Research into Chosen Artist - Miss Georgiou

I chose Amy Winehouse as the artist towards creating a music video from a song of hers due to her alternative roots. I find her style extremely interesting which ranges in fashion, hair style, particular makeup looks, particular voice, and general differences towards typical, generic and basic music artists. She has a very distinct 'I don't care' attitude which really intrigued me to keep her in mind whilst choosing a particular artists. As her songs and music videos are very different, this then allows me and my group to be able to come up with a variety of ideas towards particular music videos and what type of concepts could be potentially used. 

Amy Winehouse was known for creating very slow, soul songs which sometimes also included some Jazz beats. She became so known due to her deep vocals and electrical mix of musical genres. She was extremely successful. She was a five time Grammy award English winner and was most famous for releasing her most successful hits like 'Back to Black' and 'Rehab.' She was born on September 14th, 1983 and died July 23rd, 2011. Amy Winehouse was signed to a variety of different record labels when her songs started to become more popular. These included: Universal Music Group, Island Record, Republic Records, Lioness Records and Universal Republic Records. This artist gained a lot of sales with her singles and albums. Here is an example from one of her hit albums 'Frank.'

Here is an example of one of her most popular and successful songs and music videos, called 'Rehab.' The song is very upbeat and shows the power and self confidence she has which is clearly shown to the audience. Dyer's theory is used effectively in this music video as straight away, the audience are aware that this star has an element of difference towards her as she is very extraordinary towards other female artists. The common values which helped Amy Winehouse into stardom required sexual magnetism, talent, creativity, bad behaviour, frequent reference to drugs, sex, commitment and dedicated towards success within the music industry against the odds. All these points are usually used by successful artists, although; Amy Winehouse uses all these points in a particular and different way, which makes her even more successful and effective within the industry. Goodwin's theory is used throughout the music video, with lots of skin being revealed by the artist(particularly voyeuristic treatment of the female body) throughout the video, she seems to be wearing less clothes which are pyjama like(semi-long dressing robe and casual, baggy white t-shirt) which can be seen as inappropriate, as she is being shown to audiences in lounge clothes which can be seen as frowned upon when wearing it out in public, e.g. short silk clothing (can be seen as sexual.) This also refers back to her little care towards attitudes things like looking presentable and societies expectations. This is subversive towards the genre of soul as the artists are stereotypically known to be very upset with themselves and a particular situation. This would be shown through facial expressions, particular lyrics and body language. The female artists are usually covered up in things such as coats to represent the type of weather within the music video (winter) which also helps to set the mood of depression, gloom and more. Also, these artists are shown to be in a way disappointed with how they allowed themselves to be treated (usually by a man) and the last thing they want to do is allow more men to sexually objectify them. This then highlights Amy's extraordinary persona, which most audiences enjoy as it is refreshing and constantly interesting. This allows the audience to create a bond with the artist as they are witnessing more about her, how she wishes to present herself and behave in a particular scenario, allowing the audience to feel as if they know her in real life. 

Another example of Goodwin's theory is that there is a relationship between lyrics and visuals. This is shown throughout the music video, as the audience are able to see her performing towards the camera, illustrating the artist's point of view towards how she wishes to portray the facial expressions, body language and general attitude towards this particular single of hers. An example of this being used is when the lyrics state at the very start of the music video, "they're tryna make me go to Reab, but I said no no no.." Whilst these lyrics are being sung, the audience are able to her the artist lying down with her lips moving perfectly with the particular lyrics, which make her lip syncing seem realistic just as if she is singing it at that very moment. This is conventional towards the genre of soul as it is almost interpreted that she is telling a story through the lyrics of the song. By singing along to the slow music alongside showing she is upset in the music video which is usually used within the stereotypical music of soul and also allows the audience to understand on a deeper level towards why she is feeling this way. However, it is unconventional towards how Amy is portraying herself as she is shown to be careless and rebellious rather than distraught and heart broken, highlighting her alternative mindset. This allows the audience to create a deeper bond with the artist as they are able to feel like they are apart of the story as the artist is going into such depths about the certain situation. The audience are also able to again, learn more about the artist just like they know her. 

