PRE PRODUCTION PLANNING

-

STATEMENT OF INTENT:

Introduction key ideas:

Existing Band/Artist:

Artist: Alessia Cara

Original Name for the Band/Artist:

Original Artist Name: Ava Skye

Footwear Brand for Sponsorship:

Footwear Brand: jordans 4s midnight blueeeee

Name of Original Music Magazine:

Magazine Name: Resonance 

Concept Overview:                                                                                                                                     The music video for "Scars to Your Beautiful" by Alessia Cara will challenge and subvert traditional stereotypes of beauty and self-worth often perpetuated in the media. It will focus on diverse representations of people, highlighting various body types, skin colours, gender identities, and personal stories. The video will serve as a powerful visual statement against the narrow beauty standards that dominate mainstream media, promoting self-acceptance and the idea that everyone is inherently beautiful just as they are.

Reinforcing or Challenging Stereotypes:                                                                                                     The video will challenge stereotypes by featuring individuals who are typically underrepresented or misrepresented in the media. Instead of conforming to the conventional portrayal of beauty, the video will celebrate differences, showing people with scars, disabilities, diverse body sizes, and other attributes often overlooked or stigmatised. This approach directly confronts the media's often unrealistic and homogenised depictions of beauty.

Application of Media Theories:

  1. Bell hooks – The Oppositional Gaze: The video will encourage an oppositional gaze, where viewers critically engage with media representations that traditionally objectify certain groups. By showcasing diverse and authentic portrayals of beauty, the video invites viewers to reject mainstream beauty norms and embrace a broader, more inclusive understanding of beauty.

  2. David Gauntlett – Identity and Representation: Gauntlett's ideas about identity formation through media are relevant here. The video will provide positive, diverse representations that viewers can identify with, helping them construct more inclusive and accepting identities. The emphasis on personal stories will allow viewers to see themselves reflected in the media, fostering a sense of belonging and self-worth.

  3. Judith Butler – Gender Performativity: The video will challenge traditional gender norms by featuring individuals who express their gender in non-conventional ways. By showing people who defy binary gender stereotypes, the video will reinforce the idea that gender is performative and fluid, rather than fixed and tied to physical appearance.

  4. Laura Mulvey – The Male Gaze: The video will actively resist the male gaze by avoiding the objectification of bodies, particularly women’s bodies. Instead of focusing on physical attributes in a sexualized manner, the video will highlight the beauty in diversity and authenticity, challenging the viewer to appreciate people for who they are, not how they fit into traditional beauty standards.

Reflection of Social and Cultural Contexts:                                                                                                            The music video will reflect contemporary societal shifts toward greater acceptance and celebration of diversity and individuality. In recent years, there has been a growing movement against the narrow beauty standards promoted by the media, with more emphasis on body positivity, self-love, and mental health. The video will tap into this cultural moment, reinforcing the idea that beauty is not one-size-fits-all and that everyone deserves to feel confident in their own skin.

Deliberate Challenges to Mainstream Media:                                                                                           By featuring a wide array of people with different appearances, backgrounds, and stories, the video will deliberately challenge the mainstream media's tendency to portray a narrow, often Eurocentric and heteronormative ideal of beauty. It will also address the harmful impact of media representations on self-esteem, particularly among young people, by providing an empowering alternative narrative.

Overall, the music video for "Scars to Your Beautiful" will be a celebration of diversity and self-acceptance, challenging the stereotypes and restrictive norms perpetuated by mainstream media and offering a more inclusive vision of beauty.

Target Audience:                                                                                                                                        The target audience for the "Scars to Your Beautiful" music video and accompanying music magazine is mainstream music fans, particularly those who are socially conscious and value diversity and inclusion. This audience is likely to be between 16-35 years old, spanning both Generation Z and Millennials, who are digitally savvy and active on social media platforms.

Demographics:

  • Age: 16-35 years old
  • Gender: All genders, with a slight lean toward female audiences due to the empowering, body-positive themes.
  • Socioeconomic Status: Middle to upper-middle class, with disposable income for music, fashion, and lifestyle products.
  • Location: Urban and suburban areas, globally connected through the internet and social media.

Psychographics:

  • Values: Inclusivity, diversity, self-expression, social justice, and authenticity.
  • Interests: Music, fashion, social media, activism, wellness, and mental health awareness.
  • Lifestyle: Active on digital platforms, engaged in social causes, interested in personal growth and community, and likely to follow trends in music and fashion.

Comparable Artists and Products:

  • Artists: Halsey, Billie Eilish, Lizzo, Ariana Grande, and Shawn Mendes, all of whom promote messages of self-acceptance and empowerment.
  • Products: Magazines like Teen Vogue and Billboard, known for their coverage of music, fashion, and social issues.

