Task One

Richard Dyer argues that a star image is based on two paradoxes. The star must be:
• Simultaneously ordinary and extraordinary for the consumer
• Making the star both present and absent to the audience.
With this is mind all conventions and forms of Pop Videos are used to create a star image and how you challenge those forms and conventions depend on the target demographic.

Direct Address
Direct Address creates a relationship between the consumer and the star image by connection and makes a star seem like an ordinary person (relatable and relevant to the audience). Although we used a variety of close direct address shots, we also wanted images where our star broke direct contact with the camera. By having the star look away from the camera gives her an extraordinary status and makes the target demographic more interested as to what she will do next as they are wishing to complete her “incoherent” star image.

This convention of direct address is used in Rihanna's Video Disturbia- her connection with the camera allows the audience to relate and emphathise with the vunerable side of her star image, which contrasts to her predominante bold image (making her more appealing to the target demographic).

Concept

The concept of our production was based on the idea of female empowerment and strength. The story of the video is our lead singer escaping jail, through a tunnel to her band, where she escapes by helicopter. Our concept helps heighten the idea of Richard Dyer’s ideas that a star is an image not a real person. The fact that she is able to break free from jail, without the help of others and ends up escaping by helicopter gives our star a “god-like” strength and status. At the same time however, her rebellious attitude and her fight for female empowerment makes her seem relatable from an audience’s perspective and a role model for younger generations to aspire to. Our concept gives the music video both realism and surrealism, which is just how we want our star image to be conveyed (as it is unlikely anyone would actually be able to escape from jail but the idea that someone can fight for their freedom in that way is exciting).

This idea of female empowerment is a very popular concept for female solo artists. As shown in Lady Gaga's Video Telephone. In this video she is bailed out of jail, poisons a whole cafe and escapes by driving off into the abyss. This video connotes the idea of her strength and how she is more powerful than men and the law.



Use of Performance Clips
By using performance clips we reinforce the band’s organic image. By using close ups on the band, we are able to give the band talent and credibility, and helps to move away from the dominant lead singer. In the editing process, we used the instrumental performance clips to give the video a sense of realism and highlight the musical talent of the band. However, our audeince feedback suggested that we should have used more images of the band as they thought the focus was too much on the star, therefore looking back I would now use more images of the whole band to create a complete image of the band and give the video more variety.

Back Lighting
We wanted the lighting on our lead singer to heighten her powerful star image. With bright lighting reflected on to her face, our singer not only looks attractive but it we were able to create her a “god-like” status, as if the moon (from the New York backdrop) was reflecting of her face.
An example of Backlighting giving a star image a pure and powerful status is shown in Britney Spears Toxic Video. In this image, the star is lying on the floor with diamonds stuck to her body, and the backlight is projected behind her to give her almost a “halo-like” glow all over her body.

Camera Angles

We manipulated our camera angles to create and emphasis a dominant and sexual star image. We used a series of close-ups, extreme close-ups and low-angle shots all over her body, to give our lead singer sexual magnetism over the screen and highlight her rebellious attitude to the audience. This enabled us to present our star as an object of extraordinary desire. Moreover, the pace in which we edited these shots meant that the video became enchanting to watch, as the audience wish to complete the stars incoherent image.

This convention is also shown in the Pixie Lott Music Video: Cry Me Out- there are contiunous extreme close-ups on her eyes, making her sexually attractive to the consumer.

Special Effects

The use of special effects transports the audience to different locations which helps to create the concept for our video. We also wanted to use special effects to give the music video pace and look visually interesting, for example we wanted the contrast from the bright New York background to the grimy prison cell, to not only look interesting but highlight the many aspects of our star images personality. As though she is both youthful and exciting, (standing on the rooftop looking over New York), and dangerous and dirty (dancing in a prison cell).
Moreover, the use special effects suggest that money has been invested in the post-production of the video and the overall image of the band. Which helps influence the target demographic into believing the band are worthwhile, as people are willing to invest in them.

An Example of Special Effects creating an exciting narative and visual impact is shown in Britney's Toxic Video- the effects are used to highlight the dangerous and dominant image of the star.