Storyboard- Miss.Georgiou

You The story board itself has a effective role in ordering the shots that the group aims to cover in a sequential manor. The story board for any media film plans the footage from start to finish and allows the crew members to be organised and know what style of shot needs to be used, the location in which it is set plus other various factors. The storyboard covers what actors are in what shots, how long the frame lasts and also the type of editing is needed although that is used more for post production.  The production process is made far more efficient by using the story boards and therefore is a useful tool to use when producing a music video as it provides structure and also creates a better idea of what needs to be filmed within a certain time frame . Our ideas were planned as group and then we proceeded to create the storyboards before we decided to film our music video..The story boards additional purpose was also to change and improve our original ideas as a group and see what will look the best and make our video more successful for our target audience.

Overall our research was mainly focused on what our target audience would find aesthetically pleasing as well as the type of content in which our demographic likes to see within dance music videos. . We wanted to include as many aspects as we could that our target audience would want to see and what they liked based on the findings from our vox pops and questionnaires. The findings of our research was therefore heavily influential when creating our storyboards as we aimed to create a music video that was relatively conventional to the dance genre as well as incorporate the majority preferences of our audience such include the use of strobe lighting within our music video.The content within the video was found enjoyable by our target audience and we used this when creating our story board. Based on our primary and secondary research we made the large entirety of our story board a narrative as based on our questionnaire of our target audience this was a style of music video that they preferred. We incorporated this into the story board and aimed to build a relationship between the lyrics being sung and the on screen visuals.

Creating the storyboard as a group allowed all of us to voice our opinion about  how we wanted our music video to appear in relation to certain elements of the narrative . We kept in mind specific aspects from our primary and secondary research which we knew were quite vital to include however we also decided to incorporate our own ideas into the music video. We wanted a variety of shots , angles and editing techniques to be used throughout the music video to make it more appealing to the audience, all of which are mentioned within our storyboards at the exact scenes which makes production far more easier. We wanted to throughly plan our video before we took it too filming, and we also had a discussion of how and when we would film each scene to insure our time was most effective. Overall the message from all group members was that we wanted to put what the public said into our video, convey to genres and also keep in mind the visual and artist relationship which we of course wanted to be strong.

Between the pair of us we designated different roles to each other in regards to the storyboard . This made the discussion regarding what and when we wanted to film more suitable, and we could spend our time more efficiently whilst taking in turns to create each frame.I drew the images however as there is only two of us in the group we still continued to discuss what would be in each scene/frame. We already had an idea of what we wanted, therefore sharing the responsibility was easy as we had a common goal of what we wanted and knew how we wanted the video to look and what would appeal to our target audience and the dance genre. This uniformed process ensured that we were all happy with the storyboards.

Digipak analysis - Miss.Miller

Digipaks typically consist of a gatefold  paperboard or cardboard outer binding,with one or more plastic trays for the CD.Digipak-style packaging is often used for CD singles or special editions of CD albums.They grew in popularity among record labels and recording artists in the early 2000s.A jewel CD case is the original compact disc case that has been used since the compact disc was first released in 1982. It is a three-piece plastic case, which usually contains a CD along with the liner notes and a back card.They are constructed into 4 sides, where most of the detail is solely on the front and the back.I have chosen to analyse a digipak that comes David Guetta's deluxe album "One Love" as within the dance genre he is considered to be a very popular artist and i also have an invested interest in his music.This digipak relates to our chosen artist as they are both of the same music genre and have similar sub genres of dance genre as they both have an lyrical element. Unfortunately during my research for digipaks i was not able to find one for Shift K3Y so as previously mentioned i have had to use David Guetta's in replacement.  

