Jessica Grundon

LINK TO JERRY FOLK'S WEBSITE:  https://12grundonj.wixsite.com/mysite

Product 1 – video I plan to create a dance music video that carries a theme of youthfulness and an easy-going lifestyle which should appeal to the culturally aware target audience of 16-25-year-old class ABC1 demographic. My chosen song is ‘Lose It’ by Oh Wonder, remixed by Jerry Folk and I have chosen to explore the two representations of setting and gender. By using media language, I will convey the themes of freedom and youthfulness by using appropriate mise-en-scene by having the narrative of the music video set on a beach, featuring a group of teenage friends enjoying themselves, echoing the upbeat and cheerful tone of the song. This will appeal to the target audience due to the use of actors of both sexes as well as being a similar age as the demographic, creating characters to which the audience of both males and females can identify with. A dark studio setting with bright neon colours creates a large contrast in setting, which will allow for more conventions of a dance mus...

The main changes I made after reflecting on the first draft were: - Changing the artist's name in the titles - I chose to include Jerry Folk (JF) - who remixed the original song - instead of Oh Wonder (OW) as JF is a definite dance/electro artist, whereas OW are an indie-pop duo, so by using JF it enabled me to meet the criteria properly and create a digitally convergent website that features more conventions of dance music. - Adding more black and white sections - I did this in order to continue the theme further into the video, whilst the tempo of the song was still slow. - Recolouring clips - This entailed mainly adjusting brightness and saturation of clips and was done in order to create a more vivid image that is more easily recognisable to the audience as being summer. - Adding clips - I added clips that cut back to the couple on the beach at 2:00-2:04 as I felt that the studio clips of the actress gazing into the camera were too stationary compared to ...

I chose to use intertextual references to the Coca-Cola adverts and ad campaigns, as Coca-Cola is a brand and product that has connotations of happiness and enjoyment - these are two ideas that I was aiming to include in my music video, as they are appealing to the target audience of a young, culturally aware ABC demographic. Coca-Cola is also a product that is often associated with summer, so this helps to reinforce the theme of the video and is a recognisable and familiar sight to viewers. Furthermore, Coca-Cola's slogan 'open happiness' complements the themes being explored in the music video. I chose to represent the slogan as the physical action of opening a bottle of cola, followed by a montage of the friends laughing and enjoying the drink, indicating that once opening the drinks, they became more upbeat and appeared to be enjoying themselves more.