The main genre we are going to follow is pop/folk music. It is hybrid because it incorporates two genres together.
Below is an example of an artist/song from that genre:
Imogen Heap: First Train Home
Unique Selling Point
"Our unique selling point for our product is to attract the individuals who prefer following music of their own accord and own interest" (G.Burton)
Our unique selling point is that our artist perfroms pop/folk music which is not featured alot these days in charts. What makes our artist different is she is an independent woman who audiences can relate to, she is quirky and colourful. A further point is that she will be known for having artistic, memorable and eccentric videos.
By Muhammad Patel
Monday, 30 November 2009
Institution- By Muhammad Patel
The genre of music we are using in our music video is pop/folk music, we will be aiming at the female market aged 16-24. Our main target audience will be quite niche because it will be aimed at people who enjoy this genre of music.
This institution is mainly an indipendent label which falls under the umbrella of a major label, its purpose is to find new acts in the pop/rock genre and through campaigns launch the artists into a wider fan base.
As a group we have decided that our artist Harlow Winter will be part of her own record label "Harlow Winter Records" which is an ofshoot from relentless records.
The music label our media text belongs to is relentless records:
Relentless records is a UK based independent record label that distributes pop and rock music and other various genres. It was founded in 1999 and is owned by EMI/Virgin. Relentless records was mainly focussed on selling urban music however they soon began expanding into more profitable genres (pop and rock) under their parent label EMI. Anumber of artists have signed onto Relentless records e.g. KT Tuntstall, Seth Lakeman, Ben's Brother and Joss Stones . We decided to use this record label because we believe they would help launch our unique style of music to a wider target audience like they did with Joss Stone's unique album "the soul sessions" which became a muilti-platinum selling album.
Joss Stone
This institution is mainly an indipendent label which falls under the umbrella of a major label, its purpose is to find new acts in the pop/rock genre and through campaigns launch the artists into a wider fan base.
Joss Stone is a soul/pop act and relentless helped her grow into an international success. We want to use relentless as our music label because it represents the image and ethos we are looking for e.g. perserverance, strength and quirkiness.
The record label used Jos Stone's eccentric, colourful personality to their advantage, they played on her uncontrollble bursts of exuberance, talent and sometimes comments that have gotten her into trouble. We would like to launch a similar campaign for our artist, we would like to show our intended target audience an artist who is down to earth, relatable and eccentric and we believe this will help us launch a successful media product.
update
As a group we have decided that our artist Harlow Winter will be part of her own record label "Harlow Winter Records" which is an ofshoot from relentless records.
By Muhammad Patel
Sunday, 29 November 2009
Questionnaire (Target Audience)- Analysis!
One of our group members Hannah Tabor created a questionnaire, the purpose of the questionnaire was to help us decide the target audience of our music video/product. It would help us decide which group of people we should be targeting and help us incorporate this knowledge into our final tasks.
Below is an image of the questionnaire:
I asked 5 people to fill in the questionnaire, I asked 5 people who fit into our priliminary demographic. I asked 3 women and 2 men and they were mainly aged between 16-34 years of age.
Below are images of the 5 filled questionnaires:
Analysis
Firstly, I will analyse the graphs I created using microsoft excel.
One of the questions on our questionnaire was Q) Would you buy this song? The graph below illustrates our results:
The graph shows that 60% of the people who filled in the questionnaire did not want to buy the song. Mainly, the males of the group did not want to buy the song because it was not to their taste, a fenale participant did not want to buy the song because she prefered other genders of music such as rock.
I also created a graph to show the number of people from each gender (male/female) who participated in the questionnaire. The results are shown below:
The results show that the majority of participants were female, this was purposeley done because our main target audience would be the female population.
Overall, from the results I have concluded that our main target audience would be females aged 16-24, I believe we would be aiming at a niche market within that group because the genre of music (pop/folk) is quite limited in fan base.
By Muhammad Patel
Friday, 27 November 2009
Music Video Analysis - Hannah T
Sandi Thom – what if I’m right
Sandi Thom is a Scottish singer songwriter and multi-instrumentalist from Aberdeenshire. During her teens Sandi and her band started of travelling across Scotland playing in various pubs and clubs. In 2006 her claim to fame came with her first single ‘I wish I was a punk rocker’ which went straight in at number one in the UK charts. I am going to use one of her less known songs, ‘ what if I’m right’ from her album ‘smile it confuses people’ to analyse and see if any of the techniques used would be effective in our own music production.
