Statement of Intent

My artist name: M.O.D.E.M

Song: Running Back to You - Martin Jensen, Alle Farben & Nico Santos

Genre: Electronic Dance Music

Intro

• EDM is a genre that has skyrocketed in popularity in the last decade and is now the most lucrative genre in contemporary music
• Applying Steve Neale's theory of repetition and difference, I will aim to make the video conform to some conventions of EDM such as bright clothing, fast paced editing and timing to the beat drop.
• I will subvert some typical EDM conventions by including one sole actor and by not including any sexualisation of women, applying Laura Mulvey's male gaze theory.

• If we apply Strinati's definiton of Postmodernism which includes the "confusion over time and space," it could be seen in my video by the mixing of reality with the power of my headphones. Through the  editing, I will be using pastiche which will reference music videos from Calvin Harris, Robin Schulz and KSHMR

Mise-en-scene + sponsorship

The opening scene will be in monochrome. This makes life without the headphones feel dull, eventually switching into the next scene which will be vibrant and colourful. The bright colours contrasting with the dull colours worn by the actor/artist will become an image with which the artist becomes synonymous with. The headphones I will be using will be from Sony. Putting on these headphones in the music video makes the actor have 'magical powers' where the setting and/or the objects they interact with become better. This is shown by the change of clothes, linking with mise-en-scene and representation, as well as the 'powers' of the headphones. 

Media language

I will use a match-cut of a jump to switch locations which will be a recurring theme throughout the video. This match cut will initially show the headphones making my day a lot better by transporting me to a much more colourful location, which will also be reflected by my change in costume (from dark clothes to bright). I'll be using the colour yellow which is strangely a colour that is seldom used in EDM videos, through this I'll be applying Neale's theory about difference. 

Three key shots:

- Establishing shot of lecture theatre: this will allow me to open the music video with the text on screen mitigating the sponsorship and the music label. 

- long-mid shot of actor dancing centre frame: This will allow me to maintain a common theme throughout my locations

- OTS shot of different watches: signify change in location/mise-en-scene and enhances the 'powers' of headphones.

Performance + representations

I will be placing the actor at the centre, left and right  of the frame whilst dancing. The exercise scenes also add a dynamic sense of movement which contrasts with the static position of the camera. The mise-en-scene is deliberate to also show an alternate view of masculinity. Applying Butler's gender performance theory, I made sure that this video offers a different, more sensitive approach to the idea of masculinity. My alternative representation of masculinity agrees with bell hooks' theory of normalised traumatisation where I will be supporting her view that toxic masculinity indeed exists and I will be trying to avoid it in my video.

Magazine + audience effects

The music magazine that will promote the artist, song and tour will be called 'EDM Mag'. This'll feature many EDM artists across a few sub-genres. A few EP and release articles will be on single pages. The main feature will be a double page spread interview with the artist, called MODEM, speaking about their upcoming tour and their new single. The design of the tour poster will mirror the contrast of colour as shown in the music video.

The magazine will be targeted at the new-wave EDM audience and will make the audience feel nostalgic yet excited for new and interesting styles of EDM. Personal identity will also be evident here as the artist will be reflecting the 'quirky' lifestyle of the typical EDM fan. As the age range of the demographic is very young, they will use streaming platforms like Spotify, Soundcloud, iTunes and Mixcloud. The music video will be featuring on YouTube so that it's accessible to millions. 

The reach on YouTube is amazing and will get the buzz going when it comes to the headphone advert too. The video will also be on the artist's and music label's 'IG TV' which will make use of the young demographic on social media. The magazine will also be available via a e-Book link on the artist's social pages as well as in the description on the YouTube video. The artist would sign for STMPD RCRDS and the magazine would be published by Hearst.

Print draft feedback and learner response

 Current approximate print grade: C

 

Feedback:

 

Front cover:

 

• Nice cover image but could you bring the eyes out a little more using Photoshop?
• It looks like the slogan is bigger than the title – is this a deliberate design choice?
• Thinking of the title – does it meet the brief of a mainstream music magazine? I guess EDM is pretty big so it can work but worth checking.
• Cover lines are well written but perhaps need checking in terms of positioning and in how they relate to the main image (usually only one cover line would link to the main image).
• Think about how much space/lines the cover lines take up.
• I like the secondary images but the design/cutout/circles need a little work.

 

Double-page spread feature/interview:

 

• The article is superb – so well written, perfect tone and style. I’m not surprised with so much work published online but it’s still worth pointing out. It’s perfect!
• The challenge now is to get the page design/layout to the same professional level as the writing. Firstly, think about the use of headline/subheading – it’s unclear currently.
• Column width inconsistent – and it’s not obvious which way you read it (generally you read a column top-to-bottom before moving to the next one).
• The cut-outs work really well but can you wrap the text around the image? This tutorial explains it better: https://www.youtube.com/watch?v=RCeULeg3dzo
• Try and add some professional touches to lift the overall design too – e.g. pull-out quotes.

