An analysis of the representation of Andy Biersack in the genre of metal/screamo music

I chose to do this essay as my coursework for my A level Media Studies. My coursework included a music video and the essay had to link to the coursework. The video was for Black Veil Brides - Wretched and Divine so of course the essay was going to be about Black Veil Brides. I am interested in representation so I just wrote and analysis of Andy Biersack's representation. His representation was a lot simpler to talk about rather than the band as a whole and Andy is the founder and only original member left of Black Veil Brides. I know that Black Veil Brides aren't exactly metal or screamo and consider themselves as a Rock band. I agree but in terms of the essay I mixed it up a bit so I had more to talk about and therefore getting me more marks. So here it is.


 

The term “representation” means how media language and its conventions are used to represent certain things to an audience. Genres are formed by conventions that change over time as new genres are invented and the uses of older ones are discontinued. Often, works fit into multiple genres by the way of borrowing and recombining these conventions. Metal is genre of rock music that developed in the late 1960’s and the early 1970’s, mainly in the United Kingdom and the United States. The bands that created metal developed a thick, massive sound, characterised by highly amplified distortion, extended guitar solos and overall loudness. Metal lyric and performance styles are generally associated with masculinity.

The first metal bands such as Led Zeplin and Black Sabbath attracted large audiences, though they were often critically reviled a status common throughout the history of the genre. For certain artists and bands, visual imagery plays a large role in heavy metal. Some heavy metal acts such as Alice Cooper and Kiss have outrageous performance personas and stage shows.

Screamo is a sub-genre of hardcore punk, which predominantly evolved from emo, among other genres, in the early 1990’s. The genre experienced a popularity boost in the late 1990’s and 2000’s, and by mid-2000’s the over-saturation of the scene encouraged bands such as Alexonfire to incorporate more experimental elements.

When the word “Rock Star” is said it often conjures up images of drug taking, drinking, rebellious, powerful people who smash up instruments and act extreme. There are four things needed for bands to achieve the stereotypical rock star image. First of all they need a look. The look has always been a trashy “I don't care” type of look. The stereotypical rock star does not bother spending thousands on one outfit which proves to be popular because it shows that it does not matter what you look like it is all about the music. This is not always the case. Some rock stars in the world today are based more on image. Secondly what bands need is attitude to go with the look. A rock stars attitude is supposed to be crazy-portraying that they don't care what people think and they can do what they want. The third things bands need is the lifestyle. A rock stars lifestyle is meant to be extreme, hence the slogan “sex, drugs and rock 'n' roll”. Because of the rebelliousness within the lifestyle it appeals to teenage fans. Last but not least, bands need the music to fit their image and the attitude. It has to be crazy and the band needs to show this in their movements on stage. If they don't, the audience would get bored.

The general impression of “rock star” can vary from person to person. Although the stereotype most commonly shown in the media is that of the long haired, drug taking, vast amount of alcohol drinking party animal. But this image has seemed to change and develop throughout the years.

 

Black Veil Brides are an American band who formed originally in Cincinnati, Ohio, But was reformed in 2009 in Hollywood, California. They were inspired by the likes of Motley Crue, Kiss, Marilyn Manson and many more. They are known for their distinct appearance. Andy Beirsack, The lead vocals of the band, is a main focus of this representation. In 2009 Andy was known as a stereotypical “emo” although at the time he did not know what an emo was and never heard of the stereotype. He had long, black hair just above shoulder length and piercings in his bottom lip. He wore black skinny jeans and either dark or a specific styled clothing which is classed as “emo”. He also put on black make up around his eyes. He was only eighteen and represented as a teenager who was “different” to other teenagers.

Andy Biersack around the time of the "Knives and Pens" video.

 

In 2010 his image progressed as he wore dark clothing, had long shoulder length, black straightened hair, Lip piercings and tattoos with more extreme black make up around his eyes and his own design of stitching across the side of his face from his lip. This representation had evolved from the band changing their music style towards metalcore and hard rock sound. Andy’s style had become more towards gothic than what was previously seen as emo.

Andy Biersack about 2010

When the band started to get more famous and popular, his image still remained the main focus as it progressed. In 2011 he wore more black make up, more body paint, more tattoos, tight studded clothing, leather jackets, leather fingerless gloves, black boots and bigger styled long black hair. This image suits his band genre of rock/metal/screamo as the music is seen as dark and heavy just as his image suggests. If someone was to look at him it would be impossible to come to the conclusion he performs pop or rap music. Even someone who did not know who he was would think he must be in a metal/rock band because he has a strong stereotypical American rocker image. He could not be anything but a rock star. One thing that has been widely accepted by the public about the rock star image is just how effeminate they can be. It is acceptable for a male rock star to with long hair in tight trousers shaking their hips, and still be considered “sexy” to thousands of fans. Andy won sexiest male of the 2012 Kerrang! Readers poll and nominated for hottest mail for the Kerrang! Awards three years in a row.

Andy Biersack 2011

In 2012 he cut his hair and had a more denim rocker look. On the back of each band members jackets were their nicknames. This gave them more of a biker gang look rather than the stereotypical studded leather rock star style. It was unique for the band and very original whereas the previous styles where inspired by other bands of the past, such as Motley Crue, Kiss and Alice Cooper.

Andy Biersack at Download Festival 2012.

 

In 2013 Andy changed his style yet again. He went back to wearing leather but had his own unique style. He wore less make up and grew his hair out again. But it had a new style. The look made them look like rock stars but less stereotypical as they mix up old leather styles with their own new unique styles. He is still represented by the media as a singer who loves what he does and is working hard to get where he is. Yet sometimes he can be seen as “up himself” as he talks about his high ambitions and what he wants to achieve. In the Legion Of The Black film which Black Veil Brides made he is represented as a hero saving those who are not understood by society. This is sometimes the case in real life for most of his fans. He is still shown as the dedicated rock star who does not take advantage of his fame and money.

 Andy Biersack 2013

 

Andy Beirsack is stereotypical due to the image, although in the old days rock stars didn't look like they spent thousands on clothing while Black Veil Brides do not wear clothing that is available cheaply. They do however have the typical hair, tattoos, piercings and make up, which has been the main part of a rock star image for many years. Andy does have the rock star lifestyle but he does not take drugs like the rock star stereotype, although he does drink a lot. He has the rock star attitude and he certainly shows it on stage which means the audience never gets bored. The music is straight up rock metal, so Andy and the rest of his band have all of the four major things linking to the rock star stereotype.

The representation of rock star is made out like they are incredibly extreme, violent and raging alcoholics. However, the majority of modern rock stars are not like that, the majority of them care more about their music and their fans rather than the rock star image. Andy Biersack thinks more of the music and his fans while looking his best to what suits his music genre. Andy does not have an “extreme” lifestyle like some rock stars today e.g Oli Sykes. Most rock stars now have settled down, and aren't groupie grabbing rebels. Andy and most of the members of his band are settled down with girlfriends/wives yet they are still rebels. They rebel against what society thinks of them and their fans. It is true some rock stars take advantage of the representation and consider it acceptable to “play up” to the image and act differently just because it is how they are portrayed.

So that is what I did for my A level coursework essay. If anyone actually got to the end of this without getting bored and exiting then thanks for reading this. All together my teacher said my work is a B so I am pretty pleased. If you want to comment the feel free.

 

NightshadexXx