The video starts by focusing on the artist, using spotlights and close ups of her emphasises her emotions and to show the depth of meaning in the song. Half way through the music video the shots used concentrate more on the couple to illustrate the love between them as shown in the pillow fight where they are having fun, energetic and full of life. The video then goes against all the typical conventions at the end by using footage of the production team appearing on screen, applying make-up and adjusting the setting. This is similar to Natalie Imbruglia’s music video – Torn.
The lyrics express the love she has for her boyfriend. However, even though he makes promises such as, “be true and be faithful” she has doubts about it. This is reflected at the start of her music video when she is sat on the bus; her facial expression shows that she is thinking about something important to her. By the use of the couple in the background it gives the impression that these are the sorts of thoughts that are worrying the artist, these are her fears about the future. During the duration of the acoustic piece between the chorus and the second verse Sandi looks pensive, after this sort time of reflection the couples actions in the background catch for the better, they are now happy and full of love.
The song is similar to the song we have picked as it is personal to the artist. However, in Sandi Thom’s song she writes about love which is a common theme within songs that are in the charts whereas Allison Crowe talks about self belief and confidence in angels which breaches the typical genre.
I believe this video is a combination of both performance and experimental, it is easy on the eye and audiences can relate to the themes. Nevertheless the group is aiming to have a more experimental music video based on the country pop genre.
By Hannah Tabor
Sandi Thom is a Scottish singer songwriter and multi-instrumentalist from Aberdeenshire. During her teens Sandi and her band started of travelling across Scotland playing in various pubs and clubs. In 2006 her claim to fame came with her first single ‘I wish I was a punk rocker’ which went straight in at number one in the UK charts. I am going to use one of her less known songs, ‘ what if I’m right’ from her album ‘smile it confuses people’ to analyse and see if any of the techniques used would be effective in our own music production.
The video starts by focusing on the artist, using spotlights and close ups of her emphasises her emotions and to show the depth of meaning in the song. Half way through the music video the shots used concentrate more on the couple to illustrate the love between them as shown in the pillow fight where they are having fun, energetic and full of life. The video then goes against all the typical conventions at the end by using footage of the production team appearing on screen, applying make-up and adjusting the setting. This is similar to Natalie Imbruglia’s music video – Torn.
The lyrics express the love she has for her boyfriend. However, even though he makes promises such as, “be true and be faithful” she has doubts about it. This is reflected at the start of her music video when she is sat on the bus; her facial expression shows that she is thinking about something important to her. By the use of the couple in the background it gives the impression that these are the sorts of thoughts that are worrying the artist, these are her fears about the future. During the duration of the acoustic piece between the chorus and the second verse Sandi looks pensive, after this sort time of reflection the couples actions in the background catch for the better, they are now happy and full of love.
The song is similar to the song we have picked as it is personal to the artist. However, in Sandi Thom’s song she writes about love which is a common theme within songs that are in the charts whereas Allison Crowe talks about self belief and confidence in angels which breaches the typical genre.
I believe this video is a combination of both performance and experimental, it is easy on the eye and audiences can relate to the themes. Nevertheless the group is aiming to have a more experimental music video based on the country pop genre.
By Hannah Tabor
Thursday, 26 November 2009
Music Video Analysis - Lauren.P
Paulo Nutini - Pencil Full Of Lead
The video i will be analysing is Paolo Nutini's 'Pencil Full Of Lead'. Paolo Nutini is a singer and song writer who orignally focused mainly on reggae and blue eyed soul up untill his most recent album 'Sunny Side Up' which has taken a different path and is mainly Pop Rock, jazz and folk.
He is very orginial with his style of music although he makes it into the charts frequently he still sways away from mainstream pop, and keeps his originality his own. This relates to what we as a group want to produce, as we are not looking for a typical band, we would like something of a different style to give an edge to our project.
'Pencil Full Of Lead' is mainly a Performance and Experimental video focusing mainly upon Paolo Nutini himself. I believe this because although it is based upon a live performance, Paolo Nutini is shown as a plastercine character performing on stage between many dancers.
The video also follows all of the required codes and conventions needed in a Performance and Experimental Music Video, having the main focus being the Singer, however with it being experimental the twist is that Paolo himself is a cartoon.