 

Tour poster

 

• I really like the black and white design – it looks great.
• I like the back-to-back images too but I feel like you could make more of them?
• Text layout and font is the big area to work on for me – font choice, size, alignment… go back to your tour poster research and look at these areas in particular before submitting a final draft.
• You’ve included the Sony logo (which is fine) but do you also need to reference the sponsorship so it makes more sense why it’s there?

Three improvements: 

- Change front cover layout 

- Rearrange text on double spread

- Play around with the colour scheme and layout of my tour poster

Research and planning blog tasks

 1) Research music magazine cover key conventions. Look over the magazine cover key conventions notes sheet and write which of these you will use for your magazine cover. (This is a film magazine example but the conventions still apply).

- title 

- Masthead

-slogan 

- cover lines

- central images

- constant colour theme

2) Find at least five music magazine front covers (either current or former magazines as many have stopped their print editions) aimed at a similar target audience to your project (mainstream music audience). For each one, pick out one design idea or convention that you could use in your own print work. A few examples to start you off:

- I like the way the colours pop out and the way the title is quite big and pronounced

- I like the way the sell lines are positioned to wrap around the central image and I like the simple yet effective colour scheme used with the font here

- I like the way the artists featured in this magazine are displayed on the top 

- I will be using the same central position of the artist like this one is doing

The way that the artist matches with the colour scheme of the magazine is great

3) Find at least five double-page spread features from music magazines on Google images. How are they designed? How are text and images displayed? What design tricks can you borrow from your examples?

I like the way the image spills into the next page, making an emphasis on the artist

Although this isn't in English, I like the way that the image and some of the text is displayed on the top half, I like this division of picture and text.

In like the way that the text is displayed in the image and the text is split up into certain sections with accompanying pictures

Using quotes as a headline looks really good when it matches the colour scheme of the whole page

Perhaps I can have the artists name across the page and either side of it I can have the text as well as pictures

4) Find at least five band/artist tour posters on Google images. How are they designed? What conventions do they all feature? How are text and images displayed? What design tricks can you borrow from your examples?

The artists logo is either side of the artist. The simplicity of this poster is something I'd like to replicate.

I like the 50/50 colour scheme which would suit my artists image

I like how another image is blurred behind the text, but you can still make it out what it is 

Inspiration for potential venues around the UK

I like how the certain advertising elements are at the bottom but they are still noticeable, I also like the way the text is displayed, the format is good.

5) Read at least three example music interview features from newspapers and magazines to learn the format, writing style and content for a music magazine interview. You may wish to use  the following to help you:

Martin Garrix GQ  - I like the way GQ ask the questions and introduce the artist too

Tydi One EDM  - I like the way the artist actually explains and puts emotion into answering their question. The style of intro + including their latest song is also a great touch

Hardwell Time Out - I like the way the title is written and the subtitle

Planning, sketching and writing

1) Plan a title and slogan (sell line) for your new, original music magazine. Sketch out possible designs for the masthead - font, style, colour etc.

Title: EDM Mag

Slogan: "energising the people of tomorrow"

2) Plan the content for your magazine front cover. Your double-page spread interview will be the main story and image but what other cover lines and smaller images will you include on the cover?

Other cover lines: 

- Hardwell just announced his next single with W&W (no image)

- Robin Schulz's latest album is flying off the shelves (no image)

- Oliver Heldens crowned #1 DJ of 2020 (no image)

- Meet the CEO of the world's first biggest EDM festival (image of Hamzah)

- SHEP to star on the latest Tiesto single (image of Shephard)

3) Plan the content for your tour poster. What image will you use? (Remember it needs to be from a different photoshoot). What cities and venues will your artist play in the UK? This may take some research into venues that are associated with your chosen genre and the right size for your artist.

Images - high 'crane style' shot 

Venues: 

- Ministry of Sound (London)

- Berghain (Berlin)

- Poljud Stadium (Split)

- World Club Dome (Frankfurt)

- Johann Cruyff Arena (Amsterdam)

4) Create a spider diagram or bullet point list of all the issues or topics your double-page feature interview could cover. Remember it needs to include reference to the music video, tour and headphone sponsorship. 

5) Write the text for your double-page spread feature. This needs to be a minimum of 400 words and be completely original and include reference to the music video, tour and headphone sponsorship. Make sure you include a headline, subheading and any pullout quotes or sidebar contents. 

