This album advertisement was done by Ozgen Ibrahim who is the final member in my group. The album advertisement she has created allows the audience to see what kind of artist 'Shani' is and what she represents. The audience are also able to relate to the artist due to the amount of information placed on the advertisement. This therefore allows the audience to see what the album contains and what genre the artist follows.
This album advertisement was done by Katie Woodland and is simple, however still eye catching due to the use of bright colours. By not giving away too much information the audience will be left wondering what the artist has in store for the audience. This means a public suspicion will grow which will work in favour for the artist as she will gain more publicity.
Gyptian became recognised by Mr. Wong and Earl Chinna Smith. He then earned his nickname from his habit of tying a shirt around his head and twisting his chin hair like an Egyptian pharaoh. Soon after this in 2005 he scored two hits, "Is There A Place" on the Seasons Riddim and "Serious Times". Gyptian worked hard and was then nominated for Best New Entertainer at the 2006 International Reggae and World Music Awards, the twenty three year old singer has been dominating the Jamaican charts with hits including "Is There a Place", "Beautiful Lady", and the chart-topping ballad, "Mama, Don't Cry". Then on 12 September 2006, Gyptian released his first album on VP Records.
On the 12th December 2007, Gyptian, while in New York, shot the music video for his new single, "I Can Feel Your Pain" which was produced by Jon FX. The song was the first to be confirmed to appear on his album "I Can Feel Your Pain" which was then released in 2008. As of the end of May 2010 his single "Hold Yuh" had peaked at number 91 on the Billboard Hot 100, number 33 on the R&B/Hip-Hop Chart, number 6 on the Heatseekers Songs Chart and had been at the top of the Reggae Digital Songs chart for nine consecutive weeks. Gyptian has been enjoying chart success with his new album, Hold Yuh, which continues to hold the 2nd spot on Billboard’s Reggae Albums Chart. The title track, “Hold Yuh,” has become a multi-chart hit worldwide and deemed a “2010 Summer Anthem.” According to Billboard Magazine “not since Wayne Wonder's "No Letting Go," has an underground reggae artist earned as much attention in the United States as Jamaica's own Gyptian.” So therefore because of his success Gyptian has started to create a much larger fan base for himself and this is one of the reasons why the artist we are using Shani was signed up by Gyptian she was only known through YouTube and thanks to this huge hit by Gyptian, Shani's version is doing very well. Finally to top Gyptian's development he has half the online popularity of Sean Paul and Shaggy who are still the most popular dj’s.
Summary of how the Research will help plan your Music Video:
From finding out different elements on Gyptian it will help me with the planning of my own music video from the different narrative and performance based elements that Gyptian has carried out in his own music videos. As well as this it will help me show a representation of the mainstream perception which is ‘Shani’. Shani is only known through YouTube and with the correct methods of promotion and advertising will she then become as big as Gyptian. Throughout my music video the emotions of love, lust and relationships will have to be played through as in Gyptian’s music videos this is a main element that is shown throughout. These elements will also help with the narration of my music video which will then make it easy to relate to. Gyptian’s original version, ‘Hold Yuh’ is mainly focused around the himself, this means that the same elements need to be thought through in my own music video in order for the generic conventions of a Reggae music video to be easily identified. There are a lot of close up’s and mid shot’s in Gyptian’s video and this convention is a likely aspect that will be shown in my music video. Moreover by having a lot of close up’s of the artist throughout a video the audience watching a new artist will be able to identify her easily and this is where she will build up loyal fans that want to buy into her career as a singer as well as a new lifestyle. This therefore means that the narration will flow in contrast to the camera shots in the music video which will allow the audience to make different links of referencing.
Overall the ideas my group and I have a very brief however from analysing Gyptian and his music videos as well as his album covers each idea will become clearer as the final planning stages are thought out in detail.
The artist I have chosen to research into is 'Gyptian'. The reason I am not researching into my chosen artist 'Shani' is because as she is not very well known within the music industry and because she has not produced any other songs apart from 'Hold Me' there are no other music video's that I will be able to analyse. Moreover as 'Shani's' song 'Hold Me' is not the original version I will be analysing two music video's from 'Gyptian's' releases as he is well known within the music industry and sung the original version of 'Shani's' song, 'Hold Yuh'.
Above is the original song by 'Gyptian' and below is the 'reply' version by 'Shani', 'Hold Me'.
As you are able to see 'Shani' does not have a music video for her song, however 'Gyptian' does. As a result of this as 'Shani' has only just been recognised which is again the reason why I will be analysing 'Gyptian'. The three songs I will be analysing are 'Hold Yuh', 'Nah Let Go' and 'Beautiful Lady'.
'Hold Yuh'
Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;
A range of different locations
Different lighting effects
Quick editing styles
Interesting camera shots
Good use of lighting
Different roles being played as part of a performance and narrative based concept
These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.
I will now be analysing 'Gyptian's' song 'Hold Yuh' and how it has become so successful in today's society through the use of different elements.
