Evaluation

From looking at my overall work prospectus, it is clear to make an evaluation because I have found out that we are aiming to target a R&B/Pop demographic and most importantly a mainstreem audience which has really helped us with narrowing down what artist we will be using and also what will engage our viewers. Choosing our targeted audience is crucial as it is important for us to connect the genre of music to what will be expected from the music video's ie. performance,concept or narrative based.

From choosing the artist Rita Ora we have come to the conclusion that not only will she reach not one but two different genres of music lovers but also we have an advantage because Rita has only currently entered the world of stardom; which initially helps when considering how she has evolved and developed in the music industry. But in contrast to this her two most popular videos have different conventions but still offer enjoyment and love from her targeted demographic.

Before starting our research my group would not have been warie of what audeince Rita Ora would appeal to, but we have found the research into an audience really helpful as we now know what we will have to take on board when appealing to young Pop/R&B fans.To gather more information and find out in more depth our audience and discover in greater detail what our demographic will be looking for and expecting from our music video. Rita Ora is branded a 'mainstreem' artist which means we needed to determine how/why she has been catergorised into being a mainstreem artist. We found out that the likes of Mtv and Viva are hugely responsible for playing Rita Ora's music, which is clever marketing as she will be appealing to not just one specific sub-genre.Whilst Rita Ora is not entirely branded as a R&B star, in her music videos it is easy to see that she follows the conventions of a stereotypical music video.

We decided to survey 40 members of the public; which consisted of 20 male and 20 female to get a range of opinions of both sexes. We thought it would be simpler to divide and round our results together by asking 40 people, as it would be easier to round up or down the percentage of people who agree and disagree with our questions, which will lead to a roughly accurate estimation for our questionaire answers. We could have made our questionnaires more accurate by asking more members of the public as a record company would be sure to ask hundreds and sometimes thousands of people to get the best accuracy to make the video the best of its potential and satifye the demographic.

During one of our lessons, our group made Vox Pops (short video) which helped to get a visual response from our demographic, consisting of questions and answers from volunteers, which was used so we could watch back later and confirm and find out what our audience wants to capture in our video. In doing so, we met a variety of people who have different responses and have different expectations and views of an ideal music video. This not only helped us with finding out information with our R&B video but for future references into how different demographics of genres can have have simlilar expectation into a music video. One critism that the whole group discovered was that if we were given the chance to make Vox Pops again then we would change some of the questions to be more suited to our artist to make the questions more specific.

Questions asked in our Vox Pop:

1. What music channels do you watch?

2. Who is your favourite artist from the Pop genre?

3. Would you agree that Rita Ora is a fusion of Pop, Dance, R&B?

When it come down to finalising our information gathered from our Vox Pop research and transfering the information into pie charts we discovered that some of the questions did not benifit or help with encovering what our demographic wants in the video. Which concluded with us altering some of the questions to suit our video; "What is your favourite song?" changed to "What is your favourite song from Rita Ora?" which helped contributing a clearer understanding into what would be ideal and this was easier to make catergories to select from to endulge into our pie charts. From our questionnaire it become clear to us that because we were working with 'Radioactive' a mainstreem track, that we would realistically wish to make the video performance based instead of concept because in the real world it would be much better suited to the genre. To link the prospective of our music video to Dick Hebdiges subculture theory; it would proberly be tearing away the idea that girls who are linked to being mainstreem often occure to being sexualised or very bubble gum and ultra girly, which Rita Ora ops for going against the conventions and admediatly connects with being unique and an individual in the music scene.

Research into my chosen genre

We decided to select the artist Rita Ora, so this will mean I will be looking into and finding our research into the genre of music that our artist is linked to which would be Pop and R&B. Appealing to both a commecial and mainstream audience, Rita doesnt actually acquire the usual conventions that other artists in the R&B genre consist of like Faith Evans or Nicci Gilbert as she does not steer only in the direction of being a pure R&B star but also she still keeps in the middle of both of the genres as she can be advertised as a pop artist as her music is very fun and bubbly just like the likes of artists like Pink and Katy Perry, but we feel because Rita Ora aims for more then one genre of music then we can target a wider audience which would be better to gain attention from a variety of fans of both R&B and Pop fans.

