Group - The Power of the Music Video/Promo Package

The Power of the Music Video/Promo Package 

Justin Bieber - What Do You Mean? (Furman, 2015)

Justin Bieber's creative team is currently in the process of re-branding him as an artist. The new video for his song 'What Do You Mean?' takes a very different approach to his previous video content and attempts push an older and more mature Justin Bieber.

• Bieber appears to be trying to adjust his target audience through the video and associated materials, approaching an older, more mature listener , a far cry from the audiences he has been catering for in the past.

Visual Styling

• Part of the attempt to construct this new image for the star is through the styling of the video as a mismatch of the thriller, action and drama genres, with an overriding neo-noir art style. This can be seen most obviously through the use of the red strip lighting on the street corner and in the bedroom, in conjunction with the green tinting colour correction effect. The red has a retro vibe while the green is a common colour used to grade action films.

• In addition to this, the transaction at the start is reminiscent of many crime/thriller films, and also serves to present Bieber as a rebellious character with an anti-authoritarian attitude, which are key Star Constructs featured in Richard Dyer's Star Theory. This further shown by the police siren that acts as a sound bridge into the next scene, which is symbolic for the transaction was illegal, giving further suggestion to Bieber's rebellious nature.

• The use of film style titles at the start also help to push this film-like atmosphere.

• This helps to construct Bieber's more mature image as these stylings are well suited to an older and more intelligent audience who may recognise the relationship they share with the aforementioned film genres, where as this may have been lost on Bieber's previous, younger target demographic.

Themes

• The inclusion of more adult themes and styling throughout the video, particularly the use of sex appeal and the male gaze, serve to reinforce Bieber's new 'Star Image'. This is constructed through the use of the female actress in the video, who was dressed primarily in underwear.

• The camera quite obviously focuses on the most suggestive parts of her body, showing clearly the intention to use the male gaze to promote the video, while also promoting the idea that this is the kind of woman that Bieber is likely to be around, further contributing to the portrayal of him as a more mature performer.

Dyer's Theory of the Star Image

• These factors are just some of the numerous techniques the creative team have used to help construct a ‘star image’ for him. Another key element contributing to this in the video is the aspect of making Bieber look both absent and present, a paradox which is used to give an element of mystery to the artist, inviting the viewer to want to know more about him, and thus become a fan or follower who will continue to buy content from him. This is done by having him address the viewer by through various meat shots, breaking the 4^th wall and creating a familiarity with the star, only for him to turn away and for shots of him with the 4^th wall intact as the narrative takes place to return a sense of mystery to the scene. The interaction with the viewer establishes para-social intimacy, but not enough for the image of the star to be complete.

• Changes in Bieber's appearance in this video as a departure from previous promotional material provide new visual motifs, such as his new hairstyle and more casual and relatable clothing. By having a large proportion of close up shots of Bieber, these new visual motifs are made very obvious to the viewer and are used to replace the image Bieber held previously. This is instrumental in securing his new target demographic.

Narrative

• In terms of narrative, the story seems fairly simple after repeated viewings, but on the first viewing it is hard to decipher, a common industry technique to encourage repeated consuming of the product. 
• This channels the idea of the Hermenentic Code (the enigma code) from Roland Barthes' five narrative codes. This states that when an enigma is established the viewer is motivated to continue to watch, or even re-watch the same content in order to make sense of it.This helps to establish Bieber's new image by encouraging the viewer to consume the content numerous times, and so solidify his image in their minds.

• The acts of the narrative are as follows: Act I, Bieber makes a deal with a man on a street corner then goes to make love with a woman, who is slightly dismissive of him. Act II, the two are kidnapped and taken to a warehouse where they are tied up. They free themselves and jump out a door on the top storey. Act III, they land safely on inflatable mats, and the man from the street corner reveals himself to them as one of the kidnappers. They skate and have fun. The story was all a plan by Bieber to make the woman interested in him again.

• The narrative suits the style of music as it is simple and interesting to Bieber's target audience, and also provides opportunity for mystery, action and sex appeal.

Skrillex and Diplo - Where Are Ü Now (Brewer, 2015)

• The video presents Justin Bieber as more mature - reinventing him and using his music to express himself, and present his internal feelings and emotions.
• This is different to Bieber's past videos, where before he simply used videos to show surface, generic feelings, without presenting himself as an artist. 
• As proposed by Archer, a significant amount of meat shots of Bieber are used as well, which clearly presents him as the central figure to this video, therefore leading his new brand forward. The majority of meat shots used are simplistic and focused on the emotion portrayed in his face, thereby suggesting that Bieber's new 'brand' is more focused on the music rather than the image and presentation of him as an artist.  
• The video hints at rebellious motifs, as proposed by Dyer. The overlay drawings show crosses and scribbles, which signifies youth and rebellion, and therefore presents the key values of stardom to which Bieber is striving for.

This photo clearly demonstrates the 'rebellious' motifs which are part of Bieber's new image - the cigarette and dashed lines present a youthful and messy approach. 

• Dyer's theory suggests that Bieber is striving for a developed and more mature 'star image' - he is the central figure to this video. This is elevated through his 'down to earth' and relatable appearance, such as his casual clothing, this then draws his audience closer, making them idolise him more. 
• At the start of the video Bieber is a silhouette, presenting him as mysterious and he seems absent from the audience (to which the audience would respond with further consumption of Bieber texts).



• Throughout the text drawing overlays are placed over each frame - this editing presents him as being both ordinary and extraordinary. He is presented as ordinary through the drawings, which are of relatable and understandable ideas/concepts drawn by 'normal' citizens, which the audience can relate to him/the artists. However, the quick paced editing and fast change of drawings make him seem 'special' and out of touch with the audience, and different to everyone else.
• The overall style of the video follows a repetitive and monotonous style, which creates the suggestion that Bieber is attempting to shift the emphasis of his brand onto the actual music he is creating, and not about his appearance and the style of both himself and his videos. This shows a mature and progressive development of his brand, and how he is attempting to rebrand himself as more of an artist than a 'star'. 
• The video clearly shows Bieber taking on a new style of music, with video to match. The video is more focused on creating thoughts and ideas for the audience, and not based on his ability to sell his brand through his appearance. Showing a real development in his brand and identity as an artist.

Print Packages