The research I did into the digipak helped me to start planning my own digipak as i knew what conventions i would need to follow in my digipak through the music video and the posters. I can now understand what conventions i should aim to include in my digipak and i should carry on the colours and elements that we included in the poster and the music video. My ideas behind these designs were to carry on the colours of pink and green that were used in the party scenes in order to carry on the theme of our music video. Also i have tried to carry on the concept behind our music video of Jake being the party animal and myself being the one who is going home to a family and work. Through the photos i hope to carrying this concept on. These ideas will allow me to build on the work on photoshop and hopefully i will be able to improve the ideas as i go along.
The digipak is conventional to the genre as it has the background of the party scenes on the front cover. The audience will clearly be able to see that the front cover will be able to represent the party scene and they will be able to relate to this background as it was taken from a scene in the music video. The photos are conventional also as Jake is more of a party animal and this shows in the photos that have been used. Whereas i look more serious as i have work in the morning and a family to go home to. The colours that i have used are conventional as i have carried on the theme all the way through the music video, poster and now the digipak. It brings all of the three together and allows the audience to relate to the song all the way through these three. The target audience will be able to build a relationship with the target audience as they will be able to understand how Jake is the party animal and has no worries as he lives on his own, but i look more serious as i have work and a family to go home to , the audience will be able to relate to both of these characters.
I chose the photos on the front cover as Jake looks as if he has no care in the world, which most teenagers will be able to relate to whereas, i look more serious and teenagers go through both these stages on a night out. I have carried on the colour theme so the audience can relate to the music video, poster and digipak. The colours are conventional as the target audience will be able to understand the difference between the two boys on a night out and they will go through stage in their lifetime. I would change the amount the colours have been used as i think they have been used too much, i would like to incorporate a different colour which would make the digipak standout such as a yellow or blue. This would then give it a different look then just having the same colours all the time.
This draft will assist my group in making the decision of choosing a digipak for the group as i will know that i will be looking for in the others digipak, in which i like on mine and then what i would like to change in order for our group to chose the best digipak we can.
A rough cut is important to consider as the group can be given feedback in order to know what things the target audience like and what things the target audience think they will need to change. This will allow the group to review any changes in the eyes of the target audience and not only change elements on their feedback but change things on how we see them on youtube. We can see the video throw the audiences perspective and we can give ourselves feedback on the music video. Also, we can see if the target audience can understand the concept behind our music video and we can then understand if we need to make things clearer or more understandable.
It is important to consider the target audience feedback as we can understand and further our understanding of what the target audience feel they like in our music video and the things that they feel need to be added or change. The target audience would be able to understand that the genre of our music video is dance and therefore they will be able to go into detail into other conventions that we can include and other ways we can promote and relate to the artist. As the artist the group can understand the needs of our target audience and realise what other scenes, clips or effects they would expect to see.
We received feedback for our music video in the form of youtube comments, left by people who have looked at our video and left their comments to help us improve and say what things they think went well. We also did interviews for feedback on our music video in order for the group to get a first hand understanding of what people thought of our music video. We also got given verbal feedback from our class mates when we showed our rough cut music video to the class. As the class are in our target audience they were able to give us feedback and also give us further instruction in helping us improve our music video. This therefore allows us to collect a range of positive and negative feedback on our music from a range of people and in the form of different ways.
what feedback did you recieve
How will the feedback asist you with finalising your final music video
The feedback that we received will assist us in finalising our final music video as it will help us understand what the target audience believe we need to change and what elements of the music video they liked. Not only did we receive feedback from people on youtube but we furthered our knowledge by interviewing people on their thoughts of the music video and gaining verbal feedback from our class. This will allow us to bring more ideas into our music videos and get the audiences feedback on different elements that we included within our music video.
The music industry has changed by the way the music has been presented and viewed by the audience as technologies had adapted the way people can watch music videos. People can view the music and their videos in a numerous amount of ways so there is always and opportunity, to see weather the music video is performance, narrative or concept based. This allows the audience to gain a deeper understanding of the music video and to allow the actors to explain the meaning behind their music video. People do not have to buy a record or CD to play the music, they can see it on the television and youtube which means that it is free to watch and listen to. Therefore it promotes the artist but the audience does not have to buy the album. Also through itunes people do not have to buy the whole album, instead they can purchase one song, so they do not have to pay a lot to listen to the music they want to.
An example of a way the music industry has changed is through itunes. Itunes turned music into a fashion statement as they used different colours and sizes for ipods and iphones, so people could easily display to the public what music they were listening as the album cover would come on the front of the screen. Labels were getting paid faster as they did not have to make or ship CD's to fans instead the fans could just download the album off of itunes and there would be less hassle for both parties. Itunes also levelled the playing field for independent labels and artists as all songs were the same prices and they could not put the songs that everyone wanted to buy on the top shelf as people could search for the artist or song they wanted to listen to, therefore it made it easier for everyone to find and make money.
MTV played their role in the music industry as they were the first music channel on the television and the could watch music videos for the first time. Audiences for the first time could watch the music and their videos on the television for free for the first time. It got launched on the 1st August 1981, the first programme that was launched on MTV was Ladies and Gentlemen, Rock and Roll, spoken by John Lack played over footage of the first space shuttle launch countdown of Columbia. The most watched music video on youtube is PSY- Gangnam style, it had 1,827,405,408 views. This was because the music video was unique and people have never seen anything like this before. The most expensive music video that was ever produced was scream by Michael Jackson, the total for this music video was seven million dollars.
Technologies has started to play its role in the production of music videos. The effects of green screens are making the music industry make different scenes easily rather than having to go to different locations to film the scenes that want to film. Green screen has made it easier for labels to create a music video as they could shot a whole scene through the green screen as they can change the different backgrounds. The number of people that watch music videos has gone up dramatically as they can access them everywhere and anywhere now days, so people have different ways in watching it. Music genres have changed over the years as people have mad sub genres, such as punk, dance and electro-dance. People have gone against stereotypical media traits and they are now thinking about what different things the target audiences want to see and they have done this through sub genres of music videos.
Through my research on other magazine posters I understand that colours, lighting and the representation of the artist is needed in order for the target audience to be attracted to the song and the album. The research allowed me to understand what elements are needed in order to make a good film poster for a dance music video. My ideas and inspirations behind my poster are to focus the colours that we used during the music video, and to follow the concept of one of the boys going to a house with nothing which is placed on the left of the poster and the boy who has a job and family, on the right of the poster. This poster will help me when using photoshop as it will give a idea and the base of my poster when i start using photoshop.
