How important in Visual Image in the Music Industry?

Visual image in music:

In order for an artist to be successful, they need to have a lasting significance, meaning the records that they release must be consistently good. Someone who releases one good track and you don’t hear from them again is an example of not such a successful artist. From reading an article explaining the ‘Star Theory’, it stated that stars are a perfected/modified image. They aren’t real, simply constructed from a range of materials; this could be advertising, magazines, films etc. TV Shows such as Pop stars clearly shows the construction of a young aspiring artist. The artist would start off as an ordinary teenager, but the further they get in the competition; they become more groomed, styled and coached in order to fulfil a set of record company expectations. As audiences and public ourselves, we like to believe in and relate to artists who are their own, and our constructions instead of something simple and the same as everything else which we have seen too many times which is what a record company is likely to turn you into.

Stars are manufactured by the music industry to serve a purpose, this purpose is to make money out of audiences and is done by making sure the persona of the star appeals to them so that they buy records and become fans.

We know that visual image is modified by record companies because in X-Factor or Pop Idol, the producers and marketers tend to manufacture the artist into what the audiences want, and essentially ‘photocopying’ the style of another artist. E.G: Boy bands/teen bands that appear on these shows tend to look and act the same as boy bands in the music industry already.

What is seen as 'acceptable' in a society changes over time and people often want to see something different rather than copies/clones of the same artist. A change in image helps to keep the audience interested which is key within the music industry. It is important to stay relevant to young audiences otherwise they won't be interested in what music you make if it doesn't relate to them. It could be argued that stars provide audiences with a focus for ideas of what people are supposed to be/look like and it is up to the audience whether they want to create a homogenous culture and conform to these values, E.G: Being thin and beautiful if you are a woman.

An example of a huge start whose image has been shaped by their manager is Kylie Minogue. She started off as quite an innocent 'model next door' girl in her initial videos. As time went on she took on more of a 'sexy' image as society's expectations of what a pop artist should look like, changed. This new appearance made Kylie Minogue feel more comfortable with herself and she grew in confidence. He music also reflected her growing up and becoming more independent and sophisticated, for example in the video 'Chocolate' (http://www.youtube.com/watch?v=X_EmAwSVeOE). It could be argued that Kylie was embracing her sexuality and become sexy because she wanted to, or is it really because she had an aim to stay current because of her age which puts her at a slight disadvantage within the music industry. Audiences usually like music from artists who are viable and can change with the time just as long as you don't look the same as all the other artists.

In Kylie's video 'Can't get you out of head', (http://www.youtube.com/watch?v=Rfr9bhSmfXc) we see Kylie in control of the car and mechanisms which conflicts with the expected role of a female in a car which would be to be sitting in the passenger seat.

Audiences become fans of artists because of particular values and beliefs that the artist portrays in their music. Other reasons why audienced become fans is because they have aspirations to be like that artist, so start to dress and act like that person. This also gives us a sense of personal attachment to that artist. This relates to the uses and gratifications theory where audiences identify with the artists.

The changing image of Kylie Minogue:
From young and innocent, to mature, grown, and 'sexy'.

Why do audiences listen to music? / What do audiences like? / The importance of visual image to them?

Audiences have many reasons for listening to music. I found that this is because it is a way for people to relate to the lyrics/messages of the song. They almost feel like the artist is singing for them because the messages sent may be exactly what the listener was thinking. Audiences also listen to music as a form of entertainment and escapism. It helps them to forget about stressors and just relax for a while. Another reason why music is largely listened to is because some people follow their friends from a hype that is generated amongst a group of people who you may associate yourself with and this would incline you to want to listen to the artist too.
Audiences like music which they feel targets them and they can understand as they may be in the same situation or strive for the same things in life. The people who took part in my survey stated that they feel visual image is what makes a person who they are because when we see a new artist, the first thing we see and comment on is the way they look, so it is important to keep up with the mainstream and what is popular in order to have a lasting significance.