01 Coursework Brief

Brief 4: Music video and online 

Requirements of the brief 

You work for an independent media production company. You have been given the task of producing a three-minute music video for a popular music ballad* by a fictional band/artist signed to Warner Music Group and two pages for the working website for the band/artist.

You may use an existing song for your music video (this does not need to be copyright free). 

The web pages must promote the band/artist to its target audience and enable fans to interact with them.

Summary of brief requirements: 

• Statement of Intent (approx. 500 words)1 

• Music video: One, three-minute music video. 

• Distribution channel: Content must be age appropriate for young adults from the age of 16. 

• Number of web pages: One homepage and one linked page. 

• Cross-media production target audience: A primarily 16–25 year old middle and up market audience of style-conscious people. 

There must be a clear sense of branding across the two elements of the cross-media production. 

Production detail that must be included 

The production of the music video must include (as a minimum): 

• Range of camera shots, including shot distances, angles and movement as appropriate to a music video. 

• Editing of footage appropriate to a music video. 

• At least two different uses of mise-en-scène. 

• At least two characters representing at least two different social groups (e.g. as defined by age, gender, race and ethnicity, sexuality). 

• Graphics/titles to include the name of the track and the name of the band/artist. 

 

The production of the web pages must include (as a minimum): 

• Original audio or audio-visual content which may include material from the music video but must include at least one element produced specifically for the website.  (tiktoks/behind the scenes)

 • Use of original images. Each webpage must include at least one image that is different to those used on the other webpage and those produced for the music video. 

• Appropriate conventions of website design, including an original title and logo for the band/artist’s webpage and a menu bar. 

• Text introducing the band/artist. 

• Working links from the home page to the other page. 

• A range of appropriate media language techniques (typography, images, fonts, backgrounds, logos, etc.) as appropriate to the purpose of the website. 

* Allow any song that may reasonably be considered to be a ballad.

08 Completed - website

https://19palmerl1.wixsite.com/liza

Please click the link above in order to direct you to my website. You will be taken to the home page which includes my music video, and can then click the label "gallery" to reach my hyper linked page which includes my audio visual content.

07 Completed - Production

https://19palmerl1.wixsite.com/liza

My music video can be found on my website near the very top of the home page.

https://vimeo.com/1190663104

The audio visual element can be found at the top of the second page, the gallery.

https://vimeo.com/1190665089

06 Planning - Website

To attract and engage a style-conscious audience aged 16–24, my website for artist LIZA will combine modern aesthetics with interactive and socially relevant features. The overall design will be trendy and visually appealing, using a bold yet minimalistic layout, vibrant colours and high-quality images to maintain the audience’s attention. Since this target audience is highly connected to social media and current trends, the website will also include interactive sections where users can upload photos and videos inspired by LIZA and her image, helping them feel involved and part of the brand community.

The website will encourage user engagement through features such as sending in TikToks and user generated content feeds. Visitors will be able to share content, interact with trends. The site will also provide a smooth and modern user experience with fast loading times, easy checkout methods, and mobile-friendly features. Overall, the website will create an engaging, stylish, and community-focused experience that reflects LIZA’s image while appealing directly to a fashion-conscious younger audience.

I originally intended to go for a brighter and more summer feel to my website, however I felt as if the aesthetic that I ended up going for suited the intended audience and recent trends. With a streetwear style, and graffiti.

05 Planning - Production

 

1) How many images/shots will you need?

•   i will need to take at least 200 shots, this is so that i have the capability to interchange shots to test where and if i want them in the video. Take over 20 pictures, create a collage for the website with these images, main photos, and album covers.

2) How many actors / models will you need?

• there will be 5 main actors that will keep occurring, overall around 5 people within the video.

3) Who will you ask to act/model?

• my mum, friends with acting experience.

4) What will they wear (hair / makeup?)

• general summer clothes, specifically those that are ‘trending”.

5) Where will you shoot them?

• Broadstairs beach (stone bay - viking bay)
• my home (specifically a bedroom)
• areas with graffiti

6) How will you light them?

• i am planning on using more natural lighting, mainly using natural sun/day light

7) What camera will you use?

• I will mainly use my phone, iphone 17, the camera quality is crisp and suitable for the style of filming i am doing.

04 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

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

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.

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..

03 Research - Website

websites are an important form of media used by artists to promote their music, connect with audiences and build their brand identity. Music artist websites are carefully designed to appeal to a target audience through visual style, layout, colour, typography and interactive features. Visuals are an important code in website design because it helps to communicate mood and identity.

for example SZA's website uses earthy tones, natural colours, and soft lighting to reflect her calm, emotional, and spiritual image. Greens, browns, blues and muted colours are commonly used to create a peaceful and organic aesthetic that matches the themes of her music

SZA website, matches her album and the target audience which she is aiming for. this can be seen between the convergence of her album cover, music videos, and her website.

