Star Image - How it changes

The artist I've studied in star image is 'Chip' formerly known as 'Chipmunk'. This artist entered the music industry and the public eye at a very young age, in turn his innocence and age was emphasised in these early stages.



This video is in 2009, in this video the star is only 17 years of age and therefore the focus of his image was to do with his age as the video takes part in a school. The emphasis of his age amplifies his abilities as an artist as he is very young to be performing on the scale that he is. He wears uniform for the majority of this video promoting his innocence and youth. There are no profanities within this video and his image was very clean cut in order for him to appeal to the mass market which he did and managed to chart a few times and sell many records.



Here is another display of him exploiting a very clean cut image. its all very professional, they are smartly dressed to match the old school feel to the chorus (which may be a sample but i am unsure). At this point in the artist's career he was very young and it was appropriate for his image to remain free of swearing, drinking and the over objectifying of women in order for him to sustain his position as a successful mainstream or overground artist but in the space of 3 or so years this changed dramatically. Not only did the way he dresses change, the style of music he makes changed and he even changed his name from 'Chipmunk' to 'Chip' a shortening of that same name. This particular artist had received a lot of negative publicity from his underground viewers through his success in the mass market and he then decided after being successful that he no longer needed to make clean music that wasn't his favourite style or did he need to dress smart and his image became much more street. He left the major label he was signed to, changed his name and his image is now at 21 years of age is very different to what it was at the young age of 17.



He now makes video like this in which he wears gold chains, all black clothes and a crowd of people dressed likewise. He has tattoos all over his arms and his lyrical content has changed dramatically. He now talks about drinking, drugs and graphic descriptions of women being sexually objectified. He condones his associates or friends drug dealing and other criminal activities, all these things he would not have done if still carrying his previous image.

Goodwin theory - video analysis

Kanye West - All of the lights ft Rihanna, kid cudi


This video from the begging and throughout demonstrates Goodwin's theory as it illustrates the music constantly. It begins with the calm scene of the little girl walking down the snow filled road, this is a calm piece of music in which only the piano is playing. This vibe was matched by the slow pace of editing and the fairly simple or straight forward camera angles. The use of black and white also had an affect on this especially as the roads are filled with snow it made the contrast between the black and white more powerful and the large amounts of white helped represent the innocence of the little girl.

Then when the main part of the song kicks it and it becomes more upbeat and lively all the flashing lights are introduce this. Words also begin to appear on the screen many of which are lyrics, once again illustrating the song. There are also other shots emphasising the story the rapper is telling for example "I'm heading home" and "heading up the stairs" at 2 minutes 20 seconds.

The representation of this rapper is different to the usual flashy one or the egotistical one that is almost expected in this genre of music. In this case instead of the flashing lights glorifying him or his confidence they are used to cause disorientation and unease. This is representing the fact that the artist has a lot on his mind and is a bit all over the place mentally. The physical expressions show this as well as he holds his head in his hands despairingly. He is telling a story which isn't a particularly cheerful one and the lights are consistently flashing in different colours which is very distracting. I feel this is to show that although he is dressed normal with his gold chain and all seems well that in fact his  life can also be messy and difficult and his sun glasses almost protect him from all this 'light' which could be a symbol eluding to the fact the artists and there lives are hidden behind lots of things and aren't always as they seem.

Slight voyeurism is also used in this video through rihanna. She is not extremely objectified through the use of the camera however what she is wearing brings the sexual element, revealing a lot of her top half or should i say covering very little of it with that top or vest of some sort. Then it is her performance and physical gestures along with the camera cutting a few times drawing closer to her and including a close up on her face.

The camera work within the majority of this video is all fairly close to the artist, i think this is so the viewer can begin to connect with the artist and feel the emotion or message he is trying to put across. Being close up to him with the lights shining in his face gives us the feel of him being under pressure and coupled with his physical gestures and expressions allows us to relate to this feeling making him imperfect and easier to connect with which isn't usual for a rapper especially as they are usually very glamorous and boastful. This tone is set from the beginning of the video through the little girl who i assume represents his daughter, her walking on her own sets the tone of vulnerability which could mirror his feelings or could be emphasising his fathering instincts as he feels protective over her. He also mentions in his lyrics that there is restraining order meaning it is difficult to see his daughter so this could be to show how his point of view. As in that he feels almost as if his young daughter is walking alone in the big, cold (shown by snow) world or city all alone and he cant be with her to protect her.