Universal Music Group is the world's leading music company operating globally. It fosters artistry and self-expression through signing diverse artists such as Ariana Grande, Rihanna, and Will Smith. The company uses cross-media promotion techniques like music videos and websites to advertise artists and raise awareness for social causes. Romantic love songs can be found in many music genres, including pop, hip hop, and country. They often feature conventions like close-up shots and sensual imagery in music videos to convey feelings of love.

1. Research into Form
and Universal Music
Group
Holly Elsom

2. Universal Music Group
• UniversalMusic Group is the world's leading music company, operating in over 60
countries and is a record label conglomerateand music publisher. Itis a global music
corporation that is majority owned by the French Media Conglomerate Vivendi. They
exist to shape culture through the power of artistry.
• Being the worlds leading music company, UMG see their social responsibility as fostering
artistry and self-expression as wellas nurturing music.
• Itwas founded in 1934 with headquarters in the Netherlands. In 2018, ithad a revenue
of USD$1.7 billion.
• They supportand partner with organisations globally that are working towards
meaningful positive changeand social responsibility. This includes companies such as
Education through Music, The Fresh Air Fund and Little Kids Rock.
• Some examples of artists signed to UMG include Ariana Grande, Rihanna and Will Smith
(all whomhave produced differentgenres of love songs to each other) presenting
diversity and inclusion within the company.
• Tazz is signed to UMG and are proud to be a part of such an inclusivecompany allowing
his music to be distributed and accessible by a global audience. Being signed to a
company with social responsibilities at mind, it allows Tazz to help raise awareness for
someof these organisations and connect with audiences.

3. Form
• Cross-media productionis a form of cross-media marketing.This involves
multiple promotional techniques to advertise the artist and product.For
example, havinga music video and an accompanying website.This allows
audiences to learn more into the artist from representationstheymayhave
seen in a music video. The music video may be found on the artist website,
ensuringthe audience has an insight to the artists ideologies and beliefs.
• Different platforms can be used to promote and distribute the artists music
includingthe website.It can also be done through social media, which is
largelywhere the target audience would spend most of their time
discoveringand researchingthe artist.Due to the global pandemic and the
Corona Virus lockdown,more time has been spent on social media. It
enables artists to connect with audiences and bypromoting themselves it
can produce a positiveimage of the artist.

4. Genre
• Romantic love songs can be found in a variety of music genres including Pop music,
Hip hop music and Country music. It is estimated that there are around 100 million
love songs released in the world which must cater for various audiences
and thereforedifferentgenres. Thereare differentcodes and conventions found
in these love songs compared to other genres of music. This provides a structure
the audience can understandand also ensures the lyrics fit in with the
expectations. Typical conventions of love song music videos include the Style,
Camera, Editing techniques and Sound to name a few. The Style refers to either
performativeor narrativewith mostlove songs typically being hybrids including
a performanceand narrative. Camera shots tend to follow codes and conventions of
music videos in general but often havea larger amountof close ups, mid shots or
extreme closeups tending to focus on sensualareas which are often lips, showing
skin or eyes. As shown on the right, in the music video for Love You Like A LoveSong
by Selena Gomez. Often the shots aredecided based on what the artist wants to
produceand its effect. An example of showing skin can be seen at the top on the
right in the Work From Homemusic video by Fifth Harmony. Another closeup can be
seen underneath, which is fromBoyfriend by Justin Bieber.

5. Genre
• Typical stereotypes of Romantic love songs tends to
be that they are pop songs about breakups, or
songs abouta partner the artistwants to be with. It
is not often thought that a genre such as a Rap or
Grime song could be about Romantic love but more
about an aggressivetypeof love. However, love
songs can vary fromusing traditional
poetic lovewords such as Dilemma By Nelly ft Kelly
Rowland (Lyrics left) which is considered a rap song
or by using extreme aggressivelovelyrics such as
Grenade by Bruno Mars (Lyrics right) which is a pop
song. With the meaning behind both songs
being different, they are both still Romantic Love
songs and have lyrics relating to someone
they love. There is often intertextuality
in musics videos for example in the music video for
Vogue by Madonna, the song and video are both
inspired by the fashion magazineVogue.