Analysis of a star and Dyers theory - Miss Miller

Richard Dyer is someone who has written extensively about the role of 'stars'  in TV, film and music created a theory that follows the concept that the star image is incoherent; meaning that it is both incomplete and open to further adaptions. Dyer follows this concept up with two key paradoxes.

Paradox one being that the star must be simultaneously ordinary yet extraordinary for the consumer at the same time.  Meaning that although the audience sees elements to the audience they find relatable the barrier still remains that the artist is on a much more talented and successful wave length.

The second paradox states that the star must be simultaneously present and absent for the consumer. So the costumer needs to feel like they know the artist yet they've never met them.

This idea of the incoherence of the star image ensures that audiences continually strive to either 'complete' or make sense of the image. This is achievable by continued consumption of the star through his or her products.

Keeping things fresh by changing their appearance, style, genre of music etc helps the artist to maintain this.

This theory leads to stars feeling as though they need to reinvent themselves in a number of different ways for various different reasons. For instance they may simply be doing it to gain more fans by reaching out to different genres and attracting new listeners/ a different target audience. It could also be a part of a stage of rebellion as is often viewed to be the case with stars such as Miley Cryus trying to rid herself of her 'good Disney' image. Stars may wish to make these changes so to improve the publics general perception of them as it thought to be the case with Justin Bieber coming out and apologising for his bad behaviour and entering into different genres of the music industry entering a 'clean slate' so to prove that he really is making changes in his life so to become both a better person and a better role model. Creating a new image and entering different genres of the industry is also a good way to ensure publicity and people will be interested to hear about the stars change and speculate as to why this change was par taken in.  The change in Lady Gaga's music career from her very first album to what her music is today has come about as she has gained more control over her image/ brand which enables the artist to be able to portray more of themselves to their fans which enables them to connect further.

Many artists have followed Dyer's theory throughout their years of stardom one of whom being Britney Spears:

Spears first came onto the music scene with her 1999 pop hit 'Hit me baby one more time'

Goodwin's theory may also be fit to Spears. Goodwin's theory states that within a music video there should be frequent reference to the notion of looking e.g. screens within screens, telescopes, etc and particularly voyeuristic treatment of the female body. Meaning that the audience are often looking at the artist in a voyeuristic way which the artist in character doesn't realise. As the artist is seen wearing a rather revealing costume (Mise en scene) yet to her she is unaware that she is being watched hence she doesn't no the effect which her outfit may be having on her portrayal. Throughout the video Spears costume is rather revealing showcasing her slim toned figure to the audience which is beneficial as this type of figure is thought of as being attractive hence the artist appears to be flaunting her attractive aspects attracting the audience without realising what she is doing. This is also beneficial as often people find that when others are overly confident within themselves it isn't as attractive as when they are more modest. It is beneficial for the artist to make herself appear within this way as it can lead to artists feeling a deeper connection with the artist as they find themselves feeling more  attracted towards her which makes them feel as though they have more of a connection with her. Hence urging the audience to buy into the artists music as they feel more connected to her compared to other artists this technique tends to work more so with the male members of the audience however this does also provide beneficial aspects onto the artists connection with female members of the audience. As the female audience members admire how the artist is able to do so much and perform with so much talent and yet still appear so attractive making her appear as a good role model as she is able to juggle so much whilst encouraging and inspiring others to do the same. Even today this is still seen as one of the artists most iconic costumes of which people often adopt to dress up as the artist on big platforms such as Hannah Marin from Pretty Little Liars dressed in her take of Britney's classic costume from this music video for a halloween episode of the ABC family drama. This highlights the importance of Dyer's theory that celebrities or 'stars' are seen more as products than actual people. This was only one music video out of the many that the artist has created yet people still reference to her very first music video when attempting to adopt her look. Despite the artist having changed over time even branching out into other genres such as R&B so to emphasis her growth as both a person and a artist. This conveys that despite Spears' growth since the beginning of her career the audience shall always recognise her with this as this was the first image they were represented with of the artist enforcing this image upon her for her entire career. When considering people the audience are actually well acquainted with it is likely looking back that they shall realise that they have witness this person face much change. Even being able to notice personality traits or characteristics both physical and non physical about them which have changed over time yet they haven't forced the image of the person they first had when they met them upon them. It is likely that they even view them in a different way of present as they had in the past which signifies how stars are presented as more of an object than a human being as the audience does feel to them as another person. 

Goodwin's theory also states that a music video should fit to a performance, narrative or concept based music video often with aspects of them within each other. Although Spears is following the performance styled music video concept she is also following a narrative styled video as Spears is portraying herself to be a school girl however at this time Spears had dropped out of school to achieve her career as an artist hence this character cannot be an accurate representation of the artist herself but it is the artist adopting the role of a character for her music video.  

The affect of this makes Spears appear more desirable to both male and female audience members. This urges young and impressionable female audience members to look up to Spears even more as they admire her and want to be more like her. Her costume also urges male members of the audience to find her more attractive as they are seeing more of her well tone figure than they would be had she worn a more conservative outfit. This also urges young and impression female audience members to want to be more like her as they view the male attention she is receiving and feel that they want the same for themselves as this is portraying as a positive thing to receive. 

Spears's music video was conventional towards the pop genre in a variety of different ways  another aspect of the music video which fits to Goodwin's theory as the theory states that that music videos should demonstrate genre characteristics throughout. For example the Mise en scene elements used within the music video such as the different costumes Britney wore throughout the music video most notably her 'school girl' costume which went on to become iconic due to the popularity of the music video and the success the artists chosen costume had on delivering the artists chosen genre of pop to the audience. This costume was so conventional towards the genre as it presents Spears a school girl. Helping her address the audience of the pop genre which is mainly filled with children to older teens, particularly girls. Hence showing herself in this way proved to Britney's audience that they could relate to her and that she was just like them suffering the same day to day struggles. However Spears still managed to maintain interest in herself by showing that although she was certainly able to connect with her fans on their level she was still someone to look up to due to the way she altered the uniform in something which certainly wouldn't be viewed as acceptable in a normal high school. Having her costume in this way enabled Spears to show to the audience that she was fun, fashionable and not afraid to be herself , as well as showing off her figure again this is also conventional towards the pop genre as she was able to display her toned figure, artists of the pop genre are expected to be attractive much more than artists from other genres such as hip pop or Rock as they are seen as being all round performers and entertainers who are always happy and ready to perform hence they are expected to be naturally ready for this at all times and always look the part. Spears's uniform was also tailored to make her appear more fashionable along with the added accessories in her hair and even the pink rubber on the top of her pencil. All of which are conventional towards the genre as pop stars are some of the most mainstream artists as their music is aimed towards the majority of adolescents who aren't quite sure who they are yet and are therefore more likely to be listening to popular mainstream music from the charts. These added fixtures worked as they were what was popular with girls of the target audience of the period. Seeing the audience doing things and behaving in ways which mirror their own behavior helps the audience to grow towards an artist as they see more of themselves in them and don't view their work as something alien which they wouldn't understand. 

The music video also displays codes and conventions towards the pop genre as there are many dance routines displayed throughout. Dance routines are conventional towards the genre as pop artists are thought to be all rounded artists who are more about their performance as a whole rather than just the quality of the music itself. Dancing also provides connotations of someone being happy which pop stars are expected to be as their songs are generally happy even if their slightly sadder lyrics the actual songs themselves are more up beat compared to songs of other genres. It is also conventional that the artist performs dance routines in different scenarios/settings throughout her music video as it really enforces the idea that she is happy all of the time and able to perform on demand. Which also follows the genre as pop artists are expected to be good well rounded performs who are more able to put on a show more so than artists of other genres who are more about the actual  quality of their music involving both the lyrics and the sound of their voice. The concept of Spears' dance routines being representative of her further talent also conforms to Dyer's theory as he states that talent/creativity are common values of stardom henceforth the artist portraying herself in this way presents her as following his theory. It is also beneficial for the artist to present herself within this way as it emphasis her talent and creativity to the audience therefore making her appear to be a better role model as she appears to be capable of more therefore urging the audience to develop further respect for the artist building upon the relationship between the two. 

The setting for Spears' music video is also conventional towards the pop gender as often within pop music videos the settings/locations are in largely populated places and pop is a much more social genre compared with others such as indie rock as they're generally more about having fun and encouraging dancing. However Spears' settings and locations weren't just relateable because she opted to use a school being a densely populated location but it is also conventional as it is an area of which Spears' main members of her target audience would view regularly as pop music being aimed towards children to older teens and Britney focusing mainly on attracting girls with her girlie connotations with her extras such as the pink rubber on the end of her pencil. 

