Romey Oldworth: Evaluation Task 2: Script

Who is similar to the artist you tried to create?

Amy Winehouse, Lily Allen, Katy B, Eliza Doolittle and Lana Del Rey.

What are the key meanings that the star stands for?

According to Dyer, Rose May possesses a hint of rebellion, reflected by the edginess in the music video's locations as well as youthfulness reflected by the use of colour.

How does the video feed into these star meanings?

The rebellion is reflected by the edginess and urban depiction of the city setting of Brighton. Whereas, the youthfulness is represented by the use of bright colours and Rosie's dance routines in the performance shots.

How does the digipak help construct these star meanings?

The use of colours and natural daylight helps to emphasise her youthfulness. Also the location of urban Brighton and the Albert pub's graffiti wall as well as our choice of bold stencilled font emphasises her rebellious star image. We also decided to keep the focus on Rosie May but alter her centrality on the front cover of the digipack to suggest her alternative style. This would tell our audience that she is a new, upcoming artist who respects old music, reflected by the art of the dead rock stars on the wall, and she is the next in line for her time in the spotlight of the music industry.

How does the website help to construct those star meanings?

The use of colours and natural daylight helps to emphasise her youthfulness. The use of more images depicting Rosie to be situated amongst urban locations, used as a background on the home page, helps to emphasise her edgy appeal. Within the gallery there are also images of Rosie within an East London warehouse, sitting on cars and trailers.

What genre is your artist in, who is the target audience for this genre and therefore your product?

We recognise that he is a synthetic artist, similar to the likes of Ellie Goulding, being categorised in the pop genre, However, we attempted to add an authentic and organic aspect to her star image, similar to Amy Winehouse. Therefore our target audience is made up of a group of 13-21 year olds seen as 'trendies' in our VALS.

Why do the meanings of your star appeal to that audience segment?

The meanings of rebellion as well as youthfulness appeals to the 'trendy' audience of 13-21 year olds as some young teenagers are seen to be youthful, which is similar to Rosie May's image. But are also often looking to rebel, also being able to relate to Rosie's image. Also the vibrancy and 'pop' nature of the song will appeal to young audiences. Also the looks of Motown music and 60s star image of Rosie can also appeal to adults. Therefore, Rosie's music can be played on Radio 1 and Radio 2 as well as MTV music channel.

How have you made each of your three products in such a way as to offer your audience a feeling of closeness to your artist?

We tried to create a vibrancy and get across her personal appeal. Since Rosie May is an approachable character we have attempted to highlight this so can her audience can relate to her as she is very much 'the girl next door'. Also we have attempted to include aspects of her own likes and dislikes as we situated her against the wall of the Albert pub in Brighton which displays art of an abundance of dead rock stars whom Rosie looks up to with respect and uses as sources of inspiration for her own music.

Do any of your products provide an opportunity for your audience to explore their own ideas and values?

There is an element of escapism and journeying in our music video. Therefore anyone can relate to this but it is most likely that young girls will be able to relate to this more easily. There are also shopping aspects shown within the video which is another attraction for younger girls. But on a deeper level our video reflects on escapism and freedom, due to her break up with a love, therefore this triggers her journey through Brighton. Therefore most people will be able to relate to her through these elements of the video.