Music Types and Music Videos

In the music industry, many types of music have been created and labelled as a ‘style of music’. The different music types create various feelings and emotions for different people and conjure up different images, colours and themes. 
These images can be recognised in the music videos that accompany the music:


Rock Music Videos 
Rock music videos usually follow a dark colour scheme throughout and use simple settings. The majority of videos are ‘performance’ based videos, meaning that a lot of shots include the members of the band with their instruments performing. There is a lot of emotion in the videos through the characters and musicians facial expressions, and normally they do not portray happiness in the music videos as they relate the lyrics and meaning of the song to the story line and feelings. 


Pop Music Videos 
Bright colours, flashing lights and creative settings and backdrops are typical features of pop videos. The colours would appeal to mainly younger audiences as many pop artists are young and express themselves through the lyrics of pop music, as well as their costumes that make the musicians look innocent and relatable. Many close up shots are used in videos to effectively show the innocence and fun of the artist. Pop videos usually follow a narrative – tell a story and often include up beat dance routines.


Indie Music Videos 
Common elements included in indie music videos consist heavily of shots of the band and their instruments (very similar to rock music videos). Indie videos often use a narrative throughout and show calm setting (i.e. a field, a room with just instruments in, a quiet street) and some sort of ‘journey’ is usually incorporated. Dark, moody colours and themes are popular in indie videos.

Dance Music Videos 
Bright colours, evocative costume and wealth is heavily shown in Dance/ Hip-hop music videos. The male gaze theory is focused on due to the way women are represented. Women are frequently dressed in clothing which reveals a lot of flesh and have glamorous hair dos and make up. Dance routines set in clubs consist a lot in ‘dance’ videos, this again re visits the male gaze theory. 


R‘n’B Music Videos 
R‘n’B music videos are very often narrative based. They frequently follow a ‘romantic’ or ‘love’ theme and a lot of shots are used of the artist and the actors involved in the video. Similar to dance videos, there are a lot of dance routines featured within R‘n’B videos and women are often dressed in fairly revealing clothes. Money is portrayed very positively as jewellery, cars and designer materials are heavily focused on. Wealth is also reflected in the settings used in videos
including; parties, clubs, mansions etc.

Influential Music Videos

Over time, more money has been pumped into the music industry meaning music videos became more adventurous and are still reaching new levels of creativity to this day. However, putting special effects aside, some music videos remain successful and memorable to us simply because of the reaction they caused at the time of their release. A poll done early in 2010 asked a large number of Myspace and Facebook users what they considered to be the most influential music videos. The top five were said to be:

1. Thriller - Michael Jackson - http://www.youtube.com/watch?v=p_MuUcxHATo

2. Here It Goes Again - OK Go - http://www.youtube.com/watch?v=dTAAsCNK7RA

3. Baby One More Time - Britney Spears - http://www.youtube.com/watch?v=TKo4fFVymqk

4. Take On Me - A-Ha - http://www.youtube.com/watch?v=_EXxMlIExpo

5. Bohemian Rhapsody - Queen - http://www.youtube.com/watch?v=guDDPXcdmUI

Music Videos - Censorship

Censorship

Over the years many media productions have shook the public and caused controversy and outrage to the market. Although this is common in the music video industry it also applies over the whole media market. For example when famous director Alfred Hitchcock released his legendary 'Psycho' in 1960 the film was almost band due to the opening scene showing a couple having an affair.

World wide channels that host music videos, MTV being one of them, have been criticized for over censoring what they show or 'don't show'. Although censorship in the market has decreased due to gradual changes in the attitudes and values of the public, we hear bleeped out or muted words deemed inappropriate and extreme sexual imagery removed.


Some examples of artists or songs which have words bleeped out (modern and dated) include;
Enrique Iglesias - Tonight I'm Fucking/ Loving You (2010)
Cee Lo Green - Forget/ Fuck You (2010)
P!nk - (Fucking) Perfect (2010)
Lilly Allen - Kabul Shit (2009)
Akon - I Wanna Love/ Fuck You (2006)
Some of Kanye West's, Eminem's and The Prodigy's material has included language or themes that were considered inapropriate.


MTV channel has edited a number of music videos to remove references to drugs, sex, violence, weapons, racism or homophobia. Many music videos shown on the channel were censored, moved to late-night rotation, or banned entirely from the channel.