Spears' music video also fits to Goodwin's theory as the theory states that there must be a relationship between the lyrics and visuals. Which is demonstrated as the artist is singing about/to a male character who is presented to be a previous lover who is then shown as she sings. This also helps the artist to apply narrative styled music video aspects to her music video which also follows Goodwin's theory which states that aspects of different music video styles are shown within each other. As the artist continues to sing to the male character she then sings "I shouldn't have let you go" to which the male character vanishes. This is beneficial as it encourages the audience to pay attention to the lyrics helping them to follow and understand them. As well as helping the audience to remember the lyrics as they are provided with a visual experience to place to the lyrics so to help them remember when they hear the song on the radio etc. or when they are singing it off their own accord. 

Yet another way in which the music video fits to Goodwin's theory is that the music video contains various different close ups of the artist which Goodwin's theory states music videos should as well as stating that it is likely that record companies will likely demand for these. As this is a visual style which helps the audience to build a relationship with the artist in various different ways. For instance the actual concept of the artist being physically close to the camera lenses suggests that the artist is attempting to reach out and become close to the artist as the audience feels like they are also closer to the artist because of this. This also suggests that the artist desires to connect with their artist as they don't shy away from the camera or try to cover themselves but they embrace it. Which represents the concept that the artist is hiding who they are from the audience suggesting that the audience can trust the artist and their music with the concept that they are telling them the truth in the lyrics without hiding anything which makes the audience feel as though they are more able to relate to the artist as they don't try to hide who they are and they are willing for this connection. Again the use of close ups allows the audience to view the artist in a voyeuristic fashion as they get to see the artists facial expressions up close providing them with a better view of the artist. Often people think that close ups are bad angles of themselves as they feel that they show up more of their flaws more noticeably henceforth seeing the artist through a close up and noticing that they still appear attractive really highlights this sense of the artist being a really attractive person. 

Close ups within 'Hit Me Baby One More Time': 

Dyer's theory also concludes that there are some common values of stardom. Such as youthfulness which is represented throughout Spears' music video as the audience are shown close ups of the artist's youthful face emphasising as well as the fact that the music video is taking place within a High school. Which produces connotations of youth as High school's are places where young people between a certain range of ages which are often stereotyped as being the best years of your life as they are old enough to know right from wrong and are provided with some further elements of independence compared to younger children, yet they are still provided with the safety and security of being looked after via elders working at their schools and via parents/guardians etc. attend. It is beneficial for the artist to present her youthful elements as often older audience members find themselves feeling envious of youth therefore finding the artist more attractive and therefore building more of a bond with her as well as wishing to embrace their youthful sides which they feel viewing this music video shall help them do as they feel a connection with the artist and therefore her touch of youth. This technique also enables Spears to form a deeper connection with youthful audience members which is beneficial as being of the pop genre many of her audience would be between the ages thirteen to twenty seven. Hence portraying this side to the artist attracts the audience to her and signifies to them that there are elements to the artist which they may find relatable. 

Another common value which Dyer's theory states music video that music videos should provide an anti authoritarian attitude which Spears does as it is evident that she is partying around the school with her peers, living out dance routines against her head teachers wishes. This is beneficial as it provides an element of humour to the music video providing the audience with more to add to their experience of the music video hence making a more enjoyable experience. Which is important as they shall tie this experience with the artist which shall continue to provide the audience with further connotations and impressions of the artist throughout her career. Referring back to the fact that the main costume for this music video worn by the artist is still considered a large part of her representation to the audience as a whole henceforth enforcing the concept that stars are treated more as objects or products than people. 

For this music video Spears' target audience includes that of the pop genre as she has evidently aimed her music video towards them considering the various different codes and conventions nodding towards the genre throughout.However it may be argued that this sector of the audience may be narrowed down further as it appears that the artist is aiming towards the younger audience members of the genre although the genre is predominantly thought to be made up of younger audience members the a lot of older members also enjoy the genre as it s made up of mainstream music which they would have heard a lot and therefore learned to enjoy however Spears isn't directing her music video towards the genre with this intention but simply aiming towards the younger audience. It may also be argued further that the artist is aimed more towards young girls as Spears takes on the role of a young girl going through the motions at school and is frequently showed in locations with would be relate-able to young girls as they are use to being in this places themselves for instance school is a mandatory place for young girls hence they shall recognise this and consider themselves to be able to relate to the artist more thus helping a relationship to form more easily between the artist and these audience members. Spears also directs her music video towards younger female audience members in a variety of other ways for instance when she is seen performing dance routines this is done with benefiting factors for these audience members as these are the ones whom are likely to view Spears performing said routines and want to practice them and perfect them. This helps to build on the relationship between the artist and the audience as the audience feel as though the artist is more fun and that engaging with them shall help them to involve themselves in their fun spirited ways. In contrast it is highly for an older male of the genre to take out these dance routines hence highlighting how the artist isn't attempting to suit her music video towards them. This was a good sector for the artist to aim towards as she was easily able to make her target audience feel as though they could relate to her so to endorse the essential bond needed to form between the artist and their audience so to ensure that their music is selling. At this time in her life Spears had just started out in her career haven't just left school however she left before graduating thus she was at an age where this audience where able to easily picture themselves in her shoes due to be of a similar age. This also meant that the artist herself was able to relate to the audience herself more easily meaning that the bond was able to form at a more natural and believable pace hence the audience were able to feel as though this was a genuine connection, strengthening the bond. 

A little while into her career Spear expressed her wide ability to brunch out and reach into other genres of music with her 2001 R&B hit 'I'm a slave 4 u'.

 

One way in which Spears' music video follows Goodwin's theory is that the music video demonstrates characteristics the artists chosen genre of R&B. For instance throughout the music video Britney is often seen performing by either lip syncing to the lyrics or performing various dance routines. A performance based music video is conventional towards the genre as often within the R&B genre artists perform as artists of the genre are thought to be rather 'cool' and obtain a certain attitude/image. 

The music video is also able to follow codes and conventions towards the chosen genre through the use of Mise en scene as often videos of the genre focus on the physical appearance of the artist. This looks at Spears 'showing off' often within the genre artists are seen as showing off on a variety of different levels either for their appearance, wealth or even connections within the industry etc. Spears shows off her figure yet again in this video however she has upped it a level since 'hit me baby one more time'. Since her first music video Spears appear to have become even more toned and wears her revealing outfits a lot more casually than she did in her first video. Whereas before it was almost done as a joke her in school uniform or in simple sports wear this time Spears is showcasing a costume which is a lot more casual yet still very revealing. This highlights to the audience that as Spears has grown with her music she has become a lot more comfortable in her sexuality. It also highlights how she has grown since her debut. Spears also appears a lot more sexuliased in this video compared with her first, she is ever made to look as though she is sweating in aid of this aid this is conventional to the R&B genre as artists are thought to be older than teens however still aiming towards them as well as being a lot more sexual. The concept of Spears following codes and conventions towards the genre follows Goodwin's theory as it states that music videos should demonstrate genre characteristics suiting to the artists chosen genre. 

Another convention towards the R&B genre appears through the use of setting. The video is shot in what appears to be a rather deserted location which appears a lot more grungy adding to the R&B scene the video needs. Not grungy in the sense of the grunge genre but in the sense of grunge in the R&B genre of going to deserted slightly a bit dirty and out of bounds locations to start your own party and have a good time. This shows Spears and her peers having fun but it a bit more of a grown up way compared to dancing in the school corridor or at sports events. As it is hinted throughout that they are trying out new things and having fun in a way that would mirror that of someone in there late teens to early twenties. This also fits Goodwin's theory as the video shares a relationship between the music and visuals as it ties with the lyrics; "All you people look at me like I'm a little girl well did you ever think I'd be ok for me to step into this world?" Highlighting how Spears is entering this new generation trying to come away from the labels enforced upon her by her early work and the audiences interpretation of it and her.

Mise en scene also further adds to the conventions of R&B as well as helping Britney to portray a change in herself through the changes in her hair and make up whereas in 'Hit me baby one more time' Spears is scene experimenting with having her hair up in different styles as a stereotypical school girl into the pop genre is thought to do would where as in 'I'm a slave 4 u' she is shown consistently with her hair down only it has been rather sexulised as it is made to look quite messy and sweaty implying certain connotations. Her make up is also a lot heavier and less natural in this video which is conventional towards the R&b genre as artists of the genre as thought to have a slightly darker more grown up look/image compared to artists of the pop genre.

Spears also follows Goodwin's music video theory as various different close up shots are used throughout the music video which Goodwin's theory make reference to as it is informed that the artist particularly a female audience is likely to be presented in a voyeuristic manner. This manners that the audience are made to view the artist within an attractive manner. Examples of this include the artists style of dance as she performs her routines, various Mise en scene elements including her costume, hair and make up, the effects which have been applied to her so to make it appear as though she is covered in sweat and the looks she receives of off other male counter parts within the music video. As they are seen to be viewing her in this way it demonstrates to the audience that it is acceptable for them to do this also as she is no longer the 'sweet little school girl' she once portrayed herself to be in her earlier work.

