A2 Media Studies - Advanced Portfolio

For my advanced portfolio, I will be creating a promotion package for the release of an album. This will include a music promotion video along with two of the following three tasks;

• A website homepage for the band
• A cover for its release as part of a digipak
• A magazine advertisement for the digipak

For the production element of my coursework i will be working in a pair, with Hannah Taylor. I will be using my blog to present the planning and research of my coursework.

What makes a music video good?

I have analysed three music videos to look at what makes them successful. i have considered camera angles, editing, mise-en-scene, and sound.

The first one i have looked at Lady Gaga - Bad Romance. (see video below.)

This video is a NARRATIVE BASED video. The artist not only tells a story through music, but editing, acting and mise-en-scene. Cuts of clips are used very well in this music video. Cuts are made between clips in time with the music. Transistions are also used in sync with the music; as the music mellows, the clip fades.
Product advertisement has been used in this video. for a music video this is very rare. Artists often promote their music in cross promotion with tv adverts of products. But rarely do companys advertise their goods on the back of a music video. In this music video we see the use of a smirnoff vodka bottle.




The second video i have looked at was Green Day - American Idiot (see video below.)
This music video is PERFORMANCE BASED. This type of video is usually rock style with a band enviroment, rather than just a singer alone. This video shows all of the band in a performance of the song. There is no narrative.




This video has been shot using three cameras on each band member. They have cleverly changed the tempo showing each member in a different speed at the same time. Images of the bands logo cut in and out the performance shots. This gives the band a brand identity.
This video shows the meltdown of a band's set. The band are hit from behind by a tidal wave of green liquid. This is shown with quick cuts and static clips. This mise-en-scene correspond with the meaning of the bands music, with the idea of corruption and demolishion.


The Third video i have analysed is OK-GO - Here it goes again. (see video below.)
This video is CONCEPT BASED and out of the three is the easiest to shoot. This video have been shot on a static camera, with no cuts or change in angle. The video shows no performance or narrative. Simply the band moving to the music, with the use of treadmills.

Ok Go - Here It Goes Again

Green Day - American Idiot

Lady Gaga - Bad Romance

Music Videos

Jason Derulo - Watcha Say

This music video is another Narrative based music video. This video stars Jason Derulo and a female character, set in backstreet flats of an American city. Cuts and dynamics are used with in the video to emphasise on the beats in the music. For example close up are shot with the artists hand on screen. These shots capture and emphasise on the artist clicking with the beat in the track.

Cuts are set in the tempo of the music. with each change in beat there is a cut between shots, this are fast paced as the music is more up beat and slow down as the track mellows.

A variety of shots have been used; wide shots, two shots, close ups, etc. In some long shots lighting has been used through a large window to create a silhouette of the artist,this highlights on movement and the beat. Lip syncing has been used in some shots, particulary the individual shots, where the artist appears singing.

Music videos

The Kooks - Sofa Song

The kooks music video is another performance based video. The band appears in this video performing their music rather than acting out a story. The video has a theme with a jigsaw affect, where the picture on screen appears fragmented.

The video starts with images of locations with instrumental, when the lyrics start, band members appear on screen. This video uses a lot of close up shots of either the singer or maybe an instrument. At one time we can see the screen divided into many fragmented images. This effect is used a lot rather than establishing shots of the band. Establishing shots are used but very rarely and if used they appear with quick transitions.

We as an audience see the singer on screen alone a few times. These clips have been shot with a hand held effect, as though the artist is filming himself. The band change locations from what seem like studios or empty warehouses to the close-ups of the main singer outside.

Goodwin's Music Video Analysis

Andrew Goodwin has written a theory for music videos of which consists of six elements. Goodwin claims that each music video contains all of these six elements. The six elements are the following;

• Music videos demonstrate genre characteristics. For example stage performances often appear in rock videos.
• There is an instinct relationship between lyrics and visuals.
• There is also a relationship between music and visuals. Visuals would be affected by tempo, beat, speed, pitch, etc. (Relationships could amplifie, contradict or illustrate.)
• The demands of the record label include lots of close ups of their artists and developed motifs which recur across their work as well as promotional methods. These demands give the band an identity. A great example of this theory is the use of a motif by Green Day. Green Days motif in a Grenade being held. This motif appears as their album cover but also as a static image used throughout their video of 'American Idiot'
• There is frequently reference to the notion of looking and particulary voyeuristic treatment of the female body.
• Videos also often use intertextual reference, to TV, Film etc.