The tempo of the music is very upbeat and dancey, this is reflected in the way the editing links with the pace of the music in a complimentary way to help the video flow easier. This is the effect that in turn we would like to create in our own music video, however we are focusing more on the experimental side of the genre.
The lyrics and the video here do not match at all which also gived the video a very experimental feeling as the director has clearly decided to go off the track and produce something that would more entertain the audience rather than inform them, i believe this is a good idea as it involves the audience. They may feel they have to watch more closely in order to understand what is happening on the screen.
The use of mainly females in little clothing in Paolo Nutini's video implies to me that this video is mainly aimed at a male audience between the ages of 15-25 which is generally not what most are focused on making it quite obscure, most videos focus on females as their target audience. Therefore is different to the audience we are targeting as this is females between the same age group.
I believe that this video is ultimately intriguing and pleasing to the audiences eye, however this is not the style that as a group we are aiming for. The main ideas we are currently basing upon is the whole experimental theme in a pop genre, with a narrative that may involve the audience fully in order for them to get the general and whole picture we are aiming for.
By Lauren Pollard
The video i will be analysing is Paolo Nutini's 'Pencil Full Of Lead'. Paolo Nutini is a singer and song writer who orignally focused mainly on reggae and blue eyed soul up untill his most recent album 'Sunny Side Up' which has taken a different path and is mainly Pop Rock, jazz and folk.
He is very orginial with his style of music although he makes it into the charts frequently he still sways away from mainstream pop, and keeps his originality his own. This relates to what we as a group want to produce, as we are not looking for a typical band, we would like something of a different style to give an edge to our project.
'Pencil Full Of Lead' is mainly a Performance and Experimental video focusing mainly upon Paolo Nutini himself. I believe this because although it is based upon a live performance, Paolo Nutini is shown as a plastercine character performing on stage between many dancers.
The video also follows all of the required codes and conventions needed in a Performance and Experimental Music Video, having the main focus being the Singer, however with it being experimental the twist is that Paolo himself is a cartoon.
The tempo of the music is very upbeat and dancey, this is reflected in the way the editing links with the pace of the music in a complimentary way to help the video flow easier. This is the effect that in turn we would like to create in our own music video, however we are focusing more on the experimental side of the genre.
The lyrics and the video here do not match at all which also gived the video a very experimental feeling as the director has clearly decided to go off the track and produce something that would more entertain the audience rather than inform them, i believe this is a good idea as it involves the audience. They may feel they have to watch more closely in order to understand what is happening on the screen.
The use of mainly females in little clothing in Paolo Nutini's video implies to me that this video is mainly aimed at a male audience between the ages of 15-25 which is generally not what most are focused on making it quite obscure, most videos focus on females as their target audience. Therefore is different to the audience we are targeting as this is females between the same age group.
I believe that this video is ultimately intriguing and pleasing to the audiences eye, however this is not the style that as a group we are aiming for. The main ideas we are currently basing upon is the whole experimental theme in a pop genre, with a narrative that may involve the audience fully in order for them to get the general and whole picture we are aiming for.
By Lauren Pollard
Music Video Analysis - Lauren.W
Jordan Pruitt - Outside Looking In
The music video of which I will be analysing is Jordan Pruitt’s – Outside looking in. Jordan Pruitt is a Dance-Pop, singer/song writer from Hollywood. With her music style being something similar to what we are looking to include in our music video.
I believe that ‘Outside looking in’ follows all of the required codes and conventions that are essential for a music video; the genre characteristics, through the typical American High School setting and stereotypical teenage characters i.e. the Jock, Cheerleader, Geek. The lyrics fit the music video criteria due to their context about love/boy meets girl. The style of music also very much links in with the genre, with its acoustic sounding verses and more upbeat chorus. The need to sell the artist is also met, with the pretty teen being featured in the majority of the video, through a variety of camera shots i.e. close-ups, long shots, cantered. Furthermore, the editing of the video is very integral with the tempo of the music.
The lyrics in the video are very much about love and boy meets girl, which is an expectation for the typical teen genre. The song that we have picked has a lot more depth and meaning, referring to self-belief, confidence and inner beauty, which is something that we are happy about because we don’t want our video to the meet the typical, regular expectations.
