Statement of Intent

For my music video, I chose a remix version of the song Ocean Drive by Duke Dumont. This song will appropriately attract the target audience of sixteen to twenty-five year olds; this age range signifies the ideal listenership for dance music. They will be culturally aware and therefore be aware of some of the social issues within the video. The lighting presented will be vibrant and specific shots will have a pink light-leak effect. There will not be a precise colour scheme though the ethnicity representation will reveal colourful saris worn. In contrast, the homeless character signifying the lower social class mise-en-scene will wear bland and unbranded clothing, to emphasise the higher-class character who will wear branded bags and shoes. The location representation of urban vs nature is demonstrated through sea and field shots compared to the rapidity of London’s city life, using sped up shots. The camera shots include close ups and long shots, representing the main person’s whole body and their background, also specific details on their face, to highlight emotions. Editing will start slow in the beginning frames, moving onto the Clueless intertextual shots which gradually speed up. After the first beat drop, the London site seeing shots will decrease in speed. However, as the music’s tempo increases, the shot duration's shorten. In the intertextual reference, Cher in Clueless is demonstrated through the main character, the upper-class girl, in the scene of her choosing an outfit, including her iconic yellow clothing choice in the film. This film reference will be known to the target audience, because the majority were alive during the mid 90s film, and the film continues to be popular for each teenage generation. The music video will benefit from a wide variety of locations, creating an upbeat feeling and focus on different lifestyles portrayed in broad daylight in different places. Having the girls come together at the end to unite, the narrative also emphasises youth and female empowerment and reinforces the representation of the diverse group - rich versus poor and white versus BAME.

In the working website, the two main pages will be ‘HOME’ and ‘VIDEO’, the background pictures taken by myself at live concerts and DJ booths will continue the club-like atmosphere. Both images feature an admired audience, creating a community feeling, that Duke Dumont mentions in his ‘Interview with Duke Dumont’ on the ‘VIDEO’ page, along with the music video. A menu bar positioned at the top centre, presenting the main pages and a ‘TOUR’ and ‘SIGN UP’ page which will make the website easy to navigate, even for those on their phones -something that would be expected from the target audience. On the right side of every page are social media icons which link to the artist’s social media accounts. Therefore, allowing users to become interactive with the artists accounts and help spread awareness of the artist, increasing popularity. The website will follow the codes and conventions of a promotional music website, with the use of sound and audo visual. Because of the demographic of the target audience, the use of social media links will be used as this will reflect a way to be connected with the artist. 

To have my media product represent itself as a highly appropriate and a consistent brand image across different media forms, the branding will highlight the music video and webpages supporting the same artist and intended target audience. To achieve this, I will reference previous work by the same artist in the music video to the website; for example, the previous songs released by the artist on the ‘HOME’ page and I am going to create new single covers. I'll use colour and fonts to create a solid brand identity, and use these in both the video and the website, making the artist's work connected. Social media, linking both website and video, and promoting both products to their audiences, will also ensure digital convergence.