An artist who is always being compared to Rita Ora would be the hugely successful Rihanna. Rihanna who pretty much hit the jackpot when cracking both the UK and America at the start of her career in 2005. The Barbados star annitually started as a R&B star but like Rita has decided to put a mix between both the genres. Rihanna has been labelled 'Edgy' and as stated by Rita Ora rihanna is one of her influences in life, which is clear to see through her fashion,music and all round pop/R&B persona. Also their are many artists in the industry right now in pop that are very "bubblegum" which means they are very cheesy and happy clappy and also a huge gap in the market for fiesty and edgy artists like both Rita and Rihanna which is a very great marketing tantic for record label Roc Nation that manages both the artists as many fans of Rihannas would usually be fans of Rita aswell.

Because Rita Ora is fresh on the scene, current and has music that will really suit some of the rough ideas we have thought up, we thoguht that she would be the perfect artist to use to inspire us for our video. Plus her videos at this stage; consist of her in a house party and dancing in the street which would be amazing ideas to interpret in our music video. For these reasons alone we thought thats realistically Rita would be one artist that we would be really excited to look into and this gives both of us an opportunety to put our thoughts of what the lyrics mean and interpret it into what we feel the lyrics mean to us.

Pop- Katy Perry
The artist Katy Perry is an ideal example of a conventional pop star, with her cute/kooky outfits, to her outragious wigs which always consist of bubblegum colours, which only adds to her wild and admetidly Alice in Wonderland persona with her own personal twist. Whilst borderlining a sex appeal to her male fanbase, she always keeps her look/songs tongue in cheek and just the right amount of flirtiness which helps to engage a large following of both female and male audiences.

Her world tour 'California Dreams' consisted of a theme of candy and a wonderland of taking her fans on whole other dimension of fun, risks and a little bit of forbidden desires which leads to the idea of candy as candy is a treat and gives Katy a naughty streak as she is seen as using the candy as a hidden fantasy.

Like Rita Ora both artists bring a sex appeal and a connection through the pop genre which builds up their images of becoming leading figures in the Pop industry. Both artists bring an exciting and 'up for anything' attitude which is just enough to make girls want to be them and boys want to be with them.

Research into chosen artist

I have always been a huge fan of the pop genre and I felt that based on our information we received from the pie charts, that pop was the most popular out of the other genres. Pop has more then one influence, so artists like Katy Perry are mainstream pop, but my group felt that we needed an artist who supplied pop music but also another genre to aim at a larger demographic; this is when we decided to use the new pop/R&B artist Rita Ora who is perfect for what we was looking for.

Rita Sahatciu Ora is a british born urban artist who hit to fame when her single 'Hot right now' which went straight to the number one spot; which was just the start of her stardom by receiving three consecutive number one singles in the UK charts in 2012, who was the first artist to receive this in 2012.  But masses of success was destined for Ora, From graduating from Sylvia Young Theatre School (one of the worlds top prestigious performing arts schools) to being signed to Roc Nation which is the subsidiary of Sony BMG.

(source wikipedia) The chart helps to show that Rita Ora has become successful even though she has only been around for a year and has already achieved a number one album in both the UK and Scotland, which for any artist would be a huge reconisation in the music industry but especially as she has gained a fan base in just a year.

R.I.P music video analysis:

At the start of the music video we are introduced to the artist, who struts into an empty room and reveals her fashionista self in her trade mark red lips, layers of gold jewellery, luscious blonde waves which oozes her sex appeal. This relates back to Goodwins theory s he suggests that stars add close ups to get to know the artist, and in this case we pick up on her appearance and slowly her fans will realise her trademark look. An extreme close up of the artists face is ideal as this really boosts his theory with Rita as she is still trying to appeal to an audience and the demographic will get to know the artist more. A guest appearance from the very popular Tinie Temper who is very big in the R&B music industry will not only make a big impact with the media but also will gain her more respect in the R&B movement as this could gain some of Tempers fanbase aswell.

