The purpose of a music video is that a song can be represented visually to sell the song by invoking reaction of the target audience which leaves them remembering the song. Secondly, the song gives them a better understanding of the song and meaning of the narrative. The music video shows the audience the other talents that the artist has which can only be visually watched such as acting or dancing. Additionally, the whole music video creates a memorable visual of an artist of the narrative itself which increase the chance of sales for the record label. Finally, a record label markets the song for the purpose of expanding the artists profile and audience with the main purpose being promotion of the artist and song.
The conventions of a music video depend on the genre of the music video, but most music video follow the general basics of a video. Many of songs have the artist consist at some point through-out the music video due to them being able to raise awareness of free promotion to increase sales of concerts and other appearances. This suggests that the artist can potentially increase sales for free. The lip syncing of the artist to the music video with the artist links the images to the sound/narrative this is consistent in al music video which the artist apears in because it implies the artist is singing to the audience. Visualizing the lyrics of a song influence what is shown in the music video for example 'Last Friday Night' (T.G.I.F) by Katy Perry is a good example of this as it is a bout a teenage girl reflecting on her experience from previous Friday NIght house party which strongly influences the mood of the video which consists of a party scene. The pace of editing fits the pace of the editing links the lyrics and music to the music video. The song by Christina Perri ' Jar Of Hearts' has a slow tempo and this dictates the video appear slower to match the pace of the song. Finally, the Mise-en-scene of the video is very important and it should comply with the mood of the song. If the song was very cheerful, then the artist wouldn't have costumes which are associated with sad or depressing experiences such a funeral directors.
The target audience of the song has a massive affect on the style of song such as 'Last Friday Night' by Katy Perry which is aimed at a target audience of both genders aged 15-18 years old because of the mise-en-scene of the music video with young people underage and partying (House Parties) drinking in society it fits with what the target audience do at the weekends. Also, the lyrics have an affect on the target audience because they could be describing a major event which has recently happened or an issue in society which is affecting a large amount of people in the World or a selected area in society. Don Mclean's song 'American Pie' is a good example because when the song was released its meaning is public opinion of the vietnam war of how people opinions changed over a period of time about the reasons of the war.
The artist I have chosen to analyze is Kylie Minogue due to her having a
long period of her performance from 1979 to the present day. Kylie is a Pop
music genre artist who has changed her image to match with the change in style
of her target audience. Kylie has had 7 Number 1’s during her career with many
of them being famous such as ‘I should Be So Lucky’ and ‘Spinning Around’ which
both appeal massive to her target audience through-out the different years. I
will be looking at Goodwin’s Theory, Conventions, artist Images, audience and
values of the video of the time.
Kylie Minogue’s first song and music video was ‘I Should Be So Lucky’
released in 1987 which has a romantic narrative of her falling in love. The
music video includes the genre characteristics of Kylie having fizzy large
hairstyle and dotted clothes. This relates to the target audience because this
style was very fashionable when the song was released with normal people with
simple non-designer clothes; this suggests that Kylie is an average person who
has found love with the audience can also do. The location of the music video
is in a middle-class house in the 1980’s which means that the audience of the
video is middle class women, this means that she has a mass market which means
she can become famous due to the large amount of target audience which the
music video appeals.
The Lyrics play an important part in the visuals of the music video;
this is because she continues throughout the video to look at photos of the man
she loves. Also, she moves around the setting this suggests that she is deeply
in love with the man she loves. However, you never see the photo of the man,
which implies that love doesn’t need to be a selected image of a man. Kylie is
also preparing for his to arrive with the expression of excitement and panic.
This illustrates the happiness and love that connects with the lyrics
throughout that she is so lucky, to be with the man that she loves. Similarly,
the music and visuals are connected due to the fast paced editing and Kylie
running around the house, this builds the tension due to the lyrics of her
happy that she is going to meet her lover. This makes the music video
successful because it makes the target audience listen to the video reparative
because it makes all views excited about what she feels.
