Research: Audience Identification - Ms Begum

Audience Identification

 

 

Introduction:

Audience is a collective or an individual that will consume into the artist media products. It is important to know about audience because with you as a artist or a label you need to know who your target audience is, so that you make and produce what the audience wants.

 

The audience may be categorised by profiling them on their demographics:

- Age Groups

- Gender

- Income Bracket/Status

- Race

- Location

- Hobbies & Interests

 

A - Top Management, Bankers, Lawyers, Doctors and other Professionals

B - Middle Management, Teachers, many "Creative" e.g. graphic designers etc.

C1 - Office Supervisors, Junior Managers, Nurses, Specialist Clerical Staff etc.
C2 - Skilled Workers, Tradespersons (White Collar)
D - Semi-Skilled and Unskilled Manual Workers (Blue Collar)
E - Unemployed, Students, Pensioners, Casual Workers


Advantages and Disadvantages of Categorising Audiences:

Advantages:
- You have an idea of what people are interested in.
- Make your content suit what the audiences are interested in.
- You know what sort of products they buy, based on how much money they have to spend.
- Use the information to encourage companies to advertise on your radio station.
- Be able to promote and market the product to the audience.

Disadvantages:
- It doesn't consider that people are different, despite having similar jobs.
- It doesn't consider peoples interests, just their income and status.

Different Genres Have Different Audiences:
An example of this is the group "D12", this group is a group of male hip-hop/rap artists that are a majority male black people with on white male in the group. With this group, they have a audience age group of 13-25+, some would have grown up with some artist and the younger generations will have appeal to them. With the audience they of people that would listen to them is the group of (C2,D,E). Also the type of audience that would be attracted to them would be people who could either relate with them or want what they have now.

Another example would be "One Direction", this group is a all white boy band group that sing pop, teen pop music. With their audience it would be aimed at a young audience ranging from 5-18, most "fans" would like their looks as an appeal to them as a fan which would be their interests. With their audience in the group they would be (D,E), with the audience they would be interested in their looks and their star image and this is what the label would use to help promote them as a band.

Audience Reactions:
Engagement - This describes how an audience interacts with a media text. Different people react in different ways to the same text. This links with Hebdige's Theory.
Expectations - These are what the audience thinks about an artist and their music, for example audience expect certain aspects from different genres. This links with Goodwin's theory.
Foreknowledge - This is what the audience knows about a music artist and their song/video.
Identification - This Is how an audience relates to an artists, this links with Richard Dyers theory.
Placement - This is how the media producers, target a particular audience and make them feel that the music video is specially "for them".

Conclusion:
With this information/research on the audience what it can do is help in my media products. This information has helped me develop my ideas as I would know who my audience would be as they would be around the ages of 13-25+ and that they would be into the mainstream music, and same taste in music as me.


Research: Hebdige's Sub Cultures - Ms Begum

Hebdige's Sub Cultures

 

What are sub-cultures?

With sub-cultures, they are a group of people that don't follow the mainstream crowd. As the people that are in this sub-culture would have similar values, ideas and tastes, with sub-cultures they are based on stereotypes. 

 

For example;

Bikers are a "gang" and they would be rivals to the society. They are comfortable with their own ideas and they are against capitalist. Some of the typical things they have are, leather clothing, black, denim, have long hair, bikes (Harley Davis) and mainly big old hair men. With the bikers, they have traditional ideas but what they would do now is make old ideas their own with something new. With their music interest they would listen to heavy metal rock, with the genre it is not mainstream and only a certain group of people would listen to this.

Sub-Cultures:
- Bikers
- Punks
- Nerds
- Queer
- Hippies
- Greasers
- Jocks
- Goths
- Emo's
- Skinheads

Example: 
"Punks" they tend to listen to heavy metal just like the bikers but there is a difference between them. Punks are mainly young people in this group and bikers are usually older men but yet there might be some young. With punks the music genre that they listen to tends to influence them, by having bright hair colours or black, lots of piercings & facial, dress style. With the way the "punks" dress it is completely different to the mainstream lifestyle, and with doing this it is what they want such as wearing tight clothes and big boots shoes. This is because they do not want to look near or a like the mainstream as they are rebellious this could be due to the idea, values and tastes that they have are different. With the reason of them being rebellious could be the fact of the genre of the music that they are listening to which is what influences the way that they dress and their lifestyle.

