Summer project: coursework planning
1) Research: TikTok videos
You need to write a 150-word close-textual analysis of SIX TikTok videos that will inform your production work. The TikTok videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).
TikTok videos
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok video?
TikTok Video 1: Narrative
How is narrative used in the TikTok video and what impact does this have on the audience? Can you apply any narrative theories to the story in the TikTok video?
This TikTok video is of an artist following a trend that engages their audience. This helps to both engage viewers as well as promote the artist in a memorable, fun way. The TikTok starts with an intriguing question which draws the attention of viewers: "Can you guess which instruments we play?" and it is followed by the artists playing instruments. Narrative is used in this through the typography used in the video and also through the fact that the question is asked in all caps which enhances the emotions.
TikTok Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and performances and camerawork can contribute to this.
TikTok Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and performances and camerawork can contribute to this.
This TikTok is of a DJ who made a remix of the song 'It Girl'. This is filmed with the same low angle throughout the whole video, however, the camera sways left and right in the beginning and continues to sway left and right but faster as the beat of the song builds up. This enables the movement of the camera to align with the beat of the song which is a common convention used in both upbeat music videos and TikToks.
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
TikTok Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
In this TikTok, there is a visual of skyscrapers and a city at night which perfectly aligns with the lyrics of the song as it is about money and city life. The aesthetic of the city in the video matches very well with the song as it reinforces what the lyrics are saying.This enables the movement of the camera to align with the beat of the song which is a common convention used in both upbeat music videos and TikToks.
TikTok Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the video create pace and excitement - or does it create a different effect for the audience?
In this video, each word of the lyrics of the song are being shown in a comment section. The comment section and video in the background changes with the pace of the beat, however, the lyrics stay. As the beat builds up, the background rapidly changes, matching the pace of the song.This enables the movement of the camera to align with the beat of the song which is a common convention used in both upbeat music videos and TikToks.
TikTok Video 5: Music Video Conventions
Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth TikTok example?
This video is a version of the music video made by a group of friends. It contains narrative elements and the visuals of the video match with the lyrics. This enables the movement of the camera to align with the beat of the song which is a common convention used in both upbeat music videos and TikToks.
TikTok 6: Visual effects, intertextuality or product placement
Choose a TikTok video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video.
This video is a clip from the music video ' thank u, next' and it includes intertextuality as this clip references scenes from the movie 'Mean Girls'. This enables the movement of the camera to align with the beat of the song which is a common convention used in both upbeat music videos and TikToks.
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.
2) Planning: THREE TikTok video treatments
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
A treatment is like a script for a TikTok video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what songs you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what each of your three TikTok video will look like. The most important thing is to keep in mind the brief - the TikTok video can feature any of the following:
- interviews/AMAs with band members
- content created by band members
- performances, live shows or personal appearances
- band members taking on a TikTok challenge
- the band interacting with fans • fan-made content
- merchandise or promotion of the band’s music
- any other content or combination of content you think would be appealing to the audience and promote the band effectively.
1. My first TikTok will be of the band taking on a fun, creative TikTok challenge where the members will work together/individually to complete the challenge. The clips would be fast-paced, showing different angles and reactions in order to keep the energy high. The band will also use humour, facial expressions and playful competition in order to engage viewers and to promote themselves as a band.
2. My second TikTok will be an interview of the band. This will include an intro of quick montage clips and the band's name. The actual interview will take place in a relaxed setting for example, a studio or a rehearsal place and each member will be asked both quick-fire and fan submitted questions. The members' answers will showcase each members personality which will engage viewers.
3. My third tiktok will be of the band promoting their merchandise. This will include them unboxing their products, explaining what makes each item special and what connection it has to their music/themselves. There will be short clips and close-ups of the merchandise in order to create an appeal. The background music will include snippets of their songs for promotion.
Start each of your THREE treatments with the following key details:
1) Artist/band and song(s) you will use for video.
Not sure yet.
2) Original name for artist/band you have created - MUST be completely original
Moonchild
For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
It should explain:
- the ways in which you will apply knowledge and understanding of media language and media representation to your products
- how your products will target the intended audience
- the industry context they are created for
- how you will exploit the opportunities for digital convergence between the products
We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this).
This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.
For my coursework, I will focus on my fake band 'Moonchild' by creating a dynamic band brand using both print-based media and tiktok. My campaign will use conventions such as direct address, authentic visuals, and interactive elements such as interviews and challenges where fans can engage with the band's content. This type of content will successfully reflect the personalities and styles of the band members, which allows them to be seen as relatable and authentic. The band's target audience is aimed at young adults aged 16-25 who are active on social media platforms like tiktok, value personal connection, entertainment and community participation. The products will be designed to hold on to tiktok's algorithm and culture for maximum visibility and fan interaction as it will align with the fast-moving digital music industry. This campaign will maximise digital convergence by linking the videos and merchandise through branding, consistent use of music clips, and creating an interconnected digital experience that enhances the band's reach and engagement. Through the band's performances and interactions, they'll represent themselves as individuals which will increase authenticity and engage viewers that relate to them. My coursework includes audience pleasures such as personal relationships, diversion and personal identity. My first TikTok will be of the band taking on a fun, creative TikTok challenge where the members will work together/individually to complete the challenge. The clips would be fast-paced, showing different angles and reactions in order to keep the energy high. The band will also use humour, facial expressions and playful competition in order to engage viewers and to promote themselves as a band. My second TikTok will be an interview of the band. This will include an intro of quick montage clips and the band's name. The actual interview will take place in a relaxed setting for example, a studio or a rehearsal place and each member will be asked both quick-fire and fan submitted questions. The members' answers will showcase each members personality which will engage viewers. My third tiktok will be of the band promoting their merchandise. This will include them unboxing their products, explaining what makes each item special and what connection it has to their music/themselves. There will be short clips and close-ups of the merchandise in order to create an appeal. The background music will include snippets of their songs for promotion.
4) Ignite presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
- Your TikTok videos and billboard posters concept: your new original artist, genre, song and TikTok video treatments. Then, your print brief: documentary title, artists / bands featured, eras covered, etc.
- Media language: how you will use TikTok video conventions and billboard advertising conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience.
- Media representations: how you will use or subvert stereotypes in your TikTok video and music documentary adverts; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
- Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your TikTok video and magazine; audience theory if relevant.
- Media industries and digital convergence: the potential record company that would promote your band or artist; the streaming service for your music documentary; the brand identity for your artist; how fans would engage with your products etc.
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation
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