Research: Star Image

Research: Star Image

Star image within music videos is considered as a very important aspect and is usually shown within every music video in order to give credit towards the artist that created the sound track. (Image on the right: Skepta center of attention in his music video 'Shut Down'.)

What can a video do in regards to promoting star image?
This also allows upcoming stars to become familiar in the eyes of their fans and the people to help gain a higher status as it leaves a mark on the work that they do.

Music videos tend to help artists gain credit for their work and even help the audience taking a liking towards the artist themselves as a first impression. For example rapper Fetty Wap and his hit song that put him on the map. Trap Queen (video below). This was a popular song that many people heard and upon seeing the music video which contained Fetty Wap as the star image. The people began to like him also and not just the song. So to a certain extent you could say that star image within music video does play a part on whether an artist's song that puts him on the map makes him a one hit wonder or an established artist in the music industry. 

Music videos as to promote an image over an album:

In a sense music videos can be seen as more important then the album release, this is because music videos play a big part to the promotion of an artist and his work, which is why they usually release the most popular song on the album as a music video. As the music video tends to outlive the soundtrack on its own. 

How Star image can change in the industry and the role the music video has in portraying this to audiences: 

Kylie Minogue - Class case Study (80's- present)
As part of a case study to see just how much an artist's star image can change in the eyes of the audience. We choose Kylie Minogue as a prime example as she has had a big fan base from the beginning of her career and even before music. 

80's

During her child hood as she grew up on Australia's hit show neighbours, we see a young Kylie followed by a audience aged 10-15 as she was only a child herself with an innocent and sweet appearance. In the eyes of the camera she seemed to be fun jumpy and always dancing but in no way did she promote anything of a sexual nature.


She was later seen as a childhood sweetheart by the world as she was in onscreen and offscreen relationship with fellow actor Jason Donnavon.

Early 90's
During the 90's her appearance began to change and became more sexier due to the change in her audience. (more boys began have a celeb crush on star so her fanbase got bigger.) In her music her lyrics had come more sexualised like her dancing style had also changed as she was now more choreographed than before.

this cause slight disruption between her and her original audience as some girls were not ready for this sexual awakening and it was seen as intimidating.  

Late 90's

By the time that the late 90's came around Kylie's sexual image became solidified and 

2000 - present day




Michael Jackson (Childhood - last moments)

However star image is only something that truly comes to mainstream artists who make music within the pop genres, as they will receive more attention above others that make music for the neiche genres. 

An example of star image at its finest would be the late Michael Jackson. My reason for choosing Michael as the best example for star image is because he was centre stage of the media for the majority of his life and even more so closer to the time of his passing. His music also dominated over many genres and everyone knew his songs even if they didn't listen to him or the pop genre during his time.

In his early years he began his musical career in the Jackson 5 a group consisting of his real brothers that was managed by his father however when his vocal talent was discovered by his mother he was given a more vocal role in the group, and in time was chosen by the people to become the lead singer of the group. Together they created hit songs such as 'ABC' and 'Who's Loving You'.

As Michael got older he began to grow out of the Jackson 5 and become more noticed as a solo artist as he made solo singles such as 'Rock with You' and 'You can't Win' from the movie Oz. Eventually his stardom began to cause friction with the group and tensions began to rise with him and his father and news broke out of accusations that he used to abuse the group and Michael especially.



Research: Intertextual Reference

Intertextual Reference

Intertextual reference is when you will see doing something in the music video that may refer to a real person or situation that has happened in real life or is extremely exaggerated. Depending on how this is presented (in a positive or negative way) is purely down to whoever put out the music which implies that this is their opinion on what is shown. It can only been seen as an intertextual reference if the reference does not have much to do with the  theme of the soundtrack itself. 

Intertextual reference within music video plays a big part in the music industry and it has probably been best known to stir up the most controversial of music videos due to the messages these references contain.

In the music video of Pink - Stupid Girls she makes an intertextual reference to famous rapper 50 Cent among other things she feels girls do in modern times to get male attention and fame.(video bottom left) As you will see in the video a lot of the things shes making reference to she makes look stupid but these are in a sense real things that some people do for the fame and money. 

