It is said, that a star has an intense role in the selling of TV, film and the music. The definition of ‘star’ refers to the semi-mythological set of meanings constructed around media performers to be consumed to a large and loyal audience. As a star has an intense role in the selling of TV, film and the music. It is through Dyer’s theory of star image, that we understand that stars are simply a commodity that are produced and consumed – they are constructed out of a range of materials on the strength of their meanings. They depend on a range of media such as magazines, TV, radio and the internet to market themselves/or band to their target audience.
An example of how a star image is used to promote a band to be consumed is through the real world of media with artists such as Kanye West. Each of his album’s have a unique design, but includes re-occurring motifs such as the teddy bear which defines and recognizes him as an artist (it can be seen repeatedly in this album cover ), which is symbolic of him as an artist – giving him a universal age appeal, even to the younger teenage audience. The reason why I feel this is a successful album cover is due to the both the colourful design, the urban style and also the promotion of him – all of these elements are appealing to both male and female audience of all ages.
The same qualities of Kanye’s album cover are evident in his video of….This combination emphasizes the key elements and qualities of the artist that are trying to be promoted such as the urban style, his originality and his sexual magnetism, also the motif of the teddy bear. The same elements that are promoted with our star image.
I believe that our product promotes our star, in a way that highlights common values such as youthfulness, sexual magnetism, creativity and originality. These factors can be seen through both the performance narrative and the key narrative itself with the creation of the video.
In order to make sure that our star image was correct – we had to think of the target audience that we would be marketing the band to; both demographically and psycho- graphically We chose our target audience to be aged between 17-24, and predominantly male, but also female. The reason for this is due to, not only the genre (electro-pop) and also the theme of the song which has references of social networking and electronic technology – therefore we though that a teenage, male audience would be appropriate as they are the main consumers of the new technology. But, we didn’t want the audience to be solely male, so by adding an attractive lead singer, this would appeal to a female audience, but through the originality and creativity of his star image and also the inclusion of female dancers, the video would be appealing to a male audience as well. A singer that has been successful to both male and females is Kanye West – and his video ‘Love Lockdown’ was part of our inspiration to use female dancers, covered in the key UV body paint.
Throughout our video there is a strong element of creativity projected through the main narrative. There are many slides within the video that show this, in particular this one. As you can see in this one, the lead singer is controlling and shaping a hologram image of the laser room (shown in the vide0 previously ). The creativity is shown through the developing artistic control of the lead singer.
The element of originality, I feel is shown through the developing mix of resources together in the video. As you can see in this screen shot, we have the DJ booth (centre) , the command boxes (left) and the ‘Sims’ icons all working together creating a unique visual for the video.
The value of sexual magnetism is key to any selling of a music video, for both male and female audiences. Of course the sexual magnetism of the lead singer is directly addressing the female audience, but the male audience have the element of dance (see further slides) shots in particular that present our lead singer in a way that is sexual, through the intense looks and close-up shots.
Another element shown in our video is youthfulness – mainly shown through the lead singer in the main narrative. In this slide, which comes at the end of the video, after the narrative of the creation of the video has taken place . We, for the first sign, see the lead singer smiling. I feel this adds a light touch to a video that has had a strong and controlled feeling.
In order to appeal to both a male and female audience, we had to add elements in that would be attractive to both. We believe that the lead singers image is something that men would be inspired by, and women would be attracted to. But we needed an element to balance this out – so through the element of dance, with female dancers we felt that men would be attracted to, and women would look up to.
This is our final digipak idea for the album. As you can see we have incorporated the reoccuring elements used throughout of music video ( lasers, heartbeat) In terms of promoting the band we have added a band performance shot ( Inside left page) . I feel this photo helps to promote the overall vibe and feel of the band as being unique and cool. We have also used a ‘dulled’ photo of a UV dancer (Song list page)
Our digipak poster presents the key themes that have been reoccurring in our album cover and the pop video itself. Elements such as the lasers and the picture of the UV Dancers. I feel that this poster is successful in projecting the bands key ideas and their overall image. We have included quoted reviews from magazines that would attract our target audience, and would review the genre of music that our band is – Electric pop.