Research - Music Video (5)

There is an extreme close up shot at the beginning of the video, of the male character's lips, so that there is little identity given away to the audience, creating an initial enigma at the beginning of the video. There is also a low angle shot looking up towards the male character, expressing his dominance within the narrative. The camera also tracks the male character walking into a social club, also suggesting his dominance. We are also shown medium-long shots of this male character dancing, with other character's dancing around him, however, he always takes central stage within the frame, connoting his dominance within the narrative again. Two shots are also used when framing local people in the social club, connoting a unity within the community. In addition, there is a point of view shot when the main character is filling in the 'contract', creating a feeling of realism, as it feels as though we as an audience are with this character. There is also an over shoulder shot at the climax of the video, where the character is belittled by 'MC Hammer', creating a more intensified sense of realism, as the audience can relate to what it happening, and empathise with the character.

The main setting throughout the whole of the video is a small social club in Cardiff, Wales. This seems to go against the typical conventions of the dance genre, as it is not a club, and the setting along with the iconography and costumes seem old fashioned, and do not fit the dance genre; it's not as though the genre is being challenged; I believe that this setting has been used to show the impact dance music can have on a stereotypical group of people (in this case Welsh people in a Cardiff social club). The other setting within this social club is the toilet area, where the main character's demise happens.

The costume chosen for the male character is very eccentric. He is wearing a red jacket which has general connotations of passion and power. This clearly reinforces the dance genre. He is also wearing stylish glasses and a fashionable peak hat. This costume doesn't allow the audience to be able to relate to this character, which continues the enigma through to the climax of the video. Also the costumes worn by everyone involved in the video are linked to the 1980's, which is when the video is set, as the yellow font shows at the beginning of the video. This yellow font has been used as it clearly stands out upon the darker backdrop, so the audience can relate to the setting more clearly. In addition, at the climax of the video, there is a male character dressed in a shiny yellow tracksuit, with the name 'MC Hammer' printed onto the back in purple. This costume was popular in the late 80's, and the well known MC Hammer used to wear costumes like this in his own music videos. They have included a play on character within this video (MC Hammer) to influence the narrative within the video.

The male, main character dominates the frame throughout the whole of the video, as he is the spectacle of interest from the extra characters, and the target audience. However, at the end of the video, when 'MC Hammer' enters the frame, the main character's dominance seems to be destroyed, as 'MC Hammer' now dominates the frame, even though he is only involved in the narrative for a very short period of time.

The main editing choices which have been used throughout this video are straight cuts. They have been used to create a simple narrative, and to give the narrative a linear motion. However, they have also been used in a successful attempt to make the soundtrack match the on screen actions. Other edits used include a slow motion edit when the blonde female is dancing, so that the audience are able to see what is framed more intensely. This blonde female is stereotypically represented, as she has revealing clothes on and is wearing a provocative light blue top. This type of character is involved possibly to attract a wider male orientated audience.

The main target audience when dealing with the dance genre is usually female; however, when it comes to music videos, it seems as though there is a push to involve a higher amount of the male target audience. This is possibly because video producers believe that it is the video that will attract the male audience rather than the actual song. I believe this specific music video is targeted at a more male orientated audience. The use of the stereotypical, blonde female character is used to attract a male audience. However, you could say that the good humour and feel good factor about the video could attract a mixed gender audience, therefore increasing sales and profits.

The general mood and tone of this video is positive, as it shows a new dance move being introduced to a location where the dance genre is not popular. It involves a humour aspect when 'MC Hammer' is framed towards the end. The music genre of dance is stereotypically seen as upbeat and quick, and I believe this music video reinforces the genre well, due to the dancing involved, and the costumes.

The narrative theory that can be applied to this music video is Todorov's narrative theory. The equilibrium is the male character's personal dancing style, where he gets other extra characters involved. The disruption occurs at the climax, where the main character is forced to sign a contract to sign over his dance moves to 'MC Hammer'. However, the restoration in the equilibrium does not occur, creating a rather negative ending for the main character who we are constantly attempting to relate to. At this point, we as an audience sympathise in him, but the enigma of the un-restored equilibrium still plays a massive part, as the audience desire to know what happens to him.

