Textual Analysis

In my final textual analysis, I will analyse a older music video in the pop genre. This can add to my research and allow me to compare old and new, acknowledging how music videos in the pop genre have changed over time.

Michael Jackson's hit 'Billie Jean' is filmed in both black and white, and colour. Although, the colours remain dull as there is limited natural lighting. The music video is set in the night time. The singer is smartly dressed in black leather trousers, pink shirt with a red dickie-bow and a black leather blazer. The way he is dress is relevant to the time period in which this music video would have been created, the 80's. Therefore, this outfit has been chosen for people to look up to and follow this dress-code, it is also what Michael Jackson himself is famous for dressing like. During this music video we are constantly reminded of the lyrics, as he says 'Billie Jean' a folded up newspaper with the text 'Billie Jean' appears on screen and is picked up by someone, however, we only see a hand and part of an arm. This signify's that someone could be hiding something, when they realise what it says they quickly pick it up to avoid anyone else seeing it. The setting of a street is different from modern day pop, where it is usually filmed in a warehouse type place where no one else is present. Whereas, in this music video we see a man slumped up against a wall, a woman through a window and sets of people walking down a pavement. We even see a cat and a tiger in the music video. This is very different from modern day pop music videos. The tiger in the street could signify danger, the person needs to escape from the situation they are in. Which is shown through a tiger, and typically any human being would want to escape from the wrath of a wild tiger. This music video shows a positive representation of a male because he is shown dancing an appears quite happy and content although the lyrics suggest that he should be upset or worried. It shows that they are able to see through a situation and handle it well, whereas people would stereotype females as being bad at handling situations as they come across as emotional. Although the two more modern pop music videos are different to this one which could be classed as old, I do not feel as if they have greatly changed over time. They are still very much recognised as being pop, and use different techniques to make the music video stand out, however, effects have become much more technical. Michael Jackson still used effects in his music video, where he appeared in a white box with rounded corners whereas the rest of the screen was black, and there was a part where as he stepped on the floor, the floor would change to a bright colour, much like modern pop music videos where a lot of colour is used.

In my opinion, the target audience for Rihanna's single 'Umbrella' are teenage males. Due to the appearance of a well-known rapper, Jay-Z, and the way in which the main singer, Rihanna, is dressed. It is quite a simple but effective music video, in a dark location with the effects of smoke and falling lights which give the impression of rain, as the title is 'Umbrella'. The producers have also added other effects to the music video which run alongside the movements. For example, as she extends her arm in front of her and swipes it to the left, the illusion of water is left as a mark of her movement. The dark lighting in the background allows the singer to stand out as all the light is shining on her, which furthers the representation that it is targeted at teenage boys as they should see her as a young 'sexy' female. The majority of the filming time is given to the main singer Rihanna, as the song is 4 minutes and 12 seconds long, and Jay-Z's part only lasts for 27seconds, with the occasional cut to Rihanna also. The singers outfit for the majority of the music video is small, black and leather-effect, this has been chosen specifically to show her figure but also show her assets, such as her legs. She is also shown in a black and white, maid-like outfit dressed up with black heels, long black gloves, fish-net tights and a black umbrella. The black outfits represent her as a dark character, however, she is also featured in a white dress which contradicts this conception, showing that she is an angelic character. The prop used, a black umbrella, matches the lyrics of the song, 'oh baby it's raining, raining.' Overall, Rihanna is shown to be perceived as eye candy for males and essentially a role model for females as she is shown in such a way that boys like and look for, therefore females feel as if they have to look and dress like her to get boys attention

The music video produced by Little Mix for their single 'Wings' is typically bright, colourful and girly. As each member of the band are pictured on their own, their personality is bought out through the background behind them, consisting of flowers for Perrie Edwards, bows for Leigh-Anne Pinnock, old-style radios for Jesy Nelson, and graffiti for Jade Thirlwall. We interpret these images into our perception of them individually. This shoes that each member of the group is different and has their own skills and flair to bring to the group, hence why they work so well as a group, they do not clash. This is also shown through their dancing, they each have an individual style of dance yet it still looks good when they are all dancing and performing together. When the group are singing together the cuts are very quick and sharp, averaging at around a cut every 2-3 seconds. Although when they are doing a solo part the camera keeps them in the limelight for around 8 seconds, although the background does change to a dark setting with blue lights after 5 seconds. A regular occurrence in the pop genre, which is shown in this music video is where the screen is separated into 4 squares and the same person features in all 4 squares then it flicks to another person on one square until they fill up all 4 squares. This can occasionally happen with 3 sections as well, with a long shot of someone filling up half the screen then 2 additional blocks of someone else, but the two squares feature the same person. This is shown in the image in the top right hand corner, however, this features all 4 of the band members instead. You can also see the colourful backgrounds behind each of the girls in the image which is typically pop, appealing to mainly teenage girls. As they will be able to identify with the group, interpret the lyrics into their every-day lives usually, and will be attracted to this music video as bright colours are something that draw in their attention. Therefore, generally this music video is aimed to appeal to teenage girls, which is shown throughout.

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Our Chosen Song To Produce A Music Video To

Music Producers Associated with the Pop Genre on Prezi

Representation of Female Pop Singers

Female pop singers are often shown dancing in their music videos, usually with either a group of people or a couple of people. This is a positive representation of them as it shows that they have multiple talents, not just singing. A lot of them are also appearing in films now which gives them an added talent of acting - they are triple threats. They also have trademarks that are personal to them, for example, Lady Gaga had the blue lightening bolt on her face in her video 'Just Dance' which became significant, when you hear the name Lady Gaga you think of the blue lightening bolt or the bow in her hair, shown in the picture in the top right-hand corner. Female pop artists are usually represented as always having nice, full hair and lots of make up, wearing tiny dresses or next to nothing. This is to attract male attention, and to essentially make females jealous and want to be them, this will make them 'look up to them as idols.' Beyonce Knowles is well-known for her curvy figure and skilled dancing in her music videos, 'Single Ladies' being a good example. She is a strong contender for being a triple-threat as she has a beautiful singing voice, good dancing skill and experience in the acting industry as her sister Solange Knowles is an actress. Jennifer Lopez is an American actress who also sings and dances, she is most famous for her derriere and her 'booty shaking.' As shown by in her music video for 'Crazy In Love.' She is fading off of the music scene slightly however, with her recent work being collaborations, although I'm sure she will re-appear in the future, with a bang. Cheryl Cole, formerly Cheryl Tweedy, an English recording artist, songwriter, dancer and model, is most famous for being a wag (footballers wife). Many people also rate her as the world's sexiest female, as she is quite naturally pretty. The media enhance on this, representing her model aspects into television and into her music videos, she if the face of L'oreal. Katy Perry is well-known for her first hit 'I Kissed A Girl,' this song has become attached to her character and people will continue to distinguish her as the model character in this particular song. She is also famous for her collaboration with Snoop Dogg, 'California Girls' where she posed on a pink cloud in a land of sweets. Overall, they are represented as eye candy for males and role models for females.

Homework

'Music videos are simply an extension of the lyrics' - Andrew Goodwin

Media homework andrew goodwin from loousmith

Brief

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• a website homepage for the band
• a cover for its release on DVD
• a magazine advertisement for the DVD