The main purpose of a magazine advert is to promote an artists album or upcoming tour dates, it will allow the artist to reach a wider audience, e.g people that read magazines and listen to music, will possibly interest them enough to , to help constantly remind her audience of upcoming singles/albums and tours, also to create more marketing for the tours or upcoming albums/singles as well, it also allows other companies to support her and push up sales which profits not only her, but the company promoting her as well, and finally to link in with any articles within the magazine. The two adverts I have chosen to analyse are a Gabrielle Aplin tour advert and a Nina Nesbitt tour advert, I have chosen these as one is my chosen artist and the other is an extremely similar artist to Gabrielle Aplin, allowing me to make a comparison as to why the adverts differ when they are very similar artists and what makes them different as indie singers and their fans enjoy each individual in a different way.
The artist is represented as a dark and deep/emotional person that has felt pain and is using that to influence her music and using real emotion, which gives the music more depth and allows the audience to relate to her as she is a normal person, dark colours are used to contrast with the white, showing her unconventional side and her unique personality breaking through, also the words stand out due to the white being opposite to black, she is positioned in the middle to focus the attention on her to show her importance and that she is the main person. The advert promotes the music genre as it shows the unconventionality of it and why it is different from other genres and the talent of its artists, it shows the individuality of the artist and makes her stand out, due to her being different to other artists she stands out and appeals to the audience, the connotations of this are that the artist is running away from depression and sadness (dark background) to try to stay in the light (happiness), also it represents her as having a dark background she wants to get away from, the typography is very bold and stands out, this shows that she is very open and is a very forward person, also it is done so that the audience can memorise what is said due to the boldness of it, making it stick in their mind, the style of language is straight to the point, again showing how forward she is and helping it stay in the audiences memory, it only uses the information the audience need and no more than that, the advert promotes the music genre as open and light hearted but with a dark emotional hidden message, which the audience can relate to and emphasise with the artist, it promotes the artist as open and down to earth, with a dark background like many other people in the real world, that she is just trying to get away from and start a happier, better life, the advert attracts the audience as it shows the information needed without any information thats not needed and therefore attracts the audience as it is a brief read that informs the audience in all they need to know.
The artist is represented as bright and colourful, meaning she has a bright and lovable personality, making the audience like her more due to her being so upbeat, the colours show her bright and upbeat music and therefore attract the audience to her music due to it looking fun and enjoyable, the design has quite a blank background of just a brick wall, making her the main subject, her being enlarged to make her stand out is key as well. This promotes her as an artist as it makes upbeat and fun loving audiences attracted to her music due to the poster standing out and drawing them in, it promotes her as it makes the audience want to be around her as they know they will enjoy it, the bight colours draw in the audience and keep them interested, the connotations of the advert is that the artist has simple music with a simple life which is no different to anybody else, we can see this through the use of a plain brick wall as a background to show how she is not glamorous and rich like other artists and can be related to by the audience, also she is staring directly at the camera, showing she wants to relate and create a relationship with the audience as it creates a personal relationship with the audience, the typography is fairly bold for the tour dates to help memorise them, but her names is different to normal writing and is more squiggly, showing the fun and individual side to her personality that they may not have got from the rest of the advert, making the audience warm to her as she has a bit more of a personality,the language is straight to the point so that the audience can memorise what dates are for what locations, the advert promotes the genre as down to earth and straight with the audience, but also has a bit of flair and fun within it which the audience can enjoy and create a relationship with, it also promotes the artist as willing to build relationships with the audience due to her looking directly at the, and also a friendly, down to earth artist that is unique, finally it attracts the audience as it is a simple but colourful advert, which the audience can get all the information from quickly, whilst it is not a dull advertisement.
These ideas have helped us as now we know that the key to drawing in audiences to look at adverts is to relate to the target audience, this means we will need to take ideas from gabrielle aplin as she is who we are basing our music video off and our music aim and target audience will be similar, so we will use the dark songs, also the blank background to keep the audience focused on the artist as well as putting her in the centre of the advert, we want some colour around the artist to show her fun and unique side but also some darker colours around her to show the sadness within her songs which the audience can relate to, also we want the advert to be simple so that the audience will not get overwhelmed with information but enough information to allow them to know tour dates and new album releases, also the name needs to be memorised by the audience and this will be made to stand out to the rest of the poster, along with an image of the actual artist herself, finally we want her to be seen as down to earth by adding a normal, not over the top background, and have her looking at the camera so the audience believes she wants to create a relationship between her and the audience.
The current law involving copyright is the copyright, designs and patents act 1988, which gives creators of literary, dramatic, musical, artistic works, sound recordings, broadcasts, films and typographical arrangement of published editions rights to control the ways in which their material may be used. This is used so that songs are individual every time and artists cannot be 'ripped off' by other artists and therefore their music is protected, a big case of copyright infringement in recent times was Pharrell Williams and Robin Thickes, 'blurred lines', which was released in march 2013, and became a huge hit, later on in august of the same year Marvin Gayes children brung them to court due to a suspected copyright infringement of their fathers song 'got to give up' which was released 25 years earlier, both sounded extremely similar and therefore Marvin Gayes children won the court case and received 7.3 million dollars in compensation.