Rita tries to promote her sex appeal but does it to the extent where girls are not intimidated by her but feel like they could be her friend and look up to her as a role model, whilst boys want to be with her which is a very sucessful marketing plan as she aims to attract both male and female fans.

The lyrics in her songs are more likely to relate to girls who are trying to get over a break up as in her lyrics "Rip to the girl you used to see her days are over" which implies that you dont need a man and that the audience can get through this, which makes the star relatable and also creates sympathy behind her songs which the demographic likes to observe.

Use of wide angled shots, long shots and a wide variety of extreme close ups add to the impact of the music video as it not only sets the scene with the use of long shots but carries the theme of engaging the artist and the audience and this is usually a common theme in most pop videos.

Like her other video 'Hot right now' the star is flaunting her very tiny body and shows herself within close ups, long shots ex. to give the audience a better understanding of her and also a common theme in both is not only her trademark look but the idea of promoting the materialistic side of being a conventional R&B star with her use of flashy jewellery, expensive cars and high maintenance lifestyle which is a stereotypical move in a R&B artists music video which overall shows what is expected from the star in te future and conventions that she is trying to show through her music and dress sense.

The overall feel of the video is that the star has a point to prove that she is a provagative and a sex symbol who is trying to make a statement that she wants to appear to be a dominant woman in the music industry. She proves her urban roots with her facial expressions and extravagant gestures which her fans will enjoy from her videos as this appears to be a common theme in her music video.

'Shine ya light' video analysis:
In this video we see the artist some what strip back to her roots, as we take a journey of her originality in the home of Korsovo which is not the most glamourous place in the world, which goes against Goodwins theory as he suggests that an artist of the R&B genre confirms to being materialistic, which Rita does not.

At the start of the video we see the star surrounded by citizens of Korsovo whom are fans of Rita Ora as they are seen in ore of the star which her demographic will be intrigued to see the singer in such a humble atmosphere of her home town and feel her overwhelmed impact through their respect and admiration towards their idol.

We also see Rita riding on the back of a motorcycle which creates the fantasy of a bad girl image that Ora is trying to perceive which her audience will appreciate and admire as it shows the fact that she is living life to the full and being a young, reckless star.

In one scene we see the star wearing headphones from none other then one of her subsidary labels 'Sony' which is a clever marketing tool, because the stars demographic are being indulged to buy what their idol is wearing. So Sony is not only making success with their artist but also selling their technical products, which would result in more money for the company.

Rita shows the conventions of stereotypical Pop video with the use of catchy dance moves and extreme close up's to see the full impact of her sex symbol image with her statement red lips and blond curled hair which makes the artist show her individuality and her audience can recognize her look. However the video is mostly conforming to an R&B as we see Rita wearing little clothing to show off her envious body; most R&B videos consist of provocative women to show off their bodies to show a materialistic lifestyle.

The video has a simple vibe to it but overall shows a strip backed and relaxed Rita as she is in the place where she grew up so naturally feels more down to earth and humble to her surroundings. Also her demographic of a young teenage audience will admire and get an insight of where their idol grew up and get a closer connection with her.

Copyright

Copyright:

Governments enact the rule of copyright to give the owner of the original work have an exclusive rights to their product. This is usually for a limited amount of time but in general it can be deliberated how long the owner wishes the copyright to last. "The right to copy" gives the copyright owner full control of their work and make sure no-one can use and in the real world a track that is legally owned by a record label and make sure nobody can make a profit off the product that isn't there's.

