In order to find a suitable artist/ band to use in our music video we looked through a significant number of unsigned artists from various websites. As a group, we were looking for a young, quirky band from the indie-rock genre. It was significantly important for us to find an upbeat song so that we could create an exciting, new video. It was also necessary for the lyrics of the song to represent the manic indie lifestyle. Additionally, we were looking for a song which our young audience would be able to relate to.
We came across a local band called Empire. Empire consists of four male members located in Birmingham. Their songs are available on their YouTube channel. Their channel contains 5 of their songs alongside information on the band itself and how they formed. Additionally, they also have a Facebook page which is used to announce their new releases, news relating to the band, tracks, photos, Information on the band and where they will be performing next. This is useful as the band is able to target their young audience through the facebook page. By using the facebook page, the audience can relate to the band and are aware of their latest news.
Band
All members of the band are male, which is one of the conventions we found whilst researching the genre. The band also fit in with the conventional image associated with indie rock bands. For example, they appear wearing fairly dark clothing, have long messy hair and express fairly plain, miserable facial expressions on all of their products. Additionally, there are four members of the band. Whilst researching into the indie genre, we found typically indie bands consisted of 4/5 members. All of these typical conventions the band hold conform to the indie genre, making 'Empire' a suitable band to use as our artist.
Track
We believe 'Bad-Man' is a suitable track for several reasons. Firstly, the track is based around the idea of one of the males being a 'bad man'. This fits in with the dominant ideology of young male indie band members being very mischievous and messing around with females. They are often represented as boisterous, carefree and energetic. All factors which we believe the track encodes. Also, the track is upbeat and fast. This factor conforms to the generic conventions of indie tracks. During research, we found indie tracks were fairly upbeat in order to represent the chaotic lifestyle of the band members. 'Bad-Man' reflects this quircky energy associated with indie bands which is why we chose it.
Lyrics for Empire: Bad-man
Intro: 11 seconds
I’ve been the bad man; I’ve been the crook
So just take a second, to have a look … at me
And tell me what do you see
See I’ve been a marta, but im not a mug
So face it darlin’ , ive been havin fun
Livin on the run
Cause you are the messiah
Wooahhoooo
And I am the king
And you call me a liar
Wooahhoooooo
You say that I’m a cheat
(Guitar Solo)
You said that you loved me, you said that you care
But the force of the feeling, it was making me scared, you see
Cause I just wanna be free
Wooahhoooo
Cause you are the messiah
Wooahhoooo
And I am the king
And you call me a liar
Wooahhoooooo
You say that I’m a cheat
Cause I was a bad man for you
I have been a bad man for you
I have been a bad man for you
I have been a bad man for youuuuuuuuuuuuu
WOOOOOOOAHHH
I was a bad man to you
I have been a bad man to you
I have been a bad man to you
I have been a bad man to you
(guitar solo)
Woaaahhhh (x10)
Because I was a bad man to you
I have been a bad man to you
I have been a bad man to you
I have been a bad man to you
I have been a bad man to you
I have been a bad man to you
I have been a bad man, bad mannnnnnnn
Band Profile
For our music video, we have recruited four males around the age of 17/18. They have been formed to make up 'The Supremacies'.
Who are they?
'The Supremacies' are a typical indie band from Birmingham. Armed with no more than their musical instincts, determination (and a guitar or two), the lads have been conquering the Midlands music scene since mid-2011. It's this determination that sees the promising four-piece continue to deliver an animated array of anthems and charming guitar music. At live shows expect classic pop melodies, gritty guitar, a big dollop of stage presence and a genuine vibe from an honest band. Set to release their debut EP in early 2012, everything seems to be going right for this band at the moment; bringing guitar music back in more ways than one.
How are you going to encode them with meaning?
There are several ways in which we can encode them with meaning. If we do this successfully, the audience should be able to recognize them as an 'indie band' and receive their representation as we mean it to be intended . For us, this means we need to consider their costumes, facial expressions, gestures, how they are positioned in the frame etc. More depth on how we are planning to formulate meaning for the band is found below.
How are you representing gender/youth etc. through iconography?