We had to apply for copyright as the music we will be using is not rightfully ours as we do not own the rights for it, therefore we cannot simply use the music whenever we want as this is illegal and against the copyright, designs and patent act of 1988 so we applied for copyright to get around this and have permission to use the material of Gabrielle Aplin and her record label, firstly we searched for Gabrielle Aplins record label and found it was Parlophone, after searching for contact information and finding an email address, we contacted them, only to find out that they had actually been taken over by warner bros records, we then searched for their contact email address or the email address of those within the company, and we found the email address of the press contact, Rick Gershon, we then contacted him asking for permission to use the material of his record labels artist, Gabrielle Aplin, for the song panic cord.
We have not received a reply from the record label that we have contacted, therefore we will contact them again to hopefully get a reply in which they will allow us to use the Gabrielle Aplin song - 'panic cord', once we have received a reply from the record label saying that we have rights to use it, then we will be able to upload it to youtube without having to worry about it being taken down due to copyright acts
Gabrielle Aplin interests me due to the way she reached stardom, she used youtube to gather a fan base and then went from there, and was able to perform on her local radio station which was BBC Wiltshire due to her local recognition and clear talent, also her first release was put on the iTunes store and reached the top 25 in the UK, this artist uses narrative in her music videos which is similar to what we wanted to do with our video and therefore we chose this artist, also the way she made her claim to fame is very down to earth and she had to work hard for it. therefore she is more relatable to audiences and more achievable, this is also shown in her music.
Gabrielle Aplin had her first guitar at eleven years old, she was inspired by artists such as Joni Mitchell and Bruce Springsteen, she is also claimed to be a fan of other artists such as Bob Dylan and Leonard Cohen, her first record label was her colleges in school record label, 'BA1 records' at Bath, she gained a fan base through youtube, on which she posted her version of popular songs such as "teenage dream"by Katy Perry and "forget you" by Cee Lo Green, her big break was when she performed on her local radio station BBC wiltshire, then she went on to release the 5 track Acoustic EP which was later released onto the iTunes Store for people to download, this then reached the top 25 in the UK iTunes album chart, her song "Reverse" featured in the TV show Made in Chelsea. Aplin covered Frankie goes to hollywood's 'The Power of Love' in a John Lewis 2012 Christmas advert, which was a huge hit, English Rain, her album under Parlophone charted at number two in the UK and Scotland, whilst reaching eleventh in Ireland and tenth in Scotland, Parlophone were later bought out by Warner Bros Records. In 2013 Aplin announced her own record label, Never Fade Records which was previously launched just so she could release her own songs, would be taking on other artists. She is signed by Warner Bros Records since they bought out her previous record label Parlophone for a deal worth around £487 million
In Gabrielle Aplins - Please don't say you love me she is both extraordinary and ordinary, she is ordinary due to the settings she is in throughout the video, such as the fields, the party and the car she is in is ordinary, yet she is extraordinary due to her voice and the audience can appreciate this, also she does not overdo the releases of her music and times it just right, meaning the audience always want more as they do not get bored of it, the video is conventional as it is about love and break ups which is a usual subject in indie music, the music and visuals relate as when the couple are together the music is upbeat but when they are arguing it is low and downbeat, this is very conventional to the indie genre, narrative is used to show a love story which is very typical in this genre, there are lots of close ups of the artist, although there is an actor used you see lots of shots of the artist to show who the actual artist is and promote them to the audience, another shot is long shot, this shows both the girlfriend and boyfriend, showing the artist is not shown in a voyeuristic way, she is quite covered up therefore this makes the audience focus on her talent, making them appreciate and respect her more as an artist, the video is narrative based, telling a story of two people in love . The artist is represented as extremely loving and forgiving and a thoughtful person through her body language, she is constantly looking lovingly at the boyfriend and holding on to him, showing how much she loves him, the target audience are typical indie fans who enjoy music based on love and can relate to it due to previous experiences within their own relationships, meaning the artist is seen as more down to earth due to having the same experiences as the audience, the setting is a stereotypical party/car which is relatable to everyday people and helps the audience relate to her as an artist, the iconography of the broke down, average car shows the audience that she is like an everyday person and that she is achievable to be like, the lighting is bright when the couple are together and happy but gets darker toward the middle when they argue, then bright again when they make up, the costume is just an everyday dress showing that she does not think she is better than her audiences and dresses the same as them, her body language shows her affection for her boyfriend throughout even though they have conflicts and she gets frustrated with him, they use a lot of close ups of the artist to show her face and expressions, these close ups help sell her as an artist and help the audience memorise her face, also lots of shot reverse shots are used as it shows her and her boyfriends facial expressions during the times they get along and when they don't, showing they are a normal couple and the audience can relate to this, link shots are used to show the artist and her boyfriends facial expressions and the audience feel they know her as they can tell how she feels without her speaking, slow paced editing is used when the artist is singing, to show the true emotion in her voice and try to get her as much screen time as possible, helping the audience appreciate her as much as possible, also linking back to the present but absent part of dyers star theory, she is on screen for parts but not too long, but a decent amount of time due to the slow editing making the audience focus their attention on her, the artist is represented as down to earth and an everyday, stereotypical person that the audience can relate to and would be able to easily talk to as the artist doesn't think she is better than everyday people and for this reason her audience like her personality and attitude, making it easier for her to succeed.
