I decided to audition my friends to see who I should choose to be in my music video. I have decided to use Chloë in my music video as she was able to successfully lip sync to the song and took it the most seriously so I can therefore rely that she will perform seriously in my music video.
My initial digi-pak research enabled me to learn the key conventions such as featuring an image of the artist on the front cover along with the Artist’s name and Album name, while the back conventionally features elements such as a barcode, track list and record label.
However, through further research I found that many indie pop / rock digi-paks have very simplistic styles with a border around an image of the artist on the front cover. I also have found that the albums that use a black and white colouration lean more towards the rock genre, therefore I will use colour in my digi-pak as this is more conventional of indie digi-paks. The font use of the majority of indie-pop digipaks is conventionally simple and bold, particularly on those which do not have a picture of the artist on the cover as the consumer will only be able to recognise the digi-pak by the artists name, which therefore needs to stand out on the digi-pak.
Here is a list of shots I will need to film for the creation of my music video:
(All of the narrative elements will be edited into slow motion)
Using Adobe Photoshop I was able to recreate the album cover for Lo-Fang’s Blue Film. I first took a picture of my friend Jess and imported it to photoshop. I then gave the photo a black and white colouration followed by a blue vignette in order to make the image darker. The vignette was also used in order to create the circle of light in the image of the photo. Despite managing to create this circle of light I did struggle to make it as light as in the real digi-pack with a sharper edge without completely washing out Jess’ facial features. I then finally added text over the image in order to replicate that of the real digi-pack.
Throughout the performance element of the video the performer will be wearing a different costume for each location. Throughout the shots of the performer on a beach she will be wearing a white dress in order to fit in with the light mis en scene, connoting that she is not out of place. Also as I have found this is a very common costume for an indie pop performer to wear in a music video, as seen in videos by Lana del Rey and Florence and The Machine.
During the performance element filmed by a reservoir the performer will be wearing a red dress in order to stand out against the mis en scene creating a balance between the performance and narrative element. I have also found that red is another common colour of costume for indie pop artists to wear such as Lorde, Lana del Rey and Birdy.
Throughout the narrative element of the video the actor will also be wearing a dress in order to maintain the dream like look, such as in Lorde’s Perfect Places music video as it would look odd to then show someone then wearing casual clothes in parallel to this:
The actor will be wearing a light blue dress in order to connote that she is out of place in the majority of the narrative as it will be filmed at night. Yet will present that she is no longer out of place at the end of the narrative as the light blue dress will match the light mis en scene of the beach.
I have chosen my friend Chloë to be in my music video as I believe that she will be confident to perform in front of a camera and therefore will create a very realistic performance. Chloë will be in both the performance and narrative elements of my video in order to link the two aspects of the video together. I further believe that Chloë conforms to the look of an indie artist due to her similar appearance to artists such as Florence and the Machine and Birdy.
The locations I will be using for the performance element of my music video will be in and around the caves on Plemont beach and and around a small body of water on the sand dunes. These two locations will allow me to further the theme of isolation presented through the lyrics while visually creating a lighter and more open environment in comparison to that of the narrative element.
The narrative element of the video will be set in multiple different locations in order to portray a sense of confusion as the performer will appear lost and trying to find her way home. Theses locations will be all set in the dark in order to further the sense of confusion and uncertainty, yet at the end of the video the actor will appear at the location in which the performance element is set in order to connote she has found her way; thus creating a sense of resolution, while also linking the two elements of the video together.
These locations fit well within those shown in the indie pop music genre due to them fitting in with the conventions of isolated locations. Isolated locations such as woodlands and beaches are often featured in videos by artists such as Tom Odell, Ben Howard and Lorde. The use of isolated locations in indie pop videos allow the focus to remain on the performer and therefore the emotion of the song.
Aurora – Runaway
Genre: Indie Rock/Pop
Upon entering the website the viewer first sees a music video from the groups new album, while the arrow symbols around the video allow the viewer to watch other videos. The search bar at the side is very simplistic, therefore making it easy for the viewer to navigate the site. The black and white colour scheme of the website mirrors that of the group’s latest album. On the right hand side of the site the viewer can see a bar showing links to various social media pages allowing fans to keep up with what the group is up to. Links to a variety of social media platforms allows the artist can gain more popularity thus allowing the artist to distribute their music to a wider audience.
Scrolling down we enter the homepage where the viewer can find information about concerts, new albums and social media. The use of images for each of these news elements allows them to be easily identifiable; as here we can see a still from the film ‘Miss Peregrine’s Home for Peculiar Children’, which when clicked on reveals information about the artists’s song on the film’s soundtrack.
Further down from the news section is the information about the new album. This displays information such as the track list for both the standard and deluxe edition and shows links to listen to and purchase the album. Artist’s websites are usually aimed at dedicated fans, therefore the track list information will help fans to choose between the standard and deluxe album.
Here we have the news page which displays information about upcoming concerts and events once the viewer clicks on one of the images. The use of bright colours here stand out against the white background connoting that this is an important feature of the website.
Here we can see a collection of stills from music videos for songs on the new album. The fact that we can only see small photos of each music video creates a sense of curiosity for the viewer making them want to watch them.
On the store page we can see all of the ‘Florence + the machine’ merchandise, which not only brings in money through a different medium, but markets the group to a wider audience. The relatively cheap products makes them more accessible to a wider audience
Genre: Indie Pop
The home page shows the groups latest album cover on the left, while on the right we see a list of places their album can be listened to or purchased. The menu bar on the top right gives the option to see things such as gallery and videos, while also providing links to social media pages, which are important platforms for fans to keep up to date with the artist. The websites colour scheme matches that of the groups latest album which is a common feature of artist’s websites and shows that it is up to date.Scrolling down from the homepage the viewer can see the news page. This features a message from the group to their fans regarding the release of their latest album, therefore indicating that the website is targeted at their loyal fans.
Here the viewer can see worldwide tour dates with the option to purchase tickets, the simplicity of the layout makes it easy to read and purchase.
Scrolling down from the tour dates the viewer can see three stills from the group’s latest music videos. The use of close up images makes it very eye catching and allows emotion to be portrayed creating a sense of curiosity for the audience, making them want to watch the videos.
Further down from the music videos is the gallery. The two images used here create a sense of curiosity making the viewer intrigued. This contains photos from behind the scenes of making the album. This is an effective way to keep fans engaged with the website by exclusively showing these images here.