Analysis of music genres - Miss Geourgio

Music videos appeal to an audience in a variety of different ways for instance they provide the audience with a visual experience to match with the song. This added visual experience can help the audience to gain a better understanding of the song. A music video is a good way for fans to feel as though they are achieving a new experience to gain a better insight or connection to the artist. Music videos can offer many different things such as new dance trends,fashion,  the artist may be following a narrative or concept in their music video which may represent some of the song or maybe a new way for the artist to express themselves or their creativity to the audience. Artists can use many different technical elements to make their music videos interesting such as different kinds of special effects which can help them to create an identity for themselves and stand out against others in the same industry.

Artists may also represent themselves through their music videos with the use of different genres such as dance, hip pop or indie etc using different genres allows the artist to show their own interests to their audience which helps them to gain a better understanding for them and their work. Following different genres also allows for artists to follow certain codes and conventions in order to help them make a successful music video which fits to their particular genre of choice. They are able to do so by using different micro elements such as mise en scene, setting and iconography, positioning of characters and objects within the frame, facial expressions and body language and lighting and colour. This also allows the artist in the knowledge that they are fitting their video to the genre well hence knowing that they will be pleasing the audience who they are aiming towards with that particular genre. As these different codes and conventions nod towards what it is about the genre that the audience are so found of and what really sets the genre up. As well as indicating towards the audience what kind of genre the artist is going for making them feel more comfortable in their knowledge and understanding of the music video.

Within his music video for song Over rapper artist Drake follows codes and conventions from that of the rap genre.

For instance Drake follows various different codes and conventions towards the genre involving elements of mise en scene. Such as his costume for the music video, the artist is dressed in rather stereotypical rapper clothing, wearing chains which are stereotypical towards the genre as they have that kind of street style fashion sense as well as connoting that the person wearing them is of great wealth as jewelry is seen as being expensive and certainly not something that is needed hence if people are  wearing them so casually and often it suggests that they have a lot of money to waste as they are treating these items so casually. Another piece of Drake's clothing which applies to this concept would be that his wearing a hoodie which is a convention towards the genre as this is the type of clothing you would stereo-typically expect someone who lives the kind of lifestyle rappers rap about wearing.  Rappers are often thought to wear this style of clothing as they are often associated with crime hence this is the type of clothing you would expect a  young criminal to wear as they may easily cover up their identity particularly with a hoodie as they are able to cover up their face. Often people claim to find large groups of boys wearing hoodies to be intimidating as they find it strange that they all choose to wear clothing which is able to cover them up suggesting that they are able to do something wrong. Often rappers like to present themselves as being involved in illegal activity etc as they feel that it makes them appear 'hard' and gains the interest of the audience hence helping their sales. Often rap artists feel that they have to behave in a certain manner to receive the audiences attention or respect hence dressing within this way implies certain connotations about the rapper which captures said expectations. Rap artists are often expected to behave in this way due to the stereotypical image of the kind of artists who break into the rap scene, how they got there, how they got to be interested in the rap genre in the first place and mainly the concept that all got rap artists have come from tough backgrounds as it provides them with a tougher mindset and enables them to have real life experience when rapping about the kinds of issues the genres audience can either relate to or want to hear about.

Mise en scene is also used within the music video when considering Drakes body language throughout the music video is also very stereotypical as he is often showcased throughout the video putting his head down, appearing very confident in the general way that he holds himself this all nods towards the genre as again this is the kind of way you would expect someone who obtains the kind of lifestyle of a rapper to hold themselves and fits the kind of attitude that they are stereo-typically thought to have. Rappers are thought to be very confident due to the controversial things that say and rap about as well as their 'don't care' attitude due to them rapping about things which parents may not necessarily want their young children hearing about such as sexual references,  drugs, strong language or swearing. 

Again mise en scene has been used  for the effect of the body positioning of Drake throughout the music video is again stereotypical as he is often standing in the centre, showing that he is very dominant as rappers are thought to be. It also highlights his confidence and suggests that everyone else around him allows him to behave in this way due to his confidence it also implies that their is a reason behind his confidence which is why people look up to him. Again this conventional towards the genre of rap as rappers are often known to have come through tough backgrounds and situations. 

