Representation Issues - Star Image and Power.

Music videos are essential in reinforcing an artist’s ‘iconography’, the image that they have created for themselves in order to become recognisable by the general public. Artists may consider their image to be as important, if not more important, than the music that they create and they generally concentrate on creating a style and a look that fits with their genre of music, but which also has a sense of easy recognition. Usually this style is quite stereotypical and predictable, because when it isn’t, there is generally some backlash.

For example, in the video by The Horrors, which I analysed, the band members had a clear and consistent style, which connected them all together as one unit, something which is important for a band. Their dark, gothic style easily fit in with their dark, gothic music and it is also something that they will be recognised for.

With artists such as Lady Gaga, there is not a clear link between her music and the image that she has created and she often faces criticism for being too over the top and eccentric. Artists generally stick to stereotypes, as it is easier than breaking away from the conventions.

For example, a rock band would usually wear clothes that are associated with rock music, such as black, leather trousers and thick, heavy boots. They may wear eyeliner, or ‘guyliner’, as it is referred to now. A hip hop artist would generally wear a bandana or baseball cap and heavy gold jewellery, with a vest and baggy jeans or tracksuit bottoms.

The setting of the video can help establish image as well. If the artist wants to come across as wealthy, they’d film their video in a luxurious location, as is the way with a lot of R’n’B music. If artists want to associate themselves with darkness and evil, they’d film it in a dark, dirty looking location with skulls or gore and other symbolic imagery. The mise-en-scene is important in showing what the artist is trying to represent as their image.

Division of power in videos can also help reinforce the artist’s image. In a lot of rock, R’n’B and hip hop videos by male artists, women have a much lower status than the artist and the other men in the video. Hip hop artists often take the image of being a ‘pimp’ to a literal level, being dominant over the women, who are usually dressed in revealing outfits or are actually completely topless.

Women are often treated as if they were just objects – different parts of their bodies are shown separately, so the audience doesn’t see the whole woman, just parts of her body, such as her breasts.

These videos use voyeurism as a selling point and as a way to gain notoriety and popularity. It also reinforces the image that these artists build for themselves. They want to come across as tough and manly and even frightening. They want to show that they can get any woman that they want and still have others throwing themselves at them.

Even when a female artist is representing herself in a music video, her image is usually similar to the way women would dress in these videos, regardless of the genre of the music. Most female artists use their bodies as a selling point, even if they are more dominant in the video than males. They generally wear revealing outfits to show that they are attractive, to show their bodies off to those watching the video and even if they wear non-revealing clothing, they are still made to look attractive and appealing in order to sell their music.