Analysis of a star - Christina Aguilera

Christina Aguilera

Christina Aguilera's first album is called 'Christina Aguilera' was released on August 24, 1999. Her first album is based on teenager who prefer the dance/pop music genre. Christina's first song from the album - 'Genie in a bottle' - reached number 1 on the billboard hot 100 and in several countries.


In this music video Christina is only 19 years old and her demographic target audience is other teenager. A target audience is important as an artist needs to have a niche what their music appeals to. There are close up's of the artist throughout the music video this shows that she is directly talking to the audience and she is building a relationship with her audience too - during the end of the music video there is a close up which shows Christina's audience that she has finished telling her story directly to the audience. The director shows great contrast in this music video by mise en scene. During this video the artist wear crop tops and trouser, in some shots she wears heels and in other shots she wears trainers. This mise en scene shows the audience that although Christina wears high heels she is still an relatable artist as she is casually in her trainers too. The clothes the artist - Christina Aguilera - wore apply to Dyer's theory as the clothes reflect one of the comom values of music stardom; youthfulness. The clothes the artists wear are the stereotypical clothes a teenager would wear - this is how the artist has a relationship with her target audience as her audience can relate to her. In this music video the artist  shows that her lifestyle is normal and casual as she is at a beach house - this connotes that this is what teenagers do in the holidays.

The genre characteristics of this music show the audience that its a dance/pop song, for example the lyrics in this video are simple and easy to learn which relates to the target audience as they will be young girls who want to sing along - this is also a dance-pop genre convention. By having a dance/pop song this relates back to the youthfulness value of stardom as it shows that the audience is still young because of the genre of the song. In the music video the artist wears crop tops and makeup - this is what a stereotypical teenage would wear and this is how the artist relates and builds a relationship with her audience as young girls will feel they can relate to Christina as she wears similar clothes to what her audience will wear. Also in the music video there is dancing this is a pop genre characteristic - as in most pop songs there is a dance, so the audience can learn the dance and build a relationship with the artist as they feel because they can dance like Christina she is relatable. As there is a dance in this music video this relates back to the youthfulness value of stardom as the dance routine in the music video is related to young girls. This music video is performance based as she is dancing during the video this is a stereotypical pop genre characteristic. Christina applied to Dyers star theory as she represents one of the common values of stardom theory which is youthfulness - this helps Christina gain her a large and loyal target audience.

The turning point of Christina Aguileras career was when she released her song - dirrty in 2002. The genre of this song is R&B, hip hop and dance, however it was not the genre of the song which showed the change in Christina Aguilera, it was the lyrics of the song and the way Christina is portrayed in the music video. When this song was released people had noticed how Christina Aguilera has changed and become more mature and aimed her audience at a more mature audience which widened her target audience.

Before when Christina Aguilera released her first single - genie in a bottle - her target audience was a younger audience (teenagers/young girls) as they could relate to her music, however in the music video dirrty Christina Aguilera's target audience is teenage girls and young adults, I think the purpose of this music video was to show Christina's fans and audience how she has grown up and matured, also I think the purpose of this music video was to target a wider range audience, not just girls but boys too, as Christina is sexy which appeals to boys, the way Christina is portrayed in this music video follows two of the common values of music stardom; rebellion and sexual magnetism.

There are close up's of the artist during the music video, to show the audience that the artist is building a relationship with the audience and singing this song directly to the audience, this connotes that the artist is trying to show her audience how she has grown up and matured over the years. During this video the artist wears - tight, leather clothes - provocative clothing. At some points during the video the artist is wearing red, this connotes that the artist is dangerous and sexy, this shows her audience that she has grown up and matured. At other points in the video the artist wears a mini skirt and a bra. This is a complete contrast compared to three quarter length lose fitted trousers and crop tops, by looking at this contrast the artist' audience can see how the artist has matured and changed from her first music video to now. These clothes the artist is wearing relate to Dyer's star theory as the artist is appearing as a sexual magnetic. The mise en scene throughout this music video are the R&B and hip hop genre characteristics, the clothes the artist wear are the stereotypical clothes the audience expects an artist to wear in this music video. In the music video the artist shows the audience that she has matured and goes by this by wearing more provocative clothes.