Research - Music Video (4)

There are a variety of camera shots used throughout this music video. The most predominant is the medium shot, where it allows the target audience to relate with the character/artist's costume and facial expressions. Aerial shorts are also used on the extra characters, possibly to represent their insignificance in comparison to the artist. However, low angle shots are constantly used when framing many of the extra characters, along with the artist; this could connote a sense of equal dominance between everyone within the location. The camera also pans down the female character's body, possibly to attract a male target audience, whilst also representing her dominance within the video. There is also a two shot which as been used when two female characters are framed together standing in the bath, connoting unity and closeness between the two.

The setting involved in this music video initially challenges the stereotypical conventions of the dance genre, as a club setting or a 'feel good' location isn't involved. The location is simply an old mansion, where upper class characters are invited. The idea to challenge the typical conventions of the genre will create an enigma for the audience, and will make the target audience carry on watching the video. However, the artist's influence upon the setting, alters the location, and turns it into a conventional setting where the dance genre is a power. This is evident due to the strobe lights, and the lack of natural lighting.

The main artist's costume is extremely simple in comparison to the other extra characters. This is unconventional as he does not stand out at all as the main artist. He is wearing a white shirt which connotes purity and innocence; however, this does not seem to fit the correct conventions of the dance genre as he looks insignificant. The extra characters are all wearing suits and dark clothing, connoting mystery about their characters, whilst also challenging their location, as they start dancing in a nightclub lit setting towards the climax of the video. Also, a handful of the female characters involved in the video are stereotypically represented wearing just a bikini, which is clearly in an appeal to the artists male orientated audience. There is also a female character who is dressed in complete black, who challenges the stereotypical view of gender in society, connoting her will for dominance within the video.

The framing involved in this music video shows the artist as the most paramount character, as he constantly dominates the frame. Also, the female dressed in black, with a deep red lipstick on (which connotes passion in this video) dominates the frame when she is framed, representing her as a female who challenges the stereotypical views of gender in society.

The main editing choices which have been used throughout this video are straight cuts. They have been used to create a simple narrative, and to give the narrative a linear motion. However, they have also been used in a successful attempt to make the soundtrack match the on screen actions. Other edits used include a slow motion edit when the car is pulling in at the beginning of the video, and when the female character is in the bath, these slow motion edits are so that the audience are able to identify with what is framed more intensely.

The main target audience that the dance genre aims at is predominantly the female gender (even though some dance sub genres, such as drum and bass, are aimed at a more male orientated audience). This video seems to target an audience of the male gender, as it represents females as stereotypical within a setting where the dance genre is in power, therefore promoting the video towards a male audience. On the other hand, the entire narrative of the video may promote the video to a more female orientated audience, due to the positivity of the clubbing scene. Altogether, this video has been structured well, as it is promoted towards a mixed gender audience.

The general mood and tone involved in this music video is positive, as it represents how the dance genre can alter a stereotypically tedious setting, and how it can change a characters persona. The strobe lighting and 'nightclub' setting also reinforce the typical conventions of the dance genre. Also, the straight cut editing used in rapid succession intensifies the pace of the video, which also reinforces the dance genre, as it is stereotypically seen as an upbeat, quick genre.

You could possibly apply Propp's character theory to this music video. 'The hero' could be viewed as the artist, as he is the one bringing happiness to the extra characters, also his dominance within the frame suggests this. 'The villain' may be viewed as the female character dressed in black, connoting death and mystery whilst also challenging the stereotypical views of gender; however, she does not involve herself in a sinful act within the video.

