Planning iconography

The first iconography item I will include in my music video is a rose as it will represent the artists relationship with her boyfriend, it will also reflect how my artist is feeling. The rose throughout the music video will represent the artist and how she has courage to leave her boyfriend and get on with her life. Towards the end of the music video the artist will put the rose back together and this will represent the artist putting herself back together after the break up with her boyfriend. The rose which will be in my music video will tell the audience that our artist - Northern Lights - is pure and innocent and is religious, as in some of her songs she talks about religion and my group came to the conclusion that the meaning behind the song - Spectrum (Say my Name) is religious.


The second icongraphy item I will include in my music video is a glass as it will represent how my artist has a hard exterior on the outside, therefore she knows she will get through her break up. The glass will also represent how the artist is feeling throughout the music video, therefore when my artist smashes the glass this will represent the break up of the relationship and when the glass is altogether this will represent the artist has put herself back together and is not isolated and depressed anymore as this is how she felt during her relationship.

Group Magazines

Me and my group sat around a computer and decided that we wanted to have an eye on our poster as our artist is going to explain her lifestory in this album. Therefore we thought that the eye could represent the artist welcoming the audience to her life. We also decided that on our magazine poster we wanted to have colours which can represent the northern lights, which relates back to our artists name.

Above is Meghan's magazine advert, and I really like how big the image of the eye is in the center of the screen as it grabs the audiences attention straight away. Also the connotation of the eye can show that the artist wants to let the audience in and understand her point of view. I like how the typograph is in the left side of the frame in white block high case letters. This makes the language of the magazine informal and blunt which relates to our target audience as they are teenagers to young adults. I also like the colour of the eye as it looks like a spectrum which relates back to the song - Say my Name (spectrum).
The magazine above is conventional to our music genre as the image in the center is colourful and stands out which is conventional to the music genre electro house. I think in order to improve the magazine other than the image the poster should be more colourful which will help make the poster more conventional to the genre electro house.

My group decided to use Meghan's magazine advert above as our final magazine advert as we feel it follows the electro-house genre conventions. Also as the eye is in the centre of the screen it instantly grabs the audiences attention and helps the audience feel they are building a relationship with Northern Lights as the eye is directly looking at the audience. Also we decided to use this magazine advert as the iris of the eye is the colour of the spectrum of a rainbow, which relates back to the song title - Spectrum (Say my name).

Analysis of magazine advert

I decided that this magazine did not suit Northern Lights as it did not convey to the electro-house genre conventions. The colours used in this magazine advert are black, red and blue. These colours do not follow the electro-house genre conventions as the colours are dull and boring. The colour red is a connotation of danger and sex, this does not relate to our artist - Northern Lights - as we want Northern Lights to be represented as an innocent artist who teenagers can look up to and relate too. The colour black is a connotation of darkness and danger, these colours do not relate to Northern Lights as we want her representation to be pure.  On this magazine advert there is not an image of Northern Lights and we feel that its important for her target audience to see her on the magazine advert so they can build a relationship with her. As the typography is in the center of the page this grabs the audiences attention.

I think my target audience - teenagers to young adults - will be able to build a relationship with Northern Lights as she will be represented as a innocent artist, therefore she is a good role model for teenagers and teenagers and young adults will feel they can build a relationship with her as she is down to earth. Also as during the album the artist will be singing about her personal experiences and private life the audience will feel they can build a relationship with her as she is a relatable artist.

I decided to have a design in the left side at the bottom of the frame as I decided to have this logo on both the digipak and magazine so that the audience feels that this is a symbol of Northern Lights. I also decided to have the album logo on the right side at the bottom of the frame for the audience to notice that its Northern Lights. By having the colours black, red and blue on the magazine advert this makes the magazine advert more conventional to the rock genre and not the electro-house genre. Therefore I would make the second magazine advert brighter and more colourful which will appeal to Northern Lights target audience.

This draft has assisted me when creating my second magazine advert as I have decided to make my magazine advert more colourful and bright. Also I have decided to include an image of the artist so that the audience can build a relationship with the artist.

