Statement of Intent

 Statement of Intent

Name: John Prendergast

 

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)

 

            This statement of intent will detail the key concepts and ideas behind a music video for the track ‘Goodbye my Lover’. The main concept and framework that will be evident in the video is as follows. The video will open with the star male actor sitting at a piano. He will be dressed in a kilt, Bonnie Prince Charlie jacket, and a bowtie. This should imply that he has just returned from a funeral, and the presence of tartan reflects some of the artist’s own personality, as well as separating this from other videos of the genre. He will proceed to play the introduction to the song on the piano and sing. The main body of the video will consist of the male star being depressed and upset, flashbacks to when the girl was still around, and comparing shots where the two are in a location and the girl fades away, leaving the male alone in the same place. These flashback shots will be in a ‘dreamy’ filter to emphasise the idea that they are in the past. The video will regularly return to the male star playing the piano. To finish, the male star will be looking over the edge of a cliff during the lyrics ‘I’m so hollow’, before the camera zooms into the bright sun, and he is reunited with his lover in Heaven.

 

The brief states that the video should portray a love song, and ‘Goodbye my Lover’ is a pop song. In order to conform to this genre, this video will feature heartbreak, and mild sexualisation of women i.e. wearing dresses, being apotheosised by the male actor etc. 

 

The primary audience is men and women aged 16 to 25 years, who come from a middle class, privately educated background. The concept for this video will attract this audience through the song genre - pop generally attracts people in this age bracket as well as people that find other genres of music such as rap in preferable, the smart costume choices - especially the kilted male star at the piano, and the range of rural locations; the candidate plans to make full use of the Scottish Highlands that are on his doorstep. Most people have gone through the trauma of a breakup, or the loss of a loved one be it a parent or partner, and the audience will be drawn into the video as they should be able to emotionally identify and connect with the issues raised by the work.

 

The brief declares that candidates should make a video on behalf of Universal Music Group (from here on in to be referred to as UMG). UMG has a series of core values that this video should conform to and fit in with. In their mission statement, they write ‘We exist to shape culture through the power of artistry’. This music video will represent Scottish culture through the tartan costume choices as well as through the highland setting. Scottish culture is something that is generally underrepresented in the pop music industry, and so this should help this music video to stand out in what is a crowded genre. 

 

Another of the core values that comprise UMG is ‘authenticity’. This video will be constructed upon 100% original and genuine filming, and built around the candidate’s own ideas and concepts. Permission has been requested from the record label to use the track.

 

A third notable core value is ‘creativity’. This video will contain several locations and shots that may not be seen in videos of the same genre, which will make this video stand out from the rest, fulfilling a unique and original concept. For example, one scene will be filmed on Loch Ness on board a boat; this a unique and beautiful setting that is generally unseen in comparative videos within the genre.

 

An articulated choice of performers will conform to the expectations and trends of the popular love song genre as there will be a male star, who will be the primary focus of the video, as well as a female star; who will be sought after and mourned by the male. This is a similar structure to most other love songs, and it is tried and proven as a concept that appeals to audiences. The male star will perform the music, which is common with many other songs of the genre that have been written and sung by a male artist. In terms of the record company, UMG, the performers will fit into their ethos through their endorsement of culture; the male star will spend part of the video dressed in Scottish uniform.

 

There will be a variety of mise en scene throughout this video. In terms of the opening and closing shots, the male star will be dressed in kilt uniform, and for the rest of the video will sport a series of more casual outfits. The inclusion of the tartan creates a representation of Scottish culture. The female star will wear a white dress, which connotes innocence, angels, and heaven, fitting in with the idea that she is a memory and has passed over. With regards to props, the male star will be focused for parts of the video around his piano, and this is an important feature of the video as for many people, in the event of a tragedy such as this, pianos and other musical instruments can be an important for releasing their emotion.

 

Around the middle of the video, the lyrics ‘Goodbye my lover’ and ‘You have been the one for me’ will be shown on fire on top of a shot of the star playing the piano. The act of putting these words on to the fire will signify the actor letting go of the deceased, and saying his final goodbye.

