Tuesday 4th March 2025
Music Videos & Online Media
Topic Contents:
- Three music videos in depth:
- Stormzy - Superheroes (contemporary)
- Taylor Swift - The Man (contemporary)
- TLC - Waterfalls (historical)
- The websites and social media for two of the corresponding artists:
- Taylor Swift
- Stormzy
Types of Music Videos:
1) Performance - Where we see the artist singing and/or playing the song, often with dancing, usually with direct address to camera to personally position the viewer.
2) Narrative - where we see the storyline of the video. Narrative music videos might narrate the song or create a parallel narrative that comments on the meaning of the song.
3) Conceptual - Sometimes there are simply images, or lights, or special effects that are more about 'mood' or 'feeling' than a story.
TLC - Waterfalls:
- Narrative and performance.
- R&B and hip-hop.
- Lip syncing, performing to the camera, video tells a story, choreographed dancing, filmed and edited like a movie.
- The video cuts between TLC performing in a large body of water and several narrative elements which are used to tell the story of the song. For example, a little boy gets shot and his mother finds his body and cries next to it.
- The lyrics match the music video by reflecting what is happening like the lonely mother gazing out a window and more. Similarly, every time the chorus is sung, we are taken back to the band in the water, lip syncing which reflects to how they are talking about different bodies of water.
A lonely mother gazin' out of the windowStaring at her son that she just can't touchIf at any time he's in a jam, she'll be by his sideBut he doesn't realize he hurts her so muchBut all the praying just ain't helping at all'Cause he can't seem to keep his self out of troubleSo he goes out and he makes his money the best way he knows howAnother body layin' cold in the gutter, listen to me
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at allBut I think you're moving too fast
Little precious has a natural obsessionFor temptation but he just can't seeShe gives him loving that his body can't handleBut all he can say is, "baby, it's good to me"One day he goes and take a glimpse in the mirrorBut he doesn't recognize his own faceHis health is fading and he doesn't know whyThree letters took him to his final resting place, y'all don't hear me
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at allBut I think you're moving too fast
Ah, c'monI seen a rainbow yesterdayBut too many storms have come and joinedLeavin' a trace of not one God-given rayIs it because my life is ten shades of grayI pray, all ten fade away, seldom praise Him for the sunny daysAnd like His promise is true, only my faith can undoThe many chances I blew to bring my life to anewClear and blue and unconditionalSkies have dried the tears from my eyes, no more lonely criesMy only bleedin' hope is for the folk who can't copeWith such an endurin' pain that it keeps them in the pourin' rainWho's to blame for tootin' 'caine into your own veinWhat a shame, you shoot and aim for someone else's brainYou claim the insane and ain't this day and time for fallin'Prey to crime I say the system got you victim to your own mindDreams are hopeless aspirations in hopes of coming trueBelieve in yourself, the rest is up to me and you
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at allBut I think you're moving too fast
Oh, you're moving too fast
Don't go chasin' waterfallsPlease stick to the rivers and the lakes that you're used toI know that you're gonna have it your way or nothing at allBut I think you're moving too fast
Stormzy - Superheroes:
- Narrative.
- Rap.
- Video tells a story, is edited like a movie.
- The video follows an animated character (representing Stormzy) empowering young black people to be them and to not feel that they have to hide, showing multiple animated black people as superheroes proving that they have the power to be super.
- The lyrics match to the music video.
