Major Record Labels are large companies within the music industry that many also own smaller record labels. A record label is a brand or a trademark which helps to market music and music videos for artists. It is important for an artist to be singed to a Record Label as they could not manage and market their music and videos themselves. Record Labels have more experience than an artist would at these particular skills, therefore will have the best chance at promoting their music and their music videos. Warner Music Group
One example of a Major Record Label company is Warner Music Group, which is also known as Warner Music, with operations in more than 50 countries in the world. Warner Music is a Major Global Record Label which is headquartered in New York City. Warner Music is known as one of the "big three" recording companies as this is the largest American owned music conglomerate worldwide. The recording label also operate some of the largest and successful labels in the world. This includes Warner Bro's Records and Atlantic Records. Major record label, Warner Music Group manages many successful artists. This includes artists such as Jason Durelo, Katy Perry and Ed Sheeran. Warner Music Group also has links in within the media. An example of this is Warner Bros which is an American entertainment company which produces film, television and music. Warner Bros is also a subsidiary of Time Warner which headquarters is in California. EMI Group Limited
EMI Group Limited is also known as EMI and EMI Music which is a British multinational music recording and publishing company. At the time of its break in 2012 it was the fourth largest business group and family records in the recording industry. EMI records manage artists such as Tinie Tempah, The Spice Girls and Katy Perry. EMI owned smaller companies such as EMI Record Labels which was founded by the EMI company in 1972, and the EMI label was launched worldwide, in addition to this other small companies owned were Parlophone, Virgin Records and Capitol Records. The company also has links to television, before the War, the company also used broadcasting equipment providing the BBC's second television transmitter also with ITV using the cameras additionally. Columbia Records Columbia Records is an American Recording Label which was founded in 1887. Columbia Records is under ownership of Sony Music Entertainment. The record label was the second major record company to produce records. Columbia also has subsidiary companies which are owned by Sony, such as Kemosable Records and Small Giant Records. This record label manages well known artists such as Beyonce, One Direction, Rita Ora and Pharrell Williams. Columbia Records also has links to the media, including film. This is through the company Columbia Pictures, which is an American film production and distribution through the Sony Motion Picture Group. Independent Record Labels are music labels which operate with one or few music labels. Independent labels can be just as successful as Major Record Labels such as Columbia, Sony and Warner Music Group but from a smaller company base. Independent Record Labels are traditionally known as offering more organic and original music rather than manufactured, conventional mainstream music.
Sonic Vista Music
Sonic Vista Music is an Independent Record Label. The record label was founded in Kingston Upon Hill in 2005 by the band members of the band Ernest. The record label wanted to escape the London music industry by exploring markets oversee especially in Canada and Japan. This exploration lead to the formation of Jaded Rebel Entertainment and Sonic Vista Japan. Ernest went to release their first song, and secured slots at Leeds Festival in 2006 and a mini-tour of Japan in 2007. XL Recordings is a British Independent Record Label owned by Richard Russel. The company originated in 1989 as part of the Beggars Banquet Records and is part of the Beggars Group Label. XL Recordings originally launched to sell dance music, however has now signed artists such as Adele and Dizzy Rascal.
I think that Independent Record Labels have a positive effect on the music industry. This allows for raw and unique talent to be discovered and given a chance to become successful instead of it constantly being the mainstream, conventional artists. I personally do not think that it is right for four companies to dominate the music industry as this does not allow other artists to be recognized and discovered and only gives mainstream artists a chance to showcase their talent. Additionally to this, a smaller, independent artist which is found on media such as YouTube can't compete with a major, well-known artist as they do not have the funding to create music and their videos as well as the major artist would. Creates a hierarchy in music record label so leaves less opportunity for smaller record label companies to build their success. An example of this is Warner Music Group, who manages artists such as Katy Perry, fame only expands so this again leaves less opportunity for independent artists and have to seek opportunity elsewhere as major record companies are dominating. I do not think that independent labels are as successful as Major Record Labels due to the selling figures and chart positions which artists signed to a major record label hold in comparison to a independent label artist which the majority of the time would not make it into the charts. However, this does not go to say that an Independent label can't be successful. An individual can be successful based on their own individual success. This can be seen through the Prime example of Sonic Vista Music which also expanded its label as far as Japan and was able to get their artists recognised securing slots at well known festivals and mini tours. Another good example how how independent labels do have potential to be as successful as major label record companies is XL Recordings as they have signed Adele which is a well known artist in the music industry. If they have the ability to help Adele to get to the stage of her career she is at now they have intentional to help many others and can show that you do not have to have a well known record label to be successful, in the music industry. However I do think that Independent Record Labels do offer more than Major Record Labels do. This is because as previously mentioned, it enables un-known artists to have a chance in the music industry with their unique talent which wouldn't happen if the music industry was completely Major Record Label dominated as they seem to scout and sign conventional, mainstream artists which can get boring and it is good for new, undiscovered talent to be recognised. Furthermore, independent record labels are beneficial as this allows the artist to have time to develop as a person and mould into the artist which they would like to become. This gives them time to become more diverse and unique which in turn could gain them a wider and varied audience. Whereas an artist which is signed to a major record label could be set with a high amount of pressure which makes them feel as though they have been rushed into the industry for money purposes only, if the artist is not performing for the major record labels demands, they will drop the artist all together, which is different to the independent record label as they allow time for the artist to develop and therefore earn profit for the company.
