HOW does the music video you have chosen sell its artist to the audience and what image is being presented?
In the rock video, Bon Jovi conforms a number of criteria of the “star” image he has created. The representation of youthfulness – the band is playing in front of a massive audience that clearly enjoys the concert. The main protagonists – the white boy and his girlfriend waiting for him to come, are presenting a young audience. So, the fact that the video concentrates on playing live in front of so many people puts across two ideas: the band is loved by many people, especially young and the second star criteria is talent and creativity. The fact that they sell their song by playing live stimulates the audience to go and see a concert of them. So, they are not only stars but also talented performers that are worth seeing live. Therefore we respect their songs as well. Another stardom image is sexual magnetism which Bon Jovi uses in his favour. There are a number of close-ups of his face – he is the main singer, he is the most important one, he is the good-looking one who many women find attractive. The fact that he gets the privilege on screen shows that he is the leader of the band. There are not that many shots of the guitarist or the drummer. However, there are some of them occasionally in order to conform the idea of a rock video (normally playing with the band together). He adheres to a representation of masculinity and male strong appearance. The fact that there are no guy people in the video (but a boy and a girl) illustrates the idea that he is thought to be the good guy – a positive representation, easy for the audience to figure out by using archetypes. The white boy – is the hero and the girl the one that needs him – audience pictures the situation easily in terms of narrative. However, another aspect of stardom used is “safe” rebellion. Bon Jovi’s videos are not aggressive, there are no drugs, alcohol abuse and sex, which makes it pleasantly likeable to more people. The rebellion is more acceptable and contrasts with some rap videos such as of artists like 50 Cent. One more aspect is the success against the odds, not in terms of the artist himself, but the video. The main protagonist risks his life to go and see the concert and this particular song and succeeds eventually, which makes the message of the song deliberately positive again.
In terms of narrative, it is quite simple. A boy is called by his girlfriend who gives him five minutes to go and see the concert, which sets the tension because he goes through a variety of problems on his way. The constant cross-cutting between the concert and the boy creates tension. The audience likes the hero and is mentally highly engaged in order to wait for the outcome: Is he going to make it? The fast shots which create a sense of fast pace action create this atmosphere. The lyrics fit the action because it is about life and how people should live it before it is too late to take risks and enjoy youth fully. It is about taking life in your own hands, against people moaning and relying only on religion (“it’s not a silent prayer for the faith-departed”). The message is live for the moment. The fact that the boy is on his computer and his mother tells him to “take out the garbage” helps the younger audience to identify with the character which also shows to whom it is targeted.
However, being a hard rock band which normally is targeting male audience, in contrast with Metallica for example Bon Jovi is targeting more main stream audience because of the fact that their songs are safe rebellious, not too harsh sounding, universal lyrics, not specified and often ballades – romantic. This means girls could also enjoy their music. It is also very broad because the audience we see in the massive gig is not only one time. The fact that we see in the car black people means that is targeted to international audience – young, black, Asian – it does not matter; everybody enjoys Bon Jovi – that is the message that is put across. However, it is still mainly male targeted because the action shots would attract male audience more than girls and the main protagonist is still a boy. Nevertheless, there is also a girl in the picture, which makes it more widely accepted concept – a girl and a boy want to watch the concert together, audience gets it and likes the idea – easy to understand.
In the rock video, Bon Jovi conforms a number of criteria of the “star” image he has created. The representation of youthfulness – the band is playing in front of a massive audience that clearly enjoys the concert. The main protagonists – the white boy and his girlfriend waiting for him to come, are presenting a young audience. So, the fact that the video concentrates on playing live in front of so many people puts across two ideas: the band is loved by many people, especially young and the second star criteria is talent and creativity. The fact that they sell their song by playing live stimulates the audience to go and see a concert of them. So, they are not only stars but also talented performers that are worth seeing live. Therefore we respect their songs as well. Another stardom image is sexual magnetism which Bon Jovi uses in his favour. There are a number of close-ups of his face – he is the main singer, he is the most important one, he is the good-looking one who many women find attractive. The fact that he gets the privilege on screen shows that he is the leader of the band. There are not that many shots of the guitarist or the drummer. However, there are some of them occasionally in order to conform the idea of a rock video (normally playing with the band together). He adheres to a representation of masculinity and male strong appearance. The fact that there are no guy people in the video (but a boy and a girl) illustrates the idea that he is thought to be the good guy – a positive representation, easy for the audience to figure out by using archetypes. The white boy – is the hero and the girl the one that needs him – audience pictures the situation easily in terms of narrative. However, another aspect of stardom used is “safe” rebellion. Bon Jovi’s videos are not aggressive, there are no drugs, alcohol abuse and sex, which makes it pleasantly likeable to more people. The rebellion is more acceptable and contrasts with some rap videos such as of artists like 50 Cent. One more aspect is the success against the odds, not in terms of the artist himself, but the video. The main protagonist risks his life to go and see the concert and this particular song and succeeds eventually, which makes the message of the song deliberately positive again.
In terms of narrative, it is quite simple. A boy is called by his girlfriend who gives him five minutes to go and see the concert, which sets the tension because he goes through a variety of problems on his way. The constant cross-cutting between the concert and the boy creates tension. The audience likes the hero and is mentally highly engaged in order to wait for the outcome: Is he going to make it? The fast shots which create a sense of fast pace action create this atmosphere. The lyrics fit the action because it is about life and how people should live it before it is too late to take risks and enjoy youth fully. It is about taking life in your own hands, against people moaning and relying only on religion (“it’s not a silent prayer for the faith-departed”). The message is live for the moment. The fact that the boy is on his computer and his mother tells him to “take out the garbage” helps the younger audience to identify with the character which also shows to whom it is targeted.
However, being a hard rock band which normally is targeting male audience, in contrast with Metallica for example Bon Jovi is targeting more main stream audience because of the fact that their songs are safe rebellious, not too harsh sounding, universal lyrics, not specified and often ballades – romantic. This means girls could also enjoy their music. It is also very broad because the audience we see in the massive gig is not only one time. The fact that we see in the car black people means that is targeted to international audience – young, black, Asian – it does not matter; everybody enjoys Bon Jovi – that is the message that is put across. However, it is still mainly male targeted because the action shots would attract male audience more than girls and the main protagonist is still a boy. Nevertheless, there is also a girl in the picture, which makes it more widely accepted concept – a girl and a boy want to watch the concert together, audience gets it and likes the idea – easy to understand.
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