Research: Popular music theory

What is popular culture?

Popular culture is the understanding of fashion ideas and attitudes of the mainstream culture in society which has an influence upon us the audience. These influences and ideas are produced through the mass media and able to the audience through cultural products. These cultural products vary from Music, art, film, fashion, television and radio.Popular culture describe the lifestyle and tastes of the majority of young people. It is consumed by non-elite and non-bourgeoisie groups such as the working class. The focus and ideas are mainly targeted at the mainstream culture. They have been influenced by mass media and are products of the early 20’s. An example being Britney Spears.

Antonio Gramsci and the theory of Hegemony

Hegemony is the leadership or dominance especially by one country of social group. The term hegemony describes domination of a culturally diverse society by the ruling class who manipulate our culture till this present day. The control of the media can influence things such as what gets aired or cancelled and the degree to which as television station covers or does not cover certain news stories. Results in the audience to all think the same and not challenging the culturally dominant ideologies. This had been challenged through people being able to self-publish music, videos etc. Rather than being under the control of mainstream co corporations and this increases the independence of individuals within the music industry as well.

Frankfurt School

Popular music is the end product of a production line where everything sounds similar. An industry that exploits the mass population for profit and social control in the hope that they accept a certain ideology about the world they are living in.  The music industry promotes absorption, everything about these pop start becomes a commodity, they are clothes, image, like and dislikes etc. Which implies that the pop stars lifestyles has been bought into.

Theodor Adorno

Adorno argues that Capitalists fed people with the products of a ‘culture industry’ which he believed was the opposite of True Art. All music products are commodities to be sold to an audience who believe they are consuming true emotion. Popular music is usually divided into genres of music such as Rock, Pop, Rap, Heavy Metal and Reggae etc. However, all popular music is standardised which are interchangeable from one song to another, and they all sing about the same types of lifestyle. The effects of standardisation are often hidden by ‘frills’ that are put within a song to disguise that it sounds the same. Distinguishes between popular music and serious music. Serious music, ( classical and avant-garde) plays to the pleasures of the imagination offering engagement, popular music makes everyone think the same. ‘Popular music’ is conveyed as being false, unnatural and immature. Whereas ‘Serious music ‘ is deep, meaningful and natural.

Birmingham School

Birmingham School was a cultural theory. One of the most famous and influential forms of cultural studies initially under the influence of cultural Marxism, emerged with the centre for contemporary cultural studies in Birmingham. Considered as a more modern school of throughout that challenged some of what the ‘Frankfurt School’ and Adorno suggested about ‘Popular Culture’ They evaluated the effects and interpretations of popular culture representations on their audience. Audiences are not as passive as suggested, there is some engagement by the consumers about what they like and don’t like. The Birmingham school went against ‘Hemogens’ and defended the right of individuals to have more of a mouth-piece in their preference.

Hebdige (Richard)

Hebdige suggests that Adorno’s ideas are very pessimistic and dismissive of mass audiences as passive and easily manipulated. Consumption is an active process in which different audiences have different readings into the same cultural products. The audience are free to resist the power of large products to consume. Often then the audience constructing themselves as distinct from mainstream culture to subcultures. Major companies will try and cater for this too and create products that subcultures will consume. The audiences then have to decide whether to consume these products or whether to resist them further. Audiences are therefore more active in popular culture consumption.

Conclusion

It is important to understand a theory because it allows people to acknowledge the reasons why things happen in society.All the theories about Popular Culture are unique in their own aspect and offers  a broad viewpoint. However the Birmingham school is most appealing as it suggest that consumers have more of a say in what they prefer which I believe is true. Moreover, it is more of a modern theory that has developed further the other theories.

Research: Dyer's 'Star' theory

What is star theory?
‘Star’ refers to a set of meanings constructed around music performers in order to sell the performer to a large and loyal audience base.  Dyer see’s artist as an artificial image presented to their target audience, even if they are being represented as ‘real people’. 

Audience’s relationship with the industry and the star doesn’t necessarily have to be a positive thing, as long as the relationship is strong. It also depends on the audiences taste and the actual character.

Richard Dyer is an English academic, as of 2006 he is a Professor of Film Studies in Kings College London.

