Cover 1 – Eminem “Relapse”
Relapse by Eminem is the album released by Eminem in 2009. After several years of not releasing any new material the artist has created this album, to return to the music industry. Eminem is a well established rapper, his genre of music accordingly being rap. Eminem is a worldwide known artist and so many of his fans and those who are not necessarily his fans, will know his face.
This has influenced the cover as the only image on the cover is his face. This helps the audience to very quickly recognize the CD and immediately knows whose album this is. Because his face is so distinguishable, the image also works on the smaller copies, the sort used for downloading the album, to be displayed on IPod screens etc.
The simple images connotes that the artist feels sure that the album has enough status to sell and attract attention based upon the fact that it’s a well publicized and awaited album, thus meaning the album doesn’t need to attract attention on the shelf.
The white box in the corner relates to the reason he was out of the music industry for a few years, and is deigned to entertain the consumer, the fact that the artist feels comfortable, essentially taking the mick out of his drug problem, puts the audience at ease. It could also give a large indication of the nature of the content on the CD. The drug prescription label, again relating the artists history, suggests that the lyrics of the songs may somehow be related to the artists experiences and attitudes.
back of cover
Cover 2 – Pendulum “Hold your colour”
The colours seem to have no theme or structure; they seem to be in some sort of storm. The colours could help represent both the audience and connotations of that particular genre. They are representative of the variety and randomness often associated with “raves” and the situation in which their music maybe played.
Above and below the eyes seems to be 2 different colours, blue above and yellow below. This could suggest a teenage audience who perhaps are subject to mood swings and so this is reflected in the two contrasting colours. Similarly the two colours could create a sense of unpredictability, perhaps mimicked in the music.
The two contrasting colours help to maintain the images strength and success when reduced to a smaller thumbnail when being downloaded.
The only information the audience gets from the cover about the artist or band, is that the music is again individual and unpredictable.
The dominating image is an eye buried the apparent blur and storm of colour. The eye seems to have no relevance to either the artists name or title, thus attracting attention when on a shelf in a record store.
back of cover
Cover 3- The Prodigy “Omen”
The title “Omen” has connotations linked to blockbuster successful film of the same title, based on a child who is believed to be the reincarnation of the devil. Intertextuality is a big part of this album cover, the young child and vicious looking dog to protect her, help to connote the idea of the devil and supernatural powers. The image is at an angle and so looked almost distorted and warped, again fitting in with the connotation of supernatural powers. The image is a long shot which helps the character seem more disconnected from the scene. They seem to be out of place when compared to the modern colours and exciting writing. Similarly to the La Roux cover, the copy “The Prodigy” is also in a font that reflects electricity, making it sound exciting and thrilling.
The colour green also has connotations of super powers, and it also could reminds the audience of a strobe lighting effect, the sort that could be played at clubs and such places, connoting the genre of the music.
The image of the dog and child is in black and white. This also contributes to the feeling of supernatural powers because the effeft makes it look aged, old and from the past, which enhances the idea that they are ghosts from a long time ago and almost to dehumanise them.
back of cover
Cover 4- The Veronicas “Untouched”
The copy is in a large big pink font which immediately attracts the eye. The colour of the copy also helps to suggest a targeted market. The pink colour is using stereotypes of the “girly girl” and so it should appeal to girls. It should target the younger girls as the artists became well known through their careers beginning on the Disney channel.
The long mid shot of the duet helps again to reinforce the target market. The girls outfits seem to contrast the pink girly font, they are dressed in largely black clothes and seem to be trying to achieve the rock chick look. This tells the audience about what they can expect from the duet, they are trying to convey the stereotypical message that teenagers have a rebellious nature and that they have attitude.
This could influence the consumer and persuade them to buy it because the younger girls may be lulled into thinking that they can be like them, trying to be grown up and “cool.”
On the other hand the fact that there are two girls on the front cover suggests that women and girls can not handle massive fame and success, and so it takes 2 of them to cope.
After a long time searching both search engine image results, browsing cover archives and attempting to view them on online record stores I have been unable the find an image that shows me what the back of the cover looks like. I plan to continue to look for the images on the internet.
