Planning: Similar Music Video

Planning: Similar Music Video 

As part of our planning before we shoot our music video we have to look into similar music videos in which we want our music video to be shot like. This will help us to also gain new ideas of possible methods that we can use during our own filming and editing stages as we will be looking at videos from a similar genre. 

Video: Chip - Sonic Boom 

Content and visual style of the video: White and black performance music video. Cameo including President - T (UK rapper).

Themes apparent in video: Chip raps about his recent experiences after the recent dispute against other rappers; Bugzy Malone, Tiny Tempah, Big Narstie and other MC's in the UK rap scene. 

Lighting and colour: bright lighting and contrasting colours are basic but effective as they are used to attract an audience to watch the music video. 

Body language and facial expressions: The facial expressions of the people in this music video are all quite intimidating and serious in the music video the music video as they are all big men adults are being shown with a quite serious and stern body language which shows that they are quite serious people. 

Setting: White room.

Iconography/objects: There is iconography used in this music video that are based on some of the themes of the soundtrack, for example Chip says "I don't wanna share no zoots" that is a slang term for a joint of marijuana which is also shown in the music video as well as members in the background drinking alcohol which is another object that rapper Chip frequently mentions within his lyrics. 

Character representation: Characters within this music video are represented to be quite urban and 'hood' as they wear black/dark colours and linger in the background whilst consuming alcohol and smoking which is to be considered as quite a urban and 'hood' activity, mean whilst Chip the main artist in the music video was wearing white which represents that he is different from the people around him as he is the only one wearing brighter colours he tends to stand out a lot more. 

Artist representation: The Artist within this music video are represented as important within the music video, hence the reason why he is surrounded by many people but is the only one wearing the opposite colours as they wear black and he wears white. He is also center of the camera whenever they are all shown and the only person with the most solo appearances with the camera, also during the long shots with everyone in the frame he is in front which indicates that he is potentially the leader of the music video.  

Editing: Multiple editing techniques are used within this music video; invert frame flashes, fast forward frames as well as merged frames playing simultaneously. they also clone the artist and relay a serious of shots from all different angles and sizes by using straight cuts. 

Use of camera work: Various shots from different camera angles and sizes including; Long-shot, Mid-shot, Close ups and extreme close ups that are used in sync with the beat with straight cuts to emphasize the effect of the beat and the lyrics mentioned.

(Post from Amani)
Video: Skrapz feat.Giggs-Round Here

Content and visual style of the video:
Performance video featuring 2 well known established rappers Giggs and Skrapz (cameo including well known UK rapper Nines)

Themes apparent in video:
Explicit themes within the music video:

• Gang Culture.
• Drug use and alcohol consumption.
• Sexual lyrical content.
• Violent lyrical content.

Lighting and colour:
low-key lighting used throughout the music video and people presented in the music video tend to be wearing quite dark colours in comparison to the main people shown the the music which is the two artists (Giggs and Skrapz) and the cameo appearance (Nines).  

Body language and facial expressions:
In this music video, stern body language and expressionless/serious facial expressions are being shown to imply that all of the people in the music video are serious and not to be taken lightly. 

Setting:
Estate/housing area.

Iconography/objects:
To enhance the visual representation of the lyrics and themes applied to this music video we see people in the music video drinking alcohol and smoking in scenes.

Character representation:
characters represented within this music video are represented to be seen as gangsters that live within the estate and the overall message is that you shouldn't go there.

Artist representation:
The artists are represented to be the leaders as they are infront of all of the people and are continuously at the centre of attention although none of them get any solo shots within the music video. 

Editing:
Editing techniques that have been used in this music video are:

• Straight cuts.
• Fast forward effects.
• Frame Flashes.
• Text used to display artists gimmick slogan.
• Slow motion effect.
• Grey filter affect.
• Static TV filter.

Use of camera work:
The camera angles in this music video are mainly handled angles, which is a classical filming camera angle/movement in classical gang music videos in the UK in the early 2000's.

Conclusion This is relevant to my music video as we are looking to use some of these filming methods and cinematography of our 2 main artists surrounded by other people in the background wearing contrasting colours. We would also be displaying the use of alcohol and drugs, (using recreational props) in the music video as it is a main them and topic within our music videos soundtrack. As our music video carries similar themes to both examples used, however our music video is quite a diluted in terms of lyrical content meaning that it is suitable to be used and shown to a mainstream UK rap audience. 