The artist in which I have chosen to use their music and create a music video for is Adele. Adele is known for her soulful voice and powerful lyrics, in which her music relates to many different target audiences and a variety of ages. The artist captivates the audience as she sings as the artist sings with passion and emotion in her voice, which the audience may find comfort in as it is though the artist is singing the song for the audience. I also chose the artist Adele as her personality is admirable to the audience through her humour and normality in which the audience feel as though they know her. All of Adele's songs and music videos have a hidden and deep meaning included in them which are able to be reflected in a music video easily. The song in which we have chosen for our music video is "Hometown Glory".
Adele's full name is Adele Laurie Blue Adkins, was born on the 5th May 1988 in North London. She is known as a talented British singer and songwriter, in which she began singing around the age of 4, turning into a dedicated passion of singing and songwriting at the age of 16. Adele graduated from BRIT School in 2006, then quickly was offered a recording contract by XL Recordings after her friend posted a demo of her singing on Myspace. Before writing and releasing her own music she produced cover vocals such as "My Yvonne". From this, Adele went on to gain success after the release of her single "Hometown Glory". Also picking up many awards throughout her success, including a Brit award from "Critics Choice" in 2008. Adele's first album "19" was a breakthrough success in 2008, becoming 4 times platinum in the UK and double platinum in the US. She then later went on to receive awards for "Best New Artist" and "Best Female Pop Vocal Performance". She then went on to release her second album titled "21" which earned the singer several awards, including 6 Grammy awards, "Album of the Year" 2 Brit awards and 3 American awards. The album then went on to be the 4th best selling album in the UK and went platinum 16 times. Not only this but Adele remained the title of her arguably most well-known song "Someone Like You" at the top of the chart for 5 weeks consecutively.
One song which was produced by the artist Adele is arguably one of, if not the most well-known song which was released in 2011. Dyer's Star theory is evident throughout the music video due to the artist being represented as both ordinary and extraordinary. Adele is presented as an ordinary girl which the audience will be able to relate with as she is wondering around the streets as she is reflecting on her feelings and emotions. However, the artist is also seen to be extraordinary due to her celebrity status. The isolated location also suggests to the audience that the artist has had the entire location hired out due wanting to film in this particular location. Suggesting to the audience wealth and contacts which enable the artist to do so, which not any body would be able to do. Additionally to Dyer's theory being present in the video, Goodwin's theory is also present. This can be seen through the frequent notion of looking, which shows several close up shots of the artist, enabling the audience to see her facial expressions and body language which help to show how the artist is feeling. This may in turn help to build a relationship between the artist and audience as the audience feel as though the artist is not wanting to hide anything and is not afraid of showing her true, raw emotion. By the artist showing how she truly feels this represents her as down to earth, and ordinary linking back to Dyer's theory which the artist comes across as ordinary to the audience. Another aspect of Goodwin's theory which is evident throughout the music video is the record labels demands for close ups of the artist. The use of a close up can be several times throughout the music video which helps to suggest to the audience how the artist is feeling. The majority of close ups shown show the artist with a an expression which suggests she is feeling low and depressed. Without the use of close ups the music video may not be as effective in regards to creating a relationship between the artist and audience as they do not see the artist investing passion into the lyrics, therefore the audience will not be as engaged as they could be. The close ups shown are conventional to the soul genre as they help to portray emotion that the lyrical content of the song contains. Additionally, Adele may help the audience to feel as though they know the artist on a more personal level as she is showing her true emotion for all to see. This helps them gain an insight to her personality which they may not receive of other artists.
The target audience for my chosen artist is mainly targeted towards elder and younger females ages 17-30 years old. This is because the content of her soulful music is often based around subjects and themes which younger audiences may not be able to relate to, and may not necessarily be able to understand, therefore disengaging the audience due to this. Females may show more interest in the genre of the artist as she is also female. In which they are stereo typically more emotional, in which they may be able to relate to the lyrical content and find comfort in the fact somebody else knows how they are feeling.
The music video is mainly performance based as there is no narrative to the video. This usually would be disengaging for the audience to watch as there is not much for them to focus on. However, Adele has adapted her music video which still remains successful due to the frequent use of close ups which could have been demanded by the record label, which keeps the audience engaged. This creates a more personal approach as the close ups help to display the raw emotion of the artist which suggests she is down to earth which the audience are focused on as they may be able to relate to how she is feeling. This helps to build a relationship between the artist and audience as they feel included in how the artist is feeling and feel as though they have gained a further insight into her personality. Not only this, but the style of music video helps to reflect the artist and show the very reason as to why she found fame originally, due to her soulful voice. This helps to create a simplistic video in which the audience can focus on the lyrical content and the artists voice which they were originally drawn to.
The use of mise-en-scene helps to create an effective music video.
One effective use of mise-en-scene which has helped towards the success of the music video is the setting and iconography. The music video is shot in the quiet surroundings of Paris. The location is simple in order not to divert the attention of the audience, which allows them to focus on the lyrics and hidden meaning that artist is trying to convey. Not only this, but Paris is known as the city of Love, which could suggest to the audience what the video and lyrics may be based upon as they realise the connotation. Furthermore, as the artist is walking through the streets of the connotated City, this could suggest to the audience a further meaning and understanding of the location, which suggests the artist is lonely, supported by the facial expressions and body language. This may in turn make the audience sympathize for the artist as they may have been in her position before and know how vulnerable and lonely the situation can feel.
