Richard Dyer – Star Image

• The term ‘star’ refers to the semi-mythological set of meanings constructed around music performers in order to sell the performer to a large and loyal audience

Institutional Context

• XL Recordings • Cajun Dance Party, Friendly Fires, Jack Penate, Vampire

Weekend, Radiohead.• Type: original and inventive.

• ‘Best Independent Label Award’ individual, alternative,

different look in music - Radiohead.

Target AudienceDemographic profile:• 15-24, male and female. Students

Psychographic profile:• Festival-goers - original, unique styles of music. • find their music from word of mouth, small music gigs and

music shops that sell vinyl records. • Inspirations passion pit, vampire weekend, the foals and the

mystery jets. • Older bands – The Smiths and the cure. • Alternative, original styled dress sense and laid back

attitude to society.

QualitiesStar Image

Youthfulness

Outside

Environment

Beauty

Physical Attractiveness

Health

Creativity

Out of the norm shot

Originality Imaginative

Creative

Talent

Playing own music

Passionate Organic

Target musicians

Environmentally Friendly

Consideration for wider societyEnvironmentally-safe

Natural

Organic Ideology

Not through image/wealth

Selling playing their own music

XL – Enhances image

Poster

Inside CD Inside CD covercoverEnergy/ Youthful

Environmentally friendly

Pedal Power

Energy

Young

Festival

Instruments

Audience powering

Organic IdeologyIdeas from Keith Negus

Ideologies shape the way in which the artists’ images and careers are developed, and the way that they are marketed towards specific target audiences.

The Organic Ideology • ‘Naturalistic’ approach• Seeds of success within artist• ‘Nurtured’ by company• Image enhanced by record company (in this case XL

Recordings)• Given time to evolve• Time to progress ( kings of Leon – took them 5-6 albums to ‘make it’)

Success in the combination?• I believe the combination of products work very effectively

because all the products sell the band in the same way that they're a 4 piece band playing their own music, known as ‘organic,’ which is based around their target market.

• The combination of them create the star image which will attract their target audience of festival goes, laid back, quirky, youthful individuals – all which is demonstrated by the band.

• The video alone focuses on their originality and their music.• Their poster demonstrates how the band performs and

musicians.• The CD Case displays the band, the video and the

performance side of the band.

The Combination

• In our main product and ancillary texts we have the same design and name of the band.

• The font can be identified and associated with the band.

• In all ancillary texts we display the band so the audience can recognise them.

• In all ancillary texts we establish the youthfulness, individuality and originality about the band which is aimed at the target audience.