Another example of intertextual reference within music video is Drake - Energy, he makes reference to multiple pop stars and artists trying to be like him and even the president.

To some fans intertextual reference is entertaining for them as they see it as funny or they may even agree with what the artist is portraying about a person or a certain situation, this can help fans build a better/ personal relationship with the artist as they share the same views as them other than enjoying the music the artists create.

The reason as to why intertextual reference is seen as such a controversial topic in music video is because it is often used to'take shots' and make fun of other people and events and this can cause problems between these people mentioned and even the artist and their fans due to a non mutual opinion on the topic mentioned. Videos have also been banned in the past for their intertextual refrences being found too offensive like George Michael -Shoot The Dog. 

In my music video I don't think I will be using intertextual reference because it is too easy to upset people that view the music video, meaning that even though a minority may agree or like what I have done the majority could disagree and this can affect not only the success of the soundtrack/ music video, but also the artists reputation.

Research: Laura Mulvey's Male Gaze Theory

Laura Mulvey's Male Gaze Theory

In the music industry music videos are a big part of the industry itself, so it is important to artists and the institutions to present the right things in music videos to the audience. 

And this is the reason as to why Laura Mulvey's Theory of the male gaze is so important. The Theory is that the camera is almost presented in the eyes of a man and although usually in music videos it has a primary focus level on the star artist, it also has a fair amount of focus on females and their assets. (lips, general body, Backside and Blouse areas.)

They do this because this is appealing to a male audience and it is pleasing to their eyes, in modern day music videos men have the tendency to look at females in a sexual manner and objectify them.

The male gaze happens to be most common the the genres:

• Hip - Hop 
• Pop
• Bashment / Dance hall
• R&B

In the moving image on the right we can clearly see mainstream pop artist, Nicki Minaj flaunting her female assets to the camera. It is because of this which is why in the eyes of feminists they see the theory in 3 different ways:

• How men look at women.
• How women look at themselves.
• How women look at other women.

In music videos men tend to play the more active and dominant roll whilst females play a passive roll as they have nothing to gain from it.

Another music video that plays on the male gaze in Satisfaction from Benny Bennasi. This is because the music video presents women using construction tools in a phallic manner and portraying sexual activities and flaunting their female assets. As the theory says int the music video the cinematography used in terms of the males perspective  focusing on their body parts and objectifying them. 

However this theory comes with its own set of criticisms:

• Excludes social opinions.
• No religious and cultural value.
• Don't value the female opinion.
• Considers all males gaze as a heterosexual one.
• Exposing something that the people may not want to see. 

To conclude I believe that the male gaze is quite a sexist and objectifying theory that many people may disagree with, however it is something that the general people want to see because since the late 90's when people was coming around to such controversial acts it seems to sell because the people want to see more otherwise the distributors wouldn't sell it and it wouldn't have come this far.

Research: History of Music Video

The History of Music Video

I believe that it is through these events unfolding the music scene on a whole has changed into what it is because of the releases different genres and new ideas coming to the scene all the time so that artists can be differentiated among others.

However I also believe that music has lost its previous values and has been replaced with sexual, materialistic and sometimes violent values as this is considered as popular in modern society.

Research: Music Video Channels

Research: Music Video Channels

The internet isn't the only place where music videos can be found, if anything the internet is the latest installment to music video sources.  There are various channels on the TV and radio stations that allow you to listen to music or watch music videos.

In the earlier years music channels where found on the television where people would have to watch traditional music channels such as MTV to tune into their favourite artists and keep up to date with the latest music videos within the industry. However overtime with the release of websites such as YouTube, Soundcloud and Spotify music channels on the TV are becoming less popular as people can search up exactly what they want to see and when they want to see it at the click of a button, where is more so to their convince than waiting for their favourite act to appear on the TV at a certain time of the day. Although this may be many peoples preference some people are in touch with the internet more than others, which is why currently there is still a place for music video channels in modern day times. 

Here are a list of radio stations that can can be found by radio or TV channel:

• Capital Xtra.
• Magic.
• LBC Radio.
• Rinse FM.
• Kiss FM.
• BBC Radio 1.
• BBC 1Xtra.