Throughout the music video the artist dances, this shows that the genre of the music video is dance. Also this helps the audience feel that they can be like the artist as they can learn the dance which the artist does during the music video. The music video is performance based and there is dancing throughout the video, the video is also concept based as in the video the artist and the people are dirty which is the name of the song. During this time of Christina's career, the artist applies to Dyers star theory as he represents one of the common values of stardom theory which is sexual magnetism - this helps Christina sell her talent to a loyal an wider target audience.

The most recent song released by Christina Aguilera was a track she featured on with Maroon 5, the song is called - Moves like Jagger. The genre's of this song are; Dance-pop and electro-pop. The target audience for this song is a wider range audience as young people and older people now listen to Christina and Maroon 5 therefore their target audience is now a wider range therefore they will listen to this song - compared to genie in a bottle and dirrty. This song has shown Christina's Aguilera's audience how she has matured over the years and now has a wider range audience which her music appeals to. This artist has also shown her audience how she can do other genre's of music other than just hip hop an R&B.


During this music video there are close ups of the artist, which draws attention to the artist and shows that she is singing directly to her audience and is keeping her relationship with her audience. In this video Christina wears casual clothes, she wears a white top, black leggings, and a black hat. This can connote to the audience that Christina is comfortable in her career and with her life as she is wearing laid back clothes, also that her audience can relate to Christina as she is real and still wears clothes that her target audience wear too. The mise en scene for example the artist clothes, music set and props are stereotypical of a dance/pop music video therefore they go with the genre characteristics. This music video is performance based as they all dance during the music video and are having fun. During this time of Christina's career she represents - success against the odds as she has kept her career strong even after her break and having a child. Christina has kept her audience entertained while she was absent for the consumer.

Throughout Christina Aguilera's career we have watched her grown during her teenage years to her adulthood and experience how her music has changed during this time. Christina Aguilera is successful as she has shown her audience that she can do a variety of different genre's therefore she has a bigger target audience and appeals to a wider audience. I think Christina Aguilera decided to sing other genre of songs and change her appearance from wearing tank tops to underwear in her videos to appeal to a wider audience. Also to show the world that as she has grown up her music has also grown up with her and she can do a variety of different genres and songs. Also during Christina Aguilera's career she has shown her audience that she is ordinary as she is relatable to her target audience - young girls - however she has shown she is also extraordinary as the concept behind her music videos are unique from other audience. Also you can tell that Christina Aguilera is successful as she has been present for her consumers - releasing songs and having tours. However she has shown that she is also successful as she has been absent for her consumers by recording her new albums in the studio. As 'stars' are incoherent and are never complete, Christina Aguilera has shown this by changing her image and the genre of her songs in each music video and album.


Richard Dyer - Star Theory

Star refers to the semi-mythological set of meaning constructed around music performers in order to sell the performer to a large and loyal audience.

Common values of music stardom:

• Youthfulness
• Rebellion
• Sexual Magnetism
• Conspicuous consumption of sex, drugs, and material goods
• Originality
• Creative/talent
• Success against the odds

Richard Dyer

• Written extensively about the role of stars in film, TV an music
• Irrespective of the medium, stars have key features in common:
• A stars an image that is constructed out of a range of materials
• Stars are commodities produced and consumed on the strength of their meanings (sold through music)

Stars depend on a range of subsidiary media - TV, radio, internet, magazines to be marketed to their target audience.

Image has a range of meanings which attract to target audience. These stars are incomplete and open - star keep changing (never complete).

Paradox 1

The star must be ordinary and extraordinary for the consumer

Paradox 2

The star must be present and absent for the consumer.

The star is incoherent as they are never complete. The audience strive and continue to watch their videos, concert to understand their image. Fans become determined to hear new music.