Gender
Through our research stages, we found that the majority of indie bands featured male members. Therefore, we have chosen to only utilise male characters. The male characters in our video are going to be represented as powerful, ruthless and mischievous. We have constructed the main male character in the music video as the mischievous, ruthless character. In contrast, the females are going to be seen as naïve and inexperienced. These representations conform to the usual divide between young males and females in society. The dominant ideology of males being in control of the females is going to be represented through the amount of girls the male character is seeing at one time, in the same locations, showing little remorse whatsoever. On the other hand , the females are represented as relying on the male and being the ones hurt by the males actions. These concepts of male and female are consistently reinforced in the media, the male is always seen as the ‘bad’ one, with the female being empathized and felt sorry for. These stereotypes serve to naturalise the power relations in society; they have a hegemonic function, the fact that women are often stereotyped as subservient to men legitimises their position.
Adding to these stereotypes we have constructed is the name of the track (Badman) and the lyrics that are used. The lyrics explain how the male is aware of being a ‘badman’, however enjoys his lifestyle of ‘living on the run’. Again, reinforcing the dominant ideology of males’ carefree attitude towards the way in which their actions hurt other people- mainly females. The image featured on the band profile shows the males being fairly relaxed whilst powerful. The images represent the way in which males appear to have power, however have little consideration for how they use their power. The body language and facial expressions on the images are used to highlight these ideas and support the male’s light-hearted attitude towards their lifestyles.
Youth
We are going to incorporate usual scenes related to youth in our music video. For example, in one scene we are planning to include the male walking by a park with each different girl .The media delivers an idea of younger people always hanging around parks and causing trouble. This specific idea is going to be reinforced in our video due to the main character causing trouble in this particular setting. We are going to construct him bringing each individual female to this area which reinforces the dominant ideology of teenage romance being primarily based in a park setting. Also, we are planning to use a large amount of mobile technology and computers for communication between the teens; this reinforces a different ideology of youth- that they spend the majority of their time on new technology rather than pursuing their education. Young people are often seen in the media focusing more on their relationship than their school life. Society almost blames new technology for the change in young people’s social skills. Through our music video, we are planning to conform to the dominant ideology of young people’s over use of technology, increasing concentration on relationships rather than education and also the way in which they are constantly going out- primarily to park settings.
Race
We have decided to use white teenagers. In the video we plan to feature the teenagers appearing very confident and also arrogant. We want to show them enjoying themselves and in control of the setting- almost as if they own it. The representation of male’s behaviour that is going to be used in our video fits in with the dominant ideology of white males. In media, white males tend to be represented as quite self-assured, authoritative characters. Relating back to our synopsis, the way in which the male character treats the females also fits in with this dominant ideology- he is represented as the powerful character and takes control of the females and their lives. We have created an ideology of white males being care-free and troublesome. Additionally, the shots we have taken of the artists for the band profile fit in with this dominant ideology. Images are used of the males together, which conforms to the dominant ideology of white males almost sticking together and being part of a ‘group’. They are seen as a powerful unit once they are all together. There are also images of the band members individually shown which reinforces the idea of each of them being powerful and in control. Additionally, we have decided to name the band ‘The supremacies’, which itself connotes power and authority. All of these factors make it clear that we have conformed to the dominant ideology of white males.
Overall, the artists we have created do not necessarily challenge dominant ideologies in the media. Throughout the construction of our artists we have conformed to dominant ideologies within ethnicity, class, youth and gender. ‘The Supremacies’ utilize stereotypes consistently represented in the media and society.
What might be a feminist/ post modernist/ Marxist reading of your characters?
Feminist reading
In terms of gender, the male band members are very domineering and in control, which fits in with Mulvey's theory. Mulvey states that women connote a 'to-be-looked-at-ness', and are viewed by males as a trophy/prize. When analysing Hollywood cinema, she found females to be represented as passive objects of male sexual desire.
Throughout the music video, the main male character is going to be seen treating women as commodities and objects of desire. The male is seen in control of six different women at the same time having little regard for their feelings, which reinforces the idea of women being objectified in media texts. The women have little say whatsoever in the situation and seek attention and guidance from the lead male.
