Diversity of Music Videos - Miss Miller

There are a range of diversities used within a music video which show differences and provide uniqueness. Artists provide this by including different elements which would attract particular target audiences to be intrigued to watch their music video. The more unique and different an artist is perceived, the more successful they can then become, due to their extraordinary persona and how it ensures the audience to watch a particular music video and then not feel like a repetitive process due to all elements used already shown in a slight different way each time, which becomes boring a boring process for the audience. Being more different allows particular artists to gain more attention from a wide range of audiences, as they are being talked about as an alternative performer, which can be refreshing and interesting for many audiences. The purpose of creating a diverse music video is to give a sense of originality upon the artists work. Audiences can appreciate this as it can then seem more interesting and refreshing as they then do not feel like they are constantly watching the same thing over and over again. Including this can also give the audience an insight towards the artists persona, allowing more of a bond as the audience are learning more about them through uses in the artists music video. They can learn more things than just how they physically look, such as facial features and particular trends they like. Audiences can then see upon the deeper mening more clearly such as their emotional status etc. However, there can be negatives towards having a music video within the diverse range. An example could be inapropate content, as the artist may wish to portray themselves towards how they desire to show more of a meaning towards their song. This can include things like drug use, swearing and voyeuristic representation of females.

Chris Cunningham British Video artist, who was born in Reading, 1970. He has primarily directed music videos for mainly ambient and electronica music. He has also created art installations and directed short movies. Cunningham has worked with a range of artists, such as Aphex Twin "Come To Daddy," and "Windowlicker," which perhaps were his best known. Another artist example is Bjorks.

Madonna - Frozen
This music video is extremely successful due to its uniqueness towards it. There are a range of elements used towards it which allows it to be successful. The original genre for this music video is electric. The video however is shown to be different and diverse to the genre as it is shown to be more emotional. You are able to see the artists emotional state which is shown through editing and green screen. These are shown through genre characteristics, Goodwin's theory, style of the video and the artist representation. One example of Goodwin's theory used is providing the camera shot of 'close ups' to allow the audience to clearly witness the artists expression whilst performing. This is extremely effective as the genre of the song being played refers more into soul, indie type due to the slowness and passion it provides. Using close ups within these particular genres are effective as the audience then have access to seeing how the artist wished

to portray herself. An efficient way of showing sad emotions towards the audience easily, such as fear, distraught, betrayal, sadness and more. This particular point of Goodwin's theory is used throughout the video to show Madonna's face, which links into mise en scene, of 'hair and makeup,' clearly showing very pale use of makeup, no bold statement like a dance video would use and dark, messy hair which presents a sense of mysteriousness. The style of the music video is represented in a dark edit, even when it is still daylight at the start of the music video. This is shown through dark lighting throughout and the use of mise en scene, setting; shown to be in a desert type of place, shown through dried out ground and sandy type setting with mountains in far distance. She is walking around on her own in a very sparse area, no one around.
This could maybe then lead to interpretation that she can then express her inner emotions more clearly on her own and think in an easier manner than in a heavily populated area. This gives a sense of danger towards the performer as it shows she is going through a very dark time, and as black is seen as a very mysterious character, then leads to her being very unpredictable towards what she is going to do, especially due to her changing into different animals which suit the colour scheme of black. The artist is represented in a very unique and original way. This is shown throughout the video as she is shown to be a character who metamorphosis, being able to change into a different animal, such as a bird and dog which are

both black. This engages the audience as it is so extraordinary and unlikely to be actually real, then expands their imagination towards why this is happening and are intrigued to watch on. This is extremely effective as it is showing in an uncommon way how she is feeling inside and how it taking over her so much that it is effecting her physically, almost like she is trying to free her emotions to allow a sense of relief (not happy, always dark, turning into different characters.) Also, throughout some of the video, she is

shown more than once upon the same frame through editing. This is also effective and has a deeper meaning as it can show that she is dealing with so much inside that it could equalise to three separate people. Mainly, in the genre of soul, artists are mainly performing through the use of Goodwin's theory of lyrics and visuals, trying to create a relationship with the audience by making them sympathise for performer by exposing emotions which are sad and depressing.

However, Madonna does the same theory but in a different lighting, a more peculiar way, which only charms the audience to watch on, freely promote upon social media and share with friends. There are a range of genre characteristics used throughout the music video which allows it to become effective. This music video is different towards her 'normal' videos as she is usually shown to be very positive, and happy to share a good vibe with audiences. This is due to her being a global phenomena and everyone knowing who Madonnas is. She is also shown in a voyerustic way (Goodwin's theory) such as looking pretty, current popular trends and showing a lot of body. Some songs which show her to be positive, and sexual are "Like a Virgin" "Material Girl" "4 Minutes" and more. I think she chose to have this music video to be more diverse to show more of her inner emotions rather than showing material goods and lifestyle like some of her other songs and music videos. This can show audiences that she is in a very fragile state and is showing how it has effected her emotionally. This allows a stronger bond with audience and artist as audiences are learning more about her persona showing a vulnerable state rather than just her physical appearance.