The star image can be used to position the consumer in relation to dominant social values - Hegemony.

Artist may have their own beliefs, if they sell them to their audience the audience believes it too - Hegemony

The audience are positioned against the mainstream.

How does video represent  an artist:

Artist are viewed as a product and shows whether the artist is ordinary and extraordinary

Goodwin's Theory -Music Video Essay Mariah Carey Obsessed

Mariah Carey – Obsessed

The genre of this music video is R&B and hip-hop. Some examples of the genre characteristics of this music video is the establishing shot of the music video which is a wealthy hotel, the chauffeur, fans waiting outside the hotel for Mariah Carey, paparazzi, lots of shopping bags and the fact that Mariah Carey is doing a photo shoot. These examples connotes that Mariah Carey is wealthy and has an expensive lifestyles and wants to show it off, as she is staying at an expensive hotel and is wearing an expensive dress.

The lyrics of this song and the visual of the music video are parallel as Mariah Carey is acting as herself and someone who is obsessed with her, which is the name of the song. When Mariah Carey sings the lyrics ‘delusional’ there is a clip of her dressed up as a man in a room (the media thought she was acting as Eminem) full of pictures – this connotes that the man she is portraying is obsessed with her. Also every time the artist sings the lyrics ‘obsessed’ there is a clip of her dressed up as the ‘obsessed’ man. This helps the audience clearly understand the meaning behind the music video – that Eminem/the obsessed man is obsessed with her even though he does not know her.

During the first chorus of the song every-time the beat drops the frame changes. Also during the final chorus when Mariah Carey sings and the drums are playing in the video the obsessed man get run over – this clip is parallel to the instruments playing in the background of the song.

At the beginning of the music video there is a close up of the artist while she is talking to the audience – this connotes that she is directly talking to the audience as she already has or is building a relationship with her audience. There are close ups throughout the video of the artist while she is portraying herself as she is showing the audience how she feels and is showing the audience that this song is personal to her. The close up’s also helps the audience build a relationship with her audience, as the lyrics are personal to her as during 2009 when ‘Obsessed’ was released the media and critics suggested that the song was about rapper Eminem as he negatively referenced her in some of his songs. There are also close ups of the artist while she is portraying the obsessed man – here the artist is showing the audience how the obsessed man idolizes her.

There is a reference to the notion of looking in this music video – while Mariah Carey is having a photo shoot, this connotes that Mariah Carey is wealthy and has an expensive lifestyle. Also during the scenes of the obsessed man when he is in his room, on the wallpaper there is a collage of pictures of Mariah Carey, also a paper cut out of the artist, a picture of Mariah Carey in a picture frame next to the bed of the obsessed man and merchandise of the artist e.g. dolls. These references help the audience understand how the artist feels and her point of view and how she pictures the obsessed man.

Throughout the music video there are several inter-textual references, the first one is the Canon camera the photo-shoot man uses. This connotes that the photo-shoot is professional and that Mariah Carey is wealthy as she is having a professional photo-shoot. Another inter-textual reference is the artist – Mariah Carey merchandise, here the artist is cross promoting her music and her merchandise so her audience and fans will buy the merchandise. Also when Mariah Carey is playing the ‘obsessed’ person she is wearing Nike trainers and a New York snap back – these inter-textual references connote that this is what the obsessed person wears and these are the typical brands a boy/man would wear.

The music video is performance and narrative based. When Mariah Carey is portraying the obsessed man this is performance based as the video is showing the audience a story. The music video is also narrative based as the artist – Mariah Carey – is telling the audience the story of this obsessed man, the artist makes it clear that she is telling a story as she talks and sings directly to the camera during close up shots – this shows the audience the artist is telling the audience her personal story.

I will use Goodwins theory within my own music video as my genre characteristics will help the audience understand which genre our music video is. Although it will be difficult to visually show the relationship between the music and lyrics me and my group will show the relationship clearly so our target audience can see the relationship between the music and lyrics. Our music video will be concept and performance base as its will be difficult to narrate our music video

What is a music video?