Don't die on meI said
Young black king, don't die on meYou're my brother, you're my keeperI need you to keep an eye on meAnd no more fighting on the streetsWalking 'round with all this pride on meShit, shit's tough for us alreadyKnow that you can still rely on mePlease, just stay alive for me
And my young black queens, don't quit now (yeah)You're the only ones that got usI could never let my sis downYou been too strong, for too longYet, still you never sit down, wowThat's the power of your lovingAnd it's worthy of a king's crownAnd still you never let your kings down
Even though most times, we don't deserve itThe picture isn't pretty, but it's perfectTedious pressures, so then I curve itSerena or Venus, the way I serve itI'm Mallory Blackman, the way I sell booksI jump on the stage, and then the world looksAll that banging' on my door, had my girl shookNow sorry officer, I only sell hooksLeave me aloneEvery little L I took, I hold it close to homeLive and you learn, they'll always hate me for my toneFor the shade of my skinAnd not the courage of my bonesNow, I'm misunderstoodNow, I'm feeling like Nina SimoneThe way I toured the worldWould have thought that I was SimsSee her on stage, I know that women can be kingsI know that's fucked, they're overlooking what you bringI know shit's all good, but it's just the little things
Black queen you're immaculateIt's coming at the worldThey ain't ready for your magic yetAnd that was never your faultMan, I guess they couldn't hack it yetWorld domination, and you ain't evenTaken off your jacket yetSo effortlessly fabulous
And my young black kings I hope it pays offGo and show 'em what you're made ofTrying to scare us with some thingsThat we are no longer afraid ofMen are superheroes, let me see you take offI pray you never take your cape off
Even though most times, we don't fly straightIf I trust you bro, I promise we gon' die greatOur burdens are heavy, but we ain't light weightsOur parents were legends, they had to migrateSo that's a reason not to sit around and chat shitI'm from the place where Michael Dapaah made a smash hitWhere you can be a rapper, if rap you sickThey're screaming, "What a flippin' time to be a black Brit!"We so alive, whole world gone out their mindsBut no we ride, tried to push us all to the sideWe know our rightsNow we get the whole of the pie, then go insideWhen you see that merky flag in the skyJust know it's IThe way I topped the chartsWould've thought that I was DaveI am young, black, beautiful and braveKnow that it's fucked, they're overlooking what we gaveI know shits all good, so we pray for better days
Pray they better than before (better than before)Young black king, you are everything and more (you are everything and more)I know one song's not enough to settle scores (not enough to settle scores)But from the bottom of my heartMan, I hope you're getting yours (getting yours)Man, I hope you're getting yours (getting yours)
Young black queen, get your shine onAll I see is innovators, and a bag of iconsYou can go and ask the whole worldWhere they got they style from?That's you, that's us, God's timeAnd he never gets the time wrongI guess we just some ticking time bombsWe soon blow (boom)
I can make world come trueAll my dreams will see me throughAnd if that won't get me downMy dreams will turn things all aroundWith a smile upon my faceI can see a better placeDoesn't matter what may come my wayBelieve me now, I will win some day
Taylor Swift - The Man:
- Narrative.
- Pop.
- Video tells a story, story matches lyrics, artist might appear as a performer and often directly addresses the audience.
- The video follows a "man" going around doing things that are believed to be what only men have the power to do. Also, they do things that men normally get away with doing like being rude to people (especially women) as men are stereotypically seen as the dominant sex.
- The lyrics link to the music video showing the aspects of a man such as being a fearless leader, alpha type, etc.
I would be complexI would be coolThey'd say I played the field before I found someone to commit toAnd that would be okayFor me to doEvery conquest I had made would make me more of a boss to you
I'd be a fearless leaderI'd be an alpha typeWhen everyone believes yaWhat's that like?
I'm so sick of running as fast as I canWondering if I'd get there quicker if I was a manAnd I'm so sick of them coming at me again'Cause if I was a manThen I'd be the manI'd be the manI'd be the man
They'd say I hustledPut in the workThey wouldn't shake their heads and question how much of this I deserveWhat I was wearingIf I was rudeCould all be separated from my good ideas and power moves?
And they would toast to me, ohLet the players playI'd be just like LeoIn Saint-Tropez
I'm so sick of running as fast as I canWondering if I'd get there quicker if I was a manAnd I'm so sick of them coming at me again'Cause if I was a manThen I'd be the manI'd be the manI'd be the man
What's it like to brag aboutRaking in dollarsAnd getting bitches and modelsAnd it's all good if you're badAnd it's okay if you're madIf I was out flashing my dollarsI'd be a bitch, not a ballerThey paint me out to be badSo it's okay that I'm mad
I'm so sick of running as fast as I canWondering if I'd get there quicker if I was a man (you know that)And I'm so sick of them coming at me again (coming at me again)'Cause if I was a man (if I was a man)Then I'd be the man (then I'd be the man)
I'm so sick of running as fast as I can (as fast as I can)Wondering if I'd get there quicker if I was a man (hey)And I'm so sick of them coming at me again (coming at me again)'Cause if I was a man (if I was a man)Then I'd be the man
I'd be the manI'd be the man (oh)I'd be the man (yeah)I'd be the man (I'd be the man)
If I was a manThen I'd be the man
Friday 7th March 2025
The Music Industry
Lo: To explore the music industry and the role of the music video within it.