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The next video I decided to analyses was by the artist Aphex Twin with the song called 'Window Licker.' The original genre of the artist is techno and glitch. This is a very diverse song and have a uniqueness towards it which not many videos include. There are a range of examples used for Goodwin's theory within the music video, one of which includes voyeuristic treatment of the female body. This is used throughout the music video, where the artist is objectifying women. Particular camera shots are also used to show a woman's body rather than her face and her facial expressions. This is effective for the genre of techno and dance music as the younger generation mainly the younger generation are intrigued to watch these types of music videos as they are stereotypically known for swearing,

disrespecting women etc. The artist is represented in a range of ways. He is shown to be very effective with lots of charm with women, as they are shown to be all over the artist throughout the video. He is also shown to have lots of money, which is shown through the exaggerated length of the limousine as he arrives to

make a grand entrance. This is also effective as the ladies that are falling at the artist's feet, were just completely disregarding boy characters who were interested in them before, which makes the artist seem more desirable, through his confidence. Using the limousine was an effective prop to use as people who have a lot of money, are generally very respected and idolised, which is what the audience would do to the artist. The style of the video is very quick, considering the length of the 10 minute video. The characters are shown to have lots of fun, in a party like style, but showing the uniqueness of using it in a limo rather than a club. This is conventional as this type of music would usually be played in a club or rave setting. The style has lots of things happening in one scene with

lots of characters . There are also dance scenes showing the artist and women dancing with bikini like costumes on. This is conventional as it then makes viewers want to dance with them due to the beat of the music and particular dance trends they may enjoy.



The next video I decided to analyse was also by the artist Aphex Twin with the song called 'Come To Daddy.' This is a very diverse song and fits well with the genre which ranges in dance and rock type of music. An example of Goodwin's theory used within this music video is showing representation of lyric and visuals, when the artist is represented through the screen of a television, shown to be distorted. This is effective as it has an element of uniqueness towards it, which can grab audiences attention. The artist is represented as a bit crazy, which is another example of the element of diversity and uniqueness of the artist. He is also represented as a dominant leader, (which links in with the genre characteristics) as the other characters are all young and vulnerable, with all their faces

replaces with his. The style of the video is very effective due to how different it is, it is clear that is is for the younger generation due to the young characters vein involved and having fun, whilst the elderly character seems very disrupted and stressed out from the situation. The style of the music video is very strange, but is usually conventional within dance music videos, as it shows a sense of difference and able to express the artists self within their work, which then influences the artists to do so aswell.

Michel Gondry

Gondry is a French film director, screenwriter and also producer. He is known for his inventive and unique visual style and distinctive use of the micro element of mise en scene. He is known for pieces like Eternal Sunshine of the Spotless Mind (2004) Be Kind Rewind (2008) The science of Sleep (2006) and also the Green Hornet (2011). He has worked with artists such as Kylie Monogue and the White Stripes. Gondry is different from Cunningham due to the different types of music he works with, as Cunningham mainly focuses on more electro. 

This song by the White Stripes, 'Hardest Button to Button,' has an effective use of rhythm, as it is very upbeat with short pauses with emphasise the instrument of guitar and make it an effective tune. This is used all throughout the video. This links in with effective uses of editing as the style of the video matches with the beat of the song. Through transitions, the iconography of the the instrument  of the drums are being shown to instantly appear at the exact same time of the beat. Also, whilst every beat and the editing style is being used, the drums are also increasing. This is an effective use of editing as it can show the importance of music towards the artists and Gondry, which represents the artist to be very music

orientated. An example of Goodwin's theory used is representation of lyrics and visuals, where the artist is shown to be playing his guitar, mimicking the the sound of the beat; whilst also lip syncing the words to the camera. There are a range of genre characteristics within the music video, which ranges from costume of dark, casual clothing which links in with the mystery of the artist. This then shows the uniqueness of the artist, which makes the audience want to read on.

Here is another example of some of Gondrys work. This is by the famous artist of Kylie Monogue, with one of her singles 'Come into My World.' The artist representation of Kylie is shown to be very down to earth, doing chores like everyone else, like walking home from work, which is interpreted by mise en scene, costume of smart clothing, whilst also carrying home dry cleaning in her hand. This is an effective use of iconography effective as title is come into my world, which can then be conveyed as a deeper meaning to show what kind of person she is really like, to me it shows she is trying to love a normal life as much as she can whilst the busyness around her can suggest her hectic schedule

in her famous and successful life. The style of the music video is very effective as editing has been used to replicate the artist twice in the same scene. This can also have many interpretations towards it as it can show her different personas in her life, e.g. normal person to famous diva. The scenes are shown to be very busy due to all the chaos going on in the background, which can be a symbol of her busy life and trying to not let it get it to her, hence why she is perceived through body language and facial expressions,as calm, happy etc. An example of good wins theory used is frequent notion of looking, artist shown to be looking at the camera whilst singing, looking at other characters within the music video. This is effective as the duration of the music video is mainly performance based, so by using that theory point would be effective to make that particular type of concept of a music video. This artist may have chose to create a diverse music video to show a different interpretation of herself. As she is usually shown in a voyeuristic way in such music videos like "Sexercise" "All The Lovers" "Spinning Around" and more. The artist is showing the artist a newer spring of her as she is living the 'normal' lifestyle like everyone else, and is welcoming them into her world, hence the music title. I think she done this to step out of the imagination of the singing career and what everyone thinks it is towards the reality of it, which is working just like everyone else. 