Research - Music Video (3)

There is initially an establishing shot, where the camera frames the fireworks in the black sky. This explosion of colour reinforces and follows the typical conventions of the dance genre. There are many medium and close up shots of the female artist character used throughout the video, to allow the audience to relate to the artist's character, costume and facial expressions. The camera also tracks this female character when she is in the white limo, connoting her dominance within the video. The low angle shot is also used a number of times, to represent the female character's dominance, as she is looking down upon us as an audience. It also allows the audience to be able to identify with the setting (fireworks). Two shots are also sometimes used throughout the video, when both female characters are framed together, suggesting the unity between the two characters.

There are three types of setting used in this particular music video. There is the outdoor setting which may connote the feeling of freedom, and the idea that the artist is attempting to reach a wider audience. There are also fireworks throughout the outdoor setting, which reinforces the dance genre as they are colourful light displays, which usually occur at venues which hosts the genre of dance. The other setting is the inside of the limo, which represents the wealth and glamour of the characters within the video. The other location used within this music video is a nightclub like setting, where the lights are artificial, representing a location where the dance genre is a force, therefore conforming the the stereotypical conventions of the genre.

The framing used within this video is reasonably straightforward, as all of the characters involved are usually framed within the same shot, creating a sense of unity and friendship between the characters. However, the female character with dark hair seems to dominate the frame the majority of the time she is framed, connoting her importance to the narrative. Also, the lighting is influenced by smoke in the nightclub setting, creating a typical setting where the dance genre is popular, possibly so that the target audience can relate to the setting used.

The chosen costume of the female character is black, connoting negativity and mystery, and not very stylish, which clearly challenges the typical conventions of the genre, which usually incorporates bright colours and extravagant costumes. However, this female character doesn't wear a great amount of clothing, which may be an attempt to access the male target audience. The other characters involved also wear sunglasses, therefore not allowing the audience to be able to identify with them; however, this intensifies the relationship between the main character (artist) and the target audience, as she wears no sunglasses. The other two male characters involved are also wearing yellow t-shirts, which connotes an extroverted character, suggesting the conformation of the dance genre within this music video.

Many straight cuts have been used throughout the music video, some to continue the narrative, but some have been used cleverly so that the video follows the soundtrack with precision. For example, at some parts within the narrative there are three to four straight cuts within eight to ten seconds of footage, which clearly ups the pace of the video, and therefore representing the dance genre positively, as an upbeat genre. The genre of dance is communicated well throughout the entire video, personally. As it allows the audience to relate to the setting, costume and the characters. There are also a handful of slow motion edits used to create emphasis on certain parts within the video, such as the female character's dancing. Another edit is also used, where three frames are included within one large frame, allowing the audience to be able to view three differing scenes within one frame. This form of editing increases the pace and tempo of the video, as the audience is attempting to view all of the three inner frames.

The main target audience when dealing with the dance genre is usually female; however, when it comes to music videos, it seems as though there is a push to involve a higher amount of the male target audience. This is possibly because video producers believe that it is the video that will attract the male audience rather than the actual song. I believe this specific music video is targeted at a more male orientated audience. The use of the female character in little clothing is used to attract a male audience. However, you could say that the positivity and feel good factor about the video could attract a mixed gender audience, therefore increasing sales and profits.

The general mood and tone involved in this music video is positive, due to the constant happiness shown by the characters, and the unity that it presents. The strobe lighting and 'nightclub' setting also reinforces the typical conventions of the dance genre. Also, the straight cut editing used in rapid succession intensifies the pace of the video, which also reinforces the dance genre, as it is stereotypically seen as an upbeat, quick genre.

There is little you can say about applying a narrative structure to this specific music video. You could possibly apply Propp's character theory to this video, where 'the hero' is seen as the main, female character. However, this challenges the stereotypical view of gender within society. Also, the other characters the accompany the main female character (the artist) could be seen as 'the helpers'.

Research - Music Video (2)

This particular video involving David Guetta and Kid Cudi, includes many two shots of the two artists, connoting their unity as a collaboration within the dance genre. The camera also constantly tracks the one male character (Kid Cudi) throughout many different locations, suggesting his importance to the music video. There are also close up shots of the male character, so that the audience can relate to his facial expressions. There is also a close up iconography shot of a mobile which is recording within the club setting, connoting the idea that it should be remembered, and also representing a younger audience, as a mobile phone is used rather than a camera.