His 5 suggestions include:

• The star must be simultaneously present and absent for the consumer.
• The star must be simultaneously ordinary and extraordinary for the consumer.
• The star must have distinct ideologies views and ideals
• Have values that are personal to them
• Financial backing

The Difference between a performer and a pop star.
·         Performer – Is when an image is constructed to an artist and presented to the audience.
·         Pop star – May or may not be famous however, is there just to perform music

Dyer identified four key elements to recognise a star: 

- Stars and constructions

- Industry and audience

- Ideology and culture

- Character and personality
Stars as constructions

Stars are constructed, artificial images. Helps if their image contains a USP (unique selling point). The X-factor shows the construction process of how a individual/band is groomed and coached. 

Dyer believes the music audiences are made to believe that star that is seen to be real and genuine is actually a fake, artificial image which is created to appeal to a target audience. For example, Miley Cyrus who for years is represented as a sweet, innocent young teenager and now has broken out and proven that she is the total opposite of her traditional representation.

Industry and audience

Stars are manufactured to make money. Pop stars, whatever their nature, are quite clearly the product of their record company and they must be sold. There is always someone fresh to choose from. Another way is to produce a star with long lasting appeal, who once their brand is established, can cater to a fan audience for decades. Synergy is a way in which the artist could be promoted. Differing formats could be used and interacted with to gain a greater reaction from the public. Dr. Dre being a prime example, as he released electronic headphones which would enhance his popularity with the audience, and ultimately contribute to his success and the industry success.

Ideology and culture

Represents cultural values, attitudes and promotes a certain ideology
Audience interest in these values enhances the ‘Star quality’ and creates their star persona.
Social networks sites such as Twitter and Facebook now days give pop stars the opportunity to establish their own values outside their own music. This gives them a true insight of the Star and able to judge whether or not the star is constructed or genuine.

Character and personality

The star is a construct but a construct that has a foundation of realism. Stars provide audiences with a focus for ideas of ‘ what people are supposed to be like’ Stars may support hegemony by conforming to it by being thin and beautiful or providing a different perspective and being overweight and still loveable. For example Adele, as psychically she is not a role model or at a perfect weight but still is loveable because of her singing and personality. 

Control

- An artist doesn’t necessarily have as much control of their life as let’s say a film actor as an artist is continuously following instructions and being told what to do, how to dress and present themselves etc. compared to a film actor who has more of a freedom.
- TV programmes such as The X Factor shows us the audience how the construction progress happens as we get to see how an ordinary person’s star image changed as they are groomed and styled to look different in order to appeal to the audience.
- Stars are constructed by the industry, artificial star images are used to fit the industries needs of targeting and appealing to a specific target audience in order to make money off them.

Conclusion

Dyers theory is a significant theory in outlining the importance of star image of an artist. In my music video I would concentrate more heavily on the ideology and culture element of Dyers star theory. This would convey my star in a more clear way and the viewers could have more of a insight in his personality and beliefs of the star.

Research: Star image

What is star image?

Star image is the way an artist is represented to the audience. Music videos are seen as the most effective way to do this as it is able to reach a mainstream and international audience. Star image makes an artist unique as they’ll all have their own styles which will allow them to create an expectation of themselves. In addition, they can also use their star image to reinvent themselves in order to change from their representation or to target new audience. 

How can music videos help to boost and artists career?

• Music videos contribute to the popularity of the artist/band
• New audiences and viewers could be gained
• Financially boost the artist
• Could re-invent the image
• Portray the ideologies through the music videos

Political Reasons, Moral Reasons and Social Reasons

 Sexual reasons

·         Help express sexuality

·         Sexual views

·         Exploit or to feel comfortable

Political reasons

·         For/Against something political

·         Express political views

Moral reasons

·         Personal opinions

·         Issues they believe are important

Social reasons

·         Represent lifestyle or ideologies of having a good time.

 Artists who include social reason within their music videos in order to portray an issue are:

- Kanye West

Kanye west has had a lot of history in the fashion industry and is currently in feud with Adidas' rivals 'NIKE' therefore he released the song stating embarrassing facts about Nike, one of them being on how they paid a basketballer 500 million to stay with them. this is an issue kanye believes is important therefore he presents this through his music. 

Artists who include morals within their music videos in order to display their beliefs are:

- Michael Jackson 

Micheal Jackson represents lower society in this music video expressing his beliefs that the upper class not caring about them. He does this in many other videos, this is just one example where he is expressing his morals.

 

Artists who include Sexual reasons in their music videos in order to reveal their identity are:

- The Weeknd 
This artist is well known for expressing what he intends and prefers to do with women. In the music video he is shown to be with different women as if he is some player. This is typical from the artist as he specialises in alternative R'n'b where sexual pleasure is a common theme.

