Research into Chosen Artist

Research into Chosen Artist

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.