Statement of Intent

 Statement of Intent  

In my music video, I intend to target a younger age demographic through the relatability of the narrative and the age of the cast. By casting a younger cast this may be seen as more real to our audience as they can envision themselves as the characters. Additionally, with the narrative of the video exploring the sad nature of love, this may be viewed as more realistic to the audience and draw them in and relating them to the song and its lyrics. Additionally, the music video is also stylized side by side as an “Expectations vs Reality” as an intertextual reference to the movie ‘(500) Days of Summer’. This increases the audience's engagement with the video and their interest in the narrative and it’s diegesis. This also makes it stand out from other music videos as it will then have a new unique quality and way of storytelling which will then draw people into watching the music video. 

Additionally, I will also appeal to my audience through the design of my website. For example, I will design my artist’s website to promote themselves advertising some albums and album covers which will also link itself to a shop page where this younger more active audience (Shirky’s end of audience theory) can then get involved and buy merchandise to support and interact with the brand.  The Website will give an insight into the artist allowing newer fans to get an idea of what they are about and then allowing the fanbase to grow this ‘indie’ artist into a more mainstream appeal.  Furthermore, I also aim to use Fandom theory to promote my artist through the shop page and merchandise in which the support for the artist can then be promoted through and then in turn spread.  

The main target audience would also come from the Radiohead fanbase as my Indie artist aims to create music that caters towards that fanbase in both the terms of style and aesthetic of the song. Therefore, my artist will reach further past his own fandom all the way to the outer fandom of other artists from the same genre of music. This will be reflected in both the style of the song which we are promoting through the music video, and the aesthetic of the artist that will be represented on the website. I will also create a strong sense of brand identity on my website through the colour schemes and photos of my artist. I will also use behind the scenes photos of the music video to help promote the video itself as well as perhaps some extra behind the scenes content of the artist, exclusive to the website, to help draw in the fanbase to use the website.