Friday 26 October 2012
Vox Pops
To add to the questionnaires my group and I gave out to members of the public we also interviewed some of them on camera. We aimed to talk to a range of different ages and by chance they had similar choices in their favoured artists and genres so our feedback from the interviews does not show a large range of people. The people interviewed were typical examples of our target demographic: young, house/dance fans. Using interviews as a source of research was very different as it gave the people being interviewed a chance to go into more depth about the questions rather than the answers on the questionnaires, this gave us more information and feedback to work from. One of our interviewees went into great detail when asked about if they were a fan of LMFAO, this was helpful as he specified that he "Wished he could dance like that". This will help us make our recreation as we will have to pay particular attention to how good the dancing in the video as it is the priority of our target demographic. All four people in my group had to take in turns to film someone during the interviews and read the questionnaires to them. After we had gathered all the interviews one of my group members edited the videos into a short film about what we found out.
Research into Chosen Artist
My chosen artist is LMFAO and my interests within this artist is their style of dance and 'party atmosphere' they portray in their very successful music videos. Their dance style is very similar to what young people do today, this helps their audience to connect with them as they see them in something they find fun and will want to go out and do. When I was watching their music videos I knew that this would be all the inspiration for wanting to recreate it. I think that making the video would be very fun and enjoyable as I like the dance in the video and as I am in a group of peers that I like and enjoy spending time with, I believe we will have lots of fun making the video.
LMFAO are an American duo originally from Los Angeles, California. Redoo (Stefan Kendal Gordy, left) is Skyblu's (Skyler Austen Gordy, right) uncle and they formed the group in 2006 and declared that they are on hiatus. They began their career in 2007 as part of the electro club scene and started to create a local buzz. They were then signed to Interscope/will.i.am Music, the manager Neil Jacobson said their demo records sounded like finished records so little artist development was needed. They the later released their first track, "I'm In Miami Bitch" and then their first album, "Party Rock" in 2009.
I found this information on Wikipedia and the table shows the sales and chart peaks of their albums.
I found this information from Wikipedia and the table shows the sales and chart peaks of their singles.
http://www.youtube.com/watch?v=UA8rcLvS1BY
Research Into Chosen Music Genre
Research Into Chosen Music Genre
The song we have chosen recreate is from the Dance genre, LMFAO's 'Champagne Showers' follows the conventions of the genre in all their music videos and so we will have to do the same when we recreate it. We have to do this so our audience will acknowledge our music video as being a dance video.
I personally wanted to recreated a song from the dance genre as I am really into the genre and also into the house genre which is very similar to dance but the videos are often a lot better for the dance genre so my group and I decided on that.
My group did some primary research and found the following conventions of the genre:
- The scenes predominately take place in a club or party setting
- The female back up dancers wear high heels, short skirts etc.
- Artificial lighting is used to enhance the artist's attractiveness
- The pace of the editing is in synch with the track's beat
- Iconography usually includes lots of alcohol, a pool, UV paint
- Close up shots are commonly used on the artist for promotional reasons
- The atmosphere is fun and carefree
- There is lots of variation in camera shots
- Credits are used to introduce the song title and artist
- Participants in the music videos are all usually young adults aged 18-25
Before me and my group started to plan we needed to research into other music videos for ideas and inspiration we will need. One of the videos I watched was Swedish House Mafia's, Don't You Worry Child as it is a very popular dance song and is one of my favorites. The song is based on the bands last ever show in England and you can see the happiness and excitement, naturally created by the audience and band.
A panning shot of the front row of the audience in slow motion shows the audience singing along to the lyrics. This shows the audience what it was like to be at the concert as you see all the positive body language and everyone waving at the camera. This is a very useful shot as it shows what their real life audience is like rather than the actors that are featured in usual music videos. From this I can see their typical target audience are people aged 16 - 25 who love to party and dedicated to their music. This is a similar audience that me and my group wish to target. The difference between the two films will be that Swedish House Mafia's is a real scene and in mine they will be people acting as part of a party scene. 
This is an extreme long shot used half way through the video, it shows how popular the band is. Richard Dyer's theory applies here as the band seems extraordinary due to the size of its fan base. The crowd are dancing around with their hands in the air having a good time which is entertaining for the audience. 
