Research: Channels

Introduction: What are music channels and why are they so important?

Music channels are TV programmes which generally show music videos by popular artists and bands in the music industry to the audience. These music channels are generally on cable or satellite and are extremely vital to the music industries overall success. Music channels are highly important as they also allow the audience to watch the artists music video rather than just listening to the song alone. From this, it helps promote the artist ensuring that it receives more views which further creates a larger fan base to help support the artist long term. Without these music channels, artists would struggle with the lack of views their song gets as not many would not have the knowledge that it exists. If this was to happen then the lack of views their song gets will become unsuccessful as not many people would be aware of it. Therefore, music channels are a necessity to artists as it ensures the success of their music career also allowing various genres of music to be promoted to a wider audience so no one is left out. Music stations have created these particular stations as a source of synergy to promote their music to their audience such as the music station, KISS, Magic and Capital FM have their own channels. Magic also has three different channels dedicated to them including SKY 363, Virgin 340 and Freesat 523 which enables their audience to listen to music on their television rather than having to listen to it on the radio, giving them more choice and freedom to pick their media platform. Evidently this just illustrates the importance of music channels today.

Music Channels today...

There are many music channels on todays TV to suit the tastes of a mass audiences expectations. This is because it ensures the audience with a larger variety of music genre to choose from and which station that satisfies or appeals to them the most. In the past where there were fewer music channels to choose from, the audience were only restricted to one or two stations that limited their choice. However, due to the increase of music channels, it has been beneficial for the audience as it gives them a wider range of music channels to choose from which suits them best, in addition, leading to a larger audience appeal and a growing industry. The increase in music channels also has been beneficial for artists as it allows someone to become more popular by gaining a larger fan base due to their music videos being played repeatedly which potentially makes it easily recognisable.

Today's music channels include:

Kiss, Flava, Viva, 4Music, Kerrang, Magic, The Vault, Bliss, Heart TV, Capital TV, Starz, Stars TV, Heat, MTV.

Channels are becoming more than just music...

Nowadays, music channels are not only just catering for music videos but also TV shows as well and because of this, music channels are able to appeal to a mass audience on several different media platforms who can relate to the content.

• For example, the music channel MTV is popularly known however it actually in fact started off as a TV show as well as a show for just music videos. As their popularity has grown gradually over the years, there is now a larger audience appeal as more people are finding it entertaining to watch as they're given the power to choose what they watch on the channel. Popular artists who have music videos have been played on MTV such as Rihanna, Britney Spears and One Direction who are extremely popular within the music industry due to the massive following they have.
• Excluding the music, the channel MTV play shows for the audience to watch include: Catfish, Teen Mom, Ex on the Beach, Geordie Shore and many more. Many fans of MTV are often females aged 16-25 as it appeals to them more because they can relate to the following shows.
• MTV however, now has sister channels which show different genres for example: MTV dance - club music which appeals to 18-25, MTV Live - concerts and festivals, MTV Rocks - rock music which appeals to audiences ages 25-40, MTV Base - showing different types of sub genre of mainstream artists such as Chris Brown, Beyoncé appealing to many younger ethnic groups, MTV Hits - which plays pop music in the charts that appeals to much younger audiences from 5 to up.

What music genres are unpresented and why?

Despite having a good amount of music channels allowing audiences to have a wide range of choice, there are particular genres that are little under represented due to their niche sub-genre, appealing to only niche audiences rather than mainstreamers.
Music genres that are usually unrepresented are alternative R&B and hip pop and are rarely streamed on these popular music channels such as 4music and MTV. Arguably, their content can be controversial which might upset audience, in addition giving them a restricted time to air for ages around 18-3e0 year olds. Another genre that is also often under represented on these popular music channels is Jazz. As its a niche genre, it usually appeals only to older audiences such as those in their 40's who are unlikely to watch music channels in comparison to the younger audiences who have a greater interests in music.
There are also people who create their own personal music channel and video which is often promoted by AKA however, they are now unrepresented and no longer available because of new media platforms such as YouTube which is used by many people that allow artists get popular faster.

