Aims and Intentions

The song I will be using is 'Rockin' by The Weeknd. The group I want to represent in this music video are teenagers. However, I will go against the 'stereotypical' representation of teenagers being violent and aggressive. This will also challenge Liesbet van Zoonen's theory of representations of genders. As both genders will be shown as equal, this will be done through the mise-en-scene of their costumes as they will be casual costumes. The music video will contain various types of camera shots and angles which will create variety. The colour scheme will be not vibrant but washed/faded colours.

Although the group represented are teenagers. The music video will be focusing on a small friendship group who are teenagers. The mise-en-scene of the costumes will construct this representation. As they will be wearing casual clothing, this will also reflect the youthfulness of the 'characters'. The representation can also be constructed through the activities that the characters do, for instance, them having fun, which emphasises on their youthfulness. The spectator will also be able to tell the group represented through the cinematography and editing as most footage seem raw and authentic. The music video will explore friends and their relationship.

I will target the niche audience, R'n'B/Soul fans, by having mainly a Pinky-Orange tone to the music video. As one of the conventions of R'n'B videos is to use bright colours. The Weeknd is a lowkey person therefore the music video will reinforce a chill and calm energy. Another R'n'B convention I'll include is lip-syncing and a lot of dancing which makes an enjoyable and playful atmosphere. Through the editing, I will be including effects, such as layering, slowing down the pace and having multiple screens in one shot. There will be many fast-paced cuts and mid shots to match the beat of the song. 

My music video will conform to its industry context by having characters and having some sort of storyline. For instance, the music video will be showing the relationship of friends. By including various different shots of them doing different things. The editing of the music video is going to be fast-paced which reflects how fast the time that has passed, but their friendship has stayed consistent throughout. Finally, the main subject will be lip-syncing to the music as if they’re singing it and facing directly at the camera, thus breaking the fourth wall. 

My cross-media production will demonstrate digital- convergence as I will be uploading my music video on to YouTube which will be accessed by the target audience, and then can be shared by them to another media platform. This will allow the music video to be relevant and even widen the audiences, thus there being more attractions towards the product. I will also be editing my music video on a computer using digital tools such as premier to create it. Lastly in the magazines, I will be also be linking the artist’s usernames on other platforms so that way fans can interact more with them. 

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