Target 16/3

 1) finish statement of intent- combine both

2) finish final touches bill board

3) longer video 3

My coursework project will focus on promoting a contemporary female pop band named Sapphire Sky through three TikTok video treatments and a set of billboard posters advertising a music documentary titled Echoes Through the Decades. The band will represent the pop genre, combining themes of empowerment, individuality, and female identity. The debut single will be cover of “Cool Girls”, which will further reinforce these themes. The documentary will be distributed on Netflix, reflecting the dominance of streaming platforms in contemporary media and their success in producing popular music documentaries. The posters will represent three musical eras—the 1980s, 2000s, and contemporary period—highlighting nostalgia and the evolution of pop music.

In terms of media language, my products will follow the conventions of both TikTok and billboard advertising. The three TikTok videos will include a range of camerawork, editing, mise-en-scène, and locations to reflect authentic social media content. The first video will feature close-ups and quick jump cuts of each band member lip-syncing different parts of the chorus, using text overlays to introduce them and establish individual identity. The second video will use the “transformation trend,” beginning with casual appearances before transitioning on the beat drop, playing a different instrument, using match-on-action editing and transitions to create visual impact. The third video will adopt a Q&A format using comment-style captions to simulate audience interaction and build relatability. Across all videos, handheld camerawork and natural lighting will reinforce realism, while editing techniques such as fast pacing and transitions will align with TikTok conventions.

The billboard posters will follow standard advertising conventions, including the documentary title, release date, tagline, streaming platform, and original photography. Each poster will visually reflect a different era: the 1980s design will use bright colours and bold typography to evoke retro aesthetics, the 2000s poster will feature softer pastel tones and musical imagery such as instruments to reflect a DIY pop culture style; and the contemporary poster will use darker lighting and cinematic composition to create a modern, polished look. Consistent branding, including central framing of the artist and cohesive typography, will ensure recognisability across all products.

Representation will be central to my project. Sapphire Sky will be portrayed as confident, creative, and independent, challenging traditional stereotypes of female artists as passive or overly sexualised. Instead, the band members are shown engaging with music and performance, emphasising talent and agency. This challenges Mulvey’s male gaze theory by rejecting objectification and aligns with Gauntlett’s theory that media offers diverse role models for identity construction. Butler’s theory of gender performativity is also relevant, as the band’s changing appearance and style across TikTok videos will demonstrate that identity is fluid and constructed. The products reflect contemporary social values by promoting empowerment and diversity within the music industry.

The target audience will be primarily 16–25-year-olds who actively engage with TikTok and streaming platforms, although the nostalgic elements of the documentary posters also appeal to older audiences. Psychographically, the audience will include Aspirers and Explorers who value individuality and trends. The TikTok videos will provide entertainment, personal identity, and social interaction, aligning with Blumler and Katz’s Uses and Gratifications theory. Audience engagement will be encouraged through interactive formats such as Q&As, relatable content, and participation in trends.

Finally, my project will reflect media industries and digital convergence. TikTok is used as a key promotional tool to build a fanbase and encourage viral engagement, while the documentary’s release on Netflix reflects the shift from traditional broadcasting to streaming services. QR codes on the billboard posters and hashtags within TikTok videos will link audiences to platforms such as Spotify and YouTube, demonstrating how different media forms work together. Overall, my products will reflect the contemporary media landscape, where cross-platform promotion is essential for artist success and audience engagement.

+++++++++++++++++++++