Chris brown

In 2005 Chris brown started out with his first single 'run it' at the age of 15. The music video explained what his life was about at the time as it shows him dancing in parties, chilling with his friends and meeting new girls etc. After this single was released he gained national success in america and even joined the label def jam records.

 Expanding his career as an entertainer, Brown branched out into acting. He had a small role in the box office hit Stomp in the Yard (2007). That same year he went onto releasing two more singles 'Kiss Kiss' and 'Wall to Wall' which then gained world wide success and was turning out to become a star icon. Brown managed to continue to enjoy some popularity. In both music video he appears to be a role model as he has young children dancing in them


*video* 

In febuary 2009 the young performer made headlines after being arrested for allegedly assaulting his girlfriend at the time, singer Rihanna during an argument. "Words cannot begin to express how sorry and saddened I am over what transpired," Brown said in a statement shortly after the incident. He was charged with two felony counts related to the incident. In 2011 Brown released 'beautiful people' where he showed his maturity as he is just free roaming the streets in a sensible manner.

 * video *

Stars and their image

Demi lovato is another young artist who was very similar in comparison towards Miley Cyrus who chose not to go down that sexual voyeuristic route as Miley did. She is also very independent since leaving her TV show and is now seen as a very mature and respectful young adult. This is shown through the way she represents herself as she dresses and looks very sophisticated. She’s recently just been given the opportunity to be a judge on 'xfactor usa.' In addition, this also allows her to promote and advertise herself to different markets such as the perfume industry.

Conclusion

Star image is important as it represents the artist to the audience through the use of music videos. The artist’s star image represents themselves which allows the audience to get closer and be able to relate to the artist. I plan to present my Star in a very innocent yet mature manor as I don’t have a big enough fan base to go on a rollercoaster like Miley Cyrus did.

Research: Mulvey's male gaze

The male gaze theory

The concept of male gaze is how the heterosexual male gender looks at the voyeuristic female genders that are presented to them in music videos. Feminist believe that women are viewed different in order to attract and please the male target audience in return for success within their career. Moreover some women actually enjoying being in the video and feel a sense of empowerment with what they are doing e.g. beauty pageants. This shows that being e.g. a candy girl is not a negative thing to do as long as it is what a female loves and has a passion for doing.

• This theory also assumes everyone is heterosexual and does not consider the homosexual viewpoint.
• Some women enjoy being looked at and showing off their figure and body.
• The female gender isn't considered as the main focus is the male gender.

    Laura Mulvey is a British feminist film theorist. She is currently professor of film and media studies at Birbeck, University of London. Her theory (1975) suggests that audiences view characters from the perspective of a heterosexual male. She believes that men look at women for sexual pleasure in music videos. 

 

Different ways it can be thought of:

• How men look at women
• How women look at themselves
• How women look at other women

Example of the 'male gaze' within music videos

Rihanna - pour it up




Male gaze is heavily exploited in this music video as every female is seen demonstrating the male gaze, including the artist Rihanna who is known for her sexual behavior in her music videos. Firstly, when one of the women is seen dancing on a pole in her revealing clothes, close up editing is used to focus on the women shaking her ass. This is a sign of voyeurism as the camera movements make the women viewed differently as they are now seen as sexual objects and fantasy’s to men. This relates and reinforces Laura Mulvey’s theory of men looking at women for visual pleasures.

 


Benny Benassi - Satisfaction
;
In the Satisfaction music video, women are represented as hard working, voyeuristic individuals. The way they are dressed and how they choose to wear their clothes makes them in a male’s perspective look like sex symbols. An example of this is when one of women are viewed using the sander in a seductive way, cinematography is seen in this motion as the camera focuses on her body rather than her face. A close up shot is then used to view her breast. This reinforces Laura Mulvey’s Theory of characters being viewed from a heterosexual male’s perspective


It is clear that female artists in the pop music genre, we are likely to see women sexualised this is mainly because the audiences already have a large female fan base base therefore they need some way way of attracting the male audiences


 Some urban genres such as, rap, hiphop and R'n'b are more likely to use Mulvey's theory  however theyre more likely to subvert the roles. as there is already a large fan base for the hip hop genre   
The female models are conventional to the theory however the usage of the artist being topless shows him as a sex symbol towards an audience subverting the male gaze theory and attracting women instead.
Some criticisms of the theory:

• The camera is assumed to be a man's perspective looking at women, which assumes all men are heterosexual.
• Excludes gay and lesbian people.
• No female empowerment, degrades women in the media.
• Doesn't apply to all women, the theory isn't representative of the women in today's society. Not all women want to be presented as objects of men.
• Men can also be gazed by females, e.g. when topless.

