Statement of Intent

Media Statement of Intent

My dance music video introduces the artist Kiera Ann and is about the effects of makeup and challenges the representation of women (particularly in genres such as dance music) and how women can be beautiful with and without makeup. It aims to inspire the younger generation which is more impressionable to feeling like they need to wear makeup as a social standard. This shows how I want to make a statement about how women don’t have to adhere to the stereotype that makeup makes a person beautiful and how they should love themselves for who they are. The vision for the main character is that they are a role model for her fans and inspire them to be their best selves.

I will be using the song "Thursday" by Jess Glynn using a jacked remix to add a stronger beat underlining the music. This is because the song is about how you don't have to dress up and be perfect all the time and you shouldn't change for anyone. This links to the theme of the music video.

I will use women from different backgrounds as they will have different hobbies to show how each woman is different and how makeup has affected them. This will be shown by a montage on the different hobbies and mid-shots of each woman smiling wearing their normal clothes that they feel comfortable in.

I will promote the artist effectively as she is signed to a major record label that is shown at the start of the video by their logo. Also, by bringing the link between the music video and the website to promote the artist as a personal and down to earth artist. As well, it will show a refreshing approach for the record label as they are promoting an artist who is prepared to be seen as more representative of reality. This is linking to Hall’s reception theory and how this approach to the music video will challenge audience expectations which treats the audience as intelligent, media literate consumers who may be wise to and reject media portrayals of femininity.

I will be using the scenery of a white background to make the person stand out and give the music video a lighter feel linking with the theme of happiness and smiling that runs throughout the music video to show how we can all be happy with ourselves and how simplicity can be sometimes be better. In other shots there is the use of an outdoor field with trees as the scenery. This is to show how natural can be beautiful and how it energises the video with the vibrant colours. Also, this will portray the artist as relatable to a younger audience as she is shown as a personal artist.

There is a slight use of intertextuality to Colbie Caillat’s ‘Try’ video to link to another artist that feels women shouldn’t try as hard to fit in and you should just be yourself. This will help the audience automatically understand the message behind the video by linking to another successful song that empowers women.

Within the editing there is a lot of fast cuts to keep the pace with some contrasting pans to help show the women’s faces. To emphasise this there are multiple close ups of different parts of people’s faces such as their lips and eyes. This shows off how people are different, but we should celebrate that instead of looking for imperfections.

I believe this video will engage the viewers as it has a fun and happy tone to it suitable to the genre whilst having a deep meaning underlining it that most women will be able to relate to it in some way.

Website:

Within my website I attempt to demonstrate a clear pop/dance genre and present my artist as a loving, relatable and inspiring as well as a fun dance character which, links to the genre. There is a use of purple marble as the background which, shows a colour that stands out as well as has a classy subverted nature to it with the marble. Also, it has links to a young vibrant audience as marble is a trend which shows my artist is relating to their fashion and trends. At the forefront of the website there is the artist music video to draw the audience’s attention to her newest content. The image will say “Beautiful” which, directly links to the music video and the theme as one of the key elements of band website is a cross-media approach intended to promote the artist and their work. I will keep the connection between the music video and the website by using a similar colour scheme of natural colours such as pale, pastel greens and purples with a use of white as well.  As well, there is an array of behind the scenes photos from various stages of the filming process which directly links with the music video. My website offers various amounts of social media accounts that the fans can follow the artists as well as subscribing to the website as fa interaction is an important part of making an artist.

There is a use of a promotional video on the news page that asks fans to video and send back their replies that are then edited together. This uses audience interaction so that they can get excited by the up and coming video release as well as getting them to think about a thought-provoking question. This will then help the ‘fandom’ of the band be more enthusiastic members of the audience. 

There is an introduction to the artist along with a photograph on the front page showing the artists personal approach to her fans and how she likes to connect with them and make them feel included in the process.

Digitally convergent media

Digital convergence is essential to promote and market the new artist particularly to a younger audience who may not access music in the same format or via the same platforms. The music video and website will be digitally link via YouTube on the home page of the website which cross-promotes the music video on the website. Also, other forms of digital convergence include links to social and participatory media sites where visitors and fans can access the music video and additional content, such as behind the scene photos, without really leaving the website.

The promotional video directly links the music video to the website as the question asked is “what makes you feel beautiful?” which, is then a theme explored within the music video. 

This is  a statement of intent showing my intentions for the music video and what the meanings and inspirations behind it are.As well as the website and why it is Digitally convergent.