She is being represented as having little care towards everything, by getting dressed up and performing whilst sitting on the bed, not being very energetic and upbeat. This is effective and fits well with the lyrics of the song as it is about not caring about misbehaving or doing things which are illegal/frowned upon. This represents the rebellious side towards her, which many audiences enjoy from this particular artist. The other characters also give an overall opinion upon Amy in this music video. They are seen throughout as being very tired and have little energy. This is shown whilst they are playing the musical instruments whilst lying on the bed or having very little passion towards creating the music. This is subversive towards all types of genre of music as people who enjoy playing musical instruments are usually very passionate about it, which is shown through the use of their body language and facial expressions (e.g. saxobeat, moving their body backwards and forwards, and showing lots of dedication within the facial area with the amount of air they are trying to engage within the instrument to get the best/loudest sound possible. This then conveys a bad attitude towards the whole situation of 'being sent to rehab,' this only allows fans to appreciate and adore her more, due to her parallel mind-set, highlighting the diverse approach. The target audience would be older teenagers, to young adults,(15-25 year olds) as it shows her as being lazy but also eager to try out new things, which can be relatable for these age groups as that is normally the time in someone life where they feel inspired to try new things and be experimental. They are then able to create a bond with the artist as they feel like they can relate to her more. The teenage years are stereotypically known as the age of rebellion and wanting to try new things which are frowned upon within society. This is then similar towards Amy's mindset as she is not far from age within the target audience and then the audience can then witness similar emotions they have been experiencing. This particular song is relatable towards the target audience as it is talking about the aftermath of becoming addicted to drugs, and what can happen after it (Rehab) and her not wanting this form of help (representing her careless attitude.) This relates to the teenage years as these particular ages are known for wanting to experience new things, including drugs for the majority of the teenage population. This shows similarities within the artist and target audience, which are effective when trying the engage this particular type of audience into listening and watching the music video. 

The next song I decided to analyse from this artist was called "You Know I'm No Good." There are a range of elements used to portray this artist in a certain and different light which would also be a successful product. The element of mise en scene is evident within the music video through hair and

makeup, the artist; Amy is shown to have very bold statements of thick eyeliner and big, backcombed hair. This shows her to be very confident and mature, as she has enough self love to step into a more extraordinary personal appearance which would make her remembered. This also highlights her personal statement, showing she does not follow the crowd and does what she thinks looks best, which is appreciated through the audience witnessing her different and alternative character. Her fan base is largely increased as younger girls look up to her as she is different and doesn't care, allowing her to access more power. The thick eyeliner and big black hair not only suggests power but also a sense of mystery, as black is perceived to be a colour with lots of meanings behind it, a physical representation of how she is on the inside. This also juxtaposes the typical pretty female soul artist, as they are shown to have little makeup on and mostly covered up to represent an element of innocence. On the other hand, Amy is shown to be more sexually seen due to the heavy makeup and the presentation of lots of skin which also allows the audience to see the many tattoos she has, this is unconventional towards the genre of soul. The audience are able to create a relationship with Amy as they are able to see how she likes to represent herself, first impressions are important with music videos as it allows artists to show how they like to dress and look after themselves. The audience are then able to admire her originality and wish to copy her particular trend, this mainly occupies within the artists fan base. 

