Summer Project: coursework planning

 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?

Tiktok 1

This TikTok feels like a personal story told through two voices: an off-screen narrator joking about Amber’s age and Amber herself on camera playfully correcting them. This back-and-forth sets a lighthearted tone, breaking the typical video “fourth wall” and making it feel really genuine and intimate. The video unfolds as a montage of quick, one- to two-second clips showing everything from skydiving and bungee jumping to quieter moments like making coffee or spending time with loved ones. This mix of adrenaline-filled adventures with everyday life moments builds a layered identity; Amber is exciting and adventurous, but also relatable and grounded. The video builds to a thoughtful moment when Amber asks, “What’s next?” This open-ended question invites viewers to reflect on their own lives and the importance of slowing down and appreciating small things. The varied pacing keeps the viewer engaged throughout, and the emotional connection comes from seeing both the highs and the simple joys of life.

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. 

Tiktok 2  

This edit takes key scenes from Iron Man and cleverly reuses the original Marvel cinematography to highlight Tony Stark’s personality and charisma. The video features a range of camera shots; crisp mid-shots for important dialogue, tight close-ups that capture Stark’s facial expressions and quick wit, and wider action shots that showcase the grandeur of his Iron Man suits. What stands out is how the edit maintains the original shot compositions but speeds up the pace with quick cuts, making the video feel fresh and dynamic. Subtitles appear in the middle of the screen, making the humor and dialogue easy to follow, which works well on TikTok’s vertical format. Intimate handheld shots during scenes with soldiers contrast with the more static, heroic framing of Iron Man himself, reinforcing his dual nature as both relatable and legendary. The rapid montage at the end, filled with close-ups of different suits and dynamic angles, keeps the energy high and leaves the viewer excited. Overall, the camerawork variety combined with smart editing keeps the video visually captivating.

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.

Tiktok 3

This TikTok edit focuses on the stylish, polished world of Suits through its careful use of mise-en-scène elements that help define Harvey Specter and Mike Ross’s characters. Costumes play a huge role here ; the perfectly tailored suits, crisp white shirts, and polished shoes instantly communicate power, professionalism, and confidence. The lighting is warm and controlled, often coming from overhead fixtures or soft bar lighting, which adds to the sophisticated, high-status atmosphere. The actors’ expressions are key, with Harvey’s confident smirks and Mike’s earnest looks showing their contrasting personalities and ambitions. Props like legal files and glasses of whiskey add to the story of a high-stakes corporate environment. The setting moves between sleek glass offices, dimly lit bars, and luxury cars, reinforcing their world of success and power. The TikTok’s use of vertical cropping and box framing modernises the original widescreen shots, making the scenes feel trendy and perfectly suited for social media. Altogether, these elements combine to paint a picture of glamour and ambition that appeals to viewers who love aspirational characters.

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?  

Tiktok 4 

This TikTok is all about the power of editing to create excitement and tension, using clips from Creed to tell a fast-paced story of conflict and determination. The video opens with dialogue that plays out almost in real time, which builds up anticipation before the first punch lands. The cut from the punch to the boxing match is a smooth match-on-action transition that makes the action feel continuous and impactful. The soundtrack pauses right as Creed says, “What’s your name?”, which gives that moment extra weight before the music kicks back in with a high-energy hip-hop beat. The editing rhythm matches the music perfectly; fight and training scenes are cut into quick bursts, often just one or two seconds long, which keeps the viewer’s adrenaline up. Freeze frames and slow-motion shots highlight punches, letting viewers really feel the physicality of the fight. The back-and-forth cutting between fights and dialogue helps keep the narrative moving, and the abrupt ending with a black screen and creator’s watermark adds a polished, professional fan-edit feel.

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 of music video can you find in your fifth TikTok example?

Tiktok 5 

This TikTok effectively uses classic music video conventions to turn Top Gun: Maverick into an exciting, high-energy promo video for the film’s hero. The background Travis Scott track provides a rhythmic backbone, with the video cutting sharply in time with the music’s beats and pauses. The video opens with Maverick’s introduction, setting the stage like a music video “hook,” before moving into “verses” filled with thrilling flight sequences and training shots. Close-up shots of Maverick’s watch, manuals, and confident face highlight precision and skill, while wider shots show the reactions of cadets who are both intimidated and impressed. The video uses repetition of flight shots, similar to how music videos loop catchy images to build momentum and familiarity. Quick zoom-ins, match cuts, and sweeping pans keep the energy flowing, while alternating between Maverick’s cool solo moments and the crowd’s reactions creates a fun call-and-response vibe that engages viewers. Overall, the edit captures the hype and drama of a music video while telling the story of Maverick.

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. 

