How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? (approx. 400 words)
Product 1: Music Video (200-250 words)
My brief is to create an anthemic music video for aspirational 16-25 year olds. My retro style video will target an audience who feels a connection to vintage styles and older music. This will attract an audience who is more likely to follow a unique band compared to a modern generic group seen now, a band which also promotes more modern ideologies such as equal rights and environmental issues. After I interviewed a group of sixth formers who would call themselves aspirational, most of them stated they like retro music, mainly from the 60's and 70's, hence the chosen song. Due to the 60's being very popular now through their hippy movement and popularity of drugs, my music video will hint to these ideologies which are making a comeback via our generation, promoting the artist to a specific group. While I don't have much to reference as the 60's didn't have many music videos, they did have lots of live performance which I can include in my music video, as well as scenes to follow the lyrics and emotions involved. The main focus however is an aesthetically pleasing video which represents 60's fashion and appears to have been filmed during their times with footage quality editing or filming with a lesser quality camera. Through online research, most people in my focus group knows the song California Dreamin or other songs by The Mamas and Papas through posts online with the music such as TikToks or covers such as an 80's cover in Netflix's Stranger Things.
Product 2: Website (150-200 words)
There weren't websites around in the 60's however there are now websites for bands that were around then such as The Rolling Stones or The Mamas and Papas which I have looked through. Most band websites include the latest news on their home page to draw in visitors hence the news section on my home page which will include music news, interview news and direct address to fans. As the target audience is young, the direct address will be very casual to create a personal friendly connection, as well as a section to introduce the band to the audience can get familiar with them. As my main focus is an aesthetically pleasing website, there will be a lot of focus on fashion and art which was a big part of 60's hippy culture. As they promote their beliefs, the website will also feature "controversial" opinions such as women's rights, environmental issues and LGBT rights.
How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? (approx. 100 words)
To convince my audience to watch my music video via the website, I will feature behind the scenes footage where the artists will talk to the audience talking about the filming and how much fun it is. As well as that, the news section will feature an advertisement for the song and a thank you message from the band to the fans. To direct my audience from the video to the website, at the end the screen will fade to show the band logo and the bottom will have a link to the website which they won't be able to copy however seeing it will allow them to know that there is a website to follow.
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