An example of Goodwin's theory is shown throughout the video. The point is voyeuristic treatment of female body. This is shown through costume short tight dress, showing parts of bra and lots of cleavage. This is a genre characteristic, as female artists are stereotypically known to be wearing provocative clothing to grab lots of male attention. However, female soul artists do the opposite as they are perceived as very reserved due to their particular emotional state, wearing long sleeved tops, jeans, coats etc. This is an example of how elements within the video are subversive towards the gene of soul. The costume is an effective element to use as it also increases the female fan base as lots of men are admiring her, girls then look up to her to copy similar trends, styles and more in order to get male attention and affection. This is evident when lots of men around her are fighting over her within the music video. Showing that she is wanted by many but she does not seem interested back, due to her female independence. This type of behaviour is also subversive towards the genre of soul as female artists are shown of the aftermath of having their heartbroken of allowing the attention from a man who no longer wants her. Amy's behaviour within the music video only shows that she does not need a man in order to be happy, giving a message to younger female audiences to live for themselves and that men are only trouble rather than a blessing. The audience are able to create a bond with the artist, from the convention of body language and facial expressions of seeming very uninterested. This is shown through the audience being able to learn more about the artist and how she responds to particular situations. The audience are able to admire her independence and lives for herself and not for a low life boy, and are able to create a bond as they admire her particular characteristics which show her as alternative and extraordinary. 

An example of cinematography used is long shot. This shows a dark scenario type of scenario she is in, sort of like a casino/bar type. This is conventional towards the genre of soul as the black can represent a element of sadness and mystery, and is usually used within successful music videos in the element of filters or situation. She is surrounded by lots of alcoholic beverages and men that will not leave her alone. This use of a camera shot allows a different perspective for the audience, sort of like they are there witnessing this. This allows the audience to then create a bond with the artist as they can feel like they are there with the audience experiencing it. This is effective as seems like they are sitting down on a table, part of characters within it, shown through other characters with their hands around their drink on same table close to the camera. This is successful as they audience feel like they are part of the situation, which then builds a relationship between audience and artist quickly as the audience are watching how the artist is dealing with drunk men when it is clear she wants to be left alone. The iconography used of the alcohol presented is very subversive towards the genre of soul. This is because soul artists are usually portrayed as very innocent, and their broken heart only created more sympathy for the audience, which makes it more effective. I admire how different Amy's work is towards other artists work as it is refreshing and I am excited to further my inspiration through my production of my music video. 

Another example of mise en scene used within this music video is setting. Mainly throughout the video, she is shown in the centre of the camera (positioning of character) with dark background behind her being shown like she is fading into darkness with her hair mainly covered through sections of video. This interprets darkness is eating away at her and she is starting to become a very dark and upset person, but still trying to be strong and she tries to perceive herself as a very strong and independent character, an effective way to give the audience a subtle hint that she is in a dark place, but isn't letting her completely affect her. This type of setting of a dark area can be perceived as conventional towards the genre of soul as it can interpret a meaning of sadness. However, as you watch more of the music video, you are able to tell that the setting is a bar like place, which then interprets lots of alcohol into ones system, people flirting, bar fights and maybe even drug use, which is also subversive towards the genre of soul. The target audience are able to create a bond with the artist through the use of setting as they are able to witness places she enjoys going to in her spare time, allowing the audience to learn more about her.

I feel that after analysing different music videos from the artist of Amy Winehouse, it has now allowed me to feel more confident to help assist me when planning my own music video. Now that I have researched the artist in greater detail, I can now pick out certain elements which Amy would mainly use in her videos to help make it effective and to show her signature characteristics, such as heavy eyeliner and big back combed hair. I am excited to involve such micro elements within my music video. I have many ideas towards what to include within my music video from inspiration of analysing her videos. Some of which include costume, hair and make-up, I am thinking to make it very bold to send out a powerful statement throughout the video, this is a very effective element that Amy involves within her videos as it is almost intimidating towards certain audiences which many people look up to, as she is then perceived as high up and dominant, this is effective for any artist. I am also intrigued to use certain micro elements as it is very different and refreshing from most music videos and artists, it shows an extraordinary persona, which in fact is highly adored by many. An example I would like to include within my music video is close ups, I feel like involving this element would be highly effective as it  allows the audience to witness the expression upon the artists face. This would also make my music video more effective as it is a genre convention within the genre of soul. The audience are able to see in detail a high level of emotion, which the audience can then sympathise for the artist more easily as they can clearly see the level of pain they are experiencing, for example: a heart break. I am excited to represent my hypothetical artist in a extraordinary and different way, which will also be effective and relate towards the genre of soul.