Statement of aims 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 protesting against heteronormativity and conformity. 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 fun and fast-paced song ‘Girls and Boys’ by Blur. I will use a range of different shot types and mise-en-scenes to help with the fast-paced theme I intend to create. I also intend to make an intertextual reference to the pop-culture icon David Bowie, as his opposition of heteronormativity was ground-breaking and his look was very iconic and therefore part of many people’s cultural competency’s. I intend to have a relationship between lyrics and visuals (Andrew Goodwin) as well as 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.

Product 2:

Cultivating my artist’s star persona will be assisted through the creation of the accompanying website, on which I will include ‘exclusive’ interviews with the artist, behind the scenes pictures of the video being created, tour information, merchandise selling 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 and music streaming platforms which will create cross media convergence. I also intend to include easter eggs on the website, such as a link which allows the audience to stream one of the artist’s songs early and give more behind the scenes content. In addition to this, I am going to create a link to a fan forum in order to encourage active audiences to engage with the artist, and 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)

I intend to promote the website link at the end 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.

Wix site

https://14-mthi.wixsite.com/lawrence

Planning: First Ideas

These are some of my first shot ideas.

this is the shot list for the instrument shots

https://www.youtube.com/watch?v=zD7TxGTPsV4

 a protest song

Generic Research: Language and digital convergence

How do media producers use language to communicate meaning?

Media producers use a range of different language techniques to communicate meaning to their audiences, such as intertextuality and unique brand identities.

        Intertextuality uses borrowed meaning to help communicate it to the audience so media producers can take advantage of this to create meaning. Also noticing intertextuality is very satisfying for audiences and makes them feel good but it can only be noticed if the audience have a certain cultural competency.

        Unique brand identities help producers to communicate meaning as the artists can create a style and stick to it and then their style represents them and their ideologies and beliefs and can then be recognised in other situations.

How do media producers use digital convergence to link their products?

Digital convergence can be created in many ways. Social media pages can be created that are linked on different products, easter eggs can be used to move audiences around a website, behind the scenes videos and old content can be shown to relate to their past images, and music videos and new music can be promoted on websites and social media pages to link all their products together.

Generic Research- Arctic Monkeys Website

Arctic monkeys website from MollyThirlwall

Generic Website- Lizzo Website

Lizzo website from MollyThirlwall

Generic Research- Wallows Website

Wallows website from MollyThirlwall

Generic Research Summation

Revision of Pitch

Having now completed generic and audience research i am happy with my initial pitch and i just now intend to have a clear narrative within the video. I will develop having one star as opposed to a whole band and i have thought of ways to explore this, such as to film him playing every instrument as if he was every band member.

Audience Research: Summation

From my focus group i now know that my music video should have a clear narrative to it, be suitable for YouTube and that girls engage more with music videos than boys do, so i should pay extra attention on trying to engage the boys in the video. Also, as the majority listen to music on Spotify i should ensure to link Spotify as a way to listen to the song.