Statement of Intent
Statement
of Intent
Music
Video
I have chosen to use the 'Louis the Child' remix of 'Bodygold' by 'Oh Wonder' as its rippling electronic sounds cohere to a plot driven narrative and its lack of vocals won’t distract from the visuals. Music videos are produced for artistic purposes and, in modern videos, as a marketing device. This isn't the case for my video, as it is a remix created to embellish on the artistry and themes of the original song. My artist won’t appear in the video as I want to separate the video from the artist and tell an entertaining story. I am inspired by Ken Loach who uses ‘ordinary people’ in his work. I will tackle themes of gender through plot, which is somewhat atypical of dance music videos. My target audience is intertextually educated, aged between 16-25 in the AB demographic that I will appeal to through ideas held by Island and Interscope Records, subsidiaries of the Universal Music Group. They define their ideals as creating work that promotes ‘artistry’ and ‘self-expression’. There will be clear references to Casablanca as an intertextual layer which will appeal to the sophistication of my audience. The representation of two social groups, male and female, through the lead characters, will create a strong sense of character while appealing to the diversity of the genders.
I will use locations to create a lived-in world that is conventional of music videos. This will explore rooms in the characters house, a party and a beach which will represent a switch in tone and the freedom the character desires. I will use a looping narrative starting at the beach and then exploring his journey to this freedom. I will do this by making the shot time and cutting rate longer and less constricted as the character starts feeling freer. I will also use saturated bright shots that address the urban setting that other ‘Louis The Child’ videos adopt. Using vibrant colour palettes alongside lively audio links the escapist nature of music and its consummation whilst being conventional to the genre.
I will focus on gender in relationships by creating a warring couple which will expose the core differences between the genders. I will edit to the beat with the cutting rate steadily increasing, accompanying the fast-jovial beat and keeping audiences interested. I will use slow motion, a convention of music videos, to bring draw focus through spectacle and my video will be naturally lit and filmed on location to seem un-artificial. I will also use direct address, with characters shouting into camera, creating a disjointed connection with the audience. This will cater to the audience’s non-passive manner.
I will intertextually reference my chosen auteur, David Fincher, who will act as inspiration through his sleek cinematography and well-timed cuts. I will reference various intellectual properties for my culturally sophisticated audience such as classics like ‘Casablanca’ and ‘The 400 Blows’, relating to my audience through pop-culture. The video is likely to appeal to people passionate about dance music and supporters of 'Louis The Child'. As the song is 3 minutes and 25 seconds long, I will cut the music to stay within the bounds of the brief.
Through my video I believe audiences will find that music has a redemptive quality as well as highlighting the need for freedom in relationships.
I will use locations to create a lived-in world that is conventional of music videos. This will explore rooms in the characters house, a party and a beach which will represent a switch in tone and the freedom the character desires. I will use a looping narrative starting at the beach and then exploring his journey to this freedom. I will do this by making the shot time and cutting rate longer and less constricted as the character starts feeling freer. I will also use saturated bright shots that address the urban setting that other ‘Louis The Child’ videos adopt. Using vibrant colour palettes alongside lively audio links the escapist nature of music and its consummation whilst being conventional to the genre.
I will focus on gender in relationships by creating a warring couple which will expose the core differences between the genders. I will edit to the beat with the cutting rate steadily increasing, accompanying the fast-jovial beat and keeping audiences interested. I will use slow motion, a convention of music videos, to bring draw focus through spectacle and my video will be naturally lit and filmed on location to seem un-artificial. I will also use direct address, with characters shouting into camera, creating a disjointed connection with the audience. This will cater to the audience’s non-passive manner.
I will intertextually reference my chosen auteur, David Fincher, who will act as inspiration through his sleek cinematography and well-timed cuts. I will reference various intellectual properties for my culturally sophisticated audience such as classics like ‘Casablanca’ and ‘The 400 Blows’, relating to my audience through pop-culture. The video is likely to appeal to people passionate about dance music and supporters of 'Louis The Child'. As the song is 3 minutes and 25 seconds long, I will cut the music to stay within the bounds of the brief.
Through my video I believe audiences will find that music has a redemptive quality as well as highlighting the need for freedom in relationships.
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