Statement of intent

Statement of intent

Song: Electric feel - MGMT 

Music video

For my music video I plan to use media language to create a pop video which aim is to be fun whilst also telling a narrative about two different social groups. The narrative of my video focus on the differences between modern industrial society and more rural communities and the differences between people. To achieve this, I will use mise un scen of rural and modern society’s including tribal outfits (inspired by the African Kuba tribe and Wakanda from the film Black Panther) and also use of bright colours. I will also use nature settings as well as more modern areas, the focus of my mise un scen is to show differences and compare cultures. This will be to try and appeal to the target demographic of a 16-25 fun loving, experiencers and strivers who fit into ‘The explorer’ category in the Young and Rubicam 4’c model. For my music video I will use typical pop conventions such as editing to the beat of the song, interpretation of the lyrics though a mixture of narrative and performance. The narrative will follow a person coming across a tribe and joining in on their culture and the performance aspects will include dancing and lip syncing by the artist in different shots. I will likely use close-ups to create direct address and also lip syncing. The main message I want my video to give is to encourage the experiencing of different cultures and people. 

  

Website

For the website of my artist I plan to follow the appropriate conventions of website design. The logo of band and artist will be clearly shown as well as the record label. The website will likely use a menu bar so users can easily access different areas of the site. The menu bar will contain links to the home page and an ‘about’ page. The website will also have links to the artist’s social media accounts (twitter) this allows for interactivity between the artist and the audience. The ‘about’ section of the site will have information on the artist for example a short biography and photos of the artist. The design of the site will use the same style as my music video, fun, tribal and modern. The home page will contain a link to watch the video on YouTube, this allows for more interaction between the artist and audience as users can like and comment on the video. There will also be additional behind the scenes video which users can watch available on the home page. The website purpose is to promote the artist and create a platform for interactivity between the artist and their audience.   

Links

My artist must have appropriate and consistent brand image across all media platforms (social media, website and music video) so that it’s clear that the website and music video are for the same intended audience. To do this I will use the same artist in both video and website and the logo of the artist present on both the website and the music video. The video may also feature the artists merchandise will can be bought of the site. to clearly link the video and the website. The music video will be accessible from the website to aid the interconnection between the website and the music video. The website will include images and a message from the artist to promote diversity’s and culture charity’s. This is to reinforce the message of my video.