Research: Dyer's star theory

Dyer's star theory

In Richard Dyers theory, the term ‘Star’ refers to the set of meaning constructed around music performers in order to sell the performer to a large and loyal audience. There are series of meanings constructed around performance and music to promote the star to a large audience.

Richard Dyer is an English academic, as of 2006 he is a Professor of Film Studies in Kings College London.

His suggestions include:

• The star must be simultaneously present and absent for the consumer.
• The star must be simultaneously ordinary and extraordinary for the consumer.
• The star must have distinct ideologies views and ideals
• Have values that are personal to them
• Financial backing

Difference between performer and pop star:

Star performer: Image constructed to an audience

Pop star: May/may not be famous, just performs music

Pop performers are described as pop stars. Promoted to this status by their management. A true pop star does have a lasting significance and has ‘brand awareness’ amongst a wider marker over a period of time.

Dyer identified four key elements to recognise a star:                                                                                                                                                                                                                                       Stars as constructions – Stars are constructed, artificial images. Helps if their image contains a USP. The X-factor shows the construction process of how a individual/band is groomed and coached.

Why might pop stars have an advantage over film stars in their image?

More ownership over what they do, whereas actors have a director, script which is more structured than a pop star. Could lead to losing a fan base, works against pop stars.

Industry and audience – Stars are manufactured to make money. Pop stars, whatever their nature, are quite clearly the product of their record company and they must be sold. There is always someone fresh to choose from. Another way is to produce a star with long lasting appeal, who once their brand is established, can cater to a fan audience for decades. Synergy is a way in which the artist could be promoted. Differing formats could be used and interacted with to gain a greater reaction from the public. Beyonce being a prime example, as she released her new perfume brand 'Beyonce Heat' which would enhance her popularity with the audience, and ultimately contribute to her success and the industry success.

Ideology and culture – Stars represent cultural values and attitudes, and promote a certain ideology. Audience interests in these values enhances their ‘star quality’ and create a star persona. Social network gives pop stars the opportunity to establish their own values outside their music expressing political ideologies such as George Michael ‘ Shoot the dog ‘

Character and personality – The star is a construct but a construct that has a foundation of realism. Stars provide audiences with a focus for ideas of ‘ what people are supposed to be like’ Stars may support hegemony by conforming to it by being thin and beautiful or providing a different perspective and being overweight and still loveable. For example Adele, as psychically she is not a role model or at a perfect weight but still is loveable because of her singing and personality.

Conclusion:

Dyers theory is a significant theory in outlining the importance of star image of an artist. In my music video I would concentrate more heavily on the ideology and culture element of Dyers star theory. This would convey my star in a more clear way and the viewers could have more of a insight in his personality and beliefs of the star.

Research: Popular music theory

Popular music theory

There are different theories around music videos that I would be discussing throughout this post.  Popular star image is the masses being able to relate to and the genre usually being pop that relates to our lifestyle .

Popular culture describe the lifestyle and tastes of the majority of young people. It is consumed by non-elite and non-bourgeoisie groups such as the working class. The focus and ideas are mainly targeted at the mainstream culture. They have been influenced by mass media and are products of the early 20’s. An example being Britney Spears.

Antonio Gramsci and the theory of Hegemony

Hegemony is the leadership or dominance especially by one country of social group. The term hegemony describes domination of a culturally diverse society by the ruling class who manipulate our culture. The control of the media can influence things such as what gets aired or cancelled and the degree to which as television station covers or does not cover certain news stories. Results in the audience to all think the same and not challenging the culturally dominant ideologies. This had been challenged through people being able to self-publish music, videos etc. Rather than being under the control of mainstream co corporations and this increases the independence of individuals within the music industry as well. In addition this is easier to access by consumers. All of these aspects reduced the ‘hegemony’ of large corporations.

Frankfurt School

Frankfurt School believes that popular music is the end product of a production line where everything sounds similar. An industry that exploits the mass population for profit and social control in the hope that they accept a certain ideology about the world they are living in.  The music industry promotes absorption, everything about these pop start becomes a commodity, they are clothes, image, like and dislikes etc. Which implies that the pop stars lifestyles has been bought into.