Camera Shots:
The first opening shot in the music video is a long shot of the artist while he is sitting down and singing. This shot sets the scene for the rest of the video and demonstrates genre characteristics due to the low key lighting effect that is used portraying a feel of a nightclub which is a convention consumers expect to see in a Reggae music video.
Following this an establishing shot is shown allowing consumers to see where the video is set and will be set for the rest of the video. As well as this it will allow the audience to create a link between the lyrics in the song and the upbeat tempo to a club and the music that is usually played in a location like that.
A two shot is also displayed throughout the music video, this shot contains the artist dancing with a girl in a club to his song. This suggests what the lyrics in the song represent as he sings 'Gyal, me wann fi hold, Yuh put me arms right around ya'. In the video this is represented through the artist holding a girl as he is dancing with her and holding her close to him which represents the lyrics in the song. This element also references Goodwin's Theory as lyrics and visuals match.
Editing Styles:
Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.
The second editing style that is used throughout the video is a fade to image editing style. The edit is used as the establishing shot of the club is shown which portrays that the characters in the video are already in the nightclub.
Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.
Costume, Hair & Make-Up: These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. On the other hand factors such as these are not a big issue for male solo artists whereas for a female solo artist there is more pressure to be seen as a stereotypical view of something perfect. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment.
Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of flashing lights and low key lighting the audience are able to tell the video is set in a nightclub.
Props:
There are many props used throughout the video to make it look more realistic. Props such as chairs, drink glasses, speakers, a motorbike and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.
Body Language: This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the characters are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing he is happy to be making a music video which is why he is also dance along to his music. As a result of this the audience gets the feeling of movement and makes consumers want to dance themselves.
Facial Expressions: This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions and the role he plays.
'Nah Let Go'
Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;
A range of different locations
Different lighting effects
Quick editing styles
Interesting camera shots
Good use of lighting
Different roles being played as part of a performance and narrative based concept
These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.
I will now be analysing 'Gyptian's' song 'Nah Let Go'' and how it has become so successful in today's society through the use of different elements.
Camera Shots:
The first opening shot in the music video is a close up of the artist, however the camera is behind the artist so it can be argued that the shot is an over the shoulder shot. This opening shot shows the artist as he starts singing and sets the scene for the rest of the video it also demonstrates genre characteristics due to the natural lighting effect that is used to portray that the artist is outside. This is also a convention consumers expect to see especially as the location of the music video is set in a hot country which is Jamaica. The audience know it is set in Jamaica from the opening of the music video when writing is on display saying, ‘A Love Story from the island Of JAH-MEK-YAH’.
Following this an establishing shot is shown allowing consumers to see where the video is set and will be set for the rest of the video. As well as this it tells the audience where the artist/character is at a certain time if the video is following a narrative based element. Moreover this will also allow the audience to create a link with the type of music that can be found on an island like Jamaica and the music ‘Gyptian’ produces.
An extreme close up is also shown of the artist making it clear who he is and the role he is playing throughout the video. As well as this it suggests his importance and that he is the main character in the music video.
Editing Styles:
Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.
The second editing style that is used throughout the video is a fade to black editing style. The edit is used as the shot from the room with the red lighting effect moves on to the establishing shot of a house which portrays that the house belongs to ‘Gyptian’.
Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.
Costume, Hair & Make-Up:
These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. On the other hand factors such as these are not a big issue for male solo artists whereas for a female solo artist there is more pressure to be seen as a stereotypical view of something perfect. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment. As well as this the relaxed clothing symbolizes being in a hot country and in this case the music video is set in Jamaica.
Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of red lighting effects and natural lighting the audience are able to tell the video is set in a outside and in a room with a red lighting effect.
Props:
There are many props used throughout the video to make it look more realistic. Props such as a car, a handbag, a bicycle, money, a motorbike, beer bottles, a bat and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.
Body Language:
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the characters are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing and he says, ‘Wine like that, Girl baby wine and stop’. As he sings he is dancing with a woman closely, this suggests that he is talking about the girl he is dancing with. As well as this the lyrics in the song match what is being shown on screen which is an element of Goodwin’s Theory.
Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions and the role he plays.
'Beautiful Lady'
Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;
A range of different locations
Different lighting effects
Quick editing styles
Interesting camera shots
Good use of lighting
Different roles being played as part of a performance and narrative based concept
These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.
I will now be analysing 'Gyptian's' song 'Beautiful Lady' and how it has become so successful in today's society through the use of different elements.
Camera Shots:
The first opening shot in the music video is an establishing shot showing the location of the music video and where it will be set for the rest of the song. This shot sets the scene for the rest of the video and demonstrates genre characteristics due to the natural lighting effect that is used portraying that the artist is outside on a beach.
Following this a close up is shown of the artist allowing consumers to see the him clearly. As well as this it will allow the audience to create a link between the artist and the lyrics in the song from the way he is presented to the audience.
