This is my statement of intent for my music video project
Reflection: Creating the Statement of Intent for my music video was a fun and exciting experience, especially because I got to brainstorm with my team. Collaborating and bouncing ideas off each other helped me shape the concept, from the genre and song choice to the target audience and star persona. We had a great time discussing how to engage our audience using different camera angles, colors, and fashion to express the character’s emotions. The process of planning the plot twist and deciding how to surprise the audience was particularly fun. It was amazing to see all our ideas come together.
This is my research for 2 industry for my music video project
Production Company: Prettybird (USA)
Brief:It is an American record label owned by Sony Music Entertainment. It is a hybrid production company that creates cutting-edge work which transcends Boundaries and Lives at the crossroads of branded entertainment, music, sports, technology, film and television.
Genre: Pop, R&B, and Hip hop
Other content they produce:
- Sam Smith & Kim Petras – Unholy (2022)
- Lizzo – Special (2023)
- Kali Uchis – Telepatía (2022)
Typical audience: • Teenagers between 17+ • A balanced audience, but there may be a slightly leaning toward female viewers, especially for pop music, which often features strong female artists.
Psychographics:
Enthusiasts of fashion, art, and visual storytelling.
Interested in trending styles and cultural movements that often featured in a pop music video.
Company size and age: • From 2007 • Medium-sized independent production company with offices in the USA and UK. They are well-established but operate with a boutique approach to high-end production.
Most successful product: • Adele – Hello (2015): Directed by Xavier Dolan, produced by Prettybird. This music video became iconic worldwide, gathering billions of views and winning multiple awards, including a Grammy.
Brief: Interscope Records is an American record label based in Santa Monica, California, owned by Universal Music Group through its Interscope Geffen A&M imprint.
Genre: Pop & alternative R&B
Other content they produce:
- Billie Eilish – Happier Than Ever (2021)
- Kendrick Lamar – DAMN. (2017)
- Lady Gaga – Chromatica (2020)
- Maroon 5 – JORDI (2021)
Typical audience: • Young adults around the age of 15 - 30ish
Psychographics:
• Fans who value creativity and innovation in music and visuals, often following their favorite artists on social media.
Company size and age: • Interscope Records was established in 1990 • Part of the larger Universal Music Group, which includes a diverse range of labels and artists.
Most successful product: • Kendrick Lamar’s To Pimp a Butterfly (2015) received commercial success, solidifying Interscope's reputation in the industry.
Reflection: Doing research on the industry before jumping into my music video project is super important because it gives me a solid understanding of current trends and what audiences are into. It helps me figure out how to stand out, get inspired, and plan better before executing my project. By knowing what works in terms of style and production quality, I can make sure my video looks professional and target the right audiences.
This is my extended research for my music video project
In depth research:
1) NIKI - La La Lost You (2020)
Produced by: 88rising & NIKI
Distributed by: Isaac Valenzuela & Jacob Ray
Genre / Sub Genre:
Pop and R&B with a touch of alternative influence
What conventions does it conforms to?
- Includes story telling with performance elements, this song has a catchy and melodic hook that is easy to remember. The MV La La Lost You really captures the main character (NIKI) reminiscing over a past relationship, walking through the streets of NYC and revisiting memories associated with the breakup. This narrative of story conforms the conventions like many pop videos with the video features visually appealing cityscapes which are common amongst pop videos.
- Visually appealing setting, taking place in New York City, with its stylish shots of streets, cafes, and bridges, is visually polished, which is characteristic of many pop music videos that prioritize aesthetics. The use of vibrant yet melancholic settings allows the video to feel visually engaging while reflecting the internal conflict of the artist, a blend of emotions typical of pop music storytelling. This helps create a contrast between the city's vibrancy and NIKI’s loneliness, enhancing the emotional impact which shows a contrast of vibrance vs loneliness, binary opposites theory (Levi Strauss)
- Fashion and symbolic imagery, the combination of fashion and visual metaphors in "La La Lost You" exemplifies how music videos can make performance to become a powerful storytelling medium. The carefully chosen outfits serve as a visual elements of the artist's emotions. NIKI uses the color maroon red with black attire throughout performing in her MV, with the color maroon red often symbolizes passion, love, and intensity but can also evoke feelings of sadness or melancholy which plays a perfect role in supporting the meaning of her song. While the symbolic imagery deepens the viewer's understanding of the narrative such as empty spaces, NIKI uses shots of her being in an empty bedroom and vacant streets reflecting the emotional void left by a lost relationship. Together, they create a strong meaning that allows audiences to connect with the song on a personal level.
