Digipak analysis - Miss Miller

The purpose of a digipak is to give the audience more of an insight and to being more information across about the artist so the fans can get to know them and their personal life. This can make the fans feel more connected to the audience as though they know them personally along with the meanings behind their songs. There is more of a design included within the digipak to make it more appealing to the audience which can include more images of the artist and showing them within the studio or singing whilst filming as it is presented in the style of a book, with paperboard/cardboard outer binding including one or more plastic trays for the CD which makes the audience feel as though they are a part of the growing stages of the star becoming famous.  A jewel CD case is the original disc case, that consists of three pieces of plastic and includes a plastic tray for the CD. Most of the detail is on the cover and the back, with song titles listed. 

Within a digipak the artist can also include a small note to the audience to make the audience feel as though they are including the audience and make the digipak more personal for the audience. There are more spaces for images which are of main high definition and quality images to make the audience feel as though they are paying a good price for the best images and more images, to make the audience feel more involved and closer to the artist and their work and making into their music. The six sides used within the digipak is used instead of four is to be more detailed within the pack for the audience, it also makes the main points of the artist more accessible for the audience. 

A jewel CD case is argued to be more traditional and durable because of the plastic sides. Due to this, a CD is quicker and easier to make and is cheaper to buy in stores. This type of casing is also easier to store and the booklets won't bend inside. Lastly, CDs are a better option for new fans testing the music. They usually inlcude the main information that you need which may include the artists name and the songs, which can make it easier for the audience to understand the song titles and the artist that it is from. 

The artists name is situated on the front to show the audience who the artist is and to give a clear view for audiences of all ages. This helps the audience to make the artist known and to also to be able to identify the same artist on other different advert. 

The plastic casing of the CD case will protect the information within the case and the CD not allowing it to get wet and therefore protecting the main contents within the CD case, which is also more durable.

The lyrics within digipacks can be included of the main songs within the CD case to allow the catch on to the most popular music of that artist. Also some audiences like to look at the meanings behind the song that they like and therefore read the lyrics, and read between the lines of the song to gain a better understanding of the concept and the artist. 

The digipak I have chosen to analyse is Lana Del Rey's 'Born To Die'. I have chosen to analyse this digipak as it was  her fist ever album to be released which  therefore means that I am able to analyse the aspects that causes an artist representation and the build up towards being a star.
Firstly, the artist's name is presented as the largest and most bold font which is situated at the top of the album cover in the bright colour white. The purpose of this typography on the header is to promote the idea that Lana Del Rey is a new upcoming artist which ties into the fact that her name is positioned in the centre alongside the central image of her showing that she is the main focus of whom is seeking for acknowledgement which therefore makes her face and name more recognisable to the public and fans. In addition, within this digipack we can see that the song titles, artist's name and album title are all capitalised, spaced out lettered and bold highlighting their importance which therefore makes the artist and album name more memorable to the audience as it is more likely to catch their eye and stick in their minds. Furthermore, the title name of the album 'Born to die' is also written in the same font which is also bold but in the colour blue which matches the sky within this image which represents the artist as being serious about her music due to the fact colour co-ordination is used as it could mean she is a perfectionist. The title is positioned on the artists white matching shirt which could mean that she is connected and in sync with her album therefore conveying a sense of pride and shows her personal involvement with her album and music. 

On this digipak, the artist is situated in the centre of album cover with the use of a mid shot and low angle for the image included. The use of the central low angle connotes that Lana Del Rey is looking down to her audience of whom are looking up to her as her importance and her strength to be a role model is the main focus within this element and her confident independent posture which is effective in building up her star image. This is conventional to the indie genre as she is wearing concealed and non promiscuous which is typical in many other genres such as hip-hop and pop instead she has a unique and individual style which is effective in showing her bare appearance, making her seem more realistic and so therefore more relatable to the audience. Furthermore Lana Del Rey has a 70s retro element to her image which is evident with a back combed hair style and bright red hollywood lips to show the audience a relation between the artists style and her type of music.

Lana Del Rey's body language and posture represents her to be confident, as she is shown to be an independent woman which appeals to her target audience which consists mostly of females of whom may be enticed by the feminist representation brought across by Lana on her album cover. The artists confidence ties in with the title of her album 'Born To Die' due to the concept of death being accentuated and Lana appears to have no emotion as her facial expression is relaxed and calm. This is conventional to the indie genre as  it highlights the fact that she doesn't follow the fears of the norm that the majority of people do which highlights her individuality.

