In order for up and coming artists to become known by their audiences, it is great for them especially to be heard everywhere and anywhere, and a radio station is a key platform in succeeding their fame and also reaching out to their particular target audience that listen to that the radio station. Other than the creation of Web 2.0, Radio stations are probably the fastest way an artist can be recognised in the music industry and this would result in the increase of their popularity and success.
Radio 1
Radio 1 is extremely popular as a British Radio station, it broadcasts internationally and specialises in currant popular music and chart hits throughout the day. The Radio station provides alternative genres after 7.00 pm, including electronic dance, hip hop, rock and interviews with various celebrities and music artists. Radio 1 is mainly aimed at ages 15-29 but the average age of the audience is 33.
Capital FM
Capital is a Radio Network of nine independent contemporary hit radio stations in the UK. The stations serve a total population of 7.1 million listeners and target an audience of 15-34 age group.
Heart
Heart is a network of 17 adult contemporary local radio stations in Central and Southern England and North Wales. Each station broadcasts localised breakfast/drivetime on weekdays and afternoons on weekends. Heart listeners are mainly female and aged between 25 and 45 years old. They are fanshion conscious yet family orientated and fun and also make time for themselves despite juggling various roles such as mothers, wives and professionals.
In this video we see the artist, Mike Skinner, walking down the street reminiscing about his recent holiday through music by flicking through the photos which relates to the target audience of the video and music. From research and listening to 'The Streets' music style, the genre is known as hip hop and UK Garage with the English accent playing whilst rapping throughout the song. However it can be also seen as alternative and indie in some songs.
Personally I think that this video, identified in the genre of Indie, is very different to other Indie artists' music videos. For instance, this video in comparison to other Indie music videos is more common and less original with the walking down the street talking about a wild holiday compared to (e.g) an artist like Ben Howard who involves nature and innocences in his music videos.
The narrative of the music video helps target the aimed audiences of 17-30 year olds as it involves the artist singing about a holiday and girls which happens to relate well with those target age's.
The name of the band, 'The Streets' also plays a big part in the video as the name emphasises the narrative as the singer is walking down the street whilst singing the song.
The representation of 'The Streets' is very casual with the jeans, coat, white trainers and hat wearing in the rain and dark weather which links to the genre of their music. The clothing is grey looking which shows a contrast against the holiday photographs shown.
Artist Image
In terms of mise en scene, the location of the video plays an important role to the artist's image as it shows the London street background which relates to the sound of the music with the London/Northern accent.
With the location looking quite rough with the rain and gloomy weather, it portrays the artist's style and his personal history but also represents how he isn't bothered by what people think of him personally.
Including props such as holiday photos and typical teenage things (alcohol, games), it brings the modern side into the video which will help attract the intended target age even more.
Camera Angles and Editing
The use of camera editing in this video are very well done and have a mixture. The use of long shots whilst panning helps to set the scene of the London streets. Whereas the use of medium shots establish the facial emotions that Skinner wants to portray.
Throughout the video, point of view shots are widely used to identify the photos from Skinner's eyes whilst he sings/raps about them.
Editing is mainly used on the photographs in his hands which are images that start moving and sing along to the song.
Sound
Diagetic sound is apparent through the cars driving past, handling money and the till opening. It is also shown through the voice over as the singing is acting but is aware of the music.