Tiktok 6

This TikTok condenses The Wolf of Wall Street’s story into a punchy, motivational narrative focused on Jordan Belfort’s rise from poverty to excessive wealth. It starts with a close-up of Belfort delivering a powerful speech, drawing viewers in with his confident gaze and commanding presence. The video quickly contrasts images of him as a “poor man” and a “rich man,” visually underscoring the stark choice at the heart of the story. Large, bold subtitles with checkmarks emphasize his decisive declaration, “I choose rich,” turning the moment into a mantra for success. The video moves rapidly through scenes of wild office parties, flashy cars, and reckless behavior, capturing the height of Belfort’s excess. The cheeky exchange about legality adds humor and self-awareness, preventing the video from feeling too serious. The Metro Boomin soundtrack underlines key moments, with music drops that pause and highlight important lines, blending cinematic storytelling with modern hype music. This edit uses classic narrative beats and energetic music to create an inspiring yet playful mini-biography.

You can start adding TikTok links to this shared document that should help with research and, of course, or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of TikTok video research in total you will be fine. Feel free to use bullet points if this is helpful.

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) Artist/band and song(s) you will use for video.

2) Original name for artist/band you have created - MUST be completely original

For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.

TikTok 1: KSS – Fair Trade   

The video starts with an interview clip where KSS is asked what makes him different as an artist. As he begins to speak, the beat of Fair Trade drops and the edit cuts into sharp transitions showing him performing on stage, recording vocals in the studio, and signing autographs. Text overlays like “focus,” “grind,” and “vision” appear in sync with the beat, building his brand as an ambitious, authentic artist. The video ends with walking off stage into the spotlight fade.

TikTok 2 : KSS – Fair Trade

This one highlights his bond with fans. It begins with a casual Q&A clip where he’s answering “What inspires you most in music?” As soon as the beat of Fair Trade hits, edits of fan reactions, live crowds, and fan-made videos flash across the screen. Box-frame effects and duets with fans show his interactive side, with clips of people wearing his merch cut between close-ups of KSS laughing and vibing. It finishes with him pointing at the camera saying: “This is all for you.”

TikTok 3 : KSS – Fair Trade

A stylish, cinematic video that opens with a skit: someone asks him if he’s really “the closer.” He smirks, and the baseline of Fair Trade drops. From there, quick edits show him stepping out of a car, adjusting his jacket, working in the studio, and striding through a city at night. The box-frame format switches to another band member writing lyrics and posing confidently, showing their dual artistry. It ends with a black screen and bold text: “KSS – Closer than ever.”

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

We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this). 

This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.

My submission will focus on the promotion of my fictional artist Kss, using both TikTok and print media to target a digitally native audience deeply embedded in online music culture. The chosen track, Fair Trade by Drake, resonates with themes of authenticity, loyalty, and self-discovery, which will underpin Kss’s brand identity. 

In terms of media language, the TikTok content will adopt conventions characteristic of the platform: rapid editing, direct-to-camera address, and trending challenges. Each video will incorporate stylistic features such as captions, filters, and algorithm-friendly text overlays. For instance, one video will feature Kss in an AMA (Ask Me Anything) format, facilitating intimate engagement with fans. Another will capture a raw, handheld performance clip to foreground immediacy and authenticity, while a third will situate Kss within a viral challenge, ensuring his presence within the wider participatory culture of TikTok. These stylistic strategies reflect the informal, user-led aesthetics of the platform, while simultaneously managing Kss’s construction as a credible musician.

In terms of representation, Kss will be framed as authentic and artistically serious. Close-ups and direct engagement will cultivate honesty and relatability, qualities highly valued by TikTok users. This approach resists the highly polished and distant celebrity image traditionally associated with the music industry, opting instead for a deliberately raw and unfiltered style. However, this unfiltered quality is itself carefully curated, ensuring a consistent brand identity across platforms and reinforcing Kss’s persona as both accessible and artistically committed.

The target audience will be 16–25-year-olds, a demographic characterised by high levels of TikTok activity and primarily digital music consumption. This audience privileges interactivity, shareability, and authenticity. Accordingly, my content will actively invite participation through challenges and encourage fan responses, employing a style that feels organically embedded within the platform. By aligning Kss with Fair Trade, a track culturally resonant within youth and hip-hop communities, the product appeals to genre-specific tastes while simultaneously positioning Kss within a broader discourse of contemporary authenticity.

The industry context suits my work within the music industry’s increasing reliance on TikTok for artist discovery and song promotion. TikTok is now a primary driver of viral success, frequently propelling tracks to mainstream visibility. My TikTok products will reflect this by positioning Kss as an emerging artist exploiting the platform to cultivate his fanbase. Meanwhile, the print material will draw on traditional promotional outlets, such as music magazines, but will adopt a visual style consistent with the TikTok content to ensure synergy across media forms.

Finally, digital convergence will be exploited to connect the TikTok and print products. QR codes in the print output will direct readers to Kss’s TikTok account, while the TikTok videos will guide audiences toward supplementary materials such as merchandise or interviews. This cross-platform integration mirrors industry practice, fostering a cohesive brand identity.

Overall, my products synthesise TikTok conventions with authentic representation to reach and engage my intended audience, reflecting the dynamics of music promotion in the contemporary digital age.

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

You can find more information about Ignite presentations - including examples - in this Ignite presentation blogpost here. 

Presentation

Speech