1) The student intends to create a 3-minute music video for the song "Only if for a Night" by Florence and the Machine depicting a teenager dreaming about her deceased mother. Scenes will represent memories and help the audience relate to grieving a loved one. 2) A website will be created for the fictional artist Georgina Askew featuring photos, an interview discussing her song's meaning, and links to help audiences connect with her message and music. 3) The music video will promote the website at its end, and both will use consistent visual elements like a bright flower logo and autumn colors to demonstrate digital convergence between the products.

1. CCS438 – Statement of Intent
Oxford Cambridge and RSA Examinations
CCS/H409
Candidate number:
Candidate name: Sophie Hannant
Brief chosen: Brief 4 – 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
My intention for my 3 minute video is about showing the love which people have for loved ones/friends/family in which
you have lost and how much you realize that you could have taken them for granted and that you would do anything to
see them again. The song in which I am using to reflect this is “Only if for a Night” by Florence and the Machine. The
whole video is from the point of view of a dream in which the teenager (the fictional artist Georgina Askew) is having.
She is dreaming about her mother whom she lost a few years ago and the video follows the events in which the
daughter does both in getting to terms with the mother’s death and what she does with her mother despite knowing it’ll
most likely be for one more night.
I believe that this music video will emotionally engage the mass market target audience of 16-25-year old’s. The reason
being is because people this age do loose people, may it be family, friends or any loved one, and they do wish to be
able to see them again and could most likely feel the same emotions of dreaming about seeing them again just like in
the video.
There will be a variety of different locations such as a cemetery, a field, a studio setup, etc during my music video which
is both a performance and narrative. Each of these locations will represent a memory or life event in which Georgina
has been through with her mother or goes through while coming to terms with her passing. The studio performance
scenes in which she sings to the audience will be the artists way of expressing how she is feeling to the audience, which
could help people who are going through the same thing to know that they are not alone in what they are experiencing.
I will be using a variety of different camera angles throughout the video ranging from extreme close-ups, long shots and
establishing shots to ensure that when emotion needs to be conveyed in specific scenes that I can use the correct
camera shot to convey the emotion in the best way possible. For example, when there is a shot of Georgina crying in a
studio set-up I will use an extreme close-up of her eye in order to capture the tear falling from her eye.
Media Studies
Advanced GCE in Media Studies H409/03/04 Making media
Statement of Intent
18125 City College Norwich

2. CCS438 – Statement of Intent
Oxford Cambridge and RSA Examinations
CCS/H409
Despite both my characters being female, I will be exploring the representation of age within the music video. I will be
representing the adult as a motherly figure to the teenager who will be emotional over the death. The mother will be
comforting and angel-like to represent how she is always looking down upon her daughter despite not being around to
look after her in person.
The reason why I believe that this music video is going to be something Universal Music Group would promote is the
fact that the concept of the video is something that should be understood by people. People do not think as much about
children who have lost parents and how it affects them as they grow up. So, I think that as UMG promotes artists whose
aim is to support and partner with different global organizations that work towards significant positive change, this music
video concept is something they would promote to make people think differently.
Product 2
I am going to be producing a website which promotes my fictional artist, Georgina Askew, that allows the viewers of her
music video to interact with her and get to know her as an artist.
A selection of images of Georgina in natural autumn lighting with the flower from her logo and music videos will help
convey brand identity and her message to the audience (the message is mentioned below).
There will be more images than text on the website, these images will vary from behind the scenes photographs to
photographs from locations of the music video.
On the website, there is going to be a section in which is an interview with Georgina where she shares her meaning
behind the song and she will go into her personal experience that led to her writing the song. This will allow her fans to
get to know her more and connect more to the song.
Tour dates, behind the scenes footage and links to where you can find her music and her social media accounts will
also be used on the website to promote her as an artist to the target mass market audience.
The UMG logo will feature at the bottom of all her linked pages as well as her home page. She will also talk about being
signed to UMG within her interview and how they promote her music with a both her logo and the UMG logo featuring at
the end of the interview.
My home page will feature the photos from locations of the music video, behind the scenes photos, interview with
Georgina (Fictional Artist), and links to where she can find her music.
The linked pages mentioned on the banner will be tour dates, merch and also a page which is going have links , emails
and numbers to different mental health helplines for fans who need help if they have been through similar life events will
know they can speak to people if they feel they need to without being judged.
How do you intend to link your media product to demonstrate your knowledge and understanding of the
digitally convergent nature of your media production?
I will promote the website at the end of the music video when the screen fades to black when the music ends and the
website link for the artist will appear on the screen.
On the artist’s website, I am going to be using an image of the artist’s hands close-up holding a bright flower as the
banner at the top of all pages. This is an image that is going to be similarly repeated multiple times within the music
video, either just the flower in the background of the shot or with the artist holding the flower. This will give the website a
clear link to the artist, as the same flower outlined with the artists name written underneath is going to be the logo for the
artist too.
Typography usedon the website,logo andthe music video willallbe thesame
with thefontand colourbeingidentical toone another.(Freestyle Script – FontI
might use)
Autumn related colours, such as yellow, orange and brown will be used throughout the website as shots in the music
video will be filmed during autumn. These darker shades of those colours will contrast with the brightly coloured flower
in which represents her as an artist as that is something that features in all her videos. This contrast on bright and dark
represents how even if you feel in a dark place at that moment in time, there is always a light, a reason to carry on, and

3. CCS438 – Statement of Intent
Oxford Cambridge and RSA Examinations
CCS/H409
with that symbol continually shown in the website and video it shows people that there is hope with their own personal
lives that things will get better.