ADELE'S music videos are plainly simple, emphasizing the lyrics and the duration of the video is based around what she sings. For example, chasing pavements (a music video) she hired dancers to show the emotions and Adele played a minor role by sitting in the car. This shows that she is not basing her video or revolving it around herself, by wearing small clothes and acting crazy which many artists do these days. But on the other hand she is delivering her main message to her fans and just wants them to enjoy what the sings.
Recently, a record executive has launched this latest news about the music industry's attitudes, claiming the insistence on over- sexualising female artists has led to "boring, crass and unoriginal" music. This is mainly because female artists are mainly focusing on themselves rather than giving importance to their lyrics.
A founder of record label XL Recordings: Richard Russell home to the successful artist Adele, said the she had the potential to change the way women were seen in the industry by focusing on her music rather than her sexuality. He further states "The whole message with Adele is that it's just music, it's just really good music there is nothing else. There are no gimmicks, no selling of sexuality. I think in the American market, particularly, they have come to the conclusion that is what you have to do."
Adele's record-breaking second album which was entitled 21, which has spent 15 of the last 17 weeks at number 1. Which smashed Madonna's record of nine weeks in the top slot, Russell further stated "almost political and sort of radical".
In comparison to RHIANNA her song S&M and the video contained the line "sticks and stones may break my bones but chains and whips excite me". This song was criticised by some for the extensive use of bondage imagery in its video. Rhianna and Christina Aguilera during the December final of the X factor were "at the limit of acceptability for transmission before the 9pm watershed". Ofcom had therefore 2,868 complaints.Russell said he was shocked while watching a recent MTV show which featured top 10 hits from the female artists, as each video primarily focused on and used "faux porn" imagery. He said he felt a bit "I felt a bit queasy". But now Adele is No.1 he is so happy and feels so amazed. That not only are young girls going to see that, but also the business people who are behind all those videos. It's going to make them rethink what they should be doing."
He further adds about Adele "It is clearly about the music and the talent and the things it is meant to be about. I think there has been a certain amount of confusion, and it's resulting in garbage being sold and marketing with little real value to it, Adele is a good thing to be happening.That a strong female performer could succeed without bowing to pressure to conform to a certain body type of being over-sexualised, was "unbelievable" he said. Adele spoke openly about her image in an interview with Q magazine, which she said that a sexualised image did not fit her music. "If you've got it, flaunt it, if it works with your music," she said.
Adele further stated "I can't imagine having guns and whipped cream coming out of my body. Even if I had Rhianna's body I'd still be making the music I make and that don't go together." This evidently shows that the internet has positively impacted Adele as she is mainly focusing on her music, she is setting a very good example for the coming generation as she will have a positive impact upon them. Adele is being represented as a good example in the music industry whilst others such as Rhianna get criticized and at times break the rules of ofcom.
