Analysing Album Advertisements - Mrs Fisher

Ray Davies Album Advertisement:

This is the final album advertisement I have analysed in order for me to have a better understanding and knowledge of what to include in my own album advertisement.

This advert is again very different from the other album adverts I have analysed so far. This means that I will have greater knowledge on what is successful in today's climate as well as what consumers enjoy. Firstly the writing that is most clear to the audience is the name of the artist which is Ray Davies. By making this the element that is easiest to read allows consumers to create a link between the artist and the music they produce. As well as this it will allow the audience to have a clear indication who the advert is promoting as well as what it is promoting.

In order to attract the attention of consumers different colours are used for different text, this makes it look catchy however still professional looking. The font type and sizes vary throughout the advertisement making it look more interesting. By doing this it makes the viewer concentrate on what they are looking at which is an aspect all adverts are put in place for. Again not too much information is given away which means that consumers are still left wondering what the CD has in store. As well as this at the top of the advert it says, 'Classic Kinks' Songs Revisited'. This gives off the impression that the artist was once successful and is now trying to make a comeback into the music industry by releasing previous old hits as well as a few new ones.

The main image is of the artist allowing consumers to see who the advert is about. Moreover, a lot of information is shown on this album advert in comparison to the other advertisements I have analysed which gives off the impression that the text is more important then the artist. Having said that the big, bold writing that says 'OUT NOW' is very eye catching due to the colour and size of the text. In conclusion to this different aspects of this advert makes it successful, however other aspects makes it not as successful. Some of the elements that bring the advert down in my opinion is the lack of bright colours as it does not grab the audiences attention. As well as this the writing at the top of the advert goes on too much for the layout of the advert.

In conclusion to this I think it is best to follow the other two example adverts when creating my own advert as I feel they represent an album that is new, fresh and current which is what I want to portray to consumers.

Technique	Example	Effect
Font	The font styles/colours and sizes vary throughout this advert this makes consumers have to concentrate on what they are looking at.	The bold font catches the attention of viewers and also due to the size of the font. The main sources of information are big and bold which suggests the importance of the information. The advert does look professional, however all the different font styles used distract on what the main advert is portraying.
Style of Language (emotive)	The language used on the advert is formal as it is addressing the audience and letting them know about the past of the artist. This suggests that the artist has been in the music industry before and is trying to make a comeback.	The use of language allows consumers to build a relationship with the artist as he is trying to break into the mainstream music industry once again. By doing this and having this information on show it makes the audience feel sorry for the artist which will then make consumers want to go out and buy the product.
Image	The image shown on the advert is the album cover being promoted through the advertisement.	The advert makes it clear what the album looks like in order for consumers to go out and buy the product. The advert includes a picture of the artist which means the people looking at the advert can see who the artist is without having to look at too much information.
Colour	The colours included in the advert are; white, charcoal grey and a burgundy red.	The colours used throughout the advert shows a representation of the artist, for example; the colours represent an artist that has already been established and is playing it safe, whereas a new artist experiments with bright colours and different textures to appeal to an audience they don't yet have. The more important information is in burgundy red which quickly attracts the attention of the consumers looking at the advert. As well as this the colours used are shown in importance due to some of the writing being placed in different colours.
Layout	The layout makes the information very easy to read and makes the audience look from top to bottom.	The advertisement is easily read and does not give too much information away as it leaves consumers wanting to find out what the album contains.
Information	The artists name, The album name, The release date, What the album features, And finally what the album cover looks like.	The information given to the public must be enough to make them want to buy a product, however it must not give too much away so that consumers feel they already know what to expect. This album cover has the correct balance as it leaves consumers wanting to find out more about the artist and the new song releases.

Analysing Album Advertisements - Mrs Fisher

FIFA World Cup Album Advertisement:

Above is another album advertisement I have analysed and is completely different from the Craig David advert in many ways.

Firstly I will be talking about the image on the left which is the album cover I will be looking at. It is vital that in any album advertisement the album cover is shown in order for consumers to know what the product being advertised looks like so that they can then go out and purchase it. Moreover, the image and colours used are very bright however still remaining neutral due to being able to target a wide audience. On the album cover in the top left hand corner it is clear what the name of the album is and the purpose for it which is for FIFA World Cup (football). As well as this on the bottom left hand corner there is a logo showing the official FIFA logo. This automatically allows consumers to make a link between the logo and the meaning behind the logo for what the album is promoting. In conclusion to this it shows the audience that it is for a good cause and is a sport in which many people get involved in as well as enjoy taking part in.

