STATEMENT OF INTENT

STATEMENT OF INTENT
PRODUCT ONE:

For my dance music video, I am using the song ‘Nitten Nitti’ by Bjørn Torske. I am planning to emulate the sound of the song and album through my summer holiday-based music video, whilst still relating to the 16-25 class AB demographic, and to produce a music video that ultimately advertises the song and artist as enjoyable to listen to. I plan to target this demographic through bright colours and light mood. I have decided to not include the artist in the music video. This is owing to the fact that I am wanting to produce more of a narrative based music video and I feel as if I included the artist it would distract from the story. Also, the culturally sophisticated audience the music video is aimed at would be used to alternative and non-mainstream artists producing videos that don't star themselves to create more creative opportunities. The narrative I am wanting is for a young girl and boy, both under the age of ten, to be making their way to a beach in Spain. I am plan for them to visit shops, rock pools and be seen to be walking around. The lighting I am wanting is natural sunlight around the hours of 3pm-6pm. The main people I will be featuring in my music video are the non-identical girl and boy twins. I am hoping that having this representation of male and female children of the same age and from the same family being shown to be completely different will be interesting. My music video is going to include the motif of a sign being used as a form of communication. These are intertextual references to Bob Dylan’s ‘Subterranean Homesick Blues’, as well as early black and white films without sound through. I will take inspiration from how they are filmed, and how the signs portray a clear narrative for the music video.    

I am hoping my filming and editing style will relate to the music video production company, CANADA, in order to produce a bright and joyful music video. I am also taking inspiration from the filming techniques in the music video for Jungle's 'Platoon', which features a young girl dancing. Relating to codes and conventions of other dance music videos, I will have bright colours, references to summer, a variety of people and looks, and the inclusion of movement. I will be using media language in order to achieve a stylish music video, as well as editing the footage in order to achieve a brighter colour. However, I have intentionally planned for my music video to be a less conventional dance music video, with aspects similar to Belle and Sebastian music videos. I plan to include a variety of mise-en-scene, in which my characters will feature in, so as to create a light-hearted and interesting music video. Through having the characters as children, I am hoping a sense of innocence and ease will be presented. The cinematography and editing are going to relate to orthodox dance music video conventions, having a variety of angles and shots. I feel as if the fact that I am also filming outside the UK, in Spain, relates to the music video being less conventional.

PRODUCT TWO:

I am planning to create a website which has strong media synergy to the music video. One way in which I plan to do this is through including clips from the video as the background. I will be playing three to five clips one after the other, continuously and without sound. I have decided on this owing to the fact that I was inspired by this being done on other band/artist websites, such as King Krule’s and Gus Dappertons’s. I believe that doing this will add an element of professionality to my website, whist also making it interesting and engaging for the user. I have decided to use a similar colour scheme and font as I chose for the music video. This allows each piece of media to relate better to each other. I will also be creating a new album for him. I have decided to name it 'serendipity', meaning the occurrence and development of events by chance in a happy or beneficial way . I chose to do this as I feel as if it relates to the tone of his music, especially 'Nitten Nitti'. I will be using an image of a flower that I took while filming for the music video. On the home page, I plan to include a link to social media pages which I will be creating for him, along with links to his new album and the music video I will also be creating. I plan to have these links through buttons, as well as having the video and track list easily visible underneath each, therefore making my website easy to understand. I have chosen to do my additional page as ‘News’. This will focus on information about the artist and allow me to include interviews from other sources, my additional audio-visual content, tour dates and music video in individual blog posts. I will be making the background of this page the same as the background on the home page. This makes the change between each page flow a lot better.

 For my additional audio-visual content, I plan to use the two children who feature in the music video and record their reactions whilst watching the video. To do this, I plan to use two cameras in order to make it as professional as possible. I will also be using a tripod in order to be able to film with two cameras simultaneously. Although I will not reveal this in the video, I plan to actually record their reactions twice, in order to get as much content as I can, along with filming how they act normally before and after the presentation of the video. In preparation for filming them, I am also planning to show them a series of videos for children in the filming environment, without actually recording them. This will allow them to become a lot more natural in the situation. I have also planned for them to be filmed in a comfortable area, where I can ensure they will act more naturally and be less shy. The fact that there are two of them also means that there is more of a chance to film them acting naturally, as there is less awkwardness than there would be if I were to film them individually. I plan to use the same font as I will be using in the music video and website, therefore adding to the relation between each piece of media that I am creating. I have taken inspiration from the YouTube series ‘Kids React’ and I thought it would be interesting to have a twist on it and actually feature the children in the music video.

 Along with the longer audio-visual content, I am also going to be including a teaser trailer for the music video. Although I understand that this is more common with more mainstream and well-known artists, I have chosen to do this as I want to experiment and apply my skills where possible. This video will only be a few seconds and will announce a release date for the music video and the title. It will feature the two children in the music video and will be a short series of clips with the original sound over the top, with the music starting with the announcement. For this I will also be using the same fonts and colour schemes as other pieces I have created for this project.

Each of these products will have obvious media synergy. The teaser will include clips from the music video, and the reactions video will include the two children from the music video, where they will be speaking about their experiences filming the music video. 

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production?

My website, additional videos and music video will be an example of digitally convergent media through the fast that there will be an obvious sense of synergy owing to the use of bright, warm colours, such as yellows, oranges, reds and pinks, as a way to connote the idea of joy and vibrancy, as his music depicts. I will also do this through the use of the same subjects, for example, in the additional video, I will be filming the reactions of the two children in the music video when watching it for the first time. Between all of the content, I will also have the same fonts for titles, and colour either in the background or font. It will also be sans-serif and bold, in order to imply that his content is contemporary and modern. I am also relating it intertextually to Wes Anderson films, suggesting a sense of individuality and linking it to independent media throughout my products.