Statement of Intent
This is for the magazine (Component 1, but it is still useful)
The demographic for my media product are females in the late teens and twenties.
In terms of psychographics, this audience likes fast-fixes of celebrity gossip but also want to delve beneath the superficial filters and representation of the Instagram generation. They want something more considered. When it comes to trends, they poke fun at the ridiculous crazes. My target audience would be the fun seekers and armchair rebels of the Youth Facts IAOs: work hard, play hard and have attitude. VALS (Value Life Styles) classification would place audience on the outer-direct category: they are belongers and achievers.
There is also the secondary audience of males and a similar age range to the sceptical main audience.
Since my target audience have a natural and healthy suspicion of the world, they are not victims of “fake news”. Therefore, humour and irony will be a key element of my branding and representation. Maslow’s hierarchy of needs suggests that “lack of prejudice” is part of the self-actualisation classification of consumption. This freedom of thought will be an important motif in my narrative.
I would like several of my images to shock the audience and take advantage of the hypodermic needle model of conveying the message. This should “attract” their attention in line with the AIDA principle.
There will certainly be disequilibrium throughout the narrative. I will use enigma codes and sustain the audience’s “interest” (AIDA) until the final reveal and the equilibrium is restored.
I think it is important to use celebrity endorsement. This one of Gillian Dyer’s Lines of Appeal. This idea also utilises the Two-Step Flow Theory so my message mediated through my fake celebrity.
Representation is incredibly important. I will use well-known signifiers that will immediate connote excitement and glamour. My actor will pose appropriately, directly gazing at the audience to grab their attention. The mise-en-scene will reinforce the sense of fun. Even some angles will be tilted to create that playful tone.
This Statement of Intent is intentionally vague so it can apply to many different briefs. However, you would need to be more specific and focus your ideas on your chosen brief. There are so many other theories and theorists that can be used, so please do not limit your own Statement to the ones in this example.
Primary Target Audience:
- Demographic: Young adults aged 18-30, predominantly urban, diverse in cultural backgrounds, with a leaning towards a tech-savvy and digitally engaged demographic.
- Psychographic: The primary audience comprises individuals seeking a blend of introspection, escapism, and connection in their music. They are socially conscious, value authenticity, and are drawn to artists who offer a unique perspective on modern life.
Reasoning:
"Oceans and Engines" by Niki Zefanya presents a fusion of electronic beats and soulful lyricism, creating a sonic experience that resonates with the youth. The song's introspective themes, combined with a modern sound, make it particularly appealing to this demographic, who are navigating the complexities of contemporary life.
Secondary Target Audience:
- Demographic: Late teens to mid-thirties, with a focus on fans of alternative and electronic music genres. This group may also include older listeners with an appreciation for innovative and boundary-pushing music.
- Psychographic: This audience seeks a unique musical experience and values artists who push artistic boundaries. They are likely to be early adopters of emerging trends in music and technology.
Theme Message: "Oceans and Engines" explores the interplay between the natural world and the technological landscape, offering a reflection on the duality of modern existence. It delves into themes of self-discovery, growth, and the pursuit of balance in an increasingly digital age.
Star and Personality (Branding of the Singer): Niki Zefanya, known for her introspective and genre-blending style, presents herself as an artist with a keen understanding of contemporary issues. Her authentic, unfiltered approach to music resonates with audiences seeking genuine connections through art. Through her music and public persona, she embodies a balance between vulnerability and strength, offering a relatable figure for her fanbase.
Representations of the Song: The song's music video and promotional materials will feature juxtapositions of natural landscapes and urban environments, highlighting the contrast between organic elements like oceans and the industrial world of engines. Visuals will be characterised by rich, dreamlike cinematography with moments of stark reality, underscoring the song's thematic dichotomy.
Dominant Reading: The dominant reading of "Oceans and Engines" will be an appreciation for Niki's ability to merge modern electronic soundscapes with poignant lyricism, creating a captivating and thought-provoking listening experience. The audience will perceive the song as a reflection on the challenges and beauty of living in a world where nature and technology coexist.
Audience Interaction/Engagement: Niki will engage with her audience through social media platforms, hosting live Q&A sessions, behind-the-scenes content, and interactive challenges related to the song's themes. Additionally, she will encourage fan-generated content, inviting interpretations and creative responses to "Oceans and Engines".
Group: The core creative team behind the song's production and marketing will include Niki Zefanya, the songwriter, the music producer, visual artists for the music video and promotional materials, and the social media management team. This collective will work collaboratively to ensure that the song's message and aesthetic are communicated effectively to the target audience.
List Scene:
Handshakes in room
Nostalgia meeting for the first time in the road (reference to Dilan 1990)
Beach scene
Night strolling scene
Stage name
Sze
Luna
Jeju
Chila
Lyra
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