Research into chosen artist - Miss Georgiou

Shift K3Y 

Lewis Jankel is an english born DJ, producer, singer and songwriter from London. His stage name is Shift K3Y and he produces dance music that appeal to a young target audience. He is a recent artist, only becoming well known in the last 5 years. The artist is often seen incorporating a sub genre of pop into his music. His most well song being 'touch' managed to get to 3rd in the UK charts. This is very impressive considering he was a virtually unknown artist. He is also seen to produce songs for artists such as Tinie Tempah, Jenifer Lopez and Aluna George showing his immense talent.

Year	Single	Peak chart positions			Album
		UK	UK Dance [14]	SCO [15]
2014	"Touch"	3	3	6	Non-album singles
	"I Know"	25	6	23
2015	"Name & Number"	–	–	–
	"2 Doors"	–	–	–	Off The Record
	"Crying In My Sleep" (ft. Andrea Martin)	–	–	–
	"Still Love You"	–	–	–
	"Beep Beep"	–	–	–
"—" denotes a single that did not chart or was not released.

The artist belongs to the record label Columbia Records. They are a large record company owned by Sony Music entertainment. Many of the artists incorporated into the company are part of dance, pop and even rap genres that aim solely at large mainstream target audiences all being incorporated on to chart shows and big large scale radio stations. This suited Shift K3Y as he aimed to increase his audience to develop more sales of his record and a wider reputation. This wider audience was evident through the release of both 'touch' that reached 3 in the UK charts and 'I Know' which was able to take the dance charts by storm, even reaching as high as 6 in the UK charts. The music videos for his more popular individual tracks give clear indication into how he appeals to his younger target audience of 15 -25 year olds, how he follows the conventions of the dance genre and how he presents himself as an artist. 

'Name and Number'

The first music video that I'm analysing is 'name and number', this is his most recent release that has not yet reached the charts but has developed large recognition from large radio stations and music channels. The video itself gives clear indication of the artists presentation and how he attracts his selected audience. 

Within the video there is evidence of the use of Dyer's theory used in order to appeal to a selected audience and present the artist in a way that could achieve 'stardom'. This is clear from the use of setting. The setting shows the artist as performing to the camera at a party as he attempts to get various numbers from different girls. Being a young adult himself, he is aiming to present himself as a conventional teenager/young adult; enjoying himself in a relaxed and fun atmosphere at a house party which is accessible for all of his target audience. Through the use of this setting he is able to comply to the genre's of the dance genre as it conveys a party lifestyle and atmosphere of which dance fans aspire towards. It also apply's to Dyer's theory as he aims to relate to the audience, allowing him to build a relationship with them. This is understandable due to the fact that he is a relatively new artist an wants to come across as too desirable or confident as he aims to present himself as relatable with an inviting personality. 

Also, the use of Goodwin's theory is seen within the music video. This is clearly evident through the 'notion of looking'. The video clearly uses this notion of looking throughout; it is part of the narrative of the video as people are seen to be communication through pictures on phones. This notion of looking is emphasized through both close ups and zooming in shots showing different couples and different girls that Shift K3Y is supposed to be pursuing. This notion of looking is used to keep the audience engaged into the narrative of the video as they attempt to keep track of the different girls that Shift K3Y likes and engages with. Additionally the use of phones and social networking is used by the artist in order to appeal to the modern target audience of the dance genre as social networking is used on a large scale across the teenage society as a way to communicate and interact. He uses all of this to present himself as a conventional boyish teenager who aims to attract as many woman as possible through texting and social networking. This will appeal to the majority of his target audience as they may enjoy seeing his personality which is not seen in other videos. 

The main aim of this is to show Shift K3Y's genuine personality that is not conveyed in his previous videos. He does this through portraying himself as a conventional, outgoing, laid back yet exciting teenager with a fun and exiting party lifestyle. This is made evident through a series of close up shows as he hold the camera showing him conversing, singing and dancing with people in a packed house party setting. The setting itself and the the party atmosphere created shows the artist as being comfortable, relaxed and outgoing in a buzzing social occasion. This appeals to the conventions of the dance genre as it often portrays a party lifestyle or atmosphere that the target audience enjoy to experience and aspire towards. This specific video appeals to this selected target audience as it shows an accessible party atmosphere created through a typical house party. The younger target audience will both relate to this party setting and aspire towards Shift K3Y's outgoing personality 

The target audience is made specific in this video through the use of actors and setting. The artist aims to appeal to the typical target audience of the dance genre, being teenagers and young adults ranged from around 15-25. This selected target audience has been attracted through the use of a party setting that is experienced by many young adults and older teens, the use of younger characters that the audience can relate to and a use of a narrative involving social networking and the theme of 'selfies' that modern teenagers can engage with. This narrative and use of mise en scene means that the artist can embed himself furthermore into the teenage culture in order to establish himself as a well respected dance artist. 