Copyright
Copyright
Copyright is a legal concept, giving the creator of an original work exclusive rights to it, usually for a limited time. Generally it is "the right to copy", but also gives the copyright holder the right to be credited for the work.
My group had to email artists that we wished to use their song in order to comply with the regulations of copyright law. We tried to contact LMFAO as our choice of artist so we had to email their record label. We had to gain permission fro this via the email so they can be sure that no-one is going to make money from their video. The email we sent is listed below, we sent this letter to the record label four times (once from every member of the group and have not yet received a reply from them.
My group had to email artists that we wished to use their song in order to comply with the regulations of copyright law. We tried to contact LMFAO as our choice of artist so we had to email their record label. We had to gain permission fro this via the email so they can be sure that no-one is going to make money from their video. The email we sent is listed below, we sent this letter to the record label four times (once from every member of the group and have not yet received a reply from them.
Tuesday 16 October 2012
Pie Charts
My group and myself decided to make pie charts because they are quick and easy to read and they are a great way of displaying the data so that we could decide easy with the clear majority answers from our survey.
Questionnaire
Questionnaires are important when you need to consider who your target audience is because it gives you relevant data about what the audience wants to see and therefore you will be able to make something that is in demand and therefore has more chance of being successful. We surveyed 40 people in the survey because it gives you a wide spread of data but is not so large like for example if you surveyed 400 people it would become very time consuming and we would not be able to interpret the data into what they audience wants as it would be too different. As there is 4 people in my group we each took ten questionnaires and gave them out to different members of the public and then came back with the results.
Monday 15 October 2012
Major Record Labels
Focus on the UK
Who are the major labels currently in the UK?
Who do the major labels manage?
Do the major labels own smaller comapanies ad whcih artists do these labels manage?
Are there any links within the media?
Sony Music
Background:
They are a subsidery of Sony Corporation of America.
They are in the music and entertainment industry.
They have many artists of many different genres.
They were founded in 1929 and then in 2008 they were founded and Sony Music and Entertainment (SME)
They are owned by Sony.
Their parent company is the Sony Corporation of America.
Who they manage:
Michael Jackson
Beyonce
Christina Aguilera
Calvin Harris
West Life
Kings of Leon
Chris Brown
Celine Dion
Smaller companies owned by Sony:
Epic Records
RCA Records
Syco Music
Columbia Records
Sony Masterworks
Sony are also linked and makers of many different products such as mobile phones, games consoles, televisions, computer and home entertainment systems. Offering this many different products and being part of so many different markets broadens their target audience and helps to maximise their profits, they will also get a trust element from their target audience as the consumers will know they are a good and trusted brand and stick with their products across different markets. They are also involved with the X-Factor and the winner of the competition is signed to Sony BMG.
EMI
Who are the major labels currently in the UK?
Who do the major labels manage?
Do the major labels own smaller comapanies ad whcih artists do these labels manage?
Are there any links within the media?
Sony Music
Background:
They are a subsidery of Sony Corporation of America.
They are in the music and entertainment industry.
They have many artists of many different genres.
They were founded in 1929 and then in 2008 they were founded and Sony Music and Entertainment (SME)
They are owned by Sony.
Their parent company is the Sony Corporation of America.
Who they manage:
Michael Jackson
Beyonce
Christina Aguilera
Calvin Harris
West Life
Kings of Leon
Chris Brown
Celine Dion
Smaller companies owned by Sony:
Epic Records
RCA Records
Syco Music
Columbia Records
Sony Masterworks
Sony are also linked and makers of many different products such as mobile phones, games consoles, televisions, computer and home entertainment systems. Offering this many different products and being part of so many different markets broadens their target audience and helps to maximise their profits, they will also get a trust element from their target audience as the consumers will know they are a good and trusted brand and stick with their products across different markets. They are also involved with the X-Factor and the winner of the competition is signed to Sony BMG.
EMI
Background:
They are in the music and entertainment industry.
They were founded in 1931.
They went defunct in September 2008.
Their Headquarters is in London, England.
Who they manage:
Lily Allen
Melanie B
Cold Play
Connor Maynard
Kylie Minogue
Chemical Brothers
Matthew James
Fatboy Slim
Enigma
Smaller companies owned by EMI:
Capitol Music Group
Blue Note Label Group
Virgin Music Group
EMI Christian Music Group
Caroline Distribution
Universal
Background:
They are in the music and entertainment industry.
