Analysis of Star and Dyers Theory - Miss Miller

Reinvented Artists

There are many reasons as to why an artist may want to reinvent themselves. Some of these reasons are :

• If they have done something bad and now want to reinvent themselves to be seen in a better light and to be seen as "good" again.
• They may want to break away from a previous reputation that they have built for themselves.
• They may be maturing and want to grow up along with their target audience.
• They may want to gain more publicity for themselves 
• They may want to attract a new audience by changing their style of music

There are many artists that have reinvented themselves due to one of these reasons. A key example would be artists Miley Cyrus. Miley Cyrus used to be an extremely famous Disney Channel star called Hannah Montana in her teenage years. She played Hannah Montana from the age of 11 in 2006 to the age of 16 in 2011. Miley Cyrus then decided to leave Disney and went on to become a unique pop star who expresses her own taste and preferences despite the public and critics. This concludes of an extremely diverse video that Miley released on August 25, 2013 called "Wrecking Ball". The video was from the pop genre and reveals Miley swinging on a wrecking ball with no clothes on. This created a huge dispute in the public media to whether the video was appropriate for the type of audience that was viewing the video. However there was some people that agreed with Mileys decision of releasing a video which represented her personality and also her thoughts and feelings. The reason that Miley Cyrus wanted to reinvent herself was so that she could break away from a previous reputation such as Hannah Montana and present herself in a more mature and up current light. She is also a maturing artists who wants to grow up with her audience and produce music and material that would be appropriate for her fans and target audience.

Justin Bieber

Justin Bieber is a 21 year old Canadian pop star. He is a singer and songwriter pop genre and has produced over 45 songs. He first got discovered at a young age of 13 through his videos uploaded from YouTube. He has become one of the biggest teen sensations with his won fan group called the "Beliebers", he had also stood as the artist with the most viewed YouTube video with his "Baby" video in 2010.

Justin Bieber - Baby

Goodwin's Theory

Part of Goodwin's theory is whether a music video is performance, narrative or concept based.Justin Bieber's music video for the song "Baby" is primarily performance based however also has an element of narrative. The music video shows Justin Bieber trying to woo back a girl after they don't get along and cant be together. The video is set in a mall-like setting with a bowling alley and more. The video being primarily performance based is used frequently throughout the video as Bieber is seen continuously singing to the camera and also dancing solo and as part of a group.

The video is also partly narrative based as it shows Bieber trying to get the girl of his dreams by following her and trying to chase her. The narrative suppressed in Bieber's music video Baby also follows the codes and conventions of a pop music video as the use of a love interest is very popular in order for the artist to look more attractive and approachable to the target audience.

The purpose of having a performance based music video is to help build a relationship with the audience as it helps them to recognise the artists talents which also makes the video more enjoyable and memorable for the target audience. This is also helping the artists to promote their work as it will ensure the target audience recognise what type of talent they will see in other videos and materials of the artist.

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Genre Conventions

Justin Bieber's music video is from the pop genre and there is many recognisable conventions of this. Some of the conventions of the pop genre include of singing and dancing,  the artist enjoying themselves and having fun, it is normally based around love or heartbreak and also the artist is present in the music video as the situations are happening to him which makes the video more relatable to the target audience as a whole. Through the use of mise-en-scene Justin Bieber's costume in the Baby video is also a generic convention of the pop genre as he is seen wearing trainers, chains and also smart yet fashionable clothing which would have been the same type of style that the target audience would have wanted to wear at this time. This is conventional to the pop genre as it is enhancing the target audience's idolization towards the artist making them want the things he has and also to live his type of lifestyle. This will then help the audience to relate to him and build a relationship with him as they enjoy the types of things that he does and therefore will want to see more of this as it is likely that they will feature in Justin Bieber's videos.

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Dyers Theory

 

Richard Dyers theory is the idea that icons and celebrities are manufactured by institutions for financial gain. He believes that stars are constructed to represent "real people" experiencing real emotions. Stars are manufactured by the music industry to serve a purpose and make money out of an audience who respond to various elements of the artists personality by buying records and becoming fans.

His theory is set into three sections: Audiences and Institutions, Constitutions and Hegemony. The theory is also set into two paradox. These are:

1. A star is both ordinary and extraordinary.

2.A star is both present and absent.

