Artist profile:
Sub Focus is a DJ act who's real name is Nick Douwma signed to Ram Records, released his first record in 2003 and is a well known artist in the dance genre. Sub Focus makes music from the drum and base, dub step and house genre. In 2005 he got his first number one single in the UK dance chart with "X-Ray". He then hit number one again in the UK dance chart in 2008 with "Timewarp". In 2013 he also released their biggest hit to date "Turn Back Time" which we will be using in our music video. In 2010, Sub Focus was a support act for Australian drum & bass band Pendulum on their UK tour to promote their third album Immersion. Later that year, he produced the Example track "Kickstarts" for his second album, Won't Go Quietly. The track was successful in the UK Singles Chart, peaking at number 3. This makes it Sub Focus' most commercially successful production to date. A free track "Falling Down" featuring vocals from Kenzie May was released on his website and was later released digitally as an EP on Beatport. In 2012, he released "Out the Blue" featuring Alice Gold and it reached number 23 in the UK Singles Chart. It was followed by "Tidal Wave" featuring Alpines which peaked at number 12 in the UK Singles Chart, which also became his first to spend at least 2 weeks in the Top 40. Tidal Wave also featured on the Mercedes Benz "Sound with Power" advertising campaign, along with Tinie Tempah. On 12 May 2013, "Endorphins" featuring Alex Clare was released, continuing his recent chart success, peaking at number 10 in the UK Singles Chart. The album's fifth single "Turn It Around" was released on 22 September 2013 and reached number 14. His second studio album Torus was released on 30 September 2013. He headlined the Radio 1 Dance stage at the Reading and Leeds Festivals 2013. Sub Focus played at Glastonbury 2013 with his new live show setup. Later in the summer of 2013 he went on to play at Dour Festival, Reading & Leeds, Global Gathering, Bestival and Isle of Wight festival among others. He headlined BBC Radio 1Xtra Live at the Bournemouth International Centre on 7 October. He then completed a 2013 UK tour. The sixth single from Torus, "Turn Back Time" rose up the UK Singles Chart to number 85 prior to independent release and rising further due to featuring on the Radio 1 B-list. A week later, it climbed 49 places to number 36.
[Wikepedia]
[Wikepedia]
Sub Focus is currently signed to RAM Records, which is one of the most well known record labels in the dance industry and they brand themselves as "The worlds leading drum & bass label". Sub Focus signed to RAM Records five years ago and this has helped him build his career and achieve things such as headlining a stage at Glastonbury in 2010. RAM Records have also signed many other dance artists such as Chase & Status and Hamilton, therefore this is a very good label for Sub Focus to be apart of as it specialises in one genre making it easier for the artist to target its audience when it comes to distributing their songs.
Although sales figures for Sub Focus are hard to find, his first studio album "Sub Focus" released in 2009 charted at number 51 in the UK album charts, and a single from the album called "Rock it" managed to break into the UK top 40. The second studio album "Torus" which was released in 2013 was much more successful for Sub Focus and managed to reach number 11 in the UK albums chart. This shows how much the artist has developed over the years.
Artist music video analysis:
Sub Focus - Tidal Wave
Dyers star theory is used in this video in the form of paradox one, which states that the star should be both ordinary and extraordinary in order to appeal to the consumer. This is evident in this music video as the artist, Sub Focus, appears to be ordinary through the use of clothing as he is wearing a normal everyday shirt. This makes him seem normal and therefore relatable to the target audience, which is appealing to them. However, he is also portrayed to be extraordinary at the same time as he is appearing in a music video which creates a "star" image surrounding him. This also appeals to the target audience as he can be seen as an icon.
Goodwins theory is used in this video to make it unconventional to the dance genre. This is seen at 1:07 when the beat of the song drops and slow timing of shots is used. This goes against Goodwins theory as it proposes that the visuals should be in relation with the music. However in this video the visuals are slow through the use of slow editing and the music is at a high pace, meaning they contradict eachother. In turn this creates a surreal effect making the music video more appealing to the target audience and it also makes it unique as it is going against the conventions of the genre.
On the other hand, this music video goes along with the laws of Goodwins theory. The audience can see this through the use of voyeurism, which Goodwin put in his theory saying that it allows the audience to focus on the artist and gain an insight into their life. This is seen when there is a close up of Sub Focus and then we see a close up of his feet walking along the beach. This allows the audience to gain an insight into the artists life and they are able to relate with him if there are common interests.
In this music video Sub Focus is represented as being diverse as he goes against what you would expect in a dance song. You would usually expect to see the dance artist in a club playing music to hundreds of people which would represent them as being an icon. However in this video Sub Focus is represented as being free through the use of nature. The music video is set by the sea and we often see shots of the artist wandering along the beach looking like he has not a care in the world. This is appealing to the target audience as they may be stuck in a 9-5 job and when they see this depiction of the artist they will envy him.