Following this the main image of the man with headphones on allows the audience relate to the music aspect of the CD as well as the sport side of it from the headphones being made out of footballs. This is done to capture the audience and make them interested in it so that they can then go out and buy the CD. On the bottom right hand side of the advertisement a 'Sony' logo is easily seen allowing consumers to get to know about the organisation that has put the album together. From the reputation of 'Sony' it will automatically symbolise success which will then again influence buyer behaviour.

The majority of the advertisement uses bold letters so that viewers are able to see what they are reading. This is an aspect that all designers of album cover advertisements need to consider before creating something that leads consumers to think different. Information must be clear at all times as it will allow them to have their own opinions on the advert being shown to them. The layout of the advert is very clear and shows the purpose of the album through the use of the chosen image. In conclusion to this the advert attracts a wide target audience from the bright neutral colours as well as the information being kept clear enough so that it is not misleading.

The album also includes the featuring artists on the CD as well as producers and performers. Finally, it is also clear that consumer have a choice in either going out to buy the CD or to download it. This allows the option that consumers can choose to best suit their needs which is why I think this advertisement is so successful. As a result of this I have to again take into consideration all of these elements when making my own album advertisement so that a wide target market is attracted to buying my product.

Technique	Example	Effect
Font	Bold font and is very clear/easy to read, good font size and looks attractive for a wide target audience.	The bold font catches the attention of viewers and the font type allows it to be easily read due to the size. Capital letters also make it stand out, however it is not overpowering and does not distract from other elements of the advertisement. The main sources of information are big and bold which suggests the importance of the information.
Style of Language (emotive)	The language used on the advert is informal as it is addressing the audience like a friend due to the first heading on the advert which says ‘listen up’.	This is effective due to the advert being attractive to consumers and allowing the audience to relate to the product through the use of language which draws in the attention of consumers, it also allows them to build up a relationship with the album cover as some people do feel strongly about football and the emotion behind it.
Image	The image shown on the advert is the album cover being promoted through the advertisement.	The advert makes it clear what the album looks like in order for consumers to go out and buy the product. This then means that the colour scheme of the advert and the album cover have to be kept similar in order for the advert to make sense. As well as this the advert sticks to the football theme from the football headphones in the main image. This automatically makes a reference to football and can be seen straight away which allows the audience to acknowledge what type of product is being advertised.
Colour	The colours included in the advert are; yellow, orange, green and white.	The colours used throughout the advert are neutral but are still bright to attract the attention of whoever is looking at the advert. Again these colours as well as being bright are also earth colours which has a relation to football being played on grass.
Layout	The layout makes the information very easy to read and makes the audience look across at what they are viewing which many adverts are set out in the opposite format making the audience read from top to bottom.	The advertisement is easily read and does not give too much information away as it leaves consumers wanting to find out what the album contains.
Information	The album name, The release date, What the album features, And finally what the album cover looks like.	The information given to the public must be enough to make them want to buy a product, however it must not give too much away so that consumers feel they already know what to expect. This album cover has the correct balance as it leaves consumers wanting to find out more about the artist and the new release.

Analysing Album Advertisements - Mrs Fisher

Craig David Album Advertisement:

This picture on the left is an album advertisement for Craig David, the album being promoted is called 'Signed Sealed Delivered'.

I will be analysing this advertisement to find out which aspects attract a certain target market and how it influences consumer buying patterns.

Firstly I will be talking about the design of the advertisement as well as the writing included on it. At the top of the advertisement 'Amazing new album featuring some of the greatest soul hits' is shown. This allows the audience to understand that this promotional product is for an album and a well known artist. As well as this a bold font is used and the writing is in capital letters, this automatically makes the audience want to look at it as it gains their attention. Moreover the first thing an album cover is designed to do is attract consumers which means the heading needs to be clear to read in order to make consumers want to read more. Throughout the magazine advert different size fonts are used as some of the information placed on the advert is more important then others, this leads me to conclude that the most important factors that must be easily seen is the name of the artist as well as the title of the album and when the release date is of the product being promoted. These factors are done which means it is easy and clear for consumers to follow.

