Statement of Intent

I aim to create a music video targeted at an audience between the ages of 16-25, as stated in the brief, for a song within the pop genre. I hope to successfully create a representation of the role of women in music and within society and I hope to achieve this by using a female crew member in a vital role of a band, being the lead guitarist. I aim to make my video appeal to the 'perfect target audience'. The perfect target audience of the pop genre can be targeted through the use of mine-en-scene for example, the costumes used for the band members will reflect how the 'perfect audience' typically dresses in order to make the video appealing to this demographic. The use of locations is also vital in attracting certain demographical audiences. For example, the use of arenas such as the O2 will be used in order to appeal to the middle class audience between the ages of 16 and 25 as generally, this venue will be well known to this audience and the majority of these people will most likely have visited the venue for a concert themselves. This therefore enhances the narrative of my video as the story of my video is demonstrating the progression of a band, in the process of becoming known world wide and therefore the use of a huge venue, which is quickly recognised by my perfect audience, means they will understand the success of the band and therefore the message of the video more successfully. I will also use intertextuality in order to create recognition and a sense of familiarity with my music video. For example, I aim to start my video with an intertextual reference to The Verve with their song 'Bitter Sweet Symphony' by shooting my artist walking through a high street while the camera backs away from the lead singer. I also aim to include a refenrce to The White Stripes with the cutting and moving of the band members, whilst they are performing the song. The use of these intertextual references is important because they will be recognised by the audience, which then creates a sense of familiarity and relates to the audience as they understand whites happening in the video. I aim to create a website to correspond my music video that will represent the genre of Pop through images and design. Therefore I will use photos that link to the shots and locations used in my video. An example of this will be the background image on my website which will be shot at the same location as the locations present in various shots in the video. The aim of this is to create between the two media platforms in order to create a recognisable style between both the video and the website. On the website I have implemented a track cover for the newly released single from The Prospects which creates synergy to the music video due to the background image of the track cover being present in the main music video. I have also included the band's logo on the website which can also be seen in the music video which further creates synergy between the two media products. On the website, I have created a second page which can be accessed through pressing the 'Gallery' link at the top of the website page. This link will show a gallery of images of the band which have been taken at the same locations as the shots present in the music video which reinforces the synergy.