Analysis of Digipak Adverts

Analysis of 2 Digipaks

Genre & Subculture

The song which I have chosen with my group is “its ok” by Christina Aguilera, the genre of the music is soul pop, and this is a slow moving song about love and heartbreak. I believe my target audience will be able to emphasis with it and be able to share the same feelings or experiences with the artist. The genre of the music says it all before even listening to the song, as majority of the songs within the genre of soul pop is slow and not upbeat. The subculture which I have chosen are young females aged 16 to 25 years old, the reason for this is because young females are more likely to listen to songs about sadness and love, in order to relate to the artist.

An artist who includes genre and subculture in their music video is a female artist Paloma Faith, she is a 35 year old singer and songwriter. Paloma’s appearance shows a lot about herself, the way she dresses, her make up and her hairstyle shows the audience what she is all about. She loves the quirky and funky look and tries to express her quirkiness through her costumes which she wears in her videos. She is half white and half Spanish, by observing her she has a more English side to her than Spanish which says a lot about her as an individual. Paloma has very strong values which have always been about making her mother happy, she has had a very multi-cultural upbringing and therefore she see’s everyone as equal in society. Growing up she was well behaved and was quiet, and held strong feminist values which till this day she continues to hold.  Paloma was signed by producers from Lateral Management, as they saw potential in her. Her first album reached number 9 on the UK charts and later was awarded double platinum

Her song “Only love can hurt like this” talks about how it is difficult to be apart from her lover as much as she tries to end things and move on she just can't. The style and length of the music video is just about right, the whole style to the music video had an edge to it emphasising her love through sexual admiration with her lover. The different costumes worn in the music video expresses different scenes used in the video. The editing which is used links well with the song, as it is in pace with the scenes changing making the length of the video just right to tell her story. The mise-en-scene articulated in the beginning of the scene which captures Paloma running under the bridge in the rain, this portrays what the song may be about giving the audience an understanding of what there is to come. The costume worn emphasises the song as it expresses comfort and love, which she tries to link with her lyrics. This mise-en-scene repeats itself through the music video where she expresses her story to the audience but through her singing.

The music video is located in two different places, one of which is placed on the streets under the bridge in the rain, which portrays the whole scene about what the genre of the music may be and what the music will emphasise. Another location used is a bedroom which captures Paloma and her lover getting intimate, linking her lyrics to her music video to tell her story. The camera shots and angles used shows every scene of her and her partner getting intimate and expressing her pain. The camera uses a lot of medium and long shots to show the audience what is going on, by having different shots shows the artists facial expressions and shoes what she is trying to get across to her audience. In her video only one character is involved and that is her partner, showing intimacy between both of them which links to her lyrics being sung. Her character is a dark skin character which shows the audience that she disagrees with discrimination in race, culture, ethnicity and colour. The colour and lightning is used very well, the whole concept of the video links well. The camera lighting mainly focuses on the artist and her character to show that they are the main focus. Having the right lighting and colour is vital for the audience to find the music video arresting and interesting. Star image is used widely throughout the music video by having the camera make the artist centre of attention so she can tell her story one to one and have that connection with her audience to talk about her experience of love and pain, which really shows through in the video.

Another artist who includes subculture and genre is Sam Smith, who is a young male artist aged 23 year olds. He is an English singer and songwriter who has come a long way in his career. He is a young English man who was born and brought up in England. Sam Smith’s image is very sophisticated and elegant, he represents himself very well by wearing suits, casual smart clothes which reflects on his song as his song is all about love, heartbreaks etc. Sam shows he has matured from his past experience, and has become bigger and better by making himself representable. He believes that no matter what life throws at you, always get back up and be even stronger than before. He stated in the 2015 Grammys Award “I would like to thank the man that I fell in love with last year - the man who this album is about. Thank you so much for breaking my heart, because you got me four Grammys!” thanking his ex-boyfriend who broke his heart. Sam Smith was signed by the Capitol Records and was featured on the Disclosure song ‘Latch’ which had a huge hit and was number 11 on the UK singles chart. In 2013 he sold his first single from his debut album ‘Lay me down.’ He was nominated six Grammy Awards in 2015.

