Goodwin Analysis - Hipsters

Vintage
Vintage cars and clothing provide a sense of earlier fashion.
Use of black and white throughout the whole video to create an older more 80's - 90's look.

Changed identity, changing image.
Insturmental music, guitars and drums

Standing out from the crowd, not normal.
Challenging the idea of normality.

Isolated, away from humanity. Reflected in the lyrics of being different.

Wide angle showing them being alone.

Goodwin Alaysis - Ravers

Dark, docile setting. All men, dominant characters throughout.
Hyperreal characters, contact lenses, hair and insane looks.

Scary looking characters, look insane and psychopathic.

Portrayed through lyrics 
"Breathe with me
Breathe the pressure
Come play my game
I'll test ya
Psycho-somatic addict-insane
Come play my game
Inhale inhale. You're the victim
Come play my game
Exhale exhale exhale"

Very agressive look, shown through the use of dark lighting and not showing a location. Sense of unknown.

Agressive facial expressions. Anger shown through shouting the lyrics.

Goodwin Analysis - Hip Hop

Black and white filter used throughout video. Lyrics "Drunk in Love" shown through the video as beyoncé is with her real life husband. Love shown throughout the video.
Hiphop genre is strong throughout, dark shows rebellion of being on a beach at night.

Woman in video is sexualised but still a very powerful woman in video. Controls the video as camera follows her through motivational cuts.
In minimalistic clothing creating male gaze, hip hop culture strongly exercise male gaze over women.

Typical hip hop clothing, t shirts, jeans expensive chains and jewellery. Male authority over woman, used through camera angle and Beyoncé being lower than Jay-Z

Goodwin Analysis - Chav

Aspirational, view of London city. Aspiring to work here.
Dark setting, shows rebellious nature of band.
Low angle of camera used throughout to show intimidation and providing a sense of power from the artists over the camera.

Low angles, only woman in video shows male gaze. Men in suits and woman in fancy dress shows aspiration of the band.
Provides a sense of having money and shows rebellion.
Dappy in video is wearing the typical chav clothing, a hat puffer coat, jeans and trainers conforming to the steretype.

Woman victimised and shown as sexual object, shows male gaze throughout the video through the use of camera work. Tulisa being further from the camera in the argument scene.

Lyrics and video link strongly, provide power and sense of "Playing with fire" as this is dangerous.

Goodwin Analysis - Scene Kids

Man wearing dark makeup, dark surroundings are in high contrast to the style of the music. Surroundings look hype-real, sense of dreaming. Genre characteristics man wearing makeup which is not the "normal". Colour in the music video provides the evidence of the song being more softer and energetic than what you would expect if you was to watch the video without listening to it. Music sounds like pop.

Woman sexualised, providing male gaze in the video. Used as a sexual object, womans face not visible meaning she has no identity.
Smoke also adds visual effects
Strong lighting from window provides a sense of uplift.

Men challenging the typical look, wearing makeup and having long hair. Challenging and fighting the idea of normality.
Bright colours in background against the dark foreground show this genre stand out against other genres.

Digi-Pack Analysis - Rihanna

Digipaks are a way of providing an album to consumers in a creative way, they consist of a folding front which incloses a CD tray inside. These are a good alternative to the regular jewel cases but they are predominately used for special/deluxe albums.

Below is an example of Rihanna's Album Loud:

The title of the album is clearly shown on the front cover, the font used is very light and subtle but effective and goes with the style of the album. The font stands out against the darker background to help emphasise the text providing the sense of pureness. The front cover uses a close up of her face looking down, her pose shows her to be very feminine and her lipstick enforces her femininity. This pose on the album cover presents a sense of vulnerability but still sexualised. The front cover also doesn't show her full body which creates the idea of being very personal and secretive. Her bright red hair and long eyelashes add towards the femininity of this album as well. 

The red theme and pictures of the artist are used throughout, the inside features a wide angled shot of her against roses, which again carries the theme of femininity and is used to create this sexual image. She looks as through she is very relaxed and in a trance which reflects the style of the music in this album. The rose also signifies beauty, love, passion and enhances the femininity of the album.

The theme of the album is very controversial in comparison to the artist herself and the album name, the digipak looks very innocent and relaxed whereas the album is called LOUD which reflects the outgoing personality of the artist Rihanna. Rihanna is a very big bold female artist who has a big influence on the music industry.

The CD is a a lighter coloured roe, this stands out from the rest of the digipak and provides a sense of being uplifted, more innocent feel. The CD also has the artist, title, producer and record label on the disk.

I think that this album cover is very effective at portraying the style of the music incorporated in the CD, this helps get an idea of what to expect from the album just by looking and interpreting the digipak. This strongly reflects the artist through the use of colour and roses. The use of red throughout attracts the eye instantly which shows her to be relaxed and chilled.

Promotional Campaigns - Beyoncé

Website
The website homepage shows photos of Beyonce, each with a hyperlink on them called 'my life'. When clicking on the link it opens the picture up in a larger skill and sets it out in a format almost like Instagram. On the side of the page you can see the tab button, which opens up so that you can select the part of the website which you want to visit and you can also search through the website. 

This is the music page. The page has links to each of her albums. You can see songs, videos and photos from each album by clicking on the links. You can also buy the album, which is a way for Beyonce to reach out the her audience and also receive feedback and income from them. 

When clicking on the link to go onto the songs page, you can either listen to songs (only a select few; the songs which are released as singles) or you can buy the songs individually. 

When clicking on the link of videos, it takes you to a similar page as the songs page. You can either watch the music video on her website, or you can buy the video. By being able to buy it Beyonce is promoting her music and selling it more to her audience. 

On the gallery page, there are hundreds of photos of Beyonce and her life, during the year in which the the album had been made. This is to make the audience understand her life and feel more of a connection with her as they can see that she is a normal person, just like them. 

Finally, when clicking on the buy album page it takes you straight to iTunes so that you can download it straight away. 


Beyonce's website also has a page for your dates. This page shows when she is performing and where. It also has the arena which she is performing in. This is to sell concert tickets and make people want to see her live and spend money on her concert ticket. 

There is also a page called #BeyGood. This page is all about the charity work which she does and encourages you to become involved. It explains what #BeyGood is and what it does. On each of the individual pictures of what it does it then explains more in depth how they have helped people and what this particular campaign has done. 

This page is the 'Fragrance' page. Clicking on the link takes you to another website where you can buy the perfume. You can look at photos and videos of the perfume, look at the different fragrances and the products of that fragrance. This is an extra way in which Beyonce is putting herself out there to her customers and is selling to them. It is also another way which Beyonce can make an income from her audience. 

The last navigation link on Beyonce's website is 'Shop'. This takes you to another website which has more links to parts of the shop. You can shop for accessories, music, fragrance and more. This helps Beyonce more with selling her products and connecting to her audience. This website and her official website have the same layout and design showing the connection between the two websites. 

In conclusion, the website is good for a campaign because the style of the website is similar to the music which she produces and the music videos which she produces. The look of the website is bold, dynamic and eye catching. The 

Digipack

The digipack for Beyonce is similar to the design of her website and the style of her music. The contrast of colours makes her stand out and the text also stand out. Therefore she has enabled the design of the digipack to be just as bold and dynamic and the website. She is also the main focus of the digipack as she is centre of the photo and stands out against the black background. This is like the website as she is in almost all of the photos and is the main focus on the page.