statement of intent - final

 

Statement of Intent – Music Magazine/Music video

For my coursework, I am producing a music magazine that embodies a bold, modern aesthetic while appealing to a diverse and engaged audience. And a music video, where I’ll be recreating Tumblr Girls by G-Eazy, adapting it to fit the aesthetic and themes of my fictional artist, Hadiya. My version of the video will focus on nostalgia, memory, and self-reflection, using a combination of media language, mise-en-scène, and editing techniques to create a visually engaging and emotionally resonant piece. Whereas the magazine will focus on hip-hop, R&B, and contemporary music culture, featuring Hadiya, a fictional artist who represents authenticity, style, and boundary-pushing creativity. My aim is to create a publication that reflects the evolving music industry while using media language effectively to engage my target audience.

Target Audience & Representation

My magazine and music video are aimed at young adults aged 16-30 who are passionate about music, fashion, and contemporary culture. This demographic is highly active on social media especially on Tik Tok and YouTube, engages with streaming platforms, and follows artists who are not only talented but also outspoken and authentic. They are drawn to music that reflects real experiences and challenges mainstream expectations. By featuring Hadiya, a Hijabi artist in the hip-hop and R&B industry. Her representation aligns with Stuart Hall’s Reception Theory, as audiences will interpret her image differently depending on their own cultural backgrounds. Some may see her as a progressive force in the industry, while others may challenge the idea of a hijabi artist in a genre traditionally associated with non-conservative values. Additionally, bell hooks’ theory of intersectionality is relevant, as Hadiya represents both gender and cultural diversity in a space where Muslim women are underrepresented. Hadiya’s presence in the magazine will help redefine perceptions of identity in music while appealing to an audience that values inclusivity. Through her feature interview and imagery, I want to highlight how she balances faith, fashion, and artistry, showing that representation in music goes beyond sound, it’s also about visibility and cultural impact.

Use of Media Language

To create a visually striking and professional magazine, I will use key elements of media language, including typography, colour schemes, layout, and imagery. The masthead will be bold and modern, using a sleek, sans-serif typeface to reinforce the magazine’s contemporary style. My chosen colour scheme black, white, and an accent colour (red or gold or pink) will create strong visual contrast, helping establish brand identity while ensuring consistency across the cover, tour dates poster, and interview spread page. Photography will play a central role in engaging my audience. The front cover will feature a hero shot of Hadiya, styled to reflect her confidence and artistic identity. I will use direct address in the cover image to create a personal connection with the audience, making the magazine feel more immersive. Barthes’ theory of semiotics applies here, as Hadiya’s clothing, pose, and expression will act as signs that communicate her identity as an artist that’s confident and stylish. The mise-en-scène, including lighting, costume, and background, will be carefully planned to reinforce Hadiya’s image as a bold and stylish artist. The cover lines will be concise and impactful, using engaging language to draw the audience in. In the feature spread page, I will use pull quotes and subheadings to break up the text and maintain reader interest, aligning with Blumer and Katz’s Uses and Gratifications Theory, as readers seek entertainment and personal identification with the artist. The layout will be structured yet dynamic, using negative space effectively to keep the pages clean and professional. And for my music video I will also use various elements of media language to enhance the mood and aesthetic of the video. Soft lighting and lens flares will give the flashbacks an ethereal, dreamy quality, while natural lighting in the present-day scenes will create a more grounded atmosphere. Some footage will have a grainy, film-like texture to replicate a vintage, reinforcing the theme of nostalgia. Quick cuts during the montage will create a sense of energy and movement, while longer, lingering shots in the present will reflect the feeling of loss and longing.

Concept & Narrative

The video will open with Hadiya sitting alone in her kitchen, scrolling through her phone and looking at pictures from summer. This moment sets the tone of reflection and longing, showing her reminiscing about past experiences. As the beat kicks in, the screen will transition into a montage of summer memories carefree days with friends, scenic views, long drives, and city lights. These moments will feel warm and cinematic, representing how memories are often idealised over time. As the video progresses, there will be a contrast between the past and present. Hadiya’s current reality, dimly lit and quiet, will be intercut with bright, lively summer scenes. This juxtaposition highlights the passage of time and the feeling of wanting to relive moments that have already passed. The video will have a dreamy, almost surreal feel, with some shots intentionally blurred or distorted to mimic how memories fade and blend together.

 

Mise-en-Scène

The mise-en-scène will be carefully planned to reflect the emotions in the video. In the opening scene, Hadiya’s bedroom will have a personal, intimate feel, decorated with fairy lights, Polaroid pictures, and small personal items that suggest memories of summer. This setting reinforces the idea that she is stuck in the present, looking back at moments that feel distant. In contrast, the summer flashbacks will be set in vibrant, open locations such as beaches, rooftop views. These settings symbolise freedom, youth, and the excitement of summer. The clothing choices will also reflect the shift in time Hadiya will wear casual, relaxed outfits in the flashbacks, whereas in the present-day scenes, she will be dressed in darker, more muted tones, visually representing her mood and emotional state.