Introduction
In today's music industry, artists need to produce content faster. Traditional music videos take time and money, but
lyric videos offer a quicker, cheaper option. They show lyrics on screen as the artist sings, giving fans something
to watch without a big production. Additionally, artists can get creative with the visuals to match their style and connect better with their audience.
The Project Brief
The project's objective is to create a lyric music video for South African artist Jeremy Loops, that merges kinetic typography and static imagery to convey the essence of the music's narrative and mood, with a focus on the song "This Town"’s first verse and chorus.
This Town Explained
Released in 2022, "This Town" is a collaboration between Jeremy Loops and Ladysmith Black Mambazo, blending Loops' folk "beachy" style with the traditional Zulu Capella isicathamiya. Originating from Zulu mine workers during Apartheid, isicathamiya served as a peaceful protest. Despite its funky syncopated beats and sunny vibe, the song's lyrics touch on challenging times, emphasising the importance of optimism and perseverance. "This Town" encapsulates hope amid adversity, offering a beacon of light in seemingly dark times.
The Concept
My concept is centred on the metaphor of ‘’Town,’’ which represents solace amid adversity through cultural collaboration, highlighting that hope and resilience is found in unity. It depicts a journey from isolation to collaboration, contrasting challenges with refuge.
My concept is centred on the metaphor of ‘’Town,’’ which represents solace amid adversity through cultural collaboration, highlighting that hope and resilience is found in unity. It depicts a journey from isolation to collaboration, contrasting challenges with refuge.
The Colour Palette
This colour palette draws inspiration from nature and Zulu colours, maintaining hues reminiscent of traditional
patterns but in a more subdued and organic way. In South Africa, white carries no negative connotations. Ivory, a shade of white, represents peace, serving as the background throughout most of the video to depict the idea of peace being a backdrop amidst adversity. Mlenyane, black, symbolises authority in prideful scenes and fear in moments of adversity. Kalahari Sands, a shade of yellow, portrays withering in challenging scenes and wealth in collaborative ones. Oasis and Isithunzi, shades of blue, convey loneliness in adversity and tranquility in collaboration.
The Font
Throughout the video, I opted for Gitan Latin Regular as the font choice. Its sans-serif style evokes the essence of engraving and stone carving, resembling a sculptural quality reminiscent of raw materials. This natural aesthetic complements the Zulu and coastal themes of the project's visual direction. Gitan Latin Regular strikes a balance between clarity and legibility, maintaining an organic feel without appearing overly ornate.
The Storyboard
Song Attribute
