This post is vital as it will allow the group to identify and understand the purpose of copyright in the music industry. This will be achieved by carrying out research regarding copyright laws and how they are used in the industry. It will also be related to examples of music videos where the regulations have been put in place.
The copyright law is a legal regulation that prevents individuals from being credited for work that is not theirs. It prevents individuals from using or potentially copying work without consent from the individual or company that produced it.It gives the creator exclusive rights such as the ability to perform the work, as well as to be credited for it financially. It can be applicable to any form of an idea such as film,music video etc.
When filming a video to an already existing song,copyright must be applied for. This is because if the video made was of a poor quality, it may have a negative impact on the artist/ record label. Therefore the record label must be aware that a video to a song released by them will be created. Copyright also ensures that the artist is mentioned and so credit isn't taken for the song itself.
In regards to 'Impossible' by James Arthur, the record label is Syco which has the email; syco.prod@gmail.com. An email applying for copyright was sent on the 27th September 2013 at 12:38 as seen in the snapshot below. This was done in order to avoid our production being interrupted by not receiving permission to use the song selected.
We are still awaiting a response from the record company however also aim to re-send the email multiple times to assure that as much as possible is done to gain permission. The record label will therefore be contacted again in the hope of receiving a response.
The group consists of four members; Jamie Gregory, Lauren Vale, Dipika Sharma as well as myself.
As two members of the group have previsouly worked together on a media project, they are aware of eachother's work ethic and therefore get on well together. All members of the group were chosen on the basis of a similar line of thought. However each member provides different skills. Lauren has high organisational skills and so will be able to plan the production effectively. Dipika's strenght is the camera-work which will be useful when filming the video. Jamie is able to edit and so his skills will be used when editing. I am most creative within the group. I will be able to put forward ideas to put into the music video and so this will be beneficial when planning.
Inspiration from other music videos
James Morrison - I won't let you go
The music video alternates between the two main aspects of the video; performance and narrative. The performance which is the first aspect establishes the artist. Whilst performing, close ups are used to display facial expression and so emphasise the emotion of the lyrics. This allows the audience to connect with the artist and potentially relate to the words.
The video constantly alternates between the performance and narrative which involves a girl laying in the middle of the street. The visuals are parallel to the lyrics "you keep falling down" which is suggestive of her giving up, The two aspects are interwoven and then come together towards the end as the artist directly faces the girl whilst performing.
Lana del Ray- Summertime sadness
The video to 'Summertime sadness' involves a theme of suicide that is presented as "dying happy". This is presented by the artist standing on the edge of a cliff where she then falls. The cliff is a prominent use of setting due to the intensity of the landscape as well as the excitement it provides. It has the potential to infer varied connotations such as freedom and unhappiness.
Demi Lovato - Give your heart a break
The extreme close up of the photo held by the artist displays the emotional hold the relationship has on her. Photos act as a motif that is repeated throughout and is therefore a prominent use of iconography. It reoccurs across the entire video which is effective as it represents the relationship.
Throughout the video which involves both performance as well as narrative, flashbacks of the male and female are used to demonstrate their once felt happiness. A contrast is therefore created between the past and present narrative. The audience therefore understands and can potentially relate to the pain felt by the audience.
Mise-en scene:
Setting:
The most significant location used will be a cliff top which signifies freedom and the 'edge of despair'. This will be used at the ending of the music video. An indoor setting of a room will also be used for flashbacks of the past. It will show the couple in a normal setting where their proximity can be emphasized.
Iconography:
The most prominent element of iconography that will be used in the music video will be cards which have numerous connotations. Cards are able to signify a 'game' which is able to relate to a relationship in which two people are involved and may be against eachother. As there are 13 types of cards, they can be carefully selected which provides freedom as to what they connote i.e. a king and a queen can be used to illustrate a relationship. As this is the most significant, it will re-occur across the video. It will then be used to show the break-down of a relationship through the use of fire.
Fire will also act as effective iconography as it will show love burning out; showing the end of a relationship between the individuals involved. Fire also has a strong connotation of pain which is relevant to a break-up and can therefore infer the emotions inflicted. As well as being an effective technique of illustrating emotions, it can also be edited to create effective footage.
Costume:
As the song is of a pop genre, casual clothing will be conventional. This can consist of a checked shirt, jeans and converse for the male and a baggy shirt worn by the female. It will be used in an indoor setting such as a bedroom. In the ending scene which takes place at a cliff top, the female will wear the colour white as it signifies purity and innocence.
Lighting:
High key lighting will be used throughout the majority of the music video as it will take place in an outdoor setting which involves natural sunlight. The landscape surrounding the cliff top will be intensified. The indoor location will also display high key lighting. Low key lighting will only be used to show the performance aspect of the song in which the artist will be against a black background.
Positioning:
The artist will be at the centre of the frame to illustrate his importance as an artist.
Cinematography:
Close ups:
close ups will be used to emphasise the artist's facial expression and therefore display his emotions. This will allow the audience to relate to the artist will also be used to show iconography such as the cards, the burning of the cards and other conventional elements such as the guitar. They may also show the female's costume.
Panning shots:
this will be used in order to show the artist performing which is conventional of the pop genre. It will be related to the performance aspect as a guitar will be seen; music being vital to show performance.
Editing:
Slow paced editing:
When editing the video, slow paced editing can be used to display the narrative. It will enhance the emotions involved in the video and therefore allow the audience to relate to the male and female.
Fast paced editing:
As the narrative evolves, the editing pace can increase. It will be parallel to the music which conforms to Goodwin's theory. This will be used in order reflect the chaos and instability of the relationship. It will intensify the video's impact on the audience by providing excitement.
Straight cuts:
This type of editing will be used to jump from one shot to the other when the pace increases. It will be used to alternate between the peformance and narrative aspect of the video.
Target audience:
The target audience of the music video will be people between the age of 15-22 years old. This is because they will be able to relate to the song as the artist is of a similar age. The concept of the song is also suitable to that age category.
Music video theory
Goodwin's theory:
This theory will be used as the music video will demonstrate the genre characteristics. As it is of a pop genre, it will focus on the narrative and display locations such as a cliff top which is also used in Lana Del Ray's 'Summertime sadness'. A relationship will also be formed between the lyrics and visuals; 'I remember years ago' will be linked to a flashback of the male and female. The video will also display voyeuristic treatment of the female body by showing the female in a baggy top through the use of a tilt. Demands of the record label will also be met by using close ups of the artist in. order for him facial expressions to be visible which allows the audience to form a relationship with the artist.
Richard Dyer's star theory:
This theory will be be applied to the music video as the artist will be present as a 'star' which is constructed using several elements. The star will be simultaneously ordinary meaning the audience will be able to relate to them as well as extra-ordinary due to their talent.
Planning:
The snapshot above is the initial planning that was carried out during the lesson. All elements such as the mise-en-scene, research, annotation of lyrics were discussed with all members of the group. The initial plan lacks detail however all points will be expanded upon during the next meeting.