We had to ask for copyright before we could successfully use 'Radioactive' by Rita Ora to ensure that our music video will be legal and overall we will not have to worry about the consequences of not getting permission. We made sure that the producers/artist/label knew that we were using the track for educational purposes and that we do not wish to branch the track as our own. In the music industry from producers who wish to get copyright permission to use other artists songs. A perfect example of this is Elvis Presleys 'A little less conversation' which was agreed by producers and Presleys record label to be remixed by JXL whom was the first artist to receive authorization to remix one of his songs, which was carried out with the form of copyright. Another example of copyright which didnt go exactly to plan when artist DJ Danger was rejected from trying to blend tracks from the Beatles and Jay Z to make a mix, which created a large fuss and ended with representatives of The Beatles track demanding DJ Danger Mouse to take it down off the internet, which he illegal uploaded.

Major and Independant Record Labels

SONY MUSIC ENTERTAINMENT (Sony ME)

Currently one of the second biggest global record label companys. Sony ME parent company is Sony Corporation of America. Sony Music Entertainment is not only responsible of running the vast majority of the music industry but it also the film, technical and gadgets business.

Some artists manged by Sony ME:

- Micheal Jackson
- Beyonce
- Kelly Clarkson
- One Direction
- The Wanted
- Katy Perry
- Rita Ora
- Jay-Z
- Kanye West
- Birdie
- Little Mix
- Girls Aloud
- Dizzee Rascal
- Flo Rida
Sony ME not only works closely with the music side of its company but also focuses on franchising its other popular label which often links alongside the musical label, which would be sony ME filming industry, which has released such films as ie. Ghostbusters, Spider-man and Men in Black.

Subsidiary labels include:

Columbia records- The hoosiers, Bob Dylan, Chipmunk
Roc Nation- Rita Ora,Rihanna,Kayne West
EPIC records- Olly Murs, Cher Lloyd, One direction
Fueled By Ramen- Gym Class Heroes, Paramore, A rocket to the moon
Warner Music Group- Oasis, T.I. Lupe Fiasco
Elektra Records- Ed Sheeran, Marina and the Diamonds, Cee lo Green
Atlantic Records- Wiz Khalifa, Cody Simpson, Kid Rock

The Parent company of Warners brothers, is infact Time warner; not only manages the record company but the business also branches in the televison industry with a company called CBS coporation; along side CBS is the hugely popular Boomerang,Cartoon Network and Time Warner which aims for two very different demographics, so gains a variety of interest from audiences.Warner bros  is mainly responsible for Time Warners success as it is one of its highest produced subsidary labels in the filming industry and has produced such as Harry Potter, Nightmare on Elm Street and many Disney productions to name a few.

Independant labels:
A much more riskier option, which usually results in a rather small fan base and following compared to subsidary labels as independant labels relie on purely on one or a few labels which usually means fewer artists.
Jeepster records-Specialises in alternative bands and indie artists/bands. One of its most successful acts are Snow Patrol and have been really lucky with their success from them as they have done really well in the industry and have moved into more mainstream, commerical careers.
V Records- One of the longest running labels starting back in 1993; V records specialises in finding current and upcoming acts that pruduce with drum and bass including such artists as DJ rush and Optical.

Other examples of artists on an independant label include:

- JME the CEO and one of the artists of BBK (Boy Better Know)
- Skepta from BBK (Boy Better Know)
-  John Conlee from 16th Avenue Records
- DeDe Higgins from 16th Avenue Records
Is it right in your point of view as well an industry point of view that 4 companies dominate the music industry?
In my own opinion I feel that is is fair that 4 companies dominate the music industry as the companies that are at the top of the industry have clearly worked really hard to work their companies to the top and also not all of the companies have the same demographics, which means that they specialise in not just one specific genre when being aired on the radio. This can be taken into account when looking at a world wide brand that is Sony ME which manage the likes of Katy Perry but also manage someone like Johnny Cash who is the complete opposite genre wise then Perry.

