MS4 Music Industry

Case Study: Beyonce

Section A Preparation (1 question, 1 hour, 30 marks). Focus on genre and representation.

What do we need to know about Beyonce?1. Create a fact file – name, age, nationality,

ethnicity, family background and personal life details, music history, discography, record label/deals, successes.

References: http://www.beyonceonline.com/uk/countdownvideo

http://en.wikipedia.org/wiki/Beyonc%C3%A9_Knowleshttp://www.beyonceworld.net/http://www.mtv.com/music/artist/knowles_beyonce/artist.jhtml

Genre

• What genre is her music? What are the conventions of her music genre? Does she mix genres? How typical is she of her genre? Watch a selection of her videos and listen to her songs.Reference: http://www.mtv.com/music/artist/knowles_beyonce/artist.jhtml

Case Study: BeyonceHow would you define the genre of Beyonce’s music?

• It can be described as r&b incorporating hip-hop sequences• Soul, blues, hip-hop, r&b, and rap are all stereotypically associated with African-American

artists. Beyonce’s music positions her within and African-American generic style. • However, her mainstream popularity measured by worldwide sales, sell-out tours and

accolades, suggests she has transcended a specifically racially-orientated genre and identity. • She has become an important crossover star. Her status as a crossover star is empowering

because it implies her racial identity is not considered a barrier to mainstream success.

1. What are the conventions of this genre of music? 2. Find out about the conventions of style, beat, tempo, lyrics etc. Reference:

http://www.beyonceonline.com/uk/biohttp://en.wikipedia.org/wiki/Contemporary_R%26Bhttp://library.thinkquest.org/15413/styles/rb.htm

3. Use the ‘r&b conventions’ PP to make notes on how conventional Beyonce is.

Case Study: BeyonceBeyonce is a perfect example of a contemporary female who is sexually desirable but, at the same time speaks directly to a female audience. Her songs and music videos draw upon concepts of empowerment for women, often with narratives about walking away from unsatisfactory relationships. A recurring theme in her work is that of independent women highlighted by using motifs of strength, power and control.

Many of her songs are anthems for female audiences to sing offering an alternative gender ideology to the familiar traditional stereotype of passivity. Her identity is not based on being a ‘victim’, singing about heartbreak and yearning for a man. When she sings about losing her partner, which is a conventional plot scenario in pop music, her mode of address outlines his loss not hers. Therefore she assumes a position of control; Beyonce is no victim.

• Analyse a copy of Beyonce’s lyrics. Find evidence to support the notes above.

Reference:http://www.azlyrics.com/k/knowles.html

While Beyonce’s song lyrics advocate female empowerment and liberation, her music videos often position this power and control for women in relation to the female body. Beyonce’s physicality is a key factor in her star persona and her body is frequently on display in figure-hugging clothes and is the focus of attention in the dance routines. Beyonce’s dance routines convey stances of power and control whilst reminding her ex-lover of what he is missing physically. This song outlines her discarding one man for another. The video combines her piercing gaze at camera, addressing the male viewer / voyeur, with close-ups of her body. She therefore displays her female physical assets infused with connotations of liberation for women. Her sexual movements and traditionally desirable female body become a ‘weapon’ to use against men, obliterating the feminist notion of the female body as a sexual object to be used by men.

Case Study: BeyonceHer crossover appeal suggests that the music industry celebrate all racial and ethnic identities without privileging a traditional hegemonic ideology of white supremacy. When Beyonce encourages women to identify with her through the anthems of female solidarity, she is speaking to all women regardless of ethnic identity. It would therefore seem that race is not an issue. However it is possible to consider an alternative perspective on Beyonce’s racially-coded body. The erasing of her African-American identity can be viewed as problematic. Far from denying white superiority, Beyonce can be seen as undergoing a whitewashing by the media that has consciously diminished her racial identity and difference to make her acceptable to the ‘white’ consumer. In order for her to appeal to the widest audience possible her difference is less obvious than say that of Jay-Z, her hip-hop musician partner.

Case Study: Beyonce

Beyonce’s crossover appeal has helped her attract audiences through intertexuality. She has appeared in films (Dreamgirls and Austin Powers: Goldmember) and she has endorsed many products, such as advertising Tommy Hilfiger, L’Oreal, Armani and Pepsi brands.

Name some other big female names in this genre. What conventions of image can you find?

Exam questions:

1. To what extent are your chosen texts typical of their genre?

Depending on the texts selected, candidates may argue that they are typical or not. This is acceptable but look for coherence in the argument. Candidates are likely to define the genre of their chosen texts. Other points covered may include reference to:• Conventions and key signifiers• Iconography• Storylines, plots• Image• Use of dialogue, language, music• Use of technical codes.

2. How do your chosen texts reinforce or challenge typical genre conventions?

Clearly responses are likely to begin with a discussion of the texts’ genre. Look for coherence and accuracy here. Candidates may argue either way - this is acceptable.Points covered may make reference to conventions such as:• Key signifiers and iconography• Storylines and plots• Characters and their functions• Stars/celebrities• Use of camera, sound, editing• Use of dialogue, language, music.