Media Studies

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

Statement of Intent

Centre number Centre name

62441 THE HENLEY COLLEGE

Candidate number Candidate name

9237 Lydia Anne Harris

Brief chosen:
#4 : MUSIC VIDEO + ARTIST WEBSITE
…………………………………………………………………………………………………………

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

In my music video, a girl is struggling with unrequited love. The video is a hybrid, with the performance
……………………………………………………………………………………………………………………
element seen in the confession style first lines of the song, paired with a close up of the artist, Eden
Maybank. This establishes a personal connection straight away with audience and artist, something that
……………………………………………………………………………………………………………………
the target audience finds very important and is a key theme of indie artists. Representation of emotions
can be seen in the characters outfits as Eden shifts from white, grey then black. When her heart is ‘found’
……………………………………………………………………………………………………………………
again by a new love interest, her dress is blue but floral again, representing a chance at love again.
However girl she’s in love with is dressed in black and white throughout, suggesting a lack of emotion. In
……………………………………………………………………………………………………………………
the shot of Eden looking through the trees, the girl is turned away. The camera angle is from low down,
Eden’s eye level, making the girl look larger- like the girl is an unreachable idol. When Eden confronts
……………………………………………………………………………………………………………………
her, the girl crushes her heart. I’ve slowed these scenes to make them feel painful for the audience to
watch, especially if they’ve already experienced something similar, as they see everything in slow motion
……………………………………………………………………………………………………………………
like Eden would.
The shots of trying to find the girl she’s in love with feature a blowing wind- the weather is highlighting
……………………………………………………………………………………………………………………
how this ‘love’ is not stable. It is contrasted with the final scenes which were filmed in the summer, with
the nature glowing with the sun shine, creating a magical atmosphere for the fairy tale ending. The acting
in the video is exaggerated and I’ve featured cliché tropes through editing and camera techniques to
……………………………………………………………………………………………………………………
enhance this.
……………………………………………………………………………………………………………………

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
For example, the scene when the new love interest picks up the heart and follows it around a tree. The
mid shot cuts off her head, focusing on the heart and her hands to build mystery of who it is. During the
……………………………………………………………………………………………………………………
ending, when there’s a long shot walking away from the happy couple, they are framed in a love heart.
This makes the video play into a cliché love story and represents a love that is childish and pure.
……………………………………………………………………………………………………………………
Furthermore, appealing to the target audience of 16-25 as they may be too old to watch the fairy tales, but
still hold an idyllic memory of the stories, though knowing that love at first sight isn’t always true.
The video has a homemade vibe which coincides with the indie/pop genre of coming from a small label.
……………………………………………………………………………………………………………………
This in turn matches well with the younger target audience to show the idea that anyone can produce
music and grow from simple homemade videos into something bigger. The Sony Music Group label
……………………………………………………………………………………………………………………
covers many genres in music, therefore allowing me to create an artist that started independently and
now has grown to have the support of an established company.
……………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

Product 2

…………………………………………………………………………………………………………………….
The indie artists I have taken inspiration from have one page websites so I wanted something similar for
my website, with all the ‘official content’ on the Home page. However, I wanted to create a personal
…………………………………………………………………………………………………………………….
connection so added another About Me page with a blog section. Posts ‘written’ by Eden include topics
from new tour dates to song recommendations. Each post is written in an informal tone with gifs
…………………………………………………………………………………………………………………….
attached. This makes the blogs feel less formal, separating it from the main home page, offering the
audience the feeling of catching up with a friend. This strengthens the indie persona of someone who
knows what it’s like to be in the audience and now has grown to become the artist. The Home page
…………………………………………………………………………………………………………………….
features a small preview of what merchandise my artist can sell. This section is places at the very end of
the page to give the impression of not wanting to push the audience to spend too much money. However,
…………………………………………………………………………………………………………………….
to have this preview feature app on my Home Page, the website creator Wix automatically adds a Shop
page to my website. To have the merchandise on my Home page, I was unable delete the Shop page, or
…………………………………………………………………………………………………………………….
all the merchandise would dissapeare from the website.
The website matched the simplicity of the artist, a basic colour scheme of a white background, yellow
…………………………………………………………………………………………………………………….
and black text. These simple colours paired with yellow matches the palette of the music video thus
creating convergence between the two medias. Her name is in the same yellow in the music video,
…………………………………………………………………………………………………………………….
situating herself as something new and bright when everything else seems simply black and white,
making her seem fresh and cool to the younger target audience of 16-25.
…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations
……………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………….

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)

My music video features nature in almost all of the scenes with the happy ending showing a much
brighter vibe. I’ve used this idea of a hazy happy ending in the palette of the website, featuring dusty
……………………………………………………………………………………………………………………
yellow and white with a gallery of flowers images. The main image of the website features the artist
spinning with her heart around her, suggesting the fun upbeat tune and love based lyrics. The image has
……………………………………………………………………………………………………………………
been edited to be lighter and give an overexposed feel to enhance a homemade vibe. The website itself
also has a simple layout, matching the minimal aesthetic displayed in some other indie artists. I have
……………………………………………………………………………………………………………………
included an impersonal blog to tie together the overall personal feel of the music video with the persona
of Eden Maybank.
……………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

…………………………………………………………………………………………………………………….

CCS438 – Statement of Intent CCS/H409

Oxford Cambridge and RSA Examinations