Through my first paper design i have developed two designs on photoshop, one being better than the other in my opinion. I think that the two magazine adverts i have made on photoshop are conventional to the dance genre song that my group and i have chosen to use for our music video. The colours that i have used are conventional to my song and music video as these are the core colours that are used throughout our music video and i wanted to carry this on throughout our magazine advert. I think the photos i chose to use for our music video are also conventional as Jake is still in his going out clothes and i am in a suit which promotes family, so we are still following the concept of our music video being family is more important than partying. The background i have chosen to use is an actually scene from our music video which allows the audience to relate to our music through our poster, but this is evident throughout the poster, through the photos and colours. I think that the target audience would be able to build a relationship with the artists as they will understand how teenagers go out and party but they do not understand how good it is to have a family behind you, looking after you when you come in. We wanted to emphasis that some people have more than others and take this for granted, so we wanted the concept to appeal to the target audience and through the poster i think i have achieved this. Although this is our concept, i feel that the club scene allows the audience to understand that we still relate to the dance genre of our music video. Both poster i created on photoshop have the same colours, photos and background but they have been put on the poster in different ways.
The poster on the left is better in my opinion and i will chose to put this one forward to my group as i feel it is more effective than the one on the right. I chose the font as i felt it will make it look stronger and the font is stereotypical to the dance genre song my group and i chose to use for our music video. I put the second and third pictures of us behind the main one as i felt it promotes the colours and makes the original stand out rather than just one on their own, this is conventional as i am still using the same colours that are being used in the music video. I put a glow around the font to make the date, group and production company stand out more to the background and the pictures and this would be the first thing that the audience look at, which would therefore promote the album and artist. The only thing i would change on the poster on the left would be the bottom of the picture cuts off so i would want to make to so it does not look like this, which i think would make it look more realistic.
This draft will help me create a new one as i know which things i will be able to improve on and what thinks that i would like to take from each of the posters that i have created.
The purpose of a Digipak to promote the album and give the content of what will be included within the Digipak. The Digipak is not only to attract fans but it can be used to attract a wider audience. It also allows the artist to use a range of colours and pictures to express their album which gives their target audience to understand the vibe of the songs and albums. A CD album only haves the CD, front cover on the song promoting the song and the list of songs that are included on the album. A Digipak has three other slides that have other images to promote the artists, album and song. It allows the audience to understand more about the artist.
The artist is represented in this digipak by the bright colours as he normally uses strobe lighting when he is Dj'ing at a club. This is conventional to the artist as it shows that his music is going to be upbeat and vibrant for the club setting. The connotations of the digipak are to make sure that the artist stands out with the colourful theme that he is using. He stands out as his picture is in black and white and the music on his album is in bright colours, which makes his music seem to stand out more than him. The colours makes the artist and his music stand out as he is in black and white, which shows that he is original when playing his music, but then the music is in bright yellow and red colours which makes his music seem that it is positive and dance based. The design of the digipak is simple as it has a contrast on his face as it is in black and white, which shows that he is old fashioned but his music is new. His music slide is plain so the audience can clearly see what is on the CD. the audience can easily identify what music is on the album. The image that he has used for himself makes him look like he is Superior and that he is dressed for when he is in a club scene as he is wearing sun glasses to protect him from the strobe lights to help him concentrate while in the club. The type os typography that has been used is his own logo for the writing for his name, but for the name of the album different street writing has been used to make the name of the album and song stands out. The style of language that has been used is simple to make the audience be able to understand what is on the CD and what the album is called.
The digipak promotes the music genre as it has the bright colours that are normally used for strobe lighting are used for the album. The artists look dark and mysterious that makes the audience want to know more about the artist, which will make them attracted to him. This will help me while creating my own digipak as i will want to include reference to the artists as this would make the audience more attracted to the song. I would want to include colours and designs that we have used for our music video. This analysis has allowed me to understand how important colours and imageries on the digipak. This will aid me in making my own digpak as i can carry forward the ideas taken by this artist.
The purpose of an magazine advert is to promote the artist to their target audience. It will make the audience want to see more of him and if the artists advert appeals to the target audience then will will want to buy more of his songs and albums. If the magazine advert appeals to the audience then they will also want to see him in his concert as they feel like may have an connection with him, as the artist stereotypically stares at the audience to make it look like they are looking at the audience.
Avicii in the picture looks like he is strong and that he is a dominant artist. His image makes the audience have his attention in order to read on, he wants them to read on and he wants the audience to attend his concert. The connotation of an advert is to get the audience attention in order to make them attend his concert. He wants to get the audiences attention and make sure that he gets people to attend his concert. The black and white contrast of the the background makes the writing stand out more as he the colours are multi-coloured and makes the audience look at them before they look at anything else. The lay out of the magazine is plain and but effective as it gets the message across to the audience and makes them understand that he wants them to go and see him when he is gigging. The image that has been used is to show Avicii is staring at the audience and that will attract his target audience, he would hope that this will get their attention and make them want to know more about him, they would research his tour dates. The typography that has been used in the poster is different. He has used his logo that he puts on all of him branding, but the tour date is put in pink and green makes it stand out to the audience. It makes the tour date stand out and makes people look at that before they look at the date before anything else. The style of the font is the same of Aviciis logo he places on everything such as an album or cover. He does this to make him look different and makes me understand that he realises there is competition in his genre and music and he needs to stand out in order for him to from his target audience.
This advert promotes the music genre as the writing looks different and as artists are looking to be different they will try to anything to attract the target audience. The artist is rebelling against the media as the media stereotypically telling people to follow the music that is in the charts and this is normally pop music. The advert promotes the artists as it makes him look powerful and makes the audience understand that he is a good artist. It makes him look like he a force and that his music can have a positive effect on someone. The advert attracts the audience as the writing stands out and makes them interested in his concert. He realises that he needs to get their attention and he does this by using a black and white contrast and making the writing stand out to the audience.
