Statement of Intent

Q1. 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)

My task is to shoot and edit a music video for a rock song with a 16-25 year old target audience. I will appeal towards a more alternative audience and want to evoke a horror/punk aesthetic within the video and artist’s website, using narrative and subversion of expectations to draw in and entertain my audience. My chosen song, ‘Should I’ by the Indie/Alt Rock band Sir Chloe meets the requirements of the brief and features a sonically different chorus and verse, allowing for the creation of polarised sequences which will fit with my subversive intentions for the narrative. My music video will consist of verse scenes in a graveyard in the daylight, with surreal and neat styles to the actors and scenery, as well as the chorus sequence featuring a performance element with grunge/goth makeup heavily inspired by icons of the genre such as Siouxsie and the Banshees, cementing the alternative appeal and forming a relationship between the audience and the artist with direct address, catchy lip syncing, and icon-like fashion statements. The narrative of the video follows a girl whom the audience is led to believe is in love with a man that then ritually sacrifices him instead before he rises from the dead. It also features a heavy performance element with a guitar, microphone and full drum kit used in the chorus. My video is intended to advertise the artist’s website to my target audience and reinforcing the artist’s image and style, better connecting the band to their audience and selling their unique alternative vibe. My use of a stabiliser in the shots allows for a fluid range of motion from the camera and the running/walking shots that cut in and out throughout the video, creating a dynamic perspective for the audience. My Rock video will fit in with the conventions of traditional rock but feature a narrative-heavy twist on the formula to better appeal to a younger generation that values storytelling and alternative fashion/style within the target alternative communities. For both my video and website, I intend to capitalise on the communities of alternative 16-25 year olds that treat their community as a means of escapism from an unaccepting larger world, creating a stronger attachment to the band. My inspirations for the band visuals which will be consistent across the website and video include the song’s original band, Sir Chloe; Nu Metal artist Poppy; and Post Punk/ New Wave band such as The Cure, Siouxsie and the Banshees, and Sisters of Mercy. I aim to be recognisable within the rock genre but challenge enough codes and conventions to appeal to an audience wanting to stand out and be different to the status quo. In terms of capturing and maintaining an audience, I have been especially inspired by Jenkin's work on fandoms and intend to capitalise on the idea of 'spreadability' to inspire fan interaction. To this end, my website will be accessible and detailed for a younger audience with a purposefully more messy and less-organised layout to better appeal to the teenage rebelliousness that appeals to my target audience. I will also encourage fan interaction by including an invitation to share memes that encourage 'textual poaching' from the website and also the music video.

Q2. 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)

My music video's end card will feature a link to the website. Furthermore, in a shot where a book is shown from an over-the-shoulder perspective, the website link is also hidden as an easter egg. My website on the other hand has video players that feature both my music video and the BTS, interview, and bloopers reel that accompanies it as well as a 'memes section' of stills from the video. These instances of convergence will help promote the audience to better learn more about the band and gain insight into their style and persona, encouraging them to become fans and better pursue listening to their music.