To begin research into conducting our artist image and our music video we researched several different pop/electro pop artists who were what we thought similar to our artist and what image we wanted them to portray, to do this not only did we look at interviews with similar artists but the music videos also to see how they come across in their videos and what the videos are actually about. By analysing real media products we could decide whether we wanted our video to be concept, performance etc...
Once as a group we had chosen the song, 'Ellie Goulding- You my Everything' we began creating and brainstorming the image that we wanted for our artist.
As our song of choice is from the teenage programme skins we decided that we wanted our music video to be based around this idea, which includes grunge clothes. But we also wanted our artist to have some glamour shots, with nice makeup and more feminine clothes so we decided to combine the two.
We mainly drew inspiration from the character Effy from skins in some shots she looks grunge and her makeup is messy in others she looks glamorous.
As you can see by the left image from a photo shoot that we done for our tour poster, we used grunge makeup to promote our new video 'you my everything' as this is the look throughout the video but used a feminine outfit and setting with the pink and white umbrella. We feel that this challenges typical media conventions as most women in the media industry portray themselves as very feminine and are afraid to break into new looks which is why we wanted Grace to challenge this stereotype with a darker look. In contrast to this our target audience is teenage females so to comply with stereotypical conventions of our target audience we decided to make our digipak very pink and girly to attract our target audience.
We conformed to the conventions of an electronic pop video in several ways, in this video by Tiesto,
which is the same genre of our video, there is no particular narrative (the same as ours) and this seems to be the case for most videos of this genre. There is no narrative it is either performance based throughout or shots of people having a good time not doing a lot, for example the Tiesto one just follows two girls in a car. We also conformed by making the main focus of our video performance and included lip syncing as a strong theme throughout, this is a key aspect in many videos of the same genre as shown in the video below:
We decided to use our video to challenge the forms and conventions of over sexualisation of women in music videos of this genre. By doing this we didn't stick to the stereotypical outfits. For example in the Calvin Harris video above the first image that we really see is of a Womans behind, you can't see her face and this represents as more of an object to look at rather than a person. Throughout our video Grace was seen in non suggestive outfits throughout, although the genre of the music is Electro Pop we decided to make Grace's look more grunge, as music videos of this genre women are not represented as sexually as they are in pop videos.
Grace's Colour Scheme
Did we conform to conventions in our DigiPak?
By looking at the Eliza Doolittle Digipak you can see several similarities between hers and ours, and as she is an artist of the same genre as ours it is fair to say that we pretty much stuck to the typical conventions of an electro pop artist when it came to our digipak. The digipak includes a song lyric sheet like ours, the CD does not include a picture of the star on it like ours. Although Eliza Doolittle's CD cover is slightly more interesting than ours with the fun colours, this may be the brand that she is trying to portray. At the bottom of Eliza Doolittle's there is small text which includes her record label, etc just like ours.
Looking at Katy B's album cover who is another artist similar to ours (in the electro pop genre) hers is a mirror image to ours. We conformed to conventions here also, as many electro pop albums that we found had a simple picture of the artist as the front cover, like Katy's and Eliza's which makes the cover all about them.
Finally Ellie Goulding's digipak is very similar to ours, it includes a picture page just of ellie like ours, it also includes a lyrics page and the CD is very plain.
To challenge forms and conventions of electro pop digipaks we decided to have the album name as the main focus and Grace's name in smaller writing. This is too make the album less about Grace and more about the actual album itself, to make Grace appear less obsessed and so people remember the album name and are talking about the album rather than Grace as she has already been established as an artist and it is the album that needs the publicity. The only other difference between our's and other electro pop artists digipak's is that our barcode is at the bottom where as others are at the top and side, this may be so the barcode does not distract from the names of the record label etc that are featured at the bottom.
Andrew Goodwin Theory & Our Video
Did we use or challenge conventions when making our website?
When looking at our website you can see that we conformed to the majority of conventions of electro pop aartist's websites. Our webpage had a news page, social media links, playable music links on site, advertisement, merch and the artist as the background of the webpage. Also we had the main piece of text as the artists name, this is as the website is all about her as it is a way of promoting Grace as an artist.
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