Justin Bieber presents both these paradox's in his music video "Baby". The first paradox is presented as Justin is represents himself as an ordinary boy but also an extraordinary teenage sensation. Justin Bieber is shown as an ordinary boy through elements in the video. He is shown as ordinary as he is doing everyday activities that an ordinary boy would do such as going bowling, hanging out with his friends and chasing the girl of his dreams. This ordinary side of him helps him to become relatable for the target audience as they can relate to participating in these everyday activities. This also builds a relationship between the artist and the audience as they are able to understand how Justin Bieber may be feeling as a teenager in situations that they may have been in themselves. However Justin Bieber is also seen as extraordinary within his music video. This is because alongside being represented as an ordinary boy he is also represented as a teenage superstar who hangs around and sings with rap artists such as Ludacris. He also has top of the range clothes and shoes and is seen dancing and singing around in a deserted mall which insinuates he hired it out for him and his friends. This type of element doesn't allow the audience to relate to him but it allows the audience to idolize him which further helps his career. This helps his career as it shows the audience more of the material he will interpret in his other music videos. The audience may be intrigues to see what the extraordinary element of the artist will be able to create and make in his other videos.

The second paradox that a star is both present and absent is also presented within the video. Bieber is present in the video as he is seen dancing, singing and hanging around with his friends. The narrative base throughout his video shows him to be putting on a performance or show for his target audience, this is showing him to present for the majority of the video. There are also elements where Justin Bieber can be shown as absent as where the video is primarily narrative based there are parts where Justin Bieber isn't shown to present the story to the audience. This makes it difficult for the audience to relate to him when he is absent within the video.

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Target Audience

 

Justin Bieber's target audience is mainly females of a similar age and younger. Around an age bracket of 5-25 year olds as Justin Bieber's music is relatable for the majority of his target audience. The way in which Justin Bieber presents himself makes him desired by the female target audience yet idolized by the male audience, this is because he shows himself actively flirting and dancing with a love interest which makes his female fans jealous and this also makes a male audience idolize him as they would prefer to live a lifestyle where everything goes right for them as this is what the artist presents in the video.

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Justin Bieber - Beauty And A Beat
The second stage is present by the song Beauty and a Beat which was released in 2012 which also featured female rap star Nicki Minaj.  

 

Goodwin's Theory

 

Particular voyeuristic treatment of the female body is presented within Justin Bieber's music video "Beauty and a Beat". This is shown between the two artists that sing within the video; Justin Bieber and Nicki Minaj. This is evident within Nicki Minaj's rap sequence within the song. Justin Bieber looks and grinds against Nicki Minaj in an objectifying manor as she sings. The purpose of this is to help the target audience understand the partying and fun theme of the song. The music video is set in a vacant water park with Justin Bieber hired out just for him and his friends. The use of Goodwin's theory of  particular voyeuristic treatment of the female body also insinuates the idea of a love interest which is a key subject at the age of 18 which was Justin Bieber's age at the time of the video. Most of Bieber's target audience at this age would have been sexually involved and interested in the subject, therefore this video and this part of Goodwin's theory that is present in the video makes it more relatable for the target audience and could help to build a relationship with the audience which is a main aim for an artist.

 

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Genre Conventions

 

Justin Bieber's pop video fits the pop genre conventions of a music video. This is because it features Nicki Minaj as they dance around in a water park with various friends. This is conventional as it symbolises a club like atmosphere witch is common in pop videos as it is what the target audience of pop genres are used to and also what they enjoy to do in their spare time. Through the use of mise-en-scene high key lighting and bright colours are used throughout the party scene in the video. This shows that the video symbolises a positive and happy atmosphere where everyone is having fun and enjoying each others company as they sing and dance around the water park. This is conventional as the pop genre usually consists of upbeat, fast, positive and pleasant videos and atmospheres.

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Dyers Theory

 

Richard Dyers theory is the idea that icons and celebrities are manufactured by institutions for financial gain. He believes that stars are constructed to represent "real people" experiencing real emotions. Stars are manufactured by the music industry to serve a purpose and make money out of an audience who respond to various elements of the artists personality by buying records and becoming fans.

His theory is set into three sections: Audiences and Institutions, Constitutions and Hegemony. 

The first paradox of the star being both ordinary and extraordinary is featured in the "Beauty and a Beat" video is shown when Justin Bieber is shown doing everyday activities in the beginning of the video such as playing table tennis and messing around with the recording camera and his friends. This shows that alongside his teenage superstar side he also has an ordinary normal boy lifestyle that everybody else is used to. However he is also shown to be extraordinary as he parties in his own water park with all his friends, dancers and even synchronised swimmers. All the iconography used looks futuristic and expensive which also makes Justin Bieber as an artist look more extraordinary and superior.

