NW: Analysis of promo package

Jamie xx - I Know There's Gonna Be (Good Times) ft. Young Thug, Popcaan



Star Image and Metanarrative

• Jamie xx's star image is one of mystery to many of his fans, he rarely features in his music videos, out of the ones he's actually made for his tracks, which connotes that he cares more about the production of the music itself and the way it sounds rather than his own personal star image.
• In 'Good Times' he features occasionally, the clips are short and show him performing at a gig, there are also clips of the crowd and the lights, the bright 'disco' effect lights directly link to his album cover as they are multi-coloured and almost confetti like. The clips of the crowd are evidence of his popularity and star appeal, they also reinforce his talent as he is evidently performing live.
  
• His main appeal for most of his fans is the music but as people get to know his songs, they want to find out more about him, he is still widely only known for his tracks but moe recently people have become more interested in him as a person which may be why he has chosen to briefly feature in this video as it's giving his fans a small amount of new information about him.
• Dyer's idea of the star image includes the idea of presence and absence, in this video, Jamie is both present and absent, the majority of the video is shots of the artist who features in his video (Young Thug) and artistic shots of swimming pools and plants. I would say only about 10% of the clips in the video feature Jamie himself, so on the whole he is very absent which leads people to want to find out more about him and add to his metanarrative.
• Young Thug the artist who features in the song, heavily features in the music video, he takes more of a leading role than Jamie does, this connotes that Jamie is more shy and modest about his talent whereas Young Thug appears very confident and quite brash.
• Dyer's first paradox with the idea of being ordinary and extraordinary applies to both the artists shown in the video but Jamie especially. He is seen to be on the stage in front of many fans performing his tracks which shows how extraordinary he is, but in terms of mise-en-scene for these shots, the lighting is very dark as if he is almost hiding from the limelight and his costume is very plain and unobtrusive showing how is an ordinary person.
• When applying Archer to this video I would say that it was illustrative as many of the shots suggest that they are having a 'good time' they appear fun and exciting and therefore give off the same impression about the artist.

• At the beginning of the video there's aa aeroplane that's flying an advert for the song which has the same background as his album cover, this is therefore a strong advertising link so that this image is directly linked to him. This reinforces his 'brand' and acts as a visual signifier to him and his work.
  

Visuals

• The shots in the video suggest that he is quite artistic and creative, lots of bright colours are used which link to his album cover and perhaps give his audience an idea of his personality.
• The more artistic shots of the girls around the pool and the shots of brightly coloured pavements and plants break up the collection of other clips which are quite dark. They create a nice contrast to the other clips and make the video more aesthetically pleasing as the clips are very clean and sharp. They are also cleverly used to cut on beat so they work well with the music.
• The shots of the girls around the pool in swimwear apply to Mulvey's idea of the male gaze as the women are seen as a sexual object, the shots however are used in more of an artist way as they have chosen the colour of location and costumes to be visually pleasing and work well with the other shots.

How the video links to the album cover

• There are visual signifiers in the video that directly link to the album cover, for example the plane that flies around the city skyline has a banner off the back of it that has the same background design as the album cover, this provides a link to both the album but also Jamie xx as an artist as it becomes his trademark.
• There's also a shot of a vinyl record which has the album cover artwork on it, again this is a clear link which advertises the album.

Analysis of album cover - Jamie xx In Colour