I think my second magazine is conventional to the genre electro house as its bright and colourful which attracts Northern Lights target audience - teenagers to young adults. As the colour pink is on the magazine advert this is a connotation of femininity - which relates back to Northern Lights. Also as the comments on the album is in white this is a connotation of innocence and purity which Northern Lights representation is. Also as Northern Lights album image of the eye is in the middle of the frame this shows Northern Lights targets audience that this magazine advert is about Northern Lights. Also as Northern Lights name is at the top centre of the screen this grabs the audiences attention straight away. The typography in the magazine advert is bold and blunt which relates back to Northern Lights target audience as teenagers and young adults prefer direct writing.

I decided to not have an image of Northern Lights on the magazine advert as Northern Lights album image is in the centre of the frame therefore Northern Lights audience know that the magazine advert is about her. Also as the artist does not appear in the magazine advert this is a convention of alternative pop. I decided to make the magazine advert bright as it relates to the target audience and the bright colours follow the genre convention of electro-house. I like the eye (album logo) in the centre of the screen as its a connotation of how Northern Lights is letting her audience in on her personal experiences and her private life. Also the eye is a connotation of how Northern Lights and her target audience can build a relationship as the audience will feel that Northern Lights is looking directly at her.

Final Magazine Advert

Me and my group sat around a computer and decided that we wanted to have an eye on our poster as our artist is going to explain her lifestory in this album. Therefore we thought that the eye could represent the artist welcoming the audience to her life. We also decided that on our magazine poster we wanted to have colours which can represent the northern lights, which relates back to our artists name.

Above is Meghan's magazine advert, and I really like how big the image of the eye is in the center of the screen as it grabs the audiences attention straight away. Also the connotation of the eye can show that the artist wants to let the audience in and understand her point of view. I like how the typograph is in the left side of the frame in white block high case letters. This makes the language of the magazine informal and blunt which relates to our target audience as they are teenagers to young adults. I also like the colour of the eye as it looks like a spectrum which relates back to the song - Say my Name (spectrum).

The magazine above is conventional to our music genre as the image in the center is colourful and stands out which is conventional to the music genre electro house. I think in order to improve the magazine other than the image the poster should be more colourful which will help make the poster more conventional to the genre electro house.

My group decided to use Meghan's magazine advert above as our final magazine advert as we feel it follows the electro-house genre conventions. Also as the eye is in the centre of the screen it instantly grabs the audiences attention and helps the audience feel they are building a relationship with Northern Lights as the eye is directly looking at the audience. Also we decided to use this magazine advert as the iris of the eye is the colour of the spectrum of a rainbow, which relates back to the song title - Spectrum (Say my name).

Risk Assessment

Risk Assessment

Before filming its very important to consider risks in order to make every sure that everyone is safe and that all hazards and accidents are prevented while filming. Its also important to consider risks before filming so that the filming can go as planned and we prevent any problems which could arise. For example if we film in a public place we need to consider the safety and the hazards for the public and the actor, artist etc. 

The risk assessment will assist my group with filming as we know all the safety precautions we have to do in order to prevent accidents for example while filming we need to stick wires on the floor with tape to prevent the camera person and the artist and actor from tripping up on the floor.

Planning artist image

Planning artist image
My artist Northern Lights is going to be represented as a normal girl who teenagers to young adults feel they can build a relationship with, therefore this helps the audience and Northern Lights build a relationship. Also Northern Lights is going to be represented as a carefree person who is unique and different from other artists within the electro-house genre. My artist - Northern Lights - clothes are bright and colourful to show her individuality and to show that she stands out from the crowd as she is unique. Northern Lights also wears loose clothes which is a connotation for how she is carefree. Northern Lights audience can build a relationship with her as teenagers - young adults will feel they can relate to her as she is a normal person. Also because Northern Lights music will be about her life and her personal experiences the audience will feel that they can build a relationship as Northern Lights is being truthful and open about her life.