Conclusion
In my music video I could consider using aspects of the male gaze as it would enhance the popularity of my music video. If I do use women I would represent them in a more passive way as this would gain popularity from the male audience. However I would not portray females as sexual objects or other extreme ways as such shown in the examples.

Research: Diverse music videos

What are diverse music videos?
Diverse music videos are videos which are from are from a different/alternative genre of music. These videos are used to express the directors and artists creative yet unique ideas. Diverse music videos have a niche target audience as it contains a lot of weird contents which is viewed by people outside the mainstream genre. In addition, they are also often concept based as these types of videos show no relationship with the lyrics or music therefore, it is random, different and concept-based.

Chris Cunningham

Chris Cunningham is a British video artist. Cunningham has close ties to Warp records. His work compliments the diverse nature of music videos& includes music videos that do not appeal to a large mainstream audience. Cunningham has primarily directed music videos for ambient music and electronica arts such as Autechre and Aphex twins. 


Chris Cunningham has worked with aritsts such as: 

• Bjork - All Is Full Of Love (won multiple awards including MTV music video awards for 'Breakthrough Video' & nominated for a Grammy for 'Best Short Film Music Video
• Aphex Twins - Come To Daddy, Flex and Window Licker which won 'Best Video' at the BRIT Awards 2000.
• Madonna - Frozen (international hit and won award for Best Special Effects at 1998 MTV awards 

The music video for 'Come to daddy' by the Aphex twins come across as weird and controversial as the characters seem disabled and disturbing to look at.

This diverse music video Featuring Chris Cunningham and Aphex Twin is of course a concept based video and it is clearly represented and reinforced through the use of crazy special effects. The video is to some extent quite chilling due to the use of low key lighting used on top of the dark environment in the video thorough the video and also the Alien/deformed man which looks really scary and disturbing. This video may be seen as too abstract to comprehend for some people who are why diverse music videos mainly target a niche audience.

The music video 'Bjork all is full of love'  was one of his more successful and this implies that effort and money is still put into for a music video that appeals to a limited audience and not being part of mainstream culture. Moreover, robots are the main theme in this music video and it is not likely to have this as a main theme in a music video.

'Bjork all is full of love' music video had won multiple awards including the MTV music video award for breakthrough video due to its creativity and realism.

As with all diverse music videos this is a concept based video and it is reflected through the choice of lyrics, music and visuals as they don’t seem to have any kind of relationship what so ever

General ideas of Cunningham

• concept visuals with no narrative
• abnormal characters
• surreal images
• low key lighting

 I think that Cunningham is really creative and I commend his work and originality skills to produce something different every time he makes a video.1 thing I respect about him is that he doesn't care about what people say about his work as long as people are talking about it.

Michel Gondry

Another diverse music video director Michel Gondry has a great eye for music videos. Most of his videos contain colour, dance and theatrics and star motifs as he directs for mainstream artists mainly. He's mainly recognised for his one shot, well executed choreography within his visual production.

Kylie Minogue - Come into my world

 

Another music video Gondry directed was "Come into my world" by Kylie Minogue. This video is also purely based on concept due to the constant panning shot of repetitive clones carry out a daily routine. This may leave the audience also feeling confused due to the constant movements being made and may not be able to connect them to the artist's feelings.

Gary jules - Mad world

This video is purely based on concept due to the heavy performance of dancers and only slight shots of the artist watching the performance himself. It consists of one shot which is a panning shot throughout the whole music video which may confuse the audience as to why there is no complex editing in order to entertain them.

 General characteristics of his work:

• high-key lighting
• lots of bright colours
• concept based
• repetitive choreography

I find gondrys work very inspiring and entertaining because of the dance he incorporates into hes videos and the lively upbeat themes he takes on.  his distinctive style in his videos allow the auidence to instantly recognise that he's behind the works of a music video. 