They were founded in 1934.
Their headquarters are in California, USA
Their parent company is Universal (96-06)
Who they manage:
Avicii
50 Cent
Akon
Amy Winehouse
Jessie J
Craig David
Jay Sean
Abba
Smaller companies owned by Universal:
- A&A Records
- A Cappella Records
- A Different Drum
- A&E Records
- A&M Records
- A.D.S.R. Musicwerks
- Abbott Records
- ABC Classics
- ABC Dunhill Records
- ABC Records
- Abco Records
- ABC-Paramount Records
- ABKCO Records
- Ironworks
- Isadora Records
- I Scream Records
- Island Blue Records
- The Island Def Jam Music Group
- Island Masters
- Island Records
- Island Reggae Greats
- Isolate Records
- it Records
- I-Volution PML
- Ivy League Records
Universal are heavily involved in the film industry and have made a number of films such as King King, Jurassic Park and The Fast and The Furious. They also co developed VEVO, which is a site designed for music videos which will allow consumers to stream music videos for free.
BMG
Background:
They were founded in 1978.
They went defunct in October 2008
Their headquarters are in Germany
Who they manage?
Maroon 5
Kelly Clarkson
Linkin Park
Justin Timberlake
Joss Stone
Nikki Webster
Companies owned by BMG:
- RCA Music Group
- RCA Records
- Arista Records
- J Records
- Full Surface Records
- US Records
- Arista Nashville
- RCA Nashville
- BNA Records
- BMG Kidz
Warner Music Group
Background:
They are in the music and entertainment industry.
They were founded in 1958.
Their headquarters are in New York, USA.
Who they manage:
Bass Hunter
Michael Buble
JLS
Nickleback
Cher
Jason Derulo
Down
Alesha Dixon
Smaller companies owned by Warner:
1M1 Records
12 Apostles Records
12 Tonar Records
12k Records
1-2-3-4 GO! Records
13th Floor Records
13th Planet Records
What is a music video?
Music videos are split into three catagories:
A music video has many different purposes. These include:
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- Performance - The artist would sing and dance in the video. E.g. An onstage performance.
- Narrative - The artist would be telling a story to the audience in the video. E.g. Christina Aguilera - Beautiful.
- Concept - The artist would be selling the audience an idea/ theme/ideology in the video. E.g. MGMT Electric Feel.
A music video has many different purposes. These include:
- To promote the song or album.
- To invoke the emotions from the audience in order for the song to be memorable.
- The visuals give the audience a better understanding of the song.
- To give a visual representation of the band.
- To be used as an extention of income.
- To entertain the viewer (dance routines etc.)
- To expose an artist in order to reach their target audience.
- To promote a film they are used in (synergy) by including clips from the film.
The different genres of music you are likely to encounter are:
- Rap (e.g. Eminem)
- Rock (e.g. Slipknot)
- House (e.g. Jamie Jones)
- Hip Hop (e.g. Olly Murs)
- Pop (e.g. Little Mix)
- RnB (e.g. Beyonce)
- Dance (e.g. LMFAO)
- Grime (e.g. Skepta)
Beyonce - RnB
Little Mix - Pop
Eminem - Rap
Olly Murs - Hip Hop
Censorship
Do you think music videos should be censored?
Censorship is the suppression of speech or other public communication which may be considered harmful, sensitive, or inconvenient. It can be done by governments, private organisations or by individuals who engage in self-censorship. It occurs in a variety of different contexts including speech, books, music, films, the press, radio, television and the Internet for a variety of reasons including national security, to control obscenity, to protect children, to promote or restrict political or religious views and to protect intellectual property. Many countries provide strong protections against censorship by law, but none of these protections are absolute.
Ofcom is the official office of communications who are based in the UK. They deal with broadcasting, telecommunications and postal industries. Ofcom have the authority to censor music videos, which I will be looking at.