Do Now: 0/5
1) The main purpose of all media is to make money.
2) The main purpose f a music video is to promote the artist or song.
3) Two other purposes of a music video are to showcase an artists skills (instrument, voice, etc), to convey meaning to the song and help audience engage with the song and artist.
4) The two most common types of music video are performance and narrative.
5) Three codes and conventions you may find in a music video will include lip syncing, stylised costume, cut to the beat.
Overview:
- In the UK, the music industry contributes billions to the economy; it is a massive global media industry.
- The UK exports a lot of music around the world.
- Due to the changing way we consume music, the industry has faced many challenges recently.
- Most people download music or stream it rather than buying physical copies now.
- Streaming now accounts for 80% of music consumption in the UK.
- The technological developments that once threatened the music industry have allowed it to generate revenue in different ways and to extend their reach to different and new audiences.
- As most of our music consumption is digital, CD sales are in decline. However, vinyl records and cassettes are becoming popular again.
Why might fans like to buy vinyl records?
- Owning a physical copy.
- Nostalgia.
- New Trend.
- Enjoy artwork / sleeve / feel / quality.
Taylor Swift Website:
- Spotify
- Apple Music
- Youtube Music
- iTunes Store
- Deezer
- Tidal
- Amazon Music
Stormzy Website:
- Amazon Music
- Apple Music
- Deezer
- Pandora
- Spotify
- Tidal
Ownership:
- Record labels are companies that make contracts with artists and release their music. Record labels usually fund the costs of producing, distributing & circulating music to audiences.
- They will have separate production teams (record, mix and produce music) and Distribution teams (marketing, press and promotion).
The Big Three:
- There are currently three major record labels in the industry: Warner Music Group, Universal Music Group and Sony Music.
- These three are part of major CONGLOMERATE and are HORIZONTALLY INTEGRATED.
- They all have SUBSIDIARY record labels, most of which were previously independent & associated with specific genres. E.g. Island Records.
- These major labels are able to invest large amounts of money in artists that are, or are likely to be, commercially successful. Videos for major artists often have a budget of over a million dollars.
- They are able to reach larger audiences through high-profile marketing campaigns. They can also benefit easily from SYNERGY with other companies in the conglomerate.
Independents:
- There are also man independent labels not linked to the majors. They are often associated with more alternative acts - Indie was traditionally non-mainstream.
- Most of these have to go to the majors to get distribution deals however, so the the majors still get a cut.
- Some artists do not sign to a label at all. They use the internet to promote and distribute their work.
Regulation:
- The industry isn't regulated by a single organisation, but there are regulatory guidelines in place for music products in Britain.
- The BPI runs the Parental Advisory Scheme, which is voluntary, and uses the logo to notify audiences about content that might be offensive or unsuitable for children.
- It is the record label's responsibility to assess the product and apply the logo where appropriate - both on a physical product or online.
- This includes:
- Strong language
- Depictions of violence
- Sexual behaviour
- Discriminatory behaviour
- Dangerous or criminal behaviour
Regulating Music Videos:
If released on DVD - Since 2014, all music videos on DVD now need to be classified if they would achieve a 12 certificate or above.
If released online - Since 2014, the BBFC has been working with Vero & YouTube to age rate online music videos. UK record labels submit any video they feel would gain at least a 12 certificate.
Tuesday 18th March 2025
Music Audiences
Lo: To explore music audience appeals and fandom.
Overview:
- Music plays a really important part in the loves of many people as it is often tied i with IDENTITY. It is particularly associated with youth culture as most people discover and become fans of certain genres of music in their teenage years.
- Many genres have developed over time. Pop, for example, is a very broad genre with mainstream appeal, whilst Rap has more specific conventions and a more niche audience. Hybrid genres (Indie-Folk) have also developed over time.
- Different genres, especially those that are less mainstream, often have a particular identity or image that are associated with them. Fans may respond positively to the music and then adopt the style linked to that genre. Think Punk, Emo or Grime. They might also share the particular values and beliefs that are communicated through the music.
- A great example of this is the Punk culture from the 70s which conveyed rebellious, anti-establishment beliefs that challenged mainstream values. Some people saw this as a threat to society though - showing different responses to the same music.
The Star Persona:
- The image of an artist that we see in the media is a very carefully constructed representation designed to appeal to their target audience; it is not 'real'.