Throughout the music video there are a lot of flashes, bright lights and exaggerated special effects such as an explosion going off on the screen behind Drake. This follows the genre as it creates a rather intense up beat vibes which is conventional towards the genre as rappers are known through creating songs with that kind of style. Hence being another aspect of mise en scene as it involves the factor of the lighting throughout the music video. Lighting was also used in other ways throughout the video, for the most part of the music video low key lighting is used so to create a darker theme, which is conventional towards the genre as rappers are thought to dark people this stereotypical view was created due to the general perception and understanding of rappers often involve quite dark aspects. For instance the idea that most rappers come from tough backgrounds facing poverty and often family troubles, many are thought to have been involved in crime which is thought to be a dark area in itself not only are the physical actions of involving yourself in crime thought of in this way but also the effect of having to accept what you've done as a criminal and trying to move past that and create something more with your life. Often due to these factors rappers are believed to be heavily involved in drugs and alcohol both substances which can lead to a lot of trouble with both physical and mental health. Hence using this type of lighting is conventional towards the genre as it is able to represent and match themes expected and desired within the genre enabling the artist to better portray himself and allow his audience to view him as a rapper. 

Another element of mise en scene which is conventional towards the rap genre would be the lighting used throughout, although there are flashes of light showed throughout, for the main parts of the music video the lighting is dark hence being conventional towards the genre as rappers are expected to be darker musicians compared to other artists from different genres. This belief stems from the sort of things rappers rap about for instance rapper Eminem is recognised for his controversial lyrics evening singing about killing the mother of his child. Aside from their lyrics and there actual music rappers are thought to generally be darker people due to the kinds of tougher backgrounds they are known for coming from, often from the 'ghetto' or poverty with bad relationships between parents possibly not even knowing their parents etc. The use of dark lighting is able to set the tone for the artist and demonstrate to the audience the kind of person the artist is enabling the audience to have a better understanding of the artist which is beneficial for a variety of reasons for instance it allows the audience to feel like they have a better knowledge and understanding of the artist which helps them to feel as though they are more able to understand and connect with the lyrics as they are made more aware of the artist and their personal struggles hence attempting to gain an understanding of the artists work on a more personal level. Keeping the audience more interested in the artists work and keeping them more relevant in their minds as they felt such a deeper connection with them than they had other artists. This prevents the concept which often comes about in the music industry where audience members decide they don't want to listen to certain songs anymore as they are 'old' and decide that the artist no longer matters if they haven't released new music for a while as the audience feels more respect for said artist. 

Another way in which Drake adapts his music video to the genre of rap is by having the appearance of scantly dressed women dancing/wandering around throughout the music video. This is stereotypical as often rappers are thought to achieve a lot of female attention due to their success, talent and money.  However Drake goes one step further with this as one of the women he chose to have appear within this music video appearing in this way is female artist Rita Ora. Often rappers promote their connections with other people within the industry as it highlights them as being successful as well as fun and well rounded within the industry promoting their credibility and making them appear more respectable. This follows the codes and conventions of the rap genre as the artist is evidently involving himself in this kind of activity out of his goal to receive respect from his audience which is conventional within the rap genres as male rappers are stereotyped to me alpha males. Known for taking charge and taking care of things often finically as rappers are expected to have large sums of money not just due to their large success but often due to illegal deals they are believed to be engaging in on the side.  This also follows Goodwin's theory of music videos portraying voyuersitic representations of the female audience for the audience to view without the character which the female is playing being aware of it. Being effective as throughout the media these kinds of images and representations of women are shown as it matches societies view and expectations of women thus it works with society didn't capture women within this way this technuique wouldn't be able to connect with the audience and effect them. 

Towards the very end of the music video there is a close up of Drake's face, showing very serious facial expressions which is conventional towards the rap genre as rap artists are thought to be very serious often portrayed to be fairly scary people who talk about topics which often people don't like to go into as they course a lot of controversy and result in upsetting people or fearing them they come across as obtaining certain views which wouldn't be looked upon as very respectable. The close up is beneficial to the music video itself as it highlights the seriousness of Drakes lyrics, suggesting that they are personal to him, adding more effect as he appears to really mean them. This works well as it allows the audience to take the song more serious as well as the artist. Often within the pop genre lyrics can actual be a lot deeper than the audience realises as the music videos almost contrast the lyrics as artists or dancers/extras etc don't appear to be particularly upset or serious etc hence meaning that the audience in turn focus more on the upbeat theme of pop than the actual lyrics within the song. 

