Statement of Intent

Statement of Intent

I will be creating a music video for a dance artist called Liberté and the song I’m using is DJ Snake and Aluna George- You know you like it. I chose this song as it has the general conventions of the dance genre, such as beat drops and a techno base. I will use an image of an eye in my video as well as my website, as I intend for the music video to open with an eye opening, and the video to end with the eye closing.  The music video will have many of the dance genre music video conventions including a dance performance containing two female dancers who will both be of the 16-25 AB demographic, and a narrative to give the music video more depth, which tells the story of a girl faced with a moral decision who is guided by the two parts of her conscience. In other dance videos, the mise-en-scene of the videos includes lots of colour such as pinks and blues, whether that be in the setting of the music video which is going to be a middle class street as the target audience is AB, or the clothes that the characters are wearing. The colours will be portrayed by using a projector and I will be filming outside when it is sunny so that it fits with the genre. I will try to make the editing of the video fit with the beat of the song that I will be using as many dance music videos do this to show that the music and the video link together smoothly. I will be using a range of camera shots, some will hopefully allow for the audience to feel as if they are in the video themselves (give them a different point of view) and make the video feel more personal and realistic. I will make my video suitable for my target audience 16-25 AB demographic by making sure that my video does not conform to the male gaze and also does not contain any inappropriate messages such as stereotyping or anything that may cause audience members distress. I will be having a couple of different ages of characters in my video so that the video can be related by the ages of around 16-25, as in media industry this would make the record company and the artist more profit. I plan to represent my artist using the general stereotypes of conventions in dance videos. My artist will represent themselves through the video as the same group as the audience so they will be 16-25 AB and make cultural comments as this allows for the artist and the audience to connect well. The actors I will be using in the video will be suitable for the role due to the fact that they will be the same social group as my audience. I will also include an older woman so that there is more than one type of social group in the video so that stereotypes are challenged as the younger generations are always depicted as being violent and careless, and by having a main character who displays her process of making moral decisions it challenges the original stereotype.

The website will have the artist’s logo on it, the logo which will feature a sound wave as it shows that it is a music artist, possibly with an effect over the top, which will be also in the music video so that these two pieces of work are linked together. Also on my website it will have some images of the artist, a colourful eye, that will reflect the genre of dance music through the use of colours and my artist will not have a known identity due to the fact that many age ranges listen to dance music, so the artist doesn't portray themselves so that more people are able to relate to them. There will be hyperlinks used to link two pages together so that the website is fully functioning, and I will try to have links to some tour dates for my artist. There will be a section of text about the artist on the homepage and the linked page that will describe the artist and name some of their songs, possibly the song I will have chosen to do my music video for so that they link together. As the target audience is 16-25 AB I will try to have the design of my website be suited to this in the way having conventions of the dance genre shown through the use of colour and text such as bright blues and pinks, which are also colours used in the eye in the the website and the video, and some soft lettering.

To link my video and website together I intend on using the same sort of colour scheme across the two projects consisting of pinks and blues, but I will also have the band/artists logo on both of them, most likely at the start of the video. This will create some form of visual link for the audience which may make the video and website more effective if it was made for the industrial purpose of making money for the artist and the record company. When I have finished my music video I will put the video onto my website as this will be an easy way for the audience to view the video and the website at the same time, which is more marketing for my fictional artist. Also the images of the eyes on the website will match the opening and closing of the music video. I have my artist's social media linked on the website so that the audience is able to follow the artist, but it also allows for my artist to reach more than one platform, and also allows for digital sharing by fans so that my artist can reach a wider audience.