- This STAR PERSONA is established using many different elements:
- Music & lyrics
- Visual imagery (MV, publicity shots, album artwork)
- Design of any artwork
- Social media posts
- The persona embodies different values & beliefs too.
- This can change and develop over time as artists get older and possibly change genres.
Fandom:
- For those people who are really into a particular artist or genre, music offers many opportunities to engage in fandom.
- They might:
- But physical copies of music, including limited editions are rare releases
- Collect memorabilia (tickets, posters, programmes etc.)
- Buy official merch
- Dress like the artist
- Go to many concerts
- Follow them on all socials
- Enter competitions
- Join an online fan community or create their own fan site
Target audience:
- Although the main TA for popular music tends to be young people, the audience demographic for music is actually very broad.
- There are now more artists of all genders, ethnicities and ages that will appeal to a wide range of people.
- Particular genres will have more specific audience demographics, and each artist will target a specific group of listeners.Friday 21st March 2025
TLC: Waterfalls
Lo: To explore the historical case study.
Do Now: 2/5
1) The term that describes a small, specific target audience is niche.
2) The Star Persona - Describes the carefully constructed representation of an artist or band.
3) The thing that effected the way we consume music the most in the last 20 years is the development of digital technology.
4) Fandom provides the U&G of personal identity and social interaction.
5) A hard-core music fan may buy official merch, collect memorabilia, go to many concerts, etc.
Overview:
- TLC is an all-girl R&B / hip-hop group.
- 'Waterfalls' is a track from their second album and achieved international success.
- The group was originally formed as a fusion of R&B and hip-hop.
- Unlike many girl groups at the time, TLC had a much more 'rock-and-roll' image. In the press, they were honest about their individual battles with addiction, police arrests, abusive relationships and their spats with each other.
Meaning:
- "Waterfalls" is an episodic song; several different scenes are depicted in the lyrics. And each plot-line unfolds as a cautionary tale against various vices. The first scene and the first verse describes a mother-son relationship in which the son resorts to unorthodox methods to make money. His greed, his "waterfall," ultimately leads to his death.
- The second scene follows the story of a different man with a different "waterfall" he is chasing. Specifically, his insatiable physical desires result in him contracting HIV, the "three letters".
Media Language:
- "Waterfalls" blends three music video genres: performance, narrative and conceptual. There are two clear narratives with characters and situations that directly relate to the lyrics of the song: in the first verse, a young male dies during a drug deal and, in the second verse, an adult male contracts HOV (which develops into AIDS) following unprotected sex.
- There us sine clear illustration of the lyrics (where the image shows the literal meaning of the words); for example, there is a mother literally gazing out of a window at her son and a man literally does not recognise his own reflection.
- Intercut with the narrative sections are shots with the members of TLC performing the song and dancing in sync; demonstrating typical codes of the music video form. These performance sections use multiple formal conventions: close-ups of their faces, direct address, and in terms of editing, dance moves cut to the rhythm of the music.
- There are also some more abstract elements in the video. The band members first appear like water spirits, liquid versions of themselves (this is an intertextual reference to the 'liquid metal' T1000 in Terminator 2). Bookending each section, there is also a montage of flying imagery, with natural and urban landscapes zooming past. Special effects are used to portray the ghostly characters of the mother and son, and the symptoms of the man's disease. This use of CGI (computer-generated imager) adds an almost supernatural element to a song about very real social issues.
Mise-en-scene:
- Typically, inner-city sets and locations (the brownstone house, stoop and street corner) have connotations of a 'ghetto' and the costumes (baggy tracksuits, baseball caps, dark glasses) connote a dangerous urban environment. These elements of the mise-en-scene could also demonstrate intertextual links to films of the 1990s.
Symbolism:
- Symbolism is used to communicate meanings through connotations.
- Drugs aren't explicitly shown, and neither is any clear HIV diagnosis.
- Drugs are symbolised by a brown paper bag, and AIDS by skin deterioration and a montage of photos of the female's previous boyfriends.
Special Effects:
- Special effects (SFX) are also used to balance the gritty realism of the narratives with something almost magical.
- The opening shot appears if we are falling from space (possibly connoting an angel), and TLC members appear first as beings made from water. This links explicitly to the title and metaphors of the song (whose meaning has been a topic of debate).
- The mother appears as a 'ghost' trying to prevent her son form approaching the gang; and the son later appears as a 'real' ghost that the mother cannot see.
