Tuesday, 18 October 2011
Saturday, 15 October 2011
Genre Questionnaire Results
We created a questionnaire made up of 8 questions to gather audience feedback regarding genres and music videos, and gave the questionnaires to 10 people selected at random.
The results we garned were of the following:
Overall, the results show us that our target audience would be young, in their late teens, and that we would aiming our product at around half the teenage population who prefer alternative music rather than mainstream music such as pop, and since most of our audience like watching music videos, we discovered what sort of music they liked so that we could better target what they want in a music video, such as around 2/3 like both a story and a performance within the music video, and also that that different people like different elements within a music video such as special effects etc, the main one being that the artist themselves are within the music video, which could also be the reason why the majority of the audience watch music videos. We also discovered that our audience prefer both studio-based and outdoor locations, reflecting their want of differenr scenery and locations. Finally, the main platform that our audience prefer to watch music videos on are video streaming sites such as YouTube, with TV coming in second, and then finally social networking sites and other platforms such as the artist's own websites.
[Zaynab]
The results we garned were of the following:
Overall, the results show us that our target audience would be young, in their late teens, and that we would aiming our product at around half the teenage population who prefer alternative music rather than mainstream music such as pop, and since most of our audience like watching music videos, we discovered what sort of music they liked so that we could better target what they want in a music video, such as around 2/3 like both a story and a performance within the music video, and also that that different people like different elements within a music video such as special effects etc, the main one being that the artist themselves are within the music video, which could also be the reason why the majority of the audience watch music videos. We also discovered that our audience prefer both studio-based and outdoor locations, reflecting their want of differenr scenery and locations. Finally, the main platform that our audience prefer to watch music videos on are video streaming sites such as YouTube, with TV coming in second, and then finally social networking sites and other platforms such as the artist's own websites.
[Zaynab]
Friday, 14 October 2011
Research: Audience - psychographic profiling
The screenshot shows all the interests that the Indie Scenesters have. The media consumption chart shows that the tribes have almost the same interest in all media products. They also like to have a clash of interest with both fashion accessories and the media products they like to check out.
The Indie Scenesters were previously the Trendies and Ravers Group. They would want to be part of the crowd and were willing to invest in the clothes, music and image of the genre. Indie Scensters enjoy the fashionable status of guitar music, but like to mix it with more electronic sounds. They also like to follow different fashion trends which change very quickly. Scenesters also don't mind their bands achieving chart success, but prefer to create the fashion rather than follow it. With regard to gender, scenesters enjoy role reversal with both boys and girls dressing in tight fitting clothes and often sporting make-up and accessories.
The Indie Scenesters also have an interest in attending festivals, they prefer being with other scenesters in small, sweaty and buzzing clubs. The Scenesters are more bothered about their iPods and drinking than being on their phone or showing off the latest gear. They also prefer being on online communities where they can have and post their opinions.
Aaron Phelan
Wednesday, 12 October 2011
Feedback 12/10/11
Some good posts on genre and good detailed analysis of the use of generic conventions - Aaron, Ross, Tiegan and Zaynab.
However - no-one has clearly defined the conventions of the music video genre and added quotes and ideas from your theorists - Andrew Goodwin and Pete Fraser.
Try to use some other methods rather than just posts and images - PowerPoints , embedding Word documents etc... will get you more marks!
I would like you to be further long with your research after 2 weeks however - are you doing this for homework?
You are in a group of 4!
You should now be up to defining your target audience and distributing target audience questionnaires - we will move onto planning next week so you may want to distribute your research between you.
Miss McNulty
However - no-one has clearly defined the conventions of the music video genre and added quotes and ideas from your theorists - Andrew Goodwin and Pete Fraser.
Try to use some other methods rather than just posts and images - PowerPoints , embedding Word documents etc... will get you more marks!
I would like you to be further long with your research after 2 weeks however - are you doing this for homework?
