UK Record Labels

Focus on the UK

Who are the major labels in the UK currently?

Universal Music Group
EMI
BMG
Warner Music Group (AOL Time Warner)
Sony Music

1.    Who do the major labels manage?  Major records labels such as Universal manage and sign artists which will fit into the mainstream RnB/pop and rap catergory such as Rihanna, Jay-z and Kanye West. Due the record lablels being large they manage many different music genres to allow them to cover the vast music industry, appealing to many audiences. The warner music group has international offices.

BMG exploits the music rights of the biggest artists in contemporary music such as Bruno Mars, Blondie , Cee Lo Green, Foo fighters, Rizzle Kicks, Will.i.am. Producing songs for artists such as Adele, Beyonce, Britney Spears, Jay-z, One direction and Rihanna.  
EMI also claims to 'one of the world's leading music companies, home to some of the most successful and best known recording artists', with artists signed such as The Beatles, Lily Allen, Gorillaz, Snoop Dog, Eliza Doolittle, David Guetta, 30 seconds to mars.  They have also partnered with The Echo Nest in order to bring the developers a unique opportunity to work with some of the biggest artists in the world. This is to work towards, create and achieve new and innovative applications and services. They may partner with you in order to help bring an interesting concept to the market. 

Universal Music Group (UMG) are a music content company which record music, work in music publlishing and merchandising. The recorded music busniness discovers and develops artists, then marketing and promotes their music through different formats. Where as their music publishing group has a different focus which discovers song writers, owning and administrating copyrights for use of recordings, films and advertisements. While the merchandising company sells artist/music based branded products through fashion retail, live performances and internet.  They have artists signed such as Big Sean, Carly Rae Jepson, Demi Lovato, Nicki Minaj and Neyo just to name a few. 




Warner Music Group- Hava/had artists signed such as Michael Buble, Neil Young, Nickelback, Green Day, Frank Sinatra.WMG is related to a collection of other best known music records in the industry including Asylum, Atlantic, Cordless, East West  and many more, Their main focus is working with broad businesses in aiming to achieve long term success through creative and financial achievement.  They offer artist management, merchandising, touring, fan clubs, VIP ticketing, sponsorships and brand endorsements. They have also become known as the worlds third largest recorded music business and third largest music publishing business, establishing themselves as one of the most successful companies. 

Sony Music 
Manage artists including Paloma Faith, Usher, Michael Jackson, Labrinth and Rita Ora.  Sony Music entertainment own various subsidory labels such as columbia Records and Epic. Columbia record have major artist signed such as Beyonce and Adele 

2.    Do the major labels own smaller companies and which artists do they manage? The major labels have subsidory labels which allow them to own different artists that may appeal to a smaller more diverse or niche audience.  

3.    Are there any links within Media e.g TV/Film/Magazines etc?

What is an Independent Record label,how are they different to a major record label? 

An independent record label is a label that establishes itself without the support or link to major organisations of record labels therefore they do not have the funding or support, this is why they are generally smaller. They also target a niche audience in order to differentiate themselves from mainstream music. 

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•    A major record label will sign who they consider will be most popular, therefore obtaining and using millions of dollars. Allowing them to fund and promote artists through the media.
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•     Advantages & Disadvantages of an Independent Record label 
•     Being an independent artist could allow you to be involved with your promotion, able to form a personal bond with their fan base - controlling elements.
•      However, independent record labels pay more attention to individual artists therefore there is less competition when fighting for attention from your record label. 
•      Due to the companies being a lot smaller, they have more interest in you as an artist and a person, no required conventions or specific persona to be produced.  

•      Difficult to get noticed by media and established- reflects shallow industry. 
•      Works on a much smaller budget.  Independent record labels do not have major funding in order to promote an artist as nationally or internationally. They have to contribute to promoting an artist. 
•    Cant send/promote and release thousands and thousands of copies internationally, due to lack of it. 
•    Indie/independent companies can fall into similar catergories-Some companies may have many acts/artists where as others may have fewer. Therefore this leads to artists still competing for attention in attempt to stand out. Where as a company with a smaller number of people might struggle to cater for your needs as they have less influence for example struggling to find you a band to fit into etc which would be a major disadvantage for you.  

