-----------------------------------------------------------------------------------------
The music video represents several social groups, one of which is the young Vietnamese couples, especially teenagers. Activities such as holding hands, dancing, and watching television together are common acts of a typical Vietnamese couple. Since they are still in their youthful high school days, as seen in the music video where they are studying and playing basketball together, this represents a large demographic of the population who are young and still in school, like me, who embrace finding love at such a young age, which is stereotypical in Vietnamese culture, and how that can be one of the most memorable moments of a person’s youth.
Secondly, it represents resilience in love and its importance in keeping a relationship intact. Zoe’s departure is saddening to Jake, as they spend so much time together and make so many memories together as if they are inseparable. However, the bond of trust and faith in each other has helped the couple overcome the challenges of a long-distance relationship, as seen during their reunion at the end of the music video, where Jake waits for her with a bouquet of flowers.
The music video also represents the value of the moment and how people have to be grateful for what they have. Zoe and Jake’s farewell indicates that a person should treasure what they have currently, whether it’s relationships, work, or even their youth, and not take anything for granted, as they will one day be gone, and they will regret dearly neglecting these precious things.
In addition, it represents Vietnamese culture, as people riding motorcycles are a common sight to see, and it is no exception for young people as well. Multiple scenes see Jake riding Zoe on his motorbike, enjoying the scenery that surrounds them, and making memories that last a lifetime. Coffee is also a cultural aspect that is most recognizable in Vietnam. Jake making and bringing coffee to Zoe is a direct representation of Vietnam’s love for coffee, which explains why they are 2nd in the amount of coffee produced. Last but not least, the status and class of Zoe and Jake aren’t really representative of the general Vietnamese couple, as the country is relatively dominant in terms of the middle class, and throughout the music video, the couple seems to be of higher status. For example, Zoe traveling abroad for her studies is somewhat an indicator that she is part of a higher class, giving her more opportunities to hone her abilities. For Jake, riding a newly released electric motorbike and making coffee for Zoe using his coffee machine, which is not owned or accessible by many Vietnamese households, shows that he has the same status as Zoe. As a result, the music video can either be aspirational to the audience, or they can feel like they can’t relate to the music video due to the difference in class and status.
The music video and the digipak are all related to creating a sense of Branding in our music video.
The elements of our music video about teenage love—such as color schemes, cinematography, wardrobe, setting, and narrative—work together to establish a cohesive visual identity that aligns with the artist's brand. Soft pastel tones from scenes such as the couple dancing on the rooftop, or vibrant city lights as seen when Jake rides Zoe on his motorcycle on the bridge, whilst they have meaningful conversations during the drive, can evoke innocence or excitement, while handheld or dreamy cinematography enhances intimacy. Costumes and settings (e.g., high school, casual wear/uniforms, or bedrooms) reinforce relatability, and the nostalgic storyline reflects the artist's persona. Consistency across these elements strengthens audience connection and brand recognition.
Regarding the digipak, the front cover features a person riding a motorbike, symbolizing freedom and adventure, a common theme in teenage love stories. The CD showcases a close-up of the couple holding hands, showing intimacy and connection. Regarding aesthetics, the warm, golden-hour lighting and soft focus create an intimate, dreamy mood, and the use of Saigon’s cityscape suggests a nostalgic connection to place and love. The typography and color scheme incorporate neutral, earthy tones (beige, soft brown, and muted greens) to give a warm, organic feel and reinforce an emotional and personal brand. Additionally, the use of simple yet elegant typography with a soft sans-serif style enhances the romantic and sentimental theme.
Both products show the urban Saigon setting, which reflects real-life and everyday locations where young love unfolds. For example, the motorbike scene on the Ba Son bridge conveys a sense of exploration and escape, a frequent motif in young love stories, while hand-holding represents affection, a simple yet powerful image often seen in romantic music videos. In terms of cinematic and emotional styles, the soft, golden hues and natural lighting are similar to those used in romantic music videos, which often employ these elements to evoke warmth and nostalgia. Overall, the digipak effectively blends romantic storytelling with a strong visual identity, making it appealing to an audience that connects with themes of young love and nostalgia. It shares key elements with the music video, reinforcing its brand identity through emotional visuals and relatable themes.
Using the Uses and Gratification Theory, our product caters to the different needs of an individual who actively seeks out media to satisfy their needs and wants.
One satisfied need is Entertainment needs. The dreamy visuals, warm color tones, and emotional storytelling create an immersive, feel-good experience for the audience, and the narrative of love and adventure offers a form of escape from their daily routines, allowing viewers, especially younger demographics, to live vicariously through the characters, as they can relate to the activities that the couple does.
