The branding of the spice girls and Katy Perry

The branding of the spice girls is different and unique to every girl in the band to relate to a a wider target audience.

This is majorly seen in their clothes.
To start with the Spice girls all have different styles and this is expressed massively in their fashion senses. To start with Mel she was first introduced in a Liverpool shirt and tracksuit bottoms and this representation gave of the sporty personality in which Mel C had. Second of we have Scary spice. which we see she is very fearless and in  your face and her outfit comparing to the other girls stands out much more and is a lot more dramatic. Next of we have posh spice where her outfits was always seen as her outfits was always smart looking and she had a stylish posh manner about her that people loved about her. Baby spice is the youngest spice she is called this due to her being so young it represents her purity and innocence to the others in the band and she was a favourite out of the band she wore a lot of pink to show this too. Finally there is Ginger Spice who is the oldest in the group when once by a reporter asked how old is she replied with " ill be as old as you want me to be". She is seen as the mum of the group. They showed this representation in the media of girl power which is ironic how it is all set up by male producers. Due to this image they had billions of girl fans supporting girl power. They was also really famous for their Christmas song 2 become one as they was wannabe. They was so popular they was one of the first girl bands to ever have doll merchandise made of them which everyone wanted.

    

An analysis of how Katy Perry's Music videos appeal to her target audience and reflect her brand. 

Katy Perry's target audience is young girls aged roughly 14-17. In order to appeal to this group Katy Perry has to be an idol to look up to by this young girls like an older sister. She does this by reaching out to her target audience by reflecting on topics that affect young girls like fears and anxieties in which young girls have. She makes sure when she appears sexy that she does it in a safe and non- threatening way. We see this in her well known song " Firework".

Katy Perry's brand suffered when she married the womanising Russell Brand so suddenly her videos became more sexual and she lost her target audience of young girls due to this.  We see this in "California Girls" Where she is very revealing and looking rather sexual we even see this in Snoop Dog being featured as his representation is smoking drugs and having fun at parties which is completely different to the message Katy officially wanted to express to her fans.

After Katy Perry had a devastating divorce with Russell Brand, After this Perry decided to use her music videos to say sorry to her fans for disappearing or acting different.  To try to show her fans she is the same person and she is back. Katie wanted to show her change in attitude through a music video so she used this to show her California Girls music video being changed into a new song to show she is back to doing what she does best. This is in her song "Wide Awake" as she explains she is out of the clouds and back to reality and that she is sorry to her fans for letting them down.

We see her representation to young girls with TGIF. In this music video Katy is seen as not one of the popular girls but dreams to  be one who then throws a party and her friend dresses her up for the night however at the end when she re wakes in her geeky looking clothes to show she is still herself. As we can see with her braces and glasses and hair style representing her popularity and the contrast in her clothes when she changes shows how she feels good and popular for a night. This is relevant to her target audience.

We then see her how she is now in one of her most recent songs "Roar" How she is still giving of the representation she always has however she shows being more older and even less fearless.

Adding Value

In this post I am going to be discussing value being added through music videos. 

A-ha! - Take on me. before the music video release to take on me was produced it was not a very known song and didn't become big in the music world neither did the actual band. the song was wrote by the band members however it took three releases to get the song perfect its final release was in 1984 and ended up reaching UK charts this is mostly only due to the amazing music video produced for it that added the value to make this band. The music video was created by Steve Barron and was probably the best music video created within this time base it featured the band in pencil sketched animation which took months to produce

Sinead O'Conor Nothing compares to you. This music video actually took a lot of time to produce and a lot of time and money was wasted however is turned out to be an absolutely brilliant music video using one close up  showing O'Conors hurt in her facial expressions. The producers actually sent her to France to shot some amazing scenes for the music video and they used 2 seconds of the overall footage shot however this ended up being a super powerful music video let alone a big hit and this was mostly due to the music video.





Below is an example of how a music video can make a song and how singers sound so differently when being live. the song Closer by the Chain smokers feat Halsey is a big hit right now on the charts and is constantly being played this shows how out of tune they are live and how they look the part but they sound awful in all due respects the man in actually a DJ and this was his first song but it is a clear example of how if the music video and the auto tune didn't exist they would be going nowhere as well as many famous singers. Below is the live performance.