CD Case Vs Digipak

Artist representation

The digipak tries to represent David Guetta  by making him seem more conventional to the target  audience through the use of the vibrant colours which are used as well as his overall image within the picture. David Guetta is quite a mainstream EDM or dance genre artist which therefore means his demographic in relation to his target audience is quite wide which can vary from young teenagers to young adults. The picture on the inside of the cover shows the artists using a close up, he's wearing sunglasses and a T-shirt which gives him a more laid-back demeanour which could be seen as appealing to the target audience and more conventional to the dance genre. The sunglasses could be related to a more summerlike feeling which tends to relate more to dance genre as quite often elements such as dance music videos are set in sunny locations so they can be associated with the connotations of summer. The expression on his face makes them look quite calm and collected which may make him more desirable to both genders of the target audience, as the mouse my aspire to be More like him and the females may find him more appealing. Additionally what he seems to be wearing is quite simplistic this therefore makes him seem from relate to bowl as many other viewers may dressed similarly.

Colours/Connotations

The digipak can also be used to create more appeal about the artists from target audience as it is seen as another way for the artist to express himself. The artist been able to express himself through use of many colours such as pink black silver and grey, there has mainly been a use of hot pink for the CD. In regards to the use of the other colours they have been used for the font on top of the pink in order to stand out more to the audience. The colours that having used it because it is quite conventional as they are quite vibrant and extravagant which are common connotations associated with the dance genre. The use of the pink continues to stand out among other parts of the digipak such as the font used on the front cover and back cover as the other general theme seems to be more dark and Gothic, this of course means the vibrant pink stands up far more to the target audience which may make certain parts more memorable. This vibrant colours continue to have more connotations with party lifestyles that seem to be continuously reciprocated in dance music videos.

Design/Layout 

The design and layout of a digipak creates a massive impact on how appealing it seems to the target audience. The design or layout of this digipak clearly shows that the the main feature is the brightly coloured see you day as it is laid out clearly in the centre which is where the target audiences main attention will be as well as the colour which seems to stand out the most comparison to any other feature of the digipak. The reason for this may be to focus more on the music that the answer is produced as upon reflection there is not too much information or emphasis on the artist as he may feel that his music speaks better for him. As well as this there is also a list of songs on the rights part of the digipak with certain songs are written in bold writing this is most likely to highlights the songs as they could be David Guetta's more popular songs on which a wider audience may enjoy, it also shows the featured artists involved. Another reason for doing this maybe to show the target audience that this artist has been able to work with other popular artists within the same genre or possibly others which may make him seem more successful and versatile. There is no correlation to the dance genre and the overall layout of the digipak however certain things such as the bold writing for the popular featured artists which may appeal more to the target audience as it expresses the artists popularity within the dance genre which may possibly lead to higher pill to his music.

Analysis of magazine advert

The purpose of an magazine advert is to promote the artist to their target audience. It will make the audience want to see more of him and if the artists advert appeals to the target audience then will will want to buy more of his songs and albums. If the magazine advert appeals to the audience then they will also want to see him in his concert as they feel like may have an connection with him through his songs and various othe

Avicii in the picture looks like hes confident and dominant within his music genre. This image makes the audience have his attention in order to read on, he wants them to read on and he wants the audience to attend his concert. The connotation of an advert is to get the audience attention in order to make them attend his concert. He wants to get the audiences attention and make sure that he gets people to attend his concert. The black and white contrast of the the background makes the writing stand out more as he the colours are multi-coloured and makes the audience look at them before they look at anything else. The lay out of the magazine is plain and but effective as it gets the message across to the audience and makes them understand that he wants them to go and see him when he is performing. The image that has been used is to show Avicii is staring at the audience and that will attract his target audience, he would hope that this will get their attention and make them want to know more about him, they would research his tour dates. The typography that has been used in the poster is different. He has used his logo that he puts on all of him branding, but the tour date is put in pink and green makes it stand out to the audience. It makes the tour date stand out and makes people look at that before they look at the date before anything else. The style of the font is the same of Aviciis logo he places on everything such as an album or cover. He does this to make him look different and makes me understand that he realises there is competition in his genre and music and he needs to stand out in order for him to from his target audience.

