When it comes to costume and star image, all music videos think very closely about this idea as they want to create this signature look for them. In my video unlike Lewis’s and Perri’s video, I did not have the budget to spend on glamorous costumes. So I shifted the focus on the action and less on the clothes. In fact, not being so fashionable matches with her state of mind-that of being upset. So the choice of jeans, jumper and converses would also address the interest of my target audience of young girls. They would easily relate to her style. She also wears a black dress to highlight her femininity but both looks kept to the simple feminine look. The hair was let down to once again keep to the natural look. Very light make-up was used unlike the music videos from my case studies where the make-up was very evidently part of the persona of the artist. In my music video, the choice of wardrobe matches the content.

 

When it came to locations, choosing mainly an outdoor location was decided because it broke down spacial barriers that allowed my artist’s freedom to express herself with her surroundings The use of a lake and the constant reference to water suggest this action of cleansing her past relationship which did not work but, the shots where she is walking along the pier also connotes this idea of moving on. However I did direct my cast to keep a woebegone face so that her expressions matched with the lyrics and the style of music. Another shot that was decided for the video was where she drops flower petals into the water. I decided to use this idea to   show how she is vulnerable and fragile like those petals. In terms of props, the petals show her femininity and her throwing them in the water could suggest the decision to toughen up and move on- and as the petals are washed away- she feels exactly the same inside- unable to contain all her emotions in one place. This idea was inspired by Avril Lavigne’s video ‘Wish you were here’ where she burns a flower to convey her emotions and I developed this concept by making her drop the flower in bits in the water.