Statement of Intent 2
Music Video
- Song: Everything is romantic
- Artist: Charli XCX
- Original artist name: White Roses
- Genre: Hyperpop
Music Magazine
- Magazine title: Amplify
- Slogan: Turn Up The Volume
- Focus: Bringing experimental music into mainstream
- Independent magazine
Front cover:
- Vibrant colour scheme to attract a young mainstream audience
- Main cover photo of artist holding a camera
- Two smaller photos as Polaroid photos, symbolising taking photos of people you love to refer back to music video
- Masthead font: Audio Nugget, inspired by Y2K aesthetics to evoke nostalgia (Pastiche)
Double page feature:
- Full body shots of artist wearing Vans for the footwear sponsorship
- Photoshoot in a natural setting will reference music video and align with Vans brand identity as a shoe for young people to wear outside, connoting freedom
Concept and Media Language
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
- 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 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 (hyperpop record label)
- Youtube & Spotify: Digital access
- Tiktok & Instagram: Audience outreach and participation through trends
Utilising social media for promotion will create opportunities for audiences to interact by creating inspired content, following Clay Shirky’s theory of the end of audience.
- Song: Everything is romantic
- Artist: Charli XCX
- Original artist name: White Roses
- Genre: Hyperpop
Music Magazine
- Magazine title: Amplify
- Slogan: Turn Up The Volume
- Focus: Bringing experimental music into mainstream
- Independent magazine
Front cover:
- Vibrant colour scheme to attract a young mainstream audience
- Main cover photo of artist holding a camera
- Two smaller photos as Polaroid photos, symbolising taking photos of people you love to refer back to music video
- Masthead font: Audio Nugget, inspired by Y2K aesthetics to evoke nostalgia (Pastiche)
Double page feature:
- Full body shots of artist wearing Vans for the footwear sponsorship
- Photoshoot in a natural setting will reference music video and align with Vans brand identity as a shoe for young people to wear outside, connoting freedom
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 conventions, and featuring familial and platonic love. The setting will change between two locations to create juxtaposition. It will be concept-based, as part of Goodwin’s music video conventions.
Locations:
- Northala Fields to showcase a natural setting with tranquility
- Chinatown to showcase an urban setting with a crowded and hectic atmosphere
Costume:
- Modern and indie streetwear to reflect younger audience
Cinematography:
Locations:
- Northala Fields to showcase a natural setting with tranquility
- Chinatown to showcase an urban setting with 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, however, due to the hyperpop genre, there will be a crossover between mainstream pop and underground audiences that enjoy experimental and dance music.
Demographics:
- Age range of 16 to 25, a younger audience exposed to modern pop music
- Due to its mainstream audience and genre, social class and gender will not be targeted at specific demographics
Young and Rubicam’s psychographics:
- Mainstreamers, which commonly listen to pop, are the target audience
- Explorers who are interested due to its genre hybridity
Similar artists:
- Billie Eilish
- Clairo
- Chappell Roan
The audience pleasures, following Blumler and Katz’ Uses and Gratifications theory, will be diversion and personal identification, providing entertainment while encouraging the audience to reflect on their experiences with love.
- 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, however, due to the hyperpop genre, there will be a crossover between mainstream pop and underground audiences that enjoy experimental and dance music.
Demographics:
- Age range of 16 to 25, a younger audience exposed to modern pop music
- Due to its mainstream audience and genre, social class and gender will not be targeted at specific demographics
Young and Rubicam’s psychographics:
- Mainstreamers, which commonly listen to pop, are the target audience
- Explorers who are interested due to its genre hybridity
Similar artists:
- Billie Eilish
- Clairo
- Chappell Roan
The audience pleasures, following Blumler and Katz’ Uses and Gratifications theory, will be diversion and personal identification, providing entertainment 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
- 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 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 (hyperpop record label)
- Youtube & Spotify: Digital access
- Tiktok & Instagram: Audience outreach and participation through trends
Utilising social media for promotion will create opportunities for audiences to interact by creating inspired content, following Clay Shirky’s theory of the end of audience.
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