Ava La Fauci

1. Name: Ava La Fauci Candidate number: 3264 Critical Evaluation The brief was to create a marketing campaign for our artist which included, social media platforms like Tik Tok and Instagram, music video for our song ‘’poster girl’’ and a digipack for the album. Our artist was targeting a younger audience (16-21) where she represented a strong female role. Through lighting, editing and camera work we made sure to demonstrate this role. In my music Campaign I promoted a female artist who I wanted to represent as confident, strong female who doesn’t follow the conventions in terms of style and attitude of a stereotypical pop singer. This is challenging the Theory of Laura Mulvey Male gaze Theory in a way that our artist is representing a not so typical female pop singer which would be consider as unusual as this is by society more seen as male clothes. In the music video we used for our dreamland scene a more conventional dress choice as we picked a white dress for her. Which represents purity which goes after the Male gaze theory. This therefore is targeting a more female audience and more younger audience around 13-18. However, by having our artist and the background dancers in the dancing set in suits becomes more counter-typical and creates a big contrast between these two sets as it portrays a ‘’more male side’’. Another evidence where we can see a tension between these two signifiers is in the digipack where we had our artist more dressed in baggy jeans and white top which would be more consider as unconventional however, through the tight top it appears to be more sexualized at her upper body. On social media our artist is more presented as a typical pop singer through colours like pink and silver as well as multiple photoshoots where she is presented as girly and flirty with the audience. Through our darker lighting for the dancing scenes, it represents more unconventional colours to use for female pop singer for example more like pink or purple would be

2. consider instead of using the colours blue and green which is seen by society a more male colour. Our decision to make our artist represent a not so typical female pop star allows the audience to feel a sense of similar identity with a stronger confident female artist rather than typical shy girly pop singer like in the theory of male glaze. Having this representation of both sides allows to attract audiences from both sides either girly or flirty but also attracts strong independent women. The decision to create a more powerful women as our main singer was because we wanted the audience to feel connected and seen, as this is still a problem in the industry and in our society. Therefore, giving our main singer the chance to stand out and show that a women can be powerful which why it was important that we used the non-typical colours and clothing options.

3. The intention across my campaign was to appeal to the values, attitudes, and lifestyle of the target audience by understanding the psychographic. We have chosen a young adult audience around 14- 21 female demographic through the choices of media used and how they have been designed to provide the needs of the audience for example the need to feel part of the artists community of followers. For our digipack we decided to use a more computer-based serif in black which lets the audience feel confused at first through not maybe having a pink San serif however it allows the audience to be part of something new which they will start liking as their artist is presenting it which is in a way branding as were branding the artist as more rebellious. Therefore, this comes back to Dyers Star theory as our main singer might not even like the darker colours however she gets promoted that way which makes the audience wanting be part of it. In our music video the bedroom scenes are a clear example of how we used the typical presentation of girl's bedrooms in the music video to connect with the younger demographic of our artist target audience. In our social media post, we kept it simple and classy to make sure everyone no matter what age will get an understanding of who our singer is and what she is doing. This helps to attract a wider audience rather than just focusing on one we decided to keep it simple to attract Femal and male audiences. We did this specific by using no emojis which makes it more look professional and more neutral. The use of social media will allow the audience to have instant gratification of being in touch with the artist movements and making them feel special and unique. This all feeds into Richards Star

4. personae where the Star is the commodity which is sold to consumer. Our star is being sold as strong female who also has still a classy and flirty side which is represented through the way she acts in her pictures on social media as well as in the music video. This however can be seen as challenging as we not focusing 100% on one audience which can lead to one target audience feel less appreciated or not even seen which can cause to unhappiness of fans. In our music video we offer pure escapism for our audience through providing viewers with diversion using our dreamland scenes which acts as an escape from reality. This can be seen by the Uses & Gratifications ( Blumler & Katz) theory that supports the idea of entertainment and consume by the audience through escape from the real world. Using flowers, bubbles, blue sky background the audience can feel part of this, which gives them a chance to feel understanded by their star. Our

5. social media platform continues with this as we allow through behind the scenes videos and pictures the audience to feel part of this music video which engages them more to be a loyal fan. In addition, we are offering competition to win the white dress that our singer was wearing in the dreamland scene. This allows the audience to get something positive back for their strong support for the music video and the star itself. The digipack engages our target demographic young female adults and teenagers using on our digipack fashion and style they can relate to as well as the blurry affects which makes it more mysterious for the audience to look at. We choose our song choices specific targeting to the audience like ‘’Big girls don’t cry’’ which would give readers a sense that the artist is trying to communicate with them directly which would make them feel they talk to her personally and make them feel more seen by their artist. This is important to create a a strong relationship with the audience to be able to maintain this connection and allow the audience to feel like there her friends. This is what we tried to create as we wanted to make sure the audience gets a deeper understanding of who our artist is which why we used social media not only to post on her projects but also post things from our artist personal life to give a more personal inside. This is liked by the audience as the can become part of this community. For us using the mannequin in our music video was there to present the LQBTQ which some people from the audience are part of where they can then relate to our artist which allows them to feel understand and presented by a strong female. This information about her is important as it helps to push the audience to access not only her career life but also her personal life (see screenshot) which helps grow a stronger deeper connection with the artist. It allows the audience to engage with artist on a different level not only winning prices but also the chance to win a day with the artist. This therefore allows the audience for wanting to engage more as they are getting something back from their supporting of the artist.

7. In my multiple analysis of real-world pop music video as well as theories that we learned of people like Goodwin, I found that the genre typically is identified with more bright colours, fast paced editing, dancing a lot and sexualizing of women (her body) than for example rock or hip-hop genres. We wanted our artist to feel mainstream and popular, so we decided to conform to many of these conventions by having our lead singer wearing a white revealing dress with many close-up shots around her body (see screenshot) . However, we also have a contrast then of her wearing a baggy suit and more darker colours in the set of the dancers. Our idea behind having two completely different genre set scenes was to be able to attract a wider audience and to end the stereotypical look on female pop singers. However, we replicated also not like stars like katy perry who use bright colours and fun lighting and everything happy a darker version in our music to create mystery as well we used on our digipack darker colours to create a more greyish vibe which makes it look more serious rather than just having it fun the whole time. We wanted to create a perfect balance

8. between these two. We choose this type of completely two different set scenes and two different vibes in one video to make our music video stand out from others to be unique and different like Steve Neale say that the audience enjoy elements of difference within genre to spice it up otherwise after a while it get boring, and the competition becomes bigger. On social media by real artist like Madison Beer we found that pop artist often posts images of themselves in fun and friendly ways like having fun at the beach or having fun with friends and family. Even though its important in the marketing to have a clear idea for themselves but also most importantly for the audience on what genre the artist is on its also important to bring some new ideas in. Therefore, we decided to post behind the scenes pictures of our artist having fun which the audience would like to see that she is also just a normal person having fun.

9. Overall, we wanted to create a unique new artist that is not 100% following the typical conventions of a pop singer and demonstrates that everyone is different and unique. We tried this by going with different colours, lighting and editing than typical pop music videos as well as social media campaigns we tried make more personal and different through colour choices, type of pictures and they we wrote the captions to differentiate our self from others btu still make sure that we are targeting the right audience.