Below is the actual music video. 

chainsmokers closer

Overall music videos add much value to an overall song and can get them from being unheard to a number one in the charts this is why music videos are overall important and a song inst complete without a music video. 

Styles of a music video Lady Gaga and Adele

In this post I am going to be comparing the two different artists Adele and Lady Gaga and their different representations and unique selling points.

Adele 

Adele is a 28 year old women from Tottenham in North London. She is represented as a strong women who's unique selling point is hard break, she always sings about heart break and this attracts a lot of girls as they can relate to her. Anyone in fact who has had their heart broken she is shown to be a girly girl with a very strong voice. Her target audience is roughly aged 16-50 as she has such a strong personality which relates to many. She is being marketed as strong and recovering from heart ache most of the time. She is seen as a girl who isn't as sexual and revealing as other artists seem

Below is a video from Adele called 'Hello'. You can see how in her music videos this image of her is still being presented. They do this by the lighting being very dim and dull and having facial expressions shown quit frequently in close ups building up all the emotions in her .

The music video 'Rolling In The Deep' We can see how isolated Adele is showing her heart ache and how she feels isolated and lonely we can also see how slow is it to show all her emotions within the song.

Second off we have a completely different artist in comparison. This is Lady GaGa she is much more fierce than Adele she comes across rather strange and her attitude is presented as care free, she is original which makes her name recognisable. With her crazy music videos to match her personality makes her even more eye-catching.

In bad romance we see how over exaggerated her actions and  how extreme her outfit is where she really stands out in this reckless way. Her hair and make up is really important in her music videos and it is always crazy looking.

Andrew Goodwin - Characteristics of a music video.

Andrew Goodwin in dancing in the distraction factory (1992) have identified the following features of  music videos.

Goodwin maintains music videos demonstrating genre characteristics eg Metallica stage performance in there music videos .  Normally heavy metal music videos consist of drums and electric guitars and a group of men on a stage with long hair screaming, and wearing the colour black frequently leather which really presents the heavy metal genre and appeals to their target audience.    

A boy or girl band typical music video consists of the group members dancing together normally in unison  the example i'm using is Take That These days.

relationship between visuals and songs Andrew Goodwin says there are three ways in which a music video can relate to a song. The first being illustrate music videos can use images to illustrate the lyrics being sang in the song to show the meaning of the lyrics in the music video this can also show the genre of the music. 

An example is neon lights by Demi Lovato 

The next way a music video an relate to a song is to amplify this is where it is made sue that music videos images do not contradict with the lyrics however they add an additional meaning which isn't initially intended by the song. 

This example is   i really don't care Demi Lovato 

Ignore this is where the meaning to the song is completely ignored Carly Rae Jepsen i really like you as you can see the music video is completely irrelevant. 

There is often inter textual reference to films, TV programmes and other music videos  a good example is The Wanted 2 Walks like Rhianna"

In this music video the boy band get strung like puppets to homage N Syncs famous Bye Bye Bye video. They homage the Backstreet Boys " I want it that way" by wearing white suits for costume to reference this music video. Another reference they make is Take That producing sexy dances in the rain with long rain coats showing the music video " Back for good". This music video was made up with lots of cheesy scenes from older boy bands with no other meaning than a girl having a good walk. This gives the music video a comical purpose due to the fact in which the song had no actual meaning but in this way they still have an effective music video. 

Godwin also said that in music videos there is frequently reference to the notion of looking eye to eye, telescopes or mirrors or screens etc..  which is also shown in these music videos shown above. 

Styles of music videos

In this blog I am going to be discussing different types of music videos using research to help me understand the different styles and why they are used in different music videos and why they are affective.

Narrative to start with i am going to be discussing narrative music videos this is when there is a story happening in the music video. This type of music video normally has speaking at the start of the music video before it goes into the song. It feels more like your watching a short film.   

The first example I am using is What do you mean by Justin Bieber. The story is creative as we think he is in trouble and trying to run away with the girl but it turns out to be a prank.

The next example I am giving is taylor swift you belong with me. This is a story about a girl who is not popular and likes a popular guy who has a girlfriend she shows her jealousy towards this girl and in the end they end up together.  Fans like seeing music videos from their stars acting as it shows them a little story and they love to be able to relate to them.  A narrative music video is probably one of the most affective and one of the most common to do as people like to watch them and they are more eye catching.