The next thing that becomes available to the eye is the image of the album which is placed directly in the middle of the advertisement. By doing this it is showing consumers what the album looks like if they want to go and purchase it. This is a vital thing to do as it will influence spending habits of consumers due to knowing an album that appeals to them. On the album cover it also becomes clear that the artist is Craig David as a picture is shown of himself allowing the audience to create a link between his music and what he looks like. Throughout the layout and format of this advertisement it is clear that a specific colour scheme is being kept, this makes the advert look very professional and will attract a specific market segment. By keeping the advertisement neat and smart a wider target audience will find it appealing due to the intense feel of the advert.

Moreover, the information that is placed on the album advertisement is precise but is not giving away too much information. This means that consumers have a rough idea in what to expect from the album however it still leaves consumers wanting to find out what the contents are of the full album which will then make them go out and buy it. In conclusion to this the main points such as album name, artist, release date and featuring artists are the main elements which needs to be included in any album advertisement. As a result of this when coming to create my own album advertisement I must take all of what I have gained from looking at this advert into consideration in order to promote my artist and their album correctly.

Technique	Example	Effect
Font	Bold font and is very clear, good font size as well and is easy to read.	The bold font catches the attention of viewers and the font type allows it to be easily read due to the size and actual font. This makes it look very professional and relates to the genre of the artist which is R’n’B. It also follows the generic conventions of an R’n’B artist due to the colour scheme and the feel the advert gives to consumers.
Style of Language (emotive)	The language used on the advert is formal as it is addressing and promoting an artist.	This is effective due to the advert sounding attractive to consumers and allowing the audience to relate to the artist being promoted through the advert in wanting to be successful and being known for a professional attitude.
Image	The image shown on the advert is the album done by the artist.	Throughout the advert a specific colour scheme is running throughout making it look professional and well thought out. Moreover the advert contains a picture of the artist allowing consumers to build a link between the artist and them self. The initial of the artist is also show which is ‘CD’. Another aspect that is effective is where the name of the artist is placed as it is inside of the initials making clear who the artist is and how they want to be seen to the public.
Colour	The colours used throughout the advert are black, grey and white.	The release date of the album is in white as it stands out the most against the black background. The rest of the text is in grey which again is another colour that makes it stand out. The text is bright enough to be seen on the background however still looks sophisticated which is the look the artist is going for.
Layout	The overall layout of the advert is clear and easy to read, it looks well thought out due to the spacing of everything and looks professional.	The advertisement is easily read and does not give too much information away as it leaves consumers wanting to find out what the album contains.
Information	The artist, The album name, The release date, What the album features, And finally what the album cover looks like.	The information given to the public must be enough to make them want to buy a product, however it must not give too much away so that consumers feel they already know what to expect. This album cover has the correct balance as it leaves consumers wanting to find out more about the artist and the new release.

Final Chosen Album Cover - Mrs Fisher

Chosen Album Cover

(Front Cover)

(Back Cover)

As a group we decided to use the two above images above as our album cover as we felt it represents the artist the best due to the images portraying the type of artist she is and the use of colour that will allow consumers of any age and gender to be attracted to buy this good.Moreover this album cover portrays how the artist should be seen, the front cover artwork piece is displaying an image on the right hand side which portrays innocence, a sweet young fresh artist and a happy idol for all age groups. From keeping in with the generic conventions of an album cover the right hand side picture shows a bit of skin however not too much so that it looks distasteful. Having said that this needed to be done in order to attract a male market, young girls as well as teenagers and adults will be able to relate to the artist due to the clothes she is wearing and her whole image which is an aspect most girls/women pick up on when presented with a new artist.

The image on the left hand side which is faded out shows the artists face so that consumers are able to have a clear indication of what the artist looks like from her neck up and thighs up. As a result of this taking into consideration all aspects of what consumers may think when looking at this album cover for the first time has made decisions and editing styles easier when you know what market you are trying to target.

Album Cover Third Draft - Mrs Fisher

Album Cover Third Draft

Front Cover:

Back Cover:

This album cover design was done by the final member in my group who's name is Ozgen Ibrahim as you can see she chose a different image for the front cover then Katie and myself did. We did this on purpose to have a better idea of which image would be the best over others. 