What are the subverted conventions?
- Showing realistic of daily lives, with not so extravagant clothes which subverts other pop music videos as they often uses creative and lavish style of attire.
- Even though NIKI is a part of the narrative, there are also moments where she directly lip sync the lyrics and direct mode of address is being implemented in the MV which engages the audience as they are also apart of her emotional journey. This will then create a direct connection with the viewers, as when NIKI directly sings to the camera it creates an intimate connection between the artists and the viewers.
- A minimalistic concept, while many pop and R&B music videos are known for their bright colors, elaborate sets, and high production quality, NIKI's video takes a different approach with a more minimalistic aesthetic. It often showcases muted colors and intimate environments including shots in her bedroom, living room, train, and neighborhood. This decision highlights the emotional depth of the narrative rather than relying on eye-catching visuals, which is against the assumption that pop and R&B videos need to be visually elaborate.
What are their representations (people, places, events)?
People:
Throughout the music video, NIKI reflects on moments from her past relationship, which are depicted through vivid memories. These scenes evoke a sense of nostalgia, showcasing the joy and intimacy she once shared with her ex. This reminiscence allows viewers to witness the contrast between the warmth of those memories and her current feelings of longing and heartache.
Other than that, NIKI's ex partner also plays a role as a representation of love that she once had in the past. The memories are showcased through clips of NIKI and him goofing around with each other, spending quality time together as simple as eating together in her place, celebrating Christmas together, etc. The interaction between them, captured in nostalgic memories shows different range of emotions for the viewers to feel from joyfulness to the heartbreak or sorrow of separation.
Moreover, at the end of the MV, NIKI is seen with her friends in a bar showcasing their happy moments and laughter together as this could be used as a temporary escape for NIKI from her heartbreak. This moments also shows contrasts to her earlier reminiscence. This shows that her friends presence are essential in NIKI's situation as she also has support systems that helps her navigate her emotions.
Places and Events
Neighborhood: Represents familiarity and the everyday life shared by NIKI and her ex. NYC serves as a reminder of their shared experiences, evoking nostalgia for the moments they spent together.
Living room: A personal and intimate space that symbolizes comfort and closeness in their relationship. The scene of eating noodles together reflects the simple, everyday moments that build connections.
Train: Represents the journey of life and relationships, suggesting movement and transition as NIKI's MV performance are mostly taking place inside the moving train. The train can symbolize the passage of time, indicating that NIKI is moving forward while still reflecting on her past. This may also evoke feelings of uncertainty and longing, as people might not be aware when to get out of the train same like in the case of NIKI's relationship.
Bar: Acts as a social space where NIKI engages with her friends, representing a shift of her emotion from loneliness to friendship. The bar is also a setting for her singing performance, where at the end of the clip her ex watches her, adding a layer of complexity to the narrative. It symbolizes both the distance and the lingering connection between them.
The technical elements used to create meaning of the representations?
- Mise En Scene: The MV mostly uses warm and dim lighting, but at some scenarios it changes to cool lighting. This contrast shows the 2 feelings that NIKI felt such as joy and contentment this is usually represented with warm lighting to showcase positive memories whilst cool lighting evokes sadness or detachment due to the absence of warmth making the ambience felt distance or empty.
- Edit: Montage edit, as the scene in this MV is continous with NIKI's performance and direct mode of address while also adding analepsis and prolepsis to convey the lingering feeling and to create a sense of nostalgia to the viewers.
- Sound: ND sound, there are no added sound elements from the real world that is included in this MV.
