Research into chosen artist

Research into chosen artist 

Introduction
After carrying out research as a group about our audience and what they look for in a music video, we decided to make our artist James Arthur.
As James Arthur is one of the most recent singers out in the UK now, we thought that he would be quite well known by many people, specially our target audience. This is why we believe that it would be effective to use him as an artist because our music video will intrigue our target audience and it will be something enjoyable for them to watch as it is someone they know.

Artist Profile
James Andrew Arthur is a young British singer and musician. He was born on the 2nd March 1988 and is currently 25 years old. He became famous by winning the 9th series of the X-Factor in 2012 last year, which is British television programme/music competition created by Simon Cowell. It originated in the United Kingdom, where it was devised as a replacement for the old television programme called pop idol.
After the artist James Arthur had won the X-Factor, his debut single 'Impossible' was released and debuted at number one on the UK singles chart in its first week of release. It has since gone on to sell over 1.2 million copies in the UK, and 2.5 million copies overall.
The successful young artist has now been signed to the record label 'Syco music' which is also known as 'Syco records'. This is a British record label founded by Simon Cowell, the English television, music and talent competition judge which was founded in 2002.

Artist music video analysis

James Arthurs latest single "You're nobody till somebody loves you" was released to the UK radios on the 9th September 2013. It was released as the lead single of James Arthurs first album.

Throughout the majority of this music video, the artist is shown performing with a band but part of the music video shows some narrative. Therefore I would say that the video is 90% performance based and 10% narrative based. The narrative of this song consists of the typical British tradition which is a street party. 

In relation to Richard Dyer's Theory, James Arthur is shown as very original, talented and 'normal'. This is shown through artists image which is represented as a typical 'everyday' man. The clothing he is wearing consists of general casual clothing and nothing which is outstanding or over the top. This shows that James Arthur is very down to earth and is seen as more of a person and not a possession. However this may be because he is a new artist and at the moment is spending his time trying to get noticed and recognised.

Goodwin's theory is can also be applied to James Arthurs music video as the theory states that there should be a relationship between the lyrics and visuals. Some of the lyrics that the artist sings like "You're nobody till somebody loves you" it shows groups of people together laughing and having some kind of physical contact, this shows how everybody feels like someone as they are loved.

The target audience for this music video looks like its aimed at teenagers and young adults. This is shown through the music video and how James Arthur shows many groups of teenagers/young adults throughout. Although the music video is aimed at youngsters, it comes across as quite a widen and broader audience as that is conventional to the pop genre seeing as this particular genre is massively mainstream. Within the music video the audience are shown and equal amount of both boys and girls which show how James Arthur is not bias about the different genders which also makes the target audience a bigger group of people as the music video is aimed at both boys and girls.

The most common camera shot used within this music video are close up's. This is used as James Arthur is quite a new singer and many close ups of his face allow him to become recognised and for the audience to build a relationship with him.
Another camera shot that is used many times throughout the music video are mid shots. These are camera shots that allow the artist to be standing in the middle of the frame with some location shown equally on both sides. This shot is effective to use as it puts emphasis of the location James is in and also of the people around him.

 

Summary



By researching into our chosen music artist, it has helped me become more aware of what the artists image is suppose to look like. Therefore when we film the performance part of our music video we will make the artist look a lot like James Arthur which is very ordinary, stylish and 'normal'. Another thing that this research has made me realise is the different camera shots used and why. As a result of this we will also be using similar camera shots used within "You're nobody till somebody loves you" as we thought they were extremely effective.