Statement of Aims 2026

https://video.wixstatic.com/video/7ae3a4_a186d324b94843cabd1f04fc8ff38c32/720p/mp4/file.mp4

Introduction

I am producing a music video and cross-media website for Etienne, a French EDM artist. Following the 2026 music marketing brief, the artist is signed to the independent UK label XL Recordings. The campaign targets Generation Z "Explorers" (aged 20–29) with the core aim of taking European EDM into the international mainstream.

1. Media Language & Genre Conventions

The music video utilizes technical codes inspired by contemporary artists like Kungs and Purple Disco Machine, employing wide shots of festival crowds and dynamic close-ups of Etienne behind the decks to reinforce his professional status. I will use high-contrast neon lighting to anchor the synth-heavy track and an 80s-inspired mise-en-scene to create a distinct retro-futuristic aesthetic. The narrative incorporates a sci-fi storyline and standard lip-syncing conventions. The website layout features a clear toolbar and five original images, including an "In the Studio" page to provide artist authenticity through professional visual branding.

2. Constructing Representations

I am constructing a representation of Etienne as a sophisticated European tastemaker from Nice, France. Visual signifiers like stylish Riviera-inspired clothing and confident body language will establish his identity within the Côte d’Azur club culture. To maximize mainstream appeal, the production will employ standard EDM stereotypes, including the dominant male DJ and energetic female dancers. While these portrayals lean into Ibiza/Tomorrowland clichés and the traditional objectification of women, they are essential for industry placement. I will also challenge dominant ideologies by using a complex sci-fi persona to elevate the artist's brand.

3. Targeting the Audience

The campaign targets Generation Z "twenty-somethings" who are characterized as "Explorers"—individuals who actively seek new experiences and enjoy creative challenges. I will engage this demographic through a cryptic sci-fi narrative in the video that creates an enigma for the viewer. On the website, 30–45 seconds of original AV material will satisfy the audience's preference for fast-paced, high-quality digital content. The 200-word biography uses a first-person mode of address to foster a sense of authenticity and personal connection. This approach directly appeals to the target's disposable income and interest in global festival culture.

4. Industry Context

This project mimics the professional media landscape by positioning Etienne on XL Recordings, the same label as established alternative acts like The Temper Trap and The Avalanches. I will ensure high production values across both products to maintain mainstream appeal and compete with real-world releases from major divisions. By adhering to conventional EDM genre codes—such as "featuring" vocalists and polished festival visuals—I am establishing Etienne as a commercially viable artist ready for the global market. This strategic industry placement allows the fictional artist to appear established and credible to the target audience.

5. Digital Convergence

My cross-media production demonstrates digital convergence by maintaining a consistent visual brand across all platforms. I will use identical retro-futuristic color schemes, logos, and artist personas in both the video and the website so they "look and feel like the same media products". The website serves as a hub for synergy, integrating links to TikTok, Instagram, and YouTube to reach the target Gen Z demographic where they are most active. By including a tour diary and merchandise store on the site, I am creating a unified digital experience that maximizes artist visibility and audience engagement.