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.
(Being Idolized, looking up to physically and mentally)
The analysis above demonstrates a sound analysis of your chosen music genre and how music artists are representated, in relation to their image and attitutes in their music videos.
ReplyDeleteYou have analysed their image well and you have also focused on their representation, which is evident in the examples that you have made on their clothing and mise-en-scene.
Now you need to consider your planning and how this post will assist you with planning the image of your own artist.