Advantages & Disadvantages of a Major Record label

•      Artists signed to major record labels roughly earn between 10-15% royalty on their music when starting off. However before an artist can earn profit their label must be clear of any debts relating to their music, failing to do so you can be dropped. 
•      Lack of control, must fulfil expectations, specific tracks to produce, numbers to sell. Any unreleased, unofficial music made beforehand the record number now have control over. 
•      You can produce and write your own songs but the record label claims copyright over it. Own the songs even if you get dropped and you have no power or control to claim. 
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•      You have to fit into the specific persona they want to create leading to writing/performing and fitting into a genre the record label want you to, or again you will be dropped. Pushed to produce or write what they think will sell and be successful regardless to happiness.
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•     Better distribution of products and recognition, (will get CDs etc put into shops) if someone is signed to Sony they are going to be respected and noticed more than someone signed to a small unknown independent company or a smaller less successful record label. This allows the artist, if liked to be noticed quicker 
•      More publicity because the record label is respected, trusted and thought of highly, links to release internationally, generally in countries such as UK, USA, Japan and across Europe. 
•     Lots of support from people in this profession such as your manager and tour managers, advertisement companies/ promotion and accountants. Not left to do all yourself.

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Task:

1.    Identify some of the independent labels in the UK and a brief history of each.

2.    What artists are signed to these labels

One of the most successful independent record labels are Rough Trade which is a British Indie record  label. It was successfully founded in 1978 by Geoff Travis in the back of his Notting Hill record shop. The shop offered diversity, at the same time capturing a specific niche audiences as between the 60s and 70s there were new forms of music developed. This shop was focused on trailblazing by being unique from other current shops, offering 'picture sleeves whose market was about to explode', raggae- Bob Marley Vinyls, punk fanzines and badges. A French punk rock band named Paris Maquis had the distinction of being the first Rough Trade release, followed eleven further singles.  Due to the location Reggae, punk and electronic music were presented and became popular with artists such as Cabaret Voltaire, Augustus, Electronic Eels. 

 By the end of 1979; having successfully promoted and sold records by punk, indie pop and post punk, a number of bands were now associated with Rough Trade and began to release records on the label, for example The Raincoats.   Travis began to manage and distribute bands. The labels importance was recognised when a television programme named South Bank Show which was devoted to it when its first album 'Stiff little fingers' 'Inflammable Material' was released later in the year and it became the first independent record in history to sell over 100,000 copies, charted at number 14. The turn in the decade revealed different music genres coming to light which meant an increasingly successful growth throughout their label, this lead to the distribution of many hundreds of independent record labels, a larger premises had to be founded, later moving in December 1980 to Blenheim Crescent. 
The move highlighted Rough Trades golden success, as they continued to release some of the finest music ever committed to vinyl with new acts such as 'The Fall'. However the signing of The Smiths in 1983 drew the label to be recognised as Indie. Due to the success and the attention the media had embraced in them, the record label had to learn how to promote a band like never before. Although having previous experience, this was done differently, and unusual but all four studio albums still reached the top two. However due to is growth the company had failed to define its principles and characteristics such as 'egalitarianism' and 'inclusivity' the ability to be equal. Rough Trade were tactical in highlighting this through taking advantage of political events releasing 'Strike' to help support miners families and donated records to the children of the miners.

In 1987, Keannette Lee joined Rough Trade and co-devloped it, in being successful in steering it towards bigger influencial 80s successes. However the growing popularity of guitar bands led to a lack in success, by 1991 the company were faced with administration, everything was sold off including the name itself. Rough Trade relaunched in 2000, a jointed partnership between Travis and Jeanette Lee, and smaller partners such s Sancutary Records, until 2002 when BGM bought out the business. However in July Sanctuary Records then sold Rough Trade to the Beggars group making Rough Trade continuously Independent.  

Mute is another independent record label established in the UK 'born' in 1978, originally  