The colours used throughout Lana Del Rey's digipak consist of the colour blue within the song titles which is calm and pleasant therefore linking this with her music and her intricate restful voice as well as tying in with the indie genre as blue is  seen as being a naturalistic colour- in this case connoting the natural sky. White could connote the idea of purity which  shows the artist's innocence and demure as well as bringing forward the concept  that she is a pure or fresh part of the music industry. The colour red is used for the roses on the CD, the artists lipstick colour and also the blood splattered pages which conventionally connotes passion and love, which links in with the meaning and lyrics of Lana Del Rey's music. Red could also connote negative aspects such as death, which ties in  and emphasises the name of the album 'Born To Die'. Furthermore the use of the colours combined- red, white and blue are cleverly used by the artist to convey her love for her country due to the fact they're the colours of the American Flag which can appeal to a wide range of audience from America who can relate to the love of the country.

The design and layout of the image conveys simplicity as it is has a plain background and causes Lana Del Rey to become the main focus. The simplicity of the album cover is conventional to the indie genre as there are no further distractions for the audience which may cause confusion instead they are linked firmly to her image. Lana Del Rey is only featured on the front cover of the digipak which shows she wants to promote her music and meaning behind it just as much as her own image and artist representation.

I will use my research to assist me with the creation of my own digipak as I can use these ideas that are conventional and related to the indie genre and the ideas used will be able to reach out to our target audience. The font of the typography will represent our artist and the album and the songs involved as well as the connotations brought forward through the use of colours. This will show the audience and help identify them when the audience sees the font they will understand what the artist is about and what message they are trying to get across to their audience.With our groups design and layout we will use central pictures of the artist or close up images of them in order to help the audience gain a personal relationship with the artist.

Lyric analysis - Miss Georgiou

The hidden meanings of our groups chosen song 'Blue Jeans' is the concept of a failed love story as the male lead loved the artist but turned out loving money and choosing money over her. This is evident through the use of the lyrics in the song quoting " I will love you until the end of time" and "I promise" which shows the male goes against his word and deceives the female by leaving her for money. The artist is in an unhappy relationship and wants to get out of it which is evident throughout the song it includes different parts of the relationship and shows what is happening with both characters and the relationship problems between them and how she wants out in the relationship  In the end she get's out and lets the relationship go.

We have annotated the lyrics by annotating each stanza creating different ideas and analysing the different micro-elements. We analysed the narrative particularly and the elements such as mis-en-scene, editing, cinematography and what we are going to do with these specific elements. We looked at different effects we could use for editing and different camera angles, mise-en-scene elements such as iconography, costume and make-up.
The mise-en-scene elements will include stereotypical elements such as clothing, makeup iconography. For example we have discussed when analysing the lyrics the clothing conventions of an indie genre. For example when researching more into different indie artists we saw that the stereotypical conventions was relatable clothing and that it is easy for the audience to be able to copy. This would therefore create a relationship between the artist and the audience as they will be able to copy the artist as it is relatable clothing and everyday clothing that is more realistic. This would make the audience think that the artist is a relatable character and somebody that doesn't care about what they look like, we want to portray the character to be somebody who the audience can relate too instead of somebody that they find hard to copy and even relate too. This then shows the indie conventions of the clothing and shows how we can replicate artists but also show different ways in which we could convey her individuality.

We annotated the lyrics by identifying the hidden meanings and why Lana had written the song. After that we then focused on some of the lyrics and how we can use them for our music video. For example we will use high angle shots to portray her vulnerability when the lyrics become more sad and then a quick close-up to confirm with the use of a reaction shot. This still keeps with the conventions of the indie genre as we mainly portray the artist and promote her via shots such as a close-up in order to maintain the focus of the audience upon her and what she is trying to say. The use of a high able shot is also slightly subversive to the indie genre as it is conventional for the indie genre for the camera to be mid-shot or a long-shot.  We will then be also using POV shots as using a variation of different camera shots makes the music video more entertaining and appealing to the audience and this way we can still link the video to the Dance/House genre. This is further strengthened by the tempo of the song as when it decreases, we could use the extra time given to insert a small memory sequencer that will have been in a different font effect. This is conventional for a House/Dance music genre as the use of the space given when the base is building is to allow more information for the audience to be given.

