Representation of Artists Justin & Rihanna

1)Representation of music artist

2) connotations of advert

3) Colours and connotations

4) Design/layout

5) Choice of images

6) Typography

7) Style of language

8) How does the advert promote the artist

9) How does it promote the music genre

10) How does it attract the target audience

Representation of the Music Artist
The digipack comes with two cds,one which is his album, the other is a dvd, giving a simple insight into his life and the creation of the album, in order to promote himself. A booklet is also included which consists of a photo shoot and a poster.

Connotations of advert
The connotations of the Justin Bieber cd case indicates 'believing' yourself and following your dream, this is targeted towards specifically young people, for example teenage girls, playing on the idea that Justin believed himself and followed his dreams and look where he is now, emphasising himself as in inspiration and an icon to look up to, as he came from nothing. Teenage girls have been known to look up to Justin and use him as support.


Design and layout 
The theme of 'believing' is further indicated and supported through the use of warm colours and gold to suggest how he has reached his dream, gold to suggest wealth and success. The reds, oranges and yellows and background setting in a long shot of his picture look as if he is in space, on top of the world and close to the sun to emphasise his success and power, adding to believing.
The design and layout appears simplistic to promote and stress the simple portrayal of dreaming, with a closeup of Justin Biebers face,on the front cover. The positioning and exposure of the lighting on his face appears as if a beam/ray of lighting over his face as he looks to the side, suggesting that he is in reaching distance of where he exactly wants to be, as if there is always a ray of hope, this is made more visible due to the small beam of light in the bottom corner of the cd cover which looks like the sun.  Although the picture appears dark, he is not overshadowed due to this lighting, the light on his face makes him appear warm, golden offering comfort and support, an element of happiness which is supported by the believe title which looks like it has been printed across/stamped in making it prominent and powerful.
(Choices of images)
Each image of Justin reveals him looking away from the camera perhaps to signify he has a dream to follow, it also makes him appear hopeful and as if gazing deep into thought, the colours reflect dream. The back of the cd has an image of Justin playing his guitar with his guitar case open, with the word believe inside, further establishing how he started off, from busking. This is filtered with a gold glaze as if reminiscing how he began, making him appear humbled he is now the gold which he has chased.

Justin Bieber appears to be promoting himself through his album, being an established artist enables him to do this, as he appeals to millions of female girls; they want posters and photo shoot images of him.
Typography 
The back of the cd presents us with the tracklist in gold which coincides with the theme, the top reads lyrics to the 'believe' song 'where would I be if YOU didn't believe', as if attempting to give back an thank the fans for supporting him. This album is as if he is giving back to the fans, providing them with an overload of pictures and a dvd in order to please them and suggest that he is somewhat 'grateful'. The typography throughout each of Justin's albums/singles remain the same, basic but noticeable and effective due to his popularity

Promoting the artist and music genre 
This album promotes Justin Bieber as increasingly maturing as he can now already look back and reflect on his success and how far he has established himself throughout the music industry and internationally.   However as he is still a teenager, and is working on adapting and widening his diverse audience this album simply indicates Justin as a positive role model. He has not faced a change in roles or different image but has subtly created a varied range of music in order to capture and remain interests to those who like him as a 'teen heartthrob' . It also represents change, conveying that he is no longer a child and underestimated, because of his huge success.
This is specific to the music genre of pop as many artists front covers consist of close ups, an example of this would be Rihanna's Loud album and Lady gaga. This is effective in allowing pleasing the fans and continue to be instantly recognised, as if promoting popularity.


I have also analysed Rihanna's digipack for her album 'Talk that Talk'.