This advert promotes the music genre as the writing looks different and as artists are looking to be different they will try to anything to attract the target audience. The artist is rebelling against the media as the media stereotypically telling people to follow the music that is in the charts and this is normally pop music. The advert promotes the artists as it makes him look powerful and makes the audience understand that he is a good artist. It makes him look like he a force and that his music can have a positive effect on someone. The advert attracts the audience as the writing stands out and makes them interested in his concert. He realises that he needs to get their attention and he does this by using a black and white contrast and making the writing stand out to the audience.

The next Magazine advert analysis i will be looking at will be Example. In this advert he seems to be  looking into the viewers eyes while they are looking at the advert. He looks like he will want the person to attend his concert as he looks powerful and his face is on the cover much like Avicii. He has put a contrast of low key lightening and high key lightening on his face to make him look more effective and different to the other artists. The backgrounds are also different as the lighter side of his face has a black background and the other has a white background. He has used this to show that he has two different sides to him as a person and an artist.The connotation of this poster to get his target audience interested in these two different sides to him, they will want to also see where his concert will be and see if they can attend. He is looking into the audiences eyes as he wants to persuade them to go to his concert. The colours on his face make him look like he is a contrast in character, it shows he has two different sides to him and he wants the audience to be interested in this. He has gone for a black and white contrast as the background as he wants his name to stand out, also the new date he has added to his tour stands out as it is red. He wants the audience to see that he is having a tour and that the dates are visibly easy to see as they are in yellow. The design and layout of the poster is simple as he gets the message across to his target audience that he wants them to attend his concert by highlighting the dates and his name but then the black and white contrast makes the audience understand that he is a different to what people think he is.The image he uses makes him stand out and makes him look like he is not the artist that people know as he is showing that he has a dark side to him. This will make the audience know that there will be something new in this concert, that he has never done before.The typography that has been used on this poster has been to used to make sure that he stands out from the other dance style artists he makes people want to see him in concert. It is a strong and bold font that he has used for his poster which makes him stand out from the crowd and could mean that his concert is going to be incredible. The style of language that has been used in a way to demonstrate that he is bringing something new to dance, he is making a statement but telling people there is a different side to him that they have never seen before.

This advert promotes the music genre as through the font is shows that the artist is bold and different as he has his own style, he is going against the media traditions. The contrast on the photo that has been used shows that there are different sides to the artist and the genre that he is, he is going to bring something new to dance genre songs and concerts. The artist is represented as being different and the poster shows that there are two different sides to him and maybe one that people have never seen before. The artist is represented as being different and bringing something new to the table as he is contrasted in two different lights. The advert will attract a target audience as they will want to see this different side to the artist, that they may have not seen before. The dates on the poster are highlighted in yellow which will make the audience of the poster want to read and see if he will be doing a concert near them.

This research will allow me to understand how to make a magazine advert and how to engaged the audience and make them want to see more of the artist or song. It has demonstrated to me what different techniques can be used in order to make an audience read on and see what is available to them in their area. It will aid me when making my magazine advert as i will understand how to draw the audiences attention onto the poster and want them to read on. From this analysis, i have gained ideas such as the colours that are used and the font as they this can be conventional to our genre of music video that we have chosen. This analysis has allowed me to gain a deeper understanding into what mirco-elements i can include in my poster that can still stand out to the audience and allow them to relate to the dance genre music video.

Planning editing styles

Editing is the process in which footage is manipulated in order to create a desired narrative. Edited can be performed on a variety of platforms, one being Final Cut pro. Editing is successfully used when the audience understands the narrative, with editing frequently being used to evoke certain emotions within an audience and change the way in which a piece of film comes across. Editing is able to create continuity and footage can be changed with many editing tools in order to create a different reaction from the audience. Without editing, productions would be of a lot slower pace and the desired effect of footage may not be fulfilled. Editing also allows the producer to edit tints and filters on to the clips giving a variety of different attachments to the footage which make the film more successful and impacts the audience at a higher level. By using editing the producer is also able to exclude mistakes that may have occurred during the filming process, and overall editing creates a greater impact on the target audience which of course makes it far more desirable and essential to our process.

