Music Video Question

Explain how representations in music videos are chosen to promote the artist(s)

Refer to both of the music videos you have studied to support your answer.

Yxng Bane showing off his wealth

Nowadays, it is common for artists to effectively promote themselves by using representations in their music videos. The majority of pop artists feature their expensive possessions in their videos to show off their wealth. Often, artists will include attractive women/men to represent themselves as fortunate to be around these people. It is common amongst female artists to wear little clothing in their music videos to show off their bodies so that people envy them, which in turn promotes them. However, Massive Attack in their 'Unfinished Sympathy' video and David Guetta/Sia in their 'Titanium' video both do not follow this stereotypical approach in order to promote themselves.

In the Unfinished Sympathy music video, the artists represent themselves as down to earth people who are close to street life. They do this by showing themselves walking through busy streets and integrating with members of the public. For example, we see Daddy G taking a leaflet from a woman in the street. It also gives us the impression that the artists want to help the community, encouraging people to appreciate them. The artists are seen walking alongside all types of people, no matter whether they have a disability, they involve themselves in crime or they're poor. To the audience, this would make the band members seem accepting and nondiscriminatory members of society, which would promote the artists.

Runners featured in Titanium video

Similarly, in the music video for the song 'Titanium', it is noticeable that there are no negative stereotypes. For example, the camera rolls past two overweight people jogging in the streets that appear to be sweating. Instead, the artists could have shown two stereotypically skinny, attractive girls. This represents Guetta and Sia as non-discriminatory as they are going against the stereotype that joggers should be attractive and look good when they're running.

At the moment that we see Daddy G and his son holding hands together in the Unfinished Sympathy video, the audience would feel as though the band members are loving people who are close to their family. About a quarter of the way into the video, we see someone from the streets taking a leaflet from a woman advertising something and then we see Daddy G take one. This represents the band members as people that generally care about each and every person; they are not inconsiderate like some famous people therefore they are promoting themselves to the audience.

The vocalist for Massive Attack, Shara Nelson, provides a very strong performance throughout the music video. She uses powerful facial expressions when singing the lyrics of the song, giving us the impression that the band members are passionate and serious about making music. This would appear attractive to the audience. It also creates a sense that there is a meaning to their music, making the band more admirable. Shara is represented as a desperate individual due to her intense and passionate facial expressions when she sings the lyrics of the song. This reflects the streets that they're walking through, creating a powerful message to the audience.

Furthermore, Shara is represented as a dominant, powerful woman who is always leading in the music video. Women in the audience would see her as an inspiration and this would lead to them admiring the band members for using a woman as the main view in the video. The band members shown in the music video are always a far distance in the background, therefore some women would see this as empowering.

Bullied boy featured in Titanium video

Even though the music video for the song 'Titanium' does not feature any of the artists, they have still found ways to effectively promote themselves through other characters. Considering the song is named after a strong, almost impenetrable metal, the artists are representing themselves as strong figures who want to help the boy find the strength to overcome the bullying. As a result, the artists would be seen as caring individuals that want to speak out about issues such as these. Sia's vocals reflect the vulnerable boy's thoughts, representing her as voice of someone who is being bullied and needs help. The audience would appreciate the effort that the artists have put in to make people aware of bullying and the consequences that come with it, therefore they are promoting themselves as likeable people.

Considering the David Guetta's and Sia's music video does not show any signs of money or  possessions that the artists have, they are representing themselves as down to earth people who are serious about their career, they are not just seeking popularity by showing off their wealth. This promotes themselves in a different way to how other artists would, as it makes them seem less arrogant, so a lot of people would admire that. It is also worth noting that their song and video is not about themselves, it is based around someone else which represents them as selfless people.