Rihanna's song 'S&M', released in 2011 is a prime example of whether or not music videos should be censored. The title of the song, 'S&M' stands for 'sadomasochism' which is a form of role-playing. Throughout the video there is a continuous sexual reference and the audience can see this from the lyrics in the song and the actions by Rihanna and the other people during the video. The use of iconography is apparrent using light leather clothes, whips and a banana which suggest a sexual nature. This is all seen to be innaproprate and therefore likely to be censored. The song that is played on the radio also has to be censored, the difference is that only certain words have to be censored which is often a lot less than censoring the video footage. This is because it is generally only connotations of explicit content and not a direct reference.
MTV has actually banned this video from being broadcasted on the channel, this channel is one that dominants the music video industry and the behaviour in this video would give them a bed reputation and result in complaints. OFCOM would therefore have to censor or ban the video and it could be deemed innapropriate.
Sunday 14 October 2012
Music Channels
MTV
MTV's target demographic is younger adults and teenagers as they broadcast music videos and reality scripted shows such as 'My Super Sweet 16', 'Teen Mom' and 'Keeping Up With The Kardashians'. The younger audience of around 14 - 16 will be attracted to the luxurious lifestyle of the Kardashians and the high life of the people in Super Sweet 16. MTV plays mainstream music which have a broad commercial appeal and are popular in the charts. It will therefore maintain the high reputation of the channel and with what their target demographic will enjoy listening to. Popular artists with a broad commercial appeal such as Rihanna, Example, Jay Z and Katy Perry appear regularly on the channel which further confirms there audience. They also own sister channels such as Comedy Central and Nikelodeon. The logo is in the style of graffiti which is a thing for young people and relates to something young adults are aware and perhaps involved with and its modern and popular. MTV always cater to their target demographic at all times.
VH1
VH1 has a wider target audience however they mainly target young adults and adolescents. They also cater to niche audiences as they regularly play music such as '80's greatest hits', as well as 80's music they also play music spanning from the 70's all the way to the present day. Popular artists such as Rihanna, Example, Jay Z and Katy Perry appear regularly on the channel, also artists like Michael Jackson and Whitney Houston that will appeal to the older audience as well as the younger one make regular appearances on the channel. They own popular shows such as VH1 classic and 'I Loev Me' which play programmes such as 'Behind the Music' which shows detailed analysis into an artist and behind the scenes. the logo is colourful which shows happiness and enjoyment.
BOX TV
BOX TV cater and appeal to a wide audience which ranges from ages 16 - 30 which is a mix a=of adults and adolescents. This is due to the wide range of songs and artists they play on thier different channels such as The BOX and 4Music. Artists such as Beyonce, Rihanna and Chris Brown regularly feature on BOX TV. They have many sister channels such as Heat, Kiss, Magic and Smash hits. Their logo is black and white which usually wouldnt attract people to it, however it could represent the contrast between the age ranges they cater for and the different styles of music they listen to. The bubble style writing attracts the younger audience.
SCUZZ
SCUZZ cater to an age range between 16 - 30, they have a very niche audience as they play a specific genre of music with specific sub genres like rock, heavy metal, punk and death metal. Artists such as Enter Shikari, Young guns, you me at six and death Havana regularly feature on the channel. They have sister channels which are Bliss, Chart shows and Flava. Their logo is dark and edgy and a grey/silver colour. This conforms the gothic genre, this therefore associates with the music. The spiked edge of the logo connotes and highlights the rebellious attitudes promoted.
KISS
KISS are similar to many of the channels mentioned previously, they cater to a younger audience. They broadcast up to date music and chart toppers with popular artists like Rihanna, Tinie Tempah, Example, Maroon 5 and Drake. They have sister channels such as Magic 105.4, Heat and they broadcast on DAB Digital radio, freeview, sky and talk talk tv. Their logo is simple, the shape on the side of 'Kiss' could also represent a mouth. This relates to the pop genre. The rounded font and curved ends also represents the younger generation as it looks similar to bubble writing.
MTV's target demographic is younger adults and teenagers as they broadcast music videos and reality scripted shows such as 'My Super Sweet 16', 'Teen Mom' and 'Keeping Up With The Kardashians'. The younger audience of around 14 - 16 will be attracted to the luxurious lifestyle of the Kardashians and the high life of the people in Super Sweet 16. MTV plays mainstream music which have a broad commercial appeal and are popular in the charts. It will therefore maintain the high reputation of the channel and with what their target demographic will enjoy listening to. Popular artists with a broad commercial appeal such as Rihanna, Example, Jay Z and Katy Perry appear regularly on the channel which further confirms there audience. They also own sister channels such as Comedy Central and Nikelodeon. The logo is in the style of graffiti which is a thing for young people and relates to something young adults are aware and perhaps involved with and its modern and popular. MTV always cater to their target demographic at all times.