In Gabrielle Aplins - the power of love, she is both extraordinary and ordinary as she is just wearing everyday clothes, performing in a worn down house, but extraordinary due to her singing ability and also the fact she is playing the piano whilst singing which shows extreme talent, again she is present yet absent for the audience as she is releasing music just the right amount so that there is anticipation for more music from her and they do not get bored of her constantly being in the public eye, the video is unconventional as it just shows her in a room by herself rather than a video showing a couples love story, which is unusual in this genre, there are lots of close ups of the artist playing the piano throughout to show her talent and help the audience memorise her face, there is a relationship between the music and visuals when the pace picks up the lights come on to show on screen the intensity of the music, there is no voyeuristic treatment of the female body, in fact she is extremely covered up as she is wearing a jacket which reveals very little, the video is primarily performance based as it is just a video of her playing the piano. The artist is represented as very talented and as very down to earth as she is performing her video in a run down house to no one, this shows her as down to earth due to not feeling that there should be a crowd for every one of her performances and she is fine with working in front of no one and showing that she is a normal person who has to rehearse, relating with the audience, the target audience are people who really appreciate musical talent and are not bothered by sexual references to draw them in, this allows her to truly be appreciated for her work and not just her looks, meaning she will be respected by fans instead of just sexualised, the music video is a performance music video, it focuses on her playing the piano and singing, in a run down, plain house, so that the audience focus purely on her and are not distracted by anything, this displays her true talent and shows the ability she has. Mise en scene is used through setting, which is a plain, run down house, this focuses the audience on her and purely her talent, the iconography used is a piano, this is the only iconography used to show that all she needs is a piano and her voice to showcase her talent and not voyeuristic treatment of the female body, the lighting is dark throughout until the end when the beat picks up and the lighting brightens up, to show the pick up of the pace of the song, her costume is just plain and covers up her body so the audience see she is an everyday person and that she doesn't want to become famous because of her body or looks, her facial expression throughout is sadness, showing her heartbreak due to breaking up with an ex. Camera techniques such as the close up are used to show her face and help the audience memorise her as an artist and therefore buy future songs with her in, also long shots are used to show her playing the piano and showcase her true talent to her fans and wider audiences, linking shots are used to show the true talent she has, he has shots of her face then her playing the piano whilst singing, this helps make the audience recognise the true talent she has and that it is all her, this represents her as a normal person and not an artist that needs to show off her wealth and fame, this is seen as a good thing as it isn't bragging to the audience that she is better and more successful than them.
In conclusion, we know how we will go about making a music video for the indie genre as Gabrielle Aplin is a good example of an indie artist, as we can watch her music videos and see typical conventions of the genre, allowing us to make a good indie video, we will use the idea of relationships and break ups for our video as it is a common topic for the indie genre.
The purpose of a record label is to help fund the artist in what they are doing and help promote and distribute the artists music to his/her audience, making it available to buy with ease so that it becomes a huge hit, however if it is an independent record company then it will do the same for the artist bar distribution, in which the company negotiates a deal with a large distributer or major record company.
The warner music group own artists such as Birdy, Bruno Mars, Cee Lo Green and Oasis, the main record labels they own are Parlophone, Warner bros records and Atlantic records group, it is owned by access industries, who bought the company off of time warner through the new york stock exchange, this is a major American conglomerate who also own 'top up TV' which allows for advertisement on its channel and therefore spreads awareness of the label, creating a wider audience for its artists.
The universal music group are one of the biggest music corporations in the world, they own big artists such as 50 cent, ABBA, Ellie Golding and James Blunt, they own record labels such as Capitol records, Cash money records and Flawless records, it is owned by Vivendi, a huge mass media company in America, they own canal+ group, the leading pay television group in France, as well as a international film and series producer, this is great for advertisement and allows a wider audience (film/ tv fans that listen to music), this creates a wider audience for their artists and allows them to become more successful, benefiting the audience and the company as it brings in awareness of the artist and therefore raises the profile of the company.
Sony music entertainment are a huge record company in america, they managed artists such as Michael Jackson, Shakira, Britney Spears, Calvin Harris and Enrique Iglesias, these are huge artists in the industry and show the magnitude of the company, which draws in other big artists to join them, they own smaller companies such as Odd future records, Dreamville entertainment and DC flag records, they are owned by the Sony corporation of america, they own sony pictures entertainment who distribute film and television series, they have distributed successful products such as spider man, men in black and resident evil which means they can advertise the label to fans of their franchise and help bring in fans of tv to become fans of their artists, making them more successful and widely renowned
Fools gold was founded in 2007 by the two DJs A-Trak and Nick Catchdubs, it linked the two genres electronic and hip hop, which helped it become a big label which introduced artists like Danny Brown and Kid Cudi, and they still own these artists.
XL recordings was launched in 1982, releasing dance and rave music, currently owned by Richard Russell, it started as an offshoot of beggars banquet records, and is part of the beggars group of labels, Russell focused on working with artists he found 'original and inventive', they own artists such as Adele, Tyler the creator and Radiohead.
