C2 Music
Tuesday 4th March 2025
Music Videos and online media
Do Now:
1) There are two written media exams.
2) The two exams are worth 70% of the overall mark.
3) Component 2 is worth 30%.
4) The main purpose of all media is to make money.
5) You might see a music video on YouTube or as an advert.
Topic Contents:
- Stormzy - Superheroes (contemporary)
- Taylor Swift - The Msn (contemporary)
- TLC - Waterfalls (historical)
The websites and social media for two of the corresponding artists: Taylor Swift, Stormzy.
We will cover: media language, representations, industries, audiences and contexts.
1) Why do artists/record labels create music videos?
- To promote the song.
- To interest/reach a wider audience.
- To create a story and to help get the point of the song across.
- To make money through the promotion of the song, as music videos sell the song.
- To help make the song/artist memorable.
- To promote an artist's other skills - dancing or acting maybe.
- To sell a song.
- To promote a new artist.
- To show off an artist's image.
- To provide a visual representation of the song and its narrative.
- To entertain the audience.
- To allow the audience to connect with the singer/feel like they're watching them live.
2) Why do audiences watch music videos?
For entertainment - music videos typically have lots of talented singing and dancing.
To learn the song/dance that goes with it - songs tend to go viral on social media and then a dance usually becomes popular along with it.
Promotional tools:
- Record labels use music videos for a number of purposes:
- To convey the meaning of the song.
- To promote the artist's image, identity, talent or status for an audience.
- To showcase or promote the artist's musical prowess for a specific audience.
- The media language can convey the meaning of the song through the tone of the video, which will be primarily determined by the use of mise-en-scene, supported by the camerawork and editing.
Types of music videos:
When watching music videos, we can split the footage into three categories:
- Performance - where we see the artist singing and/or playing the song, often with dancing, usually with direct address to camera to personally position the viewer.
- Narrative - where we see the storyline of the video. Narrative music videos might narrate the song or create a parallel narrative that comments on the meaning of the song.
- Conceptual - sometimes there are simply images, or lights, or special effects that are more about 'mood' or 'feeling' than a story.
TLC - Waterfalls
- Narrative and performance.
- R&B and hip-hop.
- Lip syncing, performing to the camera, video tells a story, choreographed dancing, filmed and edited like a movie.
- The video cuts between TLC performing in a large body of water and several narrative elements which are used to tell the story of the song. For example, a little boy gets shot and his mother finds his body and cries next to it.
- The lyrics link to the video through the the verses, and how what is happening on screen matches each individual verse. For example, the first verse is about a mother and son, and the son ends up getting killed. These are also sometimes interspersed with clips of the band, and on the chorus the clips always switch back to the band performing in a large body of water or in an actual waterfall, again matching the lyrics.
Lyrics:
A lonely mother gazin' out of the windowStaring at her son that she just can't touchIf at any time he's in a jam, she'll be by his sideBut he doesn't realize he hurts her so muchBut all the praying just ain't helping at all'Cause he can't seem to keep his self out of troubleSo he goes out and he makes his money the best way he knows howAnother body layin' cold in the gutter, listen to me
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at allBut I think you're moving too fast
Little precious has a natural obsessionFor temptation but he just can't seeShe gives him loving that his body can't handleBut all he can say is, "baby, it's good to me"One day he goes and take a glimpse in the mirrorBut he doesn't recognize his own faceHis health is fading and he doesn't know whyThree letters took him to his final resting place, y'all don't hear me
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at allBut I think you're moving too fast
Ah, c'monI seen a rainbow yesterdayBut too many storms have come and joinedLeavin' a trace of not one God-given rayIs it because my life is ten shades of grayI pray, all ten fade away, seldom praise Him for the sunny daysAnd like His promise is true, only my faith can undoThe many chances I blew to bring my life to anewClear and blue and unconditionalSkies have dried the tears from my eyes, no more lonely criesMy only bleedin' hope is for the folk who can't copeWith such an endurin' pain that it keeps them in the pourin' rainWho's to blame for tootin' 'caine into your own veinWhat a shame, you shoot and aim for someone else's brainYou claim the insane and ain't this day and time for fallin'Prey to crime I say the system got you victim to your own mindDreams are hopeless aspirations in hopes of coming trueBelieve in yourself, the rest is up to me and you
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at allBut I think you're moving too fast
Oh, you're moving too fast
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at all
But I think you're moving too fast
Stormzy - Superheroes:
- Narrative.
- Rap.
- Video tells a story, is edited like a movie.
- The video follows an animated character (representing Stormzy) empowering young black people to do anything they want, and to be proud of their race. At the end, he gifts his 'spark' to the young boy who we follow throughout the whole music video.
- The lyrics link to the music video because it is a narrative music video and therefore the lyrics match the story being told on screen. Each interaction the animated stormzy has with a young person in the video matches the lyrics being rapped in the song.
Lyrics:
Don't die on meI said
Young black king, don't die on meYou're my brother, you're my keeperI need you to keep an eye on meAnd no more fighting on the streetsWalking 'round with all this pride on meShit, shit's tough for us alreadyKnow that you can still rely on mePlease, just stay alive for me
And my young black queens, don't quit now (yeah)You're the only ones that got usI could never let my sis downYou been too strong, for too longYet, still you never sit down, wowThat's the power of your lovingAnd it's worthy of a king's crownAnd still you never let your kings down
Even though most times, we don't deserve itThe picture isn't pretty, but it's perfectTedious pressures, so then I curve itSerena or Venus, the way I serve itI'm Mallory Blackman, the way I sell booksI jump on the stage, and then the world looksAll that banging' on my door, had my girl shookNow sorry officer, I only sell hooksLeave me aloneEvery little L I took, I hold it close to homeLive and you learn, they'll always hate me for my toneFor the shade of my skinAnd not the courage of my bonesNow, I'm misunderstoodNow, I'm feeling like Nina SimoneThe way I toured the worldWould have thought that I was SimsSee her on stage, I know that women can be kingsI know that's fucked, they're overlooking what you bringI know shit's all good, but it's just the little things
Black queen you're immaculateIt's coming at the worldThey ain't ready for your magic yetAnd that was never your faultMan, I guess they couldn't hack it yetWorld domination, and you ain't evenTaken off your jacket yetSo effortlessly fabulous
And my young black kings I hope it pays offGo and show 'em what you're made ofTrying to scare us with some thingsThat we are no longer afraid ofMen are superheroes, let me see you take offI pray you never take your cape off
Even though most times, we don't fly straightIf I trust you bro, I promise we gon' die greatOur burdens are heavy, but we ain't light weightsOur parents were legends, they had to migrateSo that's a reason not to sit around and chat shitI'm from the place where Michael Dapaah made a smash hitWhere you can be a rapper, if rap you sickThey're screaming, "What a flippin' time to be a black Brit!"We so alive, whole world gone out their mindsBut no we ride, tried to push us all to the sideWe know our rightsNow we get the whole of the pie, then go insideWhen you see that merky flag in the skyJust know it's IThe way I topped the chartsWould've thought that I was DaveI am young, black, beautiful and braveKnow that it's fucked, they're overlooking what we gaveI know shits all good, so we pray for better days
Pray they better than before (better than before)Young black king, you are everything and more (you are everything and more)I know one song's not enough to settle scores (not enough to settle scores)But from the bottom of my heartMan, I hope you're getting yours (getting yours)Man, I hope you're getting yours (getting yours)
Young black queen, get your shine onAll I see is innovators, and a bag of iconsYou can go and ask the whole worldWhere they got they style from?That's you, that's us, God's timeAnd he never gets the time wrongI guess we just some ticking time bombsWe soon blow (boom)
I can make world come trueAll my dreams will see me throughAnd if that won't get me downMy dreams will turn things all aroundWith a smile upon my faceI can see a better placeDoesn't matter what may come my wayBelieve me now, I will win some day
Taylor Swift - The Man:
- Narrative.