Intertextual Reference

Intertextual Reference is apart of Goodwins music video theory. Intertextuality is when a music video may borrow images from other media texts. It can relate to Film, Tv or Video games.

Film;
Madonna's music video for 'Material Girl' is an example where intertextual reference relates to film. This video contains scenes which are inspired from the 1950's film 'Men Prefer Blondes'. This film stars Marilyn Monroe, but rather than comparing Madonna to Marylin Monroe, both videos are trying to capture the stereotypical image the the Hollywood sexy blonde. aspects of the mise-en-scene, choreography and colour theme all relate to one another.

TV;

REM's Bad Day video is a great example where intertextual reference relates to TV. This video takes shape of a news programme.The video appears to be the news, where the presenters are singing the music track.

Video Games;
Music video's intertextual references can also refer to video games. Robbie Williams' video of 'Let love be your energy' takes form of what appears to be a video game. Rather than the video taking form of a performance based video, it appears all to be animated. The singer appears on screen as a cartoon/figure which is similar of one which you would see in a computer game.

Red Hot Chili Peppers - Californication

This video is the music video of 'Californication' by the Red Hot Chilli Peppers. This video is the best example of intertextuality in music videos i have seen so far. This videos reference refers to video games. The video not only take the animated route of video games but features of a typical video game also appear on screen such as player profiles and statistics. The clips of this video appear as though the audience are controlling it through playing a video game.
This video also stands out to me because not only is it animated but there are also shots of the band which would appear in a performance based video. I love the mix of animation and performance. I would definitely consider this as inspiration for my video, not necessarily the animation aspect but the cross of two editing methods.

Star Image Motif

Star Image Motifs are the demands of records labels. Record labels require a unique selling point inorder to market their bands. Record labels do this by either using the artists own image, with the use of close ups and stereotyping or a record label market a band through the use of a motif, logo or video style. Record labels promote artists using music, video and adveristing. This aspects of Star Image motifs recur across the work of an artist and give the band an identity.

Examples;

• Amy Winehouse is a great example of an artist being sold on her own image.
• Green day sell themselves through a band logo of a hand clutching a grenade, this logo appears in videos and on album covers. The Gorillas also represent themselves through motif.
• The gorillas do not appear as themselves in music videos but behind the faces of cartoon characters.

Goodwins Theory Tested

Goodwin claims of six element which appear in every music video. I have tested goodwins six elements using Plan B's music video 'She Said' to see if is appears true that a video should contain every element.

• Music videos demonstrate genre characteristics. For example stage performances often appear in rock videos.

Being an individual artist, with a hip hop and rap genre, Ben Drew is represented in a chart narrative video. This type of video demonstrates the genre characteristics of the music that him and similar artists create.

• There is an instinct relationship between lyrics and visuals.

This relationship is very obvious in this video. The artist sings lyrics such as 'so now up in the courtspleading my case from the witness box', while standing in the 'witness' box. This relationship appears strongly between lyrics and visuals through out the video. We see it once again when he sings 'as my girl cries tears from the galleries' as a female figure is crying in the court room. This video is very much narrative. The video silently tells the very same story as the lyrics individually.

• There is also a relationship between music and visuals. Visuals would be affected by tempo, beat, speed, pitch, etc. (Relationships could amplifie, contradict or illustrate.)

This is another relationship that is signified very strongly in the video. A good Example of this is right at the start of the video when people in the court room began to click to the beat in the music. Each charater is so in sync and the technique is seen very cleverly by the audience.

• The demands of the record label include lots of close ups of their artists and developed motifs which recur across their work as well as promotional methods. These demands give the band an identity.

This video includes alot of close ups of Ben Drew, Plan B's singer. Alot of profile shots are used as well.

• There is frequently reference to the notion of looking and particulary voyeuristic treatment of the female body

This reference can be seen right at the start of the video, when the singer is seen being led out of a lift by a girl. He looks the girl up and down after the pair are viewed kissing.