The image that Kylie is represented in is a younger woman in love, this
is important towards the music video because due to the large amount
performance throughout the video. This shows that she is passionate about him
and this makes the video successful because it connects the audience with the feelings
of her emotions. The main character (Kylie) knows that the audience throughout
the music video are watching and she is telling them her love for the man
through the lyrics of the song. The music video still has the messages and
values of the 21stCentury because it suggests that love is exciting
and romantic with the excitement and happiness. Therefore, the message of the
lyrics due to the audience not seeing the photo implies you don’t need to be a
selected image of a man for love due to the way the media portrays the image.
All of this considered, Kylie has made a successful music video by
making it simple but affective using the image of an average person in a 1980’s
era location to match the target audience and appeal to them being able to connect
with the visuals. Kylie made these choices due to this appealing to her target
audience and the technology of CGI being limited in the 1980’s, so it was made
natural to make it realistic to the audience. This video will help me decide
the music genre and type of song I will choose for my productions. This is
because the style of the song is affective, however, doesn’t appeal to the
target audience of today with the genre characteristics.
Kylie Minogue’s song ‘Spinning Around’ released in 2000 reached Number 1
after her first album with ‘I should be so lucky‘ 21 years later. This shows
that she was successful not only with the songs she made but with the music
videos produced, because due to styles and cultures changing Kylie Minogue
changed and adapted to her audience and the way she is represented in her
videos.
The music video has genre characteristics of the modern and present Pop
genre of the characters wearing short-shorts and limited clothing appealing to
the male gender, compared to her 1980’s style albums. This suggests that
appealing to the both genders she is increasing her target audience, which will
increase sales and make her music video more successful. The movements of Kylie
don’t challenge the characteristics of the genre but challenge her first music
videos, which shows that she has changed the way she is represented her music
video dramatically to adapt to the change in culture and society which the
media represents women in the music industry.
The exotic dancing doesn’t challenge the current genres characteristics
of the Pop genre but compared to her first music video culture and society has
changed with music videos appealing to both men and women, with the visuals of
parties and flirting romantically, builds the excitement and tension in
connection with the lyrics. Also, the visuals and lyrics are connected because
the lyrics describes the change in lifestyle for Kylie from being innocent to
getting with a number of random strangers in a nightclub. This implies that the
change in lifestyle can mean her change in lifestyle from her first songs like
‘I Should Be So Lucky’.
The music and visuals are connected with a fast paced beat due to the
club party atmosphere music, which gives the audience a buzz and impulse. This
appeals to the audience because they can connect with the song and the visuals,
due to them possibly being in the same position. This suggests a change in
target audience from being the 1980’s audience to more seducing and teasing
audience.
Kylie throughout the video doesn’t know the audience is looking at her
dancing and getting together with men, this suggests that she might act
differently if she knew the audience were watching similar to ‘I Should Be So
Lucky’. Therefore, This illustrates that she hasn’t changed her life style but
she was more open in secret. Kylie knows the audience is watching when she is
lying on the table. This suggests that the audience is the one of the men she
is getting with which builds the tension and the music video implies her target
audience is aiming to be at males and females.
The image that Kylie is represented has massively changed due to
changing from a young woman in love to a unloved ‘party animal’ who doesn’t
care what she doesn’t at a nightclub with strangers. This suggests that the
culture in the Pop genre has changed with the audience believing in different
values and beliefs to the 1980’s era of the previous generation.
This music video is successful and when it was released in 2000 it
appealed to the target audience. However, the music video means that the regard
of dignity and fashion has changed in society with innocent artists like Kylie
having to conform to the 21stCentury genre characteristics. This
means that the changing in music video implies she has a wider audience with
her new audience and previous audience continuing to listen to the songs. This
makes Kylie continue to be popular with her modifying the way she is
represented in her music to not challenge the Pop genre.
Kylie made these choices due to this appealing to her target audience
compared to her previous work due to technology and developments being improved
which makes it more realistic with a nightclub atmosphere which appeals to her
audience. This has helped me with to decide the music genre because it is more
modern compared to ‘I Should Be So Lucky’ with more up-to-date genre
characteristics and technology with editing and lighting.
