2. INTRODUCTION
Whilst creating the music video, digipak and poster, we knew that it
was important to create links between all three in order to create
synergy. Synergy is the way in which different forms of media come
together to promote one thing, in this case this was our artist,
Stormae.
It was important that we stuck to the same theme, as then our target
audience would be able to notice the consistency throughout the
different work, which all lead back to the artist, helping us achieve a
successful brand image.
4. COLOUR SCHEME
PINK
We decided to use pink as part of
our colour scheme, as this is a
connotation of being girly and
feminine.
Our song is about loving yourself
and our artist’s brand image is
about promoting female
empowerment, therefore as pink
is often the colour associated with
females, we decided to use this
colour.
We decided to use a soft pink
instead of a bright pink, as we did
not want this colour to be
overpowering in the music video.
5. COLOUR SCHEME
GOLD Gold connotes fame and glamour.
We decided to use this colour as the star is
seen as glamourous in contrast to the ordinary
girl who is living an ordinary life.
Gold lighting was used in the VIP area, making
the area look prestige.
When the artist is seen in front of a black
background, there are elements of gold in her
outfit to further ensure that the audience are
aware of the artists glam life style.
6. COLOUR SCHEME
Black
We chose to use the colour black because it is both a strong and
powerful colour however, it does not make you stand out. Our
ordinary girl had quite low confidence, therefore it was important that
in her transformation we showed that she put on nicer clothes to
show that she was going out however, did not dress up as much as
the artist because she did not have the same level of confidence.
Our artists logo is also black however, we used
a lightning bolt in yellow to symbolise how
powerful Stormae is.
7. INSPIRATION
In Demi Lovato’s music video for “Lala Land” we
can see her in very casual clothes, much like the
ordinary girl in our music video however, later on
when she goes to a red carpet events she puts on
a dress to show that she is making herself look
more glamourous for the occasion. We then see
that she is wearing trainers which makes the
outfit look a lot more casual and laid back,
showing that she is dressing how she wants to
and not how society would expect her to, which
promotes being yourself – a message that we
portrayed in our music video.
8. TYPOGRAPHY
We were inspired by Rihanna’s logo as it was
very striking and eye catching.
We used a lightning bolt as it represented the
storm in the name Stormae and showed how
powerful our artist is.
The font that we used for our artist is bold and
has sharp edges, to show that even though our
artist is a girl, she is not clean cut and has a
rebellious side, as well as staying classy.
We used a less subtle font
for the album title, as we
wanted to use a more girly
font to appeal to our
target audience.
Both our poster and digipak
includes these fonts, as it is
important that the audience are
able to recognise the artist and
album name, so using the same
fonts will allow the audience do
so.
9. BRAND IDENTITY
We wanted to create an artist who would inspire their target audience
of teenage girls, which is why we included empowering song titles on
the album such as “I don’t need you” and “Sass it out”.
We did research on a number of artists who could relate to Stormae,
such as Beyoncé and Rihanna and created presentations looking at
different aspects of their brand image such as the name of the artist,
logo, website, merchandise and how they are portrayed in the news.
We thought that it was also important to make our artist glamourous
because that is what fits in with the pop genre.
10. THEMES
The main theme that we used in our narrative was the contrast
between the glamorous and ordinary life. The artist wore a nice dress
with heels, whereas when the ordinary girl got dressed up, she wore
black flared trousers with a black top which showed that even though
she had got the confidence to dress up, she chose to wear black to
show that even though she had gained confidence, she was still
sticking to neutral colours.
The ordinary girl felt confident in what she was wearing, which
promotes female empowerment, as she was not dressed up to the
extent that the artist was. This proves that you can wear what you are
comfortable in to feel confident and you do not have to look very
glam. It is what makes you happy which is the key to confidence.
We used the theme of the colour pink of the digipak on poster as this
is typically shown as a girly colour and as we are trying to promote
female empowerment, we felt that this fitted well with the message
11. CINEMATOGRAPHY
We used many close ups of the artist which showed off her exaggerated
facial expressions and confidence, as well as mid shots and long shots to
show off both the star and the ordinary girls outfits and the difference
between their styles.
We chose to use long shots in our digipak and poster, as this showed our
artists whole body, allowing the audience to see her sense of style and open
body language, which further showed the confidence that she has.
We used pictures on our digipak and poster from one of the locations shown
in our music video, which shows the synergy of how the three products
come together.
We used a few low angles of the artist to show her power however, at the
end of the music video when the star and the ordinary girl meet, a straight
angle is used to show their equality, which further portrays the message of
female empowerment, showing that just because someone has a glam
lifestyle, doesn’t mean that they are any better than you and that you can
also have the same level of confidence.
12. MISE EN SCENE
Mise en scene was a very important aspect of our music video,
digipak and poster, as the mise en scene helped to establish the
status of each character.
We dressed our artist in quite bold colours, including pink and gold
to show the audience that she was very confident and wanted
everyone to know about it, whereas the ordinary girl was seen in
black to show that even though she had gained confidence, she did
not wish to be the centre of attention.
The status of the star and the ordinary girl was also shown through
the use of cars. We saw that the star had a chauffeur, however the
ordinary girl was seen to be using the Uber app, which showed that
she had to rely on this service instead of being drove around like the
artist.
The car which we used for the artist appeared in our music video,
digipak and poster which is an example of synergy.
13. CONCLUSION
Overall, this evaluation helped me to understand the importance of
synergy and how when trying to promote one thing, in this case our
artist, it is important that all elements of the promotion include
similar things, such as the colour scheme and selected props.
The main colour scheme we used was pink and we ensured that we
used the same shade of pink by using the pipette tool in photoshop,
which picked up the colour that we were using, so this colour could
be transferred in both our digipak and poster.
We used photos from the setting first shown in our music video on
our digipak and poster to link in with the music video, which is
another example of how we used synergy.
