Explain how representations in music videos are chosen to promote the artist(s). Refer to one of the music videos you have studied to support your answer. [10]
In the music video for Stop Where You Are, by Corrine Bailey Rae, immediately starts with direct mode of address on her, in a dark room making her stand out being in the middle from the rule of thirds. She then is transported outside to a dull estate, but her personality is portrayed through her bright red, flowy dress; suggesting confidence and love. With the use of low shots, looking up to her, makes the audience feel below her and as if she is important. If you relate this to the song, people can’t be happy without her. Only being able to see Corrine in her red dress, creates the idea that although she is the only one wearing bright clothing making her seem different. But she is embracing and showing confidence because of this, promoting that being different is nothing to be ashamed of.
The characters in the video, are from a range of ethnicities, cultures and backgrounds. Corrine Bailey Rae uses this to promote her as an artist, as the representation of everyone being different is done through the cast and people watching the video could also relate to this as they may have felt different to everyone else due to their ethnicity, culture etc. She promotes herself through this as it makes her seem caring, loving and kind as she helps all the different people to find themselves and cheer up. Using the dark lighting at the beginning then, going to brighter lighting at the end really stands out as darkness often connotates as sadness, whereas once Corrine has walked past them, or two different people come together, it often gets lighter. For example, when the business man goes to talk to the homeless girl, the shot pans round and zooms in as the lighting gets brighter to show how she gets happier.
Corrine directly looks at the camera as she sings, using direct mode of address often helps the audience to connect with the song and the artist as they feel more of a part of it. The representation of Corrine Bailey Rae being a loving caring person is used to promote her so that people will like her as a person as well as an artist. It is a strong representation as she sings directly to the audience, and she is almost trying to say that she is no different to you, the audience. Using this key representation throughout the video, promotes her as someone that people want to know and like – this would make people want to buy her album, almost as free advertising, and increase her fan base.
In conclusion, Corrine Bailey Rae’s music video for Stop Where You Are, shows a wide range of different representations including ethnicity and race, as well as the representation of her as a person. They have shown these in the video mainly from use of camera angles and lighting. This promotes her as an artist as it means people can relate to her and begin to like her as a person as she comes across as a kind, caring and loving person.