When considering the industry, I found that artists would be more diverse to give a sense of originality towards themselves as an artists and in the work. If they are more original, they are more likely to become more popular and be remembered due to the uniqueness within their work. When analysing a range of music videos from the different producers of Cunningham and Gondry, I found a range of similarities and differences which they include within their work. Some similarities which I found in both of their work including similar editing techniques. This has been used in Madonna's Frozen video, by Cunningham and Kylie Monogue's 'Come Into My World' music video by Gondry. The editing technique which had been used was use of repeating the characters more than once into one scene. This was effective for both music videos, considering one was more in the genre of pop and the other was more soul, indie type of music, it still worked as it would allow the audience to then come up with a range of interpretations towards why this is. In my interpretation, this was to show the artist expressing their inner emotions in a physical light through the camera, such as dealing with so much in their life that it is the equivalent to handle more than one persona. This is an effective use of creating a relationship with the audience as they are able to see a more creative and in depth side towards the artist, which can then create a bond as they are seeing the artist in a vulnerable state, then being able to sympathise for them.Within Gondry's work, it is shown to have a lot of street scenes, keeps natural lighting. This can be an effective use of what he is trying to show his use of unique visual style. To make my music video, I think I would most like the director Michael Gondry to produce it. I think k because I admire his style more, as it seems more creative and interesting, even though they have similarities within ideas. I like how it seems more natural as it is in a natural environment, such as the streets which can make the audience forget that it is editing and make them believe the duplication of characters is actually real. This shows an effective music video. 

Target Audience Results - Miss Miller

Here is a screenshot of my questionnaire, which I asked a range of people. As you can see, they range from a  variety of open and closed questions in order to give the people asked a chance to expand their opinion upon something like the genre of the music video and what they think of music videos as a whole. This was an essential part of research into music videos as I was able to get more of an insight towards what people like to enjoy to watch within a video. This would be effective as it would allow me to think about hings to include before making  a final decision of the plot of my music video and then having to change it due to majority of audiences not feeling like it is necessary or effective.

The theory I wanted to apply within my questionnaire was Grant McCracken. I wanted to include this so I could have more of an idea and purpose when I was creating the questions at the first stages. I wanted to include him as he says "the world is full of diversity and creativity." This allowed me to think towards different opinions and contradictions different audiences may have towards a question and other peoples answers. The questionnaire would then not only give me more of an idea of what to include within my music video but also how people might be more opinionated now as we are living in a postmodernism society (society that is constantly changing.) Using questionnaires and vox pops validate McCrakens theory as it shows different peoples beliefs towards a certain subject, representing individual characteristic traits. This subculture theory will be shown within my music video as me and my group will be incorporating a range of different micro elements which audiences said they would think would benefit and impact the music video whilst it still staying relevant to the storyline of the main artist being careless and reckless.

Here is a basic closed question to get more of a generic idea upon who the audience are. As you can see instantly, lots of the majority of the audience are female rather than male. This is an important amount of information, which shows a beneficial representation when using this particular question within my questionnaire. This is important as it can show who is the most popular audience when watching a music video let alone watching the genre of soul. This can also help with what to include within a music video as it can then become more female related. This can be used to show the female character as vulnerable and upset, maybe from a break up? This would be an effective use of a narrative within the video, as the audience are then quickly able to create a bond with the artist, as they may be able to relate with the characters type of emotion, and then hate on the particular male character who did her wrong. From these results, I am thinking to use a female artist for my music video due to the high percentage of girls viewing the typical music video. This will allow the audience to bond with the artist more easily than using a boy as more of the viewers will be able to relate towards particular situations, due to experiencing it themselves and are then able to sympathise for her, creating a stronger relationship. 

Here is some evidence of a closed question used within my questionnaire. This is an effective use of my question as it allows me to understand which age group is more popular, which can then help me to understand who would be more of an effective target audience. This question was essential as I was able to see the most popular age group when watching the music video. The highest percentage aged from older teens of 14-17 year olds followed by 18-20 year olds. This then allowed me to understand the most popular age group which then led me towards researching things they like to watch. This will help my music video as I am aware of the type of audience which will be watching and then I am able to suit it to their desires. This particular audience are stereotypically known to enjoy listening to other peoples gossip, partying, relationships etc. I will include this within my music video in a creative and original way. I am thinking to specify within the genre of soul but have the artist very condradicted towards typical female soul artists as she will be shown as very careless, selfish and rebellious. This can be shown in a partying lifestyle, as this is what she likes to do in her spare time. Allowing the audience to learn more about her life and what type of things she enjoy participating in. This will include drinking alcohol, taking drugs, dancing, staying out all night etc. this will link to the soul genre as it will show a man who was her boyfriend and is madly in love with her. She is shown to live very carelessly and lives for the moment, which can be refreshing for audiences to watch. 

