Statement Of Intent

Statement Of Intent

Music Video
For my music video, i plan to use a range of media language and conventions to create a pop video. The video should include aspects such as escapism, vibrant colours and a range of camera shots. These aspects will appeal to my 16-25 year old demographic and hopefully reflect the idea of a 'fun loving audience'. I will create a clear narrative that involves aspects which occur in my demographics age range. These themes range from finding yourself and going against the stereotypes. To achieve this i will have a hybrid of rural and urban locations. I will create characters that are dressed to the match my target audience. I will create the idea of being a girl and not fitting in. I will include stereotypes but also going against stereotypes.I hope to promote the idea of escapism and finding yourself. I feel this theme relates to my target audience as they will be trying to find themselves at this stage in their life. I want my video to highlight the way young people want to break away from normal society and don't always want to fit in with the crowd. I plan to create this using appropriate codes and conventions to match these themes to a pop music video. However, i want to make sure that i achieve the requirement of making it to a 'fun-loving' audience.I will make sure to make a clear narrative throughout the video and make sure not to overlap into a performance video. I will include two social groups. One will consist of a girl that fits in with the typical girl stereotype but wants to break away from the girl stereotype. This will result in the creation of my second social group as she will begin to become a boy and want to fit in with the boys. This will reflect the contextual preoccupation of gender in society and it will draw on Butlers ideas of gender performance.I will create a disequilibrium in the narrative which shows how she breaks away from the stereotypes. This will contrast with the lyrics in my chosen song as the songs lyrics are about following a map to find someone. In this case, herself. I will make sure to edit the video so that the scenes match the lyrics in the song. I will make inter textual links to brands popular with my target audience. In my video, i want the idea of you don't have to follow the crowd and that you can be who you want to be.

Website
For my website, i want to make sure that it promotes the song but also the band. The name and logo will be consistently seen across the website to push the brand identity on the user.I want to make the layout of the website simple but effective. The colours on the site should accommodate each other and all information should be easy to read. The background should blend in with my logo and make certain parts of the page stand out. For instance, the navigation bar text should stand out from the background. I will follow the required media language codes and appropriate conventions for my websites design. For my website, i will include a menu bar at the top of my page with links to pages such as 'music', 'tour', 'about us' and 'gallery'. This menu bar will also include the social media accounts for the band. Having social media accounts is a must to popularize the band and is very common with bands in this digital era. In contrast, it allows the mass audience to interact with the band and also be kept up to date with upcoming music and tours. In the contrast, this means that the accounts will have to be kept updated regularly. As soon as you open the page, i hope to make it so the new video will be the first thing the user will see. I also hope to include a small amount of text with the name of the song and the album it is on. The 'about us' page will give an insight into how the band started and a small profile on each of the band members that includes their background information. This will allow the audience to have more of a personal connection with the band and may allow them to relate to the band members.The tour page will show information on upcoming tours. The information will hopefully consist of the date, location and links to regular tickets and VIP ones. In contrast to my music video, i will include other audio visuals such as a short clip about the behind the scenes of the video. This will be located on the 'music' section on the website. This should be easy to access for digital natives that enter the site. This short video should help to promote the band and the music video to my mass audience.Due to institutional contexts, i will make sure to update the website if new content is released by the band. For example, if they release new tour dates. It is vital for me to remember to have visual elements that capture the audiences attention because images can really entice the audience. Having constant branding of the band on the website is imperative to promoting the band and company.

Links
Having consistent brand image across the two media forms is crucial to promote the band and music video. I will make sure to use this appropriately on the website and video I will achieve this by having the bands logo on the music video and website consistently. I will also plan to have a clear link between the video and the website itself with a link that directly sends the audience to the music video. I will also assist this inter-connection in the form of audio visual content such as an behind the scenes video which will hopefully create brand loyalty and a connection with the target audience as they will be able to see what happens to create the video. The use of social media is imperative to the brand and will aid the way my target audience are digital natives so would expect this from a modern band. The social media accounts allow my audience to comment on the video and website.This builds a relationship between the audience and the producers which hasn't been seen before the introduction of digital technology.