This is beneficial because this is more convenient to the viewers current situation, for example if a person isn't in a car, these days no one has a radio in there house and some people don't have a laptop to access the radio stations website. However the most common item in modern homes is a TV, meaning that they can browse channels until they find the channel that radio station is being presented on.

As for music videos in modern times there is a whole category where you can just browse music channels, a lot of them are genre orientated so you just get more of what you want to here based off of the genre. 

There are a range of channels on the TV the present music channels and here is a list of some of them:

• Channel AKA.
• FLAVA.
• Starz TV.
• Kerrang.
• VH1.
• ViVA.
• 4 Music.
• Smash Hits.
• Heat.

However these music channels all got their inspiration off of the worlds leading music channel which has played a big part in music and has inspired the collaboration between music and TV making it what it is today, MTV.

MTV was the music music video channel to present music videos on the TV and since it launch it has gone on to expand it's horizons and appeal to a wider ranged audience. They have done this through the use of creating more channels that are focused in different genres of music and different things. For example MTV has sister channels:

• MTV Rock.
• MTV Live.
• MTV Base.
• MTV Dance.
• MTV Hits.

The reason as to why MTV have so many shows relates back to the previous post on genres. Not everyone has the same musical tastes, it is because of this why MTV have released various channels so that they can attract multiple viewers who have different preferences in genres, because if there was different genres all playing off of one channel people would have to wait to hear and see what they want. Through the use of different channels specialising in different genres, viewers are more likely to get what they want more often no matter what artist is playing as the music belongs to that specific genre.

Niche genres of music such as indie for example are under represented as they only have a small fan base following them in comparison to mainstream genres which is why they are not really shown on TV, in a sense the internet has allowed the uprising of more genres as it gives the people the power to post their own music and therefore present their own genres and ideas to the rest of the world for them to follow as the TV only shows the mainstream genres. If I had a choice I would have more niche genres presented as it would give the people that only have access to the TV and not the internet the opportunity to explore new kinds of genres and artists, which would both increase the viewers pleasure and the exposure of these genres and artists. 

Research: Media Institutions

Research: Media Institutions

The Media industry is well respected and generates millions in sales, from iTunes to Live concert performances and Media Institutions make all this possible.

A media institution is a company that signs up music artists to their record label. (company) The company will sign the artist up for a varied fee and provide the artist with:

• Funding - for music videos and anything they may need, for example if they was to go on tour the company will provide money for transport and accommodation wherever they stay at hotels etc.

• Help Spread awareness - Because the media company has many connections to other companies that can promote the artist to more people because they have a high fan base level which will help the artist to gain more fans because it gives them the chance for others to hear their music

• Connections in the music industry - Like you there will be others working within that record label and this will lead to the artist conducting collaborations together, merging both artists work together and creating a song for both their fans.

All of these benefits help the music artist to increase their chance to be successful in the music industry as their are other people working with you to help promote your work increase your fame which is going to help any artist become successful in the industry as they need numbers behind them.

There are many Music groups within the music industry that are owned by media institutions and the majority of artists in the industry are signed, or have been signed previously in the past because the success rate is that much higher of becoming known on a global scale here are a few names of the companies and whom they own in the industry.

EMI

EMI Music group is one of the worlds biggest institutions and owns some of the leading music groups that are known on a international scale, groups such as:

• Angel.
• AstralWerks.

This is why some of the artists they have signed a lot of people are familiar with them or their work because it gets a global promotion. EMI own Snoop Dog, Tinie Tempah, Lilly Allen and Cold Play and even legendary music groups such as The Beatles and Queen who helped shaped the music today from what it was. 

SONY

SONY are another globally famous company that own many different media markets including movie production, but in the music industry they are very competitive, and if the music artist isn't making enough sales then they are most likely top get dropped from the company. They own subsidiary record labels such as:

• Columbia Records.
• Epic records.
• Arista Records.

Amongst other record labels, thanks to the level of competition in this company they own major artists who have a big impact on the pop genre which happens to generate the most money. Artists such as Beyonce, Chris Brown, 1 Direction and even Britney Spears. 

