The image we are trying to create for the female is an aspirational figure who is not overly sexualised. We feel that this type of artist will be attractive to our target audience, which was a main criteria in making our decision. Our influences when deciding this included Aluna Francis (of AlunaGeorge), Katy B and Kiesza.
|Left to right: Aluna Francis, Katy B, Kiesza|
The image we decided on for our male DJs is friendly, cool and laid back, which challenges the stereotypical egotism that many male artists present. However, we don't want to differ too much from conventions to maintain a connection with our target audience, and so we have based our DJs on popular DJs such as Disclosure, Flume and Wilkinson.
|From left to right: Flume, Wilkinson, Disclosure|