Sam Smith’s song ‘I’m not the only one’ is about being cheated on and being heartbroken, the whole music video is a narrative based music video which tells the story of the artist’s experience. The style of the music video used is very retro as you can tell from the costume worn, hairstyle and the props used, for example, the old fashion car that is used; which says a lot about the whole concept of the music video. The length of the music video explains the story within 4 minutes and 40 seconds, the video begins off as a movie showing both characters opposite binary interacting with each other, which can intrigue the audience. Within the music video the editing plays through as the different scenario changes to show different locations of the characters within the music video and without them using any effects as the story says it all. 

The mise-en-scene used in the beginning of the music video, emphasises the 60’s look by the props, costume and location used. This expresses the music video very well, although the artist is not within the music video he has three cast members in order to act his story for the audience to not only hear but to visually see it. There is more than one location which the music video is implemented in, one of which is posh gated area, the pub, back yard, in the car and the shop. There are many different locations used in order to link the lyrics used with the music video, showing how the story elaborates through not only the song but the locations used. 

Star image is not majorly used in the music video except now and again, which shows the artist singing on a stage with red curtains as a backdrop, making the artist the main focus. There are 3 characters included in the video which shows binary opposition with all three characters, the whole story includes 3 people who act the story of an affair happening, hence, the name of the song which is called ‘I’m not the only one’. The characters express the story through actions used and facial expressions. Camera shots and angles change on numerous occasions, from medium shots to long shots throughout the video which expresses how each individual character feels. Also by using long and medium shots of the artist to emphasise how the artist feels. Colour and lightning is well used throughout the video, as each location emphasises a different feel to the music video. When the camera focuses on Sam, a dim spotlight is used which is directed at him to make him centre of attention. This also includes the lights being green to portray the intimacy between both characters. The colour range used is articulated very well within the music video, creating a mixture of feelings and changing the atmosphere of the music video.

The last artist I will be talking about is 44 year old Mary J Blige, who is a very well-known female artist. She is a Black American model, singer, song writer and actress, who takes on a lot of roles as an individual. She was born and bought up in America who did not have a great past and was involved in a lot of bad things. She overcame this by pursuing her career and taking the opportunity to follow her father’s footsteps, as he was also a Jazz musician. Mary J Blige’s personality shows through her appearance, from the way she dresses and represents herself like a replicate of Whitney Houston back in the days. Her hairstyle emphasises her genre of music which she produces, which is soul pop. She represents herself as classy and elegant. CEO music label signed Mary J Blige at the age of 18, she was known as the first youngest female artist that CEO had signed. Uptown Records sold her first debut album which had everyone including famous artists at the edge of their seat, as they fell in love with her voice and her passion for music.

In her music video of ‘No more drama’ she talks about letting go of the pain you’re holding and being drama free. This insinuates what she may have gone through, and is expressing this through her music. The style of the music video shows a young boy being stabbed whilst his friends surround him and feel his pain. The scene then changes to an older male arguing with his wife and abusing her. Overall, Mary J Blige’s music video talks about the different pains individuals go through whether this is abuse, self-harming or murder. Her style of music is a narrative based video which links to her background as she was doing drugs and alcohol too at a very young age and this is emphasised through the video. The editing used shows each story line of the video, showing each location which portrays what some people go through in society; including the transition effect which is shown in the beginning of the video of 3 different characters body parts (head, main body and legs) joined together to form one body. The location used in the video varies as there is different scenarios added into the video such as the streets, a room, alleyway, house and a phone box. Each location is used to explain the whole concept of the song for the audience to understand and be aware of what goes on around in today’s society. She repeats in her video ‘no more drama’ saying for every drama to end. However, this is seen in 3 different perspectives from the characters point of view. Camera shots used within the music video are medium and long shots throughout, this expresses to the audience how the artist feels as well as to show the characters facial expression to emphasise what they are going through. The characters used tell each scene of the story, and is not just shown through one person’s point of view. It includes every character showing what some may go through on a day to day basis which we may not know about. The costume worn by the characters show what social class they may be from, as it does not have to be from a specific class for someone to have such issues like this.

