Statement of Intent

For my website, I will use elements of the media theoretical framework for the website that I am going to create for example, I will add a homepage that will include the music video that I will produce, and information about the new single. I will also have a gallery, which will have some images of the artist, in a variety of camera shots and angles. Also I will add a merch page, which will have merchandises that have the logo on them, for example hoodies, phone cases and t-shirts in various sizes. The last page will be the about page, the artist will be represented as someone who loves dance and art, especially street art (graffiti). The about page will allow the audience to discover more about the artist, including where she grew up, childhood and education. I will add the codes and conventions of dance music, such as technical codes and conventions and dancing. I will add a range of different colours (bright colours), to establish a clear link between both the website and the dance music video. The fonts that I will use for my website will relate to the font that I will use for my logo, this will make the target audience know that the website and logo are linked together. To make the website and music link, I will take screenshots of the video and add them on the website. The website will be one that will fit the 16-25 AB demographic as it will entice the audience to learn more about the artist. The images that will be used will have specific mise en scene. Some of the images will be taken from the music video, especially the ones with a bright background. The majority of the shots will be taken outside with natural lighting in front of a wall covered in graffiti. I will use a projector to project a moving image in a dark room, in front of a white wall, which will give a club/ party scene effect. I will take the main image outside with my artist. She will be in front of some green scenery and she will be wearing a coral turtle neck top with high waisted light blue jeans that are ripped at the knee. The camera angle will be a mid-shot. The website layout steers away from the traditional dance music artist's page, as it uses white, black and a marble background. I have chosen this as i think that the colours work really well together and creates a plain background that will help the dance music video and the images to stand out.


For my dance music video, I will have to make sure that I add all the different conventions, this will include doing a performance when there is no narrative. In my dance music video, I will follow the codes of conventions by having a wide range of different camera shots and movements in the video, this will create a specific pace and idea of the music video. I will make sure that the editing fits with the music, so that the video looks well edited. Since the target audience is 16-25 AB demographic, I will represent the idea of freedom and identity, I will do this by making a performance. The ages of the target audiences are the ages where people have freedom and when people start to discover their identities, such as who they are and what they want to do with their lives. I will make sure that I apply knowledge and understanding to construct representations that portray events, issues, individuals and social groups as appropriate to the brief. I will also try to add a wide range of different ages and races, so that there is not just one specific age or race. I will try to use different camera shots, such as jumping between long shots, close-ups and extreme close ups, I will also try to use tracking shots and whip pans. I believe using these shots will make the audience more engaged, and if a tracking shot is added in a moving image then the audience will become more attentive as they were before. For editing, I will use montage editing, which is a series of short shots which are edited into a sequence to condense space, time and information, I will also make sure that the beats of the song match the editing, and also that the lip syncing matches the lyrics.

In my cross-media production I will be creating a music video and music video for a dance music band/artist for 16-25 AB demographic target audience. I will do this by applying knowledge and understating of the theoretical framework of media to communicate meaning. The website will have the band/artists logo on it. I will also add the logo either at the start or end of the music video to show that they are linked together. For the website I will add some links, such as the band/artist’s social media so that the 16-25 AB demographic target audience can interact with them. I will also add different tour dates and the locations of the tours that the band/artist will be having. Since the target audience is 16-25 AB demographic, I will have to make sure the website and the dance music video are suited for the target audience. In order for my website and music video to look professional, I will have to research professionally produced websites and dance music videos, that are similar in genre and form to my cross-media products. I will also have to plan what I will do in order to successfully produce this music marketing campaign. I will also use the same colour scheme, so that the website and the dance music video are both linked together. This will create some form of visual link for the audience which can make the video and website more effective to the target audience who are viewing the products.