Diversity UPDATED

A diverse music video, is a video that does not follow the stereotypes of a genre and are not the norm. Artists decide to create a diverse music video because the unusualness of the video attracts the audience and makes them want to watch the video as it is going to be something that they have never seen before. However, some people may not like the videos that do not follow the norm, and this could result in the artists losing fans. 

Chris Cunningham is a well know music video director who does not follow the expected stereotypes of the genre. He is very diverse and artists who don't mind chaining their image and putting themselves out there. One artist that he has worked with is Madonna with her video for her song 'Frozen'.

The video 'Frozen' is from the pop genre and goes against mostly all of the stereotypes we would expect to see in a pop video. Conventionally, we would expect pop music videos to have very bright and bold colours, to make them appear happy and exciting. However, Chris and Madonna go completely against this in the video. A variety of shades of black, grey and white are used, which give the video a very dark and mysterious feel. Madonna's mes-en-scene, specifically costume, hair and make up mirror this.

She is wearing very pale make up with long black hair and a long black dress. Any parts of her body that are showing are pale and colourless. This gives the impression to the audience as her being quite scary and mysterious, which is different from her normal bubbly/girly appearance. It engages the audience as it is different from her normal self, and they will want to see what happens at the end of the video. It is beneficial to the artist because the controversial video will gain attention from new/potential fans and the media. Which creates more publicity for the video.

The song also shows a relationship between the music and the visuals. The song slows down and sounds rather eerie. The sound "ahhh" can also be heard in a ghostly tone. To match this visually, editing, in particular slow editing is used to match the very slow eerie music. Madonna's dress is floating around slowly and covering her face, making the audience think of her as mysterious. This also makes the audience want to keep watching the video so they can reveal the mystery.
The style of video is mainly performance based. Madonna is singing to the camera throughout, she looks into the camera while she's singing, making it feel very intimate with the audience. This makes the audience feel more involved with her and like they know her on a more personal level. Performance based videos is conventional for pop music because they don't want them to be full of narrative as it would be boring. They also want to be taken seriously as an artist, therefore show themselves performing.
Madonna is represented as mysterious, this is shown by cinematography, specifically a mid shot showing her covering up her face with her hands and with black hair and make up and a black dress. This implies her to the audience as quite magical and mystical, which will encourage them to watch the video. This is beneficial to Madonna because the viewers could talk about the video with friends due to it being controversial, therefore creating more publicity.
This video by Madonna is conventional of Chris's work as he has completely remade her look into something that would not have been expected from her. 

Aphex Twin's music is generally from the hip-hop genre. His song Window licker does show some conventions front his genre however it is quite a diverse video from this genre.

One convention of the hip-hop genre is that men are the dominant characters compared to the women seen in the video. In the song this is kind of displayed however a diverse version. The main character is seen sitting in the back of the limo, but with two transexuals behaving lustful towards him. This is diverse as normally it would be expected that there are two girls doing this. This is could be seen as highly entertaining to the audience as it is something different that they most likely would have not seen before. 

One convention that can be seen in the music video is the specific references to wealth and money. This can be seen through a panning shot of a white limo going past the two females and again shown through slow editing when the male is getting out of the limo. He is wearing all white with gold chains. This helps to reflect his wealth as it implies that it is his limo. A the white has connotations of chic and classiness, which implies that he is of a higher status then the other people. This makes him some to admire and be jealous off for the audience because they may want a lifestyle similar to his with nice clothes and cars.  

A common characteristic that we would expect to see in this genre is that men are shown as the more powerful characters and women are objects of lust and disposable. Editing, specifically a montage shows a rich man getting out of a limo and performing sexual movements while the two women stand and look desperate to get his attention. This represents them to the audience as very money orientated and that men can pick and choose at women when they please. Which is conventional of this genre that women are seen as objects for men to lust over. This is beneficial to the artist because hip-hop artists try to gain a 'hard man' image and the disrespect and treating women as sexual objects helps them to do this. 

Goodwin's theory is supported here intertextual reference to the artists logo. This is shown through the use of mes-en-scene, in particular iconography of the umbrella with the artists logo on it. This is helpful to the audience as it is a constant reminded of who's music they are listen to. They will be able to link the logo back to the artist and the song when they see it in other places. Which helps the artist to gain popularity as it will be memorable and stick in the audiences heads, therefore they could gain fans as people will be remembering the logo and may discuss it with friends.

The style of the video is mainly narrative, which is showing the wealthy man gets the two girls due to them enjoying his money and finding that attractive. And it implies the women to be gold diggers, as the instantly find the men with money more appealing. This is stereotypical of hip-hop because conventionally men are shown to have money and be superior to the females as they have a higher status and wealth. This helps to create the brand image for Aphex as it demonstrates him to live that exciting hip-hop lifestyle with lots of money and girls. This could cause the audience to be envious towards the artist as they may want to also have this life style. 

Aphex Twin, is represented as being quite flashy and wealthy, we can see this by the mes-en-scene of the iconography of a big white new looking limo pulling up with the artist inside. This signifies to the audience that the artist has lots of money as they can afford nice things, and that he likes to show off his money. Artist wealth is a convention in hip-hop as wealth and expensive items are meant to signifies status.

