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Statement of Intent

Website

The website will be subject to change as I will want it to compliment the music video. For instance, if there is a particular shot which looks good in the video, I would use it for the background of the website. However, I want the website to have bold fonts and bright accent colours, or white depending on the background image. I want to have an image of the DJ but not have them feature them in the video, which happens in many cases. This will hide their identity more and keep the focus of the video on the visuals and narrative, rather than the creator of the music. 

For the logo, it will mostly likely be a modern, bold font of the artist's name, similar to that of Avicii or Tiesto. Depending on the background it will most likely be white or black, to keep the simplicity I want in the website. 

Video 

The video will most likely be set at the beach and feature many people with bright summer style clothes that stand out, to compliment the song. I want the video to have some kind of a narrative, but the main focus will be on the visual aesthetics. It will probably feature lots of exotic locations and activities, depending on the song choice. Like with some videos, I want some of the editing to be in time with the music to make it seem like the video and the music have a connection and are not just two separate things. I will also have parts in the video of extreme close ups of lips miming the lyrics to again make a connection between the song and video.

The video will most likely have that typical 'live for the moment' ideology, as it shows that freedom to do what you want. This will connect to the 16-25 (A/B) target audience, as they have most likely finished school or university and have a long summer to celebrate and so they can relate to the video on more of a personal level. The video will represent the teenagers being out in the real world, with the escapism ideology. This will be shown through the exotic settings in the video. The target audience will see this as a way of escaping the stresses of everyday life.

The song I will be using is Flawless by The Ones. The song gives a very summer like, club/beach vibe many dance songs have. I have also found a font that I particularly like as it is reminiscent of club dance logos, similar to other artists like Avicii. I believe I am going to use 'Blackout' as the name because of it's connotations to partying too much etc. Before I was going to go with 'Amnesia' however that is already the name of a famous club in Ibiza. I want to have a DJ as the artist that does not feature in the video he will have a small segment in the website, similar to how most DJs are usually in the background, as they let the music and visuals speak for them.

Because we are a part of the Universal Music Group, the music video acts as an advert for the music being sold. The video will generate money from advertisements and the video acts an advert to entice people to buy the music.

My production uses digital convergence as the video can be accessed from on multiple different devices on different social networks. With the use of an Instagram profile, there can be links that go straight to the music video, that will most likely be used on a phone. It can also be seen on the website if you are using your phone or laptop, which will take it to Youtube.   

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