I do not think it is right that there are a few dominant record labels as it makes it more difficult for new and upcoming artists at smaller labels to be recognised and become big and successful, this also prevents small labels from becoming big due to the big companies buying out smaller companies and taking upcoming artists, preventing smaller companies from making any big money, independent labels struggle to fund their artists and cannot advertise their artists and help sell them to their audience, whereas big conglomerates can afford to financially support artists and help sell them to an audience, therefore helping them become more successful as a company. Independent labels give new and upcoming stars a chance to develop and release their music, major labels only bring in established stars and do not give new artists a chance to prove themselves, this means independent labels are a key part of the industry and without them we would not have so many new artists. Big record labels allow the artist to be funded with lots of money behind them they can have lots of promotion and be sent around the world to promote themselves as artists due to the big money behind them, also they can create better and more creative music videos as the company have an endless supply of money, however, in comparison, smaller, independent companies have a limited amount of money for promotion and music video production which prevents them from being as creative as they want and truly expressing themselves, this is a barrier when trying to make the artist successful. Artists signed to bigger record label are at the top of the 'hierarchy of record labels' as they have much more funds, artists such as Michael Jackson have become successful due to the finical backing of his record label, the Sony music entertainment, this prevents smaller artists breaking onto the scene as big label artists take all the limelight. Success is measured in different ways, for a big record company an average turnover may be a massive success for independent labels, and for this reason it is hard to compare, although the majority of big artists are signed to a major record label there are independent artists that break onto the mainstream scene and become big, and example of this was macklemore and ryan lewis, their song 'thrift shop' was a huge hit and hit the mainstream music world by storm, it hit number one in the billboard top 100 and their song sold over 7 million copies in the US alone and has hit over 790 million on youtube, showing that independent artists can break through and overtake bigger artists signed to major labels. Independent labels offer support for new artists on the scene, allowing them to mould into their own image and flourish as an artist, whereas major labels expect the artist to sell straight away and settle in the industry easily, if not the artist is dropped and loses their backing from the label, also the independent labels are more open to more diverse acts to gain attention from their audience, by differing from bigger artists, the audience are more likely to look at smaller artists if they are diverse.
Our group has chosen this genre due to the nature of the videos and the resources available to us, with this genre you can tell a story to your audience within the song and video, allowing for it to link and for it to make sense to your audience, relating to them and allowing them to enjoy the artist more and feel they are down to earth and not unachievable, if you do not establish an artist before you choose an artist then you will not be able to truly get the grips of the genre and use co
nventions that make it the genre it is as you will have no example of the style of the genre.
We have decided to use the indie artist Gabrielle Aplin, two indie artists that use a similar style to hers are Ed Sheeran and Birdy, they both follow the codes and conventions of the indie genre, using fairly simple, Ed Sheerans 'A-team' is conventional to the indie genre because it uses narrative to tell a story to the audience which is probably a true story, this is conventional as it allows the audience to build a relationship with the artist as they can see the artist is truly pouring his heart out and telling real experiences of his, showing he has nothing to hide from his audience, this makes them warm to him as a person as they can see how down to earth he is and also allows them to feel like them know him better and see how open he is as a person. However it is unconventional as the songs are usually based on love, not real issues such as homelessness, this is unconventional as usually the topic of the songs are issues that everyday people, paying to listen to the song/see the artist live can relate to such as love. Homelessness is not a topic that many people listening would be able to relate to and therefore it is a controversial choice of topic and was a risk to make a song about as it could have flopped due to the audience not feeling part of the song like they do in other songs of Ed Sheerans, the fact he sings/focuses about sensitive topics like this shows how caring and considerate he is as a person even though he is a world famous star.
Mise en scene is used through the setting of the streets, this shows where she spends most of her time, trying to make money from selling 'the big issue' or from prostitution, and where she sleeps when she cannot keep up with rent; this makes the audience realise how real the issue is and shocks them, helping the artist have a big effect on the audience, due to the shocking nature of it the song is more likely to stick in the audiences head, and due to the audience being shocked it will be advertised through word of mouth by the audience, making it more likely for the to be a huge hit as it is advertised publicly.
Mise en scene is used again through the use of drugs at the end to show the struggle she is going through and what she has resorted to, the use of drugs by her shows the state her life is currently in and that she isn't in control anymore and needs to find a buzz from somewhere to get through everyday, this shocks the audience as they can see what has happened to a poor, helpless girl due to the unfortunate situation she has been put in, the audience will then remember this song due to the shock they have got from listening to it/ watching the music video, this will cause them to talk to other people about the song, getting them intrigued and wanting to listen to it, helping spread the song and making it more successful and helping grow his audience due to them seeing how down to earth he is as a person even though he is famous, a trait that the public tend to like and will relate to artists more if they are down to earth, this helps artists become huge stars due to having wide support from fans who feel like they know the artist personally and will him to do well and help in everyday they can.
Mise en scene is used through low key lighting throughout to show the dullness in her life and the her isolation, also to imply the evil and sadness that surrounds her, things like this reflect the reason she has turned to drugs and how it has helped her get through her struggles, this shocks the audience as they don't realise the true struggles of homelessness and would usually look down on them, the song helps them truly emphasise with the homeless and change their perception of homeless people, and possibly speak about the song to other people similar to them who would also look down on 'people below them'.
Mise en scene is used through wearing loose clothing, this shows that she only buys things necessary to her her and that she doesn't have luxuries, these clothes are purely to keep her warm, and are cheap and worn, showing her money struggles as she cannot afford to buy nice clothes, this shocks the audience as they take their luxuries for granted, this shocks them and makes them appreciate their lives, which they usually didn't, this changes their perception of their lives and would cause them to share it with family and friends, helping spread the song world wide and help make the song/artist more successful and gain a wider/larger audience.
Mise en scene is used through facial expressions which are constantly saddened, showing the struggle she is gong through and that she cannot even force herself to smile anymore due to the intense depression she is going through because of her life as a homeless person, this shocks the audience as they are not used to seeing songs from the perspective of a poor person rather than a rich, successful person, this makes the video unique and helps the audience sympathise with the homeless (which is the artists aim) and look at them as people as well, as they can see they have emotions just like everyone else.
