MUSIC VIDEO - Statement of intent draft

Statement of intent draft:

• The title "Rise Up" will be featured in the sunset shot at the beginning when the song is starting
• The artist's logo will appear just as Hattie is running in slow motion towards the seafront area. 

Representation:

• Throughout the whole music video, only one male character will be shown as it focuses on women. The police officer will be a woman, this links with Van Zoonan's feminism theory as a woman stereotypically is not a police officer but the props she will use will clealry outline her role as a police officer
• The settings the video will be are everyday normal places like a train station and a popular seafront area, this will be done so the narrative is not sensationalised.
• The sunrise which will represent the struggles and the sunset which will represent overcoming the struggles will be crucial for success as the aim of it is to get people to see the problems the LGBTQ community face and to change their ways as well as raising awareness for homophobic attacks.
• The quality of the video will be different from the mainstream media's quality as it will reflect what it is like to be apart of the LGBTQ community

Audience:

• The narrative focuses on an LGBTQ teenager coming out, it is a lot more acceptive to be apart of this community today then it was 20 years ago, as people are more open-minded and the 16-25-year-old socially-conscious target demographic have been raised with less traditional beliefs, therefore they relate to the narrative a lot. As the video is aimed at those who are socially-conscious it will force them to reflect on how they handle certain situations and may even allow them to change older traditional ways.
• The artist is signed to Warner music, a huge global mass-market recording company, the message getting the video will be appropriate for the target demographic.

Industry:

• It is a popular thing to be apart of the LGBTQ in the mainstream media nowadays as it gives you a lot of diversity and is seen as a great thing by millennials.  
• Most of the characters are teenage girls, who are not models and do not glam themselves to look perfect every day so with that in mind hopefully, it will draw attention form a niche audience who are usually cast aside by the mainstream media as they are not seen as the 'perfect brand identity'.

Language:

• The majority of the scenes will be shot along the Whitley Bay and Tynemouth stretch of the seafront as it will create an aesthetic that will link with my artists brand identity perfectly. - A normal girl who doesn't wish to be sexualised just raise awareness of issues that should no longer exist in 2020 despite much adversity faced in the last few decades.
• The slow-motion running shots and close-ups will emphasise the raw emotion faced by not just the actor but by real members of the LGBTQ community. Alongside, fast-paced editing will contrast this to highlight the uncertainty faced by members of the LGBTQ community daily. This will also make sure the viewer doesn't get too comfortable whilst watching.
• My artist will always try to have a smile of her face to show she has overcame such adversity in the past. The mise-en-scene created will tie in with the sunset vibes and give my video a retro, the 70s-80s feel which is what I am aiming for. This is because the discrimination LGBTQ members face today should be left in the past.