- Pop.
- Video tells a story, story matches lyrics, artist might appear as a performer and often directly addresses the audience.
- The video follows Taylor Swift (dressed like a man to the point where you can't tell it's her) in different situations carrying out different actions that would be deemed socially acceptable for a man (or at least no one would say anything) but wouldn't for a woman. For example, when she man spreads on the train, and no one says anything despite being uncomfortable; a woman couldn't/wouldn't do this.
- The lyrics link to the music video as the different scenarios we see Taylor Swift in as a man are described in the lyrics.
- Lyrics:
I would be complexI would be coolThey'd say I played the field before I found someone to commit toAnd that would be okayFor me to doEvery conquest I had made would make me more of a boss to you
I'd be a fearless leaderI'd be an alpha typeWhen everyone believes yaWhat's that like?
I'm so sick of running as fast as I canWondering if I'd get there quicker if I was a manAnd I'm so sick of them coming at me again'Cause if I was a manThen I'd be the manI'd be the manI'd be the man
They'd say I hustledPut in the workThey wouldn't shake their heads and question how much of this I deserveWhat I was wearingIf I was rudeCould all be separated from my good ideas and power moves?
And they would toast to me, ohLet the players playI'd be just like LeoIn Saint-Tropez
I'm so sick of running as fast as I canWondering if I'd get there quicker if I was a manAnd I'm so sick of them coming at me again'Cause if I was a manThen I'd be the manI'd be the manI'd be the man
What's it like to brag aboutRaking in dollarsAnd getting bitches and modelsAnd it's all good if you're badAnd it's okay if you're madIf I was out flashing my dollarsI'd be a bitch, not a ballerThey paint me out to be badSo it's okay that I'm mad
I'm so sick of running as fast as I canWondering if I'd get there quicker if I was a man (you know that)And I'm so sick of them coming at me again (coming at me again)'Cause if I was a man (if I was a man)Then I'd be the man (then I'd be the man)
I'm so sick of running as fast as I can (as fast as I can)Wondering if I'd get there quicker if I was a man (hey)And I'm so sick of them coming at me again (coming at me again)'Cause if I was a man (if I was a man)Then I'd be the man
I'd be the manI'd be the man (oh)I'd be the man (yeah)I'd be the man (I'd be the man)
If I was a manThen I'd be the man
Friday 7th March 2025
The Music Industry
LO: To explore the music industry and the role of the music video within it.
Do Now:
1) The purpose of all media is to make money.
2) The main purpose of a music video is to promote the song (or the artist).
3) Two other purposes of music videos are to promote a new artist or to help make the song or artist memorable. Showcase artist's other talents, convey the meaning of the song etc.
4) The two most common types of music videos are narrative and performance.
5) Three codes and conventions you might see in a music video: choreographed dancing, lip syncing and performing to the camera.
Overview:
- In the UK, the music industry contributes billions to the economy; it is a massive global media industry.
- The UK exports a lot of music around the world.
- Due to the changing way we consume music, the industry has faced many challenges recently.
- Most people download music or stream it rather than buying physical copies now.
- Streaming now accounts for 80% of music consumption n the UK.
- The technological developments that once threatened the music industry have allowed it to generate revenue in different ways and to extend their reach to different and new audiences.
- As most of our music consumption is digital, CD sales are in decline. However, vinyl records and cassettes are becoming popular again.
- Fans might like to buy vinyl records because:
- Owning a physical copy.
- Nostalgia.
- New trend.
- Collectable.
- Enjoy artwork/sleeve/feel/quality.
Streaming sites linked on the TS and Stormzy (S) websites:
TS:
- Spotify
- Apple music
- Amazon music
- YouTube music
- Deezer
- Tidal
S:
- Apple music
- Deezer
- Napster
- Pandora
- Spotify
- Tidal
What physical formats of their music do they offer on the website?
TS: Offers vinyls and CDs of most of her music.
S: offers cassettes, vinyls and CDs.
Ownership:
- Record labels are companies that make contracts with artists and release their music. Record labels usually fund the costs of producing, distributing, and circulating music to audiences.
- They will have separate production teams (record, mix and produce music) and distribution teams (marketing, press and promotion).
- A single release from an album is normally accompanied by a music video which becomes a major part of the marketing campaign.
The Big Three:
- There are currently three major record labels in the industry: Warner Music Group, Universal Music Group and Sony Music.
- These three are part of major conglomerates and are horizontally integrated.
- The all have subsidiary record labels, most of which were previously independent and associated with specific genres. E.g. Island Records.
- These major labels are able to invest large amounts of money in artists that are, or are likely to be commercially successful. Videos for major artists often have a budget of over a million dollars.
- They are able to reach large audiences through high-profile marketing campaigns. They can also benefit easily from synergy with other companies in the conglomerate.
Tuesday 18th March 2025
Do Now:
1) One reason fans might buy vinyl records is for collective purposes.
2) The big three record labels are Warner Music Group, Universal Music Group and Sony Music.
3) Music streaming services has effected the way we consume music the most in the last 20 years. Development of digital technology.
4) Synergy (in terms of media industries) is when there are collaborations between two different platforms/brands. This collaboration benefits both people/platforms involved. Help sell each other.
5) A subsidiary record label is a smaller, usually previously independent and associated with specific genres, record label owned by one of the big, well known record labels. A smaller record label owned by a larger conglomerate usually linked to one genre.
Independents:
- There are also many independent labels not linked to the majors. They are often associated with more alternative acts. For example, indie was traditionally non-mainstream.
- Most of these have to go to the major labels to get distribution deals however, so the majors will still get a cut.
- Some artists, however, don't sign to a label at all. They use the internet to promote and distribute their work.Very few can do this due to the financial aspect.
TS - signed to Universal Music Group.
