Research: Star Image

Introduction:
Star Image is the way an artist is represented to the audience. The most effective way to carry this out is through music videos as this can reach a mainstream and international audience. The star Image of a artist can change over the years.

Benefits of music videos on an artist's career:
Music videos can help boost an artist career, with them landing a major record deal, as the record company can see the potential of versatility of the artist in the music video. The artist can build and develop a fan base. The music video could also influence them in landing global sponsorship deals.

Case Study:
 Michael Jackson is an artist whose star Image has changed over the years.

Childhood:
When Michael Jackson started singing in the Jackson 5 in 1966 along with his brothers, it was where he started to make his legacy in music in his childhood. Michael Jackson being with the Jackson 5 was appealing to a variety of target audiences from 4-12 to over 50. Michael Jackson attracted a fan base to his family influence in being a lead singer of the Jackson 5. More Importantly his childlike appearance made him appealing to every aged target audience. At this point his child figure was his star Image. This was with songs like ABC, I want you back etc. Despite his early success, Jackson felt very isolated in his private life he seemed to be robbed of his childhood and he didn't have good relations with his father either.

Late Teens:
As Michael Jackson was getting older his fan base changed even though he was still with Jackson 5. He started to again more of a teenage audience as he included choreographed dancing and flirting that was attractive to the audience. This was with hits like Blame it on the boogie, Can you feel it etc. Clearly he was the start attraction of Jackson 5.

Young adult in his prime:
When Michael Jackson left Jackson 5, he added versatility to his star Image. He reinvented himself and showed a new side to the audience that grew up listening to him. This was when he started to enter the peak of his career. Michael Jackson then added the famous moonwalk move to his star Image. He was coming into his own which made him appealing to millions of music fans a round the world, helping him sell billions of records as well as being sponsored by various companies including Pepsi. This was despite the fact that he had unfortunate circumstances in his career, like when his hair got burnt during rehearsal. Michael Jackson was regarded as the king of pop. This was largely because of his use of his famous silver glove and the tip toe move which made him unique. This was while he made his famous singles: Bad, smooth criminal, man in the mirror etc. At the same time Michael was promoting moral issues through his songs like "man in the mirror and heal the world".

Later years:
When scandals started to surround Michael Jackson, he lost his loyal audience, more Importantly fans that grew up with him. This made Michael Jackson lose his star Image and it never came back until his tragic death in 2009 from a cardiac arrest. In the later years of his life before he died, despite the fact that he lost the majority of his fan base due to scandals and various incidents, he managed to make songs that were still appealing and that were influenced partly by what was going on in his life. One of his main songs at this time was "They don't really care about us". This song could have been influenced by the way he was treated by his accusers and his label company Sony. As a result the song was censored, Michael Jackson still had a star Image but it became more political and revolutionary as he later on left his label Sony.

Michael Jackson had a star Image that was: Moral, social and political.

Kylie Minogue:

Late 1980's:

Kylie Minogue was first recognised through her acting in Australian TV soap Neighbours. She eventually gained recognition  in the late 1980's. Minogue was in her late teens when she became known. Her appearance showed the innocent girl look with baggy jeans and not much make up. Her target audience was young teens and children specifically girls. One of her hits at the time was 'I could be so lucky'. This was her star Image at the time.

1990's:

As Kylie Minogue was getting older, her target audience was growing with her. She began to look more attractive, meaning she was attracting more boys. Her star Image was changing, as she was looking more glamorous as well as physically attractive. Her dance routine was changing to a choreographed routine where she was the centre of attention, this was aiding her star Image. Her singles include 'If you were with me now'.

Late 1990's:

Kylie Minogue had attracted a wide male audience due to her looks. Her appearance became sexy and daring her values had drastically changed promoting independence and flirting.  Her hits included 'Did it again'.

2000's:

Kylie Minogue then had a target audience of young adults in their 20's. Kylie's appearance was very sexual, aggressive and intimidating. Minogue was promoting the value of confidence. She had entered her peak of her music career. Kylie Minogue had managed to reinvent her star Image as she was getting older. Despite the fact that she was getting older her Image became more appealing. Her hits included her most famous song 'I just can't get you out of my head'.

Use of music videos:

Artists can use music videos to either exploit or to feel comfortable about their sexuality, star Image and sexual desires. These are artists like Katy Perry, Cheryl Cole, Azelia Banks etc.

Different types of star Image:

Political: Some artists can use their music videos to express their political views to the audience. Artists like Lowkey. Lowkey represents his political Image when he raps about the secret unjust ways the US government are working under Barack Obama. This explains the title of the song Obamanation.

Moral: Other artists will use their music videos to express their moral beliefs and opinions to their target audience. Artists like the late Michael Jackson. Michael Jackson in his song "Earth Song" shows his moral values when singing abut the wars and natural disasters that have occurred on the earth, what going to happen to all the survivors.

Social: There are artists who would use their music videos to promote their social beliefs and opinions to their target audience. Their Ideologies and lifestyles. Katy Perry for instance. We live in a modern society where the LGBT community is promoted and Katy Perry clearly shows this value in her song 'I kissed a girl'. This shows the audience the social star Image Katy Perry has.

Conclusion:  Star Image can help a artist appeal to their target audience, helping them sell more records and making more profit. I would probably represent my star in a social Image as this is what most people either sing or rap about in these modern times. To be specific I will represent my artist in a social Image with a dilemma he finds himself in.