Research: Censorship

Censorship and music videos

Introduction 

Censorship is when music videos are having restricted access to certain age groups or blocked because they may be deemed inappropriate for some audience and the case for all audience. This can be done for a variety of reasons such as the music video maybe the music video was to controversial, received negative reviews, and the frequent use of bad language. And music videos maybe blocked in some countries because of political, religious, military and moral reasons which may be given a negative impact. Censorship can happen to any genre however its mostly likely to occur to certain genres such as Rap and Hip Hop.

The difference between explicit content and explicit lyrics.

The difference between explicit content and explicit lyrics is that content is what is shown to the viewers and lyrics is what the artist is singing. Explicit lyrics are when the use of profanity used in the music video/song or that they contain sexual content which is unsuitable for ages below 18. However, this would be depending on the context of the song and who’s the song aimed at, usually when this happens the music would be cut or “beeped” if it was aimed at audience that was less than 18. If the song was consistently having explicit lyrics this would lead the song to being banned because of non-justification of profanity for a music video. 

Explicit content is when the music video is showing the audience that may be deemed something that would be unsuitable to show the audience. This could include nudity, sexual content, graphic content and shock. This would depend on the context again however its more likely to be banned or cut. Even then these music videos would have to be 18+ because due to the nature of the content. There have been various music videos have been cut because of these reasons. Such as Robbie Williams “Rock DJ” - If the content gets censored on the CD or on the music video it would now get a parental advisory logo to warn parents that this music video/song may be unsuitable for younger audiences. This would also mean that it would be up to the parents or the child guardian if its suitable for that child to listen to.

What things get censored

Below is a list of that is was likely or is grounds for a song being censored or banned. 

• Excessive use of profanity 
• Explicit content
• Violence
• Religion
• Culture
• Race
• Sexual violence
• Incest
• Politics
• Shock
• Based on true events
• “Corrupting the young”
• Controversy

Songs that have got censored because of the content includes

• Like a prayer – Madonna - Banned in Italy for several years because of the religious mocking and included blasphemous imagery.
• Blurred Lines – Robin Thicke – Censored because of the nudity and sexual content.
• Rock DJ – Robbie Williams censored because of the gore shown in the music video. 

Lyrics and radio censorship.

Songs that are played on the radio need to adhere to Ofcom rules. One of them is to ensure that all music is suitable for all ages until the watershed which is at 9pm. To ensure that radio stations can adhere to the rules and that the song is suitable for all ages they are various in which the radio station can censor the song. The radio station can play a beep over the offending word another option is also put a scratching of a disk sound to cover the offending word. Which is seen in Chris Brown’s music video “loyal” to censor profanity to ensure that its suitable for all ages. Another option would be that the bad language would be cut from the audio this would mean there was no audio for a brief second 

Difference between cut and banned. 

The difference between a music video getting cut or getting banned depends on the context of that music video. If it gets cut it means that certain scenes in the music videos weren’t appropriate and that they should be cut to avoid offending people or for being too gory, sexual or because of the content however it would also have meant that its only certain parts of the music video weren’t appropriate. However, if the music video got banned it would have meant that the music video throughout was inappropriate and therefore cannot be released.

Advantages and disadvantages to censorship

They are various advantages and disadvantages for censoring music videos. The main reasons they should be censorship it because it protects children from watching music videos that may not be suitable for them to watch another reason it. The problem with any form of censorship it means that people have a right to listen to it even if it may unacceptable to some people. Another issue is that the government shouldn’t step in to regulate music and music video unless it’s necessary it should be up to the record labels, artist and the production company to self-censor the music video without action from the government. Another problem with censorship from the artist point of view is that restricts creativity for the artist if they have adhered to rules.

My opinion on censorship in the music industry is that they should be censorship up until a certain point. It should be to individuals about what is suitable for their children rather than the government censoring it for them. However, it should be up to the artist, record label and production company to ensure that music videos have appropriate warnings to warn the audience about any content that maybe seen as vulgar, sexual etc.

Conclusion

In the final music video I need to ensure that the song I chose and the context of the music video is suitable for all ages without having to resort to censoring the music video itself.  The genre I am aiming to use for my music video is pop which is known for the use of profanity however this would depend on the context of the music video as well the content within the music video. I would need to think about will the music video is likely to offend anyone and would also need to ensure that music I pick doesn’t contain any sexual content, nudity and/or violence.

Research: Mulvey’s Male Gaze

Mulveys Male Gaze

Introduction

Mulveys male gaze is a theory Laura Mulvey in which how females are portrayed within a music video and towards an audience. Such as how the cinematography may be used to objectify women’s assets which includes boobs and bums and how they entertain for a heterosexual male audience. And how music videos are usually directed from a view of a Heterosexual male.

