EVALUATION QUESTION 1
As a female solo artist the image created by our artist is crucial to being able to sell our music and the brand. We were heavily influenced by different artists and used a variety of mood boards which helped us fro picking out clothing to different styles of hair and make up so that when it was time to film we was prepped and ready and able to tackle the task in hand. Lucy’s role is very domineering and sexually empowering and the clothes which we chose helped to demonstrate to an audience her power of being a woman and the ways in which she can use that to her advantage by being feminine yet sexually desirable and domineering. As our genre of music we have chose is dance we wanted to also combine characteristics of the rap/ glam rock genre through our dress code, hair and make up and also visual effects within our music video. The dress code for glam rock signifies sexual empowerment and alternative dress sense meaning Lucy had lots of jewellery, army boots and revealing outfits. Combining with variations of black, metallic colours and bright bold eye popping colours throughout to also keep in sync with the dance genre we have chosen.
To help us find inspiration we looked at music videos by Nicki Minaj and Kesha. This was key to helping us when starting the project as we was able to influence our performance and style based on their videos and characteristics making Lucy’s character able to become the artist easier whilst taking note of the colour schemes, costumes and effects used in the videos.
The use of voyeurism also showed us how women are portrayed within music videos and how a woman’s body can be so visually pleasing it becomes domineering and we showed this within our music video by having Lucy be in center frame whilst Reece was dancing around her and have her physically emasculating him by making him vulnerable in different shots as she was above Reece whilst he danced, we also made sure she was wearing provocative clothing in each shot to show her sexual power combining it with her dominance as a female.
The settings and locations of our music video was partly in reference to the music video originally made for the song ‘Beat Down.’ We used a forest setting in certain scenes as it gave a sense of mystery and freedom and used the dog in the wooded scenes as it could be portrayed as a vicious animal that Lucy has taken control of in a dominant way.
The graffiti walls in brick lane was in reference to Azelia Banks ‘212’ video as it was in an urban setting which fitted the conventions of our video as it adds to the nature of our song choice and by having lucy wear dark colours which made the back drop of the graffiti wall visually pleasing and in keep with the urban nature of our song.
Due to the song we have chosen being called ‘Beat Down’ we decided to film certain scenes in a gym due to the over powering nature and the aggression usually seen in a gym combined with the aggressive lyrics used through out the song. We were influenced by the actual video for the song ‘Beat Down’ as it featured Iggy Azelia in a boxing ring, we used this and adapted certain aspects of it to fit in with out music video.
The song we have chosen is called Beat Down which is in refrence to the lyrics throughout the song. This was chosen by the artist and production company and we decided we didn't want to change the title because it is obviously something that fits in with the artist due to her domineering power shown in the music video and we also wanted to keep it so we could perhaps understand the song better. Furthermore, the lyrics ‘beat down’ is repeated within the song so it only made sense to us to stick with the song title.
Camera work and editing are one of the most important aspects in our music video as we had all used low quality cameras to film our previous project and we wanted to make our music video look more professional, this year we were at a huge advantage to the other groups, due to Ellee’s camera and our drive to get the quality of our music video to look as professional as possible. We were able to use a new updated software which enabled us to add effects and alternate between different parts of the same clip which was influenced by the up beat and fast pace nature of the song.
For our album cover we used a bold black font which went up and down Lucy’s fingers as it added to the wording of the song title, this made the album cover identifiable to our target audience and also fitted the conventions of our music video. This again allows us to identify our target market and make our brand appeal to our audience even more. Lucy being the main focus of our album cover was also shown by having a cropped section of her face in a black, white/sepia effect. This made her make up stand up and made her eyes and lips look appealing to an audience therefore creating a voyeuristic effect to our album cover, previewing what our video will consist of. The didgi pack also consisted of photos of Lucy from different angles with different lighting and effects to help create the urban/ dance feel to our music video. Image is a crucial part of any artists appeal and so we wanted to create as much of an urban sexy feel as possible through our digi pack as it is a direct address to further entice our audience in as Lucy’s attitude and sexual empowerment is shown within these photos making teenage girls want feel as if they are Lucy and making teenage boys desire Lucy.
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