Album Cover Second Draft - Mrs Fisher

Album Cover Second Draft

Front Cover:

Back Cover:

Above is the second album cover design which was done by Katie Woodland who is a member in my group. As a group we were set a task to create an album cover each and then choose the best idea out of the three.

Album Advertisement - Mrs Fisher

Final Album Advertisement

In order to create an album advertisement that appeals to a wide target audience a number of aspects need to be taken into consideration before edits and and image can be used together to create a final piece. An advert is also used as a form of promotion which means that it gives a brief description of the product or service without giving too much information away. As a result of this I think this album advertisement shown above is a good example of a mainstream artists representation and what they stand for.

In order to create this advertisement I used Photoshop to add in text and the faded image in the background. The editing effect I have used has followed on throughout the theme of the album cover and the advertisement which follows on from the generic conventions that make an advertisement appealing. I think that it is very effective to have an image of the artist with brief information so that the editing style does not distract attention from the artist and the information being shown. In conclusion to this it is important to have the name of the artist on display at all times in any advertisement, moreover to establish the advertisement from being an album promotion it is vital that this is easily picked up on. I have done this by writing 'Amazing New Album' which gives knowledge to consumers that a new release has just been made. A release date is also shown so that consumers are able to go out and buy the album from a certain date. This is also a vital aspect due to the fact that if consumers do not know when the album is going to be released they will not know when or how to purchase the album. Then finally, a few featuring songs on the disc are shown so that the audience can see what kind of music the artist produces from the title of each song.

This album advertisement is the final chosen advert as my group and I feel it represents the artist best to appeal to a wide target audience due to the neutral colours.

In conclusion to this the album advertisement is effective and straight to the point which consumers prefer, it leads consumers wanting to know more about the artist due to the information being kept brief and finally the image that has been used again represents the artist and allows a wide target audience to be drawn in as it is kept neutral but still appealing.

Image Board - Mrs Fisher

Image Board

The image shown below is a representation of what 'Shani' my chosen artist stands for. As well as this it represents materialistic goods that consumers also can relate to. 

An image board is sufficient in allowing a production of identity, it also allows managers and music labels to identify what aspects consumers will enjoy as well as the aspects they will not. Some of the items included on the image board are as follow;

• Make-up
• Perfume
• Money
• iPod & Headphones
• Cd's
• Sunglasses
• Accessories
• Jewellery
• Phone
• Flowers
• Chiffon Material

These items portray a perception of an artist they is very influenced by music, to incorporate that into my image board an iPod, headphones and Cd's were put into place. This is used to symbolise how much my chosen artist 'Shani' is into her music and is something that she loves. In conclusion to this it will then allow the audience to build up a strong relationship with the artist for being so passionate about the music being produced by the artist.

Moreover, make-up, perfume and accessories is an aspect of personal image and hygiene. For an artist following a mainstream perception such as Shani it is vital that a star image is thought of and is represented correctly so that the correct target market is attracted to the artist. This means that the artist has to look good and keep up an appearance that influences others. Fashion also has a big part to do with an artist as it is part of the package to look and dress good as well as to produce the best music.

The reason money and a credit card was placed in the image is to represent success. In any opinion or view money is seen as being successful which is why it is vital that an artist has the drive to want to make money as well as to please fans. Having said that, it is not all about money however it is the main aspect in relation to record sales and providing an income to producers, music labels and the artist.

In conclusion to this my image board has been very successful and has allowed me to gain the views of where I would like to see 'Shani' as an artist in the present and future. It has also allowed me to understand how 'Shani' could attract a niche market as well as mainstream fans from the clothes she should wear and personal appearance.

Album Cover Final Version - Mrs Fisher

Final Album Cover Artwork

From looking into a number of different album covers I have decided that I was going to change my album cover draft by adding another image faded in the background so that it does not look plain and boring. As well as this a good album cover attracts attention and in this case it now does due to the amount of editing that has gone into the album cover. In order to add the image in the background I had to follow a number of steps so that it was a success. Below is a screenshot taken when I was editing the picture showing how I added the faded background image. 

