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. 

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. 

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.  

In this shot, Lana holds a direct address.