I finally
studied Kylie Minogue’s latest single released in May 2012, the song is called
'Timebomb' and shows how she has recently changed her style of performance and
lyrics to appeal to her target audience. The songs narrative is similar to
'Spinning Around' and holds many of the same genre characteristics and connects
between lyrics, music and visuals to 'Spinning Around' but it contrast to 'I
Should Be So Lucky'.
The
genre characteristics of the music video include short-shorts and a dress of
limited material around the sides. This is similar to 'Spinning Around' because
Kylie is trying to appeal her songs at a male target audience as well as
Female. Through-out the song she wears sunglasses which are very popular is the
Pop genre to add fashion and style to the clothes, with her messy hair going
over her face to give her video a sex appeal. Kylie is wearing a jacket with
the Love and Peace symbol, which have now changed from major events to a
fashion statement, of which she represents.
At
the beginning of the video she is a model in a white studio with is very
popular in the Pop genre to use in music videos by artists like Cheryl Cole,
Cher Lloyd and Will.I.am, because it gives it a model and simple look to a
video which can be very affective during a narrative which Kylie wants to
target audience to concentrate on the visuals.
The
relationship between the lyrics and visuals has an indirect affect on the
meaning of the visuals, with her dancing with strangers with the lyrics stating
'"Move my body to your body". This suggests that this is style of Pop
genre to 'Spinning Around' because they hold the same style of lyrics.
Therefore, this means that the 12 years since that Number 1 single she hasn't
changed her music videos because society and culture hasn’t rapidly adapted or
changed due to the generations liking similar music genres and artists like
Black Eyed Peas (Will.I.Am), Rihanna, Chris Brown and Spice Girls. Also, similar
to the genre characteristics the lyrics and visuals are connected by appealing
the song to the both genders and widening the target audience by her dancing to
a man and saying “please don’t make me wait; whilst undressing.
The
connection between the music and visuals is more noticed compared to lyrics with
a direct affect due to the music being fast paced with fast editing, this means
that during sequences of shots such as the dancing and motor car scenes the
music adds to the emphasis of action and the excitement of what is going to
happened. This builds the tension of the audience and makes them listen to the
lyrics together with the beat of the music. Also, through-out the song Kylie
picks up or moves selected items which make noises, this makes the audience feel
part of the music video and realistic to normal day life. This is an effect
Kylie has used through all videos to make the target audience part of the video
and attract them into watching.
The
music video uses the notion of looking where Kylie knows that the audience is
watching when she is wearing shorts and a jacket, less exotic then the clothes
when Kylie doesn’t know the audience is looking. Kylie knows the audience is
watch except the scenes in the nightclub and garage, where she changes from a
model with a stable life to a lifestyle of getting with strangers, exotic
dancing and wearing very limited material clothes. This suggests the meaning of
the narrative and song with the lifestyle of a model because of the way that
society looks at the job they have but they act differently when not seen by
the public with getting with strangers and being exotic. This is the same as ‘Spinning
Around’ because she doesn’t care about her lifestyle and being exotic with
others, with her having a different lifestyle when without others that includes
the target audience or viewer.
The
image that Kylie is represented is that due to the culture and ideas of young
people not changing she has a similar image to ‘Spinning Around’ with a change
in fashion so that she is fashionable to the target audience and that she has a
duel lifestyle of ‘party animal’ and stable life of a model. This suggests that
society is changing with more people acting the way other want them to and when
society and communities are not watching they become who they want to be of
dancing, partying and getting with strangers.
The music video is successful
because it relates to the change in culture over the decade of which she has
been performing and the way the audience portray music artists with music
record labels aiming at both genders to increase sales. This means that the
artists have to be exotic with limited clothes and dancing to appeal to both
genders, which makes it affective in the current modern music industry, due to
cultures changing from her first single ‘I Should Be So Lucky’ in 1979 but not
as much in comparison to ‘Spinning Around’ when it was released in 2000.