With the sub-cultures I have named are quite known already or obvious to the mainstream industry the reason being is because;
- Conformity - They`re against the common values, of the popular culture and the systems
- Capitalism - The group do not follow capitalism, the subcultures like to go by their own rules
- Tribal/Gang - Don’t like mixing with another  race certain groups would  be stereotypical views about another group for example the skin heads dislike anyone that is not the same colour as them.
- New ideas – the subcultures have their own beliefs, they live the way  they want to live followers of subcultures don’t take upon neophyte ideas.
- Music Interests – Niche genres depending on the sub culture.

Grant McCracken:
He says that the post modern world is full of diversity, dynamism and creativity. With what he says if we take a look at the values and ideologies that we have a array of, I don't think it possible to say that cultures come from one culture. With McCracken what he is basically saying is that everyone is different in their own way and that we have a such a wide and diverse people, we cant say that all people come from that one culture because their are so many that are different to each other.

Hebdige:
With Hebdige what he said is that the people that feel like they are neglected by the societal standards their is. The subcultures is what allows them to develop an identity of themselves as they may find people in that subcultures to have similarities to them which brings them together. Although some people think subcultures appears to be different deep down they are the same. Subcultures are "little cultures" as they are all doing the same thing of resistance.
- Active process, different cultures read same cultural product
- Resistance against mainstream culture and will resist it and become a "subculture".
- People can resist mainstream culture and will resist it and become a "subculture".

Sub-cultures and the historical time in relation to music:
A lot of people would argue that with the people cultural music tastes depending on the historical time. And the music relates to the social, economic and politic change.

• 1950 - Teddy Boys, Rock n' Rollers
• 1960 - Hippies, Surfers, Rudeboys, Mods and Bikers
• 1970 - Skinheads, Soul Boys, Rasta's, Glam Rockers, Funksters and Punks
• 1980 - Heavy Metal, Hip-Hop, Casual, Goth, Rave and Club Styles
• 90's Noughties and beyond; distinctive blends of fashion and music have become a defining feature of the cultural landscape - depends on "what's cool and what social group you fit into...?

How does the industry now target the audience?
With the industry they now target the audience through gaps in the market trying to make newer/up coming artist famous or successful. One example of "creating" or a person to have potential is X Factor, what this show does is allow some people to audition and see if they have the star image and potential to be a star in the industry. With them doing this what it does is allow them is when the singer is going through the show they will start to create a fan base and by the end when they win they will use it to help increase their success.

Current day relation to Hebige:
In relation to Hebdige, with people consuming music is now a process that now differs from person to person. And with the person social background it can lead for different readings of the same song but the different types of people can like this song for the different reasons. With this theory it suggests that the different people with the same/similar tastes and interests have a different taste in the music due to their social background.

Current day relation to Dyer:
- Stars represent shared cultural values and attitudes, and will promote a certain ideology.
- Fans who agree with that set of values will support the star.
- Fans will imitate stars in an aspirational effort to get "close" to the glamorous, fantasy lifestyle they appear to have - this may take the form of "dressing up" imitating performances, adopting behaviour etc.

Who am I targeting in my music video?
With the people I am targeting they are apart of the mainstream audience but some sub-cultures may like it as well. This is because the music video I would like to make is about a couple and their memories of each other together in their life but yet there was a incident where it broke them up. The audience I am targeting is the people who will like R&B, and the age of them would be 13-30+ because of the song and the video I would do to it.



Research: Popular Culture Theory - Ms Begum

Popular Culture

Introduction:

With knowing the theory it is important because, what the theory shows is how the popular culture/music is like. The theory shows how and why the music is sold and appealed to the large audience. With some of the theories they say that the large music industry is the ones who have the power to consume the audience because they know what the audience want and if you notice some of the artist is quiet similar, in the beat and sound depending on the genre. Some of the theory's I would be drawing upon is; Popular Culture, Antonio Gramsci - Hegemony, Frankfurt School and Theodor Adrono.

Popular culture:

- With popular culture is it the tastes and the lifestyle of the younger generation, this generation is mostly influenced by artists that either grew up with them so similar age or new to the industry that have the attributes that the younger generation is looking for such as one direction, Justin Bieber etc. People that are basically quiet high in the music chats. With these types of artist they fan/audience would follow them. With the popular culture it changes over certain periods of time.

- With popular culture there are two statements, with this people would believe that popular culture are used by elites and they would be the ones who tend to control the people below them. As for the other statement, it is where the popular culture is being rebelled to the other dominant groups which would make a sub-culture.

