C2 Music

Tuesday 4th March 2025

Music Videos and Online Media

Do Now:

1. There are 2 written media exams

2. 70% of the overall mark

3. Component 2 is worth 30%

4. The main purpose of all media is to make money

5. You might see a music video on youtube or possibly as an advert

Topic contents

Stormzy - Superheroes

Taylor Swift - The Man

TLC - Waterfalls

- The websites and social media for two of the corresponding artists: Taylor Swift, Stormzy

- Covers media language, representations, industries, audiences and contexts

1) Artists and record labels create music videos in order to interest a wider audience. By having dancing, different locations throughout a music video helps to tell a story and keep the viewers entertained. A key reason why artists create music videos is to promote the song as sometimes having a visual scene alongside the song can increase interest. 

- To help make the song/artist memorable

- To allow the artist/song to be seen/heard on more platforms - music channels, internet, DVDs

- To promote an artists other skills

- To help sell a song

- To introduce a new artist

- To show off an artists image

- To provide a visual representation of the song and its narrative 

- To entertain the audience

- To allow the audience to connect with the singer/feel like they're watching them live

2) Audiences watch music videos for entertainment

Promotional tools

Record labels use music videos for a number of purposes:

- To convey the meaning of the song

- To promote an artist's image, identity, talent, status for an audience

- To showcase or promote the artist's musical prowess for a specific audience

Types of music videos

When watching music videos, we can split the footage into three categories:

Performance - where we see the artist singing and/or playing the song, often with dancing, usually with direct address to camera to personally position the viewer

Narrative - where we see the storyline of the video. Narrative music videos might narrate the song or create a parallel narrative that comments on the meaning of the song

Conceptual - sometimes there are simply images, or lights, or special effects that are more about 'mood' or 'feeling' than a story

Performance and narrative

R&B, hip hop

Lip syncing, performing to camera, choreographed dancing, video tells a story

The video cuts between performance aspects of TLC performing to narrative elements that are used to tell the story

Narrative

Rap

Video tells a story, edited like a movie

Tuesday 18th March 2025

Music Industry

LO: To explore the music industry and the role of the music video within it.

Do Now:

1. One reason a fan might buy vinyl records is to collect them

2. The big 3 record labels are Warner Music Group, Universal Music Group and Sony Music

3. Streaming apps such as Spotify have effected the way we consume music development of digital technology

4. Synergy in terms of media industries is when two companies collaborate so that they both benefit

5. A subsidiary music label is a smaller record label that is owned by a larger conglomerate, normally, linked to one genre

Overview

In the UK, the music industry contributes billions to the economy; it is a massive global media industry. 

The UK exports a lot of music around the world.

Due to the changing way we consume music, the industry has faced many challenges recently.

Most people download music or stream it rather than buying physical copies now.

Streaming now accounts for 80% of music consumption in the UK.

The technological developments that once threatened the music industry have allowed it to generate revenue in different ways and to extend their reach to different and new audiences.

As most of our music consumption is digital, CD sales are in decline. However, vinyl records and cassettes are becoming popular again.

Why might fans like to buy vinyl records?:

- Owning a physical copy

- Nostalgia

- New trend

- Enjoy artwork/sleeve/feel/quality

Ownership

Record labels are companies that make contracts with artists and release their music. Record labels usually fund the costs of producing, distributing and circulating music to audiences.

They will have separate production teams (record, mix and produce music) and distribution teams (marketing, press and promotion).

A single release from an album is normally accompanied by a music video which becomes a major part of the marketing campaign.

Publicity for a new single or album will be generated through an online or social media campaign, possibly alongside press coverage and TV appearances.

The Big Three

There are currently three major record labels in the industry:

- Warner Music Group

- Universal Music Group

- Sony Music 

These three are part of major conglomerates and are horizontally integrated.

They all have subsidiary record labels, most of which were previously independent and associated with specific genres (Island Records).

These major labels are able to invest large amounts of money in artists that are, or are likely to be, commercially successful. Videos for major artists often have a budget of over a million dollars.

They are able to reach large audiences through high-profile marketing campaigns. They can also benefit easily from synergy with other companies in the conglomerate.

Independents

There are also many independent labels not linked to the majors. They are often associated with more alternative acts - Indie was traditionally non-mainstream.

Most of these have to go to the majors to get distribution deals however, so the majors still get a cut.

Some artists don't sign to a label at all. They use the internet to promote and distribute their work.

