This document analyzes the styles and target audiences of Florence + the Machine, The Kooks, and The Maccabees based on their album covers, websites, music videos, and song titles. For Florence + the Machine, their earthy, natural style portrayed through vintage clothing, floral patterns, and nature-related song titles attracts a younger audience interested in environmentalism. The Kooks have a relaxed, casual style shown through plain clothing and organized but spacious album artwork and website, appealing to 15-20 year olds. The Maccabees attract a 13-20 year old audience through colorful, creative album covers and videos involving movement, colors, and elements recalling childhood like

1. Analysis of Similar Artists
Florence + the Machine
The Kooks
The Maccabees

2. Florence + the Machine
Because of the style that Florence has she attracts the free spirited
younger generation, the target audience will be between 14-20 years
old because that is the age when you are becoming aware of the world,
for example Florence has a very earthy, natural look which for her fans
is important. The look is very eco friendly which for younger people is
an encouragement to help ‘save the world’ by recycling, Florence is
setting an example, her style and clothing does the same thing. She
wears vintage clothes, this is a form of recycling too. Florence also
often wears very floral patterns and neutral colour which then relates
back to the earthy natural look. Her music also relates to her style
because many of her song titles are related to nature, for example:
‘Rabbit Heart’, ‘Dog Days are Over’ and ‘Hurricane Drunk’.

3. Florence + the Machine
With this album cover we see Florence leaning against a
tree with flowers on it, this attracts the target audience
because it is very natural so it relates to the earthy appeal
and looks very picturesque. Another part of the cover is the
main link between the title ‘Lungs’ and the red lungs that
are hung around Florence’s neck. This is a strong
connection and a good advertiser.
Because of the lungs shown on the album cover when you enter the website it is
also a main connection as there is a pair of the same lungs shown and there is the
sound of inhaling and exhaling, which is the function of the lungs.
http://florenceandthemachine.net/
On the website there are lots of things that connect
with the natural, earthy and vintage recycling that
the band is related with. For example the
information boxes look like old paper that has curled
or bent in time, the photographs also have the worn
look to them. There is also a butterfly and a flower
that moves as well to add to the natural theme.

4. Florence + the Machine
These are images I have taken from the music videos
that have been released and you can see that the
theme of nature it throughout. Two of the videos are
filmed in some form of forest or woodland area which is
the direct link with nature. And the 3rd
has elements of
nature in it as she repeatedly walks through tree
branches coated in leaves. There is also the costume
to consider which relates to her image.
In the first image the video that it is in has very colourful
playful clothes and props which are some what childlike,
this connects to the target audience because they have
just gone through that age and the video revisits that. Also
the clothing has a slight vintage style to it.
The second image contains lots of vintage clothing and old
fashioned behaviour. The way the dance is more old
fashioned and flowing, it is very classic, I think there is a
strong connection between classic and vintage.
The last video is more modern and shows less of the
simplistic side of Florence’s image. We are shown
Florence walking through the leaves on more than one
occasion but she is also shown with lots of different bulbs
flashing above her which is nothing like her previous
videos, does this mean her image is starting to change?
Dog Days Are Over
Rabbit Heart
Cosmic Love

5. The Kooks
The Kooks have a very relaxed attitude to their style as they are either
photographed in black jackets and white tops, or in casual hoodies and
t-shirts. This fashion is also reflected in the artwork on the homepage
of their website, the band members are plain and not coloured in but
around them is a big splash of colour. It attracts an age group of about
15-20 year olds as it is the time when you can be relaxed but focused.
The music that they create is also very easy to listen to and reflects
their style to for example the first album was titled ‘Inside In/Inside
Out’, this is care free showing it does really matter whether something
is the right way round or not. Also the titles of some of the tracks: ‘Sofa
Song’, ‘Ooh La’, ‘She Moves In Her Own Way’.

6. The Kooks
With both of The Kooks album covers
they have a lot of negative, blank space.
The band is made to stand out through
the colour, for example in ‘Inside
In/Inside Out’ they stand out because
they are black and grey on a white
background, and in ‘Konk’ they are
colour on a black background. The album title and band name stand out in the same way.
http://www.thekooks.com/
The Kooks website is similar in the fact there is lots of
space, nothing is cluttered, it is relaxed and organised.
Those factors relate to the band image of being relaxed.
The band name is also made to stand out like it does on
the album cover, you can see it straight away. Also on the
homepage it shows the band members in flashes of colour
and they are in black and white, it is similar to the covers
for the fact that they stand out from the background except
that you see the colour first then the band members.

