Treatment

Working Title: Subcultures - Dr. Syntax

Synopsis: In my products I have decided to go against the conventions of mainstream hip-hop so to better suit the artist I have chosen. I will do this particularly through mise-en-scene as everything that is featured in my products will be carefully chosen so to present my artist exactly how I want. This means the s/etting, clothing, props, colours and lighting will all be going against the usual conventions of hip-hop music which I discovered through my audience research. The general story of my music video will follow that of the song as I found out through my research that most people like to see scenes relevant to the song in a music video. This is that artist Dr. Syntax is going around different groups of people, or "subcultures", trying to find people that are similar to him but finds problems with each of them and so these will be the scenes presented in my final product.

Format: The technology used to create my final products will be Final Cut and the Sony A1E camera for the production of my music video. I will then use Photoshop and a SLR camera for the production of my ancillary products. My product will be authored as a mpg file and will be distributed through Youtube.

Estimated Duration: The song lasts for 3:06 minutes so my final product will be around this length.

Intended Audience: Through my audience research I found that most people who listened to hip-hop were males aged 16-21 and would have all been from middle class families, so this will be my intended audience and my products will have to be made to appeal to them.

Style: The genre of my products will be hip-hop, however the style of hip-hop is underground UK hip-hop which is less mainstream and has a very different overall sound to it. The tone of my products will be light-hearted and comical as that reflects how Dr. Syntax sounds in the song. Influences on my products will be that of similar artists, such as Dirty Dike who's music video I analysed earlier on and will greatly influence the style and image of my own products such as their camerawork, editing, lighting and mise-en-scene which will all reflect on the sound of the music video.

Rationale: My production is relevant to the target audience as I will use features that will appeal to them which I have found out through my audience research. However, I have decided to go against some of the trends found in mainstream hip-hop music to present my artist in a way that better suits him and reflects his style of music and builds on what he's trying to put across. I believe my idea should be commissioned as it will present the artist in a way that both appeals to the target audience and shows that he's not just another mainstream hip-hop artist that raps about money and women.


Feasibility: My production should be fairly straight forward to make in terms of locations as the majority are outdoors which will just be a problem in terms of weather on the days filming, and all the indoor locations will be accessible at any time. Resources and personnel will be the biggest problem in the production but still shouldn't be too much of an issue as only a small amount of people will feature in each scene of the music video meaning there won't be a lot of people to take care of at once, and the resources needed to make video will all be easy to get hold of and shouldn't cause too much of a problem.


Budget: The production will cost nothing other then small amounts going on resources for the video such as props to build on the mise-en-scene and overall make the production a lot better. This will be financed out of my own pocket.


Deadlines:
Pre-production - 18th Nov
Production - 16th Dec
Post-production - 6th Jan