Antonio Gramsci - From My Power Point:

- Gramsci introduces the concept of hegemony. This occurs when ruling class values and ideas are dominates the society this effects every institutions including music.

- Capitalist societies, with the ruling – class relying heavily bourgeoisie. With Gramsci he believes that they are able to do this due to the control they have over the influential institutions, such as popular media like magazines, TV, music and different media platforms.

Hegemony The Theory:

- This is a media texts represented to the world usually in order to support a dominant ideology.

- With the hegemony is the way the people with the power keep and maintain their control of the ruling class.

- Most/all ideologies are pretty much considered hegemonic; with the power in the society is maintained by constructing ideologies which usually are promoted by the mass media.

- With them allowing it be promoted by the mass media it allows the young audience, what it does is allow them to follow it as that is what they would want so that their wouldn’t be any riots to the bourgeoisie.

- Hegemony is when the dominance if one social group over another such as the ruling class over all the other classes below them.

- With this theory what is claims is that the ideas of the ruling class come to be seen to the people as normal. As they are being seen as universal ideologies, with it being perceived to benefit everyone whilst it actually only benefiting the ruling class.

- Cultural hegemony is the sociological concept that the culturally diverse society can be ruled or be dominated by one of is social classes which is the ruling class.

 

The Birmingham School:
- They are known as the CCCS (Centre of Contemporary Culture Studies)
- This school includes a group of modern social theorists who developed thought about the social media, the culture and the critiqued older social media theorists.
- In the inaugural lecture that followed his appointment as Professor of English at the University of Birmingham in 1962, Richard Hoggart announced his intention to conduct research into ‘mass’ culture. Two years later, Hoggart had founded the Birmingham Centre for Contemporary Cultural Studies.
- Under the directorship of first Hoggart and then Stuart Hall and Richard Johnson, and with the commitment of Michael Green throughout, the Centre operated at the intersections of literary criticism, sociology, history and anthropology. Rather than focus on ‘high’ culture, the intention was to carry out group research on areas of popular culture such as chart music, television programmes and advertising. 
-Work produced at the Centre showed that popular culture was not only worthy of academic study but often also politically significant. It showed, for example, the importance to young people of subcultures based around style and music, the ideological influence of girls’ magazines over their young readership.



Dick Hedige:
- He says that consumption is a active process in which the different audiences would have different readings into the same cultural products.
- He says that audiences are active and not passive. This is through the resistance of the pop culture creating the sub-cultures.

Frankfurt School:

- Frankfurt school said that the popular music is the end od the production line where everything is sounding similar to each other. With the music industry that exploit the mass production of music for the profit and the social control over the audiences, in the hope that they accept a certain ideology about the world that they living in. 

- The music industry promotes absorption. Everything about these pop stars becomes a commodity (product). These includes their clothes, image, like and dislikes etc.

Theodor Adrono:

Background:

- Theodor W. Adorno was a German sociologist, philosopher and musicologist known for his critical theory of society.

- Theodor W. Adorno was one of the most important philosophers and social critics in Germany after World War II.

- He was a leading member of the Frankfurt School of critical theory, whose work has come to be associated with thinkers such as Ernst Bloch, Walter Benjamin, Max Horkheimer and Herbert Marcuse, for whom the work of Freud, Marx and Hegel were essential to a critique of modern society.

Ideology:

- Adorno (1903-69) argued that capitalism fed people with the products of a ‘’culture industry’’ – the opposite of ‘true’ art – to keep the passively satisfied and politically apathetic (no interest).

- Adorno adopted the term ‘culture industry’ to argue that the way in which cultural items were produced was analogous (comparable) to how other industries manufactured vast quantities of consumer goods.

- Adorno argued that the culture industry exhibited an ‘assembly-line character’ which could be observed in the synthetic, planned method of turning out its products.

- The metaphor of the ‘assembly-line’ was used to stress the repetitive and routine character of cultural production.

- Adorno argued that the ‘culture industry’ operated in the same way as other manufacturing industries. All work had become formalized organizational procedures that were established for the sole purposes of making money.

Relation to Popular Culture:

- These features are particularly true in the popular music industry. All popular music products are commodities to be sold to an audience who believe that they are consuming ‘true’ emotion.

- Popular music products are characterised by ‘standardization’ (they are basically formulaic and similar) and ‘pseudo-individualization’ (incidental differences make them seem distinctive, but they’re really not).

