Initial research, influences and ideas - Inspiration: Referential and strong narrative music videos

I found Iggy Azalea's music videos very inspirational. This is because they are captivating because they are based on films, such as the two below, being based on 'Clueless' and 'Kill Bill'. They are really fun and full of iconography. No expense was spared in terms of these videos, which is unrealistic for our own video, however I really like the idea of basing the music video on a well know film. I think in both videos it was ensured that the films were recognised, by things like recognisable outfits and scenes, and in 'Black Widow' they even used the actor from 'Kill Bill'. These two movies are very recognizable especially drawing on a female audience, as the film focuses on females, from the 'clueless' to the very strong and powerful femme fatale.

To reference Azalea once more, in her video to 'Murda Bizness' she also adopts a similar style, playing on the at the time trending 'Honey Boo Boo' and 'Toddler's and Tiaras' phase, where the media took particular interest in the lives of very young pageant girls. The fact she is speaking of the harshness/'dog eat dog world' of the rap world, is ironically played with here, showing the 'dog eat dog world' of the young pageant lifestyle, indicated through scenes where the children say 'we in that murda bizness' and throw about money and thrash the set. They indicate the 'toddlers and tiaras/honey boo boo' theme by having very sassy young girls, being fed unhealthy things like sugar by pushy moms. Additionally, things like their outfits, hair and make-up and the stage and pageant contest in the video indicates this too.I think this is quite fun and interesting to watch. I think especially in a song like this, it was essential for Azalea to try and lighten the connotations of murder and violence in the rap world. I think even just the titles at the beginning are all in line with the concept of the Toddler's and Tiara's/Honey Boo Boo theme. I like that at the beginning there was a bit of acting to almost 'set the scene'.

From video

Honey Boo Boo and her mom

 

I really like this narrative music video 'From Nowhere' based on the theme of 'staring into [your] eyes' and creates a fun video of a 'National Staring Competition'. Within the video, I really liked all of the contrasting and well-defined characters and they were very interesting to watch. I think that the fact that you don't know what's going on at first makes the video even more intriguing, especially as you see the characters warming up and then beginning, it creates suspense.


Beyonce's 'Why Don't You Love Me' is styled to the 1950s lifestyle and with effects like the grainy filter to enhance the 1950s look. Costumes, stylised movement and every detail in each scene was styled particularly to enhance the 1950s look. Again, I like how the beginning of the video is a short introduction almost, and sets the scene for the 1950s setting of this video.
We see many typical 1950s themes, like the woman being the homemaker, yet ironically, this is whilst doing a typically masculine thing at the time, like fixing the car. We see this reoccurring theme throughout, that actually her role is very powerful, as she states in the song all of the power she does have, just not the power to make the man love her. This then sets the feminist points perhaps back, as she seems to be pleading for the male's love, however their are alternative interpretations, like it's simply her passionate love that takes her power away, not the male.

In scenes like these, Beyonce comes off as weak and vunerable, playing into a less strong, empowered female role model. However, this is the only scene where she is presented in such a way; in all the other scenes she is working around the house, and dancing in various other scenes. This reaffirms a more empowered character, with the weakness of love.
















There are also lots of sexualised scenes in which Beyonce either dances (a good example is the thumbnail of the video - Beyonce clutching her breasts), or Beyonce going about her housework in a very sexual manner. Even her costumes adhere to this sexualisation, and I think she is embracing this characteristic, as another example of her power.

Initial research, influences and ideas - Audience

I conducted a survey to familiarize myself with the alternative audiences. I found that many of genre tastes which were more particular and less open, were formed when they were very young, and got even more specialist as they grew up, i.e. age 32, age 18 and age 50. Additionally, those candidates were all from one culture each, and so this may play a role in musical taste; whereas those who had a much more varied taste were also culturally varied too. However, my survey isn't large or specific enough for me to draw a definite conclusion on whether culture plays a part in variety of genre etc. The older generations seem to use more old-fashioned methods of consumption like CDs, experience, festivals and the radio. However, mp3 and phones were very popular among most candidates. A common uniting theme was the use of music as a diversion and escapism, showing that music for a majority is a method of recreational escapism, and also commonly for relaxation and to create a certain mood. 

Initial research, influences and ideas - Record labels

In this Media A2 coursework I am working for an independent record company, therefore my research will be primarily focused on the UK's independent record labels.
From my research on 'Pigeons and planes' (a 2013 article) I found out that independent labels account for about 30% of overall record sales. From this article I found out about many indie record labels:

Domino is regarded as one of the longest running and most successful British Record Labels, set up in 1993. It's genre focus is on indie rock and indie pop. They have expanded into Germany and Brooklyn NY now and handle U.S distribution.
A few artists I personally recognized among their list of artists:
Arctic Monkeys, Franz Ferdinand, Hot Chip. 

