Statement of intent draft 2

 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:

For my music video, I intend to create a video that portrays a relationship from the angle of a homosexual breakup. As well as this, I want the video to be enjoyable for my target audience of a socially-conscious 16-25 year old, middle to upmarket demographic so I have chosen the song ‘Love and Suicide’ . I will use a range of different shot types and mise-en-scenes to help with the fast-paced theme I intend to create, which will help my target audience stay engaged. I also intend to make an intertextual reference to the cult-classic film 'The Rocky Horror Picture Show' and musical 'La La Land': two films my audience will hold in their cultural competency and will therefore connect with. I intend to have a relationship between lyrics and visuals, music and visuals and  a large focus on my talent to help create his star persona and close-ups of the artist to meet the demands of the record label, thus adhering to Goodwin's music video theory. 

Product 2:

According to my research, Universal Music Group are one of the biggest three music labels in the world. They consider themselves to have a social responsibility to "support and partner with organizations around the globe that are working towards meaningful positive change and social responsibility": this is exactly what I have done via the use of convergence with 'Mind', the mental health charity on my 'Time With Tom' linked page. Cultivating my artist’s star persona will be assisted through the creation of the accompanying website, on which I will include ‘exclusive’ interviews and playlists with the artist, tour information, merchandise selling, subscription opportunities and many other features. There will be a clear house style across the website which will fit with the aesthetic of the music video, linking the products together. The website will have links to the music video, social media pages, music streaming platforms and the universal label website which will create cross media convergence. I also intend to include an easter egg on the website, which links to an exclusive Spotify playlist where the audience can form a sense of personal identity with the artist. In addition to this, I am going to create a link to an exclusive 'full version' of the music video in order to encourage active audiences to engage with the website. I will also give the opportunity to sign up to a mailing list to receive more exclusive content.

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)

Both my website and video have a strong link through the use of aesthetic, artist identity and convergence. I intend to promote the website link in the description of my music video, have a clear house style connecting both products together and put the music video on the website so they are fully connected there. My aesthetic is consistent through both products and the same characters/ actors are also used to create a strong link. Convergence is also demonstrated through the links on my website to streaming platforms and social media, as well as linking to the Universal Music Group website. A short video on my website explores the artist's inspiration behind the song: This in itself creates convergence between my two products. 

Statement of Intent - Draft

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:

For my music video, I intend to create a video portraying the change in a relationship from good to bad, as indie music tends to focus on the 'reality' rather than 'ideal'. As well as this, I want the video to be enjoyable for my target audience of 16-25 year olds; many of which have been in relationships and know they are not all as portrayed in the movies, so should aim to be relatable for the audience. I have chosen the effervescent track 'Love and Suicide' by The Trusted, which is a strong contradiction to many love songs in its tempo, but enables me to use fast paced editing and keep the video engaging while also being able to weave in a narrative with the lip syncing. I will use a range of different shot types and locations to assist with this, and create a circular narrative when the first and end location meet and bring all narrative strands, including live performance, together. This circular narrative will enable my intertextual link to 'La La Land', while the main relationship narrative in a flashback, film reel, effect, will enable another reference to indie film 'Submarine'. Andrew Goodwin's music video theory will be met with lyrics reflecting the visuals, focus on the artist creating star-persona thus meeting record label demands, live music performance and music reflecting the visuals. 

Product 2:

My website will feature a consistent style, following codes and conventions of indie artists' websites. The video's aesthetic will also be reflected in the website, with the lighting and locations, thus creating a link between the video and website creating consistency. 

My first page will include a feature rotating menu, album art which flips when hovered over, tour poster and dates, merchandise and the latest music video, as well as some other features. Cross-platform convergence will be created with links to the universal website and various social media platforms, once more creating a connection between fans and artist. This will be furthered through an option to sign up to their mailing list, meaning the audience will be able to access exclusive content and feel a personal connection with the artist, gain information and form them in part of their identity through merchandise (Blumler and Katz).

My second website page will focus on Henry Jenkins' fandom theory in providing the audience with the exclusive content they want through interviews with the frontman, and in turn developing the star persona.  

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)

I intend to have the video as a main feature of the website while the style of both website and video will link though elements such as lighting.