Candidate number: 8138

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?
In my music video, I plan to use media language to create a romantic video which will
portray love and romance. This music video will be used to appeal to the targeted
demographic, of a culturally sophisticated, 15-25 ABC demographic. This is to reflect the
industry context desired by Universal Music in which need to be ‘creative’, ‘innovation’ as its
core, in which I will use performance and narrative to meet the context. I plan to use a mise-
en-scene of country/river setting, I will be doing this as my music video is going to have an
overall theme of love & romance. The story of my video is that – one day 2 student who are
completely different from each other, as the girl is your ‘stereotypical good girl’, who will
dressed in all white to show she's good that does her work and aims to have a good future,
this will be shown by making the character smile and show her doing her work. Whereas on
the other hand the second character is a ‘stereotypical bad boy’, I plan him not to convey
any emotions, in whole of the video but only in the end he will show a happy emotion. He
will be portrayed as a ‘bad boy’ as he will be wearing black clothing, with no emotions. They
one day decide to make a paper boat and decide to send it down a river and chase after it.
They don’t know each other yet but in the final shot it will show them together, ‘love at first
sight’ - this is reinforced as the boats they put on the river meet and float away. All of this
will have different camera shot, I will be using close-up to convey the emotions of the
character whether it be happiness or sadness, over the shoulder shot to get a sense of what
the character will be feeling and as if you were there etc. I also plan to have my lighting to
be a key part in my video, as the video will have high key lighting to give off emotions of
happiness, and environmental pop which are created by the location I have chosen – a park
near the river, filled with trees. I’m taking inspirations from songs like Mr Blue Sky as this
video has vivid colour and high key lighting I aim to have in my video. My genre is indie/folk,
this is a growing genre and is getting more and more trendy, lots more singer is indie who
produce their own music and videos. The audience fits in to this as they are of ABC
demographic who are media literate, and my music video will be appealing to them as they
are like any other indie artist who can create their own music independently, as more and
more people nowadays produce their own music and publish them on social media where
they are able to have a name for themselves.
Product 2 how do you intend to link your media products to demonstrate
your knowledge and understanding of the digitally convergent nature of your
media production?
When it comes to media products they must be linked to the brand and the genre they
represent in all different form of media texts. A media product needs branding, which shows
how the artist, video and website link together. I plan to have a constant use of the same
artist logo and same artist in both my video and webpage. The website will promote the
music video & the artist, similarly the video will promote Universal Music. In my website I
plan to use social media which shows digital convergence, as through this the audience of
my artist can go and see how the artist lives his life and be able to comment on his
Instagram page. I plan to have my audience be directed to the music video, by having
command words to go and check the video out. There is convergence as everything is
coming together in one place this not only means it’s easier for users to explore and find
things but also means people are able to immerse themselves in the world of my artist.
I plan to design my website to be user friendly and appealing to the audience. As it will have
my logo and on the top menu bar will be used by the audience to click and go where they
want on the site. On the menu bar I will have home page, song, music video, store, gallery,
event tabs. This menu bar will also have link to the artist’s social media page. Music video
tab will be the focus of the webpage as there they will be able to see the video and enjoy it.
Branding is key in the website as the store page will be selling the artists clothes, this is
where the audience would buy the products to show support and loyalty to the artist. The
experience of using the webpage must also link to the music video and the way it was
represented. As I will use pictures (bright, high light colour) like imagery of the video where
everything is bright and give off the emotion of joy and happiness.