Evaluation

At the start of the school year, our teacher gave us the task of creating a media product. The teacher chose for us to do a music video, and two ancillary products.
The ancillary products that would go along with the music video are the digipak, and the magazine advert.

The purpose of a music video is to portray and express emotions in which an audience is supposed to feel due to the suggestions and expression a certain video is making. For example, if a music video is full of low key lighting, and is slow, with a depressing narrative, then it is very obvious that the music video is therefore meant to make you feel sad, unless it is diverse to its conventions. For example, that style music video that I just described may be put to an upbeat dance soundtrack, going completely against whatever a person may think when they see the video; therefore this would be breaking convention, and showing diversity within that chosen music genre.

The importance early on during our year 13 A2 look at Media was placed on things such as the way in which music videos are consumed or advertised.  This would thereby help us later when discussing these things and relating it back to our own video and ancillary products. We wrote blogs on different genres, and different ways in which they can be consumed i.e. different music channels and Youtube etc. We then chose our groups of 4 in which we would create our videos and ancillary texts. I worked with Lauren Vale, Jagoda Jasion and Dipika Sharma. We chose this group, as given all our success separately at AS, we figured it would be good to bring the same sort of ideas together as one, to hopefully come out with top marks on our video and ancillary products.

At the start of the production, I was the performer, and would also take part in the narrative. I would then also help witht the editing, however with so little free time to film, I soon became just the performer, and assisted with editing, as the amount of filming we still needed to do on the narrative couldn’t fit in with my already busy weekly schedules. As a result of this, our narrative has changed several times, with several different actors/actresses attempting to fill a role that we find has no emotional expression, and doesn’t connect with the audience in the way the we originally hoped they would.

The big positive that came from the performance part of this video, is the isolated locations. Firstly, the performance seen is set in a dark room, and is slowly lit directly on the performance, and none of the surroundings. This shows complete focus on the performance that is currently taking place, and also shows connotations of loneliness, with complies with the sad theme that the song appears to follow. The other location that we feel works well is on top of the White Cliffs of Dover. The only problems we encountered here were:

a)      Did we get enough shots?

b)      The wind was too strong for some clips

Despite these problems, we feel happy with the performance, and although we have struggled completely with narrative, the performance aspect has worked as a sort of anchor/platoon in which to work around when modifying or adapting a new narrative.

We started changing our minds after the first day of planning the video. Our group originally decided to do an indy song by a girl artists, but were faced witht the fact we couldn’t find a girl that would be the performer, and we also couldn’t find any songs that we felt had the slow emotional aspect, as well as a powerful finish. This is when we agreed that going for the indy male artist would be much easier. We looked through different songs by people such as James Morrison and Kris Allen. We finally decided that we  would use the most recent winner of the X Factor ‘James Arthur’. This seemed quite fitting, as we chose to do his version of ‘Impossible’ originally recorded by Shontelle, but appeared to be much more successful by the young talent show winner.

Immediately we all had ideas of what we wanted in the video, but the problem soon became that all the ideas were too conflicting, let alone much more complex than we seemed to understand.

We decided that our target audience should be 18-25 years old, as these are the ages in which they are most likely to watch music videos on the television, and youtube, so therefore they should also be able to connect more with the themes and representations that we hope to express throughout our media production.

Something that hasn’t been focused on too greatly within our video is the ability to represent other products within the video that may help fans/viewers connect with the artist, as they can see things that may be a part of their lifestyle.
One item that is very evident throughout the performance is the performers’ superdry jacket. Things like these can then represent either the style of the artist, and maybe the genre in which they hope their music pursues, and also giving a guideline to fans on what he wears, in case they want to follow suit. This is known as an intertextual reference.

Originally we agreed that our music video would be split into 70% Narrative, and 30% performance, and there would be no use of concept in the production. However it is unclear whether these percentages will be stuck to, as it is hard to measure with all the narrative problems we have encountered that I mentioned earlier.

When looking at creating the ancillary texts, we struggled to find any great examples, as we wanted an indy/urban theme to them, but when looking for some of these that James Arthur released, we soon realised that he hasn’t released any, as his new album had only just finished being produced, and therefore we couldn’t find the digipak. We found similar types of artists for inspirations such as the male artists I mentioned earlier, but we still found that they did not help as much as we hoped, and found ourselves trying to create a new genre of digipak that appeared to have not been produced before.
One of the most challenging things with this was being able to get suitable images that we could edit, and then adapt them through 6 different boxes/slides that would all link and keep the same style. After having a brief photo shoot, we had some images that we thought we could use, but when it came to editing, the other 3 in the group felt that they were too hard to edit, so had to get me to have new photos taken.

