Treatment/concept (Presentation) P2(a)

We decided to use song of artist Kid Ink - Money and the Power. We decided to use it because me and my college Nikita Nesterenko both liked it and reckoned that make a music video for it would be easy and enjoyable thing to do. We had a look at a official music video and found it really attractive. Some of our ideas actually come from this video because as well as in the original video we have a group of guys walking around the town. Here is the video :

 Genre: Hip-Hop, Rap

 Running Time: approximately 3min 40sec

 Characters: Pasha (the main character), George, Dmitriy, Nelly, Liza, Kate, Dasha, Zoya.

 Locations: Football field, Park, Kent College main entrance, Kent College stairs, Whitstable Road, Hill in Canterbury, Streets of Canterbury.

 The target audience of our video is an average person who listens to hip-hop or any other kind of urban music and likes urban culture. The age of our target audience is between 13 and 25 years old as at this age people are more likely to listen to rap music and are interested in this culture. The music video has no inappropriate scenes or swearing in it, so the music video is suitable for all the ages. These people probably like to dress like famous rappers and wear hoodies and big t-shirts.

The medium of the music video  is going to be DSLR Canon 7D, HDV 1080p. The setting used in the editing software Adobe Premiere Pro will be HDV PAL 1080p, 24 fps and aspect ratio 16:9.

Scene 1. (no music in the beginning of the scene) Location: streets of Canterbury, Whitstable Road. Dmitry walks into the shop and steals a candy from it (the music starts), coming out of the shop, he gives it to his friends who were waiting for him. Black Screen. 

Scene 2. Location: in front of the main entrance if Kent College. All Pashas friends are staying and waiting for Pasha in near the school. He comes, shakes hands with them and hugs them. All of Pashas friends are happy to see him. They start walking in front of the camera and Pasha starts to sing. 

Scene 3. Pasha is rapping at the football field. A lot of different angles are used to make the video interesting and eye-catching. Pasha moves like a rapper and lips sync is used to gain an impression that Pasha is singing the lyrics of the song. 

Scene 4. Pasha is at the hill and looks above all the town of the Canterbury. In some shots all of his friends with him, joking and hustling money. 

Scene 5. In this scene Pasha and a group of guys and girls are walking towards the town centre. They all chat and Pasha is singing the song while they do. 

Scene 6. Pasha is singing the song sitting on the stairs in Kent College. He holds money in his hands and raps in front of the camera. 

Through the entire music video all the scenes are combined and a lot of crosscutting is used. So the scenes might not be in order written in the treatment. The reason why we are using so much crosscutting is that we both like when there is a lot of action in the music video. When locations change rapidly it looks much more interesting than if the rapper sings in one location that in another etc. So in our editing we tried to maintain a fast pace.

Here is our presentation that we presented for our classmates. It generally tells everything about our music video and how we planned to film it.