- The SFX in the HIV narrative make the disease seem more like a magical curse than a sexually transmitted illness.
- This alters the tone of the song, and makes it more expressionistic than naturalistic.
Context:
- Many R&B videos focus on romantic narratives and, often, hip-hop videos feature groups of men celebrating how wealthy they are through crime. 'Waterfalls' references these genre conventions by showing the temptations of both sex and crime. Its overall message is less glamorised and more cautionary than many videos in this genre.
- In the 1990s, there was a lot of public concern and media coverage of the song's two issues - the spread of HIV / AIDS (at that point a deadly condition).
- TLC were the second biggest girl band of the 1990s after the Spice Girls, who had a similar message of female solidity and empowerment. The song could fall into the sub-genre of 'socially aware' hip-hop that explores real-life issues.Tuesday 25th March 2025
Taylor Swift: The Man
Lo: To explore our contemporary case study.
Overview:
- Taylor Swift is one of the world's best-selling artists, having sold over 200 million records globally. She is the most streamed female artist on Spotify and the only artist to have five albums with over one million copies sold in the US.
- The Man was released in February 2020. It was the fourth single to be released from her 2019 Lover album. The music video has had 107 million views on Taylor Swift's YouTube channel.
- The lyrics of the song explore how differently Swift feels she would be treated if she were a man. The key issue of gender bias is represented through the character in The Man and his interactions with others in a number of different settings.
- The video won a VMA at the 2020 MTV Music Awards for Best Direction, Swift's 11th VMA but her first for directing. She was also the first solo female director to win in his category.
Media Language: MES
- The video constructs a linear narrative, by following the Man's typical daily activities in various locations including the subway, the office and the park.
- The Man is also shown in more glamorous locations - enjoying leisure time on a yacht and a tennis court.
Media Language: Propp
- The character of the Man could be described as the false hero, according to Propp's character roles, as Taylor Swift is 'unmasked' as the real hero at the end of the video. This is highlighted by the credits 'written by' and 'directed by', encouraging the audience to view her as a powerful and successful woman.
Context:
- The social context of feminism has influenced the video as Swift is assuming the role of a man in order to express her feminist views. She mocks the patriarchy throughout to make a serious point about gender discrimination.
- Swift is well known for using her videos to criticise people form her personal life, and this video appears to reference Jake Gyllenhaal, who Swift dated in 2010 and is similar in appearance to the Man.
- In the subway scene, The Bo$$ Scotch poster with the tagline of 'Capitalise on the feeling' and the word 'Greedy' graffitied next to the poster may refer to Scott Borchetta, who founded Swift's former record label. Borchetta owns the master copies of the artist's songs which were recorded before she switched to Universal Music group in 2018. Swift accused him of bullying her and for barring her from playing her old music on TV.
- various members of Swift's family and friends make cameo appearances in the video, adding to the personal tone. Her father, Scott Swift, appears in the tennis scene as the line umpire, and the singer and TikTok star Loren Gray appears as the court attendant in the same scene.
- Swift's Netflix Documentary is referenced in a poster which shows an alternative version of the film starring her male alter-ego - Mr Americana (Tyler Swift).
- The video was inspired by the (Hashtag)MeToo movement at the time. A lyric from the song - 'When everyone believes ya, what's that like?' - could be a reference to the slogan (hashtag)believewomen which was used as part of the (hashtag)MeToo movement.
Friday 28th March 2025Stormzy: Superheroes
Lo: To explore our contemporary case study.
Do Now: 1/5
1) 'The Man' challenges the conventions of a pop music video by no performance aspect / lip syncing.
2) Two intertextual references in 'The Man' includes Wolf on Wall Street & her own songs / albums.
3) Two examples of how media language is used in 'The Man' to create meaning includes: Suit - wealth / power & Man centrally framed.
4) 'The Man' fills Propp's roles of the false hero.
5) Two areas of representation that you could discuss in 'The Man' includes gender inequality, gender, TS.
Overview:
- Superheroes was released on 13th December 2019 as part of Stormzy's second album, Heavy is the Head. The video for superheroes premiered on 9th September 2020 when it was shown in school classrooms in London, Glasgow, Dublin and Manchester at the start of the term when schools re-opened after having been closed since March due to the Covid-19 pandemic.
