Statement of Intent

Q. How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief?

Product 1 -
For my pop music video I am using the song 'Waves' by Dean Lewis. I am planning to emulate the sound of the song through my beach and love-based video whilst still relating to the fun and loving 16-25 year-old mass market demographic and to produce a music video that ultimately advertises the song and artist as enjoyable and emotional to listen to. I plan to target this demographic through setting and characters which they will be able to relate to.

I have decided not to include the artist in the music video. This is owing to the fact that I am wanting to produce more of a narrative based music video and I feel as if I included the artist it would distract from the story. Furthermore, as my mass market target audience would be used to listening to mainstream music videos which would include the artist, this would juxtapose from the most common conventions and therefore grab their attention as a more innovative and therefore exciting product. The narrative I am wanting to portray is themed around familial love as well as the theme of growing up and coming of age. I will create this through the representation of my protagonist being two different ages and how she will go through a very similar journey but each time it will be harder. The lighting I would like is naturalistic in order to reflect the natural connotations to the song's lyrics as well as highlighting that the difficulties faced when growing up happen to everyone as that is a part of life. The protagonists will be two female roles, representing two different ages at different stages of their life, as well as a younger boy figure who is present at the same time as the younger female protagonist which will highlight an alternative perspective which will contribute to the complexity of the narrative.

I am hoping that my filming and editing style will reflect the pop genre as well as the music video production company, Sony Music, in order to produce an emotive but joyful music video. I am also taking inspiration from some of the filming techniques in the music video for Avicci's 'Wake Me Up', which features two girls of different ages trying to find where they belong.

Relating to the codes and conventions of other pop music videos, I will aim to appeal to a general audience through a wide variety of locations, relationships between characters and inclusion of natural colours.

I will be using media language in order to achieve a stylish music video, as well as editing and grading my footage in order to change the mood and feel of the video through colour. However, I have intentionally planned for my music video to be a less conventional pop music video with aspects similar to the dance and electronic music genre which further appeals to my target audience.

I plan to include a variety of mise-en-scene, in which my characters will feature in, so as to create an interesting music video. Through the contrasting ages I am hoping a sense of nostalgia will be presented, similar to that created in Charlotte Gainsbourg's music video, Deadly Valentine. Moreover, the cinematography and editing are going to echo pop music video conventions, having a variety of angles and shots which focus in on certain elements. I also feel that as I am filming outside of the UK, in Ireland, also relates to the music video being unconventional.

Product 2 -

I am planning to create a website which has strong media synergy to the music video. One way in which I plan to do this is including clips from the video as the background. I will be playing one long clip of the sea continuously, without sound. I believe this will add an element of professionality to my website, whilst also making it interesting and engaging for the user. I have decided to use a similar colour scheme and font as I chose for the music video. This allows each piece of media to relate better to each other. I will also be creating a new album for my artist. I have decided to name it ‘Ocean Drive’, which I chose as I feel as if it relates to the mood of the video. 

On the home page I have decided to place a slideshow of images taken of the artist above the actual video. This is because my 16-25 year-old target audience would be users of social media, like Instagram, and would therefore be used to scrolling through images so the slideshow will, as a result, be more engaging for them. I plan to have the video and the video track easily visible and placed directly below the slideshow, therefore making my website easy to understand. I have chosen to do my additional page as ‘About’. This will focus on additional information about the artist and allow me to include a photoshoot taken of the artist as well as my audio-visual content and news relating to the artist. I will be making the banner on this page the same as the banner on the homepage. This makes the change between each page flow a lot better. I have also decided to include the artist's logo and the Sony logo on the banner which acts as a constant reminder to the audience the record deal and identity of the artist. 

For my additional audio-visual content, I plan to do an tour promotional style video where the artist appears to be informing the audience on his up and coming tour. I plan to use the same font as I will be using in the music video and website, therefore adding to the relation between each piece of media that I am creating. In addition the clips of the artist will be interspersed with videos of dancers who will not only accompany the artist on tour and act as part of his inspiration but also help the artist conform to the conventions of the pop genre. Videos of the sea will also be incorporated within the audio-visual to further add to the relation between each piece of media as well as emphasising the artist's inspiration. 

Along with the longer audio-visual content, I am also going to be including a teaser trailer for the music video. I have chosen to do this as I want to experiment and apply my skills where possible. This video will only be a few seconds and will announce the release date for the music video and the title. It will feature the two protagonists and younger boy in the music video and will be a short series of clips partnered with the announcement. For this I will also be using the same fonts and colour schemes as other pieces I have created for this project. 

Each of these products will have obvious media synergy. The teaser will include clips from the music video, and the inspiration video will also be reflecting on the artists decisions made in relation to the music video and speaking about their experience filming the music video. 

Q. How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production?

My website, additional videos and music video will be an example of digitally convergent media through the obvious sense of synergy owing to the use of colours relating to the sea, such as blues and greens, as a way to connote the idea of excitement and opportunity, as his music depicts. I will also intersperse clips from the music video throughout the website as well as the extra audio-visual which will allow for similarity throughout. Between all of the content, I will also have the same fonts for titles, artist logo and Sony logo. This will emphasise the record deal which the artist has as well as giving the artist his own symbol which an audience can associate with him.