The main form of editing that we have decided to incorporate into our music video is fast paced editing. It is a relatively simple editing technique that is achieved by changing the scene more often which will be essential in the more up tempo sections of the song. The reason for using this particular editing style is create for excitement within our music video as well as to keep up with the up beat tempo. It is clear then that is a very conventional editing tool that is used within the dance genre as at almost all point of a dance genre there 'drop' that contains a more upbeat more melody which needs a more fast paced style of visuals in order to match the beat.This style of editing will hopefully represent our artist as more lively and entertaining as they will most likely see the artist in a more extravagant setting at this point such as a club. It will also make the artists lifestyle seem more fast paced is the audience see that he does not stop and it is clear he is successful. This is may also make him seem more appealing to the target audience as the age demographic will enjoy seeing the scenes in which the fast paced editing will be used. 

Additionally we also plan on using neon or strobe lighting throughout some of our scenes. These will be created with our chosen editing software through the use of filters and other various effects that give the impression of neon lighting. This style of editing will be used mainly in the clubbing scenes along with the authentic strobe/neon lighting as this is where this style of editing or lighting is most often used in order to show that the environment is extremely colourful and vibrant, this will hopefully allow the audience to associate this with their own experiences of clubbing. This would be considered conventional as upon doing our own research as well as from experience it was clear that within party/club settings there is always a wide variety of strobe/neon lighting used in order to make the environment more vibrant which seems to appeal to people more. This is in style will also be used in the office setting where the artists start to think about going out and leaving his girlfriend. Do use of the lighting will help to contrast the difference in settings which in this case is the club and the office this makes the difference clarity audience as they can say where the artist seems to be enjoying himself more. Can also allow for the audience to aspire to be more like him as they are able to say he works hard and has become successful however at the same time he is still able to enjoy yourself at a club.

In relation to editing styles we have decided to include jump cuts into our music video. Using our chosen editing software we are able to create jump cuts using the cutting tool which allows for quicker transitions between scenes. The reason for using jump cuts is to help with the Timing of the shots  particularly within the more upbeat sections of the music, it may also help with the narrative that we have planned. This style of editing does also seem to be conventional to the dance genre as it continues to further match with the fast paced elements of dance genre which therefore makes it And essential editing style for dance music videos, it also further helps to create more Hysteria in music videos which is an element that the target audience like to see. The jump cuts will be used more or less the rout the music video however more specifically they will be used to transition between the date scenes and the clubbing scenes in which the artist has seen with his girlfriend and his friends. This continues to further show the audience the contrasts in which the artist has in relation to both scenarios which will develop further along with the narrative. The jump cuts helps us to further represent our artists as successful and desirable as the target audience get a clearer picture of the emotions of the artists.

Lastly we have decided to incorporate coloured tenants within the music video. This is in style will be applied during the editing face through the use of filters and tents which can be added to any scene. The tints which are most likely to be used will be of various vibrant colours such as green, blue, orange etc. There is no specific placement for these tents as of yet however we most probably will put them through out the music video in order to further enhance the emotions that are being portrayed. Coloured tents are considered to be conventional to the dance genre as the bright vibrant colours which are being used replicates the style of lighting found within clubs and continue to Portray a exciting and extravagant atmosphere that is found within dance music.

The target audience Are able to create a better relationship with the artists through the use of these editing styles as each technique emanates a different emotion to target audience for example the fast paced and hitting shows the audience that the artist also likes to enjoy himself in a club which may make him seem more related ball to the audience as they too will more than likely enjoy partying or clubbing to, of course being more relate of all allows for the audience to imagine themselves in a similar situation which therefore increases the likelihood of them aspiring to be more like the artist.