• Videos also often use intertextual reference, to TV, Film etc.

Scenes from this video could be compared to Police TV dramas. The mise en scene and use of characters shows comparisons, it also correlates to the meaning of the song.

My research into Plan B's video has proven Goodwin's Theory to be correct. All of his six elements have played some part in the making of this video, and are shown clearly.

Websites

Record Labels use websites for promotional purposes. A website is a way of contacting fans and keeping them updated. Most bands sell merchandise and music, advertise lives shows and promote themselves using a site. Internet technology is the latest and most convienent way to market a band.

Main conventions of a bands website;

• Home page
• An Autobiography section
• Music sales
• Merchandise sales
• Latest News page
• Preveiws of video
• Tour dates
• Star image motifs
• Images
• Blogs
• Fansites

Website Analysis - Plan B

This website belongs to the band Plan B. This website portrays the style of american Jazz which also runs through a few of the artist videos. The navigational section on the left hand side of this page is made to look like a ticket, and the background holds images of records and jazz instruments. All of these aspects highlight the feeling of a gig.

This promotional website publicises videos and music of the band. It gives out important news and tour dates. The artist has his own biography section explaining his love for music and the journey of his career. Plan B are a smaller band at the moment, so promotion is important.

This Site is completely unique and captures a sense of interest, something new and different well. IT holds all the basic conventions of a website and makes them more complex through design. The site is very far from simple and therefore keeps the viewer interested and focused. It is hard to find a distinct house style on this website but a clear logo for Plan B stands in the top left hand corner. It divides the artist from every other artist in the industry at the moment and gives Ben Drew, the lead singer, his own identity.

Website Analysis - Take That

This is the web page for Take That. This website is very simple and elegant. The house style is black and white. This brings a change to take that, a band that are often bright and vibrant. The page hold one image in a telescope view, the picture is a relaxed shot of the band together, which seems to be a secret capture of the bands new image.

The band have recently reformed as a full group, the new sight signifies a new relaxed mature take on the music industry. The image is classic and a very elegant shot. The site unfolds simply.

The homepage gives a short brief section on current news update of the band, then leads on to only a few tabs. There site follows onto their networking sites, store and forum. The band are a huge British success. They need little promotion as they sell on their history and huge current and past popularity. Therefore this website is perfect for them, however for any other artist this website would be poor in gaining more fans and selling the band at their highest potential. It is not very successful in connecting with an audience.

Website Analysis - The Saturdays

This is the website for The Saturdays. This website is very very, bright and promotes the girls very well. The website promotes the band, girls and albums. On the homepage, we as an audience, straightaway see the girls. There is a large image on this page of the five girls holding books, which presents also the title of their newest album. This image works with the housecolours and fonts of the new album. On this page we also see clearly the name of the brand in a neon lighting style font. This font is consistant is the girls most update promoting.
The website follows in a blue house style and also incorporates bright clours for headings and fonts. This colours are fun and bright attracting their target audience. The bands audience is mainly young teenage girls. This website, by using bright colours and stunning images of the girls, attracts this audience well. The band have also adapted and are working with modern ways of technology in a way of promoting themselves to their target audience. The website incorporates sites such as twitter and facebook, which are very dominate factors in teenage life at present day.
This website includes features such as an online shop, blogs, pictures, videos. These are all features that promote the band. I think this site works very well as it is one of the best at targeting their audience. Every things is designed for and aimed at them. It is cleverly designed in that it connects with their audience through new and modern technology.

Web Design

The World Wide Web consortium has made rules for web design. This split the content from the design which meant changes were easier and websites are now readable on several different media. All websites are now in CSS format; Cascading Style Sheet design.

How to create an effective website;
when creating a website we need to consider certain steps for a successful creation.

1. Plan it out - Plan the site before creation. Draw it out, show what you are going to include and then sketch out what you wish the page to look like.
2. Consider and design for your audience - Design your site for the target audience of the genre of music you are working with. As we are designing a band site we will have a specific target audience.
3. Test it out - Get people to use and analyse your website.
4. Make navigation clear and simple - Links must all work and be clear for each page. This navigation often remains the same and consistent for every page.
5. Be creative but practical with fonts and images - Most sites use the same fonts because anything better than an average font must be inserted as an image. Consider the amount of images you use, do not clutter the page and be careful with copyright legislation.
6. Make your homepage the priority - The homepage is the opening page to your website. it must draw your audience in and keep them interested. It must be attractive and capture the purpose of the site instantly.