Planning: Outline Of Narrative

Planning: Outline of narrative

What the task was Why did you do it?

The task that we was given was to analyse the lyrics for the soundtrack that we had chosen to perform in the music video. Me and my group had the task of going through the official soundtrack and judging from the beat and the lyrics decide on what we are going to show and present in the music video. 

Our reasons for doing this was because in order for the music video to be effective and make sense with the soundtrack, the visuals that we show and display to the audience must have a rough connection to the themes, topics and vibe that is used and mentioned in the music video, otherwise it wouldn't be effective or make sense.   

Evidence of the annotations

There is evidence in the annotations created whilst analyzing the soundtrack as we plan to act on some of the themes that was mentioned in the lyrics of our performers.

For example here is a quote on performer Jeremih's lyrics as he mentions what females want to do with him. 

"Love with a hitta like me.

Wanna love with a hitta like me.

Hit the club with a hitta like me.

Do drugs with a hitta like me."

These lyric have been highlighted as I have chosen to act upon them and try to recreate some of these themes visually. So when he says "Love with a hitta like me." We plan to present females around our performer as they love and desire him. 

When Our character says "Hit the club with a hitta like me." & "Do drugs with a hitta like me." We will show a party scene where our performers are enjoying themselves surrounded by themes mentioned such as drinks, women and drugs. (which although we cant actually show this for legal reasons it will be safely recreated.)

Apply idea to theory

Because everything that is seen on camera must have an initial reason for being filmed, we will also take into consideration theories such as:

• Dyer - Star performance (When our performers are rapping for our actors to lip sync with lyrics): We will show usage of star performance because our soundtrack has 2 artists which means that we must give visual representation to the voice on the soundtrack. 

• Mulvey - The male gaze (when presenting females in the music video): This will be used as one of the main topics/themes to this soundtrack is the mentioning of females, hence the reason why they need to shown in the party, however their representation in this music video is dominated by the genre of the song as females are objectified by males. 

• Goodwin - Relationship with visuals: The relationship to the video will be whatever is mentioned by the artists in their lyrics as well as their interpretations on these factors. For example females are mentioned which means they will appear, however they're interpretations mean that females will be presented more so  as sexual objects than regular people.  

• Adorno - Pop culture representation: Pop culture will also be presented within the genre as 

• Hebidge - 

Our reasons for doing this is because if we stick to the ideal and popular theories in our music video then our music video could be considered as conventional and enjoyable as we are giving the audience what they want to see, which makes the music video more effective, realistic and popular with the people 

Video narration

Within the opening scene of our music video we will shoot an establishing shot of the area and local environment

Conclude
To conclude I believe that analysing the lyrics was beneficial for the music video as my group and I where able to identify key themes behind the soundtrack and lyrics to be able to apply them to the music video, making my music video both relevant and understanding towards a audience that is watching and listening to the final product for the first time.   

Planning: My Audience

My Audience

During this planning lesson, the objective was to identify the type of audience that we were looking to attract by creating this music video, this is an important aspect that needs to be consider

It is important to know about audiences when creating a music video because it is easier to know the exact target audience the music video is being produced for. This then helps us decide what to include in our music video in terms of content and conventions because we know what age groups, genders, races and audience categories generally like. Also, by having a target audience, we do not have to impress everyone who listens to music, we only have to appeal to those we have selected. Knowing our audience will allow us to apply conventions of the UK rap genre because we know they will like this. This will ensure our success when releasing the music video because it will gain popularity from the right audience.

 

Our target audience for the song "Wavey" by J Spades ft. Youngs Teflon can be categorised into the following;

Age: The age group of our target audience is 16-30. This is because there are older themes in the song that is inappropriate for the younger audience. The song portrays themes of love, sex, drugs, and money which are more suitable for the audiences over the age of 16 as these are adult themes.

 

Gender: The gender that we are targeting is mostly males as this gender listen to UK rap over females as they are more likely to relate to the themes. Also, as both artists are males, this may allow a higher chance for our audience to form a relationship between the artists.

 

Race: We are targeting the ethnic minorities such as Black Americans and Latinos. This is because UK Rap is usually listened to by these cultures and so we will follow this convention. Also, both our artists are Black British which means that they might then be able to form a bond between the public that are the same race.

