female artists:
When I analysed female indie artists (Lana Del Ray, Birdie and Lorde) there were two common locations. The first common location I found in female artists was a grand house. The houses typically had gold and white props to connote wealth. The houses were also typically high key lit. this helps the artists appeal to mainstreamers and aspirers who wish to have a ‘celebrity’ lifestyle. This also makes the artists themselves, along with their brand identity, look more sophisticated and wealthy. It suggests they live a royal lifestyle.
Another location in female artists was a ‘party’ location. This was more outside in natural locations. Eg. Two were outside in a garden/forest. Although these locations don’t have locations of wealth, the white/gold lights used make it seem almost fairy-tale like. Not only this but the bokeh effect on the lights are very aesthetically pleasing to see and intrigue the audience as it is not the norm.
Male artists:
When I was analysing male artists, it became apparent that indie male artists appeal more to the lad culture. For example, The Arctic Monkeys, The Killers and The Smiths all include themes of drugs, violence, betting and alcohol within their videos. Not only this but the common locations include bars, casinos and cars. These locations represent the artists as conforming to male stereotypes. It also creates the representational issue that they are violent and don’t care. However, this appeals to male audiences as the lifestyle is represented as something that is desirable.
Other locations:
Furthermore, throughout both male and female artist’s
videos, there is a consistency of lights and fire used. The fire is used to
appeal to audiences who aspire to have a dangerous and thrill seeking
lifestyle. The fire is also used as a representation
linked to the lyrics in many of the videos. The only difference is that in
female videos the fire is represented as calm and under control and in males
its represented as being angry and violent.
How has this helped me?
Overall this research has helped me as I understand what locations are typically used and I can see the clear divide between conventions of female and male indie artists locations. It has also helped me as I have a clearer idea of what aesthetic I would like to recreate. for example the lights with the bukeh effect and the outside location. to challenge stereotypes, you could place a female artist into a location that has male connotations eg a bar or pub or alternatively for males put them into a calm and quiet environment, this could suggest a moral desire for either gender or be used to represent other emotions.
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