Final statment of intent

I am creating a two-minute music video aimed at inspiring young people to take small steps to improve the quality of life in their community. My music video is aimed at young adults, so it must be engaging while delivering a clear, positive message. I have chosen Kendrick Lamar’s “i” as the song as its lyrics focus on self love and resilience; The repeated line of “I love myself” links to Brief 5 and acts as the video’s core message.

The narrative follows the protagonist (that the audience can imagine is them) lip-syncing as his mental wellbeing visibly improves as he takes a moment to pause and admire Londons urban and natural views. The character starts isolated and unsure but becomes increasingly confident through the film. Costume, body language and interactions with passers-by will signal this shift. The story structure will follow Todorov’s theory of equilibrium, beginning with an initial equilibrium of isolation and doubt, followed by disruption and gradual creation of balance as the character reconnects with their surroundings. The final shot - a silhouette on Greenwich Hill - symbolises the creation of a new equilibrium and represents hope for influencing the community for the better.

I will film at locations such as Greenwich Hill, Canary Wharf, Southwark viewpoint, the London Eye riverside, Barbican, Piccadilly Circus, the Underground and on an Uber Boat. Moving from quieter to busier spaces will illustrate London’s diversity and mirror the protagonist’s mental growth. The video will be fast-paced, with rapid cuts, wide pans, close-ups, reflections, tracking shots and silhouettes, along with diegetic sounds (birds chirping, ambient city noise), to create a dynamic and immersive atmosphere suitable for social media platforms and as embedded content on other websites.

Propp’s character theory is reflected in the video: the protagonist acts as the hero, his doubt as the villain, the public as helpers, and the repeated lyric “I love myself” functions as a donor, reinforced through on-screen text. Camera techniques such as tracking shots, reflections, and fast edits communicate these roles. From an audience perspective, Blumler and Katz’s Uses and Gratifications explains how the video meets young viewers’ needs for identity, social modelling, information, and entertainment. The repeated lyric and text reinforce self-affirmation, while interactions with London’s urban environment act as subtle social modelling.

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