 Advantages of diverse music videos:

• Entertainment for the audience, to see something different in order to stay engaged.
• Portraying individual style, which would show the loyal audience's the artist's feelings and how they are able to express it.
• There is always a niche audience for diverse artist's which means these are made purely to entertain a specific audience and not for mainstream artists.
• Create's hype, which would ensure the music video becomes popular and is talked about gaining publicity for the audience.
• Abstract comes to life, suggesting the artist's artistic views and beliefs can be portrayed clearly through their music videos.
• Mentally challenging, which is done to challenge the audience's views which is a form of educating them.
• Reinvent star image, this may be done to change an artist's reputation or the gain more publicity for and old artist who needs to be modernised. For example, Madonna used Cunningham to reinvent her star image after a break in her successful career.
• Memorable, will stay in history forever for people to remember the special views of each individual artists.

Disadvantages of diverse music videos:

• Could be offensive, suggesting that some scenes in these music videos may cause harm or anxiety for audiences and may make them feel uncomfortable due to the diverse ideas.
• Theres a much smaller relationship between the artist and audience due to the diverse culture which will only apply to the niche audiences.
• Exposure to be censored, meaning that the artist has a much higher chance of not being able to promote their video properly due to distressing videos.

Conclusion

I have learnt that not creating such a mainstream music video can be a good thing because it can still have great entertainment value and still be successful. Therefore I wish to use Gondrys idea of  a concept based product because I believe that my group has the capability of creating a good product along those lines.

Research: Categories and intertexuality of music videos

What is intertexuality?

Intertextuality is when the music video has formed a relationship with or shows reference to something/one else. This can be done in a number of ways, for example gimmicking an artist, referring to a film or even making references to someone political. This is often called an intertextual reference as it is being ‘referred’ to in the video. Theorist Andrew Goodwin suggests that intertextual references in music videos are becoming very popular as it is now a new way of entertaining the audience and allow the artist to illustrate their views.

Purpose of intertexuality?

Intertexuality is used in most music videos as it allows the audience to relate themselves to the music or artist due to the unique effects used by the artist in the music video. References allow the music video to seem controversial which then allows the audience to make they own interpretation of the music video. Some intertextual references can appeal to a target audience due to the audience manipulating these references into humour and making the music video more interesting compared to the usual conventional music videos.

An example of intertexuality is Madonnas music video "material."

This music video conveys intertextual reference to Marilyn Monroe: By all three of the artists dressed up in a white dress with a curly, blonde, short and classy win, red lips and also her beauty spot.

The intertexual shot of Madonna surrounded by the men in suits is not necessarily an image of Marilyn Monroe. Its more of the typical Hollywood blonde star she tries to create which is what she wants people to see. As Madonna continues to reinvent herself she is not seen as a someone who is simply just copying Marilyn to sell herself out. 

An example of intertexuality in music videos could be Lady Gaga's 'paparazzi' music video where we see photographers taking pictures of her and we see newspaper headlines and articles intertextually referring to her own life by form of newspaper (from 2:20 to 2:30). Andrew Goodwin also stated that artist can also make intertexual references to their own lives.

A popular artist who has made his fame and recognition through intertexuality is Marshall Bruce Mathers also known by his rapper name, Eminem. In this video we see that he refers to many famous icon however one of the main famous people we recognise is Michael Jackson where he mimics notorious parts in his life in which the media and the audience will recognise such as his constant surgeries and the law suits hes been through. Moreover he shows scenes from music videos such as 'billie jean.'

The criticisms that may follow intertextual references...

 There are also significant criticisms of intertextuality. There is the issue of the intertextual reference  used is legal and that the artist/band are legally able to use it in their video. It could also be considered as offensive to some viewers as it could convey people in negative ways.

Advantages of Intertexuality

• Forms a relationship with Audience. 
• Unique to other conventional Videos.
• Targets Audience’s interest such as Humour
• Brings something new in the music industry 

      Disadvantages of intertextuality:

• Offensive to the public.
• Influences opinions of the public on e.g. political issues.
• Spreads negativity if the reference is portrayed negatively.
• Artist's can lose fans if they do not agree with the artist's opinions.
• Controversial, which may be in the media for negative reasons.

      Overall, I do not plan to use intertextuality because it maybe offensive to the public and if it is, this would result in negativity being spread if the reference is portrayed the wrong way. How by using intertexuality, it creates a new form of entertainment for the public and is likely to gain more publicity for the artist. In addition, I know that I would have to be careful with what references I choose to make in order to not offend any of the public whilst portraying my opinions.