Cover 5- Dizzee Rascal and Armand Van Helden “Bonkers”
This CD cover, is the front of a single called Bonkers. The artist Dizzee Rascal is again a well known artist and so people will be aware of his particular genre- usually RnB/ rap. This is the only indication of the genre of the music on the CD, this means that those who are not familiar with Dizzee rascals other work, may not be aware of the type of music he typically produces The cover creates a representation and reinforces the stereotype that RnB/ dance/pop music is dominated by using a black man for the cover image. The only other indication of genre, would rely on stereotypes.
The bright red and contrasting white, means that consumers browsing the shelf will definitely notice this cover sat amongst the others. The contrasting white of the text again makes the text stand out on the shelf. The contrasting colors also helping the cover to be identifiable if a smaller thumbnail available for downloads.
The font and placing of the text is also interesting and mimics the connotations of the actual title. The rounded, bubbly font looks child like and simple, the fact the letters are not in a straight line and appear to be haphazardly placed, fits in the title, Bonkers suggesting insanity and connoting mental unrest and confusion. Similarly the eyes of the person on the cover, have been graphically altered so that they starkly contrast the rest of the cover, they are deliberately a brilliant white in order again to connote hyperactivity, excitement and suggesting the person is wide awake and excited. They also have the potential to look slightly creepy and weird again suggesting he is “bonkers.”
back of cover
Cover 6- La Roux “In for the kill”
La Roux is an artists who’s music is predominantly dance, and electro pop, and this is reflected in the cover of their second single “In for the kill.”
The copy reflects the genre of the music, and the font of the copy is a good indicator of the genre that consumers can expect from the music. The font is thin and harsh with sharp angles, and straight lines. This reflects the genre of electro pop, mimicked in the lightening bolt effect in the copy “La Roux.”
The colours used are dark and almost seem to create a blur. This seems to create a sense of mystery and depth to the album. The dark colours create a mood of mystery and suspense, perhaps mimicking this theme in the music. The long shot of the lead singer dominates the frame and her long white coat provides a stark contrast to the dark setting in which she is stood. Her pose seems quite natural as though she is about to get into the car, on the other hand it seems very dominating and intimidating, showing confidence and poise suggesting that she is a strong individual and connoting that the music is also different and individual.
The cover challenges stereotypes that women cant handle power, as she is clearly dominating the frame, and indeed the group as a whole, suggesting that she is in full control and is successful despite the fact she is a woman.
The car and mise en scene seems to illustrate a link to the 1980’s perhaps indicating to the audience that the music is influenced by the 1980’s and so the genre will contain elements of the 80’s. The busy and modern city silhouette behind her fits in appeals to the targeted audience, as it is this sort of chaotic and hectic life that would appeal to them.
After a long time searching both search engine image results, browsing cover archives and attempting to view them on online record stores I have been unable the find an image that shows me what the back of the cover looks like. I plan to continue to look for the images on the internet.
and the thing about her arm being in front
Music Videos X6
Tinchy Stryder feat N-Dubz- Number 1
http://www.youtube.com/watch?v=Tc7W8Q-g9Lg&feature=related
This song, although it is not of the genre dance, it spent 3 weeks at number one in the UK singles chart, which means it is massively popular across the UK. It is largely an RnB based track but N-Dubz music has a dance background.
The lyrics anchor the target audience as the colloquial slang used such as “homie” and “rated” have the potential flaw of only being understood by younger consumers and so the meaning could be lost amongst a larger number of consumers. The target audience is also identified through the clothes that the artists wear. They are dressed in very colourful attire, suggesting a high level of confidence and individuality, this suggests that younger people are independent and strong willed, perhaps creating some sort of role model which encourages individuality and style.
In the majority of the frames, either Tinchy Stryder or Dappy dominate the frame. They are the centre of the very long shots, this means the audience can see them dancing and interacting together. They are wearing very colourful clothes, creating a contrast between them and the bland black and white background. This means that they dominate the frame and command attention.
