How did your research inform your products and the way they use or challenge conventions?
After doing some research into Indie Pop music videos we came to the conclusion they’re conventionally quite performance based, however if there is a narrative, it’s an amplified one. In terms of MES we knew that we would have to use quite an ordinary outfit for our narrative that you would see worn around your house. Not only to represent the sadness of being stuck at home but also because Indie Pop is generally very ordinary and subtle. For our performance element we used ‘snazzier’ MES. A flamboyant green dress with a cool fabric. We did this because Lacey states ‘genre is similarity and difference’, therefore we gave them what they wanted and in other parts we added our own unique element.
Knowing what we know from our research. We decided to use the conventions and challenge them at the same time. We used the conventions to present our star as very ordinary, particularly in our narrative element. However we challenged them in the performance scenes to make our star look extraordinary, as in the paradox of the star presented by Dyer. In our performance scenes we dressed our star in a bright dress. We also used some colourful makeup to portray our star image in an extraordinary way. We knew how to connote this ‘extraordinariness’ by seeing what was conventional and typical for the star image of indie pop performers. As well as this, for our narrative we knew that some Indie Pop artists display quite depressing lyrics. Knowing this we used our amplified narrative to use a narrative which had a relation to this, as we thought this may be a preferred reading of the audience and they may connect with the performance and star image emotionally. We really used the generic conventions of Indie Pop in the mood and locations of our scenes. At home, she was trapped and depressed then when we move to the beaches and ‘forest’ she had freedom, happiness.
How do your products represent social groups or issues?
Part of our DigiPack production involved representing our star image in a unique way, to display the issues we want to represent. With our genre being Indie Pop, if we stayed conventional to the genre we would have what would be considered a very generic and simple cover. However whilst keeping conventions we have tried to jump out of the box a bit with our design, despite being a new artist. Obviously this is a risk as it may catch the attention of the wrong audience however it could work as a treat in portraying the paradox of the star.
Part of the message and issues we are trying to represent is that it is okay to be different, unconventional. In this modern world a lot of people are scared to be different, constantly trying to fit social media’s ‘preferred reading’ never expressing their true selves. With our digipak design we have tried to challenge this. We did this by making the front cover a lot darker, opposed to the typical light colours associated with Indie Pop. Instead we used a darker blue, red and a yellow to compliment these colours. We hope that despite this being a small gesture, it portrays an image suggesting it’s okay to be different and your true self, and it won’t matter nearly as much as you think.
How do your products engage with the audience?
To engage with our audience we created a social media page for our star. This allows us to engage with our audience on a variety of levels, fulfilling their uses and gratifications, a theory revised by Blumler and Katz. Whether we do this via the posts we make or the political stories or fan interaction opportunity.
With the social media page we can style it and post whatever we want, manipulating the star image. If we post about political matters this may connect with the fans who have the same views, creating a deeper connection between audience and star, and potentially providing some personal identity. As well as this they can post information online about albums, tours, merch. This is information, another aspect to fulfill their audiences’ uses and gratifications which provides them entertainment at the same time. The best part about our star image having a social media page is the authenticity about it. The page is all about the star, designed by the star, and run by the star. This displays their true personality and allows the opportunity for social interaction, whether this is just liking the comments they leave under their posts or replying to their DM’s. Or, on Instagram you can do Q&A’s over your story, our star can do this and have their audience leave questions, then they choose a selection to answer. This is a very fun and accessible form of social interaction for all parties.
How do the elements of your production work together to create a sense of ‘branding’?
The branding of our star image within our music video, digipak and social media page was interesting, as we presented the star in very similar but potentially significantly different ways. Our music video presented our star image in a juxtaposition that linked a lot to Richard Dyer’s theory of ordinary and extraordinary aspects of a star. In our music video we presented the star as ordinary and extraordinary. We started our video with our star being ordinary, living a life like anyone else being depressed and lonely. However this soon changes to our star being extraordinary and presented in a free and flamboyant manner.
Despite this, in the modern era a music video and digipak a star would be presented as extraordinary with the more ordinary aspect of the star presented to their social media pages. So here we added our own unique twist to brand the star in our ideal manner. With our digipak we have presented our star in a different manner, yet still extraordinary manner. We present her in a leather jacket which isn’t conventionally an Indie Pop costume, and we use a darker colour palette. Combining these 2 things you would imagine our digipak falls more into the Rock genre however I would say it does just sneak into Indie Rock. As well as this on our social media page we present our star in a more ordinary manner. With the posts we’ve made showing her true personality more and giving her audience a better insight into her life. This links to Altman’s theory on ‘predictable pleasure’, she knows what her fans will want so she gives this to them so they feel closer to the star, which is important to build a loyal fanbase. WIth these 3 aspects we have branded our star to be strong minded and different, whilst hopefully still possessing the free and flamboyant feel.
