Statement of Intent

Genre
Indie
Song Choice
Telephones - Vacations
Target Audience
Demographic	Young teenagers to young adults, the ages of between 16-25. Any ethnicity. With middle income Age: 16-25 Gender: Appeals to all genders Ethnicity: Any Income: Middle Class Location: Urban Occupation: Students
Psychographic	People who want to vibe and feel euphoric senses. Especially those who love Indie music Values : friendship, past, reminiscing, nostalgic Attitudes: Those who value authenticity and enjoy having a relaxing and laid-back feel Lifestyles: People who like to reminisce on their past fond memories
How we will appeal to this target audience
We will appeal to the target audience by incorporating lifestyle and activities similar to the ones mentioned in the psychographic in the music video. Most of the actors would also be teenagers to fit with the more teenage demographic that seem to be currently struggling in their situation. We'll also have a more aesthetic visual to appeal to teens since teens nowadays enjoy aesthetic elements
Main inspirations
Sunny Days - Reality Club Romantic Homicide - d4vd
Artist Description (Star)
(Who is your artist/s?) Ata - Singer Haresha - Bassist Nathan - Guitarist Louis - Keyboard
Performance
(what types of performance will you have?) Lip-Syncing Instrument Performances
Representations in video
(people/places/locations) People in the video will be teenagers or young adults who are in the process of a breakup but are not able to move on from their loved ones. “I wish I could live without you but you're part of me” shows that these people are still attached to who they once loved. As well as reminiscing your childhood fun and playful memories. The places and locations in the video will be represented as elements that help jog both sad and happy memories from the past.
Star Persona
(We will study this next week)
Proposed Roles
Storyboard	Nathan
Location Scout	Haresha
Risk Assessment	Haresha
Screen Test	Whole Media Class
Filming Schedule	Haresha
Audience research	Ata
Behind-the-scenes	Ata
Editing	Louis
Digipak (research & development)	Louis
Social Media(research & development)	Nathan

Self Reflection

I think that we've divided our work equally through the statement of intent so that none of us would feel incredibly overwhelmed. We may end up changing some things in the future of our statement of intent, but as of now I feel that it's solid enough to have a structure for our music video.

Research: Genre

Me and my team have decided to create a music video in the genre of RnB.

Typical conventions from the RnB genre

Most RnB songs have somewhat of  narrative, ranging from it being directly tied to the song to being barely tied to the song. The colours for slightly more intense RnB are learning toward a colder temperature, whereas RnB songs with a little bit more of a calming tone have a warmer temperature.

2 Detailed Research

1. 

Name: Leave The Door Open - Bruno Mars

Year: 2021

Produced by:

Bruno Mars, D'mile

Distributed by:

Atlantic Records

Genre / Sub genre:

R&B/Soul

What conventions does it conform to?

Some general conventions of music videos are having performance shots that may include dancing or lip syncing, typically having the star be the artist. The music video here, from start to finish are almost all performance shots, having Bruno Mars, Anderson .Paak, and other filler actors performing using instruments while lip syncing to the Song being played. Overall the music video didn't have any high level editing or extremely abstract artistic scenes or shots.

What conventions does it subvert?

When big artists create and produce a music video, typically they'd have a big budget and would like to include as much effects, and abstract artistic imagery in their music video. However, this music video does not have that much abstract imagery, editing, or any intense special effects. I'm not sure about the budget of the music video, but it can be safely assumed that it's quite big since Bruno Mars can be said is a big enough artist. Knowing this Bruno Mars continued to have a much simpler music video, containing relatively easy performance shots.

What representations are there? (people/places/events)

The music video portrays the actors and star's masculinity in a very unique way. Masculinity in the music video is portrayed as being someone who is charming, and romantic in an effortless way being groovy and winning the girl over with their soothing music. This deviates from the general portrayal of masculinity being the typical testosterone filled gym machismo.

What technical elements are used to give meaning to the representations?

Camera:

A variety of slow and smooth camera movements such as panning, push in, pull out, boom, and tilt were all used throughout the video. push ins to focus on the stars, and other movements to focus on the actors in the scene and their performance. They're done in a smooth way to reflect the more intimate and relaxing tone of the song. Keeping the movements steady to emphasize a laid back mood.