Colour and lightning throughout the video is very dull and portrays the sadness of the song, it articulates the whole scenario and forms a certain atmosphere for the audience. Although the camera does focus on the artist throughout, majority of the time it shows the colour black and few other colours which are also included. Instead of there being a spotlight focusing on the artist, the camera is directly aimed at Mary, in order to make sure that although she is the narrator, the scenes itself have to speak for itself and tell its story from each characters point of view. The mise-en-scene used in the beginning of the music video shows the story of a young boy being stabbed as his friends surround him and grieve for him. She emphasises this through the lyrics stating ‘broken heart again, another lesson learned’ telling the audience that you should learn from your first mistake and not make the mistake again, which is represented through the young boy’s perspective. No props are used to portray the mise-en-scene, except the costume and facial expressions that are used. The costume worn by the characters show that they maybe from an urban area, and don’t have the best of influences in their area. Not only that the facial expression used in this scene shows devastation and anger as all the characters show their frustration and sadness through the use of their facial expressions. Star image is portrayed during the duration of the whole music video; the camera gives a great focus of the artist herself as she expresses her feelings through her tears which is shown on camera. This interprets that she has a soft heart and has gone through so much pain and grief, and the audience can connect to her through her lyrics.

Alternative Music Videos: Cunningham & Gondry

Music video directors have a massive role to play when producing music videos, however, they hold a bigger role than this when it comes to dramatizing the music video and making it artistic. Alternative music videos which are produced usually have a different concept to it; they tend to have a different reaction to it as well from the audience. Alternative videos are completely different to mainstream videos which are made. Usually alternative music videos include the director’s personal life in it; which makes it more exclusive and unique.

Chris Cunningham is a British director who is also an artist. Cunningham’s music videos have a different interpretation to it than the lyrics. His music video is seen as strange but unique; the music video which is made is mainly a concept based video. An example of Cunningham's work which could be interpreted is in Bjork “all is full of love”. The music video goes against all the theories put in place, except one aspect which is included in the Andrew Goodwin theory; this is that it is a disjuncture. Other than that the music video goes against all theories. All subcultures can originate in many different groups whether this is big or small, having a different taste and the genre of something. In this music video the song is a concept video which may not be to everyone's taste, therefore, there is a division.

Cunningham’s music produced is something different as he uses robot form to interpret the lyrics of the music; without including actual human figures like mainstream videos, using technology to influence his work. The whole video is a concept based video as it is something different which is adapted to the music video. The video is interpreted in an art form which expresses different feelings but in the perspective of a technical robot, unlike mainstream music videos which is implemented to create a bond between the artist and the audience. His video is based upon his childhood which is reflected in the music video for his love for robots, as he states that his inspiration came from the love of robots and machinery when he was young.

Gondry’s and Cunningham's work of art does not come from mainstream videos, but from their own ideas which produced their music video. Their music video is seen as something unique and new to the current market. Gondry and Cunningham's music video reflects Hebdige theory, as both directors took on a different role on producing their music video. They produced the video which may not suit to everyone's taste; but making something unique and attention grabbing for the audience.

Michael Gondry produced a music video called “around the world” by daft punk, the music video is animated throughout. He is known for using his initiative performance and adapting this to his work to create a concept based music video. Michael uses a variety of different props, costume and choreography to make his video eye catching and creating the right visual effect for his audience. Although the music video does not identify the genre of the music whether it is pop or rock, the use of mise-en-scene is used in a unique way getting the audience thinking of what the whole music video is about. McCracken’s' stated that “people change with age and become part of different cultures”. I believe this is well described as nowadays we grow up and form different friendships and interests which influence us by the different music we listen to and by what music videos we watch which has a great impact on us.