You are in a group of 4!
You should now be up to defining your target audience and distributing target audience questionnaires - we will move onto planning next week so you may want to distribute your research between you.
Miss McNulty
Tuesday, 11 October 2011
Our artist's brand image
After some planning, we came up with a name for our artist; Jessica vs the world. Jess is a singular artist with no band, and the genre of her music is indie rock.
The words best used to describe our artist would be quirky, fun, and young.
Jess's brand image is similar to particular artists images such as Bat For Lashes, who is known for being quirky and strange, etc.
We are pushing the brand image of our artist by using a comic theme for this song/album that establishes Jess as quirky due to the use of the comic book superhero inspired theme, also the video is fun and comical to watch, which puts across the image of Jess as being young and having fun also.
-Zaynab, Ross, Aaron and Teigan
The words best used to describe our artist would be quirky, fun, and young.
Jess's brand image is similar to particular artists images such as Bat For Lashes, who is known for being quirky and strange, etc.
We are pushing the brand image of our artist by using a comic theme for this song/album that establishes Jess as quirky due to the use of the comic book superhero inspired theme, also the video is fun and comical to watch, which puts across the image of Jess as being young and having fun also.
-Zaynab, Ross, Aaron and Teigan
Research: Genre: Music Video Conventions [WIP]
Outline
The song we have chosen is an upbeat indie track called 'Northshore' by Tegan and Sara. We chose this because it is a relatively short song, easy to work with given our time constraints, and allows a lot of versatility in the kind of video footage and editing we can use that would suit it.
Conventions of Genre
- Close-up camera shots: mostly of the lead vocalist, with occasional cuts to other band members for the sake of inclusion
- Studio shooting: this allows control over lighting, access to many more technologies and techniques and is much less expensive than on-location shooting
-
Research: Music Video Genre - Unconventional Music Video: Franz Ferdinand - "Take Me Out"
The video I have chosen to represent breaks from indie convention is Franz Ferdinand's Take Me Out.
Though the studio setting, editing pace and shots are orthodox for the sake of easier viewing, the video's iconography is anything but. The most obvious difference is that almost the entirety of the video comprises animated imagery rather than live-action footage; pictures of the band and of assorted Victorian-esque machinery and objects are put together to create very unusual imagery.
The cinematography is played with in a way that largely avoids conformance to usual conventions. Though the occasional close-up and medium shot is present, there is also a focus on long shots including the whole band at once, giving all its members equal exposure. A lot of shots cut to a close-up and zoom out, sometimes also panning slowly in one direction.
In the comparatively few live-action shots of the band, they are dressed in a very casual way, donning jeans and loose shirts, which is a common band image across the genre. But these shots are few in comparison to the animated images which place photos of the band's heads atop bodies made of haphazard machinery, which is a decidedly unconventional approach.
- Ross Butterly
Research: Branding Definition
Why is branding important to the music industry?
Branding is all about creating a certain image that people link to particular products, and often a brand often references more than one product.
A brand image gives a personality and identity to a product, which is appealing to consumers who want to buy the products.
In relation to the music industry, a band image can be make or break. A brand image is what can initially draw a consumer to the 'product', be it the band themselves or songs by the artist. In the music industry it is common for the brands image to reflect the sound of the artist or band. This can allow a 'brand essence' to be formed, which allows the consumer to label what the band is about and sum them up in a few words.
In the music industry more then ever, differences between brand image is needed, as it created more variety and more personality to appeal to consumers likes, wants and needs. As Niomi Klein mentioned that branding came about at the time of mass production, brand image in music came at a time when music was being sold to consumers, decades ago.
-Teigan Kiss
*TO BE UPDATED*
'Branding came about as a product of mass production. There was so much of a choice people needed image based differences to define brands, to give them personality. It Makes people want to buy one more than another.'
- Niomi Klein
Branding is all about creating a certain image that people link to particular products, and often a brand often references more than one product.
