When considering the stereotypical fashion for this genre of music, the audience are highly likely to mimick that of the artist due to perceiving them as an 'idol'. The general fashion for this typical audience, for both males and females would be casual, high street fashion such as baggy t-shirts and jeans. This aids the audience to feel in connection with the artist, to the extent of even copying the artist exactly. The leisure activities undertaken by an audience interested in the Drum&bass genre would enjoy going to music festivals and gigs. Futhermore, this can be witnessed by the wide selection of advisements for live music events, both on offical websites and as flyers. In addition, the audience also have the opportunity to buy albums for home entertainment off a variety of music platforms. Moreover, there is the possibility that audiences may be interested in celebrities related to similar genres. Finally, the social economic background of this audience cannot be certain however, one would assume that audiences must be fairly wealthy to be able to afford tickets to concerts and gigs, assuming a middle class status.
Tribes
I went to the Channel 4 website, registered, and took the 'Tribes' survey. I feel the questions were relevant to answer however, the choice of possible answers rarely applied to me. Trying to answer as truthfully as possible, my result classed me as a 'Styler'. This therefore, stereotyped me...
You love to look your best, image is everything.
Think All Saints, Diesel and Nike - nice.
You have your hairdresser on speed dial, just in case
Weekends are spent in upmarket bars and an exclusive club for afters; time to get the drinks flowing
If you had your way, life would be one long R'n'B video
When considering myself as an individual, I feel this is fairly accurate. Image to me is important and Im interested in designer brands, enjoying nights out. However, I infrequently listen to R&B music so the last point I feel doesn't apply to me.
According to the website, only 5% of UK tribes are also stylists, with my region being dominanted by the Townie Tribe.
Chase & Status Chase & Status are a British Electronic music production duo composed of Saul Milton and Will Kennard. Having being part of several record labels, including UK operated Ram,Vertigo and Mercury as well as American managed Roc Nation, Chase & Status have won multiple Drum&Bass awards.
Chase & Status realised their debut album in 2008 entitled; 'More than Alot'. Since than the artist have released follow on albums; 'Against All Odds' (2009), 'No More Idols' (2011) and the most recent 'Big Man'. Since 2007, the duo have been nominated for 16 awards, winning the total of 7 awards including; Best Producer, Best Live Act and Best Album.
Due to Chase & Status becoming a pioneering force within the Drum&Bass industry, a bulldog has been used as artwork on their album 'No More Idols' to represent power. The bulldog is also a popular symbol of determination and strength representing the artists furthermore, in an identical way. In addition the bulldog is commonly used to represent Britain due to it commonly being associated with Winston Churchill during the war. This therefore, could be used to symbolise the origin of the artists.
My favourite track from this album is 'No Problem', produced by Alice Ceresole and showing visual production by The Light Surgeons.
Chase&Status also have their own official website. This offers multiple media platforms including, Youtube, Facebook, Twitter, Soundcloud and Spotify. The purpose of these enables various promotions through social networks, contributing to a spread of advertising for the duo. Along with videos and photos creating a star image of the duo, news allows the audience to keep up to date with the latest movement of the artist. Also, the website allows the audience to buy tickets, albums and DVDs offering multiple choices of purchase therefore, giving the buyer freedom of choice. Futhermore, the website allows you to change the colour scheme of the page, enabling the audience to have personalisation when using their site. Finally, the website is very effective when advertising their image, using the bulldog as their key identity point.
Likewise, with their advertising material, Chase&Status keep with their symbolic bulldog as well as keeping their colour theme constant, contrasting yellow against black. I think this works when representing the music of the duo, showing the too opposite ends to the genre, Drum&Bass.
Here, I will be analysing the music video 'La La La' by the artist Naughty Boy, featuring Sam Smith. This pop and also UK garage genre music video was directed by Ian Pons Jewell, a London based filmmaker, whom was nominated for 'Best New Director' at the 2011 UK Music Video Awards. This music video broadly attributes to the pop genre by aiming to appeal to a general audience, rather than to a niche sub-culture. Futhermore, this can be identified by the extensive range of characters used, combining a number of different ages, genders and ethnicities within the video. In addition, dancing is encouraged, in which a scene is shown with a group of ladies dancing to the beat therefore, supporting general characteristics of pop.
