Media Studies

Advanced GCE in Media Studies H409/03/04 Making media

Statement of Intent

Centre number Centre name

16137 Beauchamps High School

Candidate number Candidate name

2048 Samuel Cook

Brief chosen:
A three-minute music video for fictional dance band/artist signed to Universal Music, and the working
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website for the band/artist.

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

The concept I am trying to reach for my music video is to portray a storyline to reflect the lyrics of the
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song. It follows the line ‘horns’ representing the devil and ‘she gets everything she wants’ allowing the
actress to be portrayed as a strong careless woman who’s taking all his money without him knowing and
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leaving him with nothing. This fits into the genre of dance as the music I chose was originally form a
copy right free Channel. The song starts of slow but quickly gets moving and supplies a catchy constant
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rhythm easy to following allowing for more of an aggressive twist of the genre of dance. This music video
attracts the AB demographic as I have specifically chosen two contrasting sport such as ballerina and
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boxing of which for either gender represent respect and strength as people. Additionally, the use of
signifiers such as money, cars and jewellery which the actress will put on during the middle of the video
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will represent a privalidge life style which the AB demographic can relate to more, ill also be using a
story narrative rather than a typical lip-sync video to keep the audience open for interpretation so it
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appeals to a higher demographic. The core values of Universal Studios are – VISION - To be recognized
as the number one entertainment destination in the world, MISSION - To provide an  environment  where our
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Team Members are  proud to work, deliver unforgettable experiences 
to our guests, and generate  superior
financial returns, VALUES - Respect. The music video concept I chose relates to this by creating a
well-constructed video which will be appreciated and understood by the higher demographic allowing it
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to be recognised as one of the high-quality productions. Secondly, the use of two actors from either
gender creates diversity and of which can allow the whole audience relates whether they have been in a
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relation ship or not as we all have done some exercise or have some sort of feelings towards other
genders whether that’s love or hate providing higher entertainment for the audience and allowing a

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
positive atmosphere when creating the video. I initially, used the boxing as it has this value of respect
and its concept relates to existing Universal Music Group artists such as ‘Maroon 5’ of which his music
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video for ‘one more time’ gave me inspiration for my Mise-En-Scene as the story ling is very similar to
how the man goes of boxing but doesn’t realise issues at home and when he returns the women has left
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even after all his hard training before the fight. It shows how it must be hard for a woman to live with a
boxer’s life as they are rarely at home and always training. I therefore will use the gym, and the boxing
ring and gloves within my music video to create clear representations of the situation and because they
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are signifiers of boxing making it to the AB demographic as it is a more professional set up. I will use fast
pace cuts within my editing to follow the beat of the music to crate more tension and build up with the
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song for the beat drops. As well as this I shall try create higher quality edits within the video to follow the
music lyrics such as ‘blood cold as ice’ which I will try to represent the words being used through colour
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within my final edits as it will create a more technical final piece which is common within the UMG as the
high production budgets resulting in better quality productions. Lastly, within the video I want to show
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equality which UMG promotes through many of their female artists and therefore by using the actress as
a ballerina and having the strength to leave him with nothing but a letter as it promotes the ideology that
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women are just as independant as men defeating inequality within my final produciton. Also, the cliff
hanger towards the end of the video will be structured so that it leaves the video up for interpretation
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which intensifies how the audience wants to know the boxer’s reaction as he will not be filmed reacting
when he comes back to an empty wallet and no car on the drive which the higher demographic will
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appreciate as they can for formulate their own desired outcome in their head. I have also studied various
UMG music videos and discovered this black border used at the top and bottom of the page which I will
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convey within my final production whilst also adding the ‘VEVO’ logo at the bottom which most artist do
due to branding regulation and contract statements.
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Product 2

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Within my website I will use sophisticated and smart colours to represent the genre of my artist and to
appeal to my demographic as it will be well structured simple and easy to follow. I will also add an
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interview within my website as my audio visual which will appear on my ‘About’ page which will give an
insight and a few pictures of my artist Oscar clay which I haver seen done in multiple UMG artists
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websites giving the audience a background check on the artist they are following. Within the homepage
there will be clear branding for Oscar Clay and his logo whilst also constantly prompting himself by
adding links to his social media on all different platforms which will be used as cross media convergence
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to spread his brand in the top left corner of each page as seen on multiple artist pages which will be
followed by the Universal logo and title clear and upfront when you first see the website. Other pages
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common for a music artist are shops promoting their own merch which will be clearly linked form the
homepage to the shop page through links and website interactions providing a constantly switching
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display of the items on offer making it hard for the audience to avoid. Additionally, I will include tour date
which most artist include within their website for the fans to get tickets which will link to a separate gig
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page of which will be sued for the view to purchase tickets on the dates they chose. Furthermore, within
the homepage I will include contact information for other business or people to contact and communicate
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with Oscar Clays team which will help promote him during his uprising as an artist. A music page for
existing videos and pictures will also be available to promote his work such as horns giving teasers of
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future songs to possibly come in the future. The simple contrast of black, greys and whites will create a
professional page attracting the AB demographic whilst the red used within the title name and other
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areas will help entice the audience to stay on the page and notice the important and branding aspects
that Oscar will be trying to promote to enhance the financial income for him as a business.
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CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
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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)

As an artist Oscar Clay is influencer which he uses to create a flow of money and income just like any
business. Also like most UMG artists he uses social media and cross media convergence by promoting
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his song on social media across twitter, Facebook, Instagram and YouTube which helps to reach bigger
target audience to attract more people to watch his videos and listen to his songs enhancing his viewers
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and following as an artist and also the Universal brand as a whole. Lastly, the synergy between Oscar
Clay and Universal studios is helpful as for most artist as they can supply high financial budgets for
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productions of which explains why as in my website and music video I tried to create a high quality story
narrative to reflect the normal budgets supplied by UMG.
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CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations