2. Institutional Information
Genre: R&B/Pop
Video Director: Melina Matsoukas
Date Of Release: October 19th 2011
Type Of Video: Concept Based
The video has been shown on various mainstream and lower
budget digital music channels from MTV to Viva.
These channels are directed to Rihannas R&B/Pop target
market allowing them to known about the latest videos
within their interest.
New developing online channels like VEVO have also allowed
and provided a service to bring both artist and fans
closer through music and interviews
Produced, written and featured in the video Scottish DJ
Calvin Harris attracts a new audiences from the
House/Dance genres which would benefit Rihanna
allowing her to pull in more sales.

3. Representation & Audience
Rihanna is made to represent the stereotypical teenager (the bloodline of her
target market), someone who's lifestyle is very traumatic, lively, free and
unstable in some cases. This will appeal to the mainstream teen using the
uses and gratification theory – personal identity. Her appearance may be a
visual pleasure for the male audience also known as the male gaze (Laura
Mulvey) which could suggest that Rihanna has a very outgoing and sexual
personality which attracts a male – allowing them to follow her music and
want to see more. The ‘real’ and ‘normal daily’ scenes like a corner shop and
high street can help to build on her care free representation she puts across
in the video. Furthermore the projection of the fast moving sky could represent
her surreal and influenced lifestyle that is represented in the video.

4. Skins – a teen dedicated series that relate to the wild Gambling /
Smoking
lifestyle represented in the video. Vegas –
represented in
bright fun and Addictions of
happy colours a young mind.
– suggesting Sexual
smoking is connotations
fun! – represented
as very
intense
through the
Glastonbury close ups and
Festival – fast paced
known to be shots
filled with
teens Misbehaviour/Tr
Wanting to ouble –
run free, enjoy Immature
music which is Behaviour
shown in the
video allowing
teens to Representation & Audiences Drugs –
Connoting the
identify with peer pressure
Rihanna. target audience
face or even
think are ‘cool’

6. Institutional Information
Genre: Rap/Hip Hop
Video Director: Phillip Atwell & Dre
Date Of Release: December 9th 2000
Type Of Video: Narrative Based
Both song and video went down a big treat for the music scene in 2000
– winning numerous awards from Best video of the year awarded
by MTV video awards to Best international artist video awarded by
MuchMusic Video Awards (a Canadian music channel) helping to
pull in new audiences from various other genres; this was also
supported by the featuring pop artist Dido.
The video was distributed to all major music channels like MTV and
Fuse TV although due to its explicit content many channels decided
to play the ‘clean’ version of the video. The video more recently
added to Eminem's VEVO page.
Interscope records a subsidiary of Universal Music who Eminem was
signed to along side Aftermath entertainment, a subsidiary of
Interscope founded by Eminem's musical friend and Rap artist Dr
Dre. The label is dedicated to hip hop and catered for their
audience and the general music audience by releasing a censored
and un –censored version of the song – this allows the artist to
keep his fans loyal whilst expanding his audience into new genres
like pop who would have been less likely to listen to a Hip Hop/ Rap
track.

7. An opening establishing shot of the A pregnant women in a bed alone An over the shoulder shot of the ‘stan’ an
family house – represented as very suggesting that the relationship Eminem obsessed fan looking into a mirror
dark, depressing and not safe isn't strong and man is not – looking reflective. He wants to be more
through the colours and open, wet supportive – this reflects the real like a star; this could appeal to raps target
window. life story of the artists. audience.
Wide low key lighted shots embrace the gloomy, stalker like
The narrative type video is linked and clearly shown
atmosphere that surrounds ‘stan’ showing the contrast of
through the camera pans between rooms. This is used
Eminem's life as a star and troubled background and
to highlight the priorities of the man in the house which
emotions.
converts the stereotypical view of a man – someone
who is supposed to be strong, independent and
supportive.
Forms&Conventions

8. Representation & Audience
Eminem’s target audience is made up from fans of Hip Hop and rap. These
audiences commonly don’t have a large disposal income and are usually
aspirers for the nicer things in life like being an international star, being on TV,
having lots of ‘Bling’, bodyguards etc – which are all shown throughout the
video for ‘Stan’ where Stan himself almost imitates the passion and lifestyle of
a Hip Hop/Rap fan allowing the audience to indentify with the story and also
feel the artist understands their life too.
The story that you are taken throughout in the video also represents Eminem as a
very sympathetic, understanding but busy man – where he almost is giving a
strong message to his fans to never give up and to remember the real things
in life that matter like family; which doesn’t match will the usual tough and
‘thuggish’ behaviour of a rap star.