In order for the image to be placed in I had to create another layer and then loading the picture onto that layer. I then had to mix the layers and fade them in so that I would get the effect I wanted. Once I had both images in place I adjusted the fade level which allowed the left image to change into the same colour as the background. 

After this was done I was very happy with the overall outcome, however I had to remove the flower in the artists hair on the left image. I was able to do this by blurring out the flower again into the background and making sure I stuck to the same method. Only then did I feel successful in creating my own album cover and the final image is shown above of the album cover for Shani.

As well as a front cover an album needs a back cover as well displaying a barcode, website, parental guidence logo and the logo of the music label the artist is signed to. The back of an album cover also includes all the names of the songs on the album and displays a picture of the artist again promoting the new release. Below is the back cover of the album I have created and the different elements that make this back cover professional and conventional.

 As you are able to see this back cover follows the conventions of any back album cover. The name of the artist is clear at the top for consumers to read a well as the name of the album. This allows the back artwork piece to look professional as I have studied a number of different album covers that follow the same elements. Moreover on a album/single back cover the songs on the Cd are always available to be seen so that it is clear what consumers are listening to. As a result of this again I chose to use the same font as the rest of the album front cover to follow the conventions as well as it being easy to read.

On the bottom left hand corner a parental advisory logo is placed so that the parents/careers of anyone buying the Cd under a certain age is able to see that the lyrics in the song do contain some sexual references. This aspect is vital to include on any back album cover as it enables consumers to know what they are buying and if they do or do not want to purchase the good. Following this 'OCK' is the name of the music label supporting 'Shani'. On all album back covers organisations make it clear from the start which artists they manage in order to set themselves apart. In conclusion to this 'OCK' stands for Ozgen, Christina and Katie which are the names of my group and I.

Following research I carried out I found that most album back covers contain a website of the artist they are promoting allowing consumers a fan page were they are able to go and find out information on the artist's album they just bought. As 'Shani's' image at the moment is very casual and sweet I felt that the colour white portrays what she represents. As well as this it is also a colour that stands out from the editing and the image placed in the background. Then finally, a barcode must be found on any good as it gives the prices of the item. Instead of having a barcode that takes up a large area it looks more effective to just have a small barcode representing the price of the item. As a result of all of this I am pleased in the way my album cover has come out both the front cover and the back as it symbolises 'Shani' as an artist.

Album Cover First Draft - Mrs Fisher

First Album Cover Draft 

This is the first draft of my album cover for my artist 'Shani'. 

From the photo shoot we carried out as a group I favoured this picture to be used as an album cover as I feel it represents the artist and will appeal to a wide target audience. As well as this I feel that this image shows the conventions of a Reggae artist. The body language of the artist is sophisticated from the outfit she is wearing and gives the feel of a friendly, sweet young fresh new artist. Below is the original image and you are able to see the difference made just by different editing techniques. 

I will now be stating the different stages I had to go through in order to create my final draft for my album cover.

Firstly I had to separate the background from the actual image of the artist which is what I wanted. I did this by using a specific tool and removing certain layers to free the outline of the artist’s body. Following this I cut the shape out of the artist and deleted the background making sure I did not cut anything off the image. Only when I managed to get the image cut out to the way I wanted was I then able to delete the background and start adding in effects and edits, I cut out the image using the tool ‘magic wand’ which allowed me to be precise and exact. However before I could do this I had to change the colour of the background so that I was able to see the off cuts of what I did not want to be included in the image. The best colour that brought out any of the little bits I did not want to be included in the image was burgundy. Only then was I able to identify and correct the outline of the image. Here is a screenshot below displaying what procedures I had to follow in order for the outline of the artist to be exact and sufficient enough for an album cover.

After the artist was cut out correctly I removed the burgundy background and changed it to plain white, this then allowed me to experiment with different backgrounds for the album cover. Once this was done the edges looked a bit harsh from the outline I had cut out this then meant I did not feel it looked the best it could. As a result of this I then chose to blur the outline of the image which created a softer looking edge. I found this most effective around the hair as it made the texture of the image look smother and professional. In conclusion to this I am very happy with the way the image was cut out of the background, then placed on to a plain white background while using the different tools I did in order to help me. Moreover by experimenting with Photo Shop it has allowed my confidence to grow throughout more editing aspects. 