Advantages of having music channels

• They are able to promote and artist and become recognisable with their music videos that are being played to a large audience.
• It also creates a profound relationship between the artist and audience furthermore, allowing people to relate to the artists music and become part of the fan base.
• Through gaining popularity, music channels enable artist to establish fan base, the popular the artist gets.

Disadvantages of having so many music channels

• There are niche genres that are often under represented, this is because of the up rise of more music channels being created. These niche genres are as a result receiving less viewings.
• There is less engagement and viewings with so many music channels.
• Music channels are no longer playing music as much due to trying to appeal to a larger audience, they now play TV shows and festivals.

Conclusion: What channels do you think your music video will play on and why?

The music channel that I think my music video will play on is MTV as its popular having a many other sister channels which can promote a variety of genres appealing to a mass audience. This means that whatever music genre I decide to go with, the music channel is able to support it as they have a large fan base with many different individuals with different taste in music.

On the radio station, I think I would choose Capital to help promote my music video as its a ls a very popular music channel. With its already large fan base, it ensures that my song will definitely be played to large audience gaining recognition and popularity.

Research: Institutions (music companies)

Introduction: What is an institution? Most, if not all popular artists/bands are signed

Media institutions are companies that help signed artists either new or old to produce and fund their music
videos. Just like signed artists, there are many different media institutions that are put into the popular pile. The media institution an artist is signed to is very important as it reflects whether the the artist will be successful or not, for example if an artist was signed to a popular and mainstream institution, its most likely for it to gain more views and become successful as the media institution is already known for its other previous successes. In comparison to an artist who could be signed to a less popular media institution that's not popularly known could face difficulties in promoting themselves. Without media institutions the audience would be unable to view music videos on YouTube and other media platforms and therefore a media institution is extremely vital to an artists success.

What are the four leading media institutions? - Characteristics of each institution and examples of bands/artists?

The four leading media institutions is EMI, Sony, Universal and Warner.

• EMI - EMI is one of the most popular, leading media institutions originally an acronym for Electrical and Musical Industries. Its a British multinational music, recording, publishing, electronics, device and systems manufacturing company. One of the worlds leading music companies and is internationally successful, they also own multiple record labels including Astralwerks, Blue Note, Capital, Capital Latin etc. In addition working with mainstream artists who are consistently in the public eye such as Katy Perry, Kylie Minogue, Tinie Tempah, Lilly Allen, Cold Play etc. Because of EMI success and popularity, they are able to serve their artists, consumers and partners all over the world.

• Sony - Sony is globally known and is one of the four most popular leading music industries. Founded in 2004. Sony music has a worldwide distribution for music artists who want to be well known globally meaning promoting the artists in other countries too offering the audience hip pop, country, classical, gospel, pop and rock archival recordings and labels. Sony music tends to work with global and internationally popular artists who have been in the public eye for a substantial amount of years, some of them since their teenage years. Artists signed with Sony are very popular and mainstream for example Micheal Jackson, Whitney Housten, Celine Dion, Will Smith, Beyonce, Calvin Harris, One Directionm Pitbull, Chris Brown, Britney Spears etc.

• Universal - Universal is the largest music corporation in the world and operates as the subsidiary of media conglomerate, Vivendi. They own a number of different record labels too such as Interscope records, Capital Records, Virgin records etc. Universal also tends to work with mainstream artists who are too constantly in the public eye. Artists signed with Universal include Rihanna, Justin Bieber, Nicki Minaj, Mariah Carey, Taylor Swift, 50 Cent, Jessie J etc.

• Warner - Warner is also globally known but not as popular as the previous music companies I have already discussed. Record labels include Asylum, Alantic, Cordless, East West, Elektra, Sire, Roadrunner, Rykodiskm Reprise, Nonesuch and Warner Brothers. Warner tends to help aritsts achieve long term creative and financial success by providing consumers with the highest quality music content available. Warner works with a varity of artists each with own unique style and genre including dance, hip pop, holiday, pop, rock, alternative, americano etc. Artists signed with Warner include James Blunt, Ed Sheeran, Paramore, Wiz Khalifa, Bruno Mars, Clean Bandit etc.