Mise-en-scene:

The environment seems to insinuate a more retro atmosphere, using vintage instruments and furniture, warm lighting, and 70s outfits to give a more nostalgic feel. Later on in the video, a disco ball is used to further enhance the nostalgic atmosphere. This could be done to emphasize the year where R&B and soul music were at it's peak.

 

Sound: 

Trans-diegetic Sound is used to show the band playing the song live in the studio while playing the actual song in the video. This is a very simple effect that most music videos do however it's very effective in merging the two sounds and appear as if the musicians  are performing on stage authentically when in reality, they're just lip syncing and possibly playing instruments randomly.

Edit: 

The editing is very minimal in the music video, primarily focusing on the members playing their instruments and singing. It doesn't have any complex effects but rather keeps it nice and simple, following a simple narrative and a simple story. That story being the band performing in a live studio for the recording for the song

2. 

Name: I Ain't Worried - One Republic

Year: 2022

Produced by: 

Tedder, Kutzle, Simon Oscroft, Spry, John Nathaniel

Distributed by:

Interscope Records

Genre / Sub genre:

Pop Rock

What conventions does it conform to?

Since this music video is a tie in for a move (Top Gun: Maverick). Similar to other music videos that are a movie tie in, they would incorporate a handful of short snippets from the film in their music video. This music video conforms to that convention, having short clips from the movie be included in the music video. On top of that, the other half of the music video are performance shots of lip syncing and instrumental performances conforming to the convention of including performance shots in music videos.

What conventions does it subvert?

Some music videos tend to have somewhat of a narrative, following a specific story. This music video even if it loosely connects to the songs lyrics doesn't have any focus or has little to no narrative. This is because the music video is unable to tell a cohesive story because it has to include short snippets from the movie which would take up space for the story to be told to the audience. There isn't any independent storyline created specifically for the music video outside of the Top Gun Narrative.

What representations are there? (people/places/events)

Since the music video incorporates clips from the Top Gun film which heavily surrounds aviation. It represents those who are in military aviation, or pilots that can maneuver an aircraft as being extremely cool and masculine.

What technical elements are used to give meaning to the representations?

Camera:

Several shots of close-ups and medium shots of the band were used during their performance. These shots emphasize the band's role as more easygoing laid-back musicians who seem to be enjoying life. It creates a connection between the band and the carefree themes shown in beach scenes during snippets of the film.

Mise-en-scene:

The setting is on the beach, having bright warm sunlight creating a relaxing atmosphere mirroring the lyric and title of the song "I ain't worried." Contrasting the more serious military scenes from the Top Gun snippets. The Mise-en-Scene of the beach represents a view of life where everyone is happy, carefree and easygoing 

Sound:

The sound primarily focuses only on the song, using a non-diegetic sound playing the actual song in the background. The absence of any diegetic sound such as bird sounds, ocean sounds, and sounds from the directs the focus entirely on the song. creating a mood where  nothing else effects you other than the positivity of the song. This also keeps the audio of the video simple preventing any distraction.

Edit: 

The music video frequently uses a montage style editing. Cutting between different activities, such as a volleyball match and flying in the air, as well as cutting to the band's performance. This technique implies that life is full of fun and carefree moments, the montage style suggest that these different activities are all carefree and chill.

6 simpler researches

1. 

Title: Espresso

Artist: Sabrina Carpenter

Year: 2024

Target audience, and how are they appealed to?

The target audience for this music video could to be young women judging from the vibrant colours and the display of extreme femininity. Having visuals of males tirelessly working for females, almost appearing as slaves towards them.

What would you like to use in your music video from this?

I quite like the  colours in the music video and how vibrant they are. I there may be a chance where I may want to use more vibrant colours in my music video. I also enjoyed how a little bit of the beginning was black and white. I'm not sure how I might incorporate that into my music video, so Im not sure I'll be able to include it  but I'll consider it.

What would you like to avoid in your music video from this?

I think I'll avoid more feminist or patriarch themes for my music video since I feel that our music video may have more of a friendlier and lighthearted tone and not touch in similar.

2.

Title: Dance The Night Away

Artist: Dua Lipa

Year: 2023

Target audience, and how are they appealed to?

This music video could be targeting young teenage girls to adult women. They're appealed by using an extremely pink environment and the great amounts of fashion dresses. The target audience can also be fans of the Barbie movie since this music video is also a movie tie-in.

What would you like to use in your music video from this?

