2. Homework discussion
1. ARTIST RESEARCH - Complete research into the Artist – Emeli Sande. Find out detailed
information about her background and her first album ‘Our Version of Events’ as well as the
song ‘Heaven’.
2. SOCIAL CONTEXT - The song ‘Heaven’ was released in on 12th August 2011. Complete
research into the year 2011 and key events that happened before and on this date in the UK. Are
there any events that could link to the song?
3. Homework discussion
1. ARTIST RESEARCH - Complete research into the Artist – Emeli Sande. Find out detailed
information about her background and her first album ‘Our Version of Events’ as well as the
song ‘Heaven’.
2. SOCIAL CONTEXT - The song ‘Heaven’ was released in on 12th August 2011. Complete
research into the year 2011 and key events that happened before and on this date in the UK. Are
there any events that could link to the song?
4. Mark Scheme (out of 10 marks – the whole paper is out of 70 marks)
Level Mark Scheme Mark
3 A comprehensive demonstration of knowledge and understanding of representations in
music videos.
* Comprehensive, detailed and accurate knowledge and understanding of representations in music videos.
* Clear and precise and balanced explanation of how representations are chosen to promote the artist(s) in music videos.
* Answer is supported by detailed and accurate reference to one set music video.
7–10
2 An adequate demonstration of knowledge and understanding of representations in music
videos.
* Adequate and generally accurate knowledge and understanding of representations in music videos.
* Generally accurate explanation of how representations are chosen to promote the
artist(s) in music videos.
* Answer is supported by general accurate reference to one set music video.
4 - 6
1 A minimal demonstration of knowledge and understanding of representations in music
videos.
* Knowledge of representation in music videos is minimal, demonstrating little understanding.
* Explanation of how representations are used in music videos is minimal and may not always be accurate.
* Reference to a set music video to support the answer is minimal and may be inaccurate.
1 - 3
0 No response or no response worthy of credit 0
5. Starter
How do music videos promote artist’s and their music?
Give examples of different artists and their videos/music?
6. Task – answer questions
ANSWER THESE QUESTIONS… (PLEASE WRITE THEM OUT IN YOUR BOOKS)
1. How does the video promote the artist?
2. How does it show Emeli Sande in a positive light?
3. How does it show Emeli Sande in a negative light?
7. How Producers May Use Different
Representations to Promote their artist…
Construct representations of the artist that emphasise key aspects of their image
– Performance prowess (dancing, high pace video)
- Performance highlighting the musical prowess and artistry
- Narrative performance highlighting the artists image
Producers are likely to select a combination of these elements to emphasise key aspects of the
artists mediated image
Which do you think Emeli Sande has used in her music video?
8. How Producers May Use Different
Representations to Promote their artist…
Construct representations of the target audience for the artist….
– Storyline of narrative elements may feature representations (or idealised representations) of
fans (the target audience) interacting with the artist to give fans a feeling of belonging and
loyalty
Has Emeli Sande has used this in her music video?
9.
10. Value transference
What do you know about this label?
Then, watch…..https://www.youtube.com/watch?v=4amX4VgWh6c
Question: How does the use of celebrity/MES/editing show the label as ‘expensive/posh’?
11. How Producers May Use Different
Representations to Promote their artist…
Through elicit value transference to the artist through representations other than those of the
artist….
– Through artistic excellence and high production values (use of CGI, animation, expressionist videos)
that appeal to the artists fan base
- Through the use of glamour, featuring representations of the artist through performers in highly
glamourous or aspirational situations
-Through value-transference through the use of performance and high fashion using costumed dance
artists completing complex routines in sync with the beat of the artists track
- Through value transference through constructed narrative representations that demonstrate an
“opposition to the status quo” to elicit a feeling within the artists fan base of loyalty to the artist and
being part of a larger movement
Which do you think Emeli Sande has used in her music video?
12. Emeli Sande has…
* Used social realist representation of “street life” to represent her authenticity and cultural
links (filmed in Bethnal Green – mixture of ethnicities, cultures, class)
* Made use of non-actors – to add to the cutting edge of her as an artist
* Celebrates the transcendence of poverty and inequality to transfer that view of transcendence
to the artist
*Included a number of representations of her fan base to attract a wider audience – religion,
class, ethnicity, street life.
13. Images for Revision
For Homework…
Select at least 10 images from the Emelie Sande video covering the following (that’s 2 images on each area):
Religion
Emeli Sande Image
Street Life
Class
Ethnicity
Screen shot them and stick them in your EXAM books and write down the representations next to them to
remind you of the video for revision
14. A2 Exam Question… (HW – Write in your
exam books)
Explain how representations in music videos are chosen to promote the artist. Refer to Emeli Sande’s video of
‘Heaven’ in your answer. (10 marks)
Introduction (The music video ‘Heaven’ by Emeli Sande from 2011 uses a number of representations of to
promote the artist. Emeli Sande is seen as a…………………………).
Social, Historical and Cultural (Heaven was released by Sande in 2011, at the time when…………The video was
interesting as it chose to represent Sande in a …………………………….. Way. It also considered some of her own
influences in the video such as…………………………………)
Mise-en-scene and Media language with Representation (A number of representations are seen in the video
including………………………………………………………Religion can be seen to promote the artist by………………… Sande is
also seen as being affected by religion because of the use of camera on her as…………………………………………………The
media language of the video highlights a number of stereotypes used, and these are used to promote Sande
through representations of………………………………………………..Cover Camera, Editing, and at least 3 mise elements
Conclusion (Back up your points and remind the examiner how Emelie Sande uses representations of religion,
class, poverty and links to her within the video to promote herself to her fanbase)
