A-level Statement of Aims
- Mastering Media
- 2 days ago
- 2 min read
This guide will help you structure your Statement of Aims for the 2026 Music Marketing brief, which requires a music video and a cross-media website targeting Generation Z.
According to the source material, the Statement of Aims is worth 10% of your coursework marks. For an A-Level standard production, you should aim for approximately 500 words, broken down into five sections of roughly 100 words each, plus a short introduction.
1. Introduction (Approx. 30 words)
State clearly what you are producing to ensure your creative decisions are rooted in the brief.
• What to include: Identify the product (music video and website), the genre, your fictional artist/band, the Generation Z target audience, and the 'Big Three' record label division (e.g., Epic, Republic, or Fueled by Ramen) you have chosen.
2. Media Language & Genre Conventions (Approx. 100 words)
Explain how you will use technical codes to fit the conventions of your chosen genre.
• Music Video: Discuss your planned use of camera shots (wide, close-up, mid-shot), dynamic movements, and how you will edit original footage to the music track.
• Website: Describe the layout of your homepage and your chosen second page ('In the Studio' or 'Hometown'), mentioning specific branding, fonts, and the 5 original images.
3. Constructing Representations (Approx. 100 words)
You must explain how you will represent at least one specific social group (e.g., age, gender, or ethnicity).
• Persona: Describe the artist's identity and backstory.
• Visual Signifiers: Use specific terms like clothing, makeup, props, and body language to explain how the representation is built.
• Perspective: State whether your representation is stereotypical or challenging dominant ideologies, using descriptive adjectives to define the portrayal.
4. Targeting the Audience (Approx. 100 words)
Focus on how your production specifically appeals to Generation Z.
• Engagement: Explain how the narrative elements in the music video (like enigma or conflict) or the 30–45 seconds of original AV material on the website will engage this demographic.
• Tone: Discuss the mode of address used in the 200 words of website text, which must be written in the first person by the artist to create authenticity.
5. Industry Context & Digital Convergence (Approx. 100 words)
Explain how your project fits into the professional media landscape.
• Industry Placement: Discuss how your production mimics the style of real products released by major labels like Universal or Sony.
• Branding & Convergence: Describe how the video and website demonstrate digital convergence. This includes using the same color schemes, logos, and artist persona across both platforms so they "look and feel like the same media products".
Expert Tips for Success
• Be Specific: Do not say "I used colors"; instead, say "I used a high-contrast neon palette to signify the vibrant energy of the synth-pop genre".
• Use Terminology: Incorporate subject-specific terms like anchorage, lip-syncing, binary oppositions, and technical codes.
• Proofread: Literacy errors can cost you marks. Read your work out loud to ensure it flows logically and fits the word count.
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