Construction to Target Audience:                                                                                                                       The music video will use relatable narratives, diverse casting, and a visually appealing aesthetic to attract and resonate with the target audience. The music magazine will feature articles on social issues, artist interviews focusing on personal growth and empowerment, and fashion spreads highlighting inclusive and sustainable brands.

Audience Pleasures:

  • Blumer and Katz’s Uses & Gratifications Theory:

    • Personal Identity: Audiences can see themselves in the diverse representations and stories of self-acceptance.
    • Social Interaction: The video and magazine will spark conversations about beauty standards, diversity, and mental health on social media.
    • Entertainment: Engaging visuals, compelling stories, and aesthetically pleasing content will entertain the audience.
    • Information: The magazine will offer insights into the artists' personal stories, lifestyle tips, and information on social causes.

  • Stuart Hall’s Reception Theory:

    • Dominant Reading: The audience may accept the message of self-acceptance and challenge societal beauty norms as empowering.
    • Negotiated Reading: Some might appreciate the message but still hold onto conventional beauty ideals.
    • Oppositional Reading: A minority might reject the inclusive message due to preconceived biases.

Media Industries and Digital Convergence

Digital Convergence:

  • Consumption Methods: Audiences are likely to watch the music video on platforms like YouTube, Instagram, and TikTok, where short clips and behind-the-scenes content can also be shared. The music magazine could be accessed online through an interactive website, an app, or digital magazine platforms like Apple News+.
  • Digital Convergence: The footwear sponsorship will be integrated into the video with clickable product links, enabling viewers to directly purchase the featured shoes online. The magazine will include QR codes that link to the music video, exclusive interviews, and sponsored products, creating a seamless experience across different media.  

Industry Contexts:

  • Record Label: A record label like Interscope Records or RCA Records would suit the artist, as they both have a history of supporting socially conscious artists who blend pop with deeper messages, similar to Alessia Cara.
  • Magazine Publisher: Condé Nast or Hearst would be ideal for publishing the music magazine due to their global reach and expertise in blending entertainment with social commentary. These major conglomerates would ensure that the content reaches a wide, mainstream audience, reflecting industry trends toward inclusivity and digital integration.

Industry Reflection in Production:

  • The production work will reflect high production values typical of major record labels and magazine publishers, with professional quality visuals, well-researched articles, and seamless digital integration. The inclusion of the footwear sponsorship will demonstrate the industry's move toward integrated advertising that feels natural and enhances the audience experience.
    • t feels natural and enhances the audience experience. 

    MISE EN SCENE PLANNING

    1. Iconography

    The iconography will use relatable and symbolic imagery to emphasize personal stories and social themes:

    • Mirrors: Mirrors represent self-reflection and how we see ourselves, which is central to the message of self-acceptance. These will be used frequently, both in a positive and negative light.
    • Scarred Objects: Props that are slightly damaged but still functional (e.g., a cracked photo frame or a torn piece of clothing) symbolize beauty in imperfection.
    • Symbols of Beauty: Objects like make-up brushes, hair accessories, and magazines are present to emphasize societal standards of beauty. These are sometimes discarded or abandoned in the video as a sign of rejection of these standards.

    2. Settings

    The settings will be kept simple but effective, focusing on locations that are intimate and meaningful to highlight the personal and universal themes of the video:

    • Empty Room with Natural Lighting: A large, empty room with neutral walls serves as a versatile setting, creating an intimate space where individuals are the focus. The simplicity of the room symbolizes stripping down external influences and letting the person’s story shine.
    • Bathroom with Mirror: A small bathroom with a mirror represents the idea of confronting oneself. This setting will have a more raw and realistic feeling to emphasize personal introspection.
    • City Streets: Urban settings show the diversity of people, representing inclusivity. Shots in bustling streets emphasize that everyone struggles with their own insecurities, regardless of where they are or who they are.
    • Outdoor Field: A wide-open field with flowers and natural surroundings symbolizes freedom and release, which contrasts with the more confined, indoor settings. This location is used for transformative, uplifting moments in the video.

    3. Costumes

    The costumes for the music video will be chosen to ensure authenticity, relatability, and diversity:

    • Casual and Comfortable Clothing: The clothing will largely be casual—denim, t-shirts, sweatshirts, and simple dresses. This simplicity makes the characters relatable, emphasizing that they are everyday people.
    • Diversity in Style: The video will showcase a range of styles to represent diversity in culture, gender, and body type. For example, one person may wear a headscarf, another might have vibrant colors or bohemian attire, symbolizing individuality.
    • Neutral Tones: Alessia Cara herself will be dressed in neutral, comfortable attire, like jeans and a plain shirt. Her look will be understated to allow the focus to remain on her message rather than a glamorous persona.