Our group have annotated the lyrics by picking out lyrics in which we can give the audience a visual aspect and imagery of within our music video. For example, the lyrics quote "blue jeans, white shirt" for this we will literally be showing the male lead to be wearing 'blue jeans' and a 'white shirt' which follows Goodwin's theory of the lyrics matching the visuals. We also annotated the lyrics by taking each small stanza/verse and breaking it up into small sections and working out what we would use within our own music video through the particular lyrics and what we intend on doing, for example the cinematography and the different camera angles, also the editing that we on intending on using and the different effects or filters that we plan on using within our music video. 

Our groups music video is to start with a panning shot that shows a lengthy shot of the location Victoria park. This is in order to create a calm atmosphere to gradually build up from.  This scene is conventional to the indie genre as indie artists like to use cheap scenery such as everyday realistic locations in order to connect more towards their audience and be more independent as opposed to those artists in other music genres. This way their audience can dedicate all of their focus upon the artist, rather than being lost in any complication scenery's or backdrops. We chose to use this location in order to introduce the artist and how she meets her partner. This way, we can prepare the audience what they can expect to see, with the start of the narrative of a love story gone wrong.

In the next set of shots our artist would start singing, allowing us to quickly portray our female character and how she looked before she met the loved interest. There will be a low-angled shot with which, we can show how strong and independent she was, before her relationship with the male character. She will be wearing her vintage clothing which links to the indie genre as indie artists like to make themselves stand out and be more memorable for their audience, she would then go on to be seen in more grungy outfits as the music video goes on and she gets deeper into the relationship where the male has a negative effect on her. The theme of alcohol will be introduced here as his bad habits are rubbing off on the artist as our female character will start to copy him. This is conventional for the indie genre as the artists like to introduce rebellious themes of society in their music videos, providing that they have a narrative in their video, this way they could subvert to the mainstream society.

We are going to close our music video with the concept of death from the negative effects and abuse of drugs alcohol and love. The cause of death shown within our music video would be from an overdose of pills. We will show this by the artist dropping the empty tub of pills on the floor with alcohol to show that it has caused its effect, which would result in the audience believing that the artist has died. This is conventional for the indie genre as the artist makes the audience remember her with a unique and dramatic ending.

The annotations will help me when planning the micro elements, style, target audience and conventions because going through each stanza on the lyrics sheet we annotated what we would be using, how the artist will look and the different editing styles that we intend on including. This is helpful because when it comes to actually filming the music video we will only have to look at the lyrics sheet and what we should include within the music video instead of having to guess what we are going to use it will already be on there. These annotations will also help the entire group when planning the conventions and the music video story because going through each paragraph of the lyrics sheet, helps us to think about the effect, lighting or cinematography we could use. Once fully annotated, the annotations would be completely helpful as we will only gaze at the lyrics for a moment to remember what we would have to do.

Planning cinematography - Miss Georgiou

Cinematography is extremely important within a music video because each camera shot used can either be used to connect the artist and the audience together or distance them away. The cinematography used can capture the audiences attention and give them a good overview of the whole setting and where the music video is set. Cinematography is extremely helpful within making the a music video because you can make a person seem important or inferior than someone else.

1.)Panning

The first shot our group  will be using is panning, which will be evident at the beginning of the video in order to show the location and surroundings of the  beach along with the artist. This shot allows the audience to be introduced to the setting and give them a visual aspect of the atmosphere. This builds it up for the rest of the video, creating a calming atmosphere before more dramatic and extravagant scenes which links the visuals and sound together when the singing within the music starts. Furthermore, the panning shot allows the audience to see more than the usual extreme long shot, which is more interesting to watch as the camera pans across the setting. This is conventional with an indie music genre because is shows the area in which the artist is and those who are around them so the audience can connect with the surroundings and the artist. This camera shot will help me to represent my artist by showing the audience of what the artist is like and where she likes to be and hang out in which the audience could relate to. 