Goodwin's theory has also been followed throughout the music video as it is stated that there should be a relationship between the visuals and the lyrics as Spears lip syncs; "I really wanna do what you want me to" she is seen flaunting her figure as she dances to the male character from the above screen shot. This is beneficial as it helps the artist to really showcase her lyrics to the audience and ensure that they are able to understand them, grasp them and therefore know them which means that they shall be able to sing along to the lyrics improving the audiences overall experience of the song as many audience members say that they enjoy singing along to lyrics when listening to a song because they find it fun and it boosts their mood. It also helps the audience remember as they are provided with this extra visual experience so to help the lyrics remain within their brain.

Even the dance moves are a lot more sexual in Spears video previously highlighting how she really has grown up and even suggesting that her move to this genre came about through her desire to change and grow with her music. She no longer presented herself as a sweet innocent attractive school girl who liked to have fun dancing around and dressing prettily fitting to that of the typical 'pop princess' image. Now she was a matured R&B artist who had grown as a woman and had become more confident in herself as well as clearly having grown and experience more she had now lost her innocence. Again the concept of Spears performing a routine provides the audience with a further glimpse of the artists talent following Dyers theory as it allows the audience to see the artist as more of a performer than a human being which works within the same manner as the artist being treated like an object or product. As well as the common values of the artist presenting her talent/creativity being used so to demonstrate this. Again this is beneficial as it allows the audience to feel further respect for the artist as they embark further upon her different stages of talent urging them to view her as a better role model as she appears to be something who is very capable and talented therefore encouraging the audience to want to be more like this. The artists actual style of dance also provides the common value mentioned throughout Dyer's theory of sexual magnetism. As the artist is seen touching herself in what is thought to be inappropriate places as she dances leaning the audiences eyes towards these areas therefore encouraging the audience to think of the artist in a sexual manner as she is flaunting herself in a sexual way. This is beneficial for the artist particularly with the male members of the audience as it means that they are more likely to view the artist in such a way which builds more of a relationship between the artist and the audience as the audience view the artist in more ways therefore obtaining more feelings towards her which they will be reminded of when they see or hear of her.

Again throughout this music video Spears follows Dyer's theory via applying the common value of an anti authoritarian attitude as she is seen socialising with her peers in a location which doesn't appear to have been designed to house such social activities. The chosen location for the music video is important as it presents the artist as trying to go against the typical social conventions for the time the music video was filmed. Portraying herself to be more edgy and slightly dangerous. Which is different to the artist presentation of said value within her first music video highlighting how the artist wants the audience to view her as differently to how they had previously whilst also illustrating her growth as an artist.

'I'm a slave 4 u' also conforms to Goodwin's theory as the theory follows the concept that a music video should be performance, narrative or concept based with elements of each used within it each other. Which is apparent within said music video as Spears clearly conforms to a performance based music video as for the most part of the music video the artist is seen performing either by performing dance routines or lip syncing, often doing both. As well as there being evident references  to a narrative within the music video as the artist is seen aiming her lyrics towards a certain male character as she appears to be dancing for him which suggests to the audience that there is a connection between the two of which the music video revolves around.

Not only did Spears target a different genre considering her change from pop to R&B but the artist also targeted herself towards an older audience. Considering the change in her representation both through her physical appearance and her attitude constructed via the ways in which the artist carries herself, her mannerisms and the topics and suggestions implied via both the song itself and the music video. Spears is promoting a much more sexual side to herself hence no longer being a suitable artist for those belonging to younger audiences. However this doesn't necessarily mean that the artist was moving away from old fans but simply moving with them as they grew up. Although this is outside of the previous genre the two genre share may similarities the most important being that they both belong to the mainstream hence still suiting the same type of audience. However R&B is a bit more grown up whereas pop can be seen as being rather young as it is often thought to be a more innocent genre in comparison. This was a beneficial move as it meant that Spears was able to keep her old and loyal fans by growing with them meaning that her music didn't feel to young for them, it was good for Spears to stick with this audience as they had already felt a connection with the artist meaning that they would be more willing to accept this new side to the artist. It would also strengthen the concept of their bond as the artist feel as though they are really growing up with the artist and despite their differences e.g. fame and fortune that the artist is still able to relate to the audience and feels the same struggles that they do providing more to the relationship. However Spears was also able to adjust her representation whilst making this move meaning that she was able to aim her music more towards audience members who weren't yet fans of hers. Entering the R&B genre the artist was now able to attract audience members of the genre hence covering more ground meaning that she would be able to create more sales. The artist was able to secure this plan via applying codes and conventions towards the genre throughout her music video. For instance the sexual connotations which are demonstrated throughout as the artist dances in a much lesser innocent manner than she had been known to do previously touching herself in what are redeemed to be inappropriate places. Which is conventional towards the genre as artists of the genre are known for expressing their love towards others in a much more modern way and not being afraid to talk about their sexual relationships. This concept also meant that Spears was now able to attract older male audience members which she wasn't able to do so much before as she was cast as a sweet, innocent young girl hence this isn't seen as something older male audience members should want to be watching however watching an older attractive female artist is acceptable and seen as completely normal.

Spears recently reentered herself into the music industry with her hip hop hit from 2015 with female rapper Iggy Azalea 'Pretty Girls'

One way in which the music video follows the theory of Goodwin is that it meets the demands of the record label as it includes many close ups of the artists. This provides for a visual style which helps the audience to build a relationship with the artist. 

The music video follows many codes and conventions towards the hip hop genre in a variety of different ways for instance through the use of iconography. Money is seen flying around the artist this is conventional towards the genre as artists of hip pop are often shown to be showing off their wealth etc. They do this in a bid to make themselves appear more successful so to gain the respect and therefore interest of the audience. Once again Spears applies this technique within her music video following Goodwin's theory which states that music videos shall demonstrate genre characteristics towards their chosen genre which in Spears' case is Hip Hop. 

The music video follows a performance based style as well as following a narrative. It is rather stereotypical for hip hop music videos to do this as it enables the artist to showcase their various different talents to the audience whilst also providing them with a bit more to the music video keeping it a bit more interesting compared with a music video of the pop genre as hip pop is about more than just trying to encourage the audience to dance and enjoy themselves. Britney is seen performing as yet again she is lip syncing to the lyrics as well as performing dance routines something which Britney has continued to do throughout her career regardless of the genre as it presents her as a good well rounded performer which reminds the audience of her pop roots as pop artists are thought to be better well rounded performers compared with artists of other genres as they have more experience with dance routines etc. The narrative comes from the relationship explored between Britney and Iggy's  characters.  Again this is an aspect to the music video which follows Goodwin's theory which states that a music video will follow a performance, narrative or concept basis. With elements of each used within each other. 

The music video also displays codes and conventions towards the hip pop genre through the use of mise en scene considering the characters costume, hair and make up. Yet again Spears' costume is fairly revealing showcasing both her stomach, lower back and shoulders however this is conventional towards the genre as within the hip pop genre many artists are seen to dress in this way. Both female and male hip hop artists are seen to wear a lot of jeans which suits the genre a this is rather casual clothing yet the artist is also able to dress this outfit up without appearing over the top. Spears dressing in this manner can be seen to her fitting to the genre of hip pop by going against the social standard of dressing where this would be sense as the sort of outfit you would wear during the evening not during the day as it has connotations of going out and partying. 

Spears' hair is also conventional towards the genre as she has it 'crimped' which is often thought to be a rather 'ghetto' hairstyle which is conventional as hip hop is thought to be a ghetto genre. 

The music video also portrays conventions towards the hip hop genre through the use of location, as a part of the video is shot in the scenery of a night club, this is conventional towards the genre as this is the kind of place you would expect hip hop artists to hang out. Due to their style of music suiting that of dance and alcohol as well as socializing. 

Spears has managed to portray herself differently throughout the years through the use of experimenting and trying out different styles of genres. This has enabled her to provide to her audience different sides to her as well as showcasing her talent on a wider range portraying to the audience just how capable she really is. This provides her with further respect from fans as they are able to see for themselves how much Spears really does care for her quality of work. Trying out different genres has also enabled Britney to be able to reach different target audiences therefore gaining more fans.

Being a much later entry into career much has changed for Spears since her older music and the release of 'Pretty Girls'. The artist is now a mum and is now more settled and established artist even finding herself often been referred to with the title of 'princess of pop' this is because despite having branched out and experimenting with different genres the artist has maintained her bond with her original audience and kept newer audience members along with her building an empire of a fan-base.

