Statement of Intent - Final

Statement of Intent

For my pop music video, I am using the song 'Best of Me' by JOHN.k as its mellow vocals and the introduction of the beat later on in the song allow for a successful execution of a narrative video. I am planning to mimic the sound of the song through my domestic music video, apparent through the miss-en-scene, that demonstrates the reflection of a man wistfully looking back on his childhood, whilst adhering to the 16-25 demographic. Themes of reliving, development and ageing will be discussed in my video through the depiction of the relationship. I am producing, directing and editing a music video that advertises the song and artist. In order to target this demographic I plan on using conventional pop video tropes like bright lighting, relatable characters as well as intertextual references that my audience will be aware of and potentially find nostalgic.

The performative element of my video will be an intertextual reference to The 1975’s ‘TOOTIMETOOTIMETOOTIME’. I will have other actors, unrelated to the narrative, lip-syncing the song within my video. They will be from the same demographic that I am trying to attract with my video and will demonstrate a feeling of inclusivity about the video.

Regarding locations, I will create a 'lived-in', domestic world that will be emulated through the exploration of rooms in a house as well as places outside like the sea and the woods. Lighting will be natural as it will be filmed on location, helping to connote the realness and sensitivity of the lyrics. The two locations used will represent a certain emotion felt which will be reinstated by the colouring and body language and could perhaps be enhanced with the use of a cyclical structure in the video which, alongside the VHS style shots, will allow it to be a retrospective music video.

I plan to edit in time with the beat of the song to align with the increasing beat of the song; it proves interesting and engaging. Slow motion and reversing of clips are conventions used that I would like to recreate. Adding hand-written lyrics is also something I hope to execute successfully as it will elevate the music video and appear more innovative. I will cut between different time frames, influenced by Christopher Nolan. My filming and editing will reflect the pop genre and the nature of the production company, with grading the footage allowing for the portrayal of different messages with colour. With this, I hope it will fit the image of my artist and Sony, the production company. The logo and title in my video will appear early on to make the audience aware of the song title and the artists's name. Within my video, the logo I have created will also be featured in order to promote my artist. My website will also include the same logo allowing for a clear sense of branding across the two products as well as it being a form of synergy.

The codes and conventions of the pop genre will be met through the various angles and shots as well as the two locations I will be using, the beach and the woods. I will be taking inspiration from the editing of the popular music video 'Ocean Drive' which is a conventional music video in terms of the themes it explores. My two representations will be young and old which is also something a lot of pop music video explore.

My website will have strong synergy to my video achieved through featuring the video itself as well as having photos of the sea and the beach, as featured in the beach. Photos of the artist will also feature on my website, who features in the video to strengthen my brand cohesion. Using the colour blue for as the overarching colour of my website links to the beach, sea location, meaning the video and website can relate closer to each other. Creating a whole album that the song of the music video features in allows the song to be put in context. I will name it *insert*.

At the top of my page I will feature several tabs that will further promote my artist, allowing fans to endorse in my artist’s brand. The ‘Tour’ tab will allow fans to buy tickets emphasising the success of the artist. The social media links will allow people to interact with the artist.

For my additional audio-visual content, I plan to create a vlog-style video documenting the process of shooting the music video. It will have bloopers and be far more candid and casual making it a lot more personal for the audience watching.  I think including a second, more ‘artsy’ video will also be highly effective.

The overall sense of synergy demonstrates the digitally convergent nature of my medias. The colour schemes, locations and artist will provide this sense.