Band Profile
For our music video, we have recruited four males around the age of 17/18. They have been formed to make up 'The Supremacies'.
'The Supremacies' are a typical indie band from Birmingham. Armed with no more than their musical instincts, determination (and a guitar or two), the lads have been conquering the Midlands music scene since mid-2011. It's this determination that sees the promising four-piece continue to deliver an animated array of anthems and charming guitar music. At live shows expect classic pop melodies, gritty guitar, a big dollop of stage presence and a genuine vibe from an honest band. Set to release their debut EP in early 2012, everything seems to be going right for this band at the moment; bringing guitar music back in more ways than one.
How are you going to encode them with meaning?
There are several ways in which we can encode them with meaning. If we do this successfully, the audience should be able to recognize them as an 'indie band' and receive their representation as we mean it to be intended . For us, this means we need to consider their costumes, facial expressions, gestures, how they are positioned in the frame etc. More depth on how we are planning to formulate meaning for the band is found below.
How are you representing gender/youth etc. through iconography?
Media has a strong influence on the way in
which certain people are represented to an audience. Representations in the media can challenge and subvert dominant ideologies in society. They are able to either reinforce a dominant idea of the way in
which people are seen in society, or provide an alternative view. The absence
of representation of certain groups can also be utilised in order to shape
meaning to a product. Additionally, an entropic representation can also be used
in media in order to create a challenging, controversial image of a group to
shock or influence an audience.
Media represent social groups such as gender, race, class, age etc. It is impossible for a media representation to be ‘neutral’. Representations are shaped by genre, audience, institutional context and dominant ideologies in society. The process of mediation ensures that representations always carry meanings and values. Some critics, like Stuart Price, would argue that representations reinforce dominant ideologies in society. He says ‘If gender differences are socially constructed, and society itself is based on unequal relations of power, then we can see why many writers argue that mainstream representations will be biased against subordinate groups. Dominant ideology is supposedly used to keep the downtrodden in their place… ideologies of gender promote sexist representations of women… ideologies make equalities and subordination appear natural’. In contrast, other critics argue that representations in the media have the ability to challenge and overthrow dominant ideologies in society.
What this therefore means is that when we are constructing our artists we must encode different stereotypes that carry meanings and values. It is essential to consider the ways in which our artists have represented certain groups to our audience, and whether our representations challenge or conform to dominant ideologies in society.
Media represent social groups such as gender, race, class, age etc. It is impossible for a media representation to be ‘neutral’. Representations are shaped by genre, audience, institutional context and dominant ideologies in society. The process of mediation ensures that representations always carry meanings and values. Some critics, like Stuart Price, would argue that representations reinforce dominant ideologies in society. He says ‘If gender differences are socially constructed, and society itself is based on unequal relations of power, then we can see why many writers argue that mainstream representations will be biased against subordinate groups. Dominant ideology is supposedly used to keep the downtrodden in their place… ideologies of gender promote sexist representations of women… ideologies make equalities and subordination appear natural’. In contrast, other critics argue that representations in the media have the ability to challenge and overthrow dominant ideologies in society.
What this therefore means is that when we are constructing our artists we must encode different stereotypes that carry meanings and values. It is essential to consider the ways in which our artists have represented certain groups to our audience, and whether our representations challenge or conform to dominant ideologies in society.
Through our research stages, we found that the majority of indie bands featured male members. Therefore, we have chosen to only utilise male characters. The male characters in our video are going to be represented as powerful, ruthless and mischievous. We have constructed the main male character in the music video as the mischievous, ruthless character. In contrast, the females are going to be seen as naïve and inexperienced. These representations conform to the usual divide between young males and females in society. The dominant ideology of males being in control of the females is going to be represented through the amount of girls the male character is seeing at one time, in the same locations, showing little remorse whatsoever. On the other hand , the females are represented as relying on the male and being the ones hurt by the males actions. These concepts of male and female are consistently reinforced in the media, the male is always seen as the ‘bad’ one, with the female being empathized and felt sorry for. These stereotypes serve to naturalise the power relations in society; they have a hegemonic function, the fact that women are often stereotyped as subservient to men legitimises their position.