- Camera angles/movements:
Close-ups allow the audience to focus on NIKI’s facial expressions, showcasing subtle emotions like sadness, longing, or introspection. This adds emotional depth to the video by creating a more personal and intimate connection with the viewer. Moreover, it also highlights vulnerability by showing finer details of her emotions, small gestures, for example from how her eyes shifts or the changes in her expressions this will gives the viewers insights on NIKI's emotional state, making her more vulnerable and retable.
Handheld camera angle: To create realism, as the viewers are witnessing a real moment with the unsteadynes and kind of shaky movements of the camera rather than the static stage performance. Hence enhancing authenticity of the MV.
2) Olivia Rodrigo - Deja Vu (2021)
Produced by: Dan Nigro
Distributed by: Interscope records
Genre / Sub Genre:
Pop rock, Indie pop, R&B/Soul
What conventions does it conforms to?
- Wearing trendy props/costume, however it is more often associated with vintage or thrifted look which conforms the genre of Indie pop. Olivia uses casual white tank tops and jeans in the start of the MV which represents realism and universality as align with the song's message for being a mundane experience. Deja Vu's narrative reflects on how her ex is repeating the same experiences with a new partner that they once shared. The title "Deja Vu" reflects this concept of repetition and emotional déjà vu. Moreover, white clothing is often associated with vulnerability and purity which shows that Olivia is very open and raw about her feelings in this MV.
- Bright and vivid color palate throughout the video. In one of the scene Olivia observe that her ex's new girlfriend was wearing a green dress, and later, she is seen buying the same dress herself. This sequence symbolizes Olivia's emotional state of feeling replaced and trying to imitate the new girl to understand why her ex-boyfriend has seemingly chosen her. Additionally, In this scene from the "Deja Vu" music video, Olivia is shown watching multiple screens that display the images of her ex’s new girlfriend which shows what she is like, her personality, etc. This visual emphasizes the theme of comparison and obsession. The repetitive presence of the girlfriend across different screens symbolizes how Olivia is constantly observing her, almost as if she’s trying to find similarities between them or figure out how she has been replaced. The use of multiple TVs also highlights the idea of surveillance (U&G Theory, Blumler & Katz) due to Olivia feels like she's monitoring or tracking the new relationship, which intensifies her feelings of jealousy and déjà vu.
What are the subverted conventions?
- Cinematic and narrative structure, it started with Olivia driving then ending up in a place where she sees her, unfolding moments slowly throughout the MV. Unlike any other Pop MV, that uses a performance theme to engage their audiences, Olivia subverts it as this MV highlight the emotional depth of the artists experience to her ex's new relationship.
- Romantic nostalgia subversion, presents romantic memories, they are shown through a lens of emotional conflict and frustration, where Olivia is revisiting moments that are being repeated with another girl. Instead of just mourning a lost relationship, Olivia fixates on the duplicity of her experiences being replayed with someone else, creating a more complex emotional narrative. This is shown through the scenes where Olivia is looking into the mirror or closely observing her imagined version of the new girlfriend reflect her deep self-reflection with feelings of replacement. There is also scenes when Olivia imagines the new girlfriend standing beside her, it underscores the idea that this comparison is happening in Olivia's mind, even though the new girlfriend is not physically present. These moments highlight the obsessive nature of Olivia’s thoughts
- Typical pop conventions really shows power, confidence, and empowerment however in this MV Olivia emphasizes on a more raw and real feelings as she is lost in self-doubt that his new girlfriend is basically revolving around her. However, viewers that does not relate to this narrative or never experienced this feeling might argue (Oppositional reading, Stuart Hall). As viewers might have different beliefs.
What are their representations (people, places, events)?