The positive behind the new photos was that we could also have a change of scenery, and we decided to use a brick wall on the outside of a London underground station. This definitely gave us the urban look that we desired, and I feel the clothes on the artist represented the indy edge to then mix genres, and combine two different music cultures, to create the images that we found so hard to find when looking through professional examples of different ancillary texts.

Originally when I started creating a digipak I assumed that there would only be 4 slides, as when you get a CD, the only faces to note will be on the front, back, CD and inside cover. I never assumed that we would have to use two additional images to complete a digipak which requires 6 slides. I think our most successful slide on the digipak is the back cover/track list, as Lauren Vale originally came up with the idea of using a picture of a guitar, and putting the names of the tracks in between the strings. She then made the picture black and white, and although the colouring may not seem to fit our indy genre, it did correlate, as there was a guitar, and the mood set by the picture also fits witht the emotions we are attempting to express from our music video. I certainly feel that we have done a good job at making sure our digipak and magazine advert relates to each other, and also more importantly to our music video. There are certain aspects that  we originally used that have now been put to the side, but with our original idea for the video, we planned to use a house of cards, and set them alight. We then found a good way of linking this theme in a magazine advert, as Jagoda Jasionowska used fire in the background of the image, and blurred it with smoke. Firstly this gave away the obvious link between music video and advert, but I feel that by blurring it, and then adding a smoke effect, it also correlated with the video, as it created that air of mysteriousness, that works with the lyrics of the song, as our song can often be misconstrued to mean many different things, therefore the shroud of smoke represents that mystery.

We originally tried using the shots we had from the first photoshoot in the digipak, but this proved a challenging task, and therefore we decided to shoot again in a different setting (brick wall). We have used the shots from this photoshoot in our digipak, as again we feel this portrays the image we hope to send, and fits well with our genre.
The images from the first shoot were in an organised photo studio, so these could work well when using a magazine advert, as the shots look well produced, and are purposely not cluttered or focused on a setting.

Diversity of a Music Video

Music videos stick to certain conventions within a genre. For example, within a rock music video, it is highly likely to see a band performing either on stage, or in a recluse location. So when someone watches a music channel that shows rock, i.e. Kerrang! they will expect to see this in most music videos.

However, when things break these conventions, it is known as diversity. For example, this could be something simple, like bright colours in a heavy metal video. Usually, a convention of heavy metal would be dark colours, and dark themes. However, a good example of this being broken, is in Marilyn Manson's version of 'Tainted Love'. We can see the gothic colours of the black on his completely pale white skin, showing the dark connotations, however, he finds himself in a bright pink coloured
bedroom.

Something that our class looked at together as a group was two different directors that both use diversity in their music videos, however they both use them differently. The first of these directors is a man called Chris Cunnigham. Cunnigham presents some sort of 'horror' aspect to the videos he produces. The other director we have looked at is Michel Gondry. Gondry is a french director that has done top films such as The Green Hornet. He has also produced music videos for bands such as Daft Punk, The Vines and Radiohead.

Aphex Twin - Come to Daddy

The music video to this is something that is completely diverse to any genre, as its theme acts as a nightmare/horror film. This sort of video does not conform to any of the music genre stereotypes, as the only genre that would come close to using this would be a heavy metal. This video shows midgets with photo-shopped faces. They have mens faces that are made up like womens, and have been digitally modified. There is also a slightly different start to the story line that involves an old women and her dog. She finds a TV on the council estate, and this is where the small characters are first introduced. Later on, we then see the old woman with a mutant being that is screaming at her, which again tries to add the element of fear.

When reviewing Cunninghams thoughts on the production and creation of this video, he displayed that although this was funny to create, it was also very tedious work and some of the prosthetics used in the videos could take hours to apply, and with such intense music having to fit the video, it took months to finish producing. The problem was also making sure everyone on set could make filming times as half of the crew were simply friends of Cunningham's, and had other jobs to hold down, so could not work full time on the short film.

Chris Cunningham also implied that the video has nothing to do with conventions. He believes that its people that make music such as this that allow him to continue making videos in the style in which he does. He feels that his videos push on the boundaries of short films/music videos, and in order for these videos and thoughts to be put into production, he needs artists such as this to keep producing brand new types of music. Therefore showing that he feels this is a genre of music that really does fit to his ideas, despite what society would generally say.



The White Stripes - The Hardest Button to Button

This is the 3rd of 4 music videos that Michel Gondry has directed for the alternative rock band the White Stripes.

