This document discusses different font options for an electropop music video and evaluates them based on their appropriateness for the target audience and genre. It eliminates serif fonts as being too mature or masculine. One sans serif font is praised for its similarity to another artist's logo and its modern, ambiguous look. In the end, three additional serif fonts are proposed as options that would fit the aesthetic and not exclude parts of the target demographic.

1. Wix draft font sheet

2. • This font wouldn’t work at all for the
genre, it’s a quite sophisticated serif
font, that signifies an older (30+ ABC1
audience)
• It would also appeal more to a female
target audience, and though they are
part of the primary audience, so is a
queer audience
• AEM’s primary audience is more 14-24
• Also the sophisticated element isn’t
generally what’s seen in electropop

3. • This font is more likely to work
as it almost looks like spray-paint
• BUT I feel like part of the
electropop aesthetic is to make
things look more digital and less
hand-made, as electropop music
is digital
• E.g. Halsey’s logo

4. • This font also wouldn’t work as it’s a
distinctly masculine serif font, looking like an
army/dog tag font
• Males aren’t her primary audience, its
predominantly female, and queer audience
is quite prominent too
• I see how it couln be interesting to have
counter-typical elements involved, as gender
identity and sexuality is something which is
going to be highlighted in the music video
(gender-bending characters)
• BUT - a main logo needs to really clearly
signify the genre, so it wouldn’t work here

5. • This font works a lot better, taking a
lot of influence from Halsey’s logo
• Sans serif, it doesn’t attract a tween
target audience (which is good) – it
looks really modern
• It’s not extremely masculine or
feminine, there’s some ambiguity
there

6. • These 3 are all quite similar serif fonts
that I think would work quite well too
• They fit the general aesthetic and
don’t isolate too many demographics
• They aren’t aimed at a tween
audience either (which is good)