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- Binary Opposites
Interviewer: Hello everyone! So in today’s show we are going to be chatting to a music video director Riona Drangsfeldt and her main star ‘Justin Bieber’! Welcome!
Interviewer: So what inspired you when creating your music video?
Director: I did a lot of research on a variety of different music videos and artists. I used the codes and conventions of music videos by Andrew Goodwin so that my music video would create verisimilitude when viewed by an audience.
Together, Justin and I looked into several DJs that he wanted to collaborate with and we agreed on JackU, which we both thought would be able to create music that would convey the message he wanted to get across to his fans.
Interviewer: And from your music video I see that the main performers are a combination of males and females. So who is the audience you are aiming this video at?
Director: my target audience are 14 to 22 years old females and males and then my secondary audience is 14 to 11 years old.
Justin Bieber: Yeah, I wanted to aim this mainly at my fan base which are mostly teen girls and for JackU they wanted to aim it at older teenagers so together we all decided these were the best age groups.
Interviewer: Ah! Very nice, another thing which I found to be interesting was that the DJ’s and you Justin, seem older, do you think that creates an issue for the younger audiences?
Director: The age I chose for my performer was in his 20's as I thought that if the singer is older it will attract an older audience of teenagers and young adults to watch the music video. As well as his much younger audience. The male DJ that I chose was around 20 years old an adult. I decided to have my DJ young as many of the recent EDM artists are young males. A few examples of young DJ's are Martin Garrix who is a Dutch DJ, who came out with a tune called 'Animals' that became rapidly trendy in 2013. He was only 17 years old but using the same idea of the DJ's being young and therefore creating a role model figure for teenagers to aspire to become.
Interviewer: And Justin Bieber, being a young male did you feel that the audience, mostly females would watch you’re new music video especially since you took a few months off? You don’t think they would’ve forgotten about you?
Justin Bieber: male artists seem to still dominate the genres of music like EDM, Rock, Rap and Hip Hop. And Riona and I looked at the theorist Laura Mulvey who believes that the male gaze is an important part of films and music videos. As the main protagonist is a male singer, the female gaze would apply as females would maybe find the performer to be attractive and also since my fan base has become bigger I know a lot of them would watch my new music video and they’ve been really supportive in my decision to become a respected artist.
Interviewer: Well I know I was very excited to see you’re music video and many of the fans here at the studio are very overwhelmed to see you. In this music video you seem to show more of a softer side, why did you decide to show more emotion?
Justin Bieber: I was going through some rough patches in my life and I wanted to convey to my fans that although I have been in the spotlight for a long time I’m still just an ordinary person who goes through the same things that some of these young teens will/will have been going through.
Interviewer: And Riona any reason why you chose to signify this softer side and how you chose it?
Director: For the gender, being a non-Caucasian male would be stereotyped as performing in a more hip-hop to rap style. But with EDM music there is no specific person that can't fit in to the EDM vibe. Another stereotype of a non-Caucasian male is that they would be aggressive and very expressive in their views of society whereas my performer was very expressive in his singing and conveyed many emotions throughout the video. Thus showing a softer side to himself and a more exposed self to the world. A theorist that relates to this is 'Levi Strauss's 'Binary Opposition' in which the male vs female would come into the fact that I decided to choose a male solo artist rather than a female solo artist. And as a female director, I had to consider a few choices in how I could represent my main protagonist. I wanted to make sure it was unconventional to an audience.
Interviewer: That’s very interesting! And so with the DJs how did that work out? Since in the music video you Justin are always filmed alone and not together with the DJs? Why is that?
Justin Bieber: Yeah umm the DJ’s were both on some solo tours so that we decided it was going to be easier to try and film everything separately. Although Diplo and I were at the same green screen studio for some shoots we otherwise filmed everything separately.
Interviewer: Did you Riona, have any concerns about how the DJ’s would be represented? Especially as we don’t usually see females in the EDM genre.
Director: Well no I had for the gender of my DJ's decided to have both a male and female DJ. I wanted to use a duo with a female DJ to express the idea to my audience that there are female DJ's and that being a DJ does not have to be something that men are only good at. Using Levi-Strauss's binary oppositions, the male vs female would come in but as working together not as opposites.
Interviewer: and how do you think your music video will relate to your audience?
Director: Using the uses and gratifications theory, I can deduce that my audience would be able to relate to the couples situation as they are young and also the singer is going through a break up which I’m sure many teens will have gone through a similar situation in their lifetime.