Cunningham also directed come to daddy by the Aphex Twins. The music channel that this song would be played on is MTV rock, bass or even AKA due to the nature of the song and the style of the music.
 The style of the video is mainly narrative as it is about an old woman walking her dog and then getting terrorised by the young children. The music video has a performance element due to the vocals on the tv screen. The concept is that we are controlled and influenced by what we see on tv and in the media so we rebel against society through violence. 

The drum and bass is conventional due to the images flashing up on the beat of the drum at a fast pace. This helps the audience to relate because they can follow the beat of the song. By the audience following the beat of the drum alongside the song, it helps the video and song stick into the audiences head. By them remembering the song they are likely to look at other songs by the artist and possibly want to go to concerts to get a live experience with the artist and the song. 
 However, elements that are unconventional that makes the video diverse are the setting as it is in an urban council estate area,which makes it diverse because the audience are used to seeing a setting such as a stage where the artist will perform. 
Additionally, the age of the characters is unconventional because it features young children and an old woman. Which is unconventional because you would expect the characters to be the same age as the target audience because then it helps the audience to build a relationship with the characters better as they can imagine themselves in their position; however, i think that subversive characters are used so that the video is weird making it memorable to the audience. This therefore helps the song and video stick in the audiences head and they are likely to watch the video multiple times as they find it enjoyable. 
 Goodwin's theory is presented through artist promotion when the artists face is photo shopped through the micro element of editing onto the children's faces. This is done even though its diverse to makes the children stand out, which will help the target audience remember the artist.  
In the video the artist is represented as creepy due to him screaming on the TV and terrorising an old lady. This is diverse as usually artists want to be represented in a positive light so that they become more popular and idolised; however, he seems to do the opposite to stand out and appeal to a niche target audience. He is also represented as rebellious due to him hiding in a childs body and rioting as this shows him wanting to go back to his childhood when he could do what he wants and this is also shown through the diversity of the music video as he is rebelling against what is conventional of the genre.  Furthermore, the artist is represented as creative due to the advanced editing in the video and he has made the video longer than conventional music videos because he views them as an art form so wants to be able to express himself.

Michael Gondry is also a very diverse director, his is not as diverse as Cunningham but still does not follow the norm with conventions we would expect to find in a certain genre. Artists would typically work with Gondry as it refreshes what their audience would commonly expect from them. Some of the artists he has worked with include white stripes and Kylie Minogue. 

Gondry directed The hardest button to button by The white stripes. This is from the rock genre and could commonly be found played on scuzz channel, as this is a typical genre of music that is played on this channel. A rock convention that is seen in the video is the mes-en-scene specifically, the iconography of the instruments used, such as guitar, drugs and microphone. This allows the audience to see straight away what genre the video is from and even if the overall video is quite unconventional the audience will still be able to associate it with the rock genre.It is conventional to see these instruments in rock videos as the artists want to be stars and playing the instruments show they have actual talent. This is beneficial to the artist as it makes the audience respect them more as they are playing the instruments.
Goodwin's theory is supported in this video as well, we can see this through a relationship between the music and the visuals. Every time there is a new drum beat a new clone appears. This amplifies to the audience the genre of the video, as it highlights the instrument that the artists are playing and they have actual talent. However, the repetition of the artist is not something that would commonly be seen in the rock genre and would be more expected from pop.

The style of the video is mainly performance. Throughout the artists are seen singing and dancing along with the music. Cinematography, specifically a long shot shows one of the artists singing with a guitar and the other playing the drums. This is a convention of the rock genre as again as mentioned before the artists like to she their pure talent and this allows them to showcase themselves. Which could result in the video having a more intimate feel with the audience, this is beneficial to the artist as if the audience feel more connected wight the music they are more likely to buy a CD or want to go and see them in concert. Which means more money for the artist. 
The artists are represented as talented and quite down to earth. Cinematography, in particular a long shot shows the artists performing in a road under a railway bridge. This shows they have talent to play instruments and sing and it is also a public place, making them seem more like a 'normal' person to the audience, leading to them being more approachable. This makes them relatable characters to the audience.

Another video that Gondry directed was Kylie Minogue come into my world, which is front the pop genre. The genre conventions that we would stereotypically expect to see in a pop music video are not evident in most of the video. Kylie's mes-en-scene, in particular her costume. She is wearing very concealing clothes with is subversive of the pop genre. It is also very casual, where as we would expect her to be wearing more flamboyant outfits that reveal more of her body. The casualness of the outfit makes her more relatable to the audience as the see her more as a 'normal' person than a pop star. However, it could be seen as partly convention as its quite a fun outfit with nice pastel colours and theres lots going on with the outfit. Also all of the clones are wearing matching outfits. This shows the audience the genre of the video. 
Goodwin's theory is also evident in the video. There is frequently lots of close ups with Kylie showing her singing along with the song. This is beneficial to the audience as it helps them to build up a relationship with her and gives the video a more intimate feel. This results in them feeling like they know her more as an artist. This would help Kylie as an artist as it could result in people being more loyal to her as an artist. Close ups are conventional to the pop genre as it highlights the artists talent. 
The style of the video is mainly narrative, it is showing her life and everyday routine. 
This shows she is still a normal person and does everyday duties like everyone else and that her life is not always as glamorous as it seems. Which makes her more relatable to the audience as they can picture themselves carrying out the duties that she is doing and it makes her come across as a more approachable star who would be very easy to talk to and get along with. Unlike other stars who are very self indulged and only think about themselves and money. 

