Styles of music videos - Lady Gaga and Adele

Adele's style

Adele is very much  a normal person, she is very relatable and down to earth. She's just a regular woman who grew up in Tottenham and happens to have an amazing voice. More often than not Adele is singing about a previous relationship gone wrong in her songs this allows her to be widely relatable as nearly everyone knows what it's like to have their heart broken. 

Her songs often have a message of still being strong after a break up which attracts an audience of young girls and women as this can be seen as inspirational for those who are currently dealing with the saddness of a breakup, because of this her target audience is quite large ranging in ages from roughly 16-50. 

Her image isn's over sexualised and perfers to keerp her music videos simple - instead she lets her music do the talking.

Here are some of her music videos to show this:

"Someone Like You"




"Someone Like You" is a good example of Adele's style it focuses on her looking sad and it's in black and white to convey a more somber tone. It is a simple music video using only a few differnt shots.

Here are some other examples of Adele's music videos

"Chasing Pavements"



"Send My Love"






Lady Gaga's style 

Lady Gaga is known for being very wacky and abstract. She is an artist that strives towards being unique and being original, testing boundaries when it comes to her music and her music videos.  She is much more than just her songs unlike Adele she presents herself and her strange characteristics through her music videos and often uses imagery to add amplified meaninf to her songs. 

It appears as though she changes her personality to suit each album she often uses her music to speak up for people with differences and show that being unique isn't a bad thing- to her it's something to be celebrated. Her target audience is those from minority social groups and teenage girls. 

Here are some examples of her music:

"Poker Face"





This music video displays Lady Gaga as a very over the top character and fits with her style. She uses costume and makeup to show she is a little strange. 

Here are some other examples:

"Just Dance"



"Born This Way"

Andrew Goodwin - Key features of Music Videos

Andrew Goodwin

Andrew Goodwin analysed features found in music videos. In 1992 he  wrote a book titles
"Dancing in the Distraction Factory" he detailed his findings that are often still used to analyse music 
videos. Goodwin found that there are specific genre characteristics in music videos.  For example
heavy metal bands often had videos when the band plays their song onstage while dressed in
combinations of black clothing and leather, while boy bands are known for their elaborate dance
routines in their music video.

Here is a heavy metal bands music video where they play their song. They display the

characteristics associated with a music video in this genre. The group members all wear black

while playing their instruments and preforming their song. 

Here is a music video of a boy band which displays the dance routine that has become a staple

characteristic of the boy band music video.

Relationship between the lyrics and the image.

Goodwin also believed that there was a relationship between the visuals of a music video and the

lyrics. There are three different types of relationship between the lyrics and image.

The visuals can Illustrate the lyrics to the song. 

The visuals can Ignore the lyrics to the song.

The visuals can Amplify the lyrics to the song.

Illustrate

When a music video falls into the category of Illustrate it means that there is a clear link between the

visuals of the music video and the lyrics of the song. In this case the music video uses the images to 

illustrate the meaning behind the song, this is the most common relationship used for music videos,

as it is fairly straightforward to use the song lyrics and create literal visual interpretations, this is also

something that will make sense to audiences as if the visuals illustrate the lyrics they are able to

understand the intent behind the music video.  

Goodwin uses "Shipbuilding" by Elvis Costello as an example for this type of relationship, as the

music video shows images of boats being built directly taking influence from the title of the song.   

Ignore

When a music video falls into the category of Ignore it means that the music video visuals

completely ignore the lyrics of the song. The visuals have nothing to do with the lyrics of the song

there is no relationship. This can be confusing for audiences and is harder to create. 

Goodwin uses "Back for good" by Take That as an example. 

I think a good example of a music video that's visuals ignore the lyrics of the song is Carly Rae

Jepson "I really like you" which is centered around Tom Hanks conducting his daily business which

has nothing to do with the lyrics which tell a story about the early stages of falling in love. 

Amplify

When a music video falls into the category of Amplify it means that the visuals give the lyrics

additional meaning to the song that may not have initially been displayed in the original meaning of

the song. This may be done by the music video contradicting the lyrics to the song. 

Goodwin uses "Man in the Mirror" as an example for this. In this music video the images show an

outlook on the world, even though the lyrics of the song speak of looking within yourself. This

conveys the message that the way we act effects a wider group of people and in order to look within

ourselves and become the best person we must first look at the world around us and do what we can

to help those in need. 

Motifs

Some artists may adopt certain motifs or styles that allows their fans to easily distinguish this

particular artists music videos from other artists music videos. 

For example Nicki Minaj's music videos are often explicit - "Anaconda". 

Intertextual References

This is when a music video makes references to media (Film, Tv, other music videos etc.) within their

music video. For example The Wanted "Walks Like Rhianna".

