Task 2

With reference to Richard dyer’s theory of star image we have demonstrated how elements of the star image are sold through our creative choices in our pop video, digi pack cover and poster.

In particular, looking at the combination of these methods and how they have helped create an overall star image.

According to Richard dyer, star image is formed from a range of materials. He once said “a star is an image, not a real person”, Dyer has written extensively about the role of stars in film, TV and music, he furthers the ideas of stars being created to sell an therefore go against realism when he says “stars are commodities produced and consumed on the strength of their meanings”

Our star shares many common values. Over the three areas mentioned in the previous paragraph, we have created a star image for the artist that is young, rebellious and mysterious. Due to our aim for promoting the artist as 'Organic', the song had to reflect this. 'Black Heart' is a perfect song for the artist to display his vocal ability.The fact that our star is alone conforms to the country and western stereotypes of solitude however there is a major element of realism and authenticity in our pop promo as it’s not the typical glossy and positive atmosphere that is constructed in many other pop videos, this is our unique selling point. We have gone against the stereotypical ways of constructing a music video and have used a “naturalistic” and contemporary approach to our artist and therefore the artist is given time to evolve and progress through out their career however at the same time we made sure our star is attractive to our audience. It was made contemporary in ways such as; a urban location, modern clothing etc.

Richard dyer believes that “fundamentally, the star image is incoherent, that is incomplete and open” dyer says that this is based on two key paradoxes.

• Firstly the star must be simultaneously ordinary and extraordinary from the consumer


• Secondly must be simultaneously present and absent for the consumers.

This image reveals the direct address. Due to its rare appearance, the use of direct address was done purposley to draw and get the attention of the audience, and to create a relationship with them

From the beginning of the video, we immediately break away from any stereotypical conventions associated with the genre. An urban environment is shown from a birds eye view, immediately setting the location of the video. This, accompanied with the flickery, effect applied to the shots (inspired by Eisenstein) established the artist as a modern, rule breaking yet mysterious man

This is an example of inter cutting and how we used light to create a sinister and oppressive atmosphere. Moreover this shot is so powerful and dramatic; it really depicts our singer’s stardom and uniqueness. Moreover the jump cuts used symbolise the unstable and troubled mind of our star.