The main setting used throughout the video is outside, connoting a feeling of freedom for the artists, and the idea that they want to approach a much wider target audience. The outdoor setting is also bright and sunny, connoting a feel good factor about the music video, and inviting viewers in. However, the outdoor setting isn't fixed; it alters from different location, representing the artist's ability to promote music in all different places. The other setting used within the video is in a nightclub setting, where the lighting is artificially coloured, therefore reinforcing the dance genre, along with creating a sense of realism for what the dance genre is like in full effect. There is also a hairdresser's setting, which has little impact on the narrative. However, all the characters within the hairdressers are wearing white, connoting innocence and happiness.

The chief character (Kid Cudi) wears a dark zip up jacket with his hood up at times, and his hood down at times. This has probably been done to represent his extroverted persona. He also wears sunglasses at times throughout the video. These sunglasses do not allow the audience to see into his eyes, possibly in an attempt for the audience to want to know more about him, as they cannot directly identify with him as they cannot make eye contact. Kid Cudi acquires two costumes throughout the narrative. Both costumes are clearly in fashion and show him as a stylish, up to date artist, therefore representing his music as the same. The other male, David Guetta, is dressed in two costumes throughout the video. One costume being extremely eccentric and colourful, suggesting his extroverted character, which is common within the dance genre. On the other hand, his other costume is very simple, suggesting that he is down to earth.

When the two artists are framed together, Kid Cudi dominates the frame, suggesting he is more dominant within this video. This is possibly because he performs the vocals. Also, when both artists are framed singularly, they are dominant within the frame, connoting their significance to the video.

There are many straight cuts used within this video, some more rapid than others. They are used to continue the narrative within the video, but are more so used cleverly to allow the soundtrack to fit the actions in the video to perfection. Also, as Kid Cudi is being tracked by the camera, there are many straight cuts of him altering his location, but the camera still tracking his movement in the same direction. This could represent his power as an artist, as wherever he is the camera still tracks him. There are also slow motion edits when in the hairdresser setting, possibly used to emphasise the actions on screen, within the frame. there is also a transition between two frames, where artificial lighting is used to create a bridge between two frames, which reinforces the dance genre very well.

The most predominant target audience when promoting the dance genre is usually the female audience; however, with music videos, the dance genre seems to attempt to attract a more male orientated audience, due to the stereotypical views of females in attractive settings etc. However, this certain video seems to attract a mixed gender audience, as it simply promotes a feel good factor, rather than choosing a gender and promoting it to their stereotypical likes and positive views. The structure of this video is well designed, as it will attract both genders, therefore increasing profits for the single.

The tone and mood of this video are represented positively, due to the natural lit settings, the stylish costumes and the positive facial expressions of the two artists. The dance genre is seen stereotypically seen as one of the most upbeat, positive music genres of all time, therefore, this video has closely followed this, and reinforced the typical conventions within the genre.

The only narrative theory that really applies to this music video is Propp's character theory. Kid Cudi could be seen as 'the hero' throughout the video, as his dominance within each camera shot represents. In addition, David Guetta may be viewed as 'the helper', as he supports the main artist, and is not as dominant throughout the video when it comes to costume, and dominance within the frame.

Research - Music Video (1)

There are many two shots used throughout the video, where the male and female character's are framed together, connoting their togetherness and unity as a couple. There are also many medium shots used possibly in an attempt to allow the audience to relate to the characters' costumes and facial expressions. There is also a medium shot used when the female's body is framed, representing the stereotypical view that the male audience want to see this within the dance genre. Close ups of the character's faces are used to allow the audience to identify with the character's facial expressions. Also, the over shoulder shot is used, to heighten the sense of verismilitude, to allow the audience to feel as though 'they are there'.