Group meetings and discussions 2
The snapshot above demonstrates the planning of the narrative for the music video. This was carried out through the use of a simplistic story-board which consists of all the key elements that will be involved in the production. As the story board only involves eight scenes, it lacks detail and so the ideas must be developed thoroughly prior to filming. The storyboard shown above illustrates the main aspects such as the iconography. The guitar is a convention of the genre and so will present the artist in a ordinary way whilst displaying his talent which conforms to Dyer's theory. The cards act as a singnificant motiff that will be used throughout the duration of the video. They signify the relationship which will allow the fire to convey the relationship burning down.
Why would an artist choose to create a diverse music video?
Music videos provide the record label with freedom regarding the way in which the artist is represented. The freedom refers to a variety of elements that can be diversified such as costumes,props,settings; elements of the mise-en-scene. However most music videos to mainstream music conform to stereotypical genre characteristics. This provides the target audience with knowledge as to what genre the music video belongs to. As well as following traditional expectations, music videos tend to follow certain theories such as Richard Dyer's and Goodwin's in order to gain a mass market appeal. However music videos that are considered to be diverse do not conform to the stereotypical genre characteristics. As opposed to the majority of music videos in which the visuals are parallel to the lyrics, diverse music videos do not necessarily display a relationship between the two. They present different themes and concepts which contrast against those of a more typical nature. Diverse videos do not have to abide by the rules of censorship; however this may have an impact on the channels they are then aired. Directors of diverse videos such as Chris Cunningham and Micheal Gondry break the boundaries of the music industry by producing material which is highly unconventional In order to understand the purpose of diversity a selection of their productions have been analysed on:
1)Presentation (genre characteristics)
2)Goodwin's theory
3)Structure and style of video
4)Representation of the artist
Chris Cunningham
Chris Cunningham is a British music video and short films director. He is known for breaking boundaries as he does not conform to generic conventions. He is knows for producing unusual and innovative videos that appeal to a niche audience; one with distinct preferences. This means his work is not aired on mainstream channels such as MTV as the videos are not suited to a mass market.
Frozen - Madonna
Madonna's video to 'Frozen' does not conform to the generic pop conventions due to the mise-en-scene being of a Gothic nature. The colours used in the video are dark and so contrast with the emotions in the song i.e. love. This isn't the only contrast visible in the video. Although the song speaks of being 'frozen', the location being a desert has connotations of warmth. Madonna however felt a dessert would act a suitable visual due to it being desolate which can also be considered as cold and empty. The most significant iconography visible are the animals such as a black dog and a flock of crows which are widely known symbols of death. They are therefore typical of thriller film as opposed to a pop music video. This is also reinforced by the use of black and white which subverts the conventional vibrant colours seen in music videos of that genre. The elements visible in the music video convey a sense of fear which subverts the emotions music videos of this genre aim to evoke.
According to Goodwin's theory, music videos demonstrate genre characteristics. However this cannot be applied to a music video that displays diversity as it aims to do the opposite. Although this element of the theory is not relevant, the video does portray a relationship between the lyrics and visuals. The visuals seen in the video are parallel to the lyrics, for example 'Love is like a bird' is presented by the visuals of black crows. Also, the lyrics 'your frozen when your heart's not open' is suggestive of the artist being unable to access the heart of the male referred to throughout the song. This is reflected by her covering her own heart with black silk. This also illustrates a relationship between lyrics and visuals however it is not extremely distinguishable. The title of the song itself ‘frozen’ is well reflected by the artists’ static movement and pale face. However regardless of certain aspects of Goodwin’s theory are visible, the video does not appeal to the pop audience in away way due to the unusual way in which the artist is presented.
The video displays a 1:9 narrative to performance ratio. The artist is seen miming the lyrics and so it is highly performance based. It does display some narrative however this aspect is limited. The performance aspect of the music video is evident due to the artist miming the lyrics towards the camera. The narrative is made apparent through the use of iconography i.e. the flock of black birds and the dog which act as transformations of the artist. This further signifies the cold atmosphere that is present throughout the duration of the video.
The presentation of the artist is highly gothic due to Madonna's black clothing and pale, almost transparent, face which may be suggestive of her allowing the audience to see through her exterior. The way in which Madonna is portrayed does not abide by the conventional ways a pop artist is presented. The 'shatter' effect used when she hits the ground and transforms into a flock of black birds present her as beastly and rather frightening. Her persona then triples which may be suggestive of a split personality. One crawling amid the dessert is also suggestive of a thriller as opposed to a music video to a song of this nature. The artist's representation follows Dyer's theory in which a star is a commodity as she is simply sold to a specific audience which is obvious by the drastic contrast between her previous videos and the one directed by Chris Cunningham.
Aphex twin - Come to daddy
The music video to 'Come to daddy' has been constructed for a techno dance genre. It does not however display the conventional genre characteristics that are expected to be seen by the audience. Unlike typical videos that are set in a fast-paces club scene, the video is thriller-like. It is set in an industrial setting of a dark underground car park in which an old woman is seen walking her dog. The setting in which the video is set in is likely to evoke confusion and uneasiness from the audience which aren’t the conventional emotions videos of this genre aim to evoke. The narrative consists of the dog urinating on an abandoned television seen on the pavement causing it switch on. A distorted image of a man's face is displayed which is considerably frightening. This is accompanied by a gang of small men dressed as school girls that cause havoc and trash the alley. This enhances the atmosphere presented in the music video with the people being a rare choice; the way in which they are dressed being strange and unexpected. The demon seen previously emerges from the screen and screams in the old woman's face. The narrative of the music video is highly unusual and so breaks the boundaries of techno music videos. It is evident that it does not abide by any conventions of the music genre which underlines the unique style of the director. The video is highly diverse which may therefore cause disturbance to certain viewers meaning the video would not be aired on mainstream channels.
Goodwin's theory consists of a variety of elements that can be recognised in most videos. However a diverse video creates difficulty as the elements aren't applicable to such an extent. ‘Come to Daddy’ features limited aspects of Goodwin’s theory due to the director’s desire to subvert and ultimately break conventions of the genre. One point listed in the theory mentions a relationship between the lyrics and visuals. Although this isn't obvious to viewers, the lyrics ‘I will eat your soul’ are accompanied by the frightening projection on the television screen which displays a distorted face of a man that appears to be screaming. There is a link between the terrifying nature of the lyrics and what is seen by the audience. There also appears to be a link between the visuals and beat of the music due to the editing, for example when the men are seen running. This isn't necessarily prominent however it can be linked back to Goodwin’s theory which also states there is a relationship between the visuals and music. No other elements of the theory can be found which emphasises how different the music video is. As the theory is not used, it is evident that the director’s aim is to create a diverse video.
The video is narrative -based throughout its duration. This is because the video resembles a short thriller film and so the narrative evolves; consisting of a beginning middle and end. It flows continuously which makes the narrative the main focus and so the most significant aspect of the video. The audience can easily understand the narrative however not entirely due to the confusion caused by the random components it involves. This may however be beneficial to the artist as it may encourage the audience to research into the lyrics of the song and the artist which may also entice them to further explore the artist’s music.