2.)Extreme close-up

Within our music video, when we fist introduce the artist it will be an extreme close up shot of the artists eye will which will be intended to look as though she is staring at the male whilst being shown to the music quoting the lyrics "you know you made my eyes burn". This again links to the Goodwin theory as there is a clear link between lyrics and visuals. This is an effective way in which would be tactful to incorporate as this raises many connotations; the eyes can be connoted to be the windows to the soul, therefore the audience bonds with the artist and builds a relationship with them before they are even introduced to her whole face or image. The extreme close-up is conventional to the indie genre as it shows the emotion of the artist as they sing to the audience when they perform. This can be used to attract the audience and to draw them into the words that they sing if they make eye contact with the audience to connect with their emotions. This camera shot will help represent my artist as the emotions on her face to attract the audience. 

3.)POV shot

Within our music video POV hand held shots will be incorporated in order to make the videos more personal, which is conventional to the indie genre and is an inspiration I took from previously analysed videos. These shots will be evident within the flashbacks of our music video such as when the couple are together at the beach. However, once lyrics were analysed and the underlying message of love for money was revealed, our group decided that this should be added in some way. Therefore, with the up beat of the remix and mix of the dance genre, the clips will build up to a negative event where the male becomes angry with the female, regarding the loss of his money when gambling. Our group also intends to add a shot where the male character is looking out of the window, and the camera is positioned outside looking in through the window, where the artist will be standing behind the male character which angers him, causing him to push her to the window by the throat. The effect this has on the audience is making them feel as though they are looking in at the drama, making the clip more personal.

4.) High angle

Within the present day clips of our music video, the audience will gain the understanding that the narrative of the relationship failed and that the artist does not cope well with this. A high angle will be used on the artist to convey this and to show her negative feelings. This also connotes the idea that she isn't as strong as in previous clips as the use of this angle causes the artist to look inferior, weak and naive as opposed to the strong male character which therefore makes the audience empaphise 
with her. This is conventional to the indie genre as heartbreak is often used as a narrative and by making the female seem weak it conveys the idea of a breakup clearly for the audience to pick up on.

                                                                                    5.) Two shot
A two shot will be used within our music video in order to show the artist with her boyfriend/partner, this can give the audience an insight into the background story of the artist and what she is going through as well as a visual aspect of their relationship whilst being shown together in the same shot. Showing the two people together shows that there is a relationship going on and that they are most likely a couple which helps the audience understand the narrative being brought across within the music video. This is conventional to the indie genre because indie artists usually sing about relationships or narrate a love story within their music videos and shows also who they are singing about. This helps represent the artist as it shows her taste in men which in our music videos case is a stereotypical 'badboy' and 'rebel' -dyer's theory- and the different things that they do together. 

My target audience consisting mostly of youthful women/girls builds a relationship with my artist through the shots selected by our group, this is because they all portray the narrative and concept of a love story, which teenage girls/young women are stereotypically and generally interested in. These shots also build up s  story and show the narrative of a ruined relationship, which can be relateable to many young women going through breakups.

Research into record labels - Miss Georgiou

Major Record Labels mean that large companies within the music industry that may also own smaller record labels. 
Within the UK there are four major music labels which consist of:

1.)Universal Music Group (UMG) is the largest business group and family of record labels in the recording industry. It is the largest of the "big four" record companies by its commanding market share and its multitude of global operations. 

Some of the many artists that the label manages are: 

• Lady Gaga
• Gwen Stephanie
• Keri Hilson
• Young Jeezy
• Mariah Carey

2.)Warner Music Group 
Warner Music Group (WMG) is the third-largest business group and family of record labels in the recording industry, making it one of the big four record companies. The current incarnation of the company was formed in 2004 when it was spun off from the Time Warner, and as a result, Time Warner no longer retains any ownership. Warner Music Group also has a music publishing arm called Warner/Chappell Music, which is currently one of the world's largest music-publishing companies. 

A few of many artists signed to Warner music group are:

• Death Cab for Cutie
• Gnarls Barkley
• Basshunter
• Fleetwood Mac
• Enter Shikari

This major company owns many smaller companies for example: 
Warner Bros. Records
Some of the artists signed to Warner Bros. Records are: 

• Cher
• Clint Eastwood
• Goo Goo Dolls
• Nelly Furtado
• Faith Hill

Warner Classics
              Some of the artists signed to Warner Classics are:

• Janet Williams
• Brian Adams
• Kim Begley
• Ruth Welting
• David Adams

3.) Sony Music 
Sony Music Entertainment UK is part os the largest music and entertainment companies in the world. It has a broad array of local artists and international superstars, as well as a vast catalogue compromising of some of the most important recordings in history. 