As visually identified above,it is evident that Rihanna has adopted a black and white effect to her digipack, this significantly represents her emotionless state as the close up images of her staring into the camera appear blunt while she exhales smoke, representing a careless, rebellious attitude as if saying 'I'm not bothered.' She looks slightly dazed as her eyes are relaxed the idea of the smoke could be symbolic to her culture, representing her Barbados routes and her love for marijuana. The black and white instantly produces an archaic feel, this is further enhanced by her big hair and curls and stripes worn which make it relatable to the 80s perming hair style, however the top lighting evident in her modelling on the stairs alongside the stripes also develop a modernised feel. The low angle pose of her sitting on the stairs, as we look up to her slightly creates a feeling of dominance and empowerment, this is further conveyed and emphasised through her body positioning. Her legs are apart, as she sits back slanted slightly while her hand is on her hair, this instantly develops a feeling of confidence and relaxation. In more depth the positioning of her body language could continue to represent an element of control, adopting masculine poses and traits to suggest that females are dominant, powerful human beings, highlighting her feminist representations of independence. Teemed with Rihanna smoking it develops the idea of being able to freely do what she wants, challenging conventions slightly as smoking is rarely advertised or included in pop genre digipacks, it almost appears promotional, and suggests her high status as she is clearly stating she will do what she wants to do. The upside down image of her smoking coincides with what has been mentioned, however laying down could show a slightly more submissive state perhaps attempting to express subtle elements of sex appeal, embracing herself, in admiration as she  'chills'. The accessories include  her wearing of sunglasses which are a typical element of the pop genre, re-adjusting/ holding onto them as she almost hangs upside down shows her not only reflecting her successful star image, but again hiding emotions. Her personality is hidden throughout this digipak and not expressed to remove her from her audience and place her above in terms of her egoistic views. The impact this could have on the audience may be that they want to adopt this attitude, relatable to the star image Dyer theory.

The title of 'Talk that Talk' is bold, practically underlined, making it look stern and stubborn. Rihanna's careless attitude represented throughout these images correspond with the title as she is representing a specific attitude to fit in with the theme and idea of speaking out what you think and simply standing your ground. Talk that talk, the title could be relating to the idea of being who you are, not changing and also be a diva if you are one, to talk what you have to say, perhaps even without thinking. Rihanna enjoys smoking therefore she's smoking on her front cover because this is her, if you dislike, that's simply ones own loss, as we are defined as individuals due to the attitudes we reflect and the choices we make and things we like, Rihanna again is standing by her individuality and promoting this. The cd cover changes my thoughts completely, with newspaper prints over it, therefore the black and white could be in relation the a newspaper, expressing people and the media continuously talking about her, this could however still link and be related further suggesting that people will talk regardless and continue to, so you may as well do what you want- e.g her smoking. Either way; creatively the titles of the songs in her album and title name has been placed in print on the cd, already familarising the audience with the songs. The title of the songs and album are all which remain appropriate as Rihanna is a well established artist, instantly from her close up we know that this is Rihanna, with the simple but sharp 'R' on the front symbolising her name, which is continuously used and well known in identifying her. The only other font is the colour red to again stand out to show the songs, the colour red again adding intimacy, representing Rihanna as a fierce, hot headed individual with attitude but lust at the same time.

Editing & (Analysis of scenes)

                                        E                D              I              T                 S

C R O S S      D I S S O L V E S    &     F    A    D   E   S


Cross dissolves creates a smooth transition between scenes and different movement, this allowed us to create parallel cuts, relating two different scenes together.  This has the opposite effect of a usual parallel cut as the 'dissolve'  effect  along with dancing and movement softens the conventional idea of a parallel cut being used to create tension. For example the scene of us dancing cross dissolves into fireworks, the fireworks therefore have some significance to the idea of dance and nightlife as we have linked together. The fireworks look as if they are stars in the night sky this could symbolically identify our image and hope for success, the idea of there being no limit. Fireworks are energising, this could also reflect our positive outlook in life, a metaphor for our fun, energetic attitudes as we jump around and do not take ourselves too seriously, as if we are the firework aiming high. The brightness of the firework also relates to the bright lights in club scenes.