Which makes reference to Take That where they dance in the rain wearing long coats in the music

video "Back For Good", 

The Wanted's version

Take That's version

The Backstreet Boys when they wear white suits in "I Want it That Way", 

The Wanted's version

The Backstreet Boys version

and N 'Sync where they string themselves up like puppets in homage to "Bye Bye Bye". 

The Wanted's version

N 'Sync's version

The Ideo of Looking

Goodwin also commented that within music videos there is often the idea of looking into and through

things in music videos this could be seen as looking through windows, into mirrors, phone or

computer screens - just to name a few.

In Taylor Swift's "You belong to Me" the majority of the music video consist of Taylor looking

through her bedroom window and her crush looking into hers. 

Objectification of Women

Women are often objectified or portrayed as sexual objects in music videos. 

A feminist media theorist called Laura Mulvey's talks about classical Hollywood cinema, however

her theory of male gaze can still be transfered to apply to the ideas of women in music videos. Laura

believed that audiences must look at images from the point of view of hetrosexual males.  In music

videos this is done by having women viewed as the object of male erotic desire and show men to be

active dominant characters and women to be passive submissive characters.  Which reflects the views

of a patriarchal society. 

Rhianna is an example of this as in most of her music videos she appears hyper sexualised. 

Linking Narrative and Performance

Goodwin also talks of linking the narrative of the song to the performance of the song. This is done

by  having the artist actively take part in the narrative story of their music video while also providing

their performance. Goodwin believed this adds authenticity to the story within the music video. 

An example of this is Taylor Swift "Love Story" as she acts as the Juliet character in the narrative

portion of her music video while also providing the performance.  

Styles of music videos

By looking at different styles used in music videos I will have a better undertsanding of what styles work best and are the easiest to use when it comes to my final idea. 

Animation

Animation is when for the purpose of the music video animation is used this can be in the form of drawings, clay stop motion or digital animation. My example of an animated music video is "Reet Petite" by Jackie Wilson which is a clay stop motion animation.

Narrative

A narrative music video is when the music video contains a storyline, and the story usually has something to do with the lyrics. This is usually the most common type of music video used as it is effective for audiences. My example of a narrative music video is Taylor Swift and Ed Sheeran's "Everything has changed" which shows the story of two children becoming friends and prehaps the story of young love. 

Concert 

A concert music video is pretty self explanitory the music video consits of footage of the artist in concert. These are not very common now and usually are a second or additional music video not the only one. These are often only used if an artist has a tour coming up to adverise the tour. Here is my example of Adele's concert music video singing "Set fire to the rain"taken at the Royal Albert Hall. 

Intertextual 

An intertextual music video makes use of other texts that have come before them such as a book, film etc. This is often used to promote new films when an artist has helped contribute with the soundtrack for example Avril Lavigne "Alice" was use to promote the up and coming Alice in wonderland film at the time incorporating pieces of Alice in wonderland footge. 

Performance Based.

A performance based music video is usually the artist performing the song usually with a band and with instruments singing along to the song.  My example of this is Echosmiths "Cool Kids" music video.

Parody

A parody music video is a music video where something is being made fun of this could be any number of things for example another music artist, a product etc. This is usually done for a comical effect. The example I looked at was "House Work" by Jax Jones which is mocking/ making a parody of the way that tv salesmen sell us products. 

Pastiche 

A pastiche takes influence from a certain time period making use of period costume props etc. My example of this is OutKast "Hey Ya!" which takes influence from America in the 50's. 

Cinematic 

A cinematic music video much like a narrative music video has a storyline that often connects to the lyrics of the song. However unlike a narrative music video cinematics are often a lot longer and are more like mini movies in their own right. An example of this is Justin Timberlake's music video "Mirrors" which pays tribute to his grandparents. 

Abstract 

An abstract music video often doesn't fit, they are unique with strange visuals and very little / no connection to the lyrics these are weird and confusing. These are usually more artistic experimental music videos. My example is Gotye "Somebody that I used to know". 

Purpose of a Music Promotional Video

The purpose of a music video is:

Music videos are used as a form of promotion/ publicity for a particular artist and their single or album. They are also used to make money for the company increasing sales, a music video can add to a song making it more marketable. This is done if a music video is creates popularity for the song this then can go on to persuade the target audience to buy the CD/download. Music videos also have the ability to raise the audience awareness or profile of the artist/group. 

Product placement can also be used in a music video to promote a particular  product an example of this is Christine Aguillera advertising her perfume "Not Myself Tonight" in her music video. People watching the music video will probably already be fans of Christina Aguillera as such they will want to buy merchandise associated with their favourite artist, this will increase sales Artists often advertise their own products as if people associate their favorite artists with their products they are more likely to buy them.  

