Research will be carried out regarding the chosen music artist in order to gain an understanding of the artist's image. The representations of the artists will be explored and examples of different stages of their career will be given.The way in which the artist is presented relies on the micro elements seen in music videos released for promotional purposes of his song and so one video will be analysed. This will allow an in depth understanding of the way the record label aims to present the artist and the values they aim to convey. The chosen artist is James Arthur who is a newly established artist in the pop industry. He is the chosen artist as it was decided that he was of an interest to all members of the group. His first single 'Impossible' is an effective song as it consists of a variety verses and a repetitive chorus which can feature different scenes and infer different aspects of a relationship.
Artist profile
James Andrew Arthur was born on the 2nd March 1988 in Middlesbrough. He is a British singer and musician who acquired fame by winning the ninth series of X Factor, a talent seeking programme, in 2012. His single 'Impossible' debuted at number one on the UK singles chart after it's release. It has gone on to sell around 1.2 million copies in the UK making it the second most successful winner's single. Arthur had been writing and recording songs since he was 15 as an unsigned artist both solo and in bands. It was only until X-factor that he was discovered and began a career, backed by Simon Cowell's record label Syco. His second single "You're Nobody 'til Somebody Loves You" was released to UK radio stations on the 9th September 2013.
Artist profile
James Andrew Arthur was born on the 2nd March 1988 in Middlesbrough. He is a British singer and musician who acquired fame by winning the ninth series of X Factor, a talent seeking programme, in 2012. His single 'Impossible' debuted at number one on the UK singles chart after it's release. It has gone on to sell around 1.2 million copies in the UK making it the second most successful winner's single. Arthur had been writing and recording songs since he was 15 as an unsigned artist both solo and in bands. It was only until X-factor that he was discovered and began a career, backed by Simon Cowell's record label Syco. His second single "You're Nobody 'til Somebody Loves You" was released to UK radio stations on the 9th September 2013.
Artist music video analysis
James Arthur's single "You're nobody till somebody loves you" was released as the official lead single of the artist's first album. The video features the artist playing with a full band therefore it is highly performance based. The artist is on a stage built in the middle of the street. The band quickly draw the attention of a variety of residents including a group of girls and a group of bikers. The diversity of the people present James Arthur as a welcoming person which does not display any signs of arrogance due to his success. Alternatively, he is presented as though he's on the same level as the people surrounding him which places emphasis on the idea of him using his talent for entertainment purposes.
In relation to Dyer's theory, James Arthur displays the most common values of a star image such as originality, youthfulness and talent which is emphasised by the performance aspect of the video. His image can be applied to the paradox of the theory which states the star must be simultaneously ordinary and extra-ordinary for the consumer. James Arthur is ordinary due to the way he interacts with the audience in the music video as well as his attitude and appearance. His casual clothing doesn't necessarily depict him in a contrasting way when compared to the other individuals featured. However he can also be deemed as extra-ordinary by his target audience due to his performance in which his talent is evident; both as a singer and musician.
Goodwin's theory can also be applied to the music video as it conforms to many of the elements mentioned. The theory states that most mainstream videos infer a relationship between the lyrics and visuals. This is visible in the video as the lyrics "It's hard times when nobody wants you" illustrate James Arthur's struggle to get to where he is today. This is illustrated by the urban location of the music video i.e. a run down street. This infers his background to the audience which emphasises the contrast between his past and present life.The demand for the record label to include the need for close ups of the artist is also met which conforms to the theory. This allows the audience to focus on the artist's facial expression when performing and therefore relate to the lyrics.
Although James Arthur is an artist of the pop genre, in the video he is presented with an edge. This is signified by his tattoos which show a rougher side to the artist. His black clothing connotes rebellion which presents him in quite an alternative way. This conforms to the rock-pop genre which he conveys in his songs. He is dressed in plain clothing which can potentially convey the simplicity of the music video; the artist simply performing allowing the audience to focus on his talent. The way he is presented illustrates his down to earth personality which the audience can relate to. This therefore allows the audience to gain an insight into the artist. Although the artist is 'ordinary' which conforms to Dyer's theory, he is the main focus of the music video throughout its duration. The artist is typically positioned at the centre of the frame which signifies his importance. It also allows the audience to concentrate on the artist, building a relationship with him as an individual.
The target audience of James Arthur's 'You're nobody till somebody loves you' consists of teenagers/young adults/adults. The audience is broad due to the pop genre being mainstream and therefore aimed at a variety of individuals. The song gender isn't biased and is likely to appeal to both males and females which broadens its target market. This is evident through the elements incorporated in the music video such as the location being a street full of diverse individuals together therefore connoting a sense of unity; suggesting that music unifies individuals who may not have anything in common, also emphasising the artist's ability to bring people together. The artist himself isn't presented as arrogant to signify his newly found fame but as a 'normal' individual who is simply displaying his talent. The likeable personality of the artist presents him in a positive way and therefore encourages the audience of the pop genre to have in interest in the artist.
The style of the music video is 90% performance and 10% narrative. The performance aspect allows the audience to be entertained by the artist performing which is what the artist has been established for. However through the lyrics, the audience is also able to form a relationship with James Arthur as they are able to gain an understanding of his life and him alone. His representation also provides the audience with more understanding regarding the artist's personality.The narrative element of the music isn't necessarily as evident however it does display the diversity amongst people which infers the idea of music having an ability to unify. It also conveys a sense of the artist being loved which links to the lyrics.