P A R A L L E L      C  U T S 
Parallel cuts were effectively used during the opening of our music video. Firstly the characters were introduced individually to the audience through close ups, this was shortly followed by medium shots of us together as a girl band, leaning on each other comfortably for support, this static scene dissolves into the same club setting but with us dancing and enjoying ourselves, embracing the music. These two scenes reveal the juxtapositioning between moods. The static image expresses a reminiscent,poignant state of mind which perhaps occurs after the fun, this emotively connects the audience to the lyrics as they begin to understand the characters deeper emotions felt. Where as the other scene of us dancing shows an 'in the moment' spur of happiness and ability or strength to forget about everything and have fun, the medium shot offers some seriousness to some extent. Showing a change in atmosphere. Scenes of the characters miming the words followed by action shots are common in pop music videos, in Take a Bow; Rihanna's music video which I analysed she does this often for the audience to feel and understand her hurt emotions through facial expressions and actions which are more evident through closeups etc to mid-shots etc. This corresponds with a narrative 'memory' of the past and their relationship. - Audience as a result feel sympathetic towards Rihanna, as she is going through a break up and can probably relate and understand her emotions felt  relating to Adorno's theory. As they begin to feel they understand what she is facing.


                                      










G       r       a       p       h       i      c          m       a      t      c      h 


A graphic match links two different objects/compositions or two different spaces together, when similar, when the two shots graphically match in size and shape, this helps form continuity editing metaphorically linking two objects together. 


Our music video explores a graphic match a computerised image of a speaker base merges into a clock, the speaker pulsates with the beat of the music as if the music is being played, this successfully allowed us to show continuity editing and supported one of our themes such as time, as the clock shows the movement of time passing which could link with the narrative as we search. The speaker appropriately represents and relates to music and includes the same colours and is the same shape as the clock. Graphic matches add interest to a scene and appear diverse as these are not commonly used.

L i v e T y p e


We used livetype in our music video to show the lyrics across the screen and add relevance to the context, particularly during "show me where you are tonight", as an establishing shot of the London eye is in the background at night, as if looking across waiting, as the colours of the building change showing time passing. The bold font emphasises the lyrics relating it to the narrative, where as the electric blue colour is used in the music video e.g with the strobe lights, the font and the London eye itself, the vivid colour is energising and relatable to neon lights.









                                                  M O D I F Y I N G       S P E E C H
We had to match the miming scenes with the correct lyrics for it to be in sync and accurate, if it was very inaccurate we would lose marks and our music video would not be able to get in the higher grade bands of 3-4s.

Costumes continuation - representing Artist Image

Rihanna uses sexualised behaviour in a glorified manner which causes controversy and can be condemned, we have focused on representing our artists as a completely positive role model, in other words characters which cannot be condemned due to actions in music videos which relate to promiscuous activities, violence or drugs. These themes are inappropriate when attempting to appeal to a younger teenage audience, for example current girl bans such as Little Mix avoid these themes. 

There are costume changes throughout our music video, the opening with a 'club scene'. We are wearing neutral coloured dresses which represent our neutral personalities, signifying our down to earth attitudes. These dresses are enough to suggest a group of girls casually going for a night out. Mine and Jenna's dresses are slightly glittery which relate to the bright lights and idea of nightlife or clubbing, also offering the idea of value, glitter associated with a shining star and success, optimistic mind. 

Each costume reveals different stages and moments in our life, showing a transitional age, identifying a movement in time, conveying time as a theme, from being dressed in a club to having fun outside during the day in formal uniform. Casual clothing while running through the forest represent a realistic lifestyle which could appear relatable to our audience, but still remain fashionable. The outfits are varied slightly in order to identify our characters as individuals. Jenna wears patterned leggins which offer an edgy side, while Selina wears a black leather skirt which reveals a more casual/formal confident side. Where as me and Jessie wear leather jackets etc to remain fashionable but comfortable. 

Introducing the audience into our lifestyle through miss-en-scene.

