My music video artist

Artist development

Luna Judge (known as/stage name 'Luna') will be an up and coming solo artist, the track itself being release as a single but also featuring in her new album. Luna will be very current and ‘now’, appealing to mid-teens to early twenties-being interested/involved in current fashion and very on trend. Being a dance artist she is very quirky and ‘stylized’ as an artist, being known for her big personality and expressive taste in fashion.

The back story of the artist is that she is nineteen, being brought up and living in central London she has always been inspired by current fashion trends and music, always enjoying the dance-music and house genre from an early teen. Luna was found from doing local open-mics, gigs and doing an un-signed tour when being signed up to a major record label. She is mainly ‘known’/idolised by fans for her influence on the fashion industry and her expressive style in both her ‘take’ on the dance-music genre and her explorative, stylized music videos. 

^The mood board above reflects the artist’s image as a brand (within the dance music industry). She will have a strong ‘look’ through both her clothing and makeup and be a key aspect of this part of the music industry. She will do so by having her own ‘take’ on the genre, almost stylizing it to become more ‘her own’-she will do this through her expressive music (lyrics-Wilkinson-Afterglow) and creative, concept-based//performance music videos. As the images above reflect, her strong look will be a major part of promoting herself as an artist, a large majority of female solo artist’s being involved in the fashion industry as an almost ‘second’ way of promoting themselves as a artist/brand. Luna being a very creative and expressive artist means she uses fashion/her clothing as a way of reflecting this and showing off her strong sense of personality/her music in general.

^I have included this mood-board in order to re-enforce my artist’s image as her ‘brand’. The current ‘alternative’ trend in both the fashion and music industry means that my artist (Luna) will appeal to both, the trend itself being a ‘craze’ for late teens (possibly early twenties) means that Luna will become very ‘now’ and ‘on trend’, with a significant influence of the ‘alternative’ fashion industry as well as the dance music industry. Having a strong sense of brand means that her music will have more ‘depth’, her fans knowing more about her (or as it seems to them) through her influences on their other interests meaning as a whole her strong image as an artist will appeal to a wider range of teens, people being more likely to want to watch her music videos because of this. This is because they will presume that there will be aspects of her fashion sense, creativity and stylized ‘take’ on the dance genre within the video and therefore will be more keen to watch it. 

This is a key way to ‘sell’ Luna as an artist//brand as all these aspects almost ‘synergise’ together in order to create a very strong way of promoting herself as an artist. Influencing more than one industry at once (predominantly dance-music) means that music and fashion as two aspects come together (synergise), meaning that as an artist she has more sense of a personality (depth), meaning she is more likely to become ‘known’ through both sources such as the internet-e.g. tumblr, only fashion sites, YouTube and other devices such as the radio, music channels (TVS etc.) as an up and coming artist. 

^When looking at other artist’s it is clear that the form of promotion//’selling’ Luna Judge (my artist) that I have previously discussed will be very effective. A large amount of ‘current’ female music artists within the dance/pop genre promoting themselves through fashion meaning that their music influences become more ‘enhanced’, the fashion industry for female artists being very important when promoting themselves as individuals/their brand. 

Arina Grande and Foxes are very good examples of the type of image my artist will have. Having a very large influence/’say’ in the current fashion trends; Foxes has got clothing lines in many teen-targeted fashion retailors (a prime example of this being her ‘Falling For Foxes’ Topshop line). Designing for major fashion lines (companies) like Topshop means that not only is she promoting her style to a very large range of potential fans (purchasers) but also towards the target audience of the track/video. When looking into Foxes and Arina Grande’s fan bases it is clear they are idolise for both their music and fashion/image equally (both adding towards their strong brand image), which is something that would be a good way of ‘selling’ my artist (Luna). I would do this by including a strong sense of style (personality) in the video-where shots of her performing (lip-singing) are used and also in the digipak and promotional advertisement. 

Note: Earlier on in my blog/research I looked at Foxes as an artist and got a large amount of inspiration from her identity as a artist (her strong brand image) and also her music video 'Let Go For Tonight'. This shows how as a similar artist to my own (Luna), Foxes' music video/idea for it (powder paint/paint throwing) works well for her image as an artist-reflecting how it could do the same for my own.