COMP 3: Statement of Intent

This blog post contains a statement of intent in the form of a table which was written by Maxi and Sharon, whilst Nayana and I gave input on it.

Genre
Pop music	Pop music is broad, fun, popular, and flexible which can easily appeal to the audience.
Song
Feather - Sabrina Carpenter	The song's lyrics focus on topics and issues that we believe audiences in our target age group care deeply about and can definitely resonate with. We can see this as in the song, Carpenter focuses on how after cutting ties with a toxic relationship, she feels much lighter and is able to live her life to the fullest. This allows us to spread the message of how life becomes better after ending a harmful and hurtful relationship, something that many young people, especially female audiences, can connect with. Likewise, the song's vibe is funky, fun, disco-influenced and has a very catchy beat and chorus. The lyrics themselves are relatable and empowering, which all in all will allow us to showcase an inspiring and compelling storyline through our music video. The song is a feel-good anthem that is perfect for singing along with a group of friends and allows audiences to feel relieved as they forget about their problems, which are feelings we aim to shine the spotlight on.
Primary Target Audience
Demographics: Young adult (high school), female, Asian	Since our artist is a female Asian singer, our target audience would naturally be individuals who can relate to her. Also, since the song we’re using focuses on topics like breakups, and living life better being single, female audiences would most likely relate to this more than male audiences, since the song is told from a female perspective. Older audiences will also most likely not be able to connect to the concept of breakups since, at that point in life, they are most likely committed to long-term relationships.
Psychographics: Hanging out with friends, makeup, dancing, fashion	The plot of our music video will most likely follow our artist and a group of her girlfriends as they hang out and do all the things that girls that age like to do, for example showing scenes where they do makeup, dance together, trying on clothes together, and more. Thus, our target audience’s interests will be similar to that, and in line with those interests.
Secondary Target Audience
Male, highschool	Even though our video and song are told from the female perspective, males may still be able to understand and relate to the music video (a common idea/theme of breakups).
Theme/Message
Taking care of oneself, letting go of what doesn't matter, and how life becomes better after ending a harmful and hurtful relationship (feelings of joy and the energy of freedom and letting go).	This is something that we believe many young people, and especially female audiences, will be able to connect with, appreciate, and want to have in their own lives. Also, the experience of our artist enjoying every moment of her newly found single life - filled with experiences that are fun, exciting, and euphoric, may further encourage our initial message.
Star, Personality
A 17-year-old Asian up-and-coming artist, who is already well known for being a child actor in the past. We want her to have a cute and warm personality.	Simply indicate the feeling as someone audiences know and can relate to since our target audience would be teenage girls.
Representations (groups, places, events)
Asians, and representations of the topics discussed in the song like taking care of oneself, and letting go of what doesn't matter.	This is expressed through our leading artist an Asian female. As for representations of the topics, this can be illustrated through the artist’s freedom, living a better life being single, and the experience of our artist enjoying every moment of her newly found single life - filled with experiences that are fun, exciting, and euphoric.
Dominant Reading
Life will become better (feelings of joy and freedom) after ending a harmful and hurtful relationship.	Instead of being sad and feeling down over a break-up, we should see how life can become better after ending a harmful and hurtful relationship, which is something that we believe many young people, and especially female audiences, will be able to connect with, appreciate, and want to have in their own lives.
Audience interaction / Engagement
Saa is A song that the audience can sing along, to or dance to as they view our music video. Along with our common theme of breakups.	The song is a feel-good anthem that is perfect for singing along with a group of friends and allows audiences to feel relieved as they forget about their problems, which are feelings we aim to shine the spotlight on. We also break the convention of the average "break-up" song, which may subvert audiences’ expectations, as most songs that talk about losing a partner often include connotations and representations of sadness, but instead, we will follow the feel of the song and go for a happy vibe. We want the music video to be fun and for our target audience to have the chance to feel like they and their problems are being represented by our music video, such that when they watch, they'll be able to feel as if they're there with the artist living in the moment and enjoying all the new experiences that she gained after freeing herself from the chains and anchors of her toxic partner. These emotions are also commonly explored in, and are conventions of the pop genre that will help us engage audiences who enjoy pop songs and their music videos.
Group
Maxi, Timo, Nayana, Sharon	A Level Media Studies: Comp 3 (Music Video)

Reflection: Helping create this statement of intent made me understand what details we were going to include in our music video, listing down the important features and what representations to include and target. Now knowing what social groups and social issues we want to portray in our project will make it easier for us to conceptualize the music video. This was also because we analyzed the song we chose for our project, which helped us understand the meaning behind it.