I enjoy how the editing matches somewhat matches the fast pace of the song. I feel like it helps connect the visual and the audio a lot more seamlessly. I might incorporated this in my music video so that the visuals and audio sync up nicely and look appealing.

What would you like to avoid in your music video from this?

The music video has more intricate sets and set pieces, I don't think I can replicate the sets or set pieces in the music video this since I don't have that much of a budget, so I think the best option is to avoid attempting to use intricate sets altogether.

3.

Title: Here with me

Artist: d4vd

Year: 2022

Target audience, and how are they appealed to?

I think the target audience for this music video are teenagers to adults that are in a relationship or are experiencing love, since the music video features happy moments with their partner throughout the years.

What would you like to use in your music video from this?

The aspect ratio of the music video seems interesting to me as it's shot in a unique aspect ratio being 4:3 instead of the typical 16:9. I think this is an artistic choice to give a more nostalgic feel since the music video has a similar nostalgic feel.

What would you like to avoid in your music video from this?

The music video seems to be shot in a lot of locations. I don't think I'll use this since I feel that it would be a hassle for me to travel to multiple different locations, especially with member schedule restrictions and the amounts of traffic in my area.

4.

Title: Feel it

Artist: d4vd

Year: 2024

Target audience, and how are they appealed to?

The target audience for this music video seem to be about teens that do daring things, as portrayed in the music video. The music video portrays teenagers that like to take risks which I feel do not at all reflect the lyrics of the song, however it's still entertaining.

What would you like to use in your music video from this?

I like the narrative in this music video, I think it felt entertaining and fun to watch. I think for my music video I would also try to incorporate an entertaining music video to watch so that visuals seem appealing and the project seems more fun.

What would you like to avoid in your music video from this?

The music video seems to have lots of shot with stunts. For my music video I don't think that we'll have a lot of shots with stunts, since that I'm afraid that any of my team members might get hurt and may result in me being at fault.

5.

Title: Die With A Smile

Artist: Lady Gaga, Bruno Mars

Year: 2024

Target audience, and how are they appealed to?

The target audience could be young adults, this could be because of the retro costumes that the stars wear which could bring nostalgia to young adults. The stars also seem to play a role in nostalgia, as these artists were at their peak when these young adults were teens or kids.

What would you like to use in your music video from this?

I enjoy how simple the music video feels. All it is are the two stars performing and lip syncing to the song, just like one of his previous songs that I researched. From what I've noticed, this seems to be a trend that Bruno Mars seems to follow for his music videos.

What would you like to avoid in your music video from this?

The music video features both stars wearing extremely flashy costumes, having somewhat of a colorful retro cowboy theme. This to me felt odd as I don't think the costumes relate to the music video, however it could be an artistic choice. I don't think I'll use any silly costumes in my music video as I feel it will take time to get.

6.

Title: APT

Artist: ROSÉ & Bruno Mars

Year: 2024

Target audience, and how are they appealed to?

The target audience may be teenagers and k-pop by including one of the more popular k-pop idols, as well as having a fun and whimsical feel in the music video. it has this whimsical feel by having the stars be extremely jumpy performing in a very playful eccentric way.

What would you like to use in your music video from this?

The music video displays some of the lyrics from the song in the music video in an artistic style that fits the music video. I really like this, as I feel this would be visually appealing, and I like the style of it. To me it might seem fun to do as well.

What would you like to avoid in your music video from this?

The music video as an incredibly minimal and simple pink setting. I don't think that I'll use an extremely simplistic setting since I don't think it'll fit with my music video's theme, and I don't think that I have an area with enough space to completely change it into my own setting.

Here is some additional Research

 

I took a look at this video which shows a handful of tips and tricks on how to shoot a music video. This video helped with providing me with a handful of ideas

Self reflection

These are a handful of music videos that I've researched. I think getting some songs to research were a lot easier to do than getting companies for research. I found this task to be quite easy to do since I managed my time really well with this research, by carefully doing research for a song for each day. In the beginning we started by having R&B indie and later leaned into the indie side since we think that it would be more possible to create a video for an indie song since they aren't as complicated or abstract to do. They're much simpler because they have a lower budget, making them easier to recreate or heavily inspire for our music video.

Research: Audience

 This is my audience research

Research: Industry

 This is my research industry

What Genre am I working in?
Indie

What company would most likely produce my media text in the real world?
Label Nettwerk

1. Atlantic Records

What other content do they produce?

