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A2 Guilsborough Media

Jess Hedley

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G324 Target Audience Research.

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Wilkinson Washed Away Music Video Analysis

Washed away is a song by Wlkinson who are a dance/house band. The music video was released on the 18th of April 2017. The video includes Tom butler who is the UK number 1 and world ranked big wave surf champion.  The video also includes the festival Boardmasters which Wilkinson performed at in 2016 and met Tom Butler. I have included the music video below.

 

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Genre conventions.

As an artist defined by the genre Dance/House there are certain genre characteristics that would be expected to be found in similar videos within this genre. In this case, there are multiple shots of Tom Butler the big wave surf champion at Fistral beach in Cornwall, where it is sunny and looks like a holiday break location. This is common to see in this particular genre. This is also seen in the video ‘sweet lies’ by Wilkinson where there are multiple shots of waves and long shots to set the scene of the location. Therefore, this overall portrays that this type of location is a common feature within this genre and artist as it creates connotations of relaxation and peace. Also, comparing the two music videos ‘washed away’ and ‘sweet lies’ it is evident that they have similar shots of waves such as satellite view shots and point of view shots and water based activities. This is a common feature with the artist and could suggest a theme of letting yourself go and enjoying life due to the thrill seeking activities featured within the video. The location of the video is also filmed at Boardmasters festival, which features dance and house artists such as Wilkinson, Chase and Status and Andy C. This links to the genre and the music video as it links to the stereotypical festival ‘raver’ who is very relaxed and has no worries. Also, high key lighting is used the majority of the music video which links to the genre as high key lighting can illustrate and upbeat mood which happens when you listen to dance/house music.

Relationship between the visual and lyrics.

As Goodwin states, there should be a relationship between the visual and the lyrics throughout the music video. The visuals and lyrics to this particular music video both demonstrate and reinforce the song’s overall meaning in different ways. On the particular lyric ‘washed away’, the point of view shot of the wave coming at you suggests its washing all your worries away that is a clear link, which amplifies the overall meaning. This connects to the genre as the fan base who listen to this genre are stereotyped to be de stressed. Panning is used within the music video to help link the visuals and the lyrics together. For example on the line ‘turn down’ towards the end of the music video, the camera pans down and follows the protagonist jumping off a cliff. This can illustrate to the audience the message of taking risks and, to go against the message of calming down. In addition, it links to the people stereotyped to this genre, as they are nonchalant.

Relationship between the visual and the music.

The relationship between the visual and music varies throughout the music video. At the start, the tempo of the music is slow and we are shown a satellite view shot of waves rippling which creates connotations of relaxation and links to the slow tempo of the beat. In addition, the cuts between shots are at a steady pace, which implies calmness. As the music video goes on, and the story of the protagonist reveals more information and the location, the tempo of the music picks up to emphasise how the preparation to go surfing is very thrill seeking and exciting. When the beat drops, there is a long shot of the protagonist surfing on a wave and it is edited in slow motion. This could imply how when you are enjoying life and thrill seeking everything is a blur, you are in your own world, and nothing else matters. However, the shots become shorter which still implies how it is very risky and exhilarating which is linked to this particular genre. After the beat has dropped, the music returns to a slower tempo, which is calmer, we are shown a point of view shot of them driving in a car. This implies to the audience that the adrenalin rush is over.

Voyeuristic treatment.

Although, there are not necessarily any obvious shots that depict a voyeuristic treatment of the female body, the video does include a notion of voyeurism however, it is not a female presenting herself in a voyeuristic way is it a male so, It subverts Laura Malveys Theory of presenting women in a sexual way. At the start of the music video, we see the protagonist who is topless in a swimming pool; this would grab the attention of the women viewers, as it is something they might find attractive. This is something not seen as regularly  in Dance/House music as it is usually women in tight revealing clothing or nothing to make the music video sell well and gain more popularity. This music therefore portrays how we are looking at a man through the eyes of a female’s perspective, which subverts Malveys theory.

Focus on the artist.

