Statement of intent

statement of intent 

 

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?

 

Production:  

My brief is to create a three minute music video for a love song for an artist signed to universal music with an accompanying website for the artist. As part of the course, we have been studying the music video to David Guetta’s Titanium and the artist Sia. We looked at the way that Sia challenges the idea of the artist as a celebrity and I wanted to bring this idea into my own production. I originally decided to produce a music video that uses the technique of a narrative that doesn’t feature the artist, but when I discussed this with members of my target audience they had mixed opinions. Some of them thought it was a good idea to have mystery around me artist and others thought that I needed to show them. As a compromise I decided to include them within the narrative of my music video in some way, but to make it seem like the narrative didn’t include them. In order to appeal to my target audience, I wanted the representations in my video to feature the target audience of 16 -25 year olds. Until the last decade, this age demographic has been an empty category because teenagers have not been producers, but YouTube has reversed this. I want to make my music video deliberately seem to be low budget in order to seem attainable by the audience so they could imagine it has been made by them and for them.   

 

Website:  

The website needs to feature the artist, but I want to continue the idea that the artist is hard to discover. I will only feature pictures of them performing live on the page that offers tickets to performance. This is meant to connote the idea that the artist is more interested in music over marketing. This will be in opposition to the music video and the rest of the website. I want to give the idea that the artist is reluctant to be part of the marketing as this will be the persona. This links to the song I have chosen, because it is acoustic and retro feeling. It should feel almost as if the artist is missing from their own marketing. For that, I intend to have my artist shot against a dark background in both the music video and the website photos, but for the website to use bright colours and logos that don’t match to the way he is represented.  

 

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

Music videos and artists websites are both meant to act as marketing for the song and also for the persona of the artist. I have been inspired by the persona of Sia who deliberately hides her face and this suggest the music is more important. I want to give a similar idea to my artist, to show they are more interested in music than celebrity. They will feature across both products, but both will have the same idea that the artist is a musician not a celebrity and is almost in the background. There will be merchandise and the video will feature on the website as a way to promote the song. There will also be an interview with the director of the video to make the audience feel connected to the song and will see the artist as someone interested in other art forms.