Research into Goodwin's music video theory

Goodwins music video theory

Goodwin believed that music videos obtain seven elements including:

1. Music videos demonstrate genre characteristics i.e within the music video for the song their are elements which are suited to the artists chosen genre. This allows the audience to be comfortable in the fact that they're watching the right thing for them as it is from a genre they like as well as allowing the artist to follow the codes and conventions of the genre to ensure that they shall be pleasing their audience and keeping to what they expect.

2. There is a relationship between the lyrics and visuals, meaning that what is being shown in the video is relatable and fits to the lyrics within the song.

3. There is a relationship between music and visuals so either illustrative, amplifying, contradicting, the visuals match the music beat, through the micro elements.

4. The demands of the record label will include the need for lots of close ups of the artist and the artist could develop motifs that recur across their work. So a visual style which the artist is presenting so to help build a relationship with their audience.

5. There is frequently reference to notion of looking i.e screens within screens or telescopes etc. As well as there being particularly voyeuristic treatment of the female body. This means that the audience is viewing he artist in a voyeuristic way, one which the artist themselves is unaware of.

6. There is often inter-textual references this would include examples such as TV shows, films, other music videos as well as various other forms of mass media etc.

7. Finally a music video includes the concept of whether the video is primarily performance based, concept based or narrative based as well as how elements of each is used within it.

To demonstrate how this theory works I shall be applying it to music video by artist Marina and The Diamonds 'Oh no'.

Marina and The Diamonds is known to fit to more than one genre throughout her musical work including alternative/Indie pop. The artist is recognised for being someone who likes to base her work around things which she feels are important and deserve addressing.Which in itself has connotations of the indie genre as it is often thought to be more in depth than other genres, a lot further away from the mainstream type of music, often it is thought to be music aimed more towards people who really want to focus on the music and look for any messages rather than just listen to the beat. This is also highlighted throughout the video, fitting to Goodwin's theory indicating that music videos demonstrate genre characteristics as characteristics for the pop indie genre are displayed. One way in which this was done was through the references to pop art which begin from the very start of  the video. This reassures the audience that they are watching a video that they shall like and feel comfortable with as the artist makes sure to show genre characteristics which makes sure that she is doing her job of fitting to the genre the audience are expecting. As well as being able to qualify to the audience that she is mocking the pop culture of modern society within her lyrics which is important as it means that her fans are able to fully understand Marinas message which can often lead to the audience feeling as though they are able to relate to her more and helping them to follow the music with more ease. After all if people are unaware of what a song really means they might not want to sing it in public very confidently etc if someone was to ask them or they don't know and it could turn out that other people do and they're not singing about something they would't feel comfortable talking about etc. A good example of this would be artist Lady Gaga for instance her lyrics from her hit 'love game' "I wanna take a ride on your disco stick". Someone could be singing the lyrics blissfully unaware of the crude intentions behind the lyrics which they feel may in turn send out a negative message about themselves.

                                       

Another element filling Goodwin's theory displayed within 'Oh no''s music video is the concept that there must be a relationship between the lyrics and what is being shown within the video. For instance the line which Marina lip syncs to as a part of her performance element to the music video 'TV taught me how to feel how real life has no appeal' occurs as Marina is dancing in front of different televisions and is then holding one with her head inside as she dances with it. This shows a more fun side to the artist which can be beneficial as it adds to her likely ability factor meaning that people shall be more interested in her music as they are drawn to her as a person. This is beneficial to Marina target audience of thirteen to eighteen years old the video is simple enough to connect with the audience on a fairly simple level but also provides enough underlaying meanings etc that it can aim towards older teens on a more intelligent level aided via it's various references and further messages/meanings etc. For Marina building a relationship with her target audience is important as they are at an age where they are going to be having music forced on them all the time as it is constantly being played in the places you would expect them to be: shopping centres, sixth form common room, parties etc this is also dudded with the stereotype that this is the generation that are more into their music as they have grown with the change in music as well as the technological elements which have helped cave it. Hence providing more meaning behind her lyrics, music videos etc helps Marina to stand out against competing artists and helps her target audience to feel an even stronger connection with her. In doing so Marina is ensuring that fans will remember her and be more likely to want to buy her music as they like her as a person and her happy to support her.

The visuals (i.e what is shown within the music video) also shares a relationship with the music playing along with it. For instance the artist is seen wearing boxing gloves punching the air to the beat. This helps viewers to flow to the beat with more ease therefore enjoying the song more and feeling more comfortable as well as becoming a part of Marina choreography showing off more of her talents. Marina usage of her micro element fits well to the beat as it almost sounds as though something is being punched as it has that kind of beat. This also helps the audience to remember this part of the song and helps it flow more. One way this is works is through the fact that the audience shall remember this part of the choreography for the music video with this part of the beat and therefore it helps with the flow and enables the to dance or sing along wit more ease are they are more comfortable in their knowledge of the song.  However this is fairly unconventional towards the genre of indie pop as often particularly in indie music videos follow more of a narrative than the artist simply performing in front of them hence if a certain item was mentioned in the lyrics of a song it would be difficult for it to also be at the scene on hand ready to be brought in in time for it to match up with the lyrics. However being unconventional towards the genre may also be beneficial towards artists including artists such as Marina and the Diamonds who is recognised for being rather different and quirky as it highlights that although she can suit to certain genres she can still do so whilst being herself and not feeling the need to suit to everyone else's standards. This helps follow the tone she had already set and created to share with her target audience hence building upon the already existing relationship. It also benefits Marina as it demonstrates how she is able to experiment with many different elements of the music industry and is talented throughout a wide range of it. This creates further respect for the artist as fans view her as being someone who is truly talented on a range of different levels making the audience more interested in her as they can see that she is passionate, hard working and able to create her music for herself without allowing restrictions to weigh either her or her music down. This added respect leads to the audience likely the artist more and therefore in turn becoming more likely to look out for or buy her music. 

Marina also forefills Goodwin's theory by displaying close ups which according to Goodwin shall be demanded for via the record label. This is demanded for as it helps the artist to build a relationship of sorts with the audience. Which is even more beneficial to the artist as her target audience being of that impersoniable and vulnerable age really notice/ pick up on elements such as this. Seeing her face frequently urges the audience to feel a subconscious bond of trust between themselves and the artist as she isn't shying away from the camera of hiding parts of herself, she is displaying herself to them in full which allows the audience to feel as though they are viewing the real her. It also helps to promote the artist, often people claim that they find it hard to remember who people are simply off of names a good example of this would be when people are reading novels etc and they can't create a picture for a certain characters and the narrative becomes a bit confusing and therefore doesn't obtain quite the experience the reader was aiming for. Once people are able to put a face to a name they often find that they are able to relate more to this person as they have better image for them which helps them to remember who they are. When people start to know or recognise an artist they begin to receive a lot more publicity which is good for the artist as this means more magazine deals etc landing themselves further jobs and promotions. Displaying many close ups throughout the music video not only ensure that the audience are well aware of who the artist is but it also helps them to remember as well as demonstrating her from a range of different angles with multiple different looks helping the audience to see more of her making her more recognisable in the future. 