This research has made me highly consider producing a diverse music video as i believe it would incredibly help to attract my audience as they will want to see something that is different and doest'n follow the norm. However, diverse music videos take lots of thought and have to be done in the right way so that the it still appeals to the normal target audience of the artist. 

Research into music censorship

Censorship is the altering or suppression of parts of music videos that are deemed to be objectionable or offensive. This can be done by the use of blanking (volume silenced), bleeping, using a like sounding word, repeating words before explicit word or back masking (reversing audio).

Ofcom is the communications regulator in the UK. They regulate TV and radio, meaning that they protect people, young children in particular, from harmful or offensive material that may otherwise be on the TV and radio. They also provide a wide range of high-quality radio programmes appealing to a range of tastes and interests. The people who listen to their radio programmes are protected from harmful or offensive material. If there was no Ofcom, then young children would have easy access to harmful material that may offend them and cause them distress. It would be hard for parents and guardians to censor what their children watch without the help of Ofcom.

Some artists they have been censored include Rhianna, this is because in many of her music video she uses crude and offensive language and sexual references throughout. For example her s&m video included the words ‘sex’, ‘whips’ and ‘chains’. These were cut out when the song aired on radio one.  

Rhianna strongly disagrees with censorship as she says that her lyrics and music videos are a way that she expresses her music and personality. The little clothing that she wears in her videos just highlights the fact that she is free and not afraid of judgement and being herself. Which is something she says she want her fans to do as well, as she is a role model for many people. She has grown up with her audience and her personality and tastes have developed as have her target audience. If she was still releasing songs like ‘umbrella’ then lots of her fans would not be as interested in the music she releases. Furthermore, shocking and outgoing videos creates more publicity, meaning that more people will hear her music and no her as an artist. Her recent hit S&M, mocked censorship by her wearing a T-shirt that actually said ‘censored’ on it. Rhianna does have a very idealic appearance, men find her sexy and attractive and women want to look like her. Overall, Rhianna is against censorship as if restricts her music and she cannot show her personality. She wants to show her audience that they should be able to express themselves and believes censoring her music is restricting her freedom of speech and expressing herself. It also means that the audience won't be able to really get to know her and her music because it won't really show what she wants to be seen.

Rock label, are against censorship, they play some of the biggest artists on their station and say it is up to the listeners if they want to listen or not. People are not forced to listen to the station and always have the option to switch channels. They say that they don’t censor because it attracts a wider audience, which helps them to increase sales. Viewers and fans of this channel are able to listen to music they like without it being changed and altered, therefore they can enjoy the songs more. Another way they increase sales is because no censorship is quite controversial it helps the station to become more popular, it is engaging and interesting for viewers as not many other stations are completely against it. It also helps artists to create an image. One artist that is quite controversial due to her explicit videos/lyrics is Rhianna but Rock label say the songs are about her life and the narrative expresses her life experiences. If people don't want to hear her songs about the harsh reality of her real life, they have the option to turn off the channel. Her song ‘we found love’ encouraged her status as the face of pop, therefore if this song was censored loads she may have not achieved her high status in the pop industry. This song highly influenced the development of pop as she does what she wants with her music. Showing that it is not only views that are inspired by her music but also other artists and they've used her music as a platform to develop themselves as artists. 

Some parents who are for censorship say they have massive concerns about the content shown in the videos. This is supported as Ofcom carried out research on 1000 parents which showed a high concern level for the sexual, offensive, unsuitable nudity content that their children are being exposed to. They also say that children need a good role model to look up to as they are easily influenced and copy artists. E.G. Miley Cyrus/ Hannah Montana. Also they state, artists should be popular for their talent and music not for the erotic videos and nakedness. Due to the ever advancing technology there is now a need for parent guidance has never been greater, as explicit videos have never been easier to access for children. Non-censored lyrics could get children into trouble, if a child repeats the lyrics at school they could get into serious trouble. But they don’t know what for because their role models are saying them so don’t see it as wrong, and they are innocent/oblivious to the words. Since there has been an increase in the explicit and highly sexual music being released, crime, drugs and drinking rates have also increased.

Parents against censorship say that many controversial music videos are incredibly popular, and this is evident through the high views. Also they say that nudity is natural for men and women and that children need to learn to accept their body’s and be aware of them. The human body is only natural and they say that it is important for children to be aware of it and not embarrassed or feel awkward when they see it. The content also helps to mature children by showing them what’s good and bad. Many of the ‘controversial’ content in the videos are also in real life, e.g. smoking. Introducing it to them now just makes them more aware of it. 155 million people smoke weed so why is it wrong to make children aware of it now. The parents believe that by introducing children to it, you can show them the dangers  and they can become knowledgeable on it. Censorship alters the representation of artists. Non-censored music shows kids to express themselves and be proud of who they re as a  person, they do not need to change themselves just because society does not agree with their image. If they repeat the behaviour in the songs it is not the songs fault it is the parents fault for not having responsibility and educating them about the content within the video. A small 2% of children, who are exposed to gambling actually developed an addiction, which shows that it is very rare that music videos will actually dictate the behaviour of children. It should be up to the audience to listen to what they want, as it all is just for entertainment of the audience. At the age of 10 children can go to jail, therefore they no right from wrong, so no whether the content in the video should be copied or not. Finally, they say that the exposure of the female body is highly supported by feminist groups, the female body is not something that needs to be hidden because it is a natural thing. Its wrong if children are embarrassed or awkward when seeing the female body. 