Adding to these stereotypes we have constructed is the name of the track (Badman) and the lyrics that are used. The lyrics explain how the male is aware of being a ‘badman’, however enjoys his lifestyle of ‘living on the run’. Again, reinforcing the dominant ideology of males’ carefree attitude towards the way in which their actions hurt other people- mainly females. The image featured on the band profile shows the males being fairly relaxed whilst powerful. The images represent the way in which males appear to have power, however have little consideration for how they use their power. The body language and facial expressions on the images are used to highlight these ideas and support the male’s light-hearted attitude towards their lifestyles.
Youth
We are going to incorporate usual scenes related to youth in our music video. For example, in one scene we are planning to include the male walking by a park with each different girl .The media delivers an idea of younger people always hanging around parks and causing trouble. This specific idea is going to be reinforced in our video due to the main character causing trouble in this particular setting. We are going to construct him bringing each individual female to this area which reinforces the dominant ideology of teenage romance being primarily based in a park setting. Also, we are planning to use a large amount of mobile technology and computers for communication between the teens; this reinforces a different ideology of youth- that they spend the majority of their time on new technology rather than pursuing their education. Young people are often seen in the media focusing more on their relationship than their school life. Society almost blames new technology for the change in young people’s social skills. Through our music video, we are planning to conform to the dominant ideology of young people’s over use of technology, increasing concentration on relationships rather than education and also the way in which they are constantly going out- primarily to park settings.
Race
We have decided to use white teenagers. In the video we plan to feature the teenagers appearing very confident and also arrogant. We want to show them enjoying themselves and in control of the setting- almost as if they own it. The representation of male’s behaviour that is going to be used in our video fits in with the dominant ideology of white males. In media, white males tend to be represented as quite self-assured, authoritative characters. Relating back to our synopsis, the way in which the male character treats the females also fits in with this dominant ideology- he is represented as the powerful character and takes control of the females and their lives. We have created an ideology of white males being care-free and troublesome. Additionally, the shots we have taken of the artists for the band profile fit in with this dominant ideology. Images are used of the males together, which conforms to the dominant ideology of white males almost sticking together and being part of a ‘group’. They are seen as a powerful unit once they are all together. There are also images of the band members individually shown which reinforces the idea of each of them being powerful and in control. Additionally, we have decided to name the band ‘The supremacies’, which itself connotes power and authority. All of these factors make it clear that we have conformed to the dominant ideology of white males.
Class
We have
represented the characters as ‘working- class’, and are planning to use several
stereotypical features to conform to the dominant ideologies of this group. Firstly,
in relation to our video, we are planning to use settings (such as the park)
that can be associated with working-class. The band section is going to be filmed
in a studio –the equipment will not necessarily be high tech and the stage we
are planning to use looks fairly worn down. Additionally, the outdoor setting
will be used to reinforce the dominant ideology of ‘working-class’ people
having little selection of places to go. The lighting is going to be fairly
dark during the band setting, which is going to be used to reinforce the dark,
miserable lifestyle associated with members of the working class. The costumes
we have constructed for the characters are fairly dull and boring. The
characters are going to be seen wearing costumes with dark, plain colours and
little detail. This specific aspect reinforces the dominant ideology of those
in the working class being unable to afford nice, detailed, colourful clothing.Overall, the artists we have created do not necessarily challenge dominant ideologies in the media. Throughout the construction of our artists we have conformed to dominant ideologies within ethnicity, class, youth and gender. ‘The Supremacies’ utilize stereotypes consistently represented in the media and society.
What might be a feminist/ post modernist/ Marxist reading of your characters?
Feminist reading
In terms of gender, the male band members are very domineering and in control, which fits in with Mulvey's theory. Mulvey states that women connote a 'to-be-looked-at-ness', and are viewed by males as a trophy/prize. When analysing Hollywood cinema, she found females to be represented as passive objects of male sexual desire.
Throughout the music video, the main male character is going to be seen treating women as commodities and objects of desire. The male is seen in control of six different women at the same time having little regard for their feelings, which reinforces the idea of women being objectified in media texts. The women have little say whatsoever in the situation and seek attention and guidance from the lead male.
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