I felt that or main product which consisted of the music video My Drunken Friday Night and the ancillary texts which consisted of the digipak and music magazine advert was very effective,as through the use of the picture of the main protagonist looking drunk on the pier used as the main image on the front panel of the digipak, , this represented the artist as a person with a fun personality who is young and carefree , this is seen to be the common traits that is highlighted in young artist within the indie pop culture. such as the We Fit Together Blanket Barricade (Official Music Video). At 1.18 through the use of a two shot were the teenage girl can be seen drinking a whole bottle of alcohol which could signify that she just wants to have a good time without a care in the world, further highlighted by her other hand reaching for another drink. As the shot of the main protagonist being drunk by the pier occurring in the music video this helped create synergy between the two products.
shot used in the music video
Synergy was also created through the use of the establishing shot of Southbank that was used in the start of the music video and the photo of south bank used on the track list. This in my opinion was very effect as it showcase the artist embracing her London side, thus appeal to the people of British hertiage in our target group, although our music video can be listened to by people from all different ethnic backgrounds.In addition to this synergy was further created through the use of the images on the digipak and music magazine advert of her having her hand covering her face, which was also seen in the music video, thus signifying the main protagonist shy side.
The use of the bagie diamond back ground on the digipak and music magazine advert , in my opinion created a scrapbook effect , thus interlinking with the lyric in the music video ' ill remember this night for the rest of my life. As the phrase scrapbook has connotations of memories.
The representation of the artist being young , carefree and free spirited interlinks with the title of the album forever eighteen as the number eighteen has connotations of enjoyment , excitement and fun. In addition to this there was also a photo of the main protagonist playing the guitar with nature scenery behind her.Although there is not a shot of this within the music video, I think that this was a beneficial photo to have as it represented a different side to the artist showing someone who is relaxed and has a natural sound to their voice, hence interlinking with the Ellie Gouding digipack of her sitting on the grass and showing a juxtaposition between the photos.
Moreover from my independent research the nature scenery can be seen to be common location use in indie pop culture videos, examples included Fun.: Why Am I The One [OFFICIAL VIDEO] at 3.44 through a point of view shot and Charli XCX - Boom Clap music video through a medium close up shot at 0.08.
Through a discussion with my team member Kory we came up with a list of themes that we felt occurred in our music videos. which were heartache which can be identified through the use of a text message conversation between the female and her ex in the music video. loneliness as she is by herself in the music video quite a bit ,for example by the pier. Nostalgia highlighted in the beginning of the music video were she is looking at a photo on her phone of her and her ex,
The theme of nostalgia can be convened in the Ellie Goulding - Your Song music video at 0.51 through a close up shot which incorporates home made video effects thus adding sentimental value to the music video. Due to variation of themes occur in our music video this conforms to Davids Bowell's theory that any theme can appear in any genre .
After a group discussion we decide the key branding elements that we wanted our artist to have, one of the key elements were being fashionable , this was done through the use of casual clothing , for example a green jacket and a pair of jeans.
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