S - was previously signed with Universal, but has since left and signed with Def Jam, which is owned by Warner Music Group.
Regulation:
- The industry isn't regulated by one single organisation. There are regulatory guidelines in place for music products in Britain.
- The BPI runs the Parental Advisory Scheme, which is voluntary, and uses the logo to notify audiences about any content in music that might be offensive or unsuitable for children.
- However, it is the record label's responsibility to assess the product and apply the logo where appropriate - both on a physical product and online.
The criteria includes:
- Strong language.
- Depictions of violence.
- Sexual behaviour.
- Discriminatory behaviour (e.g. racism).
- Dangerous or criminal behaviour (e.g. drug abuse)
- If released on DVD: Since 2014, all music videos on DVD now need to be classified if they would achieve a 12 certificate or above.
- If released online: Since 2014, the BBFC has been working with Vevo and YouTube to age rate online music videos. UK record labels submit any video they feel would gain at least a 12 certificate.
Music Audiences
LO: To explore music audience appeals and fandom.
Overview:
- Music plays a really important part in the lives of many people as it is often tied in with IDENTITY. It is particularly associated with youth culture as most people discover and become fans of certain genres of music in their teenage years.
- Many genres have developed over time. For example, Pop is a very broad genre with MAINSTREAM appeal, whilst Rap has more specific conventions and a more NICHE audience. Hybrid genres (for example, Indie-Folk) have also developed over time.
- Different genres, especially those that are less mainstream, often have a particular identity or image that are associated with them. Fans may respond positively to the music and then adopt the style linked to that genre. For example, Punk, Emo or Grime. They might also share the particular values and beliefs that are communicated through the music.
- A great example of this is the Punk culture from the 70s which conveyed rebellious, anti-establishment beliefs that challenged mainstream values. Some people saw this as a threat to society though - showing different responses to the same music.
The Star Persona:
- The image of an artist that we see in the media is a very carefully constructed representation designed to appeal to their target audience; it is not 'real'.
- This STAR PERSONA is established using many different elements:
- Music and lyrics
- Visual imagery (music video, publicity shots, album artwork)
- Design of any artwork, website & merch.
- Social media posts.
- The persona embodies different values and beliefs too.
- This can change and develop over time as artists get older and possibly change genres.
Case Study Research:
Star Persona of Taylor Swift:
Taylor Swift has a heavy focus on feminism in her music videos. She is represented as supportive and wholesome through her social media posts, and she is shown as caring deeply about her fans. We also see her as very self-aware and respectful from when she apologised publicly on her twitter page for a misunderstanding with Nicki Minaj. During her performances, she wears very sparkly, brightly coloured body suits, presenting her as a very positive and happy person, which her style of music matches. We can also see on her social media her standing up for herself against a misrepresentation of her and another artist in the media. We also see her posting political content, representing her as being aware, and honest, as she posted about how she was going to vote for Kamala Harris (reinforcing the idea that she is a feminist) and she's provided her reasons for doing so. The fact that she uses 'I' in a lot of her social media posts also shows how she might be in control of her own social media accounts. Generic look - never wears anything that could offend or shock anyone.
Star Persona of Stormzy:
Stormzy is represented as religious and as being very supportive of the Black Lives Matter movement. A lot of his song lyrics focus on this, and on his involvement in the movement. He is a massive role model to young black people. He is very supportive and encouraging not only to his audience but also to other artists - he is known for his collaborations. He has a laid back, street style, but it is still stylish. He isn't afraid to be controversial.
Fandom:
- For those people who are really into a particular artist or genre, music offers many opportunities to engage in fandom.
- They might:
- Buy physical copies of music, include limited editions and rare releases.
- Collect memorabilia (tickets, posters, programmes etc).
- Buy official merch.
- Dress like the artist.
- Go to many concerts.
- Follow them on all socials.
- Enter competitions.
- Join an online fan community.
- Record labels get free publicity out of fandoms.
Target Audience:
- Although the main TA for popular music tends to be young people, the audience demographic for music is actually very broad.
- There are now more artists of all genders, ethnicities and ages that will appeal to a wide range of people.
- Particular genres will have more specific audience demographics, and each artist will target a specific group of listeners.
Friday 21st March 2025
TLC: Waterfalls
LO: To explore the historical case study.
Overview:
- TLC is an all-girl R&B/Hip-hop group; at the time of the release of 'Waterfalls', the members were Tinonne 'T-Boz' Watkins, Lisa 'Left Eye' Lopes and Rozonda 'Chilli' Thomas.
- 'Waterfalls' is a track from their second album, CrazySexyCool (1994), and achieved international success, reaching number one in many territories. It's also considered to be one of the band's signature tracks.
- The group was originally formed as a fusion of R&B and hip-hop (a hybrid that became popular in the 1990s). TLC combined the smooth and soulful elements of R&B and the tougher, more 'street' approach of rap, to create a girl group with a 'tomboy' image.
- Unlike many girl groups, TLC had more of a 'rock 'n' roll image'. In the press, they were honest about their individual battles with addiction, police arrests (Lopes burned down her boyfriend's house following an argument), abusive relationships and their spats with each other. These issues were often explored in their music, arguably making TLC more 'gritty' than other R&B acts.
- In 2002, Lopes was killed in a car accident, but the remaining members continued to record and tour as a duo.
The chorus "Don't go chasin' waterfalls // Please stick to the rivers and lakes that you're used to // I know that you're gonna have it your way or nothing at all // But I think you're moving too fast" sends the message not to take risks and take on something too big that could have consequences using the metaphor of water to do so.
Meaning:
- 'Waterfalls' is an episodic song; several different scenes are depicted in the lyrics, and each plotline unfolds as a cautionary tale against various vices. The first scene and the first verse describe a mother-son relationship in which the son resorts to unorthodox methods to make money. His greed, his 'waterfall', leads to his death.
- The second scene follows the story of a different man with a different 'waterfall' he is chasing. Specifically, his insatiable physical desires result in him contracting HIV, the 'three letters'.
Media Language:
- 'Waterfalls' blends three music video genres: performance, narrative and conceptual. There are two clear narratives with characters and situations that directly relate to the lyrics of the song: in the first verse, a young male dies during s drug deal and in the second verse an adult male contracts HIV (which develops into AIDS) following unprotected sex.
- There is some clear illustration of the lyrics (where the images show the literal meaning of the words); for example, there is a mother gazing out of a window at her son (first verse) and a man doesn't recognise his own reflection (second verse).
- Intercut with the narrative sections are shots of the members of TLC performing the song and dancing in sync, demonstrating typical codes of the music video form. These performance sections use multiple formal conventions: close-ups of their faces, direct address, and in terms of editing, dance moves cut to the rhythm of the music.