I have analysed
all three music videos of Kylie Minogue from all the decades of her performing
with her first signal in 1979 (‘I Should Be So Lucky’) to the latest in 2000
(Timeboomb’), this means that I have studied Kylie through-out her career and
the way that she has adapted to match the change in culture and ideas of her
target audience in the Pop genre. Therefore, I have found a strong understanding
of the way that the music industry is rapidly changed due to society and the
way that fashion, beliefs and traditions change of a period of time. Also, the
way that the artist on a whole is represented from in the 1980’s an innocent young
lady in love, to 2000 when she doesn’t care about life with a dramatic change
in lifestyle of being a ‘party animal’ by getting with strangers, exotic
dancing and wearing a small amount of clothes.
Kylie Mingoue's songs all are typical of Dyer's Theory due to it suggesting that the star is a products of which she has produced these songs for profit and to be successful which means that she has used a range of media forms to do so which her music being played on music channels, youtube and the radio. Also, on chat shows to promote her new song release, only to potential increase her target audience. Through-out the decades of producing material she has always promoted herself as ordinary having an average lifestyle which appeals to the audience. This means that she has always been present in her music videos but regularly with changed fashion, style of narrative and mise-en-scene. this suggests that she changes herself to match the audience and follows them and doesn't change the stereotype of her genre.
Finally,
the artist is appealing to both genders to increase the target market and sales
for the songs/albums. This technique is being used by many artists such as
Rihanna, Cheryl Cole and Tulisa. However, this means that they change the
culture of the audience which could be negative to society like underage
drinking, sex and smoke a large amount of drugs. This shows that mainstream
artists like Kylie Mingue don’t just follow changes in culture like in her
music videos ‘Spinning Around’ and ‘Timebomb’ to increase popularity. Finally,
the music videos which I have studied are successful because Kylie has changed
to what the audience want to see and changing her images for her fans who want
to see her to be a selected image in the music industry.
I have decided to analyses three
different music videos from 3 different genres of Rap, Dance and Pop. You will
need to analyse the camera shots/movements, editing styles and the mise-en-scene.
Therefore, I will record my findings from each video.
I decided to firstly analysis Drake's song 'Over' which at its peak
reached Number 1 in the US Hot Rap Song Chart and 2nd US Hot R&B/Hip-Hop
Song Chart. However, the song only reached 50 in the UK Single Chart, which
suggests that the song was very popular in the genre, however, was not as
famous in the overall music industry. This means that in the Rap and R&B
music genre he is very popular with his work, the song 'Over' is his debut
signal of which shows that he has rapidly become a mainstream artist similar to
Eminem, Jay-Z or Rihanna.
A close up/establishing shot was firstly used in the music video when
Drake was sitting on a bed in a plain bedroom. He looks directly into the
camera and makes eye contact with the audience, this appeals to the target
audience due to them feeling like he is singing to them. This is essential as
it builds a relationship with the audience and trying to establish himself as a
new rap artist into a mainstream and competitive market with older artists such
as Eminem, 50Cent and Jay-Z. This is a type of convention of the Rap genre as
the audiences are always intrigued into understanding the life of a rap artist
and this is because rap artists always include elements of their life in their
music such as living in care, living in council houses and drugs. The shot changes to a two shot screen
which is 2 images of Drake were seen through the video. This shows who the
artist is and also it builds the narrative as it shows that he is thinking.
The creative side shows the
type of artist that he is and this will build a relationship with the target
audience because it shows them the personality of the artist and the way he
wants to be represented in the song due to the narrative. Additionally, the
music video includes a low angle of Drake dancing whist his lyrics are projects
onto the wall behind him. This implies that camera shots relates to Drake as a
be Rap artist and the shadow represents his image not challenging the music
video genre characteristics of the emotions/life that he has been through. The
audience would be interested in watching this video as it is stereotypical and
follows the conventions to show the audience are interested in learning
information about him.