 

Here is an example of another closed question used. This allows the basic use of understanding if people actually like music videos. As you can see, the majority of people asked they said they did, which shows some positive feedback upon music videos, which makes me more confident towards making my own music video. This was essential to use in preparation for my music video as I was able to see if people actually enjoyed watching music videos. This then Helped me to understand that music videos are extremely important towards an artists song. It allows the audience to watch the story to the song how the artist wished to perceive it. They are able to see it from their point of view, making it seem more personal, especially for a soul music video due to the passion and emotion which is usually portrayed.

Here is an example of an open question used, which is represented within a pie chart to show a more clear understanding towards what is most popular. I decided to make use of my open question by asking why people like the genre of soul music. This was effective for me as, it would be able to see peoples opinions upon the genre of soul and what they think about it. As you can see instantly from viewing the questionnaire, you can see nearly 50% said they did like the genre of soul due to the fact that its relatable. I then took this into consideration into ideas towards how to make my music video effective by making it relate. I think including a concept such as a narrative involving a sad love story would be an effective use as most people would be able to relate to it as they have been, in different ways; been able to experience a form of relationship to whom they find attractive.this was effective as I was able to see why people liked watching soul videos. This then allowed me to understand popular micro elements which makes people want to watch this type of music video. As most said relatable, I will try to include this within my music video as much as I can. I will do this by including popular situations the stereotypical teenager goes through, such as falling inlove and being heart broken and experimenting with illegal substances, as this was the age of rebellion.

Here is another example of an open question. I decided to include this question within my questionnaire as I thought it would be effective to find out different peoples opinions towards the artist of Amy Winehouse, which I am using for my music video of the artist. This is a beneficial use within my questionnaire as I can see a range of different perspective upon her. Most replies were positive, which is a good thing for choosing this particular artist for my music video. This can also help the actress get into character with particular characteristics upon the artist of Amy, her persona and the way she acts throughout her videos. This allowed me to understand what people like and dislike about her. This is effective as I was able to include popular things people liked and not bother with irrelevant thing as it can be time wasting for something which can be ineffective to use as a whole. This is a effective use of planning to benefit me in future reference. The majority of votes said they liked her originality. I will use this micro element within my music video as her being different from the typical female soul artists. They are shown to be distraught and heart broken after the break up from their boyfriend. I wish to portray my artist in a different light, she will be shown being the stereotypical boy, shown to be very careless while someone is desperately into her. This is alternative as it shows a different storyline towards typical soul videos, which can be refreshing for the audience. She will also be shown alternative through her appearance, wearing very little clothes, which is juxtaposed from other female artists as they are shown to be covered up to represent the mood of the music video, which is cold, rainy and miserable, relating towards the weather at the time. She is also shown to have heavy makeup, such as long and thick winged eyeliner, to represent her feminity, however other female artists are shown to be very bare, to represent their natural beauty. 

I decided to use this type of question within my questionnaire and it can help me understand particular conventions which people instantly pick up on within a music video specified within the genre of soul, without even realising. This if an effective use upon my questionnaire as I can make sure to use all of these things mentioned within the pie chart to make the audience realise that it is an effective soul song. The most popular answer was the emotion of artist, which allowed me to understand that audiences find the artist performing to the character as an effective thing. This also got me thinking to use things such as close ups to allows audiences to get a more clear viewing upon the level of detail the character is going to portray throughout a music video. This will also set a mood upon the music video. This allowed me to understand what people enjoy seeing, allowing me to get rid of things which were not appreciated and can then be time consuming. Emotion will be shown through my music video, showing a range of different emotions throughout and this will allow the audience more information and characteristics upon the artist. So e examples of emotion 

I decided to also use this within my questionnaire as I wanted to find out how the music video makes the audience feel whilst watching it, specifying in the genre of soul. The majority of the answers were that it makes the audience feel sad and depressed. This is effective as the audience are able to experience the same kind of emotion as the artist. When people are in a sad mood, they generally feel vulnerable and then create a bond with the character as they are going through similar moods and emotions at the same time. This is an effective use of manipulation of the emotions, which makes the artist more popular and creative. This allowed me to be more more knowledgable toward what to include within my music video as I can base the overall emotion the audience feel by using micro elements. As the emotion which was the most popular is sad and depressive, I can use a range of micro elements which also relate to the soul genre which will allow the audience to feel sad. These can include lighting and colour, which can be used in flashbacks to show a past related and happier time, situations are no longer the same. The flashbacks can include a couple when they were in a relationship, showing them on a date all happy and in love, which will juxtapose their current position where they are broken up and in no communication. This can make he audience feel sad as it can them perceive this happy time no longer exists and relationships have differed. 