Richard dyer’s theory about star image talks about how the music industry uses icons and celebrities to increase their sales in their institutions. Dyer says that “A star is an image, not a real person, which is produced through a variety of materials”. This reflects with the alternative music videos which were created by Gondry and Cunningham, although it's risky for directors and artists to take this opportunity of producing a concept based alternative music video. By getting the audience’s attention and being able to connect with them can be difficult as it is a different format of music video, which is not seen as mainstream and possibly may not suit the taste of the audience. By taking a risk like this can result in losing audiences due to the style of music video used. Both music videos were popular when the music video was produced and was well known due to the concept used.

Equipment List

Tripod – To make sure the camera is angled properly and has a sharp shot of where the camera will be directed at. As well as making sure the camera is on a steady form and is not moved around a lot, as getting the correct shot and angle is crucial. 

Digital audio recorder – This will be used to pick up the voice of the individual who will be performing the song of “it's ok.” I am using this instead of a microphone as I may want my artist playing the piano or emphasise the song by doing hand movements. 

CD player – This will be used for the music to play in the background to go along with the narrator who will be singing, as it is important they are in tune and on time of the rhythm of the song. The song can also be played from a computer. 

Dark room – To portray the sadness of the song and make sure the atmosphere feels the same for the audience. 

Spotlight (Red) – Making sure the room isn't just pitch black but has the effect of different colour, to make it eye catching and present mysteriousness to it. 

Camcorder – This is essential as this is the main equipment we will be using to record the music video, recording every part in different forms. 

Mac computer – To use in order to edit, cut, add effect/transition to the music video as well as storing my clips of the music video. 

Camera light – Making sure to show the narrator clearly in the video and that there isn't a shadow which ruins the look of the music video.

Extra batteries – Having batteries is important just in case your camera runs out of battery or any other battery operated equipment, you will always have spare. 

Memory card – To store all footage taken on to somewhere safe.

External hard drive – Just in case your memory card is full and you need to transfer some footage in order for more space to be provided from the memory card. 

Camera bag – So you are able to move around to different places without having to handle all equipment separately, by holding it. Therefore, having a camera bag is useful to put your contents in.

History of Chosen Artist

Christina Aguilera Ft Redman - Dirrty

Christina Aguilera’s song ‘Dirrty’ featuring Redman was produced in 2002, in this music video Christina has a different concept to her music video than her song ‘It’s Ok.’ Laura Mulvey’s theory is implemented in Christina’s music video as she is surrounded by men and being observed as an erotic object. This emphasises that she is aiming for a sexy and intimate music video to her audience, hence the name of her music video is ‘Dirrty.’ The camera shots and angles are changing on numerous occasions giving the spectators a view from every angle, the camera shots used are medium long shots, long shots and establishing shots. By implementing these shots in the music video, shows and emphasises how quick the beat of the song goes making it fast and catchy for the audience.

The song ‘dirrty’ is very upbeat and fun for the audience, the costume worn in the video is very revealing as majority of the time she is wearing leather pants and mini-skirts to show off her curves. Her image in the music video is very sexual and she expresses this in many different ways, for example the dance moves she uses are very invigorative, female characters who are also in revealing clothing, male characters making her seem sexy etc. She presents herself as a ‘ghetto girl’ with the dreadlocks and the heavy black eye makeup. This can also express that the song has a rock theme to it as well as pop, this gives the audience a misleading thought of whether the genre is Pop or Rock. The colour used in the music video is very dull and emphasises the urban feel to it, as well as the lighting not being effective which also expresses the whole theme.