- Products of the culture industry maybe emotional or apparently moving, but Adorno sees this as cathartic – we might seek some comfort in a sad film or song, have a bit of a cry, and then feel restored again.

Pseudo Individuality:

- Pseudo individuality, meaning fake.

- Adorno was critical of what they referred to as pseudo individuality. By this they meant that artists within the cultural industry, when examined, had very little differences whose uniqueness lies only in very minor modifications e.g. trade marks.

- What Adorno meant by this is that up and coming artists in our generation tend to all sound the same and the only way to differentiate these artists are by minor talents they posses such as; high pitch voices, large ranges or a unique sound (trade marks)

Conclusion:
With the information above the research I have done of the theory's and theorist's, it has allowed me to gain a wider knowledge of the theory's. And with this it has allowed me to understand why things are the way they are and the reason it has happened. With this research it allows me to understand how the audience will process my music video if they would be passive or active. They way that I would present my artist is that they would have to have some sort of image so they can pull of the star image, my artist would have the themes and look that the mainstream audience would want.

Research - Richard Dyer Star Theory - Ms Begum

Richard Dyer Star Theory

 

 

Introduction:
Richard Dyer has a theory "Star Theory", this theory is the idea of celebrities that are made to make money and fame in the industry. Their is two types of stars "Pop Stars" and "Star Performers", with these two types of stars we can see that they have different aspects in being a star such as:



Pop Star:
With being a pop star it is where they have a appeal to the audience as they have a star image, also what the artist record label is able to do is use them to make money and be successful in the financial side of the record label. With a pop star what they are able to do through their fame and music is promote brands, fashion and trends to the audience and social media. A great example of this is; Kanye West, Beyoncé, Tyga, Chris Brown etc...



Star Performer:
With a star performer, what they do is perform the music to the audience. With this "Star Performer" they are known for the performance of the music more than "fame". What this means is that they only perform but have no star image to the audience.



Richard Dyer:
Richard Dyer was a theorist, and what he states is that a pop star is a person who can promote their status to the audience because of their management. With their management they have, they would use synergy through the different media platforms like, interview, adverts, radio appearance and more. Also what he said was a true pop star has a lasting significance and has "brand awareness" among a wider market over a period of time.

Distinction be made between those who are simply known for performing pop music and those who are known for being pop stars.




He identified four elements to recognising a star:

1) Stars and constructions

2) Industry and audience

3) Ideology and culture

4) Character and personality

Stars and Constructions:

- Helps if their image contains a USP.

- Star are constructed, artificial images.

- With some TV programmers such as "The X Factor", "American Idol" etc. What these shows do is show us the process of making a person become a star. Showing how an normal person is styled, changed image, and coached into making the record company's expectation to the audience.



Industry and audience:
- Stars have been made to make money for the record label and for the artist.
- Pop star, who and whatever their nature may be are the company and they must be sold.
- With a artist their is always someone new/fresh to be chosen from, there is another way this can be make a star/s with having a audience that would have a long lasting appeal to the artist. Once the artist is able to establish their brand, the company can cater to the fan audience by adverting to them and have a audience where they are loyal and which will last for decades.


Ideology and Culture:
- What stars do is represent some cultural and attitudes, as for also promoting a certain type of ideology. With the audience taking interest in these values it enhances their "star quality", and it creates them to have a star persona.
- With the new technology and having great social media, what the artist/pop star is able to have a opportunity to be able to establish their own values to the people/audience without using music, just using the social media to show this.


Character and Personality:
- Star is a construct, but the construct that has a foundation of realism.

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

- Stars provide audiences with a focus for ideas of ''what people are supposed to be like''.

Control:

With the artist they don't have much control over their star image, this is because the record label and the manager is the one who will give it to them as they would shape the artist in a way that the audience would want. Also with the artist the label and manager is the one who is in control of their look and the way that they dress, this is because they would want to keep their audience and also be able to enlarge it.

Conclusion:
With the information above it has helped a lot as it allows me to understand what the star image and the star theory does for the artist. With the information of this it has allowed me to understand the difference between a pop star and star performer and their appearances. With my artist I will present them in a way that the target audience would like in a way that is suitable for the audience. With doing this I would make sure that the artists image will attract and engage the audience to him/her.



Research - Star Image - Ms Begum

Star Image

Introduction:

What a star image is the artists image to the audience. But yet what some artist do is reinvent themselves so that they are able to show themselves in a different view to the audience. With the artist doing this what it allows for them to do is help promotion and gain more of a wider fan base/audience by allowing more people to like the reinvented artist so that more people will buy their singles and albums, which will allow them to become more successful.