Record labels usually demand close ups particularly with female artists in a bid to show an attractive side to the artist. As often it is thought that throughout the media a lot of people reach the heights of fame due to their good looks as people see this side to them shall feel one of two things if this theory is working correctly. This will either look at the artist and feel that they look up to them due to their appearance as they like their style and feel that they want to look like them, or this is usually aimed towards the male segment of the audience, they are made to feel desire for the artist which leads them to obtain further interest in both her and her work. Which also links to another concept of Goodwin's theory that the way in which the audience look upon female artist in music videos is through voyeuristic treatment of the female body. Through showing an attractive side to female artists such as Marina the record label may be attempting to reach help Marina reach out onto other platforms of the media which would not only reflect well on the company but they may also receive further profits from this. Other areas of the media Marina could branch out onto due to the general audience finding her attractive include magazine deals which are based primarily around the photo shoot side to the interview, as well as more interviews on TV talk shows where she is invited to the show to discuss other things presides just her music improving how well known they are. However this does also enable the artist to get a better look at the artist which can make them feel as though the artist is providing them with more of themselves and isn't hiding away which can provide connotations that the artist isn't hiding anything from the audience and is being themselves both on and off stage. 

Goodwin's theory also follows that within music videos there is frequently reference to the notion of looking. Although this is usually hinted at in a rather subtle manner, Marina literally has her head inside a screen yet she is looking outside of the screen onto the real world, which can be viewed as reference to the belief that we should focus more on whats really happening around us rather than behind various different screens including TV's themselves as well as tablet and phone screens etc. However this also fits to Marina's lyrics as well as the message she is trying to bring across to her audience that as a society we are allowing parts of the media to control our lives. This enables the artist to highlight exactly what she is referring to to her audience in an almost comical manner. Although the concept of providing such a message like this is very indie as the genre is known for providing much deeper meanings behind their lyrics etc the concept of actually physically showing or holding things to outright explain or represent what the artist is talking about is actually rather unconventional towards the indie genre. As often artist of the indie genre assume that their audience are clever enough and able enough to work out or understand what it is they are trying to bring across with their music and if not then they hope that they will go away and find out on their own. However it is a very pop thing to do as often the pop audience aren't thought to want to listen to music which is going to dampen their mood a little bit or make them consider things more deeply but simply work as music to brighten the mood or something to dance to. Hence Marina is display a strong combination of both genres highlighting how well she is able to mix them together again showing off her wide range of talents allowing the audience the comfort in the knowledge that the artist is able to provide for them a good basis for a well thought out, well varied view for the music industry. This makes the audience feel although listening to Marina shall provide them with a better insight hence feeling as though they are gaining something from buying her music rather than just seeing it as a simple exchange when Marina the face of the exchange gets to earn money. 

Said theory also believed that a music video often contains inter-textual references to other elements of the media including topics such as TV/film, even other music videos, video games etc. Although Marina doesn't obviously references towards particularly TV programs or films etc she continues to make references to different media forms as a whole through her video. From the very beginning the pop culture references begin with references towards comic books and pop art, after which at 0:12 the audience is shown Marina holding a made up newspaper after which she moves onto a made up magazine to which she pulls an over exaggerated face mocking the tabloids and to an extent some of the reactions towards them. These references occur from the off set and throughout and are often paired with money highlighting how Marina feels that society has become obsessed with superficial and material things which don't really matter. Again these references help Marina to qualify what it is she is saying to her audience and provide them with a more proficient understanding. It is good for the artist to show this less serious side to the audience and it allows them a wider insight to her as a person and stops her from becoming this artist with a high power with all her songs with deeper meanings and messages etc instead this allows her to create more of a personality which aids her in becoming more relatable. This is rather typical of the pop genre as artists of the genre are thought to be well rounded entertainers who are always ready and able to perform hence if Marina was to portray herself as simply being this indie type character with a conscious mind set she wouldn't be suiting the pop genre and she certainly wouldn't appear to be someone who is able to perform on demand. 

Finally the theory also follows that the query of whether the music video is based primarily on performance, narrative, or concept based as well as how said elements of each are used within the music video. Throughout the entirety of the video Marina is seen lip syncing to her lyrics, if not then she is playing along to a form of concept for instance when reading she was playing up to the idea of how people react to the tabloids, she is often seen performing dance routines, which are put in to fit the performance element clearly and are not meant to be appear as though they sort of just naturally happened. As the dance moves are so precisest, as well as the fact that Marina is clearly very good at dancing and all the extra dancers she has dancing around her in a well structured circle all of which have been clearly dressed for a reason aiding to put of both the performance and the concept of the music video. Marina is wearing a very different dress to the rest of these women in a loose fitting dress, where as all of the other dancers are wearing tight, revealing latex dresses. This highlights the concept that Marina feels society is falling to it's on pressures and that we are thinking more superficially as all of these women are clearly trying to attract positive attention for their bodies and wanted to be adored whereas Marina represents herself in the video as wanting to change thing hence she isn't wearing this form of clothing yet what she is wearing is still a pretty dress. Without having to outright direct it in her lyrics Marina is telling her audience which is primarily female based that they women don't need to expose themselves to receive male attention and that they also shouldn't feel the need to do so just to fit in as everyone else is doing. This is also represented as although Marina is clearly shown as the outsider in the dancing group she is the one in the middle and the one who the audience pays the most attention to.  However there isn't a narrative as such behind the music video as it doesn't really flow in terms of one, the video just goes from one scene to another and then back to previous ones as the audience watches Marina perform and is shown connotations towards the concept behind both her song and her music video. Hence the video mainly performance and concept based. 

The performance element to the music video is follows the codes and conventions of the pop genre as it displays the artist as being a well rounded performer which pop stars are expected to be as they are known for putting on big stage performances such as girl bands like girls aloud even resorting to lip syncing instead of actually singing so that artists are able to focus more on the performance and less on the actual quality of singing as the audience are they expecting more of a show than anything. Hence Marina is often displayed engaging in dance routines either on her own or with a group of girls throughout the music video so to conform to the genre and keep the audience entrained. 

This performance elements is also followed up through the artists lip syncing throughout the music video which connotes to the artist that is also able to sing as well as the song playing again illustrating her to be a well rounded performer who is worthy of her pop statues. 

