Artist mood board
Representation of my artist:
I have reinforced the stereotypical idea of the middle class being successful (as Newman suggests, upper classes are portrayed as occupying high-status roles) by the use of mise en scene of costume. My guitarist will wear a well-fitted blazer to connote the artist's stability and security in life whilst my singer will wear a buttoned shirt, connoting the artist's knowledge of the world. The hegemony of the upper class (Karl Marx) is therefore supported by the way I have encoded my artist's look as it demonstrates their privileged upbringing and position in society, therefore signifying that they want to help those less fortunate than them.
Likewise, I have challenged some of the generic ideas of ethnicity aswell within my coursework planning. I haven't featured any darker ethnicities, but this is because I felt that they are more commonly associated with genres like Reggae, pop and rap than the typical Indie genre I am trying to support. However, I did challenge the stereotypes of Asian people being portrayed as highly academic and focused. I did this by having an Asian person feature as my singer in my planning and I will have them performing laid-back and fun gestures in my music video like tapping their feet, connoting their love for music and signifying that they want peace for all of humanity instead of all the violence and corruption of the world they are against. This challenges the archetypal portrayal of Asian people in the media being only interested in science and maths (school subjects) as my singer is passionate for music and spreading peace rather than being focused
on a stable career for them self.
Age is another social group that I have pushed the conventions for. My artists are adults in their late 20s, but I want them to have a fresh and youthful image by having them wear trainers as part of their costume to denote the future generations that need to be protecting, connoting themes of environmentalism and naivety that humans have about the damage they are causing to the environment. I have applied Landis' idea of the elderly typically being portrayed as wanting a second childhood to my adult artists (i.e. my duo messing around together on stage) as this connotes the regression that that society has when considering global issues by pushing them aside/ pretending they're not happening. This signifies that the representation of my artist challenges the typical mature and responsible adult representation by satirizing it and rejects Hebdidge's idea of moral panic (teenagers being a threat to society) as it is adults instead challenging social taboos.
Here are some ideas of my main character's/artist's outfit I have found on Pinterest and were used to inspire their main look (as shown on the mood board):
Audience Collage
Here I have developed a montage of images to reflect on my audience research. I have demonstrated their love of Indie music through the abstract image that denotes a person that consists of a variety of themes like environmentalism, love and philosophy, which my audience are also passionate about.
Male love interest
Male love interest's Profile
Age: 19
Traits: Innocent, hopeless romantic, kind hearted, daydreamer, lone wolf, socially awkward, cowardly
Hobbies: Painting, writing/reading poetry, taking walks in the park, daydreaming about love
Backstory: Was born in to a middle class family where he grew up pursuing privileged hobbies like painting and poetry classes with his family. He was bullied in school for his peculiar interests and now spends a lot of time on his own, but is looking for a soulmate to end his loneliness.
-This character has quite a conflicting personality with his good and bad traits, therefore, he denotes a mirror for everyone to look at their own actions and the problems in the world. This corresponds with the idea of reinvention and using good traits to do good in the world of which I think will appeal to the environmentalists within my target audience as it raises awareness of being charitable and helping to protect the environment as core values of my artist.
Female love interest
Female love interest's Profile
Age: 19
Traits: sociable, outgoing, hopeless romantic, free spirit, brave, fun, rebellious
Hobbies: Going out with friends, partying, fashion, taking pictures of nature
Backstory: Typical teenager who goes out with friends and argues with her parents.However, she has a secret love of nature and taking pictures.
-This character is important for my music video as she will act as an activist. She scares away the gang member and helps up the less fortunate victim of an attack, connoting selflessness and optimism. I think that she will engage my audience as the majority are female (as found on survey monkey), so having a strong female figure to look up to connotes feminism and inspires people to raise awareness of issues and stand up for what is right.
Gang member
Gang member's Profile
Age: 23
Traits: Aggressive, smug, power-hungry, rebellious
Hobbies: Partying, doing/selling drugs, drinking, weightlifting, shoplifting
Backstory: Grew up with an abusive father and expressed his frustration by joining gangs and was led astray in to a life of crime.
-He is portraying the darker side that humans have and since renewal is a major theme that will run across my digipak, music video and advert, I felt that it was necessary to include a villainous character to connote the corruption that can occur by being led down the wrong path in life. This will appeal to my audience as they may experience hard times themselves and the defeat of this character connotes determination and motivation to push on throughout hard times,
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