The next Magazine advert analysis i will be looking at will be Example. In this advert he is looking into the persons eyes who would be looking at this advert. He looks like he will want the person to attend his concert as he looks powerful and his face is on the cover much like Avicii. He has put a contrast of low key lightening and high key lightening on his face to make him look more effective and different to the other artists. The backgrounds are also different as the lighter side of his face has a black background and the other has a white background. I think he has used this to show that he has two different sides to him as a person and an artist.The connotation of this poster to get his target audience interested in these two different sides to him, they will want to also see where his concert will be and see if they can attend. He is looking into the audiences eyes as he wants to persuade them to go to his concert. The colours on his face make him look like he is a contrast in character, it shows he has two different sides to him and he wants the audience to be interested in this. He has gone for a black and white contrast as the background as he wants his name to stand out, also the new date he has added to his tour stands out as it is red. He wants the audience to see that he is having a tour and that the dates are visibly easy to see as they are in yellow. The design and layout of the poster is simple as he gets the message across to his target audience that he wants them to attend his concert by highlighting the dates and his name but then the black and white contrast makes the audience understand that he is a different to what people think he is.The image he uses makes him stand out and makes him look like he is not the artist that people know as he is showing that he has a dark side to him. This will make the audience know that there will be something new in this concert, that he has never done before.The typography that has been used on this poster has been to used to make sure that he stands out from the other dance style artists he makes people want to see him in concert. It is a strong and bold font that he has used for his poster which makes him stand out from the crowd and could mean that his concert is going to be bolt. The style of language that has been used in a way to demonstrate that he is bringing something new to dance, he is making a statement but telling people there is a different side to him that they have never seen before.
This advert promotes the music genre as through the font is shows that the artist is bolt and different as he has his own style, he is going against the media traditions. The contrast on the photo that has been used shows that there are different sides to the artist and the genre that he is, he is going to bring something new to dance genre songs and concerts. The artist is represented as being different and the poster shows that there are two different sides to him and maybe one that people have never seen before. The artist is represented as being different and bringing something new to the table as he is contrasted in two different lights. The advert will attract a target audience as they will want to see this different side to the artist, that they may have not seen before. The dates on the poster are highlighted in yellow which will make the audience of the poster want to read and see if he will be doing a concert near them.
This research will allow me to understand how to make a magazine advert and how to engaged the audience and make them want to see more of the artist or song. It has demonstrated to me what different techniques can be used in order to make an audience read on and see what is available to them in their area. It will aid me when making my magazine advert as i will understand how to draw the audiences attention onto the poster and want them to read on. From this analysis, i have gained ideas such as the colours that are used and the font as they this can be conventional to our genre of music video that we have chosen. This analysis has allowed me to gain a deeper understanding into what mirco-elements i can include in my poster that can still stand out to the audience and allow them to relate to the dance genre music video.
Lighting and colour is important for a music video as it helps the audience believe that the scene is realistic if natural lighting has been used. If colour filters have been used it could make the scene more effective as it if we put the dance scenes in black and white it will make it stand out more than the rest of the scenes that we will use in our music videos.
We are going to use strobe lighting during the club scenes as this relates to the dance genre of the song. Stereotypically dance scenes are included in music videos to make the video appeal to the target audience, to make them see that the actors are having a good time and this will want this to happen to them. This will happen if they think that if they buy this type of music they will have a good time as well. This is stereotypical as strobe lighting is used in a music video to show that the dance music is having a good effect on the people in the club setting. This will appeal to the target audience as they will want to have a good time that is happening to the people in the music video.
We are going to use natural lighting when we are waking up in London as this will make the audience believe that we have woken up in the city and that we are lost. This is stereotypical as it makes the music video seem more realistic to the target audience and it also relates to the lyrics as we will be lost. This is conventional as we want the music video to appeal to the audience to make them feel as if they can relate to the music video.
We will be have natural low key lighting for when the boys are at the party. We will use this to make the party scene seem like it is real. We want the audience to be able to relate to to the dance seen and we want them to want to re-live the party scenes that will be included in our music video. This is conventional to a dance style music video as it normally includes a party scene. This will the allow the target audience to build a relationship as they will want to be in the music video as they see that everyone is having a good time.
Editing is important within a music video as it puts together all the different types of shots and it makes them have an effect. For example rather than just putting straights cuts in a shot, a more effective shot would be a fade. As it would give more meaning to the shot and show the emotions of the people in the music video rather than just using loads of straights cuts. Using colour filters as effects will make a shot seem more effective to an audience such as having a black and white scene for a dance seen i feel would be more effective than having a colourful scene.
The first editing style that we are going to use within our music video is going to be fast editing when we set the scene for the music video. We are going to use fast editing for the London scenery as we feel this will make the location seem more effective and the target audience will understand that London is actually a big city. This editing style is conventional to our dance genre as it will explain that the world is moving quickly when the boys are out having a good time and then when we see them on the bench at it go back to normal to show that the night is over. The target audience would be able to understand that people do not care about what is happening in the real world when they are having a good time in a bar. They will be able to relate to this as they would have experienced this when they have been out or been on holiday.
The second editing technique that we are going to use in our music video is going to be slow editing. This will occur when we want to emphasis the logo on the bottle of beer that the boys will be pouring away, after they wake up on the bench. This will be used to represent the artist within the music video. This is conventional as in music videos they artists are shown in some way, so that the audience know who the song is by. The target audience should know who's logo we are displaying on the beer can as it will be Aviici's. The audience would then be able to relate to his songs as they would have been in a club setting when listening to it, stereotypically under the influence of alcohol.
The third editing style that we will include in our music video will be a fade in and out. This will be evident when the boys get off of the bench. This has been used to show that the night is officially over and that they are moving back into the real life and working world. This is conventional as people would forget about their worries ion the real world and just want to live for the moment when they are in a club setting. They would not care about what is happening in their work or academic life they would just want to enjoy themselves. The target audience would be able to relate to this as they would have been put in a situation where they would have would have forgot about their worries that they have had and they would just want to live for that moment and that place.
The final editing technique that we are going to use in our music video will be a straight cut. This is when the shot will cut from the establishing shot of London to the foot steps of the working people which will show that it is the morning and the boys have just woke up on a park bench and they do not know where they are. This is conventional as in Dance music videos the shots change really quickly to show a new meaning or explain what is happening in the shot. This will then explain to the target audience that the boys are in London and that they are waking up in a the morning and people are going to work. This is conventional to the lyrics of the song as we understand that the boys are lost in a big city an they are trying to find their way home.