The location of the music video is very urban and ‘dirrty’ as used same as the song title. It seems as if the location is in a warehouse based scenario, which expresses a scary and mysterious atmosphere as you can see that few of the characters are wearing masks to emphasise a frightening feel to the whole music video. The graffiti on the walls also comes across that the location is in an urban location. The characters who are used in the music video is a mix of both genders male and female, also known as binary opposition implemented in the video. As well as having less clothing which adds to this whole new atmosphere of the music video. This portrays the sexual intimate feel to the music video, as you can see males and females getting intimate in the scenario.  The whole concept of the songs illustrates well with the music video, but not as much as in some scenes there are characters in the music video in rabbit costumes which does not make sense or express what the music video is about; this forms a slight disjuncture to the music video including the audience.

Christina Aguilera – Your body

The music video of ‘your body’ shows a lot of colour and lighting, the colour range used within the music video makes it very eye catching for the audience and portrays that the song may be upbeat and fun; giving the audience an understanding of what the style and genre of the music maybe. The colour range is also expressed by the props and costume worn by the artist herself, such as the pink wig, different colour costume used within the video to show the audience she is the main focus of the music video. This shows development over the years of Christina’s music video from 2002, as the whole concept of the music video for ‘your body’ focuses on the artist herself making sure she’s centre of attention; whereas in ‘dirrty’ she and other characters are the main focus as they dance and make the whole scene energetic and fun.

In the music video the location is used in many places, one of which is in her caravan, dessert, pub and shop. These different locations do not have no link to the lyrics, but is used to make the whole music video intriguing for the audience and make them think why the location maybe have been chosen. The whole concept of the video is her loving the male figures body, and by loving it she kills them but in a colourful way making the whole scene fun and exciting.  Binary opposition is included in the video between the artist and the male character, this is to show the intimacy through the characters and express her music. Both her music videos include sexual intimacy, which does not show development but maybe because she is trying to get across her song to the audience by using this form of action in the music video.

Camera shots used are medium shots, medium long shots and long shots which link with the upbeat song, as the song is very fast and the changing of scene goes at the same pace in order to achieve an upbeat song. The angles used in her music video which shows a wide view to the audience is the track angle, this is used to follow the movement and action of the artist without missing any important parts. Zoom and reverse zoom is also included to give the spectators a great landscape view of not just the artist but what is also around her, to get the audience thinking of why they may have included these objects. Parallel sound is used in the music video to match the audio/sound to the action, for example the high notes that Christina hits is portrayed through the killing of her male characters, so instead of having an actual sound effect of ‘BANG’ the production team used Christina’s high note to express this; this portrays something different and unique.

The costume worn by the artist is very colourful as well as expressing her physique, in order to emphasise this to her male audience and male characters. Which links to the Laura Mulvey’s theory of ‘the male gaze,’ it is considered in the music video Christina getting intimate with the male character as he gets hold of her waist showing binary opposition in a sexual form. However the colour use that is included in the music video by the artist herself is very eye-catching and colourful, this expresses that she is superior to the male men within the video as the male characters are dressed in a very casual formal look; this is shown through the killing of each of her male lovers. This is conceptualised that it does not always have to be males feeling empowered and superior, but can be the other way round.

The development of the artist and her music is shown through in many ways, one of which is that the colour use in ‘dirrty’ is not very intriguing and emphasises the urban feel to the whole scenario. Whereas the colour use in ‘your body’ expresses a lot showing different emotions and changing of costumes as well as locations. And not just sticking to two locations as done so in the ‘dirrty’ music video. This also includes the development of Christina from her 2002 music video, as it shows through by her appearance. In ‘your body’ music video Christina goes for subtle make-up look and does not over do this with the black bold eyelid, as done so in her 2002 video. She tries to reflect on this by presenting herself as more sophisticated and get her audience interested in her music and music video. By comparing both music videos, Christina has developed a lot from her last video as her video of ‘your body’ is more colourful, eye-catching, unalike and distinctive.

