Statement Of Intent: Draft

Statement of intent draft 

Product 1:

For my music video, i intend to create one with a performance and narrative style combined to the song British Bombs by Declan Mckenna. This is because the narrative part will keep the ‘socially conscious’ demographic informed and entertained and the performance part will keep the ‘16-25’ audience active and engaged. This will hopefully be entertaining for this ‘upmarket’ demographic and something they would find aesthetically pleasing. I also hope it will reflect the industrial context desired by Warner Music Group which is to create a video to a protest song. I will do all this through the use of media language, one being intertextuality. I want to reference other music videos during parts of my video such as Bob Dylan’s Subterranean Homesick Blues where he uses flash cards for lyrics. Referencing this will also link to Goodwins theory of putting lyrics to visuals. Other media texts I want to reference include scenes of the talent reading the Daily Mail as this is mentioned in the song and will also be relevant to the socially conscious demographic. I want to incorporate a ‘British’ theme into my video, so referencing iconic Britpop music will be something I want to achieve, perhaps through shots of old vinyl records throughout the video. The video will follow typical conventions of music videos with the mix of styles and different locations providing a range of mise en scenes to keep the audience engaged throughout. The narrative will hopefully follow a girl going up to London to a strike whilst doing typical British sightseeing along the way whilst incorporating performance shots of the band/artist lip syncing to the song. The strike is an important part of the video as it is something the demographic take part in themselves (especially in recent years - climate strikes etc) to make their voices heard and it has had a significant cultural impact on the way this audience view current affairs and politics and the way they show this freedom of speech. The song is quite upbeat so i would like to use a bright, pastel colour palette throughout the narrative as i believe the song and what it’s about will really contrast with the fast pace and seemingly angelic mise en scene. The lyrics are quite deep and dark creating that contrast which i think will be really effective by having that dark underlying theme to it in a sense that perhaps everything is not as perfect and pretty as it seems and that there are lots of issues in our postmodern world.

Product 2:

For the working website of my artist, i intend to hold interactivity at its core. Audience to artist connectivity is one of the most important parts of being an artist with an active audience. Audiences creating a fanbase is something that happens all the time, playing into the new age of ‘participatory culture’ as suggested by Jenkins. I intend to create a sense of house style across the artist website with a contrasting colour palette to reflect the theme of an underlying darkness of the world we live in sort of as a mantra for what the artist would stand for. I would like to bring into some sort of campaign into the website taking inspiration from other Warner signed artists and to create the ‘protest’ link between the music video and website, perhaps about climate/war. This can be done through hidden easter eggs embedded in the website where perhaps the ‘upmarket’ demographic can donate to a certain charity. I want there to be artist features and exclusive content from the artist including videos etc and merchandise for the audience to buy to follow typical artist website conventions. The merch will maintain the brand identity that has been created as well as all other features of the website.

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production?

I will intend to link my products through taking inspiration from modern artists who use a multitude of promotion techniques, including digital media, to increase a following and fanbase. When artists use digitally convergent methods to promote themselves, they are likely to engage a younger demographic such as one the brief suggests (ages 16-25) making it increasingly important to do so. To be able to get maximum audience reach I intend to use synergy to create a unique audience experience whilst maintaining the ‘British’ theme and house style throughout linked to my video. The campaign for anti war/climate mixed in with the strike themes in the video will encourage audiences to think about current affairs and the impact this is having on the world. The audience will be able to engage with the artist in a number of ways through social media, buying merch or subscribing to the artists newsletter further reinforcing the digitally convergent nature of the website.