Text of 1.How does a music video provide a platform for an artist to reinvent himself/herself to a target...
In what way can the CD cover
design contribute to this process?
The picture montage of artists as the backdrop of the CD cover sets the genre and tone of the music video/album style.
Props such as this gun create an immediate target audience as it almost illuminates young audiences, and recreates Justin Biebers image from a teen heart throb to a professional, serious artist.
The predominantly male, young adults pictured in the background targets a certain demographic which helps Justin Bieber create a new, relevant fanbase.
The cut out, montage effect of these realistic photographs make the artist relatable as these photographs are similar to what the audience could have in their room and this creates an intertextual reference with the audience.
The colour yellow used against a dark background is iconic and contemporary. The colour yellow is currently very modern and in trend, attracting the youth culture to the artists music and therefore reinventing the artist themselves, and the fanbase.
The genre of the track/artist is evident as it shows contemporary techniques through the use of in trend black and white images. This presents the track as new, contemporary music.
The use of this sign is an intertextual reference to an artist; this attracts a certain fanbase that enjoy the artist work to transfer over and consume the artists music too.
The casual attire Justin Bieber is wearing makes him relatable and removes the “star quality” from him which attracts more fans.
The simple text font used on the CD cover is replicatable and simplifies his brand.
The type of photograph shown is ironically in the style of a mugshot; which Bieber has had experience with and wants to leave behind. As an artist his brand has had a transformation since, and with the words “what do you mean”, it could be a visual signifier for innocently asking about his past and how the deviance is now forgotten as it he has changed and left behind his old behaviour.