Fans of uncensored music say, censorship is a suppression of speech and you cannot see the real personalities of the artists through censored music. It restricts the voice of the artist because their stories and experiences are altered, meaning the audience will not be able to gain as good an understanding of the music and lyrics. The pop artist Rhianna, supports uncensored music, you can see her retain to censorship as in one of her songs she says  “are you fucking kidding me” when referring to censorship. Fans also say that a few lyrics can’t change a person and it is the parents job to censor music if they don’t want their children to hear it. Some fans font want to hear the censored version of a song because the think it ruins the experience of listening to the song and they feel like they are not getting to know the artist as well. Again referring to a commonly censored artist Rhianna, fans say people know what to expect when listening to her music and if they don't like it then they don't have to listen to it, this is evident as she is extremely popular with 81 million likes on Facebook and 47 million twitter follows. One of her very famous songs ‘love the way you lie’ is trying to explain a serious issue and the blurred words means that it is hard for people to understand the message. Fans find it insulting that these words are blurred because many people have also struggled with the same issues as Rhianna and they feel like they should be embarrassed or ashamed of what happened to them. 

The music channel MTV, are a big and very successful company. They are not completely against censorship. Before 9pm there is censorship on the channel but after 9pm there is no censorship. This way people/fans are free to listen to censored or non censored music, meaning they are able to choose whether they want to be exposed to the content within the video. They say that people/children are constantly listening to music on mobile devices and head phones so its hard to censor all music. It is easy for a child with a mobile phone to search and listen to uncensored music, exposing themselves to harmful content that their parents may not want them to see. However, they also say that people that always listen to non-censored are typically more violent, this could be due to trying to copy behaviour that they see in the videos. Artists should be role models and many people copy them, especially young children as they are easily influenced. Some artists such as lady gaga and Madonna, create a censored video for them, showing that they agree some content should be censored for a younger audience. Meaning that all fans can watch the artists video and they can have a bigger target audience. This shows they want their music to be available to all their fans but they do feel that some content may not be appropriate for a younger audience and may have a negative effect of them. 

AKA, is a significant outlet with the aim of publicising raw and new talent. It is a place where they can showcase themselves and express their individuality and personality. Censorship, takes away the artists freedom of speech  and ability to express themselves. The audiences of these new artists will not be able to get a good understanding of the style and personality of an artist if their songs are restircted. It also means that the artists are not in control of their music, and music is meant to be like art and creation. Censorship is limiting this. AKA, say that there are far worse things in the world then saying "theses hoes ain't loyal" such as war. Young children most likely are going to be completely unaware of the meanings of these words and will unlikely be negatively affected by them. It takes away the meaning of the song and what the artist actually want to say when producing the song. The artists will feel like they are not able to tell their story through their music and could feel like they have something to be ashamed of if their music is censored. Artists have their own  voice and their music helps them to express it and to express what they are feeling. To conclude, AKA are highly against censorship as they like to advertise new/fresh talent, and censorship puts a lid on the creativity of the artists meaning the audience are not able to connect tot hem as well.

BBC radio 1 are strongly for censorship. They have gone as far as to ban certain songs on their station. They ban songs if they include sexual lyrics or are to explicit.  They do have adult friendly times of the day where they will play non-censored music and they say if people don't like it they can go else where and listen to different music. This radio station plays more old music, not much of the current up to date hits. The older music does not include as many themes of sex, drug, alcohol etc. The station is use to playing this older style music and are quite set in their ways. 

Capital extra also have some censorship on their channel, as they believe in freedom of speech and that artists have a right to express themselves through their music. After 9pm they play the more explicit songs, they do this in order to protect younger viewers. So that the younger viewers don't copy the artist language or actions. They also only censor some artists as censorship annoys some artists and the songs don't make sense because the audience wont be able to understand the message. Capital extra censor music by blank (volume silenced), bleeping, using like sounded words, back masking (reversing audio) and repeating the word before the explicit word.

Overall, most artists agree the censoring their music denies their freedom of speech and ability to express themselves. It also makes it hard to understand sometimes very serious message of a song. And that it is up to parents to control what music their children listen to. They also enjoy having a controversial video because it gains them more publicity and views, resulting in them being more successful and making more money.I personally agree that videos with highly explicit content and crude language should be censored because it has an affect on children. This is because artists are meant to be role models for children and if they see using foul language and doing drugs/crime/drinking they may not realise they actual effect it will have on them. But on the other hand, I think that after 9pm non-censored music should be shown as this way people that want to watch it can and people that don't want to watch it don't have to. However, for my own video I will contradict my own views, as I will be producing the video as an artist and most artists are against censorship, due to it reducing their freedom of speech. Therefore, it would make more sense for my music video not to be censored.