Positioning of the artist also is an important feature of the music video. Throughout the scenes in which the artist features, she is the main and predominant feature of the scene, positioned central of just of the centre. Helping to ensure that the audiences attention is not diverted and remains focused on the artist. The focus of the audiences attention on the artist enables the audience to focus on the facial expressions and body language of the artist. This is conventional to the soul genre as the emotion displayed by the artist is what helps to create a successful music video in order for the audience to feel as though they can relate to the artist, which helps to build the relationship between the two. The positioning of the artist helps to reiterate to the audience how lonely she is feeling as it is made clear that nobody is surrounding her. Again, the audience may understand how she is feeling and feel as though the lyrics are beneficial to them in order to make them feel as though they are not alone.
Another mise-en-scene element used in this music video is the lighting. Which is conventional as it is dark and low key. This is conventional because it sets the scene and the mood for the audience. Not only does this set the scene for the audience but helps to portray the mood and emotion of the artist which could be low and depressive which is represented through the dark and dull colours. The artist may be singing lyrics which are based on a serious or important subject in which they would like to get the message across and maintains the audiences attention and allows them to focus on the hidden meaning of the lyrics and the artists voice.
Another conventional mise-en-scene aspect which is used throughout Adele's music video is facial expressions and body language. This is clearly portrayed throughout multiple close up shots. This particular shot helps to display the artists facial expression. Adele's facial expression is varied throughout the music video as she shows both passionate and neutral expressions. The neutral expression is not conventional to the soul music genre as she is not displaying much emotion which is stereotypical. This is what usually engages the audience as they feel as though they can relate to the artist. However, the respect of the artist given to from the audience remains as she is remaining real within her performances, presenting her as down to earth. Additionally to this, Adele does also display passionate emotion which is evident throughout the multiple uses of close ups. Helping to portray the artist conventionally as she is seen to be down and depressed. The audience may be able to relate to the artist as they are currently in the same situation or have been before. They have admiration for the artist as she is willing to show her true and raw emotion for the benefit of others to try and feel themselves again. Furthermore body language is used to help portray and represent Adele. She walks along which seems as though it is a river side with her hands in her pockets. There are several connotations with having your hands in your pockets; this could be the unsatisfaction of self image which could be linked to the break up and how down this has made her feel, which is relatable to the audience as they may have been in this situation and are able to build a relationship with the artist. Another is that this is due to the subconscious mind and allows the person to think that they are able to avoid the situation this way, which could be what the artist is trying to represent herself as to prove she doesn't care anymore. This is also relatable to the audience and helps them to see Adele in a different way as an ordinary person with feelings the same as the audience.
Lastly, another conventional aspect of the artists music video is the costume. Throughout the entire music video the artist is dressed in all black. This helps to suggest to the audience that the colour of the artists clothing is reflective on her mood and personal state. Inferring that the artist is in a low place and in a depressive state as she reminisces on the past in which something she may possibly feel guilty about, or still is thinking about. The audience may gain an insight to the artist as they see her personality clearly, as she is sensitive in which the audience may be able to relate to as they may have been in a similar situation themselves.
One cinematography technique which is evident in Adele's music video is the use of a close up. This is used throughout the music video possibly from demand of the record label for close ups. Close ups used help to show both the artists facial expression and body language. In turn, this helps to build a relationship between the audience and the artist. The audience may gain or maintain their respect for the artist as she is showing her true and raw emotion for all to see which is hard, the audience know that this is for the benefit of the audience as the artist wants them to feel as though they are not alone if they are going through a similar situation. Furthermore, this gives the audience an insight to the artists personality, showing what a humble and kind person she is believing they know her on a more personal level and as though the artist is sharing her emotion and feeling with the audience. Another cinematography technique which has been used throughout Adele's music video is a low angle shot. This is a shot which may not be commonly used in a soul music video as the most common shot to be used is a close up as this is more effective and engaging for the audience as they can see the artists emotion. However, the low angle technique used can also helped to engage the audience as this is not something which they are used to. The low angle shot can help to represent the artist as she feels suffocated in the location which is reminding her of memories which she is sad about. Furthermore, this could suggest that the location is towering over here and she feels small, and possibly could infer from this she is feeling vulnerable. This makes the audience sympathize for the artist as they know how it feels to be feeling this way and may be able to relate to the artist.
One conventional editing technique which is used throughout Adele's music video is the filter which is used. This is the use of the black and white filter throughout the entire video. The colour black helps to suggest to the audience the state that the artist is in, how she is at a low point in her life and in a depressive state. that she is remembering something which could have happened a long time ago which she is still trying to get over, this again is relatable to the audience as many may have been in this situation and helps to build a relationship with the artist. The colour white contrasts this suggesting innocence and positivity. The contrast between the two colours reflects on the artist as a mix of emotions and this could leave the artist feeling vulnerable and confused. Furthermore, another editing technique that has been used during the music video for "Someone Like You" is slow paced editing. This makes the scene feel as though it is a lot slower in comparison to the other shots. This slows down the overall shot and again allows the audience to focus on and reiterates the facial expression of the artist, and how sad and vulnerable she seems. This could also infer the state of the artists mind, how she is very confused that time is almost slowing down so this becomes more of a painful process for her. Additionally, when somebody is overwhelmed, they can begin to feel faint or dizzy in which time begins to slow down. The artist may be experiencing this due to an overwhelming amount of thoughts and feelings in which she can no longer cope with. The audience may sympathize for the artist as this is something she is clearly thinking about constantly and is becoming overbearing. Make You Feel My Love - Adele
The second music video which I have chosen to analyse from my chosen artist, Adele is "Make You Feel My Love". This song was released in 2008, reaching a lower position in the charts when first released. However, due to the advances in technology the number of sales increased along with the chart position during 2010-2011. Dyer's star theory is evident throughout Adele's music video. Firstly, the artist can be seen as both extraordinary and ordinary. This is clear as the artist has the ability to produce a music video to begin with, showing she has a high fame level and production team in order to create this. In which not many people are able to do. However, the artist is also perceived to be ordinary due to the narrative of the music video which makes her just like an ordinary girl which is similar to her audience members. It can be seen that the artist is feeling lonely and clearly upset possibly about a heartbreak and staying up late thinking which most girls are able to relate to and may find comforting and beneficial that they know somebody else is too. The artist is portrayed as 'normal' as fame has not 'got to her' and still has struggles which anybody else may have. Fans are not for hegemony as they can see the artist is feeling low, unhappy and vulnerable, in which they are not influenced by the artist to be like this.