A two shot is also displayed throughout the music video, this shot contains the artist standing with a girl on the beach in front of a beach hut. This suggests what the title of the song represents, ‘Beautiful Lady’ and his feeling towards her. In the video this is represented through the artist standing by his girl as he is singing the lyrics in the song.
Editing Styles:
Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are fade to the next image. This effect is used to change shots or locations and move from different scenes elegantly and slowly as each image fades away from one another. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.
Straight cuts are also a common element used throughout the video to change shots and locations and to move from different scenes, this editing style does the same as a fade to the next image however a straight cut changes straight away without any hesitation. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.
Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.
Costume, Hair & Make-Up:
These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment due to the location of the video being set on a beach.
Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of natural lighting the audience are able to tell the video is set outside on a beach were no excessive lighting is.
Props:
There are many props used throughout the video to make it look more realistic. Props such as a wedding dress, the beach hut and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.
Body Language:
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the female character are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing he is moving with the rhythm of the song. As a result of this the audience gets the feeling of movement and makes consumers want to dance themselves.
Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions and the role he plays.
In conclusion to this from analysing three of 'Gyptian's' music video's I have a better understanding of him as an artist that follows a mainstream representation. As well as this it will enable me to relate different shots to emotions and different elements of Goodwin's Theory.
Summary: From the research I have carried out above and from looking into ‘Gyptian’s’ music videos I have gained a better understanding of how this research will assist me with my own planning for my music video. During the planning stage of my video I have created storyboards. This has allowed me and my group to see what camera shots will be placed in our music video and if they follow on from each other making the narration flow and tell a story to the audience. As well as this the storyboards have enabled my group and I to have an idea of what our music video would have looked like before it was actually created. This therefore means that from looking at the different scenes and camera shots within the storyboards we were able to change certain shots if we felt they did not make sense or fit in with the narration of our music video.
From looking into ‘Gyptian’s’ music videos it has also made me more aware of the Reggae genre and what consumers expect to see from an artist like ‘Gyptian’. As well as this from the use of different camera shots, the locations used within each video, Mise-en-Scene elements and editing styles it has made me more critical about my own work in wanting my music video to be portrayed as a mainstream representation of ‘Shani’. In conclusion to this from studying some of the lyrics in ‘Gyptian’s’ songs it has again made me more aware of Goodwin’s Theory. The lyrics analysis I have done shows the detail I have gone into for the planning stage of my music video and has enabled me to pick up on different elements from Goodwin’s Theory such as; having a relationship between lyrics and visuals and having a relationship between music and visuals. An example in my music video where this is done is as ‘Shani’ sings, ‘Mi no se me give u di tightest grip u eva did see in your life'. At the time she says this she grabs the silk sheets tightly which references exactly what she says and finally, at the start of my video were the music starts to play into the establishing shot of cars driving forward in time with the beat of the song, cars then go in the reverse direction having a rewind effect. This looks very effective and is on time with the next beat in the song.
A target audience, or target group is the primary group of people that something is aimed at appealing to. A target audience can be people of a certain age group, gender, marital status, etc that separates individuals interests from others.
Culture:
This can be defined as the attitudes and behavior that characteristic of a particular social group or organisation have. The cultural values and beliefs that 'Shani's' target audience have are similar to the ones the artist has herself. As a result of this it makes the relationship between the artist and fans stronger as they believe in the same things. Beliefs and values also influence what consumers listen to and who they associate with which is why it is an important factor to analyse different aspects beliefs and values in different market segments.
Some of the values and beliefs of Shani are the following:
To stay as a mainstream artist
To listen to fans opinions on music
To stay loyal to fans
To keep producing music
All of these aspects have a link with the way an artist's fans think and would like to see their idols live up to. In conclusion to this these values make an artist look attractive to a wide market.
Age: Age is an aspect that separates like and dislike to what consumers believe in. The way people where brought up in different eras suggests different beliefs and morals. In conclusion to this age is the biggest element in my opinion that enables different markets to be separated and easily identified. The age group my artist 'Shani' would appeal to consumers at the age of 16-25 due to the style of music, appearance of the artist and the genre of the music.
Ideology:
This can be defined as a set of aims and ideas that directs one's goals, expectations, and actions. An ideology can be thought of as a comprehensive vision. 'Shani's' aims and ideas are similar to her beliefs and values. As she is an artist that has just started out 'Shani', like any other artist would like to be recognised on a large scale. This leads me to conclude that one of her aims is to become a well established artist that follows the mainstream representation. Moreover one of 'Shani's' other beliefs is to keep producing music. This is also a main element that keeps artist's in the pubic eye. Without music or new releases there would not be an interest in an artist. In conclusion to this these main two elements make an artist strive to want to be successful, which is why these factors contribute to the music industry and the artist's that become successful.