Research into Goodwisn theory

Goodwin's theory is a list of 7 main principals that are included in music videos. These are genre characteristics, relationship between lyrics and visuals, relationship between music and visuals, need for lots of close ups of the artists and the motifs that recur across their work, voyeuristic treatment of the female body, intertextual references, and if the video is primarily performance, concept or narrative based.

Ed Sheeran - The A team

The A team would be in the indie

Throughout The A team, it demonstrates many of the characteristics that are expected in the indie genre. The setting of the video is in a park/city, this mid shot shows her walking around in a  park, the park does not appear to be very well kept. Therefore, this could show that the park is in quite a poor area, which makes the audience feel sorry for her as it could show her as rather hopeless due to the environment she is surrounded with. These settings are used in music videos as they are easily accessible and quite simple.  This is conventional of an indie music video as they are rather low budget, which makes public places a good setting as it would not be that expensive to film in. It is important demonstrate genre characteristics within a music video because this allows the audience to easily be able to link the video back to the genre.

Also the costume of the character is very conventional, indie artists have the perception of being very retro and not caring much about appearance or expensive clothing. This perception is portrayed through the costume and hair and make up. She is wearing shorts with  baggy jumper and long coat. She also has quite dark and smudged make up, giving the idea she's sleeping rough or not very well off.  Her costume helps us build up her identity as the main character, which helps to gain a better understanding of the narrative. This is conventional of indie artists because they commonly wear quite different clothing that helps to show their personality, and usually it is not very expensive or flashy as they care more about music than fashion.

Following this, it is increasingly common for indie artists to include a narrative in their music video. We can see this as the video is following the girl character in her day, allowing us to build up an identity for them and this helps the audience to connect to the song and understand the concept. The narrative of tho video is about a prostitute who's addicted to cocaine and other class A drugs. It shows her sleeping rough, begging for money and taking drugs. These are very real events that any people would have encountered in their lives or have heard much about, therefore this creates a sense of realism with the video. This is engaging for the audience and helps them follow the narrative. Having a narrative based music video is conventional for indie artists because their video are mostly based on true stories and emotions that they are dealing with in their lives. They commonly use music as a way to escape the outside world and express their emotions.

There is a strong relationship between the lyrics and the visuals. It says "struggling to pay rent" implying that the girl has no money, and this is mirrored by the visuals that we see in the video. We see the girl trying to the the magazine The Big Issue, this is a magazine that homeless people see to try to make money. Also in the conner of the screen I can see the iconography of a quilt, which suggests she doesn't have a stable bed and has to carry her bed lining around with her further supporting that she has no where to sleep. Meaning she has no money. As mentioned before indie music videos are conventionally narrative based, therefore by having a link between the lyrics and the visuals it allows the audience to follow the story better and have a better understanding of the lyrics, as they will then be able to link it to the narrative.

Furthermore, the lyrics also says "But lately her face seems Slowly sinking, wasting Crumbling like pastries' This is conveyed in the visuals. At the start of the song she seems quite happy and content but once this line is heard her face expressions turn very sad and unhappy looking. Her make up smudges and she is crying.
Also we see the girl waiting at the side of the road and then getting into a car with a man and going to a hotel room with him. This suggests prostitution, we then see her taking money off of him and displaying sexual acts, supporting my earlier suggestion.  This is shown in the lyrics when it says "Or sells love to another man" Implying she is has sex for money, this supports my earlier point that she has no money and is lowering herself to get money wherever she can.


Fans of the artist Ed Sheeran know that at times in his life he was playing music and busking for money as he was struggling. Therefore, i believe he is attempting to try to create a certain image for the female character. He wants to audience to try to imagine themselves in her shoes and what life is like for someone on the streets and how she feels. This is done by showing many close up of the female character to show her emotions as she goes through the day not being able to collect much loose change from people and ending up having to sell herself for money. Starting off it shows her as looking quite hopeful for the day ahead. Even when she is selling The Big Issue at first she is still trying to look hopeful and happy. But the longer she stays there the audience can see her emotions changing and her looking more upset and distressed, and rather hopeless. As her hope for getting money fades she becomes even more upset. Conventionally, indie music videos show lots of close up of the artist because they generally have quite emotional songs therefore a close up will allow the audience to see the emotions of the artists better. Therefore gaining a better understanding of their feelings.

Goodwin's theory also suggests that we see voyeuristic treatment to the female body, which is seen in the video through the subject of prostitution. I can see this near the end of the video. The girl begins to attempt to make herself looking better and more appealing by doing her hair and putting on make up, in order to gain more attention from men.

Suggesting she feels like she would not be pretty or good enough for a man without make up or doing her hair. When the car pulls up to pick her up, the head lights shining through is emphasised through the black and white filter, create a silhouette effect drawing attention to her bare legs and body shape. Furthermore, the fact that it is cold outside and she is not covered up denotes how desperate she is for money and how she makes her self more vulnerable, drawing attention to the bleakness of her life.
Following this, she goes to a hotel room with the man to preform sexual acts, although she is reluctant she still does it with the man. Once they have finished she's crying and the man is just laying next to her. Implying that women are objects for men to use as and when they please, without having any emotional empathy for them. Although showing a lot of the female body is quite diverse of a indie music video, it is conventional for them to show their insecurities through their music and lyrics.