 

This video will include a variety of representations, one being a representation of men. The male star will be portrayed as passionate, respectful, and emotional. This effect will be achieved by the actor’s performance of the song, his playing of the piano, and by the nostalgic shots looking at his time with his lover. There will also be a representation of women. The female star will be clothed in a white dress, and, as stated above, will represent innocence, angels, and happiness. A representation of death will be applied, and this will be achieved through the song performance, and the mise en scene surrounding the female and male stars. Finally, there will be a representation of Scotland and its culture. The Scottish countryside will be an important setting throughout, and the presence of tartan will replicate uniquity and pride.

 

These representations will attract the audience as this video is targeted at both men and women aged between sixteen and twenty-five years. Therefore, this broad audience will be curious to discover how the two genders have been portrayed, and to see whether the standard genre conventions are followed. Furthermore, the representation of death is important for attracting audiences as it is one of the main focuses of the video, and the effect created by this representation will make the video relatable for many, forming an emotional bond between the video and viewers.

 

This video will include an array of editing to achieve its desired effect. One way that editing will be used is to edit the female star out of the shot, to simulate the fact that she is not around anymore. This will be done by fading a new shot in on top of a previous shot, to show the male star alone where he formerly was with the female actor. Each shot change throughout the video will be edited to be in perfect rhythm with the beat of the track. This will allow it to identify with the genre conventions, as videos with out of time shots tend to be difficult to watch and poorly presented; it is therefore common practice to edit in this fashion. Some shots of the female star will be edited into slow motion to emphasise nostalgia and sadness. This will attract audiences as it will further strengthen their emotional bond with the video, and may well bring back treasured memories of loved ones that they have lost. 

 

The above use of editing will fit in with UMG’s convention of ‘creativity’. Editing is among the most important factors of music video production, and it will allow the candidate to showcase his ideas and imagination.

 

This video will contain a narrative that correlates fairly strongly with the lyrics of the track. This will be performed by the male and female stars, and the male star will throughout be performing the lyrical and instrumental parts of the song. This fits in with the genre as, most commonly, performance of the lyrics is evident throughout music videos. The performance and narrative will attract the audience as it will strengthen the theme of emotion, and will boost and manipulate its meaning for viewers.

 

Many of the shots surrounding the female star will be shot using an abundance of white light. This is in attempt to replicate the connotations of heaven and to make her seem angelic; it will also match her white dress. This will be achieved further through the use of editing; filters and colour alteration will ensure a heavenly shot.

 

The main message that this video will attempt to convey is that everyone deals with personal and emotional adversity in their own way, and that it is perfectly appropriate to mourn; be it a breakup or the death of a loved one. This message will be achieved through reflecting shots presented in the form of flashbacks and memories, and the male star’s passionate playing of the piano and lyric performance will reflect the pouring out of his emotion. This message is appropriate to the genre as so many pop songs specific to love reflect the artist’s own emotions and experiences, and are in effect their own special way of releasing their sadness and their feelings. Furthermore, artists are people that audiences look up to, and so this message will help audiences reflect on their own persona’s and perhaps allow them to release some of their own troubles in a personal way.

 

In synergy with the music video, the brief states that a website must be produced to advertise the work. The candidate’s website, dedicated to the track ‘Goodbye my Lover’, will open with a title page containing the most basic, yet important information, including the name of the artist, the name of the track, and the artist’s logo. There will also be a reference to the artist’s social media channels on this page, and perhaps most significantly, the video itself will be pasted into the forefront. These vital pieces of information should match generic conventions, as they are crucial for allowing artists to sell their work and draw in audiences.  

 

The design of the website will be fairly simple, as is common with modern websites. That simplicity will present a user-friendly interface, and will look attractive to the audience and encourage them to scroll further into the website. A menu bar at the top of the page will allow users to navigate between the pages. The main focus of the home page of the website will be the cover photo advertising the video. This photograph will depict the male star in the mountains with the female star. They will be gazing out into the horizon. The photo will be fairly bright to symbolise that it is in the past. This photograph will draw the audience in through its uniquity, and beauty; a photograph of the Scottish Highlands will be eye catching to most viewers. A calendar will also feature on the home page, where consumers can access dates and information surrounding the artist’s upcoming tour and performances. When audiences see that they can watch the singer in person it is likely that they will choose to go back and watch the video again to decide if they would like to book tickets. This will prove a valuable tool in increasing viewing figures. In order to promote the artist himself, there will be a short description alongside a photograph that will sum up his life and career thus far. This will allow the audience to connect with him on a more personal scale, and create publicity surrounding his charisma, as well as adding context to the video.

