Arctic Monkeys- Whatever People Say I Am, I'm Not Front Cover
The album title has been placed in the top left hand corner of the cover and stands out from the image due to it's white background.
The black and white effect on the image creates a retro feel to the album which also reflects the indie rock genre. This also reflects the image of the band as they portray an indie, retro feel through their vintage style.
The use of the cigarette helps to echo the rebellious and care free feel to indie rock genre.
< Arctic Monkeys. Their style can be seen as very retro through their hair styles and outfits. The prop of the vinyl also accentuates this vintage look.
CD The CD is also in black and white which continues the retro theme throughout the digipak.
The image of the cigarettes allows the album to appeal to a particular target audience as it is frowned upon by many people. This idea links to the indie rock genre as it goes against the general views of society.
Track List
The names of the tracks are in white which stand out from the dark black/grey background. This in turn makes it easier for the buyer to see the tracks as well as keeping to the black and white colour scheme of the digipak.
Again the image of the cigarette is used which creates the ongoing theme of youth and recklessness.
The male in the image is cover his face and lowering his head which may reflect the atmosphere of the album containing sad and emotional tracks.
The bar code of the album is place in the bottom left hand corner.
The front cover of the album is very simplistic. The medium close up of the artist allows her beauty to be displayed to the audience which can add visual appeal to the album. The audience can now focus on Lana's hair, makeup and clothing which creates a "look" for the artist, which in Lana's case is vintage. This in turn can appeal to her target audience who will recognise her by this image.
The colours used on the cover are very soft which can reflect the softness and simplicity of her music along through her genres conventions.
There are also advertising stickers on the front cover such as "deluxe edition"
and "winner brit awards 2012". These help to promote the artist and the album
as it highlights the talent of the artist through her awards making their audience
more likely to desire to buy the album. Also the text of "deluxe edition" suggest
that this CD is special and exclusive to the buyer and so they are more likely
to want to purchase it.
CD
The use of the image of roses on the CD can help to create an idea
in the buyer mind of what the theme of the album is about. Roses may symbolise the idea of love, beauty, passion, femininity, England and death.
The simplicity of the white background can also symbolise the idea of innocence and youth.
The fact that Lana's name is not displayed on the disk itself may be due to the idea that she believes she is famous enough not to and can rely on her music to supply her identity.
Track List
The same simple font is used on the back of the digipak for the track list as used on the front cover. This again helps to amplify Lana's simple yet fashionable style throughout. To accentuate this the background is very plain containing no image.
However unlike the front cover the colours used are much bolder and brighter. The red colour can reflect the red roses on the CD which again reflect the theme of love, beauty and femininity. The boldness of the colour can also convey the powerful emotions that will be contained within the albums tracks.
Next to the track names track numbers are used. This can help the buyer
by making the album easy to navigate and user friendly. The text also stands out from the bold background which also helps with the buyer to clearly see the track names.
The digipak links to the indie genre through its vintage feel. The soft faded colours of the front cover and Lana's style emphasise this.
A digipak is type of CD packaging made of card which allows the audience to receive more information about the artist and/or band. They are often visually appealing as they can help catch the eye of the audience which in turn can boost sales of the CD. The structure of the digipak typically includes a gate fold (like a book) and are designed to fold into a square CD case
In music videos youth is often represented as care free with no obligations. The setting of the video usually portrays a "party" atmosphere. For example in Rita Ora- How We Do the characters are dressed up at a party dancing and their facial expressions show how they are having a good time with all their friends. They are also shown at parties in a variety of places suggesting that this is how they spend most of their time.
Although there are many music videos which convey a counter stereotype representation of the youth. A good example of this is Justin Bieber- Pray in which the artist is helping people in less fortunate countries. This represents the youth as caring about others and the world around them and that they spend their time helping others rather than going to parties and drinking.
However the older ages in music videos are often represented as unhappy. In the music video Tom Jones- Tower of Song the artist alone throughout the entire video representing the elderly as lonely. This is emphasised through the lyrics "Well my friends are gone and my hair is grey" and "how lonely does it get?". At the beginning of the video the artist is looking out of the window and playing with his thumbs which may echo how the elderly have little to do and like to reflect back on their life from when they were younger. The simplicity of the video can also reflect the representation of the simple elderly behaviour.