Mulvey’s ‘Male Gaze’ (1975)

Laura Mulvey is a British theorist who had a theory on how women is portrayed in music videos and how they are perceived from a male perspective. The basis of her theory consisted on the following principals.

• Audiences ‘view’ characters from the perspective of a heterosexual male
• Active male/passive female
• Men looked at women for visual pleasure.

She believed that since that music videos are directed from a heterosexual male point of a view this means that women in music video will portrayed in a manor to appeal to heterosexual males.

Examples of Mulvey Male Gaze

Robin Thicke – Blured Lines

From the outset of the of the music video you can clear see the music video is aimed at an Heterosexual male audience. The women throughout the music video are wearing minimal clothing covering some of the assets and the cinematography used shows with capture of mid shots and long shots at the women in the music video it shows the female assets. Meanwhile the men in the music were dominating over the females and were looking at and portrayed as the female was portrayed in a sexual manor and trying to grab the attention of the males and the audience. Moreover, she also suggests that the males will have a more active role and women have more passive role in the music video.

Criticisms of the theory

They are some criticisms of Mulvey male theory for example it was one sided was suggesting that heterosexual male’s perspective and not taking various other audience members let along other producers who may not suite the criteria that Mulvey set out for her theory. Another criticism is that not only female can be gazed it can also have applied to men as well in certain areas especially since you can say about male assets could be gazed at as well. Mulvey male’s theory doesn’t considers the opinion on all females since people may have different views on the matter and may not agree and some people may enjoy being gazed at.
Mulvey “male gaze” Theory is accurate since they are various representations of the theory in action throughout the music industry. There are various music videos that have shown the theory in action therefore I would agree with this theory because it prominent that females are sexualised for a male audience. This can be for a variety of reasons and the cinematography also used in music videos shows it was capturing female assets and females have a more passive role in the music industry while males have a more active role. Therefore I would agree that Mulvey male gaze is correct.

Conclusion

In the final product I would need to considered “Mulvey male gaze” theory in action. Since the sexualisation of women is quite prominent in music videos especially in Hip Hop, R&B, Rap, Pop and dance genres. Moreover, in most of these music videos the male is more active meanwhile the female is more passive. In my final music video, it will depend on the context of the music video but I would plan to use this theory in my final music video. This means that I would have to look at camera cinematography and how it would satisfy a heterosexual male characters. Since I haven’t made a decision on what I am planning to do for my finial idea it may not apply and may not bother with the theory.

Research: Audience Identification

Audience Identification

Introduction.

The audience is the group of individuals or an individual who may consume media such as TV, Magazine's music and books. The audience can be used to describe for various different media such as Books, Newspapers and Film etc. This is used to define the group and what certain groups of people may be interested in regards to genre or hobbies. Before companies can start production they must identify their key audience since it helps them ensure that they know who they trying to attract otherwise the company won’t make money moreover different audiences have different expectations and they will need to be satisfied.

How might some audiences be categorised?

Audiences are usually categorised on several important factors such as Genres, hobbies, income, interests and social class. This is done because people have various different tastes or different social backgrounds and will affect what media they will listen to. Music and music videos aren’t no exceptions there are certain expectations in various different genres and the artist needs to target his audience who have the same ideologies and is likely to listen to that audience as well as satisfying their fan base.

Audience categories are usually divvied by income

Audiences are usually divided by categories according to a stereotypical income. This is usually the basis for the categories for marketing purpose to see who has the disposable income which can be spent on advertising and promotions that are used in films.

Advantages and disadvantages of categorising audiences

Advantages

One of the main advantages of categorising is a target audience. Moreover, it shows what groups of people are more likely to see the film and how to appeal to them with Mise en scene, cinematography and soundtracks. You can use information that you gather to encourage companies for product placement to various media outlets or can advertise other products such as cars, foods and fashion, for example, shoes.

Disadvantages

One of the main issues with classifying audiences into limited groups is that people are different. They maybe have the same job, however, they may have a different background or cultural differences, therefore they may not have the same interests. Also, categories used don’t factor in disposable income, since sometimes people may have jobs in management and therefore have more disposable income.

Different genres have different audiences…

Pop | Both Genders, between ages 15-30. This would appeal to a large audience and won’t include any ethnicity. This would-be categories C1, C2, D & E

Rock | Males, between 28 and 50. This wouldn’t appeal to more audiences who wanted music that was against the ideals of the establishment. This would appeal to people with a white ethnic background or from a working-class background. This would-be categories C1, C2, D & E

Classical | Both Genders, Anyone. Classical is considered a niche genre, however, there isn’t any predetermined aged or ethnicity because it can entirely depend on the song rather than the genre. It is likely to appeal to a wide variety of audiences.