James Arthur's single "You're nobody till somebody loves you" was released as the official lead single of the artist's first album. The video features the artist playing with a full band therefore it is highly performance based. The artist is on a stage built in the middle of the street. The band quickly draw the attention of a variety of residents including a group of girls and a group of bikers. The diversity of the people present James Arthur as a welcoming person which does not display any signs of arrogance due to his success. Alternatively, he is presented as though he's on the same level as the people surrounding him which places emphasis on the idea of him using his talent for entertainment purposes.In relation to Dyer's theory, James Arthur displays the most common values of a star image such as originality, youthfulness and talent which is emphasised by the performance aspect of the video. His image can be applied to the paradox of the theory which states the star must be simultaneously ordinary and extra-ordinary for the consumer. James Arthur is ordinary due to the way he interacts with the audience in the music video as well as his attitude and appearance. His casual clothing doesn't necessarily depict him in a contrasting way when compared to the other individuals featured. However he can also be deemed as extra-ordinary by his target audience due to his performance in which his talent is evident; both as a singer and musician.
Goodwin's theory can also be applied to the music video as it conforms to many of the elements mentioned. The theory states that most mainstream videos infer a relationship between the lyrics and visuals. This is visible in the video as the lyrics "It's hard times when nobody wants you" illustrate James Arthur's struggle to get to where he is today. This is illustrated by the urban location of the music video i.e. a run down street. This infers his background to the audience which emphasises the contrast between his past and present life.The demand for the record label to include the need for close ups of the artist is also met which conforms to the theory. This allows the audience to focus on the artist's facial expression when performing and therefore relate to the lyrics.Although James Arthur is an artist of the pop genre, in the video he is presented with an edge. This is signified by his tattoos which show a rougher side to the artist. His black clothing connotes rebellion which presents him in quite an alternative way. This conforms to the rock-pop genre which he conveys in his songs. He is dressed in plain clothing which can potentially convey the simplicity of the music video; the artist simply performing allowing the audience to focus on his talent. The way he is presented illustrates his down to earth personality which the audience can relate to. This therefore allows the audience to gain an insight into the artist. Although the artist is 'ordinary' which conforms to Dyer's theory, he is the main focus of the music video throughout its duration. The artist is typically positioned at the centre of the frame which signifies his importance. It also allows the audience to concentrate on the artist, building a relationship with him as an individual.
The target audience of James Arthur's 'You're nobody till somebody loves you' consists of teenagers/young adults/adults. The audience is broad due to the pop genre being mainstream and therefore aimed at a variety of individuals. The song gender isn't biased and is likely to appeal to both males and females which broadens its target market. This is evident through the elements incorporated in the music video such as the location being a street full of diverse individuals together therefore connoting a sense of unity; suggesting that music unifies individuals who may not have anything in common, also emphasising the artist's ability to bring people together. The artist himself isn't presented as arrogant to signify his newly found fame but as a 'normal' individual who is simply displaying his talent. The likeable personality of the artist presents him in a positive way and therefore encourages the audience of the pop genre to have in interest in the artist.The style of the music video is 90% performance and 10% narrative. The performance aspect allows the audience to be entertained by the artist performing which is what the artist has been established for. However through the lyrics, the audience is also able to form a relationship with James Arthur as they are able to gain an understanding of his life and him alone. His representation also provides the audience with more understanding regarding the artist's personality.The narrative element of the music isn't necessarily as evident however it does display the diversity amongst people which infers the idea of music having an ability to unify. It also conveys a sense of the artist being loved which links to the lyrics.
One of the elements of iconography in the music video is British flag which connotes a sense of patriotism. This is reinforced by a variety of people together on one street which conveys a sense of community. The location reinforces the idea of a struggle due to it being a dreary urban area consisting of individuals dressed in clothing which does not convey wealth or class. Despite this, a strong sense of joy is conveyed. This is further shown by the high key lighting due to the location being outdoor.The instruments also act as significant iconography as they display the efforts of the band.The music video features a variety of camera shots. The most prominent camera shots are close ups which emphasise the different individuals. However close up shots and extreme close ups also demonstrate the artist which places emphasis on the performance and therefore on the artist's talent. A tracking shot of James Arthur entering the stage emphasises his presence and allows the audience to focus on the artist. Whilst he performs, the camera movement is unsteady which infers the entertainment aspect of the video.
Summary
By researching the chosen music artist, I have gained an awareness of the image that should be presented within the music video. As James Arthur is a newly established artist, it is difficult to recognise the style evident in most videos due to there being only one video that can be analysed. However James Arthur's ordinary image which the audience is able to relate to will be sustained. The production of the music video will take into account the way in which the record label aims to present him. Therefore his image won't be changed however it may be developed as the video aims to convey a relationship which will illustrate the artist's life enabling the audience to form a relationship. An understanding of the artist will assist with planning the music video as the artist has to be presented in a certain way therefore the narrative has to suit the artist's style.
This post demonstrates a good understanding of your chosen artist. You have identified the various micro elements that were evident in the music video and you have also included a variety of examples to support the points that you have made.
ReplyDeleteAim to include still images to support the points that you have made.