Statement of Intent

Statement of Intent:


Music video


In my music video I plan to use media language to create a pop music video with a clear concept of fun and enjoyment appealing to the target demographic of a fun-loving 16-25 year old mainstreamers. To achieve this I will use performers of old and young generations to show two different social groups  within a hybrid of both performance and narrative video types. An older woman will be looking back on past memories of her as a young adult/teen enjoying herself but also showing the old women as a single women still enjoying life, highlighting the anti-stereotype of old women being lonely and family orientated, intertwining this with a fun-loving audience.  I will use locations like country parks and childhood homes to reflect the teenage group enjoying themselves and being young (helping with the verisimilitude of the video through real life sets like the childhood home) but also appealing to local and international audiences because of how relatable and familiar these locations are. I will make intertextual references to an 'old cat lady' by making the last few shots of the video a series of the older woman dancing with her cat, but still representing the anti-stereotype because my performer will be happy despite living alone with her cat. Furthermore this draws attention to contextual appreciation of gender identity and ageism within the media. My performers will wear casual, brightly coloured clothes to fit the the conventions of pop and encourage the idea of them being young with freedom. I will use intertextual links to the song 'Teenage Dreams' by Katy Perry (reflecting a fun-loving audience) which has themes of teenage freedom in the video; both male and females are represented within the video also linking to my ideas. The title of my chosen song is 'She Loves Control' by Camila Cabello; this title could reflect how my older lady feels towards relationships and why it does not bother her that she is old and still not married (further creating an anti-stereotype). 

Website

My website will follow the required conventions of website design and the requirements mentioned in the brief. These include having a homepage that links to a second page, a brand identity that is linked across the two pages and fun-loving pictures of the artists. For my working website, on the homepage, I will use eye catching photographs of the artists and their logo/production logo, which  denotes  music (through the use of a music note). I will use a menu bar with links to 'store' and 'music'- my second page will be the store; this will showcase tour dates and merchandise of the artists logo, including hoodies, t-shirts and bags. The 'store' links are an institutional requirement and would be expected for large artists so their audiences have an opportunity to purchase merchandise or tour tickets. At the bottom of the homepage the artists social media links can be accessed (for example Twitter, Instagram, Snapchat), helping new and current audiences interact with the artist; it also allows the readers to have an opportunity to give feedback. Social media is a good way for artists to let audiences feel close to them and is a common feature for the 16-25 year old demographic/digital natives. In addition, on the homepage I hope to write a small section about the artists which will allow new audiences to gain an understanding of my artists music and background. For my website I hope to have a design that represents the genre and conventions of pop through brightly coloured backgrounds that will capture and sustain the reader's attention with the updated links of the artists new songs and music videos.  The main media text, of the artists newest music video, with be highly visible on the main page to encourage the reader to watch and enjoy the fun-loving video. The music video and the integrated links, to the 'store' and 'tour', will be used as a promotional tool for the fun-loving 16-25 year old and market the new song to them. On my website I will produce addition audio-visual whilst filming; I will make a behind the scenes video, showing the producers talking with the artist about the video. 

Links

Different media texts and products must have highly appropriate and consistent brand images across different media forms. I intend to show consistency by using the same artist and production logo in the video and on the working website. I will maintain the same fun-loving 16-25 year old target audience by promoting the music video on the website; I will aid the inter-connection through the use of the same locations in the video as background for the photographs of the artist and keep themes and colour across both of the media texts. I hope to use merchandise on the 'store' to show synergy of my products by having limited edition merchandise specifically for this song; this will therefore link the two audiences together by having a product produced from both media texts - the website and music video. 
The use of social media apps will also help to promote and link the two media texts together through the social media app icons at the bottom of the website; for example my targeted audiences can comment on both the website and video providing the opportunity for more synergy and linkage between media forms - highlighting how the relationship between audiences and producers have changed due to digital technology. My production will link to my website through the use of charity (this will link to older people and help to stop loneliness in our older generation). At the end of the production it will highlight that the viewers can donate towards the charity of choice on the artists website. 

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