A Level Media Coursework: Statement of Intent
In the dance music video I intend to produce, my aim is to create two different media products, a music website and a music video for a dance music artist. This will be targeted at my intended audience, ages 16-25. Throughout my dance music video I will be applying the four elements of the media framework, which includes media audiences, industries, language and representations. Using prior research, I evaluated and textually analysed several different dance music videos in order to properly understand the codes, conventions and common themes of dance music and how I can specifically use these to target my intended audience.
Firstly, the music video I will create will be to the song 'Thinking About you' by Calvin Harris ft. Ayah Marar and will be three minutes long. The video will be non-narrative instead of displaying a linear storyline to avoid the recession of the song into the background of the viewer's perception. Within this dance music video I will be conforming to dance music conventions such as matching the upbeat tempo to the fast-cut editing in time to the beat. I will achieve this through a different variety of camera shots including close-ups, long shots, wide shots and few continuous shots. In order to achieve these conventions I will be using both a GoPro and a hand held camera to allow the audience to feel as though they are part of this experience, providing the viewer with escapism through the music and the close editing to the beat, offering contrasting images of bright summer landscapes. This will create an appealing aesthetic for my audience. As well as this I will be using two different social groups in my music video. My main character is of a culturally different background which provides a alternative perspective for my video and will appeal to everyone in the audience. As well as having a white female character appearing several times throughout the duration of the video.
Additionally, I will be also be creating a website to promote my artist. I will include an initial homepage about the artist and I will have additional pages that will lead to merchandise, music videos, tour dates and links to all my artists social media sites. These links will help to further promote my artist. My website will clearly represent my artists name with a logo alongside it.
The actual representation of my website will include an image of palm trees and colours associated with summer i.e. blue, yellow and orange. Furthermore, I will be using 'Universal music' as my label branding and the company funding this video. This will be shown on my website also. I intend to do this by creating another page leading to what 'Universal Music Group' is and what it intends to aim in relation to my artist. 'Universal Music's' main aim is generate a profit while identifying and developing recording artists and songwriters, who produce, distribute and promote the most critically acclaimed and commercially successful music to entertain fans.
My intended target audience will be in the age range of 16-25 and will be a culturally sophisticated, AB Demographic audience, as the brief required. I feel that by targeting this target audience, I, the producer will be able to relate to what my target market may be more interested in or less interested in. This culturally sophisticated, AB Demographic market also links to the particular party, beach atmosphere created throughout my video, appealing specifically to my target audience. For a younger audience dance music videos are a major influence, with most aiming to keep up with current trending music artists and their videos, which I will be reflecting through my artist. This is because many viewers of these dance music videos can relate to their own experiences e.g summer holidays.
Firstly, the music video I will create will be to the song 'Thinking About you' by Calvin Harris ft. Ayah Marar and will be three minutes long. The video will be non-narrative instead of displaying a linear storyline to avoid the recession of the song into the background of the viewer's perception. Within this dance music video I will be conforming to dance music conventions such as matching the upbeat tempo to the fast-cut editing in time to the beat. I will achieve this through a different variety of camera shots including close-ups, long shots, wide shots and few continuous shots. In order to achieve these conventions I will be using both a GoPro and a hand held camera to allow the audience to feel as though they are part of this experience, providing the viewer with escapism through the music and the close editing to the beat, offering contrasting images of bright summer landscapes. This will create an appealing aesthetic for my audience. As well as this I will be using two different social groups in my music video. My main character is of a culturally different background which provides a alternative perspective for my video and will appeal to everyone in the audience. As well as having a white female character appearing several times throughout the duration of the video.
Additionally, I will be also be creating a website to promote my artist. I will include an initial homepage about the artist and I will have additional pages that will lead to merchandise, music videos, tour dates and links to all my artists social media sites. These links will help to further promote my artist. My website will clearly represent my artists name with a logo alongside it.
The actual representation of my website will include an image of palm trees and colours associated with summer i.e. blue, yellow and orange. Furthermore, I will be using 'Universal music' as my label branding and the company funding this video. This will be shown on my website also. I intend to do this by creating another page leading to what 'Universal Music Group' is and what it intends to aim in relation to my artist. 'Universal Music's' main aim is generate a profit while identifying and developing recording artists and songwriters, who produce, distribute and promote the most critically acclaimed and commercially successful music to entertain fans.
My intended target audience will be in the age range of 16-25 and will be a culturally sophisticated, AB Demographic audience, as the brief required. I feel that by targeting this target audience, I, the producer will be able to relate to what my target market may be more interested in or less interested in. This culturally sophisticated, AB Demographic market also links to the particular party, beach atmosphere created throughout my video, appealing specifically to my target audience. For a younger audience dance music videos are a major influence, with most aiming to keep up with current trending music artists and their videos, which I will be reflecting through my artist. This is because many viewers of these dance music videos can relate to their own experiences e.g summer holidays.
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