After I was happy with the edges of the image I then moved onto the background colour of the album. I thought it would be best to apply a neutral colour base due to the colour of the dress being so bold and vibrant. As a result of this I chose cream and added a small hint of green to add on effect. Once this was done I felt that everything was put into place, as well as that my edited image was looking like an album cover that would attract consumers of all kind. 

Once my final image was done I was pleased with what I had produced, however I still felt that there is room for improvement which is why I carried out a draft version first in order to see what direction my album cover was going. Now a draft has been done I will be able to see different aspects that have a positive impact as well as negative ones and make changes so that in my final draft of my album cover I will have no doubts about any of the editing styles or layout of the image. 

In conclusion to this I do feel the image is lacking something due to the large space left on the left hand side of the image. Having said that it is not too busy and does not distract away from the artist which is the main cause for album cover artwork.

Diversity of Music Videos - Ms Georgiou

Diversity can be defined as the quality of being different and offering a wide variety. When this is associated to music videos it is when an artist has the opportunity to express themselves in a number of different ways; for example through lyrics, music videos and costumes etc.
I will be researching into two artists who use this throughout their work, these are Chris Cunningham and Michel Gondry.

Chris Cunningham is an English music video film director and video artist. He was born in Reading, Berkshire in 1970 and grew up in Lakenheath, Suffolk. Cunningham has had close ties to Warp Records since his first production for Autechre. Videos for Aphex Twin's "Come to Daddy" and "Windowlicker" are perhaps his best known. His video for Björk's "All Is Full of Love" won multiple awards, including an MTV music video award for Breakthrough Video and was nominated for a Grammy for Best Short Form Music Video. It was also the first ever music video to win a Gold Pencil at the D&AD Awards. It can still be seen at the Museum of Modern Art in New York. His video for Aphex Twin's "Windowlicker" was nominated for the "Best Video" award at the Brit Awards 2000. He also directed Madonna's "Frozen" video which became an international hit and won the award for "Best Special Effects" at the 1998 MTV Music Video Awards. 

Source: Wikipedia

From Chris Cunningham's work I will be analysing two music videos, these include;

• Madonna - Frozen
• Aphex Twin - Come to Daddy

This music video follows different presentational formats as well as generic conventions for the type of genre the artist produces music within. The video shows Madonna playing an ethereal Gothic witchy, melancholy persona, with long black hair, black gowns and ‘mehndi’ on her hand showing the Hindu word ‘Om’ on her palm. She shape shifts into a flock of crows and a black dog. By the use of these media techniques in her music video Madonna has created the genre of her video to her target audience which is pop. This music video is very effective as it leaves consumers wanting to see what happens within the video. This aspect is an element all producers want to create while producing a video of any kind. This music video is a unique example of a Pop video as it doesn't follow the usual generic conventions the audience expect to see from an artist such as Madonna. This music video is performance based as Madonna is taking part in the production and role play within the video. A prime example of a music video produced by Madonna within the Pop industry that follows the generic conventions of Pop music is 'Hung Up'.



This music video follows the generic conventions of a Pop music video as it is upbeat, it is also performance based as well a concept based. This video is performance based due to all of the dancers taking part in the video showing the audience a choreographed routine. It then becomes concept based due to the message the video is giving out which is also the title of the song 'Hung Up'. The term hung up gives the perception of not being finished with something for example; in a relationship which a lot of music videos reference. In conclusion to this 'Frozen' is a music video that is not expected from an artist such as Madonna. This may have a positive impact on the artist due to a wider target audience being targeted. Having said that it may also have a negative impact due to consumers and loyal fans not liking what this music video has to offer.

The generic conventions 'Frozen' follows is more towards a Gothic, punk image rather than a Pop, upbeat image. This music video also does not follow Goodwin's Theory in any aspect, here are the seven points of Goodwin's Theory;

• Music videos demonstrate genre characteristics
• There is a relationship between lyrics and visuals
• There is a relationship between music and visuals  
• The demand of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. 
• There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
• There is often intertextual reference
• Whether the video is primarily performance, narrative or concept based and how elements of each is used within

Firstly the music video does not demonstrate genre characteristics as the video follows the generic conventions of a Gothic, punk music video instead of a Pop music video. Secondly the music video does not show a relationship between lyrics and visuals due to the title of the song 'Frozen' which is not shown in any way throughout the production. Having said that the scene and environment the music video is set in shows a cold feeling which could show a relation to 'frozen'. Moving on, there is not a relationship between music and visuals as the lyrics and video show no narration that go together. There are however quite a few close ups of the artist face and body which appeals to a certain target audience. There is no intertextual referencing within the music video, however is performance based due to Madonna playing a role within the video. 

