Coursework: Summer Project 2025
TIKTOK VIDEO ANALYSIS:
TikTok Video 1: Narrative
This TikTok video follows a narrative of a journey between two lovers. Propps' theory is applicable here as the characters shown in this music video perhaps play the role of ‘hero’ and ‘princess’, which also aligns with the theory of Steve Neale, who claims stories are often repetitive. For example, the audience is aware of the repetitive content between two lovers and their love story, therefore it’s more familiar to the audience, therefore the audience is likely to enjoy it.There is also an enigma code as the audience wonders who the characters are and why or what are these different locations symbolic.
TikTok Video 2: Camerawork (shots, angles, movement)
The TikTok video uses a variety of camera shots and movements to enhance its visual appeal and focus attention on the makeup process. It opens with a close-up of foundation on a palette, drawing the viewer’s eye to the product and setting the scene for a beauty tutorial. This is followed by an over-the-shoulder shot of the makeup artist working on a model, creating an intimate, behind-the-scenes perspective. The sequence then shifts to close-ups of the model’s eyes and lips, highlighting the precision and detail of the artist's work. A side angle offers a side profile view of the model, while the model’s movements at the end reveal her confident personality. The use of a medium shot captures more of the model’s upper body and her placement within the setting. Finally, zooming in and zooming out movements add detail, guiding the viewer’s focus between fine details and the overall look, keeping the content engaging.
TikTok Video 3: Mise-en-scene
In this TikTok video, costume is used to emphasise professionalism. The male singer is dressed in a black professional suit and is positioned in the centre, immediately drawing the audience’s attention. On either side of him are two female singers, also dressed in elegant black dresses, maintaining a unified and professional visual theme. Props play an important role, with the musicians at the back making use of a saxophone, drums, stands, and microphones, all of which reinforce the live performance setting. Lighting is carefully applied, with bright spotlights highlighting soloists during key moments and softer ambient lighting revealing the rest of the band, creating depth and visual interest. Actor positioning is deliberate, placing the lead at the forefront while supporting musicians and singers are arranged to create balance on stage. Finally, the setting appears to be a professional musical space, enhancing the performance’s polished and cohesive presentation.
TikTok Video 4: Editing
Multiple pictures have been edited to match the sound and the pace of the music. There is also the use of fast and slow motion to provide focus on images such as that of the bird and the girl doing ballet dance. The editing has been done in such a way that there is almost a montage effect that incorporates the colour scheme of black and white throughout. By carefully matching visual pacing to the music, the TikTok demonstrates how editing plays a crucial role and can create a balance between sound and image.
TikTok Video 5: Music Video Conventions
This TikTok video reveals multiple music video conventions. Throughout the video, we can see how there is a lively performance of the band alongside visual effects within the camera work. Additionally, there are close-ups of band artists, which help create recognition and familiarity for the audience and reinforce the star image. There are also genre conventions, as the music video presents rock n roll music with a live band setup and dark aesthetics . Furthermore, there is a focus on the props as well, such as instruments like a guitar, having a close-up shot.
TikTok 6: Visual effects, intertextuality or product placement
This TikTok video works as both a music video and an advertisement, promoting BMW as a desirable lifestyle brand. The central focus is the BMW car, captured in tracking shots as it drives along an open road. The choice of music syncs with the visuals, creating an atmosphere that associates BMW with power and excitement. The editing is rhythmic, with cuts matching the beat of the soundtrack, emphasising speed and performance. Close-up shots of the BMW badge reinforce brand identity, while wide shots of the car against scenic landscapes symbolise luxury. By combining conventions of music videos with product placement, this TikTok appeals to younger audiences who consume branded content through entertainment.
2) Planning: THREE TikTok video treatments
1) Each band member lip-syncs one line of the chorus in a different location, ie, park, bedroom, street. ADD text overlay with the name of each band member, introducing them, and giving a personal appearance. quick cuts between members and special effects, finishing with a group shot within the same location. Use of props which will reveal their faces.
