How do your products represent social groups or issues?

 

The representation of gender and age groups in the music industry has evolved significantly over time, with early portrayals often reflecting prevailing societal attitudes and more recent depictions attempting to challenge these norms.  Throughout my three products I have tried subverting gender stereotypes imposed on women in subtle ways. Jules is in a position of power and agency in the music video, challenging the idea that females must be submissive and passive, dominated by men. This is further reinforced through her instagram posts as she is portrayed as a strong, independent girl who is unafraid to express her emotions. Jules persona can be seen as both challenging and reinforcing the concept of "gender performativity" developed by the philosopher Judith Butler. Although her overtly feminine and idealised character may be interpreted as reinforcing traditional gender norms, her criticism of these roles and her use of nostalgia can also be interpreted as a subversion to the cultural expectations. By featuring only a female character, I am further challenging the male gaze and presenting a dynamic, potentially empowering view of women. 

 

Teenagers are often seen as inexperienced and immature, but many young artists have a unique perspective and voice that deserves to be heard. My artist and protagonist, Jules, is a 17 year old who addresses serious topics in her songs. Teenagers are often portrayed as one-dimensional characters in music videos, such as being rebellious or party-loving. I have subverted this representation by presenting Jules as a complex individual with a range of emotions, interests, and experiences.  By showing a character that is not bound by traditional roles, I have created a sense of authenticity that connects with my audience.

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How do the elements of your production work together to create a sense of branding?

 

Having a “house style” and “brand identity” is primordial in the music industry when setting an artist apart from its closest competitors. I have created a vintage-inspired aesthetic across my music video, digipak, social media page and the artist's official website. Visually, Jules style is quite distinctive as she always wears elegant, classic style clothing. This not only creates a sense of timelessness and sophistication, but also transports viewers back in time. The same clothes are incorporated in all of the products. In relation to the typography, Roxborough is the font I have used due to its clean and elegant feel. Although it is a serif font, it has a contemporary and modern look fitting in perfectly with my artist's persona. Her name “Jules” always appears in the same way, creating a linguistic motif or symbol and furthermore constructing a sense of continuity and coherence across her body of work. This follows Godwin convention concept that suggests artists may develop motifs or iconography across to create a  personal signature. By using the same images across different platforms such as the Digipak cover and the instagram feed, I have created a consistent visual identity of Jules, allowing fans to easily recognise her in a variety of mediums. I have also tried to maintain a homogenised colour palette throughout all of my products. The music video, album cover, and promotional materials feature muted or pastel colours, particularly shades of pink, blue, brown and gold. I used these colours not only in the texts and titles but also for the costume and settings. 

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How do your products engage with the audience?

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In the early stages of the research and planning of my music video, I produced a treatment which outlined the creative direction, visual style, and overall concept I wanted to convey. I received feedback from a group of young adults, both positive and negative opinions relating to my initial idea. Audience engagement has been a key objective throughout the research, production and post-production. Once everything was finished, I repeated the process and received feedback from a focus group, giving me an insight on their overall impression of all products.  During the feedback session, they suggested the idea of expanding from 3 to 6 panels on the social media page to carry greater visual impact. They also put forward the idea of incorporating additional characters into the video in order to diversify the final product and add further interest or complexity. I have learned that taking a more audience-centred approach, where feedback is actively incorporated, is crucial in creating a more engaging product. This will genuinely change the way I work in the future. 

 

With reference to the digipak, I distributed a questionnaire through email and whatsapp where audiences engaged directly with the final design. In the back cover, I included a QR code and barcode linked to the artist’s Instagram platform, creating a convergence of traditional and digital media. This not only adds interactivity, but also increases ease of use and accessibility for the user, encouraging further engagement. Jules’ instagram account connects with its audience through giveaways, rewarding fans for their support. She is presented as both ordinary and extraordinary, one of Richard Dyers paradoxes, through her official website and instagram feed. Jules' star persona is elegant and sophisticated making her an aspirational figure for the audience, while her instagram gives her a down to earth relatability. 

 

How did your research inform your products and the way they use or challenge conventions?

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Before producing any of my products I researched their conventions, allowing me to create more impactful and effective pieces that resonate with my target audience and align with Jules vision.  I followed some of the conventions associated with indie/pop music videos such as their retro, vintage vibe and use of aesthetic locations such as urban areas of cities where all of the cracks and reality are exposed. However, I also subverted some characteristics associated with this type of music videos, including their strong emphasis on live performances. Instead, I opted for a more narrative-driven approach where I focused on the storyline and the main character, Jules. Digipaks tend to include photographs of the artist or band, as well as artwork or other visuals that complement the music. I included some unique elements such as a double exposure photograph that reflects the style and tone of the music on the album. The front cover is a simple and eye-catching design as all of the focus relies on Jules mid shot and name. Music artists' official websites tend to follow the same style as all of their products and further include sections such as tour dates, music, and merchandise.  I included all of these subpages and further reinforced my star images through a wide selection of photographs.

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 The social media page is a critical aspect of Jules digital presence, therefore I followed some common conventions such as cross-promotion, consistent branding, and promoting new merch as well as music. Apart from maintaining a consistent aesthetic, I managed to create engaging visual content by using the "triptych" or "3x1" photo technique. By dividing a single image into three separate posts, I created larger, more impactful images that take up more space on the followers' feeds. Using all of these conventions allowed me to create a sense of familiarity and expectation for the listener, therefore making all of my products appealing to audiences.