In music videos many black male artists tend to be associated with violence and gangs. This can be seen in Snoop Dogg- Vato in which the artist is shooting at people. The music video for Dr. Dre- Kush they can be seen taking part in illegal drug use. This in turn can represent their ethnicity as stereotypically involved in criminal behaviour. Props such as expensive 'flashy' cars and money also portray the ethnicity as wealthy. At 1:00 into the video African American women are throwing money into the air signifying how they have so much money they take it for granted and have a lot to spare.
Eminem- Without me. In this music video the white rapper (Eminem) is wearing a robin super hero costume whilst the African American male is wearing all black and driving the car. The fact that robin is a sidekick may represent the white ethnicity as inferior which can portray the black ethnicity as dominant over the white.In addition the black male wears sunglasses which can represent him as "cool".
Males:
In music videos there is a clear difference between how males are represented and how females are represented. Males are often seen as having a high status with lots of money. They are often dominant to females as they girls in their music videos tend to be submissive. In addition to this they are often represented as "players" as a commonly feature of a males music videos is being surrounded by women. An example of this Pitbull- Don't Stop the Party
Another representation of males in music videos is a more violent and gang orientated approach. These videos are often more meaningful and can represent men as strong yet vulnerable. An example of this can be Eminem- Like Toy Soldier. This creates the idea that the artist has been through a lot which can evoke sympathy in the audience as well as inspiration as they have made it to were they are today. It can comfort the audience by portraying that everyone can "make it" if they try hard enough.
Music videos also portray another representation of men which can be seen as sensitive and caring. Throughout Keep Your Head Up by Ben Howard the music video includes many outdoor scenes with happy and upbeat looking people which reflects the lyrics of being happy.
Females:
In music videos, females are often represented as weak and emotional which is commonly the complete opposite to men. Rihanna- We Found Love echoes this as it presents Rihanna as being helpless in an abusive relationship.
However, the music industry has also created the representation of the 'strong woman' through music videos. An example of this is Beyonce- Run the World who's video reflects the lyrics of women being superior. In the video she can be seen wearing a crown as well as standing by a lion which conveys the atmosphere of power and strength women can have.
One of the most common representations of women in music videos is the image of them being sexual and seductive as a gender. Many 'chart' artists often use this representation which may be to gain popularity as in relativity society do desire women to be 'sexual'. An example of this is Lady Gaga Feat. Beyonce- Telephone.
In R&B male music videos they often feature the artist topless. This is because the genre is predominantly aimed at a female target audience.
Females usually wear very minimal clothing in order to attract the a male audience to the genre. Their makeup and hair is often done very flawlessly so that it creates the image of them being perfect. This in turn can attract a more female based target audience due to the desire to be like and look like the artist.
Many props such as sunglasses and jewellery are used to create the impression to the audience that the artist is very wealthy and have a lot of money.
The music videos are often performance based by featuring the artist singing the song to the camera. They also normally include some other performance element which is commonly dancing in order to convey more talent in the artist.
An R&B music video usually consists of:
Slow songs: these songs are meaningful and slow. The music videos are usually in greyscale or sepiatone in order to convey this emotion.
Fast songs: bright colours, fast editing, flashy cars and jewellery are often used in order to create a happy and loud atmosphere. This atmosphere generally echoes the theme of a party. For male artists these videos are commonly set in a club so that the party theme may be easily conveyed. Female artists however may have theirs set in a studio so that many special effects and creative lighting can be used.
Rihanna- Rude Boy is set in a studio so that special effects can easily be created.
Usher- Yeah is set in a club so that the 'party atmosphere can be naturally portrayed.
MISE-EN-SCENE: Rock music videos often have a story or meaning to them which is intertwined with the performance element of the band performing their song. The performance aspect of the video is usually done on a stage performing to an audience.
The lighting of rock videos are often low key dark lighting, producing lots of shadows. This can help to convey to dark, rebellious atmosphere of the rock music genre. Strobe lights are also usually used to create stand out moments in the video. Nirvana's music video for Come As You Are is a good example of this as it uses lots of low key lighting and shadows to portray the dark and mysterious atmosphere of the song.
The location of the music videos are often set in dark, grungy looking places and are usually at night.
For their costumes, artists and actors normally wear dark clothing however they main contain small elements of colours in order to portray emotions. Such as red used to portray angers or love.