The music video does not provide the audience with a representation of the artist. The video is entirely dependent upon the narrative with no performance from the artist. The artist being absent from the video means the audience is not aware of what the artists’ characteristics or the way in which they are portrayed in the music industry. They can only create their own idea of a representation by making assumptions as to how the artist wants to be represented by watching the video. This may encourage them to research into the artist however it can also provide negative assumptions which may discourage them to find more music videos of the artist which would therefore have a negative impact on both the artist and in turn the record label.
Micheal Gondry
Micheal Gondry is a renowned French film maker recognised for his individual style and manipulation of mise-en-scene. He produces unique videos which subvert conventional elements seen in music videos and therefore ignore the mainstream theories. His work is however more neutral when compared to Chris Cunningham.
Kylie Minogue - Come into my world
Micheal Gondry is a renowned French film maker recognised for his individual style and manipulation of mise-en-scene. He produces unique videos which subvert conventional elements seen in music videos and therefore ignore the mainstream theories. His work is however more neutral when compared to Chris Cunningham. Chris Cunningham is known for producing videos that are dark and evoke a fearful atmosphere which may be of disturbance to some viewers. This differs to the directing style of Micheal Gondry who involves unusual elements in music videos however they aren’t harmful to viewers as they are not considered as frightening or distressing.
Micheal Gondry is the director of ‘Come into my world’ by Kylie Minogue. Although the song is of the pop genre, it does not display the conventions typically seen in music videos of this genre and so does not display what is expected from the audience. The music video is unusual due to its repetitive nature that is created due to ‘Kylie’ and her surroundings multiplying every time she completes a full circuit of the area. As she duplicates and so do the people around her, a chaotic scene is created. This provides the audience with an illusion that is likely to be questioned in regards to its purpose or meaning. It does however make the video engaging. The diversity is also recognisable as the video is almost an independent video that would not be typically associated with an artist such as Kylie who is a multi-national star.
Goodwin’s theory can be applied to the music video due to a relationship between the lyrics and visuals. ‘Come into my world’ which is the title and main focus of the song is reflected by the visuals of Kylie and her surroundings multiplying. This suggests Kylie is inviting people into her world which is full of chaos due to her hectic lifestyle caused by fame. Goodwin’s theory also mentions the demand for close ups however in this video this demand is not met. Kylie is presented in an ordinary way suggested by her carrying out ‘normal’ tasks such as picking up dry cleaning. There is no focus on her appeal appearance-wise. There is also no voyeuristic treatment of the body as suggested by Goodwin’s theory which presents the artist in a more subtle way, emphasizing her innocence and purity. This reinforces Kylie’s ‘ordinary’ image which the video conveys.
The video is based upon the narrative as well as performance. The structure and style consists of 80% performance and 20% narrative. The performance aspect is made evident through Kylie singing throughout the entire duration of the song. However unlike conventional pop songs, the performance aspect is not emphasized i.e. on a big stage in front of an audience or accompanied by effective mise-en-scene. There is no dance routine involved; the performance aspect being extremely simple. The simplicity connotes the artists’ talent to be natural rather than forced or created out of nothing. The narrative is also significant as it relates the lyrics to what is seen however it is repetitive and so does not involve many elements. It does however allow the artist to create a relationship with the audience who is able to gain an understanding of the artist.
The music video created by Micheal Gondry gives quite a simplistic representation of the artist. It presents the artist in an ‘ordinary’ way as suggested by Richard Dyer’s star theory. The viewers are likely to consider the artist as having a ‘girl next door’ personality which is created by the narrative of the music video. The artist not only carrying out normal tasks that are expected to be done for her rather than by her but wearing casual clothing emphasizes her ordinary self. This allows the audience to relate to her and so form a relationship. Although she can be considered as ordinary, she is also extra-ordinary due to the diversity of the music video which has an aim of presenting the artist as unique. The way in which she is represented helps to gain fan loyalty as well as to attract viewers.
White stripes - The hardest button
The song ’The hardest button to button’ by White Stripes is of an alternative rock genre. The music video does not convey the typical genre conventions of rock music such as exaggerated movement of the individuals involved in the performance aspect. While rock is commonly associated as a way of expressing rebellion, the video does not portray this. It does however follow conventions to a certain extent through the use of colours such as red and black as well as the instruments involved i.e. a guitar and drums. This is typically seen in videos of the rock nature. The video itself involves transitions which increase the amount of an object such as the drums which increase one by one.
Goodwin’s theory is partially present in the music video although it is not as distinguishable as it typically is in music videos that are conventional to the genre. The theory mentions a relationship between the music and visuals seen on the screen. The video features straight cut transitions in which an instrument is added. This is parallel to the beat of the music. Although the music video is diverse and so does not follow most conventions, the video does display some conventions such as the heavy make-up worn by the performers in the video.
The style and structure of the music video is mainly performance. There is no narrative or concept in the music video due to the simplicity of the video. The artists are simply performing with the female playing the drums whilst the male plays the guitar whilst singing. Although this may be of entertainment value, it prevents the audience from forming a relationship with the artist. The video displays diversity in a way which makes the video difficult to understand and so this may have a negative impact on the viewing of the video as there is no clear purpose as what it tries to convey.
The video gives a simplistic representation of the artists which does not give much away to the viewers. The video can be considered as portraying the artists in a negative way. As they are only seen performing, the audience cannot get an insight into their character. They seem quite static in the way they perform and do not express much through their body language or expression. This may discourage viewers from watching the video and further explore their music as they do not appear to be interesting.
Advantages and disadvantages of producing diverse music videos
Music videos that display diversity will not be successful at targeting a wide audience due to the need for viewers to have a distinct taste. They are not suited towards a mainstream audience that expect to see conventional elements of a certain genre. Diverse music videos tend to be unusual and so audiences that prefer conventional music videos may not understand the diversity. It may also prevent them from forming a relationship with the artist due to not being able to relate to the music video. It may also discourage them from looking into other material of the artist due to the belief they will not be able to relate or gain an understanding of the artist nor the lyrics.
However certain viewers may be curious as to how the video subverts stereotypical genre characteristics. This may encourage them to research into the work of the artist which increases the audience of the artist. The curiosity of diverse music videos is evoked due to the freedom a diverse video allows. The director does not have any limitations as they tend not to abide by censorship rules. This may benefit the artist as it enables them to be reinvent themselves for one video which may cause controversy and so attract media attention leading to interest amongst the audience.
How will researching diverse music videos assist you in the production of your own video?
By researching diverse music videos, I am aware of how genre conventions can be broken. However this has both benefits and limitations which must be considered. In the production of my own music video, I am likely to produce a video that conforms to stereotypical conventions. This is so the theories studies can be applied and so a relationship between the audience and artist can be formed. The audience will be able to understand and relate the artist. A diverse video may have limitations which may negatively impact the video if the elements do not provide a clear reason as to why it has been created and what it aims to achieve.
A music video is footage produced for promotional purposes. It's release encourages the target audience to listen to the song it's created for. A music video can be constructed in many different ways which allows the record label to present the artist in a certain way. The lack of restrictions as to what can be involved gives music videos freedom. However most music videos are in some way related to the genre of the song due to a parallel relationship between music and visuals as proposed by Goodwin. The nature of music videos is dependant on the target audience due to different artists aiming to attract different markets. Their fame arises not only from their talent but also from their image which music videos are able to convey. The representation of the artist partly refers to their costume and actions. However music videos give a more in depth representation due to editing, mise-en-scene and cinematography.