Theador Adorno 

Adorno argues that Capitalists fed people with the products of a ‘culture industry’ which he believed was the opposite of True Art. All music products are commodities to be sold to an audience who believe they are consuming true emotion. Popular music is usually divided into genres of music such as Rock, Pop, Rap, Heavy Metal and Reggae etc. However, all popular music is standardised which are interchangeable from one song to another, and they all sing about the same types of lifestyle. The effects of standardisation are often hidden by ‘frills’ that are put within a song to disguise that it sounds the same. Distinguishes between popular music and serious music. Serious music, ( classical and avant-garde) plays to the pleasures of the imagination offering engagement, popular music makes everyone think the same. ‘Popular music’ is conveyed as being false, unnatural and immature. Whereas ‘Serious music ‘ is deep, meaningful and natural.

Birmingham School

Birmingham School was a cultural theory. One of the most famous and influential forms of cultural studies initially under the influence of cultural Marxism, emerged with the centre for contemporary cultural studies in Birmingham. Considered as a more modern school of throughout that challenged some of what the ‘Frankfurt School’ and Adorno suggested about ‘Popular Culture’ They evaluated the effects and interpretations of popular culture representations on their audience. Audiences are not as passive as suggested, there is some engagement by the consumers about what they like and don’t like. The Birmingham school went against ‘Hemogens’ and defended the right of individuals to have more of a mouth-piece in their preference.

Dick Hebdige

Hebdige suggests that Adorno’s ideas are very pessimistic and dismissive of mass audiences as passive and easily manipulated. Consumption is an active process in which different audiences have different readings into the same cultural products. The audience are free to resist the power of large products to consume. Often then the audience constructing themselves as distinct from mainstream culture = subcultures. Major companies will try and cater for this too and create products that subcultures will consume. The audiences then have to decide whether to consume these products or whether to resist them further. Audiences are therefore more active in popular culture consumption.

All the theories about Popular Culture are unique in their own aspect and offers  a broad viewpoint. However the Birmingham school is most appealing as it suggest that consumers have more of a say in what they prefer which I believe is true. Moreover, it is more of a modern theory that has developed further the other theories. 

Research: Censorship and music videos

Censorship and music videos

Censorship is the act of altering words, statements or visuals in order to conform with and abide by the rules and laws of society. Censorship could be done in several ways which are, by editing,censoring, banning or restricting. This enables a safer viewing experience to the viewer and censorship allows a wider range of audiences from different age groups can enjoy and watch music videos.

Explicit content is the actual music video and visuals being censored. It is the visuals that the audience can see that can be offensive or not suitable to a younger audience.

Explicit lyrics however, is only the wording that could cause offensive to the audience. The words and phrases that are used by the artist/band that may be found offensive or just not suitable for a younger audience, only to mature and older audiences.

What gets censored in music videos:

• Violence
• Offensive language
• Nudity
• Sexual nature
• Homosexuality
• Religion
• Racism
• Race
• Culture
• Class
• True events
• Drug abuse
• Controversy to the press (politics)
• Corrupt the young

Maroon 5 – This love music video has lyrics and visuals that are censored. It was too and controversial and arroused debate amongst many so  it had to be censored. The extend of  nudity and sexual nature being too explicit. Originally a younger target audience would be associated with Maroon 5 , but this music video is clearly not suitable for a young audience to watch.

Eminem Superman - This music video has explicit lyrics and visuals throughout. The theme is of the music video is of sexual nature. Nudity and swearing is frequent during the initial music video. The tone that is set throughout the music video is sexually arousing. It would be really inappropriate for a young audience to be exposed to a music video of this kind.

Lyrics and radio censorship

Radio stations have various techniques of editing and censoring music that is being played.

Repeating – Having the last word said twice instead of the censored word

Blanking – The entire word is not heard but music is still heard

Disc scratching – Using a scratch sound of a DJ to cover the word

Bleeping – Putting a ‘bleep’ sound over the word

Advantages of censorship in music videos:

• Protecting the public and children
• Keeps the music industry clean and gives a good image
• Shields the moral of society

Disadvantages of censorship in music videos:

• Takes away the emotion and initial purpose of the song
• Takes away the meaning of the song.
• Could be used to control people
• Prevents ideas from being free
• No place in a democratic nation (freedom of speech)

In my opinion, I believe that music videos should not be censored as it takes away the main purpose that the artist/band is trying to portray. I also believe that harmful or explicit content should be kept away from younger audiences.