The main camera techniques are long shot to show the distance she is from everyone else even though she is in the streets, as close as she could be to the public, yet she still feels lonely and depressed, this shows how she is not seen as another person by most, bar Ed Sheeran, causing the audience to really be shocked and see how awful they are treating another human being, this video/song really hits the audience hard and helps create an effect on them that will change the way they act around homeless people, the shock will help spread the song around the public as the audience will share the song due to how hard hitting and individual it is.
The other camera technique used is medium shot which shows the audience that they are not better than her just because she is homeless and that she is just as good as person as everyone else, just in a hard situation, the medium shot shows that they are the same level as her, this is the specific reason and high angle is not used as that would give the impression that the public are better than her, therefore the audience are shown that everyone is equal and this helps them understand that the homeless are just as important as them, just not as lucky as the rest and are in a hard time of their lives, this shocks the audience as they can see that they have been treating others wrongly and will cause them to change their behaviour.
The main editing style is fast editing to show the speed the world goes on around her, with no one ever even looking at her or trying to help, making her feel an outcast.
The target audience are everyday people that believe they are better than others just because of their situation, which would include the homeless, the artist is shown in the video slightly, helping the homeless woman and speaking to her, this shows him as caring and as a good person, making the audience appreciate him and respect him. The style is narrative as it is telling a story about a homeless girl, there is a relationship between the lyrics and the visual, as it is a story, at the beginning you hear "white lips, pale face" and see her wandering around in the cold, there is a voyeuristic treatment of the female body as she dresses up to draw in men to get jobs for prostitution to make a living, the performance is majorly narrative based due to the telling of a story throughout.
These are used to draw in a target audience that will enjoy the indie genre and therefore the song, helping it become more successful and make the artist wider renounced by using indie conventions such as low key lighting to show how down and dull she is feeling, this allows the audience to relate to the artist as they can relate to her and feel like she has had the same experiences and therefore can build a relationship between the audience and artist.
Birdys 'wings' is conventional to the indie genre as it is telling a story about her love for someone and how she wants it to go on, a regular topic for indie songs, it is telling a story of how they met and that she misses him, this portrays to the audience the message the artist is trying to get across, the fact that she still loves the boy and that she wants to relive all the memories they had, this helps the audience relate to the artist and emphasise with her as they can understand her pain through the song as she makes it clear that she misses him, therefore she builds a relationship with the audience as they emphasise with her.
However it is unconventional as there is a lot of mayhem throughout with fires, etc, symbolising riots, this is uncommon within an indie genre song as it does not link with the peaceful, loving nature of indie fans and artists, this contrasts to their personality and therefore would be unconventional to the genre, helping draw attention to it and showing the artist will take a risk to become successful as it could flop and cause her to lose fans, by doing this she can draw in new fans that may enjoy the more fiery side of music and therefore widen her fan base, this helps her create a relationship with her audience as they do not expect her to do the unexpected, this shows she has a personality and lets the audience see that she isn't a generic artist.
The setting is at a party at a mansion in which there is lots of ground, showing the wealth of both of them and that the artist is clearly an important person to be getting invited to such high class parties, this causes the audience to look at her as an important person and almost see her as 'above them' due to her being at these big events, therefore showing that she is a big artist, therefore the audience believe she is successful and has good music, helping her convince her audience/new audiences into listening to the song and therefore gaining a wider audience in turn, by doing this as well she creates a relationship with the audience as they respect her for what she has achieved as an artist and they aspire to be like her.
Iconography used are horses, to show their freedom and grace throughout, and that they are two wild animals, this shows the audience that she is a free spirit and lets them see that she can have fun like everyday people do and isn't all work, this helps show her as a down to earth, everyday person and therefore helps her create a relationship with her audience as they believe that she is one of them and is approachable, helping make her more successful as the audience will like her due to her being one of them and not feeling she is above them.
The colour throughout is really dark apart from the fires in the background, to show the little hope she has of being with him but that she still has a small bit of belief, this helps the audience see how down she is and creates the effect of despair and sadness/loneliness, this then reflects onto the audience and they really feel the emotion as well due to the video using the effects really well, this then helps build a relationship between the audience and artist as they sympathise toward her and therefore build a relationship between them, this helps the artist become more successful as they feel closer to the artist and therefore the audience will the artist to do well and do all they can to help her.
Her costume is a dress which she wore to the party, to show the audience she is still thinking about the time she was with him and won't let the memories go, this helps the audience see that she is clinging onto the memories and trying to cling for as long as she physically can, therefore the audience see she is truly pained and the depth of the love she has for him, this helps them sympathise toward her and therefore build a relationship between them as she shows she feels pain because of love like everyone else, helping them emphasise with her as they've been in the same situation as her and therefore can understand what she is going through.
Her face is pained when she thinks about him, gutted she won't be able to be with him again, these facial expressions help show the audience the true pain she is going through and helps them understand the song better and the true feelings of it, the audience can sympathise with the artist as they can see what she is thinking/feeling without her even speaking, this makes them feel like they know her better as they know her thoughts without her speaking, this makes them feel like they've known her for years and know her well, this helps them warm toward her and feel like they know her personally, therefore doing everything they can to help her succeed.