How Can Music Videos Help Boost An Artist's Career?
With music videos, what this allows for the artist to boost their career in a way so that they have more of a fan base and relevance in the music industry, such as Beyoncé, Jay-Z, Kanye, Kylie Minogue etc. With the music video with creating some of them some of them have reasons such as music videos being; sexuality, political, moral and social reasons. Furthermore with some of the artists they start of at a young age and they would usually reinvent themselves to gain more of a audience and change their look due to their age or personal reasons, for example kylie Minogue has done it over her career starting in the 1980s till now.

Case Study:
Kylie Minogue:

With Kylie Minogue, she has reinvented herself quite a few times as she has been in the industry quite long. With her reinventing herself she has done it when she was young to when she was older the target audience some of them would of stayed and there might of been more fans gain due to liking the change of herself. 

 

 

 

Justin Bieber:

Another person would be Justin Bieber, as for his age in the industry he has come up from being found on YouTube singing and playing guitar. Into a artist that sings about love still as he first started with his first few songs (Baby), as he got older her reinvented himself with the things he has done and the themes of his songs have changed (album: Believe to Journals). As he got older from 13-14 to like 18-19, he went from singing to adding some type of rap, and the theme of "boyfriend love" to sex and basically doing into the typical hip-hop themes. From his first music video "baby" it showed about his first love and his music video when he was younger was about girls being his in a "young love" view and type of feel watching it.

 

 

 

With his music video "Boyfriend" it was still the same idea of his younger songs such as "one time", baby" etc. But with his new videos it was more of a teenager view as he has grown up type version. But in his music video "boyfriend and all that matters to me", within his music video he still is kind of the same but slowly changing to the audience.

 

 

 

As we can see in this picture, we can see how his clothing has changed and also his look. When we younger he was like a child sweetheart to the young female audience, and as he grew up his image changed I would say it went in three stages. He went from the young child artist into a older version of it, then into the "bad" one which is where he has tattoo's, some news on him having drugs, being with prostitutes and arrested etc.. When he was a younger artist this is where his audience looked up to him as a idol and a role model, but now the things he does and the things he is showing is just like any other rapper, but in a more subtle way to his audience.

Miley Cyrus:

Also another type of person that is like this is Miley Cyrus. With Miley Cyrus she has been in the acting and music industry since she was young, an example of this is Hanna Montana. What this is, is a TV show for the young audience of a female living twos lives and showing that it makes music. 

After her last episode on Hanna Montana, Miley Cyrus has let go of her image of the Hanna Montana Image that she has. With changing what she has shown to the audience through her music is that she likes to party, and she is a party animal showing off the enjoyment of her having fun. With doing this what it allows is for her to become more mainstream through the use of promotion and being in the mainstream music industry. She has done this through the use of her songs and albums being released. "23", "Wrecking Ball", "We Cant Stop" etc.

 

 

As She has done this, she went from the country music, or the non - mainstream music to this new image that she is showing to the audience. With doing this, i think she thinks that everybody thinks of her as the Hanna Montana role model that she was. As for doing this reinventing herself some people don't like it and some do. With doing this what it does is show off what she wants to get off towards the audience, of her "Star Image" of Hanna Montana isn't her, it is just a show, and through her music and music video she is presenting and showing who she really is. 

There is some different types of star image, such as the sexual, political, moral and social reasons. What this is some of the reasons that some artists show off in their music. 

Conclusion:

With the star image is a image that I shown to the audience. This image is shown to the audience so that the artist is seen in a specific way. Within my video I would show my artist in this specific way because I would like to make sure my audience likes my artist.

Research: Mulvey's ''Male Gaze'' - Ms Begum

Mulvey's ''Male Gaze'' 

 

Introduction: 

Laura Mulvey discussed about the "male gaze" within her essay. "Visual Pleasure and Narrative Cinema" (1975) . What this is about, when the audience is put into a (heterosexual) males perspective while watching a video. The females would be sexualised by the camera, as it would zoom in or be close to the females body parts, such as there chest and their hip areas. 
 

Mulvey's Male Gaze' (1975): 

The person who came up with this theory is Laura Mulvey and she is a British feminist, that is a film theorist. Before where she is now she had been working in the British Film Institute for quite a long time before her position now. With her theory and also her belief is that within films the camera is shown to the audience as a heterosexual male view.

