statement of intent

 

 

 

 

                                             

 

Candidate number:       4939

 

Candidate name:           Eleanor Brociek-Coulton

 

 

 

Brief chosen:   Music Video

 

 

 

 

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

 

I aim to produce a three-minute music video for my fictional alternative rock artist Susie Roberts. The target audience is a 16-25-year-old mass market demographic who are aiming to become emotionally engaged. My track is called ‘Art Class’ and will reflect the longing for romantic attention that exists due to unrequited love, something that many younger audiences could relate to. Through the recognisable setting of an art class, the music video’s location will allow for a clear visual representation of the artist’s lyrics. The use of props, such as easels, alongside the setting will help the audience to identify the love triangle, as each easel is shown in a slow reveal in order to carry the story. The second location of the music video is a forest. By using this location, it would allow to contrast the bright interior of the art class, alongside the naturalistic and calm ambience of a field/natural setting. By doing this, it allows to show the character’s emotions towards the lyrics that they are lip syncing to, suggesting that the bright art class brings about a sense of joy in the singer, meanwhile the field implies a sense of melancholy in the one-sided love recipient. A range of shots such as close-ups, wide shots and mid-shots will ensure that the music video is visually interesting throughout as well as cuts and match shots which will allow for the narrative to follow along with the slow-paced acoustic ballad. To accompany the objective of creating an emotional response, the slow tempo of the ballad will allow for the audience to process the emotions that the video creates without interruption from any loud or sudden beats. Props will be a very prominent convention of the music video as the use of art materials such as paint and brushes will be used to continue the setting of an art class, as well as help the actors to engage in their roles. The different quality in video allows to show the intense emotions of the characters – presenting that by letting go of their painful emotions (such as an unrequited love) it would bring a sense of release and tranquility.

With my three main characters, I will be aiming to represent two different social groups. My music video will represent the diverse generation today through presenting heterosexual courtship in scenes where Susie is pining for the person that she has romantic feelings for, which is shown through her constant gazing over to look at him.

However, while this seems like the main couple of the music video, the camera will shift into another perspective that allows us to meet a new character that is in love with Susie. The use of spacing will allow for the character to be revealed as someone who was in the direct view of Susie, sitting next opposite to her as she stares at her unrequited love. This character would represent a same-sex love interest, giving representation to those people who fall for someone that is unobtainable.

 

Susie Roberts will appeal to Universal Music Group as she reflects their other commercially successful artists such as Lana Del Ray who present meaningful and emotional ballads that contemplate the hardships of life and love through heart-wrenching and memorable lyrics. Though Universal Music Group is a mainstream and commercial company, they aim to focus on the diversity of music and the sounds that they produce. Henceforth, Susie will allow many audiences to be intrigued as she has a unique sound and soft tone of voice, clearly a blossoming talent. Due to Susie’s similar age to the target audience, she can be seen relatable which will help her music to reflect the emotions that their audience would feel.

 

 

Product 2

I am going to produce a website that promotes my artist, Susie Roberts, whilst having feedback features in order for fans to interact and respond to her work. Multiple images of Susie in soft, natural lighting to give an ethereal effect allows to show the effect that the audience will have on themselves by listening to her music. It also gives a sense of equality and balance, as the colour palette gives about a sense of neutrality. This would help to promote Susie’s ideologies of diversity and unity, which is also reflected in the theme of her music video. The use of medium shots and direct gaze presents Susie as a strong, confident person, conveying from her body language that she stands up for her own personal morals and beliefs, which is a valued trait among the younger generation. In terms of audience interaction, the website will exhibit a response chat section in which audiences can express their opinions on the music video and, in general, their thoughts on Susie as an artist. Furthermore, information about Susie and her role/journey as an artist will be featured on the website, which will allow the audience to learn about her music and lifestyle. From this, it could bring about a fandom as audiences may see someone with whom they can relate with.

I am going to include an introductory video as my audio-visual content as modern audiences are more inclined to watch than read. Hence, the video would introduce Susie through her inspiration, as well as giving a backstory behind her new single ‘Art Class’. I have included tour dates on the website as it would bring about a sense of demand, which may make the other people to feel inclined to follow her journey as she is liked by others. In order to show the company that she belongs to, I will include the UMG logo on each page. Therefore, the connection will be made between the artist and the company and allow for a sort of validation of her music as they are a commercially appreciated company.                                                                                                                                                      

 

 

 

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

 

At the bottom of the ‘About’ sub-page on the website, it has a link to Susie’s Instagram page. Using this layout, it allows the page to appear as a collage/row of photos, which allows the website visitor to have an idea of what content she posts. On Instagram, there will be photos conveying a similar tranquil effect to the website. Meanwhile, also giving updates and hints to the music video’s release date, as well as other upcoming content. As well as this, the music video will have a link to Susie’s website at the end of the video. This allow them to be able to find more content and engage with Susie and her brand.