Final Treatment

Artist:

The artist that we are working for is PMG (Pure Music Generals), they are a group who produce music about keeping healthy and going to the gym, their music and branding works in harmony with each other as they're all in peak physical shape and are leading by example. They have a positive representation to the audience as their music is suitable for most ages as their music is about keeping healthy and taking care of your body, not the usual topics such as; sex, drinking alcohol and drugs seen in other rap, R'n'B videos such as Rihanna's "We found Love" 
We Found Love - Music Video

Audience:

The audience we are aiming to reach is teenage/young adult males ages 16-25; we believe that this age group can relate most to the song, as they may be starting to go to the gym or have been training for a while for the younger ages it may inspire them to start training. This is because they will be able to understand the lyrics and references to the exercises and gym habits, as well as relate to them. They also will idolise the artists as they are very well portrayed men in the video who look to be very masculine. Our Feedback told us that the men will be the firm target audience; however parts of our feedback do reveal that Women may even be interested in this. We know our audience would use this song for motivation, to either go to the gym or train harder, and this would relate of both genders. PMG are a group of British Asian artists, therefore the ethnicity of our audience does straight away draw attention to the Asian background. However our audience is not based on ethnicity, therefore the other audiences from different ethnic backgrounds could listen and enjoy the song. Overall our target audience is based at Males aged 16 and over, who normally go to the gym or are looking to get fit and in shape. They will wear tracksuits and t-shirts to the gym along with the ideal running shoes. Our Digipak, magazine advert and music video will most likely portray all this things at once, through the conventions stated making all three products universal and linked, building the artist brand.

Our Vision:
Plan for the music video and products;
The costume of our artist would usually be very casual wearing jogging bottoms, trainers, hoodies and t-shirts while at the gym or with friends, but his costume would change with the location, for example; he would dress smarter for parties; wearing jeans and a shirt.

The props that we would be using would be gym equipment such as dumbbells, barbells, weight machines, punch bags and cardio machines, using these props would match our song as it is about going to the gym and the first thing that comes to mind when we say gym is “weights” but we also think of famous movies such as Rocky, as one of the movies conventions is the training montage.

The magazine advert and digipak synergy that we’re going to create Is using the same logo for each product, also the artist branding would be kept the same keeping the continuity as when the audience has seen one product, having the same colour scheme and logo and artist representation would show all the products are linked to that artist/group.

We’re going to subvert the conventions of a rap music video and try and make our music video humorous, have women lifting more than some of the men (going against stereotypes that men are stronger than women) and also have skinny males tensing their muscles in the mirror taking photographs (focus group). Our main thoughts for the music video is to make it as funny as possible by showing all the things you should do in the gym etc. We are also going to include a narrative, of a weaker male who is lazy, and procrastinates about going to the gym, until he finally decides to go to the gym - from here we'll have him training with our artists making progression until finally he is confident, active and 

Technology:

The technology that we will be using throughout the main production stage would be a camcorder (SD card), as this is what we'll be using to record our footage, we would attach the camcorder to a tripod for steadier shots, we also have access to a green screen that would allow us to superimpose images/videos onto the screen, this would make the gym fail idea possible. During the editing stages we would be using the iMacs to edit our music video together, using final cut to create a seamless music video, but also to add special effects.

Logistics:
At the moment we are still in discussion about various locations to film our music video. One of the obvious locations which we will have to film in is a gym, the gym is sorted as a location and our two local gyms are more than welcome for us to use as I have used them both on previous occasions for some other media studies projects.  Another location which we are in discussion about is a park, this is a very easy location to choose as we live in an era where there is almost a park or land full of grass within 10 minutes. I believe even if we would like to make the video more effective and put more effort into it we could choose parks which are well known for example a park like Hyde park, we wouldn't need any permission to film in these locations making it easier for us to film in a range of locations.
Along with our desired locations I believe we will need the right time of the day and the right weather in some cases. For instance with our idea to use a park as a location, we will need good weather so that the lighting matches the mood of the song, we would also need a park with smooth pavements so that the camera movement is stable to gain good quality shots. For the gym we need to organise our time so that it is not so busy we hardly get to use any equipment and that we can also experiment along with the place and try to make it look better in the video without making a hassle.