This particular music video is set in a foreign country, as the sunbathing and swimming pools suggest. This reinforces the dance genre and where it achieves the highest audience participation. Many of the desired audience for this music video may have witnessed the same types of location that is witnessed in this music video, such as nightclubs and holiday settings where the dance genre is massive, allowing this audience demographic to be able to relate to this video more intensely, therefore making this video communicate the genre correctly.

The male character wears a white shirt, connoting his simplicity as a character and his innocence. It also shows that he is abroad where the dance genre 'booms' as it is the type of costume that is common for holiday goers. The female character wears a bikini which represents her as a stereotypical female who flaunts her body when abroad; however, this may have been used in an attempt to attract a wider male audience. The female character also wears a deep orange, almost red, short dress, connoting her power within the music video's narrative. Her red costume also represents her passion and significance to the narrative.

The framing used within this video is reasonably straightforward, as all of the characters involved are usually framed within the same shot, creating a sense of unity and friendship between the characters. However, the female character with dark hair seems to dominate the frame the majority of the time she is framed, connoting her importance to the narrative. Also, when the artist is framed in front of a colour backdrop, he dominates the frame, connoting his significance also. The colourful backdrop illustrates the dance genre as a whole, and connotes an eccentric feeling about the genre, which clearly reinforces the dance genre.

Many straight cuts have been used throughout the music video, some to continue the narrative, but some have been used cleverly so that the video follows the soundtrack with precision. For example, at some parts within the narrative there are three to four straight cuts within eight to ten seconds of footage, which clearly ups the pace of the video, and therefore representing the dance genre positively, as an upbeat genre. The genre of dance is communicated well throughout the entire video, personally. As it allows the audience to relate to the setting, costume and the characters.

The main target audience that the dance genre aims at is predominantly the female gender (even though some dance sub genres, such as dubstep, are aimed at a more male orientated audience). This video seems to target an audience of the male gender gender, as it represents females as stereotypically 'easy' within a foreign society, therefore promoting the video towards a male audience. On the other hand, the entire narrative of the video may promote the video to a more female orientated audience, due to the positivity of the holiday and the clubbing scene. Altogether, this video has been structured well, as it is promoted towards a mixed gender audience.

The mood and tone of this video is simply all positive, apart from right at the climax, where the female character is upset, as the close up shot of her face represents. the setting, editing and the general mise en scene all suggest a positive tone about the video, possibly in order for the audience to enjoy the video, therefore increasing sales of their song.

The narrative theory involved within this music video is Todorov's narrative theory. The equilibrium is the two characters, male and female, getting on well throughout the narrative. There is then a disruption towards the end of the video, where the female catches the male talking to another female. However, as Todorov's theory suggests a restoration in equilibrium, this narrative involves no restoration, and creates an enigma for the audience about what will happen between the two characters.

Research - CD Cover (5)

This is the CD cover for Scooter's album 'Jumping All Over The World'.

The paramount colours involved in this cover are blue, white and black, which seems to be reasonably common, as some of the previous covers I have analysed use the same colour scheme. The darker background colour connotes a night-time setting behind the three artists, as the dance genre is more poignant at night, and is is chosen genre in nightclubs. The white light behind the central male could represent white smoke, which occurs usually in nightclubs where the dance genre positively strives; therefore allowing the target audience to be able to relate to the cover, as they may have witnessed smoke like this in their time at settings where the dance genre is popular. The circle insert positioned to the top left of the cover is a deep red colour, therefore making it stand out from the initial colour scheme of the album. The insert contains some informative news about the album; that is why the colour of the insert is red, so it grabs the audience's attention.

The three male's costumes are all black and seem to be heavy items of clothing, usually connoting a sense of mystery. Personally I believe that these costumes challenge the stereotypical dance genre, as they look like they fit the winter season, rather than the summer season, where the dance genre is more influential and more powerful. This challenging of the dance genre is possibly involved to create an enigma for the audience.