 

Audience Category: Our audience category is C2-E which include skilled workers, trades persons (white collar), semi-skilled workers and unskilled manual workers (blue collar) and unemployed, students, pensioners and casual workers. We picked this target audience because they are most likely to be interested in the UK Rap genre, as anyone from the categories A-C1 will usually listen to more classical music or jazz due to their higher job status. Mainly students and young people aspire to a better life and sing about hardship, therefore I believe they will be more interested in our genre.

 

Income bracket/status: The status of our targeted audience is mostly working class due to the genre of the song. It is more likely that working class people listen to UK Rap because the ruling class tend to listen to classic music or jazz. Also, the people in the working class category are not earning much money which meaning their income bracket may be low. This suggests that people that will be most attracted to our music video will be from the working-class.

 

Audience reaction to your video:

We hope for the audience's reaction to our music video to be positive. We hope that the audience is able to engage with the video and understand and relate to our artists and their friendship. We hope to entertain our audience as we have targeted this video specifically for them so we would want them to be interested in the content. Also, we want the audiences’ reaction to be positive in ways that they will then also promote the song in other ways, like word of mouth or using social media to give back positive reviews to other audiences.

 

Why have you identified this group as your target audience?

We have identified this target audience because we have planned each demographic in detail and decided that this is the convention for the UK Rap genre, therefore, we will follow this. Also, we identified these groups because our questionnaire and research into existing products helped us to also identify the answers to these categories which has benefitted us.

 

Overall, this task of planning the audience has been beneficial because it is essential that me and my group are aware of what audience that we are trying to capture and attract. This is because if we do not aim for a specific target audience then our music video wont gain many views as certain conventions within music video must be followed according to the genre and target audience in order to attract viewers.

Planning: Final Idea

Final Idea

After researching various conventions, theories and information about making a music video we have decided on what our final music video product will be. Josh and I sat down and planned how we envisaged our final product to look. Below is what we outlined.  

Artist: J Spades ft. Youngs Teflon

Song: Wavey

Genre: UK Rap and Hip-Hop music

Performance/Concept Based - The idea mainly covers a concept based music video with lots of performance of the two main artists being the main focus from scene to scene. Therefore the camera would linger mainly around our two artist for the majority of the video. The concept will consists of black and white edits, colour, lighting, costume etc. to portray am 'opposites' idea between the characters. So there will be a consistent display of black vs white connotations, mainly through the clothing of one artist being dressed in all white and the other being dress in all black. In addition to this, we would then include the use of young males who are also part of the two artists ‘Squad’ to show how these two artists have a good friendship.

Narrative Structure: We don’t really plan to have a clear narrative between the video, as it want it more performance based and we want our video to enhance the star image of our artists. The video will display however the narrative of these two artists being good friends and the type of lifestyle they

lead. There will also be no clear start, middle and end, it will be the two performers throughout.

Artists:

* SWEENY (artist and performer) - Youngs Teflon. He will wear white in the video and will perform his part of the rap. He will have a cool persona and represent a typical young UK Rap artist.

* MD (artist and performer) – J Spades. He will wear black in the video to contrast himself from SWEENY and will perform his part of the rap individually and with SWEENY at times. He will also represent a typical young UK Rap artist.

MES:

Setting – A white room, studio setting, brick wall – we believe these will stand out and represent our genre and places our target audience will go and habg out.

Costume –

All White - SWEENY

All black - MD

Black and White clothing. Artists might change attire during the video to enhance their reputation but they will also contrast each other. (effects being used for music video)

Lighting and colour – Mixture of high-key and low-key lighting. Light and dark colour effects (effects being used for music video)

Colour: white and black, depends on who is singing (effects being used for the video)

Body language & Facial Expressions: The body language and facial expressions I will direct my artists to display the conventional 'cocky' and slouching posture, with exaggerated facial expressions that rap artist usually do as well as throwing hand gestures to represent their aggressive and flashy characteristics.

Iconography: Generally I will also use the cliched background atmosphere of attractive cars and objects (jewellery, drugs, clothes etc). For the use of drugs I will use a close up of their mates potentially engaging in this activity.

Application Of Theory:

Laura Mulvey - 'Male Gaze'

-We do not plan to use this as we do not plan to use any females in the video

Richard Dyer - 'Star Image'

-We will definitely use this idea for both of our artists. We want to increase the fame and reputation of both artists therefore we will make them look like ‘a star’ by the way they dress, the way they act and also by the way the camera will move around them. There will be lots of close-ups and medium close ups to develop this idea.