VH1
VH1 has a wider target audience however they mainly target young adults and adolescents. They also cater to niche audiences as they regularly play music such as '80's greatest hits', as well as 80's music they also play music spanning from the 70's all the way to the present day. Popular artists such as Rihanna, Example, Jay Z and Katy Perry appear regularly on the channel, also artists like Michael Jackson and Whitney Houston that will appeal to the older audience as well as the younger one make regular appearances on the channel. They own popular shows such as VH1 classic and 'I Loev Me' which play programmes such as 'Behind the Music' which shows detailed analysis into an artist and behind the scenes. the logo is colourful which shows happiness and enjoyment.
BOX TV
BOX TV cater and appeal to a wide audience which ranges from ages 16 - 30 which is a mix a=of adults and adolescents. This is due to the wide range of songs and artists they play on thier different channels such as The BOX and 4Music. Artists such as Beyonce, Rihanna and Chris Brown regularly feature on BOX TV. They have many sister channels such as Heat, Kiss, Magic and Smash hits. Their logo is black and white which usually wouldnt attract people to it, however it could represent the contrast between the age ranges they cater for and the different styles of music they listen to. The bubble style writing attracts the younger audience.
SCUZZ cater to an age range between 16 - 30, they have a very niche audience as they play a specific genre of music with specific sub genres like rock, heavy metal, punk and death metal. Artists such as Enter Shikari, Young guns, you me at six and death Havana regularly feature on the channel. They have sister channels which are Bliss, Chart shows and Flava. Their logo is dark and edgy and a grey/silver colour. This conforms the gothic genre, this therefore associates with the music. The spiked edge of the logo connotes and highlights the rebellious attitudes promoted.
KISS are similar to many of the channels mentioned previously, they cater to a younger audience. They broadcast up to date music and chart toppers with popular artists like Rihanna, Tinie Tempah, Example, Maroon 5 and Drake. They have sister channels such as Magic 105.4, Heat and they broadcast on DAB Digital radio, freeview, sky and talk talk tv. Their logo is simple, the shape on the side of 'Kiss' could also represent a mouth. This relates to the pop genre. The rounded font and curved ends also represents the younger generation as it looks similar to bubble writing.
Analysis of Music Genres
Artist: Drake
Title: Over
Genre: Rap
Drake's music video entitles 'Over' is set in his bedroom. In the background images of people walking have been projected onto the plain wall. The people in the projection are shown to be walking in a busy city which could suggest people walking in and out of his busy life and his bedroom is like a santuary where he can escape from all of that. This relates to the conventions of rap music vidoes as it shows his real life experiences.
A long shot a Drake sitting down with orange lighting making him glow up which shows his frustration. This happens throughout the video and on one occasion while this is happening he says "its over, its over" this could resemble the end of the road for him or a part of his life. The audience can relate to this because they can empathise with him in his situation.
Fade cuts are used throughout the video when Drake moves to a different location, this shows the audience that the video is moving on and Drake coule be expressing another part of his life or a different problem. This is important for the audience as they can see different parts of his life and understand him more as an artist.
A mirror effect is used as he is explaining a more important part of his life and situation. This is Drake's first music video so it is establishing his star image which helps to build up a relationship with his audience and is the base stepping stone for his career ahead of him.
The rule of thirds appears in the video when Drake is rapping his lyrics appear simultaneously on the left hand side of him. This helps to show his emotions towards his lyrics and that they are true feelings and that he cares about them, this helps his audience connect with him as they know he is rapping about real life and things which are important to him. This shows the conventions of rap videos again which is something the audience looks for in artists videos.
http://www.youtube.com/watch?feature=player_embedded&v=2lTB1pIg1y0
Artist: Flo Rida
Title: Club Cant Handle Me
Genre: Dance
At the start of the music video there is an establishing shot of two expensive sports cars (Lamborghini's). This shows his luxury and materialistic lifestyle as a celebrity and singer. This is therefore promoting his life as luxury, weathly and a popular artist and becoming a role model for his audience.