Here is another use of an open question for the audience to answer towards how they desire. This was an effective use of asking a range of audiences who their favourite soul artist is. There were a range of answers, and I am pleased that my chosen artist Amy Winehouse was in it. This then allows me to feel confident with the fact that people enjoy watching her videos, and when watching my music video, they will appreciate my interpretation upon a particular song they may enjoy. This allowed me to understand who was the most popular soul artist. This was effective as it allowed me to rule out any artists which majority of audiences would not enjoy and them can ruin the whole music video. The artist I wish to choose for my music video is Amy Winehouse, and she is still in the popular category with audiences as she got 17%. This allowed me to understand people do enjoy her music and that using her as the main character and artist will be a successful decision.

This question was beneficial upon mdic videos as a whole as I can get more of a generic idea towards what is noticed within a music video by a range of audiences. I will take into consideration all things which were mentioned and will try to include within my work. This allowed me to see how people are intruiged to watching music videos. Using this as a question allowed me to see popular answers the majority of people answered which they like watching, which can then allow me to include it within my music video and make it a successful product. The main popular answers were artist image, settings and dancing. Artist image will be shown through my music video to show the artist in a particular light. I want to show my artist in a rebellious representation, showing her living the moment with no worries or regrets. This is refreshing for the soul music genre. Settings are important as they are allowing a clear presentation of the particular story being shown throughout the video. Setting is going to bused throughout the video showing the. Artist in particular scenarios, for example what she likes doing in her spare time. This will include party scenes, walking home early in the morning still drunk from a crazy night out. This will also link back with artist representation as the audience will get more of an idea of what kind of character she is. Dancing will not be used as much as the other two as it is subversive to the genre of soul, but will be shown in party scenes to show her having a good time and living for the moment.

This was an important question to ask the audience as it gives me more of an in-depth sight towards what a range of audiences prefer when watching a music video. Obviously, the audiences opinion is most important as they are the ones watching it and are the ones in power who in which determine if they are going to be a successful artist or not. As you can see from the results, the results were mainly half and half towards both performance and narrative. This then led me to an idea to include both of the concepts within my music video. Looking at these results also made me think of the successful artist within the soul genre of Sam Smith, in his song 'I'm Not The Only One,' which I have already analysed. By watching the music video, you are able to clearly see it is mainly a narrative based music video, but also includes the artist singing into a microphone, to show his passion and emotion being perceived when singing certain lyrics which are meaningful or high pitch. This allowed me to understand what is the most effective to use and why. All results were roughly similar which shows performance and narrative are highly admired. 

Vox pops are extremely important and it shows evidence towards research of the further analysis of music videos. It shows my dedication of going out of my way to do research. It shows me asking questions to a variety of people and retrieving answers from them. You are able to visually witness their answers, and what it was instantly rather than in depthly thinking about it. This is effective as it shows what their actual perspective upon certain music video topics is really about. Watching vox pops also allows you to see what kind of people were asked. In mine it ranges from young to old teenagers. It shows different perspectives upon music videos and what particular things they like and dislike about them. You are able to gain more information towards what people enjoy watching within a music video and you are able to take in their perspective into consideration. Without vox pops, me and my group would be unable to understand elements which would be most effective to include. We would then have to guess to ensure we are not including a bias view from what only we enjoy seeing. Including lots of random elements which may or may not be efficient can then be time wasting and can overall make a bad soul music video. 

This research upon target audience was effective as it allowed me to become more familar with what people enjoy to watch. This then allowed me to plan ahead and think in great detail towards what to include within my music video which will intruige the target audience of 15-25 year olds to watch and enjoy the production. The questions which were asked were effective as they ranged in different sub topics which then gave me more information towards music video opinions. I was able to understand things people may not like the watch, such as a confusing storyline, as opposed to showing how the artist is feeling throug facial expressions within a music video. This evidence allowed me to understand what will make the audience make a bond with the artist and characters through use of micro elements, such as Goodwin's theory of close up, wihich show great detail of the artists emotion without being distracted by background scenery, and the audience can sympathise with the artist if the emotion is sad as it shows the artist showing a sense of vulnerability which viewers can admire. A subculture is seen as a particular group which often have similar or shared beliefs (having common interests.) This can relate towards music videos as it shows different types of music and videos. These specify in particular genres to meet certain audiences needs and interests. Subculture relates towards my target audience results as it allowed me to understand what the audience like most within what category, such as soul, rap, hip hop etc. I was then able to break up into more detail what the audience desire to watch within a music video. This then allowed me understand what is appreciated within a music video and what to put more time into.

Research Into Record Labels - Miss Georgiou

There are a range of purposes for the use of record labels. This kind of element is very important within the music industry. There are a range of record labels all over the world and some are extremely large and successful. The definition for major record labels is large companies within the music industry that may also own smaller record labels. Record labels allow particular artists signed with them which own their music. Record labels are used as it allows artists to become more popular, as they are experienced companies which know what type of promotion is effective and which isn't.

There are a variety of major labels within the UK today. Some of which are 'Virgin EMI Records.' Virgin EMI Records participate within the music entertainment in a British label which is owned by the Universal Music Group, and was formed in 2013. The company of Virgin are known to be very diversified as they branch out their company in a range of different categories within the media, including having a record label. They manage a range of successful and famous musical artists such as Taylor Swift, Emeli Sande, Jake Bugg, Gorgon City, Ella Eyre, The Vamps and so many more. In 2012, the company was the fourth-largest business groups and the family of the record labels within the recording industry was also one of four very big record companies. 