Drake's costume isn't the artists only element of mise en scene which helps construct him towards his chosen genre of rap. His hairstyle is very conventional towards the rap genre as it is the type of hairstyle which you would expect to see of a rapper or even someone from the kind of ghetto area which you expect rappers to come from or even expect them to be not even necessarily professional rappers but people who rap for a hobby or because they feel that they may make a difference with their work. You would expect people from this background to be showcasing this type of hairstyle as it isn't particularly flashy or preppy it doesn't have connotations of trying to impress anyone yet it is still seen to be fairly attractive. It is also conventional as it doesn't appear to be the type of hair trim which demand a regular grooming routine which suits the genre as artists aren't thought to be too fussed with their appearance as there way of dressing is thought to be much more causal. 

Although it's use isn't made obvious due to the lengths of how much lower down the camera is than the artists isn't that great but a low angle shot is used following codes and conventions of the rap genre as rappers are thought to be strong and intimidating. Thus pointing the camera from below the artist showcases him as being intimidating, over powering and a alpha male. Rappers often portray themselves in this way as it enforces them to act upon the role they are expected to fill so to be respected and taken seriously as a rapper. This is another element of the genre which stems from the idea of rappers having to be tough due to aspects of their personal lives which have either meant that they have to behave in such a way and have such a persona or led them to do so. 

Mise en scene is again highlighted through the use of the artists facial expressions which at times appear to be quite aggressive and frequently help to make him appear more manly. This builds upon the image that the rapper artist is expected to fill. It is important for any rap artist to take on this role as without it the audience has been known to struggle to understand them as a rap artist for example when Eminem first stepped onto the scene members of the rap genre struggled to accept him and understand where he was coming from as a rap artist as at the time to be a rap artist obtaining all of these important elements of the genre it  was felt that an artist had to be black. Highlighting how seriously the rap audience take their genre thus the codes and conventions which make it up. This is often the case as the themes and issues mentioned within the genre are known for being quite personal to the audience, a large sector of the audience are thought to have struggles with crime themselves either through personal issues or someone they know hence making it more personal to them therefore meaning that they take it more seriously. 

Fast paced editing is used throughout various stages of the music video for instance the scene where the rapper is sitting on a bed with images flashing on the walls constantly changing at a fast rate. This use of fast paced editing is beneficial to both the artist and the audience as it captures the kind of adrenaline rush for the audience which the rapper urges them to feel so that they are able to join the rapper in sharing his fast paced range of emotions hence helping them to achieve a better relationship with both the artist and the music video further promoting the artist and their single encouraging the audience to listen to it more as well as to purchase it for themselves. The use of fast paced editing is conventional as it demonstrates that the rapper obtains a stereotypical mindset of a rapper which is believed to contain a lot of thoughts which the artists are expected to quickly move on from as they are thought to have many different issues, events and situations going on in their lives which they have to deal with including issues with their families and the law. This editing style is also used when the rapper is seen dancing for the same effects as well as being able to emphasis his dancing ability as it appears he is able to perform so really quickly so to keep up with the music. Said special effects are also a part of editing. They are able to benefit the music video as they are able to keep it interesting as it is something which the audience isn't use to seeing everyday. As well as being conventional towards the genre of rap as they provide connotations of the hectic fast paced lifestyle rappers are believed to have due to the variety of issues that rap about which indicates that they have a lot to do and involve themselves in many different matters of life. 

Transitions (editing) are also used throughout the music video as the artists uses examples of fading to black etc when going back and forth between scenes. This is good editing technique to make the movements between shots as it signifies the break downs of the different shots and scenes to the audience ensuring that they are fully aware of the differences between the scenes and what elements of the music video belong in which scene. If the artist wasn't to employ transitions within his music video then the audience may become confused by the on screen antics as they are unsure of how the artist got to this new location or even if they did or whether this is all apart of some complex narrative. Thus the artist wants to make these clear distinctions so to keep the audience on the same wave length as them following the narrative they wish to provide so to ensure that they are gaining the most from the experience the artist planned whilst picking up on any messages or motifs the artist is hinting towards within their work. 