 

 

 

The second page on the website will be a behind the scenes page, where users will be able to access photographs of the filming process, a behind the scenes video, and a compilation of ‘bloopers’. The artist’s social media will also be linked on this page, as well as a box allowing users to submit their email address and subscribe to the website to receive updates. This will allow users personal contact with the artist. It is important for the audience to be able to interact in a more personal fashion with the artist as it allows them to feel connected with the individual behind the video, and this interactivity will strengthen their perception of the work. Social media is also a crucial facet of advertising as it encourages word of mouth; people will see images and clips and share them with their friends and family, who will in turn watch the video and share to their own circle of friends.

 

The title page will display UMG’s logo and name at the bottom of the page to ensure that they too as a company receive publicity from the video. Alongside that will be a hyperlink to allow consumers to visit their own website. 

 

It is important that the website should reflect UMG’s core values, one of the most prominent of these being ‘authenticity’. The behind-the-scenes page allows people to see that the footage is all genuine, and that the ideas behind the video are original. The presence of UMG’s logo and ethos will also have a positive effect on the finances of the music video itself; when audiences discover that it has the backing of one of the most renowned record labels in the world, they will take the work far more seriously and will gain an impression that behind the work is a producer who is knowledgeable and experienced.

 

The website will be full of images synergetic with the video which will hook in readers and catch their imagination. The easy to navigate menus will show other features and pages on the site to keep them engaged. 

 

 

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)

 

            Synergy is crucial to success in the media industry. Music videos are not the only factor in an artist’s armoury; several other media platforms are employed in order to gain success. In order for success and affluence to occur, each platform should work in unison with its counterpart; this is generally referred to as synergy. For example, if a music video is a main product, its branding must match its key morals and narratives. This branding can come in the form of social media channels, cover posters, and websites. In another context, if a film is the main product, such as ‘Skyfall’, then any subsequent branding such as Adele’s ‘Skyfall’ music video should be choreographed in a way that audiences are given a taste of what to expect for the film. This parallel way of working is often the difference between a successful and a failed piece of work.

 

            The candidate’s music video surrounding the track ‘Goodbye my Lover’ will work in unison with a website; as stated by the brief. This website will contain a series of cover images that will be synergetic to the performers and narrative of the music video. The main image will consist of the male star standing with the female star in the Scottish Highlands. It will be fairly bright, and the photo will show an extensive horizon. This will nod to the artist’s Scottish roots, and will reflect the locations featured in the video. The brightness of the shot will emphasise that the photo reflects a memory; this being a main feature of the video. This synergy will attract audiences as they will be able to witness a key part of the video. 

 

            In terms of the logo, the same logo will feature at the end of the music video as on the title page of the website. This logo will consist of the artist’s initials intertwined with his precious piano. The main colours on the website will be a simple black and white. Any black typography will replicate the black mourning clothes of the male star in the video, and the white is a nod to the angelic memorabilia shots of the female star. Furthermore, this colour scheme stands true to the simplistic user interface that the website will maintain.

 

            The website will contain a gallery page filled with behind the scene photographs, which will show audiences how the video was filmed. This strengthens the site’s connection and synergy with the video, and allows the audience to access material on the website after they’ve already finished the video; strengthening their visual experience. 

 

            The music video will be embedded into the forefront of the home page. This means that anyone that visits the website will automatically be shown the work, and this will boost viewing figures. As well as the behind the scenes filming images, ‘bloopers’ will be included on the page. This will increase viewer connections with the piece as they are able to understand some of the work that has gone into the video, and meet the person behind the camera. In terms of the advertising of the website, a hyperlink will be posted in the closing shot in the video on YouTube, allowing and encouraging viewers to quickly and easily access more information.

 

            In reference to uniquity, the website will contain a calendar page, where users can find details of when the artist will perform. This is a concept that is perhaps separate from the music video, as it advertises the artist themselves rather than its primary function being to gain views for the video. This page will, however, still be important to the video as when audiences see that the artist is also a performer, they may want to watch the video again to see whether they would like to buy tickets; every view will help with the video’s success.

 

            It is likely that the audience will react with a more dominant reading to the social media channel as opposed to the website; in this day and age, far more people are likely to access the social media than the website, and it is far easier for them to share it with their friends. Therefore, it will attract higher viewing figures as well as the audience preferring the format and developing a great perception of the work.