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TREATMENT

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TREATMENT OUTLINE - WILL Artist Name - DRAM feat. Lil Yachty Song Title - Broccoli Genre - Hip Hop/Trap Target Audience - Young People (15 - 22) Style of Music Video (Performance, Narrative etc) - Performance and Lip-Syncing LOCATION - OTTILIE Although there are many locations that would be great for us to shoot this video in, realistically, there are only a few outdoor ones local to us that would be practical. The first one is the Isabella Plantation in Richmond Park. We think this would be a great place to create our own take on A$AP Rocky’s scene in Yambroghini High. The other ideas we have are car and drone oriented. We want to have a scene shot on a drone looking over country roads maybe. We’re currently thinking about how we can get access to someone with fast and high end cars as this seems to be a key theme in a lot of Hip-Hop music videos. CHARACTERS (if applicable) - WILL As our music video won’t be narrative based, there isn’t real ‘story’ being told so we do...
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TASK 5: RICHARD DYER

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TASK 5: BARTHES


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TASK 6: LOYALTY by Kendrick Lamar ft. Rihanna

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LOYALTY by Kendrick Lamar ft. Rihanna Kendrick Lamar and Rihanna are two of the biggest HipHop artists of today and their collaboration has tuned heads. Kendrick is currently signed with Top Dawg and has released 6 albums including good kid, M.A.A.D city, untitled unmastered. and DAMN. Rihanna is an extremely successful singer, songwriter, fashion designer having just released her new makeup range, 'Fenty Beauty' and having previously collaborated with Puma. She's also actress, having recently starred in Valerian and the City of a Thousand Planets. She is currently signed with Def Jam and  is the youngest and fastest solo artist to earn  fourteen number-one singles  on the  Billboard  Hot 100 , as well as a current total of 31 Top 10 Hits on the same chart. In the opening scene, Kendrick is blindfolded yet surrounded by women in leather lingerie, gold jewellery and heels. The way I'm interpreting this is that he's trying to show t...
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TASK 6: Boys by Charli XCX

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Boys by Charli XCX This next video, I think is a stroke of genius. When I first watched it through it did take me a second to work out exactly what was going on but I think it's so clever and compilation of clips make this video relatively simple yet so effective. The whole idea was to turn the male gaze on it's head and poke a little bit of fun at the way women are objectified in film, tv and music videos. The video is full of influential male celebrities; Stormzy, Tom Daley and more. I think the fact that she's chosen particularly influential males really helps portray the message she's trying to get across and helps emphasise the play on direction. There are references to other media texts like in this screenshot of Brendon Urie channeling his inner 'American Beauty', a film partially about a girl who is obsessed with having boys, men and actually just everyone, obsessed with her.  I think this one is quite an interesting shot ...
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TASK 5: LAURA MULVEY

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TASK 6: Yamborghini High by A$AP Mob ft. Juicy J

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Yamborghini High by A$AP Mob ft. Juicy J I've picked this video as my second piece of research because I think it's really interesting to watch and I love the colours and the visuals. When thinking about the technology and editing behind this and how it was put together, comparing it to the first music video ever created is really interesting to me. You could say that Queen's Bohemian Rhapsody is relatively similar in the way all of the clips are layered. But how that video was created compared to this one really shows how far technology has come.  I love the way the video is so fluent and all the takes merge from one take to the next in such smooth transition. For example in this screenshot you can see how A$AP Rocky has moved into the next clip but everything else in the background stays as it is. There is diegetic sound in this video, particularly to put emphasis on the Lamborghinis and I think this adds to the playfulness of the rest of the video...
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