10. Institutional Information
Genre: R&B/Pop
Video Director: Jake Nava
Date Of Release: October 13th 2008
Type Of Video: Performance Based
The smash hit Single Ladies released by Columbia records, a subsidiary
of Sony music grabbed the attention of the world through the
international star Beyonce and its catchy performance based video.
"Single Ladies" was the cheapest and quickest of all her videos to
produce, Knowles felt that it ended up being "the most iconic ...
something special“ Gail Mitchell for Billboard - Illustrating the
influence and power Beyonce has achieved on the music world
with such a strong and powerful song to reflect her success; which
appeals to the female, allowing them to want to imitate/ be like
her (a strong, independent, successful single lady). The video was
distributed to near enough all digital music channels worldwide
including those online channels like VEVO and Beyonces YouTube
page where the a dance craze begin around the world; where all
ages, genders, sexualities, disabilities and even other celebrities
posted their version of the video- this would boost the sales and
attention for the single which would of went down as a major
success for Beyonce herself and the label as it represented
Beyonce as someone who united the world whilst also being an
great ambassador for females around the world.

11. Representation & Audience
The Pedestal Position: this position Beyonce and her two
is often used in an awarding time dancers are wearing back
and carries the connotation of leotards that show a lot of
success and achievement after your skin this suggest that they
efforts. The chorographer may have are comfortable and
chosen the positioning to be like confident within there
this to reflect those same feelings female bodies even though
and give off a post feminist they aren't ‘media slim’ –
approach to the video. this ties into Feminism and
gives woman the self-
belief that they are still
attractive.
However for the male
audience this could be
used as visual pleasure
(The Male Gaze – Laura
Mulvey)
The black and white effect that
runs throughout the video can
There are only 3 women be used to represent Beyonce
in the video who carry a and females as iconic – shining
unified dance to reflect a a positive light onto females
powerful message – which will result in audiences
therefore could link to feeling better in themselves
religious messages like and seeing Beyonce as a strong
‘The Trinity’ female.

13. Institutional Information
Genre: Pop Rock/ Country
Video Director: Laurieann Gibson
Date Of Release: August 23rd 2011
Type Of Video: Narrative/Performance
Based
You and I the fourth single from the Born this way album
released by Interscope Records, a subsidiary of Universal
Music. The video was announced to her long awaiting fans
though social networking site twitter, then premiere on
MTV two days earlier than scheduled due to part of the
video being leaked. Also uploaded to You Tube’s Lady
Gaga’s VEVO page for fans to watch when ever they want
on there cross convergence technologies like
Smartphone's to game consoles.
The video also featured Taylor Kinney, a actor/model best
known for his roles within TV series like Fashion House and
The Vampire Diaries which Gaga’s audience is more likely
to know and could also be used as a sexual attraction
through the sexual intercourse scenes in the video.

14. Representation - Feminism
Here Lady gaga is being forced and almost moulded into what
the man in he video wants her to be like suggesting that she has
no control over him, and that he is more powerful than him; she
is reflects a patriarchal society within this video.
She then creates a mermaid alter ego, where her breast are
constantly on show and barely covered up which is sexually
suggestive of women being here to be ‘sexy’. The male
character within the video splashes her with water constancy
for her to stay alive which can represent the women being
dependant on the male.
An Androgynous method was also used in the video
where Gaga has become a male character who
towers and pays no notice of her in feminine form
throughout the video. Which adheres to the
mainstream stereotypical views of males.
Furthermore the performance based section, tortured feet and all
black outfit in the video can reflect the message of feminism as it
almost looks as if Gaga morns and injures herself about the
separation from the male. The synchronised, sharp dances gives
off the impression that the ladies are the males robots and there
for visual and sexual pleasure.