Andrew Goodwin – ‘8 characteristics of a music video’

-We will follow genre characteristics through the MES.

-Intertextual reference perhaps with including the background to one of their lives

-Close-ups to enhance star motifs

-technical elements with lots of fast edits and application of using MES in a unique way

-editing to match the pace of the song: we have lots of fast beats, therefore our editing will match this.

Advantages:

* Fast beats which will allow us to use lots of visual effects and techniques.

* Settings should be easy to film in

* MES should look very effective to the eye

* The concept of ‘Ying and Yang’ should be very clear to the audience.

Disadvantages:

* Lyrics might be hard to lip-sync to

* Location of bricks yet to be found that matches setting and mood.

* Two performers needed will need to interact with each other well which might take some time

* Potentially could look quite repetitive

Target Audience:

Aged 16 – 30 years

Both males and females but we think mainly males prefer the UK Rap scene

People who generally listen to the Hip-Hop/ Rap music / R'nB genres with social interests of drinking, dancing and street life.

C2- E social category

Ethnicity will be mainly ethnic groups

Final Idea Questionnaire:

1. What category do you fall into?

10-15      16-21        22-27        28+

2. What’s your occupation?

Student Employed      Unemployed         Retired

3. What genre of music do you listen to?

RnB      Hip-Hop        Pop Rap        Rock House       Jazz

4. How often do you listen to UK Rap?

Always            Sometimes         Never

5. What would you expect to see in a UK Rap music video?

_________________________________________________________________________________

_________________________________________________________________________________

6. Should the music video be focused on the artist?

Yes                                          No

7. What themes should be included in a UK Rap music video?

Love                Wealth                 Death                    Violence              Sex

8. Should there be references to other artists/events/videos in the music video?

Yes                                          No

9. Do you think there should be women being shown in a sexual way?

Yes                                           No

10. Do you think the lyrics should match the visuals?

Yes                                           No

11. Do you think the pace of the music should match visuals?

Yes                                            No

12. Would you like to see slow motion being used with the editing?

Yes                                            No

13. What are your thoughts on the music video being purely concept/performance based?

_________________________________________________________________________________

14. What iconography (objects) would you expect to see in a UK Rap music video?

Money                  Cars Knifes                     Spaceships                    Jewelry

15. Do you think the ‘star’ should be emphasized by using close-ups?

Yes                                             No

16. Do you think there should be a male and female relationship shown?

Yes                                             No

17. What setting would mostly suit a Hip-Hop genre?

Party              Car park/Streets             Warehouses          Forests          Schools          Prison

18. What are your thoughts on the music video being black and white?

__________________________________________________________________________________

19. What makes an artist a ‘star’?

___________________________________________________________________________________

20. What type of costume should the artist be wearing?

Suits                           Tracksuits                                Jacket&Jeans

To conclude I believe that we have successfully managed to plan out what our final will look like and how we will go about presenting the soundtrack in terms of visuals. This is beneficial for me and my group as when we are filming the footage for our music video we can easily refer back to this if we ever get unsure of what we have to do because we have already planned it before hand. 

Planning: Initial Idea

Initial Idea

Song:

67 (Dimzy, ASAP, Liquez, Smallz, Monkey and LD) Lock Arff REMIX 

Genre:

UK Trap

Narrative:

A gang (67) do illegal activities and avoiding the police whilst doing so police tape off the road (lock off) as a result.

Narrative structure:

Performance -Each artist will lip sync his verses from the soundtrack on the music video.

Narrative - in between the artist performance clips of the narrative will be shown clearly to make sense to the audience.

Characters:

Performers (Dimzy, ASAP, Liquez, Smallz, Monkey and LD)

Police officers would also be needed.

Female back dancers.

MES:

·         Tracksuits, hoodies, bomber jackets. (Black/dark clothing.)

·         Ski mask/face wear.

·         Police uniforms.

·         Female clothing that plays on the male gaze.

·         Contraband iconography. (Drugs and guns.)

·         Low-key/Dim lighting.

Application of theory:

Laura Mulvey – The male gaze.

Dyer – Star Image.

Goodwin – Lyrics connected to visuals.

Advantages:

• Slow-paced instrumental and beats means slow paced editing. (Easier and still effective.
• Slow lyrics mean easier lip syncing.
• Easy MES costume clothing.

