1. The star of a music video is represented as a fantasy.
2. The star is represented as being a political commentator.
3. The star is perceived to be a mediator during harsh times of social conflict.
To help me explore this theory, I will analyse James Bay's 'Best Fake Smile'.
1) Throughout the video, Bay is represented as ‘fantasy’. This can be seen through the use of the guitar as a prop. For example, throughout the video, Goodwin’s theory is used (the visuals have a relationship with the audio) as the diegetic sound of the guitar is emphasised through Bay over dramatically playing it. This can represent him as fantasy as it highlights how talented Bay is at playing the guitar and makes his talent seem desirable and something to look up to. Furthermore, he is shown to be fantasy through the use of location. Bay is playing with his band in his garage. The fact the character of a young boy is used who wants to be like Bay, can conform to the typical dream of young males who have psychographics of being interested in music. This situation would be appealing to any musician who wishes to start their own band and this therefore makes Bay seem like a fantasy as it’s something people want, but typically don’t have. Furthermore, the use of high key lights, glitter and a glitter ball help to to create a sense of excitement and thrill (backed up by a series of high speed cuts) again helps to make this situation seem out of the ordinary but something that could be fantasised about.
2) Bay is represented as a political commentator through his lyrics. Bay sings about not having to ‘wear your best fake smile’ throughout the song. This can create the social message that it is ‘okay to not be okay’. The verb ‘wear’ when speaking about a ‘fake smile’ again suggests that it shouldn’t be a costume that you have to wear to hide your real feelings; you should speak about your emotions. Furthermore, the fact he is a male saying this, challenged male stereotypes that they are emotionless, as he is encouraging other males to speak out about their feelings and emotions. This can relate to mental health issues which, at the time of the songs release (March 2016), was a common feature in controversial news articles. He also says ‘you don’t have to’ do things ‘if you don’t like it’ again, creating the message to the listener that their happiness and instinct are the most important thing.
3) Bay is represented as a mediator throughout the video through the relationship he is seen to create with the young male character. He is represented as a role model (through the use of low angle shots, appearing to make him an authority figure) who is trying to help the young boy do what he wants to do and show his emotions, as shown through his lyrics. The boy is seen to be sad and angry, through the use of facial expressions, until he enters the garage with Bay. Here, Bay is shown to be singing to the boy, through a long shot, which encourages the boy to join in with the band. Furthermore, the juxtaposition of head and shoulder shots in the beginning of the video around the boy, to the close ups at the end, can help to connote how he is more open with his feelings. This shows Bay as the mediator as it suggests to the audience that if you follow his advice, there will be a positive outcome.
How will this help me?
After analysing Holstein’s theory, it has helped me
understand the three main ways in which an artist is represented in their own
music videos. For example, similar to Goodwin’s theory, there is always a link
between visuals, lyrics and sounds that helps to represent the artist in a
consistent way. I believe that this theory in particular is relevant to the
indie genre as typically, indie artists discuss current controversial and
sensitive topics. This allows them to become the mediator and commentator
within the situation they are discussing.
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