Additionally to this, Goodwin's theory is also present throughout the music video. Firstly, the frequent notion of looking in which several close ups of the artist are including in order to show the audience the artists facial expression and body language to show her emotion. This helps for the artist to build a relationship with the artist as this could be something that the audience as the subject which she is singing about may be something personal to the artist, which illustrates her in a down to earth light which the audience have respect for as she is showing her true, raw emotion for the benefit of the audience. Another aspect of Goodwin's theory is the video follows general conventional aspects of the genre. It can be seen throughout that low key lighting is a reoccurring theme to reiterate to the audience the emotional state of the artist, along side specific camera shots/techniques which are used to show the artist as vulnerable and in a depressed state. The audience are able to build a relationship with the artist as the topics which are in the lyrics are personal and can be applicable to a large amount of the target audience, engaging them.
Mise-en-scene elements which are included in this music video help towards creating a successful, conventional music video. The first conventional mise-en-scene element which is included in the video is the location of the video. The artist has adapted the conventional empty room or public space to her bedroom in a hotel, which is conventional due to the simplicity of the location which will not divert the audiences attention away from the topic in which the artist would like to focus on. This immediately helps to create a relationship between the artist and audience as it brings a personal approach to the music video and helps to give the audience an insight to the artists personality as it is almost as though she has welcomed them into her home as though she trusts the audience. Furthermore, the audience may begin to consider the fact that the artist may be lonely in her hotel room as most people tend to stay in this type of accommodation in pairs or groups, so this reiterates the fact that she is lonely in which they sympathize for her as she seems to be isolated from everybody around her. The audience may feel engaged to watch to see how the artist handles the situation as they may find a result in coping with a situation they may also be in, similar to the artist.
Throughout the music video, the artist is mainly positioned central to the shot. This helps to ensure that the audiences attention will not be distracted or diverted elsewhere and allows them to focus on the artist expressing her passionate emotion on the subject in which she is singing about. This can be seen throughout the majority of the music video as the artist is seen mainly to be on her bed. The artist remains the focal point of the shot as she walks to the window, which allows the audience to focus on the fact she is one of the only people to remain awake at the hour of 4.02am which is shown in a shot at the beginning of the music video. This helps to reiterate to the audience how vulnerable and lonely she is feeling as this is obviously keeping her awake, and with no body to speak to this about. Many of the audience members may be able to relate to the reoccurring theme of loneliness and vulnerability, so feel as though they are beginning to get to know the artist and can empathize because of the situation.
Conventionally, soul music video's usually contain very dark, low key and dull lighting, which generally describes the mood of the music video due to the subjects the artist is discussing. Dark shades are used throughout the video which automatically makes the video more serious and enables the audience to focus on the artist and lyrics rather than being distracted by the video itself. The dark tones can help to illustrate the depressive state of the artist and how low she is feeling. This can help the audience to sympathize for the artist and build a relationship as they may have been in a relatable situation.
Furthermore, body language and facial expressions are elements of mise-en-scene which are conventionally used. The close up shots of Adele help to portray her upset and hurt towards the topic of her lyrics and help to connect with the audience as they may be able to relate, not only this but the audience also sympathize as they see the artist almost wrapping her arms round herself which gives of the impression which she is lonely and needs somebody to be around. An example of this is where she is singing "No there's nothing that I wouldn't do" presumably singing about to win over the man she is singing about. Suggesting that she is willing to go the extra mile in order to find happiness again. The audience can see her clear emotion as she looks downwards looking down which gives of the impression to others of not much confidence or a low self esteem which could lead to the artist feeling lonely and vulnerable. This makes the audience sympathize for her as they could have been in this situation themselves. Another conventional aspect of the music video is the costume which the artist is featured in throughout the music video. The artist is seen to be wearing a plain shirt in which she covers up with a cardigan later on in the video. This can be inferred to the audience that the artist did have all intentions of going to bed however, for reasons which possibly are due to the subjects the artist is singing. The light colours of her costume help to represent the artist as innocence, which in turn could present the artist as vulnerable due to how low she is feeling with her mix of emotion. The costume is relatable to many of the audience members as they may have something similar, feeling like they are beginning to know the personality of the artist as they have shared items and are seeing the artist in a comfortable state. They can begin to emphasize for the artist and her position as they may know how she is feeling, staying up at late hours thinking about a similar situation.