Within our music video we are not really going show the artists image, except for when we have his logo on the arms of the actors in the music video. We will also use the logo to represent the artist on the alcoholic drinks that will be by the side of the bench when the actors wake up in London. This is a way we will be representing the artist to the audience. By not using the artist we think that the audience could relate to the video more, as the artist was in it he would look more superior. Other than this the artist is not going to be represented as we are using a narrative based music video.
The characters within the music video are going to be represented by wearing, jeans, trainers and a t-shirt. We want the actor to look casual but rough as he as just been on a night out and has woken up lost on a bench in London. We want to use this look as we want the audience to understand that the boy is hungover and does not know where he is in London. This is conventional as people who have woke up after a nigh out they normally look scruffy and look dirty. This would relate to the dance scene of the people normally wear causal clothes when in a dance environment and they want to let their hair down and not worry about anything in the real world, they would just care about what is going on now. This would protray that they have been on a night out and that they have been dancing. They have not been worrying about what is happening on the outside world, they would just worry about it after they find they're way home. The audience would be able to build a relationship as they would be able to understand that people just dress for the occasion and when they listen to dance songs they just want to be able to relax and have fun, people just want to forget about their worries.
The purpose of Cinematography is to make sure that the audience engage with the the music video and to make sure that the music video is understood through the camera shots that are used. The camera shots show what is going on in the music video tell the story behind the song and it relates to the lyrics which are being sung by the artist. It tells the audience whether the music video is based on performance, narrative or concept as the camera shots can identify this.
We are going to use a panning shot to set the scene for the music video. This is going to be over the river Thames and we will are going to focus on the famous land marks such as London eye and big Ben. This shot is conventional to the song that we are using in our scene as it relates to the boys being lost and the audience will understand that London is a big place it is easy to get lost in this city. The audience would have experienced being lost in a unknown city and we are going to use this in the music video to make the boys seem as if they do not know where they are, they are trying to find their way home. This shot will protray to the audience that the boys do not understand what has gone on in the night before and that they just want to go home after a night out. The audience would be able to build a relationship through the camera shot as they would be able to understand that the boys just want to find their way home, and the audience would want to find their way home in at least one situation.
The second camera shot that we are going to use within our music video is going to be a low angle close up on the feet of the public who are walking to work. This is conventional as it relates to the night out that the boys had before and it relates to the alcohol as they do not understand what has happened the night before and how they ended up lost, and they have woke up in the morning after in a city where people are going to work which shows it is the morning. It protrays to the audience that the boys have ended up lost after a night out and they have work up when people are walking past going to work, it shows the difference between a party lifestyle and a working lifestyle. It builds a relationship as the audience would be able to understand the difference between a working and party lifestyle and that the boys are going to have to chose which route they want to go down.
The third camera shot we are going to use in the music video is going to be a close up on the can of beer, this will have the logo on the bottle. This is conventional as it alcohol is stereotypcially linked to a clubs and dance scene and therefore this will relate to the dance genre of the song. This camera shot will protray that the boys have been drinking alcohol all night and that they have managed to get them self lost while drunk in the city of London. The audience would be able to build a relationship as they will be able to understand that when people are really drunk they do not understand where they are going and they can easily get lost in a big city like London.
The final camera shot that i am going to b anaysising is a mid-shot, of the boys sitting on the bench in London trying to understand what has gone on the nigh before. This is conventional people who live a party and dance lifestyle get drunk and they boys are trying to realise how they got to the bench. This protrays that the boys have had a night where they have had a few to many drinks and managed to get themselves lost. The target audience would be at the age where they would be able to understand how alcohol works and when people drink too much they do not understand what is going on. The audience would have experienced this as they are at the age where they would drink when they are listening to this kind of dance music.
The purpose of a setting is to make the lyrics relate to them as the target audience would be able to relate to what is happening in the music video to the lyrics, which covers Goodwins theory of a relationship between the lyrics and visuals. A setting can tell the audience why it is being used and it will allow the audience to understand what type of music video it is going to be for example whether it will be a performance, narrative or concept based music video. Iconography is used within a music video to also relate to what is going on with the scene and it can used to make the audience relate to what is going on in the music video, as they may have had a past experience. Both the iconography and setting can be used to make the music video seem more realistic and believable, they will then be able to relate to what is going on within the music video.
The setting that we have chose for our music video is London, street scene and a club scene. The purpose of the London scene is to make the audience understand that the boys are lost in a big busy city and they are finding their feet and trying to find their way home. The street scene will also back up the idea that the two boys are lost and they are just trying to find their own way home, from the mess of the night before. The club scene will relate to the dance genre of the song as these types of songs have a dance and club scene within them as this would be conventional to the type of song we are using for our music video. Another setting we will use is the two different houses that the boys will enter to show the difference between the a family and non-family life. The iconography that we will be using during our music video is alcohol, we will be using this as it relates to the club scene which relates to the conventions of the music dance genre. We are going to elaborate on the phones that are used as we want the label to be shown which is a point within Goodwins theory. We are also going to be using keys within the music video, as we want to show the differences between the home life of both boys.
The London scene that we will be using in the music video is going to used as it relates to the song of being lost and it is conventional to the genre of the song we have choose as it allows the audience to understand that every story starts in a place that helps to tell the story. The setting helps to explain the lyrics also. The street scene will relate to the lyrics as the audience will understand that the boys are trying to find their way home. This relates tot he audience as they would have gone through a stage in their life where they was lost and trying to find their way home. The clubs scene relates to the dance genre as stereotypically dance music video has some element of dance or club within them, this will then relate to the audience as they would have been in a situation in which their has been dancing. The difference between the houses that will be used with the music video will back up the concept behind the music video. As we want to let people know that although everyone is equal in a club setting people are different when it comes to home life and this is one of the concepts in our music video. The keys iconography that we will be using also backs up the idea and a dance video stereotypically has a deeper concept than what people think. The alcohol that will used in the music video is stereotypical as it relates to the dance scenes, as when people want to dance they are under the influence of alcohol and this gives them a positive vibe in the club and on life.