The same can be shown for Warner Music who have artists from Oasis to T.I. who couldnt be any more different with their music. But I can see why people would disagree with the 4 companies being dominant, and this is because the independant labels find it much harder getting their artists aired or showed on television and this is because most mainstream artists are being branded in more then just radio and are genuinly more commecial then independant labels.

Especially when money is involved because companys like Sony ME will be clear about their artists making money for their company and be prepared to range to a larger demographic. Whereas an independant company like V-records would put their name on the line to focus on only a few of their artists and appeal to their very niche audience which is a disadvantage for them.

What effect do you think this has on the industry?
I think that it makes it harder for audiences to listen to independant labels as they are rarely ever on radio stations, whereas companies like Sony ME are in full control of the charts which makes it hard for independant labels to get reconition. Shows like The Xfactor are a perfect example of how Sony ME will market their audiences and also mainly try to commecialise their artists by putting them on as the special acts on the show as they know Xfactor has a huge demographic.
 However their will always be artists who have an appeal to audience eg. One Direction who have very big control over the charts so Sony ME will use them on commecials to encourage sales. This has a huge impact on the industry as it sets a big divide which puts the labels who and who dont get money for the labels. This can be proven as a subsidary label can earn millions compared to an independant label who would be lucky to earn not even a quarter of that as their music has not been distributed in the charts as successfully as a subsidary label would have.
Are independant labels as sucessful as major labels, how do you judge this?
No, this can be purely proven by the artist in general and their fanbase that is keeping them on top of the charts, which is very unlikely to happen to independent labels as they do not advertise as successfully as well as a major label would promote their star. But if we were going to look at what independent labels aims are, then they would be successful as they have set out and achieved to target their niche audiences and apply to their specific genre even though compared to a major label whose artist will be much more well known then a independant artist.
Is there anything that independant labels offer the industry that major labels do not?
In my personal opinion I feel that Major labels are more involved with the money and the income of the star in sales and will do anything to make their artists 'perfect' at the time,for the music industry. Whereas independant labels focus purely on their artists talent and cater to their niche audiences and are not money driven which really connects distributors and consumers together. So presumely independant labels are purely music based and not for the publicity side of the media.

Music video analysis - Justin Bieber

The first shot we see of the music video is of a middle aged man which is shown through a midshot of his face, which cuts back and forth between him and the artist Justin Bieber with his new rough bad boy image, the fast cuts get more impact until the both of them are face to face with one another. The fast editing continues throughout the music video. As the introduction begins we begin to ackowledge the middle aged man is infact Biebers love interests dad, which sets the scene off perfectly as the dad demands Bieber to stay away from his daughter. In the fast cuts we are shown a flashforward of a later scene which creates the sense of foreboding for the viewer as it shows a brutal fight between Bieber and the girls father which shows the music video to be narrative based.

Justin Bieber links to Goodwins theory by relating the visuals with lyrics. He shows this through stopping at nothing to make the girl be in love with him which can intwine with his title 'as long as you love me' and also when he sings 'just take my hand' he directly holds his hand out to the demographic which in Biebers case would be his adoring teenage fans, which is his way of relating to the viewer and making the audience feel like he is talking to them which is proven with his use of close ups throughout to see the artists face which relates back to a stereotypical pop video.

The low shot of the man graphically beating up Justin and makes Justin look inferior as he looks fragile and weak compared to the man. As the music builds up; the action slows down and then rapidly creates climax for the viewer which is ongoing suspense for what Justin has got himself into. As the blood starts to run from his face, the audience feels sympathetic towards the artist but feels helpless which helps with building Biebers fan base of young endearing fans who don't want their idol hurt.

Even though the girl has a very small speaking part, we feel her hurt as she is torn between her dad and Justin which is clearly shown through her use of facial expressions and pure confussion to what to do and whether to go with her head or her heart, which audiences can relate to so makes the video sympathetic for the two lovers.

The scene builds in impact when the dad finds writing on the girls arm as he discovers that Justin is still in fact seeing his daughter after him telling justin not to see her, which is intense for the viewer as we know what is to come because of the flash forward in the beginning and also being warned previously to stay away.