Interest in the music and Image: An artist must be interested in the music they produce as well as the genre they follow, image is also a big part of interest as artist's do not want to give off the wrong perception. Interests allow artist's to be successful songwritters and producers, this means that they need a level of inspiration as well as interest in what they are talking about or who lyrics may be about. Image allows the audience watching the artist relate to the way an artist is dressed or the way they look from personal appearance to a perfect stereotypical perception that many consumers expect to see. As a result of this these two factors play a big part in the success of an artist both upcoming and new which is why music labels must dress and style their artists correctly to become attractive to a wide target audience.
From these different aspects it becomes clear who 'Shani's' target audience is and what she must do as well as the music label behind the artist in order to be successful and attract a wide audience.
From the four points I have stated above about the artists values and beliefs I will now be explaining how I will use them within my music video. The first point is for ‘Shani’ to stay as a mainstream artist. ‘Shani’ is only just starting out in the music industry which is why it is an important factor to stay as a representation consumers can easily relate to. Only when she is well established enough as an artist will she be able to come away from a mainstream representation to become an individual artist such as Lady Gaga. In order to stay as a mainstream representation, elements such as costumes, hair & make-up, lighting effects, editing styles and the narration of her music videos must follow the generic conventions within the Reggae genre. This is followed through in my music video, from analysing ‘Gyptian’s’ music video ‘Hold Yuh’. The main editing styles used are straight cuts and fade to black/the next image which are also used in my music video. Straight cuts are used to change a setting or location and fades are also used to do the same thing. These two editing styles are used throughout music videos that follow a narrative based element which again my music video follows. As well as this to be a mainstream representation, artists must be able to relate to their target audience. As this is the first music video by ‘Shani’ consumers will only become aware of her through her music videos which will allow them to see what she looks like as well as how she is portrayed to consumers. This therefore means that an audience will be able to relate to her style and also individuals who are also trying to break into the mainstream music industry will aspire to be like her as she was found through YouTube.
The second point is to listen to fans opinions on music. This can be done through a number of different methods such as market research and direct feedback. Market research should be carried out by music labels in order to see what makes an artist attractive to an audience. Whereas, direct feedback could be gained from uploading videos on to YouTube which is where ‘Shani’ became recognized. This is portrayed in my music video as ‘Shani’s’ version of ‘Hold Me’ is a reply song to the original version ‘Hold Yuh’ by ‘Gyptian’. ‘Shani’ has seen how popular ‘Gyptian’s’ song has become which is why she has created her own version. By doing this ‘Shani’ known’s the opinions of fans due to the high demand for ‘Gyptian’s’ song which has given her direct feedback to create her own version to his song allowing a different audience to find her attractive.
The third point is to stay loyal to fans. This point is also shown through my music video as she has followed the mainstream representation that I have explained above. Staying loyal to fans would mean to not portray something she is not or go against what makes her likable to her target audience. As a result of this ‘Shani’ has remained loyal to fans from how she is portrayed in her music video which is a reflection of how she is in real life.
Finally, the fourth point is to keep producing music. This element is something that all artists want to do in order to gain a solid fan base and people that trust them as artists. Again as ‘Shani’ has just started out in the music industry it shows how dedicated she is to making herself successful. As a result of this it shows that she will also be dedicated to producing new music. This is shown throughout my music video as from a new artist’s point of view she would want to be well established within the music industry and this can only happen from new music being produced which will then lead to a music video being released.
In this section of work I will be looking into detail about the genre my artist 'Shani' follows. In conclusion to this I will be analysing two artists that again follow the Reggae genre and identify what characteristics make them sufficient enough to be in the mainstream music industry. The tow artist's I will be researching into are 'Gyptian' and 'Bob Marley'.
Gyptian: Gyptian was born in Windel Beneto Edwards on the 25th October 1983. Gyptian is a Jamaican Reggae singer. He often appears with songs within the reggae subgenre Dancehall. Gyptain is best known hits include Serious Times, Mama, Beautiful Lady, I Can Feel Your Pain, Love Against the Wall, Hold You and She's My Lady.
In 2005, the previously unknown singer rose to international acclaim when his debut single Serious Times hit the top of the local and overseas reggae charts, and defeated even Junior Gongs Top Ten Billboard hit Welcome to Jamrock, to be declared Jamaica's Most Important Song of 2005. Nominated for Best New Entertainer at the 2006 International Reggae and World Music Awards, the twenty-three year old velvet-voiced singer has been dominating the charts with a slew of hit singles including Is There a Place, Beautiful Lady, and the chart-topping ballad Mama, Don't Cry.
With his highly anticipated debut album due in late 2006, Gyptian looks forward to sharing his musical message with the masses. At this juncture in my life, I live, eat, and breathe music the very air that comes from my mouth brings words of power and wisdom. I have the urge to teach my brothers and sisters until eternity."
Image:
Image can be defined as the general impression that something or someone presents to the public. 'Gyptian's image is very unique and distinguished. This means that his music also follows the same perceptions and conventions that make him so likeable to a wide target audience. 'Gyptian's' image references the stereotypical views of a Reggae artist. As well as this by the way he dresses consumers are able to see that appearance is important to artists especially now in today's society. 'Gyptian' follows a mainstream perception and this is referenced throughout all artwork covers and advertisements as it allows consumers to build up a relationship with the artist for being a stereotypical view.