The mise-en-scene of the
music video is important in giving the video the visual meaning and personality
which the artist is trying to represent. The location of the music video is
Drake's bedroom, this makes the video personal which means him have a connection
with the viewer. This means that the target audience will be able to relate to
the artist and means that the song has more detail. The lighting is important
to give the video affect and this music video uses low key which highlights the
artist. This means that the visuals draw attention to him and the audience find
it easier to notice him. The video uses a large amount of colours, with the use
of red tint which shows that he is angry and is used as an editing style means
it is more affective to move onto the next scene. This implies that it is
easier for the audience to understand the narrative and songs visuals.
The editing is essential in
making a successful music video this is because it uses editing to use tensions
and show emotions to the target audience. The fast paced editing is used when
the background changes to streets; this builds excitement for the audience and
represents his previous life. This informs the audience that his life is moving
quickly through his life. The affect of fade of in and out was used when Drake
moves from one scene location to another. This suggests that the song has moved
on his life and the artist was explaining another point in his life, this is
showing the audience the main points of his life in the meaning in the
narrative.
Overall, the music video from
Drake is very successful because it uses very simple mise-en-scene to build a
relationship with the audience due to them. Additionally, the narrative of the
song and means that the meaning of the song shows Drakes background and this appeals
to the target audience of which the Rap genre is aimed to increase popular for
the mainstream artist.
The video I
have chosen to analyze is FUN featuring Janelle Monae – We are young, the song
was at number 1 in the United Kingdom and in the top 10 in the US after playing
on the Super bowl. This music video has taken a narrative route rather than a performance;
the narrative is based on people being young and rebellious for a night and
living life. The purpose of a music video means that artists can promote their
music on a visual and verbal scale. This means that the target audience is
likely to watch the music video and want to listen to the song or artist again
by buying the song. The video doesn’t link with the overall narrative but the
mise-en scene does have a bank volt door to imply they have broken away from
society and not caring about life by setting “the world on fire”. This implies
that the artist is being rebellious and individual compared to many other
artists in the Pop genre. This aims the song at all ages to increase sales and
has a wider audience compared to other artists in the industry such as Eminem
or Slipknot. The music genre would be ‘indie’/’Pop’ genre due to not the mise-en
scene but the narrative of the song. The scene which the song is filmed is from
the recording studio where the music video has been simply made but very
effectively because it has a modern edge which appeals to a wide audience due
to them generalizing and standardizing all areas to aim the song at people aged
15 to 55 which are of both genders who are interested in a individual look. This
is not conventional to Goodwin’s Theory of genre characteristics because many
Pop music videos include an exotic or normal life location compared to the
music studio which shows its originality and being different to other artists.
The FUN
leading singer is wearing average clothes of jeans, grey t-shirt and modern
trench coat. This shows tat the band want to be normal people and don’t
represent themselves in a different way to make them connected to their
audience. This is also not conventional to Goodwin’s Theory because the artists
are wearing normal clothes to match their target audience of the video. This
relates the song because the narrative is about normal citizens breaking free
and the beliefs and ideas they have which can affect the world works
(revolution). Finally, the facial expressions of the leading singer of fun and
Janelle Monae when singing are smiling throughout the narrative when they say
“we are young”. This suggests that they are happy to be young and believe in
the narrative of the song.
The video
opens with a close-up of all the individuals of the band with a high definition
close-up of all the average dressed with them playing the beginning of the
instrumental with the backdrop of the recording studio. This sequence of shots
makes it quite intense with the audience waiting to only listen to the
narrative. Then the shot changes to the main singer of the band ‘FUN.’ Sitting down
on a chair enjoying singing the song, this shows that he has passion for the
song and wants to show his emotions of the story. This implies that the age of
you doesn’t matter and you can do what you want even if others believe you look
out of place due to looks, age or beliefs. This relates to the target audience
because society believes that you have to be a selected image by the media and
the music video’s portrays that you can be famous without the looks that the
media wants you to look like. Finally, the music video has a long shot of the
entire band from ‘FUN.’ and Janelle Monae wearing the different types of
fashion to show they are from different backgrounds. This shows the different
ages of the artists and it builds a narrative and the meaning of the song, the
shot shows that the artists have kept the music video simple and effective so
the audience just listens to the lyrics.
