At the beginning of every music video project, there is a need to work with the artist to define a desired treatment. A video treatment, also known as video concept, outlines information with regards to what the music video will be about.
Conceptually, a music video could show the artist performing the song in front of a live audience or by itself; alternatively, a music video can also present a story line where certain situations and storytelling takes place. Furthermore, it can also be an experimental exercise where random images are shown to complement the music in a more abstract way. All of these angles constitute the treatment, or concept, of a music video.
However, a video treatment goes beyond this exercise of defining the overall direction of the video. The treatment goes down to describe the kind of locations, situations, stories, images, look and feel, tone and colour, pacing and so on of the music video. Even though most treatment writers don't follow specific guidelines or structures, a well written treatment is one that can successfully communicate complete ideas to artists.
Summarizing, a music video treatment is the starting point of every project. It allows the production company to communicate its ideas to the artists and it allows artists to make decisions regarding the direction of their video. The treatment also helps production companies to write production budgets that are accurate and that give artists a complete view of what to expect when embarking on the production of their music video.
Source: Creando Music Video Production
Example music video treatment
Alt-J: Breezeblocks by Ellis Bahl
Three shots, slow motion, played in reverse.
Cool tones. Blues and Whites.
Scene 1: A man sits on the floor of a bathroom, head in hands.
The camera moves to the bathtub, the water is running, a fully clothed woman lies submerged, a breezeblock on her stomach. Her hair floats on top of the water, hiding her face. Blood slowly runs backwards into her head. The man gets up and the breezeblock bounces up off the woman's head and into his hands. He puts it on the ground next the the tub. The two of them scuffle.
Scene 2: They sprint backwards down the hallway. Her in front, him in back. (he's chasing her) They backwards fight through a flat. They unshatter dishes and bookshelves stand up with books placing themselves back into order as they reverse fight their way through the apartment.
Scene 3: They make their way towards the front door. A knife flies off the floor and into the woman's hand. The man grapples with her. He turns away from her and she recedes into the shadows.
The man looks down into a cupboard. ANOTHER woman is tied up and sucking in a scream. Her eyes close. They kiss. They stop and the man slaps ducktape over her mouth. He closes the door. He walks backwards, flips the lights off and exits out the front door.
The woman with the knife returns and opens the cupboard. The tied up woman's eyes are filled with terror. The knife woman says something. "I think I'll have a bath while we wait for your Husband to get home. You don't mind, do you?"
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