Rough Trade may be one of the oldest British Record labels, having been founded in 1978, and focusing on post punk, indie pop and underground rock. Rough Trade endured a 'rough trade' indeed, at one point becoming bankrupt and ending up in receivership. However, due to success with The Strokes and The Libertines, was able to restructure the company and stays active today.
A few artists I personally recognized among their list of artists:
Babyshambles, Buzzcocks, Islands, The Strokes, The Smiths, The Libertines, Arcade Fire, Edward Sharpe and the Magnetic Zeroes

XL Records is a great British example of an independent record label who thrives on a variety of genres. The list below demonstrates the wide variety of (well-known) artists that it incorporates.
A few artists I personally recognized among their list of artists:
Adele, The xx, Tyler the Creator, Vampire Weekend, Sampha, M.I.A, The Prodigy

Much like XL Records, Glassnote, whilst not being British Record Label (although it does have bases in London) was a useful example of an independent record label with a wide variety of genres, again exemplified by the artists below.
A few artists I personally recognized among their list of artists:
Half Moon Run, Two Door Cinema Club, Childish Gambino, The Temper Trap, Daughter, CHVRCHES, Daughter, Mumford & Sons

I think overall, I prefer this approach, probably because I am someone who listens to and enjoys a wide variety of genres. Whilst I respect that record labels like to specialize in a very particular genre, in order to perfect that market, I think that as record labels expand, they should be able to overcome that boundary, and include a variety of new and upcoming artists.

Initial research, influences and ideas - My music consumption

I consume music regularly, for instance on the bus home from school. I listen to a range of music and the genre I choose to listen to varies on my mood, or the mood I want to get myself into. For instance if I want to get into a more hyperactive and excited mood, I would listen to more upbeat and perhaps less meaningful music. But if I am in a more thoughtful mood I would listen to something that has very thoughtful lyrics. Lyrics are very important for me and I prioritize the lyrics over any other part of the song. So while I don't entirely value the escapism that music can provide, in particular moods, as a distraction, I do listen to music for this.
Genre-wise I listen to a wide variety and am very open to any genre. One of the reasons I like listening to BBC radio 1 is because they play such a wide variety of music.
Being of Latin/Hispanic origins I listen to a lot of Hispanic music. On of my favourite Hispanic ballad songs is Enrique Iglesias and Marco Antonio Solis's 'El Perdedor':
                        I also love the song 'La Flaca' from a more hispanic rock genre, by Jarabe de Palo:

Additionally, I love the Orisha's ' Represent' which is more Latin Hip-Hop:

Initial research, influences and ideas - Music Trends

Genre:

BPI have compiled all album, single, streaming and combined sales of 2013, based on Official Charts Company data, and listed them within genres. 

Consequently we can see that from album, single sales, online streaming and combined sales, rock  and pop are the most popular genre of 2013. 

Whilst no Pop titles featured in the top five singles of 2013, Katy Perry's pop single 'Roar' was the highest placest pop track at number six. This shows that whilst pop singles are not in the top five selling singles of 2013, they still dominate the charts by far, and so for singles, it would be fairly secure to choose within the genres of pop. Having said that, pop singles that succeed are usually released by well-established pop stars, like Katy Perry for instance, which for an independent record label seeking to take on a new artist, seems less achievable. The top artist in the singles data was Passenger with 'Let her go', and One Republic's 'Counting Stars' was in the top ten. Passenger were at the time a fairly under-established band who were still able to take the charts by storm. This to me shows that rock would be a perhaps more secure genre to delve into.

Within the streaming data, rock was securely on top, with the two most streamed artists were the Arctic Monkeys and Bastille. The Arctic Monkeys are well-established, but Bastille were less so, showing again more opportunity for upcoming artists to break through, although well-established bands and artists will always remain. 

As someone working for an independent record label, responsible for new bands and upcoming artists, I would be careful to reside within the musical trends to some extent, especially with overwhelming data like this. Whilst independent labels do not have the high pressure for profits and are able to take on more risky and new artists, rock and pop here seem to be by far dominating the charts and so I would be looking for someone within those genres or perhaps even with a slight cross-over. In addition, the categories are pretty basic, for instance rock has such a wide variety within itself, for instance indie rock, and so it would be safe to say that I could find someone fitting into the wider rock or pop genre who could still be new and unique.


Artists:
From the official charts website, I was able to see the biggest selling artist albums of 2014 so far.
 
Coldplay dominated with their album 'Ghost Stories'. Coldplay are in the rock/pop gebnre, and so cover both genres that are most popular. They also have a variety of more pop ballad songs like 'Magic', among more dance and pop like rhythms within their songs, e.g. 'A Sky Full Of Stars'.

Paolo Nutini's 'Caustic Love' was in second place. Paolo is another example of someone who has a variety of ability when it comes to genre, and his album displays this. There are more American rock songs like 'Scream (Funk My Life Up)' and more soulful songs like 'Iron Sky'. 


Palomoa Faith was also high up on the charts with her album 'A Perfect Contradiction' which has lots of alternative pop and R&B songs on it like 'Can't Rely On You' with elements of motown, and more soulful pop like 'Trouble With My Baby'. 

London Grammar's album 'If You Wait' is consistent with their unique genre, mixing ambient, indie pop and trip hop. 

Beyonce's album 'Beyonce' was high up in the charts even many months after it was released. Beyonce herself has become such a well-established super star, and her genre ranges from classic R&B to pop and many other genres. This album was also consistent with that, songs like 'Yonce' was within hip hop, dancehall, electro genres with trap elements too. Songs like 'Drunk In Love' were also dominated by trap and bass rhythms. She also included more pop songs, like 'Pretty Hurts', and 'Superpower' which is a more experiementally motown style, modernised with R&B.


From these artists, I can conclude that an artist with the ability to cover a range of genres can be more successful, and reach and appeal to many more audiences than an artist only covering one.