In this essay, I am analysing Charlie Otto who's stage name is 'Charlie Puth'. He is 24 years old with a large fanbase of mixed genders but predominantly young teenaged girls and young women. Signed with; eleveneleven, Artists Partner Group and Atlantic records. He initially gained recognition from posting youtube videos of him singing and playing instruments. He then continued to make a debut single called 'Marvin Gaye' with the vocals of Meghan Trainor, he then realised his new album 'Nine Track Mind' in January 2016. Usually Charlie is marketed and advertised on radio and the internet with websites like Twitter where he gets and receives a huge amount of attention. He also gets a lot of attention from his songs being played continuously on music channels and youtube as well. I am analyzing promotion of one of his popular singles 'Dangerously'.
Genre:
The genre of Charlie Puth - Dangerously is pop/RnB like a majority of his music. This is a well known genre and it is shown in the album cover by the bright yellow background which is mostly associated with 'pop' music (bright colours). The album cover is neat with a limited colour palette, which suggests it won't be a heavy and aggressive album, instead it will consist of somewhat calming songs. In the music video the genre is represented by the artists plain style of clothes he is wearing during the video. He doesn't change costume during the full video. This could show the simplicity he feels now that his 'love' is gone. The stereotypical conventions of pop are followed, as there is simplicity and fast changing shots with multiple sizes, e.g close ups, extreme close ups, mid shots, long shots. These shots can show the depths of his feelings, with an extreme close up of his bruised knuckles, it shows that the emotional pain he is experiencing inside amounts to physical pain.
Conventions:
The conventions of the album cover is the enhancement of the artists looks - he looks quite neat and his hair is styled so he looks like he puts effort into his appearance, like most pop singers. They use a very bright colour scheme, with the yellow matching the colour of his name and the colour of the video. Using a mid shot of the artist shows he's the only focus. With the album name and his name placed neatly in the middle in a bold and somewhat different use of text connotes the sense that it is is exactly organised and is more 'hip' to the kids. The brighter lighting shows the song will be a bit more uplifting and clear, unlike rap which usually represents the colours with greys and dark colours. This can also show that it will not be heavy and offensive, which is following the stereotypical pop genre. In the main photo of the album, his hand is held at his chest which can show the music of this album is either about heartbreak or love, from the NVC of his facial expression it is interpreted that it is more likely to be of a heartbreak sense.
At the start of the music video he is seen looking into the camera which shows he is telling more of a story than anything else. In the video the setting is a dark, empty, black room which contains mirrors and the artist. This could represent the emptiness he feels inside now that his 'love' has left him, usually depression and heartbreak is represented by dark colours such as black. With all the surfaces being reflective and there also being many mirrors, it can show that the artist feels he only has himself to fall back on and that the only person that is left is the artist himself. Being in a dark and empty space could also be a sign he is stuck in this mindset and cannot move on from his past. Midway through the video there are arrows that are burning, which come crashing down in the black space. Arrows usually represent love and falling in love with someone else such as 'cupids arrow'. The arrows in the video are engulfed by burning flames which shows that the arrows in a negative way, where normally they would have positive connotations, it shows the destruction they caused which is also in the lyrics he is singing. During the video the actress and Charlie are staring at each other through a glass surface and the female artist that seems to be the person he is 'in love with' gently taps where he is standing, then he and the glass shatter, this could represent that the actress has a lot of power and control over the artist's feelings and emotional state and the simplest of things she does will or has hurt him.
Target Audience:
The audience the album is trying to reach is most likely to be a mainstream audience. The album seems to be more appealing to young girls and young women who have experienced the emotions and feelings that the artist is singing about.
Representation of the artist:
The artist is represented as being in touch with his feelings and as an emotional person. He is also shown as confident and an idol to the younger generation of boys and girls by his posture and the fact the video shows him as just by himself with the occasional illusion of his once lover. However, when he is hurt by either punching the glass or one of the arrows cutting him, he continues to stand up and carry on with what he was originally doing in the first place. This is inspiring the audience (especially the younger viewers) to keep going and stay strong, no matter what the circumstances.
Terminology
Media production
Representation
Media production
Representation