We can see an intertextual reference to the magazine The Big Issue, a charity publication that the homeless sell to make money.

This makes the audience feel sorry for the girl, as many people are just walking past her and ignoring her. As many people do it real life, and ignore people in need right under there noses. Thus making the audience think about their decisions in life and how something little, like buying the magazine could make a big difference to the homeless person. Homelessness is a very real issue that many people choose to ignore, this bring it to life and shows people the cruel reality.

The video is very much primarily narrative based, at first we see the girls dead body being found. The video then goes back in time to the start of the day when the girl is starting off her day on the park bench. It then moves on to her travelling through London trying to sell her magazine and make some money. Everybody on the streets are ignoring her and just walks past. The girl gives up and goes to a bathroom to make herself look more 'appealing' by doing her hair and make up. Then she gets picked up by a man who pays her for sex, however it is very clear this was not something she really wanted to do and she looks depressed through the whole process. Following this the girl spends all of her money on drugs and has an overdose, which links back to the original image of her dead body.

Goodwin's theory has shown me all of the different elements that I should include when producing my music video. Within my video I would defiantly like to include a relationship between the lyrics and visuals as I think this is important for the audience to be able to connect with the song and create a better sense of realism. I also want to include the close ups of the artists, because it helps to show raw emotion and the audience will feel more involved with the song. Overall, this research has been very helpful to me, and has inspired the genre of music that I would prefer my music video to be, this is indie.

Research into television music channels

Music television channels are useful to artists because it helps to promote their songs and share their music around the globe. Channels such as MTV, have a purpose of entertaining the audience and helping them to view favourite songs and link a narrative to the songs. The visual element of the video engages the audience and helps to maintain attention from viewers. It allows the music videos to be available to viewers 24/7.


MTV

 MTV has a target audience of 13 to 21 year olds, the reason for this is because they play current and up to date music. Looking at today schedule  it highlights the target audience age group by playing '2015 hottest dance hits! Top 10',  'hot, fresh & new' and 'Jess Glynnes party tunes' This will include the latest music that is popular within the 13 to 21 age group. The words like "hot" and "new" will encourage the audience to watch the programs as this is the music that they will enjoy and want to listen to. The new releases will appeal to them due to the style and genre of the music. These programs will include the pop and dance music that is extremely popular with todays 13 to 21 year olds.

MTV plays any popular chart music, including pop. Some of the regular artists that would be expected to be seen on MTV include Ed Sheeran, Jess Glynne, Chris Brown, Carley Ray Jepson and Taylor Swift. These are some of the most current and popular artists at the present time, therefore would be artists that the target audience would be frequently listening to, meaning they will be able to recognise their music and listen to the program. Also if they are playing the most current artists this will help to build up trust between the audience as they are playing good music that the audience enjoy. Which could help the music channel to introduce new artists and encourage the audience to listen to them as they trust their opinion on the music they listen to.
MTV is owned by Viacom music and entertainment group, alongside MTV the company also owns Nickelodeon, VH1 and Comedy central. Being part of such a large company is beneficial to MTV into becoming more successful and popular because if people enjoy other channels that Viacom have then they will be more likely to watch MTV and have high standards. Also being part of such a big company will mean MTV will have more money to keep up to change will changing treads. And they will be able to spend more money on advertising and trying to engage people with the channel, this leads to helping the channel to become more global.
The logo uses a graphite style typography when saying "TV" to appeal to the 13 to 21 year old target audience because graphite has connotations of youth, which is similar to the target audience, therefore making the logo relatable to them. And the basic black and white colours show exactly what the channel and is nothing to complicated which will appeal to the targeted audience and they would use the music as a way to relax and chill out therefore a simple logo is appropriate. Also it doesn't take attention away from what they are watching on the actual channel. This makes the music watching experience simple and easy for the audience to do which would appeal to them as at their age music is used to relax or play when hanging out with friends.


Vintage TV
Vintage TV had a target audience of men and women 25 plus, however a core of the viewership is men 30 plus. The most popular viewing times are early morning, late evening and weekends, this highlights the target audience age because they would be working weekdays during the day therefore would not be listening to music then. They play classical and contemporary music, as this is the type of music that this target audience would have grown up with and enjoyed as children.  Looking at todays schedule it is playing 'lose yourself in the 70s', 'defining decades: The 1980s' and 'wake up in the 90s'.  This music will appeal to men and women 25 plus because it will include the music that the grew up with and are familiar with, and it shows that they are offering them an escape through the music that they play. Unlike the pop and dane music that kids today are growing up listening to.
Vintage TV will play music history and legendary artist that everybody knows still performing today and associated culture. Some of the artists that we could expect to see on Vintage TV include Queen, Rolling Stones, U2 and Elvis Presley.
The channel is owned by Vintage Entertainment LTD, this is a small company and channels owned by it are mostly aimed at older 25 plus viewers. However, I could not find any additional channels that they own. Which would be beneficial to Vintage TV because sit means that all profits can be used to improve the channel and more time can also be spent on this.
The logo used by Vintage TV include an old TV in the middle of it, this mirrors the fact the the channel plays more classical and contemporary music from the last 5 decades. People who watch the channel will most likely remember having to use these old style TV boxes. Also the colours used are quite dull as it matches the era that most of the music played is from. Coloured TV's were still relatively knew therefore, the colours were not as bright as todays vibrant colours commonly seen on TV.