Drake - 'Over'
Editing:Drake's target audience are young adults between the ages of 16 and 24. The audience therefore expect Drake to be of a powerful position due to his success. The video above aims to illustrate Drake's struggle between his past and present life. The references to his past life present him as 'ordinary' which conforms to Dyer's theory in which the artist is both ordinary as well as extra-ordinary.
A contrast is created between moments where he is sat still and the fast paced projections on the bedroom wall as well as in his silhouette. The pace of the flashing images is used to signify the artist's inability to keep up. This is reinforced by a projection of shadows in a sped up motion; also known as a time lapse. This links in with the line 'know way too many people' which conforms to Goodwin's theory in which visuals reflect the lyrics. Goodwin's theory can also be applied in terms of the editing pace being parallel to the music. Slow editing can be recognised at the beginning; alongside emotion driven lyrics. As the emotion develops, the pace of the song increases and so entices the audience.
Throughout the video, a variety of effects are interwoven with the bedroom shot; providing different aspects of Drake's journey. An effect such as a red hue is x-ray like and is therefore suggestive of depth i.e. exposure of the artist. The smashing of glass may potentially represent the artist breaking boundaries. The projections of the clouds have a connotation of a dream which can also be referenced to his career. The variance in projections illustrates the constant changes in the artist's life. Straight cuts are also used at various moments of the video. The camera 'jumps' from a shot of Drake in his bedroom to him standing in a dark room. This may be to signify the negativity in his life or potentially his loneliness despite his fame.
Camera: The video features a variety of camera shots and movements. A low angle of Drake beside a projection of a road signifies his road to success. This is conventional of the rap genre as the artist is able to convey his life story; from a basic standard of living to fame. The artist himself is in the centre of the frame which makes him the main focus of the music video. Close up shots of his face emphasise his emotions which gives the video depth; as if he is exposing his true feelings to the audience therefore building a connection. A high angle of the woman in the video signifies her innocence which possibly suggests the positivity she brings to his life. The purpose of this may be to potentially create a contrast between the wholesome woman and the female dancer who is blurred yet her body is treated voyeuristically. This is suggestive of the female attention he now receives due to his status within the music industry.
Mise-en-scene: Throughout the video, Drake is seen in numerous outfits. The colours seen are symbollic of his persona and can therefore present different aspects of him as an artist. Red clothing potentially connotes his anger which is an emotion conventional to the rap genre. It also present his passion for music; red having a connotation of passion.
However his 'ordinary' self is also conveyed with the use of white which connotes his innocence and potentially naivety prior to fame. This is used to show his fragile self; a new artist emerging into the music industry. He is also seen wearing black which suites the dark background around him. The lack of lighting presents the negativity of his newly constructed life. It may be suggestive of his unhappiness or possibly a feeling of being lost within the industry. His talent is emphasised with the use of low lighting created by the lamp. This puts Drake in the spotlight and so highlights his fame and talent. Mise-en scene is also prominent in the shot of the women who is portrayed as glamorous through her costume. This is also reinforced by the setting i.e. red velvet curtains.
Florida - Club can't handle me
Editing: The music video uses slow paced editing at the beginning on order to emphasise the expensive materials such as the cars that open in sync. This shot then fades to a shot of the club in order to show the narrative. The pace is then increased to resemble the hectic atmosphere in a club. This is then reinforced by the strobe lights which are typical of a club setting and therefore conventional to this type of song. A split screen is also used to show a deserted screen in contrast to the packed club which is used to singify the artist's influence. This illustratates a relationship between the visuals and lyrics of 'I own the night' which conforms to Goodwin's theory.
Camera: An establishing shot of the club from outside is used to set the scene of the music video. A low angle of the artist emphasises his superiority and arrogance which has arisen from fame. This is reinforced by him being at the centre of the frame throughout the majority of the video. This is conventional of the dance genre as the artist is portrayed in a superior way.
Mise-en-scene: There are many elements in the video which are used to emphasize the artist's power. Money being thrown as if it's meaningless illustrates the artist's wealth. This is also seen by the extravagance of his car as well as his image which involves a gold chain; gold also connoting wealth. His image emphasises his arrogance; glasses being worn in a club being unnecessary yet part of the way in which he is presented by the record label. He is also worshipped by his target audience which is suggested by the podium on which he is on. This is reinforced by the use of gold which also connotes royalty. The artist is extremely distinguishable from the crowd due to him wearing red clothing as opposed` to black or white. This suggest he is 'different' and of a higher status which places further emphasis on his arrogant persona.
Miley Cyrus - Wrecking ball
Editing: At the start of the video, slow paced editing is used in order to place emphasis on the lyrics. As the song progresses emotionally, the pace increases; illustrating how the relationship quickly came to an end. The fact paced editing also reflects the chaos of the relationship.
Camera: An extreme close up is a prominent camera shot featured in the music video to 'Wrecking ball'. It allows the audience to focus only on the artist's facial expression which emphasises the intensity of her emotion. The tears have a connotation of pain which is reinforced by various lyrics such as "Don’t you ever say I just walked away" which infers the end of a relationship. Camera shots in the video such as an aerial shot place great emphasis on the iconography; a wrecking ball that demolishes the setting. The visuals correlate with the lyrics "wanted to break your walls" which conforms to Goodwin's theory that states a relationship between lyrics and visuals. The video also conforms to Goodwin's theory due to frequent reference to voyeuristic treatment of the female body.Various long shots of the artist are used to emphasise her figure; providing a sexualised image.
Mise-en-scene: The artist presented on a white background emphasises her image which consists of a short blonde cut and red lips. It also signifies the idea of the artist being exposed; a plain background suggests she is revealing her true feelings. However the most significant iconography that is used is the wrecking ball which is the main focus of the song due to its connotation of destructive love. It symbolises how the relationship caused emotional wreckage. The sledge hammer is also an effective element used in the video which is accompanied by the lyrics "I never hit so hard in love". The artist kissing the sledgehammer may also be suggestive of her love for the pain. Apart from powerful iconography, the video also features the artist naked which also infers strong connotations. Nudity represents the artist as emotionally stripped and hurt on the inside. This is another element used to portray the pain the relationship has caused.
Summary
1)How do the technical elements vary in the different music videos? (Relate to the generic conventions and detailed examples)
The videos above aim to target different audiences as the nature of the songs differ due to their genre. The diferent genres are easily distinguishable.'Over' by Drake is of a rap genre, and so presents the artist in an in door settng; allowing him to express his thoughts which are emphasized through the use of projections that allow the audience to visualise his journey as an artist. 'Club can't handle me' is a dance song and so takes place in the conventional place of a club as referred to in the song title.'Wrecking ball' by Miley Cyrus is a pop song and so displays the artist in a run-down room in which the wrecking ball is feautured; this being the main concept of the song.
2)How do music videos appeal to an audience?
