18. Final Statement of Intent
The concept of my video surrounds three people in a love triangle. I intend to convey the impacts of teen romance on mental health and behaviours as it is a prevalent topic in today’s society. To make it relate to the genre of anthemic, I plan to infer heavy emotions through my main character by using movement and dance style to aid the communication of their thoughts. I will also use high-angled shots to exhibit this as it could show detachment from the character and the viewer, contrasting mid-shots with a direct gaze. I will design the video to attract an aspirational middle-market audience (ages 16-25) through relatable topics such as young love, but also the impact it can have on youth mental health. The use of representation stems from the stereotypical binary of straight relationships and how it is seen as the norm, it also shows how the person from the viewpoint of the non-straight binary is the one that is not seen nor recognised which is relatable and engaging.
The core values of Sony Music and their prioritisation of their artists in all aspects of development, personal and professional will be apparent in my video through the use of representation and how it has affected them personally in their life.
I intend to use performers in my video to create a convincing performance, and the movement should communicate the emotions of the characters. Lip-syncing will be used to create real emotions as I aim to reach the visual representation of chaos in their mind which can be directly revealed to the audience through the lip-sync, facial expressions and lyrics to tell a convincing narrative.
I plan to use mise-en-scene through costume to reveal this emotive topic to a wider audience. The costume in the beach and wood scenes will consist of a big zip-up jumper, tights, a skirt, leg warmers, and boots. This is considered trendy and relates to the target audience as it is an average outfit that would be seen possibly in day-to-day life. This may also be relevant to an older audience as leg warmers were very fashionable in the 1980s. I also plan to use the setting of a wooded road in some scenes to convey emotions as in the background the audience may see the ending of the trees and the light at the end of the road. The main character should hopefully appear to be walking in the wrong direction, away from the light, which will be signified further by the wood scenes getting darker in appearance as the music video progresses. The trees should appear to be surrounding the character, giving the impression that the character feels trapped in their state. I aspire for this to produce the representation of societal expectations and how people are typically expected to conform to the stereotypical binary of a relationship. This will also attract the target audience as this has consistently been prevalent in their lifetime and it raises concerns about how today’s youth is being brought up and the significance of these challenges they may face.
I will use lighting at the beach to convey the time of dusk to express a melancholy feeling to the video which should reflect the character’s state of mind. In the bath scenes that I am aiming for, I
will use a cold light to exhibit the interrelation of being cold and being alone which will be presented in my video as they will be eating cereal in the bath by themselves, it spread out on the floor beside them and how that is not a conventional visual. I will use car headlights to shine on my main character to look as if they’re under the spotlight and are uncomfortable through their body language which should indicate a loss of control of their emotions and the societal pressure to be in a relationship.
The message of my video will be the portrayal of mental health and behaviour due to the loss of a relationship and perhaps not being wanted by the other partner in the said relationship during your teen years. I intend to make it fit with the genre of anthemic through the use of movement and dance to deduce heavy emotions through my main character to help with the communication of their thoughts.
The structure of my website will consist of the artist’s logo at the top to create an immediate sense of branding and synergy with the video. I aim to create a recognisable header video with clips from my music video to create this synergy. I will add my artist’s shop section with their merchandise underneath this video, which should also be accessible through the navigation menu as it could take you to the full shop page. The main artist’s image will sit parallel to an animated brief information section located beneath the shop. There will also be a subscription section which can allow viewers to submit their email addresses and receive weekly updates about upcoming events, tour dates or merchandise. This will also help to keep the audience engaged whilst growing the target market.
My music video will attract the attention of the audience on my website as it will be big and bold and fill up a whole section, proposing for them to click and watch, which again may reach out to the target audience.
I will use youtube as a linked social media platform on my website to draw the audience in as it is an accessible platform, helps to promote the record company and is a widely known platform within the age range of the middle market target audience.
The copyright symbol of the record company (© Sony Music) will be at the bottom of my website to promote them and their core values in recognition of the promotion of their artists.
The shop feature of my website will also potentially attract my audience because merchandise is a popular way to make money as an artist. One of the items in my shop will have a sign saying ‘best seller’ which will also attract customers as it implies the popularity of the product.
Synergy is important for companies and artists as it has the potential to be a unique selling point and it can be easily recognisable gaining increasing attraction to the artist.
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