R&B | Females, between 18 -25. This would appeal to younger audiences from any background. Because of the connotations in the music videos and the impact on the audience. It’s more like to appeal to students and working class people

Audience reactions - The reactions from the audience will depend on how they consume the media and the audience thoughts about the actual media itself.

Audience Engagement – This describes how the audience interact and reacts to the music video.

Audience Expectations – These are general ideas that audience may have about what may happen and they should both live up to those expectations also they can play with or even shatter those expectations as well.

Audience Foreknowledge – This is what an audience thinks they may know about the song.

Audience Identification – This is when the artist needs to identify their audience. And how the audience needs to connect to a particular music video and/or artist and how they feelings towards it.

In relation to Hebdige, Dyer and Goodwin

• Audience Engagement – This refers to Hebdige’s theory that people will have different reactions, views and background reactions to the media text. Whether its music or a video suggesting that the power is with the audience on the how to choose to engage or like a product.
• Audience Expectations – This links to Goodwin’s theory since different audiences will have a variety of expectations on certain pieces of media and genre. Such as mainstream culture in which the audience include set characteristics and convections and these features should be met to the audience expectations.
• Audience Identification – This is referring to Dyer's theory on the relationship between the audiences. Dyer's theory states how the artist is constructed on how the audience must view the artist as ordinary so that they can identify with them and relate to them, and extra ordinary to show how they can view them as an iconic figure. An example of this is Jennifer Lawrence wearing a jumper and a see-through skirt at the premiere for her film Passengers.

Conclusion

Audience identification is important since you need to identify who may be interested and therefore who’s likely to watch the music video. So while planning the music video I need to do some research and find out the demographics of the audience that I want to target. Once I have got my initial ideas and find out what the key audience is that I need to attract, then research about audience identification, I will include questionnaires into the target audience likes and dislikes and the Mise en scene and pop i.e. current popular culture. Currently, the music videos I am looking at are for the pop genre and may attract people who may look at the mainstream audience.

Research: Subcultures

Subcultures 

What are subcultures?

Subcultures are groups of people who share a same common value, ideas and tastes such as music and clothing. Most of the time these subcultures views would differ from viewed by society as a whole and may have different ideas that may conflict with mainstream culture.

How are they evident in the music industry?

Subcultures are evident because of the alternative appeal to niche genres of music that isn’t mainstream. For example, Rockabilly, Emo, Indie Rock, Punk, Goth, Steampunk, Hippie, Gangsta, Hip hop, Reggae, Bhangra and salsa which may have an alternative or won’t follow conventions of the mainstream genre.

Example of subcultures of music. 

• Hippies – Bob Dylan 
• Punks – Sex pistols, The clash
• Reggae- Bob Marley
• Rock – ACDC
• Heavy Metal – Slip Knot.

What did McCracken say?

McCracken another music theorist has talked about how the postmodern world is full of diversity, dynamism and creativity and how to affect diverse music culture moreover how its created an understanding of various subcultures. Another point that McCracken has talked about the array of values, and ideologies then we can’t say all sub cultures come from one culture.

What did Hebdige say?

Hebdige has also discussed subculture and has talked about some people think subcultures appear to be different, deep down they are the same. Moreover 

“Consumption is an active process in which different audiences read into the same cultural product

Many groups are involved in protest and resistance against the mainstream… 

People can resist mainstream culture and will resist it and become a ‘subculture” Hebdige

For example, punk actively revolutionary movement at the time rejecting the ideology of consumerism and mainstream ideas. This was reflected by setting up their own labels and not using large record labels such as Capital or EMI. Partly because large companies will try to control the star image and brand. An example of a punk artist who self-published was Poly Styrene who has released several solo albums as swell as under the punk rock band x-ray specs. She was also not a conventional idol in that genre because she wore glasses and braces. This would have subverted the idea of what is attractive as a star image in a star in the mainstream music industry. “People can resist mainstream culture and will resist it and become a ‘subculture”

An example of this is Madonna who emerged at the end of the punk as seen as the acceptable level of punk by mainstream culture and society. She had clothing that closely resembled punk style, however, was more mainstream in her marketing strategies and therefore evident of how subculture eventually become mainstream culture.

Subcultures and historical times in relation to music.

During certain periods they was distinctive subcultures and music that stand out this could because of changes in political, economic or social climates. They could be viewed in positive or a negative way.

1950s |Rock & Roll

1960s |Mod culture, Hippies and bikers and surfers.

1970s |Punk rock, Rasta, soul and glam rockers

1980s | Heavy metal, hip hop, goth and rave

How does the industry now target audiences?