There are lots of close ups of the artist to show the emotion on her face as well as to sell the song and future songs, helping her gain a larger audience and become more successful, these floes ups help the audience see the artists emotion up close and truly see that she is actually feeling these emotions and puts these into her songs and therefore shows that she hides nothing from the audience as she wears her heart on her sleeve and lets the audience see all her true feelings, this helps them build a relationship with her as they feel they know her well as they know what she is thinking just through the look on her face.
Long shots are used throughout to show the whole area and how large the party is, showing its importance, as well as showing the mess they've made, this helps her audience see the whole picture and get a true feel of the scene, helping them engage into the music and really enjoy it, therefore helping the artist become more likely to become successful and build relationships with the audience due to them feeling involved in the music and feeling like they are the same as the artist and that she truly is an everyday person.
There is fast editing used to show the speed the night went and how she enjoyed it, wishing she could relive it or it could go on longer, so she could be with the person she fell in love with again, this editing helps show the audience that she truly was enjoying herself and that she was having so much fun with the man that the time flew by, and she wishes it didn't go so quickly, and she
wants to relive it, the audience sympathise for her and really feel sorry for her, this helps build a relationship between them as they know how much she wants to be with the boy.
The target audience are those that enjoy love songs, so this means your typical indie fans, she definitely bases this song on her current audiences taste, by basing it on a conventional indie fans taste of music she is likely to reach a wider audience of the indie genre and therefore is more likely to become successful within it, if she aims at a niche audience then it will only be successful within a small part of the community and not be a successful hit, by generalising it, it reaches more people and will be more likely to be successful and build relationships between the audience and her as they enjoy her songs and can truly relate to her
The artist is represented as someone important that is looking to find love and has found it, but lost it again, this is conventional to the indie genre and makes them more likely to relate to it, therefore she builds a relationship with her audience and will be more likely to be successful.
The style is narrative as it is telling the story of her night with this man she has fell in love with, the lyrics and visuals relate as it is talking about her love for this man and then it is showing the story of what happened, at the beginning there is a relationship between the visuals and music, it is fast paced and the camera is quickly switching between peoples faces, there are lots of close ups of the artist to help 'sell her' as an artist to her audiences as well as others, the performance is mainly narrative as it is telling a story of her love life and how she wants it back.
This research will help as it will give us ideas on what to do for our video, for example we will be using a narrative music video to help tell a story to the audience, also it will be about a love story although it was interesting to think about a real world issue as one as well, this is because love is conventional to the genre and will be easier to re create.
This draws in the target audience as the video sticks to classic indie genre conventions such as a narrative style of music video to draw in the correct target audience and therefore draw in fans of indie music, helping the artist become successful along with the song, and helping the artist form a fanbase to help them succeed, the narrative draws in the audience as they can relate to the storyline and therefore feel like they are similar to the artist and can relate to their problems and life, making the audience build a relationship with the artist.
A star may want to reinvent themselves as they want to change the way their fans see them or they may want to appeal to a wider audience, to become a more successful and well known artist, or they may just want to appeal to a completely different audience, they may also want to create publicity to get themselves into the spotlight and be spoke about by everyone, meaning they become relevant again and could release a new single during the peak of interest, examples of people that have done this are Miley Cyrus as she was associated with being an innocent child friendly artist due to her association with Disney, she decided to change this to show her 'maturity' and changed her style completely, Justin Bieber also was associated with kid friendly songs, due to being a kid when he sung them, as he grew up alongside his audience, his music matured alongside him, keeping his fans interested as they grew older.
The video from the Jackson five - Blame it on the boogie was part of the disco/funk genre, it is conventional as there is a dance routine, which is common within the disco genre as it is made to try to get people to dance along with the music, the dance routine also shows the professionalism of the group and gives the audience ideas on dance moves to use during this song, it is also very colourful, this interests the audience and engages them into the song/video and shows the vibrance and how flamboyant they are as a group, drawing in the audience and making them like the groups personality more.
The lyrics and visuals relate due to the lyric being "I just can't control my feet" then on the screen there are shoes moving about uncontrollably without any legs attached to them, showing that there is no one to stop them, this allows the audience to understand the lyrics and engage into the video, there is also a relation between the music and visuals, when the beat speeds up, so does the dancing, this allows the audience to keep in time with the song and keeps them engaged, it also makes the video much more watchable.
There are lots of close ups of the main artist, Michael Jackson, this allows the audience to remember his face and buy future songs with him in because they remember they like previous music he has been in, this is essentially selling the artist and using them to make it easier to become successful and allows the audience to create a relationship with him,
The video is mainly performance based as it is focused on the dancing and there's no real narrative or concept, this allows the audience to see the artists true talent as the artists ability is showcased.
This song is conventional to the disco genre as there is a dance routine and it is very colourful, this interests the audience and engages them into the song/video.
The video represents Jackson as fun, energetic and charismatic, making him appealing to his audience as he is enjoyable to watch, Jackson is made to stand out from the rest of the group as he is the most sell able due to his personality, therefore they make sure he stands out and get him on camera most, getting him well known, the artist is ordinary as you can see he is like everyone else as he is dancing throughout like an everyday person but his voice makes him stand out from the rest as it shows his extreme talent.
The target audience are disco goers who want to dance to the music they listen to and enjoy themselves, the video is just there to allow the audience to enjoy themselves and dance along with the music, this is with the times in which disco and dancing were extremely popular and would be common for people to do on the weekend.