Christina Aguilera Ft Great big world – Say Something

Christina’s music video of say something was released in 2014, this concept of her music video is entirely different to the other two music I spoke about previously. In this video the colour use and lighting is very basic and simple, throughout the music video the colour consists of black and white theme including the costume worn by her and the pianist. The lighting used emphasises the whole slow song, the lighting focuses on each character as it changes scenes including the artist. This shows that not only is the main focus the artist but the characters too, sharing the role of being centre of attention. The camera shots and angles used in the video is also very simple and changes scenes at the pace of the song, which is slow emphasising the slow rhythm through the change of scene.  

The costume worn by artist is also basic and not eye-catching which portrays the sadness of the song, including the colour of theme. Christina goes for a very sophisticated look which reflects on the song being sung, this shows the artist development from the last two videos as this shows the artist as a very mature understanding lady who’s expressing her feelings through a simple scenario. The props used are not many except the piano and the teddy bear used to portray different story for each individual character used. Location used in the music video is in a big empty hall, this shows emptiness as well as sadness to express the song to the audience. The location is based in one place, using different characters to portray the story to show that different people go through different things.

The editing that takes place within the music video is the cut edit, which changes the show from one viewpoint to another. In the music video the whole scenario is not based just upon the artist, but includes the characters who express their individual story in the music video. The song is a very slow-moving song, the whole concept of the video emphasises the genre and style of the music making it easy for the audience to understand the style and genre easily, without having to identify certain props or objects to understand.

Overall the development of Christina Aguilera shows through, throughout the years of singing and making music videos. She includes different things every time into her music video, and not just focusing on having the same style within her videos. She forms different styles of music which can either be upbeat or slow, showing two different emotions in her video and not just basing her style on a certain target audience. Christina also shows a development in her appearance as she changes her image up in all three videos, as she shows herself as an erotic object to the male audience in her video of ‘dirrty,’ where as in her latest video of ‘say something’ she changes her character completely to emphasise the sadness of the song and shows a very mature side to her. She includes a variety of music styles in order to not just aim at a niche target audience, but also others outside the circle of her target audience. It also expresses that she is capable of taking on board different styles of music in her video which shows her gradual development throughout her music video and herself.

I will use the knowledge which I have gathered from each individual artist, and represent Christina Aguilera for my ‘its ok’ music video in a different format. Without having the artist included in my music video, I am going to tell the story of the lyrics through the use of props and characters for the audience to understand and interpret. As in majority of Christina’s music video she is placed in the video to make her centre of attention, in order to make a change and make it different I want to be able to tell an emotional story through the lyrics and scenes.

History of Artists In The Same Genre As My Chosen Artist

Ella Henderson

Ella Henderson whose full name is Gabriella Michelle Henderson is a British singer and song writer; she came on X factor in 2012 to fulfil her dreams of becoming a singer. She finished off in 12^th place, luckily enough she got a record deal from Syco Music and began her career as an artist. She sold her first single ‘Ghost’, which went on UK’s singles chart number 1. She continued her song writing and sold 3 debut singles, as well as selling her debut album ‘chapter 1’ which reached first place on the UK album chart. Over the years Ella has progressed from writing songs in her bedroom and performing music at Christmas when all her family are together, to performing her songs and sharing her experiences worldwide such as in USA, Australia, UK and New Zealand. Since her first single which was sold, she has made appearances to a variety of shows such as Kiss FM radio, The Saturday Night Show, Capital Summertime Ball and many more.

She became an icon for some people, though she was only 16 when she auditioned for the X Factor she has made a great development from where she began to where she is now. Although she did not make it to the end of the X factor final, this did not stop Ella from fighting for her dreams as she continued on with establishing the career she has always desired. Ella released a number of many live cover songs on YouTube, which included mash-ups from drake’s songs and four other originals. This was presented live to her fans on webcam sessions. Ella is beginning her first tour in October 2015, and which will finish in November 2015. Ella has not only developed her career, but has also made a change on her appearance going for a more sophisticated and mature look to emphasise her song writing. She is still continuing to expand her career and her song writing.