"Visual Pleasure and Narrative Cinema"  was a essay by Mulvey and this is what she is known for writing, this essay was written in 1973 and published in 1975.

With her belief it was where the men looked at women for the visual pleasure that they seek. (Males are Active/Females are Passive).
 

How an audience view the women presented, for feminists it can be thought of in 3 ways;

- How men look at women

- How women look at themselves

- How women look at women

Examples:

Benny Bannasi - "Satisfaction" 

- Within this music video the "Male Gaze" is clear, and used throughout the video above. All through the video we can see that the use of the cinematography is present as it have many close up shots of the females body parts, and some that are in slow motion to enhance this male gaze view. With the use of the slow motion and some other editing effects what this does is highlight the females body parts such are the hips area and the chest area, what this does is aim and draw attention to the video and the audience would mainly be heterosexual male as this is the main aim of the music video.

Nelly - "Tip Drill"

- This music video is stated as the worst music video that has even been made in the music industry. With how bad this music video is, Nelly as a artist had to deal with many consequences because of this music video. This is because the disrespect and a bad view towards female that he showed within the video, this is evident throughout the video as we see many close ups of (Bum, Chest, and Face) and while the camera is on the female we see Nelly's face quite often next to the bum. This video is basically promoting sex, we can see this due to the theme of sex and the things that they are doing within the video such as; grinding. homosexual actives with females and "booty popping". Who this video attracts is the male audience (heterosexual) as they would see this being appealing to them as the see the girls as "sexy and "hot", what this does is allow the men to be engaged to the females. With the other females they would look at this video and feel disrespect, disgrace and a bad view, as this video has no respect towards the females that participated in the video.  

 

Eric Pyrdz - "Call On Me"

- As for this video it is the same as the other videos I've talked about. This video also follows the "Male Gaze" theory due to the micro-elements that have been used in the video. This is because the cinematography of all the camera shots being mid to close ups, as they are just showing off the females assets, while they are in a yoga class with one guy. Since there is only one guy that is in the class and that is shown in the video he is still viewed and counted as an active, this is because the females are being actively concentrated on the class, but yet also passively seducing the males view.

Criticisms Of The Theory:

- Some woman like being "looked" at in this way
- Neglecting genders
- Can be directed towards the men
- Doesn't consider females as spectators
- Her views are mainly from a heterosexual perspective.
 

Conclusion:
- With all the information and research of the "Male Gaze" theory has helped me know more knowledge and is beneficial to me as this theory helps me understand some of the music video more due to this theory. With my music video, if I have a female artist I would apply this theory within the music video, so that I can highlight and enhance the females features. What I would do to show this theory off is include all the clos ups and mid shots of the females assets, which will allow me to attract and draw more audience attention to the video.

Research: History Of Music Videos - Ms Begum

History Of Music Videos:

Introduction:
Our generation now have come a long way from the first music video made. With the history of the music video it only consisted of motion picture. However over time and the development of the technology that we have now the music video have become so much more clearer. As for the technology used we can now express some things through a technological way toward the audience, with this the artists have now been able to create a larger fan based due to this, and show off the music video through many more different plat froms apart from music video channels. 

1929: 
Songs and Moving images
Bessie appeared in a two - real short film called Saint Louis Blues

1920 - 1940:  

Walt Disney released fantasia, animated film based around famous pieces of classical music

1956: 
Tony Bennett is filmed walking in Hyde Park London for his song "stranger in paradise" Bennett claims he made the first music video which can be argued.

1964: 
This video is arguably set out the basic visual vocabulary of todays music videos, influencing a vast number of contemporary musicians at the time to create similar moving images to accompany their music.


1966-1968: 
The Monkees was a TV show, each episode included a specially made film segment that was created to accompany their songs that was used in their TV series

1966: 
Top of the pops was born, the importance of TOTP to promote a single meant that artist had to create competitive videos to compete for air time as TOTP had a limit of the numbers of videos  it showed, as it was mainly based.

1967: 
These videos used techniques borrowed from film, such as film effects, dramatic lighting, camera angles and rhythmic. The Beetles "Penny Lane" 

1975:
Queen - "Bohemian Rhapsody" created to replace a live TV performance

1970 - 1980:
Key development of the modren music video recording with the editing process. And the improvement in the editing of the videos such as "The Jacksons", this is due to the high budget that they have to create the best music video that they could at that time. 