The next video is from Michael Jackson - They don't care about us, this song is unconventional of the pop/ RnB genre, usually the songs in this genre are about sex or love, whereas this is about real matters and world peace, which is very unusual from artists in this genre, another unconventional aspect within the video is the clothing the artist wears throughout the video, he wears very eccentric clothing and does not wear anything that shows of his style and wealth.
There is a relationship between the music and visuals, the beats are in time with the drum on screen as well as the fast paced dancing to go with the fast paced beat, enhancing the power of the lyrics of the song and getting the point across to the audience, the power of the banging drums symbolises the seriousness and danger of the issue and the fast paced beat shows the speed the issue needs to be addressed, there are lots of close ups of the artist to promote himself as an artist and allow audiences to recognise him from previous successful videos and therefore buy this song due to enjoying his previous work and allows the audience to build a relationship with him.
The performance is mainly performance based due to the large amount of dancing from Jackson and the extras around him on the island, also it is concept as it is about wanting equality and world peace. The video represents the artist as caring and down to earth as he is with people from a poor village and not with other rich people, showing that he does not feel he is above everyday people, this song promotes the artist as a good person and therefore is being used to sell him to an audience, the artist is ordinary as he is associating with people much poorer than him and less fortunate but extraordinary due to his superb voice and the amount of people that surround him and want to join in with him, showing his world wide fame, this video places fans against hegemony due to him trying to get across that everyone is equal and that no one should be seen as better or superior to anyone else.
The artists target audience are peaceful, world loving people who believe in equal rights and are caring and affectionate toward those less fortunate, this audience has changed since the other video as times have changed and that type of music is not as appealing anymore, people are currently caring about others and wanting equality around the world, so Jackson appeals to them with this video, the video is trying to get the message of equal rights and loving others across, this is getting a different point across to the last one, due to the change in time period and priorities, in this period people cared about others well being and equal rights and world peace, making this video extremely relevant at the time.
The final video is from Michael Jackson - You rock my world, this song is conventional to the pop genre as it is about love and it sexualises women (voyeuristic), making it clear what genre it is, a second convention used within the video is the dancing and singing on screen, showing the artists talents, helping the artist build a fanbase and showcase his talents.
The lyrics and visuals match as the song is about a girl he is in love with and the video is showing him flirting and singing to the girl throughout, this allows the audience to understand the lyrics and what he is talking about, and therefore really relate to the music and the artist, Jackson also dances in beat with the music and therefore the music and visuals are in time, showing the professionalism of the artist, which makes the audience appreciate his work more and respect him as an artist, there are lots of close ups of him with his hat which is a trademark of his and lets the audience associate him with the classic hat, creating a relationship between him and the audience as they feel they know details about him, the video is performance based as there is constant dancing toward/with the girl, also there is narrative, a story about Michael Jackson and the girl he is in love with.
The video represents the artist as smooth and a ladies man, that he can get any girl he wants, this makes the audience look up to him and see him as superior, the artist is sold to the men by them wanting to be as smooth as him and sold to the women through wanting to be with him, selling him extremely well to his audiences, the artist is ordinary as he is in a bar with ordinary people but he has the ability to get the woman in the video within no time and therefore is seen as extraordinary. The target audience for this are single fans who listen to chart music and feel this is something to look up to, and has therefore changed since the last video as he has become much less political due to the current times not caring as much about views on equal rights, etc.
Michael Jackson constantly changed his appearance/ personality/ music with the times, to keep up to date and popular trends, meaning his music was never 'old' and he was never seen as 'past it' therefore he stayed popular constantly and was never out of the public eye, keeping him successful and therefore made him extremely famous and well known to everyone world wide, helping add longevity to his career which is needed for success. This will help as I know I want an artist that is with the current times and will not be seen as out of date to current audiences and how to create a successful career for my artist.
This video engages the audience through the use of mise-en-scene, cinematography and editing, each of these help the audience get drawn in to the video and want to carry on watching, the video uses mise-en-scene such as positioning, drake is positioned in the very centre of the room, this makes the audience focus on him and means emphasises the superiority of him and that he is the main star in the video, this attracts the target audience to him as they know he is the big star, this is conventional as rap stars often want to be the focus of the audiences attention and get the audience to talk about them.
Cinematography is used through camera shots to engage the audience, there are close ups of his face throughout the video, this is used to make the audience recognise his face and therefore 'sells him' as an artist and as a product, this means that the audience will buy the current song and if they enjoy it, future songs just because they recognise the artist and have enjoyed his previous work, this is conventional as it allows him to become more successful as an artist and more recognisable to the public if his face is constantly put in front of them.
Editing is used through fast and slowed pace editing, during the chorus in which drakes singing is slow it is timed along with the slow beat in the background, but then the speed of the verses speed up along with the beat which becomes quick as well, this allows the audience to see his organisation as well as his power, as he is in control of the beat and can change the pace any time he wants, showing his superiority, this allows the target audience to look up to him and see him as better than other artists, this is conventional as artists want to stand out and be seen as superior and almost god like.
Ed sheerans - A team, the mise on scene used is the setting of streets to show the struggle she is going through and allowing him to tell a story, he was also homeless at one point and therefore allows the audience to relate with him as they know it is a personal story and they feel they know him personally as they have seen into his background, also the fact that he was homeless and is now a successful artist makes the audience appreciate his work and possibly help them believe that they could still make it, this is conventional as the artists want to be as close to their audience so that the audience relate to them.
