STATEMENT OF INTENT FINAL DRAFT

For my music video, the existing artist I will be using is SZA and the original name will be “Luna”.

I have chosen the footwear brand TImberland for the sponsorship.

For my original music magazine, I have chosen the name “Vibe & Flow”.

For the music video, I plan on meeting the brief by producing a 3 minute video and using 3 locations.

I aim to use a range of shots such as full shot, medium shot and wide shots. For most of the video, I

will use natural lighting as well as artificial light for scenes filmed inside. I will reinforce R&B stereotypes by having my artists dress casually with minimal makeup an I will be challenging typical R&B stereotypes of people wearing minimal clothes and flashy outgoing outfits by getting my actor to be casually dressed and in casual make-up since the vibe of my music video will be casual. This will also appeal to audiences as this may match their characteristics. The music video will showcase themes of vulnerability and heartbreak as well as being edited in a laid back way with some faster edited scenes. If we apply Stuart Hall's Reception Theory to my video, I aim for the preferred reading to be for the audience to see the person's heartbreak reflected through the song and their actions. The video will reflect social contexts as it will showcase emotional vulnerability as well as the casual clothing that defy hyper feminized views of beauty standards. This video will reflect cultural contexts as it will express the difficulty of finding an emotional connection. 

The target audience for this video is late teens to twenties specifically Gen Z and early MillennialS. The video may be engaging to Gen Z because it features some fast cut scenes which is what they are used to seeing on TikTok. For Millennial,S there are some slow paced scenes which will be more appealing to them. When looking at Goodwin’s music video theory we can talk about how R&B music videos typically have a slow and steady rhythm. My video will reflect this typical convention.  It is directed at people who have experienced heartbreak considering that is what the meaning behind the lyrics are. It is also targeted at people with an interest in the R&B genre. I believe viewers would enjoy the visuals and scenery of the video. I will aim to create the video to allow the audience to feel nostalgia as well as  making my video relate to the Person Identity part of the Uses and Gratifications Theory by hoping audiences will see themselves reflected in the video. My audience is likely to engage with my music video on YouTubeas. I would get my fans to engage with my artist by promoting the music video on different social media platforms such as Instagram and Twitter as  well as watching a preview on TikTok. The potential record company that would promote my artist would be Sony Music. 

For the music magazine, it will feature a cover of the star from my video as well as the rest of the pages with original photography used. There will be a consistent colour theme and house style throughout the magazine. My double page spread feature will include an interview of 400+ words with the artist and an image of them and the last page will be a contents page. I will use top lighting when editing so that the features of the artist will be pronounced. Only one person will be featured in the photos. For the music magazine, I will use stereotypes in the music magazine by getting my model to dress in the typical R&B style to match the genre of the music video. Like my music video, the target audience for my magazine will be late teens to twenties. The audience may enjoy the magazine as it will show the ideas and the behind the scenes of what happens in the music video.  My audience is likely to engage with my magazine by purchasing it in shops as well as viewing it online for a fee. The potential magazine publisher for my music magazine would be Conde Nast.