The use of iconography is shown to the audience as a birds eye veiw shot, here we see champagne being sprayed into the air over people on the dance floor below, this again highlights his luxury lifestyle and also him enjoying himself at a party with his friends. This helps the audience get to know him better and see what his lifestyle is like.
The use of a split screen is used in the video appears in gthe video with one half of the screen showing Flo Rida in a club partying with his friends and the other half when he is in a luxurious city. This shows the two different sides of his life, they are still both very luxury ways to live your life. This confirms Richard Dyers paradox 1, which is when the artist is being simultaneously ordinary and extraordinary. The audience wil relate to this more as they will start to look up to him in admiration.
The fast paced editing is helped and complemented by the dancing in the video and the flashing lights in time with the music and beat. This shows the enjoyment he has in being in a club and being with his friends and peers and promoting his lifestyle to his target demographic.
During the video when you see Flo Rida in the club, you see him wearing sunglasses and a large gold medallion. The medallion clearly represents luxury and his expensive lifestyle and therefore promoting his star image as being wealthy. The glasses could connote a barrier for his normal persona and then the materialistic glasses could represent his
star image. His body language and style in the video shows his confidence and dominance as a person and artist.
http://www.youtube.com/watch?feature=player_embedded&v=SgM3r8xKfGE
Artist: Beyonce
Title: Naughty Girl
Genre: R'n'b
Beyonce's video titled 'Naughty Girl' is set in a club come dance studio. In one of the shots in the video she is surrounded by mirrors as she dances. This shows off the female figure and herself as a young and sexy star who is comfortable with her body and like to flaunt it to people. This relates to her target demographic as they can relate to her as they are dreaming of being her.
A low angled shot is used to show herself off the audience, she is shown in a large champagne glass filled with champagne whilst dancing provocatively. It also shows her dominance as a strong woman and as wealthy as she has enough money to bath herself in champagne. The audience may therefore envy her and look up to her as a rolemodel and hope to maybe one day become like her.
In amonst the large number of long shots used in the video there is one in particular that is rather eye catching. It is of silhouettes of women dancing provocatively which perhaps promotes the female form as a sex symbol. It also shows them as being free, young, sexy and having fun. This reflects as the artist is free, young, sexy and having fun which the audience like to see from their preferred artists.
In another scene Beyonce is dancing a stage in a revealing silver dress with three spotlights above her in the background drawing the audieces focus onto her, which highlights her as a dominant and strong person. This also shows her being on show and in the lime light which is what it is like for artists when they are out in the real world, the audience can relate to this as it shows what her real life is actually like.
A jump cut is used to skip between Beyonce dancing flirtatiously with Usher to her back in the champagne glass, this makes her seem more prominant as the focus is on her and not Usher. This also promotes her talent as she is the focus and not a very successfull astist like Usher is not the main focus for the audience. This is something that the women in the audience will especially enjoy as they can see a women being stonger and more important than a man.
Throughout the video Beyonce's facial expressions and body language could be seen to be very sexual and confident. She holds this portrayal all the way through the video, this is teasing the men in the audience as they can see her as being sexy and appealing to their more animalistic side and the women in the audience enjoy the fact that she is a strong independant women.
http://www.youtube.com/watch?feature=player_embedded&v=7f-MkVw07bo
Title: Over
Genre: Rap
Drake's music video entitles 'Over' is set in his bedroom. In the background images of people walking have been projected onto the plain wall. The people in the projection are shown to be walking in a busy city which could suggest people walking in and out of his busy life and his bedroom is like a santuary where he can escape from all of that. This relates to the conventions of rap music vidoes as it shows his real life experiences.
A long shot a Drake sitting down with orange lighting making him glow up which shows his frustration. This happens throughout the video and on one occasion while this is happening he says "its over, its over" this could resemble the end of the road for him or a part of his life. The audience can relate to this because they can empathise with him in his situation.Fade cuts are used throughout the video when Drake moves to a different location, this shows the audience that the video is moving on and Drake coule be expressing another part of his life or a different problem. This is important for the audience as they can see different parts of his life and understand him more as an artist.