- there are also some more abstract elements in the video. The band members first appear like water spirits, liquid versions of themselves (this is an intertextual reference to the 'liquid metal' T1000 in Terminator 2). Bookending each section, there is also a montage of flying imagery, with natural and urban landscapes zooming past. Special effects are used to portray the ghostly characters of the mother and son, and the symptoms of the man's disease. This use of CGI adds an almost almost supernatural element to a song about very real social issues.
Mise-en-scene:
- Brown bag: symbolic of a drug deal.
- Stereotypical clothing: the baggy outfits.
- Stack of money.
- Warm lighting/orange tone: he has a good life but he wants more money quicker.
- Cold lighting/blue tone: suffering and realisation.
- Typically, inner-city sets and locations (the brownstone house, stoop and street corner) have connotations of a 'ghetto' and the costumes (baggy tracksuits, baseball caps, dark glasses) connote a dangerous urban environment. These elements of the mise-en-scene could also demonstrate intertextual links to films of the 1990s like New Jack City and Boyz 'N The Hood.
- In the HIV/AIDS narrative, the iconography of the romance genre is used: attractive, semi-naked actors, silk stockings, tangled sheets and large mirrors; yet these swiftly become threatening and horrific, to show the symptoms of the disease (the over-exposed image of the man's face and glowing eyes resemble the transformation scene from a horror movie).
Symbolism:
- Symbolism is used to communicate meanings through connotation.
- Drugs aren't explicitly shown, and neither is any clear HIV diagnosis.
- Drugs are symbolised by a brown paper bag, and AIDS by skin deterioration and a montage of photos of the female's previous boyfriends.
Special effects:
- Special effects (SFX) are also used to balance the gritty realism of the narratives with something almost magical.
- The opening shot appears if we are falling from space (potentially connoting an angel) and TLC members appear first as beings made from water. This links explicitly to the title and metaphors of the song.
- The mother appears as a 'ghost' trying to prevent her son from approaching the gang and the son later appears as a 'real' ghost that the mother can't see.
- The SFX in the HIV narrative name the disease seem more like a magical curse than an STI.
- This alters the tone of the song, and makes it more expressionistic than naturalistic.
Expressionism - an artistic movement where inner emotions (as opposed to external realities) are explored, often in an abstract way.
Context:
- many R&B videos focus on romantic narratives and often, hip-hop videos feature groups of men celebrating their wealth often achieved through crime. 'Waterfalls' references these genre conventions by showing the temptations of both sex and crime. Its overall message is less glamorised and more cautionary than many videos in this genre.
- In the 1990s, there was a lot of public concern and media coverage of the song's two issues: the spread of HIV/AIDS (at that point a deadly condition) and the escalation of street violence related to drug gangs. 'Waterfalls' attempts to explore these through two tragic but sympathetic narratives: a young black man trying to make easy money despite the worries of his mother; and a couple whose lack of safe sex leads to their deaths.
- TLC were the second-biggest girl band of the 1990s after the Spice Girls, who had a similar message of female solidarity and empowerment. The song could fall into the sub-genre of 'socially aware' hip-hop that explores real-life issues but in a sympathetic way, rather than glamorising damaging lifestyles. Many 'gangsta' rappers (such as Ice T, NWA and Notorious BIG) also produced songs about the difficulties of poverty, crime and peer pressure, but 'Waterfalls' feels more emotional and nuanced that these 'ghetto fables. The video sends its messages using the style of expressionism rather than social realism.
Representation:
- AGE: represented quite stereotypically. The young man is portrayed as well-meaning but impulsive, ignoring the fears of his mother, who is represented as wiser, concerned and loving. The young adult couple in the other narrative are shown as wealthy (through the use of media language in the mise-en-scene of the bedroom) and sexually active, but ultimately irresponsible.
- TLC themselves: represented as being almost supernatural beings. They manifest from the water-based geographical features in the chorus of the song. Once in 'human' form, their costumes and makeup create a complex representation of gender.
- GENDER: parts of TLC's image are traditionally feminine (make-up accentuating their eyes and lips, colourful costumes and skimpy tops baring their slim midriffs). Some elements are more masculine such as the loose-fitting trousers that are similar to combat pants and hide their legs (women's legs are something on which many hip-hop/R&B videos obsessively focus).
- SOCIAL ISSUES: represented sympathetically, linking to the band's comment that they wanted to send a message "without preaching". The young black man is not a typical gangster, but rather represented as someone trying to make easy money to help his family (he gives a 'call me' hand gesture to show he still cares about his mother). He becomes a victim of the violent black male gang members (who do reinforce ethnic and gender stereotypes through the use of props, dress and gesture codes). The sexuality of the couple is first represented as glamourous and intimate, ad the multiple close-ups of the man as he begins to become ill encourage our empathy rather than condemnation.
Homework:
How do music videos reflect the time in which they were made? Refer to Waterfalls (TLC, 1995) to support your points. [10]
Music videos reflect the time in which they were made both through the technology used within them and the social issues they cover.
For example, in the music video, 'Waterfalls' by TLC, two different social issues of the time are covered. The first verse of the song follows the narrative of a young boy who tries to make money quickly and in an unorthodox fashion; he gets involved in a gang. As a result of this, the young boy is shot and his mother who warned him against his involvement grieves him. At the time this music video was created (1995), the number of gangs were increasing, which consequently led to an increase in violence. This shows how music videos reflect the time in which they were made as this was a huge issue in 1995 when the 'Waterfalls' music video was released. The video also covers another social issue in the second verse. This verse focuses on the story of a man who contracts HIV (which leads to AIDS following unprotected sex. In 1995, there was a major AIDS epidemic, with millions passing away from the disease, and with no cure or treatment. The first outbreak of AIDS was in 1981, so it was still relatively new at the time, which was possibly the reason behind the high mortality rate, as scientists hadn't had enough time to develop a safe and effective treatment. This shows how music videos reflect the time in which they were made because 'Waterfalls' covers this very prominent social issue and fear of the time.
Another example from 'Waterfalls' by T LC of how music videos reflect the time in which they were made is through the editing and special effects. The quality of the music video itself reflects the time in which it was made in as technology wasn't as advanced in 1995 as it is now. Also, the CGI used to show the 'ghosts' of people in the music video is very of-the-time, and the use of it to make the members of TLC look as if they are a part of whichever body of water they are stood in is the same. This would be considered very good at the time, due to the lack of technological advancements, showing how music videos reflect the time in which they were made.
The 'Waterfalls' music video also reflects the time in which it was made through the representation of certain groups. For example, age is represented fairly stereotypically, as the young man is shown to be well meaning but impulsive as he brushes off the worries from his mother (who is shown as wise and loving). Age is also represented stereotypically in the young couple, as they are shown to be irresponsible and sexually active, which was typical of the time. Another way in which music videos are shown to be typical of the time is through the representation of gender. The band (all females) are represented as traditionally feminine through their costumes, with make-up accentuating their eyes, colourful costumes and skimpy tops that show their midriffs. This shows how music videos reflect the time in which they were made as women were still expected to be 'feminine'. However, the feminist movement was gaining traction at the time, which is also reflected in the music video through certain 'masculine' elements of TLC's costume, such as the loose-fitting trousers that hide their legs. This reflects how music videos reflect the time they are made in, especially considering that in hip-hop/R&B videos, women's legs are an obsessive focus.
