STATEMENT OF INTENT- MUSIC VIDEO
Statement of Intent
My music video will portray themes of youth, freedom and escapism throughout, complimenting the genre and demonstrating codes and conventions throughout because the name of my chosen song is ‘Younger’, and the key message of the song is outlining that ‘you aren’t getting any younger’, which compliments my key theme of youth within my video. The narrative will follow two girls' summer, one of them being the artist of the track. They will take part in new and exciting activities in different locations, such as surfing at the beach, going to festivals and London. These locations are specifically designed to appeal to target audience, being both aspirational and accessible. Representations of social groups shall be shown through young males and females, looking at the interplay between them as reflected through the song’s message.
The video will meet the expectations of a 'house-dance' genre as it will include constant shots of the girls behind, following them on their adventure, slow mo's to contrast with the upbeat pace of the song, establishing shots of the scenery and each shot being fast-cut to the beat of the song. These conventions will appeal to the audience as fast-cut shots and quick pace of the video will keep the audience interested and wanting to keep watching as the location will constantly be changing and the girls will be travelling to a new place every 30 seconds. The video will be appealing to the audience of 16-25 year olds of an AB class demographic, to reflect the audience of the Universal Music Label and because this reflects the audience of the song and manufactured artist.
The artist is featured in the music video, as one of the two girls who is travelling with her best friend through her summer adventures. Kygo is an established DJ, who is well-known for producing positive and uplifting music. By presenting her in the video, it creates an interaction with Kygo and the audience watching who can witness her life experiences with her and create a deeper understanding around the artist. The situations featured in the video will reflect places that an audience might expect to hear her music, such as a festival and vibrant street scenes.
The intertextuality within my video will be the “#followmeto” Instagram motif first seen on the Murad Osmann account which was afterwards further popularised in a number of travel adverts. Instagram, a hugely important social media reference for the target audience, and this motif would be instantly recognisable to them. This will be used so I can display the travelling between locations in an effective way, that will remain memorable to the audience. As the artist in my video travels through her summer, from location to location, the “follow me to” reference is used to represent this in an effective, progressive way.
I will use natural locations such as the sea, sand and greenery to reflect the escapism and freedom elements and contrast it with rural/urban locations such as nightclubs and city streets which will still reflect my themes of youth. The people in my video will be dressed in casual, stylish summer wear to focus on being young with freedom from all responsibilities. Both of these are conventions for dance music videos, and show the codes the target audience would associate with an artist like Kygo.
I will edit to the beat of the song, and include fast cut shots, to compliment the fast speed of the song. I will also edit a lot of my shots to be slow motion to contrast the fast, upbeat events occurring in the video such as dancing and jumping in clubs. Slow motion also allows the audience to focus more on what is being designed to focus on such as the narrative plot. Again, these construction elements are codes and conventions of the genre.
I plan to incorporate high key lighting which will be used to highlight the dance aesthetic, as well as high-angle establishing shots which will be used for the audience to see the location as best as possible. Additionally, close-up shots will frequently be used to compliment the videos concept of friendship and unity as close-ups allow the audience to witness more intimacy between friends. Behind shots can be used to portray a journey, as it demonstrates we are leading the people in the video on their adventures. Finally, a range of mid-shots can be used in many instances in locations such as clubs, and the sea to add a sense of realism to relate to young audiences.
My music video will portray themes of youth, freedom and escapism throughout, complimenting the genre and demonstrating codes and conventions throughout because the name of my chosen song is ‘Younger’, and the key message of the song is outlining that ‘you aren’t getting any younger’, which compliments my key theme of youth within my video. The narrative will follow two girls' summer, one of them being the artist of the track. They will take part in new and exciting activities in different locations, such as surfing at the beach, going to festivals and London. These locations are specifically designed to appeal to target audience, being both aspirational and accessible. Representations of social groups shall be shown through young males and females, looking at the interplay between them as reflected through the song’s message.
The video will meet the expectations of a 'house-dance' genre as it will include constant shots of the girls behind, following them on their adventure, slow mo's to contrast with the upbeat pace of the song, establishing shots of the scenery and each shot being fast-cut to the beat of the song. These conventions will appeal to the audience as fast-cut shots and quick pace of the video will keep the audience interested and wanting to keep watching as the location will constantly be changing and the girls will be travelling to a new place every 30 seconds. The video will be appealing to the audience of 16-25 year olds of an AB class demographic, to reflect the audience of the Universal Music Label and because this reflects the audience of the song and manufactured artist.
The artist is featured in the music video, as one of the two girls who is travelling with her best friend through her summer adventures. Kygo is an established DJ, who is well-known for producing positive and uplifting music. By presenting her in the video, it creates an interaction with Kygo and the audience watching who can witness her life experiences with her and create a deeper understanding around the artist. The situations featured in the video will reflect places that an audience might expect to hear her music, such as a festival and vibrant street scenes.
The intertextuality within my video will be the “#followmeto” Instagram motif first seen on the Murad Osmann account which was afterwards further popularised in a number of travel adverts. Instagram, a hugely important social media reference for the target audience, and this motif would be instantly recognisable to them. This will be used so I can display the travelling between locations in an effective way, that will remain memorable to the audience. As the artist in my video travels through her summer, from location to location, the “follow me to” reference is used to represent this in an effective, progressive way.
I will use natural locations such as the sea, sand and greenery to reflect the escapism and freedom elements and contrast it with rural/urban locations such as nightclubs and city streets which will still reflect my themes of youth. The people in my video will be dressed in casual, stylish summer wear to focus on being young with freedom from all responsibilities. Both of these are conventions for dance music videos, and show the codes the target audience would associate with an artist like Kygo.
I will edit to the beat of the song, and include fast cut shots, to compliment the fast speed of the song. I will also edit a lot of my shots to be slow motion to contrast the fast, upbeat events occurring in the video such as dancing and jumping in clubs. Slow motion also allows the audience to focus more on what is being designed to focus on such as the narrative plot. Again, these construction elements are codes and conventions of the genre.
I plan to incorporate high key lighting which will be used to highlight the dance aesthetic, as well as high-angle establishing shots which will be used for the audience to see the location as best as possible. Additionally, close-up shots will frequently be used to compliment the videos concept of friendship and unity as close-ups allow the audience to witness more intimacy between friends. Behind shots can be used to portray a journey, as it demonstrates we are leading the people in the video on their adventures. Finally, a range of mid-shots can be used in many instances in locations such as clubs, and the sea to add a sense of realism to relate to young audiences.
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