- The video was directed by British filmmaker Taz Tron Delix and produced by Argentinian animation studio 2veinte. Stormzy dedicated the video to Chadwick Boseman following the actor's death in August 2020. The video ends with the text: 'RIP Chadwick Boseman 1976-2020, Forever a Superhero in our hearts'.
- In 2020, Stormzy donated £500,000 to the Black Heart Foundation to provide educational scholarships for students from disadvantaged backgrounds and pledged to donate £10m over the next decade to help combat racial inequality in the UK.
Media Language: MES
- The video constructs a linear narrative.
Media Language: Propp
- Stormzy i shown in the role of the hero, who rescues the young boy when he falls when flying by himself. The 'young Black kings' and 'young Black queens' could be seen as Proppian heroes, who receive help form Stormzy and other inspirational figures on their journey towards empowerment.
Intertextuality:
- Intertextuality also creates layers of meaning in the video.
- Some examples of this includes Noughts and Crosses, Toy Story, and The Matrix.
Iconography:
- The iconography used in the video is associated with Black empowerment. The placards and raised fists in the protest scene send a message of Black power. Then, the symbolism at the end of the video when Stormzy places the world in the boy's hands before leaving him sends a clear message of optimism for the 'young Black kings' and 'young Black queens' who have the power to change the world.
Media Language:
- Clothing codes & props: The boys Adidas tracksuit was selected by the director to reflect a style similar to the dress code in Stormzy's Sounds of the Skeng video, adding authentically and relatability for the young audience.
- Technical codes: A low angle shot establishes Stormzy as the hero the first time he meets the boy. The boy is looking up at him from the corner of the frame, positioning the audience to view Stormzy as an inspirational role model.
Context:
- The video contains many references to popular culture chosen to represent Black culture in an empowering way. These include rappers Dave and Little Simz, and footballer Marcus Rashford.
- Malorie Blackman's Noughts and Crosses novel is also referenced in the video. Stormzy appeared in the BBC adaptation of Blackman's novel which explores racism in an alternative version of society where Black people hold more power.
- The scene that depicts the Black Lives Matter protests reflects the social and political climate of the summer of 2020, shortly after the death of George Floyd in the US. Stormzy took part in the London protests, and the scene with the placards also reflects the social context of the Covid-19 pandemic, as the protesters are shown wearing face masks.
- The use of the Marcus Rashford shirt reflects social and political contexts as, at the time, Rashford had made a stand against the UK government on their decision to end the free school meals provided during the pandemic. Rashford successfully pressured the government into reversing their decision, so Stormzy wanted to represent him in the video as a hero and role model to young people.
- Stormzy is well-known for his political activism, using social media and high-profile performances, such as his headline slot at Glastonbury in 2019, to both support and criticise British politicians and encourage young people to vote.
Representation:
- Men:
- Women: The 'younger Black queen' chopping vegetables and washing dishes reinforces a stereotype of females being more powerful in domestic settings but also suggests that the young Black female is a superhero because she is caring for her grandmother.
- Stormzy: Stormzy is represented positively as a Black role model with the power to inspire the younger generation. From the start he is shown to be caring, taking time to support and inspire the central male character. He is also reading Noughts and Crosses, which he presents to the police. This highlights the issue of racial profiling and represents education as the route to empowerment and equality.
- Inequality:
- Family:
Tuesday 1st April 2025
Industry & Audiences
Lo: To explore our contemporary case studies.
Do Now:
1) Superheroes challenges the conventions of a mainstream music video through the way that it has no lip syncing and is animated.
2) Two intertextual references in Superheroes includes 'Noughts and Crosses' and 'Toy Story'.
3) Two examples of how media language is used in Superheroes to create meaning includes low angle shot / soft pastel colour pallet.
4) Stormzy and everyone else once they have "transformed" play the hero in Propp's theory in the song Superheroes.
5) Two areas of representation that you could discuss in Superheroes includes racial inequality, gender, families and Stormzy.
Taylor Swift: Industry
- Taylor Swift signed a song-writing deal with Sony Records in 2004 and a recording contract with Big Machine Records in 2005. She signed to Republic Records in 2018, the label under which her 2019 Lover album was released. After a dispute with Big Machine Records, she began re-recording her first six albums, the third of which is due for release in July 2023.
- Swift's music is promoted to audiences through her website and its convergence with her social media accounts. The official website promotes album releases such as 'Taylor's Version' of Speak Now, sells merchandise to global audiences and advertises tour dates such as The Eras 2023 US Tour.