Conclusion:

In conclusion, from my research I've learnt that all media institutions sign different artists despite them individually producing different genres of music. When I create my music video, I would choose Sony out of the four for my media institution as the are highly popular having access to worldwide distribution. As a result, my music video is more likely to become viral and globally viewed by various audiences also potentially increasing my fan base. Sony caters for different styles of music allowing me to choose from a wide range of genres when creating my music video. There are popular artists that I also personally like signed by Sony including Beyonce which have become so successful and recongnisable around the world due to their music videos being distributed by Sony to mass audiences. Therefore, having Sony as my media institution is yet a strategic move for me as it would gaurentee success and popularity for my music video as they are already popularly known for their other success with other artists. 

Research: Genres

What are genres?

A music genre is a conventional category that identifies some pieces of music as belonging to a shared tradition or set of conventions. There are many multiple genres within the music genre including mainstream and hybrid genres.

Examples of some genres:

Pop, jazz, rock, R&B, rap, house, blues, indie, country, latin, folk, reggae, kpop, new age, alternative, rock, heavy metal, electronic

There are many genres within the music industry and therefore to fulfil the audiences expectations, you must meet it by creating something new for the audience to listen to. Artists also have their own style of music which means their voices may appeal to different types of genres and fans. This makes it easier to separate music making it easier for the audience to identify it.

Genres and Characteristics

Certain genres have specific types of conventions which only appeal to their target audience, for example:

• Rock - Common conventions of rock would include a performance from the whole band, drums, guitars, black/ dark leather clothing, older white males. A conventional target audience for the genre rock would mostly appeal to an older audience preferably white males ages 18-50. These group of people enjoy listening to loud, dominating music which is supported by loud musical instruments.

• Pop - Pop is one of the mainstream music genres that everyone probably knows, it consists of young male and female artists, boy/ girl bands, fashionable clothing with bold statements sometimes wacky, colourful, happy lifestyles, mostly performance and narrative based. A conventional target audience for pop music would range from teenagers to young adults -from ages to 12-25 who can relate to the artist and enjoy watching their music videos. Because of this, pop artists usually have a large following.

• R&B/Soul - Conventions associated with this genre main includes male artists, urban locations, provocative women wearing minimal clothing tattoos, jewellery and dancing. The target audience are usually teenagers to young adults, generally ages 16-25. This is because they may like watching the young artists that look visually appealing making it more entertaining for them.

• Hip-hop - Conventions of the hip-pop genre often includes large amounts of people involved within a narrative who are usually dancing or acting something out. Often includes appealing mise en scene to promote wealth, expensive cars, money, jewellery, dominant male artists, powerful independent female artists, urban locations. The target audience for this genre would include male teenagers to young adults aged from 15-35 as they can relate to the music video and lyrics or could strive to become wealthy like them one day.

• Indie - Common conventions from the music genre indie includes a calm and relaxed atmosphere, commonly performance and concept based, low budget, suburban locations such as studios, fields/forests, musical instruments. The target audience usually targets young males who like to listen instrumental musical and may find the lyrics quite relatable.

• Jazz - This genre is usually dominated by male artists, instruments including a saxophone and piano often associated as 'male instruments' as this genre follows back to the 1910's, an era very male dominated. Smartly dressed in black suits and bow ties, performance based. The target audience for this genre is often for older males and females who enjoy listening to distinctive voices and instruments playing.

• Techno - Electronic instruments, bright colours and flashing lights, unclear narrative, usually concept based, lighting effects, upbeat atmosphere, artists wearing casual clothing. The target audience for this genre are usually younger individuals of both genders, aged between 18-29 who find this type of upbeat, club music appealing and enjoyable.

