Generic Research - Case Study 3

 "Oxygen" - Beach Bunny

The music video for "Oxygen" by Beach Bunny is a good example of cross-platform branding and has a performance area aesthetic that I would like to mimic, in terms of lighting. The artist uses a 'retro-sapce' brand/aesthetic and the use a logo, in both the music video and on social media platforms to promote their music as a piece of cross-platform branding. I want to replicate this is my cross-platform branding and will use the shared use of a logo and aesthetic on both my website and in my video to strengthen the convergent nature of my two products.

The elements of this video that I want to emulate in my video are the:

1. Cross-platform Branding:

The same logo is used across multiple, social media platforms as well as featuring in the video. This creates a consistent brand for the artist and connects the song to a brand.  A similar colour pallet is used in the video and in the Instagram posts, further connected the two as a brand. The use of alien emojis in the twitter post and the silver 'retro-space' logo implies a space theme which is also shown in the video, as we see the artist perform the song in a room supposedly in outer space, connoted by the shot of the room surrounded a black mise en scene filled with stars.                                                                                                                  

 A clear and consistent cross-platform brand is created through   the  use of logos, colour pallet, imagery and overarching theme   created through media language. I will replicate this is my music   video and produce a digitally convergent brand by including my   logo in my music video, having the same colour pallet and using   a shared theme throughout both products.

     

 I will also set up social media accounts for my fictional artist to ensure   a further digital convergent nature for my brand is achieved. I will then   place links for these social media platforms on my website and include   links for my music video on the social media accounts, like Beach     Bunny did to emphasise a cross-platform brand.

2, Mise en Scene:

This music video is entirely performance based, which is not unusual for indie pop/rock bands. The performance see's the artist performing in her bedroom in space. This bedroom is made clear to be a comfortable place for the artist as we see posters and various household items inside it. I believe by showing us a long shot of the room in space connotes that her room provides "Oxygen" for her. Or in other words, makes her feel comfortable in uncomfortable situations, just like the "you" mentioned in the song. 

The room is very aesthetic, which is what my target audience would want to see in a music video, and we get multiple different angled shots, and shot types of the room. This allows the audience to really see inside the personal space of the star and feel a close connection to them. 

I want to replicate this is my music video and have an aesthetic performance space for my artist, which will possibly representing "Jeans" head/mind by having it be a bed room like in "Oxygen". This appeals to my aspirer audience and links the narrative element to the performance element, together, creating a cohesive music video.

Overall, I want to emulate the cross-platform branding used by Beach Bunny to promote her music, and to use a similar room mise en scene to link my narrative and performance elements.