2. In the video our actors/singers/stars are represented as fun, playful
young people with talent, we chose to reflect this on our front cover
and Ad, we hope use this element as a selling point and this should fit
in with the tone and mood of the song. This affected the video and
digipack in the sense of instead of having a conceptual theme it will be
more focused on iconography.
3. I chose to not focus on a straight up star image but to have a colourful and abstract
edge to the digipack and the blurred lights over the two actors was an idea that I
thought reflected the chilled vibe and urban theme of the video, also the colour
scheme reflected the chilled vibe the song has. The video seemed to have an “edge”
to so in the final drafts I chose to have our stars through shapes to make more
striking and interesting visuals opposed to a conventional portrait, explored in
drafts and ideas. The font used was chosen especially because it was a casual font
yet didn’t have too many connotations attached to it. The clothing of the performers
was casual yet not conforming to any genre (eg: hoodies and caps to connect with
the hip hop crowd), this look is open to connect to any genre or subgenre of music
and attracting maybe more than just garage fans, this also reflects onto the digipack
and the advertisement.
4. The idea is to use an urban setting to connect with the audience and
urban themes to solidify this in the ancillary texts. Keeping a low budget
feel, this connects with audience as our target audience is used to
consuming music from youtube and the video has the feel that it is made
be one of the target audience themselves.
5. Without feeling glamorous, the stars of the music video connect with the
audience by looking at the camera, smiling and having a relaxed body
language as if they are with the audience performing especially for them.
We chose a low budget studio setting for our performance shots to show
the passion for music and show the creation of the music and pringing
the music video to a more personal level. With the “narrative” the
“London at night” theme connects with most of the target audience as it
is recognisable and the aftermath of a party scene along with fireworks
creates a celebratory feel, the fun fair then the stumbling home creates a
live atmosphere winds down and the drunken night continues at home,
relatable to most teens who have experienced this.
6. All of these features are important to conforming to the genre/subgenre
because it solidifies its place with all the other music videos and ancillary
texts but standing out at the same time. It conforms to the conventions but at
the same time brings a few more features to the table such as having pop and
indie artists singing on a garage instrumental and not be generic.
8. From constant audience feedback throughout the editing stages as well as
the pre production stage, it has help us ground our ideas and stick to
themes and ideas that would appeal and attract our target audience.
Reoccurring themes such as couples, parties, love and the “night out”
along with the “morning after” all reflects on our target audience socially
and just by having the themes present makes the video more entertaining.
The feedback from the music video was mainly positive and the feedback
told us the fast cuts and contrasting visuals were engaging and
compliment the visuals and was a interesting break from the performance
shots. On the other hand the performance shots did drag on a bit.
