How do you intent to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? (approx. 400 words)
Brief 4: Music Video and Online
Statement of Intent: Music Video
My brief is to produce a three-minute music video for a narrative song aimed at a primarily 16-25 year old middle and upmarket literate audience. 'Ballad of a homeschooled girl' will be targeted mainly at a female demographic as my research has suggested that girls and women tend to be the driving force in consuming 'fan' media, and music videos are becoming increasingly classed as such, due to the music video form facing a decline of popularity. Therefore, the lead actor in the music video will also be a young female, as the 'avatar' identity is a typical genre convention. However, to represent wider social groups, and not create an exclusionary tone, I will also include an adult woman in the video. The video will primarily feature direct address, mimicking the styles of 'Fleabag' and 'The Office', in which the protagonist breaks the fourth wall to create candour, and a bond between audience and character. Its colour scheme will be a mixture jewel and darker coloured tones, rather than bold neons favoured in early 2000s videos, to appeal to the younger target audience who tend to prefer a moodier, more subdued palette. From my research, I deduced that narrative music videos tend to specialise in 'immersion', meaning visual aesthetics are essential. Accordingly, I will create aesthetic cohesion between all aspects of mise en scene to reflect the setting (a house party) e.g. a mixture of grungy and colourful costuming, party props, sporadic and shadowy lighting to reflect the emotional turbulence of the main character.
Statement of Intent: Website
To create a sustained style throughout both video and website, the same masthead I have used for my music video title card will be used in my website's 'menu bar'- which I found to be a common convention in my research. This creates a sense of brand identity, a common promotional tool. There will also be a side bar which has visual links to the artist's social media and streaming platforms, as it provides a quick, simple redirection, encouraging the audience to continue interacting with the artist. I also found that artists targeted at middle/upmarket audiences tend to have black/white, bold, sans-serif mastheads, whilst those targeted at a predominately female audience tend to be in colourful pastels, with serif fonts. As my 'brand' is targeted at both, I will negotiate this convention, incorporating both in using a bold, white font, accompanied with a small pastel illustration of some stars. My website will also have a singular pop-up, as my research concluded that it can be an effective promotional tool in reminding the audience of significant releases, but multiple can deter the audience from continuing browsing. The audio-visual element of my website will be bloopers/behind the scenes footage from my music video, containing playful and humorous conversation between actors. The low-budget appearance of the set-up, combined with the young age and close relationship between actors will construct a candid-feeling piece, creating a warmness between audience and artist.
How do you intend to link your media products to demonstrate your knowledge and understanding of the digital convergent nature of your media production?
To create digital convergence between my media production pieces, my music video will have a poster in the background of the interior shots. Therefore, lighting can be controlled and I know it will be visible in the shot as an 'easter egg' for a keen fan, and also a subliminal sign to encourage the audience to engage further with the artist's content. From my research of other artists' videos, I know that artists often use 'end cards' to promote other music or content. Therefore, I will use this to promote the blooper real/behind the scenes video with an additional link to the artist's website. I will also have a page on my website containing all videos from the artist including the BTS footage and music videos, and will promote the video for the new single on the homepage with relevant subheadings.
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