The second paradox that the star is both present and absent is also used within the video. Justin Bieber is present throughout the video as it is filmed by himself with a hand-held camera. Therefore he is both present and absent throughout the video. This is because when he is filming we as an audience can see his surroundings but not his face this is when he is seen to be absent in the video. However he is also present when he hands the camera to someone else and he is seen dancing in the pool and being filmed underwater which also makes him look powerful and intriguing.

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Target Audience

The target audience for Justin Bieber's video has slightly changed since the last video that I analysed. This is because the themes are more mature and Justin Bieber has grown and matured in the 2 years between the release of the two videos. His target audience has matured with the artist so therefore he can portray more adult themes that the audience will understand and be able to relate to.

Justin Bieber - What Do You Mean

 

Goodwin's Theory

The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work is portrayed within Justin Bieber's music video "What do you mean". This is because there are a lot of close up shots to show the way the artist may be feeling through their facial expressions. In Justin Bieber's music video "What do you mean" a lot of close up shots are used to also promote him as an artist. Justin Bieber is known for his huge female fan base due to his extremely good looks, therefore by using these types of close up shots then it will make Bieber's female fans desire him more as an artist ultimately furthering his career and helping him to successfully sell more singles. These types of shots will also help Bieber's record label as it will enhance their sales if Justin Bieber can enable more singles and sales by his good looks and charm on camera.

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Genre Conventions

 

Justin Bieber's music video "what do you mean" follows the genre conventions and is a conventional music video in the  pop genre. This is due to its upbeat and club like atmosphere and also the love interest that is portrayed in the video. The narrative of the video shows Justin Bieber trying to protect a girl but then really he is hiding her from a secret party which he later takes her to in the video. The artist Justin Bieber is seen dancing and singing in a room with flashing lights and fast paced music which is conventional to the pop genre as it represents a club like atmosphere which the target audience of the pop genre would enjoy. The concept of having an objectified woman as a love interest in the music video is also a generic convention. This is because the artist Justin Bieber wants to make himself look desired by his female fans and also idolised by his male fans. This is conventional because the artist usually uses these methods to captivate their audience which will further help there career as it will ensure a loyal fan base and target audience.

 

Dyer's Theory

 

Both of the two paradox that feature in Dyers theory are both presented in Justin Bieber's "What Do You Mean" video. The first paradox of the star is both ordinary and extraordinary is shown through the narrative of the video. The ordinary star is shown when Justin Bieber is seen being disorderly as he makes deals with a hooded man on the street. This could be related to 21 year olds as sometimes they can take the wrong path and end up in difficult situations. However the extraordinary star comes out later in the video when the narrative goes on to tell the audience that Justin Bieber was in fact making a deal to throw a secret party for his love interest in the video. The fact that Justin Bieber is able to organise a huge party in a skate board park with loads of friends shows his superior power as an artist in the video which he will admired by with his target audience.
The second paradox that the star is both present and absent is also portrayed within the music video. Justin Bieber is present within the music video as it shows him being cosy with his love interest and also showing him secretly planning her a party. This shows him as being involved sexually and physically in the music video. However he is also absent within the music video as due to the narrative based at one point in the music video he gets kidnapped forcing his girlfriend to think they were both in trouble however it was all a misunderstanding for the female actor who acts as Justin Bieber's girlfriend as due to the narrative she is surprised to a party thrown just for her.

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Target Audience

 

The target audience for Justin Bieber's "What do you mean" video would be slightly older due to the mature themes. Justin Bieber was 21 when the video was released quite recently and therefore the content is quite sexual and mature. The video contains a lot of sexual action which may not be suitable for a younger audience however towards the end of the video the content becomes more dancing and singing and performance based which would be suitable for all types of audiences. This is Justin Bieber's latest music video and his first one being a 21 year old so therefore it is the most mature video as he has grown up and
matured alongside his target audience.

In conclusion many celebrities reinvent themselves for many different reasons to keep themselves up to date in the music industry. Justin Bieber has kept himself as a successful artist in the music genre due to his changes in work for his target audience and also a wider range of audience as he changes his material to fit a wider audience to enhance his career. I believe he reinvented himself so he could mature as an artist and a person and still carry on with his profession.