The settings that we have used for our music video, the audience will be able to relate to as most of them would have been to London and they would understand how big it is and how easily people can get lost there. The audience would be able to build a relationship as they would understand that they are lost in a big city which they would have been through in their lifetime. The club setting is a realistic setting and the age group we have targeted would have been put in this scene. This would then flow onto the alcohol as they would understand that people would be stereotypical drink alcohol when they are put in this kind of setting. The difference between the boys home life, people would be able to understand as everyone is having a good time in the club and everyone is together, but when they realise they have to come back to realisation they know that they live a different life to what they have been living in the club and the audience will be able to relate to this.
A major record label in the the world are the Universal music group. Well known artist that are signed to this record label include Taylor Swift, Rihanna and Robin Thicke. The universal music group own smaller companies who have associated labels within them. An example of label that is owned by the universal music group would be Decca, they own smaller labels such as Ace of Clubs and Ace of Diamonds. The Decca music label have Alfie Boe, Bela Fleck and Brooklyn Rider signed to them. The universal music group are linked with Vevo as they co-developed them. This allows for free, ad-supported streaming of music video and other music content. They also have a website which allows them to promote their artists by telling the public when their evens or singles are being released.
A second major record label in the world is sony entertainment they have artists such as Britney Spears, J. Cole and Justin Timberlake. The sony entertainment group own other labels such as Arista UK who own Bistro, Filth and Rowdy music groups. The Arista music group have baby face, Gary glitter and Taylor Hicks signed to them. The company signed a content deal with the popular video sharing community being Youtube. This allowed the company to promote their music videos on Youtube and be able to impress the target audience. They also have a website which is songbmr.com, this promotes their artists and allows them to show the audience when their albums are being release etc.
The last major record label i am going to look at is Emi, like the other two record labels this is a world wide record label.The rolling stones, Robbie William and the red hot Chili Peppers were all signed to this record label. A smaller record company that EMI own are capitol who also own priority record company, This company have people such as Deana Carter, Jameson Clark and Jessi Colter. Emi own Emi films and have links to HMV, so they can easily have a selling opportunities for their artists to make their album or single known and sold.
Ace records was started in 1978 and they are an independent music company who are based in Mississippi but the name is also used in the UK to sign artists.They stick to the rock and roll genre music artists although they have been associated with other genres such as pop. They were based in the us but could promote their artists in the UK to help to try to make them a success globally. The artists that they have signed include BB king, Joe Tex and the champs.
A second independent music company is Cherry red. Cherry red is a London based record company form in 1978. Since the 1980s the company has been known for reissuing our of print albums from other labels. It was set up to promote rock concerts and to sign rock artists.They have the passage, Thomas Leer and felt signed to this company.
I think that it is not fair that the music industry is dominated by four companies as big artists would only want to sign to these labels as they feel they would get noticed a lot more than being signed to an independent company. If a well-known artist was to sign to a independent record label it would give that record label a financial boost and more artist will follow. This has a negative effect on this industry as people do not care about the smaller companies they just worry about the bigger on and the artists singed to the bigger record labels. The independent record labels are not as a success as the major labels as they do not have any well known artists signed to them, they do are not known to the public and so are their artists.The independent record labels do offer new and fresh artists that no one has heard of before which might get noticed by the major record labels.
Storyboards are a combination of pictures and descriptions of a scene or a series of scenes.
They are a series of drawings that outline the sequence of scenes and major changes in a video production. Storyboards help manage the timing of the production of the music video, they give the production team an idea of what should be included within the music video. It can protray a basic idea idea of what the production should look like. Additionally, it can be used to sell an idea to a client.
The storyboards have helped me and my group to understand what we need to include within our music video as a minimum. We did follow the music video to the best of our ability as there would have been a few changes on the way due to the public, security reasons (we got stopped when we tried to film near the London eye) and for safety reasons. However, we only changed a few simple things that may not make a huge difference when finialising the music video. Finally, the storyboards allowed me and my group to put together our thoughts for a music video, therefore we could understand what we needed to include.
The hidden meaning behind this song is that people will not know what is in the unknown and what is ahead of them but they should carry on looking as it is a part of their passion (beating heart). This song makes the audience realise that your friends or family maybe did not understand what he is doing with his ideas but people close to you are not always right and if a person strongly believes in something then they should always try to pursue their ideas and dreams no matter what anyone else says. In the song where it says "life will pass me by if i don't open up my eyes" it shows that the artist that if he does not step out of his dreams then he will never live life as he is always wants to pursue something. The hidden meaning behind this music video is that people will always want to pursue their dreams but after a while they need to realise that their dreams may not be true and worthwhile, so they need to step back into reality. This post will aid me and my group when making a music as we can now see the hidden concept behind the song and we will want to try to try this out through the music video or try to include our own hidden meaning through the scenes in the video. We can understand why the artist wrote this video and this allows us to gain a deeper understanding of why the song was produced.
The artist I and my group chose to use within my music video is Avicii, we have chosen to use his song "wake me up". The genre that is used for this song is dance, my group and i can relate to it as this kind of music is aimed at us as a target audience as we are at the age where we are going to start going out into clubs and bars. The song produced by Avicii gives the audience a positive vibe when played within a party or club. It gets the audience buzzing and everyone has a good time because of this Genre of music and this song. The song was inspired to be used for our music video as we enjoy listening to it as a group, when watching the music video the codes and conventions that we saw also appealed to us. This was because it was about a girl who partied but she always went back to her younger sister, which relates to us as our age group go to parties but always return to our families.
Avicii's rela name is Tim Bergling he is a Swedish Dj, remixer and record producer. Avicii is a dance-genre DJ who was ranked no.6 on the top 100 DJ's list by DJ magazine in 2011 and no.3 in 2012. In 2011 his track 'sunshine' with David Guetta which was nominated for a Grammy award under the category 'best dance song'. Additionally, in 2011 he released 'levels' which reached top ten in Inida, Croatia, Slovenia, Austria, Belgium, Denmark, Germany and the Uk and many more. It topped the charts in Hungry, Norway and Sweden. In 2013 he made history when he was the first DJ to headline the world famous Radio city music hall in New York City. Avicii produced 'three million' to mark his 3 millionth fan on his Facebook page, he previously released 'two million' again when he reached 2 million fans on Facebook. He is singed to his own record label 'universal island'.