The cinematic look has been added to create more of a film then a music video, which evidently works to the best of its advantage as their is not just singing in the video like usual music videos but it also shows speaking which I think adds to the impact of the video on the demographic as we know the clear outline of the storyline.

'As long as you love me' seems to show a modern twist on 'Romeo and Juliet' as Bieber and his love interest are to appeal to the idea of 'forbidden love' and stopping at nothing to be with the one you love at whatever the cost. This is shown through a montage and throughout we see the couple embracing and kissing and genuinely being in love with one another, which is adding to the intensity of the video and some audiences can relate.

The narrative ends with short cuts which lead into a montage of the brutal fight between Justin and the dad and also Justin and his love interest having fun before everything begins to kick off. This brings mixed emotions to the demographic and the video is clearly one sided and wants the viewer to support the couple, which relates to Biebers reality as he is dating superstar Selena Gomez which has been widely publicized which some of his keen 'Beliebers' object to. This could be showing Justins real life hurt and trying to get his emotions across to the fans to support him through his choice and relationship, which I feel makes the video stronger as it appears closer to home and more intimate.

Analysis of Genres (Dance, Rap, Pop)

Club Can't Handle Me - FloRida (Dance) 

At the start of the video, we are introduced to Flo-rida and he uses cinematography by using money as a prop which he throws into the air; this shows how he is promoting the materialistic lifestyle which fits to the conventional dance video as it is making clubbing look glamourous and that is the demographic that they trying to attract. The whole idea of the video is to attract and appeal to its audience of young people who are likely to go clubbing and this technique is relivant because it lives up to its expectections of a more exclusive club.

Throughout the video their is a high usage of strobe lights, especially in the scenes which are set in the club. The lights connote the wild and lively lifestyle which flo rida is encouraging to his fans of his music. Because his fans idolise him, they want to live like him and do what he loves which promotes the use of the extreme partying lifestyle.

Their is a high angle shot that is featured when flor-rida is partying which is to cause impact for the viewer, and make the audience feel as though their looking down onto the scene. Since the shot is quite wide it helps the audience to witness more of the scene and feel as though they could be a part of what's going on in the video. Throughout the video their are various close ups of flo-rida's face which helps to connects the viewer with him and helps to interact with the audience which is crucual when appealing to fans. He uses to the best of his advantage as he points at the camera which would appeal to his female fans as they will feel as though he is aiming the song directly to them.

A split screen is used to represent and show the audience how the life in the club is radiating everywhere, and makes the audience feel involved with the artists party and also it shows how outside is lifeless whereas the party inside has everyone involved and having the time of their lives.

Green screen is used to show Flo-rida above the crowd and infront of a big city, this could be used to show his power and authority over the crowd which could also lead to suggest that he is the reason that the crowd are looking up to and adoring his esteem like he is an iconic figure for his fans.

Throughout the video he keeps to his targeted theme of music; throughout he shows people having a good time through dancing, drinking ext. and the wild party lifestyle which shows the character that Flo-rida will like to show his demographic and that is that he is a vibrant and likes to ooze this wild and adventurous which is very clear in the video and he is the perfect example of how to make a conventional dance video.

At the end of the video the video fades of people dancing and having fun in the club, which makes it clear to the viewer that the party is carrying on even though the music has finished. Which adds to Flo-rida's party/wild persona which his fans appreciate and he has lived up to the expectations of a conventional dance video.

Over - Drake (Rap)
We are introduced to Drakes 'over' music video with a low angled shot of the artist sitting on a bed; the low angle shot suggests that the audience is looking up to Drake and are less inferior then him as we are lower then him as if he is in control. The camera shot is shown to be a long shot, which really does help to some up Drakes image as we know what the up coming artist will be showing in his future videos.

An extreme close up into Drake's face follows this, which helps to interact and help his fans get familar with the star and can then know and engage with the rapper, which is key for up and coming artists to reach out for fans. Rappers especially wish to involve close ups in their videos as showing emotion is critical to get the audience to really believe and connect with the lyrics.