The X-factor is a talent shows that showcases in a way of production line and they try to give them technique from voice coaching to stage performances in audiences who may become fans. This shows creates an audience for the target product to convince the audience why they should be interested in her.

Current day in relation to Hebdige

What people listen can differ from person to person and will listen to what they like as well as listening something that may be different to what they listen to. In today society music is easier to listen to and attitudes have changed and people aren’t as part of one mass culture. This would mean that subcultures still exist however it isn’t as prominent as it was 20 years ago since because of everyone tastes and social backgrounds are different.

Current day in relation to Dyer’s theory 

Dyer's theory is about stars and the representation of cultural and shared attitudes in promoting ideology. Fans are more likely to agree with someone who has the same ideas such as a star. Dyer theory was meant for movie stars however, this can be applied to music artists and superstars as well since the audience may aspire to be like the stars themselves. Since subcultures are less likely since most subcultures focus more on individuality rather than personality and stars. Because of this and the fact that music that belongs to a subculture will self-publish rather than go with a record label because the artist will be more likely constrained to what label what is aiming for and try to get them to aim at a more mainstream audience which would go against the ideology of that group. This would mean dyer theory wouldn’t apply to subcultures however it would apply with dyers other theory with ideologies and culture and how artists they try to promote themselves to the subculture.

Conclusion

The Final Product is going to be aimed at a mainstream audience rather than aiming at a particular subculture. This is because the music I am currently looking may have little to no interest to various subculture and the music video is more aimed at a wider and more mainstream audience rather than a subculture. I also do agree with Hebdige theory on how everyone has their own individual tastes as well as social backgrounds and hobbies. And this would reflect on they choosing of music and how some people may choose music that are associated with various subculture. The problem is aiming for a wider audience is also that allow less freedom on how the artist is portrayed since how general conventions that are presented in mainstream culture.

Research: Star Image

Star Image

What is Star image?

Star image is a way of the artists is portrayed to an audience. This can be done in various ways such as the way they look, the way behaves and the way they dressed. It is important that the star image and how its portrayed otherwise the artist won’t be successful since they may not attract at large audience compared to another who has a successful star image. Moreover, a successful star image means that mainstream audience is more likely to resonate and they are more likely to be remembered making that artist more successful.

How can music videos help boost an artist’s career?

Makes the artist more popular.

The main one is if the music video is successful he would be well known and more popular. Making the artist more famous within the music industry along with audiences of mainstream music.

Entices a larger audience.

A music videos helps when it comes to showing off the artist to a wider audience. Without a music video an artist is unable to reach a larger audience without having to spend more money on advertising. For example, if a music video is uploaded to a platform such as YouTube it helps promote the artists as well as attract a larger a music video.

Music videos promotes the artists image

Music videos can be also used in such a way to promote the artist image to the audience. This is means that the audience can recognize the uniqueness of that artist because the way she promotes herself also it means that she also won’t be ignored “because the audience may think that she’s another artist in an overcrowded industry in regards of mainstream music” or superstars since they are above the rest. For example, Michel Jackson 

Music videos are more memorable than the music

Most music videos are tends to be remember over the actual music themselves for example thriller was remembered because of the various techniques it used from movies. The music video itself was more of a short video. Another example of this would-be Miley Cyrus wrecking ball. Well mostly remembered for Miley Cyrus singing from the wrecking ball. 

The style of the artist is more likely to be remembered. 

If the artist was controversial with her music videos such as Madonna and Miley Cyrus they are remembered.

The changes of star images throughout time.

Below I will be discussing about three artist’s changes throughout time and why they changed.

Miley Cyrus

2003 – 2009 

She auditions for the Disney channel series Hannah Montana when she was 11. She was auditioned the main character lead however got lead role. The series started in march 2006 and was an instant success. She was also labelled an “teen idol” while she was working with Disney she released several singles also worked on several films. When Hannah Montana was cancelled, she tried to portray a mature image. 

2010-2012 

In 2010 she tried to transition into a mature image by focusing on films. She stared in The Last Song (2010) it was a box office fit had a negative critically reception. Also during this same she released her third studio album. Can’t be Tamed. 

2013-2014 

In another attempt to portray a more mature image, Miley hired Larry Rudolph as her manager who has worked with artists such as Britney spears moreover she has signed a recording contract with RCA Records. During this time, Miley Cyrus twerked at the VMAs as well as Wrecking ball, Miley Cyrus had a more mature image but was also critical reception for it. 

2015 – currently 

By now she’s is working on her 5th studio album as well as working with films such as The Night before (2015) and A very Murray Christmas. Also, she was the host at the MTV Video music awards and gave a surprise performance of her new song “Dooo it”. In 2016 she was confirmed to be a judge of the eleventh season of The Voice and then in September she stared in Crisis in six scenes a TV series by woody Allan created for Amazon studios. In late 2016 she also announced that she was getting married to Liam Hemsworth. 

