STATEMENT OF INTENT

Statement of intent:

My target audience is 16 to 25 year olds as this is the age group that mainly listens to the genre of dance music. My music video will especially appeal to this group as it will involve conventions such as holidays and going out that will be attractive to them. My songs labels are Virgin EMI and Black butter records, these are two very well-known labels who are popular with dance music. Music videos are short films created to merge with a song and promote either for financial purposes or artistic purposes. I will do this by involving the lyrics of the song with my music video, as it I called “imagination”. I will be able to adapt this and create the sense of the audience using their imagination about something they want to or even have experienced. My mise – en – scene will involve a nostalgic vibe based around sunny holidays and spontaneity. I will use a range of shots to emphasise the sense of spontaneity and fun. For example, I will use a variation of quick shots and slow shots, this gives further insight into specific shots to show the importance of certain aspects. I will use many typical codes and conventions seen in holiday styled dance music videos such as: beach and Spanish town locations, bars, and in a villa. These conform with the expectations of dance music videos as well as what will attract my audience.

This genre of music creates a feel-good feeling and the want to go out and have fun with friends, which I will then link with my video; this will remind the audience of past fun holidays they have experienced and maybe even cause them to reminisce on these times. I will use high key lighting in my shots to enhance the quality of my music video. When editing, I will be able to intensify certain colours and aspects to create the bright summer and happy vibe. The actors will be wearing typical summer outfits such as shorts, tops and bikinis conforming with the expectations of summer videos; I will encompass my intertextual reference of the palm tree shots similar to the scenes in Keeping Up with The Kardashians, and Beverly hills 90210. This will encompass the summer feeling even more and show the themes I am representing. I will be representing age in my music video using a teenager and a middle-aged woman which demonstrates the narrative of a woman looking back on her younger self on holiday, to demonstrate nostalgia and a fun summer feeling.