The main cinematography technique used in this particular music video is the use of a close up, which may relate to Goodwin's theory in regards to the record label demanding the multiple close ups of the artist. The main reason as to why this is conventional to the genre is it allows the audience to focus on the artists emotion on their facial expression. This allows the audience maintain their respect for the artist as she is showing her true and raw emotion for all to see which is hard. However, the artist wants the audience to feel as though they are not alone if they are going through a similar situation. Additionally, this gives the audience an insight to the artists personality, in which she is seen to be down to earth as she is allowing the audience to know her on a more personal level. Another cinematography shot which is used throughout the music video is the use of a high angle shot. In this particular scene this shows the hotel from a high angle which helps to show this as a smaller building. This helps to suggest to the audience that the artist does not have much power and can be inferred as vulnerable due to her mixed and depressive emotions. The high angle is conventional to the genre as this helps to reiterate to the audience how low the artist is feeling and the lack of dominance and authority they have over the particular situation they are singing about, in which they may be able to relate. Furthermore, another editing technique that has been used during the music video for "Make You Feel My Love" is handheld camera technique. This makes the scene feel as though it has not been filmed professionally, without a tripod. Almost as though the artist has filmed it themselves. The unstable movement of the camera can help to portray the state of the artist, in which she can't cope with being alone and feels vulnerable and fragile needing support in which she does not have at this current moment. Creating a deeper and hidden meaning to the shot which makes this unique and is an adaption to the conventional editing techniques which are usually used within this genre; however are more interesting and engaging for the audience to watch. Additionally to this, the audience may feel as though this has a more personal touch to that the artist has thought of as she has wanted to create the music video for the audience which they may admire. This is something in which not many artists do so gives the video a unique feel and is more engaging for the audience to watch. Lastly, another editing technique which features in Adele's music video is the use of a reaction shot. This can be seen after the artist has sent a text message and the audience see's the reaction which shows the artist not to be pleased or happy about the action. The audience see's the artist trying to resolve the problem but ends up becoming slightly more distressed then she originally was. The audience may be able to empathize for the artist as they may too feel as though when they try to fix a situation this becomes worse. This allows the audience to feel as though they are beginning to know the artist on a more personal level as they have similar things in common. They are also finding the video beneficial as they also do not feel alone in particular situations and find comfort in the fact that somebody else also makes mistakes. Admiration builds for the artist as her humble and down to earth personality is shown through the video as she is willing to show her fans that she too does things she may regret and gets upset over personal matters, just like the audience.
By comparing the two music videos from Adele it is evident that there are similar and common camera and editing techniques used. An example of this is a close up shot which is not only used in both of Adele's music videos but is also used in the majority of soul music videos. The close up shot helps to display the artists emotions which is essential to this genre of music video as the artist does not rely on iconography and settings to engage the audience but is the narrative and meaning behind the lyrics. In addition to this the most common editing technique used throughout both music videos was the use of slow pace editing. This helps not to take the attention away from the lyrics of the video by using jolted, quick transitions that may not seem to conform with the style video and help to overcome this. The editing technique also allows for the audience to pay close attention to the artists emotion as this is highlighted more when this technique is used. My research on my chosen music artist will assist me with planning my own music video for this genre because I can see similarities and differences between the videos so I can differentiate between what are conventional aspects of our genre and what are not. This includes the frequent use of close up shots to clearly show the artists facial expressions and body language which will help the audience to grasp a better understanding of the video. I will also take into consideration the editing effects and transitioning of soul music videos as slow pace editing is mainly used which can help to bring across a hidden message to the audience which makes them engaged and think further into the video. In addition to this, I will also use conventional aspects such as close up shots which are used in both of Adele's music videos which allows the audience to see the facial expressions and emotion behind the lyrics, enabling the audience to relate to the artist.
Research into Chosen Genre My chosen genre of music for my music video is Soul. We were inspired to choose this genre of music as we researched many different artists and this genre stood out as the music videos created by this genre were most capturing. We found that the majority of Soul video's contained shots and lyrics which allowed the audience to be engaged as they watched the emotion of the artist, this would enable us to create an effective music video which helps the audience to build a relationship with the artist. It is important to choose a genre before you choose your artist because it is important to establish typical conventions which can be used in our own video of that genre and whether or not this will engage the audience.
Amy Winehouse - Rehab
I am going to compare two different music artists in comparison to Adele, which are classed under the same genre of music, which is Soul music. The first artist which I have chosen to analyze is Amy Winehouse with the music video "Rehab". One conventional aspect of the music video is that there are frequent close up shots of the artist. This is stereotypical of the genre Soul, because it allows the artist to show their emotion clearly to the audience, which allows them to connect with the song and relate to the artist as they may sympathize for them. Another convention which is stereotypical of a Soul music video and which has been included is the use of dark, low key lighting. In addition with slow editing and transitioning. This is because it sets the scene and the mood for the audience. The artist may be singing lyrics which are based on a serious or important subject in which they would like to get the message across. In addition to this I have found that Soul artists do not necessarily need to include the aspects as a pop video would because it would not suit the genre of music. Furthermore, the audience will be captured and engaged on the basis of the singers voice, and the artist does not need to take the attention away from the lyrics which they want to focus on. Slow editing and transitioning is conventional to the Soul music video genre because the songs are usually depressing and slow, so would not seem right if the music video was upbeat with fast paced editing.
Along with this music video following stereotypical conventions of a soul music video, "Rehab" also challenges conventional codes and conventions. An example of this which can be seen in the image is Amy with the legs up on the table cross legged, in a big chair at a desk. To the audience this seems as though she has a lot of power and is in control. The iconography of red shoes also suggests danger and power which may be the artists. This does not follow the stereotypical conventional aspects of a soul music video. This is because the artists are usually to be seen as vulnerable as they have been seen closely in an emotional state typically over a subject which their lyrics are focused on which they feel passionate about. However, this could be inspiring for the audience and motivational as they could see that there is "light at the end of the tunnel" and represents the artist as down to earth as they are like an ordinary person, able to overcome any situation that they may find difficult.
