The document discusses the creative decisions made in producing a music video, digipak, and magazine ad for an artist. Specific choices were made regarding lighting, color palette, themes, settings, fonts, costumes, and imagery to tie all of the elements together and appeal to the target young audience. Orange was selected as the main color to make everything cohesive. Stereotypical American teen settings and scenarios were featured in the video to be recognizable to viewers. The studio shoot photos were chosen for the digipak to focus on the artist. All elements were designed to represent the conventions of the pop genre.

2. From the start of our research, we knew we wanted the video to be bright
and eye catching when it comes to colour and effect. When we shot our
performance parts in the studio, we decided to use lights from the side
inside of one beaming light, this was because even though the artist is the
main thing, we didn’t want to look like we were trying too hard but having
this massive light shining straight on her face and by using the side lights,
we were able to add brightness evenly throughout the shot which makes it
look a lot more believable.

3. As you can see in the performance
shots, the lighting sets the colour
to look slightly orange or ‘tanned’
which we decided we wanted to
use for our digipak so it can tie
together. We liked the idea of
using a slightly higher contrast to
add this effect because it shows
how we’ve added our own twist
into the style. Katy Perry usually
uses pastel colours pink and blue
to give herself a childlike touch to
add to her innocence where as we
chose the pastel of orange which
could be daring but we wanted to
put our own mark onto it. The
good thing about orange is it can
make everything seem brighter
too so when it came to making our
digipak, it’s useful for making the
image stand out more for the
public.

4. When it comes to theme, we each created our
own lyric analysis for the song which we then
joined together to create one big one full of our
ideas.
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This was how we decided on what style we would
go for which then lead to our storyboard. We
decided from our research from Katy’s previous
videos that we would focus on a playful story that
would be easy and fun for the audience to follow.
Because the audience we aim are quite young,
we didn’t want to create a video being too
complicated, we thought a simple “teen drama”
story would be perfect. We had to then link this
into the digipak so we decided that each side
would be a taste of the story to encourage the
buyer. For the digipak we then produced a shoot
using the same styles, colours, accessories from
the video so it all links together.

5. The fonts across the digipak titles and magazine ad were kept the same
style so they would be recognisable to the audience. We chose a swirly
style because it seemed very teen and girly which fit into the appeal for
our target audience. As well as the style, we had the option of bringing a
colour into it. We decided to fit in with the images chosen and colour
scheme, we would add an orange back colour for the titles to keep all
things linked.

6. In Katy Perry’s past videos, she tends to play with different settings to
keep her story believable. Her last video ‘Last Friday Night’ she used a
typical American family street which is recognisable to our target
audience as it is used in a lot of movies which are also aimed towards
the same people. This intertextual reference is used so that the public
can understand from the very start in the opening credits of the music
video. For our video, we used a few scenes to back up our stereotyping
view of the characters. For the geek we used a library which our viewers
could find comical as they would pick up the idea and understand more
about the geek wanting the ‘hottie’.

7. This idea was also used for the jock scene
which was a lot more American style based
(which just adds to the usual scenarios of Katy
Perry). We used a locker room, used for
football games and cheerleaders to mix as the
cool kids. As you can tell, we focused a lot of
our scene decisions on American interpretation
because this is quite well known throughout
Perry’s previous videos.
Our final and main place we recorded was
the pier scene which we used to create a
teen scene hangout for our audience to
recognise. This again was influenced by
American styled living by focusing on an ice
cream parlour because its a playful
environment where a lot of teens would
spend their time.

8. When it came to choosing which
setting to use for our digipak, we
decided to use the studio because we
could then pay more attention to
how she looks instead of having to
worry about natural lighting and the
scene taking more attention. By using
the images of her in the studio, it
created more of a link between her
and the audience which is what we
aimed for. The idea of selling the
artist was what we pushed for in the
magazine ad and digipak because
recognising the artist is more likely to
entice the public.

9. For our music video, we used a lot of
stereotyping to create the costumes we would
use for each scene. When it came to deciding
the outfits for the digipak, we didn’t want to
specify to one scene in particular so we
decided to think more along the lines of our
studio shoot ideas. Because we had already
chosen the font ideas and colour scheme, we
chose a simple vest top matching with this to
tie it all together. The idea of a vest top is quite
revealing to attract some attention but
obviously doesn’t give the idea of being ‘slutty’.
This relates to how Katy Perry tends to portray
herself mixing the idea of sexuality and
innocence which we have also done
throughout our video and simply carried this
idea over so everything made sense together.

10. Overall, the magazine ad, digipak and music video have all got to the point
where they are recognisable together and seem to follow the conventions
for the pop genre which we’ve been able to achieve by focusing on what we
believe the target audience would see as eye catching. The ancillary tasks
seem to have really fit in with the music video; positive feedback from
others has also shown how everything has fit together and that they
represent the video/artist just as well as the video.