In conclusion to this different elements of Goodwin's Theory can be identified, however has to be analysed carefully to pick up small elements. The majority of the music video does not follow Goodwin's Theory which I have explained above and does not follow the generic conventions of a Pop music video that Madonna's fans expect to see.



This music video is by AphexAggrotech, drum and bass. The reason I think Aphex Twin choose to film their music video in this way is because they thought of the many positives it could apply to their target audiences, some of the positives from this video which I have gathered are that it is very different, unique, and memorable and something new for their target audience.

This music video does not follow the generic conventions of a dance music video as it encourages different emotions rather then to make consumers want to dance. As a result of this genre characteristics are not met as the audience watching this music video will not find any link that represents dance music. Moreover lyrics and visuals do not have any link that brings the video together. Having said that the title of the song 'Come to Daddy' does show a link between the costumes and the characters played within the video as children are used, it also shows them going to their 'Daddy' (the spirit). However this is a very small aspect and does not reflect the generic conventions of a dance music video. Following this, music and visuals do not match due the tone of voice of the artist being quite disturbing which again does not follow the conventions of a dance music video.There is not any close ups of the artist however there are of the spirit playing the role towards the end of the music video as he comes out of the TV. There is no intertextual referencing throughout this music video as nothing is being promoted. Finally, the video is however performance due to the different roles being played out for the production of the video.

Goodwin's Theory is followed in some aspect throughout this music video however not all aspects are included. The music video does not however include the generic conventions of a Dance music video. Dance music videos are upbeat and show a performance based element that consumers will be able to relate to, this is also used as a link between the audience and the artist. However in my opinion for someone who has just watched this music video I can not relate personally to anything that is on display to consumers. Having said that the artists know what there target market is and what attracts them to listen to their music which is why it can be seen as effective to a specific target audience.

Michel Gondry (born May 8, 1963) is a French film, commercial and music video director and an Academy Award-winning screenwriter. He is noted for his inventive visual style and manipulation of mise en scène. Gondry was born in Versailles, France. He is the grandson of inventor Constant Martin. He has a teenage son named Paul who is also an artist.

His career as a filmmaker began with creating music videos for the French rock band Oui Oui, in which he also served as a drummer. The style of his videos for Oui Oui caught the attention of music artist Björk, who asked him to direct the video for her song "Human Behaviour". The collaboration proved long-lasting, with Gondry directing a total of seven music videos for Björk. Other artists who have collaborated with Gondry on more than one occasion include Daft Punk, The White Stripes, The Chemical Brothers, The Vines, Steriogram, Radiohead, and Beck. Gondry has also created numerous television commercials. He pioneered the "bullet time" technique later adapted in The Matrix, in a 1998 commercial for Smirnoff vodka, as well as directing a trio of inventive holiday-themed advertisements for clothing retailer Gap, Incorporated.

From Michel Gondry's work I will be analysing two of his productions these include;

• The White Stripes - The Hardest Button To Button
• Kylie Minogue - Come into My World

This music video follows different presentational formats as well as generic conventions. The White Stripes are a band that produce music under the rock genre. From the video above you are able to see that this music video does not follow the generic conventions of a rock music video. The conventions of a rock music video is dark, flashing lights, a messy and tarnished image of the artists; a prime example of a rock band is 'Kiss' who portray these conventions. Whereas 'The White Stripes' show a different kind of image that represents and targets a different audience. Also this video is very unique and is not what the audience expect to see in any other music video from this genre. This video also had a colour scheme going on which was red, white and black which can help make the video memorable to the audience. 

