THE ARTIST - Avril Lavigne

Canadian born Avril Ramona Lavigne at the age of 17 hit the music scene. She was known as the punk, tom-boy of her age and made sure her presence was known via her straight talking lyrics rather than her image. 

In 2002, Lavigne shot to global pop stardom with the 6x-platinum Let Go, followed by 2004’s 3x-platinum Under My Skin, and 2007’s platinum The Best Damn Thing. 

However, this wasn`t enough for the young musician so she decided to launch her own clothing range called "Abbey Dawn" http://www.abbeydawn.com/ which presents clothing reflective of Avril`s quirky, pop-punk personality. To expand the non-musical side of her career Avril has also created her own fragrances (Black Star and Forbidden Rose) http://avril-lavigne-perfumes.com/home.aspx?lang=en  very Lavigne orientated names i would say. She has also made her name known on the big screen by starring in "Over the Hedge" and "Fast Food Nation". Wanting to expand her career even more so and express hewr chariatable side she has her own charity called "The Avril Lavigne Foundation" http://www.theavrillavignefoundation.org/  which raises awareness and creates support for children and young people living with serious illnesses and/or disabilities.

Although Avril has tried to maximise her career in more ways than one some do not like the transformation. Avril first started as a very punk artist expressing her emotions through her lyrics and ensuring her fans could relate to her music. The fans who liked this style therefore found it hard to adopt Avril`s new colourful, upbeat style we are more likely to see today but she still expresses emotions through her music all the same, you could just say she is a more modern Avril in an ever modern world.

The album art featured below demonstrates Avril`s transformation over the years.

In todays modern world Avril`s style is stereotypically classed as "Emo/Goth". The conventions associated with this stereotype are things which make a statement such as stripes, studs and anything each catching. Due to this, in our video we are going to try and conform to these conventions through the costumes Kate, our artist/girlfriend will be wearing such as statement making bright skinny jeans, stripped jumpers, studded coats and belts and dresses and skirts with volume. We will also conform to Avril`s videos by expressing the emotions she does in her  videos in our own video such as sadness and aggression. This will be achieved by a variety of shots focusing on facial expressions.