Statement of Intent

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 

I intend to use the ages 16- 25 AB class demographic target audience to help tell the narrative of the video- as they would be culturally sophisticated, I have chosen to set the video to a time period that is currently engaging among the 16-25 age range: the 80’s (this is evident in shows like Stranger Things that are aimed at a similar audience). I will do this by using a neon colour scheme in my lighting and props, such as cars, that were made around that time. The brief’s genre is Dance music- a genre that has been getting increasingly popular. I will use this to my advantage and I have chosen a song that breaks the convention of a dance song, as it belongs to the chilled-dance genre, unlike the upbeat songs that many dance listeners listen to today. By breaking this convention and not follow the norm, I aim to engage the culturally sophisticated target audience, as cultural sophistication is usually reached within the niche sections of a market or , in this case, genre, by applying an experimental style of editing, using chroma keying and an array of effects that portray a disorientated and intoxicated environment. To portray the reoccurring hallucinations the main character has of his ex-girlfriend, I will use the chroma keyer with a purple, blue and pink underlay when she appears on-screen, as well as ramping up the effects as the video goes on to convey how the effects of the breakup on the protagonist are getting worse. In the last confrontation with his hallucination (just her without her new girlfriend) I will foreshadow the 'end' to the protagonist by gradually closing the boarders on the video and continue to highlight the increasing impact of the heartbreak through a constant use of effects. I also intend to make it realistic by using as many practical effects I can- using an actual car to drive in, have my actor actually fall through the air onto onto a trampoline and fall into a pool filming with a go-pro; other than the physical effects, I will be including characters my audience can relate to; therefore I will include characters from the LGBT community, as well as multiple races, that wear an era- ambiguous style of clothing that class AB 16-25 year olds would be interested in.

I will convey a sense of branding through the use of the band’s logo (which is in a synthwave style, hence connecting the identity of the artists with the theme of the music video), which is at the start of the video, as well as the name of the band, Au Revior Chins. Another part of the branding is the institution branding (Universal) - this will be shown in the video at the end with the text directing the viewer to the website.

Product 2

For the website, I intend to use a simplistic design that conveys a chilled theme. I will include the artist’s name (Au Revoir Chins) and their logo at the top of the page- in order to have a sense of continuous branding throughout the website, the colour used in the logo will also make the base of the colour scheme for the website. In order to appeal to 16-25 year olds, I will use a combination of popular conventions that other dance artists use, who have similar audiences, such as a revolving main page (multiple pictures of screenshots from the music video) and social media icons that would ‘link’ to social media profiles. My linking page will be to the Music and Tour Dates tab, where the two videos will be featured, along with a few upcoming tour dates. To help make the website seem realistic, the news sections will be written as though they were written by a media team of the artists, like other artist’s news sections are; therefore they will be written formally and from the third person. I will also be portraying the institution (Universal) by displaying their logo at the bottom of the Music and Tour Dates page.

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) 

In order to demonstrate my knowledge and understanding of the digitally convergent nature of my media production, I will notify the viewer of the website at the end of the video. I intent the last shot to be filmed underwater, and therefore it will be a perfect background to have text appear on; there shouldn’t be any prominent props or colours to distract the viewer, neither should it make the text harder to read- the shorter the text and the easier it is to read, the more likely the viewer will actually read it. The text will read something along the lines of “Visit the Au Revoir Chins website for more”, accompanied with their logo, followed by the Universal music logo.