Research: Star Image

Star image is the way an artist is represented to the audience, taking into consideration their image, in the way they look, dress and behave. Music video can help boost an artists career as when they produce music videos as they are bale to share their thoughts and feelings. It also helps an artist enhance their popularity, when they create music videos then their audience remembers the artist from the specific music video of their choice. Most importantly, a music videos helps the artist to build a relationship between their audience.

How a music video help an Artist with their career:

• Makes the artist more popular - A successful music video can enhance an artist’s fame and popularity making them more famous in the music industry.

• Shows the artist off to a mass audience - Without a music video, an artist may only be known by a small audience, whereas a music video that is available on numerous platforms such as Youtube, iTUBE, iTunes etc, is likely to show an artist off to a larger, audience, possibly making the artist globally or internationally successful.

• Promotes the artists image - The way in which an artist is portrayed within their music video allows them to promote their image to the audience, giving them a sense of individuality and uniqueness. For example, Lady Gaga promotes a unique image through her different outfits.

• Music videos live longer than an artist’s single - Once a music video has been uploaded onto media platforms and social networking sites it is unlikely that they will be removed, unless there are censorship issues, therefore, they are likely to receive many viewings over time, in comparison to an artist’s single which is unlikely to be listened to after the hype revolving it has dispersed.

• Artist and audience build a relationship - A music video allows the artist to build a relationship with their audience as the audience feel closer to the artist and can relate to particular lyrics or narratives within the music video. This also allows the artist to build a fan base.

Case Study: Justin Bieber

The star image of Justin Bieber has changed over time as when he was known in 2010, he looked very cute and adorable, at the time he was main target audience was young teenage girls. Then in 2011 his hair style has canned which suggests that he is getting older and wants to be look more attractive. In 2012, his body is starting to change and become more fit, this indicates that as he is making a mature teenager, his target audience starts to change. Further on, in 2013 we see that he has tattoos on his body, this shows that he is a mature young adult. Therefore, his loyal audience has grown with him so is now daily targeting at older teenage girls. This timeline of his changing appearance suggests that his music has homage as well, at first he had no swearing in his lyrics and it was more charming to young girls, however, now he more exposed with his body and in his music videos, his star image has changed because his first album in 2010 was all about him and as he was young back then he made sure that he doesn't use promote any negative behaviour to his audience.

Justin Bieber - Baby (2007)

This music video is called, 'Baby' and this was Justin Biebers first music video. His target audience was teenage girls as they lyrics of his song where about love and teenage females. He had an innocent and sweetheart image and his action never showed bad behaviours. His singles were never sexy or based around hardcore relationships but having good times with friends and falling in love with his girlfriend.

Justin Bieber - What Do You Mean (2015)

In this music video called, 'What Do You Mean' we see a new developed Justin Bieber. His appearance become very sexual but in an aggressive way. His values suggested that you should be confident in yourself.ve and intimidating, and the lyrics become very confident and daring towards the opposite sex. As his values as changed, he is perceived as becoming more independent, and portrayed flirting suggesting that there was no harm in it at all. His target audience drifted to boys and girls in their late teenage years. His appearance also changed: he became more glamorous and sophisticated in a sexual way to attract attention from the opposite sex and to be admired by females.

Case Study: Miley Cyrus

Miley Cyrus was once an adorable Disney character however as she has become older her star image has changed and has affected her audience. When she first become popular, she targeted as a young children and young teenage girls as she never showed her skin in any outfit and even if she did it was appropriate for any occasion. As she grew to become a young adult her star image changed and this is shown from her appearance in the following images. In the third image her hair cut is changed, in this last image she is wearing a crop top and boxers, which suggests that she has grew out of being that cute and innocent young teenager. Miley changed her music and started working with trap rapper Juicy J and doing semi-nude shoots with Terry Richardson. Her performance with Robin Thicke at the VMA’s which she acted extremely sexual on stage.  This also shows her star image because when she was a Disney star, she was very calm on stage and her performances was appropriate for any ages to see it.

