02 STATEMENT OF INTENT

02 Statement of Intent 

Tik Tok- bethANY

How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? (approx. 400 words)

Product 1 Music Video

My brief is to produce an music video to an anthem for a 16-25 year old, aspirational audience. I will target my product more towards a female audience, and intend to make the audience feel a connection with the artist, through direct mode of address. My music video will be upbeat and represent an idealized lavish/party lifestyle of the artist that the audience may aspire to. I will use costume to make my artist appear fashionable and aspirational further promoting the idea of a lavish lifestyle and the artist as a 'fashion icon'. The intention of my video is to promote my artist to the target audience to support her image  to create a positive representation that connects her to her fan base. I will use a range of moving camera shots to make the video appear more upbeat and dynamic. The representations of my artist and audience in the video will be stereotypical and my song ,Tik Tok by Kesha, fits in the pop genre and is anthemic. I will create a vague narrative of 'the morning after a party', creating a relatable representation of my artist similar too music videos in my genre. I am taking inspiration from videos such as Girls want to have fun, TGIF, TikTok and Since U been gone who are targeting the same audience as me. The target age range is particularly media savvy, so I will be appealing to the postmodern urge to create ironic content by juxtaposing the content of the song (which is about going out clubbing) with the video, which will feature the artist enjoying time with a friend at home.   

Product 2 Website

After researching websites of female pop artists I noticed codes and conventions of their websites. I will use many images of my artist both performing and posing to help the audience connect her face with her music. The website will also include advertisements for her music video, albums, single and upcoming tour. The website is to promote the artist, so I will include a small biography for her to talk to her audience to make them feel connected to her. For my audio visual element I will include a behind the scenes of my music video and a get to know the artist video on a hyperlinked page. I will use a dark colour scheme and the colour will come from my pictures and audio visual elements. My website will be easy to navigate and include an interactive element where fans can sign up to a newsletter to be updated on my artist. I will also include a blog as many other websites had one that gave exclusive information on the artist to promote their activities, tours and music. 

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? 

The website will promote the music video by having an poster promoting it as the first image on the website and behind the scenes of the music video will be featured on the hyperlinked page. At the end of the video it will have a page with social media handles and a handle to the website to encourage the audience to invest in the artist. Both the music video and the website will be constructed to promote the identity of the artist as someone with loyalty to family and friends.