With regards to intertextuality (“Music Video as incorporating, raiding and reconstructing” J.Stewart), I believe that the video meets it extremely well because the text makes constant referrals to the Disney Film, ‘Read It and Weep’. It is not unusual for music videos to draw on cinema, as it enables the viewer to understand the context, whilst promoting film at the same time. In our music video, I feel that it may prove difficult to portray a great deal of intertextuality to the viewer because of how unique and experimental we aim for it to be.
The use of voyeurism within the video is quite extensive with the lead telling a story, whilst the shot focuses on the lives of others – without them knowing.
I believe that this is a narrative text due to the plot of the video and how the lead singer is constantly expressing the story, usually from a medium, close-up shot throughout. The video is showing the life of a teenage girl in a high school and her feelings towards cliques and labels – how do I know this? Through the great production and clear structure of the video, although I find the simplicity in the text quite unappealing, therefore in our music video we will be playing around with the genre, making it a lot more experimental, only touching upon the conventions, rather than thoroughly abiding by them.
After analysing this particular moving image text, I feel that the video is more Pop, rather than Indie, which I what my group is ultimately aiming for. It is a simple video and an easy-watch for the viewer, although this isn’t what we are hoping to achieve.
By Lauren Widdop
The music video of which I will be analysing is Jordan Pruitt’s – Outside looking in. Jordan Pruitt is a Dance-Pop, singer/song writer from Hollywood. With her music style being something similar to what we are looking to include in our music video.
I believe that ‘Outside looking in’ follows all of the required codes and conventions that are essential for a music video; the genre characteristics, through the typical American High School setting and stereotypical teenage characters i.e. the Jock, Cheerleader, Geek. The lyrics fit the music video criteria due to their context about love/boy meets girl. The style of music also very much links in with the genre, with its acoustic sounding verses and more upbeat chorus. The need to sell the artist is also met, with the pretty teen being featured in the majority of the video, through a variety of camera shots i.e. close-ups, long shots, cantered. Furthermore, the editing of the video is very integral with the tempo of the music.
The lyrics in the video are very much about love and boy meets girl, which is an expectation for the typical teen genre. The song that we have picked has a lot more depth and meaning, referring to self-belief, confidence and inner beauty, which is something that we are happy about because we don’t want our video to the meet the typical, regular expectations.
With regards to intertextuality (“Music Video as incorporating, raiding and reconstructing” J.Stewart), I believe that the video meets it extremely well because the text makes constant referrals to the Disney Film, ‘Read It and Weep’. It is not unusual for music videos to draw on cinema, as it enables the viewer to understand the context, whilst promoting film at the same time. In our music video, I feel that it may prove difficult to portray a great deal of intertextuality to the viewer because of how unique and experimental we aim for it to be.
The use of voyeurism within the video is quite extensive with the lead telling a story, whilst the shot focuses on the lives of others – without them knowing.
I believe that this is a narrative text due to the plot of the video and how the lead singer is constantly expressing the story, usually from a medium, close-up shot throughout. The video is showing the life of a teenage girl in a high school and her feelings towards cliques and labels – how do I know this? Through the great production and clear structure of the video, although I find the simplicity in the text quite unappealing, therefore in our music video we will be playing around with the genre, making it a lot more experimental, only touching upon the conventions, rather than thoroughly abiding by them.
After analysing this particular moving image text, I feel that the video is more Pop, rather than Indie, which I what my group is ultimately aiming for. It is a simple video and an easy-watch for the viewer, although this isn’t what we are hoping to achieve.
By Lauren Widdop
Music Video Analysis - Muhammed.P
Florence and the Machine - Drumming Song
I am going to analyse a music video by an artist who is similar in style/genre to our artist.
Florence and the machine is a British indie/art rock/neofolk band, the band is fronted by female singer Florence Leontine Mary Welch. They released their debut album “Lungs” in July 2009 in the UK. I will be analyzing the video for their song “Drumming song.” I am analysing this music video because the style of the music video and the stars eccentricity is what we hope t include in our music video.
The video mainly fits into the performance genre because it mainly focuses on the artist singing the song and dancing to the beat of the drums. Generally Florence and the machine are known for their exuberant experimental videos however this video falls into the performance genre. The video would mainly be aimed at a young audience aged 16-24, would be mainly aimed at the male and female audience.
The artist has developed her own star iconography throughout her video’s she wears wacky costumes and make-up which emphasises her peculiarity. She is known for her scary/gothic performances and this is what the audience expect when they watch her videos.