CATCHUP LESSON: Tuesday 25th March 2025
Taylor Swift: The Man
LO: To explore our contemporary case study.
Overview:
- Taylor Swift is one of the world's best-selling artists, having sold over 200 million records globally. She is the most streamed female artist on Spotify and the only artist to have five albums with over one million copies sold in the US.
- The Man was released in February 2020. It was the fourth single to be released from her 2019 lover album. The music video has had over 107 million views on Taylor Swift's YouTube channel.
- The lyrics of the song explore how differently Swift feels she would be treated if she were a man. The key issue of gender bias is represented through the character in The Man and his interactions with others in a number of different settings.
- The video won a VMA at the 2020 MTV Music Awards for Best Direction, Swift's 11th VMA but her first for directing. She was also the first solo female director to win in this category.
Conventions:
- The Man is classified as a pop song.
Examples of it challenging conventions of a typical pop music video: while the artist is in the video as a performer, we don't know it is Taylor Swift until the end. She doesn't use direct address, she doesn't lip sync, there is no live performance, she doesn't perform to the camera and there is no choreographed dancing.
Media Language: MES
- The video constructs a linear narrative, by following the Man's typical daily activities in various locations including the subway, the office and the park.
- The everyday locations are representative of how women experience sexism in their everyday lives.
- The man is also shown in more glamorous locations, enjoying leisure time on a yacht and a tennis court, reflecting a more luxurious lifestyle associated with wealth and successful.
Media language: Propp
- The character of the Man could be described as the false hero according to Propp's character roles, as Taylor Swift is 'unmasked' as the real hero at the end of the video. This is highlighted by the credits 'written by' and 'directed by', encouraging the audience to view her as a powerful and successful woman.
Intertextuality:
In the scene where the Man spray-paints things on the wall, there are many intertextual references to Swift's other albums, including the words RED and Reputation.
Media language:
Clothing codes and props - the business suit that the man wears connotes power and status, and the gold Versace shirt suggests a glamorous, wealthy lifestyle. All of the women on the yacht wear the same thing, yellow bikinis, which objectifies them by taking away any sense of individuality.
Colour palette - the yellow bikinis the women wear could signify gold, displaying them as desirable, and also further reinforcing their objectification. The gold shirt he wears further reinforces his wealth, but the fact that the business suit is navy could communicate authority and professionalism.
Gesture codes (including facial expressions) - in the scene on the subway where the Man is 'manspreading' and flicking cigarette ash onto woman next to him. Both actions reflect a disregard for others. The beating of the tennis racket against the floor when he loses, along with throwing tennis balls at the umpire connote immaturity and a bad temper/childish qualities.
Technical codes - the man is often framed in the centre, showing the focus is on him. The camera also tracks his movement emphasising that he is at the centre of the narrative. The camera tracks the Man throughout the video signifying his assumed importance and power. In the long shot on the yacht, the Man is centred and positioned higher than the women surrounding him and looking up at him representing his dominance and their subservience.
Context:
- The social context of feminism has influenced the video as Swift is assuming the role of a man in order to express her feminist views. She mocks the patriarchy throughout to make a serious point about gender discrimination.
- Swift is well known for using her videos to criticise people from her personal life, and this video appears to reference Jake Gyllenhaal, who Swift dated in 2010 and it similar in appearance to the Man.
- In the subway scene, the Bo$$ Scotch poster with the tagline of 'Capitalise on the feeling' and the word 'Greedy' graffitied next to the poster may refer to Scott Borchetta, who founded Swift's former record label. Borchetta owns the master copies of the artist's songs which were recorded before she switched to Universal Music Group in 2018. Swift accused him of bullying her and for barring her from playing her old music on TV.
- Various members of Swift's family and friends make cameo appearances in the video, adding to the personal tone. Her father, Scott Swift, appears in the tennis scene as the line umpire, and the singer and TikTok star Loren Gray appears as the court attendant in the same scene.
- Swift's Netflix Documentary is referenced in a poster which shows an alternative version of the film starring her male alter-ego - Mr Americana (Tyler Swift).
- The video was inspired by the #MeToo movement at the time. A lyric from the song - "When everyone believes ya, what's that like?" - could be a reference to the slogan #believewomen which was used as part of the #MeToo movement.
Representation:
Men: men are represented as immature and misogynistic. They are also represented as disrespectful throughout, with the man engaging in exaggerated versions of several male behaviours which are often criticised in society. In the subway scene, the Man is in the centre of the frame and is manspreading, representing the arrogant and self-obsessed nature of men. the posters on the subway wall highlight hypermasculinity in action movies, and male stereotypes are reinforced in the newspaper the Man is reading, with headlines such as 'Year's most eligible CEOs' and 'Men we love in sports'. The Man's voice is performed by Dwayne Johnson, a recognisable Hollywood star well known for portraying hypermasculine characters.
Women: The scene in the office where the Man tosses a crumpled piece of paper and three women try to catch it represents women being subservient, and audiences could draw a parallel with women at a wedding catching a bouquet, desperate to be 'chosen' or desperate to get married (a stereotypical representation of a 'woman's desire'). Throughout the video, women are represented as secondary, supporting characters rather than in the starring role, apart from at the end when the real 'star' of the video is revealed to be Swift.
Taylor Swift: represented to be the hero of the story, and as the director, holds power over the Man. Swift is revealed as the director at the end of the tennis scene, directing her male alter-ego to 'be sexier' and 'more likeable'. This highlights the manner in which some male directors in particular speak to female actors.
Inequality: in the park scene, the man earns praise for spending a few seconds with his daughter, something that TS feels lots of women do every day and aren't recognised.
Friday 28th March 2025
Stormzy: Superheroes
LO: To explore our contemporary case study.
Do Now: (wasn't in)
1) The Man challenges the conventions of a pop music video by having no performance aspect/lip syncing.
2) Two intertextual references in The Man are Wolf of Wall Street; John McEnroe; her disputes over rights; her own songs/albums; Netflix documentary.
3) Two examples of how media language is used in The Man to create meaning are suit, wealth, power. Man centrally framed, manspreading/wink, tracking the man etc.
4) The Propp role that The Man fills is the false hero.
5) Two areas of representation that could be discussed in The Man are gender, gender inequality and Taylor Swift.
Overview:
- Superheroes was released on 13th December 2019 as part of Stormzy's second album, Heavy is the Head. The video for Superheroes premiered on 9th September 2020 when it was shown in school classrooms in London, Glasgow, Dublin and Manchester at the start of the term when schools re-opened after having been closed since March due to the COVID-19 pandemic.
