Planning Artist Image

The artist's image is a vital element within a music video and the artist's overall success. An image is constructed on the basis of character traits or the artist's physical appearance i.e. the way in which they are perceived by the audience. It is reflective of the genre of the music produced by the artist therefore signifying genre characteristics such as black clothing visible on videos of a rock nature. This allows the audience to gain an understanding of the artist and the genre through recognition of the artist's image which is typically constructed through costume; a significant feature of the mise-en-scene. As the artist image is conventional to the genre, it is vital to present the artist in a way which allows the audience to make a direct link to the pop genre.

According to Richard Dyer's star theory, the artist's image involves a selection of the most common values of stardom such as youthfulness, rebellion, sexual magnetism, talent,success against the odds etc. The image is therefore constructed by the record label in order to sell the artist to the audience. The artist is therefore constructed out of a range of materials such as advertising. Due to this, they are considered to be a product rather than a person. The star image is based upon two paradoxes, the first one being; the star must be simultaneously ordinary and extra-ordinary for the consumer.

The artist within our music video will conform to Richard Dyer's theory. James Arthur who will be played by a member of our group will be portrayed as ordinary, therefore allowing the audience to relate to the artist. The 'ordinary' representation will be constructed through the use of mise-en-scene; such as costume, iconography and setting. The artist will be dressed in clothing of a casual nature.  This will maintain the image of the actual artist that has been constructed by his record label Syco. The artist's image is evident in the image as the artist has a clean cut and shave with white clothing which typically conveys innocence. However the way he is presented varies slightly as the artist has released songs that are of a pop rock style therefore he can be considered as having an edge.

The artist's image will be maintained within the music video through the use of casual clothing. This can potentially involve plain jeans with a checked shirt which sustains the 'ordinary' aspect of Dyer's theory. A casual style is conventional of the chosen genre therefore allowing the audience to make a direct link.  Various items of clothing will be visible throughout the duration of the video in order to signify the variations in time periods evident. ???

A male artist is typically limited due to the inability to use make up in the same way as female artists. Music videos typically display sexualisation of women which refers to artists being marketed on their looks.
 However the natural appearance of the artist can also be deemed as significant due to conveying the down to earth nature of the artist, further conforming to Dyer's theory. The way in which the artist will be presented is conventional to the pop genre as it maintains the already existant image constructed by the record label.

The artist's image is a dominant cause of a relationship between the artist and the target audience therefore having a positive impact. A conventional image allows the audience to understand the intentions of the music video. A music video that follows the conventions and expectations of the audience is also more likely to appeal to the audience therefore seeming more effective and likely to attract views. The artist being portrayed as ordinary and therefore realistic allows the audience to relate to the artist in depth. This in turn allows the audience to gain knowledge of the artist which encourages a relationship with the artist to be formed.