Exploring artists within the Dance Music genre

Wilkinson 

Exploring Wilkinson through music video-'Half Light ft. Tom Cane'

This video both strays from the typical conventions of dance genre music videos as well as fitting with it. This is because it has a sense of narrative; following the main male actor within the video as he attempts to 'get over' a relationship break-up. The video therefore breaks away from typical dance genre music videos; as it focuses a lot more on actors rather than the artists (Wilkinson and Tom Cane); neither of them even featuring in the video.  Although the video has typical conventions of the genre within it, for example the scene within the video with the club (party) location (mise-en-scene) as well as the use of prop (for example alcohol and the main character having sexual relations with a female actress-being very common in this genre).  

Although the video has similar traits to other music videos within the dance genre; Wilkinson is a very unique dance music artist, breaking away from the stereotypical dance music artist through both his music videos as well as his life style (his brand). First coming onto the 'dance music scene' in 2013; Wilkinson has a very unique drum and base take on the dance genre; working closely with artists that aren't as well-known as you would expect a dance artist to feature within their music.  None of the music videos Wilkinson has produced feature him within them; instead promoting his music instead of himself (focusing more on the track and actors within the video). Although this is common with a lot of DJS; Wilkinson still differs in that he hasn't featured in ANY of them. 

A lot of Wilkinson's videos are based around exploring different relationships as well as modern day society ‘issues’. The video above is a good example of this; exploring the narrative of a young male attempting to 'get over' a break-up with his girlfriend by getting drunk (the use of prop) and having a 'one night stand' with a stranger only to leave her at the end of the video shows Wilkinson exploring the 'effects' of a one night stand and how the modern day society typically deals with a break-up (especially males). Other modern day issues Wilkinson covers through his videos are; gun crime (in Too close ft. Detour City) as well as relationship problems (in Afterglow-even though doing so with a comical aspect). 

Disclosure 
Exploring Disclosure through music video-'You And Me' and 'F For You ft. mary J Blige'

 

In both the videos above Disclosure are featured within them but there is still other people being focused on within the video (straying from the typical conventions of dance/drum and base music videos). Within both there is a 'dance' feel to them-'You And Me' featuring a 'club' scene (where the two members of Disclosure are featured and 'F For You' having a 'dance/club' feel when looking at the Duo 'performing' through the video (as well as Mary J Blige lip singing throughout). 

The 'You And Me' video has a sense of the duos personality throughout being reflected through the two actors being used throughout the narrative of the story-through their 'lifestyle' (e.g. going out clubbing and being shown to have a 'good time'). This gives both a sense of the duo's personality as well as their brand (being reflected through the loose narrative used throughout this video). In both videos the duo are shown performing-highlighting that its their song (music)-therefore promoting themselves-fitting with the dance genre video in this sense. Although both videos differentiate them from other dance artists (through their unique style etc.)

When looking at 'F For You', the dance DJ duo's almost 'cartoon' style that runs throughout their fairly new career:

^These examples of Disclosure CD covers shows how they use this almost 'cartoon' effect throughout their music (including their merchandise and music videos etc.). This both differentiates themselves but also gives a strong sense of 'brand' to them; this style being closely linked to the DJ dance duo throughout the music industry. This stylistic style reflects their unique 'stamp' on the dance genre, having a sense of 'drum and base' to their music; their fans in particular recognizing this style ('The face'). The duo's use of this almost 'logo' has meant that not only they stand out from other dance music artists; but also means that when creating merchandise, music videos, their set (for tours/live performances) they can use this unique style in order to become identified/stand out (show their brand through these types of promotion).

^This image is taken (screen-grabbed) directly from the Disclosure official instragram; showing one of the recently released T-shirt designs that are available for fans (the general public) to purchase. This is a good example of the Duo using their 'logo'/cartoon effect face to promote themselves through merchandise (in this example); promoting this through their 'official pages/sites'-going directly to their fans (their followers/the public).

Foxes 
Exploring Foxes through music video-'Clarity ft. Zedd' and 'Youth'

 

When looking at these videos together; it reflects the variation in Foxes music; having a 'mixed-genre' to her music (brand); having a pop feel to some of her music (e.g. Youth) but also a strong sense of dance music in other songs. When looking at these videos together it is clear that Foxes strong style (fashion/brand) is shown throughout her videos; this is particularly evident in 'Youth' when looking at her costume (mise-en-scene) as well as the actors within it-the way they have been dressed etc. By reflecting her strong individual personality/brand throughout her videos this helps her to differentiate herself from other dance genre artists as well as within the music industry as whole. 

In both these videos Foxes 'strays' from the typical conventions of both pop and dance music videos. This both makes her stand out further from other dance music artists (especially females) and allows her to promote her brand further (putting her own ideas/style into the videos). A good example of this is in the video 'Youth' where Foxes is shown walking down a fairly urban looking street in a vintage styled circus costume (she got from her Mothers vintage store)-reflecting her unique sense of vintage/unique style. Also in the video Youth there is no 'club/dance' setting (one of the most common conventions of the dance genre music videos)-instead being based around a fairly urban looking location/road/abandoned building. This is a good example of how Foxes creates her 'own spin' on the dance and pop music genre through her music videos-differentiating herself (as an artist/brand).