Justin Bieber

2008 – 2010

Justin Bieber career started off when Scooter Braun accidently clicked on one of Justin Bieber songs by accident. This led to him to tracking him down. Bieber was signed to Raymond Braun Media Group or (RMBG) which was a joint venture between Braun and Usher.

2010-2011

Justin Bieber released several different albums and several different singles during this time. Which reached to the top 10 in several different countries. On the 23^rd June 2010 Bieber also went on his first world tour. Meanwhile during that year, he was also found to be most searched for celebrity on the Internet. However also has the large like to dislike ratio on YouTube. Also in 2010 Justin Bieber hit puberty and his voice deepened also bibber guess stared in CBS show CSI which aired on September 23, 2010.

Kyle Minogue

1985-1989

·         Her first appearance in the entertainment industry as a lead role was for the TV Show the Henderson Kids. Dropped out of the show for season two and decided to peruse a role in the music industry.

·         During this time, she was a sweetheart of television.

·         During this time, none of the music didn’t have sexual connotations or based around hard-core relationships.

·         Her lyrics weren’t provocative and it was her early stages of her career

1990-1994

·         Kyle Minogue third album “rhythm of love” was released on in 1990 and she described at as more mature

·         Then music that she produced from that album onwards has been focused for a more mature audience. Therefore, her target audience changed again to focus on a more mature audience.

·         She released more albums during this time and she stared in the Vicar of DIberly during this time and the music she produced started to attracted more males to her music rather than females.

1995-1999

·         The songs she produced started to get more provocative at the time and became more intimidating as well.

·         During this period, she released more albums however her audience was also changing

·         She was also had another relationship French photographer Stéphane Sednaoui. He then encouraged her creativity and she also got inspiration from various artists such as Bjork, U2 and Shirley Manston.

Star image

Justin Bieber – Is portrayed in both in a positive and negative manor. His sexy image and persona shows that he’s every young girl dream and makes him popular with teenage audience since a lot of teens and young adults may want to aspire to what he has done. However, his has previously created controversy for himself which has a negative impact on him.

Gwen Stefani - Gwen Stefani is an artist that is portrayed as a role model and conventional however Connotations to the audience. She achieved success in targeting a large audience because she does perform with a variety of artists and target various genres regarding her music videos.

Rihanna – Rihanna is portrayed as a provocative character as well as a bad girl. She has experimented with music videos on various occasions tried to express herself on many different occasions this include wearing tight, skimpy outfits and colourful. However, she has achieved success especially with teenage female audience because of her independence and her feminist views. However, her views have changed over the years.

Star image: sexual reasons, political reasons, moral reasons and social reasons

Sexual reasons – Some artists may use music videos may express their feelings or thoughts about their sexuality or their relationships. For example

Political reasons – Artist may use music videos to advocate political issues a very good example is anything by pussy riot. Since all their music videos have been about political reasons including about the Russian president: Vladimir Putin

Moral reasons – Artist may use music videos to advocate and express moral reasons on issues and their personal thoughts about various subjects, and why they are important and why the audience should be concerned.

Social reasons – Various artists has expressed social reason in their music videos. This is include to show their personal lifestyle choices or their choices they have made.

Conclusion

Star image sends out an important message to the audience about the star and helps the audience make decisions about the star. A good star image may appeal to the mass audience however if there was a dramatic change to someone star image then there may be a negative impact to the star. Because they may change and some of the audience may no longer appeal to that artist which was seen in the cases of Justin Bieber and Miley Cyrus. In the music video production, I will need to ensure that the artist is portrayed in a way to ensure that it follows general convictions that is seen in a star image. Therefore, I should ensure that I follow dyers and Goodwin’s theory. With the music, I’m choosing I need to ensure that the music I chose doesn’t change the artist star image dramatically because since as proven with in this blog post may have dramatic impacts on the audience. Because of the context of the music video we looking at. The music video will need to focus on social and moral reasons since the context of the music video.

Research: Intertextuality

Intertextual reference

Introduction.

Intertextuality is when something is referenced to another source of media. In music videos intertextuality is used to refer to other things in media. This may include past events, famous people, films, animations. There are various reasons why artists include intertextual references in their music videos this is because they may want to provoke a reaction from the audience and cause discussion. This could be both a positive or negative reaction and may have historical and political influence.

