The British Indie-Pop music video made by The Vaccines for a song titled Wetsuit released in 2011 used photographs of their fans at festivals and it was essentially a big compilation of said photos. This music video is mainly targeted towards fans of The Vaccines, this is because the photographs used to make up the video can make the audience feel nostalgic as it was their own first-hand experience. The music video used warm tones, the colour grading on this music video provides warmth further emphasizing the feeling of nostalgia in the viewer. The editing used was basic cuts that matched the beat. I personally did not enjoy this music video as I have never experienced this.
NIKI - Split
The Pop music video titled Split by NIKI tells a compelling story of homesickness, expressing her feelings of being stuck in between her hometown of Jakarta and the United States. The target audience for this music video is anyone feeling homesick. This music video uses a variety of different media elements to get this message across. The main thing it uses is the editing technique of slow fades, as the shot of the singer lipsyncing is shown it gradually fades between different shots of NIKI's former hometown Jakarta, these slow and gradual fades connote the feeling of longing and makes the audience feel emotional. It also uses slow camera movements, such as slow pans and turns, which further emphasizes the feeling of longing. I personally really like this music video as such a simple effect and camera movement can create such a lasting impact.
Tate McRae - Greedy
The Pop music video titled Greedy by Tate McRae is a performance based music video, this video shows off how compelling and attractive the artist is. The target audience for this music video are people who enjoy dance. The music video uses a variety of different media elements to convey the message. It mainly uses mise-en-scene like costumes, the costumes used in this video were revealing and eye-catching. The choreography used in this music video also allows the audience to be drawn in to the music. It uses a variety of unique shots such as overheads and close ups to further amplify the choreography. Fast cuts were used in the highlight of the song, this changes the dynamic of the music video which can keep attract the audience. I personally do not like this type of music video as it is quite one dimensional and can get repetitive and it does not tell an important story.
Conan Gray - Maniac
The Pop music video titled Maniac by Conan Gray is a music video about an ex-lover who keeps lying to everyone about their relationship with a person, claiming this person won’t leave them alone. The target audience for this music video are people going through relationship issues. The music video uses a variety of different media elements to create a compelling story. According to Barthes' 5 codes, this video used hermaneutic codes because this music video had a zombie themed set. It also uses mise-en-scene such as retro props and costumes to replicate the 1980s. The lighting further connotes this by using moody and dark lighting to create a dramatic effect and make the whole scene more horrifying. This is to connote the artist's emotion of horror gained from having a maniacal ex-lover. I personally like this kind of music video as it portrays a message through a different story.
Lauv - I Like Me Better
The Pop music video titled I Like Me Better by Lauv is a music video that depicts a story of love, showing multiple couples varying in age. This can be seen as a way to target a wider demographics, spanning across all ages. The music video uses a variety of media elements to create a loving environment in the video, the use of close-ups and slow-motion editing connotes the feeling of intimacy and love. It also uses an editing effect that implements a glow on the footage, this creates a feeling of dreaminess in the audience, which can be seen as the producer of this video saying that scenes like this and love stories this perfect are unrealistic. I personally really like this music video because of its simplicity and its slow motion aspects.
Sabrina Carpenter - Nonsense
The song Nonsense was written and performed by Sabrina Carpenter. This video was produced and released in November 11, 2022.
Media Language
The narrative structure of this music video shows a girl with her best friends having fun while getting ready and it shows a party scene where the girl (Sabrina Carpenter) is actively being flirted with by a guy. This is suitable for the music video as the song talks about how the guy has her thinking 'nonsense'. The genre conventions of pop music, have been conformed by this music video. This was done by using including scenes of partying, a boy meets girl trope, and a tad bit of performance by lipsyncing. The music video uses handheld shots to make the audience feel as if they're present with the cast, dancing along.
Representation
This music video contains representations of college frat boys. These representations are prominently featured, but they are presented in a satirical manner. As the male lead role was performed by the artist herself while embodying the stereotypical frat boy persona. Notably, the exaggerated facial expressions adopted by the artist are a critical element in this portrayal. These expressions serve to emphasize the absurdity and superficiality associated when men flirt with women, effectively ridiculing the exaggerated masculinity. This commentary on the college frat boy stereotype challenges societal norms and offers a humorous critique of the culture it represents.
Audience
As the music video contains young adults partying, this age range could be the artist's target demographic. With the music video having quite a satirical tone towards men, this music video could be more suitable to be targeted towards women. According to the Uses and Gratification theory by Blulmer and Katz, the audience consumes media as a diversion, in this case the audience can escape their stresses and pause on reality by consuming this music video.
Industry
Social media platforms like YouTube, TikTok, and Instagram have dramatically transformed the way music videos are promoted and consumed in the digital age. They serve as powerful tools for artists and advertisers to reach a global audience. On YouTube, music videos can go viral, amassing millions of views and sparking trends. TikTok, in particular, has emerged as a breeding ground for music promotion, with users creating short, catchy videos that incorporate songs and dance routines, often catapulting relatively unknown tracks to the top of the charts.
Branding Research (Digipak & Social Media) - Lauv
Lauv is an American singer and songwriter, best known for his breakout hit "I Like Me Better", he is a 29 year old artist who has become well-known in the western pop industry. Lauv is known for his emotionally charged lyrics and music that often explores themes of love, relationships, and personal struggles. His stage name "Lauv" means "lion" in Latvian, but it's also an acronym for "Love, Anxiety, Unhappiness, and Volatility," reflecting his commitment to addressing these emotional topics in his music. Through his branding he represents these emotions by presenting himself in the most naked and vulnerable way. Through his album cover you could see mini versions of himself in different colours with different emotions, this represents the variety of human emotions that Lauv is trying to preach the normality of. His social media page portrays different snippets of his life, showing him going through all the ups and downs of his life. Overall, Lauv's branding creates a feeling of comfort in his audience as he creates a "safe space" for his audience to be vulnerable in.
Branding Research (Digipak & Social Media) - Conan Gray
Conan Lee Gray is an American singer and songwriter. Born in Lemon Grove, California, and raised in Georgetown, Texas, he began uploading vlogs, covers and original songs to YouTube as a teenager. Many of Conan's songs and lyrics are about the challenges and experiences of growing up, which resonate with his predominantly young audience. He symbolizes the coming-of-age experience and the feelings of confusion, excitement, and self-discovery that come with it. Conan Gray's album covers represents the tumultuous and energetic aspects of youth, self-discovery, and the complexities of one's identity. Furthermore, he occasionally uses his platform to raise awareness for social and political issues, such as LGBTQ+ rights and mental health. This represents his commitment to advocacy and positive change. Overall, Conan Gray's branding revolves around authenticity, emotional connection, and a relatable, youthful perspective. It's a reflection of his personal journey and the themes he explores in his music, and it resonates with fans who appreciate his open and honest approach to artistry.
Reflection:
Doing this research helped me understand how an artist targets an audience. Seeing the different ways artists convey different messages through branding and music videos helped me gain ideas on what to do and what not to do for our project. This research also helped me understand my preferences more, specifically in art or media style and different techniques. In the music video for our project specifically, I decided that I wanted it to have more of a performance aspect to it, however, still wanted it to contain some aspects of storytelling and a plot of some sort.
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