When considering the relationship between the lyrics and visuals, these are witnessed to be highly illustrated. A few examples include; 'I find a way to block it I go La la, la la la..' These lyrics are illustrated by a young boy covering his ears consequently, blocking out the noise, and miming the lyrics 'La la la'. These actions are seen as a motive throughout the video, due to their importance to the songs title. Further through the video the lyrics announce 'I can't find your silver lining'. At this point from a low angle shot, the camera looks up at clouds in the sky. This symbolises the phrase 'Every cloud has a silver lining', mimicking the embarked bad situation for the young boy. Finally, 'Yes our love is running out of time'. At this point, a heart is chosen though, being dead, and placed within the pocket of the older man. This represents that the individual doesn't have long left with the person that he loves, also being proven in the following lyrics 'I won't count the hours'.
In comparison to this, I feel that there is a weaker relationship between the music and visuals. From the beginning, the video cuts primarily to the beat, having only 13 seconds of pre-non diegetic sound as the camera leads into a darkened room. At the very start of the song, a solo instrumental fragment is witnessed. This is not illustrated, but instead contradicted as the video footage shown constructs the upcoming story of the video rather than anything associated with instruments. Moreover, the pace of the music video varies however, this does not stimulate due to the change in tempo of the music. For example this is seen in the repetition of the chorus. A fast past is seen with the dancing of the female group, in opposition to the following chorus which demonstrates a slow pace with the three characters walking side by side.
I feel the music video aids the message behind the song. Along with the record company, Virgin Records (a British record label founded by entrepreneur Richard Branson) selling this track as a pop genre composition, the video aims to promote the emotional message behind the track. To me, this appears to be the troubling reality of verbal abuse hence, the lyrics 'When you spit your venom,keep it shut I hate it'. Personally, I think this is a strong selling point, due to the direct address which the song targets the audience with.
Throughout the whole video, the artist isn't seen once however, I feel that the artist is portraying himself by having a half-caste race dominant the music video. With 'Naughty Boy' being born to a British nationality, his real name Shahid khan, suggests his foreign roots. When looking at previous videos by the artist, in this case 'Wonder', featuring Emeli Sande, similarities can be seen. For example, the video, likewise to that of 'La la la' is heavily landscape based, making use of impressive surroundings. Filming locations include; forests in Denmark (Wonder), La Paz and the Salt Plains of Uyuni in Bolivia (La la la). Futhermore, I feel both videos are highly contextual on culture, being seen via the use of tribal figures in both extracts. However, there are differences between past and present videos, having 'La la la' illustrate the lyrics whereas, 'Wonder' contradicting the lyrics with no established connections.
Within the video there is a segment to the notion of looking. This is witnessed within the scene, of which the only females are present throughout the entire music video. The ladies are costumed to represent sexual display, wearing tight fitted clothing used to exaggerate the womanly curved figure. I feel this has been implemented into the video to attract the male eye, expanding the general audience of the track.
In addition, a variety of intertextual references are shown. Just after halfway through the video, an abandoned television is shown, in the pathway of the three travellers. As this is being walked past, the screen enlightens to the text 'Hotel Cabana'. This is the name of the artists new album therefore, promoting not only the single track, but also the entire album. Additionally, 'Hotel Cabana' has been made into a conceptual album by the artist. This comprises Naughty Boy, having spent 18 months making a filmic narrative to go with his album, featuring a stellar cast of urban and pop superstars, each playing an individual character. Not only this but, the video is inspired by 'The Wizard Of Oz',mimicking the journey of discovery. Plus, I think this is seen present in the appearance of the two older male characters, representing firstly the Scarecrow and then the Tin Man. I feel this element has been used as an aid of appeal to a wide audience due to the film being a classic as well as it also being a recent remake, 'Oz The Great and Powerful'.