'Over' by Drake appeals to an audience as the artist exposes his thoughts and emotions which is conventional of the genre. He expresses his opinion on his own life which is emphasized through close ups which allow the audience to focus on his facial expression. The audience can gain an understanding of the artist as well as relate to the emotions felt by him. 'Club can't handle me' demonstrates an extravagant party in a club with the narrative being simple and suitable for a dance song. This would appeal to an audience that listens to the dance genre and so the visuals in the video reflect the lyrics. 'Wrecking ball' places emphasis on the lyrics of the song which illustrate the artists' heart break. This provides an insight into the artist's life which isn't constructed by the media.
3)How can the audience build a relationship with the artist?
As seen in the two videos, one way which allows the audience to build a relationship with the artist is through close ups. This allows the audience to focus on the facial expression of the artist and so relate or understand the emotions felt therefore forming a relationship. In 'Club can't handle me', there is a lack of elements that could signify the artist's desire to form a relationship with the audience.
The artist is presented in a way that signifies he is better and has greater status than everyone else which emphasises his arrogance.
4)What ideas or inspirations can you use for your music video and why?
By analysing a variety of music videos of different genres, I have gained more knowledge regarding the conventional characteristics and the ways in which the video appeals to an audience. As I am aware of the lyrical importance of two of the three songs, the video that will be produced will
focus on the narrative which will aim to build a relatinship between the artist and the consumer.
According to Richard Dyer, a star refers to the semi-methodological set of meanings constructed around music performers in order to sell the performer to a mass audience. This is achieved through the artist's image which may involve a selection of the most common values of stardom which include:
Youthfulness
Rebellion
Sexual magnetism
Originality
Creative/talent
Aggression
Success against the odds
Disregard for social values such as drugs and sex
Conspicuous consumption of sex, drugs and material goods
According to the theory, a 'star' is not considered to be a real person but an image constructed out for a range of materials such as advertising. A star is therefore a commodity that is produced on the strength of their meanings. Their image which depends on a range of subsidiary media is then marketed to their audience. The star's image is incoherent meaning it is incomplete and open. This ensures that audiences continually strive to complete or make sense of the image. Performance seems to promise the completion of the image but is rather unsatisfying. This leads to fans being determined to continue consuming the star in order to carry on attempting to complete the image. The star image is based upon two paradoxes:
paradox 1) the star must be simultaneously ordinary (relatable) and extra-ordinary for the consumer
paradox 2) the star must be simultaneously present (in the media) and absent for the consumer
Britney Spears is one of many artists who have entered the music industry at a young age and are still existent in the market. This is achieved through prolonging their career through adjusting their image to target a specific audience. They therefore go through drastic changes throughout the years. Britney Spears entered the music industry with a unique selling point of being an innocent youthful female. A contrast is created between her past and present image as the innocence is rarely visible in order to present the audience with a more mature artist who has grown up. A variety of the music videos that have been released at different stages of her career have been analysed in terms of:
1)Artist image
2)Audience
3)Goodwin's theory
4)Genre characteristics
...Baby One More Time
Britney Spears' image has evolved throughout the duration of her career in the music industry. Her first song '...Baby one more time' was officially released in September of 1998. The music video features a student from a Catholic high school performing to the song which refers to regretting breaking up with her boyfriend. Her image as a 'school girl' which consists of a pleated skirt and pigtails contribute to her innocence which her first song portrays.
Britney Spears being at a young age of 17 when her first song was released meant her music was aimed at a younger audience. This is reinforced by the environment of the music video; a school being relatable to a teenage audience. This setting is displayed through many different conventions such as a close up of a school bell and the diegetic sound of a ticking clock. and The lyrics of the song referring to a break up is also considered as a subject that many teenage girls can relate to.
Britney's first video represents her as a young teenage girl daydreaming about her love interest whilst in a classroom. This reflects the lives of her teenage fans which makes the video highly relatable.
According to Goodwin's theory lyrics may be parallel to visuals; in Britney Spear's first song '.. Baby one more time', this is clearly visible. The lyrics 'my loneliness is killing me' are reflected by the singer being isolated whilst a close up is able to show her emotion. This also illustrates Goodwin's theory in use as the demand for close ups of the artist is met. This is done in order to emphasise the artist's facial expression and therefore emotions felt which allows the audience to relate to the artist and therefore build a relationship.
There are no references to voyeuristic treatment of the female video. As this is the music video in which Britney Spears entered the market, and at a young age, she is presented in an innocent way and so there is no significant emphasis placed upon her figure. This is also due to her target audience which is made up of young individuals; both teenagers and potentially young girls. The artist is also of a young age herself and so a sexualised image would be deemed inappropriate. There is also no inter-textual reference as the video is aimed at a young audience who may not even be aware of brands. There is therefore no need for advertising as the audience may not have an interest or may not be able to afford items that could be worn or simply advertised by the artist.
Goodwin's theory states that music videos demonstrate genre characteristics. As
Britney Spears belongs to the pop music industry and her first song is
of a teen pop genre, a dance routine is involved.This is suitable for the audience which consists of individuals who are likely to learn the dance routine. The music video is
therefore performance based however it also involves some narrative due
to the artist being in a classroom thinking of her love interest. This
is conventional for a pop song.
Womanizer
'Womanizer' released in 2009 provoked major controversy due to the provocative material featured in the music video. Unlike Britney's first song which portrayed her youthful innocence, 'Womanizer' presents Britney as a provocative young woman.
After the release of her seventh album, she is now 30 years old. Rather than suffering from a loss of sales due to producing music which is not of the same style as in the previous years, her audience has grown up and matured alongside her. Although the genre of the music has not changed, the style has. This is visible by the variance of lyrics; from a teenage crush to the experience of a womanizing man. The video to 'Womanizer' is of a different style however it is still relatable of her fans due to the topic of relationships which is a topic conventional of the pop genre.
According to Goodwin's theory,there is a frequent reference to notion of looking and particularly voyeuristic treatment of the female body. This is applied throughout the video in which Britney is seen naked and therefore portrayed as appealing to men; the visuals linked to the song title 'Womanizer'. Her being exposed is suggestive of her vulnerability caused by men treating women insignificantly. The demand for close ups is also met as the artist's facial expressions are emphasised through the use of such camera shots. A close up of the artist's face is visible on numerous accounts throughout the video; most in the steam room setting in which the artist is nude. Intertextual references in the music video aren't common however a product placement is visible when the male checks the calendar on his mobile phone; a Nokia 5800 XpressMusic.
Womanizer' is an uptempo electropop and so demonstrates characteristics of that genre. The music video demonstrates genre characteristics such as the involvement of a dance routine. This allows the audience to learn and mimic the routine in order to aspire to be like the artist. As a dance routine is visible in most of Britney's music videos, this is a consistent feature which the audience seek. The artist also changes in terms of costume which provides the audience with a variety of scenarios in which the artist is presented in a different way. The constant costume changes provide excitement and are also conventional of the pop genre.
