2. The Artist/Track
AEM
• Why?
• Local Luxembourgish indie artist who was
interested in making a music video for a new
track
• I like the music she makes
• Genre?
• Indie electropop
3. Target Audience
Primary – female 15-25 + queer audience
• Screaming Fields contest -
opportunity for young creators aged
12-25, majority of contestants above
the age of 15
• Colours- social media and logo is
predominantly pink/purple
• Uses and gratifications: identification
• Electropop often explores
gender/sexuality issues
Secondary – male 15-24 + hetero
• Electropop genre is not
exclusively female
4. The idea/synopsis
• To explore the inner conflict of what it means to be authentic or fake, and
whether it is possible to be truly selfless, through the physical personifications
of this dual angst.
• Performance footage cross-cut between two contrasting locations, and
experimenting with use of colour masks/black and white
• Experiment with colour and contrasting imagery: fire and water, self-harm and
self-care, old and new, autonomy and succumbing to pressure
5. Influences
• We Are The City – Happy New Year
• Quirky, dynamic shot variety, variable focus, lo-fi, credibility
• Orla Gartland – I Go Crazy
• Deconstruction of gender and male gaze
• Lady Gaga – Bad Romance
• Post feminism and male gaze (rejection)
• Alice Phoebe Lou – Skin Crawl
• Feminism, visual ideas
• Existo Vulgore – Morbid Angel
• Colours, 20's silent film, postmodernism
• Chromatics – You're no good + Halsey
• Electro pop vibrant colours, layering
6. Visual ideas
Sketch of knife and cigarette idea
• https://youtu.be/rVhRRqY5QWk
• health and safety
contrasting ideas
• Bathtub – dye the water
• Experiment with layering fire
over the top
• Contrast the knife idea with
painting on the skin/makeup
• Protagonist is trying to take care
of herself – alter ego is forcefully
messing it up for her
7. Performance, representation
• Solo artist
• Bright eye makeup, bold eyeliner.
• Dark lipstick – anti-male gaze, draws
attention then deters it
• May be self-sexualising, 3rd
wave/post-feminism
• Feminine colours, pinks purples
blues
• Mix of counter and stereotypical
feminine clothing – jumpsuit, dress,
suit/tux
• Very different make-up and outfits
in each location
8. Locations - performance
The tram
• Modern
• Bright/neon colours – typical
of electropop
• Use colour masks, experiment with using
black and white and extremely bright
colours
• Extremely modern, little nature, electric
9. Locations - Performance
Fond-de-Gras
• Old Luxembourg
• Completely atypical of electropop
• Use green screen so performer is in
black and white and the place is in
bright colour, experiment
• Lots of nature, and the industrial stuff
Why?
• Extreme contrasts – look at what's real and fake, inner conflict
• Binary opposition?
• Luxembourg history?
11. Secondary texts: website, digipak, social
• Social media:
• Put up posters of artist saying a
new track is coming out
• Post on social media that if fans
take a photo of the poster, they
should tag the artist and she'll
post it on her story
• Influence: Pleasing EP release
party
• BTS footage on social media
• Insta polls + teasers