Kerrang!
Kerrang music channel has a target audience of adult rock enthusiasts, it includes the more classical rock and also the heavy metal rock appealing to all rock fans. The schedule from today includes 'Green Day's 20 most awesome videos', 'The 10 most offensive music videos ever' and '21 artists shaping the further of rock', all of these programs heavily follow the theme of rock, appealing to the audience who enjoy this music.
Some of the artists the would be expected to commonly be played on the station include AC/DC, Aerosmith, Guns N' Roses, Metallica and Good Charlotte. These artists are some of the most famous in the rock genre from past generations.
The channel is jointly owned by Channel 4 and Bauer media group, having this join ownership would be beneficial to Kerrang because it means that there are more people to help make the channel better and keep up with demands from target audience.
The font used is untidy and broken looking almost, this mirrors the conventions of rock as it has connotations of smashing things up and breaking things. It is also rather aggressive looking, another convention linked in with rock music that artists are portrayed as aggressive in their music. Also the simple black and white means that the audience won't be distracted when the logo is on the screen and can concentrate on watching the videos.

Clubland 
Clubland tv music channel is aimed at 18 to 25 year olds, mainly who enjoy going out and dancing, this is because the channel plays music mainly found in clubs and raves. The schedule shows programs such as 'AM2PM', 'Clubland' 'Classix' '100% club hits' and 'top 30 dance hits'. The program names i mentioned link back to my earlier point that the channel is aimed at people who link to go out and party and dance. Such as 'AM2PM' which suggests the music will be playing morning to night, and people should party that long.
Some of the artists that would commonly be played on this channel include Basshunter, Ultrabeat, Pixie Lott, Cascada, and N-Dubz.  Between these artists they have realised some of the biggest dance/club tracks.
The channel is owned All around the world and universal music TV, it is beneficial to be jointly owned as it means there will be more ideas stimulated to keep the channel up to date and it means there will be more money to invest in the channel to make improvements.
The dotted font used in the logo mirrors the beats produced by and on speakers, the black colour used in the logo means that it will not distract the viewers when watching videos.

AKA

AKA music channel has a target audience of 16-25 year olds, and focus on playing upcoming uk urban, grime and hip-hop music to appeal to this audience. This type of music will appeal to this audience because it is the type of music that the age group have grown up with and there tastes have developed into this genre style.  Looking at todays schedule it shows the channel has shows such as 'sickest new sounds' , 'the friday heat up' and getting later into the day around 8pm when most of the 16-25 year olds will be at home or getting ready to go out for the night they play 'sickest US club bangers top 50' therefore there will most likely by more viewers at this time of the day so they music channel will play their best selection.
A big focus of the channel is to give raw and unsigned talent a platform to which they can perform and make themselves known. Some regular artists that are highly expected to be seen on the channel are Wiley, Kendrick Lamar, Jess Gylnne and Ciara. These are some of the most current artists that are highly popular at this point in time.
AKA is owned by All around the world productions, the company specialises in dance music which is incredibly helpful for the genres and type of music played on AKA. All around the world productions is a subsidiary company of universal. Being a subsidiary of such a large company is very helpful to AKA because it means the will have quite a bit of funding to help them and they will be able to get new/fresh ideas from a  variety of people. Therefore enabling them to stand a better chance of keeping up with the forever changing fashion and trends. The company also has some other channels, including clubland and WTF, these channels play similar music to AKA. So if these channels are popular it will increase awareness and popularity of AKA.
The logo for the channel is quite plain and uses a black and white colouring so the it doesn't detract concentration for the music videos that are being played on screen. Also instead of a line between the k and a the figure of a dance standing is there. The gives viewers an idea of what sort of music is going to be played on the channel without even hearing any songs. Because the silhouette shows the person wearing a snapback and trainers.


MTV channels
MTV splits its music channels into six different channels. These are base, dance, music, hits, classic and rock. I think they do this because the audience can choose what genre of music they want to listen to and then select an appropriate channel. This makes it easier for the audience. It also widens the range of people that will watch the MTV channels as there is something for everyone. If they only had one channel, people would not want to listen to music they don't enjoy or like so they would lost viewers.

I believe that it is important to music channels appeal to their target audience because they are quite specific. Most of the channels play a specific genre and style of music so if they don't successfully appeal to this target audience they will have now viewers. Which would mean they will lose ratings and profits.