Taylor Swift - Universal Music Group

Stormzy - Warner Music Group

Regulation

The industry isn't regulated by a single organisation, but there are regulatory guidelines in place for music products in Britain.

The BPI runs the Parental Advisory Scheme, which is voluntary, and uses the logo to notify audiences about content that might be offensive or unsuitable for children.

It is the record label's responsibility to assess the product and apply the logo where appropriate - both on physical products or online.

Strong language, depictions of violence, sexual behaviour, discriminatory behaviour, dangerous or criminal behaviour.

Regulating Music Videos

If released on DVD:

- Since 2014, all music videos on DVD now need to be classified if they would achieve a 12 certificate or above

If released online:

- Since 2014, the BBFC has been working with Vevo and YouTube to age rate online music videos

- UK record labels submit any video they feel would gain at least a 12 certificate

Music Audiences

LO: To explore music audiences appeal and fandom.

Overview

Music plays a really important part in the lives of many people as it is often tied in with identity. It is particularly associated with youth culture as most people discover and become fans of certain genres of music in their teenage years.

Many genres have developed overtime. Pop, for example, is a very broad genre with mainstream appeal, whilst rap has more specific conventions and a more niche audience. Hybrid genres (Indie-Folk) have also developed overtime.

Different genres, especially those that are less mainstream, often have a particular identity or image that are associated with them. Fans may respond to positively to the music and then adopt the style linked to that genre. Think punk, emo or grime. They might also share the particular values and beliefs that are communicated through the music.

A great example of this is the punk culture from the 70s which conveyed rebellious, anti-establishment beliefs that challenged mainstream values. Some people saw this as a threat to society though - showing different responses to the same music.

The Star Persona

The image of an artist that we see in the media is a very carefully constructed representation designed to appeal to their target audience; it is not 'real'

This star persona is established using many different elements:

- Music and lyrics

- Visual imagery (MV, publicity shots, album artwork)

- Design of any artwork, website and merch

- Social media posts

The persona embodies different values and beliefs too.

This can change and develop overtime as artists get older and possibly change genres.

Star persona (Taylor Swift)

Taylor Swift is represented as respectful and shows her support for other celebrities such as Troye Sivan through her comments on her socials. She is shown as respectful since she apologises to Nicki Minaj publicly which takes courage to do. She is incredibly supportive towards her fans sending sweet messages of her love to them to make them feel even a little better suggesting perhaps she is in control of her social media and she shows passion for her work and her music which is admirable and her fans would want someone who is excited about their work since they will in consequence produce better quality music. In one of her social media comments, she almost mocks the media suggesting that she isn't afraid to 'break the rules'. She released a post explaining how she voted for Kamala Harris which illuminates her support for feminism. Her appearance is of a generic white woman and nothing that would offend anyone.

Star persona (Stormzy)

He is known for collaborating with other artists, celebrating not only his own success but others as well. He is not afraid to be controversial and has a a more laid back, street style appearance.

Fandom

For those people who are really into a particular artist or genre, music offers many opportunities to engage in fandom.

They might:

- Buy physical copies of music, including limited editions and rare releases

- Collect memorabilia (tickets, posters, programmes)

- Buy official/or unofficial merch

- Dress like the artist

- Go to many concerts

- Follow them on all socials

- Enter competitions

- Join an online fan community or create their own fan site

Target Audience

Although the main target audience for popular music tends to be young people, the audience demographic for music is actually very broad.

There are now more artists of all genders, ethnicities and ages that will appeal to a wide range of people.

Particular genres will have more specific audience demographics, and each artist will target a specific group of listeners.

Friday 21st March 2025

TLC: Waterfalls

LO: To explore the historical case study.

Do Now:

1. The term that describes a small specific target audience is niche

2. The term used to describe the carefully constructed representation of an artist or band is star persona

3. The streaming sites have effected the way we consume music

4. Personal identity and social interaction

5. Buy physical copies of music, follow on socials

TLC Waterfalls

Overview

TLC is an all girl R&B/hiphop group; at the time of the release of 'waterfalls'.

'Waterfalls' is a track from their second album. CrazySexyCool (1994), and achieved international success, reaching number one in many territories. It's also considered to be one of the band's signature track.

The group was originally formed as a fusion of R&B and hiphop (a hybrid that became popular in the 90s). TLC combined the smooth and soulful elements of R&B and the tougher, more 'street' approach of rap, to create a girl group with a 'tomboy' image.