 Within this music video once again the artist is aiming towards a mainstream audience being that her chosen genre hip hop is of the mainstream showing how Spears likes to stick to what she knows. However the artist has expanded her work and her style to this audience as she has provided various different codes and conventions towards the genre throughout her music video. Despite aging the artist is still keeping to her roots and aiming towards a fairly young audience not as young as her early work but around the same age as audience members whom would have been attracted to 'I'm a slave 4 u' and slightly younger. The artist has ensured that these audience members shall take her seriously as an artist who is aiming towards them as she has teamed up with young female artist of the moment Iggy Azalea. This also means that fans of Azalea are likely to become interested in Spears as they recognise the artists working together as meaning that they get along and have a mutual respect for each other. As they view that Azalea likes Spears and respects her work they decide that she is someone whom they should become interested in. Although the music video provides various different codes and conventions towards the genre of hip hop the artist also really focuses more towards female audience members. Considering the titles and the frequent feminist ideas and concepts noted throughout the lyrics. As well as the themes explored throughout the music video  including female friendship especially considering this is a pairing of two well known, successful female artists demonstrating that women are able to stand strong on their own or even together without men. Hence this is likely to urge female audiences members to become more interested in the artist as she paints herself to be a good role model for them as she is a successful, independent woman which is suggested throughout the song is something which they should aspire to be.

As you can see although Spears has made adaptions to her style of music and her representation as an artist of the years she has more or less stayed true to herself from the beginning regarding her musical work. Although she aimed to grow with her audience throughout the earlier stages of her career as she got older she choose to stick best to what she knew and aiming more so towards the younger audience and sticking to the mainstream in doing so. Spears has frequently changed between genres throughout her career so to keep things interesting for her fans meaning that she has been able to maintain their interest and therefore stayed relevant meaning that her music sales have been successful. Suggesting that it was the right decision for the artist to stick to what she knew best rather than continuing to grow with her original audience as this didn't necessarily suit to the styles of music she was known for and therefore it would have been a risky decision to see whether or not she would have been able to pull it off. This may have been damaging to her career as audience members would remember this and it would likely taint her image as this would lead to the artist been mocked which she might not be able to come back from as the audience don't want to be seen appreciating the artist music once her image has been tainted in such a way as it seems embarrassing to be interested in an artist people generally don't redeem to be good. Throughout her career the artist has made business decisions which made that she would be able to continue her ranking of success.

Diversity in music videos - Miss Miller

Diverse or otherwise known as alternative music videos stay to the artistry rather than the artist themselves. Therefore the video is more about it's actual concept rather than simply standing so to improve the reputation of the artist or boost their profile etc. However that doesn't mean that artists don't use this method so to boost their profile.

 Often artists such as Marylin Mason and Lady Gaga are recognised for their unique take on the music industry which makes them stand out above other artists. Including artists such as Taylor Swift, Justin Bieber, Kanye West and many more. Not only are these artists recognised for their diverse music videos but also there 'abnormal' and at times controversial behaviour in their day to day lives. For instance when Marylin Manson attended the MTV awards (1998) with his then girlfriend Rose Mcgowan who if Manson's outfit wasn't eye catching enough as well as his trademark style of make up wore a see through fish net dress. A lot of people saw this stunt by the pair as too explicit and not something which should be worn to such a highly regarded event however others praised Mcgowan for her confidence and Manson for feeling comfortable enough to encourage his girlfriends decision to wear such an outfit. Some even saw it as the pair nodding towards feminism something which Mcgowan still heavy associates herself with today, having recently been fired by her agent for going against the ways in which women were portrayed with a lack of respect within American film-making. The pair also received praise for once again turning up as a 'well dressed' couple who weren't afraid to turn heads together. Since the beginning of their relationship the pair had been recognised as not being afraid to break the boundaries set by society which would otherwise interrupt their creative flow when the pair starred in 90s cult class 'Jawbreaker' together. Mcgowan is also known for taking on roles in similar styles of film including 'Devil in the Flesh'. Fans really take all of these elements into account and they can be massive 'make or break' factors for artists. For instance the 'power couple' image helped fans to understand Manson more and view a more relatable side to him as usually he was so out there and different to everyone else that it was nice for them to be able to view in a happy relationship with a well recognised figure in the acting world.

Although artists such as Manson and Gaga are seen as creative individuals on there own that doesn't mean that they don't accept the help from diverse music video directors to help them make their music videos the success that they are. This can include the work from directors such as Cunningham and Gondry. These music video directors are much more diverse as they create music videos which don't fit to the codes, conventions and characteristics of genres.

One of Cunninghams well known diverse music videos is Madonna's music video for her single 'Frozen'.

The video created much controversy due to the symbolism which is shown throughout. The video was filmed in a desert in California as Madonna was portrayed as obtaining a ethereal, witchy melancholy persona, having the ability to shape-shift in to a flock of sheep or a black dog. This is conventional to the genre as often artists within these music videos are seen/thought to be wearing costumes which are different/unconventional or strange. Again this is a convention of the genre as it represents the artist as being different from the mainstream which may have beneficial effects for Madonna regarding audience reaction as they feel that deserves a higher credit-ability factor as she is able to do more with her work which other artists couldn't. As well as displaying her to be someone who contains a much deeper train of thought as she is able to consider and create things which aren't considered as being 'normal' things to think about and showcase them with confidence that this is something the audience should be viewing, possibly even learning about urging the audience to consider whether the artist has more to offer compared with other artists of her period. However this anti-mainstream vibes could also potentially harm Madonna's success as artist view her as being too weird leading them to dislike like either the artist personally or just there work and deciding to stay away from it and stick to what they know and feel comfortable with. Some may even feel that these anti-mainstream hints are an attack at the mainstream opting them against the artists work. Madonna personally believed that there are a lot of magical, mystical powers in the desert and that it is a magical place or at least that's how she left before she arrived and began filming. Madonna also admitted that her team originally wanted to film in Iceland as the original idea for the video was to go somewhere cold with snow which would have fit well with the tittle as well as also being a convention towards the artists chosen genre for the same reasons as the location she did in fact use. However Madonna decided against this as she thought that she'd become miserable as a result of her being freezing which would result in her complaining all day. However when Madonna and her team arrived it was below 20 degrees meaning that she would be bitterly cold which was putting her at a discomfort not only because of the cold but also due to her costume for the video including her being barefoot. It even started pouring with rain meaning that everyone got sick according to Madonna resulting in her having a miserable experience anyway.

The music video won a MTV Video Music Award for best special effects in 1998. The video was inspired via film 'The English patient' .  In an interview talking about working with Madonna Cunningham admitted that he thought Madonna became interested in working with him for her video after viewing his work with Aphex Twin- the music video he directed for them for their single 'Come to Daddy' (1997).

The video reveals a sober, contemplative side to the artist showcasing a mature mysticism. The video begins with a shot of the cracked  desert fool which sets the tone for the video creating a rather isolated and far away from reality vibes. Within seconds of this shot Madonna is shown on the ground wearing a long, flowy black dress with matching dark hair creating a rather witchy vibe fitting to the narrative as well as the statement necklace she is wearing. These micro elements are important as they are able to highlight and provide hints to the audience as to what is taking place within the video as well as hint towards any macro meanings.

Both the music video and the song belonging to it are of the electronic music genre. Music of the electronic genre employs electronic musical instruments as well as electronic musical technology within it's production. A distinction can generally be made of the electronic music genre compared with any other genre regarding sounded produced using electromechanical means and that which has being produced via the usage of electronic technology.

Often music videos of the electronic music genre show elements of the Indie genre this is done within Madonna's 'Frozen' music video as she is seen on a deserted desert. Often artists are shown on a 'down to earth' location as this displays the artist as being more deep and therefore having more meaningful music, indicating that there is a hidden meaning or message behind their music.   

The entire video is full of symbols and signs something which coursed much controversy, even leading people to relate that to the Illuminati hence regarding Madonnas work as a negative thing towards a society which they feared and questioned her intentions not only with the video and the group but also her place in the music industry and what she wished to achieve from her success as well as how she planned to use the power she had created for herself in the future. However others saw Madonna's use of these symbols to be a joke. Viewing the usage of these symbols to be a tactless way to create attention a bring about a hype for her video.  Others were able to find direct relations to religion from these symbols as well as her various actions throughout the video which in hand with her symbols can be seen as offensive towards these religions as Madonna someone who is not a part of said religions is reacting  them, this may be viewed as her mocking them or she could be seen as being offensive through a lack of education with viewers possibly viewing her work as not authentic enough and therefore not doing them justice. An inaccurate portrayal within the media can lead to much damage to a cultures pride as this becomes how society begins to pick up bad habits and view things differently from how they actually are hence leading to much confusion, lack of understanding and people accidentally offending others possibly without even really realising what it is that they have done afterwards. This could come from scenes such as the ones where Madonna is seen on the ground praying just as a Muslim would praying to Allah, as well as having many hands just like some Hindu Goddess. Often people believe that it is the duty of those in the media to make sure that they are portraying things accurately and have a social conscience, this view stems from people realising and considering the large impact the media has upon society and how it is able to shape it. It is becoming more and more popular for people to learn what they know about 'social norms' and what is and isn't acceptable through the use of the media as more and more people are finding themselves dependent upon it or addicted to it rather than learning such traits through their social surroundings in the real world as a pose to virtual.