Goodwin's theory can be set to a music video in a variety of different ways as well as being beneficial towards one. However although it is true for a lot of music videos there will be music videos which don't follow the set structure of Goodwin's theory completely. For example there are music videos which don't include references towards other elements of the media etc. That doesn't mean that Goodwin's theory isn't helpful and quite often accurate but sometimes there is no need for certain elements within stories as they don't fit to the lyrics or narrative etc. 

Whilst analysing the music video I was able to pick up inspiration for my own music video for instance I have decided that I will include many close ups of the artist like Marina and the Diamonds, showcasing a range of different angles, expressions, costumes and make up styles throughout these close ups so to help the audience gain a better image of the artist as well as helping them to see different sides to the artist helping them to build a stronger relationship and seeing them as more of a person making more relatable encouraging the audience to want to follow the artists work more so. 

I have also taken care looking over the elements of mise en scene used throughout the music video and decided that I like the idea of different costume changes as it helps the audience to set out different parts of the music video with each other as well as setting the scene. Plus it keeps the music video a little bit more fun and interesting whilst allowing the audience to see more of the artist providing them with a better understanding of the artist. 

One of Goodwins theory points which the artist has followed within her music video which I plan to adopt within my own is the concept of displaying voyeuristic treatment of women and the female body e.g allowing and encouraging the audience to view the artist in a voyeuristic manner of which the artist playing their 'character' within the video doesn't realise. I plan to do this as it is a good way to which the audience build a relationship with the artist as they are seeing more of them in a more physically appealing way which shall both help them to remember them as the artist has provided more of an experience for them but it also courses the audience to remember the artist further as they feel more of a connect with them due to tho reaction the artist provoked within them. This method is also something which I want to suit to my music video as having analysed Winehouse's music videos I have noted that it is a technique of which she has frequently used herself helping the artist to display her soul side to the audience highlight important parts of her mise en scene relating to the genre such as her make up. Whilst also suggesting to the audience that she craves a deeper bond with them as she doesn't shy away from the camera and keeps her face close to the screen enabling the audience to feel as though they really know what the artist looks like and would be able to recognise them instantly if they were to see them in the real world. 

Research into music channels - Miss Georgiou

Why do we have music tele channels?

We have music tele channels so that we are able to view/listen to a particular channel which is dedicated purely to the music industry and the presentation of music. These channels are able to help promote both the music video themselves as well as the song they are playing with and the artists behind them.

This is the logo for MTV arguably the most popular music channel:

The target audience for MTV consists of teenagers from 13 - 21 year olds. MTV distributes/plays chart music otherwise referred to as popular music at that present time hence often playing popular artists such as Taylor Swift, Rihanna, Britney Spears, Calvin Harris, Beyonce and One direction. This appeals to the target audience as these artists all have a target audience which would be interested in watching their music videos as they are younger members of the audience hence they are more interested in all different kinds of elements of the media as they have grown up with it and are more comfortable with it and more aware than other members of the audience as a whole would be. These music videos are often also able to tell the audience or show the audience more about the artist which their target audience are interested in as they are more interested in artists lives than older audience members as the media coverage that artists receive now has increased compared to what they use to hence younger music fans today view this as acceptable and have adapted it into their lives therefore being more interested. Also all of these artists are thought to be quite attractive hence members their target audience may find that this is an effecting factor for their interest in them hence seeing them in a video would appeal to them. Another factor of this would be that if people view these artists as idols and look up to them or are just purely interested in them then they are going to be interested in watching their videos as it means that they are able to learn more about them as they watch how they present themselves and choose to capture their videos.

Today (16th June 2015) MTV will be playing '2015's leading ladies! top 10' at 15:00 and then at 18:50 they will be playing 'tinie tempah: brand new video' hence proving that the channel is aimed at teens as they are the main sector of the whole audience who would be interested in the latest/newest music as it is relevant to their generation.  Hence by showing tinie tempah's new music video with it's own time slot makes it appear like more of a main event as though they are being shown something important and exclusive which makes them more excited to see it. Making it appear like more of a main event in their lives as something which again is relevant to their generation. This works for many reasons for instance if someone of the younger generation today was to ask someone about the first time they watched a certain music video when they were younger then they may have a story behind it as it was a bigger thing for them seeing as music videos were still much fresher in that time. For instance my dad was able to tell me about the first time he watched Michael Jackson's 'Thriller' video exaggerating that everyone he knew stayed up to watch it. Obviously tinie tempahs video won't have the  same impact as thriller however showcasing it like this works in the same way, attempting to have the same effect. It makes the audience feel like they are watching something new and big and comforts them in the fact that they are watching in first encouraging them as they feel that by doing so they are keeping up to date.

At midnight tonight MTV will be showing one of their most popular reality TV shows 'Geordie shore' again this shows the young target audience that the channel has as Geordie shore has a target audience of teenagers to younger adults as the cast behave in a ways which appeals to young people as this is stereotyped to be the way that young people behave when they go out together and socialise. Often it is thought that older viewers view the antics of the cast to be disgusting when referring to some of their behave including fighting, throwing things at each other, screaming and swearing, having sex on camera and abusing alcohol to the point where they can't even walk properly etc. However people of the younger generation are seen to enjoy seeing this as they see it as a fun thing to watch and are able to relate to the situations and therefore find it funny as these are the kind of things they get up to or watch others get up on when they are out. Whereas those of the younger generation who have children, grandchildren, nieces and nephews etc would likely rather not see this sort of behaviour as they would't like to think of their own children or other children that they're close to behaving in such a way. Some may even choose to try and prevent their children from watching the programme out of fear that the channel would provide a bad influence for their young and impressionable minds. 

MTV is owned by viacom media networks whom also own a whole host of other aspects within the media for instance they have their own website MTV.com which launched in 2008 as well as comedy central, vh1, viva and nickelodeon. 

MTV's logo appears to have graffti style writing on the M which represents that the channel is trying to aim at a younger target audience as they are likely to see graffti as a fun way of expressing yourself where as the older generation are more likely to view this as a pointless petty crime that simply displays ones disrespect. However the rest of the writing all appears very professional including the big m itself and the writing underneath this concludes that although the show is aimed at young people that doesn't make it any less professional than any other TV channel out there. This is a beneficial factor upon MTV as it represents that the channel is capable and knows what it is doing and in turn is able to provide the best possible service for it's viewers. This maintains the brands image of being the most popular and well known music channel. This may also stem from the fact that MTV brands itself within it's channels so that the audience are certain who the company is behind the channel which enforces the idea of a good brand name whereas with music channel company's such as CSC Music Group as it doesn't brand it's channels with the company name but a name of their own and doesn't provide much attention towards the company itself the audience are less likely to be aware of the group therefore it would have a lesser name compared with MTV.