Examples of censored/explicit/banned music videos


Robbie Williams - Rock DJ Music Video

Robbie Williams' 2000 hit "Rock DJ" is a memorable video which split the public's view on the explicit shots used. In the video, the artist wishes to attract the attention of the female DJ so he begins to strip out of his clothes (shown left). Failing to get the females attention, he then moves on to "stripping" off his skin and throwing chunks of skin and organ at the girls surrounding him.

They then begin to take notice and quickly begin to 'devour' him until he stands as a skeleton dancing. 

It was not only the sexual nudity that shocked viewers  but also the physical stripping of his skin revealing blood, muscle and organs. The events in the video were described as 'shocking' and 'unexpected' and the video was even given a rated 15 certificate. When the video was released, the shocking reaction it received meant that the video was soon banned from being shown on television, in particular music channels such as MTV and VH1.

http://www.youtube.com/watch?v=TGelsMOIJZY - Original (explicit)


Maroon 5 - Misery Music Video

Maroon 5's 2010 hit 'Misery' successfully launched their latest 
album 'Hands All Over'. The music video (American version) was as equally gripping. It focused on lead singer Adam Levine and his current girlfriend Anne Vyalitsyna, both very physically attractive and sexy to look at. The video displays Adam and Anne as a broken up couple whilst she plays the "crazy ex-girlfriend" stereotype to the extreme. She offends and tortures her 'ex-boyfriend' by slapping, punching, head butting and threatening him with weapons. 
http://www.youtube.com/watch?v=6g6g2mvItp4 - Official (American) Version

"Because it kind of turns the whole idea of the sexual energy between two people - a guy and a girl, a music video, you've seen that a million times - that exists in this video, but it's turning it on its ass and having the girl be the more domineering one who's trying to kill me." 
- Levine admitted to MTV News.

However, the UK version made of this sexy and violent music video had censored out every time the "crazy ex-girlfriend" attempts to harm her "ex" by covering the violence with cutesy cartoon graphics including; teddy bears, love hearts and candy.
http://www.youtube.com/watch?v=WXNqs0LEEss - UK Version

Production of Music Videos

Pre-Production


1. The commissioner of the video sends the track to possible directors and producers, sometimes accompanied by a basic pitch containing what the band wants in their video.

2. These directors/producers come up with ideas for the video which they then turn into a pitch. This is a basic idea and concept of the video and why it will be a good and effective video to make. These pitches will be based upon briefs given to them by the record company, as well as the music itself (what will fit well).

3. The record company will then decide which pitch has most promise to create an effective music video. After a director is chosen they allocate a budget for the video. The chosen producer will deal with the arrangements for the video, as well as making sure the budget is not exceeded.

4. Director of Photography and art director(production designer) then join the team. It's the art director's job to oversee the planning for the look of video, they must scout for locations and plans the shoot location.

Production
5. The artist, cast and crew will arrive at the shoot location. They then work to film the video, this process usually takes one day.

6. Then the 'off-line' edit takes place. This is where an editor cuts assembles all of the footage shot on the day of the shoot over a period of a few days. The record company and artist may ask to see it and suggest changes.

7. After this, the 'online' edit is made. This means that all of the special effects are added, and the video is finalised and is made ready for release.

8. Final product is delivered to the client who subsequently releases it to television, Internet and others.

The time it takes for this process to complete has dropped in recent times, as the demand for music videos is growing greatly, as well as video budgets plummeting. All of the steps may take as little time as three to four weeks.

MTV

"Definition of a Music Video: A filmed or videotaped rendition of a recorded song, often portraying musicians performing the song or including visual images interpreting the lyrics."

MTV

Although the origins of music videos date back much further, they came into prominence in the 1980s when MTV based their format around the medium. The original purpose of MTV was to be "Music Television." The channel would play music videos 24 hours a day, 7 days a week, guided by on-air personalities known as VJs, or video jockeys. Over the years, MTV has enabled the public to view all types musical artists as well as their music videos. 

Expansion and Development

Throughout the 1980s, MTV expanded and introduced a range of new shows which effectively broadened the audience watching the channel. Some of these shows included; 

• "120 Minutes" - 1986, a show featuring alternative rock and other "underground" videos.
• "Headbangers Ball" - 1987, a popular after hours show featuring heavy metal music videos and news.
• "Yo! MTV Raps" - 1988, a hip-hop/rap orientated programme.
• "Dial MTV" - 1990, a daily top ten music video countdown show for which viewers could call the toll-free telephone number 1-800-DIAL-MTV to request a music video.

