M1: Justification of Content

ALEX MALLINSON Media Studies Year 12 Justification of Content: Target Audience and Music Video My chosen music video and song is ‘All for us’ by Labrynth, a song that is used in the popular show, ‘Euphoria’, a song and music video used as a symbolic reference and message to the dangers of drug abuse and its fatal consequences. The music video will depict a teenage girl struggling with addiction, the message demonstrating how this has an effect on herself, her family, friends and ultimately physical and mental health. The genre of the song is hip hop/grime/electronica, however I want to produce a more melancholic, darker toned music video, an aesthetic that I feel will fit well with the meaning of the narrative and song. The sombre and gloomy mood will be portrayed through dimly lit lighting (contrasted with bright neon lighting when the character is portrayed to be on drugs), melancholic settings such as graveyards, lonesome streets and cold bedrooms. My music video is suitable with the theme/message of the original song/music video as both depict drug abuse at its height; both videos having a target audience of male and female teenage millennials (13-20), within the demographic of the lower to middle class, an age group/stereotypical demographic that may indulge/experiment with drugs, ultimately the message conveys to the audience of the dangers and consequences of drugs. I can be sure the target audience I have identified is correct by looking on ‘YouGov’ of the original music video as well as artist. Moreover, the shots/editing and camera movements will mirror the original music video and how it is presented in the show, ‘Euphoria’, using a range of long/medium shots, extreme/close ups, cowboy shots, establishing/wide shots. I will use camera movements such as a dolly, pan, hand held shooting, tilt, zoom, pedestal and truck; as well I will use animation on the footage when editing, creating graphic designs that make references to the music videos visuals and song and use quick smash cuts, cuts and possibly wipes. The content I wish to produce is aimed at young teeners struggling with drug abuse or mental health issues, the industry I am working in I feel needs more representation of this audience through media, as social media now is our worlds way of communicating, this could help create relatability or create help lines from the music video that my target audience could benefit from. Video Format I will present my music video on a MP4 video format, using a high-quality file of 1080p resolution as well as export this as a 1080p HD file. I will be providing the client a high-quality music video, using a 25fps camera as well as a tripod. The duration of the music video will fit into 3 minutes and 10-15 seconds, within this time I will display a narrative showcasing my character and her struggles with drug abuse, as the music video is only a short period I will need to use quick match cuts when editing so I can tell a well thought out and compelling narrative in a short period of time. Audience pleasure When thinking about audience pleasure the factor of identifying with a character, the pleasure of being able to relate to a character because they are similar to you or have issues they can relate to, also being the reason why as a creator I have chosen a specific target audience. To create identification with the audience the character will be depicted within the same age group as my target audience, as well as the actress being a young girl, I will want to meet the male target audience relatability through making the character more masculine and wear baggy/less feminine fashion. Furthermore, I will also think about Schadenfreude, the audience being able to feel the characters pain and being able to relate to emotional events of the music video. Moreover, the audience also gains pleasure from the observation/surveillance of the character, watching something dramatic without the consequences of real life dilemmas. As well as this, there will also be a narrative resolution of the music video, the emotional purging done by the audience from the emotive narrative and song, will leave them with a refreshed feeling from the dramatic story. Genre/Media Codes & Conventions The main ongoing theme and narrative of my music video will revolve around subjects of drug abuse, consequences on the abuse of drugs & alcohol, and difficulty within mental health as a teenager; this I feel will work well with my target audience as may be a relatable aspect towards them. The setting of my music video will change from cold and lonesome bedroom scenes, streets at night and graveyards, all of which portray a melancholic tone that fit the mood of the music video. More on this, the mood of the music video will pursue a melancholic, dark and depressing genre, thus fitting the visuals and lyrics of the song and original video as well as using significant props of fake drugs and cigarettes to again show this. When looking on media codes and conventions I have researched the cause and effect of the message of the music video, applying a serious message of the consequences of drug abuse, allowing the audience to think about their own actions in life. The symbolic codes I will use include drugs, being a demonstration of the teenage protagonist’s struggle in life, these props a clear symbol within life of a person’s struggles, using this as an escape from the world’s problems. Other scenes such as the character slouched on a couch, struggling to get out of bed, crying scenes, wondering streets at night, rugged and uncared for fashion, all again demonstrate symbolic codes towards the audience of the characters mood. The colour I will use in my music video will consist of neon bright lights contrasted with dark, eerie atmospheres creating symbolism behind the characters mood, the dominant colours being neon purple contrasted with greys and blacks. In brighter lit lighting the character may be depicted to be on drugs, although not meant to be a contributor to drugs being positive but to showcase the feeling of their effects, on the other hand, darkened scenes depict the character to be in a depression, the unlit atmosphere reflecting the protagonists mood. When looking at technical codes, the camera will nearly always be seen using a dolly movement, moving away from the character, symbolising the audience not wanting to be in the shoes of the protagonist due to her situation as well as the positioning of the camera nearly always looking directly at the main character, making it clear she is the protagonist of the narrative. The two types of techniques used to contrast meaning in the codes and conventions of music videos are technical and symbolic. The technical side is the equipment can portray meaning; how camera angles, shots, sounds, editing styles and the genre can be used in a way to convey a particular meaning in the song and consequently in the music video. To demonstrate this I will use a high quality camera, a tripod, back up batteries, a physical copy of my script and storyboard and plastic coloured lighting sheets when creating dramatic shots. Within symbolism there is more of involvement of mise-en-scene, such as facial expressions, body language and beyond what you can see. To demonstrate this I will plan out all of the protagonist body language and facial expressions in a storyboard, leading from one shot to the next, this will allow me to easily understand what my actress will be doing and how they will look. Moreover, in my P1 Proposal, I created a layout of what fashion the protagonist will wear, bringing this with me when filming will give me and accurate insight on how to style my character.