Some of the many artist that  Sony manages are: 

• The Ting Tings 
• The Clash
• MGMT
• Ke$ha

This major company owns many smaller companies, for example; 
Epic Records:

         Some of the artists signed to Epic Records are: 

• Avril Lavigne
•  Michael Jackson
• Nicole Scherzinger
• Paloma Faith 
• Ozzy Osbourne 

               
Provident Music Group
             Some of the artists signed to Provident Music Group are:

• Moriah Peters
• Michael W.Smith 
• Brandon Heath 
• Matt Maher 
• Royal Tailor 

EMI 

The EMI Group (Electric & Musical Industries Ltd.) is a British music company. It is the fourth-largest business group and family of records labels in the recording industry, making it one of the "big four" record companies. EMI Group also has a major publishing arm - EMI Music Publishing - based in New York City. The company was once a constituent of the FTSE 100 Index bit is now wholly owned by Terra Firma Capital Partners. 

Some of the many artists that the label manages are: 

• Whitesnake 
• Iron Maiden 
• Spice Girls 
• Kate Bush 
• The Beatles 

The major company owns many smaller companies, for example; 

Blue Note Label Group 
 Some of the artists signed to Blue Note Label Group are:

• Britpop
• Green Day 
• Joy Division 
• Glenn Miller
• New York Dolls 

Capitol Music Group

           Some of the artists signed to Capitol Music Group:

• Royal Bliss
• Katy Perry 
• Morrissey 
• Neil Diamond 
• Faith Evans 

Independent UK record labels: 

LAB Records (pronounced lab) is an independent record label operating from Manchester, England and founded by Mark Orr and Nathen McVittie in 2007. The company also has a creative and distribution division, LAB Exposure, as well as a New York based management company, LAB Partners. 

It releases music in the pop and rock genres, with bands primarily from the United States and UK. As of 2014 artists include Cover Drive, Mike Dignam, Fort Hope, Bethsn Leadley, Cartel, The Hush Sound, and William Becket, and the label has released positively reviewed albums such as The Way I Fell In by The Morning Of, Would It Kill You? by Hellogoodbye, and It Hates You by He Is Legend.

The label has a reputation for developing UK talent.  Two LAB affiliated artists, Young Kato (BMG Chrysalis), and Katie Sky (Universal Music Group) both signed to labels in 2013, while UK rock band Blitz Kids signed to Red Bull Records.

Clay Records
Clay Records was an independent record label founded by Mike Stone (Not Mike "Clay" Stone) in 1980 out of a record shop in the English city of Stoke-on-Trent. 
Nowadays Clay Records is an independent label and studio in Groningen, the Netherlands. 
Artists signed to this record: 

• White door
• Discharge
• Demon 

Dreamboat Records
Dreamboat Records is a British Independent record label based in Bristol, England. The label was founded in in 2005, and released records on a small scale for a group of local artists. In 2009 it expanded to include releases of independent film soundtracks. The first film the label worked on was "How To Be" which starred Robert Pattinson, followed by the soundtrack written by John Parish for the film "She, A Chinese". In 2009, they became the label for "This Is The Kit" and, in 2010, the UK label for "Bear in Heaven."
Artists signed to this record: 

• Whalebone Polly
• Bear in Heaven 
• Robin Allender 

Erased Tapes Records
The record company was established by German-born Robert Raths in early 2007 in London, with the release of Ryan Lee West's Vemeer EP under the Aparatec moniker. Raths defines his main interest as 'a dialogue between two opposite poles, between traditional and contemporary, between digital and analogue'. The label is known for its strong sonic and visual aesthetic with a special focus on packaging and design, which has seen collaborations with Berlin based graphic design studio FELD and American contemporary artist Gregory Euclide. Erased Tapes has a tradition of releasing a free compilation annually and continues to gain a reputation for unpredictable releases. The label is managed by Raths with assistance from Sofia Ilyas. 
Artists signed to this record: 

