Conventions - Statement of Intent

FIRST DRAFT COMPLETE

The first convention I will be using is a subscription section where fans can add their email in to sign up to the newsletter, where they can get updates on the artists work. I will add this somewhere near the end, so once they have looked through all the rest, they can decide if they want to sign up or not. This will appeal to my target audience as they will be able to get updates about the artist they like, which is a common thing to do.

I will also be adding photographs, that use quite close-up, and mid-shot angles. this is so when people come across the website, it is easy to know who it belongs to and who its for. you will also be able to see their outfit and makeup they've decided to wear for the photoshoot, which would match the aesthetic of the website, I can add these at the very beginning of the site, so that it is clear immediately. This will appeal to my target audience as they would like to see the artist they like, and what their style is.

My third convention will be a merchandise section where fans can purchase items with the artists name or logo on them. I can create logo designs for the merch to make it seem more authentic. I can add this in the middle of the website so that they are more likely to make sales, but also lets us promote there artist beforehand, and allows the viewer to decide if they want to purchase after seeing everything. This will appeal to my target audience as young people tend to wear and collect a lot of merchandise.

I will be adding a tour section at the end of the website so people have the opportunity to go see the artist live. I will make this quite clear, by adding the location, date, and price altogether so it's not complicated. This will make it seem authentic, as new artists tend to go on tour. This will appeal to my target audience as young people are more likely to go to concerts and public music events.

My fifth convention will be adding photographs from the concerts that my artist has done, this will make it so people are more likely to go and see him live, as they see a little glimpse of what the concerts are like. this would promote the tour, as well as the merch. the artist will be seen as a performer that can play their own instruments. This will appeal to my target audience as young people may want to plan a concert trip.

I will be making my website very colourful, in an attempt to make it slightly different from all of the other ones. This will make him less generic, and easily identified. I will link my websites colours to the ones I will use in the music video, so they will mainly consist of dark blue and orange. This will appeal to my target audience as young people are more likely to like vibrant and bold colours.

I will be using quite big lettering so everything is clear on the website, and people know how to navigate it. This will also help to build up a brand image for my artist, so they are easily recognisable. For example, I will add my artist's name in quite a big font at the beginning of the website so it is extremely clear. This will appeal to my target audience as they are more used to flashy and big advertisements.

I will not be using chiaroscuro lighting for my photography, as I want everything to be as colourful as possible, as I think it matches with the feel of the music video, as well as alternative music. I also want everything to complement each other.

I am going to be using quite bold lighting, as I want my artists features to be emphasised in the photography, and I also want the website to match with the music video in this sense. This will appeal to my target audience as they are used to bold and colourful lighting in music videos

I am going to make my website very clear and easy to navigate, so people of my target audience, as well as all ages can figure it out. I will only be using one bag and one hyperlink to make it as clear as possible. the lettering will be clear and big, as well as the social media handles. I am also going to be making the titles have a different font to everything else, so that viewers can easily tell when each section starts and ends.

MOCK UPS

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STORYBOARD/SHOOTING SCRIPT

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Conventions - Statement of Intent

FIRST DRAFT COMPLETE

The first convention I have decided to use is using wide-shots when filming. I think this would be good for showing the background behind them, as well as showing the artist dance and jump around clearly. I also think this would be good for showing the colour of the setting, as well as the lighting. I want to have a shot of my artist running through a lit street during sunset, or at night. I also want to have them running and dancing across the beach, which will make them look like a performer. This will appeal to my target audience as everything will be visible, and aesthetically pleasing.

I am also going to be using a lot of glitter for the make-up and the costume for my second convention. This would help emphasise the lighting as the glitter would reflect it. It would also make the artist appear fun and artsy as glitter is seen as a creative thing used for decoration. It would also make the video seem like more of a concert, as performers tend to wear a lot of it to be seen from far away. this would make the audience want to attend their concert. I want my artist to have blue and silver glitter on, which would match the lighting and the setting I am going to use. They seem like they have artistic intent and act like a performer at a concert. This will appeal to my target audience as young people tend to like dressing up a lot more.

For my third convention, I will also be using vibrant colours like most alternative videos. this will further reinforce the idea that it will make the audience feel like they are at a concert. This will also help me to use coloured and bold lighting. I want my video to mainly involve the colours dark blue and orange, as they tend to be the colours used at concerts, and they are also quite natural colours due to the sky and the sunset. This ill appeal to my target audience as it is something a lot of liked artists do now.

For my fourth convention, I will be using low-level lighting, however I will be developing this by doing it in colour rather than black and white. I am doing this as I want to film some of my shots in the sunset on the beach, and also some shots indoors with coloured lights. I will have quite dim lights, but they will be bright enough to be able to reflect off of the makeup and glitter, as well as the costume. This will appeal to my target audience as it's a very alternative convention, and is used frequently.

I will also be using the convention of challenging stereotypes, as I am having a woman as my artist, but she is going to be wearing bold and slightly masculine clothing, such as glitter, bold colours, and make-up. This is not what a stereotypically feminine woman would wear, which would reach my target audience better, due to the fact that young people tend to be more open-minded.

For my sixth convention I will be using high level, bold, and vibrant lighting. This gives the video a concert feel, as well as giving the video congruency. I will use the colours dark blue and orange, as these are the colours used in alternative music videos. They also match with the makeup and costume I am planning on doing. I might film some outside In the daytime, which would be quite bright and sunny also. This will appeal to my target audience as it is a popular convention, and is used in many popular videos, and some films.

I will not be using chiaroscuro lighting, as I want my video to have a lot of colour and boldness. I don't want anything to be black and white, as it might make it look quite dull and grey, which is the opposite of what I'm going for. I want everything to be quite dim, and lit by coloured lighting or the sunset lighting.

I will be using a handheld camera without a stand to make it seem quite lively and unstable. It would make the viewer feel like they are actually there, and dancing with the artist, as it matches their energy. I will be using quick edits to match the pace of the music, to make the video effectively match with the song. The quick edits will also give the video a lot of energy, which would match the liveliness of the artist dancing and lip syncing. The shots of them running and dancing around, as well as lip-syncing are going to be quite quick paced to match the tempo. This will appeal to my target audience as the video will be more realistic to them, as they could film on their phone and get a similar product.

I have also decided to use extreme close-ups, which i think would help emphasise the make-up look, as well as the costume. I also think this would be helpful in the facial expressions and lip syncing. I can add some close-ups of him lip syncing the song, so the audience recognise it as his artwork, and recognise her as a performer. I will also be adding some extreme close-ups of his eyes to show his makeup, as well as his expressions, This will appeal to my target audience as they might be more into quite unusual shots, as it is different to other pieces of media.

I will not be using the convention of a still, unmoving camera, as I think it would not match my song choice, and would not portray the feeling of chaos like all of my other conventions. I also want my audience to relate to the song and the music video, and a shake camera could show how anyone could be in the situation, as it looks like it's filmed on a phone.