Goodwin's theory explored within 'Frozen'

Madonna's 'Frozen' music video follows the first step of Goodwin's theory including the concept that it needs to include genre characteristics as Madonna examples of this include Madonna's costume as well as the location for the music video.

Madonna also follows the second step of Goodwin's theory involving the concept that there should be a relationship of a sort between the lyrics in the song and the visuals shown throughout the video. This is done as within the lyrics Madonna refers to birds; "love is a bird" and birds are displayed throughout the video including Madonna turning into a flock of birds herself. 

 Similar concept of Goodwin's theory is also explored meaning that there is a relationship between music and visuals. Which is displayed throughout as the tune to Madonna's music is rather slow and quite which is represented as the music video is rather simplistic as she is a deserted Island where not much is really happening.

Goodwin's theory also concludes that record labels will demand for lots of close ups of the artist which has been demonstrated throughout the video.

There are also frequent references to the notion of looking a the audience are shown shots of Madonna which may be perceived to be her looking back at them. This also leads onto the concept of the audience looking at her in a voyeuristic way as the audience are looking at Madonna in a different way as she would be looking at them as they are very her act which her character in the video.

There is also inter-textual reference throughout the video involving the symbols etc on Madonnas hands. 

The video is focused primarily on a performance based approach as Madonna is seen lip syncing as well as behaving in a character which is seen to be rather different to her day to day behavior. This opinion comes from  the connotations displayed throughout the video including the isolated location of the desert not somewhere you would expect well known singer Madonna to be especially at this time in the 90s when this video was released as this was during the height of her fame. Her costume is also able to provide said connotations as she is dressed in clothes which provide more witchy vibes than they do of that of a famous singer mostly recongnised with the pop genre however often afflicted with various different genres. Nor does her costume provide hints that this character has much money as she is dressed in clothing which appears rather basic and doesn't look expensive also the jewelry the artist is wearing would appear more sentimental than expensive or particularly flashy, instead of dressing to impress or show off how much money she has this character would appear to be dressing for herself rather than anyone else. The artist is also seen dancing again part of a performance based video. There is little narrative as although what the audience  is shown urges them to try to work out what is going on, where Madonna is and what she is doing not much else is shown in-regards to a story.  Hence the video wouldn't be regarded as native based as the story doesn't exactly progress. The video wouldn't exactly fit to the concept based music video guideline either, although people feel they see different messages within Madonna's video, as well as picking up various different things from her use of symbols etc there isn't one clear concept hence the video overall would be regarded as a performance based music video. 

Another diverse music video which faced much controversy would be Aphex Twin's 'Come to Daddy'



Come to Daddy was released in October 1997 and belongs to the drum and base genre also directed by music video director Chris Cunnigham known for making less conventional music videos which are often controversial. The video was filmed on a council estate which is conventional to the drum and bass genre as often music videos from this genre aren't thought to be made as perfect as videos from other genres such as pop.

 For instance drum and base is thought to be a lot more messy possibly even at times grungy and less about lyrics and a lot more about the feel and sound of the beat. This is also portrayed through the use of characters and their behaviour as they aren't thought to have typical lifestyles of artists which are viewed to be quite glamorous. Hence using the location of a council estate represents this as it demonstrates that the artist isn't misusing their fame to receive the finer things in life, instead they are staying true to their music and don't mind if that means missing out on filming at nicer places as for them their work is purely based around the quality of their music not what they personally can gain from it. 

Although a lot of people found the music video to be rather strange, some even scary the video still won the award for the no 1 music video of the 1990s by Pitchfork. Which shows that being different and standing out does have beneficial factors for music videos. 

Often within the drum and bass genre the artist isn't the main subject of their music video hence this video is conventional as the audience focuses on the antics of the children whom are running around coursing havoc  all with the face of the artist which were released due to an old ladies dog being urinating on a television. Often these videos tell more of a story as a pose to just trying to sell the song behind it and promote the artist which this video does hence it is a narrative based music.With some performance based areas coming from the face in the TV screens lip syncing to the lyrics. 

Although the music video generally sticks to the codes and conventions of the drum and bass genre the characters used i.e the elderly woman and the young children are rather subversive as these are not the audience members you would associate with listening to drum and bass. Instead you would expect to see audience members breaching from teenagers to young adults as these members of the audience are thought to be more energetic as well as being more into listening to the music for the beat and wanting to dance to it which is often related to the belief that they go out partying more hence they are going to be exposed to this type of music more often when at a club, house party or bar etc. 

The music video is also conventional towards the drum and bass genre as music videos of said genre are often thought to be a lot more chaotic as they are fitting to the heavy beat. This is shown throughout as so much happens ranging from a elderly woman walking her dog to a demon growing from a television screen. Another convention towards the genre as often what is presented within music videos from the genre doesn't have to make sense or even really be able to happen in real life. This helps to set the genre apart from others as it is so different from every other genre as it is a completely different form of music. Hence often strange elements are presented within these music videos which create a completely different world to reality as this demonstrates the ever prevalent differences between music of the drum and bass genre and any other genre. 

Another conventional towards the drum and bass genre would by the flashes of light which start from the beginning of the video and continue throughout in variations. This is conventional towards the genre as often it fits with the beat of the music and is able to help the audience watching the music video keep up with the beat as well as having connotations of dance themes which is conventional as drum and bass is often music with the audience dances to.

Goodwin's music video theory within Aphex Twin's music video 'Come to Daddy' 

The music video completes the first rule of the theory which is that the music video should shown genre characteristics which the video does throughout. This is even shown through the littlest things such as the shopping trolley laying on it's side on the ground surrounded by rubbish in a run down area. This is conventional towards the drum and bass genre as again this style of music is thought to be a lot more realistic to modern life, often exploiting the negative aspects to life, rather than what a lot of music videos from other genres do which is to try and make the artist appear as though they have a really fun, glamours lifestyle in an attempt to make the audience even envy their lifestyle or look up to them and view their success as a sign of them being a good artist being that the artist is likely to have respect for the artist. 

The second step of the theory states that there should be a relationship between the lyrics and visuals; "I want your soul I will eat your soul" although these lyrics do not outright say anything about demons they do have connotations of monsters and demons etc which the music video does show. This comes from the fear factor effect which the music video creates as often there is talk about the soul within supernatural films and TV shows as well as the idea of someone physically eating your soul having connotations of a monster as this isn't something any sane human being would attempt to do. 

The third step indicates that there is a relationship between music and visuals. This is followed as the beat is indicated towards via the various different flashes throughout the music video including flashes of light, the screen quickly flashing to black and then back again and strips flashing across the screen. 

The demands for the fourth step are also met however not in the conventional way. Although close ups of the artists face are shown they are shown through the masks of the artists face the children are wearing as well as through the unclear TV screen. However this isn't meeting the typical reasons behind a record labels desire for close ups. Usually record labels demand for this as they can help to get the artist to see the artist in a more attractive light as they have been dressed up, been put through stages of hair and make up etc so that they can then look attractive for their video. Hence showing the artists face close up enhances their features to the audience and makes sure they get a good glimpse of these features. As well as helping the audience to feel as though they are creating a relationship with the artist as they are seeing them up close, it represents that the artist is presenting their truth self and isn't hiding away from their fans. 

The fifth step which involves around the concept of looking is met as the artists face is shown throughout through a television screen. As well as various different television screens being displayed throughout the video being placed on the floor etc. 

The sixth step including the idea that there is often inter-textual references within music videos are met as the music video is demons many TV'S as well as the demon being a reference towards their urban myth which has often been portrayed throughout books, TV, film etc. 

The seventh step states that a music video should belong to particular group for which the basis of the music video works. These groups include; performance based, narrative based and concept based. However often more than one of these groups are used within a video. Within 'Come to Daddy' all three of these groups are highlighted performance is shown as the artist is seen lip syncing to his lyrics through the television screens. Narrative based is used as there is a story behind why there are so many television screens laying around and how a demon was about to come out of it as well as why all of these children have the exact same face. Through all of these things being connected fans are able to make various different connections and theory's which can also lead them to make narratives of there own. For instance some audience members may believe that this is the artist mocking the mass media. The reason all of these children have the same face as him is because he is representing the power people within the media have over the minds of the vulnerable, impressionable and particularly the young. Hence these sort of theories are also connected to the music longing to the concept based group. 