UNIVERSAL Records

UNIVERSAL Records are the largest music institution as they are the subsidiary to the holding company UNIVERSAL which is big and owns many companies, because of the wealth behind the parent company UNIVERSAL Records, the music institution has the funding to be able to find artists before any spotlight has been shed on them  unlike the other institutions they future them and help them to grow and become successful from the ground up they put money and time into the artist.

Thanks to this they can promote the artist via there many media streams including:

• Putting their artists playlists of globally known films they produce.
• Making their artists perform concerts at the UNIVERSAL Theme park.

They have ownership of globally known artists like Akon, Mariah Carey Justin Bieber and even Nicki Minaj.

WARNER BROS.

Warner bros music group is the final music institution that I will be looking at. Although this group isn't as popular as the others Warner is still known on an international level and owns record labels such as:

• Atlantic.
• cordless.
• Warners Bros records.
• Maybach Music.

This means that they have ownership over the likes of Bruno Mars, Estelle, T.I, Rick Ross and MMG swell as Plan B. This music group in particular has helped a lot of artists in the long term and help them to manage themselves financially.

To conclude I believe that Music institutions have played a big role on the music industry and what it is today because without it we wouldn't have found, heard of world wide influential artists that have been mention earlier in this post as they wouldn't have had the vast array of promotional platforms for people to come across them.  

Research: Diverse Music videos

Research: Diverse Music videos

Diverse Music videos are music videos created as an expression of art, they are often mentally challenging to understand which really engages and captures viewers. They are not usually seen in the public eye because usually they are used to go with the music of a niche genre of music however they cannot be undermined for the level of creativity used to create the video. These videos tend to be unpredictable and random so they come under concept music videos.

Concept pioneers
In the music video industry although the genre itself is quite niche and has a very low fan base level there are some well known and respected music video directors who are noticed for there their efforts and projects.  

Chris Cunningham

Chris Cunningham is a music video director that has created some of the biggest diverse music videos in the music video industry, he is well respected for his work and has even worked in the movie industry on films such as A.L.I.E.N and  A Clock Work Orange. Chris cunningham has worked alongside many well known artists and companies such as Bjork, Madonna, Apex Twins and has even created an advert for SONY and the PlayStation. Upon making the music video for the well known Bjork a music artist that is well known for the hit single "It's oh so quiet." Where they spent millions of pounds on CGI and special effects to reconstruct the singers image and turn here into a robot who actually displays explicit image of affection and sexual relations with another robot. The video is entitled "All Is Love" and since the videos release it has received 1,766,764 views and counting, the music video has even won multiple awards including the Gold Pencil and was even nominated for a Grammy award. Chris Cunningham seems to work.  (video below Bjork - All Is Love)

There are similar patterns in his work the work that he does and one off them is his obsession and focus on the human body and face. Usually the characters in the video will have some form of deformity whether its face or body and they often look the same for example like in Window Liker and Come to Daddy (images of the characters in each music video on the right.)

Michel Gondry
Michel Gondry is another is another well known director in the industry who also is respected and is well known by many artists for his work. He has worked alongside Kylie Manouge, Bjork, White Stripes, The rolling stones and many more. He works with artists that fall into the neiche genre and works with rather low concept/ budgeted music videos and creates videos quite the opposite of Chris Cunningham's high budget productions, However like Cunningham he has been involved in the productions in the movie industry and has played a roll in creating Be Kind Rewind and Green Hornet. 

He also directed the music video to the famous Daft Punk song "Around The World" which reached 1,099,456 views on YouTube. As well as Kylie's Come into my world. After watching these to music videos you cant help but notice the pattern in his work, which plays on the idea of repetition and Unlike Michel Cunningham their is a certain level of performance in his work and it isn't just pure concept. 

Opinion on Diverse Music Videos 

I believe that although diverse music videos don't have a huge fan base I feel that they should be respected, as they are a true form of artwork in the music video industry as they are unique and  give video directors such as Cunningham and Gondry the chance to truly express themselves and bring an idea to life , even if sometimes it isn't seen in a good way the fact that they are visually captivating. They are also the perfect way to help artists change their interpretation and image to their fans just like how Madonna approached Chris Cunningham and they created "Frozen". As well as that the music videos that these directors create for these artists causes a lot of hype and attention meaning that neiche genres have the chance to attract a bigger audience because the amount of attention that the music video causes.