1981: 
MTV is lunched and the first music video that was released, and that was aired is buggles "video killed the radio star" 
Early mid 1980s, artist started to use more sophisticated effects in their music videos. And they also added story lines or a plot to the music video. 

1984: 
Michael Jackson's Music Video "Thriller" has taken music videos to a another level. 
This was basically a short film, but yet still a music video and has a beginning, middle and end. Michael Jacksons "Thriller" took the music format to another level within the music industry. 

1980s:
MTV & Musical Success

- Grew to play a central part in popular music videos and marketing them. 
-  Madonna had a great deal of her own success of the skilful construction and seductive appealing music videos made.
- MTV has a start of the "Golden Era" a new artform in the popular culture, this has caused a death in the musical artists because physical appeal is now critical to popularity to an unprecedented degree. 

Conclusion: 
With this research on the history of the music videos, has given me some in sight and the experience of what it was like back in the beginning of the music video times. This has been helpful and beneficial to me as it allows me to get the understanding of the music videos. With this history and i would be able to create my music video with the tips of the past and the understanding of the history of it.

Research: Intertextuality References - Ms Begum

Intertextuality

Introduction:

Intertextuality is when music videos where you'll see that they have been linked to a film or a TV programmes, there are some at are from other music videos. What this means is where the music video will have a reference within it from something, for example Kendrick Lamar and "Martin Had a Dream".

As for what Goodwin had said, a lot of music video do have Intertextuality within them that would have a link to something as seen in Michael Jackson, Eminem, Kendrick Lamar and many more...

Examples:
 

George Michael - Outside
 

Within this video we see that it starts of like a swedish porno, with how the opening of it and it shows the credits at the beginning.  And we can see a male in the toilet washing his and see a 'hot' female behind him pouting her lips, winking calling him over. As this happens and the male finishes washing his hands, they kiss and we see the police officer when they open his eyes like the editing has done to show this. With this reference, it was based on a real life incident when it happened to George Michael and he made this video to show it.

 

Eminem - Just Lose It

In this video we see that Eminem shows Intertextuality through the different people that he plays, and dress up as. In the opening of the video we see that he copies the idea of Michael Jackson of his video "Billie Jean". Also he acts as Santa claws, with Santa helpers as females dressed in small and tight clothing. Having done this we can see the Intertextuality of the video of him copying people and what they have done and as it happens raping and taking the "piss" of them, like with all the bad events of what Michael Jackson has done in his life we see it in this video of Eminem showing it. 

 

R.E.M. - Bad Day

This video is a how news report throughout, what this shows on the idea of Intertextuality is where the news is being shown and the song is about a "bad day" and this video also shows the weather to show the rain and storms to help make it understanding of a bad day. The music video has been set up like this as a news report to portray recent events in the industry by using the news as a way to show it to the people, and they have done it in the music video as well to show this idea.

 

Advantages: 
With these types of music videos they appeal to some audience where it would either relate to them, make them talk and with doing this some videos are controversial. Having intertextuality within the video allows the artist to create hype with the video within the music industry and get the audience to talk about it which allows it to get known and more views, from the audience and some of the media for some of the music videos that have been made. 

Disadvantages:
The disadvantage of having intertextuality references linked with the song, can have a offensive view in some cultural ways or can be taken on as racism. 

Conclusion:
I think i would like to used intertextuality within the video as it can create some hype to where i can gain more views, and due to the gerne that i am thinking of doing it could work where the intertextuality would make the video much better.  

Reseach: Gondry and Cunningham's Diverse Music Videos - Ms Begum

Gondry and Cunningham's Diverse Music Videos

Introduction:
Diverse music video are usually done by the genres that are like electro (Bjork), some dance, techno, club and some pop at times etc. With this a diverse music video is where it is displayed to the audience being controversial or obscure, the artist that usually do this has a concept based video that allow the idea of an obscure video. With some of these diverse video they play on the idea of the human themes and allow the video to be obscure and give a surreal feel to the audience. Also adding on to this their is some main stream artist that do this so that they reinvent themselves to be able to create a new image that they would like. Some of this artist such as Kylie Minogue and Madonna, they have both done this to allow the audience to have a subtle approach of the change of their image within the music industry.

