Statement of Intent

Music Video:

For my music video, I plan to use media language to create a pop video, which will have a clear concept which is fun loving and mainstream. This will be used to appeal to the target demographic of a mainstream audience aged 16-25. Also, they will fall into the explorer and mainstreamer psychographic, where I will hopefully be able to reflect the industry content desired by Sony Music – that is a music video that is for both “local and international” audiences. To do this, I will use a mise en scene of a rural setting to reflect the positive nature of the music. The focus of my mise en scene will emphasize the joys of having friends and being free, an example of verisimilitude, which will be the centre of my video. I will have two actors, one young and one old, to stop the representation of stereotypes in my music video. Narrative shots will be on location, performance shots will be in a rural location. Performers will be dressed in casual summer clothing; therefore, it would reach the desired target audience. Because of this, my video will have intertextual links with other songs such as ‘All I Am’ by Jess Glynne, where similar themes of friendship and traveling are shown. Participants of this particular video are also part of the upper end of the target demographic. This theme is relatable to the audience because the concern is moved away from negative media reports, and instead represents the fun you can have with friends. To make the setting appeal to a universal audience that is not tied to one social-economic group, I plan to use appropriate codes and conventions to reflect my ideas. I will edit to the beat of the song, and lyrics will be interpreted to the narrative, which is an example of modern pop iconography. In terms of lighting, it will be high key in order to reach the aesthetic of the brief. The brief will also be met by visual performance of direct address and technique in the form of lip-syncing. My video will be a hybrid, where both genders will be involved, with an uplifting message, enabling me to attract a widespread audience.

Website:

For my working website, I first plan to make sure I follow the requirements mentioned in the brief. These include, a working home page with a menu bar that links to second page, fun loving images of my artist, and brand identity which will be linked across my two media products. The menu bar will be permanently located at the top of my website, and will have links to my second page and the artist’s social media pages, e.g. Instagram and Twitter. With the use of social media, it allows the website to be interactive and gives opportunity for audience members to comment and give feedback, meaning the fans can feel closer to the artist – this is a common feature of many artists who also appeal to the 16-25-year-old demographic. My website will also include visual elements in the form of my company logo, which has branding connotations of positivity, due to the colour yellow, which would attract a young, fun loving demographic. In contrast, the guitar image used is unconventional for pop music, but instead recognises the older end of the target audience, which expect authenticity in a digital postmodern world. Another visual element, will be the images of my artist, which will be designed to seize and sustain the reader’s attention, because they will be used as a promotional tool to market their new music. The website will also contain links to do with a new album, new tour as well as an audio/visual link to my music video and a 10 things I can’t live without video. If this was a real artist website, these would constantly be changing in order to update their fan base.

 

Links:

A media product must have a highly appropriate and consistent brand image across different media forms, a branding which highlights and demonstrates that both include the same artist and are intended for the same audience. One way to do this is use the same artist and logos in my video and on my home page. I will use appropriate techniques to link them, e.g. the TA will be directed to my music video on the website itself, which will be assisted via interconnection in the form of additional content that can only be found on the website, and will create synergy and brand loyalty between the media products. My website will also include a working link to my video, meaning there will be a link with the visual element. Plus, in both my website and video the same logos will be used. The use of social media will demonstrate digital convergence, because through the Instagram page, the TA will be able to comment on the website and video, a clear example of how digital technology has changed the relationship between audiences and producers, providing the opportunity for more linkage between differing media forms.