RESEARCH: STAR IMAGE

RESEARCH: STAR IMAGE

What is a Star Image? Why is it Important?

Star image refers to the way an artist presents themselves in the industry and how others perceive the performer. It can be at constant development and change but can also remain the same for many years, depending on the artist, genre and age. Many young popular artist experiment with different styles and images, which makes their star image ever-changing and evolving. In contrast, mature artists tend to stick to their original image and focus on improving their style to be the best.  Star image is important because it helps audiences to identify their favorite stars and helps performers to stand out as some artist have iconic or original image. It can also be a selling point for a singer if they create a symbolic star image and create a ‘cult’.

How can a Music Video Help an Artist with their Career?

• ·         Help to establish or continue a Relationship with the Audience- Through a music video an artist can create a fan base. This is because the viewer will feel connected to the artist if they are on screen, which can strengthen the bond and the audiences are more likely to follow the artist and buy their music etc.
• ·         Establishment- A music video can help the performer establish themselves as an artist and breakthrough to the public. This could also mean to reinvent themselves and show off their new image in order to attract fans.
• ·         Synergy- A music video is part of a larger campaign and a popular media platform which can help to sell and advertise brands or people. For an artist, a music video is a way of selling themselves and their products to their audiences and gain profit. It can also sell a movie or other product
• ·         USP (Unique Selling Point) - An artist can use their music videos as a unique selling point. This can be done through controversy which can bring the global attention to an artist or their product. This media attention could bring the performer fame. However, this can be also risky because too controversial content can upset audiences and the star can lose their audience
• ·         Expand Popularity- An artist can expand their popularity if they create a successful and appealing video. They can globalize it and therefore attract a mainstream audience, which will expand their notability.  
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The Development of Star Image within Different Stars

Miley Cyrus

Recognition: Upcoming Disney Star

Miley began her career in a popular Disney show, Hannah Montana. She got the lead role and costarred with her dad and occasionally God-Mother, Dolly Parton. She had the life every young teen wanted. She expanded her career in music and acting and became a global Disney icon and so began touring the world. Her star image then mainly focused on being successful and reaching one’s goal. She set out a positive message to youth and set a motivational example which inspired many teens around the world.

Global Sensation: Young Pop Star

Miley began writing her own songs and released an album. Her songs then were influenced by boy crushes and innocent love stories. In her songs she referred to common heartbreak and became an idol for teenage girls who could relate to Miley. She had the look of the ‘girl next door’ which allowed young girls to believe that they can become stars too and reach for their dreams, just like Miley. Cyrus’ star image then focused on being young and love which are themes that her audience could relate to. In her videos she would wear trendy clothes and light make-up which allowed teens to follow her style and feel connected to her.

Star Establishment: Star Image Development

Miley began to write more provocative songs which described her ‘edgy’ side and possible development. Her songs ‘Can’t Be Tamed’ or ‘Party in the U.S.A’ were showing Miley as a full grown female who isn’t afraid to show her body and attract the opposite sex. Cyrus started to wear heavy makeup and displaying her ‘curves’ through tight leather clothing or minimal attires. Her dance routines also began to be more sexualized and there was a clear ‘Male Gaze’, even if it was subtle and gentle. Her star image developed from a playful teen to a defiant young female who isn’t afraid to show what she thinks. She began to show that girls can be powerful yet still lustful, flirtatious and sexy. Audiences had mixed emotions towards the messages Miley send, because of her previous association with Disney and young fan base.

Wrecking Ball: ‘Star Gone Mad’

In 2013 Miley began her own revolution. She dyed and cut her hair short and started to lose weight and spending time at the gym. She also fell apart with her fiancé, Liam Hemsworth. Miley released a new album called ‘Bangerz’ and released a new music video, Wrecking Ball. In the video she can be seen riding a large ball nude and provocatively licking hammer. She is clearly trying to ditch her previous image and began to use controversy to gain media attention and reinvent herself as an artist. The video caused a mass of debates. Audiences were upset with Miley for setting the ‘wrong example to the kids’ despite ending her contract with Disney. Miley also performed in the MTV music award with Robin Thicke, wearing a bathing suit and provocatively dancing around Thicke. Back then Miley promoted female objectification and valued male attention. She showed that as a female she can also be a sexual person, which could also empower some women rather than upset them.

CASE STUDY 2

Justin Bieber

Discovery: YouTube Accident

 Justin used to record songs and covers and then upload these on You Tube to supposedly show his family. Scooter Braun, a famous producer and executive, was searching for another artist and accidently found Bieber’s channel. He tracked Justin’s school and contacted his mother who was reluctant at first but agreed for Braun to work with Justin. At 13, Bieber travelled to Atlanta to record demo tapes. His first single ‘One Time’ featured Usher. In the video Bieber’s image is playful and innocent, due to his young age and typical teenage attitude. It’s clear that he values fun and having free time while being young and having friends.