Work B**ch
The music video to 'Work B**ch' released in 2013 does not present a major change in the way the artist has been presented in past videos. Britney maintains her provocative image which emphasises her transition from a teenage pop star to an adult sex symbol. However the video may be considered to be more erratic due to its sexual nature in terms of the props used. This prevents the audience from losing interest in the artist as the image is constantly evolving.
The audience of the music video is likely to consist of teenagers and young adults, potentially adults also. The song is upbeat and provides the audience with excitement. Accompanied by a fast choreography and a change in costume, it follows the conventions which the audience seek in Britney's music videos.
Goodwin's theory element; a relationship between the lyrics and visuals is present in the video. The lyrics which refer to the need to work hard in order to achieve anything in life are illustrated through the use of a whip which conveys force. When lyrics refer to a Lamborghini, it is also shown which not only displays a relationship between what is heard and seen but is also an inter-textual reference. This presents the artist's lifestyle which is due to working hard as suggested by the lyrics. Inter textual evidence is also displayed with the artists's own perfume on the dressing table. This is a promotion of the product.
Throughout the video, there is voyeuristic treatment of the female body. As Britney's image relies on her sex appeal, she is shown carrying out provocative dance movements. This would appeal to the target audience who expect to see Britney in minimal outfits that emphasise her figure. The demand for close ups is also met in order to show the performance aspect of the song i.e. the artist singing.
Once again, a dance routine is featured adding a performance based aspect to the video. This suits the target audience who are likely to imitate the choreography. This is conventional of the genre and is an expectation of Britney's audience.
Applying Richard Dyer's theory
1)How does the video represent the artist?
The artist is presented in varied ways dependent on the stage of her career. Her first video emphasises her youth and innocence. Her target audience clearly consists of young adults who are able to relate to both her lyrics and the environment of the video. In 'Womanizer', a contrasting representation of the artist is shown with Britney Spears having a more mature and 'sexual' appeal. Her lyrics are aimed at an older audience that can understand or potentially relate to the the concept of a womanizer.
2)Can the artist be viewed as a product?
The drastic changes in the artist's image and the material produced display the significance of adapting in order to target a certain market. This suggests that all actions of a 'star' have a purpose of increasing the awareness of the artist through promotion which then has an impact on the sales and the overall sucess of the star. The star can therefore be seen as a product as opposed to an individual that is able to present herself in a way which gives a true reflection.
3)Is the artist both ordinary and extraordinary?
In her first video, the artist is presented in an ordinary way due to the way in which she is presented as a young Catholic girl in an educational environment. She can however be considered extraordinadry due to her talent i.e. performing the song as well as choreography. 'Womanizer' provides less of an ordinary representation of the artist due to her taking on a variety of roles as well as being undressed during parts of the video. Her ordinary self is best presented by a long shot of her in a kitchen where she cooks for the man, suggestive of a traditional female role.
4)Does the video place fans for or against hegemony?
Hegemony refers to a predominant influence the artist has on the audience.
Song 1) Taylor Swift - Come back, be here
This particular song by Taylor Swift is of the pop genre. It has a slow melody followed by a faster chorus which is repeated throughout. As Taylor Swift is a female artist, the music video must therefore feature a female of a young age. The artist should be made to look innocent due to the nature of the song. This would be achieved by neutral colours, especially white clothing which has a strong connotation of purity. The song itself consist of lyrics referenced to saying goodbye to someone (in this case a boy she is falling in love with) meaning the music video must aim to gain emotion from the viewer. It should therefore be mainly focused around the narrative however the performance aspect is also necessary. The narrative should involve both the past i.e. flashbacks that show memories of the girl and boy together as well as the present of the song in which the female artist is separated from who she is referring to in the song. Whilst separated, the video must be reflective of the lyrics in which she is missing the person the song is about. This could potentially be illustrated by a mid-shot of her writing in her diary; the words blurred yet a connotation of her being in love present i.e. a heart which symbolises this emotion. A close up could then be used to emphasise a tear falling onto the entry page accompanied by the lyrics "I told myself don't get attached". The lyrics "in my mind I play it back" would allow the video to alter to a flashback of who she is referring to. As the song involves references to "Taxi cabs and busy streets", the video would involve more than a setting of a bedroom yet the sight of the lyrics which conforms to Goodwin's theory which states that visuals can be reflective of the song. As the song is about separation, the girl could be walking along busy London streets which would be interwoven with memories of her being there with the boy mentioned in the lyrics of the song. As a few verses of the song are slow, continuity editing would suit. However during the flashbacks which almost bring the past and present together, fast cuts could be used. This would be used to illustrate the lyrics of the chorus "Come back, be here". The performance aspect is also vital and so this could be achieved by the female simply miming the lyrics of the song. This would mostly suit lyrics that require expression such as "This is falling in love in the cruellest way". The performance side to the video could involve direct eye contact which allows a connection to be created between the artist and the viewer.
Song 2) Lana del Rey - Summertime sadness ‘Summertime sadness’ seems to be juxtaposition due to ‘summertime’ having a connotation of happiness whilst ‘sadness’ illustrating a negative emotion. This is potentially due to an ending summer romance which is conveyed through the lyrics ‘Kiss me hard before you go’. The video can therefore feature a male and female in a setting involving codes of the summer such as a beach and a blue sky. The female can be
Goodwin's theory in relation to Devlin's Let it go ft. Labrinth
1) Music videos demonstrate genre characteristics
Devlin is known as a British rapper yet accompanied by Labrinth, an R&B artist, the song 'Let it go' features characteristics of both the rap and R&B genre. The rap genre has a convention of touching upon realistic topics that are mainly considered as difficult. The song itself consists of references to inflicting pain, anger, arguing, and violence, all of which are used to portray the relationship. These conventions are displayed through both people in the relationship arguing, smashing glass and being forceful. The negativity of the relationship is also reinforced by the dark lighting featured in the video.
2) There is a relationship between lyrics and visuals
The visuals seen in a music video are most commonly used to illustrate the meaning of the lyrics. If certain images are constantly repeated throughout the video, they amplify the lyrics. This is used to exaggerate a certain meaning or concept. In some cases, the meaning of the song is completely ignored which is known as disjuncture. This creates a contrast between the on screen visuals and the lyrics overplaying the scenes. 'Let it go' involves images that are parallel to the meaning of the song and so the music video clearly illustrates the song which makes 'come to life' for the viewer. The lyrics expressing a turbulent relationship are illustrated by the artist and his 'girlfriend' in a domestic environment. Sat by a table which typically conveys unity, they are seen arguing which leads to items being thrown of the table due to anger; a clear portrayal of the lyrics 'A relationship defined in violence'.
3) There is a relationship between the music and visuals
The music aims to express the emotions and reasons for letting go i.e. when good relationships go bad. When referring to the visuals,the instability of the handheld camera reflects the turbulence of the relationship. This is an empactual way of illustrating the faults of the relationship as the viewer is able to see how an unstable relationship emotionally wrecks two people to the point where they feel constantly shaken up. 4) Demands of the record label will include the need for close ups of the artist and the artist may develop motifs which recur across their work
The camera often pans around the artist as he makes eye contact with the viewer which almost creates the idea of Devlin directly expressing his pain and emotion. This is able to create a relationship between him and the audience which is is revealing himself to. As he is often at the centre of the frame, it is made clear that he is the main focus of the video. The close ups allow the audience to focus on his facial expressions which are very exaggerated in terms of pronunciation placing emphasis on the lyrics. This is a convention of rap music as the lyrics provide the audience with an understanding of what the artist is trying to convey.
