YouGov

YouGov is a useful website that can provide demographics and general interests of people in relation to the key word you search. In this case I searched 'Owl City', the band that sings the song 'Fireflies' which is the song that we'll be making a music video for. Here is the general info of Owl Cities audience:

The different types of music videos.

What is a performance music video?


A performance based music video is where a artist is performing the song almost as if its live, it doesn't tell a story but its not totally irrelevant either. One example of this is 'Flexicution'. His official music video on his YouTube channel (logicVEVO) is just clips from him performing this song at one of the concerts he's performed at.

What is a narrative music video?                                                                                                              

This is where throughout the song the lyrics are being represented at the same time as they're coming by actions from a character. This is mostly used used to portray the meaning of the lyrics to help the artists message out. One example of this is in Logics 'Black Spider-Man' music video, throughout the song he tries to get the message of equality as people of different races approve of his message and join the parade going through the street. Towards the end the words 'Black Spiderman can he save a brother now' is sung twice. After this a man in a Spider-Man costume pulls his mask off and a African-American called 'Damian Lemar Hudson' pulls the mask off giving the idea of Spider-Man being 'black'. This helps get the message of equality get across as 'Sider-Man' (Peter Parker) is typically a 'white' male throughout all the movies.

What is a concept music video?                                                                                                                

This a music video with no real storyline and no link to the songs lyrics. One example of this is 'Patty Cake' by Token. In his song it consists of him walking around a dentist/ floating around as just a head with no body. At one point where he's rapping he says

'Gimme everything in your pocket, the wallet
Maybe I'll be splitting it 50-50
Maybe I don't, but you gotta forgive me

Come in and get me
I'm in the condominium
If the condom medium I don't get it to fit me
I'm playing..........'

At the same time there's just a few heads floating about not linking to the lyrics at all.

Star Theory

Dyer's Star Theory

The star theory was designed to show what stars do what they do for the public eye and reasons for this. Star theory is designed for popular culture. The term ‘Stars’ refers to the set of meanings constructed around music artists in order to sell their music to a mainstream/loyal audience. The industry shows that the more mainstream you are to an audience, the more money you will earn in your career. Quoted from Richard Dyers book, he mentioned a couple of things which the star must be. This was quite interesting as they contradict themselves;

“The star must be simultaneously ordinary and extraordinary for the consumer”.
“The star must be simultaneously present and absent for the consumer”.

This means that not only should a star be an inspiration and amazing in audiences eyes, they should also relate to the audience in a personal manner. Also, the audience should feel connected to the star's music whether they can see them present in a music video or not.

A Performer may or may not be famous, but can perform music. Whereas a pop star has an image which is completely constructed to an audience. An artist which is a performer and not a star is someone like Token, he is not known very well but he is an amazing dancer and works great with the camera. In this industry, it’s not always about the talent because if a star isn’t attractive, an audience won’t be as interested as someone who can look attractive on a screen. For example, Selena Gomez is an attractive artist who makes music but can’t sing as good as the likes of Whitney Houston.

Stars as Constructions:

Stars are constructed and have an artificial image. This helps if their image has a unique selling point. Film stars have their image based on roles they have in films. Music stars have more of an advantage over film stars because they are freer in expressing themselves, which could be dangerous at rhe same time. For example, being too explicit or controversial in their music vided can offend audiences, making them lose their fan base. X Factor is a prime example of showing us the supposed construction process. This shows how an ordinary person can groomed, styled, coached and formed into a ‘Star’ or a record company and build their market expectations.

A prime example is the band one direction. They came into the X factor competition as solo artists in 2010 and was put together as a boy band. The five boys didn’t know who each other were, they were complete strangers. They were put into a band to create a cute, attractive, jolly boy band who will attract a huge teenage fan base who are mainly girls. They blew up in the UK and was constructed into extremely attractive young boys who appeal to young teenage girls.

Industry and Audience:

·     Whatever their nature, are quite clearly the product of their record company – and they must be sold.