The style of the music video is also used in order to appeal to this target audience. The video itself is mostly narrative and concept based with the concept of sexual attraction being developed through social networking and internet based interaction. This concept is sown through narrative as the artist is seen looking to get a number from a girl that he likes at a house party. This is also incorporated with an element of performance as the artist is seen singing to the camera with his friends. The narrative and concept element of the video is used to appeal to the the younger target audience as they can relate to the party atmosphere in the video and the use of social networking which has a large role in modern teenage society. Plus the performance element is used to both comply to the dance genre conventions and connect to the audience. He connects to the audience as he sings directly to the camera, showing himself to be singing to the viewer, allowing him to build a relationship between himself and the audience. He is also able to embed himself as a respected dance artist as he shows the party atmosphere that revolves around the genre by showing himself as performing within a conventional party setting. 

As shown through the analysis of the video, mise en scene has had a vital influence on both building a presentation of the artist and, more importantly, attracted a selected target audience conventional to the dance genre. This is specifically evident through the main scene of the video, used alongside the chorus of the song. Shift K3Y is seen in a party setting, positioned in the middle of a variety of mid shots; the iconography within the setting included alcohol, mobile phones and modern shoes used as product placement. This is all used to present the artist as being in the center of a modern, buzzing party atmosphere with alcohol and social media being the main focal point of the video. This use of mine en scene is specifically done to appeal to the target audience of the dance genre, mostly consisting of teenagers; they would be able to relate to the stereotypical house party setting and use of social media, particularly snap chat with this being a craze within modern social media. Also, the use of the iconography of retro 'puma' shoes would help the artist to market himself with a link to the product; it complies with Dyer's theory showing him trying to achieve 'stardom'

Additionally to this cinematography has also specifically been used in order to build upon the artists relatable presentation. This is evident through a series of close ups used to both show his facial expressions and he sings to the camera and the use of mobile phones as people take 'selfies' to show off their relationships and, in the artists case, talk to different girls. The close up of the artist himself presents him as being fun, exciting and comfortable in a party atmosphere; this appeals to the younger audience as they aspire towards his outgoing personality. In addition to this the presentation of social networking also appeals to this target audience as presents the artist as being relatable to his age group; this is due to the fact that social networks are a big aspect of modern teenage society. 

Evident throughout the video, in relation to editing, is a creative use of transitions. This is seen as the video jumps from different settings and shots as the camera zooms onto a video on a phone. This creates a flow to the video and is achieved through a zooming effect used for shot transitions and the addition of black bars on the top and bottom of each shot, allowing them to fabricate the outline of a phone screen. By doing this the video is conforming to Goodwin's theory as it matches the lyrics of the video by showing different girls on different phones linking towards the song title 'name and number'. It could be said that the use of this editing creates a fast pace to the video; this may comply to the conventions of dance music with it often being fast and choppy. Also, the video further complies to the features of Dyer's star theory as there is a theme of 'looking' within the video. This glorifies the artist, showing him to be the focal point of a house party atmosphere and elaborating upon his promiscuous behaviour. The use of phones to demonstrate this 'looking' feature also would appeal to the target audience of teenagers and young adults with their phones and social media being a relatable feature of their lifestyle. 

Touch

The song Touch is Shift K3Y's first big release. It got to 3rd in the UK charts and was extremely popular within the dance genre, portraying the artists first image and developing his first target audience. 