Although the music video doesn't show the audience much of the artist or reveal to much of him this in itself says quite a lot of him. For instance it shows that the artist is less about promoting himself and more about the music. Which highlights that he is a dedicated artist who isn't interested in the fame of the music industry but purely his dream of making music. This can often lead to the audience having more respect for an artist hence this is a good way for an artist of such a genre who doesn't necessarily have to be in their own music videos constantly to present themselves. 

Another diverse music video would be The White Stripes music video for their single 'The Hardest Button to Push'. Directed by music video director Michael Gondry who is known for directing diverse music videos which have also been rather controversial. It is also the third music video the band have had Gondry direct and is the Garage Rock genre.

Many conventions towards the Garage Rock genre are portrayed throughout such as the instruments shown throughout the duration of the music video. Musical instruments are conventional towards the genre as often artists associated with rock are thought to be able to play musical instruments and well. Hence this reminds the audience that they are in fact watching a music video of the right genre and comforts them in the fact that this is a music video which they will like and be able relate to having seen the instruments as to them this is the section of the music industry which they know and feel comfortable with. 

Another convention towards the genre displayed within the video is that band members are seen performing throughout seen both singing and using instruments. This is often done with the Garage Rock genre as rock artists are thought to be very talented at both instruments and their chosen style of singing naturally without needing much auto tune etc as that isn't what rock is generally perceived as being about. Hence showing the band in action is conventional towards the genre as it reminds the audience of the artists talent as well as how in the Garage Rock genre artists focus more upon the music than they do about trying to present themselves. 

Even the colours shown throughout are conventional towards the genre often red and black items are displayed throughout the music video. (The instruments follow this colour scheme as well as the costumes of the artists.) This is conventional as artists of the rock genre aren't thought to wear bright colour as they are thought to be rather darker people matching the genre hence wearing darker clothing comforts the audience in the knowledge that this is a band they will really be able to relate to as they truly understand the Garage Rock genre as well as what their singing about and really meaning it. Which is a lot more important to fans of the Garage Rock genre than it is to fans of the pop genre who know that many artists of their chosen genre don't write their own songs and are told what to do in most departments by their record labels. 

Another diverse music video directed via Gondry would be Kylie Minogue's 'Come Into My World'. 

The music video was shoot on the 8th September 2002 in Paris with fifty extras on location ready to film.  It took over fifteen takes to capture the desired footage. Fifteen days were also required for the videos special effects.

Suiting Minogue's signature style both the song and hence the music video belong to the pop genre. Characteristics of the pop genre are displayed throughout for instance the way in which Minogue walks appears to be a lot more forced than a standard walk. As though she is walking to the beat in a rather dance themed sort of way. This is conventional towards the genre as often within the pop genre artists try to keep everything happy and flowing to the beat of the music so that the audience is able to keep up and gain that feel good factor that pop music is known for creating.

The artist also displays conventions towards the pop genre throughout her music video via her hair and make up. Which has been done in a style which is well suited to the pop genre as it suits that style of music. This is shown as she has rather simplistic yet attractive hair, the same goes for her make up, if the artist was to be attracting towards another genre say rock she would be liking to be wearing rather different make up. This is would generally include a lot darker harsher make up as well as often a paler base, think leader singer Taylor Momsen from The Pretty Reckless.

 Another piece of mise en scene which stands out in Minogues music video is her costume however could be seen as subversive. As often within the pop genre artists are thought to wear rather out there clothing which you may not typically feel comfortable wearing on typical days for instance the type of costumes you would see artist Katy Perry wearing. Minogue is dressed a lot more casually in jeans and a simple top which may lead to the audience seeing conventions towards the Indie genre as artists of the Indie genre are thought to dress much more casually. Another subversive element to the micro-element is the fact that Minogue doesn't change her costume once. Often within the pop genre artists are seen changing their costumes regularly throughout their music videos for many reasons. These changing have connotations of an artist being on stage and having to make quick costume changes to keep up with the set and keeps things fun and fresh for the audience. This is typically done within music videos as it represents this showbiz side to the artist which is a ever prevalent convention towards the pop genre as often artists within said genre are thought to be less about the quality of their music and more about the show business side to it mainly revolving around the performance side.

Come Into My World is also conventional towards it's genre as their are close ups of the artist shown throughout. Which not only help the audience to find Minogue more attractive as they are seeing how attractive she can appear even with a camera close to her face, this has connotations of her being naturally pretty which is conventional towards the genre as often artists within the pop genre are thought to be very attractive due to the large emphasis on the show business side/impact on the genre.

The video is also conventional towards the pop genre due to it's strange style. As the video continues the audiences becomes to realise that Minogue is going around and around in circles doing similar things as she more Minogue's catch up with her until they get to four. This represents Minogue's need for change and how she wants someone to come into her world to provide some change for her life.

Goodwin's music video theory presented within Come into my world


Minogue's music video suits the first step of the theory as characteristics of the pop genre are highlighted throughout Minogue's music video such as her walking to the beat of the music with a swing in her hips which appears rather more dance like and thought out when the audience compares it to the way they walk in their day to day lives. This helps the audience to set the music video to the pop genre as they see Minogue providing elements trying to fit to that.

The music video also follows the second step that there is a relationship between lyrics and visuals as Minogue is singing about wanting someone to come into her world which is being represented from all different angles as the audience are being shown various different versions of her yet they're all par-taking in similar tasks representing how the artist feels that she needs someone to come into her world and provide some change for the better as she is fed up of living life the same way day in day out. However Minogue doesn't appear unhappy as she lip syncs to the music instead she appears rather cheery again something which is conventional within the pop genre as often pop artists are seen to be looking happy either if they're lyrics aren't something to be particularly happy about this is because of how the genre of music is supposed to make it's audience members feel.

The third step involving a relationship between music and visuals is also followed as Minogue is seen fitting her day to day steps and routine around the beat of the music. This is conventional towards the genre as the idea of keeping up to this beat makes the artist appear happier as the beat of pop is generally up beat and therefore has such connotations.

The fourth step states that the record label will demand for close ups of the artist which have been shown through Come Into My World.

The fifth steps concludes that there should be a frequent references towards the notion of looking. Which is captured through the various different versions of Minogue viewing the world from all different angles.

The music video also embodies inter-textual references for instance Russian actress Sacha Bourdo is one of the extras which makes references to the Russian media.

The music video follows the concepts of having a performance based music video as the artist is seen lip syncing and dancing to the beat. However there is also a narrative behind as to why there are so many different versions of her as well as a concept based music video as the audience wonders what this is to represent.

Another music video by Aphex Twin which is both diverse and conventional would be their music video 'Window Licker' also directed via Chris Cunningham. 

 

Belonging to the Hip hop genre hence throughout the music video there are characteristics belonging to said genre which highlight to the audience the chosen genre. 

The conventions begin from the very start of the music video as the scene is set of two men driving around in a car talking about "bitches" and other sexual element, there chosen vulgar language has themes of disrespect and trying to appear more manly. Even so overly manly which has connotations of Hip Hop as often this is how artists behave particularly male artists as they are trying to assert themselves and fit to the tough image that the genre has applied to itself. 

Characteristics of the genre are also shown through the use of micro elements such as mise en scene of the costumes the females are wearing within the music video as they are rather revealing hence suggestive and have sexual connotations when paired with the speech and behaviour of the males. The costumes are conventional towards the genre as often within the genre women are seen as wearing rather little due to the view of women feeling as though they need to expose themselves to receive male attention which they need in order to feel good about themselves. As well as the idea of males within the genre wanting to show of the women they have surrounding them to receive the envy of fellow males and to show off making their lives appear better than they are.

Their are also a lot of conventions towards the genre shown throughout the use of iconography for use the iconography of the champagne in the limo represents the artist having a lot of money which is conventional as often artists within said genre like to show off their money as it makes them appear more successful which suggests to the audience that they are doing well and that the audience should try to get interested in their music so that they can relate to this. 

Advantages to having a diverse music video

Shows a more creative side to the artist

Enables the artist to make a mark as being different and set themselves out from other artists

Appeals to a new audience

Can be thought of as intriguing

May display the artist to be more creative/inspirational

Shows a different side to the artist

Encourages people to see for themselves and create their own more creative views

Creates an interest

Often a lot of music fans criticise certain types of music or certain artists for being 'too generic' with a more diverse music video this is less likely to be the case

Can also be seen as being more intellectual

The audience may feel as though they're gaining something from the music video e.g a learning experience rather than it just being another music video which is simply there to promote the artist and there song.

A more diverse music video is likely to be more memorable as it stands out compared with others and is remembered for its more diverse ways

Creating a less stereotypical video also makes the music video more individual to the artist and helps to form part of their image/identity within their career.   