Another music video channel showcased within the UK would be MTV Rocks, launched October 1998, although this is also owned by MTV it is not to be confused with the brands mainstream channel MTV which simply plays popular chart music music videos as MTV Rocks purely aims at playing music videos for rock music from the rock genre. MTV have various other shows like this such as MTV dance etc all working within the same manner. This ensures that music video fans stay away from competitors, plus it keeps MTV being heard of and promotes the mainstream channel as it is the first thing which comes to mind as soon as the audience hears MTV as well as promoting all of the company's other branding networks which come through the mainstream show. For instance this helps to keep the channel a household name, one which is recognised with a good insight into the music industry this helps maintain the good brand image which MTV has created for itself which is so strong that it has become common place fashion to see people walking around with the channels logo on their t-shirts etc.

A different music channel audiences may chose to watch in order to view music videos would be 'Chart Show Dance' launched on the 17th March 2010. The channel is both owned and operated via CSC Media Group which was formally known as chart show channels. Said channel specialises mostly in Urban music, mashups of popular songs and chart remixes. So although you could argue that Chart Show Dance is similar to MTV as it plays popular, mainstream and chart music the channel does more with it, it doesn't just play the typical versions that the main audience is comfortable with but it also plays remixes and mash ups which can provide a more up beat dance feel for the audience. The clear difference between the two channels is that 'Chart Show dance' focuses primarily on the dance genre of music where as MTV will play any music which is popular within the charts. For instance MTV could go from playing an artist such as Katy Perry with an upbeat dance feel song and then straight after go to playing an artist such as Ed Sheeran playing one of his slow songs. Although the audience know to expect chart music which is popular they can't always predict which genres will come up and what order they will play in. Whereas with Chart Show Dance the audience is fully aware of what genre they are getting which can be a important benefiting factor to the audience if they are in the mood to listen to dance music as they know that this is what they are getting and they will have a constant flowing genre which will play throughout which can fit their mood whereas with MTV audiences can go from one genre to another which can kill the mood if they are hoping to listen to music which they can dance to. This can ruin the moment and course them to find that they're not enjoying themselves anymore or wanting to do something else. 

Chart Show dance has a much brighter logo compared with others such as MTV

Another music channel which has differing ways compared with MTV is Starz TV (formally known

as Fizz TV) launched 24th January 2005 owned via Sony Pictures Television.
The station plays a variety of different music videos from a range of different genres which are currently popular within the charts. However the channels set up is rather different to MTV as the channel has a lot more interaction with it's audience. This is managed through the channels texting element via viewers being able to send in text messages as well as pictures which may then be shown on screen.  Current programming for the channel includes 'Non-Stop Starz Music' this features all of the latest hits. Each song is labeled with a four digit number (a three digit number would mean that it was before 2009). The channel most commonly airs this programme, prior to 2013 this programme was known as 'Starz Music'. The channel also showcases a programme called 'Starz Unsigned' which features unsigned acts as well as classic Starz videos and rarely played videos. Classic Starz videos fall into this category after they've been removed from from the Non-Stop Music category. Another programme the channel plays is 'Off Your Bass' which airs only at the weekends featuring classic as well as new dubstep and drum'n'bass. Starz also airs a programme called Hottest Hits On Starz' which in effect is a morning version of 'Non-Stop Starz music' showing the hottest hits appearing on Starz TV at that time. Setting different channels which are able to clearly highlight to the audience what time of day it is as they recognise what is playing with the time it should be played, what they are doing at that time etc is a good idea as it helps the audience to build a stronger relationship with the channel as they feel themselves recognising it's ways.

Starz TV logo is very colourful hence it is attractive to the average teenage audience members mind who is looking for mainstream music as the logo being colourful has connotations of youth as well as the music being the type which this sector of the audience are stereotyped to like so loud, dance, party themed music etc. The logo also appears to have been written in the style of graffiti which is attractive to the channels target audience as to them this is seen to be quite cool and edgy whereas  to someone of the older generation it would appear more as a petty crime and symbolise disrespectful youth hence not something which appeal to them and urge them to watch the channel. The logo is also decorated in stars which is also done in a bid to attract the target audience which highlights that this channel is aimed at a young audience as an older audience wouldn't need these added attractions and could find themselves watching something with a much more simple logo as it is thought that the younger generation are less about having a good quality of music and more about the beat behind it and how good it is to dance to etc or how or more about liking the artist behind it but not necessarily focusing on their music. Hence these stars are representative of the concept of the added extras put into the music aimed at younger people within the industry as well as being representative of the actual name for the company itself as it reminds the audience of the 'Starz' in the logo which helps keep the channel fresh in their minds and helps them to remember and consider that channel when  deciding upon which music channel to opt for. 

Although MTV is thought to have a young target audience it is possible for music channels to aim for even younger audiences as 'Pop Girl' has with it's target audience of seven to twelve year old girls. Pop girl is a free to air children's programme owned via CSC Media Group. From June 2014 the channel broadcasts cartoons as well as live action and pop music videos, even old Nickelodon favourite 'Zoey 101' which originally stopped airing a fresh since May 2nd 2008 as well as other old favourites such as 'The sleepover club', 'Sabrina the teenage witch' and 'lizzie McGuire'.  The channel also airs a programme named 'POP PARTY' which advertises itself on the official PopGirl website as showcasing videos from artists such as Justin Bieber, JLS and Cheryl Cole all artists whom are commonly associated with a young audience particularly a young female audience after all one of Justin Biebers big attraction to his fans who are predominately female is that they find him attractive hence this is more effective on younger females as they are more impressionable and less sure on the world they are more likely to grow a stronger affection for him as they are less likely to view it as unrealistic and childish as well as silly as they don't actually know the artist personally but only as he has been branded to be. In fact often these young girls actually believe that they have a chance of meeting Bieber many even fantasize about marrying him hence urging them to buy his merchandise etc. JLS are able to work in a similar way to Bieber whereas Cheryl Cole is able to attract the young female audience as they find themselves looking up to her not just in her music but in a lot of her public aware appearances for instance working as a judge on the X factor, being branded a fashion icon and also being a former member of girl band 'Girls Aloud.'

The logo for PopGirl is clearly able to attractive its target audience of seven to twelve year old girls as it is put together in quite a girly fashion with both the style of the writing and the colouring. As the colours fit to those which are often associated with young girls as they are thought to be more feminine colours. Hence if the channel was aimed at boys of the same age then the colour scheme would likely be based around colours such as blue or green. The fact that the channel has opted to use colours which are clearly set out for their chosen gender indicates that the channel is aimed at their target audience as generally as people get older the clear indication of colours for boys and girls tends to become less relevant. It only really exists in young children as it helps parents to indicate their babies gender to the rest of the world without them having to ask and feel rude or get it wrong and create an awkward atmosphere. This theme tends to stay with children until they reach older years when their parents are no longer dressing them.  