• Michael Price
• Douglas Dare
• Codes in the Clouds 

Jungle Records
Jungle Records is a British-based independent record label formed in 1982, specializing in classic punk rock, post punk, gothic and alternate releases. 
From 1982 to 1986 they were also active as a record distributor and were 'unofficial' members of the Cartel. They held the exclusive right to sell all indie product to the Our Price Records chain, including supplying them hits by Depeche Mode, New Order and The Smiths during that high growth period of independent music. 
They recorded albums by Johnny Thunders such as 'Copy Cats' (with Patti Palladin) and 'Que Sera Sera' and are licensors of the classic Johnny Thunders & The Heartbreakerstape library, including their seminal L.A.M.F. album. 
They discovered and released the irst recordings by Mercury Rev: 'Yerselg Is Steam' and 'Car Wash Hair'. and also the first recordings by Fields of the Nephilim, 'Burning The Fields'. 
Artists signed to this record: 

• Geraint Watkins 
• NFD
• The Waldos

Boy Better Know is an English grime music collective – a group of musicians, a UK grime record label. The collective was formed in North London by JME, his brother Skepta and Wiley. The band and label were established by Jamie Adenuga (born 4 May 1985).

In my opinion, I find the fact that there is four main companies dominating the music industry unfair to those artists in other less known music industries due to the fact that there are some artists of whom may not appeal to the dominating industries so would therefore be forced to join smaller industries interested in their genre making it harder for them to become well known to a wider range of audience. The affect this has on the music industry is vital because the artists within the most popular genres will join with the dominant labels where as those artists within the genres that are less known would be inclined to go with the smaller companies therefore making the music industry less unique as it stays consistent in the music that is most well known. This means the audience are deprived of the music that the major record labels don't take on or find appealing when the audience themselves could be interested in the type of music turned down by the dominated labels.
The way in which you can judge whether the independent labels are successful depends on the artists that are signed to them, some of the artists names are more well known than others and some bring more individual artistic success to the table such as the amount of records sold, charts list or winning awards. The independent labels offer the chance for artists and bands of a a more varied genre to be signed to a label and to have the chance of becoming famous as their own expense. The most dominant and largest record labels only accept artists of whom they believe have potential success and have the appearance of a star of that particular genre and whether they will gain capital for them and build a better reputation for the label.

Planning lighting and colour - Miss Georgiou

There are a variety of lighting styles within a music video, such as; strobe lighting, high key lighting and low-key lighting. The lighting is essential within a music video because it can create an atmosphere within the scene and allow the audience to be connected with the artist through the different lighting. The lighting used can also determine the type of person that they are, for example strobe lighting is mainly used within nightclubs and therefore can show the audience that, that particular artist prefers to go out and go clubbing- this is mostly used within dance or house genres.

High key lighting is mainly used in open areas and large spaces because it is the natural light from the sun, which can represent the artist as an open character who likes to live free.

Low-key lighting can show that the artist has a sense of enigma, this type of lighting can be used within buildings, alleyways or shifty areas, and it also can be used for a romantic setting.

Colours are key within a music video because each of the different colours can represent a mood, feeling or emotion, for example; The use of the colour red can follow the conventions and be associated with passion/love/anger. Blue can be seen as cold and distant; this can show the audience what type of person the artist is and affect how they are represented within the music video. Each colour can show the audience through the filters, what that person is about and how they like to be represented. 

Within our music video we are going to rely on low key lighting for the present parts of footage as this will be showing close-ups of our artist in a depressed manner and the use of low key lighting helps to create this atmosphere in order to build a relationship between the audience and the artist in an emotive way. Furthermore the effect that low key lighting has on the audience is that they get a feel of enigma as it doesnt give too much away of the artists surroundings which therefore keeps the audience guessing which is conventional to the indie genre. Our groups music video is following a love story and low-key lighting helps to build up a romantic setting and atmosphere in order to give the audience a visual understanding of what the song is about and what message the narrative is bringing across. Low key lighting helps to represent our artist as it reflects the emotions/feelings that the artist is feeling which is depressed and sad which builds a relationship between the artist and the audience emotively.