In conclusion, I am now aware of what gets censored in music videos and I would have to consider this as my music video may require censorship of some form. My genre R&B and the topic of love that I would be using may be offensive to some. Therefore I need to make sure my music video is safe for all audiences to watch.

Research: Audience identification

Audience identification

Audiences in relations to music videos are the group of people who take part in watching a music video. It is important to know about audiences so that you are aware of what groups are more likely to listen to your music video.  

Audiences are categorised into differing sections. Audiences could be categories based on:

• Age
• Gender
• Race
• Class
• Income

As shown in the example, audiences being categorised into class and wealth are split into groups of six.

Categorising audiences can have varying advantages and disadvantages.

Advantages:

• You can make your content suit what the audience are interested in
• You have an idea of what people are interested in
• You are aware of the sort of production they would buy, based on how much money they have to spend
• The information may be used for advertising

Disadvantages:

• It doesn’t consider that people are different, despite having a similar job
• It doesn’t consider people interests, just their income and status
• It categorises people that may not be true

Different genres have varying different audiences. The majority of the viewers for the hip hop genre would consist of the ‘E’ category and maybe some the ‘D’ category. This could appeal to these people as they would aspire to have the cars, money and girls portrayed in the music videos. For example the music video for Cash out – Cashin’ out The artist Cash Out is shown with chains around his neck riding a fancy car and the lyrics about making a lot of money and having a lot of girls. All these themes seem admirable to the young and unemployed audience. This wouldn’t appeal to higher categories as this would be irrelevant to them as they would have money and wealth.

On the other hand the Classical music genre has a completely different target audience. The 'A' category are groups of people that would associate themselves with the classical music genre which consists of sophisticated lawyers, doctors and other professionals. In the music video from Johann Sebastian Bach. We can see them wearing suits and smart clothing which the target audience can relate to within their profession. Lower categories would not find the tone of music and content not appealing as they would find it bizarre.

Audience research: Measuring an audience is very important to all media institutions. Research is done at all stages of production of a media text and once produced audience will be continually monitored.

Audience engagement: This describes how an audience interacts with a media text. Different people react in different ways to the same text. (Links to Hebdiges theory)

Audience expectations: These are what the audience thinks about an artist and their music, for example audiences expect certain aspects from different genres. Such as the eight characteristics from Goodwins theory of music videos.

Audience foreknowledge: This is what the audience knows about a music artist and their song/video.

Audience identification: This is how an audience relates to an artist. (Dyers star theory)

Audience placement: this is how the media producers, target a particular audience and make them feel that the music video is specially ‘for them’

This information on audiences has helped me develop ideas for my own music video.  I now am aware of how the different audiences are categorised, and what appeals to each specific category. My music video would be targeted mainly to audiences of the E category as the content in every aspect would be conventional to the unemployed, casual workers and students.

Research: Star Image

Star image

Star image is the way in which an artist is represented to the audience. The most effective way to do this is through music videos and to a wider, international audience.

How can music videos help to boost and artists career?

• Music videos contribute to the popularity of the artist/band
• New audiences and viewers could be gained
• Financially boost the artist
• Could re-invent the image
• Portray the ideologies through the music videos

Michael Jackson case study

Michael Jackson in the 1970’s

Target audience: Family, children.

Appearance:  Really young, beginning of his career mainly influences by his older family members. Big afro innocent child look.

Dance: Simple dance moves, nothing fancy, ordinary in conforming with the rest of the ‘Jackson 5’

Values: Not much as he was a child, relaxed.

Michael Jackson in the 1980’s

Target audience: Teenagers, mid 20’s

Appearance: Causal, conventional to his age at the time, following fashion.

Dance: Complex dance routines, really high in popularity. For example Thriller

Values: Confident, attract opposite sex, love and relationships

Michael Jackson in the 1990’s

Target audience:  Mid 20’s and 30’s

Appearance: Giving a peaceful and positive image through music videos,

Dance: Carrying out his conventional dance moves

Values:  Confident, positive star image external to music videos as well

Michael Jackson in the 00’s

Target audience:  Older target audience mainly 30’s and above.