Another example of a British Record label is PMR records, which are mainly known for being involved within the pop genre of music. This is the label managed by artists such as Jessie Ware and Disclosure and is a record label in which manages upbeat, club type of music. The brothers Ben and Daniel Parmar started this record label. They wanted to start a music company that had a "real culture." PMR can seem by some relatively small-scale, perhaps due to its club-focused labels like Hyperdub and Numbers. One of the signed artists Jessie Ware's debut album was nominated for the Mercury music prize, and is currently on a sell-out world tour. The Lawrence brothers, now known as Disclosure, have had a Number Two single in the UK charts. PMR records combines low key indie music with qualifible success of a music major. 


Another large music label based within the UK would include the company Sony Music Entertainment. These are a major music label. This particular company own successful and famous artists such as Daft Punk, One Direction, Tine Tempah, Olly Murs and Miley Cyrus. As they are a large company, they also own a variety of subsidiary companies, some examples include Columbia Records and Epic Records. The company of Sony is very wide spread within different types of media platforms than just the musical entertainment. These include gaming, televisions, mobile phones and more.

The definition for an Independent company is the music labels that operate one or a few music labels. Independent labels can be just as successful but operate from a smaller company base. They are traditionally known as offering more 'organic' music than manufactured mainstream music. 

An example of a successful British record label is National Anthem records. This type of record label mainly focuses on grand hustle type of music, and is owned by Columbia records. This company is an independent company. Some artists which are managed within this company are Haim, LoveLife, Sir Sly, Josh Record, Wardell, The Orwells, Ecstacy and so many more. Nation Anthem record label is more of a less popular music label, which is not recognised by many. They also manage a range of less known, more alternative artists.




Another example for an independent music label is 'Fatcat Records.' This particular type of record label is based in Brighton and was funded in 1977. This label specifies within the music genres of electric, indie, punk rock, pop and house music. They have signed artists such as Nina Nastasia, Tom Brosseau, David Daniels and The Rank Deluxe. This particular type of independent record label signs new artists to allow them to be exposed in a certain way which the fresh artist needs in order to be seen as a star within the music industry.


There are a range of different record labels which have different purposes. Some are more dominant, successful and known than others. By having independent companies allows new and fresh artists to come into the musical industry scene and start of their career. I think record labels are essential within the music industry as they own the means of production. They handle different types of music genres and can help them to build their success within how famous they are, due to marketing. There is a major difference between independent and major record label companies. Major record labels are known to be the most dominant and 'rule' the music industry. After analysing these major companies, I have noticed a type of pattern. All of the companies are ones which are also successful within different types of terraces. These include elements such as travel, branded planes, also television, mobile phones etc. This is what's known as diversification. Such independent companies are all very unknown companies which focus only on their artists signed. This highlights their independence, as no audiences would be able to easily hear about it upon different media platforms like a major company would. Means of artists also vary within the record label industry, major labels own the artist and their success, however; artists whom are signed towards independent companies have a right towards their music and are not owned. These artists are then able to use their own music whenever they please and are allowed to sell their music off to such things like commercials, films, tv programmes, showing the advantages of working with independent companies. Major record labels also do have advantages towards signing with their company, as it gives the artist the type of advertisement which they need to become a success. Independent labels are still successful companies. An example of this is by the independent company of Nation Anthem, with one of their artist signed which is Haim, with one of her albums being 'one of the 100 best albums of the decade so far,' stated by Pitchfork Media in August 2014. Major record label artists would get similar responses which shows similarities within the two very different types of labels. An example of this is Sony Entertainment. An example of this is one of their best songs 'Up All Night' which quickly went to the top 10 in the UK singles chart, alongside their other singles such as 'What Makes You Beautiful' and 'One Thing.' Independent labels offer a range of things which major labels cannot. This include such things like taking time into your album and nurturing the artist. On the other hand, major record labels will only treat the artist like a money maker, they are encouraged to constantly make music to always be making money. 

I think that is not fair for the dominant record labels to have more power and more control than other companies. They have more well known artists which help to increase the number of rates and I come for employees within the industry as that is what the majority of audiences want to listen to and buy. They are also more of a reliable company. They can promise artists a successful career. Record labels give artists a large amount of money to promote themselves, such as go on tour. These amounts can go up to millions of pounds/dollars. This then means they are forever in the medias eye, however; artists which are signed to independent companies are not signed, such as making Youtube videos of them singing and relying completely on their fan base. It is unfair as they do not have the privilege to afford all the promotional materials essential to make a famous artist, due to the fact that they do not specify within the pop music genre. This also then means less visibility to promote themselves to a wide range of audiences. Being so reliable upon a fan base can be extremely challenging, as one artist could be a craze for one phase and then another craze for another artist the next, leaving independant artists left unsuccessful. Fans can also get bored as independant artists are not being beneficial in return for the fans loyalty. This can include things like concerts and flying to different countries for meet and greets. Dominant companies give artists a helping hand when trying to get to the top, but artist within independant companies have to do more by themselves. This has a high effect upon the independent artists as they cannot represent their full potential towards a wider range of audiences. They will struggle to try and meet the needs of a dominant company, meaning their alternative and different style will not be as recognised as it could be if it was signed to a dominant company. This are examples towards why I think different record labels are not equal and fair.