Through this research i have learnt that once i have chosen what song i want to use in my music video i have to carefully select what channel i want it to play on because they all have specific genres that they play. Therefore the channel must be appropriate, and my target audience must link in with the target audience of the channel. Furthermore, I will need to look at the censor regulations of the channel that i choose to preview my music video on, as if the song includes crude language then it won't be allowed to be played all the time so will not get maximum viewers. This has also made me consider the genre that i have considered for my music video, this is a song from the pop genre. I am highly considering this for my music video genre because this is a very popular music genre and i know more about this genre then most others. Also i am a frequent watcher on MTV and they play a lot of pop music, therefore know the style of music videos they play on there and what would appeal to there audience.

History of music videos - Miss Georgiou

Music videos have changed and evolved depending on the social trends at the time 

Over the decades, all aspects of media have changed and evolved depending on current trends, interests and what’s popular and enticing for the audience.                                                             

Earliest music- 1950's- Tony benet - Strangers in paradise

This video is a mixture of still images with the song playing over them. There is no use of high technological editing joining the images together. Or any moving images. Also the song is a classical contemporary piece. The colours used are quite dull and not very vibrant. This would of matched the interests of people at the time because they was not use to the highly animated videos that we see now days and therefore would have been very impressed with the video. 

                                                                                                                                                                                                                                                                                                                                                                                                                                                            1964- The Beatles - A hard days night                                                           This video had an effect on how many contemporary artists film today. Its a black and white video, using the performance style of music videos. This allowed the Beatles to tell a story with their video.The audience could really focus on the performance of the video, which would help to engage them. The old fashioned iconography and actors costumes shows the era that the video was released, therefore the audience at the time would find the video highly relatable because they also have similar clothing and experiences that are happening to the characters in the video. 

The innovation of music video was of course the editing and filming process. High quality coloured video recorders and portable recorders, made filming the videos relatively easy and cheap compared to using film.

The modern ear of music videos 1970's  - Top of the pops

In the UK top of the pops was highly important as it helped to promote artists and a brand. It also stimulated competition between bands and record labels as the show would only show a strict number of videos meaning, a good video would increase a songs sales as viewers would want to see them again. However, after 42 years the BBC decided to call it quits on the show because the weekly show could no longer keep up with the 24 hour music channels. The show was just not as popular as it use to be, and lost many viewers to other channels. 

Early 1980's Artists started to use more sophisticated effects in their videos and added a storyline to their videos, this made the videos more interesting and engaging for the audience because it made the videos more interesting for them to watch. 

Michael Jackson was the first artist to create the concept of the music video being a short film, meaning the video would have a beginning, middle and end. Starting this on a small scale at first he done this with 'Billy jean' then he went on to do this with West side story. However, it wasn't until 'Thriller' that was released in 1984 that he took music videos to another level, due to the engaging storyline and story like intensity of the song.

1981 - MTV began 

The first video to be aired on the channel was Video killed the radio star. MTV, grew by mid 80's to play a major role in the marketing of music videos. Many saw the beginning of MTV as the start of a 'golden era' for music videos. The purpose of the channel was to air music videos in order to promote artists and bands. But throughout the years it has expanded into more than that. It now also runs music based shows and music awards. This is beneficial to the audience as they are able to satisfy all of the music needs with one single channel. And that benefits MTV because it means that they are more likely to retain viewers and not lose any to other channels as viewers will be able to find everything they need on the single channel. 

2005 - youtube

Youtube as created by three men who had difficulties finding and sharing videos online. It was many different ideas that then came together to form the idea of a video sharing site, which is currently broadcasting 100 million shorts videos daily. $8.5 million funding from Sequoia capital allowed them to develop this even further and allowed users to share videos individually and this is the Youtube that we now know today. It made viewing videos easier as you no longer had to download any software or register, also it was both easy and edgy which people enjoyed. The most popular and most viewed video on youtube is Gangnam Style by Psy. Overall the video has had 2,390,795,838 views, this is over double the amount of views of it closest rival. Youtube, is constantly developing to keep up with the trends, the site is now moulding into more of a social media site as people are able to comment and like other videos. You are also to subscribe to peoples music channels and share their videos with friends. By enabling users to do this youtube has kept up with the demands by social media users and remained a highly popular site. 

Most expensive music video

The most expensive music video ever made was created by Michael and Janet Jackson, it is called Scream. The song has a space themed music video, costing roughly $7 million. To date this is still the most expensive music video ever made, this is because although producers offered to make Michael a set for the space themed video, Michael insisted of them creating an actual real life rocket ship for the video to be performed in. 

Present

Nowadays, music video are used to help promote an artists but similarly audiences watch them for entertainment as many use the narrative style of videos. The different genres of music videos use either one or a combination of the three different styles (narrative, performance and concept). Also higher quality cameras and editing technique's, which produces and higher quality video. Additionally, artists are becoming more involved with the creation of their videos giving them a more personal feel. For example Justin Bieber who in one of his videos gave the effect that he had filmed the video himself on a personal camera. This is appealing to the current social trends of the audiences and it makes the video feel more personal and like they can connect with the artists more.

This post has shown me how music videos have developed over the years, as it has followed the changing trends in how people want to view, download and listen to their music. Videos today in comparison to what they use to be like are completely different, now a lot more advanced editing and concepts are used to engage the audience. It has also shown me that youtube is highly useful when producing my music video as it will allow me to post the video live worldwide and collect feedback on the video in the comments section.