The editing
of the music video of the music video plays an important part in the way the
music video has its effect. The music video has simple straight cuts
through-out the music video this is due to the song style aiming to be simple
and basic to relate to the target audience. Also, the straight cuts through-out
makes it easy to watch aqnd listen to the lyrics of the song. The slow pace
editing during the chorus means that it has a slow tempo to increase emphasis
on the words of the song ‘We are young’.
Camera
movements in this music video are simple but essential in making it successful,
in this sequence of shots the camera zooms in slowly on the artists Janelle
Monae when she sings the chorus. This suggests that due to her night being
young she looks younger and beautiful and therefore that shot moves closer.
Also, the music video has a panning of the piano, shows the slow pace of the
music by how slow the man is pressing the keys. This makes the audience only
listen to the pace of the music until the narrative beginnings. Finally, the
light is very bright and this makes it joyful and bright because people are
living life to the full. The song mentions ‘going to set the world on fire’ and
the bright lights in the background suggests that they have done so and now
they are young.
Overall,
this music video is very successful because they used simple techniques very
effectively so the audience listened to the lyrics of the song but mainly the
chorus. Also, the style of the music aims the music video at a range of
different ages and peoples backgrounds. Finally, the songs narrative doesn’t have
a selected music genre which means that it has a wide range of audience and a
mass market to sell to the target audience.
Finally, I have analysis Flo Rida’s song ‘Club
can’t handle me’. The song reached Number 1 in 7 Charts (6 Countries) of which
included the UK singles and Dance Charts during the year of 2010. But, only
reached Number 7 in the US Pop Chart, this shows that the song appealed more to
an international audience compared to the US Pop Charts. The song is aimed at
people aged 12-36 of both genders. The age range of the target audience is wide
because of the genre characteristics of being in a nightclub and partying which
appeals to the older audience, which is different to the younger audience,
which listen to the lyrics. The song is in the popular film ‘Step Up 3d’ of
which has the same target audience of the song. The song has the genre
characteristics of the Dance music genre, which is represented by the UK Chart
position and the song is mainly located in a nightclub with dancing.
The Cinematography in this video is effective in
its attempts to position the audience with the artist and in the nightclub,
which connects the audience to the artist. A long shot inside of a club is used
which shows a crowd of people with Flo Rida in the middle; this suggests that
the artist is popular with the majority of people, which the songs narrative is
aimed at in the industry. Additionally, implies that he attracts the audience
as it shows an interaction between Flo Rida and his audience with fans enjoying
seeing him in which he shows that they are valued in his music videos. The
music video has Flo Rida in a close-up to show his emotions and his emphasis
the impact that the audience has had on him and his career status.
The style of editing doesn’t challenge the genre
characteristics but is still used affectively; with the majority of them being fades
and straight cuts to show the excitement and pace to the audience. The fades mean
that the viewer can change from location to location easier and still be
attracted to the video because they are still able to follow the narrative. The
change in locations implies the history of the artist to the mainstream
audience and success the audience appreciate this as they feel included in his
ascendency. The straight cuts are also used as a method to change location,
however by using a cut instead of a fade the locations can change a lot
quicker, which builds excitement and action. This is shown in the nightclub
because they have a large range of shots at the people in the location at a
fast paced sequence.
The mise-en-scene can of the
music video allows Flo Rida to create an image for the audience to perceive him
as due to dance having a wider range of genre characteristics compared to
genres such as Rap, Pop or Hip-Hop. Flo Rida uses two Lamborghini
cars in his establishing shots as props for the setting to illustrate his
wealth and power in the location. This implies that Flo Rida is successful and
mainstream with a large amount of wealth due to his target audience of which he
is visiting.
The main location of the video
is in a nightclub, a generic convention which is used regularly in the dance
genre. Nightclubs are also the place in which the audience can access his style
of music and where is target audience has listened to his sogs. By the location
being in a nightclub, a place that the audience can relate to, Flo Rida can draw
another similarity to the audience in which could encourage the attraction of
more fans. This is a marketing technique that the artist uses a location in
which the audience can relate, compared to a millionaire suit in a Pitbull
music video ‘Hotel Room Service’ which doesn’t appeal to such a large audience.
