Planning Setting and Iconography

Setting and iconography is essential to creating a successful music

video.

 The setting and iconography that we have chosen in our music video are crucial in order to convey the genre of the music as well as the way that the artist is represented. The setting and iconography will allow the audience to build a relationship with the star or with the narrative. It is also necessary because it allows the audience to connect on a deeper level to the narrative my group will attempt to create.
 The narrative music video will allow the audience to understand the connations of the lyrics which will intern create emotional links, which will hopefully make my group’s music video more successful. Therefore, each piece of iconography and each location purpose is to fulfil genres characteristics of our music video, and develop a relationship with the audience.  Therefore increasing the artists and my group’s success. In addition a powerful narrative will allow the audience to relate to the actions in the music video which is what we will aim to do. 

For our narrative elements we will film a number of different places starting with a grave yard evoking the pain of the song. This will allow the audience to relate with the loss of a loved one which is what the song is about “the sun doesn’t shine without you”. We want to achieve a simplistic outcome for our narrative because after conducting research we found that it will follow genre characteristics. In addition to the grave yard we will also film a number of various locations including, Central London (Hyde Park), a bedroom scene, car scene, the forest and a number of house scenes. These locations have been selected as they are well known for being romantic which is the semantic field of our music video. These locations are also easily accessible for our group and we believe the atmosphere will correlate to the overall feel we want to communicate with our target audience. 

Within the lyrics of the song, the artist mentions a number of locations. Therefore, we have chosen to shoot many of the locations including outside locations as the song is about the sun, however still using popular locations which the young target audience can relate to.  Although the central focus point of this location will be the two actors love and pain. The secondary focus on the people surrounding them will depict a sense of loneliness and reality of the relationship. Although the songs semantic field is also the sun my group still aim to show relationship. This is why our music video will also have many indoor scenes for example in the kitchen making a cake. My group will also use dark roads to evoke the feeling of fear. This will allow the audience to be sympathetic when the female character crashes.

Iconography is very important to highlight the micro elements which the song depicts. One of our props will be a mobile phone. This is something all audience can relate to as it is now very hard to find someone who does not have a mobile phone. The purpose of this is to highlight the pain of the song. This is through the use of cheating which the target audience can relate to. My group will have both characters making a cake. Scene in many romantic film will help to create the feeling of love to our target audience. My group feel the iconography (cake) help us to achieve this.

Another aspect of our narrative element will be shot during a firework show as this is a very romantic place, which keeps up with the romantic conventions of our music video. We plan to use fireworks as part of our iconography to create romantic flash backs of happy memories. My groups feel that our audience will be able to relate to this through lyrics.

My group to recreate the bed scene from ‘I need your love’ by Ellie Golding. This will be done through the iconography of a camera. The characters will hold the camera on them self trying to create the feeling that the couple are trying to save happy moments. The audience will be able to relate to this as many of us save happy moment through the use of a camera. The prop (bed) will help to create the reality of the couple and highlight the feeling of love, which the song suggests. It will also create links with the audience when the audience find out she dies.

It is clear through the use of iconography and setting my group aim to create links with the target audience. This is done through clearly understanding our target audience. This was achieved through a large amount of primary and secondary research which allowed my group to understand what they wanted. Once having this information we worked on creating emotion link and including things the audience would relate to. This should help our group to be more successful.