Research on similar band marketing and star construction. Florence and the machine

This video is perfect for analyzing as this florence and the machine out of all the artists videos i have analyzed is mostly like our band. They are the same kind of genre and have the same type of fan base. So this is the kind of thing we can expect to be related to our music video. Florence are very edgy and quirky. They have an indie/electro fanbase, which isn't to different from what we'd expect from our band.

I also chose this video to also analyse as this concentrates on lights and shadows, which is what Ben and I want to focus on getting perfect for our video.

The begining is a perfect example, with the flashing lights out of focus in the background. It creates a quirky, fantasy type effect on the audience. This mixed with the deep reds in the video makes the atmosphere seem very warm. I also like the clever way of adding in the mirrors to make it seem out of this world. The bokeh style lights [out of focus lights] is something that will be a main theme to our music video so this video is perfect to get the look from. Another feature of this video that is great, is the forestry setting at the start. Because we want a forest backdrop in our filming to give a mysterious feel to the video.

The cinematography focuses on the artist primarily. The red and orange colour filters used give a warm feel which links with the artists lyrics relating to love. And the bright white likes represent the purity that she sings about when dealing with love. The framing centers the artist at all time showing the importance of Florence giving the ideology of her star image being very important to the fans when they watch it.

Mis-en-scene has aspects of what we could use in our video. The make up and clothing (as quirky as it is) provides star quality to the artist, which is what we want to portray in our own music video. But at the same time, she keeps a grounded image, this is perceived in things like her dancing. It's not choreographed like a typical pop or rap video. It's her own free flowing moves. We want to keep a good balance between grounded and star image, which in this video is done perfectly. An amazing designed set, but certain aesthetics keeping it down to normality. This gives the idea that it's more about that music than it is the fancy things.

The two pictures above are literally screen shots from the cosmic love video above. The CD cover for the single and advertisement for tour. This is a good example of keeping a theme running throughout the elements of a pop promotion. Keeping it familiar for the fans when they see the ad then the video (or visa versa) they will remember seeing the previous convincing them to look into the band more. This is very similar to what we want our promo package to be like. Keeping the theme running throughout so it is recognizable.