People
In Olivia Rodrigo's "Deja Vu," the representation of people plays a significant role in conveying complex emotional themes. Olivia is depicted as a vulnerable and introspective character, grappling with feelings of heartbreak and jealousy, which invites viewers to empathize with her struggles. The new girlfriend represents competition and the pain of feeling replaced, while the ex-boyfriend serves as a reminder of lost love and the nature of relationship. Additionally, applying Stuart Hall’s encoding/decoding model, we see how the representations in the video are constructed to convey specific meanings, while viewers may interpret these depictions differently based on their own experiences. By framing these dynamics, Rodrigo highlights the complexities of female relationships, challenging traditional portrayals jealousy and inviting a more nuanced understanding of emotional conflict and self-worth.
Place
It starts with Olivia driving in the coastal area, this setting evokes feelings of nostalgia and freedom. The vibrant scenery reflects the happy memories she associates with her past relationship. There are scene in her house where Olivia sees multiple screens displaying her ex’s new girlfriend which intensifies her feelings of obsession and isolation. The use of digital screens serves as a metaphor for insecurities, illustrating how Olivia feels trapped in a cycle of comparison.
Events
In Olivia Rodrigo's "Deja Vu," the events reflect her curiosity and emotional struggle as she navigates her ex-boyfriend's new relationship. The video opens with Olivia driving along the coast, symbolizing nostalgia and self-discovery. As she sees clips of her ex's new girlfriend highlighting her style, favorite places, and interests, Olivia feels a painful familiarity with her past. A key moment occurs when her ex waves at the screen, creating a direct connection that intensifies her emotional conflict. Overwhelmed, Olivia smashes the screens displaying the new girlfriend, representing her struggle to escape the cycle of comparison and heartache. The video ends with the new girlfriend driving along the coast, mirroring Olivia’s earlier position, emphasizing the repetitive nature of relationships and the feeling of déjà vu.
The technical elements used to create meaning of the representations?
Mise-en-Scène
Color Palette: The vibrant colors used throughout the video enhance its visual appeal while reflecting the emotional conflict Olivia experiences.
Symbolic Costumes: The green dress worn by the new girlfriend and later by Olivia symbolizes envy and jealousy. This choice of wardrobe adds depth to the narrative, representing Olivia’s struggle with her identity in relation to the new girlfriend.
Setting Choices: Locations like coastal drives, aesthetically pleasing interiors, contribute to the themes of memory and emotional complexity, visually reflecting Olivia’s state of mind.
Editing
Fast Cuts and Repetitions: Quick cuts, especially when Olivia watches the new girlfriend on multiple screens, emphasize her obsessive comparison and create a sense of urgency in her emotional state. This fragmented editing reflects her chaotic feelings.
Transitions: Smooth transitions between scenes of happy memories and moments of reflection illustrate the theme of déjà vu, visually showcasing the overlap of Olivia’s past experiences with her present emotional struggles.
Sound
Background Music and Effects: The instrumentation of the song, combined with the visual elements, enhances the emotional weight of the narrative which creates an ironic tension that deepens viewer engagement.
Sound Design: The inclusion of sound effects, such as the breaking glass when Olivia smashes the screens, serves as a catastrophic moment, emphasizing her emotional release and rejection of comparison.
Camera angles and movements
Close-Ups: Close-up shots of Olivia’s face highlight her emotional expressions, allowing viewers to connect with her vulnerability and pain. This intimacy draws the audience into her internal struggle.
Mirror Shots: The use of mirrors not only reflects Olivia’s physical appearance but also symbolizes her introspection and self-comparison. These shots enhance the narrative of identity crisis.
Wide Shots: Wider shots of the new girlfriend create a sense of distance, emphasizing Olivia’s feelings of being overshadowed and replaced. This visual contrast reinforces the emotional themes of the video.
Panning and Tracking: The camera movement, such as tracking shots during driving scenes, reflecting Olivia's journey through her memories and emotions. This movement adds to the feeling of nostalgia while also highlighting her sense of longing and loss.
General Research:
1) Madison Beer - Reckless (2021)
Produced by: Madison Beer
Distributed by: Epic Records
Genre/Sub-genre?
Pop Soul
Target audience, and how are they appealed to?
Teenagers and young adults as the themes of love, heartbreak, and emotional vulnerability. Moreover, fans of personal storytelling in music or listeners who appreciate artists sharing their personal experiences will find the raw honesty in “Reckless” appealing, fostering a deeper connection with the song.
