The document is a statement of intent by a student named Holly Waller for a media studies assignment. It discusses two media products the student intends to create: 1) a music video for a love song targeting 16-25 year olds, using locations, lighting, shots and editing to emotionally engage the audience, representing sexuality and gender. 2) A website to promote fictional artist Eden Rhodes, including behind-the-scenes photos, interviews, and social media links to enable audience interaction, following the model of successful artists signed to Universal Music Group. The student explains they will link the products through shared branding elements like logo, font and color scheme, and by including a link and behind-the-scenes video from the music video on

1. CCS438 – Statement of Intent
Oxford Cambridge and RSA Examinations
CCS/H409
Media Studies
Advanced GCE in Media Studies H409/03/04 Making media
Statement of Intent
18125 City College Norwich
Centre number Centre name
Candidate number: Holly Waller
Candidate name:
Brief chosen: music video and online
How do you intend to use the four areas of the media theoretical framework to communicate meaning and
meet the requirements of your chosen brief?
Product 1
I intend to produce a music video to a love song that emotionally engages the target audience. The target audience
is 16–25-year old's, which is a mass demographic. My track is called ‘ Burn’’, I have interpreted this song as a long
that the denotes the love story between two lovers even though some people don’t agree with their love choices. The
audience may be able to relate to some of the moments throughout the music video. The locations that I will be
using will be similar to what the audience may see in their day-to-day life. (City Centre,park,woods). These locations
are seen in everyday life which the audience can relate to too, as they may have gone there with their partner. The
locations will connotate a sense of realism to the music video too. The lighting that will be used mainly in my music
video is natural lighting. The video will be narrative, following the two lover's story.
A range of camera shots will be used including close-ups and tracking shots. The close-up shots will be to show the
emotions of the people in the music video. There will also be a close-up of photographs to again emotionally engage
the mass demographic. The shots will be cut at the tempo of the song, which changes throughout, I intend for this is
help engage the audience. The tempo of the song is slow, so to match that each scene will be long too. Further
editing techniques such as natural lighting, overlapping of shots and blue tint will create a love song that will be
emotionally engaging for the demographic.
My main characters are both female, the two representations that will be in my music video are sexuality and gender.
These two representations are important to have in my music video especially for the demographic as they are living
through the struggles of gay relationships. To connotate the relationship in the music video there will be scenes
where the two are holding hands. Throughout the video there will be scenes of the two being happy together and
replying on one other through hard times . My fictional artist is singing the song to her girlfriend.
My fictional artist Eden Rhodes will appeal to the Universal Music Group as she reflects their other commercially
successful artists/ bands like Coldplay and One Direction. This is because both bands appeal to a large, diverse
audience. As the Universal Music Group is mainstream and commercial, Eden Rhodes music video will need to

2. CCS438 – Statement of Intent
Oxford Cambridge and RSA Examinations
CCS/H409
appeal to a large audience through their representations and ideas are remarkably similar to what their mass
demographic is.
Product 2
I am going to produce a website that promotes my artist, Eden Rhodes whilst having features that enable the
audience to interact with her.
There will be multiple images from behind the scenes of the music video to engage the audience more. To link my
two products, I will have a logo that will be shown in the music video, and it will be on the website too. This logo will
be a smiley face with crosses for eyes. The font type that will be on both products will be monospace, this is show
some brand identity. The colour scheme will be similar for both products too. On the website there will be some
images of Eden, that will contain close-ups of her as well as behind the scenes of the music video. There will also be
an interview with her, to allow her fans to have more content with her. Eden’s social media will be linked on the
website too, to allow her fans to interact with her. A link to the Universal Music Group will also be on the website.
The layout of the website will be easy to access for her fans. Eden’s name will be the top left, it will be bold and in
monospace font. There will be four tabs for her fans, the first tab will be the homepage, the second tab will be behind
the scenes, photographs of Eden and an interview, the third tab will be tour dates and the fourth tab will link to her
social media.
This will follow the Universal Music Group ideals with modern platforms and services that help them promote their
new upcoming artists/bands such as Billie Elish.
How do you intend to link your media products to demonstrate your knowledge and understanding of the
digitally convergent nature of your media production? (approx. 100 word)
At the end of the music video, there will be a link to the website, so the audience have a clear understanding
of where they can access more content from the artist. This will also be easy to access for the audience.
Both my music video and website will also use the same typography and a logo, so it creates a brand
identity for the artist. There will be a video behind the scenes from the music video on the website to link the
two media products. Eden will have a photoshoot that will also be on the website to help promote her as an
artist.

3. CCS438 – Statement of Intent
Oxford Cambridge and RSA Examinations
CCS/H409