CIE Tasks
In our music campaign, we represent age and gender throughout. For example, in our music video, Ady, who is our lead singer and member of the band is often subverting the stereotype as she is the dominant member of the band. Along with this, Ady and Amelie, the bassist have many shots together in the music video and a lot of screen time in the final cut. This also subverts the stereotype as it suggests dominance over the two male members of the group who are not in any shots together and get a shorter screen time. The music video also represents age in the way that the style and set are very youthful and creative, this is because of the flurry of colours on set and the dark and bright lighting styles. On the social media and website, Ady is represented on the page more than other members where she has posts dedicated solely to her as she is the main members of the band which subverts the gender stereotype. Along with this, on the website Ady and Amelie are often pictured first or mention first before the male members. The way that age is represented on the social media page is the colouring which is very organised. There are short sections of posts which are of the same colour meaning that it looks very organised. It is also run by a close friend of the band, e.g. the band are young meaning the page runner is also young. Finally on the digipak, the front cover is dominated by Ady and Amelie and the whole digipak has youthful colour styles that match the social media.
For the Branding, there is a particular style throughout the campaign. For example, on the digipak the outline of the word ‘Norvatova’ has the same colours as one of our backdrops in the music video (The ones with the hearts) and photos of this also feature on the Instagram page which allows audiences to recognise a certain branding that comes across to them throughout the full campaign. Another important part of the branding is having Ady our lead singer also be the signature member of the band, who stands out from the rest of the band by creating this powerful star image for herself that is represented on all the aspects of the music campaign. By being the face of the band and the music videos as well as featuring on the social media the most and dominating the website. The term ‘Spider Bites’ features a lot throughout the campaign as it is the title of the album and the main track on it. Spiders are conveyed a lot on the digipak as the disk represents a spider’s web and one of the other panels have the eyes of a spider on it which is very minimalistic and simple but very effective. There are a couple of inconsistencies on the website which contains Ady a lot and the right colour patterns but little to do with Spiders.
Our Social media page creates a sense of personal relationships by often addressing the audience in the posts that we create. We addressed the audiences as ‘You’ often enough to create the connection and allow the audiences to be engaged with us. We promote many products on our social media page so that our audience can get sneak peaks at upcoming products, so they feel more engaged. The social media is also very informal meaning that it feels like artist is connected with the audience. In the photos they look into the camera, so it gives the impression that they are looking at you/the audience. It is very similar with the digipak; the band members are directly addressing the audience as they are looking at them on the front cover and emphasises the brand of Norvatova by having the signature branding above them in bold. On our website, we also address the audience on the tab where the small UK tour is announced and, on the page, where the audience are able to meet the members of the band. Finally in our music video, the style and energy we created within the band engaged our audiences really well. The costumes for the boys were very conventional of the alternative genre as they stood out really well from others.
Our music video mostly stuck to the conventions of a music video from the alternative pop genre. Although some music videos have a narrative element to it ours was mostly performance element. It did contain some modelling shots of our cast members, but it was mostly performance element. The way we built and design our set was not conventional of the alternative genre. Usually the sets are usually at a location instead of a studio which is more conventional to the mainstream pop genre. However, as a new artist, it is best to stick to the genre that is the most popular when it comes to choosing the set. In the Music video, our lead singer, Ady, dominates the music video getting the most screen time in the edit which is conventional of all genres but also to enhance her star image that is vital to the success of the band in future. The website is full of information about the band as it is still a new, upcoming artist Once they become more recognised, then the website can be more minimalist like many websites from artist in the alternative genre as they want to create mystery and stick out from other artists in the genre as that is part of their persona. The social media is run fairly informally as they are a new artist and are still creating their star image. There are many posts documenting where they have come from since they came together as a band for the first time. The digipak is mixed, the colouring subverts the alternative pop conventions and more adheres to that of the pop genre as they are bright and stick out.