Mise-en-scene is used throughout Amy Winehouse's music video. An example of this within soul music videos the setting tends to not be extravagant or expensive looking. Unlike a pop music video which would typically has a flash, expensive location which would engage the target audience. Soul music videos tend to be filmed in locations with dim/low key lighting. Stereo typically, old clubs, bars, bedrooms, as well as empty filming rooms or studios. The locations used typically in a soul music video are usually basic and empty so it does not draw attention away from the artist and creates a more serious effect, also allowing the audience to focus more on the lyrics of the song so that this enables the audience to build a relationship with the artist. Additionally to this, colours in a soul music video's are usually very dark from the use of low key and dull lighting. Dark shades are used throughout the video which automatically makes the video more serious and enables the audience to focus on the artist and lyrics rather than being distracted by the video itself. The colour could also help to represent the artists depressive state and how they are feeling about the particular situation they may be in and what their lyrics are based upon. Furthermore, positioning of the artist is noticeable through soul music videos and in this particular music video. The artist is typically centre of the shot, with the band behind them if they have one. Even if the artist does not have a band, like in some of the scenes in Amy Winehouse video, the artist is still central of the shot. This allows the audience to focus mainly on the artist and the lyrics instead of being engaged by something else in the background, this helps the audience to think about the hidden meaning behind the lyrics and could enable them to sympathise for the artist as they could see what the artist is trying to get across to the audience. "Rehab" music video Amy changed costume three times. This includes a plain white top with a dark coloured throw over satin jacket, to a white jacket and then to a black leather jacket in different scenes. It can be seen that all three of these outfits are quite plain and are not extravagant. This then fits into the whole scene and setting of the music video as nothing creates a large effect on the audience which draws their attention away from the lyrics and music. I think that this is the idea and thought process of the outfits in which Amy Winehouse is wearing so that this will not divert the audience's attention. This is similar to Adele, another Soul artist which we are choosing to base our music video on also keeps her outfit and costuming basic in her music video, with simple colours which will not draw the audience attention away from the lyrics. Mise en scene is used through facial expressions and body language which is also a conventional aspect of soul music videos. Throughout Amy Winehouse music video "Rehab" there are many close up shots which helps to display her facial expressions and body language. Each shot helps to portray the emotion she has as she sings the lyrics. The hand gestures in which she also uses helps to portray the distress and passion that she feels for the particular subject that she is singing about. In addition to this, this aspect of the video will help to build a relationship with the audience as this engages them further. They will sympathise for the artist as they see how much this means to her as they see her emotions.
There are several camera techniques used in Amy Winehouse music video "Rehab". One of example of a main camera technique which has been used multiple times is a close up shot. This particular shot helps to display the artists facial expression. Here it is evident that Amy is showing her upset and emotion about that particular subject, as she had already entered rehab before creating this song, so she was able to sing with emotion about her own personal experiences. This helps for the artist to build a relationship with the artist as this could be something that the audience may be able to relate to. Camera shots are used to help engage the audience. This links to Goodwin's theory to the frequent notion of looking where there are several close ups of the artist, this enables the audience to sympathize for the artist because they may feel sorry for her. Another camera technique which is frequently used throughout the music video is a mid shot of the artist. This can be seen in the picture, it is evident that through the mid shot the audience can see the body language of the artist. Here is it is clear that the artist has her arms on her knees and her posture is slumped over slightly. This position is commonly used by a child and gives a child like sense that she is fed up or upset. The body language portrayed also suggests that she is in a vulnerable state. This helps to build a relationship with the audience because they may be able to relate to the situation she is in, or just being vulnerable and feeling down. Furthermore, the audience may sympathize for the artist and be more engaged in the music video. One of the main editing styles in the music video for "Rehab" was slow paced editing. This can be seen mainly throughout the whole video. The transitions and editing are slow paced so that this does not take and divert the attention away from the lyrics and the emotion portrayed by the artist. In addition to this, if the music video was to use fast paced editing this would not look right or match the lyrics. With an upbeat transition and fast paced editing this would contrast the lyric content. One example of when this technique is used throughout the music video is at the beginning. This is when Amy is getting up from what looks like her being asleep or a nap. Slowly moving or reluctant to waking up could suggest to the audience the mood and emotions of the artist, her not wanting to get up could portray how exhausted she is, making the audience sympathize for her. I think that the target audience for soul music is mainly targeted towards females. This category is widely targeted towards both elder and younger females. This is because the typical content of a soul music video includes messages and subjects based around love, being hurt or relatable situations. Girls stereo typically tend to be more emotional or show more emotion than a man would, so this may be a reason as to why the might be able to connect and engage in the song more. This does not go to say that a man would not be able to relate to the music, however I think that females would be more engaged in the lyrics and be able to sympathize for the female singer. Within this music video, the artist is represented as vulnerable. This can be seen throughout the different uses of camera shots which help to clearly express her emotion towards the subject as she seems down, upset and exhausted in most scenes, an example of this is which I have previously stated where it appears as though she is waking up from a nap or sleep and does not seem to have the energy to get up, portraying her as vulnerable and weak. However in contrast to this representation of the artist, which I have previously mentioned, the artist also is portrayed as confident in some scenes. This can be seen when Amy has her legs up on the desk crossed legged. This portrays her as confident as she seems as though she is ready to take on any challenge or task which she may be given. This is also how I would think a boss of a company would be, they sit at a large desk in an isolated office, representing them as authoritative and powerful.