publishing artists such as Nick Cave and The Bad Seeds, Wire, covering genres from post punk gothic rock to post industrial music, which is a collection of related music genres. Mute has a number of writers to help with the production of music. 
Tracks were originally recorded by Daneil Miller who distributed music through Rough Trade shops and was initially formed to release a single called 'T.V.O.D'. Miller began recording and playing live, going on tour and supporting a punk band known as 'Stiff Little Fingers', who had also released an album through rough trade. 
By 1980 Miller had recorded and released a cover song, later releasing the 'Silicon Teens' album. Miller began to approach and sign other artists, releasing singles and albums with artists such as Depeche Mode proven to be extremely successful by quickly emerging as a 'radio friendly pop group'. They were successful with their next three singles and even reached the UK top ten 'Just can't get enough', which became known internationally. This band had caused major record labels a loss as they proved them wrong, they were predicted to be a failure by major record labels and therefore denied a signing. 
Mute Record's continued to be a commercial success with bands such as Yazoo which set up their own studio and continued to produce successful singles. The success of the record label was noticed and in 1983 an Australian band named 'The Birthday Party' transferred from 4AD to mute records, and although the band broke up one artist continued to release singles, they were now beginning to be noticed as a international record label. They continued to sign, record and distribute many artists, constantly up to 2002. 
 In 2002 Mute Records was bought out by EMI for 23 million-pounds, however Daniel Miller remained in charge of the companies global activities, releasing eleven CDs by The Residents., and rereleased music from other artists.  Being signed to a major record label allowed them to work bigger, producing larger quantities globally, earning more money quickly and efficiently. By 2010 EMI agreed to support Miller in the establishment of a second record label, allowing the Mute brand to once again become an independent record label, with the new label planned to operate under the Mute trademark. However this will still be licensed and supported by EMI through sales services, distribution and licensing. Daniel Miller continued to control the majority, leaving EMI with a minority interest in the company, therefore EMI would help fund the new label licensing part of the Mute catalogue, offering extra support in areas from royalty to administration. However Mute artists do remain signed to EMI music in order to market them , but many bands will move over to Daniel Millers new independent record label set up. 

Task:

Consider the following questions:

1.    Is it right from a music point of view as well as an industry point of view that 4 companies dominate the music industry?

It is not right in the sense that there should be alternative varied, diverse music promoted in the industry. These are perhaps over shadowed by the huge successful major record labels. On the other hand these four companies can help independent record labels such as Mute, without mute they would not be as well established, successful or internationally known as they are now. This is a positive example of how a major record label can be used to benefit smaller companies as they offer stability which independent records may not be able to produce themselves, Mute will now be successful for a very long period of time, with the support, management and funding from EMI. Although proven to be successful beforehand, if something did go wrong Daniel Miller would not have any further support to rely on. They are also continuing to express similar interest in this genre of music which is positive, evoking varied genres.

2.    What affect do you think this has on the industry?

3.    Are Independent labels as successful as major labels, how do you judge this?

4.    Is there anything that independent labels offer the industry that the majors do not?

**Chosen music video

I've been everywhere, man
Looking for someone
Someone who can please me
Love me all night long
I've been everywhere, man
Looking for you babe
Looking for you babe
Searching for you babe
Where have you been
Cause I never see you out
Are you hiding from me, yeah?
Somewhere in the crowd
Where have you been,
All my life, all my life
Where have you been, all my life
Where have you been, all my life
Where have you been, all my life
Where have you been, all my life
I've been everywhere, man
Looking for someone
Someone who can please me
Love me all night long
I've been everywhere, man
Looking for you babe
Looking for you babe
Searching for you babe
Where have you been
Cause I never see you out
Are you hiding from me, yeah?
Somewhere in the crowd
Where have you been,
All my life, all my life
Where have you been, all my life
Where have you been, all my life
Where have you been, all my life
Where have you been, all my life
Where have you been, all my life
You can have me all you want
Any way, any day
To show me where you are tonight
I've been everywhere, man
Looking for someone
Someone who can please me
Love me all night long
I've been everywhere, man
Looking for you babe
Looking for you babe
Searching for you babe

For this music video we will be considered specific micro-elements such as our iconography. We will be considering this in order to portray successful conventions in the pop genre. We are currently planning our outfits, juxtaposing the stereotypical glamorous female with army clothes, face paint and mud as we search for someone, relating to the title 'Where have you been'. As you can see this has been inspired from Rihannas where have you been music video as she has selected a dessert climate, following a tribal theme as she dances. We are hoping to use a forest scene or maze in order to reveal the searching aspect. Our music video will also have ambiguous interpretations as two personas will be created, the army persona portraying animalistic qualities as if hunting.