Magic is a British music channel launched 13th September 2001, owned via The Box Plus Network, which focuses on playing 'easy listening to' music videos. The channel itself is based upon the radio station of the same name and owned by the same company. The channel mainly plays music videos which are from the 80s, 90s or 00s. Magic brands itself as playing 'feel good music for all ages' indicating that the channel doesn't want to alienate any segments of the music industry's audience as that would mean loosing out on potential viewers which the channels feels that it can obtain as it isn't just aiming for music of one particular genre or one set time period but rather music which they feel is able to provide a happy feel. This image rather brands the channel as something you could have playing with the family as it is happy music which creates a nice atmosphere rather than watching music videos of the rock or grunge genre and isn't just mainstream music for the time which the older generation are said to not be so fond of. On it's website Magic advertises itself as focusing on artists such as Dido, Stevie Wonder, Elton John, Will Young and George Michael who are all artists whom fit and adapt to this feel that magic is trying to create for it's audience.

The logo for magic is rather neutral although blue has connotations of being a boys colour this only really works in juxtaposition to the idea that pink is a girls colour as it is thought as being more feminine. Hence as it is on her it's own thought out being suppressed next to anything to make clear indications between the different genders it is representative of how the channel is able to appeal to both genders. The writing itself although is seen to be a nice style of font is still rather neutral as it is rather plan again this indicates to the audience that it is viewable for all as the logo doesn't set itself to one particular segment of the audience nor does it alienate any. Again the logo's plainness represents that the channels isn't aimed particularly at a younger segment of the audience as stereotypically extra things are added to logos to attractive children as well as a more attractive/brighter colour scheme. 

Aka is a music channel formally named Channel U, owned via All Around The World Productions, launched in 2003. The channel focuses on playing upcoming UK grime/hip-hop/urban music and has been able to help the breakthrough for acts such tinie tempah, Tinchy Stryder, Wretch 32, Chipmunk, N-dubz, Devlin and Dizzie Rascal. The website states the aims behind the channel; the aim of the channel was to highlight to the public, the raw and unsigned talent we have in the UK, and give them a platform from which they could perform,".  This portrays how different Aka is compared with MTV as AKA is finds and attempts to boost new talent whereas MTV simply airs talented which is already both known and popular among the general audience particularly the younger generation. 

Although the AKA logo is rather plain it is still able to make it clear to the audience which segment the channel is aiming it's music video towards (the younger members) due to the male figure leaning up against the writing. The dress of the character represents to the audience the kind of artists the channel shall be showcasing as this comes from the hat the silhouette is wearing as well as the big baggy jeans and the big trainers. This indication of the grim genre which the channel plays shall appeal to it's target audience as it shows that the channel doesn't simply play music videos from the genre but it is also to understand all aspects of the genre such as the way that the audience like to dress plus represent themselves and what that says about them.  


Music channels play a big role in the promotion of music videos. As they are able to play and promote them to a large audience as music channels obtain many viewers hence they're successful. However different channels are promoted to do this in different ways. For instance mainstream channels such as MTV are able to promote new music which is already on it's way to being big and popular. Although MTV is able to promote these new videos this isn't the channels intentional plans instead they focus primarily on pleasing the audience and providing them with new music videos which fit to the audiences wants and expectations. Where as channels such as AKA like to help promote new artists and have an impact on the music industry MTV simply plays what is already out there, the channel doesn't distribute anything to the music industry other than it's abilities to promote certain aspects of it. 

what is a music video - Miss Miller

A music video is a visual experience created for an audience to watch which goes along with a song. Creating a music video to go along with their song can be beneficial to an artist in various different ways. For instance it may be used as a marketing tool as they are able to help promote the song through it, especially if people find that they like the music video and it becomes popular. They can also help to get the audience to understand the story or ideology the artist is trying to tell behind the song. Hence increasing their understanding can mean that the audience finds they are able to relate to the song more easily and therefore become more interested in it. Often artists are able to create new trends within their music videos such as new  dances which can help boost awareness for both the song and the artist as the music video becomes recognised for starting the trend. They may also be useful for enabling the audience to see a different side to the artist which may increase their interest in them. Music views may be viewed on various different platforms such as YouTube, MusicTube or on a variety of different music channels.

There three different styles of music video: 

Performance
Narrative (telling the audience a story)
Concept (selling the audience an idea/theme or ideology)

A performance based music video revolves around the concept of the artist performing directly to the audience i.e. the artist is acting although they are aware of the audience watching rather than playing a role of a character such as in a film who is unaware of the audience. Hence they are often shown looking directly at the camera lenses whilst lip syncing and dancing whilst looking through the lenses. This may be used to help the audience feel more engaged with the artist as they feel they are looking directly at them and performing directly to them as well as having a feeling that this artist is trying harder to build a relationship with their fans as they are hiding away from the camera with a narrative based music video as they are believed to be just being themselves as they perform.

 Narrative  music videos revolve around the concept of the artist telling a story for the music video. In contrast to a performing based music video rather than the artist looking towards the camera lenses and perfuming directly towards it the artist is likely to be looking away from the camera lenses as they are acting as though they are unaware of the camera to help them fit to the narrative they are trying to create/tell within their music video. This is a technique which has often been used within music videos for instance at the start of Michael Jackson's Thriller music video a narrative is told between Jackson's character and the girl he is on a date with where the audience follows a narrative between the two characters whereby neither of the characters are looking at the camera lenses and behaving although they are unaware of it. This technique to filming a music video may be used to demonstrate to the audience that the artist is able to entertain in various different ways e.g.  being able to tell a story as well as being a good singer or dancer etc. It is also a good way to keep the audience entertained as often music videos are thought as simply visual experiences to be placed with a song and simply show the artist dancing or performing and having a good time this can help the artist to stand out against others in the industry and appear as though they are more original and putting more effort into their work.

Having a concept based music video allows the audience to follow a set theme, idea or ideology represented via the artist. These types of music videos are based around one idea or concept. They're usually either unusual or obscure they may even be described  as surreal for the audience often even shocking.  This kind of unusual content is put in place so to attract a wider audience for the music video. Often within the media it is heard of celebrities such as Marlyin Manson or Lady Gaga doing strange things this is a good way for artists to create publicity for themselves and gain public interested as people are often interested in things which are different to what they are use to seeing as well as wanting to be able to follow up with the hype which has surrounded these things. Also this technique demonstrates the artist to be more original compared with others in the industry which helps them to grow a greater and stronger relationship with the audience as they are respected for their originality and hard work.