Exploring Foxes through interviews (her 'VEVO LIFT' channel-YouTube)

 

These two interviews based around the 'making of Foxes' and the artist looking back on 2013 reflects her strong sense of personality and gives a feel of how and why she has become this quirky individual (brand/artist). Becoming Foxes in 2013; Foxes had a UK tour followed by the release of her first single 'Youth' (explored above), leading to her first (and only, so far) world tour. This reflects how the artist only just came onto the dance/pop music scene and has already becomes as popular as she is. 

Going to London music school and living on her sisters 'sofa' gives a sense of the journey that this artist has made to where she is today; spending a lot of her time before becoming 'Foxes' at gigs around London where 'no-one really cared or listened). Describing London as 'scary' as well as 'like wow'; Foxes' discusses how finding herself as an artist within London allowed her to become the person she is today-style (fashion wise) and as an artist in general. When considering this it gives an idea of why Foxes is so 'individual' as a brand in contrast to a lot of other dance music artists (specifically females) through both her sense of style (clothing) and as an artist-brand. 

Foxes-Looking at her brand (image-through her fashion sense)

Looking at an online fashion magazine feature

Foxes Talks Heels, Hats, And Her Obsession With American Magazines In Interview

MTV STYLE: How would you describe your style? 

FOXES: Usually I’ll just get up and totally mix-match my outfits, so I look a bit like I’m blind in the mornings [laughing]. I grew up in that sort of carefree environment, and you can see it in my style. I love pretty dresses, but with a bit of rock edge. I love pairing a vintage dress with boots or Converse, just because it's so easy to get up and wear it.

Where do you draw most of your fashion inspiration from? 

I don’t really look to other musicians. My mum owns a vintage store in London, and she's always been super stylish- so hopefully she has given me that gene! I grab like, loads of stuff from her shop and hope that her fashion sense rubs off.

What are some onstage fashion tips you’ve discovered while on tour?

Well, I can’t perform in heels- I'm so awkward, and I just can't. I usually go barefoot, actually. I think it’s so fun to just run around onstage.

Having grown up shopping vintage, what are some of your main thrifting strategies?

You’ve got to find great charity shops. You need to go outside the city, because in London you can’t find anything- everyone goes to the same shops and the prices are all marked up. I go to a place that’s my little secret in England and nobody knows anything about fashion. I literally found a Chanel bag on sale for a tenner (£10)... I’m NOT even joking!

^This example online fashion magazine feature above reflects Foxes' fashion influence both online as well as through her music videos (etc.). Having a strong sense of style (brand) that she states she doesn't get from 'other musicians' instead from her Mother that owns her own vintage store in London. This shows why Foxes is so unique as both a brand (in general) as well as through her fashion sense; not sticking to the current fashion (as a lot of other artists do), instead sticking to her own vintage style. Vintage clothing coming back into fashion means that when looking at artists such as Foxes, their unique styles become both appealing and inspirational to both their fans as well as the fashion industry as a whole. 

This example article also gives off a sense of Foxes strong personality; another reason why she stands out well as an artist (brand). A good example of this is where she is quoted directly saying 'I literally found a Chanel bag o sale for a tenner...I'm NOT even joking!'. This shows why both her fans and the music industry are so attracted to her as an individual; having both a strong ('stand out') fashion sense as well as personality that she reflects well through both her online interviews and TV interviews (etc.) Foxes also shows this unique style and personality through her music videos; reflecting her 'quirky' personality as a brand that she uses in order to differentiate herself and stand out in the music industry as both an individual and an artist. 

The 'Falling For Foxes' Topshop
clothing campaign

'FALLING FOR FOXES' CLOTHING LINE (Topshop website)

This Topshop campaign featuring Foxes reflects the popularity of her brand/fashion-sense; creating a sub-brand within Topshop (designing her own line of clothing for the clothing brand). Topshop being a leading clothing brand aimed at female teens (14-19) to women within their early and mid twenties shows Foxes as a brand appealing (designing) for females within her target fan base. The screen-grab above is taken from the Topshop website; being one of the main 'mini-links' on the home page; the campaign being 'highlighted' throughout the Topshop stores within the country as the 'Falling For Foxes' clothing brand attracts her massive fan-base to the store in order to buy clothing designed directly by the artist.

The campaign is not only featured on the Topshop website; it is also a link from the Foxes official website; also having its own Facebook and Twitter page in order to promote both the clothing as well as Foxes as an artist (her bran/style) becoming a fashion icon; with her 'modern vintage' look. Below there is an example from the 'Official Falling For Foxes' campaign on Facebook.

'FALLING FOR FOXES' FACEBOOK PAGE

^This screen-grab shows the ways in which Foxes and Topshop are sub-promoting each other through the clothing brand. This reflects Foxes' appeal to a teen and early twenties target audience; designing clothing for one of the leading fashion companies being aimed at this age range specifically. Using her unique vintage style of clothing is one of the key ways in which Foxes differentiates herself from other female dance music artists (and within the music industry as a whole); inspiring her fans to dress similarly by designing clothing lines for brands such as Topshop.