Appearance: Aiming to re-create his star image because of scandals against him

Dance: Not many dance routines like the past, reserved.

Values: Peaceful, trying to give out a positive image and covering up his private life faults.

Miley Cyrus Star image:

She had a cute and ordinary teenage star image in her early career in the early 2000’s with a really young target audience. However as she got older her star image completely changed in the way she portrayed herself in her music videos. This had caused confusion and conflict between her fans and target audience, some had conformed with her in the way she was, most of her initial target audience had been completely lost and she gained a new one as her real personality had been illustrated.

The Star Image theory could be categorised into different sections.

Sexual Star Image – The artist/bands’ music video is based to exploit their sexuality and their sexual nature, or to feel comfortable with their sexuality.

Political Star Image – To express their political views

Moral Star image – To express their personal opinions on issues that they believe are important.

Social Star Image – Music videos to represent a type of lifestyle or ideology.

Conclusion:

In my research into Star Image I have understood what Star image is, and the importance of it in the career of an artist/band. I have also developed my knowledge on successful artists and their star image throughout the years of their career. I plan to represent my star as having a social star image in which the music video would show the character as representing a specific lifestyle or ideology.

Research: Subcultures and music video's

Subcultures and music videos

Subcultres are groups who are united through common values, systems and tastes. These are split up into specific groups such as clothes, music politics etc. They tend to go against popular mainstream culture. As hebdige suggests, subcultures create their own smaller culture and do not conform with the majority of people and rebel against common values and systems.

 

Subcultures are a large part of the music industry in which they grow out of mainstream genres such as Rock. The 'Rock' genre is favoured by the punk subculture as they can relate to the type of music by who they are and how the represent themselves. Subcultures play a significant role in music and shouldnt be ignored as they have a unique nature and they offer a different perspective in the music industry.

Hebdige & McCraken are specifialists on subcultures and they have viewpoints about the topic.

McCraken suggests that the post modern world is full of diversity, and people have so many different and diverse ideas about music videos and that this is still growing. McCraken outlines the fact that dynamism and creativity plays a big role in this. If we look at the array of values and ideologies then we cant say all subcultres come from one culture.

Hebdige suggests that conforming to music is a process that differs from person to person. Social background is a contributing factor to this. People can read into different aspects of the same song. People are not part of the 'mass culture'

Subcultures and our history:
In the 1950's Rock and Rollers and beatniks were the main subcultures in society. In the 1960's surfers, rude-boys, mods, hippies and bikers had emerged. In the 1970's there had been skinheads, soul boys, rastas, glow rockers, funkers and punks. In the 1980's heavy metal, goths and the hip hop culture.. The 1990's and beyond can be described as not following a distinct culture.

In my music video I would be aiming to target popular mainstream culture and not a particular sub-culture. This is because targeting a sub-culture would limit the success of my music video and it would not appeal to a wider audience. I would want my music video to be viewed by a larger audience rather than a limited audience.

Research: History of music videos

History of music videos

There is no doubt that the popularity of music videos have increased in modern day music videos, in relation to traditional music videos. Modern day music videos are important because it has a big influence on the success of the music and also the artist. It also works as a marketing tool and builds a larger fan base to the artist and band. Music videos gradually built up to fulfil this throughout the years.

There are notable revolutionary key dates that occur in the history of Music videos. The article from ‘The Guardian’ goes through the key dates.

In 1900 ‘Buddy Bolden ‘ invents the Jazz genre. The Buddy Bolden band’s line up of their ensemble was a cornet, trombone, two clarinets, guitar and double bass this had approximated the classic instrumentation of later traditional Jazz band.

1975 – ‘Queen’ herald the modern age of music videos.

1992 – Hip hop cinema is born with the release of Ernest Dickerson’s ‘Juice

Key events in our time-line in the history of music videos

1929 – Bessie Smith – This cannot be regarded as a music video as there is limited editing and does not follow the conventions of a music video. In the 1920’s many films were accompanied by moving images, especially animations. These are not music videos, just basic editing of images to films which was a part of film during this period. The work of Bessie Smith is an example of this.