- Documentaries & Behind the scenes Content
- Podcasts
- Merchandise

Who is their typical audience?
- Young adults (18-34)
- Middle age adults (35-54)

How big is the company? How long has it existed?
The company's existed for over 76 years starting in 1947. It's considered to be one of the largest record labels in the music industry.

What is their most successful product?
Their most successful products are works with Bruno Mars & Ed Sheeran.

2. Label Nettwerk

What other content do they produce?

They mainly only produce music related products, such as tours, live performances, samples, and albums.

Who is their typical audience?

-Young Adults (18-34)

- Indie Fans

How big is the company? How long has it existed?

The company has existed for over 40 years, starting in 1984. Since then the company has grown significantly big in the indie genre industry. However, but aren't as big as Atlantic records.

What is their most successful product?

Their most successful product seems to be Sarah McLachlan's album "Surfacing" in 1997.

3. Label Nettwerk

What other content do they produce?

They also produce music videos, and host events where fans can connect with their favourite artists, and worked on some movies.

Who is their typical audience?

-Young adults (16-35)
- Pop music fans

How big is the company? How long has it existed?

The company existed for over 60 years,  starting in 1959. Today it's a major label under Universal Music Group and can be considered pretty big.

What is their most successful product?

Their most successful product is Bob Marley's album "Legend" that was released in 1984.

Self Reflection

Searching for some music industries were pretty hard for me, but I then just worked backwards and looked at some popular songs and see what music company helped produce them. From this method I was able to get a handful of companies that I was able to use in this blogpost. I don't think I'll be adding more in the future as I think that this is enough industry research for my music video project since one of the companies mentioned, Label Nettwerk helped produce the song that I'll be using for my music video.

Preliminary Research

This is my preliminary research

For the first week, I took a look at various music videos with different genres. Here is what I like about them

Song, Artist	Genre/ Genre Conventions of music videos	What issue/social group was being represented? How was it being represented?	What did you like/dislike about the music video?
Yura Yunita - Dunia Tipu-Tipu	Indonesian Pop Similar to pop	Indonesians with close relationships are being represented. They are shown as being extremely human, showing great amounts of emotion. Whenever they start getting emotional, the camera pushes in to capture the raw emotion, but when they finally start crying, the camera pushes out since it starts to become private. Also showing children in the music video to have the viewers feel more emotional, since kids are mostly tied to positive things.	I enjoyed how many types of relationships were displayed in the music video.
Harry Styles - As It Was	Pop Upbeat, catchy, vibrant, colourful	The song is mainly love themed, and shows mostly abstract and artistic visuals with barely a story. This one is more performance based, whereas the Indonesian video felt more authentic. It also shows a hint of their own version of masculinity. Having a great amount of tattoos on the male actor	I enjoyed how artistic the video looked, however, I don’t think that my group would try to replicate it, since its too difficult to recreate.
Jamii T - Zombie	Indie Low budget, Independent, Niche,	The music video has a very simple theme, as the name of the song is called zombies, so the band would dress up as zombies. The music video had some budget which is unique from typical Indie bands, since most indie bands have a low budget. The music video mostly contained shots of the band, since their budget isn’t too high	I enjoyed how simple the music video was, I might incorporate some elements into my groups music video since, it felt and looked a little simpler.
The Weeknd - Blinding lights	RnB Contains flashing lights, flashy visuals, expensive items, slow to medium paced.	Masculinity is represented differently than the harrystyles video. Masculinity here is more represented as living on the edge. Smoking, and driving fast sports cars. And it is implied that the artist, who is the main actor, got high. Masculinity here has more of a dangerous impact in their lifestyle.	I really liked how lots of flashy visuals were used.
The Beatles - Now and Then	Rock Commonly a band or a group,loud	The music video used AI and modern technology to bring back deceased members from the band for the music video. I believe it represents the band as having great memories together and almost reliving those moments in the music video.	I really enjoyed how they showed contrast with how they were in the 90s how they are now. As well as showing some footage from the 90s

Self Reflection

I really enjoyed the songs that I've chosen for this preliminary research, since I get to discover new songs including ones from Indonesia. I think I've gained a good knowledge for the conventions for the song genre and music video that it reflects. Some of them were predicted correctly before we got to see the song examples which gives a good foundation for our general knowledge. In the lesson, I discovered that the pop song genre are of songs that are popular, instead of songs that have a vibrant feel.