Day-Casual, school/work-formal to night dressy to go clubbing- nightlife- movement through time this also relates to our narrative depicting ambiguous connotations. We could be searching for someone specific, that knows us and do not want to be identified, casual clothing is worn during the day and night to blend in with ordinary people. The masquerade mask, hats and hoodies promote this idea, reinventing a hidden identity and character, this could suggest how our relationship is with this person, as they have no idea who we really are in terms of our true personality and characteristics, because they do not know us at all or particularly well, or our attempt to remain un noticed. The masquerade mask scene shows us flickering back and fourth turning away and to the camera, literally representing a change in character, all black is worn to add to the mystery. On the other hand, there is no specific focus on a character, therefore it could remain a mystery, the twist is, 'where have you been' may not be referring to anyone in general, the lyrics could be an open rhetorical question as we continue to search for a companion. The running could show enthusiasm reflecting optimism, an attempt to never give up in anything. Or it could show desperation, longing for someone. 

As you can see Little mix wear match with their denim jackets and theme leopard print, we match with leather jackets or black/glittery dresses, this relaxed, chilled style adds an element of fun and youth to our characters, which is presented through our silly actions. 

Final StoryBoard

As we progressed through our project, our initial ideas and plans changed, therefore we had to produce a second, more accurate storyboard. From our previous storyboard it was evident that we were becoming increasingly engaged and focused on the narrative. This new storyboard, however, combines narrative with concept, which successfully allowed us to explore a mixture of pop and dance conventions.  The storyboard accurately demonstrates this, for example (on the left and below) there are pictures which show fireworks and strobe light scenes which flash in and out continuously throughout the sequence.

This simply breaks up the scenes, on the other hand it portrays a dance element through the neon blue lights which are used in clubs and are associated with night life, dancing and enjoying the music. With these shots we hoped to incorporate various edits which would enhance the features of a dance genre. A flash effect was added throughout scenes which worked well with the fireworks and strobe lighting scenes, this was also successful in emphasising the beat of the song and intensifying the build up to the chorus through fast cuts. 

The storyboard reveals numerous long shots and establishing shots of different  locations in London, showing iconic landmarks in London to familiarise the audience of the surrounding. This is also relevant to the narrative of the music video, conveying the idea of endlessly searching throughout the city, constantly traveling around. 

Representing a girl band                                     

Carefully planning a storyboard was not only important but helpful in remaining organised and planning ideas of how to represent a girl band. 

The opening shot introduces us as individuals to the audience.  Throughout the music video there are basic mid-shots of us singing together. As well as this the storyboard and music video itself has action shots of all of us together, running around and jumping on each others backs to highlight central themes explored such as friendship and the idea of togetherness and happiness. Happiness can be influenced and created by those around us, which are identified through these scenes. Artists are jumping on each others backs and swinging each other around this symbolically suggests trust and support, as if we are a foundation to each other, relying on each other through good and bad.

Importance of these scene- Adorno theory a simple theme such as friendship is relatable to everyone, particularly teenage girls which a girl band would appeal to, they would be able to relate this scene through memories. It may also be something other people would like to have, the idea of togetherness and having people to rely on. This could also connote other feelings from the narrative, often people long for things or remain hopeful for something which will never happen, as they are incapable of letting go, we light heartedly touch upon this as we look for that right person in our lives.   

(Importance of) Long-shots and close-up shots- have been used to express emotions, therefore the audience can interpret and understand our moods. An example of this is where Jenna sings 'somewhere in the crowd'. During this long shot she throws out her arms to emphasise the lyrics 'somewhere', this gesture could incorporate loneliness and desperation, as if throwing arms out in attempt to be listened to. On the other hand it expresses the artists passion, this then goes from a long shot to a close up in order to reveal her facial expressions, to which she could remain strong willed and powerful as she expresses herself freely and is seen 'having fun', dancing with the rest of the girl band. 

These simple shots are then enhanced through editing, when singing 'crowd' a crowd appears to mimic a club scene and relate to the lyrics, which relate to Goodwin's theory, typical to a pop music video. 

