Research into chosen artist
As a group we decided to create a music video using a recently established artist James Arthur. He is a upcoming artist who is the winner to one of the most watched talent shows, theX factor. James Arthur is a artist that we all like as a group and is a pop artist; this is the genre of music that we decided wanted to create a music video for as we all listen to the music genre. Due to winning the X factor, he released a winning single 'Impossible' which is going to be the song choice for our music video.
James Arthur was born on the 2nd of March in 1988. He is a British singer who won the ninth series of one of the most watched talents shows The X Factor. Following his victory, James Arther was signed to Simon Cowell's record label 'Syco' in which he then went on to release his debut single 'Impossible'. This reached number one in the UK singles Charts within the first week of release. The song also peaked at number one in Ireland, two in Australia, New Zealand and Switzerland, and eight in Slovakia. Overall he sold 2.5 million copies of this single making him the second best selling The X Factor's winning single of all time. He then went on to release his album which featured another one of his singles 'Your nobody 'til somebody loves you'.
James Arthur - 'Your nobody 'till somebody loves you'
Artist music video analysis
In the music video 'Your nobody 'til somebody loves you' the artist is seen to be represented as an ordinary person. This is done through mise-en-scene elements such as costume. The artist is seen to be wearing a shirt, jeans and some boots. This is effective as the audience view him as an ordinary person and therefore they feel as though they can relate to the artist. However the artist is further represented as extraordinary as he is seen to be positioned above the rest of the community on stage with a band. Therefore this connotes that the artist has a higher status than the rest of the characters in the video making him appear extraordinary for the consumer. Therefore the music video is seen to conform to Dyer's star theory.
Genre characteristics are shown through the style of the music video. The video consists 60% is performance based and 40% is narrative based which is a generic convention of a pop music video. This is evident as the artist is seen to be singing on stage with a band and backing singers. Close ups and mid shots are used throughout the music video enabling the audience to see the artists emotions through his facial expressions; this in turn allows them to build up a relationship with the artist. There is evidence of a narrative as when the artist is seen to start sing on the stage, different members of the community gather around to watch his performance. This further portrays the artists image as a friends, welcoming, community person to the target audience. It also shows that he doesn't perceive himself to be better than them people due to his fame.
There is evidence of Goodwin's theory as there is voyeuristic treatment of the females body. Through the narrative, a number of camera shots are used to show images of female members of the community. Mise-en-scene elements such as costume shows the women to be wearing tight fitted crop tops, or low cut tops. This is effective in attracting a broad audience as not only does the artist have a female fan base, but it attracts a male target audience. There is further evidence of Goodwin's theory as there is evidence of a relationship between the lyrics and visuals. When the artist is seen to be singing 'Stone cold heart' a mid shot is used to show two females standing over a fire. The effect of this is that the audience are able to gain a better understanding of the connotations and hidden meanings of the song.
The target audience of the music video ranges from young teenagers to adults. This is visible as the characters used in the music video vary from this age group. Therefore the same aged target audience are more likely to relate to the people in the video and the narrative. The artist is seen to be wearing black which is not a gender specific colour, therefore it suggests that the target audience is broad in terms it attracts both males and females.
Common camera shots used through out the music video is long shots. This is effective as it highlights the positioning of the artist. When the artist is seen to be performing he is seen to be standing in the centre of the stage. This is effective as it allows the audience to focus of the artist and connotes his status. A tracking shot was also used at the beginning of the music video that contributed to this. The artist was seen to be walking down the street towards the stage. Slow pace editing was used to focus the audiences attention on the artist and highlight his presence through the neighborhood.
The research into my chosen artist I conducted will assist me with planning my own music video as it is evident that the artists music videos conforms to the stereotypical conventions of a pop music video. Therefore this is something that I will consider when I plan my music video. I have also gained a better understanding of the artists image and how he is represented as a ordinary person. This is also something that I would like to use when creating the music video as it is effective in allowing the target audience to relate to the artist.
In the music video 'Your nobody 'til somebody loves you' the artist is seen to be represented as an ordinary person. This is done through mise-en-scene elements such as costume. The artist is seen to be wearing a shirt, jeans and some boots. This is effective as the audience view him as an ordinary person and therefore they feel as though they can relate to the artist. However the artist is further represented as extraordinary as he is seen to be positioned above the rest of the community on stage with a band. Therefore this connotes that the artist has a higher status than the rest of the characters in the video making him appear extraordinary for the consumer. Therefore the music video is seen to conform to Dyer's star theory.
Genre characteristics are shown through the style of the music video. The video consists 60% is performance based and 40% is narrative based which is a generic convention of a pop music video. This is evident as the artist is seen to be singing on stage with a band and backing singers. Close ups and mid shots are used throughout the music video enabling the audience to see the artists emotions through his facial expressions; this in turn allows them to build up a relationship with the artist. There is evidence of a narrative as when the artist is seen to start sing on the stage, different members of the community gather around to watch his performance. This further portrays the artists image as a friends, welcoming, community person to the target audience. It also shows that he doesn't perceive himself to be better than them people due to his fame.
There is evidence of Goodwin's theory as there is voyeuristic treatment of the females body. Through the narrative, a number of camera shots are used to show images of female members of the community. Mise-en-scene elements such as costume shows the women to be wearing tight fitted crop tops, or low cut tops. This is effective in attracting a broad audience as not only does the artist have a female fan base, but it attracts a male target audience. There is further evidence of Goodwin's theory as there is evidence of a relationship between the lyrics and visuals. When the artist is seen to be singing 'Stone cold heart' a mid shot is used to show two females standing over a fire. The effect of this is that the audience are able to gain a better understanding of the connotations and hidden meanings of the song.The target audience of the music video ranges from young teenagers to adults. This is visible as the characters used in the music video vary from this age group. Therefore the same aged target audience are more likely to relate to the people in the video and the narrative. The artist is seen to be wearing black which is not a gender specific colour, therefore it suggests that the target audience is broad in terms it attracts both males and females.
Common camera shots used through out the music video is long shots. This is effective as it highlights the positioning of the artist. When the artist is seen to be performing he is seen to be standing in the centre of the stage. This is effective as it allows the audience to focus of the artist and connotes his status. A tracking shot was also used at the beginning of the music video that contributed to this. The artist was seen to be walking down the street towards the stage. Slow pace editing was used to focus the audiences attention on the artist and highlight his presence through the neighborhood.The research into my chosen artist I conducted will assist me with planning my own music video as it is evident that the artists music videos conforms to the stereotypical conventions of a pop music video. Therefore this is something that I will consider when I plan my music video. I have also gained a better understanding of the artists image and how he is represented as a ordinary person. This is also something that I would like to use when creating the music video as it is effective in allowing the target audience to relate to the artist.
Your research into your chosen music artist, demonstrates some understanding of the genre characteristics. The points that you have included, show some understanding of how the music video appeals to an audience, through the micro elements that you have referenced above.
ReplyDeleteTo develop your post, you need to elaborate on the points that you have included, by referring to more examples throughout.
Also within your summary, you need to consider the planning of your video in further detail, by explaining how your research will assist you with planning the styles, genre characteristics and micro elements