Planning Setting and Iconogrpahy

What is the purpose of setting and iconography?

Rihanna's 'Only Girl in the World' music video

Within a music video, setting is significant in contributing to an artist representation as it is suggestive of the type of person the artist is, or in some cases, their 'image'. It also may be relevant to the song; for example, in Rihanna's 'Only Girl in the World' music video, the setting is a field which has been edited pink, full of flowers with nothing else in sight of the audience other than the field. The lyrics to this song consist of '...want you to make me feel, like I'm the only girl in the world...' and by choosing a deserted setting, Rihanna is the 'only girl in the world' that the audience can see, therefore building a relationship with the lyrics. The setting is pink and full of flowers and therefore feminine, the desired image Rihanna created when this music video was released and therefore the setting is significant in contributing to the artist representation. If Rihanna were to choose a basement of a house for this music video, not only would this contrast with the song but it would also suggest a completely different image that Rihanna had.

Passenger's 'Holes' music video

Iconography has many important reasons as to why it would be included in a music video. For example, if the genre of the music video was Indie, guitar would be a conventional item of iconography in the music video. In Passenger's music video for the song 'Holes', the artist uses a guitar. The audience are aware that song consists of a guitar playing because they can hear it, however by including the artist actually playing the guitar in the music video portrays him as talented and conventional to the indie genre. Therefore in this case, iconography also contributed to artist representation and portrayed generic conventions. Iconography also conveys realism as the audience are able to recognise what they are and therefore relate to it. For example, the guitar in Passenger's video is easy to relate to for the audience as they are familiar with what it is and may play guitar themselves. However, Rihanna's music video for 'Only Girl in the World' has a lack of iconography and is mostly focused on setting and therefore the audience are less likely to relate to as there is a lack of familiarisation for the audience to identify. In turn, iconography portrays realism in the narrative in which the audience can relate to and therefore can build a relationship with the artist more easily.

What settings will you include and why?

The lyrics of the song 'Noserings and Shoestrings' indicates the audience that her boyfriend 'hangs about at skate park' in such lyric. Therefore we have decided to film a part of the music video at the skate park so that there is a relationship between the lyrics and the visuals in order for the audience to have a deeper understanding of the song. We have chosen South Bank skate park to film in, as this has an edgy atmosphere that correlates with how we wish to portray the artist's boyfriend as a result of the other skaters and graffiti on the walls.The skate park will create a fast paced frame, in which this is suggestive that the boyfriend is rushing through his life as well as indicating that he enjoys the thrill. However, we will then slow this down to show that in reality 'he's going nowhere' sung by the artist to convey his delusion. We will also film the couple during the good parts of their relationship in the south bank as this location provides us with diversity in terms of events and atmosphere, suiting the couples' personality.

Light is a recurring motif in our music video as it is mentioned throughout the lyrics of the song. There will be a scene in which both characters will be in a field with fireworks in the background. We have decided to have a field as this location for many reasons; the field will be empty, conveying to the audience that both characters are separate from reality both literally and metaphorically. Also it is a natural location which is conventional to the indie genre as it is simplistic and can be related to by the audience. A field is effective in connoting liberation as it is open and empty.

What iconography will you use and why?

As mentioned previously, light is a regular motif in the lyrics of our song and therefore the iconography used will be based around light. There will be one scene where characters will be letting off fireworks, symbolic for there rebellious attitudes, almost as if 'let loose' like the fireworks. The scene will connote chaos, in which this is relevant to her boyfriend's behaviour. 

Another method of light we will use is a lighter, when her boyfriend is smoking a cigarette. The lighter will be symbolic of his addictions such as smoking and drinking because it is the lighter that allows him to do so; it acts as a small light when he is in 'darkness' or negative mindset, and therefore comes to light when smoking or drinking.

We will also use a guitar, in which the artist will be playing when performing her song. By having the artist play her guitar provides the audience with a short representation of her and therefore encourages them to build a relationship with her as they are more familiar with the artist. It gives them an insight as to who she is and what she can provide as an artist in the music industry. Also, the audience can relate to such instrument whether it be from interest or the ability to play it themselves, enabling the artist to become easier to relate to.



How is your settings and iconography conventional to your music genre?

The settings we have chosen are conventional to the indie genre. London is a conventional location in indie music videos as it is a diverse location which unique characteristics; subverting mainstream locations such as a club. London is perceived to be unusual and therefore is used in indie music videos to portray uniqueness of the artist. Also, by using a skate park, this conforms to the image of a stereotypical indie male as he is able to skate, conveying his laid back, street lifestyle. A field is a form of a natural location, conventional to the indie genre as it is simplistic. Indie music videos are conventionally not over the top, in order for the audience to be able to relate to the song and artist on a much more personal level. The field will portray to the audience that the artist is down to earth, in which this is easier to relate to than a mainstream artist in an exclusive club as the audience are not familiar with this lifestyle. The iconography such as fireworks and lighters are not specifically conventional to the indie genre; however they are forms of light which is a natural source, conventional to the genre as it is simplistic rather than over the top. Whereas the use of a guitar is conventional to the genre, as the majority of indie artists are shown to play such instrument in their videos because it shows their dedication to their music as well as a talent that can be related to be the audience.


How does it build a relationship with your target audience?

Settings and iconography are important aspects of a music video as they contribute to artist representation, narrative, generic conventions and significantly, target audience appeal. If the target audience find a music video appealing, this encourages them to watch it more often, and in turn become more familiar with the song and artist in order to build a relationship with them. As a result, the audience maintain an interest in the artist and want to keep up with later music, image of the artist etc. Regarding our setting, London will appeal to our target audience as it is a familiar location, easy for them to recognise and therefore will be able to relate to the location. This is suggestive of the artist's interests, as it is illustrative that she has chosen to spend her day there,and therefore provides the audience with a short representation of the artist that they can relate to; effectively allowing them to build a relationship between audience and artist. The use of  field for a location, enables the audience to understand more from the song other than just the lyrics; fields connote liberation in which this is what the artist's boyfriend thinks he has from drug use and alcohol. As it is only those two on the field, it indicates that they are cut off from reality, separate from those in touch with the real world in which this provides the audience with a deeper understanding of the song. This allows them to understand the artist more thoroughly and in turn, build a relationship with her as they can relate to how she feels. The iconography that alludes to light is used to symbolise aspects of the couples' relationship as the artist mentions light throughout the lyrics of song when referring to her relationship. For example, the fireworks connote chaos which is relevant to the boyfriend's behaviour as well as the artist's mindset, as confusion is portrayed through the lyrics of the song. Therefore, the iconography which alludes to light creates a illustrative relationship between lyrics and visuals which encourages the audience to engage with both the video and song. As a result, the audience can build a relationship with the song, as they have a deeper understanding through the visual interpretation of the song. Furthermore, guitars are conventional to the indie genre as they provide a short representation of the artist as being talented and focused on music rather than their image; easier to relate to by the audience in comparison to a over the top artist who is perceived to live a lavish lifestyle. Therefore the audience can relate to the artist as they appear more down to earth as well as through common interests such as guitar, in turn building a relationship between the two.



This demonstrates a proficient understanding of planning techniques. You have considered a variety of locations and iconography that you wish to include within your music video. You have provided a range of examples to support your justifications, on why you have planned to use certain locations and props. But further explanation is needed of the effect it will create. This can be achieved by considering the style and narrative of your music video in further detail. 

Aim to include original photography to support the points that you have made.