Key Terms

Star Persona – Used to refer to those music stars who have an identity beyond their ability to make music, for example Beyonce. The persona may be demonstrated through character and personality, and be evident in other media products and platforms, for example magazine interviews and advertising campaigns. Some stars are adept at changing their star persona to keep fans interested: this is true of Madonna and Lady Gaga. The producer of the star may be instrumental in creating their persona.
Motif – A recurrent thematic element used by an artist and recognised by fans of that artist. It is usually established by the iconography surrounding the artist, including props, costumes and settings.
Binary Opposites – When products incorporate examples of opposite values, for example poverty and wealth. Good vs Evil. Nature vs Industrial.
Narrative – A spoken or written account of connected events: Structure of a story.
Intertextuality – When one text is used or referenced within another. For example, the use of memorable scenes from an iconic film in an advert. A good example of intertextuality is the use of Yoda from Star Wars in the Vodafone advert.
The music video is an important promotional tool used by the music industry to market performers and their music.
- It helps to creates a ‘star image’ for the performer.
- It adapts or develops the images of a more ‘established’ performer.
- The video is used to anchor and interpret the meaning of a song.
- Music videos can differ in style.