The artist will wear a black top, jeans and black boots, none of these clothes will be a brand design as we want to show our artist as having a plain boring lifestyle. These dull colours are not conventional to the electro-house genre as usually clothes are bright and colourful. However the connotation of black will reflect the artists mode during these scenes as she will be depressed and feel isolated and alone. Our audience will not aspire to this image as we will be showing the artist in a negative way therefore the audience will not be influenced to wear these clothes and these colours. The artists hair style will be up in a ponytail this will be a connotation that the artist is uptight, this will help the audience detect the atmosphere in the scenes and will help the audience understand how the artist is feeling.





















The artist will wear a colourful dress, a blue blazer and blue converse. These clothes will also not be a brand design as our target audience do not consider brand designers important in a music video, although the converse will be branded as Northern Lights target audience are more liekly to wear ocnverse as they're teenagers. These bright colours on the artists clothes are conventional to the electro-house genre as they relate back to the genre that everything is colourful and bright. These colours represent the artist as happy and content with life, which relates back to how the artist is feeling during these scenes. The audience will aspire to this image as they will be able to see that by being different and standing out from the crowd this can help you be happy with your life. The artists hair style will be down and wavy, which will be a connotation that the artist feels liberated and unique from the crowd.

Florence + the Machine digipak

In the digipak above the Florence + the Machine is represented as a unique artist. On the front cover of the digipak the artist is in the center of the frame. The artist within this digipak is represented as a hippy and a relaxed person, as on the front cover the artist is surrounded by nature therefore this shows that the artist is relaxed and is in touch with the earth.

This digipak is promoting how within this album the artist is going to open up and express her feelings as her body language within the front cover shows that she is opening up. This digipak is also promoting that the artist has the features of a hippy and is a relaxed person, as her facial expressions around nature looks relaxed. The connotation of the digipak may also show that the songs within the album are easy going and enjoyable as on the CD cover and the back cover there are lungs, which can connote that listening to this album is as easy as breathing.

On the front cover, the colours within the frame are green, red and pink. These colours can represent the femininity of Florence + The Machine, also the green birds and trees can represent nature, also the red colour of the lungs could be a connotation for love - therefore the colours of the lungs can show that the artist is passionate about this album. The colours on the other covers are natural colours therefore this can connote that the artist is natural and a relatable person, to their target audience. The colours on the back cover are black and white, the connotations of these colours could represent war and peace however everyone just needs to breath and relax.

Florence + The Machines digipak is layed out in a unique way, as on the front cover the artist is surrounded by earth things; nature and animals. This grabs the audiences attention as the artist is in the center of the frame. The artists name is at the top of the frame which shows the audience clearly what the artists name is. On the CD cover the album title is slanted in the center at the top of the frame, and the background of the CD is of a pair of hands holding a lung.

On the front cover of the digipak above Florence is in the centre of the frame, this image is placed in the centre of the frame as it stands out and grabs the audience's attention. Also I believe that this image was chosen as it shows the artist'd body language relaxed and the position of her body looks as if she is opening up to the audience. This image may have been chosen on the front cover as it shows that Florence + The Machines is comfortable with opening up in this album to her audience. On the CD cover there is a picture of a lung, this relates back to the album title 'Lungs'. On this cover a pair of hands is holding a lung in their hands. This could show that the artist feels
On the third cover there is a picture of florence on the right side of the frame in the center. This image is of Florence looking outside of the frame with her arms covering herself, also there is a river in the background of the frame and the image is in black and white. This image may have been chosen as it show Florence surrounded by nature, this can represent that Florence feels comfortable around nature and the Earth. This image may have been chosen as it can show the audience that Florence is a normal girl who is in touch with nature and the Earth. The final image is on the back of the digipak which shows a picture of a lung in black and white and each section of the lung has a number next to it which is the number of the song on the track. This image may have been chosen as its unique and shows that Florence is difference and a unique artist too.

On the front cover of the digipak the typograph is at the top in the center of the screen and the font is white and swirly which can show that Florence is a relaxed person and flows with time and is carefree. Also in the bottom at the center of the frame the title of the album - Lungs - is a white colour in capital letters, this makes the album title stand out and grabs the audience attention. On the CD cover the writing Lungs is slanted in capital letters in the top center of the screen, this makes the title name stand out and makes it clear to the audience when they look at the CD, they know the title of the album. Finally on the back cover of the digipak the typography is in lower letters, which makes the song titles less formal and bold. The language on Florence + The Machine's digipak is informal and brief which can build a relationship with the audience as they are teenagers to young adults therefore they may only want to briefly read the album digipak.

