Conventions — Statement of Intent: Artist Website
1. Minimalist design — USE
I have chosen to use a minimalist design for my website, taking inspiration from the websites of alternative artists such as Wolf Alice and Nirvana. I will use a relatively simple layout allowing the music, photography and merchandise to remain the main focus. This will make the website easy to navigate while maintaining a semmi-professional appearance. My target audience of 16–25-year-olds are likely to appreciate a website that is visually engaging without feeling overly commercial, reflecting the independent identity of alternative music.
2. Strong visual identity — DEVELOP
I have chosen to develop the convention of a consistent visual identity by combining recognisable alternative music aesthetics with my own branding. I will use consistent typography, dark imagery and a keep an editing style throughout the website, alongside matching merchandise and promotional artwork. This will appeal to my target audience by making the artist recognisable and creating a coherent identity across different media products.
3. Large hero image — USE
I have chosen to use a large hero image on the homepage to immediately establish the mood and identity of my artist. The image will use dark, cinematic photography that reflects the melancholic and intimate atmosphere of my music video. I will place the artist's name and relevant promotional information over or alongside the image, making the website visually striking from the moment audiences arrive. This will appeal to my target audience because the strong visual presentation will attract attention and communicate the alternative genre before visitors begin exploring the website.
4. Simple navigation — USE
I have chosen to use simple navigation so that visitors can easily find important information . The website will include clear sections for the homepage, music video, artist information and merchandise, with any additional links presented consistently. This will appeal to my target audience of digitally engaged young people who are accustomed to navigating music and social media platforms quickly.
5. Promotion of the latest release — DEVELOP
I have chosen to develop the convention of prominently promoting an artist's latest release by making the music video a central feature of the website. Rather than only displaying conventional album artwork or streaming links, I will connect the release to the wider visual identity of the project through the concept of the album and music video to its associated imagery. This will create a stronger connection between the website and the music video, allowing audiences to engage with the artist across different media platforms. It will appeal to my target audience by providing a more immersive experience than simply listening to the track.
6. High-quality photography — DEVELOP
I have chosen to develop the convention of high-quality artist photography by combining carefully composed images with a deliberately film-inspired aesthetic. Rather than making every image appear perfectly polished, I will use darker tones, atmospheric lighting and, maybe some more candid-looking photography to create a sense of intimacy. This reflects the visual style of alternative artists and supports the emotional themes explored in my music video. My target audience may find this aesthetic appealing because it feels expressive and individual, rather than resembling highly commercial pop-star imagery.
7. Tour section — USE
I have chosen to use the convention of including a prominent tour section because the main purpose of my website is to introduce my artists' musical identity and promote the music video to then garter a following and sell out theatres etc. As this is a coursework project, I do not have genuine tour dates or venues to advertise. Instead i want to include fictional tour information on the website. However, I will prioritise the music, artist identity and merchandise. This will allow me to create a more focused website that appeals to my target audience by directing attention towards the content that is most relevant to discovering the artist.
8. Merchandise — USE
I have chosen to use the convention of artist merchandise by including products such as vinyl records, T-shirts, hoodies, tote bags and other accessories featuring branding. I will maintain the same dark colour palette, typography and alternative aesthetic across these products to create a consistent relationship between the website and the artist's identity.
9. Social media links — USE
I have chosen to use social media links to reflect how contemporary audiences discover and engage with alternative artists. I intend to include recognisable links or icons for relevant platforms, such as Instagram, TikTok and YouTube, where appropriate for the project. These will provide a connection between the website, the music video and the artist's wider online presence. This will appeal to my target audience of 16–25-year-olds, who are likely to use digital platforms to discover music, share content and engage with artists and other fans.
10. Authentic personality — DEVELOP
I have chosen to develop the convention of presenting an authentic artist personality by using a combination of intimate photography, informal visual elements and a concise artist biography. The website will communicate the identity of Static Bloom through the imagery, music and creative choices rather than relying on an overly formal or commercial presentation. I will also maintain a sense of imperfection through the grainy photography and alternative styling, making the website feel personal and distinctive. This will appeal to my target audience because it supports the values of individuality and self-expression associated with alternative music culture.
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