Some of lyrics in the song appear over the video which I feel really shows Drakes need for us to have a deeper understanding into what he is going through and some what emphasise with his hurt over a girl. The font and speed of the writing really grabs the viewers attention and causes impact to drakes emotions as they are as hard hitting to what he is feeling and he wants us to experience this heart ache with him, which is easy for most of us to relate to.

Following the idea of Goodwins theory, Drake shows some stereotypical footage which would be expected in a R&B/rap music video. One of which would be of a very provocative woman who is seen to be suggestively rubbing herself up against the wall in very little clothing, and also a 2nd woman who seems a lot more demure in her choice of clothing is seen flirting and making eyes with the camera which could be seen as flashbacks of his memories. This could connotate Drakes outlook of the woman who broke his heart and is trying to put the viewer in a similar situation to what she did to him.

Also by showing two different types of women, he is really targeting both female and male fans as men would generally be more enticed to the provocatively dressed lady, whereas women would prefer to look up to the more demure lady.

Only two different scenes seem to be seen in the video, one of which is in his bedroom and the other is on what it seems as a green screen to show Drake and his love interest. Even though the video has a very basic and natural vibe to it, it still feels effective and overall gets across what Drake had set out to do and that was to get the viewer engaged with his lyrics not the image.

The video is shown to be low budget and basic but I feel as though Drake has done this on purpose to show that he doesnt want the materialistic side of R&B like showing flashy cars and an expensive lifestyle to not be the main focus of the video. Instead really wants his viewers/fans to listen to his music and not get caught up in busy storylines and just feel his brutal words.

What Makes You Beautiful - One Direction (Pop)

Questionaire

Questionnaire 

We decided to find out more about our audience and thought it would be best to make a questionnaire so we could narrow down what our audiences enjoy and have a deeper understanding of what our audiences tastes are and acquire to everyones tastes who are watching our video. Our artist Rita Ora is suggested by some as a mainstream artist and is aired on mainstream channels like MTV and Viva but because there are a lot of sub-cultures in mainstream channels which makes it hard to break down what our audience individual tastes as their channels are aimed for wider audiences. 

Rita Ora's music is a commercial star but mainly aims at a R&B/Pop demographic which means she aims for a specific audience which may not be to something that everybody wants to listen to but for Rita has been a lucky gamble as she still has a large following. It's crucial to keep in mind the sub-cultures when watching an artists video or listening to their music because it makes it easier to apply certain conventions to our video and apply ideas of other R&B/pop videos into ours. Rita Ora's R.I.P and Hot Right Now videos are not purely based on being R&B or entirely pop based and this is because there are a lot of characteristics that are connected to the convention. Compared to a different artist like Eminem who represents perfectly that he only has one convention and doesn't try and make his music mainstream but sticks to being aimed to the rap/R&B genre, while he is suggested to be 'mainstream' he is the opposite to Rita Ora as he knows directly who his audience is, whereas Rita Ora tries to appeal to most genres as her music is varied. 

Our questionnaire was split it into different parts which included general questions which divided up our audiences and help our knowledge and get a broader idea into our demographic (Age,genre,musical interests) we also asked music video questions which related to what type of genres the people taking the questionnaire enjoyed (Pop, R&B, Country,Rock) Lastly we asked questions of our chosen artist Rita Ora which really helped on advice of how to construct our video and what dynamics our audience would like to see, which really helped us with what to expect of her videos and that by making our video conventional and sticking to the theme of Pop and R&B with the conventions of our music video.

1.    Are you male or female?

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2.    How old are you?

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3.    What music channels do you watch?

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4.    What do you look for in a music video and which is your favourite?

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5.    What is your favourite genre of music?

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6.    Who’s your favourite artist from the Pop genre?

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7.    What do you think of the artist Rita Ora and her music?