The music video focuses on the aspect of voyeurism and searching,  this is portrayed through close ups and extreme close ups of eyes and Rihannas face to the notion of being watched. Voyeurism is used in order to sexualise Rihanna, exploiting her body as she walks out of the water.  This is specific to conventions used in pop/dance music videos and especially Rihannas, however looking is continuously portrayed throughout this video in order to connect with the lyrics. The lyrics do have a sexual meaning which is exploited through the change of scene- 'someone who can please me, love me all night long', suggesting a switch in mood portraying lust with a close up of her lips, slower dance moves which exploit more of a sensual dance,  element of control.
The music video opens with a close up of ripples of water, suggesting tranquility however due to the low key lighting and navy water further connotes the mystery and searching for the unknown. Rihanna emerges from the water, travelling slowly with a close up of her eyes to suggest 'searching'. The theme of this scene appears animalistic, as if Rihanna is a crocodile hunting in the water, searching for her pray, therefore she moves cautiously as if in stealth mode. As she moves and rises from the water it reveals unclear close ups which could be of scales or reptile type skin, perhaps she is is evolving, this again reflects the animalistic theme in this scene. She does stand up which shows her outfit appearing jungle like and reflecting that of a crocodile theme, instantly distorting the viewers perception.
 Rihanna appears to switch between two themes conveying two different personas from water to show searching to a tribal theme which purely focuses on dance, the focus on her is emphasised through split screens during parts of the chorus to connect the audience to her emotions. Initially the close up of her face from the water merges into her tribal themed face suggesting the possible surrounding. The dance genre is expressed through this due to the performance based dancing but also due to the edits used; the slight zooming and vibrating effect of the scene as if shaking exaggerates the beat leading up to the intensity of the drop.
We must make sure to consider the editing process, in order to portray a dance element as we are not dancing but we can add focus on the beat itself through parallel cut scenes with the beat or the splitting of screens, this will be challenging as we are producing a narrative based genre.
















analyse lyrics of chosen song and consider micro elements for our music video that we could use

Research into Chosen Artist

We selected Rihanna as our chosen artist as she is a pop, RnB artist , which reflects a similar interest in her music, she appeals to people our age therefore we would be able to develop a further understanding of how to appeal to people our own age when producing a music video. Rihanna is a controversial artist and therefore evokes interest with in the music industry, to a certain extend she can be seen as a role model as she represents a dominant successful independent feminist artist, this appears relevant us our group is made up if four females.

Originally Rihannas name was Robyn Rihanna Fenty, she was born on the 25th February 1988, and was born and raised in Barbados. Rihanna had a troubled childhood and was affected by her fathers drug addiciton and parents turbulent marrage.
Rihannas career began when she met record producers Carl Struken and Even Rogers through mutal friends. Rogers soon expressed an interest in Rihannas talent, asking her to perform for him singing classics such as 'Hero' and 'Emotions' which impressed the producers, soon signing her to Syndicated Rhythm Productions, who assigned her a lawyer and manager. They flew her to New York where she recorded demo taps which were then distributed to various record labels around the world in 2004 in order to promote herself.  By 2005, February the president of CEO of Def Jam Recordings Jay-Z requested to meet Rihanna to audition and meet the industry executive  L.A Reid, singing various songs such as Whitney Houston's version of 'For the Love of You'. She was signed a six album record deal with Def Jam records, that same day and later moved from Barbadoes to New York to live with Rogers and his wife.

In 2009 Rihannas career she was a victim of domestic violence as images were leaked of her attack from former boyfriend Chris Brown, he had a restraining order against Rihanna but this was brought down to 'level one' allownig them to attend award ceremonies together. Rihanna returned to her music after the assault, collaborating with artistss such as Jay-Z. Some would argue that Rihannas assault sparks controversy, in order to gain publicity.


SALES
Rihanna has currently sold more than 25 million albums and over 60 million digital sales worldwide
  Her life experiences and upbringing have been greatly influenced through her music, as ironically drug use is evoked through her music videos and expressed positively, in order to have a good time and go wild. 'We found love' is an example of this s it promotes wreckless behaviour and was therefore censored, her most recent single 'Diamonds' has not yet released a music video, but has been released as a single, the cover again has a relation to drug use promoting rebellious behaviour.

Influences

Rihanna has said to name Madonna as her idol and biggest influence throughout her music, as Rihanna states Madonna as a 'great inspiration for me', especially on my earlier work'. Rihanna has explained how she was successful in reinventing her clothing style and music with success every time, remaining a real force in entertainment across the whole world. This is something Rihanna is working towards and has proven to be successful in throughout her current career, as he image and genre of music has evolved completely, she is also still proven to be successful, at the same time perhaps capturing a broad demographic as well as keeping her original fans.
Through Rihannas childhood Maria Carey also had a great influence as she covered 'Hero' in a school talent show, she was one of the first artists Rihanna felt that Rihanna felt she could relate to.  However Rihanna is compared to Beyonce, due to various RnB based genre music and talent through dancing. Beyonce has been said to have inspired Rihannas career after watching Beyonce perform as part of Destiny's Child.