Ethnicity:
Ethnicity can be defined as a strong influence on community status relations. 'Gyptian's' ethnicity is a Jamaican male that was influenced from singing in a church. After his talents were recognised his parents soon introduced the resistant youngster to Mr. Wong, a producer from Portmore in St. Catherine. I did not take it seriously. My family members have always been carrying me to Portmore to see him, but I usually disappear. One day, they dropped me off at his studio and left me and it all began there.
Age & Gender:
'Gyptian' was born on the 25th October 1983 this means that his age now to date is 28 years old. He is also a male artist that follows the Reggae genre.
Culture:
Culture can be defined as a particular society at a particular time and place. 'Gyptian's' culture is influenced widely by the type of music he produces and the belief's that he follows as well as the cultural genre represented throughout his music. As 'Gyptian' is a Jamaican artist he follows a Christian based influence. Moreover from the culture that the artist follows shows the steps 'Gyptian' has come from in order to be where he is today. At the very early age of seven years old 'Gyptian' sang at his local church which shows the culture that he follows making a link to a church.
Ideology:
An ideology can be defined as a set of aims and ideas that directs one's goals, expectations, and actions. An ideology can be thought of as a comprehensive vision and a way of looking at things. Some of the beliefs and values of 'Gyptian' are the following;
To be a mainstream artist
To stay loyal to fans
To keep on producing music
To listen to any audience feedback
These main aspects above are the goals of any artist that follows the mainstream perception. Moreover each point is an example of a dedicated artist and the elements that has to be followed through in order to be successful.
Major/Independent Record Labels:
This can be defined as large companies within the music industry that may also own smaller record labels.
There are many music labels in today's society and some which are more successful then others. I will be researching into who the major record labels are in the music industry now. As well as who those record labels manage and who represent them.
Currently in the industry there are four associations that dominate the market, these include;
Emi Group
Sony Music
Warner Music Group
Universal Music Group
All of these organisations dominate the music industry from the amount of artists they manage and there reputation of making artists successful from the brand name supporting an artist.
Independents: This can be defined as music labels that operate one or only a few music labels. Independent labels can only just be successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music rather than manufactured mainstream.
Here is an example of an independent music label, Boy better know - Boy Better Know founded by Hassan based in Cannon, is often used in a slang terminology however it is more commonly known to have been established by grime artists
'Gyptian' is signed to a music label called, 'So So Def Recordings' which was founded by Jermaine DupriKwon. This music label is a major organisation that are very well known within the industry.
Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;
A range of different locations
Different lighting effects
Quick editing styles
Interesting camera shots
Good use of lighting
Different roles being played as part of a performance and narrative based concept
These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.
I will now be analysing 'Gyptian's' song 'Hold Yuh' and how it has become so successful in today's society through the use of different elements.
Camera Shots:
The first opening shot in the music video is a long shot of the artist while he is sitting down and singing. This shot sets the scene for the rest of the video and demonstrates genre characteristics due to the low key lighting effect that is used portraying a feel of a nightclub which is a convention consumers expect to see in a Reggae music video.
Following this an establishing shot is shown allowing consumers to see where the video is set and will be set for the rest of the video. As well as this it will allow the audience to create a link between the lyrics in the song and the upbeat tempo to a club and the music that is usually played in a location like that.
A two shot is also displayed throughout the music video, this shot contains the artist dancing with a girl in a club to his song. This suggests what the lyrics in the song represent as he sings 'Gyal, me wann fi hold, Yuh put me arms right around ya'. In the video this is represented through the artist holding a girl as he is dancing with her and holding her close to him which represents the lyrics in the song. This element also references Goodwin's Theory as lyrics and visuals match.
Editing Styles:
Throughout this music video there are a number of different editing styles that are used to make the video appealing to a large target audience. An editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play.
The second editing style that is used throughout the video is a fade to image editing style. The edit is used as the establishing shot of the club is shown which portrays that the characters in the video are already in the nightclub.
Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.
Costume, Hair & Make-Up: These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. On the other hand factors such as these are not a big issue for male solo artists whereas for a female solo artist there is more pressure to be seen as a stereotypical view of something perfect. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment.
Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of flashing lights and low key lighting the audience are able to tell the video is set in a nightclub.
Props:
There are many props used throughout the video to make it look more realistic. Props such as chairs, drink glasses, speakers, a motorbike and other elements make the video look real. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.
Body Language: This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the characters are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing he is happy to be making a music video which is why he is also dance along to his music. As a result of this the audience gets the feeling of movement and makes consumers want to dance themselves.
Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again 'Gyptian' is happy to be in the mainstream perception which is portrayed through his facial reactions.