Animation 
An animated music video isn't very popular compare to other music video styles. A animatic music video is a stop motion music video normally showing clay or cartoon animation. An example to this is Destiny Child Rudolph the red nose reindeer.

Parody 
A parody is a music video mocking someone or something, for example someone could make a song and in the music video  they are re creating someone else's music video in a mockery way. This is normally used by people just having a laugh and recreating famous peoples music video singing the same song but just changing the lyrics a little bit to make it more funny and not normally used in a serious music video. Below is the song Walks like Rihanna by The Wanted they are mocking the back street boys and all old boy bands. which is rather funny and is interesting to watch.

Pastiche 

Pastiche is similar to a parody however its not to mock what someone did but more to past presentations this is where an artist sets their music video in a certain time era. The example below is Katy Perry Dark Horse in Egypt when  Cleopatra was Pharaoh/Queen.

Performance Based 
A performance based music video is a music video purely with dancing in it. Beyonce is very famous for this style of a music video this style of music video is also very popular and make fans want to learn the dances shown in their idols music videos. The example below is Beyonce 7/11

 Intertextual 
This is when a music video copies a famous film or book characters or story and puts it in their music video, but not in a mockery way but more to honour and look up too. For example Taylor Swift Love story where she gives of Romeo and Juliet.

Concert 
This is when a music video is just the artist singing in concert. This normally is to advertise the concert and make more people want concerts to see the real thing but also to give the fans who cant afford to see the concert have a taste at what it is like. An example is Justin Bieber All Around The World.

Cinematic This is similar to a narrative however more like a short film rather than just telling a story this is really affective.  and the example i'm giving is the famous Michael Jackson Thriller.

Abstract 
Finally we have abstract that is when it is very manic and strange the edits are rather strange and creepy and are not very commonly use with normally references to aliens. The example below is Katy Perry E.T.

Purpose of a Music videos

Music videos are mainly produced for two purposes which are stated below;

Promotion / Publicity

    

Make money – increase sales.

Purpose of Music Videos is to
 make money!

Singers use music videos due to the fact that it promotes the artists single or album mostly they produce a music video for a song on an album which they predict to be the biggest hit of the album in order to make people buy the whole album. Some songs fail to make the hits when producers expected them to so in order to gather this target for the song they may produce a music video to get more views on the song.

Synergy in music videos can be where a singer puts something in their music video for example Justin Bieber in his All i want for Christmas music video he advertises 3DS Nintendo. This was great for the time of year as it got loads of children wanting Nintendos for their christmas presents. The fact someone famous uses it makes people want it more for example if Justin Bieber fans see this they may think well I want a 3DS because Justin has one.

Another example of this is Justin Bieber mistletoe where he advertises his perfume ' Someday'. If a celebrity has their own merchandise or products for sale a lot of the time they will put this in their music videos to help advertisement this way they are getting the word out their more and making more people want it, Also due to the fact this was around Christmas it made the perfume very popular for teenage girls to want for a present.

The Music Video exists as only one strand of a multimedia campaign, and is just one way in which a song is promoted. Other ways consist of television shows, radio and adverts. There is oftenlear sense of synergy across a number of platforms. Synergy works to the mutual benefit of the film or TV programme and the artist.

Examples of synergy with films and music videos and artists are shown below;

Frozen Demi Lovato sang Let it go.

Demi Lovato sang in the end titles in the film 'Frozen' The famous song 'Let It Go', In this music video you see parts if the film whilst she is singing even though in the film someone else sings the song, they sing it differently and this can help target a older target audience so teenagers are intrigued to the film just as much as young children as its sung more mature.This also was released a few months before the actual film release so when the edits in the music video go to the cartoon it helps these people see bits of the film to make them want to see it more.

Robin Hood Prince of Thieves

This also has the same affect as for the other few music videos stated below.

Four Weddings and a Funeral

•  
• Skyfall
•                                      Sky Fall was a famous James Bond film so the famous popular singer Adele sang a song in it for synergy so this helped her due to the fact she went on a break from signing fresh songs for a few years so this helped her get her name about and let people know she was back and also helped the film get more viewers as due to the fact she ain't sang in a while people really wanted to hear her voice. 