Rihannas music is strongly influenced by Caribbean music which include Reggae and dance, which has originated from her background as she listened to reggae music growing up, but began to explore diverse genres when she moved to the United States, as she was exposed to many different types of music, this is reflected through her musical achievements so far, exploring genres such as:

•    R&B
•  POP
•     DANCE
• REGGAE/HIPHOP- Songs such as 'Rude Boy' the music video are said to have been inspired by her Jamaican roots.

Bob Marley is said to be another idol to Rihanna due to his decent, and is one of Rhianna's 'favourite artists of all time'. Singer, song writer and musician Bob Marley generally has a huge influence on Caribbean artists and people living there as he is considered the most widely known and revered performer of Reggae music. He also represents the traditional lifestyle of the Caribbean culture. Strongly influenced by the issues which surround him on his homeland, highlighting  realistic political and cultural issues to relate. Rihanna is said to have built a shrine in her home dedicated to Marley which would show her appreciation, respect and admiration towards the artist. She has also covered his 'Is This Love' song.
On the other hand due to looking at these idols for inspiration, Rihanna has identified herself and is now seen as a style icon to other artists such as Rita Ora.


Image 

 After Rihannas second studio album release back in 2006, Rihanna was beginning to be criticised by the musical works and media for appearing too similar to Beyonce through her style, sound and music material produced during this time.

 With rumoured media claiming that Jay-Z had even fashioned her in order to be successful in replicating Beyonce's image. Due to the attention drawn to this situation Rihanna expressed her views openly about the situation to Look magazine during an interview 'Beyonce isa great artist and I feel honoured to be mentioned in the same sentence, but we're different performers with different styles', clearly the public had not received or understood this varied image yet. Coincidently however her third studio album 'Good Girl Gone Bad which was released in 2007 which appeared to have reinvented her image physically making a statement by chopping her hair hair into a short bob. This new image allowed her to tactically steer away from remaining as simply a teen pop sensation, which evoked innocence. The title 'Good girl gone bad' reveals to everyone that there is a change in character which was emphasised through her dancing and styling, an example of this was through 'Umbrella'. This allowed Rihanna to develop a diverse persona as she had already been identified as similar to Beyonce, but could now use this as a compliment by expressing herself as a rebellious, sexualised character which would allow her to be separated and identified as an individual, with different features. 
Rihanna is now known for reinventing her image for every new album which is conveyed through different hairstyles, introducing and preparing the audience for a new or surprising album. An example of this would be for Rihannas most recent album release due on the 19th November 2012. 

Copyright

In order to use an artists music to produce a music video we had to apply for copyright, this is important in understanding that the artists expressions of their ideas belong to themselves and cannot be copied, especially if published in order for money to be earned. This gave us a very basic insight into how to apply for copyright, but was important in understanding the reasons to why the copyright law is put in place.
There were disadvantages when emailing to ask for permission as mistakes were easily made, the majority of people we emailed failed to reply.
We applied for copyright by sending emails to record labels, companies and directors or managers to the artists. We found details by researching online, for example I sent an email to 'Sam and the Womp' asking permission to use their music in order to create a music video. However I did not suggest that it would be used in front of a small audience and would not be published therefore they wanted a cost of  two million, in order to produce this. This taught me that I must highlight the importance of revealing that it will not be published.  Instead of resending an email though, we became set on focusing on Rihannas song 'Where have you been' which lead us to send a letter asking for approval, also suggesting that it would not be published.
 In order to get permission for an artists music video our group had to start of by researching the artists record company, once this had been identified we had to then look for contact details such as email telephone number. I email a few artists record companies beforehand but they were less likely to respond or acknowledge the email. The most direct way was to call them as this increased our chances of getting a direct reply and saved time, instead of searching for an email which was difficult to find and probably unreliable at times.  Jenna decided to contact the Sony music department to gain permission for Misha B's song 'Home run', she was put through to the copyright department and was given an email address of Elizabeth Peers and telephone number:  +44 207 361 8000,  She was able to explain what our project was and they were able to successfully provide us with the evidence needed. Our group then continued and followed the same regulations for Warner Brothers, where we were put through to Olly Sheppard who helped us in identifying the correct email addresses and phone numbers of people we needed to contact in this industry.

 However as the project progressed and we began to explore the music video and lyrics we decided that we would struggle to invent original ideas as Misha B in particular is mainly concept based and performance, the lyrics its self were difficult to fit with the visuals. The music video would have focused on majority dancing scenes which would not be original as we wanted to produce a narrative.