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8.    Circle your favourite track from Rita Ora’s ‘ORA’ album

Hot Right Now

R.I.P

Roc The Life

Shine Ya Light

Radioactive

9.    Would you say that the majority of Rita’s music videos are narrative, performance or concept based?
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10.  Would you agree that Rita Ora’s music is a fusion of R&B, Pop and Dance?

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11.  What sort of features would you expect to see in a typical Rita Ora music video?

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 12. What do you think of the Dance, R&B and Pop genres?

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Pie chart for music video

We decided to create bar charts to get a rough idea of what our targeted audience will enjoy and help us to get a clearer understanding of what will make our music video successful. It is crucial that we ask our  targeted audience what they like and dislike because if we were to release our video they will be the demographic and we want to appeal to them. I really think from doing our questionnaire and putting it into bar graphs we have discovered what and what not to do in reference to our video and keep the video in relation to the genre and style of the music. 

From the research we have acknowledged the fact that our audience will be eager to see narrative in our performance and will like to indulge into a pop genre of music; due to our research pop was nearly half the most popular genre of music. So we have taken that into account and will follow closely to the pop genre to gain a larger audience whereas targeting a country music demographic will be extremely risky as country was one of the least popular genres of music and therefore will result in our demographic being only for a vast few.

Wide Awake analysis

I thought that Katy Perry’s wide awake music video was ideal as it contains bright colours and a strong narrative that appeals to young girls and keeps them interested but also she attracts male attention as the clothing that is featured in her videos are very suggestive.

There is a strong relationship between the visuals and the lyrics as the visuals shows Katy Perry throughout her life and during this she is trying to direct herself of what to expect in the future, In the first scene we see her taking off her wig which could connotes the fact that the wig helps Katy put on a stage persona and engages the audience into the real her and her world. Also she appears on the camera to have the edited clouds and sky but in reality she on green screen which shows a hidden a realistic world of the media and the edited video shows her concealed life that she lives.

Before the music begins, Katy is talking to a member of her crew before shutting the door which could suggest that she is shutting out the fame and wants to break away from the limelight, We then follow Katy into a mysterious place, which feels a lot like Alice in wonderlandwhere Katy shows several different places that represent various moments of her life which for fans gives a deeper insight into her life and can relate to her.

A high angle shot of Katy shows Katys dark side and makes her appear more inferior to the audience and also shows that even though she has had a lot of ups and downs it shows that she still rises above it to the top. As Katy enters the maze we become more involved with the lyrics as she is showing her life as a journey and in the end there is only one way out which concludes to symbolism of the maze.

In the press we know of Perrys personal life and her very public divorce which she shows through her use of the colour black which appeals with the idea of Katy going through a dark phase in her life and we can really connect with her and feel involved in the story she perceives as she blames fame for the whole reason the two split and couldn’t make things work, which really unsettles her.

In the end we see her escape from the maze, we could be seen as her escaping from the world of even going back to reality after such a difficult discovery of her life.Throughout the video Katy is guiding a little girl who seems to be watching her throughout. We only realise at the end of the video, that the young girl is infact Katy when she was younger and katy wishes that if she “only knew then what I know now” then she would make a lot of changes and tries to some what warn herself of the troubles ahead.

The little girl (Katy) gives older (Katy) a gift, which she tightly conceals into her hand. In a later scene we see Katy open her hand to find out that the gift was infact a butterfly, we suggest that Katy is butterfly and wants to be free and spread her wings in the world.

The final scene we see Katherine go back on stage as her stage personal Katy Perry and perform one of her previous songs and show Katy go back into her reality which is being a star and brush aside the lows of her life.

Things to do

ONE OF YOUR OWN (POP/HIP HOP/ROCK) 

ANALYSIS OF STAR - LADY GAGA: APPLY RICHARD DYER'S STAR THEORY 



GOODWINS THEORY ANALYSIS - DONE
Drake-done
MUSIC CHANNELS-DONE
club cant handle me-done