The main concept that makes "Now is everyone" unique is that it is an organic band so they put themselves together by meeting through school and not by using a record company which means they have a closer relationship. Another reason how they are organic is their lyrics and music, if bands are signed to a record company sometimes they have people make up their songs but the band make up their own lyrics about things that mean something to them. The location we chose emphasized their organic concept as Guildford is their local area where they live so it shows that they are just like other everyday people shown by them walking thorugh Guildford area which the audience can recognize and relate themselves to. There have been famous bands that have made the location where they shoot their video where they come from such as The Beatles from Abbey road and the Smiths in Manchester.
It is not only the video that makes them organic but also the other materials such as the digi pack where we made up a collage of photos from the shoot day but also they sent us some from their private life which makes them seem more normal and connected with the normal people in society. The other material which is the poster also shows the organic theme when we took a picture of them in an alleyway in Guildford, this shows that the band start off a small unknown band which has a low profit, however this also shows that the band will start off low and will then become famous stars and will eventually have a high profit poster which really emphasises their talent.
Another way we have shown that the band is organic is in the wide shot which introduces them as a band, the shot is in what looks like a dark room with dull colours showing that it is an eerie room. This portrays again that they are low profit and cannot afford a big studio to perform in.
Other than the organic theme there is also the theme that they are talented in their music which we have shown using close ups of them playing their instruments which seem worn so that means that they play a lot. It also shows that they have toured with them as on their case they had stickers for Guildfest a festival for local Guildford people. Also in their digi pack there are pictures of themyplaying at gigs and parties etc.
The band is also youthful as they are young (17/18) and they have reached having a music video and playing at gigs already which makes them inspirational for other upcoming bands. We have shown their youth through how we represent them with their clothes and hair strongly representing indie rock genre. This then enables the target audience to relate to them if they wear the same clothes or have a similar hairstyle.
The band also represent a sexual magnetism as they would be appealing to their target audience which could be a reason why girls are fans of the band as they see them as "attractive". To make this seen in the video we made the band seem quite distant from the audience as this makes the girls want the band more as they are far away, we did this by not getting the band to look at the camera and making the cut jump cut before they get too close to the camera. Also shown in the poster as a "rebellion" look as the band standing up against the wall which is known to attract the girls to an unruly man. According to Richard Dyer's star image theory rebellion can create a "star".
"Now is everyone" is a very competitive genre of music for young artists. To portray the fact that they are succeeding we used the special effect of having the band in black and white and then having them come into colour as this is something not many bands do for their music video so it makes the band stand out more in the competition.
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