It becomes evident that Tinchy Stryder is black, reinforcing stereotypes that it is largely black artists who dominate the RnB music industry as he appears to be the lead in this particular song- there are very few shots of Dappy alone in comparison to Tinchy Stryder being alone. Dappy is white, suggesting that he is challenging misrepresentations that white people struggle to be successful in this particular genre. An extreme long shot shows how this divide between the two men, Dappy is much further back in the framer compared to Tinchy Stryder who very much dominates the frame. It appears as though Tinchy stryfder is looking into a mirror and so he sees an alternative reflection.
As already mentioned a lot of the shots are very long shots to enable the audience to see the dance moves etc, but there are some zoom ins which enables the audience to see the artists facial expressions, helping to anchor the lyrics.
The video does as many other do and has created a sex symbol out of one of the women dancers. As she dances, an upwards panning camera movement moves up her legs and body, this seems to make her legs look longer, thus deeming her more attractive by western terms.
The pace of the editing is relatively slow, most of the cuts are just straight cuts, which doesn’t distract attention from the artists themselves. The pace quickens during the long shot of one of the dancers, using straight cuts to make it seem as though she is dancing in a really unusual and talented way, when really it is clear that what the audience sees is a series of dance moves all edited together to form one comparatively long routine. (see 2:44 in the clip provided)
Alex Gaudinio – Watch out
http://www.youtube.com/watch?v=hJOiCsL6eD0
This video is based upon a fictional computer game and makes use of CGI. By using this technology, it appears that the women playing football are not real and that they are only on a computer game. The two men are competing in a virtual football match, in which all of the players are under their direct control.
This represents women in a negative light. Firstly it suggests that men are superior to me, as they have the ability to control women and to dictate their lives. They men are controlling them via a games console, insinuating that women are easily controlled and they are happy to be controlled and manipulated to the advantage of the men- in order to win the game. Secondly the fact that the game is being played in a games console suggest that women are disposable, and that as a games console can be switched off, so can women and they are only there when needed. Again representing women as under men’s control.
Close up of the women’s pants and another women tugging on them also suggests that women are being presented as sex slaves to men and they are there merely for men’s pleasure.
On the other hand the low angle mid shots do mean the men are looking up to them, as they have the power of entertainment and they have captured the attention of viewers. The low angle build up tension and so create a tenser and more aggressive mood and atmosphere.
In the mise en scene, the orange back ground helps to create a heated and “hot” mood and atmosphere. Long shots have been used in order to show the audience all of the women’s bodies in order to connote how the women are deemed attractive, again enhancing the idea of a sexual mood and tension. Long shots have also been used to put an emphasis on the movement and high sport that is being played, create a sense of movement and exercise amongst viewers.
The video begins with a series of wipe cuts, this connotes that the men playing the game have a massive sense of control and choice; it gives them the ultimate power to decide the women’s activities and what they do. The “player selection” screen helps target the audience of late teens early 20’s as could be interpreted as mimicking men in a bar/ club, picking out and discounting women in a bar.
Kid Cudi vs Crookers- Day and night
http://www.youtube.com/watch?v=lVb_t_ao9gw
The first couple of shots set the scene for the entire video. Costume is used to identify roles within the store that the audience can see. It is clear that the woman is dressed in more sophisticated clothing than the man. This challenges stereotypes and previous representations, the two mid shot also shows them together and her body language and aggressive movements mean she dominates the frame, connoting that she holds a level of authority above the man. This representation is reinforced by the close up showing a massive level of aggression and anger in her face. The close ness of her face to the camera (therefore the audience) helps to intimidate the audience, thus creating a mood and tension of severity amongst both the audience and this being replicated in the video.
A long shot of him stood in the door frame helps to show how he is alone in the store, giving the audience information as to what the predicament he finds himself in is.
The panning movement of the camera follows the customer as they approach the counter and shop assistant, showing the build up to the introduction of the customer.
Straight cuts of him “messing about” behind the counter, helps to connote that he doesn’t take the job incredibly seriously. It also helps to show the passing of time as the video cuts to a lot of bizarre and seemingly irrelevant actions suggesting he is trying to entertain himself.
A jump cut shows a surprise and shock that because he wasn’t paying attention, a customer made him jump. The jump cut helps to create this feeling of surprise amongst the audience, they wouldn’t be expecting it.
