Statement of intent
The concept of my music video is to portray class,
gender and ethnicity to fit in with the song and to display this through sharp
and high quality well recorded footage. The concept will fit with the genre of
pop by utilising the high production value that is usually influenced upon pop
music videos. This will be achieved by using high class utilising expensive
material and backgrounds which influence the higher class, this will be
contrasted with shots filmed at lower class backgrounds representing the
difference between class and how the high production value is achieved. The
target audience of 16-25 will be able to recognise this type of genre and the
materialistic items such as suits, expensive cars, pools, bars and studios to
influence the class structure. As well as this gender will be achieved by using
different genders throughout the video which suits the lyrics which reference
to romance between genders. Sony music’s core values will be fitting with the
music video that has been planned, this is because their core values reference
to diversity which is achieved by referencing class and gender. Intertextuality
will be achieved by referencing the famous fast and furious movies, with the
famous scene from the end of the music video ‘see you again’ this will be easily
recognised also being at the end of the music video. Sony music’s core values
also reference to the concept of inspiration and using materialistic items,
goals can be set and then achieved. The characters/ performers which will
feature in the music video are going to fit suit with the genre and record
company and audience by being both genders, ethnicity may be referenced, and
high-end clothing, materialistic items and backdrops will be utilised to
influentially explain this. Mise en scene will be used by achieving the correct
things in frame of the scene. This will include well-dressed characters which
will be set apart from a background which also references to high end and
expensive material. The colours used to identify mise en scene will be achieved
by using good lighting, whether this is studio lighting or sun light, it will
be used to light up the scene. The representations which will be achieved by
this will be class and genre. These will attract the audience as the
materialistic examples of class will be appealing to those who are interested
in this. Gender will also appeal to both genders as an audience and therefor
won’t restrict the output of the music video to just men but both genders.
Editing will be used to colour correct to achieve better mise en scene, sharp
cuts and quick transitions will keep up with the beat of the song and keep the
audience watching and interested. The use of many different angles and shots
will highlight the different factors of the music video and allow an audience
to stay interested and involved with the video. Narrative will be used to be
lip synced by the lead character and the characters involved with the video,
this therefore will achieve the narrative parts of the music video, relative to
the non-narrative segments, performance and b-roll will be influential to keep
the audience interested in the music video. Lighting will be used to make the
scene non grainy and keep the images looking sharp. Limited special effects
will be used, this is to keep the class used and to make the video not look
overloaded with effects. Overall, the message of the video is linked with the
lyrics, about the diversity and different views of a relationship, this also
ties in with the intertextuality and is shown throughout the video.