Bob Marley:
Robert Nesta ‘Bob Marley’ was born on the 6th February 1945 and died on the 11th May 1981. He was a Jamaican singer-songwriter and musician. Marley remains the most widely known and revered performer of reggae music, and is credited with helping spread both Jamaican music and the Rastafari movement to a worldwide audience.
Marley's music was heavily influenced by the social issues of his homeland, and he is considered to have given voice to the specific political and cultural nexus of Jamaica. His best-known hits include "I Shot the Sheriff", "No Woman, No Cry", "Could You Be Loved", "Stir It Up", "Jamming", "Redemption Song", "One Love" and, together with The Wailers, "Three Littlesic was heavily influenced by the social issues of his homeland, and he is considered to have given voice to the specific political and cultural nexus of Jamaica. His best-known hits include "I Shot the Sheriff", "No Woman, No Cry", "Could You Be Loved", "Stir It Up", "Jamming", "Redemption Song", "One Love" and, together with The Wailers, "Three Little Birds", as well as the posthumous releases "Buffalo Soldier" and "Iron Lion Zion”. The compilation album ‘Legend’ was released three years after his death in 1984. It is reggae's best-selling album, going ten times Platinum (Diamond) in the U.S. and selling 20 million copies worldwide.
Bob Marley was born in the village of Nine Mile in Saint Ann Parish, Jamaica and was known as Nesta Robert Marley. His father, Norval Sinclair Marley was a white Jamaican of English descent whose family came from Essex, England. Norval was a captain in the Royal Marines, as well as a plantation overseer, when he married Cedella Booker, an Afro-Jamaican then 18 years old. Norval provided financial support for his wife and child, but seldom saw them, as he was often away on trips. In 1955, when Marley was 10 years old, his father died of a heart attack at age 60. Marley faced questions about his own racial identity throughout his life. He once reflected:
‘I don't have prejudice against meself. My father was a white and my mother was black. Them call me half-caste or whatever. Me don't dip on nobody's side. Me don't dip on the black man's side nor the white man's side. Me dip on God's side, the one who create me and cause me to come from black and white.’
Source: (www.wikipedia.com)
Image:
'Bob Marley's' image is easily identified due to the trade mark dreadlocks he grew due to his descend. As a result of this he was seen as an icon to all individuals that aspired to be like him due to his individual style going against what the mainstream represents. He also followed the Rastafari movement which also meant his public image was associated with his religion and culture. This went in his favour as he was seen as committed to producing music no matter what he looked like. 'Bob Marley' is the time he was most successful was an icon not only for the music he produced but the way he used to dress and attract attention. As a result of this his career became increasingly popular and was in very high demand.
Ethnicity:
This can be defined as a strong influence followed on throughout an individuals life/career. In this case 'Bob Marely' followed the Rastafari movement which influenced his beliefs and values as well as the way his appearance was. The Rastafari movement is a Christian belief that was popular in the 1930's. The Rastafari movement encompasses themes such as the spiritual use of cannabisand the rejection of western society, called Babylon (from the metaphorical Babylon of the Christian New Testament.) It proclaims Africa (also "Zion") as the original birthplace of mankind, and embraces various Afrocentric social and political aspirations, such as the sociopolitical views and teachings of Jamaican publicist, organizer, and black nationalist Marcus Garvey (also often regarded as a prophet).
Age & Gender:
'Bob Marley' was born on the 6th February 1945 and died on the 11th May 1981. He was a male artist who died when he was 36 years old.
Culture:
This can be defined as a particular society at a particular time and place. 'Bob' followed the Rastafari movement or Rasta and is a monotheistic, new religious movement that arose in a Christian culture in Jamaica in the 1930s.
Ideology:
Is defined as a set of aims and ideas that directs one's goals, expectations, and actions. An ideology can be thought of as a comprehensive vision and a way of looking at things. Some of the beliefs and values of 'Bob Marley' are the following;
To be successful
To have loyal fans
To remain an idol within the music industry
These different elements are made up from what an artist expects from themself. As Bob Marley has now passed away the points above are elements that would have applied to the artist while he was alive and now is in the hands of individuals that want to keep him memory alive.
Major/Independent Record Labels:
This can be defined as large companies within the music industry that may also own smaller record labels. There are many music labels in today's society and some which are more successful than others. I will be researching into who the major record labels are in the music industry now. As well as who those record labels manage and who represent them.
Currently in the industry there are four associations that dominate the market, these include;
Emi Group
Sony Music
Warner Music Group
Universal Music Group
All of these organisations dominate the music industry from the amount of artists they manage and their reputation of making artists successful from the brand name supporting an artist.
Independents: This can be defined as music labels that operate one or only a few music labels. Independent labels can only just be successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music rather than manufactured mainstream.
Independents: This can be defined as music labels that operate one or only a few music labels. Independent labels can only just be successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music rather than manufactured mainstream.
Here is an example of an independent music label, Boy better know - Boy Better Know founded by Hassan based in Cannon, is often used in a slang terminology however it is more commonly known to have been established by grime artists Bob Marley was signed to three major record labels throughout his career, these were ‘Studio One’, ‘Upsetter Records’ and ‘Tuff Gong’.