Weekly Progress and Plan

 This is my weekly progress and plan

Week	Start Date		Task		Blogpost Title	Content	Deadline
W1	30 September	Pre Production	Research	1	Brief
				2	Team
				3	Weekly Progress
				4	Preliminary Research	Broad genre research	W3
W2	7 October		Research	5	Research: Industry	Who makes music videos?	W3
W3	14 October		Research	6	Research: Genre	Codes and Conventions of your genre	W4
W4	21 October		Plan	7	Statement of Intent	Your initial proposal	W5
				8	Theory of Stardom: Richard Dyer	A summary of the class, plus your example	W7
W5	28 October		Plan	9	Moodboard	Your visual style	W7
				10	Lyric Sheet	Breakdown your song into scenes	W7
				11	Storyboard	Shot by shot plan	W7
W6	4 November		Plan	12	Song Research	Background of your song	W7
				13	Screen Test	star auditions	W7
				14	Classwork	How to: Camera, MeS, Sound, Edit	W7
W7	11 November		Plan	15	Location scout & Risk Assessment		W7
				16	Filming Schedule	Film over the break?	W7
							W7

Week 1

We began the our first project lesson of the week by introducing us to our new project "Component 3" which is about creating a music video production package, including album, music video, and social media page. We began as researching on music industries, or music video production companies. In class we were told to answer specific questions displayed in the front of the class to better get a grasp at the music industry we would eventually choose. We also decided to finally finalize our group members, but haven't picked a specific song or genre that will heavily inspire our music video in our

Week 2

Our team finally landed on a genre that we all agreed on that genre being RnB. We researched and looked at various music videos and are going to go deeper into it in our free time. I think we had a slightly harder time trying to understand conventions from the music video/song since the RnB genre is a little difficult to understand

Week 3

WE continued our research in class to find the song genre for our music video, and ended up with R&B Indie and Indie, in the future we'll lean into one of these genres. Some unfinished work that needs to get done are the genre research & Industry research. 

Week 4

Our team had started our statement of intent, and thankfully finished it on the same day. However, we might feel unsatisfied about it and may update it in the future.

Week 5

Our team began filling out our mood board, and ended up completing 2 pages of our mood board. The rest of the time was used to plan and create some parts of the storyboard. Thankfully our teacher gave us a nice template to use so we wouldn't have to take up a big portion of our time making the boxes for the storyboard.

Week 6

For the entire week, we worked on our project and focused on our location & risk assessment, as well as our filming schedule. Our deadline for pre-production is next week and are going to work on it during our day offs so that we're able to submit everything before the deadline. So far my checklist is somewhat half done. So, I think I'm able to complete everything before the deadline at my own pace

Week 7

We began the week with our last project lesson for the semester, and used the next day to practice for our semestral exams by reviewing our past topics such as media consolidation, as well as having a surprise test practice for our semesteral exam. Afterwards, we reviewed our own work and came up with improvements that we may be able to do in the upcoming actual semestral exam.

Here's a checklist that I followed to keep track of my work

Self Reflection:

My weekly progress and plan again didn't really help me in keeping track of my progress since I barely look at it unless I'm updating it. However, the checklist that my teacher gave me was very useful to me, since I could easily update my work and knew exactly what I was missing. This really helped me keep track of my progress so that I was organised, I think that I used it really well.

Team

 This is my team

Self Reflection

This is my team for my component 3 project. I chose this team because I am very close with this team since they're some of my closest friends. Because of that, our teamwork and chemistry together would be quite good and we would make us efficient in working on the project. This was also my team for the last project meaning that we have a past experience working on a project together. We learned our mistakes from our last project, which was poor time management as we tried to fit more work near the deadline of the project. Now we've decided to properly evenly space out the work throughout the weeks so that we wouldn't need to cram everything later on. We've also divided our work evenly for this project so that no member would feel overwhelmed with the massive amounts of tasks they may have.

Brief

This is my Brief

Self Reflection:

I'm excited about this brief and project since we get to create a music video. To me this could seem fun in the editing process where we get to see everything fit together after taking a step back. I think I'll try my best not to include my school as the setting, since my team would want to do something fresh. Which then, could make the recording process fun since we get to visit multiple locations. This time, I think my team will be more organised since we didn't feel like we properly organised on the last project, with that knowledge we would have better planning in this project than the previous one.