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By selecting a white male and black female, we were able to create a realistic representation of today's London society- a city renowned for its ethnic diversity. By doing so we could directly appeal to our target audience of London teens, as well as a wider audience of people of all ages of different ethnicity.

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By having one male and one female within the band we reflected an equality in gender, with both presented as the trendy young lead singers. This also helped us to broaden our audience outreach by challenging the stereotype of an all white boy group or a black R&B solo artist and providing an alternative and unique artist.

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Black and white/ male and female brought side by side to reflect equality

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We conformed to the conventions of both electronic and alternative genres in order to attract both target audiences, but also converged these looks to create a more simplistic yet iconic British style.

By contrasting tradition with modernity through costume we were able to present the alternative, youthful characteristics of the artists and highlight their relationship to the alternative genre.

An example of this is Josh's Costume - a style similar to that of the actors in the Jungle - Time music video. Jungle are a similar artist, so we felt that their influence would be beneficial in targeting the current public