- Prosthetic make-up was used to transform Swift into the Man. This involved her wearing a muscle suit and having facial sculptures which took 4-6 hours to apply for each day of filming. The final, behind-the-scenes shots of the video reveal the transformation of Swift into the Man and remind us that she is both the writer of the song and director of the video.
- Swift was the first person to receive the Woman of the Decade Award at Billboard's Women in Music Awards in 2019.
- The documentary film Miss Americana was released on Netflix in 2020 and follows Swift over several years of her life and career. This promotes her music to a wide audience and is an example of media conglomerate.
Taylor Swift: Audience
- On 25 February 2020, Swift posted a short trailer for the Man music video on her social media accounts, announcing to her fans that it would be released two days later, on her YouTube channel. Swift answered fan questions on 27 February 2020 in the hour before the premiere of the video. The hashtag *TheMan was used by fans to share responses to the video after its release.
- Swift posted thank you messages to the actors in her music video thanking them for the parts they played. She posted a message to Loren Gray who played the part of the tennis umpire, saying '@loren your eye roll really was aStOnIsHiNg'.
- Swift's social media accounts often take a more personal approach to connect with her fans. She often posts about her cats and has also expressed her views through social media on issues such as the *MeToo movement and the 2020 US Presidential Election.
- On International Women's Day in 2020, The Man was added to playlists on streaming platforms, including apple Music and Spotify.
- British politician Liz Truss quoted words for the song during a debate on gender equality in the House of Commons on International Women's Day in 2020.
Theory: Reception Theory
- Stuart hall came up with the idea that media producers encode messages with intended meanings, but audiences actively decode these messages based on their own experiences and contexts, leading to diverse interpretations.
- Hall identifies three potential way audiences accepts the intended meaning of the message:
- Preferred / Dominant Reading - The audience accepts the intended meaning of the message.
- Negotiated Reading - The audience partially accepts the intended meaning but also incorporates their own interpretations and perspectives.
- Oppositional Reading - The audience rejects the intended meaning and interprets the message in a way that contradicts the producer's intent.
Stormzy: Industry
- Stormzy's first album, Gang, Signs and Prayer, was released independently. It was the first rap album to win the BRIT Award for British Album of the Year.
- He was then signed to Atlantic Records in 2018, under which his second album, Heavy is the Head, was released. This album, which features the track Superheroes, was the 5th best-selling album in 2020.
- In 2020, Stormzy signed to 0207 Def Jam (part of Universal Music Group), a newly formed sub-division of Def Jam Records based in London which focuses on UK rap and grime artists.
- The production company responsible for producing the Superheroes video was 2veinte, a well-known boutique design and animation studio established in Buenos Aires that works with traditional frame-by-frame 2D animation. The director, Taz Tron Delix, and 2veinte managed to produce the video in just eight weeks. To achieve this, they has to use simple backgrounds after the established shots in order to focus on the characters and minimise scenic details.
- The official website promotes tours, album releases and associated merchandise and is currently (as of 2023) promoting Stormzy's third album, This Is What I Mean.
- Stormzy's brand, *Merky, has pledged to donate £10 million over 10 years to Black organisations in the UK to fight racial inequality.
- Stormzy is known for bringing the grime music genre into the mainstream. Grime is a sub-genre of hip-hop.
- Stormzy was the first unsigned artist and the first grime artist to appear on Later with Jools Holland on BBC2. In 2014, he was the first ever artist to win Best Grime Act award at the MOBOs (Music of Black Origin Awards). He was also the first Black British solo performer to headline Glastonbury in 2019. Stormzy has won the Brit Award for Best Male Solo Artist twice.
Stormzy: Audience
- The primary audience for the video was school pupils in the UK, with the video being streamed to classrooms on 9 September 2020.
- Before the video was aired, Stormzy sent a video message to schools welcoming pupils across the UK back to school and telling them they would be the first people anywhere to see the video. he told them: "I think it's important that you guys understand how powerful you are. Despite the colour of your skin, despite where you come from, despite your religion, despite whatever it is that you feel may be holding you back; you are a superhero. I wanted to make this video to inspire you guys, to let you know that the sky is the limit. To let you know that all those things inside of you, make you incredible."
- The target audience for Superheroes, black British males and females from Generation Alpha, is younger than Stormzy's typical target demographic (male and female millennials / fans of the grime genre) due to the focus on younger characters and the animated nature of the video.