I believe the video follows a number of typical codes and conventions:
• Use of close-ups/extreme close-ups of the main artist which helps the audience focus on the main artist and emphasise the stars image
• The camera movement accompanies the movement of the artist as she dances/parades around the halls of the church/monastery
• The rhythm/music drives the editing of the song
• The beating of the drums amplifies the title of the song “drumming song” and symbolises how she feels when she meets the person she is in love with
Intertextuality is when artists use something with which the audience is familiar with to create nostalgia and associations with. In this video Florence and the machine reference Edgar Allen Poe’s famous gothic horror story “A tell-tale heart.” She uses drumming noises in the video to emphasise the noises she hears in her head whenever she is around someone she loves just like how Edgar Allen Poe described how the main character in the story could hear the thudding/pumping noise of his heart due to his guilt of murdering someone.
There is a use of voyeurism in the video as the main singer Florence and the dancers wear costumes which do not leave much to the imagination, this can be linked to the theory of “male gaze” where women are seen as objects of allure and sexual desire. On the other hand the singer/dancers are performing in a church/monastery which contradicts the lyrics and costumes.
To conclude I believe this video is simple but effective, the use of rhythm and performance drive the video along creating an artistic, colourful moving image text. The video represents the artist and would imprint in the audiences mind therefore people would want to watch this video over and over again which means that the video delivers on its main purpose to “create a music video which will be repeatedly watched.”
By Muhammad Patel
I am going to analyse a music video by an artist who is similar in style/genre to our artist.
Florence and the machine is a British indie/art rock/neofolk band, the band is fronted by female singer Florence Leontine Mary Welch. They released their debut album “Lungs” in July 2009 in the UK. I will be analyzing the video for their song “Drumming song.” I am analysing this music video because the style of the music video and the stars eccentricity is what we hope t include in our music video.
The video mainly fits into the performance genre because it mainly focuses on the artist singing the song and dancing to the beat of the drums. Generally Florence and the machine are known for their exuberant experimental videos however this video falls into the performance genre. The video would mainly be aimed at a young audience aged 16-24, would be mainly aimed at the male and female audience.
The artist has developed her own star iconography throughout her video’s she wears wacky costumes and make-up which emphasises her peculiarity. She is known for her scary/gothic performances and this is what the audience expect when they watch her videos.
I believe the video follows a number of typical codes and conventions:
• Use of close-ups/extreme close-ups of the main artist which helps the audience focus on the main artist and emphasise the stars image
• The camera movement accompanies the movement of the artist as she dances/parades around the halls of the church/monastery
• The rhythm/music drives the editing of the song
• The beating of the drums amplifies the title of the song “drumming song” and symbolises how she feels when she meets the person she is in love with
Intertextuality is when artists use something with which the audience is familiar with to create nostalgia and associations with. In this video Florence and the machine reference Edgar Allen Poe’s famous gothic horror story “A tell-tale heart.” She uses drumming noises in the video to emphasise the noises she hears in her head whenever she is around someone she loves just like how Edgar Allen Poe described how the main character in the story could hear the thudding/pumping noise of his heart due to his guilt of murdering someone.
There is a use of voyeurism in the video as the main singer Florence and the dancers wear costumes which do not leave much to the imagination, this can be linked to the theory of “male gaze” where women are seen as objects of allure and sexual desire. On the other hand the singer/dancers are performing in a church/monastery which contradicts the lyrics and costumes.
To conclude I believe this video is simple but effective, the use of rhythm and performance drive the video along creating an artistic, colourful moving image text. The video represents the artist and would imprint in the audiences mind therefore people would want to watch this video over and over again which means that the video delivers on its main purpose to “create a music video which will be repeatedly watched.”
By Muhammad Patel
Wednesday, 25 November 2009
Music Video Analysis - Intro
As a group we discussed a range of videos to analyse, in order to further our research and increase our knowledge on the music video. Together we agreed on a final four which all fall under the same genre as to what we will be producing ours within. They are:
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By Lauren Widdop
- Florence and the Machine - Drumming Song
- Paulo Nutini - Pencil full of lead
- Jordan Pruitt - Outside looking in
- Sandi Thom - What if i'm right
By Lauren Widdop
Feedback 25.11.09
Well done guys, this is excellent progress so far. Be careful that you don not repeat yourself too much! Also, only use theory if you relate it or apply it to your own project or analyses. Also, there is a lot here from Muhammed and I need to see more from you girls individually. Share the workload equally please. You are a team and there should be no one person taking over control!
