Statement of Intent

For my music video, I’ve chosen the song “Blinding Lights”. The name of my artist will be Neo Echo. I chose the name as it reflects the colour scheme of the artist’s music. The video will also feature a sponsorship by (footwear) Boss. To combine everything together, the title of my music magazine will be Vibe Pulse.

For the music video, I plan to follow the brief by creating a three-minute visual that mixes performance with a bit of storytelling. The focus will be on self-expression. For locations, I will be using neon-lit London city streets at night and an interior of a house. These settings create a cool look, which highlights the energy of Neo Echo’s music.

The lighting will feature plenty of neon colours— mainly blues, reds, and purples—to keep the visuals bold and exciting. The artist and dancers will wear simple yet stylish outfits, mostly black with a bit of red, allowing the trainers to simultaneously blend in and stand out. The choreography will be simple, no dancing sequences but it will have performance elements inside it. I’ll use close-up shots of the trainers to bring a bit of light to them but not make them the focus, so it won't be feeling like forced product placement. It’s important that the footwear feels like a natural part of the video’s style.

For editing, I plan to use fast cuts to match the upbeat tempo of the song, a montage, alternating between shots of Neo Echo's journey through the city streets. I’ll also include slow-motion shots at certain points to focus on movement and draw attention to how sleek and comfortable the trainers are. This will help connect the video to the idea of self-expression through both style and movement.

The ideology and values of the video is about individuality, confidence, and moving forward. Based on Stuart Hall’s Reception Theory, my preferred reading is for viewers to interpret the video as a journey of self-expression. I’m also using Uses and Gratifications Theory by aiming to give my target audience something they can relate to(personal identity and personal relationship)—whether that’s the music, the style or the theme of expressing yourself.

The target audience for the video will be 16 to 25-year-olds who enjoy music, street wear, and urban culture. It’s aimed at people who appreciate fast-paced, visually engaging videos with music that might reflect their emotions and how they feel.

If I were to consider who would sing and release Neo Echo, I’d choose a major media conglomerate like Warner Music Group, as they have a history of working with artists who have bold and artsy styles. Neo Echo’s brand identity is all about being unique, stylish, and focused on self-expression, which I believe goes well with my target audience. To engage with fans, I will promote the video across social media platforms like Instagram, TikTok, and YouTube, with sneak peeks and behind-the-scenes clips to build hype.

My magazine will feature a double-page spread with an interview with Neo Echo, giving fans a glimpse into the artist’s creative process. I’ll also highlight the collaboration with Boss trainers. For the cover, I plan to style Neo Echo in a smooth, modern look, using bold lighting to emphasise the artist’s features while keeping the trainers in the focus. The magazine will appeal to the same target audience, focusing on the crossover between music, fashion, and street culture. This will give the audience a clear show of values, that being about having a personal connection. 

For my brand image, I will try to create this persona of mixing old and new, a bricolage, the 80's music with modern beats. Mixing old fashion with new. A postmodern, more unique approach. Steve Neale repetition and difference is very applicable here as there are many brands like mine. That's why I have to have some difference compared to them to be more unique. Creating my image like this will allow me to be able to represent Neo Echo in a way that will attract Gen Z who are in need of music that will speak to them and their souls. David Gauntlet said that masculinity is changing which is true in the modern world. There are generational difference that allow this brand to exist as things change over time. This will help me develop a brand that has a potential to become easily recognisable.