Summer project tasks
Summer project tasks
Complete the following tasks on a blogpost on your coursework blog called '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).
Video 1 – Narrative
SZA – Snooze
SZA’s Snooze uses narrative to show different relationships and situations involving love. The video follows SZA through different moments with romantic partners, which helps the audience understand the emotional side of the song. The narrative is not completely straightforward because it moves between different people and situations, but this keeps the audience interested and makes them want to see what happens next. The video uses Todorov’s narrative theory to some extent because there is a sense of an existing relationship, followed by problems and changes within the relationships. The video also focuses strongly on the characters and their emotions, making the audience feel connected to SZA. The narrative matches the lyrics because the song is about being strongly attached to someone and not wanting to lose them. This makes the visuals and lyrics work together. I could use a similar narrative in my own production by showing a relationship through different scenes. https://youtu.be/LDY_XyxBu8A?si=0bs9plBGWrGzjbT4Video 2 – Camerawork
The Weeknd – Die For You
Camerawork is important in Die For You because it helps create an emotional and personal feeling. The video uses close-ups and medium shots to focus attention on the performer and the emotions being shown. Close-ups allow the audience to see facial expressions clearly, which makes the performance feel more personal. There are also wider shots which help show the setting and give the audience more information about what is happening. The camera movement is fairly controlled, which suits the slower and emotional style of the song. This is different from a fast-paced music video where the camera may move quickly around the performer. The use of different shot sizes also creates variety and stops the video from becoming repetitive. The camerawork helps build the artist's image as serious and emotional. For my own production, I could use close-ups during important lyrics to show emotion and make the audience feel more connected to the performer. https://music.apple.com/us/music-video/die-for-you/1677049841
Video 3 – Mise-en-scène
SZA – Kill Bill
The mise-en-scène in SZA’s Kill Bill is very important because it creates a clear visual style. The video uses costume, lighting, props, setting and colour to create a cinematic appearance. The costumes and locations are inspired by the Kill Bill films, which gives the video an action-film style. This is also an example of intertextuality, as the audience can recognise elements from another media product. Props such as weapons also help communicate the violent storyline and connect with the title of the song. The lighting and darker scenes create a more serious and dramatic mood. SZA’s appearance is also important because the audience can recognise her as the main star, helping to develop her brand identity. The mise-en-scène makes the video look different from a typical performance-based R&B video. I could use this idea in my own production by choosing a specific colour scheme, costumes and locations that match the mood of R&B. https://youtu.be/MSRcC626prw?si=8oTuot-pxdsQKPpc
Video 4 – Editing
Doja Cat – Agora Hills
Editing in Agora Hills is used to create an interesting and modern visual style. The video uses a mixture of different shots, transitions and visual effects to keep the audience interested. The editing changes the pace of the video depending on what is happening in the music. Some sections use quicker cuts, while other moments are slower, allowing the audience to focus on Doja Cat and the visuals. The use of different transitions makes the video feel more creative and less predictable. There is also juxtaposition, where different images and scenes are placed next to each other to create meaning or contrast. The editing works with the beat and rhythm of the song, which is an important convention of music videos. This helps make the visuals feel connected to the music. For my own R&B production, I could use quicker cuts during the beat or chorus and slower editing during more emotional verses. This would help control the pace and keep the audience engaged. https://youtu.be/0c66ksfigtU?si=HETwlCfHIEdJVngg
Video 5 – Music Video Conventions
Beyoncé – Single Ladies (Put a Ring on It)
