coursework 3: statement of aims

STATEMENT OF AIMS DRAFT 1:

During this statement of aims, i will be focusing on the cross-media production that i have chosen from the brief. This includes creating an original music video alongside a print magazine front cover and double page feature article. The target demographic for both the music video and magazine, is aimed at a wide mainstream audience of mainly women between the ages 16 to 25. Since they are part of this young generation, they would have more of a knowledge and interest in modern social matters so this would be the most appealing to them.

For my music video, i will be using the song 'dead to me' by Kali Uchis. I will attempt to incorporate narratives and performances with key themes of identity, change and confidence which is portrayed in the lyrics of the song. The main focus of my narrative will revolve around letting go of something and moving on. I will show this narrative in the music video, by different aspects of Mise En Scene.

One element of Mise En Scene which will be important is the use of locations, costumes and props. Throughout the music video, the settings will differ depending on what occurs in the scene; however, i wish to keep the locations as minimalistic as possible. This means that the attention will only be focused on the main character, rather than what is happening around them. The contrast between the lighting and the settings will also differ, seeing as the lighting will be half natural and half artificial . The costume will be stereotypically feminine through the choice of pink and purple colours though the male gaze theory will be disregarded. The props, if used, will be everyday household objects.

The editing  of the video will be slow paced which is reflective of the slow-paced tempo. At some elements of the song, the tempo is more upbeat so therefore the scenes will be cut quickly, which increases the audiences engagement. The main character will be centred for most of the music video, shown through a selection of mid shots and mid-long shots, depending on what is happening in the video and song. There will also be elements of close ups, capturing key elements such as text messages. Lip synching shots will be intercut with imagery of the main character following the narrative

To promote this music video, I will be creating a magazine front cover alongside a double page feature article. this magazine will be called 'image' which is predominantly a fashion magazine. This magazine is fully inspired by vogue. The main image on the magazine, will be the artist shown as the main character of the music video. The costume for the artist will be hopefully a pink outfit, contrasting with the pink title. The double page feature article will include some of their own experiences such as the narrative shown in the music video. For example, finding confidence as well as identity especially  in young teenage girls. The language  will be informal with some elements of informality using words like 'you' and 'your'.