Secondly, Informational (Surveillance) Needs are also included in the product. Zoe and Jake are seen in different parts of Saigon, such as driving on the colorful Ba Son bridge or the beautiful rooftop of Sala, providing individuals who are keen on exploring the city with valuable information on places to visit. Vietnamese stereotypes and cultures, such as the culture of coffee or the common high school romance, can help an individual gain a broader understanding of Saigon to a greater extent.
In addition, listeners may see their relationships reflected in the lyrics, and the song’s intimate tone can validate feelings of love, longing, or appreciation, which the viewers can also see in the music video through the various activities Jake and Zoe do together as a couple, which are also common activities that most couples can relate to doing, meeting their Personal Identity needs as they learn and relate themselves through the music video.
Fans can also discuss and share their interpretations of the love story between Jake and Zoe, strengthening engagement through online discussions, comments, and social media interactions, satisfying their Social Interaction needs. The music video and digipak can also encourage fans to connect emotionally with the artist and with others who relate to the themes of young love and nostalgia.
Lastly, our products also satisfy audience expectations. Love in Saigon blends the elements of pop and indie into an R&B music video, which, according to our survey, is the 2nd and 3rd most favored genre.
(52.7% of the respondents of our survey, which was conducted previously, favor the genre of Pop over others, meaning that the group has done a great job of creating a product that aligns with audience expectations.)
The survey also shows that an artist's performance and narrative are the most critical elements of a successful music video.
(Since this is a question that allows respondents to choose multiple answers, the artist's performance (48.1%) and narrative (50%) were the most popular answers. This emphasizes the importance of emotional resonance and immersion when producing the product, over a direct and lyric-driven narrative.)
By meeting the audience's needs, our product helps our targeted audience to be engaged.
The use of conventions of the same genre is used by both the digipak and the music video.
The music video showcases small, intimate moments between the couple, such as hand-holding, exploring the city, or riding around the city on a motorbike. This represents classic and typical romance, and the scenes of the couple together whilst being in the bustling city connote the typical experience of love in our daily lives, and can help engage the younger part of the audience (e.g, teenagers).
Moreover, the golden lighting, bright city lights, and joyful interactions convey a nostalgic element into the product, typical of music videos that represent love, as well as the use of close-ups, tracking shots, and a dreamy-like atmosphere enhances the sense of emotional closeness. BigDaddy’s “Mượn Rượu Tỏ Tình” featuring Emily sees this being applied, smooth tracking shots follow the lead characters through the city at night, clubs, and social settings, maintaining movement that matches the song’s rhythm, and close-up shots showing Emily and BigDaddy’s expressions create a feeling of connection, drawing viewers into the emotional aspect of the confession.
The music video also challenges conventions. For example, instead of placing love in traditionally peaceful or popular settings (like beaches, nature, or candle-lit rooms), the video is shot in the bustling city of Saigon, showing love as something that is enjoyed best in our daily life. This approach generalises the concept of romance and love, making it more relatable to our targeted audiences.
Furthermore, while conventional long-distance love videos aim to show sadness or longing, the music video treats distance as a challenge that can be dealt with, and focuses more on the couple's endurance of their love rather than their struggles. This perspective challenges the view that love can be vulnerable under separation.
In conclusion, the music video mixes typical romance (warm lighting, daily life, etc) with a modern, unconventional twist (urban background, emotional depth). This helps the product to familiarize the audience while differentiating it from others with a more visual storytelling.
In terms of the digipak, it applies multiple conventions. Thecouple holding hands on the CD and the soft, warm lighting show themes of love and intimacy between the 2 characters, a convention seen in many romantic music digipaks, and the cityscape backdrop adds a more spacial feel, helping to cement the emotions in a realistic setting, a method used often in albums that are love-themed.
In terms of typography, the simple font and the structured tracklist follow the conventional design principles for it to be readable and appealing to the audience. The soft color palette also correlates with the romantic and nostalgic tone, which is similar to love-themed pop or indie music albums.
Like the music video, the digipak also challenges some conventions as well. Although not much, the CD design is seen to not just add a typical image that is related to love and romance, but also combine a touch of realism with the reflection of Saigon, freshly combining themes. The off-center subject placement of the couple riding the motorbike together adds movement to the digipak and makes it realistic, contrary to conventional imagery that is placed in the center.
This combination of conventional and unconventional factors helps differentiate the digipak whilst familiarizing the audience with it.
-----------------------------------------------------------------------------------------
