Creating a niche

Artists have their own individual aspects to their music. They do this so they are different to attract us as an audience.

A niche can be created in different catagories.

Camera effects
As with any moving image text, how the camera is used will have a significant imact meaning
-Camera movement, angle and shot distance need to be analysed.
- Camera movement may accompany movement of performers. (walking, dancing ect)
-The close up prefominates, this creates a sense of intimacy for the viewer. It emphasizes half of commodity on sale ( half music, half artist) For example Robbie Williams sells his brand with his name along side his music. Lady Gaga sells on her image and her name. They both offer something different because of their look, another example is Jedward, this their unique hair styles.

In order for our music video to be successful, we need to be different and creative.

A good example is 'The dark of the Matinee- Franz Ferdinand'

Digital Effecrs/Editing

Play with original images to give audience a pleasurable effect ot disturbing split screens, colouristion and blockbuster film style CGI.

Radio head- street spirit (1996)
Their video has a contage editing, with fading in.
Slowing motion down of liquid being thrown, slowing down objects been thrown, wind effects with fan, dog barking, breaking of glass slowly.
lighting- dark, black and white.
Someone in some shot was fast and one was slow.


Star- Image MotifsRed hot chilli peppers icon appears alot throughout all their videos, websites, CD covers and magazines. This is brand identity. This doesnt always have to be an icon though, The Gorillaz for example are well known for their annamtion on music videos, CD covers ect. This is how you create a niche, something the audience will recognize you by. It can range up to anything, it could even be a certain colour or certain word that is repeated, ect.
PromotionA promotional package includes
-the song (their lyrical themes and musical structure/genre)
-The record covers (singles and albums and image of the star they present)
-Media coverage (from interviews about career and private life through tabloid gossip)
-Live performance (image through stage show) Lady gaga for her crazy costumes and hair styles, Robbie williams started hanging upside down, Blink 182 which i saw at Reading festival 2010 played the drums whilst being rotated upside down. The more memorale their perfomances are, the more they are advertised.
-The music video, which may draw upon the image presented in each of the other aspects.



Re- Construction of image
Can lead to different idea, that havent been done, meaning you can create a niche, which attracts the audience to your music.

VoyeurismThis links to notion of looking, we have to be influenced to look, for example men like looking at attractive women. A powerful controlling gaze at the objectfied female on display. In music promotions, the female on display has been a staple element.
This supports Goodwins theory as he said women tend to have ody parts exposed, and direct adress makes people stare.

Crazy In Love- Robbie Williams

In male performances, the idea of voyeurism treatment of the female body is often with the use of dancers flattering the male stars ego. (Robbie Williams is in the center) because the female dancers look at him, the audience is automatically influenced to look at him too.