All of this considered, this music video uses a large amount of the sterotypical genre characteristics and conventions. This makes the video affective and appeal to the target audience, however, the music video makes it easy for the audience to connect with the artist because the viewer listens to the narrative not needing watch the music video completely. Also, the style of the music aims the music video at a range of different ages and peoples backgrounds. Finally, the songs narrative doesn’t have a selected music genre which means that it has a wide range of audience and a mass market to sell to a large target audience compared to other mainstream artists in the music industry.
I have chosen to analyse Goodwin’s Theory in the song ‘Dance
with me tonight’ by Olly Murs, the music genre of the artist is Pop. The target
audience for this song is 16-25 years old due to the song being fast paced
editing and the mise-en-scene of the genre. Goodwin’s Theory includes genre
characteristics, connections between lyrics and visuals, notion of looking,
music and visuals and star image and motifs. These are important in a music
video because it connects all the areas of a music video together to make a
video successful and to be very addictive for the target audience to watch.
The genre characteristics during the music video have the
main character (Olly Murs) wearing non-designer clothes which suggest that they
are fashionable but not interested in designer clothes and therefore an average
person. This means that the audience can relate to the song as they can/have
experience the narrative. The music video also includes a series of shots of
dancers; this is a characteristic of this genre because it fastens the pace of
the songs narrative.
The relationship between the lyrics and visuals is important in
attracting the audience with the songs storyline. The song is about preparing
for the night and the main character is excited about what the outcome of what
he has been planning. Also, Olly Murs is driving around London going to
different cultures collecting objects such as Bunting, fireworks and an old
style 1980’s large radio. This suggests that Olly Murs is being very precise in
his plans; this is relevant to Goodwin’s Theory because it shows that the
narrative of the song is connected to the visuals and links to the outcome
correctly. There is no parallel between the lyrics and the images with Olly
Murs collecting people and the way he meet a women at an event.
The music has a connection to the visuals with a fast paced
dance and jazz style music this doesn’t challenge Goodwin’s theory due to every
drum beat having a change of shot. Also, the drum represents a heart beat for
his love for her about the first time they meet with “Dancing the whole
night”....“dance with me tonight”. This implies that the music plays an
essential part in the speed of which events take place in the music such as the
building of tension and climax of the narrative when the main character meets
the women.
The stars image is shown through-out the video due to the
beginning shot including him gaining a criminal record for her which shows the lengths
he will go to show his affections. Also, the sequence of shots after raises
awareness where he is and the amount of time he has put into planning to show
he loves her. This illustrates that he is willing to do anything to show her
his love and what he thinks about her, this is an affect used in some music
videos and police films to emphasis the importance of an event in the lyrics of
the song relating to the artist or main character.
Notion of looking when at the beginning of the music video
the main character is arrested for his crimes the shot changes to behind bars
in the police station which implies that this is his final destination or that
the audience have gone on the journey with him and he has the same fate as you
the audience. Additionally, through-out the video the audience is shown as an
invisible passenger that has taken the journey with the character. This
connects the audience to the video because they feel part of the journey with
them not knowing the outcome which builds tension for the audience.
The music video is based on a 60% narrative (including
lyrics) because it describes a montage which the main character is going on.
Secondly, the video is based on a 30% concept because it is the belief in love
at first site and relationships. Finally, the video includes 5% based
performance at the end and beginning to show that he doesn’t care of the
outcome he just wanted to show his love and affections. Overall, all areas of
the music video of narrative, concept and performance all relate to love and
relationship that he loves her. The analysis of Goodwin's Theory of a Pop genre artist will assist me in my own music video because it showed me the characteristics that will need to be included if I perform this genre for my own production of a music video. Also, it includes the general style and outlay of which the artist is represented to the target audience.
