THE FINAL TREATMENT (G)

The Final Treatment 

About the Artist 

Born in July 1990 as one of 20 siblings, and one of the sons of Reggae producer Blacker Dead, Ratlin has had music in his blood from birth. Despite Ratlin's bad upbringing he was still able to come out as a good person and have a good future ahead of him. 

As a child, Ratlin only played football in 'Fulham FC Young Footballers' because of his brothers also done this, he felt he had to follow to make his family proud. Although he was good at football, this was not what he enjoyed doing. Due to this being the only thing he was able to do properly, Ratlin believed he had to stay doing it. 

However, things turned for the worse when he was caught with illegal drugs at a football training and was then kicked out of the club. Although he did not enjoy playing football, it was the only thing he could do without getting into trouble. Ratlin took this very bad and turned to the streets, starting selling illegal drugs and staying out all night getting up to no good. His brothers and sisters knew they had to do something as Ratlin became worse each day. One of his brothers suggested he should try music, due to their family having music in their blood. 

Ratlin began going to a small studio, rapping about personal issues in his life, for example 'On My Lonely' was rapped from the heart and became very popular. Ratlin realised he had a good future within music; he stopped staying out all night,  and gave up the drugs. Now, Ratlin is only focused on his music career, being booked for shows, events etc is what he aims for. "I would rather everyone listen to my track than get rich from it, not that i don't wanna be broke" Ratlin stated in one of his interviews. 

Ratlin's music has now became highly successful due to the dedication he has put in it, and the fact he has had a bad upbringing, he is able to put all his emotions into the songs, to create a more of an understanding of him. The mix tape "Summertime in Mexico" has been a big success for Ratlin, which includes the smash hit 'Messiah' Ft. Mavado, plus 19 more tracks, which are available for free. 

Ratlin believes his songs should be free as no one should have to pay to listen to music. Due to his different way of thinking, is the reason why Ratlin has became so popular within the music industry. Also, being a young black boy in South West London was difficult as Ratlin was forever being stopped by police, many times was a stereotype because of how he was dressed and looked; black tracksuits, hoodies up with his hands in his pockets. Ratlin felt as if he had to make a difference to the stereotype of young black boys, as he felt he was able to change person when he was in the studios. 

Target audience

Our music video will be aim at 16 to 30 year olds, primaraly because black people are more likely to understand as most of them are in the same situation and white people in fact that the rap can now relate to every background mainly located on the street,  because the lyrics of the song reflect to their lifestyle and can conform to some people personal identify and same vision from the street. According to the analysis of the lyrics, the singer uses rap to express his emotion regarding love and his out look on life. We can denote from this the hard evolution of his background and his potential strong and mature character that he slowly builds. The fact that the black artist has a hard background can connote the feeling of confidence that he develop from his life and career as a rapper. The artists try to influence his target audience the target audience from his personal beliefs and own vision of life. From his realistic and honest song the singer, as well as the audience can develop passion to write and listen the genre of music as it is a real life story.

Our target audience will be able to mirror Rotlin’s video and understand, showing that usual as the artist other people can have or recognise to have the same issues. We can appeal to the audience adding props that will be seen in everyday life. We can use hoodies, jewellery and others to relate to our target audience, who’s both male and female characters are within the initial clip.

Males will watch the video to usual as listen the music also see Karma’s figure as a attraction, which will conform to Laura Muller theory “the male gaze”. Ratlin can be also represented for woman atraction as he has fast cars, jewellery with him. The audience can reflect or have the desire to put their self at the same place.

 Concerning our target audience , I believe that a wide range of people can relate to this song as it cover many areas such as love issues, street questions and potential  dreams that the audience aiming at. related to the to opposite picture i think that people from the street can reflect the attitude and change from trouble to respectable. the lyrics of the song are helpful in the way that within the street you still can be successful. i took the example from the artist within the clips has a beautiful house and car so this can signify how by changing its mentality he succeed.

Our vision 

We have devised a plot to have 2 couples in our music video, the good couple will have a long lasting relationship, we will show how in love they are through the use of camera work. This couple will relate to the people who have a relationship like theres. In this the girl will be rapping as it will express the committment to the relationship she is in with the guy. On the other hand my group and I decided to show a bad couple this will show how relationships are behind closed doors. We have decided to show this because we want to film the down side of a relationship between two people, as relationships are not only sunshine and lolly pops. Everything doesn't end up in a fairy tale. In this we will show the man rapping, asking her all these questions if she feels the same.

 This is part of the relationship we jsut find out that she is just there for his money not for the person he is, signifying she is a gold digger. We will show this through a series of events such as the bad couple fighting agressively in the music video showing that they both are not on the same page. In addition the good couple will have a physical connection, we will show this through the use of wide shot of them (the couple) hugging.