Chris Cunningham:
Chris Cunningham is a successful diverse music producer, this is because his is also a film maker and photographer. Having this he has an abstract mind due to his creativeness, with having done this one example is Bjork. With her music video "all is out of love" Chris Cunningham had a idea of robots as he had work in the industrial work place. With having this idea he has come up with using robots for the music video, and listening to the song he had come up with the idea of two robots having sexual intercourse. With doing this it has a link to the song and also with the artist of the song, the two robots in the music video is two females. With the first draft of the music video Bjork didn't like it as she wanted something different, as for coming up with the idea of using computer graphics, but Chris Cunningham doesn't have any faith In it but yet it was what saved the video and Chris really needed it, Furthermore Chris Cunningham have work with skrillex and his genre is dupstep... As I said before "techno and electronic".

Chris Cunningham has also worked with Aphex Twins, He has done a few of their videos such as come to daddy, flex and window licker. With doing this in the come to daddy video, there is a bunch of kids that run around vandalising the area and they has a distorted face of the artist. As for doing this Chris Cunningham has a theme that I have noticed which is where he plays on the idea of human life and being obscure with it. With the Aphex Twins music video, this wouldn't appeal to a mainstream audience has they would find it obscure and too surreal for them to watch. Also the video is quite scary at points which a male "alien" coming out of the TV and looking like a father to the kids.

Furthermore with the Chris Cunningham's Flex Video of Aphex Twins, With this video there is a the idea of two people together in some black space. With this the music has no connection of the video but what Chris Cunningham has done is play on the idea of a baby, and with this we can see that he all ways go back to the idea of playing with the humans.

Moreover the Window Licker Aphex Twins, this video of what Chris Cunningham does is play on the genre of hip hop, with the girls and the California area. With him using all of the hip hop ideas in music videos, but then yet playing with it having the aphex twins face on the girls. As we can see Chris Cunningham Likes to take the mick out of this genre as we can tell he doesn't think it rights. With this video there is more air time of the "star" but not putting on the idea of him having star image, just more on giving hip hop a bad view.

Michael Gondry:
With Michael Gondry, we can see that he has also worked with Bjork. Having done this we can see the difference that these two music producers have, in the repetition that they both having in the music videos. With Bjork music video of "Oh its so quiet", has become famous. This is because of the song and the music video being on more a mainstream idea, but yet having a subtle approach on the diverse music video. With the music video we can see that he has a lot of dancers and people within the video looking the same.

Also he has done a video with Kylie Minogue, within this video we can see that she is performing as well as a narrative with a everyday life, as we follow her around the video first time walking around the area... As this happens we can see that it happens again with her still there but there is two now. WIth Michael doing this we can see that he all ready shows the idea of repetition and the dancers within the video, as the video goes on this happens again and again. This video is more performance and concept but there is a very little narrative within the video.

As we can see in the music video "mad world" that Michael Gondry created he a video of where there is people that are creating images that go with the lyrics. He has done this with one shot throughout the video, with this video we see a quick appearance of the artist for a few seconds, as for this video we can tell it is a concept video due to the themes that we see and there is no narrative and performance from the artist.

Advantages Of a Diverse Music Video:
- Controversial 
- Artist can reinvent themselves
- Having an abstract video can allow the audience to talk about the video more, which can get more views to the video.
- Unusual so the audience find it quite interesting to watch.
- Hype is created because of the video

Disadvantages Of a Diverse Music Video: 
- Small/Limited Audience
- Reinventing themselves can go bad
- Audience and Artist have no relationship built
- Some of the fans/audience might find it offensive or not like the change

Diverse music video should stay away from mainstream music culture? 
I think that diverse music video doesn't have to stay away from the mainstream culture if the music video works in where the artist can reinvent themselves, also with this if they have a subtle approach to the mainstream audience I think they would like it as for some prime examples: Kylie Minogue and Madonna. But if the diverse music video are trying to be obscure and surreal too much then I think the mainstream audience wouldn't like it as a example Aphex Twins Window Licker, taking the mick out of hip hop...
With music videos that is like that then I think they wouldn't like what the diverse videos are about. So overall my opinion is that diverse video should be allowed in the mainstream music video if they don't effect it in a bad way or where the audience don't like what is shown.

Conclusion:
What I have learnt from this research is that there is two types of diverse videos, some being subtle to the audience and the mainstream audience can watch it without being offended but the other type quite opposite.. I have learnt that using some of the ideas of repetition or a theme in the video, would help create a video as you have a basic idea of what you would like to put in the video. I think in my video I would include a few elements of diverse music video because I think I can make it have more of a hype and have an audience talk about the video more.