Planning Lighting- Miss.Georgiou

Lighting and colour within a music video is used to portray both the mood and feel of a music video. The changing colour can have connotations with hidden meanings, perhaps black and white to show a memory and also high key lighting to show a happy part of the video and low key lighting to express dark themes within the video. It is also  is important for a music video as it helps the audience believe that the scene is realistic if natural lighting has been used. If colour filters have been used it could make the scene more effective.The use of different lighting can completely change a scene as we tend to associate different types of lighting with different emotions or settings, for example low key lighting often identified with the dance genre in relation to the music video as party atmosphere is quite often is not always always have an element of low key lighting.

Strobe/neon lighting  is the start of lighting that's we most definitely plan on using within our music video. The last majority Office lighting will be created during the icing face however in order to make the music video as authentic as possible I will try to incorporate the style of writing while filming. From doing our research we found that the style of lighting is extremely conventional to the dance genre, it is most often used within club settings or party settings need to be house in order to make the audience feel as if they are part of the music video and are in that setting. Reason for including this lighting within our own music video is for the same reason as we to have decided to include scenes of clubbing and partying so we wish to portray the same emotions to our target audience. The start of lighting will most likely be used within the biggest scene where the artist is seen to be sitting in an office thinking of the possibility of going out and clubbing. Reason for its use is to show the audience the contrast of the office setting which many of the audience will be able to relate to as well as the club setting which again is quite relatable. Blasting colour helps to represent our artist as more outgoing and boisterous as it shows the audience that the party lifestyle is his preferred preference in relation to the contrast of the work and party environment, this may also make him seem more releasable to the target audience as generally nice people prefer to party then work.

Additionally we  plan on using high key lighting in various parts of the music video. The use of high key lighting will be within the office setting as well as some of the possible date scenes. The style of lighting is not necessarily classified as conventional all unconventional however upon research depending on style of dance genre the dusts there is always an element of high key lighting on natural lighting as the whole music dear could not be found in love you lysing so therefore this lighting is essential which may therefore make it to conventional. This of this lighting represents our artists in more of a positive manner one also highlighting his success and high status as it makes it clearer to the audience of the environment much is it for example the guardian, this may then adds to the aspirations nutrients previously have of the coming something like the artist. As previously mentioned target audience is teenagers and young adults which may not have the opportunity of possibility to work in a similar environment which The lighting continues to highlight as well as the watch or pieces of jewellery which will be seen throughout the music video. All in all this makes the artists not necessarily relatable however as previously mentioned you audience will continue to strive to be something like the artist which adds further appeal.

There will also be low-key lighting used within our music video, this will be used in all of the clubbing or partying scenes as well as possibly some of the dates scenes however this is not certain yet. Low key  lighting is most definitely  a conventional to the dance genre as almost every dance music video contains some sort of clubbing or partying scene watch therefore requires low-key lighting in order to highlight other elements of lighting such as strobe or neon lighting which we have previously said we intend to use so therefore this style of writing is essential to make a music video more conventional as well as More functional for other elements of lighting. Then low key lighting is not essential to the representation of an artist however it does add that's our artists like to enjoy him self in their use extravagant settings.

As well as lighting is an on reasonable you give also decided to notes the most used colours that will be used within on music do you know which ultimately will have some sort of representation of the artists. The colours that will predominantly be used our black blue grey and white, they will be using different elements such as iconography clothing and the setting. These colours signify different things for example they tend to be more professional colours for example the black-and-white we used in relation to the clothing the artist be wearing at the office setting, these both signify professionalism which is essential to the representation of our artists as this is a key element prides himself on. In contrast there will also be other more colourful vibrant colours such as orange red et cetera used within the clubbing or party scenes, these colours are often associated with that with those exact settings which also shows the audience a different carefree side to the artists which shows he likes to enjoy him self at times too. The initial colours such as the black blue grey and white and not necessarily considered a conventional to dance as generally colours within this genre tend to be more colourful and vibrant as dance music is quite lively which these colours represent however there is still use of these colours which therefore makes our music video still conventional.