Extreme close ups- Storyboard shows extreme closeups of an eye to promote the theme and idea of voyeurism, looking, adding intensity as the beat leads up to the chorus. There are also extreme close ups on the lips which again intensifies the lyrics but adds intimacy, appearing more personal to the character as if emotionally attached to the person they are looking for. 'The eyes are the windows to our souls' through camera angles such as these we are able to portray and place the audience in the characters position as they understand the emotions perhaps felt, we cannot hide ourselves from what surrounds us, the shot shows an eye starring as if deep in thought or reminiscent. 

Planning/use of locations

Planning location was essential for our music video, we decided to film part of it in central London, revealing famous land marks which our audience will hopefully be familiar with and relate to, capturing their attention.  Big Ben, the red buses, London eye etc are all typically associated with the city and are well known throughout the world; making the audience aware of the location.
Filming in a city evokes a busy lifestyle, reflecting working life with night life, this represents a change in our characters. We combine searching for our companion at night with clubbing scenes, juxtaposing mixed emotions as we search for someone followed by carelessly clubbing, letting ourselves go and having fun, highlighting friendship as we dance together. We deliberately filmed at night, capturing shots from places such as Piccadilly as the luminous lights correspond and reflect the dance genre and idea of the nightlife in the city which is further portrayed and links with the use of tints and neon lights in clubs which we have filmed.
The various locations represent a journey, moving through London in attempt to find this person, from Big Ben to Piccadilly, highlighting famous landmarks in London which the audience would probably be familiar with and either relate to or build an image in their minds of this famous location. These varied establishing shots reveal a journey through time and life as scenes flick from day to night, while we are immature in the day, dance at night and 'forever' continuously search, these change in scenes and emotions could show a change in character as artists, due to age are going from teen to young adult.

These scenes are conventional to a pop music genre as it corresponds with and enhances the narrative, revealing destinations the characters have been in attempt to look for someone.

Central London Locations- Piccadilly 

Big Ben 

Forest Location 
A forest location was used to contrast a change in environment from a busy city to a tranquil forest, to show us going to different extends in order to search.This allowed us to over exaggerate the narrative as realistically this is not where the character would be found but it produces a story. It also shows desperation as they search anywhere, the forest could also be seen as somewhere to escape to and reflect on thoughts, alone.  Forests represent abandonment due to the over grown plants, trees and lack in people, but can also be seen as a peaceful place. The over grown environment which surrounds us could relate similarly to our over active, over stimulated mind as we continuously 'hunt' which turns into an obsession, of constantly searching for someone. Forests represent nature, predator and prey therefore the idea of hunting accurately fits our theme even if we are not showing animalistic behaviour.

We originally wanted to film in a maze but had to remain practical and realistic, this would have been challenging to do due to cost, distance and the public, therefore we decided to film in a forest. The forest was the most similar to a maze as it could still reflect that element of feeling lost; the inability to solve ones problems.

vox pops

Vox pops were important as they allowed us to gather specific information and opinions towards Rihanna as an artist, this was successful as we planned and formed relevant questions to enable us to develop a better understanding of the diverse views.
We enjoyed interacting with people around school, apart from a few teachers we mainly interviewed 16-18 year olds which is appropriate as it reflects a demographic we could be targetting, therefore expectations and opinions are important. However we will have to make sure that when we start filming it does not focus on too much of a young audience as Rihanna is an international artist she appeals to many people. Vox pops allowed us to connect and engage through communication, allowing us to further understand their points of views through body language and expressions, in comparison to a questionnaire. Showing different forms of research was important.
We found that as a group creating the vox pops research was very successful, we enjoyed participating in a practical task and adapted our questions and work as we went along to challenge the audience.
The vox pops produced varied views and feedback we needed to be able to understand what appealed to an audience, the footage shows evidence of us commiting and completing these tasks where as questionarres could appear to be less reliable. The vox pops develop a visual understanding of body language, making it easier to understand through tone of voice also how they feel about the artist, making emotions and point of views more evident.
Through the feedback Rihanna appears sparks controversy through a varied factors for example her clothing which are seen as exploiting and revealing, and her beliefs/background, however overall her music seemed to have positive feedback even form people that did not specifically listen to this genre of music which is always a positive. As a group it would not be appropriate to dress like Rihanna, as we want our audience to be broad and not condemned, Rihanna is able to do this as she is so popular and idolised. We hope to carry through positive characteristics from Rihanna's music video and song, at the same time making it unique and specific to our age, this will be done by looking into the genre and the conventions throughout,combining original ideas.