The video utilizes pixilation animation to create the effect of dozens of drum kits and guitar amplifiers multiplying to the rhythm of the song as Jack and Meg perform. For example, in one sequence, Meg is seen playing the bass drum at a train station. On every beat, a new drum materializes just ahead of her and she instantly appears behind it to play that beat, leaving all the previous drums vacant. This effect was achieved by first setting up a trail of bass drums. Then, Meg would be filmed performing a single beat on the last drum in the line, which would then be removed; she would move back one drum, play another beat, and so on. The final video is edited to include the drum beats with the sequence reversed, making it appear as if the drums are being added to the beat, appearing out of thin air. Gondry used 32 identical Ludwig drum kits, 32 identical amplifiers, and 16 identical microphone stands during the shoot. The drum kits were donated to a music school after the shoot.

Gondry shows throughout this video that he prefers a simplistic type of music video, and that he finds this may be more effective than that of the style of Chris Cunningham.

Goodwins music video theory

Goodwin's music video theory says things follow a generic code, and that each videio will/should follow the guidelines that he has stated.

The points that Goodwin believed are followed are as shown below:

1. Music videos demonstrate genre characteristics

This states that depending on the genre and style of the band, there is generally a repeated characteristic/motif that each band will use when filming a music video, i.e. for a heavy metal band, this will be a stage performance, and for a boy/girl band, a dance routine of some sort.

2. There is a relationship between lyrics and visual

This part of the theory states that the lyrics will correlate with what we see on screen. So therefore when an artist may be talking about pain, or suffering, then we may see something such as physical pain, or something like a break-up of a relationship that may cause emotional pain. Or if we are to sense happy connotations within the lyrics, and the video has bright colours, it will help represent the correlation of happiness.

3. There is a relationship between music and visuals

This obviously links in with the last point, as it has the same sort of effect, however this isn't about what is said, this is more about the speed, and beat of the music depicting what occurs on screen. For example, with a song that may have a heavy bass drum, that plays a pivotal roll in timing and feel throughout the song, it may be that every time it is heard, the video then cuts to something else, or there may be some effect that occurs every time it is heard.

Some of things that were noted by Goodwin are slightly different and are more subjective, so therefore rely more on the record labels point of view rather than anything else:

4. The demands of the record label will include the need for lots of close ups of the artist, that may develop motifs which recur across their work (a visual style).

5. There is frequently reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

6. There is often inter textual reference to films, tv programmes, and other media areas.

7. Whether the video is primarily performance based, narrative based or completely a concept based video, and how each element in it is used.

Magazine advert analysis

Magazine advert analysis

Objective: to analyse the conventions of a magazine advert

Outcomes:
All: will be able to anlayse 3 conventions with examples (Grade E)

Most: will be able to anlayse the advert and make excellent reference to the music conventions and target audience with examples (Grade C)

Some: will be able to use the analysis as inspirations and create a conventional magazine advert (Grade A)

Starter:

1)    What is the purpose of a magazine advert?

      The purpose of a magazine advert is to help advertise a performer to people reading the magazine. By advertising in a magazine, it allows more people to see what is being advertised. For example, people buying an album are usually already fans awaiting that albums release, however if the release of the album is made more public and obvious, sales will increase, as it has been publicised more.

Task 1:
Analyse the following magazine advert. Ensure that your analysis is detailed and that you have included excellent examples to support the points that you have made. Also relate back to the music conventions and the target audience.

·               Representation of music artist

The representation of the music artist in this poster shows individuality. Ordinarily, someone in the charts would not use a stereotypical 'gothic' look in order to win over fans of pop culture. However it would appear that it is these types of factors that present her uniqueness, and help to sell her as an artist in general.

·               Connotations of the advert

As mentioned before, the whole gothic look, mixed with the title 'who you are' connotes that she wants everyone to express themselves, and not simply fall into the common trap of today's media. The media states how everyone should be, and they try to make everyone conform to certain categories of people, however, although being in the pop culture, it is clear that Jessie J believes in something completely different.

·               Colours

The colours on this poster are definitely juxtaposed. The lack colouring coming from the hair, lipstick, and top, work completely in opposition to a more 'glamorous' colour of silver. The silver detracts from the gothic look, by trying to add some style to it. The writing that says Jessie J is in silver, and is perfectly positioned in a way that it could look like a necklace. This is where we realise that she does still conform to some popular stereotypes, as normally, if someone was truly gothic, they would most likely not wear jewelry such as that.

·               Design/layout

The layout and design shows clearly who the artist is, and how she wants to be represented. It then works well to show the information which is being advertised on the bottom half of the advert. IT gives information clearly and rpecisely, and stands out from the picture above making the whole advert very effective.
·               Choice of images

·               Typography

·               Style of language

·               How does the advert promote the music genre?

·               How does the advert promote the artist?

·               How does the advert attract an audience?

