… of an artist

… of a music genre

…even of a music director

The familiarity with a certain iconography helps audience recognition.

What might be the advantages of this?

Individually or in pairs, think of specific artists, music genres

(hard rock, indie, R&B, ‘Emo’ and Goths, New Pop, Hip-Pop

and Rap, Pop …). Choose one and brainstorm the

associated iconography.

Richard Dyer has noted:

“ a star is an image constructed from a range of materials”

(Richard Dyer 1979)

Andrew Goodwin has written:

“ Characterisation, fiction, and perhaps even narrative itself

exist in popular music at the point of narration, outside of the

diegesis of individual songs, live performances, or video clips,

through the persona of the pop star.”

(Andrew Goodwin 1992)

These materials include

the songs (their lyrical themes and musical structures/genres),

the record covers (singles and albums and the image of the star they present),

media coverage (from interviews about career and private life through to tabloid gossip),

live performance (the image through the stage show)

the music videos, which may draw upon the image presented in each of the other aspects.

Each video may also draw upon its

predecessor both in reinforcing the star’s

existing image and in taking the image on

further, perhaps in new directions. Thus, music

videos will act as a showcase for the star’s

talents and play a significant part in the

construction and maintenance of their image.

Imagine you are a manager for ---------. You feel that your client is ready for an “image transition” or needs “image management” for some reason.

How would you go about managing that ‘evolution’?

Create as many details as possible to make your scenario realistic. You might want to choose an existing artist who would benefit from such a transition or create one from scratch.

Your task is likely to involve a bit more than a new video… You need exposure…

Choose from:George MichaelChristina AguileraBritney SpearsLilly AllenRhiannaKylie Minogue

Madonna – too much material?

If you have another idea, ask first!

In pairs or individually, students research

the evolution of a pop star. There should

be annotations / explanations to go with

the screengrabs. Look at developments

in their life, desire for a bigger/

older/younger audience; change of music

record company etc…

Goodwin: “Star-texts intersect with video

clips”.

He says that understanding the star’s persona

is a central element to reading videos. He also

talks of a certain ‘manipulation’ of the

audience.

To be completed as Home Learning