Goodwin states that in music videos there should be a focus on the band (brand recognition). In the particular video I have analysed, the band does not star in the video, which therefore subverts Goodwins theory. As this subverts Goodwins theory, this could suggest that the band focuses on the message and making the audience who listen happy rather than branding themselves. However, Tom butler features in the music video as the protagonist. This could portray how the band also focuses on giving other people who are not artists but have talents recognition. In addition, as the video was filmed at Boardmasters festival that focuses on skating, surfing and music, the people who attended the festival in 2016 and the people who are interested in these sports will possibly watch the video, which, overall increase the views on the music video.

Intertextual references.

Throughout the music video, there are some intertextual references, which relate to the festival Boardmasters 2016. The specific shots, shown below, link in with the idea of the festival as it includes surfing, which was part of the festival, which people could watch. This instantly would create memories for the people who attended the festival as they can recall and link. In addition, the audience watching the music video who have not attended the festival could consider going to it next year. Therefore, Wilkinson have promoted the festival to a wider audience through the intertextual references.

 

David Guetta Poster Analysis

david

One thing when looking at the poster that is evident is that David Guetta has a very specific facial expression which one may infer that he is looking very severe. This could be an indication to us as an audience of just how seriously an artist takes their job and roles as musicians, and desire to make the best quality of work.
There are two different fonts present in this poster too: the first font which depicts the artist and the second font which emphasises the fact of his tour date with more essential information below such as where it is. This ultimately means that the artist stress’s an equal importance of his identity and the release date for his tour. Also, how the writing Is displayed in a red banner helps it to stand out to the audience as it is very eye catching. Also, the red colour creates connotations of risk which is associated with the genre dance/house as the fan base surrounded by this genre are stereotyped to be risk takers. The title of the artist is depicted at the top of the poster in large, bold, white, capitalised letters, meaning that this immediately catches a viewer’s eye. It should be noted that the style of writing is how David Guetta normally presents himself as an artist at festivals, concerts and gigs as that is what is projected behind when he is playing therefore the style of font is very iconic. Furthermore, people appreciate intertextuality and familiarity, so by having this familiar iconic font can make him easily recognisable and it could generate a larger audience to the artists music.
What one may notice about the poster is that there is no location presented within it. The fact that David Guetta is not placed in a setting could portray that he is suggesting you don’t need to be in a fun environment associated with the genre house/dance to enjoy the music.
Looking at the poster, it doesn’t specifically list any hit singles or number one hits on the albums he has produced. Whilst this is a very good method of production, the absence of any number one songs also doesn’t moderate any possible sales. Instead, the artist appears modest as he doesn’t wish to make the most money or use his fame to make the most sales, but instead focuses on ensuring his fans enjoy his music live at concerts, festivals and gigs and have this once in a lifetime experience as that is what is being promoted in this poster.
In small font at the bottom of the poster, there is David Guetta’s website. This useful information allows a viewer to find and research more into the artist and their music. This therefore is promoting himself as an artist as it could possibly widen his target audience.

Wretch 32 Poster Analysis

 

wretch 32The poster gives off quite an urban feel. To the left we can see an image of a block of flats. This can symbolise and relate to what Wretch 32 writes his songs about. Also, a lot of the poster looks like it has been spray painted with black, giving off the impression of graffiti. This helps with the urban theme and links with the genre dance/house as graffiti is associated with freedom as you can paint what you like and people who listen to house/dance are stereotyped to be carefree.
Wretch 32 has also promoted himself well using word play. “Wretchrospective” shows that he has not forgot about his success and portrays that he wants to promote himself as well as the new album. This can also be an indication to the audience that he is smart and intelligent due to the play on words.
The mid shot of Wretch 32 on the poster shows himself to be looking to the side. This could suggest how as an artist he does not like all the attention on him and he wants the audience to focus on the music he creates more than him as an artist. Also, on the mid shot of Wretch 32 we can see that religious imagery has been used. On one of his legs there is a cross on a chain which is symbolic. This helps to subvert the stereotype of the audience who listens to dance/house music as they can be associated with drinking, drugs and being rebellious which isn’t a very religious thing to do. Therefore, Wretch 32 is promoting dance/house/pop music as a good thing to people. Also, the mise en scene of the artist is very limited and simplistic which suggests to us as an audience that he is humble.
High key lighting is used on the poster which can suggest a sense of happiness and an upbeat mood which links into the artists music. The colour scheme of white, shades of blue and black also helps to create connotations of contentment as the shades of blue can be associated to summer and having fun.
On the poster, other artists who feature on the album are started in a bold font. For example, chipmunk has been mentioned on the poster, which possibly could increase Wretch 32’s target audience as it might appeal more now to a younger demographic. Also, the release date of the album has been included on the poster, this gives the album a sense of anticipation and therefore would make the audience more excited.
The white bold font in capital letters help it to stand out to an audience and makes it more eye catching. Also, the upper-case lettering also portrays a sense of importance to the poster. Also, how the white writing is written on a black background also helps it to stand out and helps the audience identify the valuable information if they just had a glance at the poster.

