a2 music video planning

1. ADVERT CODES &
CONVENTIONS
A 2 M U S I C V I D E O - E L L I E G A L LO WAY

2. MISE EN SCENE -
• Bold typography, usually white or black to stick out from the rest of the advert.
• Medium shot or close up of the artist themselves. Normally centered in the middle of
page and is looking directly at the camera at the audience (direct address).
Stereotypical adverts portray women in a ore sexual way, wearing makeup and little
clothing while male adverts feature the artist in dapper clothing or high fashion outfits
focusing on muscles and eyes etc. hyper femininity and hyper masculinity portrayed in
most adverts.
• The main theme (color/image) should be consistent and flow through the Digi pack to
the album advert. They should work together to make an effective cohesive package.

3. THEMES -
• Throughout my research and analysis of album adverts I have noticed the use of
lighting for each individual artist and how it differs. For an artist such as lady gaga her
music can be quite unpredictable and have a wide range of genres mixed within
consequently in the promotion of her work, images of herself can be not so clear and
she can have low-key lighting to hide parts of her body or face etc. it creates an
enigmatic experience for the audience especially if you aren't a fan of lady gaga and
haven't heard her music before, her album artwork does’nt give alot away as the
upcoming sound can go any way.
• Other artists can have very strong natural lighting meaning we c an see all of them and
their body/attire etc. this could mean that what you see is what you get. The music is
typical and very obvious for the artist, this is common for most mainstream artists as
they are very good at selling, that is one of their main strengths regardless of their
actual raw talent.

4. REPRESENTATION -
• Quite a few Digi-packs and album adverts I have came across include archetypes that we see
very often I the media, especially regarding women and the ‘male-gaze’ which is very much
occurring and a sad way of selling/promoting music.
• None of the adverts that I have come across have gone against stereotypes when it comes
to representation of either age, gender, disability, ethnicity etc. most likely as in comparison
to the general public there is only a small percentage (still growing however) of open
minded people who are in agreement with the whole going against stereotypes etc. so sadly
the big conglomerates behind all the selling and promotion don’t care about changing
opinions and traditions, money is the key factor for them.
• The vision for my Digi-pack and advert was to be as creative as possible and portray the
artist in a way that does’nt necessarily speak volumes about the way we should or should’nt
be. Our whole idea of freedom and acceptance had been with us from the start and we don’t
want to lose that. Betty Who herself is an advocate for the LGBTQ+ community which is very
exciting and helps with the move forward especially in the music industry as big names can
still emit positive messages to all of us without it affecting or belittling their career.

5. TYPOGRAPHY -
• In Florence's advert she has cd, vinyl, deluxe etc. at the bottom to tell the different
platforms the can listen to music. As that advert was from 2009 common platforms
used back then are quite different from ones used today as the Spotify logo is placed
upon most albums and adverts. This is an example of technical convergence as the
years change and the way people listen to music becomes more digital. I will try to
remember this when I design and make my album advert.
• Some adverts include reviews by company's, news anchors, critics etc. which can help
the album to see as it has rave reviews especially if they are from bigger names such as
Rolling Stones etc.
• On the other hand the text can be a part of the artists style and genre as for example
in classical album adverts the text could be fine, thin and elegant unlike a pop, dance
album which could have big, bold colorful writing that express's the style of the music.