A mirror effect is used as he is explaining a more important part of his life and situation. This is Drake's first music video so it is establishing his star image which helps to build up a relationship with his audience and is the base stepping stone for his career ahead of him.
The rule of thirds appears in the video when Drake is rapping his lyrics appear simultaneously on the left hand side of him. This helps to show his emotions towards his lyrics and that they are true feelings and that he cares about them, this helps his audience connect with him as they know he is rapping about real life and things which are important to him. This shows the conventions of rap videos again which is something the audience looks for in artists videos.http://www.youtube.com/watch?feature=player_embedded&v=2lTB1pIg1y0
Artist: Flo Rida
Title: Club Cant Handle Me
Genre: Dance
At the start of the music video there is an establishing shot of two expensive sports cars (Lamborghini's). This shows his luxury and materialistic lifestyle as a celebrity and singer. This is therefore promoting his life as luxury, weathly and a popular artist and becoming a role model for his audience.The use of iconography is shown to the audience as a birds eye veiw shot, here we see champagne being sprayed into the air over people on the dance floor below, this again highlights his luxury lifestyle and also him enjoying himself at a party with his friends. This helps the audience get to know him better and see what his lifestyle is like.
The use of a split screen is used in the video appears in gthe video with one half of the screen showing Flo Rida in a club partying with his friends and the other half when he is in a luxurious city. This shows the two different sides of his life, they are still both very luxury ways to live your life. This confirms Richard Dyers paradox 1, which is when the artist is being simultaneously ordinary and extraordinary. The audience wil relate to this more as they will start to look up to him in admiration. The fast paced editing is helped and complemented by the dancing in the video and the flashing lights in time with the music and beat. This shows the enjoyment he has in being in a club and being with his friends and peers and promoting his lifestyle to his target demographic.
During the video when you see Flo Rida in the club, you see him wearing sunglasses and a large gold medallion. The medallion clearly represents luxury and his expensive lifestyle and therefore promoting his star image as being wealthy. The glasses could connote a barrier for his normal persona and then the materialistic glasses could represent his
star image. His body language and style in the video shows his confidence and dominance as a person and artist.http://www.youtube.com/watch?feature=player_embedded&v=SgM3r8xKfGE
Artist: Beyonce
Title: Naughty Girl
Genre: R'n'b
Beyonce's video titled 'Naughty Girl' is set in a club come dance studio. In one of the shots in the video she is surrounded by mirrors as she dances. This shows off the female figure and herself as a young and sexy star who is comfortable with her body and like to flaunt it to people. This relates to her target demographic as they can relate to her as they are dreaming of being her.A low angled shot is used to show herself off the audience, she is shown in a large champagne glass filled with champagne whilst dancing provocatively. It also shows her dominance as a strong woman and as wealthy as she has enough money to bath herself in champagne. The audience may therefore envy her and look up to her as a rolemodel and hope to maybe one day become like her.
In amonst the large number of long shots used in the video there is one in particular that is rather eye catching. It is of silhouettes of women dancing provocatively which perhaps promotes the female form as a sex symbol. It also shows them as being free, young, sexy and having fun. This reflects as the artist is free, young, sexy and having fun which the audience like to see from their preferred artists. In another scene Beyonce is dancing a stage in a revealing silver dress with three spotlights above her in the background drawing the audieces focus onto her, which highlights her as a dominant and strong person. This also shows her being on show and in the lime light which is what it is like for artists when they are out in the real world, the audience can relate to this as it shows what her real life is actually like.
A jump cut is used to skip between Beyonce dancing flirtatiously with Usher to her back in the champagne glass, this makes her seem more prominant as the focus is on her and not Usher. This also promotes her talent as she is the focus and not a very successfull astist like Usher is not the main focus for the audience. This is something that the women in the audience will especially enjoy as they can see a women being stonger and more important than a man.Throughout the video Beyonce's facial expressions and body language could be seen to be very sexual and confident. She holds this portrayal all the way through the video, this is teasing the men in the audience as they can see her as being sexy and appealing to their more animalistic side and the women in the audience enjoy the fact that she is a strong independant women.
http://www.youtube.com/watch?feature=player_embedded&v=7f-MkVw07bo
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