Summer project 2025

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?

This creates a more intimate and sort of 1-t0-1 conversation feel whilst the artist explains the motivations behind their work/art. It gives a space for the artist to be more personal and tell a story. The story that the artists chooses to tell is what helps to make the narrative it gives an opportunity to fans to feel  like they connect and know their favourite artists after this. This is interesting because I think it ties in well with real life fandom their personal identity and relationship connected with said artist. Music is essentially the artist's/fans equilibrium.

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. 

The camerawork is quite simple. It starts off pretty tame and slow paced. It then quickens with the music with fast cuts. This creates a sort of whimsical and energetic which is typical for garage bands like these. The camerawork highlights each member of the band as well as the instruments with full body shots which seems to be a key part of their band and individuality/speciality/role that each person carries. It also feels abit more intimate, so fans feel closer.

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.



Costume: darker clothing, Lighting: lowkey lighting, Artist: serious expressions, direct address, Makeup: sophisticated, feminine, Props: chandelier, Setting: hotel?/restaurant? This all creates a very dark, strong feminine energy coming from the group which could be teasing an empowering song with a dark, elegant mature concept. This overall really enhances and sells their brand image and identity as an artist making their mark in the industry.

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?  

This has very fast-paced editing with many cuts spinning through different photos/videos. It creates an effect where it looks like the camera is jumping through settings which is quite exciting it creates a dramatic bold aura coming from the artist. The transitions are very smooth and between only shots of her face. It is quite impactful because it enhances the artist's visual identity because they look fierce.

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? 

Goodwin: There is connection between visuals and lyrics/music the lyrics/beat are very bold, and outspoken and the girls look very confident with luxurious backgrounds. Star image is enforced through their very glamorous outfits and makeup. Intertextual references to Hollywood through the red carpet. The hyper-pop and experimental of the song is mirrored by the strange visuals like the sandwich, someone being pushed off a balcony. This also creates a really unique artist identity and image as it's quite bold.

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. 

The editing is slightly strange but in a cool way. It jumps from the typography, the simple animations in the background, the old filters, and most of the men being shirtless creates a weird, fresh vibe which is unique. This is all quite disorienting but also interesting. I think this Mv teaser just has so many crazy elements about it which in turn is quite overwhelming but very suitable for the Brazilian phonk playing in the background. The editing is also quite fast paced and matched with the music which adds a burst of energy.

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. 

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.
Start each of your THREE treatments with the following key details: 

(1) Song: Losing You - FLO​

Genius interview - gives fans an insight into the artist’s lyrics and the motivations behind their art. Essentially, just the artist talking to the camera, explaining the sentiment behind each line.​

Aim: ​

Diversion: Form of entertainment​

Personal Identity: Might inspire others. Possibly, role-models.​

Personal Relationships: Audience may connect with lyrics/artist experience

(2) Song: Fly Girl - FLO​

A behind the scenes shoot where bloopers and mistakes will be exposed. It will contain funny moments and allow for the viewers to see inside raw moments of pop-star life.​

Aim:​

Diversion: Entertaining, funny content.​

Surveillance: Understanding the work and efforts of my artist.​

Personal relationships: People may see themselves in the artists for whatever reason.

(3) Song: Snippets of Control Freak/The Mood/Even If It’s A Lie/Summertime/Suite Life/Not my Job - FLO​

Album music teaser - shares 20-25s snippet of their new music to keep fans updated on new music. It will share the release date of the new track, the title, album name etc.. It’s essentially a short promo.​

Aim:​

Diversion: Lets people know of new music. ​

Personal relationships: Audience might be familiar with artist - excited to see new music to indulge in


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

The existing artist's music that I'll be using is a girl group called FLO. The original name of my girl group inspired by them will be called SOLACE (fandom name SolMates). I will not have a video explicitly referencing any brand deals/collabs but I will try to make a specific product make several appearances as an attempt to mimic a collab. In terms of Industry my artist will be handled by Atlantic records where many R&B artists emerge from and because I want them to hold an overall mainstream influence but also specifically appeal to explorers, aspirers, and achievers.

I will try to meet the brief through my three TikTok videos through the promotional content for my artist. It will consist of a Genius interview, a Music Video BTS, and an album teaser video. In this I will try to attempt to add as many media language aspects as two or more filming locations, variety of camera shots/angles and doing my best to follow TikTok conventions e.g. portrait short form videos, the feed, and captions. After this, I will try to make the most  through post-production editing to fulfil the brief and enhance what has already been filmed. Now, focusing more on the group itself I'm aiming for it's image to be cohesive and very pop girl-group-esque whereas their sound will be a bit more mature and R&B/Soul. I will construct that through the mis-en-scene with 2000s inspired outfits inspired by groups like Destiny's Child as well as and feminine make-up to complete the look.

My three TikTok videos will hopefully  showcasing a diverse girl-group through the member's themselves as I aim to make my group women of colour (Black, South Asian) to hopefully demonstrate cultural conviviality through positive reinforcement and integration. My coursework will hopefully reflect social/cultural contexts because my product will hopefully address the hardship of being a teenager, and young adult love etc which is important as my targeted audience will be about 15-30. Additionally, I will be thinking about Stuart Hall and bell hooks as I want to combat the idea of imbalance of power as well as not offering a diluted white-centric idea of feminism through the diversity of my group. The girl group will hopefully reflect recent changes in society because I don't wish create an image of an overly dolled up group who don't even look real, I want it to feel like a group of teenagers having fun. 

As for the target audience I will hopefully appeal to the group of 15-30 year olds through the engaging interviews, funny behind the scenes, and exciting anticipation of new music through the album teaser. I will try to do this through audience pleasures like diversion, personal idenity and relationships. 


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 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.
Ignite presentations have very specific rules: you must create exactly 20 slides with each slide set to 15-second auto-advance. This means your presentation will be exactly five minutes followed by questions and comments from the class. You will deliver your presentation on your coursework planning in the first week back in September.

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 delivery


Go to the "Transitions" tab on the Ribbon.

On the right side, find the "Timing" group.

Uncheck the box that says "On Mouse Click" (optional but recommended for full automation).

Check the box next to "After", then set it to 00:20.00 (for 20 seconds).

Click "Apply to All" if you want all slides to advance every 20 seconds.


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