The young girl for the bad couple will be wearing all jewellery and bling, the lighting will be focused on her to show her addiction to money and power she has over her boyfriend, the fact the lighting will be focused on her more shows that he is not getting the attention that he needs. We will use a car as this can show the girl only wants materlised things and not her boyfriend. She will be wearing a black outfit, with heavy make up on her face such as gold eye shadow, a heavy amount of mascara, red lipstick which connotes the too over the top theatrical and excitement she has over getting money this will be showing her sexuality feminine side as well as her lust over money. the man in this couple will be wearing dark black trousers and a black hoddie connotes the pain and mystery that the man his trying to hid from his relationship he is having. 


In the good couple the girl will be wearing light make up to show her kind heart of her personality, she will be wearing an white outfit which connotes the purity of the young girl and young man relationship between each other. The man will be wearing a white and black outfit to show that he is a working class man showing that he is a type of person who will want a better future for him and the girl he is with. 

Logistic

The logistics of this music video my group and i decided to have set location which one at a flat and a park. the main scene will be in a flat , we way to use this to show the two couple relationship behind close door. we decide to include this to give the audience a storyline making them engage and understand the difference  between the two couple. in addition we wanted to use a part because we want to set a scene of the couple relationship doing well to show others that they have nothing to hide. we will show the couple holding hand in the park. they will also have dogs which is a convention of rap.

For the logistics we will need to make sure that we plan where we are going to set our locations of beginning to film.This is important because we will need to have a few percussion before filming, we will need to make sure that there are no problems while filming our music video, As a group we decided to film at a flat, we decided this because we wanted to aim this at middle class and lower class people who live there, we also didn't want to conform with the codes and conventions of a rap genre as there are usually set in an house or rap in outside of blocks. 
the main scene will be set in a flat we wanted to show the two couples behind closed doors, we decided to include this to give the audience a storyline making them engage and understand the difference between the two. In addition we wanted to use a park because we want to set a scene of the couple relationship doing well to show others that they have nothing to hid. They will also have dogs which is a code and convention of rap music videos which we will introduce into our  video. 

there will be some logistic  problem such as the weather this is because when filming we have to make sure we don't fil when it is raining , which could be a huge problem for the capture of the film. secondly we will ned to make sure that we don't damage any equipment. another drawback is that we will need to make sure that we got permission from my group parent to use their flat this is a big part of the problems that occur because they may not want their property filmed. travel is another issue because th cast may not be available and the chosen location may far for some of us.

Technology 

The technology we will use is camera ad tripod, final cut pro which is the main piece of technology that we will need for our music mac computer.
 the camera this will be used to film specific scene for our music video, we will need this to capture an point of view shot will be used as you will be able to emphases with the characters and keep you down in.
within the cup we will move the camera up the characters body slowly on this is because it will give an effect. we will use panning as it will enable to show the whole location and whole scene. cinematography, we will use close ups to show emotional scenes, also over the shoulder shot to show both emotions.(large and wide shot as location)

Digipack analyses

Digipack analises

Adel

Adel digipack yellowish reinforces the old and authentic emotions, that the artist generally brings to her songs. As part of the mise en scene the artist facial appearance up on you right express her late 60s' hair style which enables the audience to identify her as part of classical or old fashion music. the fact that she is wearing make-up can denote a sense of femininity she have, so i assume that her main target audience would be women, as her image and her song can reflect the lifestyle or several issues that woman are generally have.

black is the dominant colour within this digipack, this fact can express the strong and sometime dark side of "love" as women have majority of the time and more likely to be attract by love song. In this context I believe that the black colour is a way to connote the sense of loneliness. The artist has created herself with her wonderful language as principal foundation. The main image reinforces the idea that Adel is not necessarily judge physically but thought her song. The main image up on your left don't specifically shows the artist face however the main image shows the artist singing to her fans. With her name  (CALIBRIC AND BIG) in big in the middle we are able to know the image and the character that the artist have, which is calm and simple but imposing.

white and black CD's can potentially connote the truth and happiness compare to the the black colour which can express the feeling of darkness and sad emotion. This is a good constrat because the audiance may want to discover another image or point of view of the artist. The audiance may also want to simply discover the amazing voice that the artist has.