Creating a Niche

Most bands are created on the base of their music and then sell their music, promoted by this unique selling point. This niche set bands apart from other bands. Bands need to stand out in order to catch an opportunity in the music industry, record labels would not invest in something that already exists or they have previously established. An artists music may differ from everyone but if the images is the same as may, they blend in and many people detur from listening to them.

Lily allen had an outstanding niche. She stands out with the humour and bluntness about social issues in her music. Unlike a long list of artists such as Amy Winehouse and Duffy, Lily does not sing about being lovesick but sings about real social issues such as politics, abuse and adds sarcasm about the nations stereotypes. Her song 'the fear' sums up her niche with her sarcasm, of which the audience are meant to capture as humour, about a 'spoil brats' aspirations and misguided ambitions. Her music seems to be the latest catchy radio tune and her humour draws us in, but listening to the lyrics she sings in sadness and sometimes nastiness, in a victimising way, while highlighting real life issues.

Target Audience

I have studied three artists/bands to understand the marketing and promotional techniques behind different genres attracting their own target audiences.

The first i have looked at is JLS. JLS are a British boy band, who were runners-up on the ITV reality talent show The X Factor in 2008, coming second to Alexandra Burke. JLS have been very much so in the public eye since day one as their rise to fame was in the public's control on the talent show. The talent show showed the boys popularity from the start and gave them a base to start their career. The band appeal to a teenage market,

specifically young girls. The current teenage market have been brought up in a world controlled by the media and the Internet. Teenagers regularly use social networking sites such as twitter and facebook. so therefore JLS have tried to keep a consistent popularity through accessing their audience in a very informal way. the band use both twitter and facebook, promoting their album, gigs and adding personal comments. They also have a very professional website, providing fans with regular news updates and an online shop of merchandise. With huge popularity and public access to start with, JLS have successfully kept this consistent.

http://www.facebook.com/home.php?#!/JLSofficial?v=wall&ref=ts
http://twitter.com/JLSOfficial
Following JLS's success on The X Factor, they signed a record contract with Epic Records of Sony Music UK.

JLS released their debut album JLS on November 9th 2009. The album debuted at #1 on the UK Singles Chart, selling over 1 million copies and named the sixth best selling album in the UK during 2009, only being released for 8 weeks before the list was compiled. Their debut single "Beat Again" went to number one on the UK Singles Chart on 19 July 2009. Their second single "Everybody in Love", released on 2 November 2009, also topped the UK Singles Chart. Their third single One Shot, peaked at number six despite a physical release, however it did stay in the charts for a number of weeks despite the drop.

Due to the success of their album, the group went on their first headline tour, with twenty-five dates around the UK and Ireland. The group also became the first X Factor contestants to win a BRIT Award in 2010, winning the British Breakthrough and Best British Single for "Beat Again".

In the beginning of 2010, the group signed with Jive Records, for an American deal, while continuing to remain with their native signing on Sony Music UK's Epic Records.

Mumford and Sons - http://www.mumfordandsons.com/

Mumford & Sons is a folk rock band which formed in London. The band formed in late 2007, rising out of London's folk scene with other artists such as Laura Marling, Johnny Flynn, Jay Jay Pistolet and Noah and the Whale. The band has often supported Laura Marling at concerts, while their association with Noah and the Whale can be traced back to St Paul's School, Barnes and King's College School, Wimbledon. Band members attended King's College School alongside Noah and the Whale bassist Matt Owens, while Marshall, another member attended St Paul's School along with Charlie Fink, lead singer of Noah and the Whale.

The band's debut album, Sigh No More, was released in the United Kingdom in October 2009, and February 2010 in the United States. Mumford and sons didn’t consider themselves contenders in the pretty daunting London music scene. There was never any idea of competition, just pure enjoyment. They loved live music so much that they would practise their sets on pavements outside the venues, and also act as backing musicians for the peers with whom they played.