The digipak promotes the music genre as colourful and unique as on the CD cover there is a lung in a pair of hands which is an unusual and unique image. Also the third cover and the back cover re in black and white which usually is a connotation between light and darkness, therefore Florence + The Machine can represent that they have both a light and dark side. The digipak attracts the audience as they feel they can relate to Florence + The Machine as she is in touch with the Earth and is surrounded by the Earth, which shows she is a normal girl and can relate to her target audience - teenagers to young adults.

I will use this research to help me when I create my own digipak for Northern Lights as I can now decide how to make my digipak represent my artist as a normal person who Northern Lights target audience feel they can relate too. Also after doing this research I now know during my planning that the colours I use for my digipak should relate back to my artist and the album genre - electro house. After doing this research on Florence + The Machines digipak I also know during my planning that the typography and style of language should cater to my target audience teenagers to young adults, therefore the writing should be brief and blunt. I will also need to make sure that the digipak I make promotes the electro-house music genre and Northern Lights target audience.

Diversity music video

Diversity music videos

Chris Cunningham and Michael Gondry are two music video directors who make videos which are diverse. They both create music videos which do not conform to the stereotypical genre characteristics.

By artists having a diverse music video they can make memorable videos that are individual and unique from their other videos. Also a diverse music video gives the artist an intellectual sense. The artist can also have a niche audience from making a diverse music video. Another advantage of diverse music videos is that the abstract comes to life.
However there are several disadvantages of artists making a diverse music video as they then have a limited target audience. Also no relationship is built between the artist and the audience. Therefore only artists who have a large fan-base and have already built a relationship with their audience should make diverse music videos. A risk when making diverse music video is that some of the audience may find certain videos to bizarre which can lead to the artist losing fans.

Cunningham Aphex Twin - Window lickers
The genre of this music video is electric and the music video does conform to the generic conventions. The director of this music video wants all the characters to look the same. Also during this music video it is not evident of Goodwin's theory as there is no relationship between anything in this video. The artist is not shown in this music video and there are no close up's during this video, therefore the artist is not represented in any way as he is not present in the music video. Because of this its difficult for the audience and the artist to build a relationship. Also at the beginning of this music video its narrative, the music video is not performanced or concept based.

Frozen - Madonna

The genre of this music video is pop however the video does not conform to the generic conventions therefore it breaks all of the conventions and nothing within the video suggests pop. The music video is soft pop and more rock as the artist is wearing black which represents depression. The artist is shown within the video and there are close up's which builds a relationship between the artist and the audience. Also the artist throughout the music video shows emotions, and the artist is represented as a freak, isolated and alone.. However the lyrics do not match the video, therefore there is not relationship between the two. The music in this video slightly goes with the performance as the artist sways to the music. The video is performanced based throughout the whole video.

With diverse music video the artists do not follow the generic conventions as they want to be difference and the videos are diverse, the artists want to make a statement.

As the artist wants free publicity, they can achieve this by making a diverse music video. Also most artists want to have a new target audience and they can do this by making a diverse music video.

Gondry

Kylie - Come into my world

During this music video the common characterstics are shown, as the artist looks into the camera and there is a little bit of dancing - which follows the pop genre characteristics. The lyrics and visuals match during this video. When Kylie sings "Come into my world" people in the music video enter the scene which follows the lyrics of the song. Also there are lots of close up's which builds a relationship between the audience and the artist. The artist during this music video is represented as fun, happy and cheerful. Also this music video is performanced based.

After undertaking this research on diverse music videos, me and Meghan (my group) have decided that we want our music video to be diverse as it will cater to our target audience, also so that Northern Lights can reach a wider target audience. We also decided that we want a diverse music video as it will be unique and creative which relates back to our artist - Northern Lights- representation is to her audience. As we want a diverse music video we will need to plan what will happen in our music video and we will need to make sure that our music video makes sense and our target audience - teenagers to young adults - are happy with our music video.