Disadvantages:

·  Swearing and explicit lyrics must be censored which dulls the effect of the music video. (No clean version to this soundtrack.)

·  Multiple star performances means it’s harder to do the music video.

· It is hard to recreate illegal activity and the usage of real illegal items is banned during the risk assessment. Making it harder to link the visuals to the lyrics as we can display this. 
   Target audience

   Age 16 – 23 group C1-E. 

 Initial idea questionnaire

1.       How old are you?

10 – 15   (10)

16 – 21   (10)

22 – Older (if older specify age here) ________________________________________ (0)

2.       Do you listen to UK Trap music?

Yes (15)

No (5)

3.       What is your ethnic background?

Fill here details here: _______________________________________

(Majority answered with Black Caribbean and Black African)

4.       Who is your favorite UK trap artist?

Fill answer here: __________________________________________

(5) Section Boyz

(10) 67

(5) Reekz MB

5.       What do you feel is the best clothing to wear in these videos?

·         Suits. (0)

·         Casual Clothing. (6)

·         Tracksuits/hoodies/bomber jackets. (14)

6.       Do you think the music video would be better if the females in it where sexualized?

Yes. (18)

No. (2)

7.       Do you find it more enjoyable if there is a storyline in the music video

Yes. (11)

No. (9)

8.       What is your opinion on the use of recreational contraband items such as drugs and weapons being used in the music video?

·         I like and enjoy watching this. (10)

·         I don’t mind and don’t care about it much. (6)

·         No I dislike it and feel that it is inappropriate. (4)

9.       Do you watch /focus on the music video or just listen to the soundtrack?

·         Watch and listen. (10)

·         Not focused. (7)

·         Don’t watch but listen. (3)

10.   Do you think star image should be used in these kinds of music videos?

Yes. (15)

No. (5)

11.   Do you find it less enjoyable if censorship is used in this specific genre?

Yes. (17)

No. (3)

12.   How old do you feel the characters in the music video should be?

Fill here: __________________________________________

17 - 22 (14)

10 – 16 (6)

13.   Should the visuals give visual example to the lyrics?

·         Yes, every scene. (10)

·         Yes, but not all scenes. (7)

·         No I dislike any lyrics linking to the visuals. (3)

14.   How should the lighting in this video be?

High pitched lighting. (0)

Low-key lighting. (20)

Josh's Initial Idea

Song: The main song I had in mind was Tory Lanez - Diego which consists of a combination of the R&B and Hip Hop genre. The song portrays the idea of 'being the new Tony Montana' which is an intertextual reference to the movie Scarface.

Narrative: Concept Based/Performance - My idea mainly covers a concept based music video with some performance of the star artist. Therefore the camera would linger mainly around the artist, the majority of the video, making him the main focus. In addition to this, I would then include the use of young attractive females acting promiscuously towards the artist portraying the stereotypical idea of a Hip Hop artist representing someone who all the ladies want.

Narrative Structure: The narrative structure would differ from scene to scene. Meaning that their will be a simultaneous edit, combining scenes from three different locations (Party, underground location, bedroom). Therefore the structure of this video would be conventional to the Hip Hip/R&B genre because it would contain the repetitive use of attractive and luxurious locations with beautiful females and expensive iconography (Cars, jewellery, clothes etc.) which represent the stereotypes of artist using the basic idea in music videos over and over again.

Representation of Artists/Characters: Due to the song portraying the idea of 'being the new/modern day wealthy icon (Tony Montana), I would include scenes or flashing images from the film 'Scarface' to match the lyrics. As far as matching the visuals; I will make my artist dress in luxurious 'classical' clothing e.g suits, fur, coats, trench coat and top hats mimicking the character of Tony Montana in which, this way a connection with lyrics and visuals will be displayed (Goodwin's Theory).

Mise En Scene (MES):

Costume: All White, Tony Montana costume

Colour: Their will be a consistent use of the colour white ONLY on the artist to represent the wealth and 'significance'. In addition to this, I would include the editing of making some of the scenes black and white to portray the time period of 'Scarface'

Lighting: High key, focusing on my artist to represent the iconic role being portrayed with the additional use of low key lighting which would represent that underground and 'illegal activity' atmosphere.

Setting: Their will be edits transitioning from three locations: Central London, mansion, underground area e.g. abandoned warehouse or under a tunnel.