As mentioned brothers post target audience for continuing to build a great relationship with the artist for the use of lighting colours, for example in reference to the strobe lighting the audience will be able to see the artist and a different manner as these colours reflect the artists as being more outgoing and extravagance which is a complete contrast to the previous setting what shall be in the office which shows him as extremely professional. The high key lighting also highlights this as the spills upon the relationship of the audience aspiring to be more like him as we can see him acting in a professional manner is in which both genders Will find appealing.

Lyric analysis

The purpose of analysing the lyrics of our song  "I Know" by Shift K3Y is to fully understand the emotion or concepts that artist is trying to convey to his target audience. This then helps my group and myself as when planning our music video we then need to ensure that we too are conveying the same emotions so the target audience get a similar feeling when watching the video.This demonstrates certain planning techniques as it from the analysis we were able at what points of the song we wanted certain lighting, cinematography and miss en scene elements. For example throughout the club setting we decided as a group to use the club/party scene due to the lyrics and tempo of the song at this point.

Within the lyrics the overall message of the song is that the artist is not the type of girl that the woman is looking for how however despite this he still feels that he is better than another man she has come across before and he now wants to be able to prove that to her.In relation to how my group as annotated the lyric, we have written next to certain parts of the lyrics the various things we have decided to include at the point of out music video, for example at the start of lyrics we have annotated that the setting for this will be within the Gherkin.

The annotations that we have made on our lyrics will assist with the various genre codes and conventions, we are able to decide at which point of the song we would like numerous conventions such as fast paced editing to be incorporated within our music video. We were also able to determine which sections of the song we wanted the club setting to be shown in as it was clear that it was in fact a major convention of the dance genre.Again by annotating the lyrics were able to clearly label which part of the song we wanted the strobe lighting to be apart of, this may fit in with the lyrics of the song or the tempo of the song at that particular moment which makes the use of strobe lighting relevant. We were also able to annotate roughly were wanted certain types of cinematography to be used within our music video, for example we want to use a over the shoulder shot in the first chorus as what is shown in this scene will set the narrative for the rest of the video.We have also annotated that we would like to use a panning shot later on in the lyrics of the song to show the viewers a view of London, this helps us clearly plan where want to use certain shots.In regards to the editing styles, we repeatedly annotated the editing techniques that we plan on including within our music video such as fast paced editing that previously mentioned is annotated during the first chorus to give us an indication as to where we would like to use this, additionally we have also clearly annotated a jump cut to be used again within the first or second chorus.

Throughout the lyrics we have estimated at which points in the video the various settings we have plan on using will shown at, this will hopefully allow us to plan our music video further in regards to making sure there is space for all the settings to be used.Costume,hair and make up have not been annotated within the lyrics as we felt as a group that it was not necessary to include it with the lyrics and should instead be planned elsewhere to clearly layout what costumes will be needed for each setting.Facial expressions has also not been mentioned within the lyrics as the lyrics are extremely repetitive so if we decide to link to them to lyrics it will not be able to be applied to all instance so alternatively again we will plan this else where most likely in the planning of the cinematography as we will want to plan what body language or facial expressions will need to be seen in the shot.However lighting and colour has been mentioned a little as we have shown that we want to include strobe lighting and low key lighting in certain parts of the music video in order to relate to genre conventions.Positioning of characters has also not been mentioned within the lyrics as we feel it is not applicable here. The music video style will primarily be narrative as we feel that this style of music is most suited to this style of music video and that also we can create an excellent narrative that will engage the audience. The artists and audiences relationship will hopefully evolve through the music video as the target audience start to become more envolved with the narrative and start feel become as if they actually know the artist. Throughout the planning of our music video we must keep the target audience in mind as ultimately we are creating this music video for them so it must be appealing to them, factors such as creating a closer relationship between the artist and them will hopefully make the video seem more appealing.