This music video is very individual and can go in favour for the artists due to the different elements that are brought together in order to make something different. This music video also allows consumers to relate straight to the music of the song without following any narrative or concept based elements. In conclusion to this for first time viewers, the video may not be as successful because consumers are not able to create a link between the artists and the music they produce as no emotion is shown. I will now be analysing the seven points of Goodwin's Theory and how 'The White Stripes' music video does not follow the generic conventions of a rock genre. Here are the seven points of Goodwin's Theory;

• Music videos demonstrate genre characteristics
• There is a relationship between lyrics and visuals
• There is a relationship between music and visuals  
• The demand of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. 
• There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
• There is often intertextual reference
• Whether the video is primarily performance, narrative or concept based and how elements of each is used within

Firstly, the music video 'The Hardest Button To Button' by The White Stripes does not demonstrate the genre characteristics of a rock music video. A rock music video as I have stated above usually contains an aggressive nature that consumers enjoy and are able to relate to. Whereas this music video shows a repetitive form of the band as they are performing. Following this, there is not a relationship between lyrics and visuals as the lyrics have nothing to do with what is being shown to the audience. As a result of this the audience may become confused with the purpose of the video however will give them an opportunity to build a relationship with the artists. Again similar to that point, there is no relationship between music and visuals that can be picked up on directly, on the other hand throughout the video props are used (drums and other equipment) with a repetitive action. This allows the audience to build up on music and visuals from the equipment that is used to create the music. There are no close ups of the artist in this video that allow the audience to relate to the actions of the group as well as no intertextual referencing. The video is however performance based as the artists are taking part in the production of the music video. In conclusion to this the video can have mixed reviews and comments due to the lack of appealing to different target audiences and only appealing to the existing fans of the band.

I then analysed the music video 'Come into my World' by Kylie Minogue.



This music video also follows a different structure to most produced by this artist. Kylie Minogue is a very well known established artist and has been producing music from a young age. This then leads me to conclude that she has a solid fan base that will always follow her music and enjoy what she has to offer as an artist. Moreover this music video shows different perceptions of what Kylie's usual type of music is which means it could have a two way impact on her record sales and viewings.

Throughout this music video consumers are not able to create any link between the artist or the visuals in the song. This means that the audience are left wondering and anticipating the storyline of the music video. Moreover in the video a repetitive effect is once again used showing the artist walking around on the same set up with the same background and the same production happening behind as part of normal day life. As Kylie is walking round and she reaches the same point were she started another replica of Kylie appears walking behind one another as the song goes on there are four of the artist walking around. This shows the audience a different side to the artist then they are used to as the majority of her music videos are upbeat and contain choreographed routines. In conclusion to this I will now be comparing the features in this video to Goodwin's theory and explaining why the video does not follow these elements that mainstream video's do.

Firstly, the video does not demonstrate genre characteristics due to the lack of dancing and the overall feel a Pop music video usually gives off. As well as this the video is the opposite of what the artist is known for which can have a negative impact on the artist. Secondly, lyrics and visuals are not represented as the lyrics and the title of the song show no link between what is happening on screen. The production and style the producer (Michel Gondry) has chosen shows no representation of the artist which is a brave choice to make when considering the association with an artist such as Kylie Minogue. There is also no relationship between music and visuals that allows the audience to build up a bond which means that the video has no representation of what consumers again expect to see. There is no close ups of the artist, just a repetition of what is shown throughout. As well as this there in no intertextual referencing of any products and then finally, the style the music video falls under which is a performance based element due to the artist taking part in the production.

In conclusion to researching into and analysing these producers I am able to see where I would like my own music video to go and what elements will work best with the options I have available to me. As my artist follows the mainstream perception it is essential that I follow Goodwin's Theory if it is to be a success. From studying these music videos as well I have been able to see what not to do and what to do when thinking of how to target a specific market segment. There are a number of advantages and disadvantages of diversity within any video and some of these points are listed below;

Advantages

• Memorable videos that are individual
• Artists can have a niche audience
• Abstract comes to life
• The artist has an intellectual sense

Disadvantages

• Limited target audience
• No relationship built with audience and artist(s)
• Some of the audience may find videos bizarre which will lead to them loosing fans

Some things that may work well within my music video are different elements that is not expected from a mainstream artist and something that sets Shani apart from other artists that work in the same genre. Having said that consumers enjoy what is expected of them and keeps them watching what an artist produces. In conclusion to this with the help of market research I will be able to target my video at a specific market segment that allows a bond to be formed.