An example of a music video belonging to the indie rock genre would be Hozier's 'take me to church' music video. 

Hozier's music video compared with Drake's which is performance based is a lot more narrative based. It is conventional for a music video of the indie rock genre to have a narrative based music video so that they are more capable of telling a story or providing a concept behind their music video rather than simply providing a nice visual experience to go with their song which doesn't really offer much other than a few dance moves. Music videos of this genre often offer a narrative or concept behind their music videos as it shows that their music is of a much or serious side. As well as helping the artist to be able to show a different side to them or help them to be able to provide the audience with further information about their song. 

The music video also follows codes and conventions towards the genre as the entire video is filmed in black and white or a black and white filter has been used. Which indie rock music videos often are such as music videos from the likes of the arctic monkeys as they display that this isn't just another dance music video that the audience can easy watch without really paying it much attention and understand right away. It also fits the genre as artist of this genre are also said to be much darker than artists of other genres such as dance, pop or hip pop. 

Mise en scene is used as the characters within the music video are wearing very casual clothes which is conventional of music videos from the indie rock genre as often within these music videos artists don't generally wear clothing which stands out or suggests that they've put a lot of effort into their appearance. This is often the case as artists of this genre take more pride and care into their actual music than they do their appearance as for them it is more about the quality of their music and often what they are saying. As is the case with Hozier as he fits his music video around the concept behind his song. The effect of characters within music videos of said genre wearing fairly causal clothes means that these elements of mise en scene are unable to take away from the original planned effects of the music video and turn it into something the artist didn't want. If an artist wore a really unique outfit in their music which was fairly shocking to the audience then it is likely that this micro element to the music video is only to be what is noticed the most, often receiving a lot of media coverage which results in it then being what the audience looks for when viewing the music video, as well as being the first thing they think of when they hear of the music video hence this one little element takes the shine away from all of the other things which went into the music video which the artist really wanted to bring across. 

A lot of mid shoots are used throughout the music video working in tune with the causal dressing of characters as again using shots which the artist which would be extremely used to seeing and showcases a wide amount of the on screen antics means that the audience are able to view the events on screen from a set view point not distracting them from considering the work which has gone into the music video and really experiencing it from a viewers eyes. If the music video was to content a wide range of different shots focusing on elements from different kinds of angles of view points etc it is likely that the audience may be taken away by this naturally noticing all of the different shots making up the music video considering how they may have been done, what angle they may have been shot from etc. As the music video is following a narrative based theme the artist doesn't want to create distractions for the audience as they want them to be able to focus on the storyline without getting distracting from it. Also the concept of the scene being shot reminds the audience that 

This particular music video is rather controversial due to it's homosexual content of which some people feel is wrong or inappropriate where as others feel that homosexual relationships deserve as much coverage as heterosexual relationships perhaps even more so to help change the views of people and urge people to respect the choices of others. This is conventional towards the genre as often artists from the genre produce rather controversial work as they are trying to produce more than just music and a music video. Hence when on the edge of touchy subjects such as sexual orientation which has mixed views it isn't likely that the video is going to please everyone and present the topic in the way that they would wish. However this controversy often helps the audience as it keeps the music video fresh and relevant and people are talking about it and the dramatic effect that it is having. 

Another element of mise en scene evident within the music video is iconography is also used within the music video to follow codes and conventions of the indie genre as there is a box which is covered in a lock and chain up which works  well with the lyrics as it represents a large dark secret which is then being buried. This represents how homosexual people have been known to suffer due to their sexuality due to discrimination etc. Often homosexuals have been known to lie about their sexuality either from ill advice from others or through their owns fears that they won't be accepted for how they truly are and will therefore be treated differently as people cannot handle the truth of them. This is conventional towards  the genre as often artists from said genre are known to make hints towards their lyrics within their music videos through this way. The result of it is that it enables the audience to really stay within the theme of the song stopping the music video from becoming a distraction from the actual song it is meant to be promoting and aiding the artist in bringing across the narrative or message they are attempting to deliver with their song. 

