Introduction
I was tasked to develop a Lyric Music Video for a talented local artist based in South Africa. This video will include the captivating chorus and a selected verse from the song. It is essential that the Lyric Video meets the specifications outlined by the chosen platform. The objective of this project is to effectively convey a narrative utilizing typography as the central element, combined with visual imagery.
My Brief
My brief is to compose a lyric music video for Jesse Clegg's song "Speed of Light", using an analogy that merges the elements of the city and the intricate system of the body to represent the awakening cycle which is related to discovering your passion, utilizing typography and imagery to display the narrative of the lyrics.
Initially, three concepts were created for the music video. The first concept centered on the metaphorical journey of a butterfly reconstructing its house of cards. This drew inspiration from the lyrics "built a house of cards". The second concept delved into the impact of adrenaline on the human body, displaying the exhilaration when engaging in one's passions. The third concept was based on the Johannesburg skyline, displaying the artist's personal connection to the city as he grew up there.
After evaluating the concepts, it was decided that the strongest concepts were concept two and three. This led to the combination of these concepts. The refined concept is based on the transformative experience of awakening when you achieve your goals and thrive in your passions, thereby displaying the essence of the song. I began illustrating images to get an idea of how the narrative would look. The illustrations were based on the skyline being displayed, followed by lights, lighting up the city.
The illustrations were developed further by directing my focus on viewing the city as the body. In the refined sketches, elements have been linked together such as the skyline contours to a person's side profile, the aerial view of the city as an eye, buildings that mirror ribs and streets that resemble veins and arteries. This visual narrative adds depth to the storytelling, creating a captivating concept for the Lyric Music Video.
Colour Palette
This colour palette was inspired by propaganda posters due to their use of high contrast colours which grab the viewers' attention to effectively convey a message. Red symbolises passion and it displays life within this narrative. The light blue creates a calm atmosphere whereas the dark blue creates depth. Yellow displays awakening in this narrative as well as a sense of hope. The use of these colours creates an emotional and visual impact, as well as a cohesive experience for the audience.
Chosen Font
Averia Serif Libre is a serif typeface that was chosen for its unique structure. The structure appears to contain a combination of organic and structured elements due to elongated characters and softened edges. This font is legible, making it suitable for conveying the narrative clearly. Its balanced proportions are visually appealing which contributes to the overall aesthetic.
This video features the song ‘Speed of Light’ by Jesse Clegg. The song is protected by copyright law, and its use here is for educational and non-commercial purposes only.
Thank you!