Vox pops have been helpful in identifying the positive and negative factors through the varied opinions, people admire Rihanna as she is a successful female artist and can be seen as a role model through her independence however she has been condemned and disliked for her over sexualised nature as this views women in a bad light, which contributes to stereotyping females.
This research which we have produced will help assist us with our planning process before making a music video, it is important that we know what appeals to an audience, vox pops were most appropriate as we were able to challenge the audience. This is helpful when writing about feedback and audiences opinion, we also have a clear understanding of what to avoid when producing a music video like provocative  clothing and reference to drug use as we want to produce a positive girl band role model.  The people that are interested in this music enjoy it because its current and modern.

Planned Framework

A filming schedule is a project plan which records each days shootings for a production and is presented as a time line to state when and where specific production resources are used.  This includes shots, dates and time, location, content, shot type and duration, iconography and basic mise-en-scene reference.
We have planned and produced a filming schedule as these are produced before filming takes place in music videos and films to make it easier to conduct filming. It is practical and simple to look at allowing us to follow our original plan. Each shot is numbered which prevents us from losing where we are in the filming process, keeping up to date on what we have completed and how far we have to go. A filming schedule also prevents us from going off task when this is not appropriate, it is now easily avoided as we can refer back to this in order to prompt our ideas, demonstrating accuracy.  
Planning framework demonstrates our planning as reliable and organised, if we later decide to change shots when we do film there will be evidence of what we had beforehand and how we have decided to progress and develop it further.
The filming process would have not been successful without planning framework or a storyboard as we would not have been able to produce an accurate summary of the shots and scenes. This is very helpful because it allows us to break up and arrange when planning would take place, we can look at this and set ourselves targets to complete certain shots in a period of time, working off this throughout the week.  The planning of framework identifies a clear understanding of where progress has been made  when reflecting on what needs to be completed.

Shot	Date & time	Location	Content/action	Shot type and duration	Costume/hair/makeup	Iconography	Personnel	equipment
9	15/12/12 – 12pm	Classroom	Singing whilst camera is close up shot. Lyric: “All my life” x 4	Close up – 22seconds	Bold eyes (black Smokey look) Red lips, black clothing.	Masquerade masks	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card, green screen.
10	6/12/12- 11.30am	Field- Buckhurst hill, Essex	Running together away from camera	Long shot- 15 seconds	Black skater dress, converse, big hair, mask.	Masquerade masks	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card,
11	15/12/12- 12pm	classroom	Singing whilst camera is close up shot.	Close up-16seconds	Bold eyes (black Smokey look) Red lips, black clothing.	Masquerade masks	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card, green screen.
12	6/12/12- 11.30am	Field- Buckhurst Hill, Essex	On knees in field singing each individual lyric	Long shot- 12seconds	Natural hair, natural makeup, masks	Masquerade masks	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card,
13	21/11/12	Westfield Stratford	Spinning in crowd	Mid shot- 4seconds	Big hair, bold makeup, masks	Masquerade masks	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card,
14	9/12/12	Bedroom- selina. Grange Hill- Essex	Messing room up- showing anger x 4	16seconds- birds eye view, long shot.	Red dress (prom dress), make up all over face, hair messed up.	Objects for messed room.	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card,
15	6/12/12	Field- Buckhurst hill.	Running all together	Long shot- 15 seconds	Black dress, big hair, bold makeup, masks	Masks	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card,
16	6/12/12	Field- Buckhurst hill.	Running all together	Long shot- 15 seconds	Black dress, big hair, bold makeup, masks	Masks	Artists (All four), camera person	Digital camera, batteries, tripod/tape, memory card,