Along with the black filter low key lighting which is another element of Mise en scene is used throughout the music video which is conventional towards the genre as low key lighting is rather contrasty displaying both dark and bright areas within the same frame. This works as a convention towards the artists chosen genre as their genre of choice is known for promoting what the artist believes to be the truth. There is no covering things up and making things seem happier than they really are in which case high key lighting would be effective as it makes everything appear brighter therefore having connotations of things being better and people being happier. However the genre isn't known for being overly depressing such as The Blues which is often thought to be able to work people up emotionally and put them into bad moods. Indie rock is thought to be an honest genre where artists lyrics run deeper than that of others as they attempt to refer to issues either personal ones or the issues within society. 

The Mise en scene of the body positioning used throughout the music video is rather subversive the homosexual couple are often shown as being really close, hugging, walking close by each other and touching each other being affectionate. This is subversive as often within the genre artists and fan are expected to be a lot more closed due to their deeper way of thinking meaning that they are unable to connect with others who cannot share similar views to them; of as both genres of rock and indie are thought to be very different from the mainstream styles of music. Hence mixing the two genres together emphasis this even further. The effect of using this subversive piece of Mise en scene is beneficial as it contrasts what is expected within the genre and really enforces the idea of how close the couple really are. This enables them to be able to capture a better understanding of the characters and the narrative hence meaning that the audience are able to follow the music video more easily as they have a better knowledge of it therefore being able to gain from the music video what the artist wanted them to.

Continuity editing is used throughout the music video which is beneficial for both the artist and the audience as it helps the audience to follow the artists chosen narrative  in the style that they wish more easily as there is a constant flow hence preventing the audience from becoming confused via the narrative which may lead to them feeling bored or uninterested in the music video hence finding other things to do with their time instead as well as providing negative connotations upon both the song the music video is promoting and the artist themselves due to the audiences negative experience. Meaning that the music video is unable to perform it's job effectively to the appropriate standards. Therefore not only would the cost and time put into the production of the music video have been a waste but it also would have created a negative atmosphere around the artists work putting a damper on their value within the industry as well as their credibility and respect. 

Acting in a conventional manner towards the Indie rock genre special effects have been left out of this music video. This is conventional towards the genre as the indie rock genre is more about telling a narrative, bringing across ideas, concepts or ideology's rather than trying to impress the audience with modern technology's so to make the music video appear more impressive. As these elements may take the shine from what the artist is trying to bring about with their music video meaning that the audience wouldn't follow the videos structure as closely as they would like ruining the effect of the music video. 

Route 94 showcase the dance genre within their music video 'My Love':

The music video begins with the audience watching a man walk down a dark street at night which is stereotypical of the genre as the heavy beat plays indicating that a dance tune is about to begin which indicates as he is walking that he is walking towards a night club or some sort of rave which is conventional towards the genre as music from the dance genre is the kind of music which would play in these places or situations. Hence making the music video relateable to the audience and the situations it is likely to play in which helps the audience to feel more familiar. 

The music video displays people within the club drinking what is conveyed to be alcoholic beverages which is conventional towards the dance genre as the genre is associated with people going out which is in turn associated with drinking. This is often because people feel that they may only truly let themselves go once they have had a drink in order to enjoy themselves and have a good time. This is often done as people don't feel they can relax and enjoy themselves dancing without drinking hence again being conventional towards the genre of dance as the music is made both in an aid of that and so to promote it. 

Within the video iconography is used as there are also suggestions that people are taking drugs for instance the audience is shown a close up of a girl taking what appears to be some sort of people which in the situation is suggested to be illegal. This adds a another convention towards the dance genre to the video as often within the dance scene in plays such as raves etc people who are really into the dance scene experiment with illegal drugs claiming that it enables them to let themselves go, dance and enjoy themselves even more so than alcohol does as it allows them to experience life on a whole different level providing a new experience.

