Representation: Sexuality in Modern Music Videos

Female representation in the music industry
As I am filming using a female protagonist, I need to consider how females are shown to audiences. I made a conscious decision to go against the stereotype and clear conventions of representing females as sexual objects. While the successful female artists of today are seen as powerful and in control they are still often shown wearing very little clothing and using suggesting poses and dance moves.
Instead, I decided that as a dance remix, I have more freedom to be more artistic that following the pop route of sexualisation.
Here is some evidence of the sexualisation of females...
Of the Top 25 Album Selling Artists of 2010, only 7 were sung by single female artists.

Here I've included are the single covers of their biggest selling singles to show how they are represented...

Rihanna

Here the artist appears to be completely naked, and the title (which is provocative in itself) covers her up, she also seem to have a cigarette in her mouth a connotation of rebellion and self-destruction.

Lady Gaga

Here the artist is in a suggestive pose wearing leather which also has connotations of rebellion and 'rough' as it is traditionally seen on Bikers. She is also wearing a mask, which can be seen as seductive.

Alicia Keys

Here the artist is wearing a very low cut top showing her cleavage, otherwise her overall pose isn't necessarily sexual, which could mean she isn't signified by this.  

Susan Boyle

As Susan Boyle is much older she is already against the convention of a young female artist, so is more innocent, cupping her face, reflecting her genre of music.

Florence & The Machine

Florence & The Machine is a very indie genre and therefore her single cover very much represents this. She is shown as being ethereal and hippy like, while still having done up hair, make-up and glamorous red shoes.

Cheryl Cole

Here, the artist is going for a more simple single cover and has direct eye contact with the audience, reflecting the more intimate lyrics of the song. She is wearing a hat over one of her eyes, so is more mysterious. The background is also of lace which has connotations of underwear and innocence.

Katy Perry

Here the artist is in a very sexual pose and is wearing very little clothing. The patterned bra she is wearing highlights her body and her open mouth is suggestive. It is reminiscent of old style, retro pin ups.

One of the biggest selling artists of 2011 so far, is Adele, who is the female artist in my remix. 

She is one of the few exceptions to the rule of using her body to sell records and instead allows her incredible voice to shine instead. This is another reason why I decided to not sexualise my female protagonist. 


Why women still feel the need to represent themselves sexually in order to sell their music is an interesting question. While there is an air of change about gender equality, if you look at the entertainment business it is actually clear that very little has changed and that women either still feel that is how they must do it (pushed by the patriarchal leaders of the industry), or that they want to as a new kind of feminism. It is still a difficult issue and one that may take time to change.
There is, however, some evidence of change.
For instance Birdy, as a 15 year old, is represented very innocently, and rightly so, being so young. 

However so were females such as Miley Cyrus, but once she hit around 17/18 she suddenly started dressing much more provocatively in order to shake off this 'good girl' image, and, it would seem, sell more records. 

At 14 

At 17

Is this the fate awaiting young girls such as Birdy? Not necessarily, but they won't, typically, be very successful. Unfortunately in our present society the female sexualisation still seems to be how females are represented and the only (perceived) way to make a profit, but thankfully exceptions such as Adele, are slowly making progress, so that one day women won't feel the need to represent themselves in such a demeaning and oppressive way.