The very long shot of him and a young attractive girl shows how he is constrained by his role. He counter is seen to be separating him and the girl, when it’s obvious he want to dance with the girl and join in the flirting. However the shot means that the audience can see all of the girls body and dancing, showing her freedom and that she can behave how she wants, the counter clearly in front of the shop worker shows how he is constrained by professional expectations and how his behaviour is restricted and he has to restrain himself.
Basshunter- Now you’re gone
http://www.youtube.com/watch?v=IgFwiCApH7E
This particular video has a narrative, Todorovs narrative theory can loosely be applied to the video. The disruption of the equilibrium could be considered the “break up” of the couple, the realisation is the receiving of the break up message, followed by the attempt to create a new equilibrium, going to the club to party, and finally the coming together of the couple in the club could be considered as establishing as new equilibrium.
The close up of the mobile phone, enabling the audience to read the message, carries the narrative forward and so the audience is immediately involved- they are the ones who read the message, and knew it was being sent before the man received it.
The low angles of the woman on the bed after the text message, helps to create a mood of sadness and isolation. The low angle long shot helps to make her look very alone and isolated, even though she holds the domination of the frame, normally connoting power.
The close up of their faces, helps again to create a feeling of isolation, very little camera movement in the shots indicates they are deep in thought and contemplation.
Another way the audience is involved is the cutting of scenes between the man and the woman. The audience essentially knows more than the character involved, the viewer realises that they are probably going to the same club, unbeknownst to the characters.
Contrasting to the previously slow pace of the editing, the entrance of the other characters begins a speeding up of the editing. The speeding up shows a progression in the narrative- they are attempting to establish an equilibrium.
The quick dissolves in the scenes where they are getting ready, helps to show the passing of time. The passing of time is significant as it reinforces stereotypes, that women enjoy getting ready with friends for a “big night out.” It suggests that women feel it very important to look good, essentially to impress both other men and women, connoting a sense of vanity and arrogance.
A contrast to the natural light of the bedroom, the strobe coloured lighting is an indication that they are nearly there and on their way. The music then gets quieter and appears muffled, the heavy bass can still be heard, this suggests they are outside or very close to the club, recreating the thump of the bass that can often be heard outside clubs.
The dark lighting with flashes of colour is a good indicator that they have entered the club. A lot of camera movements such as very quick pans across the top of a crowd, suggests that there is a lot of excitement and that people are having a good time.
This chaos and movement makes it much easier for the audience to notice the mood and tension surrounding the character. The long shots of them in the crowd shows how they are stood relatively still compared to the other people dancing, occasionally people are seen in front of the character that the audience is trying to focus on, showing how the rest of the club is oblivious to what the man and women are thinking.
The pace of the footage is then majorly slowed down, the attention repeatedly swaps between the slow movements of the charters coming together (the new equilibrium) and everyone else dancing, showing how everyone else has no ideas that this couple are experiencing a very dramatic movement together.
Lady gaga - Poker face
The video begins with a very long shot of a pool with 2 large dogs sat on the side. Lady gaga then emerges from the pool dressed in a skin tight black leotard. The edgy outfits that require a figure deemed perfect by western terms to look good, means that the video will target younger people, per haps who are more confident and more likely to wear these edgy futuristic clothes.
The quick pace that is maintained though tout the video is established very quickly as the video cuts very quickly from long shots to close ups. The editing mimics the music, meaning that there is some kind of rhythmic structure opt the cuts and camera shots. The screen then splits into several sections each with the same footage; again this shows the artists futuristic edge. It also tells us a lot about the artist. It suggests that she likes to be the centre of attention and that she enjoys being different and individual.
A long shot shows her entering a room full of people. She takes a seat and it becomes clear that she is still dominant. All other people are stood up and dancing, but she remains seated yet it’s still clear that she is dominant in the frame and still the focus of most of the attention.
Long shots are also used so that the audience can see her lounging about in her chaise, connoting a sense of arrogance and wealth. It suggests that she is important and dominant enough to warrant a lifestyle that allows for lounging about.
The extreme long shot of her dancing about a steaming swimming pool means that the audience can see the backing dancers. This, along with many other shots that she dominates, challenges the stereotypes of women being under men’s control. It becomes clear that all of the backing dancers are men; this means that she is completely dominant, holds authority over them, and essentially is the most successful out of all of them, thus challenging and fighting the stereotypes.
