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 clothing, such as smart, sixth form dress coded uniform, and jeans and trainers to form audience identification as if looking back on their teen years or relating to her now.
I aim to appeal to a target audience that acknowledges that depression and anxiety are real illnesses, giving them a platform for audience resonation and understanding. I intend to do depict how young women struggle with anxiety and depression by creating messaging that she's a sadder, lonely character.
The video will follow the story line that the artist feels stuck inside her mind while being in a depressive episodic cycle as the world around her continues spinning, depicting panic attacks which I will specifically do by adding a breathing clip where she attempts to control her breathing.
The singer's mother is struggling with mental health problems and resorts to alcoholism to help her cope, portraying another sense of spinning- a repetitive, hurtful cycle. I will be very stereotypical with my representation of her mother, making it clear that my two social groups are mother and daughter / older and younger woman. I will present the age difference by dressing the mother more adult in a black dress, and the teenager in jeans and a t-shirt and sixth form student clothes. I'll present the mother as an alcoholic by drinking and stumbling, further emphasising this messaging by showing clips of the bottles and glasses and pouring red wine.
My extensive research shows that a style conscious audience is aware of style and fashion portrayed in music videos but don't want the content to be solely focused on that. So, I aim to appeal to my style conscious audience by remaining conscious of how my characters look and reinforce messaging through the artists choice of clothing. To remain consistent with the messaging that she is a sadder character, I will dress her in blue clothes, a colour with connotations of sadness. I will dress her in sixth form clothes to encode that she is a school student. I will dress her in hoodies with the hood and zip up to portray her as closed off and solitary. I will use a scene where she is portrayed as style conscious, choosing her blue, floaty dress and imagining herself as carefree and beautiful which is then reflected later in the music video when she is wearing the dress in a stylish place- the beach during summer time. 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 lots of blue to emphasise the use of blue as a connotation of sadness and remain consistent in my website and music video with the colour scheme. Staying on this idea of colour, I will use small, short pops of red to signify danger or threat, connotating her bad mental health. I will do this by using clips of red wine and red safety buoyance at the beach to symbolize the potential danger. This will also be highlighted in the thumbnail with a pop of red on the beach using the scenery of the video and the marker in the beach to encode the themes of the music video.
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.
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, her movements slow and the song becomes slower and less dramatic, portraying how, despite being carefree, nothing has changed for the singers mental state and she still feels lonely and stuck inside her head.
I intend to present Matilda as a sad, shy character as her music features themes of struggling mental health. I will do this by consistently using the colour blue, suggesting connotations of sadness.
To appeal to my style conscious audience, I will sell the dress that the artist wears on her website and show pictures of her wearing this dress. This will encourage audience to buy the merch and relate to my artist. 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 create a fan of the month section where fans are encouraged to interact with the content and send in their own content using "matilda's" songs. I will have a section of the tiktoks from said fan of the month, showing some of the merch you can buy in support of matilda, specifically the same dress that features in the music video.
I will use vertical integration and create a behind the scenes video to promote my artist. I will promote her as an artist on her social media platform and by creating hashtags which will then form audience engagement and encourage my users to participate in trends and interact, portraying how I understand the audience demographic is 16-25 year olds. My extensive research shows that 4 in 10 TikTok users are aged 25-34 and the majority of TikTok creators are aged 18 to 24. 55% of Gen Z users prefer TikTok for product discovery, meaning a TikTok page for my artist would appeal to a younger audience who are listening and watching her content.
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