Meaning

'Waterfalls' is an episodic song; several different scenes are depicted in the lyrics. And each plotline unfolds as a cautionary tale against various vices. The first scene and the first verse describe a mother-son relationship in which the son resorts to unorthodox methods to make money. His greed ultimately leads to his death. 

The second scene follows the story of a different man with a different 'waterfall' he is chasing. Specifically, his insatiable physical desires result in him contracting HIV.

Media Language

'Waterfalls' blends three music video genres: performance, narrative and conceptual. There are two clear narratives with characters and situations that directly relate to the lyrics of the song: in the first verse, a young male dies during a drug deal and, in the second verse, an adult male contracts HIV (which develop into aids)following unprotected sex.

There is some clear illustration of the lyrics (where the images show the literal meaning of the words); for example, there is a mother literally gazing out of a window at her son and a man literally doesn't recognise his own reflection.

Intercut with the narrative sections are shots of the members of TLC performing the song and dancing in sync; demonstrating typical codes of the music video form. These performance sections use multiple formal conventions: close ups of their faces, direct address, and in terms of editing, dance moves cut to the rhythm of the music. 

There are also some more abstract elements in the video. The band members first appear like water spirits, liquid versions of themselves (this is an intertextual reference to the liquid metal T1000 in Terminator 2). Bookending each section, there is also montage of flying imagery, with natural and urban landscapes zooming past. Special effects are used to portray the ghostly characters of the mother and son, and the symptoms of the man's disease. This use of CGI adds an almost supernatural element to a song about very real social issues. The use of diegetic sound adds realism.

Mise-en-scene

- Brown bag - symbolism of a drug deal

- Stereotypical clothing such as the baggy outfits 

- Stack of money

- Warm lighting/orange tone - he has got a good life, but he wants more money quicker

- Cold lighting/blue tone - suffering and realisation

Typically, inner-city sets and locations have connotations of a 'ghetto' and the costumes connote a dangerous urban environment. The elements of the mise-en-scene could also demonstrate intertextual links to films of the 1990s.

In the HIV/Aids narrative, the iconography of the romance genre is used: attractive semi-naked actors, silk stockings, tangled sheets and large mirrors; yet these swiftly become threatening and horrific to show the symptoms of the disease (the over-exposed image of the man's face and glowing eyes resemble the transformation scene from a horror movie).

Symbolism

Symbolism is used to communicate meanings through connotation.

Drugs aren't explicitly shown, and neither is any clear HIV diagnosis.

Drugs are symbolised by a brown paper bag, and aids by skin deterioration and a montage of photos of the females previous boyfriends.

Special effects

Special effects are also used to balance the gritty realism of the narratives with something almost magical. 

The opening shot appears if we are falling from space and TLC members appear first as beings made of water. This links explicitly to the title and metaphors of the song.

The mother appears as a 'ghost' trying to prevent her son form approaching the gang; and the son later appears as a real 'ghost' that the mother can't see.

The SFX in the HIV narrative make the disease seem more like a magical curse than an STD.

This alters the tone of the song, and makes it more expressionistic than naturalistic.

Context

Many R&B videos focus on romantic narratives and, often, hiphop videos feature groups of men celebrating their wealth often achieved by crime. 'Waterfalls' references these genre conventions by showing the temptations of both sex and crime. Its overall message is less glamorised and more cautionary than many videos in this genre.

In the 1990s, there was a lot of public concern and media coverage of the song's two issues - the spread of HIV/Aids and the escalation of street violence relating to drug gangs. 'Waterfalls' attempts to explore these through two tragic but sympathetic narratives.

TLC were the second biggest girl band of the 1990s after the Spice Girls, who had a similar message of female solidarity and empowerment. The song could fall into the sub-genre of 'socially aware' hiphop that explores real life issues but in a sympathetic way, rather than glamorising damaging lifestyles. 

Representation

Age - Mainly young adults which is stereotypical. The young man is portrayed as well-meaning but impulsive, ignoring the fears of his mother, who is represented as wiser, concerned and loving. The young adult couple in the other narrative are shown as wealthy (through the use of media language in the mise-en-scene of the bedroom) and sexually active but ultimately irresponsible.

Gender - Young men being represented as impulsive, dangerous pursuits

The band - Self aware, mindful of the issues happening in the 1990s, socially aware and concerned attempting to get their message out. TLC themselves are represented as being almost supernatural beings. Their costume and makeup create a complex representation of gender: parts of their image are traditionally feminine.