Rihanna
                

Rihanna a verry popular artist who's mainly sings R&B and pop songs has made a huge sales album. the first picture of her face can seem attractive to mens has she shows a sense of submition with her eyes close meaning that she don't want to reveal a lot of  herself. the main color of these digipack are red ( with roses) and pink these color give a sense of passionnate and intriguiging love songs. relqte to the artist body language and the color present on the digipack we can identify one one side sense of confidentiqlity with the eyes of the artist close and hair covering her face, however  on the other side the song of the artist can be provocative and with freedom because when we at first look the hair colour (red) of the artist which is unusual we can see that the artist has a freedom and try to be out of any stereotype or restructedn. adding to the hair colour we can see the artist with a cigarette or in a sexy dress looking at the camera in a sexy way can attract the target customer and revel her sexapael which plays a huge role in the image. rihanna on the first picture top on you left lower on roses reveal a sense of  weakness and dreamy person with romantic e xperience.



Function and convention of music magazine adverts(N)

Pink the artist name is well place on the front cover page of her album as it help the typography (CALIBRI (BODY)) to directly recognise the artist name. Usual as the artist name the title of the album is eye catching because it is directly below the artist name with a different typography. The three different font can differentiate the meaning of the cover page for example the chosen font for (truth about love) with love bigger that other can express that love will be the main subject the artist will be talking about.

As the editor wanted to be clear and precise the main image and the band name and tile has a clear understanding as the writing is on the side with a sort of paper background meaning as real life story felling and expectation. On the right hand side the focal point which is the relevant image for the target audience is the main artist face. To identify the type of love song it would be the artist has a certain body language.

Pink with an exclamation mark meaning of (pink) female with a strong and concise character will already denoted the different  style and way to sing, the artist will have regarding the title (truth about love song). Squatting on her feet taken from a low angle shot express a rebellious and strong attitude, with her black outfit and underwear the artist show that she’s not shy but has vigorous and heavy impact on her target audience as she can be the representation of subverting the girly and feminine women way of seen. The fact that she as short and a different hair style compare to usual women it can express how different and extraverted she can be.

However the red heels can conform to the stereotype of love and typical women style as her target audience can relate to this type of music. Compare to Madonna we can  identify that the two character found different way to attract their target audience however they style have the same type of influence with a different way of seen. We can identify both women as independent and ready to assert their genre within the industry.

An unconventional advert as the artist name is not on the cover, however the fact that the name of the artiste is not on the cover can reinforce the sense of popularity the artiste artist have. Madonna is significantly famous worldwide so the recognition from her face and her body language will be instantaneous.

Known as “Queen of music “the artist use variety of way to express herself such as the black outfit which can have fro connotation strong impact and hard to beat. Madonna’s also wearing a boxing belt which reinforce the fact that she is a winner as shown within the review “ no one’s gonna stop her now” we can from this way of writing, identify the target audience who could potentially be 18 to 40 year old as the can read and understand.

As part of the whole cover the artist body as a dominant impact because is eye catching because we can identify that the main purpose of this advertisement is Madonna and her new songs. From the body language tha the artist has we can denote that the face is not the most important as she also use the body to attract her target audience.

The contrast of her outfit colour black and the pink back ground can give a specific point of view to the audience because it give a image of seduction (sex-icon). The background colour can also relate to the typography of the title name (hard candy) the largest writing and show how important the album title is as we can directly relate to the artiste genre. Hard reflect the impact that she has on her target audience also seen on the outfit chosen and the pink background associate to candy and raise the sense of femininity.

“Hard and the beat goes” express how the music can be popular and already known since a long period of time, it can mean that the artist implant her style and name since a long time. With open leg the artist express her level of confidence she has.

The band name & title is intriguing to the audience, with they own typography. The target market may be curious and develop the want to listen one of their songs. As seen within the picture the group band through the album cover pages Don’t want to reveal their identity, which have the connotation of mysterious, xx is directly point at the THE (in capital) unknown character that will be clearly be reveal and eye catching. In addition regarding the colour used the audience can express a sense of darkness with a relation of metal or rock vibe. the XX give an impression to have the ability to relate to anyone.          

The album title which can attract and stay appealing to the target audience have a sense of sensitivity as the audience can escape with a disorientated feeling and relate to it as the band name XX could potentially mean . The music will mainly be based on emotional lyric therefore it may have a wicked ambiance. The fact that the key lightning is mainly projected on the floor can denote from the group is against the usual perception of life meaning they don’t want to conform to regulation and restriction seen as  everything is on the floor with no precise purpose or story. Above that the cover page have a wall full of graffiti this can also express the fact that they do not care about people opinion however they way to express the point of view and personal character. Their music can be considered as the light compare to other genre of music. “HEART SHIPPED A BEA” this quote reinforce the sense of disorientation that the group want to express.

 The font on the wall can denote the lifestyle which may be based on a true story. The location of this graphite is mainly seen in the street. The wall as front page cover can signify the sense of actions and issues that may occur within the music. This can technically connote the sense of originality because the fact that a wheel as part of the pros can express strong urban music the band has.

To give a better image and interest, the action line will have a strong impact as the reader will from then identify where the product can be find with additional evidence