Throughout its history, MTV has also covered many global benefit concerts. For most of July 13 1985, MTV showed the Live Aid concert. Along with VH1, MTV broadcast the Live 8 concerts, a series of concerts set in the G8 states and South Africa. Nowadays, MTV and many other music stations feature (live) footage from music Festivals all over the country, some including; V Festival, Glastonbury, Leeds and more. 

                                                         

Online

MTV's website has been developed and updated allowing anybody to access information regarding latest music, videos, films and film events (award ceremonies), celebrity news and snap shots of today's most famous and idolised artists. The website even supplies games, downloads and competitions where a winner can receive free shopping trips, gadgets and tickets to concerts.

http://www.mtv.co.uk/

Distribution of Music Videos

Distribution

The distribution of the music video is a fascinating but complex process. In reference to mainstream indie, depending on the type of songs that are released it will either be located on the mainstream broadcasts such as MTV or 4Music, or if it is not so popular in the charts it may be found on TMF or MTV Rocks. So for bands such as The Fray, which have release several songs that have been played on various outlets – ‘How To Save A Life’ was on every station imaginable for the time of its release, however, ‘She Is’ was only found on TMF mainly at the time of its release. A lot of the time it is not band dependent but which audience the song is more suited towards.

Not only that but YouTube has developed the way it distributes its material as well. Since no longer are music videos just uploaded via the band or through illegal methods, cooperate companies such as VUE have bought music video rights so that the music video is now actively making money through the advertisements attached to them, depending on the popularity of the band and song released. This means that music videos are accessible at any time, any place, anywhere. Making distribution far greater than it has been before.

I feel that bands such as The Fray and Snow Patrol have successfully merged two style together, meaning they have a larger audience to distribute their new material to are extremely successful as they use all the methods available to them, even merely on their website, through having their music videos and singles on their website and how they access the new market through MTV, Radio and YouTube Channels.

Display The Band?

To show the Band or not?

A great argument within the industry is whether a video is at a disadvantage if band members do not feature. Many media critics state that many bands likeability is down to firstly its music and then the bands members. If the band is marketing a song they have made then surely it should appear in order to further enhance the popularity of this song? Many bands however are hugely successful without featuring in their music videos. For example, Gorillaz are yet to feature in a video, but yet they still have sold millions of records. In fact they have actually made it iconic that they don’t feature in their videos, instead they have created cartoon versions of themselves to represent the band.

Again genre is a major factor. Within the pop and rock industry the lead singers personality and talent often needing to be expressed. Where as in the dance genre it is more likely for the audience to associate a video including a choreographed dance not needing to feature the singer.

My personal preference as a consumer lies within an amalgamation of some of band members on-screen and some form of visual representation of imagery as a good balance.

The second debate is whether the band needs to feature on the CD cover. Is it necessary for increased song sales? Well, in an age of mass consumption where so many album covers strive to create individualism and stand out from the crowd, perhaps not. Again branding is the necessity rather than the band being seen if the band does not feature in a CD cover as a consumer can quickly associate the CD with the band. In terms of accessibility and promotion of band image the CD cover is perhaps not the best outlet to express. 

For our music video we have decided to put the front man in the video, however, we do not incorporate the whole band but just the front man. We have assumed that similar to most bands the lead singer is the most iconic such as Muse – Matthew Belamy is seen as the most recognizable from the band, and then put other imagery to symbolize the rest of the band.

Convergence: Music Videos

Music Videos

In relation to our chosen industry production, the music industry has to converge with elements of the film industry to produce products such as music videos, as the visual elements are filmed and edited similarly to a film or television show and the audio side of the production which of course stems out from the music industry. A music video does not stop simply at the convergance of the film and music industry's, but later introduces other media platforms into it's mixture when the video is being distributed and promoted.

When the music industry promotes it's products it has many choices, popular choices include convergence with radio, television and online sharing, engaging in a poly-platform infer structure. In relation to our chosen industry production, the music industry has to converge with elements of the film industry to produce products such as music videos, as the visual elements are filmed and edited similarly to a film or television show and the audio side of the production which of course stems out from the music industry. A music video does not stop simply at the convergence of the film and music industrys, but later introduces other media platforms into it's mixture when the video is being distributed and promoted.