The backwards tracking movement of the camera is very “jumpy” telling the audience that the artists can be irrational and unpredictable at times, again telling the audience a lot about the artist.
Little boots- New in town
The video uses low angles of the artist and so this creates the effect of the audience looking up to artist and as though she is leading them round. This connects with the idea that the artist is leading the viewer on a tour of New York. Although she is bent over, she still dominates the frame, this creates the idea that it’s a secret tour and that its all very mysterious and interesting. The tracking movement follows her as she edges back and round a corner, again denoting the idea that the viewer is being lead around and on a guided tour. This gives the video a secret mood and atmosphere, as though they shouldn’t really be there. The fact that the audience is following her around, gives her the power and authority in the video, as though she knows something that the viewer doesn’t.
The high angle enables the audience to see the structured display that the shopping trolleys are able to create, suggesting that the “tramps” do have something to offer and that they are capable of producing beautiful displays.
The video doesn’t really have a linear narrative, but the fact that the audience could consider they are on a tour suggests adventure and that they might discover something new.
In the shots which have many people, where the artist is stood in the middle, it is clear that she dominates all frames that she is, the is always positioned in the middle of the frame, her colourful dress ensures that she provides a stark contrast to the rest of the people she is in the frame with. This tells she is quite confident and individual, and that’s she’s confident with who she is and is happy to be the centre of attention. It also shows that she isn’t afraid to venture into the unknown and to the depths of suburbia.
The video represents her as versatile and individual, it suggests that she fits in with many different types of people, indicating a sense of rebellion against being “pigeon holed” and considered as one particular concrete stereotype.
On the other hand, the video uses stereotypes to encourage the audience to form negative connotations of the people that the artist meets along the tour. The massive group of black people may have negative connotations of belonging to a gang, presumed violent and so this intimidates the audience. However the video then challenges stereotypes, but proving that the audiences premisconcptions are incorrect and that they are actually pleasant people just going about their daily business.
Adverts X6
http://mynetimages.com/9104025f_md.jpg
This is an advert that would probably have been featured in a magazine, promoting a new album or single. The mid shot of the singer, Gwen Stefani dominates the frame, challenging stereotypes that women can’t handle power or fame. She is photographed sitting in a royal throne, again challenging the stereotypes that women cant handle power.
Dyer proposes that people in the music industry try to construct what is essentially a brand image. This is evident here In this advert as it is clear that Gwen Stefani as a person is not a member of the royal family, but in this advert, she is being made to seem as though she is the queen of the music industry thus creating power and opulence and attaching to her brand and identity.
“A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (e.g. advertising, magazines etc as well as films [music])”
http://www.mediaknowall.com/Popular%20Music/popstartheory.html
She is framed quite near the top and her head is lightly tilted. This means that part of her hair is covering her face, this also create a sense of attitude and a rebellious nature, suggesting that she is trying to express a sense of individuality, perhaps she is trying to target her audience and set a role model for them to be confident.
Relating to the royal theme that the ad creates, the writing looks very traditional and is in an opulent gold colour, suggesting that she is wealthy and has a lot of money.
In the bottom left hand corner there is a small image of the album being promoted, this helps provide crucial information for the audience as to what they are looking for, and essentially the point of the advert.
Apart from this one particular advert I was unable to find another other texts that have been produced in order to promote either an album single or artist. I searched both online and in magazines. I also considered any texts that may have been on billboards, but I struggled to access these.
Online I searched for ad posters using search engine image searches such as Google and Ask. I was unable to get hold of any images to analyse and to gather codes and conventions from. I was also unable to find any adverts featured in magazines, including magazines such as Kerrang, Mixmag and Smash hits.
The significant absence of posters with the purpose of advertising and promtion tells me that posters are no longer a useful or efficient way of promotion. The absence tells me that in recent years technology has evolved in order to provide much more efficient of advertising. The music industry may consider that advertising through other mediums such as Tv adverts for example, using supermarkets such as Tesco to advertise their newer albums.
The way in which products are marketed and promoted to audience is ever changing and so the industry has had to change the way in which it communicates with the consumers.
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