The document discusses analyzing the image and style of popular female artists like Rachel Platten, Jess Glynne, Demi Lovato, and Little Mix based on their music videos. It notes that Platten and Glynne have natural, casual styles with accessories that make them seem relatable. Lovato has a rock/punk style with tattoos, heavy makeup, and revealing outfits. Little Mix shows each member having their own style that coordinates as a group. The document recommends giving the discussed artist a unique yet natural style with statement pieces like bold makeup or jewelry to seem fashionable but unusual.

1. Artist development research

2. Looking at this list of the top 15
singles in the chart on the week of
the 4th September, its easy to see
that while the charts do seem
heavily male-dominated, there are
many young female artists with
popular singles including Rachel
Platten, Jess Glynne, Demi Lovato
and Little Mix. These artists are
obviously popular for a reason, and
part of that reason is the
artist/group’s image.

3. Rachel Platten
Platten’s single, Fight Song, is currently
no.3 in the UK. Her image appears to be
fairly natural. This is reflected in the music
video for the song, where her clothing is
fashionable with an edge.
Various
shots of
her writing
in a
notebook
show she is
wearing big
rings.
Here she is
seen wearing a
basic t-shirt.

4. Her hair in the video is shot
with tousled waves, a style
popular right now & seen on
other artists and famous
young women right now.
In the video she
wears basic
clothing but
accessorizes too
with hats,
necklaces and
other jewelry.
Throughout the whole video she wears laid-back,
unsophisticated clothing that is reminiscent of day-to-
day fashion. This is something to consider when we
plan our artist’s clothing for our music video because I
think it works well in making the artist relatable. Not
only this, but it will make it easier for us to find the
clothing, which will be a benefit.

5. Jess Glynne
Glynne’s song ‘Don’t be so Hard
on Yourself’ is currently no.5 on
the UK chart, which her image
appearing to be heavily hip-hop
influenced. This is seen in the
music video for the song, as well
as other music videos she had
performed in.
In the video
for Don’t be
so Hard on
Yourself, her
hair is natural
and tied in
simple styles.

6. Her eye makeup
is fairly elaborate,
but in neutral
tones that suit
her face.
Similarly as with the Platten video, Glynne
wears clothing that is fashionable, however
with an urban edge to match her image, and
could be found in highstreet shops by fans.
In the video she
also accessorizes
with
rings/bracelets
and necklaces.
Glynne’s urban style is also seen in Tinie
Tempah’s video for Not Letting Go.
Glynne’s whole image shows her
as a ‘trendy’ and fashionable
young artist with urban/hip-hop
influences. Her natural and bright
hair stands out, making her look
unusual, which is something we
should consider with our artist.

7. Demi Lovato Lovato’s song ‘Cool for the Summer’ is currently no.7
on the UK chart. Her image generally is heavily
rock/punk influenced, which can be seen in this
music video.
In the video, Lovato wears heavy makeup.

8. Her tattoos are
visible in this video,
which accentuates
the ‘rock’ style she
has.
The outfits are
mostly made up
of underwear
paired with
jackets/skirts.
She also
accessorizes
with long
earrings which
contrast her
shorter hair.
She is seen
here wearing a
leather-style
body suit with
fishnet boots,
which gives
her a sultry
edge.
Demi’s style in this video isn’t really
what we’re looking to apply to our own
video. Really, we want a contemporary
style with a clear unique edge, whereas
in this video she fits the conventions of
being typically ‘rock’ or edgy. Despite
this, I think the fact we could see her
tattoos did show her individuality, which
would be something for us to consider
to perhaps highlight our artist’s creative
individuality too.

9. Little Mix Little Mix’s song ‘Black Magic’ is currently no.11
on the UK chart. And each band member seems to
have their own individual style.
As the video for this song has
a narrative story, the girls in
the group go through a
‘transformation’ where their
clothing changes and they
become more typically
fashionable.
Their makeup in the video is
light and natural looking.
Some of the outfits
appear to have a
bohemian influence
that is reminiscent of
festivals etc.

10. The members of the group are also
accessorized, wearing rings, bracelets
and hair accessories that are eye-
catching.
The members all have natural hair
styles in long length which adds
symmetry to them as a group.
The similar colours that each member is
wearing stops them from clashing
together, which the similar styles of
clothing show they’re together.
I think that the target audience for this video is pre-
teen girls, as the storyline is quite basic. I think this is
reflected in the image choice of the band, as I think
their style is likely to be attractive to younger girls.
The colours are fairly bright and typically ‘pop’, which
isn’t what we’re looking for. However, again, I thought
that the use of accessories and light makeup worked
very well and so will definitely consider that when
making decisions for our video.

11. Looking at other popular young female
celebrities right now, its clear that there are
some day-to-day style trends popular that
we could use in our music video to make
our artist appealing to our target audience,
as we want our artist to look laidback and
comfortable in her surroundings. If we
chose to have our artist dressed in this way,
it would be easy to create costumes as all
items would be day to day things.

12. Looking at hairstyle trends for 2015, messy, simplistic
styles in natural colour seem to be popular. Although
we want our artist to look unique, by styling her hair in
a fashionable way, such as these images, would make
her more appealing to the fashion conscious target
audience. This type of style would also be easy to
achieve as they are low-intensity in styling and also
look edgy, which would naturally add to the artist’s
image. Ideally, we would like our artist to have fairly
long hair as we feel that is more eye-catching and so
will make our artist’s image more memorable.

13. Makeup wise, I think we want to keep it fairly
natural but give our artist a statement look,
such as bold eyeliner/lip colour or using jewels
etc. Because we want our artist to look unusual
and ahead of fashion, we should avoid the
typical popular styles right now, such as heavy
contouring (as seen in the picture on the …),
and I feel we should focus on having one
specific statement thing & keeping everything
else natural.