The final treatment

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 fact that 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

For the logistics we will need to make sure that we make sure 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.