 

Pop Hit: Baby

In 2010 Justin released the track ‘Baby’ which became a global hit. The song is iconic for Bieber and gained him international fan base and recognition. In the video Bieber is seen to be lusting over a girl and trying to impress her. He’s trying to get her attention and finally does. His star image changes from a youthful adolescent to a lusting teen who begins to explore his love life. he shows other teens that young love can be real and an exciting part of growing up.

Grown Up Bieber: ‘Boyfriend’ hits the charts

In late 2011, Bieber started recording his new album, Believe. His first track ‘Boyfriend’ was announced publically on The Ellen DeGeneres show. The genre of the album was mostly R&B rather than teen pop, which shows star development. In the video Justin is surrounded by expensive cars and females which straight away shows his sexual desires. This contrasts his previous videos, as Justin now shows his sexual longings and money thirst or success, whereas before teens could relate to his circumstance. Justin shows that now he values relationships and wants to be involved with females.

Present Success and Legal Issues

Today, Justin is a famous icon in the popular culture. Yet he managed to cause some controversy after being involved in drugs and faced issues with the law. He was even imprisoned for driving under the influence of drugs. His album ‘Purpose’ was released. The tracks are mostly R&B and Dance. The song ‘What Do You Mean’ and ‘Sorry’ show that Justin values partying and sex which is shown through nudity in his videos and use of drugs. This shows that his image has developed form a playful teen to a male sexual predator and an industry Star.

Stars and their Image in the Industry

My Chemical Romance: The band members have an image of rebels and outcasts in the industry. They perceived as ‘different’ by the mainstream and popular industry due to their genre and distinct clothing, which suits the punk rock genre. My Chemical Romance are seen as emo and dangerous due to the kind of music they create and conventions they associate with.

Ed Sheeran: Ed is perceived as mature and is widely respected by the industry. He writes his own songs and creates meaningful music videos and lyrics which appeal to a mass global audience. His rise to fame was a labor of hard work and determination which is why he is valued by the industry and other artists.

Justin Bieber: Bieber is seen as a young and aspiring star. His mainstream appeal at such young age has caused him to quickly mature which has caused a wave of controversy due to his legal issues and reckless behaviors. His image has attracted young females and is admired by males which is one of the reasons why he is so famous in the industry.

The Beatles: The band is established and respected by the industry due to their experience and global fame. They also played a crucial part in the evolution of the music industry and played a significant part in the making of music videos. This therefore makes them a based band.

Star Image and Social, Political, Sexual and Moral Issues

Stars often use their image to influence others opinions or present their own beliefs or opinions, especially in their music videos. These can be either social, political, moral or sexual views, or a combination of more than one. These allow stars to influence their audience and set the right example.

Star Image: Sexual

Many artists express their sexuality through music videos. Due to the diversity of the music industry it is common that artist include the LGBT minorities as part of their videos. They can also try to get across different views about sexual identity and gender expression. Artists like Macklemore has expressed their views on homosexuality in their video ‘Same Love’ to promote equality and help his audience come to terms with this topic. 

Star Image: Political

Many artists use their music videos and lyrics to express their political views or indicate their opinions about a current affair etc. They see this as a way to represent their views without and accessing a global audience. It can help them to gain audiences if viewers think alike. Artist like The Cranberries are known to be very open about their political views and use their videos to portray issues and affairs. ‘Zombie’ was a peace song about the IRA and terrorism. It addressed the political issues between Ireland and Britain at the time.

Star Image: Moral

Artists can use their industry influence and music videos too express their personal opinions on topics they feel passionate about or that are important to them or their fans. It can help them to educate their audience and inform about moral issues around the world. Artists like Michael Jackson were known for such acts in their music videos. The ‘Earth Song’ is a plea video and a call for people to see the issue of global warming and the possible effects.

Star Image: Social

Some artists are likely to use their music videos to show off their lifestyle or promote their way of being. they can also show off their believes and ideologies through the video. Artists like Drake can present glamorous life and their wealth which is evident in his music video ‘Started from the Bottom’. In this clip, Drake is surrounded by cars and wears expensive jewelry to show off his wealth.

Conclusion

Overall, it is evident that star image is likely to develop, depending on current trends and audiences. It could be described as a ‘shifting signifier’ due to the fact that it is fluid and personal to each artist. For many people it can be shocking to find their favorite artist undergo an image change however because the industry evolves so much it is almost crucial to evolve in order to keep up with the industry and be successful, especially for young artist who are in competition with all the other mainstream singers. In my video I want to represent my star as someone regular and relatable, someone who looks average. This is because audience will be able to relate to the artist and feel like they could succeed too and breakthrough in the industry. In addition, this image will suit the indie genre because many indie artists tend to live an average life without trying to sell out a lifestyle, unlike Rap singers etc. I also think that the artist should be socially, morally and politically aware and utilize these in their music videos to show that they also care for others rather than themselves. This would suit Dyer’s theory as stars need to have certain ideologies and own cultural identity to show that they are an individual who has their own voice, rather than following the mainstream.