Mood board for my artist- Katy Heart

Artist mood board

 I decided to make my artist mood board out of three colours that reflected my artist which were Pink, Purple and Orange. I chose these colours because they relate to the pop genre of the music I have chosen as they are really bright happy colours which come across quite positive. Also the orange reflects the more Indie side to my genre as it is a bit more chilled out and toned down but still comes across as a positive colour. These colours also represent that it is a female artist aiming music at females also from a younger audience such as teenagers due to the Pink and the Purple as well as it being in the shape of a flower which are feminine things.

I wrote the lyrics around the edge of the board showing that they are going to be one of the main aspects to my music video and that they are very important. I also wrote words around the board such as "bright" and "out going" reflecting what type of person my artist is and possibly how they will be shown through the music video. I used other words such as "nature" and "crazy" to reflect what type of environment my video will be set in, which is also reflected through some of the images shown like the forrest and the flowers. 

I decided to include images of makeup I want my artist to be wearing and some outfits to show that the image of her is very important especially because she is from an indie pop genre where looks and style are one of the key things shown in a music video as they are usually the selling point. I printed her name Katy Heart large at the bottom of the paper also to emphasise that she is going to be the most important part of the video and will be shown a lot through out. 

Research into artist with the same genre as mine-Lily Allen

 Research into artist with the same genre as mine

Lily Allen- The fear

Lily Allen's music comes from the Indie Pop genre which is the same as the music I am looking at for my music video and that's why I decided to look into one of her music video's to see how well she has represented the genre. I chose this video to look at because I think it is a good example of how she has used things such as colour, camera angles and props to reflect the indie pop genre. 

Firstly I think the colours she has used reflect the Pop genre because they are very colourful and bright such as the pastel Pinks and Yellows, which give off a very happy positive vibe. They are shown throughout the video as almost a main theme for it which carries out the pop genre through out keeping the video bright and happy at all times. Because they are soft colours they also reflect the Indie genre because they are quite relaxing and calm at the same time.

Throughout there is also a theme of a party kind of look which is presented through balloons being placed everywhere and multi-coloured smoke. This again reflects the pop genre as the whole image of it is really bright and bold making the video seem very upbeat and happy. This relates to Andrew Goodwin's point on music videos that the visuals reflect genre characteristics. 

Several close up shots are used of Lily Allen through out this video which relates to Andrew Goodwin's point that the demands of the record label will include the need for several closeup shots of the artist. These are usually used to show things such as makeup and the look of the artist, also to show emotions so that the audience are able to follow along with the story (if there is one) a lot easier and more personally. Again this reflects a Pop genre because in most female artists music videos that come from a pop genre will have close ups of themselves as they are very much about their image and the way they are perceived by the public. 

Link to music video:

http://www.youtube.com/watch?v=FD-c6cx98ls&safe=active

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Research into artits from the same genre as mine- Ellie Goulding

Research into artists similar to mine- (Genre)

Ellie Goulding

I have looked into the female artist Ellie Goulding as she is a similar artist to mine due to her being a young female with music from the indie pop genre. I decided to look into her most recent music video “Burn” to see how the genre is represented and reflected.

Straight away with this video you can tell that it is from an Indie Pop genre because of how bright and happy the song and images are such as the soft subtle colours used and the upbeat feel to it. This relates to Andrew Goodwins point on music videos that the music represents genre characteristics. Ellie Goulding herself is shown several times through out surrounded by people dancing with her showing the song is positive because they are all happy together. 

Slow camera movements are used through out along showing different angles of Ellie Goulding and her setting which is very empty and subtle also as she is in an empty field and on an empty road, again showing signs of the more indie genre side to it because of how calm it is and warm it comes across. Through out several close up shots are shown of her which shows the video is from a pop genre because most female artists from pop genres are always the main selling point of their music and are almost always the main part of their videos to show of things such as looks and style. This relates to Andrew Goodwin's point that the demands if the record label will include the need for lots of close ups of the artists, again this is to show of things like makeup and their looks. 

 Long shots allow the audience to see the environment that the artist is in which helps them to be able to follow along to the story line of the song because they are able to see where Ellie Goulding is and what she is doing. Long shots also allow you to see what the she is wearing which again helps represent things such as the story (she is dressed in nice casual clothes which helps show that she is at a party.) The fact she is at a party reflects the pop genre because it is a very positive upbeat environment which is what pop music is about. Her clothes reflect an indie/pop genre as they are quite casual clothes made up of warm, bold, happy colours such as white which reflects peace and happiness and black which makes her bold and stand out from everyone else and the light background. 

Link for music video:
http://www.youtube.com/watch?v=CGyEd0aKWZE&safe=active

Conclusion from researching into digipaks

After deciding that I want to create my digipak based around a female pop artist and looking into certain artists that I believe could be similar to the one I want to create I have started to realise what aspects I would like to include in my digipak. All the female artists digipaks I have looked at so far all have certain things in common such as:

·         The main selling point is the artists image and the way they look/are presented

·         Their hair and makeup always stands out (bold/bright)

·         Colours and theme are consistent throughout

·         Always something that links each page together (such as an object or symbol.)

The distinct stylist features which attribute to the pop  genre in the digipaks I have looked at are the bright happy colours which make it appeal to certain audiences such as teenagers and relate to the type of music (upbeat songs.) Also most images relate to either song titles or the album name.

Digipak analysis

Digipak pres from mollyruby5

Music Video brief- Katy Heart

This is a rough brief I have done on my artist Katy Heart. I decided on the name Katy Heart for my artist because I think it suits my genre (indie pop) as it is very feminine and connotes love due to the last name Heart which a lot of indie pop songs are about love.

I have started to collect images together from the internet of how I want my artist to look and be presented also her likes and dislikes and other artists she is influenced by. 

Katy Heart a 19-year-old, female from London living in Camden. She started out when she was 17 playing at small bars in Camden and other areas around London such as Brixton and Brick lane. She became known by having her own YouTube page dedicated to music written by her. She grew a fan base through You Tube and got signed to Rough Trade earlier on in the year.

Influences: Florence and the machine, Kate Nash, Lily Allen

 Sound: Indie rock/indie pop

 Likes: Vintage shopping, fashion, nature, books, parties

Dislikes: Violence, clubbing 

Music Video Brief-Lucy Star

This is the brief I started of looking at to come up with ideas with what type of artist I was going to use. I decided to do music from a more pop genre and by a female artist because I think I can relate more to this idea then others and be able to come up with more ideas.

Research on artists digipaks

Carrying on researching into artists from my chosen genre (indie pop) I have started to look into digipaks from artists that are also from this genre to see how they have expressed and represented this genre also to start to collect ideas for what I may want to include in my digipak or on my advertisement.