Statement of Intent 2

Music Video 

- Artist: Charli XCX
- Original band name: White Roses
- Genre: Hyperpop

- Song: Everything is romantic

Music Magazine

- Magazine title: Amplify
- Modern and upcoming artists
- Bringing experimental music into mainstream

The front cover will have a photo of the artistic duo that make up White Roses, with a vibrant design including five cover lines to achieve the coursework brief. The pages will contain a photo-shoot featuring portraits of the artists and an interview about the concept and process.

Concept and Media Language

The music video will explore how love is present in multiple facets of life, beginning with romantic love, following music video genre conventions, and featuring familial and platonic love. The setting will change between two locations to create juxtaposition between them. It will be concept-based, as part of Goodwin’s music video genre conventions. 

Locations: 
- Northala Fields to showcase a natural setting that creates a sense of tranquility
- Chinatown to showcase an urban setting to convey a crowded and hectic atmosphere

Costume: 
- Modern and indie streetwear to reflect younger audience 

Cinematography: 
- Establishing shots of locations
- Eye-level shots creating notions of looking (Goodwin) 
- Medium long shots of crowds 
- Close ups and extreme close ups
- Handheld camera for sense of authenticity 

Editing:
- Match-on-action cuts
- Fast pacing to match tempo, conventional (Goodwin) 
- Visual effects: Text of chorus

Media Audiences 

The audience for my music video will be mainstream as part of the coursework brief. Due to the hyperpop genre, there will be a crossover between the mainstream pop and underground audiences of listeners that enjoy experimental and dance music.

Demographics:
- Age range of 16 to 25, a younger audience exposed to modern pop and dance music  
- Due to its mainstream audience and its genre, social class and gender will not be targeted at specific demographics 

Young and Rubicam’s psychographics: 
- Mainstreamers which commonly listen to pop music are the target audience
- Explorers who find interest in the music video due to its genre hybridity 

Similar artists: 
- Billie Eilish 
- Lorde
- SOPHIE
- Chappell Roan
- Troye Sivan

The audience pleasures, as part of Blumler and Katz’ Uses and Gratifications theory, will be diversion and personal identification, providing emotional enjoyment while encouraging the audience to reflect on their experiences with love. 

Media Representations

- The stereotype of romance being placed above other relationships will be challenged by presenting familial and platonic love with the same level of importance in our lives

- Gender performativity theory by Butler may be reinforced through conventional costuming, hair and make-up 

- No objectification or focus on women’s appearance, challenging van Zoonen’s theory of women as spectacle in the media 

Media Industries and Digital Convergence 

- Footwear sponsorship: Vans, focused around creativity and self-expression of youth, with their background in skateboarding.
- Record label: PC Music, a hyperpop record label
- Youtube & Spotify: Digital access
- Tiktok & Instagram: Audience outreach and participation through trends

Utilising social media to promote the music video will create the opportunity for interaction and collaborations, allowing audiences to create their own content based around it, following Clay Shirky’s theory of the end of audience.