- The video was directed by British filmmaker Taz Tron Delix and produced by Argentinian animation studio 2veinte. Stormzy dedicated the video to Chadwick Boseman following the actor's death in August 2020. The video ends with the text: 'RIP Chadwick Boseman 1976-2020, Forever a superhero in our hearts'.
- In 2020 Stormzy donated £500,000 to the Black Heart Foundation to provide educational scholarships for students from disadvantaged backgrounds and pledged to donate £10m over the next decade to help combat racial inequality in the UK.
How does it challenge conventions of a typical music video?
- Animated.
- No performance aspects.
- Different mood to the music video in comparison with Stormzy's other music videos.
Conventions:
- Subverting music video conventions, Superheroes does not include the artist performing the song. It is entirely narrative based, with Stormzy featuring as a character leading the young boy on a typical hero's journey, showing him other characters who have found their gifts or superpowers. The lyrics narrate the story throughout, and the visuals contain many cultural references to real people and events that occurred in 2020.
Media Language: MES
- The video constructs a linear narrative.
- The opening shots tell us that the video is set in a city. However, the pink skies suggest a sense of tranquility and a peaceful, happy place. The green trees and the birds singing in the music do the same. It establishes that it is an urban setting, but it provides a sense of hope and optimism.
Media Language: Colour palette
- The colour palette uses soft shades throughout the video, suggesting positivity and optimism, which is different to some of Stormzy's previous music videos.
- Subverts conventions of grime, and of Stormzy's music videos.
Media Language: Propp
- Stormzy is shown in the role of the hero, who rescues the young boy when he falls when flying by himself. The 'young Black kings' and 'young Black queens' could be seen as Proppian heroes, who receive help from Stormzy and the other inspirational figures on their journey towards empowerment.
- Stormzy is the hero who helps others become the heroes of their story.
- Stormzy could also be the donor and the helper.
Intertextuality:
- Intertextuality also creates layers of meaning in the video.
- Simply put, it means one text mentions or uses ideas from another.
The following are referenced in Superheroes:
- Noughts and Crosses: Stormzy holds the book (which is about racial inequality) up in the video. This book is also about overcoming racial inequality. Stormzy is in the TV series Noughts and Crosses, which came out in March 2020. This is an example of synergy.
- Toy Story: the flying scenes where Stormzy is holding the child up and flying with him, much like Buzz Lightyear and Woody.
- The Matrix: when the kid uses his 'powers' to send the multiple pens at the whiteboard, much like in the Matrix.
- Little Simz: she is seen as inspiration to the girl in the video to accept herself and be who she is. Little Simz is a black female music artist who empowers people.
- Dedication: he was known for his role in Black Panther and was heavily involved in the black rights movement.
Iconography:
- The masks in the video symbolise the Global pandemic.
- The Black Lives Matter protests and movement are referenced. The death of George Floyd triggered this, and it was a global movement during the pandemic.
- Both of these are referenced massively in the last third of the video.
- However, in these protests we see no violence, we see people standing together protesting something. There is diversity within the crowd.
- There is a hashtag Merky in the video, which is Stormzy's brand.
- The iconography used in the video is associated with Black empowerment. The placards and raised fists in the protest scene send a message of Black power. Then, the symbolism at the end of the video when Stormzy places the world in the boy's hands before leaving him sends a clear message of optimism for the 'young Black kinds' and 'young Black queens' who have the power to change the world.
Media Language:
- Clothing, codes and props: the boy's Adidas tracksuit was selected by the director to reflect a style similar to the dress code in Stormzy's Sounds of the Skeng video, adding authenticity and relatability for the young audience. The use of masks in the protest scene show how the Black Lives Matter movement occurred during the pandemic, and the use of signs directly link to the protests. The fact that almost everyone in the video (including Stormzy) is wearing all black clothing could connote that they are proud of their race and won't hide it. It could also connote the serious topic that this video focuses on.
- Lighting: most of the scenes have very bright lighting, connoting positivity and optimism. They are sometimes outside as well, in the sun, reinforcing this message. In the scene when Stormzy is showing the police officers the Noughts and Crosses book, the street is darker, almost like night time, which could link to the fear surrounding the police following the death of George Floyd.
- Technical codes: a low angle shot establishes Stormzy as the hero for the first time he meets the boy. The boy is looking up at him from the corner of the frame, positioning the audience to view Stormzy as an inspirational role model. In one of the protest scenes, when Stormzy and three children are holding up signs that together read: "I am young, black beautiful and brave" another low angle shot is used, connoting how powerful these protests were, and suggesting that everyone bands together for it. It could also connote the anger of them, as they are looking down at the camera and therefore us.
Context:
- The video contains many references to popular culture chosen to represent Black culture in an empowering way. These include rappers Dave and Little Simz, and footballer Marcus Rashford.
- Malorie Blackman's Noughts and Crosses novel is also referenced in the video. Stormzy appears in the BBC adaptation of Blackman's novel which explores racism in an alternative version of society where Black people hold more power.
- The scene that depicts the Black Lives Matter protests reflects the social and political climate of the summer of 2020, shortly after the death of George Floyd in the US. Stormzy took part in the London protests, and the scene with the placards also reflects the social context of the COVID-19 pandemic, as the protesters are shown wearing face masks.
- The use of Marcus Rashford shirt reflects social and political contexts as, at the time, Rashford had made a stand against the UK government on their decision to end the free school meals provided during the pandemic. Rashford successfully pressured the government into reversing their decision, so Stormzy wanted to represent him in the video as a hero and role model to young people.
- Stormzy is well-known for his political activism, using social media and high-profile performances, such as his headline slot at Glastonbury in 2019, to both support and criticise British politicians and encourage young people to vote. When he performed at Glastonbury, Stormzy wore a bullet proof vest to do so.
Representation:
Men:
- The 'young Black kings' are represented as empowered by education in the classroom scene and as talented and creative in the scene in the music studio. the central character is represented as vulnerable and lacking in confidence at the start before
Women:
- The 'young Black queen' chopping vegetables and washing dishes reinforces a stereotype of females being more powerful in domestic settings but also suggests that the young Black female is a superhero because she is caring for her grandmother.
- The female character who is wearing a football shirt with the name Rashford on the back challenges stereotypes as she is shown to be a talented footballer.
Stormzy:
- Represented positively as a Black role model with the power to inspire the younger generation. From the start, he is shown to be caring, taking time to support and inspire the central male character, he is also reading Noughts and Crosses, which he presents to the police. This highlights the issue of racial profiling and represents education as the route to empowerment and equality.
Inequality:
Family:
Tuesday 1st April 2025
MV: Industry and Audiences
LO: To explore our contemporary case studies.
Do Now:
1) Superheroes challenges the main conventions of a mainstream music video because it is animated and told like a story.