Also, the three males are positioned to look directly at the audience, possibly in order for the audience to be able to identify in the males and relate to them, whilst inviting the audience towards the product. Also, all of the males (artists) are framed together, with one male more forward than the other two, whilst also wearing a large gold necklace, representing his dominance, but also suggesting the unity between the three males. In addition, the males are framed using medium shots, which will intensify the link between audience and cover, so the audience can see the artists' clothing and facial features.

The album does reinforce the dance genre in certain ways, such as the chosen background colour which represents a night-life setting, and the edited smoke and strobe lighting involved behind the three males. These edits also represent the technological influence that is applied to the dance genre, connoting a quickness about the genre. Following this, the males' costumes challenge the stereotypical views of the dance genre, as they are not light or eccentric like the genre itself. This cover does seem to appeal to a mixed gender audience, rather than a more female orientated audience who have a more larger audience than the male gender for the specific genre. The cover may involve the male artists' simply to show that they are capable of producing the music within the CD cover, but they may be framed on the cover in an appeal to the female audience.

The font which has been applied to the cover for the artist's name is made up of rounded, capital lettering. The capitals illustrate the emphasis and significance of the name of the artist, suggesting that the name of the artist will sell the CD album. The font of the artist's name is also a fade colour, from light blue to white, suggesting the transition from day to night, and the continuation of the dance genre throughout the day and night. It also looks bright upon a dark background, making it eye catching and grabbing the attention of the target audience. The name of the artist is also positioned at the top of the cover, so that the audience take note of this first, then follow the cover downwards, until they see the album name. The font used for the album name is white, upon a black background so that it stands out very well. Also the font used for the album name is smaller than the font used for the artist's name. The idea that the artist's name is of a larger font than the album name suggests that it is the name of that artists that will attract the correct target audience rather than the album name.

Research - CD Cover (4)

This is the CD cover for Sash's album 'The Best of'.

The main colours used within this cover is black, white and blue, along with the silver font. The dark background colour of black has been used to represent a night-time setting, where the dance genre is in full force. The graphic edited 'sphere' behind the font is clearly linked with the technological influence behind the dance genre. Also, the purple/pink insert on the cover that shows the audience certain tracks on the album is positioned to the bottom left of the cover. The purple/pink insert is clearly that colour to stand out, as it clashes with the original colours of the album. Pink is also an attention grabbing colour, and also appeals to the female orientated audience, which is particularly stronger than the male audience. Blue is used as the strobes of outward lights possibly to connote infinity, due to the association with the sky and the sea, therefore suggesting the power of the artist.

The font is positioned central of the cover, so that it's attention grabbing for the specific audience. Also the sphere of light behind the font is central, with light coming from the sphere outwards. This represents the dominance of the font upon the cover, as the light is generated from behind it. Also, the exploding sphere could represent the birth of a new artist as it has similarities to the 'Big Bang'.

The cover does represent the dance genre well, but more so to the more intense audience, who prefer a more intense dance sub genre such as drum and bass. Also, the colours of blue and black involved on the cover could suggest that the cover is aimed at the male target audience that take a preference to the dance genre. The black background suggests a night life setting, but may, however, connote a mystery about the album, creating an enigma for the target audience. The tone of the album is clearly positive if targeted towards the correct audience, due to the edited technologies involved within the cover and the chosen font. The fact that the edited lighting is placed behind the font applies a dominance to the font, as previously mentioned.

The font which has been chosen for this cover is in capitals, reinforcing the dominance of the artist's name. The font is also of a silver, metallic colour, suggesting the modernity of the dance genre, whilst representing the technological influence that is applied within the genre. The font of the artist's name is also bold, and sharp, also connoting the modern influence upon the genre. On the other hand, the font used for the album name is of a more simple nature, and is positioned below the artist's name in a smaller size font. The idea that the artist's name is of a larger font than the album name suggests that it is the name of the artist that will attract the correct target audience, and not the album name. The font is also brighter than the background colours, enhancing the significance of the font. In addition, the font on the pink insert is white, simply because it is striking on a pink background and stands out clearly.