Distribution of Music

Music Distribution
Advertising is probably the most vital resource that bands and artists' rely on (as well as having the talent) to gain and broaden their success. Without advertising artists wouldn't be able to promote or sell their music. It is important to take the product to the consumer as the chances of a respectable number of 'could be fans' searching for the products are unlikely. This is why the music industry must use the correct advertising to market their products and increase sales revenue. The Internet has made it possible for artists to boom in the music industry and has rocketed over the past 10 years, enabling artists' to reach their desired audience and further than that. Here are just some of the online programmes which enable the public (anyone) to browse, listen to and buy music and how it boosts the success of the artists.

Website 
Websites are a great promotional tool for musicians, however this online approach only has a large impact when for the use of the bands existing fans, or people who know how to find the website. Websites allow fans to buy merchandise such as T-Shirts, mugs, gig tickets etc. This of course allows the band brand to branch out, meaning everyone who wears the merchandise is endorsing the artists. Websites also allow for music to be bought and many independent musicians offer their music for an optional payable fee, where fans pay whatever they want for the products. This ensures fans are happy, and the independent musicians receive some funding to keep their careers going and enables them to expand in bigger and better ways reaching more people.

iTunes
iTunes of course is a huge advertising opportunity for musicians. The updates main page on the programme shows new albums releases by bands and any new singles that are released. This platform however does have its boundaries. The limited advertising space more than likely means that the cost will be high. This would indefinitely limit the usage by smaller less established bands and be dominated by the better known musicians.


Amazon/Ebay
When customers buy from Amazon or Ebay, there is a page displayed which has already analysed past purchases and recommends products which are tailored to the individual shopper. This is fantastic for musicians as it means they can rely partly on similar bands from their genre to advertise, and then be displayed in the 'products you may enjoy' section and intrigue consumers to try their products. This kind of sale will more than likely lead to website hits and further merchandise purchases meaning the band/group will receive increased cash flow.


Spotify
Spotify is a relatively new music streaming download which offers customers free music to enjoy with restrictions of use, as they can only listen to the songs on the programme and can not copy. Spotify like iTunes has advertisement slots which updates and is a good platform for consumers to get a taste of various genres and artists through suggestions and ads.

Media Convergence

What Is Media Technology Convergence?
Convergence in the context of media refers to the technology driven unification of different media channels. For many years different media were clearly separated: broadcast TV, broadcast radio, newspapers, books, video and film, recorded music etc. The internet and other digital methods of distribution have changed this dramatically over the last 10 years. A digital connection or physical medium can carry any type of content from a picture to a song to a video and can be distributed on a mobile phone network or over the internet. This not only means that different types of media are converging, but also that media and telecommunications are converging.

Henry Jenkins, an American media scholar and professor describes convergence as: 

"...the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences."

Multi-Play

'Multi-play' is a marketing term describing the provision of different telecommunication services, such as Broadband Internet access, television, telephone, and mobile phone devices, by organisations that traditionally only offered one or two of these services. Multi-play is a catch-all phrase; usually, the terms triple play (voice, video and data) or quadruple play (voice, video, data and wireless) are used to describe a more specific meaning. A dual play service is a marketing term for the provisioning of the two services: it can be high-speed Internet and telephone service over a single broadband connection in the case of phone companies, or high-speed Internet and TV service over a single broadband connection in the case of cable TV companies. A quadruple play service combines the triple play service of broadband Internet access, television, and telephone with wireless service provisions. This service set is also sometimes humorously referred to as "The Fantastic Four" or "Grand Slam". 

Audience Considerations

Audience Considerations
Due to the rapid growth in the music video over the last few decades, it has unsurprisingly caused an increase in demand from the audience’s to interact more with their favourite bands. Some people in the industry heavily critises the modern day importance of the music video, stating that it is a needless promotion that detracts from the music itself. Some bands, instead of using the music video as a promotional tool, they use it to create a platform of individuality. However, this is turn will promote an essence of the band and what style they are trying to exhibit, and could actively promote themselves to more rebel audiences.