1940 – Disney ‘Fantasia’ Was an animated film about classical music. Tony Bennett - 1956 was filmed walking in Hyde Park London for his song ‘ Stranger in paradise ‘ 1964 – The Beatles Set out basic visual vocal for today’s music videos. 1966 TOTP - Artists had to create competitive videos to compete for air time on TOTP. However, TOTP had a limit on the number of music videos it showed, as it was mainly performance based. 1968 – The Monkees had their own TV show music was played and shown through their show.

1975 – Queen ‘Bohemian Rhapsody’ set up the modern music video era. They were the first to create a video specifically for that song to be played on TV. Bohemian Rhapsody was the first made on the video format.  Describing this as the ‘first music video’ would be accurate as long as it isn’t confused with the ‘first promo film. 1970-1980 Key development of the modern music video was the editing process. HQ video tape recorders and portable video camera enables pop acts to produce promotional videos quickly and cheaply, rather than film which was expensive.   MTV  in 1981 launched the first video to be aired and this was Buggles ‘ video killed the radio star’

 The 1980’s included sophisticated effects in videos and added a storyline. In 1984 Michael Jacksons Thriller made a short film as a music video. This took the music video format to another level. Mid 1980’s –MTV and musical success. This time period grew to play a central role in popular music marketing. Such as Madonna’s success because of her skilful and seductive appeal in her music videos. MTV’s ‘Golden era’ was unparalleled the success of a new album in popular culture, as others could view it as the death of the artist.

How has music videos changed over time?

Music videos changed dramatically as history of music videos had commenced. Music videos has developed to becoming essential in the success of the artist/band.  The audience did not really pay much attention to the quality of the music video however especially in the 90’s and 20^th century music videos grew in significance in the audience perspective. Music videos differ depending on the genre. For example music videos for the hip hop genre enabled the lyrics of the music to have a relation with the visuals in the music video.  Therefore enhanced the popularity and fan base of the Hip Hop genre. The developments in technology made music videos more attractive to watch and enhanced the quality and effort put into music videos.

Conclusion

It is important to know about the music industry because it makes us aware of how much music videos have developed during the years and how they became so important in the music industry. Some of the ideas I have gathered is how to determine a music video.  Examples in history such as Tony Bennett and Fantasia by Walt Disney could be regarded as great works but not necessarily music videos. This enabled me to understand what the conventions of a music video is which I would include in the process of my own music video.

Research: Music video genres

Music video genres

A genre, in relations to music videos is a style or category that a type of music video belongs to. A music video has its own characteristics that enable us to determine the genre that it belongs to. For example, the music video for ‘Rihanna What’s My Name? ‘Belongs to the R&B genre.

There are many genres within the Music industry. Examples of the genres are as follows:

• Pop
• R&b
• Hip hop
• Rap
• House
• Jazz
• Dance
• Drum & Bass
• Electronic
• Folk
• Classical
• Indie
• Reggae
• Grime
• Fusion
• Gospel

Genres and characteristics

The type of music video has to have the characteristics of the genre it belongs to. The ‘Pop’ genre for instance aims to appeal to the general audience rather than a particular sub-culture or ideology. An emphasis on recording, production and technology over live performance. Moreover, a tendency to reflect existing trends rather than progressive developments. These are some of the factors that determine the characteristics of the ‘Pop’ genre. 

 However, as the genre changes differences in characteristics can be found in the music video. The genre Hip hop for instance has a more of a limited target audience. The music videos are based around money, girls and fancy cars. Swearing is another feature that is constant in Hip Hop music videos. These characteristics would be appealing to a smaller group. An example being 50 cent ‘ina da club’

The importance of following generic conventions in music videos.

It is essential to follow generic conventions in music video. The reasons are as follows:

• To satisfy and please the target audience. The target audience of the specific genre expects a conventional music video that they can relate to. If generic conventions are not used then the target audience could be lost.
• By following the generic conventions, the music video could appeal to a larger audience which would enhance the fan base and therefore would have a larger target audience.
• Could make the music video more popular. There would be an increase in the number of views on the internet such as on YouTube or social networking websites.
• A successful music video that follows the generic conventions demonstrates the prestige of the industry. It would make sure that they make money and profits from the music video.

