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The band Paramore are similar to Ivy & Gold in the sense that they both make music of the alternative pop genre, and they are both mix-gendered. Paramore consistently incorporate abstract concepts into their music videos. These videos are known for being slightly wacky, either being brightly coloured or really dark. This contrast can be seen between the videos for ‘Still Into You’ and ‘Playing God’. This creates similarities with Ivy & Gold because the contrast that they create with their videos is similar to the contrast created in Ivy & Gold’s publicity shots.

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Rachel Wilkinson, lead vocalist of our chosen band Ivy & Gold, once named Lana Del Rey (another alternative pop artist) as one of her musical influences. Ivy & Gold’s publicity shots are conventionally like those of Lana Del Rey, mainly because the music they produce is of the same genre. They both hold a direct address, to adhere to Goodwin’s theory that the audience can connect with the artist in this way. More importantly, the Mise-en-scene of both reflects the genre of the music produced. Lana Del Rey’s music frequently creates a summery, nautical feel. Therefore, her publicity shots contain the sea, the sun, nature, etc.

In this shot, Lana holds a direct address.

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In this publicity shot, a close-up has been used of the duo. This shot allows the audience to connect with the artist on a more intimate level, due to the closeness of it. Only half of each members face is denoted, with their lips positioned perfectly together. This may connote the rawness of this particular single ‘Red Wine’, and that it is based around love. The fact that the two halves of their faces has been used to denote an abstract “whole” face reflects the alternative aspect of the song.

The pink/red colouring used on the shot signifies the pop element of their music. This is because the pop genre is closely associated with bright colours. However, the fact that the whole image isn’t the same colour, clearly represents the alternative pop genre. This is because a bright colour and a dark colour are used, which mirrors the crossover of alternative and pop music.

The typography denoted is used throughout all Ivy & Gold’s promotion images. This is to create a sense of familiarity for their target audience.

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In this publicity shot, released on Ivy & Gold’s Facebook page, the duo is using a direct address. A mid-shot has been used to denote the members side-by-side. This create a sense of setting, while adhering to Andrew Goodwin’s theory (that the audience and the artist are able to connect through the use of a direct address) at the same time.

The Mise-en-scene of this publicity shot is significant in portraying the style of music the shot wishes to promote. By wearing all black clothing, the duo represents a sense of misery. However, the hanging light-bulb props act as a contrast, creating a sense of contentment. The lighting of the publicity shot is low-key, adhering to a stereotypical alternative brand image. This shot is composed in a way that Ivy and Gold are in the foreground, and what seems to be a misty wood is in the background. This signifies that the music in which Ivy and Gold produce could be slightly dark. This is because cloudy forests are stereotypically characterised as sinister settings. On a whole, it could be argued that the combination of the duo’s costumes and the setting represents the alternative sub-genre of their music, while the little source of light from the hanging bulbs signifies the pop aspect.

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The music produced by duo Ivy & Gold is of the alternative pop genre. Alternative pop (also known as indie rock or indie pop) can be defined as pop music that blends unusual or contrasting genres and musical styles together, creating a sound that differs from the stereotypical pop genre.

Alternative pop music videos conventionally consist of both a narrative and a performance, integrating the two together. Also, they often use filters and overlays, creating a more elaborate and artistic feel. This adheres to the alternative aspect of the genre. Long shots are used regularly to create a sense of setting, while close-ups are used to emphasise the importance of the artist.  Emphasis is placed on the Mise-en-scene in alternative pop music videos, creating intricate lighting techniques for example.