Synergy 
The Music Video exists as only one strand of a multimedia campaign, and is just one way in which a song is
promoted. An artist will also make use of various other forms of media to publicise their song such as television
show appearances, radio specials, adverts etc. The music industry as a whole has a relationship with a number
of different media: Radio, TV, Print media, Film.

New Media.

There is often a clear sense of synergy across a number of platforms. Synergy works to be mutually beneficial

for both film/TV programme and artist allowing both parties to make more money by being able to reach wider

audiences.

Here are some examples of synergy between a film/tv show and a song shown in the music video

"Alice"

“Robin Hood Prince of Thieves”

“Four Weddings and a Funeral”

  

“Skyfall”

Military Wives TV

What makes a successful Music Video

For a music video to be considered successful it would have to have a distinguishing quality that makes it

successful whether that be originality or how much money it makes there are many different ways that a

music video can be considered successful. For me I think that the most successful music videos are those

that people cannot stop talking about. The music videos that are so inventive and creative that it creates a lot

of word of mouth for the artist whose song is being promoted int the music video. More word of mouth often

leads to more views on YouTube and downloads of the song on iTunes which in turn earns more money from

increased sales. 

Queen’s “Bohemian Rhapsody” (1975) Dir. Bruce Gower.

Bohemian Rhapsody was an extremely influential music video as it was the first time that a music video had
a significant impact on the sales of a song, after the release of the music video for Bohemian Rhapsody the
song went to number one in the charts. This was one of the first music videos to be taken seriously as it was
something unheard of to use a music video as a creative medium, the video was considered artwork as such
it was incredibly popular. This is what lead to increasing sales of the song as the music video was
added publicity as such the music video for Queen's Bohemian Rhapsody was considered a huge success. 

Record Companies and Organic and Synthetic Music

"The Majors"

The music industry is dominated by four multi national corporations

Universal

James Bay

Here is a list of a few people that are signed to Universal :

Imagine Dragons

Ellie Goulding

---------------------------------------------------------------

Sony Music

Paloma Faith

Here is a list of a few people that are signed to Sony:

Foxes

Kings of leon

---------------------------------------------------------------

Warner Brothers

Here is a list of a few people that are signed to Warner Bro's:

Echosmith

Cher

Kylie Minogue

---------------------------------------------------------------

EMI

Bastille

"EMI is one of the greatest names in the history of music, with roots stretching right back to beginnings of recording. EMI has always been at the forefront of music around the world, bringing artists as diverse and influential as The Beatles, Queen, Pink Floyd, Robbie Williams, The Beach Boys and Maria Callas to international prominence. EMI was acquired by UMG in 2012."

•These are referred to as ‘The Majors’. The majority of these are backed by conglomerates with stakes in other industries such as; Film, TV and Electronics. 

•Most of these ‘Majors’ own, or license, a series of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre.

•Columbia

•Island

•Syco

•RCA

•Virgin,

•These companies are known as ‘major-independents’. 

•There are a huge number of small companies with little or no financial connection to the majors.

• These companies often concentrate on a small number of acts, within specialised niches in the industry.

•These are called ‘Independents’. An example of a highly successful independent  is ‘Domino Records’. (Find out all you can about this Record label).

•It is often that record labels begin as independents, but then are bought by a major and then become major-independents.

Types of music

Artisits can be divided into two catagories Organic and Sythetic.

Organic 

The term "organic" is used to describe bands where the music comes first, they make the kind of music
they want to make and then the record labels (if signed) try and sell this music to the correct market
segment. "Organic" music often appeals to a niche, but can appeal to a mass audience too. 

The Beatles / Radiohead are a good example of an organic band. The band members knew each other
and had a shared love of music. The music came first- then the fame!  

The Beatles

Radio head

The Beatles lived and played in Hamburg for a year when they were beginning. 

The ‘Synthetic’ refers to manufactured groups ( ‘X Factor’ methodology), and it is the record labels

that sit in the driving seat. A gap in the market is identified, and then it is exploited by the

development of music, and often the artist, to suit this gap.

An American synthetic group was created to rival The Beatles called The Monkees. They were chosen

and put together via auditions and they had their music written for them to ensure their success and that

they made money by appealing to their audience. 

The Monkees

Money is the ultimate goal in this operation. Acts such as “One Direction” / “The Spice Girls” are a

good examples of “manufactured” artists.

The band One Direction was manufactured by Simon Cowell on the show X-factor. Each artist had independently auditioned and they were all put together to create a band that Simon Cowell thought would be successful with audiences. Since then they have been instructed how to dress and what songs to sing to ensure their popularity with their intended target audience to increase sales of their album. For example the song "Little things" was written by Fiona Bevan and Ed Sheeran. 

One Direction