What is a music video?

Genres
Rap - Eminem
Pop - One Direction
R&B - Usher
Hip hop - Beyonce

The purpose of  Calvin Harris & Neyo's song - Lets go
1. Promoting a party lifestyle
2. Narrative
3. Promoting the artist

The purpose of a music video:

• Its a market tool - for promotion

Many artists use a music video to promote themselves

• It can attract a target audience

Boybands such as One Direction and JLS use music videos to attract young girl - teenagers as their music videos are universal

• It helps identify an artist/group

The wanted showed their names at the end of their music video 'Glad You Came' to make the audience aware of their names

• It can be a representation/short narrative of the artist

For example in Jessie J's music video 'Who Laughing Now' she is showing how she was bullied through the lyrics and visuals

• Shows the audience what the artists lifestyle is like

Usually artists within the hip hop and r&b genres have a music video to present what their lifestyles are like. For example in Flo Rida's music video 'Club Cant Handle Me' some iconography used are; champagne bottles and lots of money. By using this iconography Flo Rida is showing his audience how expensive his lifestyle is.

• Shows the different generic conventions of a genre/music video

An artist such as Beyonce dances through her whole video for 'Single Ladies' as she is showing her audience the dance genre conventions

• Makes the song available to a wider audience instead of the usual target audience

An example of this are artists such as; Adele and Emeli Sande they use music videos to reach a wider target audience

• To make the audience remember the music video

An artist which created a music video which is popular is Michael Jackson's music video Thriller, this is rememberal as during this time the graphic are high quality.

• To show more about the artist

Eminem is a popular artist for showing within his music video's more about his life.

• Builds a relationship between the audience and artist

A music video which shows that the artist wants to build a relationship with the audience is Taylor Swift's 'Love Story', throughout this music video the artist builds a relationship with her target audience - young girls and teenagers - as she has lots of close ups and eye contact with the camera. Also the artist builds a relationship with her audience by showing that she is a relatable artist.

Music videos are split into 3 categories:

• Performance - this is where throughout the music video there is singing and dancing. An example of a performance based music video is Beyonce's song 'Single Ladies', as throughout the music video the artist is dancing and singing to the song.
• Narrative - this is where throughout the music video the artists is telling the audience a story. An example of a narrative based music video is Justin Bieber's song 'As long as you love me', because throughout this music video the artist is telling a story about him and his girlfriend.
• Concept - this is where throughout the music video the artist is selling the audience an idea/theme/ideology. An example of a concept based music video is Christina Aguilera's song 'Beautiful', as during this music video the concept behind the video is that everyone is beautiful regardless of how they look.

In Christina Aguilera's music video - 'Beautiful' - it contains all 3 elements. 

The music video contains:

The performance category as the artist is singing throughout the music video

The narrative category as throughout the video there are different images of different people

The concept category as everyone is beautiful 

Music Channels

Music channels

Objective: to be able to show an understanding of how music channels appeal to an audience

Starter:

Make a list of all the music channels that you know

Tasks:

For each music channel answer the following questions:

1)    Who is the target audience and why?

2)    What type of music does the channel play and why?

3)    Identify 3-5 examples of artists that feature on a regular basis

4)    How is the channel used as a form of branding?

5)    How does the logo appeal to the target audience? (Consider the colours and connotations, size of fonts, style of logo)

1.    MTV's target audience are teenagers as the music on this channel appeals to teenagers age and genre of music. Also the programs which are played on MTV's channels reaches lots of teenagers, also teenagers are able to relate to some programs such as; Sweet 16.

2.    This music channel plays; Hip hop and R&B songs as this caters to their audience preference.

3.    4 artists which regularly feature of these programs are; Katy Perry, Rihanna, Beyonce and Chris Brown, as these are prefered artists for the target audience.

4.  MTV is used as a form of branding by Stardom, for example the programs which are featured on these channels are; Cribs, pimp my ride, 16 and pregnant, sweet 16 - the target audience may feel they can relate to the people on this channel as they are teenagers too and these programs are entertaining.