Beyoncé’s Single Ladies follows many of Andrew Goodwin’s music video conventions. One of the main conventions is performance, as Beyoncé performs directly for the camera throughout most of the video. The choreography is also very important and matches the rhythm of the song. This creates a strong relationship between the music and visuals. Goodwin also suggests that music videos often use close-ups of the artist to promote their star image, and this can be seen throughout the video. Beyoncé is presented as confident, powerful and independent, which helps strengthen her brand identity. The simple black-and-white setting keeps the focus on the artist and dancers rather than distracting the audience with lots of props or locations. The repeated dance routine also makes the video memorable and recognisable. For my own production, I could use performance, close-ups, choreography and a clear artist identity. This would follow Goodwin’s conventions and make the performer the main focus of the video. https://youtu.be/4m1EFMoRFvY?si=ScGKi7vguX0TF4sN
Video 6 – Visual Effects / Intertextuality
Childish Gambino – Feels Like Summer
Feels Like Summer uses animation and intertextuality to communicate different ideas to the audience. The video is animated and includes recognisable versions of many famous celebrities and musicians. This creates intertextual references, as the audience may recognise real people and understand the connection between them and the message of the video. For example, the video includes artists such as Nicki Minaj, Travis Scott and Kanye West. The animation allows Childish Gambino to show situations that would be difficult to create using normal camerawork. The visual style is colourful and interesting, which attracts the audience's attention, but some of the scenes also have deeper meanings. The video comments on issues such as society, the environment and modern culture. This means the audience can enjoy the visuals while also thinking about the message behind them. I could take inspiration from this by using visual effects in my own production to create a unique style or represent ideas that would be difficult to show normally. https://youtu.be/F1B9Fk_SgI0?si=l0j3jh5w43nMsNxR
TikTok Treatment 1 – Music Video Clip
1) Artist and song: Jorja Smith – On My Mind
2) Original artist name: Sophia Padro – On My Mind
3) Video type: Music video extract
4) Approximate duration: 1 minute
Treatment
The first TikTok will be a short extract from Sophia Padro's music video for On My Mind. The video will have an R&B style and will focus mainly on Sophia's performance and her emotions. It will begin with a close-up of Sophia looking directly into the camera while the opening part of the song plays. The camera will then move into medium shots and wider shots showing her walking through a city location at night.
The lighting will be quite dark with some artificial street lighting to create a calm and slightly emotional atmosphere. Sophia will wear fashionable but simple clothing to create a modern R&B image. During the chorus, the editing will become slightly faster, using cuts between Sophia performing and shots of her walking alone. There will also be some slow-motion shots to emphasise important moments in the song.
The TikTok will finish with Sophia looking away from the camera as the music fades. This will make the video feel emotional and encourage the audience to watch the full music video.
TikTok Treatment 2 – Artist Interview / Personal Information
1) Artist and song: Jorja Smith – On My Mind
2) Original artist name: Sophia Padro – On My Mind / potential a different song
3) Video type: Promotional interview / personal information
4) Approximate duration: 1 minute
Treatment
The second TikTok will show Sophia Padro talking about herself, her music and the inspiration behind On My Mind. The video will be filmed in a simple studio or bedroom-style setting so it feels more personal and relatable to the audience. Sophia will sit in front of the camera and answer questions such as, “What inspired you to make this song?” and “What does R&B mean to you?”
The video will start with a short text hook saying “3 things you didn't know about Sophia Padro” to grab the audience's attention. Close-ups and medium shots will be used while Sophia speaks. Some questions and important words will appear as text on screen so the video is easy to follow even without sound.
Small clips of Sophia singing On My Mind can be placed between her answers. The editing will be fairly quick so the video does not become boring. This TikTok will help the audience learn more about Sophia and create a stronger connection between the artist and her fans.
TikTok Treatment 3 – Soft Drink Promotion
1) Artist and song: Jorja Smith – On My Mind
2) Original artist name: Sophia Padro – On My Mind / potential a different song
3) Video type: Soft drink promotional TikTok
4) Approximate duration: 1 minute
Treatment
The third TikTok will promote the soft drink while keeping the R&B style of Sophia Padro's brand. The video will begin with Sophia sitting outside with friends while On My Mind plays quietly in the background. She will pick up the soft drink and take a sip before the beat becomes stronger. The product will be clearly shown to the camera, making it obvious that the video is promoting the drink.