Body language & Facial Expressions: The body language and facial expressions i will direct my artist to display would be the conventional 'cocky' and slouching posture, with exaggerated facial expressions that rap artist usually do as well as throwing hand gestures to represent their aggressive and flashy characteristics.

Iconography: Generally I will also use the cliched background atmosphere of attractive cars and objects (jewellery, drugs, clothes etc). For the use of drugs i will use a close up of a females lips with them smoking, to portray the idea of smoking weed

Target Audience: 

• Ages from 16 - 30
• Both male and female
• Stereotypical black race who tend to prefer the genre of R&B/Hip Hop
• Occupation: C2 - E class

Research: Sub Cultures

Sub Cultures

A subculture are groups of people who get together and unite due to sharing common values and beliefs and tastes, this can vary from the same dress sense to moral and social beliefs.They are positioned outside mainstream culture and beliefs and stick together because of their mutual disagreements. 

examples of sub cultures could be groups known as:

Punks 

Punks are a subculture that many people are more familiar with as they could be considered to be a popular subculture. It is quite easy to identify a punk as many of their traits play on their appearance:

• Studs/spikes on clothing/ skin piercings (Doc martins)
• Mohawk hairstyle (styling gel used to create spike affect.)
• Leather clothing.
• They listen to Punk music.

They have an appearance that seems to be quite intimidating, which enhances the level of moral panic they have when seen by people that follow mainstream/popular culture. However punks are known to be quite a non violent subculture that don't usually get themselves into confrontations with others, they can be known to be quite laid back and calm. 

Skin heads

Skin heads where known to be quite a dominant subculture in England during the 90's and they was rarely shown in a positive light. This is due to the  many confrontations during the times when England was just being exposed to ethnic diversities joining the country for the first time. It was relatively easy to identify a punk, as they would wear:

• Bomber jackets. 
• jeans. (Waist straps attached.)
• doc Martin boots. 
• White British (usually males.)
• Extremely low cut hair or bald (Where the term 'skinhead' came from.)

Skin heads are known to be a violent subculture and they have been known to even have criminal behaviours as they have robbed, attacked and even killed people during the 90's. They are working class people who are quite uneducated and angry at the fact they want England to be a white British society. Their favourite preference of music is reggae. 

How sub cultures work
sub cultures do not like conformity and don't follow capitalism, they rebel against common usual values and systems that the  mainstream culture follows which is why mainstream culture considers them a threat because of their difference.

They have their own set of values, behaviour and traits. This means that they aren't consumerists and they don't purchase mainstream brands and follow mainstream trends. For example they would purchase or own IPhones, branded clothing and listen to pop music or any other mainstream genres as they tend to go for niche genres of music. (Preferably made by their subculture.)

Subcultures relationship with music
with their being so many subcultures in the world, not only do many people have different musical tastes but they also have different values, behaviour sets and morals towards life. It is for this reason why many people can fall into subcultures from listening to music.

Because the audience likes and agrees with the content of an artists lyrics they may very well end up leading the same kind of lifestyle because of their influence (being the artist.) It also works the other way around with different subcultures creating their own sound of music and having it added to  long list of niche genres meaning it has the tendency to  work both ways.


Birmingham school
Subcultures are another reason as to why the Birmingham school found fault in the Frankfurt school's theory as they felt that they didn't take in the subcultures into consideration and they just had everyone in the mainstream or the upperclass category. 

The Birmingham school believe that subcultures are a reaction to the decoding of the audience which would also mean that subcultures came from one original culture.

Dick Hebdige
Hebdige, like the Birmingham school believed that although some people think subcultures appear to be different, deep down they are the same.

He also went on to say that he believes the consumption of music video is an active process and different audiences read into the same product. As a result of this some people that choose to resist it could possibly fall into a subculture.  

McCracken's Theory
McCraken is a theorist who said. ''The post modern world is full of diversity, dynamism and creativity" His theory disagrees with the last statement that the Birmingham school made as he also said. "If we look at the array of values and ideologies then we can't say all sub cultures come from one culture." This means that he is saying their are loads of different subcultures and their beliefs behaviours and characteristics are so different that they can't all stem from one leading culture. This is true because their are different mainstream cultures in different countries, for example pop music and house is one the most popular genres in music but in america they are more known for their Hip-Hop and Rn'B songs. 

Link to Dyer
Shared cultural values can support the idea that some subcultures will share the same ideologies, values and beliefs as 'stars' (artists) which means that some subcultures could follow stars just because of these shared values.