‘Studio One’ is one of Jamaica's most renowned record labels and recording studios, having been described as "the Motown of Jamaica." Studio One was involved with most of the major music movements in Jamaica during the 1960s and 1970s, including ska, rocksteady, reggae, dub and dancehall. The label was founded by Clement "Coxsone" Dodd in 1954, and the first recordings were cut in 1957 on Brentford Road in Kingston.
‘Upsetter Records’ was a Jamaican record label set up by Lee "Scratch" Perry in 1968. Perry also opened the Upsetter Record Shop where he sold the records he produced. Upsetter Records signed a distribution deal with the U.K. based Trojan Records, and had its first success with Perry and The Upsetters' 1969 album Return of Django, which became a hit in the U.K. The label proceeded to release productions by many major Jamaican performers, including The Wailers and early sessions of Bob Marley and the Wailers.
‘Tuff Gong’ is a record label that was formed by the reggae group The Wailers in 1970 and named after Bob Marley's nickname, which was in turn an echo of that given to founder of the Rastafari movement, Leonard "The Gong" Howell. The first single on the label was "Run For Cover" by The Wailers. The Tuff Gong headquarters were located at 56 Hope Road, Kingston, Jamaica — Bob Marley's home. The location is now home to the Bob Marley Museum.
Generic Conventions:
The conventions consumers expect to see within a Reggae music video are the following;
A range of different locations
Different lighting effects
Quick editing styles
Interesting camera shots
Good use of lighting
Different roles being played as part of a performance and narrative based concept
These conventions are found in most if not all music video's that follow the mainstream representation of Reggae music video's.
I will now be analysing 'Bob Marley’s' song 'Three Little Birds' and how it has become so successful in today's society through the use of different elements.
The first opening shot in the music video is a long shot of a young girl walking towards the sound of a television while the song starts and the artist starts singing. This shot sets the scene for the rest of the video and demonstrates genre characteristics of a narrative based music video. Following this a point of view shot is shown allowing consumers to see where the video is set and what is seen through the young girls eyes. As well as this it will allow the audience to create a link between the lyrics in the song and the location.
A panning shot is also displayed at this point which contains the young girl walking off with the television on her hands. This suggests that the lyrics in the song are talking about the young girl. This also gives the perception that the young girl does not have a lot which leads me to relate to the lyrics in the song which ‘Bob Marley’ is singing. Throughout the chorus he sings, "Don't worry about a thing, Cause every little thing gonna be all right. Singin don't worry about a thing, Cause every little thing gonna be all right!" This suggests that the artist is talking about the young girl as it becomes obvious she is unfortunate as the music video goes on.
Editing Styles:
Throughout this music video there are different editing styles used throughout, one of the main ones I picked up on was the cartoon effect which displays three birds on the shot. This creates a link between lyrics and visuals due to the title of the song being called, ‘Three Little Birds’. This also allows consumers to build up a relationship with the young girl as the cartoon effect embraces a child like feature. In conclusion to this it is effective and is a good use editing style as it helps meet certain elements of Goodwin’s Theory.
The second editing style that is used commonly throughout are straight cuts. Straight cuts are used to change shots or locations and move from different scenes. As a result of this it helps with the overall narration of the music video and makes it clear who the different characters are as well as the roles they play. In all music video’s straight cuts are a big element that makes a music video flow and make sense.
Mise-en-Scene:
Mise-en-Scene elements when all put together are very effective as they make a video or film more realistic and conventional. Some of these elements are; costume, hair & make-up, lighting, props, body language and facial expressions.
Costume, Hair & Make-Up: These aspects when put together make a music video more realistic, as well as this it allows the audience to create a link with what an artist looks like to the way their own personal style is. As a result of this it leads me to conclude that the audience will then want to dress and have the same style as the artist they are watching as an artist such as ‘Bob Marley’ is seen as an icon all around the world. ‘Bob Marley’s’ own style is referenced to his culture, he is a Jamaican artist that follows the Rastafari movement. This is again reflected in the way his hair is and the colours he wears. In the music video the young girl playing the main role is dressed well however the audience are able to identify that she does not have a lot, this therefore means that her personal appearance is not reflected well due to her role portraying that she does not have a lot.
Lighting:
The different lighting effects used throughout the video shows the type of genre the video is set in. From the use of natural lighting and low key lighting the audience are able to tell the video is set outside.
Props: There are different props used throughout the video to make it look realistic. The items that are used are; televisions, a car, a football, money, guitar and a necklace of flowers. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.
Body Language: This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Bob Marley' and the young girl are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Bob Marley' is singing the young girl is skipping along to the music portraying that she is happy. This leads me to conclude that the audience watching the video will want to dance as well due to the upbeat vibe.