Social issues - Sympathetically, linking to the band's comment that they wanted to send a message 'without preaching'. The young black man is not a typical gangster, but rather represented as someone trying to make easy money to help his family. He become a victim of the violent black male gang members (who reinforce ethnic and gender stereotypes through the use of props, dress and gesture codes).

Friday 28th March 2025

Stormzy: Superheroes

LO: To explore our contemporary case study.

Do Now:

1. 'The Man' challenges the conventions of a pop music video by no performance aspect and no lip synching

2. Two intertextual references in 'The Man' are Wolf of Wall street, John McEnroe her disputes over rights, her own songs and albums, Netflix documentary

3. Two examples of how media language in 'The Man' is used to create meaning are the suit connoting wealth and power, man centrally framed, tracking the man

4. False hero

5. Two areas of representation regarding 'The Man' are gender, gender inequality, Taylor Swift herself

Stormzy Superheroes

Overview

Superheroes was released on 13th December 2019 as part of Stormzy's second album Heavy is the Head. The video for Superheroes premiered on 9th September 2020 when it was shown in school classrooms in London, Glasgow, Dublin and Manchester at the start of term when schools re-opened after having been closed since March due to the Covid 19 pandemic.

The video was directed by a British filmmaker Taz Tron Delix and produced by Argentinian animation studio 2veinte. Stormzy dedicated the video to Chadwick Boseman following the actor's death in August 2020. The video ends with the text: 'RIP Chadwick Boseman 1976-2020, Forever a Superhero in our hearts'.

In 2020, Stormzy donated £500,000 to the Black Heart Foundation to provide educational scholarships for students from disadvantaged backgrounds and pledged to donate £10m over the next decade to help combat racial inequality in the UK.

Conventions

Challenge:

- Animated

- No performance aspects

Subverting music video conventions, Superheroes does not include the artist performing the song. It is entirely narrative based, with Stormzy featuring as a character leading the young boy on a typical hero's journey, showing him other characters who have found their gifts or superpowers. The lyrics narrate the story throughout, and the visuals contain many cultural references to real people and events that occurred in 2020.

Media Language: Mis-en-scene

This video constructs a linear narrative

The colour palette establishes an urban setting and a sense of hope and positivity. The pastel colour palette contrasts his other videos proposing an optimistic mood. 

Media Language: Propp

Stormzy is shown in the role of the hero, who rescues the young boy when he falls when flying by himself. The 'young Black kings' and 'young Black queens' could be seen as Proppian heroes, who receive help from Stormzy and other inspirational figures on their journey towards empowerment.

Intertextuality

Intertextuality also creates layers of meaning in the video and it means one text mentions or uses ideas from another.

Noughts and Crosses - book about racial inequality and Stormzy is seen holding the book, Stormzy has a part in the series Noughts and Crosses (synergy)

Toy Story - flying scenes when he is holding the boy referencing Buzz Lightyear and Woody

Little Simz - black music artist, inspiration to the girl who learns to accept herself and who she is

Dedication - he was known for his role in Black Panther

Iconography

The masks symbolise the Global Pandemic.

The signs represent the Black Lives Matter movement.

We don't see any violence in these protests and we see people standing together, diversity in the crowd.

The iconography used in the video is associated with Black empowerment. The placards and raised fists in the protest scene send a message of Black power. Then, the symbolism at the end of the video when Stormzy places the world in the boy's hands before leaving him sends a clear message f optimism for the young Black queens' who have the power to change the world.

Media Language

Clothing codes and props - The boys Adidas tracksuit was selected by the director to reflect a style similar to the dress code in Stormzy's Sounds of the Skeng video, adding authenticity and relatability for the young audience. The signs read the lyrics of the song 'I'm young, black, beautiful, brave' emphasising the love ad care they have for one another and creating a sense of togetherness and community rather than violent protests.

Lighting - They are often seen outside in the sunlight and the lighting is generally very bright connoting positivity and optimism. 

Technical codes - A low angle shot establishes Stormzy as the hero the first time he meets the boy. The boy is looking up at him from the corner of the frame, positioning the audience to view Stormzy ad an inspirational role model. 

Context

The video contains many references to popular culture chosen to represent Black culture in an empowering way. These include rappers Dave and Little Simz, and footballer Marcus Rashford.