See the checklists for next tasks.
Mrs A
See the checklists for next tasks.
Mrs A
Maslow's Hierarchy of needs
Maslow's hierarchy of needs is a theory which was developed by Maslow whilst he was researching the behaviour of monkeys. He found that all living creatures have basic needs that must be fulfilled to enable survival. He suggests that humans have more complex needs becuase they are unique to other species.
- Physiological needs- need for basic survival. These must be met before you can move up the levels, Basic needs here include water, oxygen and food
- Safety and security needs- this includes the need for shelter and protection
- Belonging needs- social needs. Maslow says we have innate need for the love and affection of others
- Esteem needs- Can be split into two levels: lower self esteem and higher self esteem. Lower self esteem is attained by the esteem or appraisal of others, If other people like us we often feel better obout ourselves. Higher self esteem is more stable and lasting but difficult to achieve. It is self respect and truely feeling good about yourself.
- If the above needs are met you may acheive "Self-Actualisation". this is made up of "being needs," these include: perfection, beauty, respect, diplomacy and uniqueness. If we achieve self-actualisation then we are realising our full potential as human beings
- love/belonging- family, friendship, love conquers all
- esteem- confidence, achievement
By Muhammad patel
Monday, 23 November 2009
Branding
the main purpose of music videos is promotion. The music video is a promotional tool for the artist. It sometimes serves as a catalyst for CD sales or artist song downloads. This is where branding comes into it.
A Brand is a particular make of a product or artist, audiences have so much choice due to the number of bands and artists so a brand helps give a band/artist personality to make people want to buy their records and watch their music videos. The brand can refer to the whole range of products e.g. videos, cd's, type of song and concerts/merchandise.
The brand is more than just the product/artist(s) and is more than advertising:
"advertising any given product is only one part of branding's grand plan" (Naomi Klein, No Logos)
The quote above can be realted to artists and music videos. It explains that a brand is not just their to advertise the artsis/band but to create a foundation where the artist/band can build up a relationship with the audience. Branding is about creating an image that people link to the particular band/artist, this image should entice them into buying their music, watching their music videos over and over again.
Below are a number of famous brands relating to products:
In relation to our project we will need to be consistent over our three products, we will need a consistent colour scheme and logo that consists of the right connotations for our brand. we will need a consistent brand image which has the image/message we want the audience to associate with our band. We will need a consistent theme and brand across our threee products. We will need to create an effective brand image because the products are their to promote the band and also an element of advertising involved aswell.
Over time the idea is to create brand loyalty , to keep the audience buying the particular brand for life, establishing it with an unchangeable permanence.
There are 8 elements that create brand identity:
By Muhammad patel
A Brand is a particular make of a product or artist, audiences have so much choice due to the number of bands and artists so a brand helps give a band/artist personality to make people want to buy their records and watch their music videos. The brand can refer to the whole range of products e.g. videos, cd's, type of song and concerts/merchandise.
The brand is more than just the product/artist(s) and is more than advertising:
"advertising any given product is only one part of branding's grand plan" (Naomi Klein, No Logos)
The quote above can be realted to artists and music videos. It explains that a brand is not just their to advertise the artsis/band but to create a foundation where the artist/band can build up a relationship with the audience. Branding is about creating an image that people link to the particular band/artist, this image should entice them into buying their music, watching their music videos over and over again.
Below are a number of famous brands relating to products:
In relation to our project we will need to be consistent over our three products, we will need a consistent colour scheme and logo that consists of the right connotations for our brand. we will need a consistent brand image which has the image/message we want the audience to associate with our band. We will need a consistent theme and brand across our threee products. We will need to create an effective brand image because the products are their to promote the band and also an element of advertising involved aswell.
Over time the idea is to create brand loyalty , to keep the audience buying the particular brand for life, establishing it with an unchangeable permanence.