As a group our attention was drawn to Rihanna as we all enjoy her music and are fans of her so decided to attempt to get permission for one of her music videos. We began by contacting UMPG but this was unsuccessful as they only have 20% of the ownership, this meant we had to then contact Roc Nation, partnered with Jay-Z, another entertainment company which includes artists, songwriters, producers and management.  We had to contact Roc Nation because three of the song writers are owned under Roc Nation, therefore we would need their permission, as Rihanna is a big artist and has produced a lot of songs she has clearly worked with lots of different writers. However as this was only a minority we were then advised to contact EMI.

Paradise Previous Music Video Analysis

    (if appropriate probably needs pictures)                  

 Music video Analysis Essay-Paradise

The music video I will be analysing is ‘Paradise’ by Coldplay, which is a narrative, based music video consisting of huge elephant suits, which initially hides the identity of the band members themselves. The music video begins with an establishing shot of a landscape with a silhouette tree and heavy cloud, which changes as the words across screen present us to the opening of the video. The sky is coral and amber as the sun sets. A bird flies away to represent freedom and the picture conveys the idea of paradise, peaceful and relaxant to introduce us into the video. It then begins and presents us with a mid shot with a dressed elephant trapped and isolated as it remains behind bars. The overgrown crops suggest neglect and loneliness as he rattles the cage in frustration and desperation. The over the shoulder shot blends into a point of view (eye line match) which reveals the elephants thoughts and as he crosses off the tally with chalk drawn pictures of elephants which portrays the count down of days until he will be re united with his family/band and free. The uneven, slightly trembling camera positioning personalises the seen, further connoting the elephant’s melancholy mood and hurry to escape as close ups of tracking shots show the elephant cracking the lock open with a rock. The scene uses a lack of cuts to perhaps keep the focus and to continue to reveal entrapment.

As the elephant unlocks the door he instantly runs and the first clip is past the monkey which is juxtaposed against the elephant as this animal is still trapped yet follows the elephant through the glass as he runs free. Once the elephant has made an escape the pace of the editing begins to speed up with various tracks and pans to follow the elephant as he escapes and due to him running. Various iconic items are shown throughout these clips such as the glowing red telephone box in the background, the Boris bike in for foreground, the traditional police uniform which all represent London as Coldplay are an English band. Ambient colours are used to bring central focus and attention and although the images look extremely colourful and warm, the situation isn’t. This is to also emphasise 

And suggest that the elephant is trapped in a busy city surrounding, which is unusual and not home, or paradise. 

The elephants are used in a metaphorical way, representing a girl who fails to reach her dreams or can only reach them in an unrealistic world such as dreaming. Elephants are significant and relevant as they need company/companionship to survive, similar to humans. Also playing on the idea that elephants ‘never forget’, therefore this elephant feels pain as he remembers memories similar to humans. 

Colourful background adds to lack of focus on the elephant and it's point as no one really cares about what you are attempting to achieve in life, it is down to you to follow your own dreams, as if the elephant is lacking importance, swallowed up in this colourful busy, world.

While in the underground a face on mid-shot is used to add focus on the elephant as he holds the lyrics ‘ when she was just a girl’ however the elephant is placed in the mid-ground, as if lacking importance. The humans passing by are the obstacles and the faces of reality as the girl dreams, the elephant is used to narrate and tell this story. This continues twice throughout the video with short cuts holding up paradise on cardboard as if hitching a lift or busking. The words perhaps exaggerate what actions can’t, echoing thoughts in his mind, his desperation and on going dream of forever reaching this place. As the elephant does not speak the words replace this. The mood changes when building up to the chorus as the body language from the suited elephant appears increasingly upbeat as he gets closer to his dream, for example dancing down the escalators. The scene then reveals the elephant waiting for the train as it smears as the train realistically passes and changes into a longshot of the elephant standing in the train, we are looking as if we are a passenger ourselves through the emergency window of the door everyone is equal. The elephant remains to keep our focus as ordinary people surround him; he is considered the same with no significance representing ordinary society. Various shots are used to add to the length of the train journey as the elephant waits. Close ups are used as if showing the elephants emotions, glancing and then switching to show a Heathrow Airport sign, low angle as if he is looking down on it, showing the audience where he is actually going and that he is hopeful. 

