PLANNING - INTERTEXTUALITY

INTERTEXTUALITY PLANS FOR MY OWN MUSIC

Intertextuality, for my music video, is very important as I feel it is the main focus point to attract an audience as my key theme is the 50's and 60's nostalgic vibe. I feel intertextuality is important to connect with the mainstream demographic as I can use very famous concepts to interest and captivate an audience which is increasingly becoming fascinated by all things 'vintage' as demonstrated by fashion, movie and social trends. The 50's/60's theme, in itself, is intertextuality as it will involve using iconic imagery (such as shooting at a diner) to recreate the retro look. 

Beyond this, I also aim to layer in other 'easter eggs' of intertextuality. 

My main ideas centre around using iconic 'romance' film scenes to further play into my own theme of 'young love'. Although the series 'The end of the f*cking world' and the music video for 'you' by Matilda are not 50's/retro themed, they are very clear representations of how young love can be so special. Furthermore, audiences of who are 'fun-loving and mass-market'  will hopefully either recognise the iconography of movies like 'Grease' or alternatively find interetextuality in the more modern forms of media. This is perhaps as the series is aimed for their own demographic and successful on Netflix.

GREASE - Intertextuality will be created in both my 'Diner' scenes and section filmed from on the beach

'YOU' BY MATILDA - Intertextuality will be drawn to this music video in the scene filmed whilst having a 'picnic' date

THE NOTEBOOK -  My Music video will be interetextual to this scene as my actors frolic on the beach  

THE END OF THE F*CKING WORLD -  My music video will draw reference to this series during the beach scene

LA LA LAND - A short section of my music video will be shot on a pier/waterfront which can be deemed intertextual with this scene of the movie

PLANNING - STORYBOARD

I decided to create a storyboard of my video narrative as I believed working with a flatplan to change and grow my ideas would help give a better sense of direction for the overall look Im aiming to achieve. The storyboard is a starting point which eventually helps towards planning coverage (all the angles I want to shoot of a scene). 

RESEARCH - INTERTEXTUALITY

DEFINITION

The term 'Intertextuality' refers to the process of creating references to any kind of media text via another media text. Media texts often can borrow iconic imagery in this way in order to help promote an idea or image, create more connection to an audience, reach a more educated audience or pay homage to other media texts.
Using concepts and images familiar to the audience may generate both nostalgic associations and new ideas.

John Stuart's description of the music video as 'incorporating, raiding and reconstructing' is essentially the essence of intertextuality as it is clear across all types of music videos that they often each take ideas from each other, movies, art and history itself.

EXAMPLES OF INTERTEXTUALITY

EXAMPLE 1: MADONNA 'MATERIAL GIRL' & MARILYN MONROE IN THE FILM 'GENTLEMEN PREFER BLONDES'

- Madonna's music video for 'Material girl'  is a perfect example of how media texts borrow the iconic imagery of other media texts as the video paints Madonna similar to Monroe's classic 'Diamonds are a girls best friend' look, donning a pink dress and diamond accessories.

EXAMPLE 2:  RED HOT CHILI PEPPERS 'CALIFORNICATION'

- Red hot chili pepper's music video for 'Californication' depicts the band members as video game characters. During the 90's, the video game culture was on the rise and a cartoon style video was at its time very interesting to the young, hip, rock audience.

EXAMPLE 3: BOWLING FOR SOUP'S '1985' AND ROBERT PALMER'S 'ADDICTED TO LOVE'

- The music video for '1985' is comedic and shows how fun the band are as they don't take themselves very seriously. A section of the video 'spoofs' the iconic music video for 'addicted for love' which is a very 'serious' music video, making Bowling for soup's version therefore a funnier version. This is achieved by placing the male members of the band in high heels and dresses like the girls of Robert Palmer's video, making fun of how serious and sexualised the other, earlier music video ultimately is.

RESEARCH - CASE STUDY 3

Case study 3 from candidate5209

RESEARCH - CASE STUDY 2

Caste study 2 from candidate5209

RESEARCH - CASE STUDY 1

Case study 1 from candidate5209

PLANNING - MUSIC VIDEO PITCH RESPONSE

Feedback suggests I must work on my abilities to be more concise and keep within time limits when presenting. However, I had generally positive responses to my music video pitch and plans what I wanted to create, showing I captured the target demographic well with my project proposal.

PLANNING - MUSIC VIDEO PITCH

Pitch music video (1) from candidate5209

AUDIENCE RESEARCH - FOCUS GROUP

A focus group is a research method that allows a person to explore an audience's opinion by asking a small group of people the same questions either in person or via a questionnaire which can in turn inform the person on their decision process revolving a product or in this case, a media piece.  

My Focus group will specifically focus on people from a ‘mass, fun-loving audience’ aged 16-25. I also aim to have people who do not fit this description and are of a secondary audience to get some variety to my results. This process will overall help me have a clear understanding of what the demographic of which the brief centres on are specifically interested in and will look for in my media product.  

Focus group from candidate5209

AUDIENCE RESEARCH

The target demographic for the given brief is -
'A FUN-LOVING, MASS AUDIENCE AGED 16-25'

A 'mass market' audience (also known as a broadcast audience) is a term used to describe a large group of people who consume mainstream and popular texts of media. This is compatible with a 'niche' audience who consume and very specific type of media and is a significantly smaller group. Mass products are often more for the 'everyday' person.  

EXAMPLES OF WHAT INTERESTS AND APPEALS TO A MASS AUDIENCE
- Playstation
- Family cars
- Iphones/pads
- Harry Potter book series
- Marvel films and comic books
- Disney products

In relation to my own music video plans, the series 'Stranger Things' and the movie 'Grease' support the notion that 'retro' style items/media now have a mass market appeal in today's world. This is arguably due to a resurgence in interest into 'vintage' products and the craving for 'nostalgia' that people get from consuming this type of media. 'Stranger Things' is the most demanded and streamed show on Netflix, proving its success much like how 'Grease' has grossed $188,755,690 domestically and $206,200,000 internationally.
For my own music video, i want to include a 50's and 60's vibe to reflect the 'nostalgia' i wish for the audience to feel watching it. 

Music video stuf fff from candidate5209