Conclusion:

This has helped me with the planning of my music video because I am now able to categories the different music videos within their specific genres. Moreover, I am able to understand the specific characteristics that each genre requires, which would enable me to gain an understanding on the genre of my chosen music video in which I would stick with the generic conventions of the genre it belongs to.

Research: Mulvey's Male Gaze

Mulvey's Male gaze

The ‘males gaze’ in a music video refers to how the male audience views the females presented in a heterosexual viewpoint. The representation of women is dominated by a male point of view. Her belief is that men have the ‘active’ role and that females are ‘passive’. For feminists it can be thought of in three ways: 

1. How men look at women
2. How women look at themselves
3. How women look at other women

Laura Mulvey is a British feminist film theorist. She is currently professor of film and media studies at Birbeck, University of London. Her theory (1975) suggests that audiences view characters from the perspective of a heterosexual male. She believes that men look at women for sexual pleasure in music videos. Moreover, men play the active role which drive the narrative, whereas women are seen as erotic objects which slow the narrative.

In the music video for Nelly's 'Tip Drill' all females in the music video are seen as exposing their body for the pleasure of the males and to visually satisfy them. Women are viewed as objects that play the passive role in the music video.

Benny Benassi - Satisfaction - Women are represented in a sexual way throughout the video. This is conveyed when the breasts were jumping up and down when the female character was using the stone breaker. The impact this has is that men would look at women for sexual pleasure as suggested by Mulvey. Moreover, the tools were used in a sexual way in which heavy tools should be used for working purposes and not seducing a male.

From Diplo ft Lazerdisk party sex - Set It Off multiple women are viewed pole dancing and performing while they show of their body. Revealing clothes have been worn by the females.  Pole dancing isn't normally associated with music videos but to sexually please the male gender, it has been used. Sexual pleasure is raised when looking at the women as they are performing a pole dance which is seductive in itself.

Critisism of Mulveys male gaze:

There are some criticism that arise with Mulveys male gaze theory. 

• This is quite a dated theory as it was proposed in 1975. The gaze could also be directed towards men, especially in this new age of commercialism. In the example from Niki Minaj's ' Super bass' music video, male performers are shown as passive and topless revealing their body.
  

• This theory also assumes everyone is heterosexual and does not consider the homosexual viewpoint.
• Some women enjoy being looked at and showing off their figure and body.
• The female gender isn't considered as the main focus is the male gender.

In my music video I could consider using aspects of the male gaze as it would enhance the popularity of my music video. If I do use women I would represent them in a more passive way as this would gain popularity from the male audience. However I would not portray females as sexual objects or other extreme ways as such shown in the examples.

Research: Diversity of music video's

Diversity of music videos

Diverse music videos do not necessarily appeal to mainstream culture and tend not to follow mainstream conventions of music video making. They are also not likely to would follow goodwins theory of music videos as they appeal to a niche audience. niche audiences do not tend to follow the eight characteristics as this does not appeal to them and their taste in music.

Chris Cunningham is a British video artist. Cunningham has close ties to Warp records. His work compliments the diverse nature of music videos & includes music videos that do not appeal to a large mainstream audience. Cunningham has primarily directed music videos for ambient music and electronica arts such as Autechre and Aphex twins. 

The music video for 'Come to daddy' by the Aphex twins come across as weird and controversial as the characters seem disabled and disturbing to look at.

'Bjork all is full of love' music video had won multiple awards including the MTV music video award for breakthrough video and was also nominated for a grammy of the best short film music video. This music video was one of his more successful and this implies that effort and money is still put into for a music video that appeals to a limited audience and not being part of mainstream culture. Moreover, robots are the main theme in this music video and it is not likely to have this as a main theme in a music video.

Known popular culture artists such as Madonna has collaborated with Chris Cunningham. The music video 'Frozen' became an international hit and won the award for best special effects at the 1998 MTV music awards.

Personally I find Chris Cunningham's videos interesting and it definitely catches my attention. The visuals being original catches my interest. The idea that he doesn't follow popular culture allows me to have a different and unique experience while watching his music videos.

Michel Gondry is a French film director, whose works include being a music video director. He is noted for his inventive visual style and manipulation of mise en scene. The majority of his work are based on music videos.