Audiences are likely to respect the macro-meanings (other meanings) of the video

Due to it's differences the video earns peoples attention and gets them talking (acts as word of the mouth) which creates a further hype encouraging more and more people to watch it

Even bad publicity for the music video can in a record labels eye also be seen as good publicity as it means that the video is still being spoken about encouraging people to watch it, often it is known that people are much more likely to be interested in watching something which is thought of negatively as they find this more interesting then watching something which everyone loves and agrees with as there is nothing new here, often people want to see this which have been regarded as being really bad as they want to see for themselves whether this is true and make their own opinions as well as testing themselves to see how they shall react

Appeals to a more niche market

Often music fans enjoy the aspect that what they are watching and enjoying isn't for everyone as it makes them feel more unique

Showing a creative side to the artist can help to build relationships with the audience particularly the niche audience as they feel that this artist is more able to understand them and their different views on the world/struggles

Disadvantages to creating a diverse music video:

These music videos can be seen as becoming too controversial

Being too controversial or weird can put fans off

People don't understand the concept/idea behind the music video and in turn judge the artist as being weird or a freak

If the artist is seen as being to weird it can have a negative effect on sales

Although some people claim to fill more of a relationship with artists who are thought to be different from society often with these types of music videos that is as deep as the relationship is able to go as just because the artist is being subversive doesn't mean that they're really giving anything away about themselves.

These music videos often face a limited target audience

new fans may be put off other work

Controversy could create a bad reputation within the industry for the artist meaning that record labels etc won't want to work with them

Can offend be seen as offensive

Being offensive can lead to boycotts put out on the artist meaning that people will avoid listening to the artist or having anything to do with buying their merchandise etc as well as passing on their negative views of them

In extreme cases these types of music videos can lead to hate campaigns

In there own way all of the music videos conform to the codes and conventions of a music video as everything can be fit to a certain genre. Even if a video is really out there as you can see with the work of Aphex Twin. Even though their work is so diverse that itself helps to fit it to codes and conventions of a genre. No one video can stop alone as not belonging to a particular group.

There a both positive and negative effects behind the thought process/ planning and production behind any music video. For instance with Madonna's more diverse music video she took the chance to be able to impress her audience and show them a different side to her. This enables the audience to feel as though there is more to the artist than meets the eye, this can lead to the audience feeling more of a connection with the artist as the view her as an actual human being rather than a form of entertainment. However there could also be negative effects to Madonna portraying herself within such a divisive manner. This video is a lot slower than other videos by the artist which could be putting off Madonna's usual fans as this isn't the style there use to and it doesn't fit to what they wish to be seen. Others may view it as completely alien to them as they don't understand the concept for instance the symbols could put them off as they don't understand the relevance and lose hope with trying to understand it.

Aphex Twin also create a very diverse and controversial music video. Although a lot of viewers have claimed to have been scared or 'freaked out' by the music video it certainly made a last impression on audience members world wide. Which initially is the music videos as it simply exists to promote the song it is playing to as well as possibly promoting the artist if they so wish. Aphex Twin may have decided to create such a diverse music video for this effect as well as to be able to set himself apart from all other artists in the industry and make a label for his work as being original.



Censorship - Miss Miller

Censorship may be defined as the suppression of either all or parts of a movie, letter, music video or publication considered either offensive or a threat to security.  Censorship may be used in a variety of different ways throughout the media so to protect both the audience and the artist etc. For instance one way in which censorship is able to help protect the minds of the audience is through the use of the 'watershed'. Which refers to the banning of certain material before the time of nine o'clock in the evening, this refers to content such as bad language and sexual connotations etc. It is often used within the music industry to block out lyrics which are viewed to be unacceptable for younger viewers as well as these restrictions also being put in place throughout the duration of music videos for instance if artists are wearing clothing which is redeemed revealing or dance moves which are seen to be inappropriate. Music channels are likely to not want to show these elements to the artists music videos as showcasing this kind of content may reflect badly on the channel itself branding the channel with a bad image which can lead to people not watching either of their own accord or because parents tell them not to hence the channel won't be able to strive to achieve success.

MTV are a music channel which take both their censorship and the watershed very seriously hence it has been known for the channel not to air certain music videos until after 9pm including Rihanna's music video 'We found love' which critics viewed to be promoting/glamorising stealing, drugs, gambling, revealing outfits, smoking, domestic abuse and promoting unstable relationships as well as a variety of different other negative elements which critics may view as able to harm the minds of young, vulnerable and impressionable viewers. MTV have took a similar action with other music videos including Cher's 'If I could turn back time'. The video created controversy mainly due to the artists revealing costume wore within the music video as well as the action of her straddling a cannon during a section of the video. As well as MTV banning the video until after 9pm different shots were taken so to make the video appear more appropriate. Due to this being in 1989 it was redeemed a lot more shocking then it would have been in a more modern time as attitudes have changed therefore resulting in censorship becoming less strict. Robin Thicke's music video 'Blurred Lines' was censored due to scenes of a topless woman which is redeemed as explicit content for children.

Michael Jackson's music video 'They Don't Care About Us' was a video which faced controversy before it had even began shooting. Brazilian officials were unhappy with the video taking place as it was being shot in poverty-stricken areas of Rio. In fact they were so unhappy with it that they tried to stop director Spike Lee from shooting in said areas. However their attempts failed resulting in them trying to edit privileges over the final footage another plan which failed. Although despite all of this the video still faced censorship after having made it's world premiere. Due to controversial lyrics. Including the line "Jew me, sue me, everybody do me" which was changed to "do me, sue me, everybody do me". Although to begin with Jackson was against the idea of changing his lyrics in his video he did eventually appoligse for their redeemed offensive content.

OffCom is the regulator and competition authority for the UK communications industries. The company regulates radio, TV fixed line telecoms, mobiles, postal services and the airwaves which wireless devices are connected to for usage. Viewers of television and listeners of the radio are protected from harmful or offensive material/content as a result of the company's work. However some critics fear that the type of work taken out by the likes of Offcom may be effecting the audiences experience in a negative manor rather than protecting them as by constantly being blocked by negative content and not learning to deal with and understand it from a decent age it can become more harmful to viewers at a later date. As well as people being overly protected so much so that they don't receive a good enough education on the real world to be able to deal with it's harsh realities as well as missing out of the teaching of these artists who feel they are only producing the truth.

People have various different views on censorship as both why it may be redeemed a good thing and why it could actually be having a negative effect.

From an artist such as Eminem's point of view (an artist who is against censorship) censorship can be seen negatively for a variety of different reasons for instance Eminem has been know to say what he wants to say when he wants to say it yet with censorship he is being stopped from doing this which is not only cutting off his creative energy but also ruining the experience of his music for his fans who are expecting this style of music and type of attitude presented throughout it. The artist has also stated that his music should be motivating, when he writes he states that he writes what he thinks, saying that he doesn't purposely write to be aggressive it's just how he feels. He wishes to be able to share his experiences to his fans and claims that without being able to do that and in the way that he wishes to then his music would be boring. Eminem's lyrics enables his fans to connect to him rather than to just listen to the music itself which surely is a good thinking as it is encouraging the audience to think for themselves and come to their own conclusions rather than being controlled and brain washed into thinking in a certain way due to those in power. The artist has also said on numerous occasions even in his songs that just because he talks about doing negative things doesn't mean that he actually does them and has informed his audience not to take what he says seriously. Not everything he writes about should be taken literally. As well as mentioning that he doesn't believe that it is his responsibility to to state whether or not he is being literal. His also stated that his music is a release for him and that he feels as an artist he should be free to say how he feels. In regarding how he feels censorship should be handled the artist has said that he believes parents should take control. Which is a popular view which is often paired with the point that each individual is different and what might be fine for one child may be harmful for another. For instance if a child is particularly violent and they are watching something or playing a video game which may be seen as promoting or glamouring violence  or simply providing such a child with new moves for their violent strike then it is down to their parents to take action not anyone else.