    4. Make-up

    Make-up plays a significant role in expressing the song's themes of beauty and authenticity:

    • Bare Faces: Many of the people in the music video will be shown with little to no make-up, highlighting natural beauty. This emphasizes the theme of embracing oneself as they are.
    • Removing Make-Up: There will be specific shots showing individuals removing their make-up, representing breaking free from societal beauty standards. This action serves as a moment of emotional empowerment.
    • Make-up to Convey Personal Struggles: In some instances, heavier make-up may be used to show the pressure of conforming to beauty standards. A person wiping away smeared make-up will symbolize the struggle and ultimate rejection of these unrealistic standards.

    5. Props

    Props in the music video will help to tell the individual stories of the people featured:

    • Mirrors: Mirrors will be a key prop to show the struggle with self-image. They will be used symbolically—for example, someone may be shown turning away from a mirror, showing their choice to reject negative self-perception.
    • Magazines: Magazines depicting airbrushed models and unrealistic beauty standards will be seen in the background, symbolizing external pressures.
    • Candles: Candles may be used in certain scenes for moments of transformation—lighting a candle can represent a person's acceptance of themselves, as light is associated with hope and warmth.
    • Personal Items: Props like a beloved teddy bear, a favorite book, or a childhood photo represent the personal journeys of each character, giving insight into their vulnerability.

    6. Lighting

    Lighting is crucial to setting the mood for different parts of the video. The video will primarily use natural and soft lighting to enhance the themes of authenticity and hope:

    • Natural Lighting: Daylight and soft, natural lighting will be used to give an authentic feel, particularly in scenes where people are reflecting on themselves. It represents honesty and openness.
    • Spotlighting: A spotlight will be used to emphasize particular individuals, particularly during vulnerable moments or during key lyrics. This creates an intimate, confessional atmosphere.
    • Low, Warm Light: For moments of comfort and self-acceptance, warm tones will be used to convey peace and warmth. For example, in an indoor setting, soft lamps or candles create an inviting and safe space.
    • High Contrast Lighting: In scenes depicting internal struggle or discomfort, a more stark and contrast-heavy lighting will be used to cast dramatic shadows, emphasizing conflict. It will add emotional weight, showing the duality of struggling with and overcoming insecurities.


    SHOTLIST: version 2

Comments

Post a Comment

Popular posts from this blog

Editing Blog Task

-
750 word Blog Analysis  The shootout takes place on the streets of Los Angeles between a crew of professional bank robbers led by Neil McClary and the LAPD led by Lieutenant Vincent Hennen. This scene is a most across in tension building and realism. Mann’s direction focuses on realism emphasising the tactics and strategies used by both the police under criminals the use of high-powered firearms, the echoes of gun fires and the tragic positioning of the characters create a suspense experience for the audience. This film also uses enigma codes to create mystery. This scene is very technical as Mann uses long shots and wide shots to immerse the audience in the chaos of the fire fight the absence of the music enhances the sound of gunfire and sirens which causes the audience to feel the atmosphere and the city itself becoming the soundtrack. The setting of the downtown Los Angeles adds to the intensity of the scene the sprawling urban landscape becomes a character influencing th...
Read more

Film regulation and the BBFC - blog tasks

-
Film regulation and the BBFC - blog tasks: 1) Research the  BBFC  in more detail: what is the institution responsible for? How is it funded? What link does it have to government? This  history of the BBFC page  may help. The  British Board of Film Classification (BBFC)  is independent, non-governmental and not-for-profit, and has had the responsibility of classifying films since 1912, video tapes and discs since 1985, and more recently, online content.   It is funded through charged fees.  The  BBFC  is here to help everyone in the UK choose age-appropriate films, videos and websites, wherever and however they watch or use them. 2) Read this  BBFC guide to how films are rated . Summarise the process in 50 words. They note details of the general theme or context – plot, characters and the outline of individual scenes – along with the timings of key moments, the type of shots and camera angles, bad language, drug references, sex and v...
Read more

Blinded By The Light: case study blog task

-
  Blinded By The Light: case study blog tasks Background reading and production research Read the following interviews and features on  Blinded By The Light : Writer Sarfraz Manzoor on the story behind the film - Guardian Manzoor again on the promotion of the film and audience reaction Variety feature on the best films from the 2019 Sundance Film Festival   1) What is the story behind the production of the film? Blinded by the Light  is an adaptation of the autobiographical book by Safraz Manoor, Greetings from Bury Park, (2007) which recounts his experiences as a young British Pakistani growing up in the United Kingdom, his conflicted relationship with his Muslim father and his obsession with Bruce Springsteen, a white musician back in the 80s. 2) What was the audience reaction to the film? The most common responses to the film were in the ways that audiences found personal connections to the story. I could not have predicted that Israeli women in Jerusalem, white t...
Read more