High key lighting will also be included within our music video as most of our setting is going to be outside in Hyde Park so we therefore intend on relying on the sun to give us the high key lighting that we will need. This will help represent the artist as being open and fun because she is enjoying herself going out with her partner/lover. This is conventional to a music genre because indie artist like to be shown as natural and not artificial therefore it would be highly appropriate to have high key lighting and to keep the music video as natural as possible. This lighting will help represent our artists personality and show the audience that our artist is an open artist and female who likes to have fun within her youth, which could appeal to those of similar age groups. 

Our group also intends on using an old-style yellowed type filter which can be used to represent the freeness that the artist may be feeling within the music video or the different feeling that she may be experiencing within the narrative being told. The yellowed filter can convey the happiness and joy the artist may be feeling within herself that shines yellow like the sun. This is conventional within a music genre due to the fact that most  indie music videos use filters within them to create an extravagant and flamboyant look, furthermore it also to come across to the audience as unique and individual which therefore represent the artists feelings at the present moment, and explain how she feels to the audience through the use of colour and filters. This retro hippy type filter also adds to the 70's style of our chosen artist Lana Del Rey which helps being forward her artist representation through visuals of the colours and filter as well as her music.



The way in which the target audience can build a relationship with our artist is through the emotions the artist is feeling. The target audience consists mostly of young teenage women going into their early twenties; similar age and same sex as the artist, this can be an emotional and key stage of a  woman's life; such as going through a breakup so could therefore allowing our artist to express her feelings through the use of colour/lighting instead of the words that she may be singing. Teenagers and young women may be going through this particular emotion where they are in a relationship and fall in love, but later something goes wrong and they break up; which is shown in the narrative of a failed love story within our music video. The lighting can express particular members of the audience as upbeat and joyful, this relates to the high key lighting. The use of low key lighting casts shadows which can express depression and how low in themselves the artist feels.

Planning Artist Image - Miss Georgiou

An artist representation is essential as artists use it in their music videos as aspects of reality to pick upon and reshape to suit current trends in society to make money or get people interested in the products they're selling to their target audience. In order to do this, media producers use stereotypes because it allows the audience to easily understand what is trying to be portrayed. 

The costumes that I intend on using within my music video includes those that would fit the indie genre, like that shown within the picture which includes skinny jeans on both sexes, or tights with shorts, a baggy t-shirt/oversized jumper/hoody. This is conventional to an indie music genre because the artist is represented in both a casual and relaxed manner in which the audience can relate to as it makes the music video appear more realistic and everyday. Indie artists are generally seen as rebellious and to also have an 'individual' style which is what our group intends on carrying out through the use of clothing conventions on our own artist to appear more indie to follow the genre in order for the audience to connect and build a relationship with the artist. This image helps to represent our artist as it reflects the music genre and gives the audience a visual aspect of the artists indie style music. This is conventional to an indie music genre as the artist is able to relate more to her specific target audience and this enables the audience to then relate more to the artist and create a better relationship with them as they can see that her clothing is more relatable and realistic to them. and therefore easy for the audience to copy her style. This shows that Indie artists are seen as comfortable and reasonable as they have their own style and show that they are not to fussed what the  media says about their 'grungy' look which is what we intend on following the conventions for our own artist to look more like an indie artist and to follow the genre. For the audience to connect and create a with the artist we intend on trying to fit the needs of the audience by trying to make them see we have created somebody who is relatable and who has a relatable style. This will help intice our audience to be more like the artist and this will result into more of a wider audience for the artist in the long run, if the aduience believe that the artist is just like them and not just a star. This would be convetnional to our music genre as we are following many of the mis-en-scene elemtns in order to stick with the indie theme.







Our groups chosen artist, Lana Del Rey, has a unique and individual style of a 70's retro look so we therefore decided to represent our artist within our music video in this way too. Within our music video our artist is having flashbacks where both she and the character will be seen wearing casual indie clothing but within the imagery of the present day our artist will be dressed in 70's style outfits such as those shown in the images of Lana Del Rey on the left. This is conventional to the indie music genre as the genre is all about individuality, being unique and standing out from other music artists- which is evident through the use of 70's clothing which is seen as unusual and out of the norm in the present day. Furthermore this image helps to represent our artist as Lana Del Rey's biggest statement is her retro look due to her uniqueness which tends to entice the audience into her music which is also in an unusual style which shows that her music matches her imagery therefore building a connection and understanding towards the audience.