When considering the music video production, 'La la la' is seen to be primarily a narrative-based video.
This is because Narrative-base videos follow a storyline, and tend to apply that storyline throughout the whole video, which can be seen here. This is witnessed in the format of a young boy running away from home, due to verbal abuse from an old man whom here, we presume to be his father. Futhermore, this creates a journey which is then used as a theme throughout the rest of the video.However, certain areas also contain a sense of performance and concept-based footage though, these are incredibly minimal. This can be seen, for example in the female dance scene, showing aspects of performance and also characteristics from the pop genre. Not only this but, concept is shown here with the dancers having no relevance to the lyrics of the song therefore, showing areas of story which are unlinked.
To conclude, the music video 'La la la' by the artist Naughty Boy, featuring Sam Smith is a classic example of the pop genre. This is mainly down to the generality of the target audience, including a range of ages, genders and ethnicities. Like previous videos, Naughty Boy is never seen in any of his productions, but each video sutterly makes reference to the artist through cultural roots. However, the illustrative narrative of the video helps the audience make a strong relationship between the lyrics and visuals therefore, aiding the exploration of the deeper meaning.
1. Music videos demonstrate genre characteristics (eg: Stage performancs - metal video or Dance routines - girl/boy bands)
2. There is a relationship between lyrics and visuals
Illustrative - Lyrics that relate to a visual story
Amplifying - An added meaning to the lyrics through visuals
Contradicting - Lyrics and visuals which do not match
3. There is a relationship between music and visuals (again, either illustrative, amplifying or contradicting)
4. The demands of the record label will include the needfor lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual study)
5. There is frequently a reference to the notion of looking (screens within screens, telescopes etc.) and, particulary voyeuristic treatment of the female body.
6. There is often intextual reference (to film, TV programmes, other music videos etc.)
When considering my favourite music category, this would fall into the Drum and Bass genre. Be. The genre is characterized by fast breakbeats (typically between 160–180 beats per minute, occasional variation is noted in older compositions), with heavy bass and sub-bass lines. Below, I will be creating three artist profiles on some of my favourite artists, whom fall into this category Netsky Netsky, is a Dutch Drum and Bass producer, layering music with many instrumental layers and frequent vocals. Netsky is not only a musician but also, a songwriter, audio mixer, record producer and a DJ.
'Netsky' was the self-titled first album from Belgiandrum & bass musician Netsky, released in the year 2010. The album primarily features drum and bass tracks, with various vocalists such as Darrison and Jenna G.
Following the success of 'Netsky' a second album was released in 2012, entitled '2'. This was released either as a digital download, CD or Vinyl. '2' increased the popularity of the artist, peaking at number 1 in the Belgium charts, offering development on previous songs by the artist. Below, I present a youtube link for the song 'Puppy', which appeared on the second album '2'. This was shot and directed by Andrew Attah, being filmed on location in Mid Wales.
The artist also promotes his own website, offering live information updates as well as adverting for upcoming releases and tour dates. Being part of Hospital Records, an independent record label based in South London, a link is provided to promote festivals including the artist alongside other Drum & Bass artists. The website also includes a range of social media platforms such as Facebook, Twitter and youtube so the audience can interact and hopefully develop support for the artist.
Alongside technological promotions, Flyers are further used to aid live music concerts. I feel the visual images reflect the genre of music by typically showing raves. This is the atmosphere expected and therefore, supports the heavy bass lines present. Not only this but, typically the prime colour is seen to be black. I feel this represents night, creating associations with the time of day of which raves exist.
Sub Focus
Nick Douwma, better known as Sub Focus, is an English electronic music producer. Occupations include the artist being a musician, songwriter, audio mixer, record producer and DJ. Sub Focus is signed to two record companies; Ram Records (being a UK independent record company, specialising in Drum&Bass) and OWSLA (being an American record label owned by Sonny Moore).