Having different styles of music video within the industry enables the audience to focus on either a certain genre which they prefer and chose to look for in music videos, or to help them find the right type of music for their mood/situation. These different set out genres help the audience to identify with and have a greater understanding of what will be in the music video as well as the rules it will be following which means that they can be more selective with what they watch. Having different genres is also beneficial to the artist as it enables them to follow a set structure which helps/guides them to decide which route to take with their video as well as how to address their target audience as they become aware of the codes and conventions which they're expecting as well as what they want to see.

I am going to display how this works by analysing American artist Ashley Tisdale's music video for her song 'He Said She Said'.

Although there are three set different styles within the production for a music video that doesn't mean that artists always stick to just one. As you can see in this video Tisdale is following the style of performance as she is frequently seen lip syncing to the music as well as performing dance routines however a narrative is also being told behind Ashley's character and another male character. Hence the music video follows codes and conventions towards both a narrative based music video and a performance based music video.

Tisdale's video falls under the genre of pop due to both the sound/type of music as well as the style of the video. Although it is similar to hip pop as it has a much darker vibe than many pop videos, including the colours and costumes of the characters as they are a lot darker, also it is aimed more towards an older audience considering the sexual connotations throughout. This could be done in an attempt for Tisdale to come away from her Disney roots as she was at a time in her life where she was breaking away from her work with Disney and becoming recognised for her singing abilities on her own as well as becoming more focused on acting jobs outside of Disney. Artists are able to use music videos to send messages or hints throughout there videos even trying to show another side to them which hasn't been portrayed throughout the media coverage they receive. Tisdale showing herself in a more grown up state in her video is a way for her to indicate to audience members who still view her as a 'Disney star' that she is grown up and able to take on more grown up roles/work.

Following up with the idea of the music video having a narrative behind it, it appears that the music video is taking place within a club, this is conventional to the genre as often pop music videos take place within clubs, bars etc. as these places are usually associated with partying and dancing which enables artists to show off their dancing talents more naturally as it flows with the narrative. Tisdale's use of a dance routine also fits to the expectations from the pop genre as often pop artists are thought to be more well rounded performs who are really good at dancing and enjoy giving full performances. This gains the audiences attention more towards Tisdale as they are able to see another of her talents. The general audience will already be aware of her acting ability's due to her high profile work for Disney, showing that she is also able to dance well as an actual artist rather than just routines she had to do in 'High School Musical' which indicates to the audience how extremely talented Tisdale is which gains further interest and attention as the audience become more impressed by how much she really can do. As it is so rare to be so talented through such a wide variety Tisdale finds herself being seen as a role model hence making more sales and creating more respect for herself as more people are becoming impressed by her capabilities and looking up to her. This can enable artists such as Tisdale to create new dancing trends through this way which the audience are able to then copy, maintaining a hype around the song as people are interested in the video.

One way in which Tisdale has fit her video to the codes and conventions of the pop genre is by dressing herself up, trying to make herself look attractive wearing clothing which shows skin but doesn't reveal too much which is good as it shows to the audience that she is physically fit and has a nice body without people accusing her of dressing inappropriately which could lead to the audience disliking her and therefore ruining her chances of success and the chances of her being branded a good role model. It is also important for Tisdale not to dress inappropriately due to her Disney background as she will still obtain young fans whom she won't want to provide unsuitable content for not only because it can be perceived as damaging for them but also as it is likely to result in up roar from parents banging their children from looking at things relating to the artist and preventing them from buying her merchandise effecting her sales and credibility. Tisdale's costume also has connotations of her having a lot of money as she is well put together and looks nice this is a convention of the pop genre as it displays that Tisdale or at least her character in the video which the general audience would just perceive to be her is successful due to this money. This keeps the audience interested in her as they believe that she must be good at what she does to obtain this level of success. Another way in which Tisdale is shown to have money is by her dancing and flashing around a phone which at the time the music video was released (2007) would have appeared to be have been popular and expensive. This technique is used again through Tisdale spraying herself with a Lacoste perfume. This may also be seen as an advertisement for the company meaning that they would pay Tisdale a large sum to have her advertise their perfume within her video. Although this boosts the perfumes awareness it also benefits Tisdale not only through the money that she shall be earning off of it but through the fact that the audience shall recognise Lacoste as a well known brand and consider that Tisdale must be doing well if such a brand would want to have themselves associated with her. As well as girls who care about their appearance etc. seeing them and feeling more able to relate to Ashley as this suggests she cares about her appearance as well, possibly even having audience members think that she is allowing them the knowledge of which perfume she uses herself. This makes fans grow to her more so as they feel that Tisdale is opening up to them and encouraging a strong relationship between her and her fans. This is also a convention towards the pop genre as this may be seen as Tisdale providing the audience within more information about her which pop artists are often thought to do more so than artists of other genres such as rock as they are thought to enjoy the whole element of fame and performing more and are thought to often be very happy and bubbly which Tisdale appears to be when she shows these items as well as  throughout the video. Again the idea that these items make Tisdale happy is yet another convention towards the pop genre as often these artists are thought to be a lot more superficial which links back to the whole concept of their love to perform.

Tisdale follows the performance based music video concept as the camera displays a a close up of her lips as she lip syncs to the lyrics. This highlights that this is Tisdale's song and that she sings it all herself it also signifies how Tisdale is about to provide her audience with this big performance and this is just easing them into it. Whilst the camera is demonstrating a close up of her lips Tisdale is wearing a pink lip gloss this piece of Mise en scene highlights to the audience that Tisdale is very into her costume, hair and make up and gets them ready to look towards good outfits, hair and make up within the music video which is conventional towards the pop genre as pop artists are generally all round performers meaning that they are also able to perform dance routines to a good enough standard to do it on stage so much so that they can afford to lip sync instead of actually perfuming the song live as they are so into the dance routine they will be performing. Many pop artists have been noted for doing this such as Cheryl Cole and Britney Spears.

 

The usage of the various different close ups demonstrated throughout the music video is also conventional towards the genre of pop. As this urges the audience to view the artist through a more voyeuristic approach as the camera is highlighting their facial features really emphasising upon their appearance, displaying the artists appearance as a main theme. This conventional towards the genre as artists of the genre are viewed more as a whole package via than simply a singer, they often act more as an entertainer like Spears and Cole branching out into different areas as Spears did breaking into acting with her role in 2002 Hollywood film 'Crossroads'. Within pop the audiences focuses are aimed more towards the artist as an entertainer than anything else. This is done because pop artists are thought to be more about having fun and embracing their fame rather than trying to help the audience relate to issues of their own through their music on some level. Hence viewing the artist as an attractive person helps to expand on this sort of bond which works more of an admiration for the artist on the audiences part. As the audience find themselves more attracted to the artist they find that they have stronger/more positive feelings towards them.