From bedroom producer to award-winning DJ - an interview with M.O.D.E.M

Hot off the release of his latest single "Back To You", the British DJ talks all things EDM

Many DJs who make it big originate from the Netherlands, with its steeped clubbing and nightlife history. However, upcoming House artist M.O.D.E.M was born and raised in London, the birthplace of some of the greatest EDM sub- genres known to man. I sat down with him in January to talk about his upcoming tour, new single and an intriguing sponsorship from Sony. “It was never really easy producing music” he tells me, “the way that I had to juggle life at school and home really got in the way of my passion - to make music. So I decided to leave school at 16 and start becoming a full time DJ”. His career as a DJ started when he was just 14 years old, producing remixes for artists like Nicky Romero, Armin Van Buuren and Dash Berlin. He pauses for a second and takes a sip out of his Ferrari-branded coffee mug. “My new single ‘Back To You’ highlights the obstacles I’ve had to overcome since I started producing”. The 23-year-old has joined forces with German DJ Alle Farben and Danish producer Martin Jensen to produce this classic summer hit. “When we hit over 1 million streams that’s when I knew that we had to do something to celebrate, so I took to my laptop and saw that I was free for the summer. This is the moment I realised I had to go on tour - I wanted to give back to my fans”.

M.O.D.E.M will go on his European tour including venues like Ministry of Sound and the highly exclusive Berghain club. “I always wanted to play in Berghain,” he explains, “I’ve been a part of the German electronic music scene for quite a while and it’s been a great experience for me. The craziest thing happened to me on my birthday last year, we went to Berghain to party and a surprise visitor came - Angela Merkel. She wished me ‘herzlichen Glückwunsch’ and shortly after that we partied for a good few hours. So yeah, I can say that I once partied with Angela Merkel”. The 23-year-old can speak five languages, including Dutch, Russian, and Spanish. This love of languages stemmed from his love of music. “I’ve always been a lover of languages. It’s not often that you get a fresh insight to a different world of culture”.

His upcoming tour has been sponsored by Sony, who have subsequently created a limited-edition headphone range with his logo on it. This endorsement follows a coalition between Sony Music and STMPD RCRDS, the label M.O.D.E.M is signed to. “I’m excited to see what avenues I can explore with Sony with this new deal with STMPD. My Europe tour has been funded by Sony and with their vast musical knowhow, I’m certain that we are in safe hands”. The Brit’s love of EDM has propelled him to new heights, performing warm-up shows for Tiesto and Martin Garrix, who are regarded to be the biggest DJs right now.

“Working with Tiesto and Martin was such a joy, especially because I was able to work with them so often. I’ve grown up watching their sets on Tomorrowland and EDC so to collaborate with them is an absolute dream”. It’s not often that EDM singles feature high quality music videos but M.O.D.E.M plans to release the music video of “Back To You” just before he goes on tour at the beginning of July. “The music video will be the perfect accompaniment to my tour, the passion and thought that went into this video is incredible”. His love for Formula One has also allowed him to work with some of his true idols. “I got contacted by F1 to play the aftershow in Bahrain, where I met my all-time favourite Sebastian Vettel, who said he’d give me a follow on Twitter. That was one of my best moments as a motorsport fan”.

So it’s clear from M.O.D.E.M’s life experiences that he’s achieved a lot in a short period of time. With just a few months left until his opening show in London, he contemplated his journey and the things he had to do in order to be here today. “The last few months have been very tough for me but with this tour, my Sony sponsorship and the success of ‘Back To You’, things are finally looking on the up. I can’t wait to share more music with my fans. Thank you”. Tickets for  M.O.D.E.M’s Europe tour are due to go on sale in a few weeks, with prices starting from just £15. This is an artist you’ll want to keep your eye on.

6) Produce an A4 sketch of your front cover including the key conventions and design tricks you have studied in existing magazines and then planned in planning task 1 above.

7) Produce an A4 landscape sketch of your double page spread design now you have chosen the subject matter

8) Produce an A4 sketch of your tour poster including the key conventions and design tricks you have studied in existing tour posters and then planned in planning task 3 above.

Photoshoot

1) Who do you need to photograph from your artist/band that will appear on the front cover of your magazine? This is vital for planning the location and time for your photoshoot (note: if it is you or someone in the class it will make things a lot easier in terms of running the photoshoot)

Just myself

Mr Shepherd

2) What image or images do you need for the double-page spread interview feature?

mid-long shot of artist sitting down on a chair

crossing arms pose - medium close up

side shot with headphones - medium close up

3) What image or images will you use for the tour poster? Remember, you need seven different original images across the print brief in total and the tour poster images(s) need to come from a different photoshoot.

one image of me with my hood up, looking up, full body shot of me leaning against someone (other person will be cut out)

one image will be of me with my hood down, looking down, full body shot of me leaning against someone (other person will be cut out)

4) Write a shot list for your photoshoots. Make sure you plan a variety of camera shots you will look to capture - medium shots, close-ups etc.

