My chosen independent production company
I have chosen an existing production company, 88rising, who will fund and make my music video. They are a company that is based in New York and has gained popularity as a musical platform for predominantly Asian artists. They would therefore support my artist, as their brand values are "trying to represent for not only Asian immigrants, but for all immigrants".
Name and overview of artist
My artist will be named "Zephyr", as the genre of the music that they produce (dance/electronic), contrast the meaning of the word zephyr, which is "a soft, gentle breeze". He is a single male dance artist, with crazy personality and love for fashion. Despite entering a competitive market filled with male DJ artists or performers, he stands out from the crowd due to his oriental descent. This is similar to the case of Kpop artists, where they became a global phenomenon due to the advancement in recent technology, giving people the opportunity to explore cultures of other countries.
My choice of track and why I chose it
The song that I have chosen for my music video is "Give me your love"-Sigala and will be my artist's first single. My reason for choosing this song is because I think that this song will best suit my artist's brand identity. I would like to portray him as a dance/electronic artist with a positive vibe. This is connoted through the song, as it is upbeat yet emotional, which relates to the feelings of the culturally sophisticated 16-25 class AB demographic target audience. The target audience can therefore identify with the lyrics, as this is the age where most relationships occur, therefore the meaning of "Give me your love" can be opened to interpretation.
Outline for my music video
I plan on creating a 3 minute music video. Within my music video, I plan on exploring the different ways of how this "love" can be interpreted. In the beginning, the character will go through different girls hoping for them to give him their love, however this does not work out as we see for the rest of the video, it was not romantic love he was looking for, it was the love of friendship between the character and his friends. He will go on a journey with his friends to deepen his relationship between then and ultimately, have a good time together. I intend to include the artist lip synching within the video to express his emotions to the target audience, as well as include performance of the friends dancing which emphasises the cheerful mood connoted throughout the video. I also hope to reference an editing technique from an existing music video, "Girls like you"-Maroon. The intended message behind his technique was to show his appreciation for his girl after overcoming a difficult time with her, however I plan on doing the opposite, as my artist appreciates the males in his life as opposed to the females.
Outline for my website homepage and 2nd page
I plan on creating a homepage and a news page as the 2nd page. The homepage will consist of information of upcoming tours, the music video, a behind the scenes bloopers video, a short news feed, links to social media pages (Youtube, Instagram and Twitter), menu bars and the artist name in the top left corner. I plan on incorporating brand tie ins with clothing brand "Champion", which will be visible on the homepage. Additionally, I plan on having a "find out more" about the artist, so that the audience can familiarise themselves with who the artist is.
The news page will consist of a larger news feed with information regarding awards, show cancellations, collaboration with other artists and fan meet ups.
How my production will be "digitally convergent" and reflect and consistent brand
In order to make my brand consistent, I plan on using the same colour scheme, font and fashion across all platforms, including; social media (Twitter and Instagram), website and music video. For example, the profile picture across both Twitter and Instagram will be kept the same, as well as the style of speech, with the way he posts or tweets. This will therefore keep his personality and style consistent with the help of what kind of images are posted.
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