Candidate Number:
Centre Number: 16607
Brief 4
I have chosen to produce a music video for my NEA project.
The brief states:
You work for an independent media
production company. You have been
given the task of producing a
three-minute music video for a
fictional dance band/artist signed to Universal Music, and the working
website for the band/artist.
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? (approx. 400 words)
Product 1
To form my three-minute dance music video, I intend to use media language to portray a sense of freedom, relatability and escapism. I plan to use techniques such as intertextuality. A member of the culturally sophisticated 16-25-year-old, class AB demographic would be able to recognise and relate to the technique used as it reflects their interests. For example, I intend to add some footage of fairy lights to refer to the SIFI/horror series Stranger Things. My storyline follows a young, gay individual who is struggling to accept their true self, while they face struggles from society. Likewise, the character Eleven struggles to intertwine and find her place within society. A sophisticated audience would be able to identify and link the two together.
From my research Universal is home to some of the most influential artists today and from the past, my video must match the style expected to be produced by a Universal artist. I will do this by using a few different mise en scenes, this way I can combine a narrative and a performance. The mise en scene showcased during the narrative scenes will have glowy, dream like lighting to convey the fact that it’s related to the performer as though it is a flash back. On the other hand, the mise en scene during the performance aspect will have a plain backdrop and harsh lighting to clearly separate the two scenarios.
Andrew Goodwin’s theory states there should be a relationship between the song and the visuals, a performance and narrative to go with the song and the performer/ artist should be the centre of the video, all attention should be on them. The hybrid structure of my music video allows for the mixture of performance and narrative and allows for the artist to be showcased during the performance scenes. The use of lip-syncing and shots of objects that amplify the lyrics all follow the conventions stated by Goodwin.
Product 2
To create a convincing working website for my artist I intend to follow similar codes and conventions of a Universal artist as well as incorporating aspects of a dance artists style. From my research most, I have found most Universal dance artists, such as Martin Garrix and Years and Years have a minimalistic approach to their websites, with only the most key information, and only use one or two different colour pallets. As well as this a dance artist most likely has a generous colour scheme and unique symbols relating to their brand identity. So, I plan to use intertextuality for my website, there will be links or Easter eggs to key information about the artist. For instance, this will include tour dates, latest singles, merchandise of the artist and Univeral Music and as the target audience is 16-25-year olds they are members of the digitally savvy generation. Links to their social media accounts mean their audience interests would have been met.
To show the process of production there will be links to behind the scene clips from the shoots and exclusive interviews from the artist.
The website will have a clear sense of brand identity with a consistent use of the same font, colour scheme and images. Any images used will be from a shoot where the artist is dressed in similar clothing as to what worn in the music video, thus giving a persistent brand representation.
Richard Dyer’s Star Theory suggests that a performer is constructed and reflected to come across as a real person. My plan to incorporate their social media links, and management contact details. As a result, representing the artist as a normal person with similar interests to their target audience.
How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? (approx. 100 words)
As my target audience is made up of culturally sophisticated 16-25-year olds, they will be up to date with the most recent digital trends. For example, it is becoming extremely popular to stream your favourite artists music via popular sites like Spotify, so to comply to the majority there will be links on the website to the artists Spotify account. Here they can find the latest albums, the artists personal playlists and so on...
There will also be links to where the audience can purchase tickets online rather than at the theatres, they can also buy merchandise and go to their social media pages. As well as this, one of the main features will be a link to the music video, therefore linking my two products together. As a result, these features demonstrate the natures of digitally convergent media products.
(approx. 500 words)
• Music Video:
One, three-minute music video.
• Distribution channel:
Content must be suitable for
broadcast on streaming sites
such as YouTube and age
appropriate for young adults
from the age of 16.
• Number of web pages: One
homepage and one linked
page.
• Cross-media production
target audience: A culturally
sophisticated, 16–25 class AB
demographic.https://centralhubsouthendhigh.blogspot.com