Eliza Doolittle - http://www.elizadoolittle.com/

Eliza Doolittle is a 22 year old, British song writer. She is signed with parlophone records and she released her first album earlier this year in July. Her most famous song so far is 'Pack Up' which features on the self named album 'Eliza Doolittle'. Eliza has so far appeared at gigs in London and supported acts like Alphabeat and Jamie Cullum, these supporting gigs allow her to sing and promote her self at a lower cost. Bands often do this to kick start career, when they have low publicity and want to seek more fans.

Eliza's first single 'Skinny Genes' was released in April. This song was used for the 'Very' advert. This is called cross promotion. It allows Eliza's music to get out there, and by promoting another media, it becomes recognisable for the audience. She has also used this promotional technique by recording the song 'Running For Life' for the film Adulthood.

Eliza is at the beginning of her career and has made a running start with promotion. She is focusing on her young target audience by featuring her sound in popular films this year such as Adulthood. She has also performed on Big Brothers little Brother, this is a tv programme which hits the age range for her target audience. Eliza has cleverly promoted herself by gaining as much publicity as possible. Before entering the charts, Eliza toured the Uk to gain recognition for her band. She is set to support Paloma Faiths tour later this year, once again getting her sound heard.

The online revolution

The music industry has been massively affected by the increase in technology and use in internet. 200 million has been lost in previous years due to issues such as illegal downloading and a big percentage of teenagers now illegally download. This issue has affected artists hugely, the loss in revenue affects their new material.

With the issues of the internet, some artists have adapted. They have chosen to work with it and become reliable on promoting through the internet. They realise the big market using it now and have decided to work along side the modern convenience to benefit themselves. Artists such as the Arctic monkeys and Kate Nash have launched their careers on the internet.

Kate Nash started her career through social networking sites and file sharing promotion. She started her career in 2005. After several gigs, she uploaded her music to MySpace. She found a manager for herself before seeking producers for her music.

The Arctic Monkeys began to give out demos of their own music on CDs at a few of their gigs. These were promptly file shared amongst fans. The band was then promoted through networking sites created by fans. The band did a lot for them selves, they got performances at festivals and refused to change to the preferences of record labels. They carried on with their original style and their success was shown in a number of sold out gigs. Eventually they signed to domino records.

To these artists, the internet is seen more as an opportunity than a threat. they have started their careers online and have remained popular as it has been recorded that 1.2 billion is spent on gigs by downloaders.

Branding

Bands use branding as promotional material. Bands brand themselves to give themselves an unique identity to sell themselves on. Small bands often support successful stable bands of the same genre at gigs, in order to get their sound heard. At the gig the band would hand out promotional material such as badges and leaflets printed with their band identity to raise awareness of their music. The badges would be printed with album names or the bands logo. The leaflets would provide general information on the band and promote upcoming gigs.

Bands also sell promotional material to raise money and awareness. They might sell clothes or posters. This could be sold at concerts or in stores such as HMV. an example of this could be the popular range of JLS hoodies that became available last year. At this time the band were still growning and gaining fans. By selling these jumpers to fans, the fans were able to promote the band by wearing there merchandise.

CD Cover Analysis

Our task is to produce a CD cover to promote our artist and video. I have researched and analysed cd covers of artist in order to create mine. I have looked at typography, colours, images and house styles.

This is the cover for The Kooks' 'Inside in Inside out' album. The house style colours of this band are red black and white. The titles are placed well as the band name in place inside the album title, corresponding with the meaning of the name. The typography is bold and clear. This remains the same on all albums created by the band, but differs in colours. On the kooks next album 'Konk' the house colours still dominate in black and white, but differ with the new album name in blue.

The image is of the whole band. It is a relaxed image of the band practising. It does not look staged, it looks like an action shot of three members playing with the four member cleverly caught in a mirror. This shows them in relaxed positions and makes a more natural shot. This portrays the relaxed music and mood of an indie band.

There is a lot of white space on this cover, highlighting the titles and focusing on the band image.

CD Cover Analysis

This is the album cover for Mcfly's Motion in the Ocean album.
This cover is an image of the band members underwater, corresponding with the title 'in the ocean'. The band members are all captured in individual motions. The band's name appears in a bold contrasting yellow in the centre of the cover. The name is used as the bands logo and this typography appears the same on a few of their albums, but in several colours. The title of the album appears in smaller font at the bottom of the cover. It provides information but is not the main focus on the page. For this cover the band have played on the words of the title but have sold themselves on their own image and logo. The audience are quickly pulled in and the bold colours and creative images catch the eye.