Examples of Intertextuality

Formation -  Beyonce

The intertextual references that ‘Formation’ by Beyoncé is referring to is the town of New Orleans, past and present. The Images used in the music videos shows the old grand Plantation houses which are usually seen in the south of the US. These houses would have been used by the slave owners. Moreover, the music video refers to slavery and the recent floods in that city and shows the contrast of the new condos/apartments that have been flooded that belong to the working/middle class.

Gorillaz – feel good inc.

The intertextual references that are in ‘Feel Good Inc.’ refers to cartoon animation and also to comic strips as well as several references that are seen in Anime. Unlike formation this music video refers to the animation in context of the relationship between the song and the visuals. Rather than in the lyrics itself.

Pussy Riot – Mother of God, Drive Putin Away

The references in Mother of God, Drive Putin Away were clearly shown from the outset it refers to the Russian Orthodox Church in Russia with various images and scenes showing to take the mick out of both of the Russian leader and the Russian orthodox church. The point of the music video and the use intertextuality was to provoke discussion as well as used a satirical and protest against Russian president.

Advantages of intertextuality

There are various reasons why to bring intertextuality into a music video. This includes portray personal opinions to the audience or to help the audience to understand the point of the music video by bringing something from popular culture. This is, of course, depending on the context of the music video or why intertextuality is being used. For example, Fat boy slim and Moby both used historical recordings blues songs from the 1920 & the 1930s to contrast to their own style. May provoke an audience reaction which may be vital for the artist. Another advantage of intertextuality is that it may be more entertain or more ironic because of the references.

Disadvantages of intertextuality

They are disadvantages of using intertextual references if they are used badly or in a way that may have a negative impact on the audience. First, it could be offensive to the audience I have either used badly or that it is offensive and shouldn’t be associated with the artist or that music video. Another reason why there is a disadvantage of using intertextuality in music videos is when it comes to personal opinions. This depends on the artist opinion however at sometimes using intertextuality in a negative way or to influence an opinion may provoke a negative reaction. This may include various members of the audience maybe agreeing to that view or that view isn’t taken too kindly and the artist receives criticism from its audience and from various artists. Using intertextuality on certain music videos maybe seen as controversial depending on the context and references made. 

Conclusion

This will be depending on the context of the music video, however, yes, I would like to use intertextuality in my music video. This is used to show historical context or may to show a reaction of another art form. Using intertextual references would require additional work to ensure that it is used effective within the music videos and used correctly would ensure that a point has been made and provoke a reaction from the audience. I also rather not use negative references especially if against other artists or considered offensive therefore I will need to ensure the references I choose would be suitable for the music video.

Research: Diverse music videos

Diverse music videos

Introduction

Diverse music videos are music videos however they are not for the mainstream the audience since these music videos maybe considered to be niche. And would usually have its own defined target audience. A music video maybe considered niche when it doesn’t follow certain conventions that is associated with the genre. The music videos tend to be concept based or performance based videos moreover diverse music videos may not be able to resonate to a mainstream audience because they mind find some of the work confusing. They are various directors have produce music videos which have become famous offering an alternative to mainstream music videos.

Cunningham

Chris Cunningham is a British video artist, photographer, Filmmaker and music producer. He’s has directed various music videos for artists such as. Bjork, Beyoncé Madonna and several others. Chris Cunningham is well known for his conceptual approach an example of which is the Bjork – All is love which focused on man vs computer. One of the first music videos that win a gold pencil at the D&AD award was Madonna’s “Frozen” music video which was directed by him. The concept was of human spirits at one with animal’s spirits using morphing technologies.

Most of Chris Cunningham’s work have reoccurring characteristics reflected in the visuals of the music videos which are influenced by the gothic style. The music videos that he has directed are aimed at niche audiences. Moreover, the mainstream music videos also have various elements which are seen to be aimed at the niche market though their mise en scene. Other characteristic also includes connotations such as overtly sexual imagery and dark themes.

His most notable works includes;

His most notable works includes.

Bjork – All is love

From the outset, you can clear see this music video was aimed at a niche audience since that the main characters from the music videos are robots which isn’t prototypical of a mainstream audience. Moreover, it goes against most general convections of music videos. And clearly shows that music was aimed at a niche audience and Bjork fans. Because if this was shown to a mainstream audience they would clearly have a less understanding of the music and maybe confused compared to niche genres or to fans that are loyal with Bjork. Chris and Bjork decided to work on this music videos because she believed that he was unique and was also a genius. Complementing the music video was a video on why was the music video made. Explained the narrative as well as why she chose Chris Cunningham. The video also explained some of the worries of that Chris with the music video.

