statement of intent draft

For my dance music video I intend to use the song, 'In the name of love' by Bebe Rexha and Martin Garrix. I will be creating a narrative using the conventions of modern dance music, the lyrics also offer a narrative, helping my video ideas and the song fit well together. The song is suitable for the ideas I currently have regarding the video as the beat and the drops will fit with the shots I plan to take, showing that the song I chose was a suitable fit for my video ideas. I will show two different social groups through the two 17-year-old girls I have selected for the video. One of the girls shown to have a good, family orientated home life and the other with a lonely home life. The lyrics also allow me to create the narrative, and when the song seems to go soft I will use that as the 'argument' scene of the video, this will allow me to edit the video to keep the audience engaged. The relationship between the dancers in the video is interpreted by the audience. The dances they perform in the video will be cut between other videos of the characters enjoying themselves together, going to festivals, BBQ's and shopping trips, allowing me to create a montage and also appealing to the target demographic as they are able to participate in these activities. I intend to use narrative camera conventions for example; close-ups to show the deeper emotions of the main character. In general, the characters and the video will help appeal to the target audience of 16-25 AB demographic as they may relate and empathise with the characters (being a similar age), it will appeal to the AB because the characters in the video are also represented as AB demographic through their clothing and the setting of the shots.
The characters and the settings in the video will hopefully link with the theme of the artist. The characters will dress in fashionable, in trend clothes to relate and engage the audience that will also include some colour to link with the website, logo and artist. I have chosen the colours of pastel pink, blue and yellow as a theme for the artist as these colours are generally associated with summer and happiness. To appeal to a culturally sophisticated audience I will use the website and video to show women as empowering as individuals, as opposed to stereo-typically being objectified.
The camera shots in the video will be edited into short clips and put together to match with the beat of the non-diegetic music. Some of the lighting will be natural to show the realism of the video and the actions that take place, but the positioning will be picked carefully because of the direction of the sun etc. I intent to use the lighting to highlight the most significant areas in that particular shot. 
The branding name I have chosen is, 'Capella', I have chosen this carefully as it is the sixth brightest star in the sky, but the brightest in its constellation, and is a yellow giant. This all closely relates to the artist herself and the vibes that are given off through the video and website, it has connotations of happiness and summer which are all typical conventions of dance music and what I hope for the audience to interpret when watching my video and browsing through my corresponding website. The logo of this brand name is a pair of wings, fading from pastel pink to pastel yellow and finally to pastel blue. I have chosen this because it offers connotations of freedom and independence which links with the intended representation of the two women in the video. The wings will be placed on either side of the artist branding name in the font 'sprint sf' as I believe it is an uncommon font to use and suits with the style of the artist. This logo offers connotations of freedom and independence which link with the representation of the characters themselves. These connotations from the logo and branding name of the artist will hopefully be understood by the audience and will encourage their further interest in the artist. To further link the name of the artist to the video, the background of the website offers a star effect, linking with the initial idea of Capella being a yellow giant star. The website will have features such as; a homepage, links to different pages and tabs of the website to reach areas like the gallery, merchandise, tickets/tour dates, reviews from YouTube and twitter. The two main pages on the website are the main home page, which includes images, links and information. And the music page, which has the song and a link to the video itself.
The record company that will fund and publish the video is, 'universal music' and will promote it via
the UMG website.The budget for the video may be limited at first as the artist will not be as well known, therefore the profit money may not be as large as other, well-known artists. However, the more money UMG expect to make from the video the higher the budget and audience may get and therefore the next video produced may have a larger budget due to the increased audience.