STATEMENT OF INTENT

Statement of Intent

My dance music video is intended for the target audience of a culturally sophisticated, 16-25, class AB demographic, and by including themes of escaping from the routines of everyday life, it should inspire young audiences who may wish for this. The music video is there to promote the song and benefit the music industry by providing an artistic and thought-provoking film to accompany the song. I will emulate this by including common themes that the music industry uses in dance music videos to help them appeal to young audiences with its recognisable and aspirational conventions. This includes mise-en-scene which would involve glowing lights, water and party or holiday lifestyles, filmed in multiple locations but with the same characters/dancers, and quick two to four second shots and fast editing that a young audience may see as ‘cool’, following the beat of the music and inspiring the want to dance. In order to give a feel-good feel to the music video, bright colours will be used- focusing on primary colours such as blue and red to give a balanced and stylistic feel to the video, and repetitive arrangements in order to make it memorable. Although it will not follow the typical conventions of a dance music video such as teen relationships or clubbing, and instead on friendships, it will still have a wild and crazy atmosphere that could be seen as both perhaps satirical and fun. The film will feature more natural, improvised dance that is often shown in dance music videos to show off talents and freestyle moves, to give the video something more personal to each of the dancers and their individual characters. Taking influence from Chris Milk, it would be interesting to incorporate technology into the video in a new way- such as having certain shots of the dance shown on multiple computer browsers in a way that reinforces the music and sound of the beat, or playing with shadows to give a creative meaning to the happy and ‘joys of being young’ feel that the music video should present the audience with. This could be a way of bringing in some intertextual references of popular culture and media- things the audience demographic would recognise and enjoy because they are memorable tropes in the world around them, whether it comes from film or the internet, making the video more authentic to the viewer. A convention of Milky Chance is that the artists are not in their music videos, as the aim is to create a verisimilitudinous and story-like presentation of their music.