Statement of intent
For my dance music video and I intend to create a narrative video relating closely to the representations and conventions of the dance genre illustrated through my research I have chosen to use the song Dreamer by Axwell/\Ingrosso.
The representations in my music video will explore the issue of homelessness in society while addressing political views and personal struggles with an underlying theme of the issues with capitalism. This will be shown through the narrative as the main character has become a victim of consumerism as he suffers with alcoholism.
The cultural sophistication of my video is something I aim to highlight through the narrative. I intend to use a representation of a 18 year old male who has financial difficulties due to his persistent drinking habits which will lead to his homelessness and the meeting of the secondary homeless character. The story should be Dickens-esque and reminiscent of A Christmas Carol in the sense that the secondary character should act as a warning or message to prevent the primary character from damaging his future. The audience of the video should link to the demographic target age of 16 to 25. With this in mind the video should use representations and stereotypes of the age group to link to this particular social group. Zeitgeist mise en scene may be appropriate to ensure the video is current and in line with social culture. Both male and female genders should be represented in the video. The objectification of women is often shown in the genre in music videos especially where women are shown as a tool for men as opposed to their own person. This objectification is something I aim to fully avoid as from a female perspective it is degrading and overly sexual which is highly inappropriate for the genre and video.
The media language in my music video will be a key element in order to produce a creative piece with emphasis on the verisimilitude. I intend to use a range of camera shots (including close ups and establishing shots to create depth in the videos) with particular focus on one character to create a narrative video.
The editing of these camera shots should also be typical to the genre and link to the music with transitions in time to the beat. This will become evident in my dance scenes in particular as the strobe lighting should match the beat. The location should be a backstreet urban setting in the midst of squalor and rubbish should be used for the majority with the mise en scene expressing the poverty.
In reference to the song title 'Dreamer' I plan on narrating a dream state that the character enters matching the beat drop in the music. The scene should be presented as the characters impending past life as he should be persuaded against drinking due to the effects he has seen from the secondary homeless character. In this scene the character will be confused and fearful with the mise en scene creating a harsh atmosphere with the bright blue lighting. The scene will be set in a club which will reference the drinking and partying habits that the character is trying to face. In the club the walls will be decorated with dance posters as a homage to dance music history (e.g. Soul, Acid House and Progressive house posters). The overall atmosphere should be sinister as when the character wakes up he should begin to realise how the persistent drinking is a large issue.
The representations in my music video will explore the issue of homelessness in society while addressing political views and personal struggles with an underlying theme of the issues with capitalism. This will be shown through the narrative as the main character has become a victim of consumerism as he suffers with alcoholism.
The cultural sophistication of my video is something I aim to highlight through the narrative. I intend to use a representation of a 18 year old male who has financial difficulties due to his persistent drinking habits which will lead to his homelessness and the meeting of the secondary homeless character. The story should be Dickens-esque and reminiscent of A Christmas Carol in the sense that the secondary character should act as a warning or message to prevent the primary character from damaging his future. The audience of the video should link to the demographic target age of 16 to 25. With this in mind the video should use representations and stereotypes of the age group to link to this particular social group. Zeitgeist mise en scene may be appropriate to ensure the video is current and in line with social culture. Both male and female genders should be represented in the video. The objectification of women is often shown in the genre in music videos especially where women are shown as a tool for men as opposed to their own person. This objectification is something I aim to fully avoid as from a female perspective it is degrading and overly sexual which is highly inappropriate for the genre and video.
The media language in my music video will be a key element in order to produce a creative piece with emphasis on the verisimilitude. I intend to use a range of camera shots (including close ups and establishing shots to create depth in the videos) with particular focus on one character to create a narrative video.
The editing of these camera shots should also be typical to the genre and link to the music with transitions in time to the beat. This will become evident in my dance scenes in particular as the strobe lighting should match the beat. The location should be a backstreet urban setting in the midst of squalor and rubbish should be used for the majority with the mise en scene expressing the poverty.
In reference to the song title 'Dreamer' I plan on narrating a dream state that the character enters matching the beat drop in the music. The scene should be presented as the characters impending past life as he should be persuaded against drinking due to the effects he has seen from the secondary homeless character. In this scene the character will be confused and fearful with the mise en scene creating a harsh atmosphere with the bright blue lighting. The scene will be set in a club which will reference the drinking and partying habits that the character is trying to face. In the club the walls will be decorated with dance posters as a homage to dance music history (e.g. Soul, Acid House and Progressive house posters). The overall atmosphere should be sinister as when the character wakes up he should begin to realise how the persistent drinking is a large issue.
Through use of my website my artist will be heavily promoted and will appear established as a dance music artist. My artist will be portrayed through the stage name of 'Cadentia' though information about the artist themselves will be illustrated on the 'about' page. Through use of the 'about' page the artist will convey an emotional and expressive tone with personal information featuring on the website which may therefore appeal to the target audience.
I will link the branding of the video and the website primarily through use of a logo which will show the artist name of ‘Cadentia’. This will allow the audience to visually see the link and associate it with the artist. The logo should be featured at the top of my website so that the audience can see the relation and the logo will feature at the start of the video. I will also attempt to use similar colours in order to create a link between the website and video. The club scene previously mentioned will have prominently blue tones so the website should mirror this with similar colours. I will also use pictures on my website from the video settings so that the branding is clear. In these pictures I will show the main artist across each of the pages and I will also create album art with colours predominantly shown in the video.
On my homepage I would like to use a large main image promoting both the artist and song. I will use a slide show tool to create a movement on screen to greater promotion of the song and album.
I would like to include links to social media on my page as it is commonly shown on other music websites as a way to unify branding and create more 'social buzz’. These links will be shown on the homepage and also on the ‘About’ page which will also contain further information about the artist. The homepage will also have a tour date feature which will allow the audience to gain a further interest into the artist.
My media products should be linked through all of the media theoretical frameworks above in order to show the digitally convergent nature of my media production. The website and video shall be linked clearly through the media language as previously stated along with the Universal Music Group label. Through this I will establish a clear convergence across the digital platforms which will overall enforce the branding of my artist.
As stated in the brief the industry of music is the Universal Music Group. I intend to highlight the labelling of the company as it has a great reputation in the industry and will therefore promote my artist. On the UMG website there are links to genres of music which makes certain artists easily accessible based on the music they produce. Through use of this my artist will be listed and furthermore promoted due to the dance genre music being produced.
The convergent nature of my two media products will be shown in my media language in particular. The images used on my website will be photos taken on the filming site which will link the two media products together. As previously mentioned the logo will also feature in both the music video and on the website. The colour schemes will also be similar and use blue tones which will be shown in my dance scene. My artist will feature in the video which further highlights the convergent nature as images and audio visual of the artist will appear on the website.
Comments
Post a Comment