Statement Of Intent

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

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A Little Piece of Heaven – Avenged Sevenfold

Artist Name – Edward Stabler

My task is to create a music video based on a song of my choice. I have chosen “A Little Piece of Heaven” by Avenged Sevenfold, as although it is not a traditional pop ballad, it appeals strongly to a young target audience of 16–25-year-olds who are interested in gothic, alternative and metal music. The song combines a dramatic heavy metal sound with orchestral elements, so I intend to reflect this through my use of media language, especially mise-en-scène, costume, colour and editing.

I aim to appeal to an alternative audience by creating a dark and gothic visual identity. I will do this by using costumes in dark tones and layered clothing, which will reinforce the conventions of gothic and metal style. My singer will wear a dark blue trench coat, a dark blue jumper, a black shirt and a desaturated floral patterned tie. This will become his signature look, helping to create a recognisable artist identity which can also be continued on the website. My female character will be dressed in black tights, a black mid-length skirt, a black waistcoat and a black shirt, with gothic accessories such as a pendant, choker and rings. This will allow me to represent alternative youth subculture in a clear and recognisable way.

I also intend to use a muted colour palette, with blurred dark blue tones, to reflect the dramatic mood of the song and create an authentic gothic atmosphere. The colour blue will help to communicate a colder, darker emotional tone, while the red pattern in the singer’s tie will create a subtle contrast and link to the intense feeling of the song. Through these choices, I will encode meaning visually and appeal to a style-conscious audience who are interested in alternative fashion.

My main idea is to create a music video with an unconventional narrative, featuring both a male and female. I plan to base the video around an anti-love story between a boy and a girl, which will suit the darker mood of the song and appeal to an audience interested in non-mainstream music. I will also use fast-paced editing to maintain the dynamic feeling of the track, including stylistic cutaways to black and vintage title cards. These editing choices will reinforce the gothic aesthetic and help the video feel more dramatic and visually distinctive.

Product 2 ……………………………………………………………………………………………………………

Website

On my website, I intend to continue the alternative metal aesthetic by using a consistent, monochromatic colour palette, dark textures and gothic design elements. I will use a concrete texture in the background, torn scraps of paper as transitions between sections, and stylised posters featuring the singer. This will reinforce the artist’s edgy identity and create a clear link between the website and the music video.

To appeal to my target audience of 16–25-year-olds, I will include a section dedicated to short lip-sync videos, similar to TikTok content, as this is popular with younger audiences. This will encourage audience interaction and make the artist seem more connected to his fans. I will include ways to get in contact with and send videos to my artist. This increases audience engagement and interaction.

I also plan to appeal to a style-conscious audience by creating a separate section dedicated to the artist’s distinctive clothing and trademark look, even featuring his symbolic trinity tie knot used in the music video. This section will showcase the singer’s outfits and promote the companies he has collaborated with to create his sleek, gothic style. In this way, the website will not only promote the music, but also the artist’s image, branding and audience identity.

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) ……………………………………………………………………………………………………………

I intend to use digital convergence by creating clear links between my music video and website. The music video will feature merchandise integrated into the narrative, which can then be purchased on the website. I will also include a closing card at the end of the music video, designed in the same gothic style, with a link to the artist’s website. Both products will use the same dark colour palette, costume style and alternative metal aesthetic to create a cohesive brand identity. The website will include social media links, short-form content, photos of the artist, and lip-sync videos to encourage audience interaction and cross-platform engagement. I will use the same gothic font in both the music video and the website as to connect this style to the artist