5.   The logo for MTV is black and white which looks fun therefore it appeals to the target audience as it looks like graffiti, which is what teenagers can relate too.

1.   The target audience for this music channel is an older audience, as the music appeals to people within the age range of 25 years and above, as the music played on this channel was released when the target audience was born.

2.    Music played on this music channel is older music for example Wam (the retro and old school music genre) as the target audience for this channel - 25 years and over - can relate to this music as this music was made when the audience were younger.

3.    Some of the artists that regularly feature on this channel are; Wam, Madonna, beach Boys and Rolling Stones.

4.    This music video channel is used as a form of branding as this company invented video tapes also this music channel have their own record label.

5.   The logo for this music channel appeals to their target as the colours Bright and colourful, which can be a connotation for fun, which relates to the artists who appear on this music video. The logo can also be a connotation for Earth, which relates back to the target audience who may be hippys which relate back to the genres of music which is played on this channel.

1.    The target audience for this music channel are a young commercial audience as this channels plays pop music and the demographic audience are interested in the pop culture.

2.    This music channel plays commercial artist and pop music as this caters towards the target audience who are teenagers.

3.   4 artists who are regularly featured on this channel are; Justin Bieber, Katy Perry and One direction.

4.    This channel was previously 4 music however they used a form of branding by rebranding themselves.

5.    The logo does not have any font which can relate to the target audience, as they are less likely to read the name of the music channel. 

 

1.    The target audience for this music channel are teenagers to young adults who like rock/metal music, as this music genre is played on this channel regularly.

2.   The genres of music played on this channel are; Rock, metal and heavy metal. The reason these genres are played on this channel is because this is genre appeals to the demographic audience.

3.     3 examples of artists who are regularly featured on this channel are; You me at six, young guns and Enter shikari.

4.     This channel uses are form of branding by running weekly competitions. This channel also has a presence at the majority of the UK's rock festivals.
5.    The icon looks jagged and edgy which relates to the target audience of this music video - as the icon is a connotation of; metallic colour, harsh and scummy.

                                   

1.    The target audience for this music channel are teenagers and young adults who listen to hip hop and R&B songs – as these songs are played on this channel regularly.

2.    This channel plays hip hop and R&B songs as this music caters towards the channels demographic audience.
3.    Some artists which are regularly featured on this channel are; Rita Ora, Rihanna, Beyonce and Chris Brown

4.    Kiss use a form of branding by their radio station and their famous slogan - which promotes their brand image to their target audience.
5.    The logo appeals to the target audience as looks like Pac man - the game and the logo looks like its digesting music. This could be a connotation of the audience disgesting music as they listen to this channel. As the logo is blue this could also be a connotation that the music on this channel is cool, and natural therefore the artists are not too commercial.

 

·      Why do you think MTV is broken down into different channels (base, hits, dance, rocks, classic?

I think that MTV is broken into a variety of different channel so it can appeal to lots of different people as the brand is worldwide therefore all the different channels can apply to lots of different people.

·      Why do you think music channels are important in appealing to a target audience?

I think its important for music channels to appeal to a target audience so that they have a unique selling point therefore they are able to gain lots of viewers as they are different to the other music channels. Also by appealing to a target audience this gives the music channel a diverse target audience. However by appealing to a target audience a music channel is able to appeal to their niche markets - which is easier to cater to their audience compared to a mass audience where it may be difficult to cater to all their audience.

·      Why do you think there are a variety of music channels?

I think there are a variety of music channels so that everyone has a choice of which music channel they listen too. By having a variety of music channels everyone can listen to music which appeals to specifically them, instead of everyone having to watch one music channel where there is a variety of different artists as the channel has to appeal to a mass market.

·      What have you learnt from analysing music channels and how will it help you with your own production?

After having analysed music channeI have learnt that it is important for the logo to appeal to our target audience and for my production - music video - to feature on the correct music channel so that it reaches my target audience.