Music Video Inspirations - Miss Georgiou

Inspirations are essential towards the planning of a music video as you can become aware towards what elements are used within a particular music video. As I am researching more music videos, I can then become more aware towards what I like and what I find more effective when making a music video. I can gain more ideas towards what I would want to use. This is a good way to look at successful music videos and get more knowledge and understanding towards why a particular thing is used and how it benefits the music video as a whole.

One music video which I gained inspiration from is from the artist Amy Winehouse with the song "Back To Black." I gained inspiration from this music video by analysing the micro element of editing. Throughout the whole video, it is shown in the basic colours of black and white. Using this filter, allows the audience to watch the music video in a gloomy, depressing manner due to the little colour it represents. I think this would be extremely effective particularly for the genre of soul, as it connotes a deeper meaning towards the emotion of the artist. Allowing a deeper meaning towards a soul music video is extremely successful as it shows a clear evaluation of what the artist is trying to convey. Using this editing style also sets an instant mood towards the music video, the audience are able to see how the artist is feeling towards from the colour of the video. Soul music videos stereotypically all consist of very upset narrative, performance and lyrics. By including particular types of colour to set a mood is a effective as it is another manner of sad representation from the artist towards the audience.  This is an effective use of colour schemes, and I would think that it would be extremely successful to include within parts of my music video to set an instant tone. I was inspired to use this within my music video to allow another micro element to be conventional towards the genre of soul and to also instantly set a mood of a particular scene to the audience. This is also the artist that I am going to use for my music video, which allows me to gain ideas from the particular representation of her music videos as I can then understand ranges of elements which she used to make a successful music video. I am going to use this type of inspiration within my music video in the flashback scenes. This will immediately show the audience that this particular scene is in a past related time. During this scene, the audience will be able to see the artist and her ex boyfriend on a date, they will be shown to be very happy and affectionate, which will then emphasise the contradiction towards their current relationship which is very negative.

Another music video I gained inspiration from was the music video "I'm Not The Only One," by Sam Smith. This artist mainly makes songs which are in the genre of soul. I think this is an extremely effective music video. I gained inspiration from this music video due to most of the music video being mainly narrative based. I think this would be effective to use within my music video as it will allow the audience to almost be apart of the story and experience with the characters. This is effective as it allows the audience to learn more about the characters, as they are being educated towards their personalities, how they handle particular situations and their current mind set specifying in emotion. This then enhances the bond between the audience and artist. This would also be beneficial towards the genre of soul, which I am particualating for my music video as it allows a sense of sadness for the audience. Allowing a narrative base is successful for a music video as the audience can get more of an insight towards the situation and not feel like such a stranger towards it, it can make them feel like they are apart of the situation due to the level of detail they are being exposed with within the situation. This then allows the audience to develop a relationship with the artist, as they can witness what has happened to her which made her so upset, and are able to sympathise for her making it effective. This is an efficient use for  a music video, and I think that's why I gained inspiration and a range of ideas from it. I am going to relate this type of music video style narrative based within my work to enable the audience to be told a story throughout the video. This can relate to a love situation, her mind set and how she is feeling, this will show her vulnerability which the audience will admire as the artist is opening up to them. Within my music video, I was inspired to use narrative based throughout most of the duration of the video. This was used to show a more in depth detail towards the personality of the artist and how she handles certain situations. This style is shown within the flashback date scenes, party scenes, and walk of shame scenes.

Another example of a music video which I gained inspiration from was the music video "Good For You," by the artist Selena Gomez. This song is also a slow pace song, but ranges more in the R&B genre. I gained inspiration from this music video by one of the points which Goodwin states which makes a good music video. One of which is 'Voyeuristic representation of the female body.' This enables female artists to be perceived as a sexual icon, and attractive by many audiences. By displaying themselves in a sexual manner allows the audience to be talked about more via social media, which only freely promotes the music video. This is an effective use as it shows the artist to be mature, attractive and desired. Involving this element within a music video allows attraction from male audiences, as men wish to see them in a sexual manner if they find them attractive, and also female audiences as they can envy the attention the artist is getting from a high male audience and then look up to them for their physical purposes, such as clothing trends, hair styles, positioning of the character and more. Goodwin's theory point is shown throughout the music video of Selena being naked in the shower and in different costume changes of little clothing. Involving subtle uses of this would be successful for my music video, as it can interpret a range of ideas from audiences like she has to dress in a certain way to connote a meaning, i.e dressing with a short dress on, showing she wants attention from a variety of people to temporally hide the fact that she misses her one love and is the only person she isn't getting attention from? Another theory point which is used from Goodwin is 'relationship between lyrics and visuals.' This is shown all throughout the music video of her singing towards the camera in sync with the lyric of the song. An example of a verse which this is used in is "let me show you how proud I am to be yours..." This inspired me to include this within my music video as it would represent the artist in the light which me and my group are aiming for. We are trying to represent her as very sexually, rebellious and more careless attitudes.