The artist has released to date, one début album self-titled; 'Sub Focus'. The album primarily features drum & bass tracks, however there are tracks showcasing dubstep, electronic, house and trance music elements. Moreover, Sub Focus plans to release a second album in the current year, 2013. I feel the album cover represents the music of Sub Focus well, due to the range of colours acting as the variety of different beats within the Drum&Bass genre of music. Although, only released as a single, my favourite song 'Tidal Wave' featuring Alpines, was the highest single released by the artist peaking at number 12. Though, this recently changed when the chronological single 'Endorphins' was released, hitting number 4 in the UK singles chart.
The artist also has his own website. This communicates current news and advertisements for upcoming live events. A wide variety of social platforms are also Incorporated such as Facebook, Myspace, Twitter, Youtube, Soundcloud, Instagram and Google Plus. This allows the artist to be promoted in a variety of ways, advancing a positive spread of word of mouth. The website in addition, promotes sales by giving opportunities to the audience to buy past and present singles off the media platform of itunes.
This music video, 'Could This Be' by Noisia is very effective. The animated video shows an aeroplane travelling throughout the song, being synchronous with specific beats. For instance, this is seen at the start of the music video, when a heavy beat drops and the plane is seen to crash through, what I would interpret to be glass. As the plane is travelling it is witnessed to be falling apart before another plane is postioned, changing the scene from sky to land. Again, the plane is seen to crash synchronous with heavy beats leading up to the mass explosion at the end of the song. Another reason why I feel this video is successful is due to the age of technology. With this video being released a year ago, this means that the video-game representation is a frequent site to the band's target audience. However, the downside to this, I feel is the missing site of the band itself, loosing connections with the audience.
At the very start of the music video, 'Better Energy' by Moones, there is diegetic sound as a man is seen clambering amongst objects in the ocean. This soon changes, when the starting beat of the song drops, leading to a change in location. At this point emphasise is placed on the image of the band, sebcluding them to a single island. From this point on, a combination is seen between animation and reality, captivating the audience with unrealistic scenarios. However, I feel this keeps the audience interested due to the extraordinary realm of occurrences. At the end of the video, following Todorov's theory, equilibrium is again reached by showing forms of death, like that at the start of the music video.
Subtitles begin by presenting 'Easy Way Out' by the artist Gotye. Again, like the music videos above, this appears to be highly animated, even including the artist as an animated character. This music video I feel is very effective in creating connections with the audience due to focusing around a daily routine, something which everyone can easily relate to. Towards the end of the music video, death becomes the central theme therefore, interlinking with the aesthetics of the song, death being the 'Easy Way Out'
'Music video is not primarily a commodity form but a promotional one' - Goodwin 1992
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A short, moving image product, shot for the express purpose of accomponying a pre-existing music track, usually in order to encourage sales of the music in other formats - Fraser 2005
'They now provide pictures for songs in our heads. Goodbye imagination...all kids have to do is watch and listen, stare straight ahead. No need to think, to embelish, to create, to imagine. The electric fix is in' - Saltzman 1984
What is a music video?
1. Part of a construction of the image of a particular band or performance (constructing stardom)
2. A creative artefact
3. Marketing for other media products such as films (eg. 'Rule The World' by Take That, promoting the film 'Stardust')
4. The main reason music channels exist
1981 - The launch of MTV. The very first music video shown was 'Video Killed The Radiostar' by The Buggles
To date, my favourite music video is 'Can't Hold Us' by the artists Macklemore and Ryan Lewis. One of the reasons why I like this video, is due to the story it tells. Unlike most music videos, this appears to fit more to the purpose of a short film being around seven minutes long. Not only this, but the video achieves in showing a range of different ethnicities and genders in and amongst a variety of astonishing locations. Also, a significant amount of bewildering animals are shown, making me personally want to experience the sensation of which the artists are involved within. Finally, the video futher shows the faces of the artists, establishing names with faces, as well as promoting their album 'The Heist' throughout the video.