The chorus ‘paradise’ is being repeated as it shows a close up of the elephant, engaging us to what he is looking at to a long-shot of the airplane, this is the elephants opportunity to paradise as he makes a run for it. The airplane in the sunset sky further expresses this with the establishing shot from the airplane of an island which you’d associate with paradise, blue sees, sunshine and luxury. The video still manages to add humour through the close up of the elephant trunk eating off the floor and him hiding in a suitcase with his trunk locked in it but seems to create sympathy and exaggerate loneliness. The energy of the elephant once left the airport changes majorly repeating holding up the lyrics with the elephant standing in the  mid-ground foreground and background to present them as he moon walks and dances as he is almost home and comfortable, embracing this moment. He is even noticed and given money for busking almost as if accepted here. 

 However the video continues to create sympathy as the shot reverse shot of the elephant looking into the window as if intrigued to the view of a bike he wants. There is a long shot as he walks in which makes him appear friendly and upbeat as the sunshine pours in while the shopkeeper is in darkness with a silhouette outline. The over the shoulder sequence shots and actions such as pointing show interaction and conversation in actions. However the close up of the money given reveals that this is not enough as items underneath are much more. 

The journey which continues on the unicycle as this is all he can afford is typical to an item of a circus. The long shot of a deserted highway looks like as if it represents the desperation of the American dream but reflects the abandoned state of mind as he tries to hitch lifts again, ignored. The removal of the elephant mask is the first and only time Chris Martins’ identity is revealed either because he is hot or as if observing the view, emitting pride. The scenery makes it clear they are situated in Africa with the giraffes in view and the sky is now associated and revealed with what has been shown throughout. Once spotting the band the sun is setting which has been associated with paradise and the band/family are reunited, claiming their land and dancing, the music is shown to bring them together expressing emotion. Each elephant has a slightly different image to characterise them as if humans, standing out from each other. This then switches to live footage of the band performing at their concert (typical of band music videos) is this the reality they dreamed of? Returning to them running towards the camera representing happiness and finally, well deserved freedom.

**Research into Chosen Music genre

We have selected Rihanna who produces pop and Rnb genre music which is mainstream and therefore attracts a vast audience, making it easier for us to appeal to a large audience. Rihanna is an international, successful current artist and represents independence as a strong feminist figure. She is often discussed and highlighted through the media, attracting publicity through her controversial music videos, and although people may disagree with her provocative state, it expresses her confidence and self belief to do what she wants without having to be concerned about anyone else, her strong following helps support this. However in order to be successful in capturing the interest of these audience we have to conform to similar conventions of Rihanna, many of her videos are narrative based with elements of performance...


We all admire and listen to Rihannas music,  this was a relevant artist to select as we will be enthusiastic to produce a music video as we know her music well and have an idea of how to connect lyrics to visuals. We are selecting an artist what attracts majority our own age group; teenagers, therefore we can develop a better understanding of what will fulfil their needs and interests.


An artist which consists of many similarities to Rihanna would be a recently new successful pop artist; Rita Ora. Her image is almost identical to Rihanna as she is styled in similar or the same accessories, two examples below show this from her beanie hat to the crop 'peace' top.

She may have similar features to Rihanna but could have been styled as an individual music artist icon, however due to the UK not having a major influential pop/RnB female in the industry Rita Ora can fit into this persona well. She also portrays similar characteristics as she is strong willed by the ways in which she does have attitude which is also emphasised by her image which appear to make a statement. Not only this is also conveys the typical pop conventions in attempt to express the superior star image through excessive jewellery,such as gold watches and necklaces. The hats, snapbacks, sunglasses and at times high top  worn  As Rihanna is extremely popular throughout the UK people with an interest to her would probably want to support Rita Ora too due to her relating to Rihanna and being an artist with an Americanised image but being British.

Another artist which has similarities to Rihanna is Beyonce as she is also considered as one of the most influential artists. They are often compared due to being extremely successful with large fan bases and Rihanna expresses that 'they are different performers with different styles'. The majority of Beyonce's music videos are performance based as she is an incredible dancer, some have elements of narrative 'If I were boy' for example. Although Rihanna's music videos are the opposite, involving narrative, people may look at them similarly due to them both being talented singers and dancers.

Before going into depth on my chosen music genre I have simply looked at artists in the pop genre such as Rihanna and Rita Ora and formed a comparison between them, looking at similarities and differences when analysing a music video of theirs, this will later allow me to incorporate significant and evident stereotypes throughout the pop genre. I have analysed Rihanna’s ‘Cheers’ (Drink to that) video with Rita Ora’s ‘Roc the life’ music video. Both videos use a handheld professional camera in order to entice the audience into their luxurious, unordinary lifestyle from a point of view in which we are literally by their side. It is as if we are experiencing this famous lifestyle and profession of a singer with them, further connecting the audience to themselves as artists, making them feel like they personally know them and can understand their luxurious life. Developing and revealing a ‘backstage life’.