- Older, Gen Z audiences reacted on social media to Stormzy's use of lyrics from Keisha White's Someday, which feature at the end of the Superheroes track. This is better known as the Tracy Beaker (CBBC, 2002-2005) theme tune and sparked comments such as 'MAn is singing Tracy Beaker riddims on his album?? Give that man a grammy'.
- Stormzy is the 5th most popular rap / hip-hop artist in the UK (YouGov poll, 2023). On Instagram, 48% of Stormzy's following are female and 52% are male.
- Stormzy's music is promoted to audiences through his website and its convergence with his social media accounts. In 2023, his third album, This Is What I Mean, was featured on his website, YouTube channel and Twitter account. The Superheroes video is also featured on the videos page of his website.
- Stormzy's social media accounts take a more personal approach to connect with his fans. Stormzy has expressed his views through social media on issues such as the Black Lives Matter movement and the 2019 UK general election.
Music: Websites & Socials
Lo: To explore our contemporary case studies.
Taylor Swift:
- To direct fans to their social media accounts.
- To help promote a new album and tour.
- To help promote their brand, through tie-ins to an album release.
- It's a place to sell merchandise, an important revenue stream for artists.
Stormzy:
- To direct fans to their social media accounts.
- To help promote a new album and tour.
- To help promote their brand, through tie-ins to an album release.
- It's a place to sell merchandise, an important revenue stream for artists.
Taylor Swift:
- Personal Identity
- People are able to access the shop for TS merchandise which may link to them as it is something that they like, it is their identity.
- Information
- People can look at Eras for particular albums which allows them to access things such as behind the scenes footage of filming.
- Entertainment
- People can look at videos, such as music videos. People also have opportunities to stream songs form her website.
- Social Interaction
- People can interact with other fans through social media, using the link to social media from her website.
Stormzy:
- Personal Identity
- People can relate through the way that Stormzy is ethnic and this can mean that people can relate to it.
- Information
- People are able to see when future tours are which allows them to be able to book in advance if they wanted to go to it.
- Entertainment
- People can listen to music from the website when clicking on the music option. They can also look at videos from the video option.
- Social Interaction
- People can interact with other fans through social media, using the link to social media from his website.
Social Media
- Social media offers a range of platforms and tools that can be used in a myriad of ways.
- We use social media in very different ways to celebrities:
- Building And Maintaining A Public Image:
- Self-Promotion
- Sharing activities, plans, and upcoming projects to maintain visibility and generate interest.
- Engaging with fans:
- Direct communication
- Interacting with fans, answering question
- Leveraging social media for business:
- Endorsements and partnerships - promoting brands and products to their followers.
- How can an artist use their SM profile to promote themselves?
An artist can use their social media profile to promote themselves by using their social media platforms to grab the attention of different people to widen their audience. This can be done by using multiple platforms which allows more people who use different platforms to discover them.
- How can artists use tweets to engage / attract their target audience?
Artists can use tweets to engage their target audience by posting relevant tweets to a situation. For example, tweets are often about the persons thoughts which can attract people if they too have the same sort of idea.
- What is a pinned tweet / post and when might it be used?
A pinned tweet is a tweet that would remain at the top of someones page when pinned which means that it would be the first thing that people see when going onto the page. This can be used to serve as a portrayal of the kind of person that the artist is.
- What purpose does the profile picture serve?
The profile can be used as a way of showcasing what kind of person they are and potentially what sort of thing they do. For example, somebody who has a bright picture of themselves wearing headphones could suggest they are a bright music artist.
- How could you apply Dyer's Star Theory?
Dyer's Star Theory can be applied here through the fact that many artists' tweets often have some sort of promotion to their own merch or new music album or tour which is a way of them promoting their own stuff but also as a way of obtaining more money as more people are aware of these new things coming out and want to be one of the first people to get it.
Friday 4th April 2025Finishing Last Lesson Work
Lo: To complete the work from last lesson.
Do Now: 4/5
1) Hyperlink - A word or image that takes you to another website or social media account.
2) Taylor Swift and Stormzy present themselves in a more personal way on their socials.
3) Personal Identity & Entertainment ---> The Man.
4) Personal Identity & Entertainment ---> Superheroes.
5) Preferred / Dominant Reading // Negotiated Reading // Oppositional Reading ---> Three types of response audiences can give according to reception theory.
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