Evaluation Essay

1. Name: Malaika Pettigrew
Candidate number:
Critical Evaluation
In our music video there is a keen sense of gender separation which represents the social group of
gender. We can see this as the female and male are both often separated and represented in
different lights (blue is shown with a starry theme however Luke has a wallpaper).
This could follow Judith Butler’s
‘gender performativity’ theory as it clearly shows the two genders in different lights, with slightly
different images. The colours contrast separating the two genders and shows the difference
between the people and their different views and perspectives. The door between them also
strongly represents a large divide between the two as the door is shut and despite wanting to, they
do not open it. This creates another separation between the male and female character as they do
not seem to be represented having the same views, which is very stereotypical of gender. Costume
is quite simple however blue is showing slightly more skin that could create a male gaze (she is
wearing a strappy top); however, Luke is wearing a dungaree which is classily more masculine
clothing as it is often seen worn by builders, plumbers, and stereotypically male jobs. The lighting is
similar on both people so does not separate them necessarily in that way. The camera is also placed
very central, so it does not favour either party and does not show either gender as better than the
other (purely as equals).

2. I’d argue another social group is the average young consumer. The artists are not shown in a high
light as they wear normal clothing (jeans, tops) that is accessible to everyone. The sets are also
locations most people can relate to (a bedroom and a hallway etc). This shows the artist as more
humble and down to earth and that they are not some famous, rich, or flashy group that we often
see in music. The two characters in the video seem to be disconnecting which is also something
normal people can relate to in terms of relationship and how they are not always easy or positive.
This is also represented in the colour choices of the digipak and website are they are more youthful
and vibrant that appeals to the average younger audience. This is
likely to draw the eye of the consumer and catch their interest in the album in stores or on Spotify
etc as it looks vibrant (stands out). If the cover was dull people would not be as drawn to the image
and would scroll past it. Again, the two people are represented differently as they have diverse
backgrounds (not the same). However, they are in the same bedroom so they must get along
somehow and show similar interests despite being on separate bunks (not on the same level). Luke
is in a more natural position than blue (she seems to be posing rather than being able to lie
normally).

3. My intention across the campaigns was to show the pair as mysterious and almost curious in the
way the audience may not know if they are friends, relatives, or in a relationship. The music video
suggests tension which is often in relationships and is for a love song so suggest a relationship
between the two although it is not clear enough for the audience to be sure.
However, the use of bunkbeds and fun youthful colours
throughout the digipak, Tik Tok and Insta it could prompt the audience that they are a childhood
friendship or even possibly siblings (as they are on separate bunks of the same bed). This could
prompt the audience to be intrigued on how the two know each other and could cause a creation of
fan theories and opinions. This would spread the word about the band and create publicity for them
as everyone will want to see their opinion for themselves. Because there are two members, I think it
could also be branded in the way that they are different (shows separation in the two in the video)
but they share the passion of music and that is what brings them together. This could cause the
audience to want to pick a favourite and could appeal to both genders, female, and male, as there
are two members of the opposite sex (however the overall video has a more feminine feel as Luke is
not necessarily shown as extremely masculine. The way Luke is branded however almost suggests a
slightly androgynous being, as he is not necessarily masculine or feminine (neutral haircut, nail polish

4. worn, pierced ears). This could according to Maslow’s theory represent a
lot of people and make them feel like they have a voice (safety). This could attract a more bi-sexual
audience as there is not a powerful sense of either gender represented largely (it is left unclear). This
would potentially make the band seem more diverse and accepting of people and their backgrounds
(will make their audience feel represented). We also tried to use similar fonts throughout so that the
audience begins to connotate the font with the band (becomes their font).
Our product through Instagram, Tik Tok, website and YouTube, is targeted towards a teen/young
audience a similar age to the artists (16/17/18). This is because a more youthful audience is reflected
as not only is the song about a youthful love, but sets are used such as the bunkbed that reflect this