What would you like to use in your music video from this?
I really love the introduction of showing title card with a blur background then pushing into establishing shot of the landscape it creates such an elegant effect and would psychologically pull the audience in.
What would you like to avoid in your music video from this?
Even though I love the overall theme, It is an MV with such a visionary which takes expert editors and high budget props and elements so I would avoid that.
2) Taylor Swift - You Belong With Me (2009)
Produced by: Nathan L. Cox.
Distributed by: Big Machine Records
Genre/Sub-genre?
Country pop
Target audience, and how are they appealed to? Mainly teenagers and young adults, particularly teenage girls who connect with the themes of unrequited love and high school experiences. This MV includes visual story telling with the Mise-en-scene of bedroom setting, handwritten sign, and classic high school location to connect directly with teenage lives, making the video feel familiar and personal.
What would you like to use in your music video from this?
I would use the bedroom setting similarly to this MV as my target audience is also young-adults and primarily teenage girls and I wanted to build that personal connection as bedroom represents a private and reflective space where many young people spends most of their time at.
What would you like to avoid in your music video from this?
Overused high school setting, as the audiences might get bored with this trope and would not be interested to finish watching the MV due to lack of creativity.
3) ROSE & Bruno Mars - APT (2024)
Produced by: Rose & Bruno Mars
Distributed by: The Black Label & Atlantic Records
Genre/Sub-genre?
Pop/ R&B
Target audience, and how are they appealed to?
Combining Kpop fans and Western fans as it is a collaboration between Korean singer and American singer. Targeting teenagers to young-adults between the age of 15 - 30.
What would you like to use in your music video from this?
In this music video they include doodles to emphasize some of the lyrics which I thought is super unique and creative and I would also would love to include this on my MV.
What would you like to avoid in your music video from this?
It is very minimalistic and in one setting throughout the entire MV, which I would understand due to it is a collab thus this would keep the focus on the artists and their emotions. However, In my MV it would not be a collaboration so I would want to include more narrative.
4) Sabrina Carpenter - Espresso (2024)
Produced by: Julian Bunetta
Distributed by: Island Records
Genre/Sub-genre?
Dance pop, with urban pop influence
Target audience, and how are they appealed to?
Mainly teenagers and young-adults who enjoys contemporary pop and upbeat music. This MV uses bold colors and also lots of quick cuts to keep the audiences attention and also the uses of choreography to keep the MV engaging.
What would you like to use in your music video from this?
Choreographed movement/dance, I think this really enhanced the MV even with subtle choreographed movements can make a huge difference as this can add a dynamic feel and complements the song rhythm.
What would you like to avoid in your music video from this?
I would avoid the uses of extensive filters, as I would go with a more natural colored look for my MV as viewers often relate more deeply to visuals that feel realistic thus allowing them to feel the emotions directly without distractions from exaggerated color gradients.
5) Ariana Grande - We Cant Be Friends (2024)
Produced by: Ariana Grande
Distributed by: Republic Records
Genre/Sub-genre?
Pop R&B or Electropop
Target audience, and how are they appealed to?
Primarily young adults and teenage girls, especially those navigating complex friendships and relationships. The lyrics would likely resonate with people who’ve experienced the bittersweet nature of ending a relationship.
What would you like to use in your music video from this?
I would try to incorporate cinematic lighting to create a soft, dim, or sunset lighting which can help to convey nostalgia or a melancholic vibe, aligning well with the theme.
What would you like to avoid in your music video from this?
Nothing
6) Beabadoobee - Glue Song (2024)
Produced by: Beabadoobee (Bea Kristi)
Distributed by: Dirty Hit through Interscope Records
Genre/Sub-genre?
Alternative/indie, chamber pop
Target audience, and how are they appealed to?
Mostly teenagers and young-adults around their 20s who enjoys music typically blends soft, intimate melodies with a nostalgic and dreamy indie vibe. The lyrics, combined with Beabadoobee’s soft, relatable vocal delivery, appeal to listeners who appreciate authenticity and a more DIY, indie sound.
