Statement of intent final

Firstly, i intend to produce two media products which showcase my attempt at creating a piece of dance music videography. The song I will use is “The nights” by “Avicii”. I chose this song because the lyrics tell a meaningful story, which I felt suitable to recreate through video. It also has a number of “beat drops” and follows the traditional style of a dance music song – fast and slow paced sections, a rise and drop of beat, and repetition of beats. For the video i have decided that I would prefer to make a more scenic and aesthetic narrative video as opposed to something with a deeper story line. My video will consist of well filmed shots that are cut in time to the music when appropriate, as well as incorporating my two main characters which was a requirement from the brief. I am going to film part of the footage on a GoPro camera, which will provide a fish eyed style camera shot, as well as being much wider than the conventional shot. This is going to be mainly used for the first person footage, as it allows more to be seen in the peripheral – much how it would look in real life, so adds to the visual realism. Furthermore, this first person footage allows the viewer to feel as if they are there, and as if they are living this good lifestyle. In addition to this, I will use close up facial shots with an out of focus background, full body shots and wide shot of the setting. Another shot i used at 0:33 seconds in is purposely focused onto the plant, with a panning shot from the plant across the actor. This creates an appealing effect whilst also adding a variety of camera techniques. The final shot is a lengthy shot of the car driving away into the distance as the music fades out, which i have done to highlight the end of the song, and implying how the summer has ended and therefore the music video has. Furthermore, I will use a variety of different shooting locations. Many of them will be filmed in Ibiza, in a beach and sea environment with some lower and brighter light footage. These can be edited to the music at points when there is speak of “Nights” and such. I will then have shots taken at a festival that is set by the sea, so there will be footage of stages and dancing. These dancing shots will be put to the fast paced sections of the song. I will use an establishing shot towards the start, that is time lapsed of a plane taking off though reveals all the land below and will signify the start of the journey.

I will use media language mainly to convey the codes and conventions of the text through my website as well as on the music video itself. Now, upon looking at the media audiences i will be targeting mine towards the 16-25 age demographic. As well as this it will be focused too an A-B demographic - that of upper or middle class people. Due to this the audience watching will want something more sophisticated. To achieve this, i have chosen very idyllic scenes in a foreign country, which would appeal to those who could afford to visit such places. Also throughout, I have made sure the clothing used is fashionable and of a good quality in order for it to relate to and appeal to my target audience, as they may want to wear these clothes or wear them themselves. Next, due to my age demographic being younger, i will use actors of the same age, in order for them to relate closely and see themselves in the actors. Finally the setting i want to be summery - in a variety of different open places to reinforce the idea of freedom.  Moving too the media industries, my video will be linked to the Universal Music group, who run and manage it. UMG are a well established business, with several other artists in their portfolio. Because they are so established, they will want a professional video to be associated with them - meaning it must be to a high calibre. The representation is a key factor of my video because it all ties in with the target demographic. I want to highlight the the representation of freedom amongst teens. To show this i will have some shots of people dancing freely in a public or festival environment to incorporate the idea of not caring about what others think.

In terms of the actors i will use in my video, I will use two main characters, though several other people may be visible in background shots of the festival. The main actors will fit into the 16-25 demographic as they are both 17. This therefore makes it suitable to the brief set in the video. Also, both of these are going to be girls though they are signifying two different parts of teenage life. The first will be about appreciating freedom and life, and so will mainly be set by the sea abroad. The other though, will be used in dancing scenes wearing vibrant clothing and showing how you should not care about what others think, and too be yourself. The male gaze is present in my video, as I believe it fits in with the traditional dance genre. 

With my website, I have used several ways to explicitly link together the two media products. By doing this, it allows ‘Supremo’ to essentially become a brand and so heightens the idea that they are a realistic and professional artist. What I have firstly done is ensure that the same beaches used in my video, have been used as still shots in the background of my website – creating a relationship between the main theme in the video and the website. I have also ensured that the title on my video is consistent with the website in terms of font, and that this font type is replicated on the website itself. I have made it a rather contemporary looking font, that has thin angles though looks sleek and modern in order to appeal to the demographic whilst also representing UMG well. Within my website, I have used my video as the main feature on the main page. It automatically starts once going on the site – seeming once again professional. Furthermore, I have used an identical weather setting on my website as it is on the video, with a summery and vibrant look – appealing to my target audience due to their love of summer.

Overall, I have used both a website and video to promote my artist ‘Supremo’. By tying together these two things, the artist essentially becomes a brand with certain things which I have made present – like the sea theme on both and the same font used all over. I have also linked together the Instagram page, so when you click the Instagram icon on my website, it takes you too the page. This is the same with the youtube link, which will take you too my video. By incorporating these, we see Supremo has an identity, and the website works as an aid in order to boost the professionalism of the video whilst also almost giving a back story.