Another music video I decided to analyse was "Player" by Tinashe feat. Chris Brown. I liked how the music video was created to show the artist fighting for love, this is shown through the sophistication of dancing like they are fighting, this music video is an interesting comparison towards how artist sings and presents love within music videos. There are a range of micro elements used within this video. One of which includes mise en scene, setting. The setting remains the same throughout the whole video, which is shown to be very plain, being all white and a very spacious room, with no furniture at all. This is effective as it's use allows the audience to not be distracted by background scenery and can fully focus on the artists and characters dancing when using a long shot. Another element used is editing. This is used to clearly show the audience that there is some sort of match taking place, expressed through the language of dance. This is shown through added round numbers upon the footage.This is can be seen as similar to a boxing match rounds, this shows the artist is fighting for something bigger than a trophy. There are different types of lighting used, which range from natural high key lighting to then dark low key lighting which portrays it is now night time. This is effective as it shows the battle is not quick and takes a while which requires patience and dedication but she is still motivated as she is not shown to be tired but energetic through body language. Her hair and makeup is very subtle to represent a natural beauty and does not need to work hard to get male attention. The style of this song is very upbeat and fast. The representation of the artist is shown to complete Goodwin's theory of voyeuristic representation of the artist, through tight clothing. She is also shown as dominant as she is not letting the men win the 'battle' and is fighting for her independence. This inspired me  to use the element of female dominance within my music video as it would have a good meaning behind it to teach young girls to stay independent, strong and to not let a man take over your life. This was used within my music video to perceive my artist as very reckless and careless towards the fact that an ex boyfriend to trying to come back into her life. This shows that she lives for herself and makes herself happy, showing dominance. This would be consisted throughout the whole music video.

The last music video I decided to analyse was by the very much well known artist Katy Perry with her song 'Wide Awake.' I particularly liked this song as it was very conventional towards my chosen genre of soul, and there are a variety of examples throughout the video to back it up. Low key lighting is used throughout the duration of the music video to instantly represent the mood of the music video, which is very depressing and gloomy. This type of lighting is effective for the genre of soul as it shows a sad setting. Green screen is also used within the music video to show a surrealistic scenario, this use of editing shows the audience a deeper level of the artists vulnerability as she is opening up her mind towards a large audience. The style of this video varies with narrative and performance base style, I was inspired to use this within my video to show various styles to make it interesting, personal and effective. The artist representation is shown by her being in a very dark place, however throughout the video the audience are able to see her evolving more positively, showing her confidence and independency levels rising. This shows she lives for herself and pushes boys away, which I think is an interesting and effective concept to use within my music video also. I was inspired to include this in order to have an extraordinary, refreshing and alternative music video towards the genre of soul. This is essential to use in order to show the artist living her life positively and not getting upset over a low life boy who only broke her heart, which is generally seen within the typical soul music video. An example of a theory used within the music video is Goodwin's theory of close ups. These are used to be conventional towards the soul category and to clearly show the artists facial expressions in more detail and ensuring the audience is not distracted from any background situations. I was inspired to use this within my music video to represent her independency and single persona. This is extremely effective as it will show she is perfectly content with being one her own which shows she is not vulnerable and insecure. Using this element within my music video would be highly effective due to how rare and extraordinary it is when specifying within the soul genre, as many female soul artists are shown to be mentally broken by someone who has taken them for granted, and are constantly overall very sad and depressed. This representation of the artist will be shown throughout the music video. I also admire the dark colours which are presented within the music video. I was inspired to use this within my music video to show a convention towards the soul genre. I tried to include as many conventions as I can due to the contradiction the artists persona is portraying throughout the video. This juxtaposition can easily convey to the audience that the genre of the music video could be more in the indie, pop genre. This can be perceived due to the unfamiliarity the characteristics have, as the stereotypical female soul artist is usually shown in a complete different light, such as sad, depressed, angry etc.

There are a range of artists and songs which I have gained inspiration from which would be beneficial for my music video. The main artist which I am looking at is Amy Winehouse, as I admire how different and alternative she is, she shows similar elements within her music videos but presents them in a different manner, which only intrigues me to watch more of her and admire her work. I like her songs 'In My Bed,' and 'Stronger Than Me.' These two songs fit well with the genre of soul and would be efficient to use some ideas I have been inspired by to include within the songs. Another artist I have been inspired by is Lana Del Ray as she involves her work to be more in the genre of indie. I like how her work is very simplistic but can connote a range of deep interpretations, which make her music very effective. Another example of an artist which I have gained inspiration from is Adele, her music is very bold with lots of power involved. This allows the audience to have a clear representation of the passion she portrayes throughout her songs. Some of the songs I thought would be successful to make a music video of is "Someone Like You." I admire how passionate her work is and how much meaning it has towards it. This would be effective to include within my work as it would immediately show the audience how enthusiastic and how much she is into what she is trying to portray towards the audience.

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.