The cinematography is used through camera shots, a long shot is used to show her distance from the world around her, how helpless and separated she is from the rest of society even though she is in public, surrounded by people, this is conventional as it makes the audience feel sympathetic toward the person in the video to help the audience create relationships with the artist, as they know this story is personal to the artist, also the long shot is on the same level as the homeless woman, to show that no one is better than anyone else and everyone should be treated the same and seen as equal, this is unconventional as artists do not usually use such sensitive subjects as an influence for their music, also the artists tend to try to show themselves as extremely rich and well off, to make audiences aspire to be like them
Editing is used in the same shot, fast editing is used to show all the people going past, not one, except Ed sheerans taking a minute to help her or even acknowledge her, treating her as if she wasn't there, this is why the people fly by so fast, to show that it is just a second for them but a full day of the same constant rejection for her, this helps the audience relate as they are sympathetic and can relate to her as they feel sorry for her and think about yah amount of times they've ignored similar people and not had a second thought about it, this is unconventional as it is making the audience feel guilty and reflect on their past, ed sheeran is almost calling them out and teaching them a lesson
The Rolling Stones- it's only Rock and roll uses mise en scene through the positioning of the lead singer, making the audience focus their attention on him and relate to him the most as they feel they get an insight into him the most, this is a marketing tool from the record label to help the audience memorise his face and help sell future songs the band release as they recognise the lead artists face, this is conventional as record labels try to sell their artists like products as it is an effective method of selling music and becoming more successful as an artist.
Cinematography is used through a high angle shot, looking up at the artists, this makes the audience believe the artists are above other artists and that they are superior, making it more likely for the audience to like them over others and look up to them as idols, this helps the audience build a relationship with the artists as they feel they need to follow them as they are superior to other artists they know and therefore better musicians/artists, this is conventional as the artists wants to be seen as better than others and stand out, making them more likely to be successful
Editing is used through linking shots, it lets the audience see different angles of the whole band and also a close up of another artist in the band, this is key in selling the whole band to the audience, making sure they all relate to the audience, allowing the audience to really buy into the band and become big fans of them, making it easier to become successful and aell current and future songs, creating a wider audience for themselves
The audience enjoy music videos as it allows the artist to show their personality and lets the audience get to know them personally and relate to them as they get an insight into their personality and views on certain things, which the audience may then take on as their own views, creating a greater relationship with them, this means that for our music video we will try to create a relationship with the audience by giving them an insight into our artists life and what has happened to them, allowing a relationship to be built
The artist is represented as a dark and deep/emotional person that has felt pain and is using that to influence her music and using real emotion, which gives the music more depth and allows the audience to relate to her as she is a normal person, dark colours are used to contrast with the white, showing her unconventional side and her unique personality breaking through, also the words stand out due to the white being opposite to black, she is positioned in the middle to focus the attention on her to show her importance and that she is the main person. The advert promotes the music genre as it shows the unconventionality of it and why it is different from other genres and the talent of its artists, it shows the individuality of the artist and makes her stand out, due to her being different to other artists she stands out and appeals to the audience, the connotations of this are that the artist is running away from depression and sadness (dark background) to try to stay in the light (happiness), also it represents her as having a dark background she wants to get away from, the typography is very bold and stands out, this shows that she is very open and is a very forward person, also it is done so that the audience can memorise what is said due to the boldness of it, making it stick in their mind, the style of language is straight to the point, again showing how forward she is and helping it stay in the audiences memory, it only uses the information the audience need and no more than that, the advert promotes the music genre as open and light hearted but with a dark emotional hidden message, which the audience can relate to and emphasise with the artist, it promotes the artist as open and down to earth, with a dark background like many other people in the real world, that she is just trying to get away from and start a happier, better life, the advert attracts the audience as it shows the information needed without any information thats not needed and therefore attracts the audience as it is a brief read that informs the audience in all they need to know.
The artist is represented as bright and colourful, meaning she has a bright and lovable personality, making the audience like her more due to her being so upbeat, the colours show her bright and upbeat music and therefore attract the audience to her music due to it looking fun and enjoyable, the design has quite a blank background of just a brick wall, making her the main subject, her being enlarged to make her stand out is key as well. This promotes her as an artist as it makes upbeat and fun loving audiences attracted to her music due to the poster standing out and drawing them in, it promotes her as it makes the audience want to be around her as they know they will enjoy it, the bight colours draw in the audience and keep them interested, the connotations of the advert is that the artist has simple music with a simple life which is no different to anybody else, we can see this through the use of a plain brick wall as a background to show how she is not glamorous and rich like other artists and can be related to by the audience, also she is staring directly at the camera, showing she wants to relate and create a relationship with the audience as it creates a personal relationship with the audience, the typography is fairly bold for the tour dates to help memorise them, but her names is different to normal writing and is more squiggly, showing the fun and individual side to her personality that they may not have got from the rest of the advert, making the audience warm to her as she has a bit more of a personality,the language is straight to the point so that the audience can memorise what dates are for what locations, the advert promotes the genre as down to earth and straight with the audience, but also has a bit of flair and fun within it which the audience can enjoy and create a relationship with, it also promotes the artist as willing to build relationships with the audience due to her looking directly at the, and also a friendly, down to earth artist that is unique, finally it attracts the audience as it is a simple but colourful advert, which the audience can get all the information from quickly, whilst it is not a dull advertisement.