• Country - Narrative based, simple and mellow, artist usually plays the main character, rural locations such as fields and farms, mise en scene such as trucks and cowboy boots and natural lighting. Country often targets middle aged male and females who are likely to be family orientated and enjoy upbeat music like country.

• Reggae - Common conventions for the genre reggae usually consists of slow tempos, off beat rhythms, black male artists, bright colours, urban locations and performance based music videos. The target audience is likely to be black, older males who are from Jamaican backgrounds who can relate to either the artist, lyrics or both.

• K-pop - Common conventions for kpop would usually consist of attractive looking male and female idols performing or the main characters of a narrative. Colourful, happy or sad depending what type of concept they take on, dancing, close-ups of the artist, fashionable. The target audience would often be ages around 12-25. Those who enjoy an idol or group to invest their time to.

Mainstream and niche genres

Music genres can be divided into two groups of the following, main stream or niche. This is according to the particular music videos and artists are promoted in. Mainstream music are usually more popular as they have more screen time or your television or more air time on your radios. This is because they follow the common conventions follow mainstream ideas that large proportions of the public enjoy watching and listening to, genres such as pop, r&b, rap, genres that are commonly known everywhere. Whereas niche genres such swing, alternative, western, blues etc are less likely to be heard on popular media platforms. The mainstream genre is most likely to have a younger target audience whereas the niche genres are likely to have an older target audience. This is because mainstream artists are constantly having to keep up with the new trends with the younger generation. Niche targets the older generation are likely to relate to the artists who are more likely to produce sons that are relatable.

Table of conventions

Importance of genres for an audience

Different people have different expectations for the type of genres they listen to this is why its important because not everyone enjoys the same genre. Its important that the audience are able to identify the genre almost immediately in order to keep them entertained. If they are satisfied and enjoy the music video in that particular genre then they are likely to make that genre more popular as it could increase the fan base. In addition, keeping the audience satisfied is also likely to secure the loyal existing fan base and concludes why its important for the artist to exceed to the audiences expectation to maintain their interest in your music.

Conventions of music genres are important as the audience may be able to relate to one as it may have a narrative meaning the video could contain realistic themes and therefore, all music in the same genre should ensure they follow conventions so the audience are able to relate to all the same way.

Conclusion

From my research I've learnt that the genre of the song is particularly important as the music video to the song must follow common conventions by meeting the audiences expectations which will allow the video to receive viewings and for the artist to secure new fans and maintain their loyal ones. Conventions such as character representations and mise en scene should be clearly portrayed so that it'll make easier for the audience to distinguish between the artists and songs. Moreover, this means that genres enable order and audiences can identify the genre of songs easily according the conventions presented to them.
Researching genres and their conventions has helped me develop my knowledge further regarding genres as I now know what conventions I need to include to ensure that my music appeals to my target audience. I want to create my music video according to a mainstream music genre as I've learnt today that these particular genres are very popular amongst large groups of people. The conventions I intend on including in my music video will consist if urban locations, buildings, expensive mise sen scene such as clothing and jewellery. Young artists to appeal to the audience and help the video get views.

Research: Goodwin's Theory

Who was Goodwin and what did he say about the majority of mainstream musicvideos?

Andrew Goodwin is a theorist that identified certain features linked with specific types of music videos that proved to be reliable after testing them out. Goodwin's theory is likely to apply to all mainstream music videos and some niche music videos. He identified seven key features within most mainstream music videos. These features include:

1. Gere characteristics
2. Relationships between lyrics and visuals
3. Relationships between music and visuals
4. Star image motif's
5. Notion of looking
6. Intertextual references
7. Performance, narrative or concept
   

Genre characteristics - Music videos usually reflect their genre through the use of specific characteristics making them conventional. Each genre contains differing conventions including:

• Pop genre - Young people, popular culture, unrealistic, exaggerated.
• Dance - Backing dancers, star performance, extreme and long shots, concept based, edited backgrounds, green screens, don't rely on narrative, happy people, upbeat, colourful undefined genre.
• Rock - Dark, passive aggressive, black leather clothing, male dominated genre.
• Hip-pop - Promiscuous women, fancy cars, mansions, expensive costumes.
• R&B - Topless male artists with tattoos and jewellery, females with minimal clothing, provocative lyrics, dancing.
• Swing - Old fashioned, formalised, classic instruments such as saxophone.

