STATEMENT OF INTENT

 Statement of intent

Centre number: 16706                                        Centre name: Harris Academy Chafford Hundred

Candidate number: 4279                                    Candidate name: Connie Schofield

Brief chosen: Brief 4 - Music video and online

You have been given the task of producing a three-minute music video for a protest song* by a fictional band/artist signed to Warner Music Group, and two pages for the working website for the band/artist.

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 - The Music Video: 

One way that I intend to use the theoretical framework to approach a socially conscious, 16-25, middle to upmarket audience for my three minute music video is by representing the importance of a similar age group cast. 

For example, the protest music video is based on the Black Lives Matter (BLM) movement off 2020 after the killing of George Floyd, generating mass riots about police brutality against black people. Therefore, it was important that the cast reflected a ‘socially conscious, 16-25’ age group as it is vital that upcoming generations are educated about the continued racial inequality in todays society. Furthermore, the brief is a performance/narrative genre to help both educate and entertain audiences by representing the story of an interracial couple and a multiracial cast to represent contemporary society within England. In the video there are two main settings, one of a white backdrop with intense high key lighting whilst the other is at the ruins of ‘Hadleigh castle’. My intention of using the castle was to represent two times in history, one from the past and one representing the present. Additionally, the shoot is to be filmed in early hours of the morning to catch the sunrise and symbolise a new hope for future generations and racial equality. Therefore the broken down ruins of the castle help to represent a broken past whilst the sunrise helps to reflect the forward thinking society in the future. Alternatively, the second setting of the white back drop helps to engage the audience with the message of the lyrics in the song. This is further highlighted by the lyrics edited into the video using a green screen and colour key. I also use a racially diverse cast to further reflect the message of the song, filmed at a medium close up shot. Moreover, the mise-en-scene of the work style clothing helps to represent the workforce of high authority industries. Therefore it targets the 16-25 middle to upmarket audience as it is this generation that holds future power to make change on this subject matter. Similarly to the website, the Music Video uses similar colour conventions of black, white, yellow and red to represent a sense of branding throughout. This is further highlighted by the use of the band logo and the pictures/film that is shot in black and white. Furthermore, the colours of black and yellow hold intertextual references to the colours of the posters and signs used in the BLM protests. I have also intended to use multiple linked pages such as the linked page to ‘shows’, ‘Gallery’, websites for people to sign petitions on the BLM movement and Warner Music Groups official website. This  helps the website to have a realistic approach. Finally in the ‘News Updates’ section I have created a BBC Radio 1 interview with one of the band artist to help promote the song, which would approach a 16-25 age group audience as the BBC tend to interview upcoming artists promoting new 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? (approx. 100 words) 

In order to demonstrate my knowledge and understanding of the digitally convergent nature of my media production,  I will notify the viewer of ‘Warner Music Group’ at the end of the video. Furthermore, I will use the description box to link both Warner Music Group’s website and ‘Wonder’s’ website also. I Intend for my website to have both the Music Video and the Video outtake on the front home page, therefore it can be accessed and seen more quickly by its viewers. Moreover, the outtake video of the phone call interview with BBC also has a description box with both the website and music video links attached, this would enable fans or subscribers of the BBC to find the song and music video much more easily and it would give the song and website a much more higher viewer rate.