 Tisdale isn't the only attractive character in the video but the male playing her love interest could also been seen as attractive to viewers particularly heterosexual female members of the audience. This has been aimed for by dressing him in clothing which is seen as fashionable for the time period. This is conventional as it is stereotyped that good looking people only go out to the best places showing that the artist really is having a good time and enjoying themselves as they have a good life style enjoying their success. Having an attractive male character appear interested in Tisdale could also make her more appealing to audience members as they see someone else showing an interest in her which urges the audience themselves to also view this quality in her. Following codes and conventions of the pop genre as artists of said genre are perceived to be very happy, buddy people hence viewing Tisdale socialising with a large group of people at a location which is stereotyped as being fun for people who enjoy music portrays Tisdale as a typical artist of the genre.

Another convention to the pop genre displayed throughout the video is the use of all of the extras. Extras are often used throughout the genre to make a scene or area appear more popular and make it appear as though people are having a better time. As often when there are large groups of people this is associated with something being good as it so largely populated. This is beneficial to the artist as it conveys that Tisdale is popular amongst as is she able to go out in large groups and have fun with everyone enjoying everyone's company hence illustrating that Tisdale is a nice fun person to be around as she has all this company. Which is stereotypical towards the pop genre as these kind of artists are thought be more warming and friendly compared to artists of other genres such as rock as they are thought of as being more stand offish and appreciating their personal space more. It also follows the concept that a pop artist likes to dance and sing and show off their talents to large groups of people choosing to do so in a social situation is beneficial to Tisdale as it makes her appear more naturally talented as though she doesn't need help to be good at what she does and simply does it because she enjoys the element of performing rather than just seeing it as a money making scheme. Hence the audience are more likely to become fans of Tisdale as they view her passion for her work and appreciate how much she really does care for her career making her more likeable.

Tisdale is also shown on her own through different shots outside of the club dancing in a different outfit to the one which was previously shown wearing heavy jewellery and having changed her hairstyle again this adds to the concept of her being successful due to have large sums of money as well as girls finding themselves being able to relate to her as this like her fashion/dress sense some girls may even idolise her and decide that they want to be like her looking up to her as a role model figure. Showing Tisdale at different locations also suggests that the situation is more real to her and she isn't just thinking about it in the club and it would also appear that this is a different day due to all the changes which have been made to her appearance.  Showing Tisdale having different looks etc. and making sure that she looks attractive in both ways benefits her as she is showing the audience that she looks attractive in different ways hence showing off how attractive she is in different ways so that the audience finds her more attractive. This often leads to heterosexual males becoming more interested in a female artist and other females usually younger, particularly vulnerable and impressionable teenagers looking up to the artist for guidance.

Often within the pop genre in music videos artists are shown as getting along with friends and having a fun time. This is done in an attempt to get the audience to feel as though they are more able to relate to the artist and view them more as a general person rather than seeing them as this mega star which they cannot relate to as they are living the life of someone who is really famous with loads of money. Hence doing this adds to the artists like ability factor as they see them as a more 'normal person' doing every day things which they themselves would do. This can also add onto the artists likeability factor as fans see the celebrity as acting and behaving as they believe everyday 'normal people' should hence this suggests that the artist doesn't take themselves too seriously and doesn't believe that they are above everyone else due to their success.

The narrative itself within the video is a convention towards the pop genre as often the genre covers love stories. As they are light and easy to follow by all different ranges of the audience as it is something which is expected to be experienced by everyone within their lives. As well as often people finding that they enjoy watching love stories progress as it is something that they can relate to and can make them feel happy throughout. Whether there is a happy ending or not as it shows two people showing affection towards each other which can often provide people with hope.

Various different editing techniques are demonstrated throughout the music video, ranging from big flashy lights to the less noticeable and also the less difficult to shoot yet some of the most effective. For instance the wind machine seen blowing Tisdale's hair around various scenes through out the music video provides various different benefits and is added in such a low key way that the audience simply take this as a part of the artists natural appeal without over thinking the effects which can gone into making the music video which would then take away from the effect of the music video. Hence these small extras as most beneficial to the artist. Again this another conventional technique towards the pop genre as artists are viewed as a package rather than a single artist belonging to a single genre a lot more focus is put onto aspects such as their appearance. Thus this is a beneficial effect as it helps the audience to see the artist through a more naturally aesthetic portrayal as she is able to look so attractive without all of the big effects expected to have been put in use within a music videos production.

A lot of jump cuts are used throughout the music video so to transition between the different scenes occurring within the music video. This was a good choice of editing technique as it helps the audience to understand what is happening. As with the use of jump cuts it is made clear to the audience that the music video is jumping back and forth between different scenes. It was a better choice to use this editing style for this particular music video rather than others as it suits the flow of the music video. Being that the music video is rather fast and up beat as if the song it would ruin that effect if different editing styles were to be used which were slightly slower and less in tune with the style of the music video/song then this would create a contrast which would likely confuse the audience. Such confusion would be likely to occur as the concept of something being quite up-beat suggests a fairly happy mood where as a slower tone suggests a fairly sadder less optimistic tone hence this two ideas mixed together and leave the audience unsure of how they should be feeling or how they should be perceiving the artists work. For the average audience member this is likely to course them to loose interest in the music video and may also provide the artist with negative connotations for the future as the audience embank upon this experience with the artist whenever they hear of them throughout their career. Most audience member's want to relax and enjoy the experience that the artist is providing them with if they find that this is becoming more hard work than it is worth and certainly not relaxing then they will no longer bother with it. Thus the music video would be unable to do it's job of promoting the song behind the music video or the artist.

At the beginning of the music video the shot reverse shot technique is used so to demonstrate the  relationship between Tisdale and the leading male. This is important as it helps the audience to understand the narrative of the music video. Again without this technique having been used it is likely that audience members would be confusion via the music video and therefore be put off from it. It may also be that the audience don't understand the point behind the music video which shall be a negative outcome as it means that audience members are missing out on the effects of the music video created for them meaning that they shall miss out on the full experience the artist has provided with them and therefore they shall also be less likely to build a relationship with the artist. It is essential for audience member's to feel a bond with the artist as often it is this bond which drives them to purchase the artists music.