Task 2:
Analyse 2 magazine adverts, one for your chosen artist and one for a similar artist, using the same bullet points above.
Include a summary at the end of your blog to show how you will use your research to inform your planning and creating your own advert for your own artist.

Record Labels

There are many different record labels throughout both Britain, America, and many other countries throughout the world. In this post, I will be looking at some of the most recognised and world renowned record companies.

To start with, one of the biggest music companies known to date, is the recording studios of Abbey Road. Now although these are simply a recording 'studio' I felt it was key to add these in, as it is possibly one of the most iconic features of music recording, as the Beatles made it famous in the 1960's, as they took a picture for their album cover, whilst walking across the zebra crossing outside the studios in which they were recording in.



Now for the first actual recording company, I am looking at the Swan Song records. This record company is probably not known by most, but it was created by Led Zeppelin in 1974, after they finished their contract with Atlantic record  in '73.
Swan Song records produced the rest of Led Zeppelin's music, and also produced some solo records for Jimmy Page and Robert plant, the guitarist and the singer for the band.
Another big band at the time who used their record company was 'Bad Company', a band created by two-fourths of the previously successful band 'Free'.

Another recording studio is Universal Records. Universal were founded in 1995, and have produced many of the biggest songs and artists in recent music history. In its first year of existence, it was named 'Rising Tide Records' but was shortly after renamed to Universal, and it was this point in which it really kicked off.
Universal have had success with many different genres of music, throughout their years of existence. People such as Akon, Jack Johnson, 3 Doors Down, and Lil' Wayne have all succeeded using this record company, and the company continues to grow larger each year, especially as they receive more publicity due to things that tenuously relate to it, such as Universal films, and the theme parks in America.

Magazine Advert Analysis - 2

In my first attempted magazine advert, I decided to try and keep the theme simple, as this a characteristic that we tried to apply throughout the video. I felt if I tried to add too many elements to a simple advert, that it would take away from the effect that we were trying to create.

To start with, I used a simple black background, as I felt this would be a good canvas to start working from, as there are so many options that you can add to this. Following this, I added my main image, which was our artist playing guitar. I originally placed this image as main focus, but with the size I increased the image to, it all became too pixelated and stretched. So with this in mind I decided to split the page in half, in order to be able to write the information on the bottom half, and use the image effectively on the top half.

This worked well, however I didn't like the fact that you can see the artist sitting down, so I then blacked out the chair, and the artists legs to show that the artist was standing not sitting. Once I'd created this, I added the artists name to the top half.

Upon looking over the advert, I felt it needed some more content, so I then found a shot we took in dover of just the landscape, and decided I was going to place the artist in Dover. This was a lot worse once finished that I originally thought it might be. After cutting the artist image down to just what I needed from it, I then put in the Dover picture. This picture did not work with the artist, as it looked very 'unrealistic' and the artist also appeared to be facing the wrong way, and this stopped the advert from being even slightly effective.

Research Into Pop

The term 'pop music' first originated in 1926, when they said that the idea of pop music was to have 'popular appeal'. It was indicated by Hatch and Millward that many recordings of the 1920's can show the early emergence of pop that would slowly develop into songs that we may recognise now.

However since the 1950's, it has become clear that not only does the words 'pop music' mean just popular music, it started to simply become anything that was not classical music. So for example, in the 1960's it would be bands such as the Beatles, and The Rolling Stones.
In the 1960's, it was said that the rising of popular music fought a battle against that of the newly rising 'beat music'. However this only applied for Britain, as in America, the rising genre that tried to overtake pop was rock and roll. With the emergence of Elvis in the 50's and those to perform before him such as Robert Johnson with his early 1930's blues recordings, they had already begun to create such genres as these.

From around 1967 on wards, the word pop was used in direct opposition to rock and roll, creating a complete division in genres, and almost making the public decide which type of music they would rather listen to, as both music genres tended to avoid sounding anything like each other.
The problem faced when pop tries to avoid rock and roll is that they have to take ideas from other genres, so you will usually find that in early pop, there was hints of gospel, jazz, soul, and country music.

With the exception of ABBA, the pop music industries have been completely dominated by both the British and the American music companies. These are two of the biggest countries in the world for media, and are also the best at producing music, so it is only fitting, that these two are the only two that really mass produce music that is heard across the world.

The characteristics of pop are stated below:

- An aim of appealing to a general audience, rather than to a particular sub-culture or ideology.
- An emphasis on craftsmanship rather than formal 'artistic' qualities.
- An emphasis on recording, production, and technology over live performance.
- A tendency to reflect on existing trends rather than progressive developments.
- Much pop music is intended to encourage dancing, or it uses dance-orientated beats or rhythm.