Statement of intent

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 

I intend to use the four areas of the media theoretical framework to communicate meaning in my music video and to meet the requirements of the chosen brief in an effective way. My target audience will be a 16-25 year old male and female AB class demographic. I felt that this was clear with my representation of the youth in a rural yet urban environment that is familiar with me and the characters involved, creating a nostalgic feel to my music video. I want to give the audience a narrative based video with performance elements interjoined showing off artist, Yung Volk’s talent as a performer. I noticed that this is something that is wanted in music videos when asking my focus group and on my Instagram poll. In addition, I intend to create a pluralistic representation of the youth and the younger generation in the local area, highlighting the beautiful aspects of the seaside whilst involving younger people doing ordinary acts. I conveyed this ideology that Yung Volk shares with various long shots of Viking Bay and the coastal area whilst capturing the bright and vibrant elements of life in Thanet. My intention to shoot at dusk gave my video a naturalistic feel with the colour palette creating a sense of nirvana that the youth may not experience or that isn’t portrayed in media today. I include a character wearing a ski mask to represent the faceless anonymity of the youth and to explore diversity within the younger generation. To reinforce this, I included two representations of two different social groups, both of which come under the 16-25 year old AB class demographic which allows the audience to relate to the people in my music video. This also allows for the audience to relate and acknowledge the artists’ ideologies. Having looked at other music videos from artists under Universal Music Group I saw that they have a wide range of artists. Despite this, I noticed that the music tends to be reasonably mainstream and the videos are conventional within their genre. Nevertheless, they have some music videos that are slightly alternative in their artistic approach, such as videos from the artist James Blake. I decided to create a music video that contrasts them, consequently widening their audience and adding to their product range. 

Product 2 – Website 

I intend to produce a website for my music artist with my target audience and intentions the same as my music video. With the 16-25 year old AB class demographic in mind, the use of cross-media convergence is incredibly important. This is because of the highly active online world with the younger generation meaning they would spend time visiting websites of artists they were interested in. My general aesthetic, locations, mise en scene and feel to my website is very similar to my music video making the two connected. It will include similar typography, sense of branding and representations of the artist. Moreover, it will include exclusive elements like an about page, highlighting Yung Volk, expressing his ideologies and intent in the music scene as well as aligning the audience with the artist. There is also a tour page showing off upcoming shows. My website will also include the music video and show off Yung Volk’s new hit ‘Move Me’. Like the music video it will contain representations of the youth and will depict main individuals involved in Yung Volk’s new gen movement. My website does a similar job to my music video in terms of presenting the artist, showing off his performance skills whilst giving a pluralistic representation of the youth of today, which will be beneficial to Universal Music Group as it not only goes along with some of their ideologies but adds to their product range. 

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? (approx. 100 words) 

My website will contain my music video and will have links to buy the new single, ‘contact us’ and buy tickets for upcoming shows. Both my website and music video will reference Universal Music Group highlighting the music company the artist is signed for. Furthermore, I have used similar typography and similar looking images to link the two products and to give a pluralistic representation of the youth who are mistreated by the media in today’s society. This belief is expressed in the media language of my music video as well as in the website.