There are 8 elements that create brand identity:
- Brand slogan - often a catchphrase linked to the brands logo
- Brand Essence - what the brand means in a sentence
- Brand Personality - what kind of character the brand has, this humanises the brand making it easier for us to relate to it
- Brand values - what the brand stands for or against
- Brand appearance - what the brand looks like, sounds like or tastes like
- Brand heritage - the traditions that the brand has
- Emotional benefits - what the consumer feels when they hear or see the brand
- Hard Benefits - what is special about that brand that will make people buy into it? (is it cheap? high quality? more entertaining?) What real quantifiable benefits the brand offers the buyer
By Muhammad patel
Distribution- Music Videos
Music videos can be distributed through many formats and mediums. Fistly, with the growth of music tv such as MTV and VIVA the public are able to watch music videos all day long and are able to request their favourate videos.
e.g. Viva TV
Due to the advancements in technology and demand sites such as youtube have been created to feed the need for music videos. Artists are able to create their own channels where they can stream videos of their new releases.
In the past 5-10 years there has been a growth in the use of social networking sites, thanks to the creation of web 2.0 where users are able to change and add information to the internet, social networking sites such as mySpace and facebook. Users post videos online and create forums/messageboards so other people are able to comment on the video. Sites such as mySpace have been used as an effective way of advertising for free "word of mouth" as users share their tastes in music with each other. A number of artists like Lilly Allen have been scouted from social netwroking sites and have forged successful careers.
Other forms of music video distribution are converts, blogs and specific music video sites such as yahoo music.
By Muhammad Patel
e.g. Viva TV
Due to the advancements in technology and demand sites such as youtube have been created to feed the need for music videos. Artists are able to create their own channels where they can stream videos of their new releases.
In the past 5-10 years there has been a growth in the use of social networking sites, thanks to the creation of web 2.0 where users are able to change and add information to the internet, social networking sites such as mySpace and facebook. Users post videos online and create forums/messageboards so other people are able to comment on the video. Sites such as mySpace have been used as an effective way of advertising for free "word of mouth" as users share their tastes in music with each other. A number of artists like Lilly Allen have been scouted from social netwroking sites and have forged successful careers.
Other forms of music video distribution are converts, blogs and specific music video sites such as yahoo music.
By Muhammad Patel
Music Video- Theories
there are a number of theories relating to music videos which I am going to outline:
Andrew Goodwin
Laura Mulvey’s theory suggests that because most directors/producers are predominantly male, the presence of women in music videos or films is often solely for the purposes of display (rather than for narrative purposes).
The purpose of this displace is to facilitate a voyeuristic response in spectators, which presumes a ‘male gaze’ one that is a powerful controlling gaze at the female on display, who is effectively objectified and passive.
By Muhammad Patel
Andrew Goodwin
- There is a relationship between the lyrics and the visuals, with the visuals illustrating the lyrics
- Genre-related style and iconography present
- Multiple close-ups of the main artist or vocalist
- Intertextuality references to other media texts may be present
- Voyeurism- is the practice of obtaining sexual gratification by looking at sexual objects or acts, esp. secretively.
Laura Mulvey’s theory suggests that because most directors/producers are predominantly male, the presence of women in music videos or films is often solely for the purposes of display (rather than for narrative purposes).
The purpose of this displace is to facilitate a voyeuristic response in spectators, which presumes a ‘male gaze’ one that is a powerful controlling gaze at the female on display, who is effectively objectified and passive.
By Muhammad Patel
Codes and Conventions of music videos
Andrew Goodwin (Dancing to direction 2003) believed there were six main points (conventions) of music videos:
Genre Recipe- Music Video
Each genre has a recipe with codes and conventions which is usually followed when producing/creating a music video. It is the codes and conventions which the audience expects when watching the music video.
Below is a scanned image of a genre recipe table:
Codes and conventions of a music video
- Genre Characteristics
- Visuals Lyrics
- Visuals/Music
- Need to sell artist
- Intertextuality
- Voyeurism
Genre Recipe- Music Video
Each genre has a recipe with codes and conventions which is usually followed when producing/creating a music video. It is the codes and conventions which the audience expects when watching the music video.
Below is a scanned image of a genre recipe table:
Codes and conventions of a music video
The codes and conventions involve what is used in the music video e.g. equipment to portray the certain messages related to the genre.
