Statement of Intent (First Draft)

Product One

As stated within the brief itself, I intend on creating a video that is suitable for a 16-24 year old AB demographic, this meaning that I must create a socially sophisticated music video that combines current social issues that also includes two grouped stereotypes. I have chosen to direct, film and edit a music video to Selena Gomez’s recent track ‘Back to You’. The track is one of Selena Gomez’s famous hits behind the Netflix sensation ‘13 Reasons Why’. She is the executive director of the show that combines current global issues of mental health, depression and suicide (these being issues experienced by all socioeconomic groupings) through modern and well-known cast members, such as the protagonist (Clay Jensen) who is played by Dylan Minnette, this being a twenty-one year old actor from the series that fits within the provided demographic.

Throughout the video, I intend on following the life of the artist and how she suffered from bullying during her education. She turns to acts of self-harm to try and relieve her pain and attempts suicide also- these both being issues that the targeted audience experience on a daily basis. There is also a dance section within the music where the pace and pitch increases, I intend on getting my backing dancers to dance within these sections- wearing a school uniform to illustrate the daily life of the protagonist herself. This is going to be portrayed as a coping method for the protagonist- in order to make this obvious, I intend on choreographing a dance sequence that is recorded using strobe lighting; thus making it clear that it is the protagonists’ fantasy and showing her thoughts of being socially ‘normal’ again.

Product Two

Similarly to this, I must also produce an existing website that promotes the artist herself- I have chosen the artist title ‘Motion Tides’ as it fits with the genre and social ideologies that are present within my music video. I intend on using a monochromatic colour scheme throughout my website in order to show the contrasting emotions that the protagonist experiences- the white areas reflect positivity and the darker areas reflect the more dejected times that the protagonist experiences. The title ‘Back to You’ connotes that the protagonist almost ‘slips’ back into her emotional state; rather than referring to a stereotypical relationship narrative, the ‘You’ within the title is referring to the emotional state that creates a sense of equilibrium within the video, rather than a physical individual.

I also intend on including tour dates and 'new artist titles' within my website itself, this is a primary method used to promote an artist within the music industry; many artists who are signed to the Universal record label (this being the chosen industry within the product brief) utilise simplicity and include such features on their website also, prime examples being: Calvin Harris, Taylor Swift and the original artist behind the track ‘Back to You’, Selena Gomez. As well as this, I must also ensure that I include my final draft within my website and also photographs that I take that act as potential ‘album covers’ from my artist, Motion Tides. Ultimately, this provides a sense of synergy across my media products and also shows the evident connection between the two.