5) There is a frequent reference to notion of looking and particularly voyeuristic treatment of the female body
Voyeurism refers to observing in order to gain sexual pleasure. The woman in the video is sexualised due to limited clothing. As she walks up to the camera, almost towards the bed she is wearing nothing but a top which emphasises her figure. Further on in the scene, she is seen in her bra which once again is emphasised through the use of a close up. This is a common representation of females who are typically presented in a sexually appealing way.
6) There is often intertextual reference (to films, television programmes, products etc.)
The music video to ‘Let it go’ is set in a domestic environment which instantly restricts its ability to intertextualise. As both Devlin and his on-screen ‘girlfriend’ aim to illustrate realism of an abusive relationship, they aren’t dressed in clothing that could potentially be of a brand yet simply clothing that ‘normal’ people wear indoors. The only brand seen is Adidas, a logo on Devlin’s t-shirt. The brand being inexpensive presents Devlin as an ordinary working class individual. It allows the viewers to realise that money is not the focus of the video yet it’s simply about the experiences and emotions in the lyrics.
7) Whether the video is primarily performance based, narrative based or concept based and how elements of each are used in it
The music video is mainly performance and narrative based. It does however illustrate the concept of what could potentially be an abusive relationship. It does however focus on the two aspects both mentioned. As Devlin is seen singing the lyrics of the song, the video is performance based. Due to Labrinth only having a performance purpose in the song, it is clear that the performance aspect of the song is the one that is featured the most. Devlin singing is however accompanied by the visuals of him and his 'girlfriend' fighting which involves acting and is therefore a narrative used to illustrate the song.
Censorship is defined as the practise of officially examining material and suppressing unacceptable parts. This is carried out be a regulatory body such as OfCom which stands for the Office of Communications. It has control over a range of broadcasting and telecommunication industries such as television, radio, telecoms and postal sectors. Ofcom has a statutory purpose to ensure that viewers are protected, especially those under 18 years of age. This is one of the most fundamental aspects of the Code which ensures content does not involve potentially offensive or dangerous elements. In terms of music videos, Ofcom acknowledges how freedom of expression is an important aspect to artists. Although music videos must have room for innovation and creativity, challenging content that poses a threat to viewers must be reviewed. Content recognised as inappropriate is typically censored or streamed after 9pm which is known as the concept of watershed. This is highly valued by parents who believe it protects their children against explicit content, offensive language, violence, nakedness etc.
Detailed examples from music videos:
Hilary Duff’s 'Reach Out' - The artist once known as ‘Lizzie McQuire’ in a children’s television show maintained an innocent image at the start of her singing career. However the release of the music video to her song ‘Reach out’ changed the viewer’s perception. The headline-grabbing video released in 2008 features explicit sexual content such as finger sucking, whipping, simulated sex and blindfolding. The video was therefore heavily censored which cut out most of the inappropriate content. This is due to parents who become concerned when a 'role model' to younger viewers acts in a way that is deemed as unacceptable.
Eminem’s ‘Guilty conscience’ – the lyrics involve phrases such as "leave her on the front porch" and "slip this in her drink" that were censored out on MTV due to a negative connotation. The murder at the end was also censored due to murder being an inhumane act that is classed as violence. The act could also harm younger viewers and potentially have a traumatising effect. The lyrics were censored due to the possibility of imitation by the younger viewers as well as the video having a negative impact of their perception of what is right and wrong.
Rita Ora’s ‘How we do’ – the song was censored, having the words "Drunk sex", "shot of Jack", "smoking" and "bullshit" silenced from the audio due to the precautions to protect children. Those that view Rita Ora as a 'role model' may be negatively affected if they were to imitate the actions referred to in the lyrics. Due to her having an influence, they could try to aspire to be like her and therefore carry out activities they believe she carries out herself. This would displease parents who are likely to deem those activities as unacceptable. There is also a possibility of lyric imitation which is not suitable for younger viewers.
Specific artists from the music industry Lady Gaga – the artist is known to be outrageous with no limit. This is made clear by many songs with ‘Love Game’ being one of most controversial. The lyrics "I wanna take a ride on your disco stick" have sexual connotations. The lyrics accompanied by the artist’s provocative postures in her dance moves and a near-naked outfit caused the video to be censored. Lady Gaga’s song song "Judas" was also deemed to be "offensive to Christianity”. She is therefore deemed to be one of the most outrageous artists which poses a threat to younger viewers. Many of her videos are therefore censored - both lyric wise as well as visually.
Rihanna debate – for and against
Artist (against censorship) – Rihanna puts effort into creating music that her audience wants to listen to. Her content should therefore be promoted as opposed to restricted in terms of viewing on music channels or potentially edited. The lyrics of her songs have an underlying meaning that may reflect her own views or experiences and so should be presented as written.
Fan (against censorship) – viewing should not be restricted. The artist’s material should be seen in the same format as it was created. Censorship limits how much Rihanna can express therefore having a negative impact on the song as the song may then lack its original meaning.
Parent (against censorship) – children that have been brought up well will understand that content should not be imitated; if anything it will educate and inform children of somewhat difficult topics. Rihanna’s ‘We found love’ involves many controversial topics such as drug use and sexual contact. This may then lead to the children addressing the issues seen with their parents which is beneficial as it develops their knowledge.
Parent (for censorship) – young viewers should not be exposed to content that may be imitated due to the artist being idolised and therefore having a large influence on the child’s behaviour and perception of what is right and wrong. Good parenting cannot prevent children from watching all videos deemed as inappropriate.
AKA – (against censorship) aims to present the artist to the audience and censorship would prevent a true reflection as the artist would almost be ‘edited’. This would defeat the purpose of the channel which is to present “raw and unsigned talent we have in the UK, and give them a platform from which they could perform”. AKA warns the audience of "crude productions” and so they rarely censor videos.
MTV (for censorship) – the music channel has a wide audience meaning content must be suitable for a range of viewers. MTV is known for heavily editing numerous music videos to remove references to sensitive topics. Rihanna’s music videos can harm the young viewers who idolise her and may therefore imitate her behaviour. Therefore the video to her song “S&M” was banned from being aired on the channel.
Record label (against censorship) – The record label’s main focus is to generate profits therefore they are supportive of the artist. Rihanna as an artist has sold more than 100 million records worldwide which highlights her success. The record label therefore see Rihanna as an entertainer meaning her content should not be treated as a threat but an enjoyment. They believe the artists’ role is to release music and a music video in order to promote its release. The record label itself should not be held responsible.
Radio 1 station (for censorship) – the audience is very broad and is therefore likely to consist of children which should not be exposed to swearing which they could then learn and use. Their regulations are strict and so explicit songs are edited in order to avoid parents’ concern and complaints.