Music Channel aims its music at 16-34 years old
mixed gender target audience due to the type of music being R&B, POP,
Indie, Dubstep which aims them at the most popular genres of the modern music
industry. The channel plays all the number 1 tracks in the chart, they have
played artists like One Direction, Eminem, Olly Murs, Chase & Status, Ed
Sheeran and Example.This means that they play a large amount of music genres to increase their traget audience due to playing Chart singles for the UK and the viewers watch so they know who are in the hits for the week. Also, the narrative and mise-en-scene of the songs both are typically of the range of genres with Olly Murs a Pop artists and Eminem with his bad language of Rap genre. This means that the audience can see the overall view of the music industry and see the different types of genres which are popular to a selected target audience in the music Industry. It uses this channel to advertise their clothing brand and other
channels, which they own such as comedy central and Nickelodeon. Also, they
advertise through the MTV Awards to gain the best artists in the music industry
at their events. MTV’s logo appeals to the target audience because it is simple
and dark because it is aimed at an older target audience compared to other
channels. The logo is aimed at the 16-34 year old because it is simple and
effective.
VH1
The type of music is
aged at 25-40 years old, with them playing music from artists such as Whitney
Houston, Mariah Carey, Cher, Elton John, Madonna, Janet Jackson, and Céline
Dion Top hits from selected decades. Also, the new top charts that are the
latest released.
The target audience are typically older due to the artists being not the latest chart toppers in the music indusrty which means that they are artists from pervious decades. The music channel is
the sister channel of MTV and part of the MTV networks division of corporation
visacom. This means that the whole corporation covers a large range of target
audiences. The channel is a mainstream artist channel with a range of artists
in categories like Top 100 women, 80’s and The Greatest. The logo of is
colourful and is aimed at the target audience due to it could represent the
80’s.
BOX
The music channel aims its music at a young audience due to them only
playing brand new artists songs so they are aged around 14-19 years old. The
channel plays a range of music that is only the latest out. The channel plays
Rihanna, Chris Brown and Connor Maynard etc. This means that the target audiene are mainly Pop genre viewers which means that its a massive segmnent of the music industry but play more peaceful songs compared to Kiss which are still popular but more aimed at younger ages. The channel is a music subsidiary
label of channel4, Film4, Magic, smash hits and Kerrang!.
Scuzz
The channel is a Niche target audience due to a
small amount of people liking deathcore, Heavy metal and punk music. The bands,
which are played on the channel, are Slipknot, You Me At Six and Young Guns.
This implies that the music genre is Rock ad Metal music gnres which is popular but not a massive market, this means that the artists are black wearing clothes with songs of rebellion, anger and pain. Scuzz is a subsidiary label for Tiny Pop and The Vault but it is the only label
in the corporation, which covers them genres. The logo represents with sharp
ends with atelic to show that they are rock and electric.
Kiss
The channel aims its
music at 16-30 year olds by playing music genres like R&B, Dance, hip-hop
and urban music. The music channel plays artists Clavin Harris, Rihanna, Chris
Brown and Example. The channel has a large amount of other sister video
channels like Magic and BOX Television. This means that they are very simlular to BOX Television by aiming at a mass market of the music industry by have a range of music genres but of the more newer style of party music which have become very popular for years ages 16-25, these songs are normal played at Nighclubs, house parties and events. The same company also owns the music
channel as Magic and Heart Radio stations. The logo is blue and simple to show
that it is simple but effective for the target audience.
Overall
MTV is broken down
into different channels with MTV Base, MTV Hits, MTV Rocks, MTV Classics and
MTV Dance because then the different channels appeal to a larger range of
target audience. Music video channels are important in appealing to a target
audience because then they have a selected genre and artists that the audience
what them to play. The importance of this is to have a range of music so that
the audience can listen to the style of music they like and they don’t have to
wait through music, which they dislike.
There are a variety of
music channels because of the massive range of music genres and time eras that
appeal to such a large mass market. I have learnt from analysis of music
channels that there is a massive mass-market target audience, which advertise
all the artists’ videos of that genre that are popular. This can help with my
own production because it shows all popular and successful videos, which mostly
include Goodwin’s Theory.