5. (childlike furniture). It is also set in a family home due to the
elderly lamp and slightly aged furniture. The artist
has a cool slightly indie feeling that
would easily attract this age group. This indie image could relate to lots of people this age in their
clothing style as well as music taste and attitude to the point where the audience would almost feel
like they know the artist. Indie genre seems to be trending on Tik Tok now not only in terms of style
but also music and the sounds people are using. This could mean the audience could use the song to
create their own content on Tik Tok, spreading the song around through people making styling
videos and doing creative things. This is because the artists are more relatable than your average
music star (are not extremely different, bold, or unusual). The Tik Tok features videos of the band
that show them talking and interacting in ways that make the audience feel comfortable with the
artists and get to know them more. This creates Para social interaction as the audience begins to feel
like they know the artist. This could create a large loyalty from the fans and over time would build a
strong fanbase that are trustworthy and supportive that the artists can continue to sell products to.
Our website is also very inclusive with fans. It asks them to join the mailing list as soon as they go
onto it. This will make them feel like they are closer with the artists as they get sneak peaks of new

6. material and exclusive updates. As they can get BTS footage,
discounts, or presales of tickets etc it will make them feel special and like they know the artists as
they get messages from them (even though it is just an email list that anyone can sign up to).
The digipak strongly follows the normal conventions for a CD/Vinyl. It shows a logo of a production
company (DISC) which artists normally have. There are also conventions such as a barcode, track
names, album name, band name, pictures of the artist, a note from the band etc. We researched
other indie style album covers to see the conventions we had to follow.
Some examples we looked at where

7. Beebadoobea, Orla Gartland, Rhys Lewis and many more as they reflected a similar music style, and
all had indie vibes throughout their clothing and music similarly to the Blue. They all showed
interesting colours and images and the common conventions of albums that we also followed, and
the branding was clearly attached to the artists through font and colour themes. We took inspiration
from this and made our digipak very on-brand of the artists by including the same blue and yellow
colouring reflected not only in the music video but the social media and using fun imagery.
Our video shows an intertextual reference in the door scene as the
artists are either side of a door and disconnecting. We saw this representation in the movie Frozen
in which there are two sisters that are not connected however are still connected in the way that
they are sisters, a part of the same family and must rule the same kingdom. This reflects the blue as
they do not necessarily align personality wise and are not the same, however the music and creating
music brings them together and causes them to create music. This goes against common
conventions of bands as they normally get along at least to begin with however there is already
tension between the members of the blue making them different and intriguing.
This also brings up the
question as to whether they are sibling or not to the audience (even though they are not) and gets
them talking about the band and prompting conversation. In terms of genre, we have reflected the
indie style of the song in the video using conventional items such as fairy lights, vinyl, and warm

8. colours. This helps the audience
to establish the genre and ensures the band is consistent and the music matches their image. On our
Instagram and Tik Tok we have used hashtags which is commonly done on artists social medias to
boost engagement as well as making frequent posts to keep the audience engaged. This follows the
conventions of social media and shows the band is in the modern age and keeps up with current
hashtags and trending posts. It also helps to boost the artists engagement and allow their posts to
be discovered by others with interests in indie music. Our music video and bond between the two
members of the band almost goes against conventions. Bands are often shown to be getting along
(for example one direction and little mix always look happy and are together in videos) and normally
break up when the members begin to disagree. However, as the blue already disagree but decide to
work together it is the reverse of the normal bands as they may not get along to begin with but over
time as they get familiar and bond over music, they become closer (making music is a very
vulnerable thing).
Overall, we tried to create something different that has not been seen. Indie duos are unusual
(especially with two different genders). As well as this the tension in their relationship keeps them
interesting and gives them opportunity for interpretation. This and the fact that they follow normal
indie conventions and do not stray too far will keep them relevant however more entreating than
your normal band. As people crave something different and the industry is so repetitive, I think this
band could be successful and grow a substantial following due to its branding.