Boy band videos are likely to have both
ambient and
focused viewers. Ambient viewers may turn on a music channel and have the song playing in the background , they could be interacting with another person or another form of media.
The type of song's boy bands produce could be used in an array of social settings to create an
atmosphere , making there music popular on social occasions when a
backdrop of
music is needed. Focused viewers would be largely made up of there
dedicated fan base , viewers who specifically tuned in to watch there new video. In terms of targeting these viewers , my research has indicated that boy band videos would be largely screened on '
mainstream' music channels , such as MTV Hits , The Box , Kiss.
Media
synergy would probably be the most effective way of distributing and advertising the products surrounding a boy band. Large media
conglomerates are likely to control area's of the market that would be useful in reaching the
target audience. We have chosen a JLS track , so I will use JLS as my example. JLS are under contract with the record label 'Jive Records'. In turn , Jive Records is owned by Sony BMG , therefore all music production can be distributed by them. An example of how Sony BMG could use take advantage of its resources is by using brand new tracks from their signed artists ( JLS ) in new films ( Sony pictures produces films). This is just one of the ways they could
use there resources effectively to market and promote a band.In the video above '' She makes me Wanna'' by JLS , there are many features that the
theorist Andrew Goodwin has identified that confirm the conventions of the genre it is representing , Boy Band pop music. The video demonstrates genre characteristics through
iconic synchronised dancing and group performance , enforcing Goodwin's view on how features within a music video connote the genre and conventions. Another stand out feature within this video is the number of
close ups of the artists( a feature used throughout all boy band videos). These
'Meat shots' are used to help create a video style that will then be
iconic of that band. In this video , close up shots of the band members dancing are used to reveal the
characteristics of the members , explosive , energetic and athletic. This feature is likely to occur across all there work. This will enforce a video style that will then be
synonymous with the band , helping to
brand there videos.
The video is an
illustrative piece , simply using the band as a
promotion tool to reach the desired
target audience. The video is
very commercial with a high budget and large set. The large crowds are typical of boy band videos since it increases the feeling of
superiority as all these people stand around the group. Planes are shown flying over the band , this action is used to almost demonstrate the
stardom of the band , constructing
a star like image surrounding them.
I do not believe this specific video is art , only a tool used to help generate more album sales and increase publicity surrounding the band. There is very little in terms of
narrative and is more or less purely focused on surrounding the band in a
commercial shell , highlighting there fame and glamour , making them more
desirable to there target audience ( Young Females)
Embedded above is ' Glad You Came' by the boy band The Wanted. This video is very much just a
promotional tool used to enforce the bands image , as
Steve Archer suggests a 'star image'. From the opening shots till the very end of the video it is evident most screen time is dedicated to the members of the boy band. This would lead me to suggest that it is indeed a video designed to
construct this relatively new bands image.
As Archer suggests , the video does have a
subject matter which helps link the
visuals and the lyrics in the song.
The primary subject matter would have to be the songs title , also in the songs chorus, ' Glad You Came'. Without even having seen the video it is likely that most listeners can tell from the song and title that the video is likely to be linked with the subject matter , in this case some sort of individual. Given the boy bands start image most listeners are likely to think this would be a female ,
coherent with their main target audience.The general mood the song sets , one of partying , holiday fun and dancing is exactly what is
portrayed in the video. The location of the video is chosen perfectly for this type of song , while it is also revealed in the opening few shots , Ibiza. This choice of location goes beyond the actual video , with a
cultural understanding of what Ibiza as a holiday destination connotes. This can be seen as an example of
Roland Barthes ' Cultural Code'. This use of Ibiza further
constructs a myth about what we , as viewers , can expect from a holiday there. Obviously different demographics will react differently to this however it is likely that there target audience would read this as a positive holiday destination , a destination their idols have been too , and enjoyed. This
re-enforcing of a myth is how people
form their ideas and opinions of a place they have never even been too.
Apart from the obvious
Mise-en-scene used in the video , the editing also
signifies the type of image that surrounds the band.
Fast cutting rates connote a high pace of action , matching the images of partying and high energy movement being displayed on screen. The editing is also in places
very consistent with the beat , this
use of the cut is very important to
enforce the musical rhythm of the song.
Lighting throughout the video is also key in
connoting the bands image , strong lighting outdoors ( from the holiday sun ) helps convey the warmness of the experience to the audience , as well as fast laser lights and strobe effects to position the viewers in the club with the band. The use of the
steady cam in the club location is also very effective , it positions the audience with the band. This technique helps break the
fourth wall , since the band are inviting us to
engage with them ,
connecting with us as a viewer.
In this screenshot from the video (above) , the
non verbal language is matching with the idea that they are
physically engaging themselves with their own stardom. Their posture is demanding of our attention , almost
voyeuristic in the way they ask us to look at them , as
stars. This shot
explicitly tells us what this band are about , appealing to their audience in a very simple way , aiming to be as
desirable as possible to their target audience.Considering The Wanted are a relatively new boy band , whom have only recently began to consistently enter the charts , I would say that this video does add to their
meta-narrative. The video conveys a sense of them realising their
stardom (in a positive way) and making a very positive experience of it. I also think it is important to show their fans and audience they are enjoying themselves with their new found fame ,
since a more healthy relationship being displayed between each other is more likely to help sell their product , brand image.
The only real
representation of social groups in this video is young males , mainly represented by the band. The band are represented positively throughout the video , with
little to challenge or enforce current ideologies. However , there is one
consistent ideology that is commonly enforced through boy band videos that is common throughout this video. This is the
hegemonic view of masculinity. All members of the band are clearly good looking , a factor that has no doubt contributed to their mainstream success ( they are
desired by there fans). This , and the fact all members of the band are shown to be very success with females could be seen to
re-enforce stereotypical views that all men must behave in this way to achieve
social status among their peers. Initially this may seem a petty ideology to comment upon , however , it is videos like these that lead to young men going to desperate measures to achieve a body that society is seen to think of as desirable.