7. The Kooks
Performance is the main theme for nearly all of The
Kooks music videos they are never at a gig or
venue but playing casually to themselves and
friends or randomly on the beach but alone.
They are also never dressed up, they play in
ordinary clothes, the same as when it comes to
promotional advertising they wear ordinary clothes
then too. They also never have the use of bright
colours, if there are elements of colour there is
some sort of filter used to quieten them down. All of
these elements are why there image is laid back
and free, they never have much colour which is
reflected in every video and with the album covers
too. This attracts their target audience because the
recognise the style to be relaxed, care free and just
about the music. I also think that because they
never show themselves performing in front of
anybody that the music is the only important thing,
that it is the main focus to chill out and play music.
Always Where I Need To Be
She Moves In Her Own Way
Eddie’s Gun

8. The Maccabees
The Maccabees are a very creative band as most of there videos or
photographs involve lots of colour or pattern. Their style is very casual
but colourful they are often in bright coloured tops or jumpers. Because of
this I think their audience is 13-20 year olds because they project a fun
atmosphere within their work, some of the elements in their videos can
be playful and childlike which is also show in the titles of the songs.
Because of their style and attitude they are able to link it together
extremely well, Many of the videos have a lot of colour and a lot of
movement, they really combine lots of different elements. This is
reflected in their album and song titles, for example the first album is
called ‘Colour It In’ colouring is normally related to children's activities. I
think that they are able to attract the 13-20 years olds because they are
still growing up and can relate the band to memories they have for
example the song titles are, ‘First Love’, ‘Lego’ and ‘Dinosaurs’.

9. The Maccabees
For The Maccabees album covers the
are certainly full of colour, that is the
theme for their image, both have a
range of colours shown, especially ‘Wall
Of Arms’ as it contains the three primary
colours and green too. The album
‘Colour It In’ has many variations, the
album changes colour if there are bonus
tracks or other features.
This defiantly attracts the target audience because the covers are bright how they
would expect them to be. The first album ‘Colour It In’ relates to the childlike aspect
with the hand drawn people and the title of the band and album are done in the way a
child writes when they learn to join the letters together. The second album ‘Wall Of
Arms’ relates to the childlike theme because the band members look like plastic dolls
which younger children would play with. The fact that they relate so heavily to
childhood elements shows that they have a lot of fun creating music and that they
have creative minds in order to come up with these fun ideas.
The Maccabees website is not the same though. It is very
simple very straight forward. The homepage is a live
performance of the band which is all surrounded by a black
background. As you search the website the colours shown in
their videos and clothing and album covers does not appear
which shows that when it comes down to it they really focus
on what music they have created.

10. The Maccabees
The Maccabees have two main themes for their music videos,
One they are full of colour, or,Two they have lots of people
involved. In ‘Latchmere’ they have used both, the stop picture
animation that they are using is the first clue to the creative
side of the band and then the colours arrive and the large
amount to people, this combination is the key to their
appearance and how they attract their audience.
The second video has only the colour involved. Throughout
the video the centre of attention is the pattern in-between the
band members. As it changes shape it evolves into different
computer games such and pacman, space invaders and
snake. These elements connect to the childlike activities, as
the pattern that reminds you of the game snake changes it
creates superhero masks over the lead singers face, that is
also a connection with their childlike image.
The last video has a lot of references to colour and childlike
behaviour. We see them drawing with chalk on the road
making a pattern which they later colour in, the chalk drawing
is something you do when you are young to avoid permanent
mess, and colouring in is again something you do when your
young. Then the same pattern is made out of drawing pins
and we see lots of different colours of them. And we also see
black paint covering a white canvas making lots of mess. That
part of the video shows how you can grow up and still be
young. Everything that I have mentioned shows how they
attract their target audience with the use of colour and
childlike behaviour.
Latchmere
No Kinds Words
X-Ray