Miley Cyrus - Can't Be Tamed (2010)

In 2010, Miley released her song 'Cant be tamed' which differs from her previous songs as it promotes that she is becoming more rebellious and does not take the audiences opinions into consideration. She also wears less clothing, revealing her cleavage with the camera capturing her sexual assets through close up shots. She is perceived to be wearing more makeup, with highlights in her hair which also highlights that she is older.

The lyrics of the song are related to her life and the fact that she is ambitious and wants to be set free, the daring lyrics, " I can't be tamed, I can't be tamed, I can't be blamed" indicate Miley Cyrus's changing image, through the use of the repetition which also suggests that the artist is desperate to change. Her target audience drifted to older females from the ages of 17-21, who also felt they could relate to her situation. The close ups and long shots of the artist in the video highlights her developing stages into adolescence. Her dancing also involves more backing dancers making the video more daring. Her values within the video are that individuals should be free to do what they believe in, preventing them from being forced to do what others want.  

Miley Cyrus - Wrecking Ball (2013)

However, her music video 'Wrecking Ball' which was released in 2013 portrayed Miley Cyrus as changing completely, with her video evoking harsh criticism and controversy due to its inappropriate nature. Throughout the video Miley is seen to be sitting in a large ball, licking building tools such as hammers which are phallic imagery, relating to the artists sexuality. Moreover, she is perceived to be wearing minimal clothing, with the camera capturing her personal assets, which is supported by her bright red lipstick which symbolises love and lust reflecting Miley's personality. Her hair has also changed, becoming short and blonde which has supported her changing persona and image. Her dramatic change in image and behaviour has led to Miley's audience adapting from a mainstream audience to a niche audience, due to her behaviour not appealing to the younger audience. The younger audience would also be unable to relate to her, instead, perceiving her as a threat, due to her songs becoming more sexual and intimate rather than playful and light hearted.

Star image: Sexual reasons, political reasons, moral reasons and social reasons

Star image-Sexual

Macklemore - Same Love

Some people can use music videos to exploit or to feel comfortable with their sexuality. For example, Macklemore promote his support for the LGBT community by mentioning it in his song. For example, Macklemore released the song 'Same Love', which talks about legalising same-sex marriage.

Star image-Political

Green Day - American Idiot

Some artists, including Kanye West and George Michael use their music videos to promote their political views in order to spread awareness to a large audience informing and educating them about important, political issues. For example, Green day - American Idiot, the title refers to the state of the United States at that point in time. It speaks of a nation controlled by the new, biased media, and how the singer is not part of a "Redneck Agenda" discontent with how things are going. It was released during the 2004 presidential campaign, where George W. Bush was re-elected.

Star image-Moral

Jessie J - Price Tag

Particular artists use music videos to express their personal opinions on issues what they believe are important and have value. For example, Jessie J promotes his opinions about morals through the 'Price Tag' song using imagery to open the audiences eyes and to evoke emotion from them.

Star image-Social

Meghan Trainor - All About that Bass

Some artists simply use their music videos to represent a type of lifestyle or ideologies they believe in. For example, Meghan Trainor promote her ideologies in her lyrics saying that she is proud to not be prefect and have a iconic body shape, where the audience relate to and appreciate. 

Conclusion:

Star image is very important because it allows the audience to see who the artist is changing over time, this also shows the artist as a growing individual and this could be shown from the way they are dressed, the way an artist starts to act towards life. When producing my music video, I am planning to represent star image as a successful artist, as I will have decided to create a niche music video. I will make sure that my artist wears clothes that are conventional to the Alternative Rock genre music videos e.g. black leather jacket, black boots etc. This is important as the audience are likely to judge based on first appearances, therefore, it is beneficial to portray the artist/band through their image, expressing their persona to their target audience. Moreover, I want my artist/ band to maintain continuity, ensuring they do not change their image dramatically overtime resulting in them becoming a controversial subject within the music industry, like other artists such as Kylie Minogue and Miley Cyrus who are criticised for their dramatic transformation. Instead I want my artist to be portrayed as mainstream and niche, relating to a wider audience which can be done, as they can be represented as fullfiing a stereotypical image through their character however, maintaining originality within all of their music videos.