General Conventions- The lyrics of the song influence what the audience sees in the music video
- The artist (s) is shown performing/singing
- Pace of editing fits pace of music
- Code of dress reflects mood of the song
- Lyrics establish a general feeling of mood and atmosphere
- Genre of the music is represented by the mise en scene and themes
- Camera shots/angles are used to represent the artist/band
- Intertextuality- sometimes a reference maybe used e.g. Madonna in material world reference to diamonds are a girls best friend by Marilyn Monroe
- Relationship between lyrics and the visuals- visuals amplify and illustrate the lyrics
- The artists may develop their own star iconography e.g. lady gaga is known to use stylish, eccentric set peices and costumes
- there are likeley to be intertestual references- either to films, TV or other jusic videos
- Music- makes use of tempo of the track to drive the editing
- Cinematography- camera shot, movement and angle need to be analysed because it has a significant impact on the meaning of the video. Movement may accompany the movement of the artist/band/actors or maybe used to circle performers if the video is shot on a stage
- Lyrics- tend to establish feeling of mood and may offer some meaning to the video
- Genre- songs/music videos can be easily categorised into genres based on the theme and features of the music video
- Editing- most common form of editing in music videos is the fast cut montage which ensures that there are multiple viewings because the audience want to make sure they have seen everything.
- Intertextuality- "music video is incorporating, raiding and reconstructing" (J.Stewart), music videos sometimes to create nostalgia and familiarity for the audience e.g. Beatie Boys (sabotage) which comically portaryed tv cop shows in their video
- Narrative and Performance- Music videos tend to suggest storylines and leave the audience wanting more.
Sunday, 22 November 2009
Plan for research
Below is our plan for research showing what we need to put on the blog, deadlines and who is doing what:
Music Videos - Genres
There are three types of genres that relate to music video's:
- Narrative
- Performance
- Experimental
Narrative- Narrative based videos consist of a story relating to the lyrics of the song. The artists/bands are not always seen in this type of video however a number of artists such as Taylor Swift fearture in their video. Below is an example of a video where it is narrative based, the song is called you belong with me by the artist Taylor Swift.
Performance- Performance related videos mainly show the band performing the song directly to the audience, this can include a number of locations such as at a concert. Below is an example of a performance video by the singer Lady Gaga, the song is called bad romance, this is a performance video because it shows her singing the song to the audience and choreography is used aswell.
Experimental- Experimental videos are where the artist or band use different mediums and techniques to show the audience the song, for example green day and their video for the song 21st century breakdown.
However videos can combine genres together.
By Muhammad Patel
Music Videos - History
A music video is
"A distinctive art form which can allow really interesting creative oppurtunities." (P.Fraser 2005)
"Music video is not primarily a commodity form but a promotional one," (A.Goodwin 1992)
Music videos are used as apromotional vehicle to reinforce the images/brand of the artist/brand, it is a creative artefact of interest in itself.
Music and moving images have always gone together, they are used to help the song reach new audiences and helps the song become visually more dimentional. In the 1920's and 1930's, artists were used to add music to films and then the musical film genre was created. Musical short films were created by inventors such as Lee de forest (picture below)
The musical the Jazz singer, released in 1927 by warner bros. was the first feature film which was a musical.
In the 1960's and 1970's artists and programs such as top of the pops used promo's to introduce artists and also they were used on tour however they were still experimental.
In the 1980's artists began seeing the need for promo's for each release, changes and advancements in teachnology started the MTV revolution and the growth of genre based channels such as Kerrang.
Below is the first ever music video that aired, it is by The Bugles - Video killed the radio star:
By Muhammad Patel
Music and moving images have always gone together, they are used to help the song reach new audiences and helps the song become visually more dimentional. In the 1920's and 1930's, artists were used to add music to films and then the musical film genre was created. Musical short films were created by inventors such as Lee de forest (picture below)
The musical the Jazz singer, released in 1927 by warner bros. was the first feature film which was a musical.
In the 1960's and 1970's artists and programs such as top of the pops used promo's to introduce artists and also they were used on tour however they were still experimental.
In the 1980's artists began seeing the need for promo's for each release, changes and advancements in teachnology started the MTV revolution and the growth of genre based channels such as Kerrang.
Below is the first ever music video that aired, it is by The Bugles - Video killed the radio star:
By Muhammad Patel
Friday, 20 November 2009
Introduction
Our group consists of 4 members; Muhammad, Lauren.P, Lauren.W, Hannah. Below is a picture of the group:
There are 3 options for the base of our coursework, they are;
- Film Teaser Trailer
- Soap Trailer
- Music Video
We as a group decided to pursue the music video option which includes 1 main task and 2 ancillary tasks:
- Music video
- Cover for a release of a CD package
- Magazine advertisement for the CD
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