Research - CD Cover (3)

This is the CD cover for Ultrabeat's album 'The Weekend Has Landed'.

The chief colours used within this cover are dark blues and blacks, along with the skin tone of the two male's faces. These darker background colours generally connote mystery; however, I believe that the dark background colours have been used to represent a night-time setting. Also, the lighting in the background suggests life, and could represent a typical night-life setting in which the dance genre is in abundance, therefore attracting the correct target audience. The male's involved on the cover are also wearing black, possibly in an attempt to cleverly blend into the background, to show that they belong within the genre.

The male's are framed using a two shot, which connotes a closeness between the two males. It may suggest that they are both joint artist's for the band 'Ultrabeat'. The positioning of the male on the cover is central, suggesting his dominance and therefore reinforcing the stereotypical view of gender within society. Also, the male is positioned to look directly at the audience, whilst also pointing at the audience, possibly in an attempt to relate to the audience, and inviting the audience towards the product, creating a close relationship between audience and cover. Also, a lot of light is exposed upon the two faces, additionally creating a sense of relation between audience and cover.

This cover does reinforce the dance genre, even though it may not strike as appealing to all the desired target audience. It seems to be an appeal to a mixed gender audience, instead of the supposed target audience of which are more female orientated. The black background suggests a night life setting, but may connote a mystery about the artist and the album, creating an enigma for the target audience.

This specific cover seems to have a negative tone as you first view it. However, the darkened tone and mood of the cover is essential in creating a night like effect, in which the dance genre booms. Also, the lighting which is used on the cover is clearly editing, which as been placed directly behind the two male's. The positioning of these edited lights expresses their dominance, as they are in front of the night life setting, suggesting their power.

The given font on the cover, used for the artist's name is made up of strong, bold, capitals. This suggests that the name is an essential member upon the cover. The lettering is of a green to white fade, connoting a sense of optimism and calmness. It is also extremely attractive upon the darker background, as it stands out clearly from the rest of the cover. The font is also joint at parts, suggesting a sense of strength and unity within the artist. The name of the album uses font which is smaller and not as striking as the artist's name. The idea that the artist's name is of a larger font than the album name suggests that it is the name of the artist that will attract the correct audience, and not the name of the album. In addition, the font of the album name is more white, hence more clearer upon the dark background. This has been done so that the album name is as clear to the desired audience as possible.

Research - CD Cover (2)

This is the CD cover for DJ Tiesto's album 'Kaleidoscope'.

The main colour used within this CD cover is red (the male's jacket and the font) connoting a powerful, yet positive view within the cover. The red character is full of the spirit of physical life and the will to live, which creates a link between cover and audience, as the target audience for the dance genre are usually seen as the extroverted character. The background colour is white, therefore bringing the red colour of the jacket, and the male's face forward, possibly in an attempt to engage with the audience.

The male's clothing is modern, and of a stylish nature, connoting his intimacy within the dance genre. This costume is also an appeal to popularity, as the costume is ordinary and not to an extreme level, therefore allowing the audience to be able to relate to the CD cover and the male on the cover.

The positioning of the male on the cover is central, suggesting his dominance and therefore reinforcing the typical stereotypical view of gender within society. Also, the male is positioned to look directly at the audience, possibly in an attempt to relate to the audience, creating an enigmatic relationship between audience and cover. The camera shot used to frame the male is a medium-close up shot, so that the link between audience and cover can intensify, as the audience are given a clear shot of the artist on the cover. Also, the font is positioned almost central, under the male's face, so that the audience are engaged upon the male's face and then follow his costume downwards to the striking font.

This album cover does seem to reinforce the dance genre in ways, such as the technological influence involved in the genre (due to the font used.) However, this cover seems to be an appeal to a mixed gender audience, instead of the supposed target audience of which are more female orientated. The white background connotes a calmness about the cover, which does challenge the upbeat dance genre. However, the red is used to reinforce the genre, and create a sense of vitality and power. This cover doesn't necessarily sustain and target the majority of the supposed female audience, due to the male character involved and the simplicity of the cover. However, the cover may be used to attract the male audience who appreciate the dance genre, more so than a female orientated audience.