"Rehab" is both a narrative based video and performance based video. This type of music video usually contains scenes which attempt to tell a story throughout the video. Actors are usually used to help to try and tell a narrative to the audience which is usually linked to the lyrical content. This is effective to the audience as it helps them to engage, also creating a visual memory which reminds the audience of the song, which could lead to an increase in sales. However this video is a narrative based video as a story is being told through the use of lyrics. In addition to this video being narrative based, it is also performance based. This is because it is mainly Amy singing to the camera. In addition to this, it is performance based because the artist has her band behind which is a concept of a performance based video. Relating to Goodwin's theory there is a use of the frequent notion of looking. This is where there are several close up shots of the artist where you can see their face and emotion clearly. This helps to build a relationship between the audience and the artist because the audience will sympathize for the artist once they have seen the emotion and passion they put into signing the lyrics. In addition to this, the audience member may be able to relate to this situation that the artist is singing about. Paloma Faith - Only Love Can Hurt Like This
The second artists music video I have chosen to analyze is Paloma Faith's "Only Love Can Hurt Like This". One conventional aspect of a soul music video is the dim, low key lighting used throughout the video. This is stereotypical of the genre as it allows to create a serious effect for the audience which allows them to focus on the lyrics. Whereas if there was brightly coloured lighting and effects being displayed this may divert the audiences attention and not focus on what the artist would initially like them to. Another conventional aspect of the music video is that there are many close up shots of the artist. This is stereotypical of the genre Soul, the reason for this is it shows the artists emotion clearly to the audience, which allows them to connect with the song and relate to the artist as they have been in this situation themselves or may sympathize for them as they can see the emotion and passion they are putting into singing their music as their is a clear, hidden meaning. Furthermore, another conventional aspect of the music video is the location and setting used, soul music videos the setting tends to not be extravagant or expensive looking. Unlike a pop music video which typically has a flash, expensive location which would engage the target audience. Soul music videos tend to be filmed in locations with dim/low key lighting. Stereo typically, old clubs, bars, bedrooms, as well as empty filming rooms or studios. The locations used typically in a soul music video are usually basic and empty so it does not draw attention away from the artist and creates a more serious effect. Within this music video specifically, it is filmed predominately in an empty street with the back drop of a brick wall, so this does not divert the attention away from the lyrics but also helps to show a message to the audience. The isolated street could possibly represent the way in which the artist is feeling, therefore the audience will sympathize for the artist.
Mise-en-scene is used throughout the music video. An example of this is the setting and location in which the video is filmed. The video itself is mainly filmed in an empty street. This is stereotypical of a soul music video as the location is kept very basic and simple in order not to divert the audiences attention from the lyrics. In addition to this the multiple locations used help to also tell a hidden story/meaning to the music video. From the empty street it could be inferred that this is a representation of how the artist is feeling; isolated and lonely. Another location which was used which goes against the stereotypical conventions of a soul music video is when the artist is underwater, usually this would sound like an extravagant setting, in which it is because it is not the typical dimly lit room, bar or street. However, it allows the audience to think of a hidden meaning in which the artist could feel like she is "drowning" or similarly that there is no escape from the situation that she is in. This could help to build a relationship with the audience as many could have felt as though they were in a similar situation and would be able to sympathize for the artist.
Another mise-en-scene micro element used is the use of low key/dimly lit lighting. This enables the artist to set the scene and creates a more serious effect for the audience not to get distracted and focus more on the lyrics rather than brightly coloured lights and effects. In addition to this, another conventional mise-en-scene element used within the music video is the positioning of the artist. Stereo typically in conventional soul music videos the artist is mainly in the middle of the shot. This is so that the audience are able to focus on the artist and the lyrics which they are singing without their attention be diverted elsewhere. The position in which the artist has been seen to be in throughout the music video is commonly used by a child and gives a child like sense that she is fed up or upset. The body language portrayed also suggests that she is in a vulnerable state. This helps to build a relationship with the audience because they may be able to relate to the situation she is in, or just being vulnerable and feeling down. Furthermore, the audience may sympathize for the artist and be more engaged in the music video.
Furthermore, another mise-en-scene element is the costume in which the artist is wearing. This music video follows the conventional aspects as the artist begins by wearing basic clothing which will not divert the audiences attention. Whereas in a pop music video the artist would stereo typically wear brightly coloured and different textured outfits. However, the music video goes on to go against typical conventions of a soul
music video by the artist being shown in her underwear as this has not been done many times. However, this does not contrast with the message of the song. This helps to portray the vulnerability of the artist and how she is not covered feeling exposed and down. This may help the audience to sympathize for the artist and engage in the video further to understand the full story.
There are several camera techniques used in Paloma Faiths music video "Only Love Can Hurt Like This". One example of a main camera technique used multiple times is a close up shot. This particular shot helps to display the artists facial expression. Here it is evident that Paloma is down and showing emotion about that particular subject. This helps for the artist to build a relationship with the artist as this could be something that the audience may be able to relate to. Camera shots are used to help engage the audience. This links to Goodwin's theory to the frequent notion of looking where there are several close ups of the artist, this enables the audience to sympathize for the artist because they may feel sorry for her. Another camera technique which is frequently used throughout the music video is a mid shot of the artist. This can be seen in the picture, it is evident
that through the mid shot the audience can see the body language of the artist. Here is it is clear that the artist has her arms on her knees and her posture is slumped over slightly. This position is commonly used by a child and gives a child like sense that she is upset. The body language portrayed also suggests that she is in a vulnerable state. This helps to build a relationship with the audience because they may be able to relate to the situation she is in, or just being vulnerable and feeling down. Furthermore, the audience may sympathize for the artist and be more engaged in the music video. Another shot which is used within the music video is a long shot which shows her pushing herself away from the man she is supposedly with. The audience can infer from the shot that she feels trapped, she is trying to push her self and take herself away from the situation but can't find the courage to do so. This relates back to the lyrics of the song which the audience will mainly focus on due to the simplistic video style "Only Love Can Hurt Like This", the audience may be able to relate to the artist as they may have been in a similar situation and feel sympathy towards her, therefore engaging them.
