01 Coursework Brief (complete)

Brief 4: Music video and online

Requirements of the brief:

You work for an independent media production company. You have been given the task of producing 

a three-minute music video for alternative music* by a fictional band/artist signed to Domino 

Recording Company and two pages for the working website for the band/artist.

You may use an existing song for your music video (this does not need to be copyright free).

The web pages must promote the band/artist to its target audience and enable fans to interact 

with them. 

Summary of brief requirements:

• Statement of Intent (approx. 500 words).

• Music video: One, three-minute music video.

• Distribution channel: Content must be age appropriate for young adults from the age of 16.

• Number of web pages: One homepage and one linked page.

• Cross-media production target audience: A primarily 16–25 year old middle and up market 

audience of people who like to be engaged.

There must be a clear sense of branding across the two elements of the cross-media production.

Production detail that must be included

The production of the music video must include (as a minimum):

• Range of camera shots, including shot distances, angles and movement as appropriate to a 

music video.

• Editing of footage appropriate to a music video.

• At least two different uses of mise-en-scène.

• At least two characters representing at least two different social groups (e.g. as defined by age, 

gender, race and ethnicity, sexuality).

• Graphics/titles to include the name of the track and the name of the band/artist. 

The production of the web pages must include (as a minimum):

• Original audio or audio-visual content which may include material from the music video but 

must include at least one element produced specifically for the website. 

• Use of original images. Each webpage must include at least one image that is different to those 

used on the other webpage and those produced for the music video.

• Appropriate conventions of website design, including an original title and logo for the band/artist’s 

webpage and a menu bar.

• Text introducing the band/artist.

• Working links from the home page to the other page.

• A range of appropriate media language techniques (typography, images, fonts, backgrounds, 

logos, etc.) as appropriate to the purpose of the website.

* Allow any track that may reasonably be considered to be alternative / indie.

1 A Statement of Intent document needs to be completed as part of each Cambridge OCR set brief. 

Learners need to complete a Statement of Intent document to outline the ways in which they propose 

to use the four areas of the media theoretical framework to communicate meaning and meet the 

requirements of their chosen set brief.

02 Statement of Intent (complete)

Conventions - Statement of Intent

How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? 

Production - Music Video

My intention is to produce an alternative music video for an alternative artist, using “Silk” by Wolf Alice as the soundtrack. The narrative will follow two girls living parallel lives, showing them completing mundane activities such as eating, playing video games, washing their faces and playing musical instruments, before eventually reuniting. I intend to challenge the conventions of a conventional performance-based music video by combining narrative, performance and everyday realism.

Through media language, I will use close-ups, match cuts, handheld camerawork and contrasting lighting to create intimacy and communicate the emotional connection between the characters. Repeated shots of similar activities will establish their parallel lives, while cross-cutting between their separate environments will suggest that they are connected despite their physical distance. As the music intensifies, I intend to increase the pace of editing and incorporate shots of acoustic and electric guitar performances, alongside lip-syncing, to reflect the emotional intensity of the soundtrack.

In terms of representation, I will portray both girls as individuals with their own routines and interests, not just following stereotypical representations of young women. Their relationship will be communicated through gestures, shared activities and their eventual reunion rather than explanatory dialogue.

My intended audience is 16–25-year-olds interested in alternative music and independent visual styles. The combination of relatable everyday experiences, intimate cinematography and unconventional editing is intended to appeal to this audience's interest in authenticity and emotional storytelling.

Within the conventions of the music-video industry, I will combine performance and narrative to create a recognisable promotional product for my artist, strengthening their alternative identity.

Website

My intention is to create a promotional website for my artist that establishes a consistent alternative identity and encourages audiences to engage with the artist beyond the music video. I will use a dark colour palette of black, off-white and burgundy, oversized typography, grainy photography and unconventional layouts to reflect the melancholic and intimate atmosphere of “Silk” by Wolf Alice. These elements will create a visual identity that appeals to my target audience of 16–25-year-olds interested in alternative music, independent fashion and creative self-expression.

Through media language, I will use prominent release titles, music-video imagery, artist information and navigation links to make the website visually distinctive while remaining accessible. Sections dedicated to music, videos, merchandise and behind-the-scenes content will follow conventions of artist websites, allowing audiences to discover different aspects of Static Bloom's identity.

In terms of representation, the website will present my artist as an authentic, creative and approachable figure. Original photography, informal artist commentary and imagery of everyday life will reinforce the personal qualities established in the music video.

To encourage audience participation, I intend to include an interactive feature inviting fans to submit their own thoughts, videos or alternative-inspired outfits. This will position the audience as active contributors to the artist's identity rather than passive consumers.

The website will also function as a promotional platform, using consistent branding, release information and links to connect audiences with the music video and other artist content.

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? (100 words)

To demonstrate digital convergence, I aim to link my music video and website through consistent branding, imagery and promotional content. Both products will use the alternative artists' identity, including the same typography, dark colour palette and alternative aesthetic, creating a recognisable relationship between the products. The website will promote the music video through an embedded video or a clearly labelled viewing link, alongside release information and behind-the-scenes photographs. Audience participation will extend this connection by inviting fans to submit their own videos, outfit photographs and creative interpretations of the artist's visual identity. This will encourage audiences to move between platforms and actively contribute to my artists online community.