These are all images from her album SOS Deluxe : LANA, where there is a clear reoccurring theme between her website, merch and music videos.

Similar can be said for another one of her albums, CTRL:

where there is a lot of convergence of her album within the music video itself, "camp CTRL"

Sza often uses hidden trach releases on alternative profiles such as soundcloud, or instagram so that listeners can discover more than just her professional music. SZA views the songs she posts on soundcloud to be more “loose” and describes them to be “random thoughts”. She released extra tracks from a profile that was not linked to her identity, fans soon discovered the tracks and them spread online, this was part of her marketing scheme. This is and example of participatory culture which shows how audiences can become part of promotion. And rather than SZA only characterising herself through her music, she constructs her identity as an artist across several platforms. 

Artist’s websites are ever changing, they change based on the album, the music produced within them, who they identify as, what they are going through, and who they want to attract to their content. Within an album the music is consistent with each other, the style, rhythm and often the lyrics. This is then connected to the visual representation of their website, and possibly music videos.

I am planning on taking inspiration from Billie Eilish as she has very strong convergence between all platforms. She uses Instagram, Tiktok, Youtube and streaming platforms as cross platform promotion, all in which have unique content to promote the same thing (e.g. a song or album). She uses Instagram story polls for fan engagement, youtube docuseries which include behind the scenes of her music videos etc. This shows convergence because different media platform create a cohesive promotional ecosystem. Examples of partnerships she has made within the media and industry consist of her Apple music documentary collabortation, her Spotify immersive experiences, and her fashion / editorial magazine covers. These collaborations combine music, technology, film and fashion industries. Billie’s fan participation includes immersive campaigns that results in the spread of her music, for example, tiktok trends to her songs, such as “bad guy”.

02 Research - Production

Music videos are created to visually represent a song and help audiences connect emotionally with the artist and lyrics. different genres of music videos use different codes and conventions to communicate meaning and attract their target audience. Ballad music videos are designed to express deep emotion, storytelling and personal experiences. they often focus on themes such as love, heartbreak, loneliness or reflection. Through camera work, lighting, editing, mise en scene and performance, ballad music videos create an emotional atmosphere that matches the mood of the song.

One of the main conventions of ballad music videos is the use of narrative. many ballad videos tell a clear story that reflects the lyrics of the song. these stories often focus on relationships, emotional struggles, or memories. flashbacks are commonly used to show happier moments from the past, creating contrast with the sadness or emotion in the present.

The narrative helps the audience understand the meaning of the song and creates a stronger emotional connection. close links between lyrics and visuals are important because they reinforce the message of the music. For example, if the lyrics discuss heartbreak, the video may show scenes of loneliness or emotional conflict.

Camera techniques are very important in ballad music videos because they help communicate emotion. close up shots are one of the most common conventions. they allow the audience to see the artist's facial expressions clearly, making the emotions appear more personal and realistic. Slow camera movements are frequently used. these movements match the slow tempo of ballad songs and create a calm, emotional atmosphere. Long shots may be used to show isolation or loneliness especially when a character is standing alone, or is in a large space.

Editing in ballad music videos is usually slow and smooth to match the pace of the music. Dissolves and fade transitions are common because they create a soft and emotional feel. Slow cutting rates allow viewers to focus on the emotions and meaning behind each scene. The editing is often synchronised with the rhythm of the song. Emotional moments in the lyrics may be matched with dramatic visual scenes to increase impact.

Lighting and colour are essential conventions in ballad music videos because they help create mood and atmosphere. Low-key lighting is commonly used to produce a sad, dramatic, or reflective tone. Soft lighting can make scenes feel intimate and emotional. Warm lighting may be used during flashbacks or happier memories to show contrast between the past and present. This visual contrast helps audiences understand the emotional journey within the video.

Mise en scène refers to everything visible on screen, including costumes, props, locations, and setting. In ballad music videos, costumes are usually simple and realistic to make the artist appear relatable and authentic. Neutral or dark clothing is often used to reflect emotional themes. Locations are typically meaningful and emotional, such as empty streets, bedrooms, beaches, forests, or isolated landscapes. These settings help create a reflective atmosphere and reinforce themes of loneliness or heartbreak.

PRACTICE BRIEFS TWO CODES AND CONVENTIONS RESEARCH + USING FOUND IMAGES

 

https://www.slideshare.net/slideshow/newspaper-analysis-pptx12345680182741284/272240043

https://www.slideshare.net/slideshow/newspaper-analysis-copy-pptx-213231417/272433220