Statement of Intent (Final Draft)
For my music-video I plan to use media language to create a pop music video that presents a fun upbeat video yet reflects beauty standards that are placed on women as well as a reflection of relationships and respect within them. I’ll use this to target the 16-25 demographic as stated in my brief as well as my “perfect audience member” that can range anything from the C2 to AB class. I will create a video that has a representation that is something relatable to both my audience member and anyone who views it. By using my intertextual reference of Gene Kelly’s “mop dance” in the last section of my video I aim to interpret an idea of fantasy and romanticising of relationships that aren’t respectful or healthy. Regardless of whether the reference is understood by the audience it is a part of pop culture and will translate to a younger audience within the context of my video
By showing the artist’s treatment of “the girl” as disrespectful and then through her being a fantasy it presents the way he behaved as wrong and reflects this to my young mainly female audience. I also look to use intertextual references from back to the future, while the reference will be subtle and taken from the prom scene I believe a glittery performance will add an element of a party feel to the performative element and encourage people to see the video as a song to dance to. I will use contrasting locations of the dance hall and set scenes to give a variety of images and make a fun upbeat video. I plan to use editing to improve the pop vibe to the video. By using a high cutting rate as well as a range of fun and interesting angles and even lenses I can further this idea of variety without having to use more locations than necessary. I aim to interpret the lyrics through both performative and narrative elements of the video by portraying different types of girls, as seen in the introduction. I will incorporate both genders to show a heteronormative relationship as it will be easy to relate to and conforms to ideas explored in the song.
For my web-site I aimed to really exaggerate the pop feel of the song and link to the pink toned elements in my video by taking some of the original photography I had and edititing them. The use of grainy pictures toned in pink acts as a juxtaposition and presents my artist as one who subverts stereotype whilst still fitting into the pop genre. By using the iconic back grounds from my video within the photography I present on my site, I aim to create synergy between the two elements and allow audience members to link between the two. To further my synergy, I used my artist’s logo in the website. In the “About” page of my artist’s website I included a small interview with the artist to bring out his personality and engage with his audience members so they can feel connected to him. Furthermore, by using quotes from magazines on his successes it further promotes him as an emerging artist that is successful and confirms to audience members new and old that his music is essential pop listening. I kept the typography clean and bold, it further shows him to be a modern artist.
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