Chase And Status Digipak Analysis

digipak chase and status

i have attached a link to the document above if the screenshot and slideshow are hard to read.

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Chase And Status Music Video Analysis

Let you go by chase and status was released as a digital download on the 15th of August 2010 and the music video was released on 29 July 2010. The single debuted on the UK singles chart at number 11, which marks the bands second most successful single to date.  The video features a TV talk show host, who is similar to Jeremy Kyle, called Patrick Chase, played by Glenn Carter.  I have included the music video below.

Genre conventions 
As a band defined by the genres of drum and bass and dance, there are certain genre characteristics that would be expected to be found in other videos conforming to the same category. In this case, there are multiple shots of the actor playing ‘Patrick Chase’ doing drugs within the music video. This is associated with the genre drum and bass and dance as people who listen to this type of music are stereotyped to be drug users. The use of drugs is also used within other Chase and Status music videos such as ‘flashing lights’ therefore, this portrays that it is a common theme associated within this genre and the band. Also, drinking is another common theme associated in the music video which conforms to the genre of the music video. This is because, festivals such as Creamfields and Bestival are associated with the stereotypical ‘ravers’ who attend for this particular music genre. These people are stereotyped to get drunk and “feel the music”. Chase and status look at showing controversial contentious issues such as drugs and sex and violence. To help empathize the issues, in the music video low key lighting is used to create drama and to further empathize the issues to the audience. Shadows are also shown within the music video to show how Patrick chase is hiding and does not want his bad reputation to be seen.

Relationship between visual and lyrics. 
As Goodwin states there should be a relationship between the visual and the lyrics throughout the music video. The visuals and lyrics to this particular music video both illustrate and amplify the song’s overall meaning in different ways. Such lyrics such as ‘let you go’ ‘There’s nowhere to run’ ‘things have got to change’ all link as they create a sense of hopelessness. The visuals link to the lyrics as on the line ‘Let you go’ Patrick chase, the Main character in the music video is letting himself go too far and In the wrong way as there Is a close up shot of him doing a line of drugs. In addition, in the music video when ‘Let you go’ is repeated a fast Montage of clips are presented. This includes close up shots of his face drunk, close up shots of sick on his suit and a long shot at a high angle of him dancing drunk in the street. These shots all portray the same message that he is just as low as the people who go onto his helpline show thus, portraying the irony throughout the music video. Also, the high angle implies how people are looking down on Patrick Chases choices as he has made bad life decisions which, overall shows how he has let himself go.

Relationship between the visual and music. 
The relationship between the visual and music varies throughout the music video. At the start, the tempo of the music is slow, followed by a slow introduction of the Patrick Chase show as it is setting the scene and starting to show the audience the story behind the music video. As the music video goes on and the story reveals more information, the audience find out that the TV host who helps people with issues relating to drugs and family and drink, actually does drugs himself and binge drinks and is addicted to sex. As this is very ironic the tempo picks up to emphasise the irony behind this, the shots become shorter and the cuts become closer together to show the impact of the bad choices he’s made that are effecting his life. Towards the end of the music video where the tempo is at its quickest and the bass has dropped, a fast montage is used to portray all the things that Patrick Chase has done wrong which has affected him. This includes fast inter cuts of different shots making the pace of the video very fast which portrays a sense of panic and how his life has spiralled out of control.

