Thomas Mendel conducted research on dance-pop music videos, album packaging, advertisements, and artists. He found that across all mediums, the focus is on prominently featuring the recognizable image of the young (18-25 years old), usually conventionally attractive artist. Bright colors and the artist's unique appearance are used tactically to appeal to and sell music to their target teenage audience.

1. Research Conclusion
Thomas Mendel

2. The main focus point of the video is of the
artist, with a variety of shots on them. I
noticed each dance-pop artist, normally
From the music video had a unique image style, in hope they will
deconstructions I made, I found that catch the audience’s attention. This shows
most pop dance music videos that artists within this genre usually use
contain a lot of fun and dancing, themselves to sell their music through the
which would link back to the genre use of brand image. They tactically use their
name ‘dance pop’. The target appearance to appeal to an audience, this
audience appears to be for young usually means they exemptuate the way
people and teenagers as the main they look through make-up, hair and
artists within the video seem to be as clothing.
young as young as 18 and no older
than 25. Also, the fast activities of
running around, dancing and
partying relate to younger people as
this is something that teenagers do.

3. From the digipacks I looked at I The artists name was usually shown in
noticed that they were all mostly very large text to further reinstate the image of
eye catching and informative. I found the artist. The name of the album would
that they contained information on also feature in large text to stand out to
the album itself, the artist and the buyers.
record company. This is a good way to
let customers know a bit more about
the artist. The digipack
deconstructions show that it is popular
to feature the dance-pop artist as the
main image on the front panel. The
reason behind this is because their
image is recognisable to their
audience and they are most likely
going to spot in when they see it on a
shelf. Bright colours are used to
connote the dance within the genre.

4. From looking at the advert
deconstructions, I noticed that the
artist was the main central image once
again. The technique behind this is to
use their own specific image to make
them stand out and identifiable to the
audience. The images of the artist
appear to have been taken in a
separate professional photo-shoot.
The artists mainly appear to be posing
or pulling a facial expression to further
intrigue the audience into viewing the
album. The artist(s) are mainly
wearing bright clothing with a bright
background.

5. I noticed that many Pop-Dance artists
get played regularly on the radio as
they appeal to a wide range of people,
From my artist research I learnt that this is a huge artist to non-mainstream
most dance pop artists had their own artists as they are able to get their
unique image to distribute as this was music onto a higher platform easier,
the way their audience recognises which is perhaps why they are so
them . I also learnt that the main successful.
audience for dance pop artists are
teenagers. I also discovered the
popularity of the genre, with high
record sales, with it appealing to a
wide range of people making them
most often conventional artists. I also
discovered many pop-dance artists
feature on magazines as a way to
generate further fans through the use
of their image.