2) Two intertextual references in Superheroes are the book Noughts and Crosses and The Matrix, with the boy and the pens in the classroom.
3) Two examples of how media language is used in Superheroes to create meaning are the fact that everyone is wearing masks in the protest scene connotes how this was a very prominent issue during the pandemic, and the fact that almost everyone is wearing black could signify how they are proud of their race. Bright lighting, adidas clothing.
4) Stormzy plays the Proppian hero role in Superheroes. All the other characters once they have 'transformed'.
5) You could discuss the representation of Stormzy and inequality in Superheroes.
Taylor Swift: Industry
- Taylor Swift signed with a song-writing deal with Sony Records in 2004 and a recording contract with Big Machine Records in 2005. She signed to Republic Records in 2018, the label under which her 2019 lover album was released. After a dispute with Big Machine Records, she began re-recording her first six albums, the third of which was released in July 2023.
- Swift's music is promoted to audiences through her website and its convergence with her social media accounts. The official website promotes album releases such as 'Taylor's Version' of Speak Now, sells merchandise to global audiences and advertises tour dates such as The Eras 2023 US Tour.
- Prosthetic make-up was used to transform Swift into the Man. This involved her wearing a muscle suit and having facial sculptures which took 4-6 hours to apply for each day for filming. The final, behind-the-scenes shots of the video reveal the transformation of Swift into the Man and remind us that she is both the writer of the song and director of the video.
- Swift was the first person to receive the Women of the Decade award at Billboard's Women in Music Awards in 2019.
- The documentary film Miss Americana was released on Netflix in 2020 and follows Swift over several years of her life and career. This promotes her music to a wide audience and is an example of media convergence.
Taylor Swift: Audience
- On 25th February 2020, Swift posted a short trailer for The Man music video on her social media accounts, announcing to her fans that it would be released 2 days later, on her YouTube channel. Swift answered fan questions on the 27th February 2020 in the hour before the premiere of the video. The hashtag #TheMan was used by fans to share responses to the video after its release.
- Swift posted thank you messages to the actors in her music video thanking them for the parts they played. She posted a message to Loren Gray who played the part of the tennis umpire, saying '@Loren your eye roll really was aStOnIsHiNg'.
- Swift's social media accounts often take a more personal approach to connect with her fans. She often posts about her cats and has also expressed her views through social media on issues such as the hashtag MeToo movement and the 2020 US Presidential Election.
- On International Women's Day in 2020, The Man was added to playlists on streaming platforms, including Apple Music and Spotify.
- British politician Liz Truss quoted words for the song during a debate on gender equality in the House of Commons on International Women's Day in 2020.
Uses and Gratifications the video could offer her fans:
Personal Identity: A lot of people might relate to the message of the song or one of the characters.
Entertainment: It is a form of escapism, you could get lost in the world of the music video.
Social Interaction: Fans can talk about it afterwards on their socials or on fan sites.
Theory: Reception Theory
- Stuart Hall came up with the idea that media producers encode messages with intended meanings, but audiences actively decode these messages based on their own experiences and contexts, leading to diverse interpretations.
- hall identifies three potential ways audiences might decode a message:
- Preferred/Dominant Reading: the audience accepts the intended meaning of the message.
- Negotiated Reading: The audience partially accepts the intended meaning but also incorporates their own interpretations and perspectives.
- Oppositional Reading: The audience rejects the intended meaning and interprets the message in a way that contradicts the producer's intent. Could happen if someone wasn't the intended target audience or that the text isn't produced to a high enough quality, so people don't get the intended meaning of the text.
Possible readings of The Man by audiences:
Preferred: Women/feminists might read this video as being about gender inequality and how women have less opportunities in life because of their gender. Women especially might be able to relate to this. For a female audience to feel empowered by the feminist message which would be to campaign for gender equality. The representations in the video are also mocking stereotypes of men for entertainment purposes.
Oppositional: People who aren't a fan of feminism might find the Man to be an appealing role model. This view might come from a male audience, who may feel that the negative representations in The Man are misrepresenting them as a social group. For example, some responses to the video argue that the negative male stereotype represented is outdated and offensive.
Stormzy: Industry
- Stormzy's first album, Gang, Signs and Prayer, was released independently. It was the first rap album to win the BRIT Award for British Album of the Year.
- He was then signed to Atlantic Records in 2018, under which his second album, Heavy is the Head, was released. this album, which features the track Superheroes, was the 5th best selling album in 2020.
- In 2020, Stormzy signed to 0207 Def Jam (part of Universal Music Group), a newly formed sub-division of Def Jam records based in London which focuses on UK rap and grime artists.
- The production company responsible for producing the Superheroes video was 2veinte, a well-known boutique design and animation studio established in Buenos Aires that works with traditional frame-by-frame 2D animation. The director, Taz Tron Delix, and 2veinte managed to produce the video in just eight weeks. To achieve this, they had to use simple backgrounds after the establishing shots in order to focus on the characters and minimise scenic details.
- the official website promotes tours, album releases and associated merchandise and is currently (as of 2023) promoting Stormzy's third album, this Is What I Mean.
- Stormzy is known for bringing the grime music genre into the mainstream. Grime is a sub-genre of hip-hop.
- Stormzy was the first unsigned artist and the first grime artist to appear on Later with Jools Holland on BBC 2. In 2014, he was the first ever artist to win Best Grime Act award at the MOBOs (Music of Black Origin Awards). he was also the first Black British solo performer to headline Glastonbury in 2019. Stormzy has won the Brit Award for Best Male Solo Artist twice.
Stormzy: Audience
- The primary audience for the VIDEO was school pupils in the UK, with the video being streamed to classrooms on 9th September 2020.
- Before the video was aired, Stormzy sent a video message to schools welcoming pupils across the UK back to school and telling them they would be the first people anywhere to see the video. He told them: "I think it's important that you guys understand how powerful you are. Despite the colour of your skin, despite where you come from, despite your religion, despite whatever it is that you feel may be holding you back; you are a superhero. I wanted to make this video to inspire you guys, to let you know that the sky is the limit. To let you know that all those things inside of you, make you incredible."
- The target audience for Superheroes, Black British males and females from Generation Alpha, is younger than Stormzy's typical target demographic (male and female millennials/fans of the grime genre) due to the focus on younger characters and the animated nature of the video.
- Older, Gen Z audiences reacted on social media to Stormzy's use of lyrics from Keisha White's Someday, which feature at the end of the Superheroes track. This is better known as the Tracy Beaker (CBBC, 2002-2005) theme tune and sparked comments such as 'Man is singing Tracy Beaker riddims on his album?? Give that man a grammy' (-joezay(@pxpajoe, December 13th, twitter, 2019).
- Stormzy is the 5th most popular rap/hip-hop artist in the UK (YouGov poll, 2023). On Instagram, 48% of Stormzy's followers are female and 52% are male.
