STAR IMAGE TASK: EMELI SANDE

Star image is vital within the promotion of a band or artist as it helps to market the artist so that the audience are able to recognise them as well as creating a star that can be appealing and as a role model for audience members. A star image is often made us by an artist’s iconography which makes them stand out and recognised for; this can often make them appear quite prominent within the music industry if their iconography is quite bold or engaging and can give them a large amount of exposure within the music industry. For this task I have decided to research Emeli Sandé.

Throughout both Emeli Sandé’s website (www.emelisande.com) and her album covers there is lots of continuity. The typography that is used on the website matches the font that is used on her album covers. This creates an intertextual reference to the album because using the same font promotes the artist because the viewer recognises the font and so they are made to think of the albums. The website gives you a range of different links to pages to explore the website. These pages contain similar backgrounds to the ones used for Emeli Sandé’s albums and so once again the viewer is made to think of her albums and singles she has released as well as maintaining the idea of continuity.

Once you have entered the website the first page shows one of Emeli Sandé’s music videos as full screen, this promotes her music and provides a method of consumption for the target audience. It also makes the video appear quite prominent as it takes up the size of whole screen. The website is based around the promotion of Emeli Sandé’s music, this is evident as there is also an image and link to purchasing her music in the corner of the screen and so the viewers are constantly exposed to her work and the different marketing methods so that they purchase her music.

There is also a ‘store’ link so that viewers can explore her music and also purchase if they wish. Just before you enter the full website there is a page that introduces you to the artist. The use of a medium close up allows the viewer to see the iconography as well as creating a star image. Emeli Sandé’s iconography is her hairstyle as it is bold and unique to her and so this is her own signature hairstyle. Her pose appears to slightly constructed, yet it has quite a natural edge to it. This gives a suggestion into that she is quite a happy and fun person both off and on stage. Quotes from Q Magazine and artist Adele have been used to promote Emeli Sandé and her music “Confirms Emeli Sandé as a truly remarkable talent” and “How incredible is she”.

 

 

Having quotes from the likes of Adele makes viewers consider Emeli Sandé’s voice and music as their style in music and image is similar in regards to album covers. There are links to her other social networking links and so fans are able to follow and connect with her using networking sites. The ‘gallery’ page creates a star image of Emeli Sandé and allows the viewer to see her both on and off stage. The images are mainly close ups or mid shots and so this creates a star image. High key and soft lighting has been used to create a ‘glamorous’ and flawless appearance. This also gives quite a subtle image as it is not so bold and in your face which gives an insight into her personality. The images in the photo gallery are mostly constructed images and so this shows her fun and down to earth personality and so viewers are able to see her both in front of the camera and her quite relaxed.

Emeli Sandé’s album artwork for ‘Our Version of Events’ uses the black and white effect and so this gives the artist a glamorous appearance as well as creating quite a sad atmosphere. The mid shot allows the audience to see her hair as part of her iconography. The soft and high key lighting also creates a glamorous look as there are no shadows and not much contrast. The album artwork gives a suggestion to the genre. Most album artwork in the pop genre promotes the artist by creating a star image. So having a star on the album cover creates a star image and relates to the pop genre.

 

The fact that the artist is not addressing the camera and has her back towards it suggests quite a secretive atmosphere. This links to the title of the album ‘Our Version of Events’ as it suggests that the songs are based on her life and that this is her version of what her life has been like. The simple background makes Emeli appear more prominent within the shot and so the focus is on her and so this adds to the star image. The way the album artwork appears very subtle and so it is not so in your face, this matches the artist as her voice is very prominent and powerful yet she is not so dominant for her image within the music industry.

On iTunes Emeli Sandé is promoted through a photo from one of the photos from her photo gallery her website. This constructed medium close up promotes Emeli Sandé’s star image and so the audience can see her hair and tattoo which forms part of her iconography. Soft and high key lighting makes her appear more glamorous as her facial features are highlighted and there are not many shadows or much contrast and so this makes her appear flawless. The typography that has been used maintains the continuity from the album and also the website and so consumers will be able to recognise the font and relate it to the artist.

However, the neutral colours don’t match the colours on the album artwork or on the website and so this gives consumers a different insight on to the artist and makes her appear a bit more prominent as opposed to the subtle image on her album. The simple layout of the image and so one again her image is not totally in your face. The neutral colours make her appear quite natural and so this suggests that there is more of a focus on her voice and music rather than on her image.

The music video for ‘My Kind of Love’ is both performance and narrative based and creates different perspectives of Emeli Sandé as well as creating a star image. Mid shots and close ups have been used to create a star image and so the audience can see the artist’s iconography that makes up her star image.  Close ups also allows the audience to see Emeli Sandé’s facial expression and so it adds to the sad atmosphere. A tracking shot immediately introduces the audience to the artist; it also indicates that the music video is narrative based. The tracking shot also allows the audience to see a change in her facial expression and so this suggests a serious atmosphere, especially as the location is a hospital.

We get to see the emotion and so this creates a sad and serious atmosphere that suggests that the subject and music video is of a serious and sad nature and it implies that she is serious about her music and is dedicated. Soft and high key lighting has been used again so that there isn’t much contrast or many shadows as well as highlighting the face and facial features and so this creates a glamorous appearance. In the performance Emeli Sandé is sitting on a carousel and so the lights that are on the carousel makes Emeli appear more prominent within the shot as she is the main focus within the music video and adds to the star image.

The lights also add depth to the shot and give the audience something else to focus on. A medium long shot implies Emeli’s interaction in the narrative with the other female character in the music video and so this indicates Emeli Sandé as a person both on and off screen, that she has a happy personality and brings a sense of fun even in troubling times.  Emeli Sandé is wearing a long coat and so this could be a subtle textual reference as she is wearing a similar one in another of her music video as well as part of her artist iconography. It also means that there is no ‘gaze’ or sexualisation as she is covered by the coat. Voyeuristic treatment would not be entirely appropriate within the music video as it is of a serious nature and so it would not go with the atmosphere of the song or music video.

She is also wearing a minimal amount of makeup and so a bold or prominent star image is not created and goes with the nature of the music video. The powerful and serious subject of the music video goes with her powerful voice; it also creates an emotional atmosphere which could form part of the artist’s style. A close up of the female character shows the girl singing along to the song and so this creates an intertextual reference as it is highlighting Emeli Sandé’s song and that she is singing one of her songs.

Emeli Sandé has created a subtle star image within the music industry and so she has been able to maintain her own artist integrity and identity. Although she is not totally prominent within the music industry, her voice is and so this can form part of her iconography.