I chose to use the Tchami dance remix of
“You know you like it” by Aluna George and DJ Snake as I wish to create a high
energy nostalgic dance music video which I believe Tchami as an artist
represents being a future house artist. My Narrative shall follow three
couples, two of whom are heterosexual and the third being homosexual as I shall
explore youth culture and representation of sexuality through nostalgic
freedoms of summer. I shall include lip-syncing from a strong female character
in the homosexual relationship as the narrative follows her reminiscing on her
summer romance as well as her friends. The camera shall continue to follow this
central protagonist in autumn as I use a variance of shot durations to cut
between seasons, with summer representing young vibrant love between the
different couples and autumn representing a time for reminiscing on the
freedoms of adolescence.
I shall use intertextuality from the music
video “What if I go” by Mura Masa who also explores this idea of homosexuality
versus heterosexuality as he films this music video on a hand held camera in
one day following three different couples around London. I have taken
inspiration from several editing and post production techniques used taking
still imaged and moving them forward and back as if being played first normally
and then in reverse as if a boomerang effect. I feel as if this technique is
relevant to my theme of reminiscing on summer and the passing of time as well
as offering a sense of escapism for my target audience. I have also used a
range of shots, mainly mid to long shots when following the three couple around
throughout summer to draw attention to the variance of locations. In addition I
have included more close up shots when incorporating lip-syncing from my
central character to focus the audience’s attention on this central protagonist’s
story.
The mise en scene created is bright and
colourful with vibrant clothes and saturated footage to reflect the season of
summer as well as resemble the LGBTQ+ rainbow flag in keeping with my
representation of sexuality. I will use a variance of three main locations
including London, mainly around Camden and Covent Garden as well as through
Brighton and Tonbridge. I believe these contrasting locations will highlight my
theme of individuality and acceptance. I hope that my music video will appeal
to my targeted age demographic of 16-25 year olds who enjoy mainstream dance
music however being educated with an alternative edge to appreciate a light
hearted nostalgic music video with an underlying controversial topic of
acceptance and individuality.
I fell as though my music video shall
promote Tchami as relevant artist of the future house and dance genre and I believe
that my choice of representation and themes shall give positive connotations of
the artist as he shall appear to embrace individuality as well as embracing
strong female leads, opposing often sexualized female characters used in modern
dance music videos today.
For my website I have decided Large, bright and eye-catching images,
these should promote his new music video that I have created so that fans
experience a sense of synergy from the video to his website, in addition it
will help to promote the artist as new, hip and relevant. To make sure these
stand out I shall use muted background tones along the grey scale but shall
ensure key text elements such as the artists name and key links to merchandise,
music and news etc shall stand out in bright turquoise bold font. I shall
ensure that the artists name is large and in view on the home page, as the
artists name promotes him as a brand and whoever may access this website needs
to be made aware from the first page exactly who the website is promoting. I
shall include a news page, including a behind the scenes video related to my
music video, ensuring that synergy between the two media products is carried
out as well as a “meet the artist” video in which fans are able to feel more
connected to the artist as he shall thank his fans and talk about upcoming
events. In addition I shall include images that are taken from the video as
this will interest fans into wanting to view it and to maintain synergy. There
shall also be an introduction on the home page about the artist and what he
stands for as a brand, this will help to promote Tchami as a dance genre music
artist and attract more fans. Links to social media pages shall be included on
the news page, for example links to apple music, Spotify, Instagram and Facebook
pages so that fans can feel closer to the artist and reach out to him
as well as keep up to date with any new music or work that he is doing.
I
acknowledge that the two media products I create are only a snapshot of the
brand potential and that this website should be made with the potential to grow.
With this in mind, I have designed and will set up a merchandise section on the
home page with the intention for fans to be able to use this as a tool to feel
closer to the artist as well as this serving as a great promotion and
profitable tool for the artist. In addition I shall also include a contact page
in which fans are able to keep up to date with all the artists’ latest work as
well as reach out to Tchami.
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