SOI

Candidate number: 4970

Candidate name: Libby Chipperfield

Brief chosen: Music video and online

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: Music Video The name of the song I will be using is “I Want You” and my fictional artist’s name is Soul. In my music video, I will represent the social groups of gender as well as age. To do this, I will use a young woman and a young man. Young women will be represented as vulnerable and alone despite being in a relationship through her isolation of herself. Young men will be represented as distant, and unavailable through the crumbling relationship, lack messages etc. I will only have the young man in the music video through pictures to highlight the distance between them, causing this hurdle in the relationship. This also makes the audience feel the same distance towards this character as our artist does. To appeal to my audience, 16-25 year olds, I will emotionally engage them through the topic of heartbreak. I have interpreted this song as the realization of a relationship not working and understanding that it’s time to let go and I hope to reflect this narrative in my music video. Heartbreak is something many of this age range have experienced and can identify with. By having the only speech between them be shown through texts, it’s something that targets the younger generation as they understand it because a lot of conversation in through a phone now rather than interactions and this is further reason to why many of these relationships don’t work. The upsetting tone of my music video will help me in evoking this sadness. Regarding industry, I will use synergy to promote my products. I will do this by having the artists socials as well as the website links feature in my music video at the end. I will also not contain any images that are unsuitable for public viewing and against the terms and conditions of social media applications. I will also have the Universal Music Group logo in it as this is the company the fictional artist is under. Media language I will use to communicate meaning will be mise-en-scene, editing and camera shots. For one scene, I plan on starting with a low lit medium close up with the setting being a plain background. I want it to look grainy to connote this instability my character has. As the music video I will have another shot of this, however, this time, there will be one strong light source, representing a small glimmer of hope she has for the relationship. But in turn, exposes her running mascara from tears she has shed up till this point. As the music video continues this glimmer of hope fades as she realizes their relationship is doomed and this is represented through the light source being stripped from the scene and us going back to this grainy, dark shot. I wanted these shots to demonstrate to the audience my main character’s want for their relationship to work but despite her love for him, she has to let go. The costume will be brown jacket with mum jeans to follow the conventions of this genre music, indie. My props will include a mic stand with microphone so she can perform it to fit with my mixed narrative. This shot will help my representation of a young girls as vulnerable and sensitive. Another piece of mise-en-scene I will use is a medium long shot where the character is positioned on lower right third. I want to use this shot to fully show the setting, her sitting in a bathroom shower with water running. The lighting will be low key but enough to see clearly. Her make-up will be running down her face again with the water from the shower as she is trying to calm herself down. The costume again will be a retro outfit to fit with indie genre: baggy bottoms and the props I will use is a bottle of alcohol to further a narrative within my story as well as represent substance abuse. My editing will be slow paced to represent the slow realization of the relationship coming to an end. At times I will sync the music beats with my camera shots to make it both audibly and visually appealing. I will also use it to show the passage of time which will be accompanied by changes in costume too. At the end of my music video, I will have a quick montage of the scenes I have filmed to highlight the repetition of the characters lifestyle right now. I want to use shallow focuses at times to highlight her disassociation with the world around her as well as close ups to fully capture her emotion through the face. Product 2 In my website, I will represent young women through my artist as talented, kind, and open through behind the scenes footage, upcoming music/tours, link to merch, the most recent music video link, and photoshoots. My website will have an indie feel with low amounts of copy, washed out colours and indie fashion. This is due to the artists genre of music. My short behind the scenes footage will be almost a gag reel, containing footage from setting up and bloopers from shooting. This is to add a lighthearted aspect to the website despite the artist releasing sad songs. It shows us her duality and how one song does not dictate her entire image and personality. I will also show other songs from the artist, creating my own album covers to go alongside them to promote the previous work. I will have a link for tour dates and the tickets fans can buy to advertise the event and expand its reach. I will have a link where the fans can watch and listen to the most recent music video, the one I will be creating, to promote the song and give fans easy access to it. It will also be more visual than written as I believe the target audience wont’ have the attention span or effort to read a lot. The house design of my website will contain the washed out colours mentioned before but within this will follow a sort of colour scheme. The colours I plan to use are mainly brown, which connotes a sense of strength and reliability, qualities the artist possesses, and other earth tones such as cream. Regarding the photoshoot, I will photograph from eyelevel to provide a sense of equality between the artist and the viewer. This is so that the fans are seen more as friends rather than statistics. I will use varied camera shots, including close ups to provide a sense of intimacy between both the fans and the artist and long shots to connote messages through my artists body language. I will use Universal Music Group’s logo on my website to create synergy between the artist and the company. This is because my fictional artist is under this company and therefore, due to the competitive industry, would want to make it known. How do you intend to link your media product to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? I intend to link my media product by linking each product to the other. I will have a call to action for my website within my music video, encouraging the audience to look at the website. I will also have my music video feature on my website, connecting both products digitally. My website will also have different formats depending on the device that is looking at it so that the layout is tailored to fit. I will also promote the artists socials to grow their fan base and attract more attention. I will allow fans to write their email to sign up for emails related to the artist to keep regularly updated across apps. There will be a feature that takes you to different music platforms to stream the music, catering to the audience’s preferred method of listening. I will maintain a house style, so the artist is easily identifiable and ensure I follow the same theme throughout my music video.