Activities
Pre-production
- Building concept
- Location Scouting
- Casting
- Recce
- Budget
Production
- Shooting
- Lighting
- Choreographing
Post Production
- Edit
- Effects
- Colour Grade
Client
Year
About.
Shay Gaston is a Country singer-songwriter from Berkshire, UK. Since the age of 13, Shay has been writing her own lyrics and recently decided to take her music career to the next level and released her first EP.
The mission.
Since Seventeen is Shay Gaston’s debut single and we wanted to go above and beyond to ensure her music career hit the ground running.
Country music was a new genre for our team so we were eager to get stuck in and embrace the sound of Nashville.
Building the concept.
Our goals were:
Promote Shay as a professional artist
Attract new fans/listeners
Set the tone for Shay’s visual style/branding going forward
After our initial meeting with Shay we were able to nail down a solid concept and style for her soundtrack, Since Seventeen. As this was Shay’s debut single, we understood that this was more than just a music promo; this was going to set the tone for her as a brand going forward.
The soundtrack is centred around reminiscing on better times with a love interest from the past whilst paying homage to the 60’s and 70’s. Instantly Shay and the Klaxon team were drawn to the seaside and began coming up with ideas for scenes we could shoot with a young couple along the British coast.
To capture the essence of the 60’s and 70’s our team paid close attention to costume. Thanks to the Petticoat Emporium in Ramsgate we were able source the perfect items of clothing and kept the costumes subtle and stylish; avoiding the generic and comical look that most people think of when picturing the 60’s and 70’s.
Results.
As a debut single, this music promo achieved every goal we set out too.
From the get go, Shay was very clear on the direction she wanted stylistically, both with the video and with her brand. The Klaxon team was able help enhance this and aid her in setting the tone for her image going forward.
To accompany the video we also made a selection of short form video in portrait for social media marketing as well as a Spotify canvas for the official release of the soundtrack and at the time of writing this case study, Since Seventeen has reached 50K views on YouTube and Shay has began building her fanbase.
Testimonial.
"Our new music video portrays the emotion we wanted to show with our song. It’s so important to help our listeners see another side of our music and ourselves through creative video. Klaxon helped us to create the feeling and vibe we wanted this song to have."