In modern day bands any successful music video gives the band a chance to express some of their personality, talent and most importantly increase audience awareness. Depending on the type of image you wish to present to your audience, depends on the style you wish to present to your target market will have. For instance if you chose an artistic style video, you will often appeal to more mature people from 16 older, stereotypically they will probably have an upper class background as well. There are several issues with creating a music video that is heavily weighted on concept music video in an artistic style, some audiences may deem the video as boring or may not even get the concept at all. This segregation caused by the video, could in turn either damage the reputation of the band in a particular part of the audience making the band elitist or just cause bad marketing for the song in general, decreasing the profit margin. However, there are several benefits from using an artistic music video as it allows the band to create a style that the audience will associate with the band no only that, it causes the music video to be watch repeatedly as they are trying to discover the meaning of the video and what it is trying to achieve. This style is a puzzle, which causes the audience greater exposure to the song, therefore higher promotion.


We felt that this artistic style may be beneficial to our music video, since we want to stick to the forms and conventions to main stream indie bands such as Snow Patrol; but to put a slightly different slant on them to give them a new image for the ‘Band’ that we create. Also, it will allow us to develop something more than a standard performance video, making the ‘Band’ stand out from the rest of the of the bands in this genre.

Record Labels

In the music industry, a record label is a brand and trademark image associated with the marketing and promotion of music recordings and productions and music videos. The record label company are primarily responsible for promotion and copyright protection of the artists' work and can also manage the production manufacture and distribution of the work as well. 


Within the industry, most recording artists have become increasingly reliant upon record labels to broaden their audience therefore it is important for artists and bands to be signed with a good and responsible record label. This will ensure that they gain success by having their work played and promoted on both the radio and television. A good record label will also secure the artist recognition with the public and more importantly - their target audience.


Types of Record Label
Labels vary from smaller, independent institutions to 'major' labels which are bigger and control a string of smaller labels, acting as a 'super power' within the industry. This of course has changed over the years as various businesses fight for market share.

Major labels (1988-1998)
1. Warner Music Group
2. EMI
3. Sony Music
4. BMG Music
5. Universal Music Group
6. Polygram

Major labels (1998 - 2004) 
1. Warner Music Group
2. EMI
3. Sony Music
4. BMG
5. Universal Music Group 

Major labels (2004-2008) 
1. Warner Music Group
2.EMI
3.Sony BMG (Sony and BMG joint venture)
4.Universal Music group

Major labels (Since 2009) 
1.Sony Music Entertainment
2.EMI Group
3.Warner Music Group
4.Universal Music Group

Male Gaze Theory: Reversed

Male Gaze: Reversed
It is possible, and becoming more common for the Male Gaze theory to flip on it's head and focus on the way men are perceived as 'sex objects'. A good, up to date, example of this is the recent Alpen advert for a breakfast cereal. The advert is shown below:




The clip begins with a group of young women dressed in nothing more than leotards, doing aerobics whilst holding a bowl of cereal. Several shots are used showing the women working out, close ups of facial expressions and body twisting and bending are featured in particular. This is to attempt the entice the audience into buying the cereal purely because of the women. A female over voice, after selling the cereal because of the women, says; 'Besides, it's sexist.' At that point, a group of men in shorts and fitted vest tops are shown stretching and working out. This is a clear example of how The Male Gaze Theory has, over time, been reversed and flipped so it can apply to both sexes. 

The Male Gaze Theory: Theorists

The Male Gaze Theory is the idea or 'theory' behind how people are 'viewed' weather it being on television or in a photograph, poster etc. It can include how men view women, women loom at women or how women view themselves. Many theorists have their opinions on what they consider to count as part of The Male Gaze theory. I have looked at Mulvey, Ferguson and Millum, three theorists who's beliefs I have researched in detail.


Laura Mulvey (1975)
Laura Mulvey is a British feminist film theorist. She studied at Oxford before becoming a professor of film and media in London. Mulvey is best known for her essay, 'Visual Pleasure and Narrative Cinema' written in 1973 and published in 1975. Her outlook on the Male Gaze theory involved purely men looking at women for visual satisfaction. She believes that women are completely passive in this topic and are only seen as sexual images for men (the 'lookers'). 