The music video for Bjork's 'Crystalline' is not clear with images but engages the audience, frequent flashing lights are used. There is also ever ending action throughout the video.

Madonna's ' come into my world ' has a unique storyline which engages the audience, also this is not conventional to see in a music video. This gets the audience thinking and makes them be analytical about the music video.

Bjork 'hyper ballad' has an Interesting relationship between images but not really clear about what is going on. A star image has not been portrayed as the music video isn't based around the artist.

 Michel Gondrys work can be confusing as it could take time for the audience to understand the concept of the music video. However the images and visuals are engaging that makes the music videos attractive.

Why popular artists would use these producers:
Popular artists such as Madonna and Kylie would use producers that make diverse music videos because this gives the artist a sense of uniqueness. By using a diverse music video this mainly would appeal to a niche audience. Therefore, artists such as Madonna and Kylie would like to give the image off appealing to a wider audience rather than only the mainstream popular culture. This would ultimately result in a more successful career.

Common characteristics of both artists:
Both artists have worked with the same artists but with different music videos. Both Michel Gondry and Chris Cunningham has worked with Aphex twins and Bjork. This shows similar characteristics as they both have been associated with the same artist, and the artist using both of them with their work shows how they can both portray the diverse aspect of music videos.

Advantages of diverse music videos:

• Memorable videos that is individual
• They give the artist and intellectual sense
• Attracts an niche audience

Disadvantages of diverse music videos:

• Limited target audience
• No relationship built with the artist to audience
• Could be come across as being bizarre and too different

“Diverse music videos should stay away from mainstream music culture”

I agree with this statement. The reason behind this is that diverse music videos have their own specific, unique concept that appeals only to a niche audience. The followers of mainstream music culture would not find diverse music videos appealing and they wouldn't watch the music videos. This is because they they tend not to include the eight characteristics that all popular culture music videos do. Likewise, audiences that prefer diverse music videos do not want to follow popular culture and therefore they seek something different and specific, and diverse music videos offer this.

The research into diverse music videos enabled me to understand what makes diverse music videos appealing, and why a niche audience would watch and be interested in diverse music videos and not to follow popular culture. However, I don’t think I would include features of diversity in my music video. This is because I would like my music video to appeal to popular culture and  a larger audience. 

Research: Music Video Channels

Music Video Channels

Music channels are important because it offers audience a wide range of variety depending on the genre of their choice. They can also search for their favourite artist according to the genre and channel. Music channels are also popular because the main genres have a music channel dedicated only to that genre. It allows the audience to not only listen to their favourite songs but to also now see them performing through music channels.

Music channels today

 There are many music channels on today's TV to suit the tastes of most people. For example if someone enjoys rock music they can watch ' MTV Rocks' which appeals to their own taste of music.

Music channels have expanded in terms of the amount of channels that are available to the public which therefore attracts a wider range of audience.

Music channels and further attraction for audiences

Channels such as MTV base have programmes within the channel such as 'UK top 40' which consist of viewing the official singles chart and the most popular music videos of the time. It is done in the form of a countdown starting from 40 down until number 1. This keeps the audience involved and excited as they would watch the programme until the best of the music videos of the time are revealed.

How music channels are consumed (Synergy)

 There are now various different ways in which music channels can be consumed. whether it be through TV, internet and through social networking websites. The high level of interest in music videos enabled different media formats to include music videos, and people had more options to get access to music video's

There are many music channels which the people can have access too.

• MTV
• MTV Base
• MTV Hits
• MTV Rocks
• MTV Dance
• MTV Classics
• The Box
• Kerrang!
• Flava
• Kiss Tv
• Clubland
• Channel AKA

Sister channels:
Sister channels such as MTV Base, MTV Rocks, MTV Dance etc offer a wide ranging genre variety to the audience. The audience can benefit from MTV as they offer different music video channels depending on the genre.

Underrepresentation of music channels
There are several music channels that are underrepresented. One of the most notable examples would be Channel AKA. Their main music videos they show on their channel are from the Grime and UK rap genre. This type of genre attracts a small audience so emphasis on the music videos is low. They also have low budget music videos which convey that the quality of the music video is not high either. The target audience is ranged between the age of 12-20 and the majority that watch the music videos are male.