Madonna Frozen

This was another music video that Chris Cunningham directed was Madonna Frozen. The characters are not conventional to a mainstream audience music video, since the characters and the context are not something you would see in the mainstream music videos. Moreover, because the dark connotations which is also not common in mainstream music videos. The music media was intended for Madonna fans and fans of niche of music videos. However also aimed at mainstream music fans because most music fans know her style of music videos. It was meant to be unique had elements from both genres. Also, this One of the first music videos by Chris Cunningham that won a gold pencil at the D&AD awards. 

Windowlicker is a quite weird music video since it’s a parody of gangster hip hop. From the outside, you can clearly it’s a concept music video however they are performances by various characters throughout. However maybe seen as confusing or obscured by some of the audience. And the music video would also be inappropriate because of the connotations as well as the mise en scene shown in the video.

Michel Gondry

Michel Gondry is a French independent film director, screenwriter r film producer and music video director. He also known for distinctive and manipulation of mise en scene in both his film work as well as music videos. And he has produce music videos for Bjork, Oui, Oui, Beck and various others. The music he works on are both targeted for niche audiences as well as the mainstream audiences.

Bjork – Human Behaviour

Human behaviour is a concept music video in which the music video is based on children fairy tales such as Goldilocks and the Three bears. Moreover, it takes a unique perspective by looking from a view an animal perspective as well as a human perspective. The mise en scene is unique because music video wont tends to use techniques you would find from fairy tales. This includes costumes, hair and makeup and the body language and facial expressions of the characters. This reflect the convections that you would find Michel gondry work as well as convections in the niche genre.

Paul McCartney – Dance Tonight

Dance tonight also plays on mise on scene regarding costume hair and makeup and the setting and is also an another concept video made by Michel gondry. However, the music video is also aimed at the mainstream market however they are some of them go against convections which are seen in a music video. First of all, there is a long introduction before the song has started and the setting is a mansion in the countryside. The characters are also unique first of all there was a postman delivering a large parcel to McCartney instead meanwhile he invites himself to a cup of tea.  Which leads to the beginning of the music videos this includes rather unconventional characters such as ghosts. This is conventional to gondry work.

City Lights - The White Stripes (2016)

This is one Michel gondry recent works however its unique compared to some of his music videos where he uses manipulates the setting which is in the shower rather than costume, hair and makeup or body language and facial expression. In this case of the music video gondry manipulates condensation in a shower to make various diagrams on a side of a shower. This video is unconventional to what he has done in the past however it’s also unique and may confuse mainstream audience because it’s not a typical music video. Therefore it would make this music video more of a niche concept rather than a music video.

Advantages and Disadvantages of diverse music videos:

Advantages 

They are several advantages of diverse music videos this includes
• It’s different and unusual which may tempt some audience members.
• It also more unique, this means that directors and artists can be more creative when making the music video.
• It’s also more eye-catching, this means that director may try various techniques to make it more appealing to the audience because of the characteristics of the music video.
• It maybe more interesting to watch compared to mainstream music videos.

Disadvantages:

However
• It won’t appeal to all mainstream audiences since they may prefer music videos that are conventional to that genre.
• Sometimes some diverse music video is controversial which could cause critcrsims this means some people may be turned away from that music video.
• Moreover, if the video is too controversial it maybe censored this means if your trying to get younger audiences to watch the music video it may have an impact on the viewing of the music video. And also if it is censored this may also turn people away.
• Diverse music videos are riskier compared to their mainstream counterparts since they may not be successful since its unique and may not appeal to that genre audience.
• Audience may not be comfortable with watching the music video.
• It may not be understandable to the audience.
• And it may ruin the artist reputation since it the music video could fail to attract much audiences or attention.

Should diverse music videos stay away from mainstream music culture?

No. Diverse music has its place and there shouldn’t be any reason for diverse music videos to stay away from mainstream music. Diverse music videos are being an alternative to mainstream music culture and has made differences in the music industry. As seen above niche music videos may also appeal to mainstream music culture as well as to fans of niche music videos as well. It can also be argued about they should be more clear distinctions between mainstream music culture and diverse music videos and I do agree with that since mainstream music videos are more likely to reject ideas from gondry and Cunningham however diverse music video should be able to take convections from the mainstream music culture and use them in their videos to appeal to a wider

Conclusion.

After researching about diverse music videos and about a various niche music videos as well as Cunningham and gondry work. There is a big difference in mainstream music culture compared to niche music videos. Moreover, they are also seen what are the convections in both types of music videos and how some characteristics maybe used from mainstream music videos in niche videos and vice versa to appeal to a wider audience. Currently I am planning a niche music video since it more permissive on original ideas compared to mainstream music videos in which you have to stick to a convections of a mainstream music videos.  

Research: Dyer’s ‘Star Theory’

Star Theory.

What is star theory?