Both music videos include emphasised diegetic sound of echoed chanting of voices from the fans as they wait for their idols backstage, instantly offering us an insight into a gig or concert beforehand from their perspective as they psyc themselves up, instantly expressing loyalty from the fans and this idea of inspiration and admiration combined with a feeling of excitement. Rihanna combines and incorporates scenes through parallel jump cuts of singing and performance to her luxurious lifestyle, evoking her Barbadian roots through  long-shot scenes of the beach and various scenes with water and swimming pools. This is then combined with her ‘cheers, drink to that’ chorus as characters are revealed raising their glasses in a cheers manner/gesture as they consume alcohol. As a result this relates to Goodwins theory, typically further portraying the theme of celebrations, further emphasising that ‘life’s too short to be sitting down miserable’ ‘people gonn talk whether youre doing bad or good’ Rihanna has clearly adopted the attitude of being care free with elements of nihilism in order to achieve a happy future with close friends and family alongside pleasing her audience, developing the attitude that you cannot please everyone. Examples of nihilism are the pushing into a swimming pool on a skateboard with evidence that this has probably been inflicted due to alcohol consumption. On the other hand ‘Roc the life’ doesn’t achieve this as successfully as the scenes appear to simply express and portray Rita Ora’s attitude through close ups of her facial expressions or scenes of her dancing in order to convey her confidence and carefree attitude but does not represent a parallel split life between fame and spare time. As a result of these scenes drawn together it shows us as their ‘finished product’, the preparations for make-up, allowing both Rihanna and Rita to be who they are and how we see them, glamorous, or untouchable. Rihanna has the status and wealth to fly in her own private jet which is revealed, where as Rita Ora beforehand may have been working towards this. It serves a purpose of symbolising success and the ability to do what you want and freely travel the world and explore once you have worked your way up.  

This is further enhanced by a close up shot of Rihanna starring into a camera as if taking a picture of us and an over the shoulder shot of Rita Ora being filmed. While Rihanna’s lack of seriousness introduces us to a sense of humour and personality as she messes around it reflects her constant life of being watched, while Rita Ora’s shot places us in a position as if we are behind the scenes offering us a further insight into the chaotic, demanding lifestyle of an artist and how they are continuously in the lime light, ‘wanted’ and idolized continuously by fans. Shots also express how they are respectful to fans as they interact and show affection through hugging them in order to show appreciation, in attempt to show they are good role models and are not too far removed from reality..

Both of these music videos challenge the typical conventions of a pop video, however it evidently represents their characters and iconography for a start. These music videos stand as an example for depicting a star image, which relates clearly to Dyer’s theory and corresponds with Adorno. For instance both characters are fashionably styled, uniquely to show diversity, vivid colours are used to  draw attention causing the individuals to stand out, while their figures are emphasised through tight clothing or cropped tops etc. Alongside this accessories play an important role in firstly highlighting wealth and personalising themselves to their own significant identity. Both characters wear evident necklaces, rings and jewellary Rihanna contrasts glamour with attitude where as Rita Ora simply connotes attitude through the use of gold, gold clothing is also often used to represent value, foreshadowing successful, ambitious future.  Through styling differently but fashionably at the same time, fans look at this as a role model, wanting to adopt this specific image in order to lead or wish to lead this successful, wealthy lifestyle. Initially creating the thought of ‘I want that, I want to be like Rihanna’ etc. A common convention to the pop genre are sunglasses both artists wear these in their music videos which i have looked at. It has a symbolic meaning representing a successful bright future, as if ‘seeing stars’, on the other hand it allows artists personas on the outside/physical outlook to be perceived and admired while their emotions and who they are inside are untouched, as they represent being a pop star. 

Generally pop genres are also narrative based in order to identify further emotions and express feelings, a feeling of attachment to the audience as they relate to common themes such as 'heartbreak' or 'rejection', conforming to Adorno's theory as the audience buy into this persona and as a result feel closer to these characters and reassured as they are easily relatable and have experienced similar problems/ life like events.

(camera examples)

 (Being Idolized, looking up to physically and mentally)

Evidence of meeting fans 'role model'