Her opinions on the Male Gaze are very intense, meaning there is no room for any changes on her views. Not everybody agrees with Mulvey, understandably, infact she has had criticisms on her thoughts on the topic and the material she publishes. The main criticism she has received is unfairness. Her bold claim that men are the 'only spectators' when it comes to looking at women has been said to be unfair and 'sexist' because since the 80's there has been a large increase in the sexual display of the male body for women's pleasure. This still is present today - particularly in fragrance adverts.

Marjorie Ferguson (1980)

Marjorie Ferguson has Four main looks which include; the Chocolate Box, Invitational, Super Smiler and Romantic/Sexual, these looks are mainly associated with female models. 
Chocolate Box
This is a look where a female model shows a slight smile, showing as minimal amount of teeth as possible, the lips tend to be closed and the face isn’t shown full on face forward.
Invitational
This look which focuses mainly upon the eyes, and mouth which will be closed although the model will be smiling with her head to one side, as if to be looking down upon the invitee.
Super Smiler
When a model is showing this look she’ll show her full face with a full teeth smile with either her head tilted forwards or backwards.
Romantic or Sexual
This look includes both a female and a male in the picture, it will seem as if it is a dream and it should be very sexual


Trevor Millum
Five main looks which he calls, Seductive, Carefree, Practical, Comic and Catalogue.
Seductive
When a model is posing in the Seductive look they should have their eyes slightly closed, the expressions will be small, but will still show through, they will also aim to look confident.
Carefree
A Carefree look, can be linked to sports because it seems as if they are active and healthy.
Practical
A pratical will include a model who seems to be concentrating something, so thier eyes will be focussed and their mouth will be closed but not tightly.
Comic
This will be seem as if the actor/model is being studpid, comical, funny and it will normally be exagerated, to make the most as if to seem that what they are laughing at is very funny.
Catalogue
This will make the model have their eyes wide open, with a big smile as if they are not stupid but quite dumb.

Applying Goodwin’s Theory (2)

Snow Patrol - You’re All I Have: Applying Goodwin's Theory


Genre Characteristics 
Goodwin’s theory states that each genre demonstrates key genre characteristics. In the indie genre, one of the main characteristics is a performance element in the music video. The music video for “You’re All I Have” is a pure performance video that demonstrates their instrumental skills and their image. Another key characteristic of the indie genre is that it is anti-mainstream. The band’s image, the location of the music video and the band’s music video itself is far from the “glitzy glamour” of some music videos. The band goes back to basics by just playing their instruments and demonstrating their talent and love for music. For example the medium long shot of the band playing their instruments in one frame unites the band and their talent. The medium close up of a band member playing the guitar demonstrates their skills and the medium shot of another band member playing the drum highlights their role in the group.


Relationship Between Lyrics and Visuals
There is a subtle relationship between the lyrics and visuals. For example when the lead singer sings “Electric shocks on aching bones”, a close up of the lead singer shows when lightning strikes on the microphone which causes the lead singer to step back. Also, I find that the whole location and atmosphere of the music video focuses on darkness and depression and the lyrics “There is a darkness deep in you a frightening magic I cling to “ highlights the dark and damp location of the music video.


Relationship Between Music and Visuals
There is a strong relationship between the music and visuals. For example when the lead singer sings a medium close up shot is used most of the time to show this. Also, at times when the beat of the drum is prominent, a medium close up of the drummer is used to highlight his input into the music video. Similarly, when the guitar beat kicks in with more passion and prominence, a medium shot is used to show the band member playing the guitar.


Demands of the Record Label
The indie record label demands for band’s to have a unique image. For example most of the time the band are seen wearing black shirts, jackets and trousers accompanied with washed out colourful t-shirts- this unique style establishes their fashion sense and image. Furthermore, it is common for indie bands to have long, casual and scruffy hair- this was evident in Snow Patrol’s earlier days however recently the band have adopted a more tidied up image which could mean that they are changing their style in order to keep up with the ever changing fashion sense of their target audience. Another demand of the record label is that many close ups and medium close ups of individual band members must be used to introduce the band members and their individual roles in the bands. For example close ups and medium close ups are used to introduce each band member at various points and medium long shots are used to bring all the band members into one frame to introduce them as a group.


Notions of Looking
There is no reference to the female body in the lyrics and in the music video. Furthermore, there are no screens within screens. This could be that the band want their target audience to purely focus on them. To include a female in the video would be a distraction for the target audience as they would focus on the female, not the band.