Facial Expressions:
This can be defined as a motion or position of the muscles of the face. These movements convey the emotional state of the individual to observers. Again this relates throughout the music video to the way the artist feels. Facial expressions are an indication of how someone feels and in this case again the young girl playing the main role is happy from the facial expressions being shown in the music video.
In conclusion to analysing both artist's and their music video's I have a better understanding of what should be put in a music video that follows the Reggae genre. As well as this it has given me ideas in what I should include for my own music video and how they will reference the genre.
In order to make sure my own music video follows the Reggae genre the different camera shots I have analysed above will help me identify the conventions consumers expect to see within specific genres. As well as this the editing styles I have also analysed above have given me a clearer indication of what I should aim to include in my own music video. As a result of this from analysing different artists within the same genre as my chosen artist i have been able to gain inspiration on the narrative and overall production route my music video will take in order to be as successful as the music videos i have analysed.
Editing Styles:
These elements are very important within a music video as the appearance of an artist says a lot about how want to be portrayed in the public eye. As a result of this it is vital that these elements are thought of carefully in order to make an artist appealing. On the other hand factors such as these are not a big issue for male solo artists whereas for a female solo artist there is more pressure to be seen as a stereotypical view of something perfect. As a result of this in the music video I have analysed by 'Gyptian' the costumes, hair and make-up are relaxed and natural allowing the feel of the music video to flow with a relaxed environment.
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Gyptian' and the characters are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Gyptian' is singing he is happy to be making a music video which is why he is also dance along to his music. As a result of this the audience gets the feeling of movement and makes consumers want to dance themselves.
The first opening shot in the music video is a close up of the artist, however the camera is behind the artist so it can be argued that the shot is an over the shoulder shot. This opening shot shows the artist as he starts singing and sets the scene for the rest of the video it also demonstrates genre characteristics due to the natural lighting effect that is used to portray that the artist is outside. This is also a convention consumers expect to see especially as the location of the music video is set in a hot country which is Jamaica. The audience know it is set in Jamaica from the opening of the music video when writing is on display saying, ‘A Love Story from the island Of JAH-MEK-YAH’. 
Following this an establishing shot is shown allowing consumers to see where the video is set and will be set for the rest of the video. As well as this it tells the audience where the artist/character is at a certain time if the video is following a narrative based element. Moreover this will also allow the audience to create a link with the type of music that can be found on an island like Jamaica and the music ‘Gyptian’ produces.
An extreme close up is also shown of the artist making it clear who he is and the role he is playing throughout the video. As well as this it suggests his importance and that he is the main character in the music video. 
Camera Shots:
A two shot is also displayed throughout the music video, this shot contains the artist standing with a girl on the beach in front of a beach hut. This suggests what the title of the song represents, ‘Beautiful Lady’ and his feeling towards her. In the video this is represented through the artist standing by his girl as he is singing the lyrics in the song. 
Mise-en-Scene:
Body Language:
A panning shot is also displayed at this point which contains the young girl walking off with the television on her hands. This suggests that the lyrics in the song are talking about the young girl. This also gives the perception that the young girl does not have a lot which leads me to relate to the lyrics in the song which ‘Bob Marley’ is singing. Throughout the chorus he sings, "Don't worry about a thing, Cause every little thing gonna be all right. Singin don't worry about a thing, Cause every little thing gonna be all right!" This suggests that the artist is talking about the young girl as it becomes obvious she is unfortunate as the music video goes on.
Throughout this music video there are different editing styles used throughout, one of the main ones I picked up on was the cartoon effect which displays three birds on the shot. This creates a link between lyrics and visuals due to the title of the song being called, ‘Three Little Birds’. This also allows consumers to build up a relationship with the young girl as the cartoon effect embraces a child like feature. In conclusion to this it is effective and is a good use editing style as it helps meet certain elements of Goodwin’s Theory.
These aspects when put together make a music video more realistic, as well as this it allows the audience to create a link with what an artist looks like to the way their own personal style is. As a result of this it leads me to conclude that the audience will then want to dress and have the same style as the artist they are watching as an artist such as ‘Bob Marley’ is seen as an icon all around the world. ‘Bob Marley’s’ own style is referenced to his culture, he is a Jamaican artist that follows the Rastafari movement. This is again reflected in the way his hair is and the colours he wears. In the music video the young girl playing the main role is dressed well however the audience are able to identify that she does not have a lot, this therefore means that her personal appearance is not reflected well due to her role portraying that she does not have a lot.
There are different props used throughout the video to make it look realistic. The items that are used are; televisions, a car, a football, money, guitar and a necklace of flowers. By having these elements it becomes clear to the audience the amount of thought that has gone into the production and making of the music video.
This can be defined as the communication of the movements or attitudes of the body. Throughout this music video 'Bob Marley' and the young girl are always moving showing the audience different body language in relation to the way they feel. An example of this is as 'Bob Marley' is singing the young girl is skipping along to the music portraying that she is happy. This leads me to conclude that the audience watching the video will want to dance as well due to the upbeat vibe.