 Italian DJ duo, classy, fashionable, ravers.

Treatment for music videos: the song starts with a really happy melody then the vocal comes in. video could start with a couple walking around around in a park, talking with sweetness on their face and then in the build up they got into an argue and the drop bit of the song they went into 2 directions and then in the second break they start to miss each other and in the end they gets back again.

Example Two

Name of the artist/band and track:
Artist: Martin Garrix

Track: Animals

Star Image: Martin Garrix is a 17 year old Dj/Producer from the netherlands, the image i want for him would be a young tallent, an up coming super star with the bright future in the dance music scene.

Treatment for music videos: the song has a aggressive drop and big chords going on during the break down therefore during the break down i want the DJ to be walking into to the backstage club with his manager, body guards getting ready for his set and the moment he walks into the booth puts his headphones on, that's when the rave starts and there it comes the drop and you see everyone going crazy.