Conclusion
Due to music videos having an entertainment purpose, they should not cause harm or offence to viewers. Censorship prevents this from happening and so it is beneficial to societies. However extreme censorship may distort the meaning of the material produced by certain artists which limits how much they are able to express. The uncensored versions of songs are mostly available online on networks such as ‘Youtube’ where the viewer must confirm to be over the age of 18. This allows fans of the artist to view the unedited and raw version of the song, the way in which the artist wants the creation to be seen.
In order to show an understanding of how music channels appeal to an audience, individual music channels must be analysed. The following questions must be researched into and then answered in a way that shows knowledge of varied target audiences which have a great impact on the channel.
Who is the target audience and why?
What type of music does the channel play and why?
Identify 3-5 examples of artists that feature on a regular basis
How is the channel used as a form of branding?
How does the logo appeal to the target audience? (Consider the colours and connotations, size of fonts, style of logo)
MTV initially a mnemonic for music television was launched on the 1st August 1981. The channel’s broadcasts are primarily targeted at young adults and teenagers aged 13-25. The target audience being broad as opposed to niche means a large amount of people can be reached. This is achieved by a variety of MTV sub channels such as dance, rock, base, pop and hits which individually feature the specific genre. By providing different types of music that satisfy different types of people, the channel is able to gain the loyalty of many viewers with varied taste in regards to music choices. This is a prominent contribution to the channel’s worldwide success and its dominant status amongst all music channels. By aiming at different audiences through different genres, the channel appeals to most individuals. The artists commonly featured on the channel involve current artists such as Justin Bieber, Beyonce and Jessie J. The artists reflect the aim to attract a young audience who listen to such music. The MTV logo appeals to the target audience as it simple yet bold. Black and white emphasize the logo’s simplicity yet the boldness of the letter ‘M’ which stands for music reflects the channel’s status. The writing beneath the logo informs new viewers of what the channel features. The logo therefore appeals to a variety of people. The graffiti font used for the letters ‘Tv’ however illustrates the age group the channel is aimed at therefore giving the channel uniqueness.
VH1, a mnemonic for Video Hits 1 was launched on January 1, 1985 in hopes of targeting an audience aged 18 to 35. It is a subsidiary channel of MTV that initially aimed to provide a softer side of popular music. It also featured Top 40, contemporary, classic rock and smooth jazz. However after having suffered a 35% ratings decline over the past several years, the network began to target the pop culture market. The channel has progressed since its launch and now features modern artists such as Nicki Minaj, Katy Perry and Ed Sheeran. However music from 80’s and 90’s is also sown in order for the channel to appeal to an older audience. An audience ranging from 18 to 35 means the channel is targeted at a broad audience and so it airs varied genres however pop remains as its most dominant genre. The logo for VH1 contrasts against the MTV logo due to the bright colours used. The bright colours are used to attract the attention of new audiences as well evoke curiosity as to what the channel provides. It appeals to the target audience as the colours connote 80’s fashion with 80’s being an era which the music channel is fond of. The cube suggests the channel is not one sided yet provides the audiences with a few genres.
The Box is a music channel launched in April 1992; a subsidiary label of channel 4, heat, kiss, kerrang and smash hits amongst a few others. The channel was brought over to the United Kingdom from Miami, originally named as the ‘Jukebox Network’. The channel’s slogan is ‘Fresh Music First’ which promotes the channel’s most popular feature of playing new music before its official release. It is recognised for a wide variety of music from all genres that mostly target a young audience of 14-21 years. The current programming consist of many hits and current tracks which are used to appeal to a young audience that want to be informed of the no.1 singles. The channel playing mainstream music means a range of artists are featured. This involves artists such as Plan B, Swedish House Mafia, Rihanna, Justin Timberlake etc. The logo is black and white which is potentially used to illustrate the mainstream music the channel airs. The colours being simple enables the logo to appeal to both genders as opposed to being biased towards a specific gender. The word ‘box’ is bold with each letter resembling a box. The writing below the logo informs individuals that are unaware of the brand of it being a channel.
Scuzz is a British music channel that was launched on 17 April 2003. The channel plays music of the rock genre such as pop-punk, current metal, heavy metal, hard rock and punk. It also features death core and death metal which no other music channel currently plays. It features artists such as Young guns, You me at six and Fall out boy which are current and therefore well suited to a younger audience. However the channel is only suited to viewers with a very distinct taste in music and so the channel has a niche audience that is likely to comprise of 25-35 year olds. The channel distinguishes itself from other channels by featuring live performances from bands which is beneficial to viewers who cannot attend these events in person. The Scuzz logo follows the codes and conventions of the rock genre. The colour being metallic is reflective of heavy metal the channel airs. The font is sharp and edgy which would appeal to the stereotype of the demographic. The logo is very distinguished from other music channels which demonstrates how different it is in terms of music and the distinct taste required. There is no information related to what the channel is about however the word ‘scuzz’ is defined as something disgusting, sordid, or disreputable.
Kiss was launched on the 26th June 1998 by Box television. It is most known for house and club music that appeals to teenage males and females. The logo of the music channel looks quirky and therefore appealing to a youthful audience. It reflects the name of the channel as the letter ‘K’ is stretched into an open mouth shape. The colour blue is quite calm which contrasts against the idea of the channel playing fast beat music. The font would most likely appeal to both males and females therefore the logo is not gender biased.
Why do you think MTV is broken down into different channels (base, hits, dance, rock and classic?
MTV is broken down into different channels so that each genre of music is on a separate channel. This is beneficial to MTV’s broad audience. Depending on what type of genre the viewer is interested in, they can select the channel according to this. This means they do not have to listen to a channel that plays different genres but one that plays the one they want and so suits a specific taste in music. Due to having a variety of channels, they are able to attract a wider audience which significantly contributes to the channel’s success.
Why do you think it’s important for music channels to appeal to a target audience?
It is important for music channels to appeal to a target audience as otherwise, it would not attract many viewers. If the logo, music genre and the general appearance of the channel were random as opposed to selected according to the demographic, the channel would lack a unique selling point i.e. something to distinguish it from already existing channels. A channel that appeals to a target market means it has loyal viewers that are less likely to turn to substitute channels. It is important that the music channel is aware of who these loyal viewers are as in order for promotions and competitions to be effective, the way the channel operates must meet the expectations of the viewers i.e. winning a ticket to a Justin Bieber concert on MTV. This sustains existing viewers which is vital due to there being many other music channels the audience can switch to.
Why do you think there are a variety of music channels?
Every channel is different and so it is important that there are a variety of channels. One music channel would not be able to appeal to the whole population. Due to each channel playing dissimilar genres of music and being marketed differently, different audiences are targeted. One channel would be unable to do so as it would either be restricted to a limited amount of genres or would have to supply all genres which would mean less time would be appointed to individual genres which would most likely result in a restricted audience.
What have you learnt from analysing music channels and how will it help you with your own production?
Analysing music channels has enabled me to see how every channel is created according to its target audience. It has informed me of the conventions seen in music channels and their purpose. I am aware of the importance of the viewers and how the channel is solely dependent on what they want from a music channel. The knowledge I have gained will allow me to create a music video that is suited to the requiremenents of a certain audience and therefore channel.
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