Malorie Blackman's Noughts and Crosses novel is also references in the video. Stormzy appeared in the BBC adaptation of Blackman's novel which explores racism in an alternative version of society where Black people hold more power. 

The scene that depicts the Black Lives Matter protests reflects the social and political climate of the summer of 2020, shortly after the death of George Floyd in the US. Stormzy too part in the London protests, and the scene with the placards also reflects the social context of the Covid-19 pandemic, as the protesters are shown wearing face masks.

The use of the Marcus Rashford shirt reflects social and political contexts as, at the time, Rashford had made a stand against the UK government on their decision to end the free school meals provided during the pandemic. Rashford successfully pressured the government into reversing their decision, so Stormzy wanted to represent him in the video as a hero and role model to young people.

Stormzy is well known for his political activism, using social media and high profile performances, such as his headline slot at Glastonbury in 2019, to both support and criticise British politicians and encourage young people to vote. 

Representation

Men - 'young Black kings' are represented as empowered by education in the classroom scene and as talented and creative in the scene in the music studio. The central character is represented as vulnerable. 

Women - 'young Black queen' caring for her grandmother and therefore a a superhero in that way.

Stormzy - Really positively, Black role model with power to inspire the younger generation. Shown to be caring, taking time to support and inspire the central male character. He is also reading Noughts and Crosses, which he presents to the police. This highlights the issue of racial profiling.

Inequality - 

Family - 

Tuesday 1st April 2025

MV: Industry and Audiences

LO: To explore our contemporary case studies.

Do Now:

1. Superheroes challenges conventions of a mainstream music video by using animation rather than the artist themself performing

2. Noughts and Crosses and Toy Story are referenced

3. In Superheroes they are wearing adidas clothing and the lighting is quite bright

4. Stormzy and all the other characters once they have 'transformed'

5. Racial inequality, gender, families, Stormzy

Taylor Swift: Industry

Taylor Swift signed a song writing deal with Sony Records in 2004 and a recording contract with Big Machine Records in 2005.She signed to Republic Records in 2018, the label under which her 2019 Lover album was released. After a dispute with Big Machine Records, she began re-recording her first 6 albums, the third of which was due for release in July 2023.

Swift's music is promoted to audiences through her website and its convergence with her social media account. The official website promotes album releases such as 'Taylor's Version' of Speak Now, sells merchandise to global audiences and advertises tour dates such as The Eras 2023 US Tour.

Prosthetic makeup was used to transform Swift into the Man. This involved her wearing a muscle suit and having facial sculptures which took 4-6 hours to apply for each day of filming. The final, behind the scenes shots of the video reveal the transformation of Swift into the Man and remind us that she is both the writer of the song and director of the video.

Swift was he first person to receive the Woman of the Decade Award at Billboard's Women in Music Awards in 2019. 

The documentary film Miss Americana was released on Netflix in 2020 and follows Swift over several years of her life and career. This promotes her music to a wide audience and is an example of media convergence.

Taylor Swift: Audience

On 25th February 2020, Swift posted a short trailer for The Man music video on her social media accounts, announcing to her fans that it would be released two days later, on her YouTube channel. Swift answered fan questions on 27th February 2020 in the hour before the premiere of the video. The hashtag TheMan was used by fans to share responses to the video after its release.

Swift posted thank you messages to the actors in her music video thanking them for the parts they played. She posted a message to Loren Gray who played the part of the tennis umpire, saying '@loren your eye roll really was aStOnIsHiNg'.

Swift's social media accounts often take a more personal approach to connect with her fans. She often posts about her cats and has also expressed her views through social media on issues such as the MeToo movement and the 2020 US Presidential Election.

On International Women's Day in 2020, The Man was added to playlists on streaming platforms, including Apple Music and Spotify.

British politician Liz Truss quoted words for the song during a debate on gender equality in the House of Commons on International Women's Day in 2020.

Taylor Swift: Uses and Gratifications

Personal identity - relate to the message in the song or the characters

Entertainment - escapism

Social interaction - talk about it on socials, fan sites

Theory: Reception theory

Stuart Hall came up with the idea that media producers encode messages with intended meanings, but audiences actively decode these messages based on their own experiences and contexts, leading to diverse interpretations.

Hall identifies three potential ways audiences might decode a message:

- Preferred/Dominant Reading - The audience accepts the intended meaning of the message

- Negotiated Reading - The audience partially accepts the intended meaning but also incorporates their own interpretations and perspectives

- Oppositional Reading - The audience rejects the intended meaning and interprets the message in a way that contradicts the producer's intent

Preferred - Women might read the video as being about gender inequality. Female audience may feel empowered by the feminist message which would be to campaign for gender equality.

