Statement of Intent

Q. 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?

Product 1

For my pop music video, I am using the song ‘If I Go’ by Mura Masa. I am looking to create a visual representation of the song through both narrative and performative elements whilst, simultaneously appealing to the 16-25 ACB1 demographic allowing it to act as an advisement of the track. My target audience will be appealed to the video as the narrative will create a sense of nostalgia as it will be relatable to people at the older end of my audience. However, there will be de-saturated colours to reflect the country and setting of the video as the UK is often portrayed with grey skies. The video will contain both performative and narrative elements due to this being conventional of the genre. 

I am not planning on including the artist in the music video due to the fact I want the narrative to be the focal point and I don't want to distract from this with a performative element. The more alternative side of the pop-genre will appreciate the more culturally sophisticated elements present used here as it will allow me as a producer to have more creative space. I am looking to portray a narrative following the story of two young lovers and a day out together. The two will be 17, falling within the target audience in the brief. Themes will not only cover love but also coming of age as a first love is a poignant moment in formative years. Natural lighting will create verisimilitude which in turn will create a para social connection between the audience and the protagonists due to love an emotion being rich in empathy. This will be reinforced by the lyrics of the song which cover themes of a never ending love no matter the circumstances faced. The narrative itself may be simple but not only is this conventional of the genre but also allows to take prevelence and be the focal point of the video. 

My filming and editing style will reflect the pop genre and the Sony Music Group stated in the brief whilst still maintaining the emotions I want tied with the video. I have taken inspiration form the SlowThai music video "Gorgeous" due to the mise-en-scene playing heavily on nostalgic elements. Costume which releases to the target audiences tastes, natural lighting and para-social connections will all be used with similar techniques to this video.