Lana Del Rey's hair also contributes to her 70's retro style look. This includes the beehive hairstyle which is closely associated with the 70's as well as flower crowns in her hair to add to the retro feel both of which are shown in the images either side. The use of these hairstyles are conventional to the indie genre as it is original and uncommon which therefore appeals to the audience of the indie genre of whom like individuality. This image helps to represent our artist as it shows a connection between the artist and her music as the visuals of her 70's look match the old-fashioned style indie music which then builds a relationship between the audience and the artist as it gives them an understanding of how the artist comes across. Furthermore the hollywood pin curls relate to Dyer's star image as she comes across as an A star hollywood celebrity with this hairstyle which therefore helps to represent her image as its shows her title in fame as an artist in which the audience can aspire to. 
This is conventional to a genre music genre because she is to be seen as unique and comfortable with her appearance and the way that she portrays herself to her audience. These hairstyles will help represent my artist because we want to get across to the audience that our artist is following the streotypical conventions of an indie genere look, and likes to experiment with her hair and try out different things giving the artist a different edge on her music due to her image. It also gives a more relatable feel to the audience as she is able to show that not everybody is artificial. 

The make-up used within indie music videos consists mostly of bold and loud statement makeup which can catch the attention of the audience. The make up tutorial on the left hand side shows how to gain the Lana Del Rey's makeup look. This is conventional to the indie music genre because the make up is loud and extravagant through the use of bold winged thick eyeliner to capture the audiences attention especially young women who will want to capture the same look as the indie artist. This can be seen as attractive to some of the male audiences and therefore the female audiences will want to reflect them. This can represent our artist as flirtatious, rebellious and unique. This can be what some of the female audience will want to become like and aspire to be. The plump lips can be shown as seductive and promiscuous in order to entice the male audience and appeal to the female audience. The thick eye liner and flick can bring out the colour of their eyes and therefore gain attention towards the particular feature. Furthermore Lana Del Rey's makeup also matches her 70's theme as the plumped peach/nude lips and flicked eyeliner can be seen as very hollywood old style which reflects the theme of her individual music and artist representation. The eye makeup is very bold and eyecatching with bright redlipstick and subtle makeup around the fact giving bold statements but subtleness and innocence around the face. This is conventional to the indie music genre because the make up extravagant around the eyes to capture the audiences attention and make the audience feel a connection due to more focus on the eyes giving the feeling of more eye contact, women especially may want too capture the same look as the indie artists with the thick black eye liner, pale white face and bright red lipstick and want to copy her style giving her a more unique look which isnt artifical or superficial. This can be seen as attractive to some of the male audiences and therefore the female audiences will want to copy them and her music will then therefore appeal to the male audiences as well. This can represent our artist as flirtatious, rebellious and unique as it isn't your everyday sort of makeup and shows that she is unique in her own way. This can be what some of the female audience will want to become like. The bright red on the lips can be shown as seductive and flirtatious and the thick eye liner can bring out the colour of their eyes and therefore gain attention towards the particular feature and gain the attention of the audience more. The pale face can show the difference between a natural beauty and someone who wants to proterays themselves as natrual being. 

The target audience can build a relationship with our artist through the image and appearance that we have selected through the contrast of both casual clothing that they wear; which can be relateable to them as it is very everyday and casual which gives the audience a realistic mindset of the artist as well as the 70's style look in which the audience can be enticed into the more glamorous side of fame in which they can look up to and aspire to be/look like. The audience can build a relationship by the casual appearance parts of the artist, also the image is easy to copy of an indie artist and therefore can follow the stereotype of an indie artist. The audience can build a relationship by the casual appearance of the artist, also the image is easy to copy of an indie artist and therefore can follow the stereotype of an indie artist. The makeup shows how the artists is portrayed as somebody who doesn't care too much abut image and shows that she is a natural person, somebody who is innocent and relatable to the audience. This will be seen agin mainly through the narrative as I want to portray her as being somebody who has a natural personality and somebody who isn't fake when in a relationship too. Her makeu may get a bit stronger when performing as I want her character to show how she changes through her music and how she becomes somebody engulfed with her music and how music takes over her personality and she becomes a more confident individual.