02 Statement of Intent
Open Arms - liza
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 Music Video
Include:
- social groups - what social groups available? - what are you saying about those social groups? - how will this appeal to your target audience
-end card that sends you to the website
My brief is to produce a music video to a ballad with an audience of 16-25 year olds. I have chosen the song “Open arms (Just SZA)” by SZA , i intend to use the four areas of the media theoretical framework; media language, representation, audience, and industry in order to communicate emotion, relatability, and narrative depth to a media savvy, style conscious audience.
Through my use of cinematography, editing, mise en scene, and sound I will construct a visual narrative that reflects the emotional tone of the song. I will use visual codes such as lighting and camera movements to showcase the emotional journey of the protagonist. The video will begin with desaturated tones and handheld camerawork to represent the instability and loneliness she feels as her friendships deteriorate. The character will begin to discover the people who are still there for her, and each shot will shift to more colour with a warmer colour pallet and more natural lighting which will symbolise emotional clarity. Editing of the video will follow the rhythm of SZA’s vocals , slow dissolves and match cuts during verses, building to quicker cuts and brighter imagery during the chorus to reflect emotional release.
The target audience of 16-25 are more often than not familiar with contemporary R&B aesthetics, so i will draw on stylistic influences from SZA’s previous visuals, social media culture, and fashion-forward cinematic styling. I want the audience to feel emotionally connected with the protagonist and to reflect on their own relationships. I will use locations that are found in daily use, such as parks, bedrooms, beaches, etc, this is because it creates a sense of realism and helps the audience to connect to the protagonist.
The video will be produced in a style consistent with contemporary R&B which are found on platforms like YouTube and Vevo, trying to meet the conventions of music promotion and visual story telling. The music video will act as an extension of the songs emotional message and play on the story behind said messaging which will appeal to those who value authenticity, visual style and narrative depth.
Product 2 Website
-how many pictures do you need?
- social media links - clear
-along w music video - behind the scenes? bloopers? interview director?
After researching websites of female pop artists I noticed codes and conventions of their websites. I will use many images of my artist both performing and posing to help the audience connect her face with her music. The website will also include advertisements for her music video, albums, single and upcoming tour. The website is to promote the artist, so I will include a small biography for her to talk to her audience to make them feel connected to her. For my audio visual element I will include a behind the scenes of my music video and a get to know the artist video on a hyperlinked page. I will use a dark colour scheme and the colour will come from my pictures and audio visual elements. My website will be easy to navigate and include an interactive element where fans can sign up to a newsletter to be updated on my artist. I will also include a blog as many other websites had one that gave exclusive information on the artist to promote their activities, tours and music.
Main character photos of more stylish and more casual, representing both stages of her life
How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production?
To demonstrate my understanding of the digitally convergent nature of media production, I intend to link my music video with a range of digital and social media platforms that reflect how contemporary audiences consume and interact with music content. My main product will be a three minute music video for the song "Open Arms (Just SZA)" which will be supported by a professionally styled website.
The website will act as the central hub, featuring the music video, image gallery, merchandise, and links so to social media platforms. It will reflect the video's aesthetic through a consistent colour palette, typography, and imagery which will establish a recognisable brand identity. There will be embedded social media feeds and interactive features, such as a newsletter sign up or fan comment section, will encourage engagement and demonstrate how audiences now participate across digital spaces
Within the music video I intend to get a shot of the protagonist scrolling on her phone, and the shot will show her scrolling on the website, in order to promote said website. This will influence the audience watching the music video to look at the website, which will point them to the artist's other music, and promote their social media and merch, granting the artist more publicity..