- Stormzy's music is promoted to audiences through his website and its convergence with his social media accounts. In 2023, his third album, this Is What I Mean, was featured on his website, YouTube channel and Twitter account. the Superheroes video is also featured on the videos page of his website.
- Stormzy's social media accounts take a more personal approach to connect with his fans. Stormzy has expressed his views through social media on issues such as the Black Lives Matter movement and the 2019 UK general election.
U&G for Superheroes:
Personal Identity: Audience could relate to the feeling of being empowered, or some of the issues the characters are going through.
Information: Education about racial inequality and the fact that you can stand up for yourself and you can be empowered in the same way.
Entertainment: A form of escapism.
Reception theory:
Preferred: For the young Black audience to embrace the positive message of strength and hope in the song and feel empowered and inspired by Stormzy and the other role models featured.
Oppositional: Might come from an older, white audience, who may not understand the representations and issues faced by the black community.
Music: Websites and Socials
LO: To explore our contemporary case studies.
Why do musicians/artists have websites?
- To help promote a new album and tour.
- It's a place to sell merchandise, an important revenue stream for artists.
- To help promote their brand, through tie-ins to an album release.
- They make money each time somebody visits the site.
- To direct fans to their social media accounts.
Taylor Swift's website purpose:
To direct fans to their social media accounts - with so many social media platforms that artists are expected to appear on, it is helpful to have them all in one place where they are all listed. On Swift's website, the bottom right-hand corner of the landing page has a navigation bar, with links to seven different social media platforms. These include YouTube, where official content like music videos are released, as well as TikTok, where more spontaneous video-content can be shared with her fans.
To help promote a new album and tour - on her website, there is a link on the navigation bar at the top that reads archive, ands when clicked, takes you to a page that has all of her eras, and when you click on these, it takes you to another page dedicated to that era, with videos, shop, where you can buy merch, a gallery, see highlights and see where the eras tour was, however this has now finished. There is a link on the homepage to stream the tortured poet's department, which is her most recent album.
To help promote their brand, through tie-ins to an album release - there is a link to stream the tortured poet's department straight away on the homepage. There is also a place where you can view her directed projects, one of which featured Post Malone.
It's a place to sell merchandise, an important revenue stream for artists - when you open the website, on the navigation bar there is immediately a link to "shop now" which takes you straight to a page full of all the merchandise on offer, including physical copies of her albums.
Stormzy's website purpose:
To direct fans to their social media accounts - there is a menu on the left-hand side of the landing page, with links to five different social media platforms. These include YouTube, where official content like music videos are released, as well as Instagram, where more spontaneous images and reels can be shared with his fans.
To help promote a new album and tour - on the navigation bar, there is a link that says tour, that when you click on it it takes you down to all the dates for his tour. Stormzy's most recent album,
'this is what I mean' is the first one you come to when you press the music link on his navigation bar.
To help promote their brand, through tie-ins to an album release - when you first open the website, there is straight away a link to Stormzy's collaboration with the weekend. His new album is the first one you see when you scroll down to the music section.
It's a place to sell merchandise, an important revenue stream for artists - there is a link to merch on his navigation bar. When you click on this, it takes you to his official store with not just clothing but also physical copies of his music.
Taylor Swift's website (U&G):
Personal identity - the feminist message of her music might resonate in someone, and there are several links to her music on the homepage.
Information - you might find information on her different eras and how to buy/stream it and what kind of merchandise she sells.
Entertainment - there is a link to her directed projects on the homepage, which fans might be interested in. She also has all her eras linked, with the streaming sites they are available on which might also be a form of entertainment to fans.
Social interaction - there are links to her social media, where fans can interact with each other and with her. The website might also provide a talking point for some people, especially if there is a new release.
Stormzy's website (U&G):
Personal identity - there are several links to Stormzy's music on his homepage and the message of his music is typically to do with the empowerment of black people, which a lot of people might relate to.
Information - there is a link to his tour dates on the website's homepage, which someone might want because they want to book to go and see it. There is also a link to all his merchandise.
Entertainment - people might find his music entertaining to listen to, and there are links to all of his albums on the homepage.
Social interaction - there are links to his social media, where fans can interact with each other and with him. The website might also provide a talking point for some people, especially if there is a new release.
Social Media:
- Social media offers a range of platforms and tools that can be used in a myriad of ways.
- We use social media in very different ways to celebrities.
- The different ways celebrities use social media:
- Promote themselves and their music.
- Glimpses of their personal life (these might be staged).
- Short clips of music videos to entice the audience to want to watch more.
- Building and maintaining a public image
- Self promotion
- Building a strong brand
- Managing public perception
- Responding to controversies
- Engaging with fans.
- Direct communications
- Sharing personal moments
- Promoting upcoming projects
- Leveraging social media for business (partnerships, endorsements, personal brands, networking, announcing achievements).
1) How can an artists use their social media profile to promote themselves?
They can post pictures of themselves in very positive situations, such as with friends, celebrating something or a fan interaction. However, they could also post moments of vulnerability to show their fans that they are human too, and their fans might be able to relate. they have complete control over the public's perception of them over social media.
2) How can artists use tweets to engage/attract their target audience?
Tweets typically have the artist's thoughts on something in them, and people re-tweet them sometimes, allowing for the number of viewers on the original tweet to grow, and attract the artist's target audience. Tweets can also be used to keep people up to date on the artist's life or album releases, which would attract their target audience as they would want to know when a new album was dropping.
3) What is a pinned tweet/post and when might it be used?
It is a post/tweet that stays at the top of the artist's profile so it would be the first thing someone would see when clicking on the artist's profile. It might be used for a release date of something, or a tour announcement to help promote this more. It could also be a sneak peek of a music video, which would stir up excitement amongst fans.
4) What purpose does the profile picture serve?
The profile picture is the first thing a fan would see when searching the artist's social media page - it might even be the first impression someone gets of that artist, so it needs to be professional and positive to ensure people want to support the artist.
5) How could you apply Dyer's Star theory?
Star theory is the idea that stars and celebrities are constructed by institutions in order to make money, so we could apply this in the sense that a lot of the photos on an artist's social media page will be taken professionally, or staged. It could also be the case that a celebrity might have someone who runs their social media for them, and paints them in a certain way. A celebrity's social media is very important in their image, so needs to be constructed carefully.
Friday 4th April 2025
Do Now:
1) A word or image that you click on and it takes you to another website or social media account is called a hyperlink.
2) Both Stormzy and Taylor Swift present themselves in a positive, homely (personal) way on their social media.
3) Two uses and gratifications offered by The Man music video are entertainment (music videos are a form of escapism) and personal identity (people might relate to the message the video sends).
4) Two uses and gratifications offered by the Superheroes music video are information (about racial inequality) and personal identity (the audience could relate to the feeling of being empowered).
5) The three types of response audiences can give according to reception theory are: Preferred, negotiated and oppositional.
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