Record labels often have mixed views on censorship, some think that it is a good thing as it is able to protect the audience and provides both the artists and the record labels with guidelines to follow so to make sure they aren't creating content which is too sensitive for their audience. However other record labels such as the record label Eminem launched with his manager Paul Rosenberg (Shady records) in 1999 after the success of Eminem's second studio album 'The Slim Shady LP'. Since it's formation Shady records has signed ten acts and is currently home to five. The record company was less restrictive towards the content it produced taking censorship into account a lot less due to it's founders believing in artists being allowed to say what they want how they want and didn't feel like the restrictions which came with censorship always allowed artists to truly express themselves and keep them true to their fans. 'Lose yourself' Eminem's song which he produced with his record label won the first ever Academy award for best original song given to a song in the hip hop genre. However censorship doesn't always allow for this originality. With certain restrictions in place there is only so much new material which can be produced. As is displayed by the success of both Eminem's work before and after he created his own music label it is evident that people want originality. If music continues to be censored so easily and lightly depending on the content then eventually music won't be able to grow any further which would result in a problem for the industry and the audiences as music helps people to grow and comforts them. For some people this is found in reading for others it's listening to music only nobody censors books. Yet surely if music has the potential to be so damaging then books can be to after all its all coming from someone else's mindset and has the potential to encourage it's readers to think about certain things and in certain ways plus the relationship between a book and it's reader lasts a lot longer hence it is likely that the relationship would be deeper as well as the fact that a book has more material. 50 Cent signed to the label in 2002 and his multi-platinum debut album 'Get Rich or Die Tryin' was the third release for the record company. Said album became the fastest selling debut album in US history. If censorship is that important, is so protective and people are so in need of it then shady records wouldn't have received such success. Even becoming one of the most dominant labels of the 2000s.  If the content in which Eminem and his acts permitted was so harmful then surely demand wouldn't be so high as parents would be stricter with allowing their child access and the average person wouldn't want to be associated with it. In the time that Shady records was at it's peak it was a lot harder for children to gain access to music without parents finding out possibly even struggling to play it without their parents hearing as during this time it was more common to buy CDs and play them through your stereo. When asked how much time he spends in the office (at shady records) Eminem responds by saying; "umm, how often is all the time?" this shows how much he cares for his music and his pure dedication as well as the messages he is sending out with it. Many people, especially those who are really into music would agree that artists such as Eminem is better than artists that has been solely produced by a record label and doesn't really think about the message their sending out themselves to their fans who are fooled into thinking that said artist cares about both them and their music. But in reality this type of artist would only really be interested in the fame and money generated within the industry. If an artist is going to the efforts of Eminem to get their messages across then shouldn't they be considered before just being censored straight away as they contain a few swear words and ideas that are generally viewed as being to explicit for children. Surely their must be some truth in their message which people have a right to decide whether they want to hear for themselves. It's been known for people to just assume that Eminem hasn't educated himself due to the way in which he speaks and the style used to present himself and his music only it's been reveled that the artist loves reading the dictionary which highlights his intelligence. Indicating that he represents himself and his music in the way in which he does so to reach and therefore help uneducated, poorer children who are in a similar situation to the one he was growing up.  

Parents who are for censorship may feel that they don't want their children to be watching or listening to inappropriate content, instead they want them to watch or listen to what they want without them having to worrying or supervise them what can feel as though a breaking of the trust between parent and child as well as being seen as a waste of time for the parent and not being an enjoyable experience for anyone involved. A popular opinion among parents with this view is that music containing such content should only be produced on platforms for older audience members. Otherwise children are able to receive such content from a very young age which can result in the change of their behavior for the worst. Resulting in them using bad language and becoming more aggressive etc. Many parents feel that they don't want their child engaging with this form of content as it provides negative connotations about how we should view or even go about our lives a good example of this would be Eminem's song 'Kim' where he raps about beating and killing the mother of his daughter as well as various of his other songs containing such content as well as the artists song 'Stan' in which the rapper explores a narrative where an obsessed fan kills himself as a result of not facing what he believed to be enough interaction with his idol the artist. Parents don't want their child reduced to this kind of music as they don't wish for this kind of harmful content to be passed onto them and spoken about in such as causal way that they view it as causal and a part of everyday life. Children are still at their developing stage if they are introduced to works of artists such as Eminem too young they may not be at that stage yet where they can differ between what is simply a song and what is acceptable in real life. Not only do some people believe that Eminem's music is harmful in terms of encouraging the younger generation to behave in certain ways but it also provides a negative out look on life which could result in ruining their own out look and therefore lead to them not being able to enjoy their lives as much as they're viewing it through this certain manner. Many people who are for censorship believe that works from artists such as Eminem can have a negative effect on the mentality of it's listeners as it is so empowering almost brain washing them into the artists way of thinking. Often it is argued that there is simply no point in risking in. After all artists such as Eminem don't aim their music towards children and when they are old enough they can listen to whatever they wish as much as they want so why allow or promote it for young children?

Parents who are against censorship often believe that children pick things up easily, a lot more easily than they are sometimes given credit for, which means that over protecting them can sometimes do more harm than it does good as music can be rather informative. Meaning that through this children are able to become educated on matters such as drugs and alcohol. Children who are kept at a distance from the world are more likely to discover these elements of life on their own. Which may be more harmful as they aren't as knowledgeable on the negative effects. These parents also often feel that there isn't enough evidence to support that content not be censored leads to negative behavior in children. They believe that if a child suffers from mental illness this is not due to music videos or any other form of the media which is censored for protection of the audience and that forms of media cannot be blamed for the way people behave they just simply may at times inspire them or motivate their actions.

Fans of artists such as Eminem are likely to be against censorship as they believe that music is a way for artists such as Eminem to express themselves and that censorship blocks this and makes him unable to create the music he wants to for his fans. Just because Eminem says things doesn't mean that he actually does them his song/music video 'Kim' would be a good example of this. The artist usually talks about his life and uses his music as a sort of open letter to fans which allows them to keep tabs on him. or his mindset if they are worried. With 'Stan' swear words were censored out which meant that the rhythm went ruining the effect and atmosphere of the song. The artist isn't promoting criminal , violent activity for fans his just pushing creative boundaries for himself and his fans. Inspires us all to be creative like he is in his songs. A lot of fans believe his more recent music is much more tame which shows that censorship has taken it's toll something which they aren't happy with.

Music Channel MTV don't really get to have much of an opinion on censorship themselves as they have to produce content which is acceptable by censorship standards otherwise they will have consequences including complainants and a loss of viewers. MTV have to be strict due to children possibly watching after 9pm (the watershed) the channel doesn't use as much censorship however there are still certain elements of the music industry which they don't feel they should air. Eminem's song 'Rap Game' had to be censored due to the song threatening the white house which is actually illegal in the US. In 1999 there was a shooting at a high school which meant one of the artists songs couldn't be used as it was to raw and sensitive at the time. He later on tried to reuse it however the company found it to be completely inappropriate as it was highly homophobic, considering homosexual relations are now more acceptable the channel wouldn't want to air an artist who is so behind. Even things which the artist says in interviews etc are follow these kinds of views highlighting that what he thinks can't be shown without him being censored first as it is inappropriate and offensive.

Music channel AKA stand for allowing artist creative freedom and airing opinions. The channel faced a find in 2005 from offcom for eighteen thousand pounds for inappropriate content. Surely the channel would have faced another fine since if anything else was out of context and it was thought to be needed. The nature of the genres which the channel airs are explicit anyway. The controversy brings fans together and allows artists to get bigger. MTV criticized for how much censorship they use.

BBC Radio 1 is a radio station with a family audience hence it is for censorship as it views artists such as Eminem to contain content which is redeemed inappropriate for younger listeners and doesn't create a particularly family centered environment. Hence with Eminem referring to things which shouldn't be glorified such as his song 'kill me' which is about rape. Protecting children from harmful material. With radio stations you don't know whose listening. It's the artists job hence they gain money from the promotion which comes from them being played on the radio so it benefits them to make sure that their songs fit to radio stations requirements.

Capital Xtra is a radio situation which is known for playing  dance/urban music. The station works in a set up which is for censorship as it removes swearing etc in songs which are played before 9pm however afterwards the radio station leaves the swearing in working within the same manner as the water shed does on tv. Censorship in this way helps the radio station as it means that it can still play what it wants without the fear of upsetting, offending or providing unsuitable content for anyone who doesn't wish to hear it. However after 9 pm a time known for being the standard of which these kinds of rules and regulations drop they are still able to play whatever the station wishes without having to tamper with or make any changes to songs. This is beneficial to the radio station as it keeps certain audience members happy as they feel as though they are gaining a more realistic understanding of the song and what the artist was trying to promote within their song. Waiting to do so until after 9pm means that the station has a good argument if anyone tries to blame them or accuse them of obtaining unsuitable content as they may state this is a time when young child ideally should be asleep and not listening to radio stations as well as the fact that this technique is widely accepted when looking at the success of television.

Personally I believe that censorship is a good thing in moderation. I feel think there are somethings that we shouldn't be exposed to too young. However I do feel like if we live in a world were we censor every little thing which may be redeemed as slightly negative then how to we expect the people who have been brought up in this environment to cope with this kind of material when they come across it or even in real life situations. I also agree that censorship can ruin the creative flow of artists as well as the fact that sometimes they really can't fully express themselves with breaking these boundaries. Within my music video I will try to fit to censorship standards as it means that my music video can be brought to the attention of a wider audience. However I may add elements which are slightly controversial so that they are able to get people talking and create a bigger hype around my music video promoting it and encouraging people to watch it which shall generate a further rate of success for both my music video and the song playing with it.  However these won't be major offensives against censorship so that I won't seriously offend anyone and create a negative reputation.