The target audience for this music video are males and females aged 15 - 25. This is clear through the type of song used, which is fast paced meaning it is more likely to attract those of the younger generation. The target audience are appealed to in many ways. We can see males and females being targeted through the female artist in the video who has an attractive body, making women want to look like her and men attracted to her.
If I had to categorise this music video I would say it is mainly concept based. A concept based music video has no clear storyline and has a random concept that is not really relatable to the artist. I would say this video is concept as although the lyrics may tell a story, the video does not show a clear story on its own. The video mostly consists of loads of different shots and a lot of editing.
Mise en Scene:
The costumes used in this video are important to how the artists are represented to the audience. The female singer in the music video is wearing a loose dress that is blowing in the wind throughout the video. This connotes to the audience that she is free like a bird, and is being represented as an artist who is not tied down. Furthermore the dress that she is wearing is patterned and different coloured, this again creates a representation that she is a dynamic artist. This is appealing to the audience as they can see that the artist is not tied down and willing to take risks.
The costume that the artist Sub Focus has on also plays a role in how he is portrayed to the target audience. He is wearing an ordinary shirt that you wouldn't be surprised to see if someone was wearing it in public. This therefore depicts him as an approachable character to the target audience as he is not wearing anything that they wouldn't themselves wear. As a result of this the audience are able to create a relationship with the artist as he is more relatable to them.
The lighting used in this video is very bright and natural throughout as it is set on a beach in the daytime. This goes against the conventions of the dance genre as you would usually expect low lighting as it is usually set in a club. This means that again the video is going against the generic conventions and attempting to be diverse. However, by including full natural light throughout there is a feel good factor about the music video, this is something that is often included in the dance genre. This appeals to the target audience as they are left satisfied.
Camera shots:
This music video features a lot of close ups on the artists faces, which makes the video conventional to Goodwins theory as it is satisfying the record labels demands. Through using close ups of the artists faces, the audiences are able to gain an insight into their lives which is something that will appeal to the target audience. Furthermore a close up allows the audience to create a greater relationship with the artist as their emotions are on full display.
Another camera shot that is used in abundance throughout this music video is an extreme long shot. This shot is mostly used to get the full setting in, which in this case tends to be the sea. Through using this camera shot and getting a shot of the sea in, the lyrics are able to match the visuals (tidal wave), this is likely to appeal to the audience as they can see a clear connection between the music video and the song. Furthermore, this camera shot allows the audience to see the unconventional setting and the music video therefore becomes diverse.
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Sub Focus - Falling Down
We can apply Dyers Star theory to this music video in the sense that a star image is being created surrounding the artist. This is evident when we see Sub Focus on the stage performing to thousands of people, making him an iconic figure to the target audience. As a result of this Sub Focus is portrayed as having a star image and the target audience are attracted to him.
This music video conforms to Goodwin's theory as is it is conventional to genre characteristics. This means that the video is very generic to the dance genre throughout. This can be seen through the use of setting as it is set at a series of festivals where a lot of dance music videos are made. This makes the music video conventional to the dance genre and therefore appeals to the target audience as they can see that the music video is categorised to its genre. As the music video is conventional it makes it easier for the target audience to relate to as they are likely to be a fan of the genre and it is therefore tailored towards them.
Another way in which this music video is conventional to Goodwin's theory is through matching the visuals and the music. This is evident when the beat drops and becomes fast, and in turn fast paced editing is used to match this. This creates a link between the visuals and the music and not only therefore makes the video more conventional, but it also makes it seem more professional. In relation to the audience, this relation between visuals and music will appeal to them as they will be able to relate to the music video more easily.
Contrastingly to "Tidal Wave", the artist is represented as being conventional to the dance genre in this music video. Sub Focus is represented as being a stereotypical dance artist in this video through the use of camera shots. For example we see a close up of Sub Focus on the DJ decks playing infront of thousands of people, this is a steretypical representation. Furthermore it portrays him as being an icon to his fans as we see a long camera shot of all his fans dancing to his music at a festival. This more typical representation of the artist also makes the video more conventional to the dance genre.
The target audience for this music video is the same as "Tidal wave", males and females aged 15 - 25. This is evident through the fast paced music again and also the setting, which is a series of dance festivals, which mostly attract people from this age group.
This music video is performance based, which is very popular in the dance genre, so again the music video is being as conventional as possible. It is clear that this music video is a performance based as the video is mostly made up of the artist performing on stage at festivals. By creating a performance based music video, the target audience are likely to be satisfied visually and it is easier for them as they don't have to follow a storyline and can therefore pay more attention on the music.