CAMERA WORK: Often the lead singer of the band will be the main focus of the camera work as well as including shots of the audience in order to portray the lively atmosphere of a rock concert. To accentuate the atmosphere a hand held camera is often used to create the sense that the audience are at the concert as this would be similar to what they see. Close ups of the instruments they are playing are often used in order to emphasise they many of the band members have the ability to play an instrument as well as sing which can accentuate their talents to the audience. By making the artists appear impressive this also has the potential effect of making the song also appear impressive. An example of a music video including many close ups to portray the bands talents is Stereophonics Mr Writer.
EDITING: Often the editing of the rock music video reflects the narrative. For example if the video is portraying anger the editing may be fast in order to reflect this. Because rock music is commonly fast paced, straight cuts are usually used so that frames can change in time with the beat.
There is usually a link between the lyrics and visuals used. This can make the lyrics more memorable as they can essentially be seen as well as heard and this in turn can make the song more memorable, which makes the audience more likely to buy the track.
EDITING: Pop music videos often edit in order to link to the song. An example of this is Move Like Jagger- Maroon 5 in which the cuts between each frame are in time with the beat of the song. This in turn can make the shots more aesthetically pleasing.
Kesha's makeup creates a sci-fi/tribal feel to the music video.
MISE-EN-SCENE: Pop music videos often use high key lighting in order to promote their upbeat sound and visuals. The costumes used are of the artist are often very stylish and mainstream to create the idea that the artist is very fashionable. This appeals to their target audience as it makes them seem 'cool' causing them to look up to them and the desirability to be like them. Hair and makeup can used to portray an artists emotion as well as convey the theme of the song and the artists emotions.The actors used in the music video are often young or the artist themselves (who for pop music are also usually quite young). This appeals to their target audience are it is closer to their age which can make the artist or the song more relatable and therefore meaning they are more likely to want to buy the track. An example of this is One Direction who have captured the young audience very well through their physical appearance and music videos.
One Direction
CAMERA WORK: Close ups of the artist are very common in pop music videos. The effect of this is that it makes the artists look and name more memorable so that it is not just the song that is remembered. It can also be used to promote the artists attractive physical appearance which can engage the target audience, particularly the females. The close ups are often used as a way of promoting performance in the music video as in pop the artist often 'sings' the song to the camera. This engages the audience as it is as if the artist is singing to them in particular which creates what feels like a more intimate relationship between the artist and audience. Performance can also be used to make the video more interesting and exciting as it is as if the audience is watching the performer live and exclusively.
TECHNOLOGY: As technology has advanced it has been used more and more in music videos. Animation is often used in order to create very aesthetically pleasing visuals by adding an exciting, lively and loud atmosphere. An example of a music video where animation and technology is a major aspect of the product is Rude Boy by Rihanna.
Cher Lloyd's Swagger Jagger music video contains alot of animation making the video more visually appealing and exciting to watch.
VOYEURISM: In pop music videos artists are often shown in a very sexual and seductive ways which attempts to lure in the audience. This is often done through female artists however is becoming increasingly common in males artists too.
Miley Cyrus-Wrecking Ball
Lady Gaga- Telephone
Pop music video also often include visuals of the artist carrying out other talents such as dancing or playing a music instrument. This can promote the artists image by making them appear multi-talented which makes the target audience look up to them. An example of this is Beyonce- Single Ladies in which she dances throughout the whole video.
I've been waiting all night for
you to Tell me what you want, tell me, tell me that you
need me I've been waiting all night for you to Oh, oh, tell me what you want yeah I've been waiting all night for you toTell me what you want, tell me, tell me that you
need meI've been waiting all night for you to Oh, oh, tell me what you want yeah Want yeah, want yeah, want yeah, want yeah Want, want, want, want, want, want, want, want
I've been waiting all night for you to tell me Tell me that you need me Tell me that you want me I've been waiting all night for you to tell me Tell me that you need me Tell me that you want me
Tell me that you need me Tell me that you want me x3 Oh!
I've been waiting all night for you to Tell me what you want, tell me, tell me that you
need me I've been waiting all night for you to Oh, oh, tell me what you want yeah x2
I've been waiting all night for you to tell me Tell me that you need me Tell me that you want me x4 Oh!
Uh, yeah, tell me right now Tell me, tell me right now x7
Tell me that you need me Tell me that you want me x3 Oh!