Relationship between lyrics and visuals - There is a connection presented through the visuals relating to the lyrics, it either being illustrative; explaining lyrics visually, amplifying, exaggeration of the lyrics linking to the video and lastly contradicting, being the opposite visual to the lyrics heard.

• An example of a music video showing a relationship between lyrics and visuals could include Katy Perry's - Last Friday Night where her lyrics mirror the visuals we see in the music video about her reminiscing what happened last Friday night. She sings 'Last Friday night, yeah we danced on table tops and we took too many shots, think we kissed but I forgot". The visuals support the lyrics of which is a short narrative of her hosting a party at her house without her parents permission, drinking, dancing and having fun like stereotypical teenagers.

Relationship between music and visuals - The visuals presented in the music video could show a connection to the actual song. If its upbeat, so are the visuals. Whereas a song that's slow and monotone, the visuals would also reflect this.

• An example would be Ed Sheeran's - Thinking Out Loud. This song is slow, mellow and calm and the visuals compliment it by a performance based music video with the artist present. He's slow dancing with a girl which reflect his lyrics that sing 'And darling I, will be loving you, till seventy'.

Star image motifs - The star image motif includes visuals from the artist, mainly close-ups demanded by the record label to make them more popular and identifiable.

• An example of this would be John Legend - All Of Me. The artist has many close-ups of himself that is consistent throughout the music video which allow him to have full control allowing the audience to easily identify him.

Notion of looking - The notion of looking is particularly voyeuristic treatment of the female body as they are often treated as a sexual object. There are many music videos out there that use the notion of looking to sell there music and is predominantly used in particular song genres such as R&B and hip-pop.

• Nicki Minaj's - Anaconda present the notion of looking to go with her fast, upbeat and sexual lyrics. A performance based music video with the artist present is very popular as she dances provocatively, shaking her hips with her back up dancers. They also wear minimum clothing which is usually popular.

Intertextual references - Some artists like taking another step in making their music videos and make an effort in trying to make it more entertaining by having links with films, TV programmes or other music videos. The term used to describe this is an intertextual reference.

• For example the music video 'LaLaLa' by Naughty boy had intertextual references to the Wizard of Oz which is shown through the little boy meeting all these strange characters on his adventure.

Performance, narrative or concept based? - There are three different formats that a music video can follow. This is between a performance either dancing or playing an instrument, narrative based or concept based although it is rare to see all three in one video.

• Performance - For example, Ariana Grande's - Side to Side music video is performance based as we're able to see her perform her song by lip syncing to the lyrics and also dancing.

• Narrative - Taylor Swift's - You Belong to Me is narrative based as she stars as the main character playing a girl who is in love with a boy however he is already in a relationship with another girl.

Concept - A concept based music video usually revolves around a single idea that's not clear or obscure and surreal to the audience making them feel engaged throughout. This might leave the audience wanting more. Its also likely for a concept based music video to include special effects too.

• An example would be Sia - Elastic Band which shows to main characters dancing although its not clear what its trying to portray. Because of this, the audience feels engaged to watch more and then try to find out what it actually means.

Analysing music videos

In class we analysed Will Smith's music video 'Miami'.

My research proves that most music videos follow Goodwins theory and can apply to all mainstream music videos even if all features are presented in the music video.

Conclusion

My research on Goodwin's Theory has allowed me to understand the it as it can be applied to all music videos as the features are all useful and make a music video conventional to the music industry. I need to ensure when making my music video that I include Goodwin's theory as I've taken in interest some of the features that come with the theory. Using conventional genre characteristics to help make my music video popular as it follows conventional and mainstream ideas that many people like to see in a music video.
When creating my music video I'd like to use a performance to keep the audience engaged as I feel that its the most popular format in making music videos.