In conclusion the annotations we have made on our lyrics will help us to create a more in depth story board as the point we have written alongside the lyrics act almost as a complete of how we plan to structure our music video. This in turn will make it far more easier when making out storyboards as the annotations almost act as timed plan of how we want to create our music video, so when creating the storyboards we can just refer back to the annotated lyrics which therefore makes our story board more accurately structured. 

planning artist image

Image in which the artist portrays can often be deemed extremely important by the target audience which therefore makes it imperative to the production of the music video. The artist is the main selling point for the music video as if the target audience do not like the artist they will not feel compelled to watch music video. Various micro elements such as hair, make up, positioning, costume, iconography, setting and cinematography  will all be apart of the artist image. Throughout a music video the artist is either represented as convention or unconventional, we plan to make our artist seem quite conventional which you will see through the numerous micro-elements.

The artist that we have chosen, Shift K3Y will most definitely be presented as a conventional dance which will be shown by creating his image in a certain way, this will hopefully make him seem more attractive to 15 to 25 year old male and females as they are our intended target audience for our music video. The target will be shown as inspirational, successful and influential all these traits should make him appeal far more to the target audience as either gender will aspire to live a similar life that he does within the music video. The extravagant lifestyle in which the artist lives will again be portrayed throughout the video however we will also see a different side to him.


One of the major factors in which will help further portray the artists image is the settings that will be used. The most extraordinary setting that we have in place to use is the Gherkin which will shown in at least the first quarter of the music video where the artist is seen to be sitting at his desk contemplating his decision. There will also be scenes of an expensive restaurant and central London streets.All these settings that we plan on using will make the artist seem of a higher status and very successful at a young age which will appeal to the target audience as they will be of similar, I would argue that this is in fact conventional as artist within the dance genre all seem to be of quite a young age and very successful such as Avicii.The image mirrors the style of our music video as we have gone for a more lavish route in terms of the music video which the artist ties in with as he too si considered to be quite lavish which therefore means the artist and the st6yle of music video both compliment each other.


Additionally we plan to further develop this idea of the artist being of successful and wealthy through the use of iconography. The artist throughout many scenes of the music video will be seen to be wearing an expensive watch and silver bracelet along with an expensive mobile phone.All of these pieces of iconography will be seen in the music video with uses of close ups.As previously mentioned will make the artist seem successful and quite materialistic which is often a symbol of wealth and allows for the audience to recognize these traits further. This should hopefully appeal to out intended target audience as the materialistic items that they will see will reinforce there opinions of the artist


The use of clothing will also be used to further represent the persona of the artist. A relatively large proportion of the music video will show the artist  being well dressed and wearing designer suits along with smart shoes. Again this shows the target audience the artist has quite a high status within society and is very professional which emphasises  his success and maintaining his impressive stature.The target audience will then gain a better understanding of just how successful the artist is as within society materialistic objects such as designer clothing and shoes is often used as an indication for wealth. Furthermore this will add to the inspiration in which the artist provides for the target audience. . Additionally, in later clips this professional presentation will be juxtaposed with the presentation of the artist's vibrant attitude towards club life and a party atmosphere. This will be conveyed through the use of less professional clothing such as jeans and a T-shirt.




The artist for parts of the music video will also be represented in a completely different light as we see him in a vibrant party lifestyle in a central London club which can be seen through the various elements in those scenes, an example of this is the facial expressions that will be completely contrasted from previous scenes.There will be use of close-ups of the club such as shots of the crowd and the artists friends as well as shots of the DJ.This further develops the image of the artist having a more relaxed attitude. This of course is extremely conventional of the dance genre as all music videos in this genre contain some sort of part scene usually within a club or a house party. The more conventional representation of the artist will still appeal to the target audience they will feel like they are able to relate more with the artist as they too will like to party.