·      Record companies identify what sells. They produce the same thing over and over again and they always have someone fresh to choose from. For example, Selena Gomez’ image in this present moment was constructed because her career on Disney channel was dying. She needed to gain attention to create a brand new image which will attract audiences and make her unique and recognizable, so she can gain money.

      Ideology and Culture:

Stars are represent attitudes from their own beliefs and cultural values, and promote a certain ideology they believe in and agree in. Audience interest in these values enhance their ‘star quality’ and create their own star persona.

Social networks give pop stars to the opportunity to establish their own values outside their music.

For example, in Kanye west’s music video ‘Diamonds are forever’, he represents the mining in Africa for diamonds, gold and other extremely expensive pieces of earth which are valuable to the world. The fact their hard work isn’t recognized and they don’t get valued and paid enough for their work with and sacrifice to the potential dangers of mining, he wanted to express his views on that through his music video and did this very well.

Character and Personality:

The star is a construct, but the construct that has a foundation of realism. Stars provide audiences with a focus for ideas of ‘what people are supposed to be like’.

Stars must support hegemony (dominant cultural ideology) by conforming to it (thin/beautiful) or providing difference (fat/still loveable).

For example, Logic represents realism in both his lyrics and visuals of his music videos. In his music video ‘1-800-273-8255’, he represents realism in mental illnesses and suicide. He mainly shows the realism of people who struggle to express their sexuality in the current society. 

Do artists/bands have control over their star image?

In my opinion, I believe for a star to be successful in the long term, they need their image to be constructed by a manager figure. For them to build their career and gain a secure/loyal audience, at the beginning they have no power over their image in order to be successful and become as famous as they want to be. Once a star has been in the industry for a while and has secured a large fan base, they can have their star image in their own hands and make their own identity because they have the power.

Digipaks

What is a Digipak


Digipaks are a custom printed packaging that can hold one or more CDs which are held in place with plastic trays which are glued into the digipak. DigiPacks are especially popular in the music industry for CD albums.


What are they used for?


Digipak-style packaging is often used for CD singles or special editions of CD albums and the tall DVD Digipak is used as a premium package for DVDs and DVD sets. Such packaging is less resistant to abrasion than jewel cases, so it tends to show signs of wear relatively quickly.


Digipak examples

With how the album is called 'Loud' the artist has made the album cover a extreme close up of Rhianna so that is almost 'loud' and up in your face. It is simple lettering but still captures the eyes. The image shows Rhianna looking down/closing her eyes which gives the impression that she’s, vulnerable and like she’s being secretive about something. The physical appearance of Rihanna is very sexy; this is shown with the use of red lipstick and her fiery red hair. Her red hair shows that she’s confident and brave as it’s such a vibrant colour. A high angle camera shot is used for her photo which emphasises her being vulnerable.

This is an Album by Katy Perry called 'Teenage Dream'. One of her most renowned songs on the album "California Girls" has a candy floss theme throughout the music video. For the Digitpak, the same theme is echoed. It has only 3 house colours and has 2 font colours like it is suppose to  have. The image shows the artist's full face which is good because the audience can identify the artist and are familiar with the album theme because of one of her biggest songs on the album.

Narrative theories.

Todorov Narrative

Steps;

What happens:

1- The narrative starts with an equilibrium

2- An action or character disrupts the equilibrium

3- A quest to restore the equilibrium

4- The narrative continues to a climax

5- Resolution occurs equilibrium is restored

 

Equilibrium - a state in which opposing forces or influences are balanced.

 

Most episodes of Sherlock follow this traditional narrative structure.

• Sherlock and Watson are relaxing at the start of the episode, then an action or character will do something that creates a case for them to solve.
• They begin their quest to find a solution and apprehend the villain.
• The narrative continues until they confront the villain at the climax.
• Once the disruption is resolved and the equilibrium is restored, Sherlock and Watson can relax again.
• That is until another case comes to their attention the next episode.

 

Hero

Villain – struggles against the hero

Donor/enabler – prep the hero in the quest

Helper – aids the hero in the quest

Princess – often sought during the narrative

False Hero – perceived as good but turns out to be bad

Dispatcher – character who sends hero off.