Creating A Brand:

1-Stars As Constructions:
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2-Stars as products:
-e.g.One Direction 

- One direction fits in the 'stars as product' section as there is constantly a new boy band coming on to the scene when the previous leaves. For example, since NSYNC stopped making a scene in the music industry, one direction entered and became very big and successful. This displays the constant need for the 'new' and after a while One direction will be out of the big music scene and a new group will enter. 



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3-Stars as embodiment of ideologies/cultures:
-e.g Nas 

- Nas fits this as over the years he has risen as one of the leaders in Hip Hop and is usually a centre point and dominant and one of the most recognised rapper in Hop Hop today. He is very similar to 2 Pac and Biggie which are also examples of stars as embodiment of ideologies/cultures as they were dominant leaders of Hip Hop in the 90's. Also younger artists also aspire to Nas which also represents him as the leader and stars of embodiment of ideologies/cultures.


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4-Stars as personalities:
-e.g. Beyonce

- Beyonce fits into stars as personalities as she has always been represented as the nice and kind and talented singer, never boasting and thinking too much of herself. This also display how she is not too moulded by the industry and she keeps her real and original personality. We can also see how Beyonce's situation and branding changed for her second album - 'I am Sasha Fierce' as in the album the music was more uptempo and fierce then her usual music.

Style and Conventions of Music Videos

Performance/Concert & 'as live'
-Music videos recorded with live performances in them or the video consists the artists performing live in front of a crowd. 

-I think the institution would want to use this convention as it will help them promote the artist tours and make them more money.

-The impact it has on the audience is that it wants them to go and purchase tickets to go and see a live audience as they may feel left out after seeing what the live performance experience will be like.

-I think that this convention could be used in my future music video although it may be hard to get a large audience for the video and a stage to imitate the live performance.

Narrative (Interpretative):

-Video that interprets visuals directly into story that matches the lyrics. 

 

-I think that the institution would want to use this convention as it will help to match the visuals and lyrics together making it easier to understand and providing the music lyrics with more of a background. 

-The impact that this has on the audience is that the audience can be given a deeper experience into the lyrics as there are visuals to match them.

-I think that this will be a good convention to use in my future music video as this is very common in music videos currently and it also doesn't seem very difficult to do as opposed to e.g. animation.

Surrealism/Abstract:

-The element of surprise, unexpected juxtapositions.

-The institution may want to use this convention as it is rarely used and it brings something else to offer with music videos and also a more of a chance to go viral. 

-The impact it has on the audience is that they are intrigued and it is more often more attracting then the usual music video.

-I don't think there is a potential use for this type of genre in my music video as a lot of surrealism videos use high end special effects which we do not have. 

Animation:
-A stimulation of movement created by displaying a series of pictures or frames.

-The institution would want to use animation as it tells a story which could attract more of an audience as it is different to other music videos.

-The impact that the use of animation has on the fans is it makes the music video more entertaining for them to watch as it is almost as a cartoon with a story being told.

- I don't think I would use animation in my future music video as it seems difficult and more time consuming then other conventions and time is a important factor in the project.

Intertextuality:
-When one media text refers to another.

e.g....

-The institution may want to use intertextuality as it could be used as a nod or a marketing technique towards the reference. 

-The effect is has on the audience is that they will feel more involved and as if they have a better understanding and back story of the video as they have understood the reference. 

-I think I would like to use intertextuality in my music video as it seems like a fun and interesting and also challenging thing to do, almost like an 'Easter egg'.

Parody:

-Comic version of the original and often exaggerates features of original.

-The institution would use parody to create a comedy music video which often makes it more entertaining to watch to some people and can often gain more views then other music videos.

-The impact that parody has on the audience is that it makes it more funnier to watch and attracts their attention more as it is not the usual narrative type of music video. 

Referencing:
-When other media texts are referenced in music videos, often movies.

-The institution would use this convention as it is a good marketing method as it will make the fans want to watch the movie or media text being referred to.

-The impact is has on the audience is that they will want to go watch the certain movie or show or play the game that it being referenced. 

-Referencing seems like a good convention to use for my future music video although it would be hard to come up with something that can be referenced.