Oppositional - Those who aren't a fan of feminism could find the Man to be an appealing role model. They may feel that the negative representations in The Man are misrepresenting them as a social group. Male stereotype is represented as outdated and offensive.

Stormzy: Industry

Stormzy's first album, Gang, Signs and Prayer, was released independently. It was the first rap album to win the BRIT Award for British Album of the Year.

He was then signed to Atlantic Records in 2018, under which his second album, Heavy is the Head, was released. This album, which features the track Superheroes, was the 5th best selling album in 2020.

In 2020, Stormzy signed to 0207 Def Jam (part of Universal Music Group), a newly formed sub-division of Def Jam records based in London which focuses on UK rap and grime artists.

Stormzy's brand, Merky, has pledged to donate £10M over 10 years to Black organisations in the UK to fight racial inequality.

Stormzy is known for bringing the grime music genre into the mainstream. Grime is a sub-genre of hiphop.

Stormzy was the first unsigned artist and the first grime artist to appear on Later with Jools Holland on BBC2. In 2014, he was the first ever artist to win Best Grime Act award at the MOBOs (Music of Black Origin Awards). He was also the first Black British solo performer to headline Glastonbury in 2019. Stormzy has won the Brit Award for Best Male Solo Artist twice.

Stormzy: Audience

The primary audience for the video was school pupils in the UK, with the video being streamed to classrooms on 9th September 2020.

Before the video was aired, Stormzy sent a video message to schools welcoming pupils across the UK back to school and telling them 'I think it's important that you guys understand how powerful you are. Despite the colour of your skin, despite where you come from, despite your religion, despite whatever it is that you may feel may be holding you back; you are a superhero. I wanted to make this video to inspire you guys, to let you know that the sky is the limit. To let you know that all those things inside of you, make you incredible'.

The target audience for Superheroes, Black British males and females from Generation Alpha, is younger than Stormzy's typical target demographic (male and female millennials/fans of the grime genre) due to the focus on younger characters and the animated nature of the video.

Stormzy: Uses and Gratifications

Personal identity - Audience could relate to the feeling of being empowered

Information - Education about racial inequality

Entertainment - Escapism

Preferred - Young Black audience to embrace the positive message of strength and hope in the song and feel empowered and inspired by Stormzy and the other role models featured.

Oppositional - Might come from an older, white audience, who may not understand the representations and issues faced by the black community.

Music: Websites and Socials

LO: To explore our contemporary case studies.

Component 2 Section B

Question 4 is likely to ask you about the use of websites and social media to promote music (industry) or how they appear to audiences (audience)

Key Terminology

Thumbnail - a small image or graphic

Homepage or Landing page - the first place you see on the website

Hyperlink - a word/image that, when clicked on, takes you to another website or social media account

Navigation bar - the 'contents' part of the homepage

Merchandise - promotional material, such as clothing, that artists sell to their fans

Social media profile - their accounts on the various social media websites

Why do musicians/artists have websites?

- It's a place to sell merchandise, an important revenue stream for artists

- To help promote a new album and tour

- To help promote their brand, through tie-ins to an album release

- They make money each time somebody visits the site

- To direct their fans to their social media accounts

Homework

How do music videos reflect the time in which they are made? Refer to 'Waterfalls' (TLC, 1995) to support your points. [10 marks]

Music videos can reflect the time in which they are made in many ways, including clothing trends, or certain issues of the time. The TLC music video for 'Waterfalls' addresses issues of the 1990s such as the increase of HIV and the gang violence which was becoming quite popular. 'Waterfalls' is an episodic song where several of the scenes are depicted in the lyrics for example the first scene and verse revolve around a mother and son relationship in which her sons unorthodox methods ultimately leads to his death. Within this scene, there is symbolism of a brown bag used to suggest something concerning a drug deal and despite never stating that this is the situation within the lyrics of the song, we can make an educated guess that this is possibly what is happening. In the 1990s, there was a lot of public concern regarding the threat of gangs and by raising awareness through the song TLC are represented as being socially aware and mindful of these issues. In addition, the first scene utilises warm lighting/ orange tone, which could imply that he has a good life but wants money quicker.

