The song would appeal to a women orientated audience of 16–25-year-olds as my extensive research shows that 50% women listen to Madison Beer while 0% men know her. My female artist will be a relatable teenage girl. I will do this by using my mise en scene to reinforce stereotypes of naturalistic teenager clothe, such as jeans and trainers to form audience identification as if looking back on their teen years.
I intend to create messaging that she's a sadder character, and I will depict how young women can struggling with their mental health but continue with their lives, attempting to suppress those feelings. The message behind the video is to give mental health representation, breaking stereotypes that depression isn't a real illness. The video will depict how the artist feels stuck inside her overthinking mind while being in a depressive episode as the world around her continues spinning.
The singer struggles with loneliness while the characters around her appear happy with their lives. The other female characters will be of various races and ethnicities to widen the representation for audience identification with the messaging being that they get along well, breaking the stereotype that women are gossipy and don’t get along by presenting the group playing games in a fun, happy atmosphere at the start of the video. I will reinforce the stereotype that people silently struggle with depression and feel like nobody notices them, allowing the audience to relate. To depict the loneliness my character feels, the friend group around her will disappear and she will wear a blue hoodie.
I will demonstrate the theme of spinning through transitions and movements of spinning things which I will use in multiple jump cuts in 20 second section. I will use stylish transitions such as spinning, fading, cutting and sliding. To appeal to my style conscious audience, I will film in aesthetically pleasing places like beaches and gardens, and I will be creative with my mise en scene, using blue items such as deck of cards, decorations, cups and plates, and clothing on my artist to emphasise the use of blue as a connotation of sadness. I will use small, short pops of red to signify danger or threat, denotating her bad mental health. The lyrics suggest that the singer would rather live in her "dreams" and I intend to focus on this, depicting the idea of her dreaming of another reality where she is carefree, compared to the anxiety and depression she feels, until realisation dawns on her that she's struggling, addressing her struggling mental health.
I intend to present Matilda as a sad character as her music features themes of struggling mental health. I will do this by consistently using the colour blue, suggesting connotations of sadness.
There will be a gallery and a media section to present her as a typical young woman, promoting her music online. Using social and technological convergence, I will create an Instagram and TikTok account to create posts and encourage audience to interact with the songs. There will be a fanbase to join and hashtags to promote interaction. To promote value alignment, there will be a support link on my website for listeners to reach out as the music features themes of mental health issues.
I will use vertical integration and create behind the scenes videos and shots to promote my artist. I will create a music video and release it on YouTube and promote it on my artists social media platforms by creating short snippet clips, using hashtags, and creating trends which will then form audience engagement and encourage my users to participate in the trends and interact.
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