Research into chosen artist.

(Source:Wikipedia)

Jason Mraz is very interesting as an artist as his songs are very experimental in the techniques he uses, such as changes tempo of the lyrics and the beat often. He also maintains a constant theme throughout the whole song-which allows for a narrative to be created within the video. One could say that his music is easy listening and can target many different audiences. The idea of attracting mass audiences with a niche style intrigues me as to the limits we can push his music within the video, but fundamentally not change his style in music. As an artist in the mainstream attraction he doesn't break many conventions and expectations from the audience which allows for the audience to understand the audience better which ultimately betters the bond between artist and audience.

Jason was born in Virginia, 23.06.1977. The Genres he covers are broad but he specifically is known for pop-rock soul music. The song that we will be focusing on is I won't give up, arguably his best song. As you can see in the text box above it was a contender for the best love song at the Teen Choice Awards, despite not winning it was acknowledged by its target audience to be a good song that the audience enjoy consuming. Below you can see his sales for each of his songs in recent years. 

I'm yours by Jason Mraz was the song that established him as popular artist. The lyrics 'I'm yours' which is found in the chorus is a connotation of Love, allowing the song to target its target audience- mainly females aged 16-36 who do not live within a city. Mraz is portrayed as a free-loving person who appears cool to the audience-these hones into the Star image motif from Goodwin’s theory. The mise en scene of this video includes multiple locations, costumes and props, also the lighting used is natural throughout.

The most frequent outfit worn by Mraz is a t-shirt, shorts and a straw hat which makes him look normal-Paradox 2 of Dyer’s theory appearing ordinary to the audience giving a better chance for a relationship to be made between artist and audience. The outfits worn by Mraz can connote exploration which can be a reference to the style of music he provides as he is an alternative artist, and throughout the song the many locations can connote the journey of Mraz to creating his music, allowing the audience to feel more intimate with him and again create a strong connection to him. The range of props come from Sunglasses and back pack worn and the methods of transport he uses. Each has their own meanings to the audience, for instance the surf board he appears on suggests to the audience that he is in tune with nature and has cool pass time in exotic locations which can allow Mraz to gain more support from fans that enjoy the artist appearing extraordinary and also fun. He also is implied to have travelled in a private jet which can help attract a more exclusive target audience. Mraz through this video tries to gain as many fans as possible, which is good for an artist as it makes their products more likely to sell which makes Mraz as a product better.

Mraz through this song is able to successfully address his target audience and form strong lasting bonds with them. This is typical of Mraz as within other music videos he uses the same techniques stated above to lure the audience into feeling comfortable and intimate to him.