On the contrary, the second scene which follows the story of a different man who contracts HIV uses blue lighting which connotes his suffering and realisation. Similarly to the first scene, symbolism is used to show the character's deterioration by his skin and the over-exposed image and glowing eyes. These also resemble a horror movie showing how quickly the disease can affect a person since the scene starts with iconography of the romance genre like attractive semi-naked actors and tangled sheets but these all become terrifying as aids makes him practically unrecognisable. This emphasises the severity and terror linked with HIV and again shows TLC as quite understanding and mindful of social issues attempting to get their message out.

Friday 4th April 2025

Websites and Socials

LO: To explore our contemporary case studies.

Do Now:

1. A hyperlink 

2. In a positive way on social media personal 

3. Two uses and gratifications offered by 'The Man' music video are social interaction and entertainment

4. Two uses and gratifications offered by the 'Superheroes' music video are entertainment and personal identity

5. Preferred, oppositional and negotiated

Taylor Swift

To direct fans to their social media account (Taylor Swift)

On the website, the bottom right-hand corner of the landing page has a navigation bar, with links to seven different social media platforms. These include YouTube, where official content like music videos are released, as well as TikTok, where more spontaneous video-content can be shared with her fans.

To help promote a new album and tour (Taylor Swift)

The navigation bar at the top right hand corner has a link to the archive which takes you to her discography and eras and her tours which you can click on to view more information about them.

To help promote their brand, through tie ins to an album release (Taylor Swift)

The first thing you see on the homepage is a link to her latest album 'The Tortured Poets Departments' and she also has a link to her directed projects.

It's a place to sell merchandise, an important revenue stream for artists (Taylor Swift)

On the navigation bar there is a link to her shop where merchandise is sold. When you click on this hyperlink a new tab opens where you can scroll through and view her merchandise.

Uses and Gratifications (Taylor Swift website)

Personal identity - there is a clear feminist message in a lot of her songs and there are multiple links on her page to her music such as 'Fearless'

Information - you can find information on each of her eras individually since there is a link to the archive which shows them all including the eras tour and on how to buy merchandise

Entertainment - there is a link to the directed projects and all of her albums

Social interaction - there are links on her website to her social media where people can interact

Stormzy

To direct fans to their social media accounts 

On the website, there is a menu on the left hand side on the landing page, with links to 5 different social media platforms. These include YouTube where music videos are released and Instagram where more spontaneous images and reels can be shared with his fans.

To help promote a new album and tour 

To help promote their brand, through tie ins to an album release 

It's a place to sell merchandise, an important revenue stream for artists 

Uses and Gratifications (Stormzy website)

Personal identity - there are several links Stormzy's music and there are a lot of powerful messages in his songs

Information - there is a list of upcoming dates for his latest tour which people may need to now if they are planning to buy tickets, on the navigation bar there is also a link to merchandise and sends you to a new tab with his shop

Entertainment - many links to his albums on the website

Social interaction - links to his social media on the left hand side on the landing page

Social Media

Social media offers a range of platforms and tools that can be used in a myriad of ways.

How do celebrities use social media?:

- promote their music

- personal life (with cats, family, friends, etc)

- short clips of music videos to entice the audience to want to watch more

Building and maintaining a public image:

Self promotion - sharing activities, plans, and upcoming projects to maintain visibility...

Engage with fans:

Direct communication - 

Leveraging social media for business:

...

1) An artist can use their social media to promote themselves by posting pictures or videos of themselves with friends or family and in a positive way. Audiences are more likely to be able to relate to celebrities if they show vulnerability but also spending time with those they love and care about.

2) Artists can use tweets to engage there audience since they are often used to keep people up to date with what they have been doing and so audiences might enjoy knowing about what they have been doing and therefore continue reading the tweets in the future.

3) A pinned tweet/post is a video or post that stays at the top of your profile which might be used for something like a music video or something that the celebrity wants their audience to see since when a person licks on their profile it will be the first thing they see.

4) A profile picture acts as a first impression since when searching for a specific person it will be the first thing you see. Therefore it must be positive because if it could be deemed as inappropriate or unlikeable, people could already have an negative opinion from the offset and if they really don't like it they may consider not even viewing the profile itself.

5) Dyer's star theory is the idea that celebrities are almost like a character of which they must maintain their appearance and positive image in order to gain money. Often images are staged to look a certain way to interest people and help them keep their image positive.

Homework

Social Media (Taylor Swift)

Interactions with fans

Personal approach/view of their lives

Expressing on views on important views/debates