Research: Star Image

What is star image?

Star image is the way an audience is represented to the audience, this is done through music videos as it can reach a mainstream and international audience. What the artist wears, behaves and how they look is considered. Artist's star image is important as it determines how successful the artist is and allows the audience to form their own opinions about the artist. It is also useful for the music industry as they can use star image for maximum financial gain.

How can music videos help boost an artist's career?

Can make artist more popular - successful music videos can enhance an artists fame and make them more appealing and generate recognition in the industry.

Artist can be shown to a mass audience - Music videos are now available on various platforms such as YouTube, Vimeo, Vevo and Apple Music. This allows the artist to be widely available globally.

Promotes the artists image - Artists are given a chance with their star image to promote themselves as unique as well as their individuality. An example of this is Lady Gaga- who is known for her outgoing and "random" outfits and costumes.

Music videos live longer than artists single - Music videos are highly unlikely to be removed unless there are severe censorship issues. Music videos are also more likely to get multiple viewings rather than a song people can get bored of and not come back to for a while.

An audience and artists relationship can grow - A relationship can be built between the artists and the audience which makes them have more appeal for the artist, usually as the audience feel they can relate to particular lyrics or narratives in the music video.

Although, music videos can also jeopardise an artists career; causing them to lose fans and mass appeal. This is due to loss of interest by the audience and lack of viewings.

Case study - Kylie Minogue 

As a class we observed how Kylie Minogue's star image developed over time due to their changed in her music videos.

1980s

• Was a star in the Australian Soap Opera 'Neighbours'
• General target audience was teenage girls - due to the content of her music
• Presented herself as 'innocent' and a sweetheart through her body language and mannerisms
• Presented young girl values and was seen as cheerful and excited 
• Lyrics were innocent and childish   

Early 90s

• Released her third album in 1990
• Audience drifted to late teenage boys and girls
• Began to intimidate young teenage girls as they were unable to relate to her
• Appearance drastically changed - more sophisticated and glamorous
• Generated more sexual attention from boys and admired by girls
• Dancing in her music videos changed to heavily choreographed routines where she was the centre of attention
• Values appealed more to the opposite sex
• Lyrics developed into more mature and deep lyrics

Late 90s

• Target audience drifted from teenagers to a much wider male audience as her physical appearance matured 
• Her look became more 'sexy' and 'daring' which was seen as empowering and intimidating for audiences
• Her values had changed as she became seen as more independent 
• Her dance choreography changed as she began to dance alone and in more revealing outfits
• Lyrics become more confident and daring "I've got nothin' left to hide" 

2000s

• By now her target audience was young adults in their mid 20s
• Her music was being produced for clubs
• Her appearance became a lot more sexually intimidating and aggressive
• She had more backup dancers who were all portrayed in a sexual manner
• Her values started to suggest self confidence
• Lyrics were becoming more and more daring - which was supported by the change in her tone

Justin Bieber

I looked into how Justin Bieber has changed as an artist as his music videos have changed and thereby influenced his star theory.

2008

Justin Bieber started his career in 2008 after being discovered by Scooter Braun, through a Youtube video. His first single "One Time" was released in May, 2009. At this time his fans were generally young girls and boys while the genre of music he was making was teen pop and R&B.

At this time he had a very iconic hairstyle of longer hair and he looked very innocent, as were his lyrics. "When I met you girl my heart went knock knock knock. Now them butterflies in my stomach won't stop stop" These lyrics are from "One Time" and although he was singing about relationships and love, it was in a very innocent manner and did not suggest anything sexual or adult.

2012

In 2012, Justin Bieber released his third studio album, Believe. This was seen as quite a departure from teen-pop and had influences of dance-pop and R&B - developing a more "mature" sound. Bieber had also started to change his physical appearance by keeping a constant shorter cut hairstyle and showing off his body more, especially arms and upper body.

His lyrics had also developed and changed as he was singing more about general teenage or young adult themes such as relationships. "If I was your boyfriend, I’d never let you go.I can take you places you ain’t never been before" This signified that he was growing as was his music and possibly his audience with him, as now his audience would be young girls to late teenagers.

2015-2016

From 2015 onwards Bieber has mainly been releasing songs in the electronic dance music and R&B acoustic genres, which was seen as a drastic change from the teen pop he used to base his music around. As Bieber grew, his audience did so too, with his target audience now ranging mainly from 16-25 year olds as his music is now more universally appealing.

His appearance also changed as he is involved in a lot more photo shoots, sporting much shorter hair than he used to as a teenager and shows off his tattoos which are all over his body. His dress sense has also changed with his outfits looking a lot more mature.

Examples of stars and their image on the audience/industry

Adele is an artist who is considered quiet as she rarely appears on tabloid newspapers and generally keeps to herself. Although when she does release albums or singles she gets immediate attention worldwide and she is regarded highly in the music industry. Her behaviour and choice of clothing show she is modest and not interested in showing off her body.

Beyonce is a hugely popular female artist who is seen as sexy, independent and empowering for women. She is known well for her body and curvaceous figure as she regularly wears tighter clothing especially at concerts and other public appearances. She is seen as a role model for female audiences as well as those in the music industry.

Miley Cyrus is seen as a controversial, young "bad girl" as she is regularly seen wearing odd outfits, sporting colourful dyed hair and is one of the few that has grown up in the industry, therefore her change has made a bigger impact especially in the wider media.

Star image: sexual reasons, political reasons, moral reasons and social reasons

Star image - Sexual

Some stars may use music videos to expose their audience or to be more open about their sexuality. Examples are Macklemore and Katy Perry who show their support for the LGBT communities in songs such as "Same Love" by Macklemore and "I Kissed a Girl" by Katy Perry.

Star image - Political

Some artists may use their fame and music videos to express their political views in different ways. This may be to give their opinions or to simply educate an audience in the way they see fit. M.I.A and Kendrick Lamar are examples of artists that use their music videos to politically educate audiences. M.I.A borders tackles issues of the refugee crisis and and shows people travelling on overcrowded ships and climbing barbed fences. Kendrick Lamar's "Alright" addresses issues of police brutality against blacks and attempts to send a positive message.

Star image - Moral

Some artists may use their reach to address audiences on their moral views. Michael Jackson's "Earth Song" focussed on environmental issues, war and animal slaughter as these views were very close to him. Realism and harsh imagery was used to evoke emotion from the audience.

Star image - Social

Certain artists may just use their music videos to promote a certain lifestyle they live due to their fame and fortune. Drake is an example of this as the majority of his music videos have alcohol and various expensive items and clothing included. This is his representation of his 'party' lifestyle and atmosphere.

Conclusion: what is the importance of star image? how do  you plan to represent your star?

Star image is very important to an artist as it allows the audience to use what they see of the artists to come up with opinions on them. I will be presenting my artist in a stereotypical form as I will most likely be creating a music video for the Rap/Hip-hop genre, depending on the song I choose, my artist may touch on issues with society and possibly moral and political issues. I will also do this by following a narrative with my music video, possibly one that will represent the artist's personality and society he or she lives in. My artist will also represent continuity with their star image, unlike Justin Bieber or Kylie Minogue  who went through dramatic and drastic changes, my artist should look as if they have already found themselves as a performer so it is easier for the audience to relate and identify with them.