Statement of Intent

For my A-Level media coursework, I will use media language to construct a music video that captures the themes of self-expression, vulnerability and nostalgia. I wish to create a fair representation of adulthood contrasted against childhood within a postmodern era. To ensure that my music video appeals to my AB 16-25 demographic I intend to use two young adults who are similar ages between 16-25, one male and one female to ensure that I capture a rounded concept of mundane adult life which can be juxtaposed against previous childhood footage which explores the joys of childhood. To follow the conventions of dance music videos, I must include a range of shot types, tracking, and panning, zooming and show competent editing of my footage to create a suitable music video. I wish for my video to be intertextual, I intend to use a range of intertextual references that will pay homage to ‘The Basketball Dairies’ and ‘My Beautiful Laundrette.’  The use of old ‘home’ footage will allow me to create further intertextual references owing to the dates the clips included range from.  The inspiration that gave me the concept to focus on the juxtaposition of childhood and adulthood was Emil Nava and Ed Sheeran, who personally constructed his ‘Photograph’ music video through old home footage of himself.  Yoni Lappin is an auteur director who primarily focuses on young adult life in London. He has inspired me, owing to the way he chooses to move way from mainstreamers in his video and includes individuals that he believes offer a true representation of Londoners. For My music video I have chosen to use the track 'Ocean' by Martin Garrix featuring Khalid owing to it being a leading EMD track from 2018, reaching 10th place in Billboards US Dance Club Song of 2018. The song is sombre in its lyrics and pace allowing the track to complement my video deepening the atmosphere and strengthening the narrative. Although the pace of the track is slow, it build on the reputation and heritage of the EMD artists, placing it firmly within this genre.

                                                                                  

For my working website, I am aiming to create an interactive and prominent site that first and foremost promotes the artist I have chosen. I must follow the codes and conventions of a website to create a design that is suitable. The simplistic design I am aiming for I believe will create a fair representation of how Martin Garrix and Khalid would like to be perceived. I intend to have a fully interactive homepage with a further working webpage for tour dates. The artist’s name will be proxemically central on the page and the main focal point. On the navigation menu bar, there will be five different options of pages that can be accessed on the website: Home; Tour; Music; Video and Merch. The website will contain a visual hierarchy, where the size of the text determines its importance. The website will have other functions that are aimed at the audience such as promoting Martin Garrix’s latest album, tour dates, tickets and an audio-visual element. The audio-visual element I intend to include is a ‘would you rather’ with Martin Garrix. Within the music industry an online presence is fundamental in order to retain your core audience.  Due to leading musicians being in high demand, the evolution of the internet and social media has created a platform where audiences can have the gratification of being a fan by knowing the information on their music, their tours and their personal life.   

Digital convergence between my music video and my artist’s website is critical in order to create synergy between the two media texts. I intend to achieve this by adding my final edit of my music video on my website and locate it as a prominent element on my website to promote it. The music video will also have a link located above the video which will direct users to the video on YouTube. This will also be true of my audio-visual element, which will also feature on my website’s homepage. I intend to have a social media bar which will constantly be present on the screen and in a fix location which does not move when the website is scrolled. The social media icons will have direct links to Martin Garrix’s social media profiles allowing audiences to explore his social media platforms via the website, and cross promote both the video and the website to his social media followers.