Cover:

medium close up of artist folding arms 

close up of Mr Shepherd's face

mid shot of Hamzah with suit

Article:

mid-long shot of artist sitting down on a chair

crossing arms pose - medium close up

side shot with headphones - medium close up

Tour:

full body shot of me, leaning on someone x 2

5) What costume, props or make-up will you require for your photoshoots?

Yellow hoodie, black chinos, grey trainers, natural light/studio light, green polo 

Statement of Intent feedback and learner response

 Manav

Mark: 6

 

Grade: C

 

Comments for AQA:

 

·        This is a detailed statement of intent that offers a very well-thought out concept and good knowledge of genre. Use of music video conventions is a strength and there is also some reference to media theory.

·        The statement shows a detailed understanding of the brief and clearly demonstrates an understanding of the mainstream target audience in relation to the selected genre.

·        Media language element slightly weaker with lack of specific reference to shots or other technical codes although good discussion of transitions and colour.\

·        Discussion of YouTube and social media as an integrated campaign addresses digital convergence element impressively.

 

Feedback:

 

·        This is a great concept and your statement successfully communicates the level of thought that has gone into it. However, it’s not yet a top-level statement of intent with respect to the SoI mark scheme.

·        Media language is a slight weakness – although you cover mise-en-scene impressively I can’t fully picture your video through camerawork/cinematography. Perhaps a select a couple of significant shots and explain how you plan to construct them?

·        The organisation is solid but I would put the key details at the very beginning – artist, song etc.

·        In the statement as a whole, you address all the key concepts but I’d like to see more discussion of representation with perhaps a little more theory. I appreciate word count is an issue so think about whether you could cut the word count in places (perhaps using bullet points?) and therefore creating space to offer more depth in other places. Could you discuss how you will construct your representations/stereotypes?

Three improvements for next time: 

- Include key shots and explain them

- include postmodernism and bell hooks theory

- condense information to lower word count

Shot list

 SHOT LIST

 

Lecture theatre

Shot No.	Shot	Filmed?
1.        1	Establishing shot of whole lecture theatre
2.        2	Long shot of either side of A1 writing
3.        3	OTS shot with him writing
4.        4	OTS to check his watch
5.        5	Mid close up to show his face
6.        6	Mid shot of A1 packing his bag up
7.        7	Long shot to see A1 getting up and walking away from his seat
8.        8	Close up of headphone case being picked up by A1
9.        9	Low angled shot showing the bottom of shoe walking over step carrying bag and headphone case
10.    10	Long-mid of A1 standing there with bag
11.    11	Jump transition to next location

 

Waterloo tunnel

Shot No.	Shot	Filmed?
1.        1	Maintaining same long-mid shot but with different mise-en-scene
2.        2	Same shot of A1 dancing but of the left right and centre of frame
3.        3	Different shot of A1 dancing, slightly different positioning, maintaining a staggered distance away from the camera (close, medium and long shots)
4.        4	Continuous shutter of images into video, mid-long shots
5.        5	Switch to same jump as before, with the long-mid

 

Walpole Park

(same distancing)

Shot No.	Shot	Filmed?
1.        1	Maintaining same long-mid shot with same mise-en-scene
2.        2	Same framing, with A1 doing exercise, same shots:
3.        3	Star jumps
4.        4	Jogging on the spot
5.        5	Running in and out of frame
6.        6	Long-mid of the same jump transition

 

Westminster Park

Shot No.	Shot	Filmed?
1.        1	Maintaining same long-mid shot with same mise-en-scene
2.        2	Mid shot, positioned slightly over the shoulder of A1 taking a photo
3.        3	Same shot of A1 dancing but of the left right and centre of frame
4.        4	Continuous shutter of images into video, mid-long shots
5.        5	Extreme long shot of  A1 dancing in sunlight
6.        6	OTS to check his watch
7.        7	Mid-long shot of jump

 

Dickens Yard

Shot No.	Shot	Filmed?
1.        1	Maintaining same long-mid shot with same mise-en-scene
2.        2	Same shot of A1 dancing but of the left right and centre of frame
3.        3	OTS to check his watch
4.        4	Mid close up checking his watch
5.        5	Mid-long jump

Ealing Alleyway

Shot No.	Shot	Filmed?
1.        1	Jump transition, mid-long as before
2.        2	High angled mid shot of actor lip syncing
3.        3	low angled mid shot of actor lip syncing
4.        4	Maintain same framing as first shot in this location, jump mid-long