The video will then cut between Sophia enjoying the drink, dancing with her friends and performing along to the song. Close-ups will be used to show the drink and medium shots will show Sophia and her friends together. The lighting will be bright and warm to create a fun and positive atmosphere.
Text such as “Good music. Good vibes. Good drink.” will appear on screen. The final shot will show Sophia holding the drink towards the camera while the song continues. The product will be clearly visible without taking away from the entertainment of the TikTok.
3) Statement of Intent
My established solo musical artist will be called Sophia Padro, representing the contemporary R&B genre. Her featured track will be On My Mind (originally by Jorja Smith) and her brand identity will be modern, confident and stylish. Appealing to a mainstream teenage and young‑adult audience. Her official website - Sophia Padro Music, will clearly communicate her brand and provide interactive content. She will also have her own branded soft drink Padro Fizz, promoted through one TikTok video and across the website to create a cohesive cross‑platform campaign.
I will produce three TikTok videos (totalling three minutes) and three webpages, using consistent media language to construct Sophia as a successful, relatable and empowered R&B artist.
My first TikTok will be a music‑video extract, using close‑ups, medium shots, tracking shots, low‑key lighting and urban night‑time mise‑en‑scene to encode emotional depth and authenticity. This links directly to Hall’s Representation Theory, as my choices deliberately encode Sophia as a credible R&B performer, while audiences will decode these meanings through preferred, negotiated or oppositional readings.
The second TikTok will be an interview, filmed with natural lighting and a more relaxed setting to represent Sophia as approachable and grounded. This supports Gauntlett’s Theory of Identity, as modern media allows artists to present multi‑layered identities that audiences can use as a “toolkit” for shaping their own sense of self. My representation of Sophia will challenge some traditional stereotypes of female artists by presenting her as confident and independent rather than only focusing on her appearance. This can link to Gauntlett's theory, as modern media allows audiences to see more varied representations of gender and identity. I will use costume, body language and camerawork to show Sophia as powerful and in control of her own image.
The third TikTok will promote Padro Fizz, using bright lighting, fast editing, close‑ups of the product and upbeat music to create an energetic mood. Through Barthes’ Semiotics, elements such as colour palette, costume and props will act as symbolic codes that signify positivity, confidence and brand identity.
My webpages will follow a consistent house style using the same fonts, colours, logo and imagery. I will include at least eight original photographs and over 400 words of copy. Each page will have a clear purpose: one about Sophia, one about her music and one promoting Padro Fizz. Multimedia content will increase interactivity and encourage audience engagement.
My representation of Sophia will challenge traditional stereotypes of female artists by presenting her as confident, independent and in control of her own image. Through camerawork, body language and styling, I will construct a representation that aligns with Gauntlett’s argument that media now offers more diverse and empowering portrayals of gender.
Audience
My target audience is a mainstream group of teenagers and young adults who enjoy R&B, fashion and social media. They may also follow artists such as Jorja Smith and SZA. I will appeal to this audience by using familiar TikTok conventions such as short‑form video, on‑screen text, trending sounds and visually engaging editing.
Using Blumler and Katz's Uses and Gratifications theory, my products will provide entertainment and personal identity. Audiences can enjoy the music and visuals, while also connecting with Sophia's personality and lifestyle. The website will also provide information and allow fans to find out more about her music and brand.
Industry and Digital Convergence
My products reflect the contemporary music industry, where artists rely on social media and websites to promote music and build their brand. I imagine Sophia being signed to a major label such as Sony Music and Colombia Music, giving her access to professional marketing and a large mainstream audience.
Digital convergence will be important because audiences can access TikTok, the website, music and promotional content from the same smartphone. Links between the TikTok videos and website will encourage audiences to move between platforms. This creates a connected campaign where Sophia's music, personal identity and Padro Fizz brand can all be promoted together.
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