Planning Setting and Iconography

The purpose of setting within a music video is to give the music video an appropriate atmosphere that will relate with the target audience. The location will set the mood and the choice of iconography will bring life to the music video, allowing audiences too see what the artist is experiencing - ultimately allowing audiences to build a bond with the artist. Using specific iconography, such as instruments, will help display the indie genre we are trying to put across as this will be promoting the music rather than the artist. Specific setting and iconography will also relate to specific target audiences. Setting and iconography can also be used to break the stereotypical conventions of the music genre that one is following.

A screenshot of our footage taken in Brick Lane.

We will be including locations such as Brick Lane, Liverpool Street, Camden, a forest. Locations like isolated forests are quite quirky, therefore will relate to indie audiences. We will also be filming sections at Drew's house to display the relationship between the artist and her boyfriend and to show how close they are. We wanted to use more urban locations such as Brick Lane and Camden in order to break the conventions of the indie genre, therefore hopefully making our music video more original. The quirkiness of the city streets will represent the artist, hopefully causing the audience to relate to her and the music video.

In contrast to the urban locations, we will be using a deserted forest throughout the performance sections. Forests are quite quirky, but are also very naturalistic which definitely relates to the indie genre. The emptiness of the forest will imply how empty, lonely and heartbroken the artist is feeling after the loss of her boyfriend. This will add to the emotion and meaning of the song which will consequently promote the music - which is one of the main purposes of the indie genre.

We will be using iconography such as drugs and alcohol in order to show how the addiction is taking over the boyfriend's mentality and body. This will add to the impact of the storyline. However the main piece of iconography that we will be using is a guitar. The use of a guitar will display the musical ability of the artist and will promote her as a singer/songwriter rather than an image. Indie artists tend to use instruments within their music videos for the same reason - because they would rather be sold for their talent rather than their image. Therefore our use of a guitar is conventional to the indie genre and will relate to indie audiences.

Setting and iconography is therefore very important to consider when planning a music video. The micro elements drastically contribute to the visuals of the music video, giving it a certain atmosphere and allowing it to either follow or challenge your chosen music genre. This will ultimately relate to your chosen target audience.