The first video i will be analysing will be Avicii's song called levels. This song used a long shot, this was evident when the pushing a rock up the hill. It shows that he can achieve and that if he wants to have a night out then he can do this by completing his work. This relates to the dance song as people will work all week to let their hair down and have a good time. They will do what they have to in order to have a good time at the end of a week day.A mid shot is used during the clip, this is when he is in the lift with a load of paper work, it shows that people work all through the week to try to have the time at the end of the week to have fun and take time out of reality. It relates as the dance music makes people just want to have a good time and not worry about what is happening in the real life world. A straight cut is used in the clip when the doctors touch the flower in the office mans mouth and after they touch it they have the effect he does they just want to dance and forget about their worries. This relates to the dance music as the music has the same effect on people they just want to dance and have a good time forget about what everyone else thinks. A fade is also during the music video, this can be seen when the office man jumps around the corner and starts dancing crazily. This effect has been used as it shows the normal day of an office worker and the man dancing is completely different, this how they act on a weekend and this is the concept of this music video.
Mise-en-scene has been used in the music video to show how the video relates to the genre of music. The location of the music video is a typical office building, it shows a normal working life. However, as the man in the office is dancing as if he is in a club it shows how different people can act. It relates as this is the effect of the music. Natural lighting was used within the music video, this is too make the scene seem more realistic and it makes the dancing man stand out more. This represents that the man is dancing like he would if he was in a club which is stereotypical to a dance genre music video. The costume that was used in the video was a typical work clothes-shirt and tie. This was used to make the man seem like he was working but he then started dancing which goes against what he should be doing, this relates to the dance as this goes with the CCCS's theory as dance music rebels the media image. The positioning that is used in the music video is to make the man stand out from the crowd as he is standing on a table. This relates to the dance music as people want to stand out when they are listening to this genre of music. The facial expression of the office man are used when he has a pile of paper work he looks upset. This shows that he want to be the end of week so he can party and have a good time in a club and this is why he dances.
This music video follows Paradox 1 of Dyers stars theory as it understand that a person is ordinary, which is represented in the music video as the actor is a office worker, which is like avicii as he works hard on producing his won music but then they are extraordinary as the office man dances and Avicii has his Dj talent. Goodwins theory is used in the music video as the music demonstrates genre characteristics when the man is dancing and he passes the effect of the music onto the doctors. However, there is not any part of Goodwims theory used. The style of the music video is has 10% performance, 60% narrative and 30% concept. The artist is represented in the music video when the man starts drawing Avicii's name and logo all over his office. The target audience for this music video would be 18-25 year olds as they do not care about anything except getting out of work and just having a good time. There have been close ups and mid shots used in the music video to show how the actor is reacting to the music that is being played.
The second music video i looked at was I could be the one by Avicii. A mid shot is use in the scene when the women wakes up and puts her arm where normally her alarm would be but instead there is a used condom. This shows that she has had a reckless night out and it relates to the genre of music as people just want to have a good time and they do not care about what is happening they just want to enjoy themselves. A close up shot is used in the music video to show a piece of paper which read "don't give a F***". This has been used to show that the music has that effect on people, when people are in dance environment they just want to have a good time and not care about what is happening around them. A straight cut has been used in the music video, this when she was thinking about being on a horse on the beach and then it cuts back to her in the office. It shows that people just want to have a good time rather than working, they just want to party and have a good time and this is the effect that the music as on people. Fast editing was used in the when she starts smashing up her desk after she has had enough of work. This proves that everyone just wants to have a good time and not worry about work life while they are out dancing.
Location part of mise-en-scene is used when she is in a club, this is to show that she is enjoying herself to the music that is being played. It relates as stereotypically people have a good time when dance music is being played. It relates as people normally listen to dance music in a club setting. Low key lighting is used in the music video, this shows that she is having a good time in the club. Low key lighting is normally used in a club setting which is being used to play dance style music. Iconography is used in the music video in the form of a calender when she crosses out the days, this as been used to show that people who work count down the days to when her holiday is and people do it for the weekend also. This relates as people cannot wait to get out of the work setting and just enjoy themselves when they are in a club setting listening to dance music. the positioning of the girl who is working shows that she is below her boos as the boss is standing giving her more paper work and she is sitting which shows she has to do what the boss tells her to. This relates to music videos as workers just want to finish all of their work, so they can have a good time at the weekend. The facial expressions used by the actor, when she wakes up and realises that her holiday is over and that she has to go back to work. This relates as people realise that everything goes back to normal after the night out.
This music video follows Paradox 1 of Dyers stars theory as it understand that a person is ordinary, which is shown in the music by the women being in a working environment but then is extraordinary as she goes on holiday and does not care about what happens, which is like Avicii as he works hard on his music and does not shown himself but then releases a new song with shows his extraordinary talent. Goodwins theory is related in the music video. The music video demostrates genre characteristic, this is when she is in the club environment and is having a good time during the music video. There is a relationship between the visuals and lyrics when they talk about being the one and she is smiling and enjoying herself outside of her work. There is also a frequent reference to nation of looking and particular voyeuristic between the female body. This is when the girl in the video is with the man in bed and it shows she is having a good time. The style of the music video has no performance within it , it has 70% narrative and 30% concept. The artist is not really shown within the music video as i feel they want the video to be more concept and narrative based. The target audience for this music video would be 18-30 years old's as this is the age group that still want to get out of work and just go out to a club at the weekend. The common camera shots that are used are the music video are mid-shots as they allow the audience to see the facial expressions of the actors but also the location of the music video.
This research has showed us the type of music video that our artist uses when creating his music video. He does not show in his music videos but his name and logo is used. This will aid us when creating our music video as we would still want to use his logo in our music video. Also the common use of mid shots in the music video will help to show the location, positioning and the facial expressions of the actors in the scenes. We were going to use a narrative and concept based music video and this anaysis will now back up our idea.
The purpose of a target audience is so that the producers of the music video know who the song and music video is going to be aimed at. The target audience are the people who are going to view the music video and the ones who are going to buy the song or CD. We carried out research in the form of a questionnaire and a Vox Pops videos. We used a questionnaire to gain information about what people would want to see within a music videos. It has told us what our target audience wants to see within our music and what other conventions they expect too see. It has told us whether the target audience want to see a narrative, performance or concept based music video. We used Vox Pops as we felt this would give us a deeper understand about the person as we would be interviewing them and not just giving them a questionnaire. It allowed us to get to know the person and understand what they expected to see, we also created questionnaires that were adapted for the needs of our music videos. During the questionnaire we surveyed 40 people as we wanted have a good variety to know what age and gender wanted what within their music video. We interviewed 5 people for the Vox pops and aimed to interview different genders and ages, so we could have a greater understanding.