One of the main editing styles in the music video "Only Love Can Hurt Like This" is slow paced editing, which can be seen throughout the music video. The transitions and editing are slow paced so that this does not take and divert the attention away from the lyrics and the emotion portrayed by the artist. In addition to this, if the music video was to use fast paced editing this would not look right or match the lyrics. With an upbeat transition and fast paced editing this would contrast the lyric content. One example of when this technique is used throughout the music video is at the beginning, as Paloma enters the scene where she begins singing with a background of a brick wall, it almost seems as though she is running away from something, Which creates an emphasis of the reoccurring theme of entrapment that the artist seems to be focusing on. Which could be what she is suggesting the whole video. Secondly, this technique is used nearer the end of the video also. This is when the artist is in what seems to be a sea/ocean and the scene is slowed down. I think that the slow paced editing allows the audience to focus on the artist and how this could infer how she is feeling, as she comes across as frail, fragile and hopeless, which the audience are more aware of due to this technique.
I think that the target audience for soul music is mainly targeted towards females. This category is widely targeted towards both elder and younger females. This is because the typical content of a soul music video includes messages and subjects based around love, being hurt or relatable situations. Girls stereo typically tend to be more emotional or show more emotion than a man would, so this may be a reason as to why the might be able to connect and engage in the song more. This does not go to say that a man would not be able to relate to the music, however I think that females would be more engaged in the lyrics and be able to sympathize for the female singer. Within the music video "Only Love Can Hurt Like This" I think that the artist Paloma Faith is seen as vulnerable and trapped. This can be inferred through the uses of different camera shots and different editing techniques which help to portray the emotion of the artist and how she feels. I think that the artist gives of a sense of entrapment as the video relates to being hurt and shows her running away and trying to get away several times along with the scene of her drowning which could link to her feelings and the situation that she is in, how she is no longer free and she feel as though she can no longer help herself, almost like she is drowning. "Only Love Can Hurt Like This" is mainly a narrative based video. This type of music video usually contains scenes which attempt to tell a story throughout the video. Actors and actresses are usually used to help to try and tell a narrative to the audience which is usually linked to the lyrical content. In this video Paloma and an actor help to act out the narrative of the video which is linked to the lyrical content. This is effective for the audience as this helps to create a visual memory which will remind them of the song. Relating to Goodwin's theory there is a use of the frequent notion of looking. This is where there are several close up shots of the artist where you can see their face and emotion clearly. This helps to build a relationship between the audience and the artist because the audience will sympathize for the artist once they have seen the emotion and passion they put into signing the lyrics. In addition to this, the audience member may be able to relate to this situation that the artist is singing about. Secondly, the second reference to Goodwin's theory is relationship between the lyrics and visuals. This is when the artist sings "Only Love Can Hurt Like This" as she falls into the ocean, which could correspond with pain. Not only physical pain but emotional pain which she may be feeling which engages the audience as they may be able to relate to the situation.
My research on my chosen music genre will assist me with planning my own music video for this genre because I can see similarities and differences between the videos so I can differentiate between what are conventional aspects of our genre and what are not. This includes the frequent use of close up shots to clearly show the artists facial expressions and body language which will help the audience to grasp a better understanding of the video. I will also take into consideration the editing effects and transitioning of soul music videos as slow pace editing is mainly used which can help to bring across a hidden message to the audience which makes them engaged and think further into the video.
One example of a Major Record Label company is Warner Music Group, which is also known as Warner Music, with operations in more than 50 countries in the world. Warner Music is a Major Global Record Label which is headquartered in New York City. Warner Music is known as one of the "big three" recording companies as this is the largest American owned music conglomerate worldwide. The recording label also operate some of the largest and successful labels in the world. This includes Warner Bro's Records and Atlantic Records. Major record label, Warner Music Group manages many successful artists. This includes artists such as Jason Durelo, Katy Perry and Ed Sheeran. Warner Music Group also has links in within the media. An example of this is Warner Bros which is an American entertainment company which produces film, television and music. Warner Bros is also a subsidiary of Time Warner which headquarters is in California.
Columbia Records is an American Recording Label which was founded in 1887. Columbia Records is under ownership of Sony Music Entertainment. The record label was the second major record company to produce records. Columbia also has subsidiary companies which are owned by Sony, such as Kemosable Records and Small Giant Records. This record label manages well known artists such as Beyonce, One Direction, Rita Ora and Pharrell Williams. Columbia Records also has links to the media, including film. This is through the company Columbia Pictures, which is an American film production and distribution through the Sony Motion Picture Group. 
XL Recordings is a British Independent Record Label owned by Richard Russel. The company originated in 1989 as part of the Beggars Banquet Records and is part of the Beggars Group Label. XL Recordings originally launched to sell dance music, however has now signed artists such as Adele and Dizzy Rascal.
