Statement of intent

Statement of intent

I plan to employ a range of media language to create a video which encapsulates emotions of happiness, friendship in the face of adverse situations. The product will be targeted towards 16-28 year olds with an interest in dance music and actively partake in party activities. I also look to align with the values of Future House Music and create a platform for developing house music artists, I plan to do this by presenting positive ideologies and an accepting aura surrounding the video. The video will feature a narrative detailing the effect on which a breakup can have on teens, using the artist to truly engage the audience. I plan to use a range of locations including suburban England, an airport and a coastal landscape. The contrasting locations will permeate a sense of escapism; hence breaking perceived gender roles and offering subversive representations. I will utilize casual summer attire to represent and amplify the enjoyment and jovial emotions which are often associated with a youthful way of life, all the while disregarding potential difficulties that a young person may have to tackle such as exam stress which will comfort younger audiences and when considering uses and gratifications this will lead to shared emotions and relatability. I plan to use a mixture of intertextual references from horror and romance films to present the turbulence of adolescent relationships. This should hopefully comfort a younger audience as the volatility of teenage life is a widespread dilemma, I want to video to reflect this. The video will appeal to a wider audience and create a more personal viewing experience. I will vary the editing rate within the video to exaggerate certain aspects of the song, hence promoting the song to be vibrant also to confine with the codes and conventions of music videos. The ‘Butterflies’ video by AJ Tracey has acted as some inspiration to the planning of the video, especially in the way that it encapsulates a summer environment and the post-production techniques used to rewind some sequences. The relationship between location and emotion will be indicated further though the saturation of lighting. I want to involve both genders and relate to how convoluted and destructive relationships may be but challenge that with the importance of friendship and outline escapism ultimately creating an uplifting message. This will hopefully outline the importance of music video to the industry as they are a diverse tool which makes the music appeal to the masses and allows the product to reach viral audiences. As a result, audiences should be made activists of their own future and not bound by the constrictions of modern life to obtain their own personal development.