STATEMENT OF INTENT

 

FINAL

 

My video: Davy Crochet by 3AM

Please watch in 1080p (HD)

My Website: 3AM Official Site

AUDIENCE INTERACTIVITY

By clicking on the wool ball in the top right corner, the viewer  will be directed to the page below titled 'Competition'. This encourages audiences to re-watch the music video 'Davy Crochet' in order to count how many different microphone props the lead singer Evan uses. As well as to influence audiences to watch the video, this will also allow audiences to feel more engaged with the band. This is due to the prize being an intimate showing meaning avid fans can feel special and personal with the band. Beggars Group is an advocate for independent shops and this style of audience engagement. Therefore including a promotion for a local independent vintage store would reflect the labels ideologies.  

A QR code and enigma "visit 3am for exclusive live footage and more" also incentives audiences to use both platforms for engagement

INTERTEXUALITY

These shots are intertextual references to the Arctic Monkeys "Cornerstone" music video, wear Alex turner wears an iconic red jumper against a plain white wall. This reflects the messages and enhances the narrative of my music video. Cornerstone follows a love story that doesn't have a happy ending for both of them as we can presume Turner's partner is doing well whilst he can't move on. This is similar for my narrative as the character "Ruby" has her happy ending through the breakup and finds acceptance when she lets herself feel the suns glow. However we never see "Sam's" side of the breakup but the beginning montage shows how much he cares for her. I would also like audiences to be able to use this intertextual reference to transfer the male in the relationship holding toxic behaviour ("Sam") much alike the behaviour of the man in the song. My target audience will have the cultural competency to understand this which I can see through my research showing 'Arctic Monkeys' are one of the most popular artists in my demographic

These intertexual refrrences to artic monkeys are continued into the website. My 30 second audio visual is the lead singer Evan walking through some of his favourite albums. The full video is hinted to being on their Youtube which would theoretically include more albums and the full bands top picks. However this video focuses on the Artic Monkeys. I intend for AM's brand values of energetic, quirky and being quite cheeky. This is furthered by including playful images animated across the screen e.g piano, trumpet and album covers. 

 

During my editing stages, I planned how much each stage of my narrative was gonna last 

One of the problems I ran into when filming was having members of 'band' not being free at the same times for filming. In order for this not to delay my time for editing, I recorded Nancy from various angles and shot types. I then put her footage in the places where the band footage will be. 

After recording the band, I added in the new videos. However I found the speed of the editing was too slow so I made the clips shorter in order to keep the video more engaging

Photo Shoot 1

Shoot in school with equipment (Tuesday 11th July)

Model: 

Aahna Patel, 17 (reaches demographic), is an Art, Maths, DT and English language student. She is going to be a member of my band '5am'. Her role will be the guitarist. 

Age: 17

Gender: Female

Ethnicity: British-Indian 

Home: Benfleet 

                         

                       

Evan Steers, 17 (reaches demographic), is an English Literature, Music and Chemistry student. He is going to the drummer of '5am'.

Age: 17

Gender: Male

Ethnicity:  British 

Home: Brentwood

Its important to me that I get varying shot types. I need close ups of the members faces to make them feel close and easily relatable to audiences (building persona of community). Mid shots are also necessary to anchor their role in their band e.g drums or guitar. This allows the shots to be more creative and from varying angles.

Props:                                                                    

    acoustic guitar

    drum sticks 

    dress (dark colours) and earrings (dangles or drop earrings)

    baggy jeans and sweatshirt with pop culture reference: Radiohead, Weezer, cartoon etc.

    stool

                            

Location: 

    music room (drum set)

    sports hall (set up)

Brand Association

 Two Vintage

Beggars  are an advocate for independent label rights and are dedicated to supporting small independent shots. Two Vintage is a small shop run by Southend locals that complete charity runs and have gained over 18,000 followers due to their sustainable and quirky clothing. This would fit into the demographic in many ways. 16-25 year olds are advocates for the environment and recycled clothing is 'trending'. It also appeals to this age range as the shop has a high social media presence. The media literate demographic will be reached due to the pop references in the shop: top cat, comic books, and movie posters. As the target audience are middle and upmarket, they will be able to afford the prices at this shop. 

NEA Pitch

 pitch media
.pptx

Narrative Main Characters:

I did a small photoshoot with the 'couple' to see how comfortable they are infront of the camera. I used a digital camera and set them up infront of the plain wall at first. To start, I took some close ups but as they became more comfortable I went outside and experimented with different angles and poses.

Colour Schemes:

 

I want to incorporate two ideas I have seen in these movies. Baby Driver uses association between colours ( codes of costumes and lighting). Thirteen uses an interesting concept of changing lighting and saturation throughout the movie depending on the state of the main characters mental health. I wanted to combine these two ideas by changing colours worn by the 'couple' depending on the health of their relationship

Flat Plan

 

Genre Conventions

   

Four out of Five- Artic Monkeys

the mise-en-scene is empty and quiet: there are no other people or signs that people have been there e.g litter. the tunnel seems to be infinite due to the repeated door pattern to the right (similar technique to the shinning). A wide shot is used at a distance to Alex Turner which creates dis-attachment from him as a character and a sense of claustrophobia. the camera is also slightly tilted which makes the audience feel uneasy. Intertextual reference to 'Space Odyssey'. This is used to transfer conventions of sci-fi and uncertainty. Therefore reflecting the eeriness and psychedelic influence of the song. 

    

Lavender Haze- Taylor Swift 

In Lavender \Haze and other work by Taylor Swift, she used this relationship between visuals and lyrics to bring the audiences attention to certain things. Most shots that use this technique have some importance; whether its the messages on the screen or the lyrics in the song. Lavender Haze is the the name of the song, so would make sense to be highlighted by this convention and 'Midnight' is the title of the album. 

     

Lucinda Chua 'An Ocean'​

Lucinda Chua- An Ocean, Becky and the Birds- Pass me by, The National- Sea of love

Artists signed to the Beggars Group have similar conventions of each other such as featuring the main artist; simplistic layout  and alternative 'different' concepts.

 'An Ocean' features fractured shots of Lucinda in different areas: standing in ocean wearing a ragged turquoise dress; Chua underwater dancing/trying to swim to surface in a white dress; Chua washed up on a shore line; lyrical dancing on a rock; and Chua looking at her reflection in the water from the perspective of underwater. This is an unusual concept for a music video as has little narrative and unsettling shot types. However due to the values of the Beggars Group, this type of artistic style in a music video is more supported due to its uniqueness.