Statement of Intent - final

For my music video I aim to use media language to create a pop music video experience that is upbeat fun and engaging as well as including representations that reflect the unrealistic standards of beauty placed on women in society through the male gaze and the media. I plan to target the 16-25 demographic as stated in the brief, this includes my “perfect audience member” that, in terms of class, can range anything from the C2 to AB. The representations I plan on using should be relatable to both my audience member, who is typically female, and anyone that views it. I will use the narrative in the video to promote my artist “Matthew Moore” and spread a message of positivity, encouraging others to view the video and spread the message further. To achieve this I will use mise-en-scene to reflect the damage holding women to unrealistic standards has upon their self-esteem and self-image. The performers and characters in the video will be dressed in bright colours and outfits that make a visually exciting thing to watch, encouraging interest in the video and reflect the attitude of self-expression I aim to promote. I will be using an intertextual reference from “Back to the Future” (1985) as it’s a film that has influenced pop culture significantly and is something that will add dimension and more exciting aesthetics to my video regardless of the audience recognising where it’s from. I will be referencing the prom scene in which Marty Mcfly performs amongst the band in matching suits, I believe this reference will allow for some dazzling images that add sparkle and a vintage pop feel. I will contrast this dance hall scene with locations on a coloured set and outdoor scenes to give a variety of images and keep the audience interested in seeing the story unfold. Through a high cutting rate and use of a variety of angles and shots I can further this variety I aim to showcase without having to use more locations than necessary. I aim to interpret the lyrics through both narrative and performative elements of the video portraying women of all shapes colours and sizes. For my contrasting representation I aim to incorporate male and female to show a contrast in standards and views on women’s beauty and push a message of body positivity.