Today I decided on the costume that the artist will be wearing within my music video. Even though there are a lot of cutaways throughout the music video within various locations, I still would like to keep a form of continuity of the clothes.
Furthermore, I am influenced by the 'casual' look in music videos and because my artist is relating to a young teenage audience, as well they can't look provocative, therefore a more casual look is appropriate to this particular audience. This is similar with artists like Shawn Mendes within his music videos he tends to dress casually and not like a fully dressed up in an exaggerated attire, like Nikki Minaj, Lady Gaga, Pharrel and Robin Thicke.
Within this Shawn Mendes video it is clear that he is acting his age of being youthful but it also enables the audience to relate and feel more connected to the artist - linking to Richard Dyer's Star Theory Paradox 1.
Shawn Mendes 'The Weight':
Within this music video Shawn Mendes just wears jeans and a black t-shirt with a plaid shirt on top. This is a casual outfit, also it could do with the fact that within the particular music video and chapter within his career Mendes was at the beginning of his fame, therefore shows a casual progression, as within his 'Stitches' music video the budget has increased, shown by the mise-en-scene, post-production work and the fact that he is wearing a leather jacket tied in with driving an American Muscle car.
Shawn Mendes 'Stitches':
This is a video later within his career when he was becoming more known to the public. Within this music video it is clear that Mendes is growing more into the idea of the being a star, through the leather jacket, special effects and bigger budget (hence the American Muscle car that he is driving) - which further shows a difference in age and maturity. However, arguably is still sticking to the idea of a 'casual star' as he is not wearing a suit - associated with wealth. Therefore, he is still being youthful, also the outfit works better with the overall narrative and mise-en-scene of the music video being dark and mysterious along with being 'cool'.
Therefore, the clothes that my artist will be wearing will be casual attire, including: a grey hoodie with a blue fleck, white t-shirt white blue stripes, blue jeans, blue canvas shoes, and a black coat. The colour blue is quite prominent with my choice of clothes, as this colour represents calmness and innocence, which is the image that I want for my artist since he is aiming to hit the target audience of 13 year olds.
This is the outfit chosen:
I do understand that the aim of my music video is of an outdoors theme, with a summer vibe due to the tempo of the song being very upbeat. However, the typical summer brightness might not be at all eligible within the conditions of the current season being Winter - therefore a black coat is needed in order to keep the artist warm and comfortable - which will ultimately create a better atmosphere on set, which is needed as the artist needs to portray a happy and joyful vibe for the music video.
This choice of clothing makes the artist appeal more to the target audience of ages 13-24 year olds, as this is similar typical styles to what they wear - making the connection between the artist and the audience stronger.
This links to Richard Dyers Star Theory and Paradox 1, which states: 'The star must be simultaneously ordinary and extraordinary for the consumer'. This basically means that the artist must be still relatable to the audience, but also needs an extraordinary talent or quality - making them be idealised by the audience. The clothes in this sense help to generate that 'normal' and 'relatable' quality for the audience, but the concept of the music video and the ability to sing ultimately makes the artist extraordinary in contrast.
Hope you enjoyed reading!
See you soon!
