Part Three..

Manisha Dewal

We have created a certain look and representation of Naina throughout our production as well as our ancillary texts. We have branded Naina to be a young Asian female R&B artist who has class and sophistication. Unlike some R&B artists we have illustrated Naina to be more successful and independent, as seen throughout all three products in terms of house style. Her success is seen through the fact that she is dressed well and has her own house. By creating this miss-en-scene we have created a certain image of her to our audience.

We wanted her to appear fashionable yet simple which is why we used simple clothing combined with accessories. We carried this style into our DVD Cover by using leopard print for the spine line; due to leopard print being bold but also fashionable at the same time. We used very minimal of this texture as it is also associated with a more “tart” look, which is not what we wanted to convey. We continued her style in all our products creating synergy across the three products. This is very effective as it helps establish the artists own unique style and brand which will increase her recognition

In terms of the themes, we focused mainly love and success. In majority of our products we used a heart shape necklace. This exhibited to the audience that love is a key theme for the artist, as it has been reflected throughout the products.

Success and wealth were other themes which also contributed to her image. We did this through our colour scheme. We associated the gold with wealth and sophistication which reflected Naina’s representation. We used the colour gold in both ancillary texts to enhance her flourishing image. We also carried out the gold colour scheme within the music video through the use of lighting. The colour scheme has flown through all three products, creating effective branding for the artist.

Along with this, the shooting style and editing used in the video also reinforced her branding as an R&B artist. By using several different urban locations such as the city, park as well as an house. We associated Naina as an R&B artist due to urban locations being very conventional for the R&B genre.

We also used these conventional locations within our narrative as we conformed to the typical multiple sub narratives within one narrative which R&B video’s usually do. Whilst shooting these multiple sub narratives we continued to use similar clothing and shots to maintain her brand image.

We decided to use fades and flashbacks to display the past memories as we wanted to show that our artist is independent and wants to move within time, and not stay holding onto the past. This was also very conventional for her brand as this has been used successfully in previous R&B videos.

In terms of body language we focused mainly on her facial expressions, as they had a lot of meaning to it. She had very pessimistic expressions which fitted well into the to the love and heartbreak themes associated with her. In majority of her shots she had a very direct mode of address as she was always facing the audience which emphasized her confident personality.

As we were appealing to a more female audience it was essential that we used the correct mode of address whilst creating the ancillary products. Although the music video had elements of slang in it e.g. the rap, we made sure our ancillary products were more formal. We did this for two reasons; firstly a lot of females do not use slang as it spoken more by males; and secondly because the formal language fitted in well with Naina’s sophisticated image. We wanted her to come across as more feminine and educated which is why we chose to use a more formal mode of address.

This was also reinforced in the typography we used in our ancillary products. We used the font Scriptina for the artist’s name as it represented her feminine look and personality. Its italic font fitted in well with the elegant feminine flair we were looking for.