This album cover does suggest a positive tone towards the audience, due to the colours involved (white and red.) Also, the fact that the male character is positioned to look directly at the audience suggests a welcomeness about the cover; inviting the audience to look at the product. In addition, at the bottom of the cover, a form of editing has been used, where the male's costume is faded out using sharp, diagonal lines. These lines (created using editing) reinforce the dance genre, as they connote a quickness, along with the given sense of a technological influence, which is heavily involved in the dance genre.

The chosen font which has been used for the artist's name is in red (as previously mentioned) connoting a sense of power, and is automatically attention grabbing and dominant. The font is also bold, which makes it eye-catching. However, the font for the artist's name is also curved, and not sharp, giving it a futuristic feeling, which does support the dance genre well, as it is a modern genre which has many developing sub genres. The use of red font creates an ideal ratio between the use of red on the male's jacket and the font. Too much red may have taken over the cover, and destroyed the attraction to the supposed target audience. The album font is the opposite to the artist's name. It is presented in a sharp font, a lot smaller in comparison to the artist's name. The idea that the artist's name is of a larger font than the album name suggests that it is the name of the artist that will attract the correct audience, and not the name of the album. Also the font of the album name is in white, so that it stands out clearly upon its darker backdrop.

Research - CD Cover (1)

This is the album cover for Eric Prydz's album 'Fade Away'.

The general colour involved within the cover are yellows merged with pinks; connoting a feeling of tranquillity, as the colours represent a sunset. There are also colours of black and white, which are clearly exposed upon the colourful background, suggesting the dominance they possess within the CD cover.

The positioning of the female's face in the bottom right corner allows the font which is adjacent to the face to be more poignant, as the face is faced towards the font, therefore securing the audience to be drawn towards the font. The female's face is also a medium-close up shot, possibly to allow the conjunction between audience and the cover to intensify.

The cover seems to communicate the desired dance genre well, as the genre is usually 'associated more so with a female audience', thus the idea to include two female characters on the cover does conform to the specific genre. The dance genre is also popular abroad and in countries where 'clubbing' is popular; that is why the chosen colours where possibly used, along with the artificially created pier that is seen behind the female; to create a 'holiday' setting, and creating a feel-good factor for the desired audience, therefore increasing the underlying attraction towards the cover.

The target audience that this cover seems to be aimed at is a female audience of a teenage to

mid 20's age, as that is the stereotypical gender and age that tends to visit 'clubbing' destinations abroad. The female character on the cover reinforces this. The cover does propose a persuasion to purchase the product, as it does sustain the genre well, and targets the correct audience. The female character on the cover is represented as the type of target audience that the CD is targeted towards. The colour scheme and the general layout of the cover represents a powerful yet calm image that fits the dance genre well.

The cover suggests a clearly positive tone towards the target audience, due to the colour scheme. and the use of editing. The editing involved creates an artificial impression of a real setting; which does reinforce the dance genre, as the majority of music within the dance genre is created using computers and music editing software.

The font used for the artist's name is in a black, bold font, suggesting the need for the audience to be able to relate to the music artist, and the dominance that it must have upon the CD cover. Also, the artist's name is almost central of the cover, making it eye catching to the desired audience and attention grabbing. The name of the album in font is positioned above the artist's name and is in an orange colour. This does clash somewhat with the background colours, however it also reinforces the dance genre, and produces a feel-good factor. The idea that the artist's name is of a larger font than the album name suggests that it is the name of the artist that will attract the correct audience, and not the name of the album. Also, a shape is used, positioned from bottom left of the cover to the central point. This outlined shape is possibly used as an underlining effect for the artist's name, suggesting it's significance. The shape also acts as an enigmatic guide to the audience, as it points towards the font that is crucial to read.