Location Analysis - Final

Treatment Draft 1

Summary by Jack Baxter.

Record label research: Final decision

When we completed researching different music record labels, we finally decided to go with the choice of the "Ultra music Records”. The main reason for our final choice is that this record label is very suitable and appropriate with the Electronic Dance genre which we have decided to go with. Not only that but we also looked another music record label "Spinnin'Records" which we considered. This is because of their specialisation in electronic dance music just like "Ultra music 

Records". However, the reason why we finally decided not to follow "Spinnin'Records" is because it is based in Netherlands, meaning it would be difficult for the label to distribute and market our product to the audience whereas the "Ultra music Records" is placed in USA- a multicultural country with opportunities open worldwide. Furthermore, one of the best reasons why we decided to go with "Ultra music Records" to distribute our single is because they specify in the electronic dance music. Therefore, this will enable us to target a wider range of audience as the electronic dance music refers to various different sub-genres/ sub-cultures such as, techo, progressive, house and much more. As a whole "Ultra music Records" is a very successfully and well developed label as it was found in 1995 and worked with a verity of different artists, so for that reason choosing the "Ultra music Records" is a very reliable choice.

In addition, we finally went with this music record because we believe it is the most suitable label, this is because through our questionnaire results, the target audience is set to include teenagers and young adults. This record label has worked with various artist which target teenagers and popular music which is found at nightclubs, raves and festivals. Therefore, this music records label is definitely the one and will engage and appeal without target audience. 

Location analysis - First Draft

Location draft by Anonymous iGRdfinK on Scribd

Meeting representations

Meeting- Representations

Throughout this meeting, we discussed the representations which will be included in our music videos. During our research, we have all decided to go with the song ‘Faded’ by Alan Walker, the video will focus on youth (finding love). This decision was mainly inspired by the original music video and another song by Alan Walker ‘Sing me to sleep’, which portrays different narratives. These two stories are based around youth searching for something.

In our music video, we decided to portray a young male and aged 17/18. The narrative part of our music videos will include a few stereotypes which are associated with modern youth, the stereotypes are usually presented within this music genre. The modern youth are strongly associated with hoodies, balaclava’s, drinking alcohol and relationship conflict will be displayed in a form of narrative, creating the sense of freedom. The idea of youth being presented as emotional, questioning their sense of belonging as well as obtaining relationship conflict might be also interesting to interpret. This stereotype can be linked to the theorist Dick Hebdige as his theory shows the youth division into categorisation of fun and mayhem. We would like to focus on the contrast between what is right and wrong.

Furthermore, the music video has a fast beat which enables us to present the models in constant movement which could be associated with the modern perception of youth and the way they spend their free time, whether it is due to partying or education. This will enable us to reach a wide range of audience. Due to the fact that youth may be interested in the representation of their age group. Reinforcing the stereotype and challenging them will enable us to produce a sense of identification with our audience, as they are more likely to interact and engage with the given narrative.

Overall, we are currently in the process of deciding on the representations with our upcoming video, but we are sure that we want to link and go into the youth representation. However, this will also depend on the actor and actress as this we are planning to use one girl and one boy in our music video to help us represent youth. We will be going with this as our questionnaire results displayed a clear answer of 1 to 2 characters. The narrative will strongly depend on this aspect. Including two models within our music video will enable us to produce a contrasting narratives of going with and against the stereotypes. We believe this combination would work as it would tell the audience a story, not only that but it would also engage the audience more into the music video.

By: Doaa Elmnayneh, Jack Baxter and  Zacaria Elarichi

Narrative, Concept or performance?

As a group we have decided to go with the idea of hybrid of concept and narrative. We come up with this as we were influenced by the research we had done previously on EDM videos, such as codes and conventions, lyric, analysing the entire video and more. While we were analysing existing music videos we came across surreal concepts, which are involved in part of the music video narrative. Also, in some of the music videos there was a story telling however it was hard to tell what was being portrayed till the end of the video. We loved this idea and it was used within the electronic dance music videos. Therefore, we decided to include this which produce a hybrid of narrative and concept. In addition, we are considering to include surreal features within our own music video mainly through editing techniques such as, mirror reflections, mutilating exposure and adding surreal element to display speed.

Through our music music video we are planning to include a model which will follow the storyboard of our product. During our research  we noticed that electronic genre artist often don't appear within the video products, but once they do, they tend to play the role of the actress within the narrative where they blend in within the streamline. This is way we decided to have a male actor instead of  female performer, as he could represent the singer (Alan Walker).

The actor we have decided to go with represents the presentations of youth culture through different stereotypes but also modern perceptions/problems associated with young people. This is usually seen within this music video genre, as it displays the energetic and dynamic nature. These representations could be displayed within the original video of our chosen artist.

Permission Letter

The following displays our final permission letter. This is a very important aspect within our work as it enabled us to gain permission for the use of our chosen song (Faded - Alan Walker). Within the letter we made sure to use formal language, explaining why we will be needing the song and what we will use it for. We will be sending the letter via email and post to ensure we gain a quick response from the

Summery by Jack Baxter, Doaa Elmnayneh and Zacaria Elarichi