The Vox pops were successful as they gave me and my group a greater understanding about what people wanted to see within our music video. We could understand the person more through the Vox pops as we could see them and we interviewed them rather them just giving them a questionnaire and not knowing much about them. This research will help us when planning out music video as it will confirm our music video ideas and it will help us to understand and realize what we need to add and take away from our ideas. The questionnaires were successful as we as a group could understand how the view of a mixture of people and it gave our group a variety of people to analysis. It also told us what age group expected what in a music video. It allowed us to understand what target audience we would try to have for our music video and how we can aim to please this audience.
Question number 4) was 'Have you heard if avicci?'. Out of the 40 people 30 of them said that they knew how Avicci was, this proves that he is a well known artsit and we do not need to change our choice of artist or song as many people know who he is.This allowed us to go ahead with the planning for our music video knowing that a lot of people will know the choice of song we have chosen. The second question i think is important is number 6)do you prefer to watch a music that is based around either performance narrative or concept. The results we received for this question most people said narrative and second came performance. When planning our music video we said we was going to use a narrative based dance music video as we felt it would be more meaningful and the audience would understand the song better than just a performance or concept video. However, there will be an element of concept within our music video. The last question is question 10) what editing styles do you want to see within a dance music video?. The results from this question were saying that people would want to see fast editing which we are going to include in the club setting and colour filters which we are going to use when in the club scene to make them more effect we have use a black and white contrast. We would have to reconsider using a split screen and we was going to use it to show a contrast of family life, however, i still think we will use it but many not the duration we originally planned to use it for.
The sub-culture that most suits our style of music video and the song choice is the CCCS's theory. This theory is like our music video as we are using a dance song therefore we are going against the mainstream genre of music being pop and we are rebelling as we want people to watch our dance music video. The CCCS's theory assumes that all subcultures come from one culture such as people react to the mainstream and want to go against it and be different to what everyone else wants to listen to. As the song we have chosen to use for our music video is a dance genre song, it rebels against the media as it's goes against what they think should be at the top of the charts. The audience that we are targeting in our music video will give us the idea that our song follows the CCC's theory as we understand that they will not follow what the media says as they want to be different and unique .
Although our music video follows the CCC's theory, it also follows the McCracken's theory. This is because our song is diverse as it appeals to a large targte audience. McCracken explains that the post modern world is full of diversity, dynamism and creativity. This can be broken down as music genres are diverse and therefore they appeal to a wide target audience much like our song is. The final theory is Hedbridge theory, he came to the conclusion that although some people think sub cultures only appear to be different but deep down they are the same, he says that if you look deeper, there is enough richness to warrant remaining sub cultures as little cultures. This can be broken down as all subcultures come from the mainstream and little cultures are created as a result of this mainstream.
My group decided to use Vox Pops as a part of our research because we thought that it gives us a detailed analysis into what the public want to see in a music video. We wanted to use a variety of people and ages in order to get the view of many people. It has given allowed us to understand all the of the public opinions and we are taking into account all the options we gave them. As we chose the questions we wanted to ask we in the interviews we could help to see how the person would react to the song we chose and we understood what they thought we should include within our music video.
The Vox pops went well as we got a variety of ages to answer the questions we wanted to ask, we asked people from the age of 14-54 so we got a good variety. It allowed the group to understand what target audience we should focus on from the results we collected. This result will assist our planning part of the music video as now we know what target audience to aim for and we know what they expect to see within a music video.
This form of research help us extend our primary image as we got to understand the person behind the answers to the questions we were asking them. Rather than just giving out questionnaires we get to know the person and we can gain a better answer as they are speaking and not just writing them down. Also the tone of voice and facial expressions will explain a lot of us. This research alongside our questionnaires will allow us to gain a better understanding about what audience we should use when making our music video and it will get the public's opinion on what they think about our chosen song and what we should include in our music video.
We decided to use pie charts for our results, we thought that this would give us a better view of the results and it would give us a better understanding of what concepts, styles and conventions people would want to see within a music video. I will use this results to help us plan our music video, it will allow us as a group to realise what age group and gender want to see in the video. I feel as if this research we carried out will help us to understand what the general public would want to see in our music video and if our song we chose is valid.
This research that my group and I carried out will allow us to understand what the public think we should include within our music video. Also it allows us to understand what target audience we should use for our music video. This research will allow me to get to know the target audience and understand what the expect to see during the duration of us creating a music video. This research will assist us while planning our music video as it allows us to understand what we should include within our music video and what the target audience expect to see within our music video we will be creating.
When designing a questionnaire it gives my group and I an chance to see what gender, age and person want to see within an music video. It allows us to understand what concepts, conventions and what style of a music the general public want to see within their music video. We can trailer the questions that we ask to the audience to get the answers we can use when planning a music video. The purpose of a questionnaire is to allow a group to understand what they have to add into their music video and what they have to change based on the results that are gained from the questionnaire. It allows the group to see if their planning if going in the right direction and it allows them to see what type of conventions should be included in the music video. This questionnaire will allow my group to understand all the elements that the audience want to see within our music video, and we will hopefully be able to expand on these points and make the music video the way they would like to see it.
During our questionnaire our group have it out to forty people, this allows us to have a wide variety of answers and it allows our group to understand what people want within a music video. We chose the questionnaires carefully, so that we knew what our target audience would be and so we understand what attracts this type of audience. We took the majority of the results into consideration for our thriller film.
The dance genre that we chose for our music video was brought around as we feel as a group we can work with the fast pace of the song and use this for editing. The up beat sound of a dance song gives everyone a happy. loving and positive vibe. It is the genre that the younger generations are listening to and it is popular at young party scenes. This genre of music is also presented well in the media as they show that artists have a positive effect on people when at parties but they can however, have a negative one.I analysed two music videos that had the same dance genre that my group and I are choosing for our music video. The first was 'Thinking about you' by Calvin Harris and the second is 'Sun Don't Shine' by Sonnentunz.
