Statement of intent feedback and redraft

 

Mark

Comments

6

Link to brief: 4 Use of media terminology (language/representation/theory): 2   Comments for AQA: This statement of intent is very clear which demonstrates what the purpose of their music video is and who their intended target audience is and how it could appeal to that demographic There are some clear examples of how the production will be produced through examples of camera shots and editing techniques to help communicate the narrative of the music video   Next steps: Be more explicit when you reference the brief outline remember that this music video production is about encouraging young people to take a small step in improving the quality of life in the community Include more explicit media theory e.g. Blumler and Katz – link this to audience section Include a section on representation – who plays the characters in your video and why did you choose them – reinforce or subvert stereotypes?

Statement of intent:

I plan to create a music video for the song "We are never ever getting back together" By Taylor Swift. I chose this song because it has a strong emotional message about love, patience, and commitment, which I think fits well with a romantic storyline. My video will follow a couple who meet when they are young and reconnect years later, showing how their love has lasted over time. The main themes of my video are love, time, and devotion. I want to show how real love can survive distance, change, and the passing of time. 

My target audience is teenagers and young adults aged between 13 and 25. They are likely to enjoy emotional and romantic music videos that they can relate to. This audience often watches and shares music videos on YouTube, TikTok, and Instagram, so I want my video to be visually engaging and easy to connect with on those platforms. I also want the audience to feel emotionally involved, as if they are part of the couple's journey and memories.

I will use a combination of narrative and performance to tell the story. The narrative will focus on key moments in the couple's relationship, while short performance sections will include arguments to link to the storyline. I will use cooler tones to show sadness or distance. I will also use black and white to shown the past. A variety of camera shots will help create emotion, such as close-ups for facial expressions and wide shots to show setting and time passing. Editing techniques like cross-cutting and fade transitions will link the past and present together smoothly. 

My music video will follow pop-ballad conventions  by focusing on storytelling and emotion. My aim is to create a touching and cinematic video that reflects the message of "Some endings are just new beginnings."

Redraft:

For my coursework, I’m creating a music video for ‘We Are Never Ever Getting Back Together’ by Taylor Swift. I chose this song because it has a clear emotional message about relationships and realising when it’s best to walk away. This fits the brief because it shows young people how taking a small step like leaving a negative situation can help improve their overall wellbeing. My video uses the breakup narrative to show that choosing your wellbeing by stepping out of a negative cycle is one small action that can have a big impact on your mental and emotional health.

My music video will show a couple who argue repeatedly and make up, showing they have an unhealthy relationship. The main themes are love, frustration, and self-growth. Instead of portraying love as something that always lasts, I want to show that sometimes the best choice is to move on. This subverts stereotypes as love is always shown as perfect and effortless however there are many people out there who are struggling with their relationships. This may encourage viewers to recognise unhealthy situations in their own lives. 

My target audience is teenagers and young adults aged 13-25. Using Blumler and Katz's Uses and Gratification theory, the video appeals to personal identity because many young people see their own experiences in the relationship, to emotional release because breakup moments can help viewers process their feelings, and to social interaction because the video is the kind of content people share and talk about online. My target audience often watches emotional, story-based music videos on platforms such as TikTok and Youtube, so I will make my demo look cinematic but still easy to share. 

To tell the story I will use black and white to represent flashbacks, close-up to show the characters emotions and wide-shot to represent time passing. Cross-cutting will be used to show different moments in the relationship and split screen editing to show how they are both dealing with their relationship. 

For representation, I will use teenage actors to relate to the brief. The girl will be shown as emotional and heartbroken. However, the boy will be shown as confused and the one who breaks her heart by acting strange and taking all his anger out on her. This reinforces stereotypes as boys are always seen as those who break the girls hearts and are always angry. On the other hand, girls are seen as soft hearted and get upset easily.