Statement of Intent

Music video:

I intend to create a music video to the song Drunk Walk Home by Mitski. This will conform to both the genre expectations of a protest video and the context of being produced by the Warner Music Group, while entertaining a "mid to upmarket 16-25" demographic. The video will explore topical issues surrounding the LGBTQ community and gender expectations, in particular masculinity and the effects of toxic masculinity. The narrative will follow a young, male lead, who dresses in drag, on a night out when he comes face to face with how society views him and, subsequently, his own inner turmoil whilst under the influence of alcohol. We will follow our protagonist on a journey through his home-town and throughout the night following a similar structure to the music video for "Space and Time" by Wolf Alice. It will utilise a dark, unsaturated aesthetic (possibly monochrome) in order to meet the tone of the song and narrative, whilst providing a enticing imagery for the audience, by juxtaposing the modern use of bright, pastel colours. A repertoire of camera techniques will be used to create scenes, utilising a plethora of shot types and layering of effects, creating darker imagery (but still not dark enough that it be cut by the Warner Music Group or alienate my target audience) in order to raise awareness and challenge societal norms. Intertextuality will be used to borrow meaning from texts such as "Braveheart" and "Fight Club" and the social context surrounding them in order to create more developed ideas within a three minute music video.

Website:

I intend to create a companion website in order to act as promotion for the artist. Along with this I will build a brand image around the aforementioned imagery and aesthetic of the music video in order to create digital cohesion. The audience will be treated as an active audience and will promote interaction through social media, easter eggs (probably contain more references to the music video's intertextuality source material) and other gimmicks such as lyrics pages. In addition to this I will create short videos interview with the artist, explaining meaning behind the song, whilst homaging the immensely popular genius interviews. The page will appeal to a young audience by being accessible using mobile devices and being the place to buy merchandise, whilst also holding giveaway competitions.