The music video for David Bowie's 'Fashion' has a similar aesthetic to the one that i would like to create in my music video. None of the characters particularly conform to traditional stereotypes of costume or performance and there are many features within this music video that i intend to emulate. In addition to this, there are many features that fit into Andrew Goodwin's music video theory that i will highlight.
There is a performance aspect within the video where you see Bowie and his band performing in a crowded venue. I intend to have performance within my video in order to engage my audience and fit the brief as it is very gratifying for fans to see the artist performing as that is why they like them.
There is a relationship between lyrics and visuals (Andrew Goodwin) within the video which encourages the audience to join in. As it is a dance song an artist will want the audience to engage with and dance to it and seeing the relationship between lyrics and visuals in the video would aid audiences with their engagement. For example, when Bowie sings 'they're doing it over there but we don't do it here' he points away from him on 'over there' and then points to himself on 'here'. Also, when the sings 'turn to the left' and 'turn to the right' the actor on screen at the time follows his command, encouraging the audience to do it also.
Bowie also uses a range of people and mise-en-scenes within the video and it has quite an eclectic aesthetic. This gives it a welcoming and accepting vibe and includes many minorities, almost telling the audience that they would be included too. A use of many different mise-en-scenes again encourages audiences to engage as it implies that the message can spread everywhere and be interpreted by everyone.
There are lots of shots from many different angles of just Bowie, which builds his star persona and allows his audience to feel like he is directly adressing them. This again fits with Goodwin's theory of there being lots of closeup shots of the artist. The wide range of camera shots is another thing i intend to emulate as it changes the video more when you have different angles to explore. I will also use direct address as i feel it really helps with building the star persona of an artist and makes audiences enjoy the video more.
The final aesthetic that i intend to copy is the use of non-traditional clothing and colour scheme. Bowie was a big front-runner in blurring the lines between female and male aesthetics and this is reflected through his metrosexual style seen in the video. Also the clothes of the other actors are very bright and androgynous.
The general aesthetic and conformity with Goodwin's music video theory are what i intend to emulate within my video, and i am also planning to have an intertextual reference to David Bowie through costume and makeup referencing the iconic cover of 'Aladdin Sane'.
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