However providing this sort of connotation can be very controversial as illegal drugs can be very dangerous to your health and placing them in a music video so causally especially one which was frequently played on radio stations and was likely to be enjoy by younger audience members as it doesn't contain any strong language or harmful content can course much up roar. As parents don't want their children viewing the music video and then believing that this sort of behavior is normal or that drugs aren't that dangerous. However the controversy can actually help the music video as it creates a further hype around it getting the video fresh whilst creating word of the mouth. This added controversy itself  is conventional towards the genre as often within the dance genre things are shown/demonstrated within music video that the audience believes shouldn't be promoted as within the actual dance scene people behave in ways and do things which aren't seen to be acceptable. 

This ties in with the close up of a wolf or a dog which clearly doesn't belong in the scene however it is made to look as though it is there as it is shot through the same colouring as the rest of the video. This highlights that the people taking the drugs are seeing things/hallucinating which many takers of drugs claim to experience. This is conventional towards the dance genre as it highlights an experience of the dance scene as conveys that Route 94 really do understand the dance scene and are able to provide both a song and a music video good enough to represent it and been played in these scenes/situations. 

Another piece of iconography used throughout the music video following the codes and conventions of the dance genre would be the DJ and his. This naturally follows the codes and conventions of the dance genre as this is how you would expect dance music to be played in dance scene situations. As DJ's imply co notations of partying and dancing to up beat happy tunes. This piece of iconography helps the audience to understand that the artist really has followed all of the right steps to make this a good dance anthem. 

Throughout the music video body language and body positioning is demonstrated as many couples are seen getting very close and possibly even viewed as intimate. This is conventional towards the dance genre as it is often thought that the ways people experience the dance scene for instance really getting into/ lost in the music, experimenting with taking or drinking alcohol helps them to experience make people behave in this way. Hence it follows codes and conventions towards said genre as it is what you would expect to view in the scenes where this song would be suited playing.

The mise en scene involving the costumes the party goers are shown wearing for the duration of the music video are all rather causal clothing. Hence being relatable to the target audience (dance genre audience members) as this is the type of clothing said genre members are expected/stereotyped to wear including both in such a setting and in day to day life. This is due to the fact that this type of clothing is both casual which in this type of social situation is believed to be fashionable and comfortable allowing someone wearing the style of clothing to be free to dance around in the outfit hence being relatable to the genre as members of this audience are more active in their love for their genre as it encourages them to dance to it. It is beneficial for the artist for their music video to display these kinds of codes and conventions towards their genre as it conveys that the artist is a firm genre of the audiences chosen genre. Applying codes and conventions of a genre is also a good method for artists to apply to encourage audience members of said genre to follow their work as a musician as it is said elements which attract them due to the fact that things are the factors which make up their chosen genre so evidently these are things the audience likes and looks for in their chosen genre. 

There are various different ways artists are able to set their music videos to their chosen genres such as providing codes and conventions towards said genres through the use of mise en scene such a costume or iconography etc. It is important for the artist to set their music video to a certain genre so to help the audience understand where the artist is going with their song/music video. This also enables the artist to unsure themselves in the knowledge that they are going along the right lines with their music video as it provides them with guide lines which they can follows so that they know they are providing elements of the genre that they know the audience shall enjoy and therefore capturing those elements within their music video making it more enjoyable for their target audience. Having different set genres also helps the artist identify with who their target audience is as looking into the different genres and their codes and conventions tells the artist a lot about who their audience should be and how to attract them.

Continuity editing is demonstrated as the male character walks towards the club, greeting the bouncer and walking through the door this is beneficial towards the music video despite this being a subversive method as it aids the audience to capture the feeling behind the narrative which the music video is providing of this character entering a party scene and demonstrating the various kinds of antics himself and members of his social group shall be involving themselves within throughout the evening. This is subversive as dance music videos are usually less about a narrative and more about a performance based music video which is conventional as it showcases elements to the genre which the audience know and love for instance creating new dance trends.

Slow paced editing is used as the main character enters the club scene so to enhance the audience with the characters surroundings and really set the scene. This is beneficial to the audiences experience as it provides them with a more sound understanding of what she going on within the setting of the music video hence they are more able to build a relationship with the protagonist as the audience feels they obtain a greater understanding of what is going on within the music video. Therefore benefiting the artist as this helps the music video to perform it's job of engaging with the audience and creating a positive experience for them to remember the artist by.

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.