These images illustrate the lyrics of “waiting” as they imply
he is waiting to ride his bike again.
At
1:22 of the video the mood of the song changes as the beat drops. This is reflected
in the visuals as it is evident that the characters mood’s also change as they
can be seen smiling and laughing compared to before where they are seen looking
upset. This creates the sense that the protagonist is beginning to get better.
At 3:23 the music becomes less upbeat which can
be illustrated in the visuals as the protagonist tries and fails to ride his
bike. The beat then begins to pick up at 3:45 which can be seen to reflect the
protagonist’s anger, such as when he throws his bike, shown in the right image
above. During this part of the video the lyrics "tell me, tell me right now" are repeated. This repetitiveness can reflect the protagonists frustration as well as emphasize the fact that he is consistently failing to ride the bike. However it can also be seen to accentuate the idea that he is not giving up on his dreams of being able to ride again. This in turn can keep the audience engaged by inspiring them through his determination. The change in music can also be seen to affect the audience by making them feel the anger the protagonist feels.
At 4:06 of the video the music become much more upbeat again
echoing the idea of the protagonists success and happiness of being able to
ride his bike again. This also evokes happiness in the audience as he has finally reached the moment they had been waiting for by fulfilling his dreams of riding his bike again.
In
the video there is also a reference to the notion of looking. This done through
the use of the video camera, used by one of the characters in the video filming
the protagonist as he sits on a sofa. By doing this it emphasizes that he is
the main focus of the video and that the narrative is centered around him.
Even though the music video contains little performance aspects, such as singing the lyrics towards the camera, the video still keeps the audience's attention and interest throughout. This is done through it's the audiences desire to find out if the protagonist will progress throughout the video and whether he will ever be able to ride his bike again. Furthermore it uses very "normal" characters who create the sense that they are just ordinary people, which can make the video more relatable and evoke more emotion towards the protagonist.
Music videos tend to include a demonstration of the typical genre characteristics. For example rock music videos usually contain a stage performance of the song and a dance routine being common for a girl band such as Destiny's Child. Music videos may also link to a film genre. An example of this is the rock genre who's music videos sometimes reflect the horror film genre.
There are many references to the notion of looking as well as the voyeuristic treatment of the female body. In music videos the notion of looking can be references by props as well as eye contact or seduction. Examples of these are mirrors or cameras. Voyeurism in music videos is commonly used to sell an artists work through sex appeal.
There is a relationship between the lyrics and visuals. This can be done by either amplifying, contradicting or illustrating the lyrics through the images in the video.
The record label the artist is assigned too often have many demands for the artist to fulfill in the video. They often do this in order to create an image for the artist through close up camera work and giving them a unique style which is seen across the majority of their work.
There is often intertextual references which can be to films, TV programmes or other music videos. This may be seen in Ed Sheeran- All of the Stars which was done for the film The Fault in Our Stars
Miley Cyrus- Adore You
In this music video voyeurism is present is two ways. The artist
is behaving in a seductive and sexual way as well as filming
herself with a camera.
Nicki Minaj- Super Base
Nicki Minaj is known for her 'strange' yet
quirky style which has helped create an image
and publicity for her.
Often use camera shots such as close ups and intimate camera work in order to make the artist the focus of the image. This can also make the audience feel closer and have more of a relationship with the artist
An example of a performance-based music video:
Lady Gaga- Edge of Glory
Narrative-based:
Mainly feature actors in order to attempt to tell a story
The story may or may not be linked to the lyrics
Usually contains performance elements
An example of a narrative-based music video:
Gwen Stefani- Cool
- Uses past "flash backs" as well as present current performance.
- The flash backs help to reveal the idea of the present narrative and situation
Concept-based:
Creative
Mainly based around certain idea or concepts
Do not always have to feature the artist
Usually unique in some way
An example of a concept-based music video:
Ok Go- Here it Goes Again
Key Terms: Voyeurism: "The sexual interest in or practice of spying on people engaged in intimate behaviors, such as undressing, sexual activity, or other actions usually considered to be of a private nature"
Andrew Goodwin suggests that women are objectified in this way through music videos.
Objects such as mirrors are often used in music videos to portray voyeurism and the idea of 'looking'.
An example of this is: Lady Gaga- Poker Face https://www.youtube.com/watch?v=bESGLojNYSo
The CD is also in black and white which continues the retro theme throughout the digipak.
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