The codes and conventions within Think about you, are stereotypical of a dance genre as is has a club since however, it goes from a club scene to a scene about the lyrics such as thinking about you. For example a man and women were arguing and then she went over to the person she was 'thinking about' and started kissing them. The song was able to demonstrate that it was a dance song through the party and club seen but it also revealed a deeper understanding to the lyrics as it showed all the people that it was thinking about. The conventions within the music video were related to the music videos genre being dance as it had strobe lighting, the artist on the DJ decks, a party scene and a normal scene relating to the lyrics.
The mise-en-scene was used effectively throughout the music video. The mirco-element of mise-en-scene which was used was Iconography, this was used when a BMW car pulled up and it had the artist in it. It shows the lifestyle of the artist and it relates to the song as artists producing such popular songs will have a luxury lifestyle. The location of the music varied from a huge house to a club. The house represented the lifestyle of the artist and high profile that he has, while the club shows that everyone is enjoying themselves to the music that the artist is producing. There are strobe lights which are used while Calvin Harris is on the DJ decks, it relates to the party seen and also relates to the song as it is a dance song. The positioning used within the music video is evident when the artist is on the DJ blocks and everyone is below him, he is center of attention. It shows that everyone is watching the artist and having a good time to the song that he is playing, it relates as everyone is having a good time to the music within the club. The facial expression of the boy and girl that are dancing on their own in the house have a loving and happy face, it shows what the music does to people and it effects them physically and emotionally. It relates as it shows that they are having a good time to the dance music that is being played within the house.
The camera shots that are used within the music video help to represent the genre. A mid shot is used within the video when people are dancing in the club which shows that they are happy and enjoying themselves. It relates as people within t a club should be having a good time because of the music and the vibe that they are getting. A high angled shot is used in the club above the crowd, it shows that everyone is dancing and getting into the music. It relates as the song is having a positive effect on the people within the club, and it is what the music is meant to be doing to the people. The editing techniques that are used during the video help to relate to the dance music genre. A straight cut is used during the video when a girl kisses another girl then it cuts to a boy kissing a girl, it relates to the lyrics of the song as they are thinking about being with each other and no one else. It relates to the music as the song makes people connect through the music. A slow editing technique is used during the music video, when the boy who got beating up starts punching the boy that did it. It shows that he is thinking about the abuse that this boy is giving him therefore relating to the lyrics of the song.
The target audience for this song would be club scenes and party people. Through the music video the song does show that it can be played within a house to chill out or within a club. The target audience for this song would therefore vary from party goers to people having a gathering. The song can be used in both situations. The artist is represented during the music video as a person who will perform for this audience as he is playing his music within the club. It shows that he likes to perform and that he wants to give his audience as feel for the music. The style of the music video consists of being 20% performance, 40% narrative and 40% concept. It has been directed like this to shows the artist, the concept of the song being thinking about
people and the narrative of the club scene. Goodwins theory was used during the music. The first being that the music video demonstrates the genre characteristic, this is evident when the song is played within the club setting and everyone is having a good time to the music. There was a relationship between the lyrics and the visuals when they sing 'thinking about you' and the girl kisses the girl and the boy kisses the girl, meaning that are thinking about each other. There is a demand of the label through the artists label as he is on the DJ decks and that is what Calvin Harris's trade mark being a top DJ. There is also a frequent reference to the nation of looking and particular a voyenuristic between the female body. This is when the women are in their bikinis on the boat and a girl is topless walking down the stairs of the house.
The second music video i analysed was the 'sun don't shine' by Sonnentunz. This music video did follow some conventions of its music genre but not all. For example it did show that the girls within the music video were having a good time as they woke up hang over from a good night before. However, it does not have much of a party scene, and conventions such as strobe lighting and alcohol. There are conventions but not as many as a normal dance music video.
Mise-en-scene was used during the music video. Costume and iconography was used in the music video when the girls within the music video were wearing hippy or festival clothes. This shows that the girls were dancing and having a good time to the music the night before. It relates to the song as this type of song would be played at a festival as it would get the crowd buzzing. The lighting that is used in the video is natural lighting on the girls when they are waking up. It relates to the song as the have just woken up from the night before having a good time. It relates as the song would have been played the night before when they were having a good time. The location of the video is on a roof, however it gives the the impression that it could be at a festival or field as it has grass and chairs like the girls are at a festival which would relate as the song would be played at a festival. The positioning of the girls is that they are high up on a roof above civilization, which relates to the song as when you would be listening to it you would not care about anything. People would just want to live for the moment. The facial expressions used by the girls are a happy face when they get up to dance. This shows the effect of the song on them, they get a happy vibe from the song which would relate as it was made to get people in the mood for parting.
The camera shots that are used in the music video help to explain the codes and conventions of the music video. A establishing shot is used within the music video when the girls are on the edge of the roof and the city is behind them while they dance and have a good time. It relates to the song as it shows that they are careless when they are listening to it and they just want to have a good time. A long shot is used when they start dancing on the roof, it shows that they are having a good time and they just want to live for the moment. It relates to the song as the girls just want to be together and they get a connection from the song and being together. Editing techniques are used during the music video in the form of a fade at the start of the video. It was used when the girls were waking up from a hang over, it relates as it shows that they had a good night and the song was used during the night. It relates as it shows that they had a good time before as they were all smiling when they woke up, while the music was playing. A straight cut was used during the clip, which was evident when they were sleeping to when they were waking up. This was used to show that they confused were they was and did not care what happened to them. This relates to the song as it shows that people are careless when listening to this song and this genre of music.
The target audience of the song would be party goers like the ' thinking about you' song but i feel it would be for a teenage audience. This song feels like it has a more chilled out vibe to it and people could also just relax to this type of song. The song could be used in a party seen and it could also be used in a chilled out environment. The artist is not represented throughout the music video as there is no performance within the music video. It has been used to show how the song can come across. The style of the music video is 80% narrative, no performance and 20% concept. It has been used to show the music can effect people. There is a relationship between the lyrics and the visuals when the they are high up on the roof and it sayings melting your worries away, it shows that the song makes people forgot about their worries and on a roof people do this. There is also a frequent reference to the nation of looking and particular a voyenuristic between the female body as there are only girls within the music video.
This research will help me when making my own music video as it has given me more codes and conventions that i can use. It has also given me a different look on how to make a music video as they do not always have to include performance within the music videos a video can be 100% or 80% narrative. It has given me more ideas that i will carry over to my group when discussing ideas for our music video that we will be producing.