Song-"Cool Girl- Tove Lo
Band- Sapphire sky
2) The video starts with the band looking casual or messy. On the beat-drop of the chorus (i'm a cool girl..) transition to the band fully styled doing, confident poses. This will be the band following tiktok trend while promoting their song.
Song- "Cool Girl"- Tove Lo
Band- Sapphire sky
3) Start the intro of the video with the song. Then, Q&A that each member will answer. The member will be seated in the centre, and the questions will be asked behind the camera, which each band member will answer. This will create a personal connection with the fans and audience.
Song- "cool Girl"- Tove Lo
Band- Sapphire Sky
3) Statement of Intent
My coursework project focuses on promoting a female band called Sapphire Sky through three TikTok video treatments, billboard posters, and a music documentary poster. The band's debut single is a cover of the song "Cool Girls" by Tove Lo, which embodies themes of empowerment, individuality, and female identity. Collectively, my products work together to establish a strong brand identity, reflect contemporary youth culture, and engage audiences across digital platforms.
I will apply media language across my TikTok videos and print products to construct a strong brand identity for Sapphire Sky. All three TikTok treatments will display different conventions such as jump cuts, close-ups, transitions, and other editing tools, ensuring they feel authentic to the social media environment. In the first TikTok video, each member lip-syncs a line of the chorus in a different location with text overlays of their names. The use of quick edits and close-ups will connote individuality, while the final group shot will reinforce collective identity and position the audience to recognise both personal and group connections. The second TikTok will use the "transformation trend", beginning with a casual/messy appearance of band members before transitioning on the beat drop into polished, confident looks. This will link to conventions of viral TikTok challenges while symbolically reinforcing the themes of empowerment and constructing a representation of the band as confident and aspirational. The third TikTok will adopt a Q&A format with members of the band responding to personal questions in comment-style captions, which will construct relatability while inviting direct audience interactions.
Representation is vital in my project, with Sapphire Sky produced to challenge traditional stereotypes of girl groups as manufactured or controlled by the industry. Instead, they are represented as authentic, diverse, and empowered, with each member given a unique personality and voice. For instance, the transformation video uses the popular trend format to present the band as confident and self-assured, while the Q&A creates authenticity by allowing fans to engage with the members on a personal level. This subverts Mulvey’s "male gaze" theory by presenting female identity as a source of strength and individuality rather than objectification. Butler’s theory of gender performativity is also used, as by experimenting with costume, makeup, and self-presentation across different TikTok videos and promotional posters, the band demonstrates that identity is constructed and performed, rather than fixed. This reflects contemporary youth culture, where self-expression is celebrated through social media.
My target audience is primarily 16–25-year-olds, a demographic that is increasingly active on TikTok and uses streaming platforms for music discovery. Psychographically, the band appeals to Aspirers and Explorers, who are drawn to trends, style, and individuality. The Q&A TikTok and use of social media interactivity also provide audience pleasures such as identity, entertainment, and social interaction, aligning with Blumler and Katz’s Uses and Gratifications theory. A secondary audience of older music fans will also be reached through the music documentary and billboard posters.
TikTok enables artists to reach large audiences quickly, create viral trends, and engage fans directly, making it a crucial tool for launching new music. Sapphire Sky’s TikTok videos will take advantage of these opportunities by mirroring other emerging artists from the same industry to build visibility and encourage audience participation. The music documentary poster will extend the band’s presence into the broader media platform, positioning Sapphire Sky alongside other influential artists. Together, these products will reflect how the music industry increasingly relies on a combination of social media and streaming platforms to establish artists’ reputations and connect with diverse audiences.
The TikTok videos will include captions and hashtags that drive audiences to Sapphire Sky’s other platforms, such as Spotify and YouTube, where the full track can be streamed. The billboard posters will feature QR codes that instantly take audiences to the band’s TikTok profile or Spotify page, encouraging engagement between offline advertising and online content. In addition, the music documentary poster promotes streaming availability on platforms such as Netflix , reflecting how audiences increasingly consume music culture through digital services rather than traditional television.
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