Star Theory is a theory around what makes a star and how singers sell their music to mainstream or a about what makes someone a star. However, star theory is how a star is made.
niche audience as well as a loyal audience. The theory relates to mainstream music, however, can be applied to niche audiences as well. Star images are constructed to promote someone as well as make more money and to gain more audience to watch the music video. The theory differs from the concept of star image which is

Who is Richard Dyer and what is his theory?

Richard Dyer was born in 1945 and is the theorist behind star theory. He said the following about Star Theory:
Star theory is "incoherent, incomplete and 'open' this is because
“The star must be simultaneously ordinary and extraordinary for the consumer to identify with and aspire to be.”
“The star must be simultaneously present and absent for the consumer.''
There are four elements to be recognised as a star;
Stars and Constructions
Industry and Audience
Ideology and Culture
Character and Personality.

What is a difference between a performer and a pop star?

A performer is when a talented individual or group who perform songs does it in an entertaining way
. Although they may not be as popular or famous compared to other performers. However, a pop star is when the performer starts getting a large fan base and promoted by management to the point where they are recognisable by large amounts of people because of their behaviour or their talent. However, a pop star isn’t just someone who talented enough to gain a large amount of audience, it is also a person who has a lasting impact on the music industry.

Stars as constructions

One of Dyer's ideas is that stars be constructions of the music industry or an artificial idea of a pop star. An example of this idea being applied is to shows like X-factor and Pop Idol. These shows have a major effect on the music industry since the music industry can and will influence these contestants’ which then may be seen as construction. Another example of this would be Justin Bieber. Several years ago, Justin Bieber started off his career with YouTube videos and his singing was good enough for him to get over a million hits on each video which led to him being picked up by a music label which then led to his success. This came at a cost since his attitude and personality has changed a lot and he has got himself in various amounts of trouble as well as caused a large amount of controversy such as getting trouble with fans for being late, drug abuse and got himself in serious trouble with the police. All his music is also based on his life or popular culture.

Industry and audience

Another of Dyer's ideas about pop stars is how the music industry affects the audience as well as the connections between the industry and audience. As I mentioned previously where I talked about constructions of how pop stars and shows like X-factor and Pop Idol can influence stars in regards of behaviour and the music they produce. However, it can affect the relationship between audience and the industry. Stars are mainly used as a way of making money from a star’s image and to make a lot of money from the audience. Record companies try to make money by finding out what is currently popular and make sure that the music that the stars are producing are aimed at what is currently popular. Moreover, they may try to attract a larger audience by making music that appeals to different groups.

Ideology and culture

Some artists will have their ideology and/or beliefs included in their music videos or when they talk about it on social media or on talk shows. This is done because the star may want to influence the audience on certain decisions Also it allows the audience to have a connection to the artists. An example of this would be Beyoncé, since in most of her music videos and music are aimed at women and trying to influence them to become more independent and should not be controlled or dependent on men. Most of her fan base and audience is mostly women and it is a good thing when artists try to convince fans and their audience to do the right thing. Another issue is Stars also represent popular culture since most of them will need to keep up with what’s happening currently around the world or at least in the west to stay relevant.

Character and personality

Dyer also talks about how character and personality do influence a star image. It is important that stars have they own character and personality since they don’t want the audience to think that the artists are seemed bland and reparative also important because it helps create a connection between the star and the audience. Also, it provides the audience with the idea of what they should be like or how they should be like. This, however, depends on the star/artist ideology. An example of a unique personality and character would be Miley Cyrus since she has changed a lot since leaving Disney. She has a unique personality which she is known for because of the music videos she has done in the past and how controversial they are.

How much control do artists/bands have on their star image?

This can vary from artist to artist and band to band. Because of various factors such as when they producing the music. Who is the recorded company they are working for; Is the music they are producing mainstream or niche and how did they become popular. Since they are varying amount of controls depending on those circumstances. Most of the time they will have a large amount of control on how they should be portrayed to the public. Music intuitions may instruct the artist on how to improve or adapt their image to meet the target audience expectations or keeping them relevant and how to make sure they are still noticed.

Conclusion

Richard Dyer's theory is important since it talks about what is a star and how an artist’s success can
depend on various factors, such as their image, personality and character and how they are portrayed to the audience. Dyer's theory also explains the role of music institutions on how they influence artists star image as well. Without a star image, the artist maybe is seen as “incomplete” or “lacking in areas.” While researching about Dyer's theory I also thought about how I should represent the artist/band during the music video that I will be making. It depends on the music, however, the artists should be portrayed as a genuine person as well as someone who is relatable to the public. Since I am looking at doing music in the Hip Hop or Rap genre it also needs to be representative of that genre as well. The music video needs to appeal to a larger and mainstream audience, therefore, I should follow the conventions of that genre.