Learner statement of aims and intentions

 1 - How and why will you use media language in your cross-media production?

• The costume design within the music video will be purposely campy, and goofy, as to align with the artist's unconventional clothing style and overall aesthetic to their brand.

• Clear Horror inspired iconography will be used to emphasize the genre's thematic importance to the music video:

• Props such as an axe, flashlight, porcelain dolls, wax candles.
• Graveyard setting /w tombstones.
• Abandoned Church.
• Dark low-lit locations.

2 - How and why will you construct representations of individuals, groups, and issues/events?

• A major element to the music video will be that it will be black and white, and grain filtered for the vast majority of the runtime, firstly as an intertextual reference towards the horror genre, but secondly to be representative of a dark period of life but by the end of the video the contrast and tonal shift to color within the final performance highlights a 'light at the end of the tunnel'.

3 - How will you target your intended audience?

• The target audience for the preferred reading of the music video will be young people, more particularly men aged 15-35, with the intention that they are perhaps attached to the product due to their fandom obsession with the fictional artist’s prior produced musical work and their celebrity persona. 

• The overall product will feature a teenage male actor (myself) prominently within the narrative and performative segments of the video to act as a characterization of sorts of the average listener to my musician’s music and act as an audience surrogate, therefore hopefully leading the target audience to find relatability within the product.

• The music video will target fans of the Horror film genre, through the inclusion of familiar visual distinctions and evident intertextual references unto the genre from a comedic standpoint as opposed to being played for seriousness. E.G. homage to Scooby-Doo via nonsensical Hallway chase.

4 - How will your production conform to its industry context?

• My video will follow the Todorov Narrative structure, a familiar technique used in the music video industry.

• The video will be 3 minutes in length to abide by the industry standard.

•  I intend to produce a video that is conformative to a niche with a small target audience rather than a mainstream media text that needs to appeal to a far larger one, in doing so, this allows me to be somewhat more experimental with the video I produce and less inclined to follow through with common hegemonic norms within preexisting music video products, this will be done with the intent of setting the music video apart from others.

• Like other music videos, it will serve as a promotion for the ‘album’ in cohesion with the companion magazine I create alongside it.

5 - How will your cross-media production demonstrate digital convergence?

• I will be developing my video through digital editing software Adobe Premiere Pro, and obviously filming it with entirely digital technology.

• Meanwhile, I will be developing the companion magazine work, it will be done via other Adobe software, using a mixture of both Photoshop and Indesign.

• The Music video will be hosted online for the target audience to see by the video-sharing site Youtube.

• The companion piece magazine cover will incorporate mise-en-scene from the music video as for the two to interconnect with one another clearly.