Mise en Scene:
The mise en scene in this music video is very conventional. The lighting used is mostly artificial in the form of strobe lighting as the video is set in a dark tent. Through using strobe lighting in this music video the audience are satisfied as they can feel although they are in a club setting and they feel a relationship with the dance genre. The strobe lighting used in this music video also makes the audience feel disorientated, this again is something that someone may feel in a club setting, and the music video is therefore matching the conventions of the genre.
Space is another aspect of mise en scene that has been used to maximise the conventionality of this music video. The long and high angle camera shots used in this music video allow the audience to see the vast amount of people packed into a small tent, showing that there is little space. This may make the audience feel although they are in the same environment and they can therefore relate with the genre more as they can feel although they are in the crowd listening to the music.
Summary:
This task of researching my chosen music artist will be very helpful in planning my music video. This task has allowed me to gain an insight into two very different music videos created by my chosen artists, therefore I can take aspects from both and include them in my music video. Furthermore the detailed research that I did on my artists profile has allowed me to see how he has become the icon in the dance industry that he is. This will allow me to hopefully plan a good video that will target my audience correctly.
Although sales figures for Sub Focus are hard to find, his first studio album "Sub Focus" released in 2009 charted at number 51 in the UK album charts, and a single from the album called "Rock it" managed to break into the UK top 40. The second studio album "Torus" which was released in 2013 was much more successful for Sub Focus and managed to reach number 11 in the UK albums chart. This shows how much the artist has developed over the years.
Artist music video analysis:
Sub Focus - Tidal Wave
Dyers star theory is used in this video in the form of paradox one, which states that the star should be both ordinary and extraordinary in order to appeal to the consumer. This is evident in this music video as the artist, Sub Focus, appears to be ordinary through the use of clothing as he is wearing a normal everyday shirt. This makes him seem normal and therefore relatable to the target audience, which is appealing to them. However, he is also portrayed to be extraordinary at the same time as he is appearing in a music video which creates a "star" image surrounding him. This also appeals to the target audience as he can be seen as an icon.
Goodwins theory is used in this video to make it unconventional to the dance genre. This is seen at 1:07 when the beat of the song drops and slow timing of shots is used. This goes against Goodwins theory as it proposes that the visuals should be in relation with the music. However in this video the visuals are slow through the use of slow editing and the music is at a high pace, meaning they contradict eachother. In turn this creates a surreal effect making the music video more appealing to the target audience and it also makes it unique as it is going against the conventions of the genre.
On the other hand, this music video goes along with the laws of Goodwins theory. The audience can see this through the use of voyeurism, which Goodwin put in his theory saying that it allows the audience to focus on the artist and gain an insight into their life. This is seen when there is a close up of Sub Focus and then we see a close up of his feet walking along the beach. This allows the audience to gain an insight into the artists life and they are able to relate with him if there are common interests.
In this music video Sub Focus is represented as being diverse as he goes against what you would expect in a dance song. You would usually expect to see the dance artist in a club playing music to hundreds of people which would represent them as being an icon. However in this video Sub Focus is represented as being free through the use of nature. The music video is set by the sea and we often see shots of the artist wandering along the beach looking like he has not a care in the world. This is appealing to the target audience as they may be stuck in a 9-5 job and when they see this depiction of the artist they will envy him.
The target audience for this music video are males and females aged 15 - 25. This is clear through the type of song used, which is fast paced meaning it is more likely to attract those of the younger generation. The target audience are appealed to in many ways. We can see males and females being targeted through the female artist in the video who has an attractive body, making women want to look like her and men attracted to her.
If I had to categorise this music video I would say it is mainly concept based. A concept based music video has no clear storyline and has a random concept that is not really relatable to the artist. I would say this video is concept as although the lyrics may tell a story, the video does not show a clear story on its own. The video mostly consists of loads of different shots and a lot of editing.
Mise en Scene:
The costumes used in this video are important to how the artists are represented to the audience. The female singer in the music video is wearing a loose dress that is blowing in the wind throughout the video. This connotes to the audience that she is free like a bird, and is being represented as an artist who is not tied down. Furthermore the dress that she is wearing is patterned and different coloured, this again creates a representation that she is a dynamic artist. This is appealing to the audience as they can see that the artist is not tied down and willing to take risks.
The costume that the artist Sub Focus has on also plays a role in how he is portrayed to the target audience. He is wearing an ordinary shirt that you wouldn't be surprised to see if someone was wearing it in public. This therefore depicts him as an approachable character to the target audience as he is not wearing anything that they wouldn't themselves wear. As a result of this the audience are able to create a relationship with the artist as he is more relatable to them.