CD Cover Analysis

This is Amy Winehouse's Album cover for her album 'Back to Black'. The house style colours of this album are black and white. This cover portrays back to basics, it is very simple, relying on the artists image. Amy is very unique and sells herself on her image. The title of this album is shown in several ways in this covers. One I have previously mention about back to basics. And the second where Amy literally has her back to black. Amy is sitting in front of a black board. Suggesting Amy has gone back to the start, started with the raw basics and produced new material.


The typography is bold and clear. This remains the same on single releases by Amy. Both title and Amy stand out on this cover. The covers does not need other images nor patterns, as amy sells herself on image and pure talent. Amy has a big enough fan base, that she does not rely on promoting her self on her album cover. Fans simply buy it because they like her sound.

CD Cover Analysis

This is the cover for Paloma Faith's Album 'New York'.

The typography on the album is very unique to the artist. It is in white and presents her name in large font then her album name in a smaller font. This typography remains the same on all her albums.

Paloma appears dressed glamorously in the centre of the cover with no direct eye contact as she gazes out the window. She appears to be in a run down flat but very dressed out. The covers suggests her dream of something better as she gazes out over new York. Rather than a picture of her in new York, this images portrays something out of reach, something she aspires to.

The picture relates to the albums name of 'New York'

CD Cover Analysis

This is the album cover for Scouting for girls' 'This ain't a love song'. This cover is very bold in colours of red, yellow, blue and white. The cover is quite old fashion, and I think it could be portrayed as a price or postage stamp.

The band never follow a house style through their albums. They change drastically in colour and style. However on this cover appears an aeroplane and on their last appeared a rowing boat, maybe signifying a journey, which always brings changes, bringing their change in house style.

Both the title and band name appear on this cover. An image of the band however does not. The band never sell themselves on their image and a picture never appears on their album. The band are purely interested in music and rather than a huge publicity campaign, the band simply provide their sound and passion.

Camerawork and Editing

Camera work and editing are two major aspects we need to focus on when creating our music video. Both of these aspects correlates with features of goodwins theory, and can affect the whole meaning of the film. The camera work and editing can portray the feeling and meaning of the lyrics in our chosen song. Boths aspects present and promote the arist in a syle that correlates with his or hers genre.

Camera work
Camera work is heavily focused on in the story boarding process. We need to consider camera angles, movements and shots. All shots need to analysed and thought about in order to portray the right image for the song. We need to really think about the close up of the artist. The close is very important to the record label, some artists sell themselves against their image. A close up gives them an unique identity and selling point. The close up predominates to fill the screen because it creates an intimacy with the audience. This works with goodwins theory, the notion of looking, it creates a relationship with the viewer. The close up emphasises on the arist in shot. At this point in the video, we no longer focus on the song or lyrics, but the artist and their voice. This creates a base of promotion for selling both the song and future work. For camera work we are considering using a 360 degree viewing for our close up. We are considering using both far and close shots.

Editing
Editing works with the theorys of editing visuals and music to lyrics. Editing affects the mood of the film, to relate to the genre of music. The slower the music and tone of lyrics, the more slow paced the video would be and gentler transistions would be used to establish the mood. With a faster song and more upbeat music, their would be quicker cuts on beat, This would be matching visuals to music.

Editors are able to use fast cut montage in fast paced songs. Fast cut montages use several cuts from footage. The montage cuts from different angles and shot fast, images are almost impossible to see on first viewing. This is a very clever technique to use on a qucik beat. This is a technique I would be quick to use on a fast paced song. An effect I would like to use would be a split screen affect showing different shots for the same lyrics. I think this creates interest for the viewer.

Our Chosen Artist and Music

Our chosen artist is James Christie. He is a local songwriter. He is 17 and currently unsigned. He plays piano and the guitar. His piece of music we have chosen is called 'Adrifting in an endless ocean'. It is an acoustic piece in which he sings and plays the guitar. He is a solo artist and features at gigs in the local area.

Our chosen song can be played below;

PLAY