The use of Dyer's theory is clearly evident throughout this video. This is seen through the use of cinematography and the numerous close ups the artist uses to show his facial features and expressions. This is clearly seen towards the start of the video as he sings directly to the camera as his face lights of with multicoloured tints and the girl next to him kisses him on the cheek. It makes the artist the sole focus of the video helping him to build a relationship with the audience and clarify the emotions behind the lyrics of the song. This may have been done due to the fact that Shift K3Y was a new artist at the time and wanted to relate to his audience on a more personal level in order to develop his image and introduce himself to the dance genre. The image he portrays is that of self confidence and promiscuous behaviour; this is seen through him being shown as comfortable with the female character. The use of added tints could also be seen as conventional to the dance genre as it has connotations towards a vibrant and exciting party atmosphere, artists are often seen to use bright colours in their media products. Also, the presentation of the artist, showing him to be promiscuous could appeal to a niche female target audience as they aspire to be the female companion within the video.

Additionally to this there is also evidence of the use of Goodwin's theory within the video. This is specifically seen through the visuals in the video and the ways in which they match the lyrics oh the song. As the video states 'I wanna feel your touch', the artist is seen to produce a glowing hand print of his female partner as he gently touches her arm. This runs alongside the lyrics, complying to the Goodwin's theory and creating a greater understanding for the audience as the artists coneys a sense of intimacy as he gently touches the girls arm. It presents him as being intimate himself, showing him as being confident with girls. This may appeal to the female audience as they could feel attracted to seeing this side of him plus the male audience may aspire towards his confident behavior.  

The target audience for this video, much like the artist's later video, 'name and number', consists of a conventional target audience to the dance genre. This is seen as being younger adults and teenagers ranging from ages 15 to 25. The video itself appeals to its target audience through meeting the conventions of the dance genre. An example of a dance convention is seen through the use of editing and the additional strobe/neon lighting incorporated into the video. This is creatively shown on the video constantly flashing across the screen and appearing on the artist's hand. The strobe lighting related the lighting within a club or party setting. This is conventional to dance and it is often the type of setting that the music is based upon.

The style of the music video is cleverly used by the artist in order to present his talent, his sexuality and and to built a relationship between himself and his audience. The video is almost totally performance based, with Shift K3Y seen to be singing directly at the camera and towards the audience through numerous close-ups and low angle shots. This helps appeal to the audience as they are able to easily understand the emotions behind the lyrics and experience the intimate personality of the artist. This correlates with the fact that this is one of the artists first music videos and he aims to present himself as confident, smooth, and talented, being able to easily connect with the viewers.  

The main element of the video that is used to both appeal to the audience and meet the conventions of the dance genre is the use of editing. This is clearly evident through the effects added on the video, showing the artists 'touch' to be luminous; and through both the fast paced editing incorporated with numerous jump cuts. The use of the effects appeals to the target audience as the strobe/neon lighting added a party atmosphere to the video of which the young teenage audience aspire towards. Also, the use of fast paced editing and quick successions of jump cuts is additionally seen to comply to the dance genre conventions as it agrees with the fast music and variety of tempos; this allows him to build upon his image of a typical, creative dance artist.  

One element of mine en scene that is evident within the video is the artists facial expressions. He is constantly seen to be looking and pointing towards the camera as though he is singing to the audience. It is done in order to make the audience feel as though the lyrics of the song are directed at them. This furthermore supports the evidence of Dyer's star theory within the video; shown as the references to the audience are made evident through constant close ups of the artist. Although having alack of influence upon the dance conventions within the video Shift K3Y is doing this to again appeal to his target audience of female teenagers and younger adults. He constantly refers to the camera in order to aim the lyrics towards the audience. They may feel that the artist wants to 'feel' their 'touch'; it makes them want to aspire to be with the artist and further follow his career and music. 

To conclude, I have taken a series of inspirations from these videos. It showed me that the artist I plan to make my video on is obviously a typical dance artist who aims to comply to the dance conventions and portray a relatable image of himself to his selected target audience. These two themes are both seen within the two of his previous videos and I will aim to incorporate this into my own version of the song 'I Know' through the use of a relatable and accessible setting; plus the use of strobe/neon lighting effects. Hopefully this will be seen to appeal to the target audience that Shift K3Y is constantly seen to engage with. Also, a more specific inspiration that I will take from both videos is the use of fast paced jump cuts and montages, used on time with the music. This meant that the video was paced and exciting to watch; building upon a vibrant party atmosphere. This could potentially be evident through a fast paced montage of the artist and his girlfriend in my music video.