What would you like to use in your music video from this?
Close-up shots, to capture emotions.
What would you like to avoid in your music video from this?
Not include too much direct mode of address, as this can lessen the story-driven MV and audience may feel more like a live performance which can limit the depth of story being told.
Here is some additional research that helped me with ideas
Reflection: This research was mainly fun other than the fact that it took lots of time for the big research to be done, as I need to really look at the MV in depth and I want my bigger research to be more similar with the project that I am making. This research has increased my perspective on learning about different artistic styles as even though I researched mostly on pop genre, the pop genres itself can be catagorized differently such as there is pop rock, dance pop, indie pop, etc which also differentiates the conventions of their MV. Now I noticed the similarity that pop genre MV uses to include from the mise-en-scene of the MV to set the tone and the vibe which most pop music takes place at a party or bedroom to both create its own meaning with also often uses narative and performance scenario which really helps me on figuring out the rough ideas for my MV.
This is my preliminary research for my music video project, here are few different genres that I looked at.
To begin, our teacher showed us a selection of music videos spanning different genres, such as pop, indie, R&B, rock, and Indonesian pop. We initially relied on our prior knowledge to recall the conventions of each genre before watching. Afterward, we continued by filling in the remaining sections of the blank tables. Below is my research table.
Reflection: I really enjoyed doing the preliminary research because it allowed me to discover the conventions of different music video genres. Now, I have a better understanding of the stereotypes and similarities within each genre, so I know what to focus on when I want to create a pop music video, for example. This knowledge will definitely guide me in making creative choices that match the expectations of each genre.
This is my weekly progress on my music video project
Week 1:
This week I did my preliminary research on various genre of music video such as pop, rock, indie, and hip-hop. Throughout my research I analyze some of the conventions of each genre and me and my team decided to go with pop genre.
Week 2:
This week I did my preliminary research on my music video project, I also did my research on different types of genre and gained a general idea on the conventions of each genre with also discussing it with my team mates.
Week 3:
This week I finalized my research on the genre, me and my team narrow our choices to pop or indie, I research more in depth on that genres and I noticed some conventions on my genre that I could pick up for me to use.
Things to do: Add more local singer to the research as we are using east asian star
Week 4:
This week me and my team mates has started our statement of intent, we also finalized our genre and get most of our things done. Moreover, we also review of the theory of Stardom this gives an idea of celebrity personality which is beneficial when we are brainstorming out project and what persona do we want to make our singer have.
Week 5:
This week me and my group did our lyric sheet of our song choice and we also brain stormed a lot on ideas and scenes that we wanted to include in our music video. Moreover, we discuss most of our general ideas such as the shots that we wanted to use, and also the narrative that we are planning for our music video to go with.
Week 6:
This week is full of project lessons, we tried to finish our lyric sheets and did all the scenes that we were planning to do. I also got the checklist on the things that I needed to include on my blog. However, due to I am retaking one of my AS levels it has been overwhelming but I managed to spare time to did and brainstorm my ideas with my team. I also need to finish my lyrics sheet and location scout.
My teacher also give this checklist for the class, this really helps me on tracking my progress and being able to not miss anything out due to I can easily tick and put plan of action to stop me for forgetting what I should include on my blog.
Reflection: this weekly progress has helped me stay consistent. I am no longer scrambling to complete everything at the last minute. Breaking my project into manageable chunks and reflecting on it weekly has allowed me to pace myself while ensuring that I am moving forward with my music video production. Overall, this routine has been invaluable in making sure I stay organized, focused, and on track with my work. I have gained a better understanding of how to balance my project work with my other responsibilities, and I am able to approach my tasks with more clarity and confidence.
Reflection: It brings so much excitements within me when I know that I will be exploring and creating MVs especially having the thoughts of coming up with ideas and collaborating with my team mates to create the product I feel like it will be such a great experience to learn from exploring and experimenting with ideas and how this experience will problem-solving and critical thinking skills.
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