A lot of mid shots are shown particularly of the artist throughout the music video. These are a beneficial element to the music video as they enable the audience to feel as though the artist is reaching out to them and attempting to create a bond with them as they are demonstrating more of themselves with them. This occurs as the audience are still able to see the artist from a close enough view that they feel as though they aren't far away from them as the camera physically is still fairly close to the artist representing how close the artist is trying to become to her audience. Thus encouraging the audience to embrace this as they begin to feel that the artist is a good role model/person as they appear to really care about pleasing their fans instead of focusing on critics etc. hence boosting their likeability factor earning them more sales. Mid shots are also good shows to use so to demonstrate the artist as a package as the audience are still able to get a clear view of the artists face whilst also clearly being able to picture what the artist is wearing. This is a conventional theme towards the genre of pop as it allows artists to display more of themselves to their audience hence building upon the concept of them working as a package. With this shot they are able to show the audience their fashion sense which can be beneficial as audience members may find that they like the artists fashion sense and may choose to start dressing like them; if the artist has a particular sense of style and fans begin to pick it up then it becomes noticeable and a hype begins to build around the artist helping to promote them further. It also enables the artist to perform dance routines to their audience which they may pick up on and try to perform themselves or the artist may even be able to create new dancing trends for instance new dance moves which the audience shall then be able to relate back to the artist thus also promoting them further.

For scenes where the artist is seen performing dancing routines the camera transitions between long shots, mid shots and close ups. This is important as with long shots the audience are fully able to see what the artist is doing and therefore are able to pick up on the dance routine meaning that they are then able to perform it on their own when out partying wit friends etc. further building a hype around the artist and the song. However long shots can become quite boring as often there isn't anything that  is really highlighted meaning that the audience don't have anything to really focus their attentions towards. Thus it is beneficial for the camera to mix it up with mid shots and close ups also. Mid shots are important as they allow the audience to view the artist up closer up than long shots meaning that they are able to really focus upon them which many audience members find to be more interesting. Although not all of artists body is shown the audience are still able to see a good enough picture to understand what the artist is doing and how they are moving. Also as this is a part of a routine the audience is able to piece it all together from the long shots easily so that they aren't left feeling as though they are having to think too much so the experience is still fun without having bored them by using too much of the same shot. The close ups in the instance are beneficial as they are able to really highlight the artists facial expressions to the audience. As the artist is shown smiling and looking rather happy it encourages the audience to want to try out the artists routine as it appears to be fun via the way in which the artist is portraying it. This is also a rather positive and conventional portrayal of the artist as an artist belonging to the genre of pop. As pop artists are also known for being happy a lot of the time. Much more so than other artists from genres such as indie, rock and alternative. This goes in hand with the conventional concept that pop artists are happy to perform as it is something that they are known for being good at and often do thus it is suggested that this is something they adore to do along with the positive vibes they display when doing so. This is a strong representation of the artist which the audience are set to like as the audience like the concept that the artist is a happy person; this makes her appear more grateful for the opportunity to become an artist, making her more likeable as gratitude is commonly thought to be a good trait which is a sign of a good person. When the audience feel more inclined to the artist as a human being they are more likely to purchase their music. This works because the audience feel happier and more comfortable watching someone who they want to succeed. Whereas when watching someone they don't particularly like this makes for a lesser experience as they feel as though they cannot enjoy themselves properly because of their dislike for this person they aren't as open to liking their work.

Lighting is an important part of the music video. A strong example of this would be for the scenes where the artist is seen performing on her own as she lip syncs whilst dancing in front of a brick wall with a spot light shining directly on the spot she is. This is beneficial as it provides codes and conventions towards the genre of pop as it is able to remind the audience that the artist is someone to enjoys to perform and is able to do so well. Providing these kinds of codes and conventions towards the genre through the music video is essential in ensuring that the audience are fully aware and comfortable in their knowledge of what genre the artist belongs to. Not only does this ensure that the audience of the pop genre is aware that they are watching a music video which is aimed towards them but it also means that the audience are viewing things within the music video which they are set to like as these are elements which have purposefully been added to the music video as they suit the genre and are elements which make it up therefore being the aspects to the genre which is audience are set to adore. Adding these elements within the music video is important as it means that the audiences wishes are being met. Codes and conventions of a genre provide the artist and the production team with a good guideline of ideas and concepts to follow so to make their music video conventional towards the chosen genre so to please it's audience. The concept of the spotlight is also beneficial as it paints the artist to be someone important, someone who deserves to have the light shine on them to highlight their significance. Thus painting the artist is such a way draws the audience attention towards her as the positive connotations suggests that she is both someone whom is talented and someone successful.

The target audience for Tisdale's music video would be young children to older teenagers as these are the main viewers of the pop genre. Tisdale's target audience focuses more towards the girls of this audience as they are likely to find her more relatable as she focuses her video much more around aspects which girls would be interested in such as following a love narrative between Tisdale and another boy in the club, as well as wearing a range of different girlie outfits and showcasing different hairstyles. Tisdale portrays a side to herself which is much more about things such as make up as she flashes about perform which is 'touch of pink' by Lacoste also she has a pink mobile phone a very girlie colour which has connotations of someone liking the colour and using it a lot being very girlie and in front all kinds of typical items for girlies whom care about their appearance.

Music videos have many positive effects upon the success of an artist, not only do they help to raise awareness for the song the video is fitting to but they also raise awareness for the artist themselves, as well as possibly being able to make them more likeable. As you can see artists are able to express themselves in many different ways throughout their music videos using anyone of the three types of music videos and even once they've selected their chosen style their are still so many different ways they can keep their music videos appearing new and fresh in comparison to other music videos of the same style as their are so many different elements they can apply to their music video in a range of different ways. Tisdale used a variety of different techniques within her music video which many artists of both performance based and narrative based music videos had used in their works before yet she managed to use them differently which help her to express herself and her work. An artist from a different genre to Tisdale could follow the same styles as Tisdale and still have a completely different music video as they would be following different codes and conventions towards their chosen genre.

Overall as you can see Tisdale has created a music video which is of a good enough standard to follow and represent codes and conventions towards the pop genre as well as following two different styles of music video showcasing Tisdale ability to perform on a wider range. It is essential to establish a style for a genre as without it there would be no genre; it is this style which creates the genre hence it is made up of all of it's codes and conventions. Without there being a style to a genre there would be no genre as there would be no determiners to take certain aspects of something and state that they belong to one category and not another. It is this concept of style that the audience are able to view and instantly recognise a genre or even possible genres for that piece of work to belong to. If the audience see a lot of happy people, appearing to be having a good time, dancing and all looking fairly attractive then pop is likely to be one of the main genres the audience straight away guesses this piece of what belongs to. It is those added extras which really help the audience to lock down the artists genre for instance Tisdale's uses of a spotlight really helps the audience to place the artist to her chosen genre.