Statement of Intent:

Statement of Intent:

In my A-level music video I aim to use media language to produce a dance music video which will include aspects of liberation, escapism and happiness. The target audience I am hoping to attract are sophisticated, culturally aware 16-25-year olds within the AB demographic. I aim to utilise the industry context desired by Universal Music – in producing a music video which will ‘delight and entertain fans around the world’. This notion will be reflected through street performers as their feats will ‘delight and entertain’ my target audience, but also the audience will experience happiness through watching their performances. I will achieve escapism and a sense of liberation through the mise-en-scene of both the urban and scenic settings to reflect the escapist nature of the music. The focus of my mise-en-scene is the freedom which young people feel when summer approaches and they do not have to attend school. This has been specifically chosen as the target audience will have experienced this feeling recently and will gain a sense of nostalgia from this. The music video will have a myriad of locations from London, to Italy, to Croatia and Greece and other places within Britain. This range of locations allows the audience to be transported from their surroundings, which will create escapism as well as providing aspirational content for the audience. The holiday theme will create a feeling of excitement about their own travels and could create a sense of belonging through them experiencing it simultaneously. The uses and gratification of relationships with the audience will be reflected. Intertextuality will be created through references to Axwell and Ingrosso’s ‘More Than You Know’ in which scenes are rewound, links to Avicii’s "The Nights" music video that involves the same shot being edited directly one after the other and in referencing the sitcom ‘Friends’ when Joey puts on a Union Jack hat whilst in London. I have specifically chosen the intertextuality from ‘Friends’, as it was highly successful and it is currently streamed on Netflix bringing it to the attention of a new audience, of 16-25 year olds who were either too young, or not born when it was originally broadcast, precisely the audience that the music video is intended for. Therefore, this creates strong audience identification and pleasures.  I will edit to the beat of the song, and the video will represent both genders creating a message which is uplifting and universal, allowing for the target audience to see that the future is promising for girls and they have the same vital role as men do in society.

For the working website, I intend to follow the media language codes and conventions of a website. The two working pages are the homepage and the tour page. The album front cover of the single “Under Control” will be the first element displayed on the home page as well as a menu bar which will allow the culturally sophisticated audience access to other links.  On the homepage, I have displayed some of the artists’ Instagram posts which will give consumers an insight into what they can see, if they follow the artist’s account. I have also created a collection of the artist’s latest releases’ front covers, which are all original images, and which conform to the codes and conventions of a dance artist. This marketing strategy invites the audience to consume more artist-related music, which is the point of a promotional website. The menu bar enables the audience to be able to access the planned tour dates. This will be changed constantly giving up-to-date information to the fan-base such as new tour dates, as this an institutional requirement and expectation of Universal Music ‘as it allows the website’s audience the opportunity to buy artist-related products such as tour tickets. The tour page consists of pictures of the fans at previous concerts with the caption #harrisontour, which is a tweet to create awareness of his up and coming tour.

A media product has to reflect a consistent brand image, using conventions such as a font, a colour scheme and image motifs, that is present across all media platforms,. This is prevalently shown through the social media links such as YouTube, Twitter, Instagram, Spotify, apple music and many more. This will be demonstrated clearly through standard icons as it provides a clear explanation without using words. This usage of social media platforms shows how technology has advanced, owing to the 16-25 year olds having a connection with the media platforms owing them giving the opportunity for feedback and a closer relationship with the artist on both the music video and the website. This feature is vital as it is common on other musician’s websites and one which 16-25 year olds would expect from an artist’s website. The audio/ visual link between the music video and the website is vital in maintaining the audience's interest through continual branding of the same artist. A prominent example of this is a clear link to both of my products, owing to the music video being available via the website. I will promote this inter-connection with the additional content of an exclusive interview with the artist. I plan for this to be a series of questions which the artist answers and refers to their new album through which will create not only synergy, but strengthen brand loyalty. The homepage will also incorporate a SoundCloud version of the song in the music video providing immediate consumption of the promoted new release by my artist which is strongly promoted throughout my website.