What makes a successful Music Video

What makes a music video successful is making it original and creative, it has to be eye catching with quick and fast cuts, and lots of props and relevant to the song lyrics I think when it comes to a music video the people performing have to look believable to what they are expressing and also show emotion.

Music videos create great publicity for an artist and a song which can create word of mouth advertising going around insanely fast resulting in many views and hits on sites like YouTube.  This can make it easier for illegal downloads when posted on sites like YouTube however if its not posted on sites like this more people are likely to buy it just to see it however this is unlikely to happen due to the fact people will loose out on many viewings. Another good thing about this is the fact songs will be published and viewed on music channels on TV like MTV getting more viewing and making even more money.

Queens music video Bohemian Rhapsody was the first to be seen seriously and this is why its important to this day due to the fact if it never was released music videos today probably wouldn't be as popular or nowhere near as important as today. After the music video realise the song went up to number ones and the sales went up massively everyone was surprised in how much of a success this generally was and after this was regarded a work of art in its own rights.

Music Industry - Record companies

The music industry is dominated by four multi national corporations;

• Universal
• Sony Music
• Warner Brothers
• EMI

•These are referred to as ‘The Majors’. The majority of these are backed by conglomerates with stakes in other industries such as; Film, TV and Electronics. 

Sony

Sony music label is an American label company owned by Sony entertainment, it is one of the big three record label companies. They have big names signed to them musicians signed to Sony are; ASAP Rocky, Alisha Keys, R Kelly, foo fighters, Geko, Travis Scott, Tink, there are loads more but i think these are some of the biggest names. 

Tink 

Geko 

R Kelly

Asap Rocky

Universal 

Musicians signed to Universal consist of; Adele, Justin Bieber, J.Cole, Demi lovato, Ariana Grande. 

Adele

Justin Bieber

J. Cole

Demi Lovato 

Warner Brothers

Blonde, Cher, Prince, Jake Miller, Party Next door,

Cher

Prince

Party Next Door

EMI

EMI is one of the most famous names in music record labels Queen, The Beatles, The Beach Boys, Pink Floyd and Robbie Williams . 

The Beatles

The Beach Boys

Queen

Robbie Williams

Pink Floyd

Majors

•Most of these ‘Majors’ own, or license, a series of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre.•Columbia•Island•Syco•RCA•Virgin,These companies are known as ‘major-independents

Independents 

•There are a huge number of small companies with little or no financial connection to the majors.

• These companies often concentrate on a small number of acts, within specialised niches in the industry.

•These are called ‘Independents’. An example of a highly successful independent  is ‘Domino Records’. (Find out all you can about this Record label).

It is often that record labels begin as independents, but then are bought by a major and then become major-independents

Types of  music ;

Artists can be divided into two separate categories.

organic - The term ‘Organic’ is used to describe bands where the music comes first, they make the kind of music they want to make and then the record labels (if signed) try and sell this music to the correct market segment. ‘Organic’ music often appeals to a niche, but can appeal to a mass audience too.

RadioHead

The Beatles 

The Beatles / Radiohead are a good example of an organic band. The Band members knew each other and had a shared love of music. The music came first – then the fame! The Beatles played in Hamburg for hours and hours for a year at the beginning of their career and did not have a record contract. 

The Beatles in Hamburg

synthetic -  The ‘Synthetic’ refers to ‘manufactured groups ( ‘X Factor’ methodology), and it is the record labels that sit in the driving seat. A gap in the market is identified, and then it is exploited by the development of music, and often the artist, to suit this gap.

A synthetic copy of the Beatles was produced which was The Monkees a US boy band who become very popular. They also had a TV show in which they stared in which gave them a lot of popularity. 

The Monkees

Money is the ultimate goal in this operation. Acts such as “One Direction” / “The Spice Girls” are a good examples of “manufactured” artists.

For example One direction are synthetic they auditioned for a talent show called the X Factor as individuals and Simon Cowell put them together as a band they came second however Simon still signed them and they became a big hit, they was told what music to make and most of it was written for them for example the song Little Things posted bellow was written by Ed Sheran, they was also told how to dress and other things so in reality they could have been made to be something they are not.