Victoria Justice

Victoria Justice is an American artist and actress who starred in not only the famous children’s show Nickelodeon, Zoey 101 and Victorious but in several other series on Nickelodeon. Besides acting Victoria developed her singing career by performing songs for the soundtrack to ‘Musical Spectacular’ as well as expanding this career further by recording many songs for Victorious. In her early years she had done advertisements for known clothing brands such as Gap, Ralph Lauren and Guess. Victoria took a lot on board at the age of 10 from her acting career to becoming an artist. She participated in many series of Nickelodeon shows, her first album was released in 2012 on iTunes. Later that month she released a single which was her first duet with her co-star Elizabeth Gillies. A year later Justice made another album. Victoria Justice had all her dreams bagged into one, she developed her acting skills and turned her acting opportunities into a singing career.

Victoria not only wanted to achieve her dreams, but took part in several charity shows to help those in need which shows the care and compassion she has for those who are less wealthy. Victoria participated in a duet with Max and sung ‘say something’ by Christina Aguilera showing her passion for singing and emphasising this through her facial expression and tone of voice. The duet which was produced is something completely out of Victoria’s comfort zone as majority of the songs which she produced were up-beat and fun. Whereas ‘say something’ was the complete opposite and this showed the audience a different side to her, which made the music video stand out more. Over the years Victoria has developed in many ways and gained many skills to achieve her dreams, she has grown up to be a mature lady with the same appearance.

Adele

Adele Adkins is a singer/songwriter who has achieved many things in life, fortunately she was able to be graduate from BRIT School. She then had a record deal by a company in 2006 the year which she also was graduated. In 2007 she was awarded the Brit Awards and won the BBC Sound of 2008. That year her debut album was also released and was four times platinum in the UK and double platinum in the USA. She made many appearances such as the Saturday Night Live which increased not only her fan base but boosted her career in the USA. She also was awarded at the Grammys for the best new artist and Best female pop vocal performance. Adele released her second album in 2011 which had a great hit, which also lead to earning several awards and making it the longest top position in the USA since 1985.

In 2011 and 2012 Adele was clarified by the Billboard as the artist of the year. Adele started to make something of her career at a young age, and was able to follow her dreams and expand this by trying out new things. She did not know how to sing beforehand, she only began to learn how to sing when she started listening to Ella Fitzgerald. Adele’s first album was based upon heartbreaks and relationships, which expressed her life in a story. She has been known as another duplicate of Amy Winehouse. Famous singers such as Kanye West, Beyoncé, Celine Dion and Madonna praised Adele for her music. She not only has a strong career but also helps those in need, by doing appearances and raising money for a variety of charity workshops. For Adele her career went on a whirlwind from the very beginning after graduating from BRIT school, everything in her life fell together to form her career. She chased her dreams and developed her singing skills herself. Adele’s music has always been soul pop and she has expressed this through the lyrics she has sung. She is a young talented artist who has come far in her career and achieved more than any famous female artist so far in the current era; earning numerous awards and being praised by millions of people for her music.

Media Broadcast Plan

My music video will be based on YouTube, by looking at my questionnaires which were completed I recognised that this was the main method used to watch music videos. YouTube is a popular media platform used by many young people today; it is estimated that there is roughly 1 billion active users who use this media platform. Therefore, having my music video on YouTube would be a great way to promote my video to the audience. The reason for choosing YouTube as a form of a media platform is because I believe it could give what my music video is looking for and make my music video sell to other media platforms.

YouTube uploads many different music videos to promote not only the music video but to gain a bigger fan base for themselves. YouTube has been uploading and promoting music videos since 2005, therefore, by knowing this I know that YouTube has a great experience in all this and are able to promote this to my specific target audience which is young females. I know there are many other media platforms who could take on my music video but I believe YouTube can give me a best start in the media industry, as they have greater experience in this field which I can benefit from significantly.