Voyeuristic treatment.
Though there are not necessarily any pan or tracking shots that depict a voyeuristic treatment of the female body, the video does include a notion of sex in the music video, which would conform to Laura Malveys theory of the male gaze. Towards the end of the music video, Patrick Chase is seen to be having sex with a woman who is revealing a lot of flesh. This is extremely regular in dance and drum and bass as women are seen to be flaunting themselves and dressed in very little clothes or nothing in the bid for sex appeal, simply because it sells well and the music video gets more views. The music video also portrays how we are looking at the woman though a man’s perspective which also conforms to Laura Malveys theory.

focus on artist.

Goodwin states that in music videos there should be a focus on the band (brand recognition). In the particular video I have analysed, the band does not star in the video, which therefore subverts Goodwins theory. As the band does not star in their music video, this could portray how the band focuses more on the actual music and the message behind the music rather than branding the band. However, Plan B who is associated with the genres Hip-hop, drum and bass and grime features in the music video as he has a cameo role. This could portray how the band also focuses on giving other artists recognition. In addition, Plan B also fits in with the genre of chase and statuses music, therefore the audience who are fans of Plan B will also watch the music video to see him feature in it which, overall will increase the views and popularity of the song.

intertextual references.

Throughout the music video, there are many direct intertextual references, which relate to the TV programme Jeremy Kyle. The specific shots, shown below, links in with the idea of the show as its set out in the same way Jeremy Kyle presents his show and the characters within the music video look similar to the types of people you see within the actual show. This instantly creates a comedic effect that the audience watching will find funny, as it is a pastiche of the show. However, as the Jeremy Kyle show is biased against drug users, heavy drinkers and cheats, the music video is very contradicting as Patrick chase ( the TV host) himself is a drug user. This then creates a sense of dark humour due to the irony of the music video and shows the deeper message behind the music video which is not to let yourself go the wrong way an take the wrong approach to life.

Andy C Poster Analysis

 

poster andy c

In the poster, Low key lighting is used which creates a party vibe as parties normally happen at night time. This would attract the people associated with this genre as they would be able to relate to times they have been in this kind of environment.
The white bold font on the poster helps to advertise the poster as it stands out more to the audience against the dark background. The contrast in colours would make it look more appealing to an audience. Below the mid shot of the artist, there is his Iconic font for his name. this makes him easily identifiable to an audience who are already fans of his music and to an audience who know of him. The purple lines act as beams of light such as strobe lights. This is a common theme with festivals as normally these types of lights create a dance/party theme as there wild and crazy. This relates to dance/house genre as it creates connotations of letting yourself go to the music and having fun which is all associated with this genre.
One thing that is evident from looking at the poster is that we cannot see the artists face on the poster. this could suggest how he does not care about promoting himself and the fame, its more about the music he creates and making his audience fan base happy. As there are no specific facial expressions it also helps us as an audience to see that there are no raw emotions you should feel when listening to his music, it’s just about enjoyment. This could also be an indication to us as an audience to the insight of the artist suggesting he is quite laid back and doesn’t feed of self-promotion. In addition, how the artist is framed within the poster suggests he is carefree and having fun as he has his arms freely in the air almost like he is celebrating. Also, how he is enlarged compared to the crowd could suggest how his music is quite empowering and draws people in and has a ruling affect.
Also in the silhouette of the artist you can see a setting which looks like a festival as there is a big crowd and a smoke machine. This imagery in the silhouette is almost like a canvas of the setting and location this music is associated with. This helps us as an audience to understand the location Andy C likes to play and produce his music.
Also, DJ decks are evident in the poster. These are a typical genre convention associated with dance/house music. In the poster these could be seen as a prop to draw the attention in of the specific target audience as people associated with this music are stereotyped to possibly own DJ decks at home as they like to make their own music.
In addition, tour dates are placed at the bottom of the poster which would help with the promotion of his music and himself as an artist. Placing the tour dates at the bottom of the poster could also help to widen the artists target audience as it could draw people’s attention from the places he Is promoting to play. Moreover, Andy C has also included the locations on his poster which have sold out. This helps increase his popularity because, the audience would think he must be a good artist to have already got sold out locations. Therefore, this could also help his target audience grow in size.

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