The lighting used in this video is very bright and natural throughout as it is set on a beach in the daytime. This goes against the conventions of the dance genre as you would usually expect low lighting as it is usually set in a club. This means that again the video is going against the generic conventions and attempting to be diverse. However, by including full natural light throughout there is a feel good factor about the music video, this is something that is often included in the dance genre. This appeals to the target audience as they are left satisfied.
Camera shots:
This music video features a lot of close ups on the artists faces, which makes the video conventional to Goodwins theory as it is satisfying the record labels demands. Through using close ups of the artists faces, the audiences are able to gain an insight into their lives which is something that will appeal to the target audience. Furthermore a close up allows the audience to create a greater relationship with the artist as their emotions are on full display.
Another camera shot that is used in abundance throughout this music video is an extreme long shot. This shot is mostly used to get the full setting in, which in this case tends to be the sea. Through using this camera shot and getting a shot of the sea in, the lyrics are able to match the visuals (tidal wave), this is likely to appeal to the audience as they can see a clear connection between the music video and the song. Furthermore, this camera shot allows the audience to see the unconventional setting and the music video therefore becomes diverse.
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Sub Focus - Falling Down
We can apply Dyers Star theory to this music video in the sense that a star image is being created surrounding the artist. This is evident when we see Sub Focus on the stage performing to thousands of people, making him an iconic figure to the target audience. As a result of this Sub Focus is portrayed as having a star image and the target audience are attracted to him.
This music video conforms to Goodwin's theory as is it is conventional to genre characteristics. This means that the video is very generic to the dance genre throughout. This can be seen through the use of setting as it is set at a series of festivals where a lot of dance music videos are made. This makes the music video conventional to the dance genre and therefore appeals to the target audience as they can see that the music video is categorised to its genre. As the music video is conventional it makes it easier for the target audience to relate to as they are likely to be a fan of the genre and it is therefore tailored towards them.
Another way in which this music video is conventional to Goodwin's theory is through matching the visuals and the music. This is evident when the beat drops and becomes fast, and in turn fast paced editing is used to match this. This creates a link between the visuals and the music and not only therefore makes the video more conventional, but it also makes it seem more professional. In relation to the audience, this relation between visuals and music will appeal to them as they will be able to relate to the music video more easily.
Contrastingly to "Tidal Wave", the artist is represented as being conventional to the dance genre in this music video. Sub Focus is represented as being a stereotypical dance artist in this video through the use of camera shots. For example we see a close up of Sub Focus on the DJ decks playing infront of thousands of people, this is a steretypical representation. Furthermore it portrays him as being an icon to his fans as we see a long camera shot of all his fans dancing to his music at a festival. This more typical representation of the artist also makes the video more conventional to the dance genre.
The target audience for this music video is the same as "Tidal wave", males and females aged 15 - 25. This is evident through the fast paced music again and also the setting, which is a series of dance festivals, which mostly attract people from this age group.
This music video is performance based, which is very popular in the dance genre, so again the music video is being as conventional as possible. It is clear that this music video is a performance based as the video is mostly made up of the artist performing on stage at festivals. By creating a performance based music video, the target audience are likely to be satisfied visually and it is easier for them as they don't have to follow a storyline and can therefore pay more attention on the music.
Mise en Scene:
The mise en scene in this music video is very conventional. The lighting used is mostly artificial in the form of strobe lighting as the video is set in a dark tent. Through using strobe lighting in this music video the audience are satisfied as they can feel although they are in a club setting and they feel a relationship with the dance genre. The strobe lighting used in this music video also makes the audience feel disorientated, this again is something that someone may feel in a club setting, and the music video is therefore matching the conventions of the genre.
Space is another aspect of mise en scene that has been used to maximise the conventionality of this music video. The long and high angle camera shots used in this music video allow the audience to see the vast amount of people packed into a small tent, showing that there is little space. This may make the audience feel although they are in the same environment and they can therefore relate with the genre more as they can feel although they are in the crowd listening to the music.
Summary:
This task of researching my chosen music artist will be very helpful in planning my music video. This task has allowed me to gain an insight into two very different music videos created by my chosen artists, therefore I can take aspects from both and include them in my music video. Furthermore the detailed research that I did on my artists profile has allowed me to see how he has become the icon in the dance industry that he is. This will allow me to hopefully plan a good video that will target my audience correctly.
This post demonstrates a proficient understanding of your artist representation. You have analysed the two music video well, but further points and analysis is needed within your second music video, as further evidence and explanation of the cinematography and editing is essential in completing this post.
ReplyDeleteYou have focused on the codes and conventions of dance well and you need to make links to your research within your summary. By explaining what ideas and inspirations you have gained and how it will help you in creating your own music video.