WillsMedia

Music video

The four areas of the media theoretical framework are media language, media representation, media industries and media audiences. Throughout this essay I will used frameworks to communicate the meaning of my media video.

The theme of the music video will surround climate change and how human actions are currently affecting the world. This will be portrayed via a couple of different topics within climate change, for example, extreme weather patterns, deforestation, economic growth and this resulting in recent protests and anger from the general public due to our leaders of the world not making changes quick enough.

With the concept of the media video being climate change, I have chosen an electronic/dance genre song that has been remixed with Greta Thunberg’s speech to world leaders at the UN climate action summit. Greta Thunberg being a Swedish Environmental activist.

My audience is 16-25 year olds. This concept will attract young people as it is the younger generation who will face the worst effects of climate change, it is a phenomenon that is becoming even more apparent in our lives and the anger and frustration in many people can be seen through the large numbers of protests throughout recent years.

My record company ‘Warner Music Group’ have a collection of core values: creativity and innovation, entrepreneurial leadership, integrity, competitiveness, collaboration, diversity and inclusiveness. In terms of creativity and innovation, I will create a music video that really relates to current affairs, chosen a popular song and combined them to create a connection for viewers and help create awareness of the issue. Our value of entrepreneurial leadership will allow me to take full control of the video and take risks in filming for example in filming some of the fire scenes and and we will make use of our collaborative work space to make all the shots perfect by communicating effectively with my cast receiving feedback from them and them from me.

I will use performers to help set the scene of my video, politicians will be portrayed discussing climate change to portray scenes of the politicians discussing solutions and then scenes of protesters and young people to show that the younger generation aren’t happy with how politicians are handling the situation and aren’t creating enough solutions and therefore wanting to take control of the situation.

I will use mise-en-scene in many different rural scenes and a couple of urban ones to portray scenes of climate change such as deforestation, extreme weathers, and natural disasters. For the urban scenes I will show protests of climate change from the angle of a protestor. I will film scenes of fires in at night to increase the effects of fire contrasting against the dark sky thus making it a more dramatic scene. Furthermore, I will show scenery to match many of the lyrics throughout the video.

These representations will produce an emotional connection with the viewer and thus hopefully make the viewer more engaged with the issues.

This will attract my audience as in real life this is an ongoing battle. Hopefully getting my message across that something needs to be done soon.

The editing tools I will use are panning, ken burning effect, overlaying of different video clips, zooming in and out, fading, cross blurs and editing to the beat of the song to build up to the ‘drop’ in the song. I will edit some long shots mixed with short shoots, engaging the audience as there is always new scenery being shown. as well as many protests for climate change sitting with the genre of “protests”.

The performance of all actors will be filled with rage keeping viewers eager to see what happens next. Overall my message is to help stop climate change together through protests and leadership making key decisions, sticking to WMB values.

Website

My website will keep to the conventions of web design such as logo placement at the top left, social media links with button functionality, visually the important items will go from top to bottom and the naming will be clear. All together the design will be creative and consistent with the nature of the artist’s message keeping the audience engaged and comfortable with the websites’ navigation and function.

My design will be simple but unique creating interest in the viewer, with bold black banners above and below the content directing viewers to the centre. The social media linkage will be at the top right of the website in the black banner, naturally drawing the eye due to the simplicity of the banners. Standard recognisable icons for each social media platform, important for gaining the attention of the audience.

The website will also include a link to Warner Music Group in order for viewers to be able to purchase further products from the company. Finally, the website will feature quotes from the song, engaging the hearts and minds of the viewers.

In media industries, the synergy and branding are important to ensure the message you are portraying is consistent throughout the media one has produced and the branding. This ensures the message is clear and more memorable in the mind of the audience.

I will use images of industry such as power stations and wind turbines to communicate the human interference with the environment. The typeface will remain constant throughout. For the scenes in the video containing Greta Thunberg, I will edit the colours to be duller to convey the negative effects the human activity is having on the environment.

The music video will be in the second section of the website, below the fold as it will appeal to the viewer’s eye.

The website will contain further information on the topic of climate change to give the audience more in-depth information on the issues.

I will use social media to keep my audience up to date on any new and up and coming releases from my production company. With frequent posts and updates I will keep the audience exciting for new content, furthermore I will ensure the audience are able to engage via comments and messages to make a more personal connection with the audience and therefore keeping them engaged.