A brand image gives a personality and identity to a product, which is appealing to consumers who want to buy the products.
In relation to the music industry, a band image can be make or break. A brand image is what can initially draw a consumer to the 'product', be it the band themselves or songs by the artist. In the music industry it is common for the brands image to reflect the sound of the artist or band. This can allow a 'brand essence' to be formed, which allows the consumer to label what the band is about and sum them up in a few words.
In the music industry more then ever, differences between brand image is needed, as it created more variety and more personality to appeal to consumers likes, wants and needs. As Niomi Klein mentioned that branding came about at the time of mass production, brand image in music came at a time when music was being sold to consumers, decades ago.
-Teigan Kiss
*TO BE UPDATED*
Monday, 10 October 2011
Research : Our Sub-Genre of Music Video - Indie-rock Conventional Video
Kimonos - Almost human
This video by the Kimonos is a rather conventional one.
There is a significant use of lighting found in the video, used with a paper lantern form behind the camera, giving the white background an interesting shadowed texture but doesn't take attention away from the singer or the model or band members. This use of lighting also makes us focus on certain focal points, for example eyes, lips and the colours in the shots (Red of the lipstick and her kimono).
The camera work involved using a variety of close-ups which zoom out to medium long-shots, or from the medium long shots zooming into close ups. The framing of the shots are straight on which is commonly found as it sticks to conventions and has no connotations, but does carry on bringing the focus to the singer, Leo, and the girl in the red kimono, the feature of narrative in the video.
- Teigan Kiss
This video by the Kimonos is a rather conventional one.
There is a significant use of lighting found in the video, used with a paper lantern form behind the camera, giving the white background an interesting shadowed texture but doesn't take attention away from the singer or the model or band members. This use of lighting also makes us focus on certain focal points, for example eyes, lips and the colours in the shots (Red of the lipstick and her kimono).
The camera work involved using a variety of close-ups which zoom out to medium long-shots, or from the medium long shots zooming into close ups. The framing of the shots are straight on which is commonly found as it sticks to conventions and has no connotations, but does carry on bringing the focus to the singer, Leo, and the girl in the red kimono, the feature of narrative in the video.
- Teigan Kiss
Research: Music Video Genre - Unconventional Video
Motion City Soundtrack - Her Words Destroyed My Planet
Primarily, this video is rather unconventional. It is set in a school hall during a science fair, so it is set on location in a school.
The video has a choreographed dance routine at the end (pictured below) with all the band members and a few extras and this is unconventional as indie based music videos are often performance based in the sense of the members playing instruments, not putting on a show with a dance. Also, the band members are seen frequently throughout the video and not just used as performing space fillers. However, during the video the lead singer gets singing shots, but these are taken at a mid-long shot, which isn't conventional as most bands tend to go for close-ups of the singers.
The video also has a form of narrative, which uses the 'Equilibrium, Disruption, Re-equilibrium' method. The School Science-fair is the original equilibrium which is then disrupted by the bands entrance, who act as bully characters and outdo the students with all their work. The Re-equilibrium happens at the end when two students fire lasers at the band after winning all the awards, as revenge, returning it to how it was at the start; peaceful and without the band forming as competition.
Something that is unique to this video is that the band themselves are the disruption, which makes the viewer question why they are bringing themselves the negative image in the video, but still adds to the humor.
The bands look is conventional, though they are wearing 'uniforms' as they ass their tattoo's baggy shirts, baggy pants, use of layering, and this gives the uncaring appearance look, that is found often in the indie music scene.
'Got a job at Uncommon Grounds
I finally shaved off that beard
I finally shaved off that beard
Sold my Xbox to Jimmy down the street
Hell, I even quit smoking weed
I'm taking an online course
I'm learning to speak Japanese'
Overall this music video is a very interesting example of a non conventional style of the indie-rock genre, as it borrows conventions from other genres to basically point fun at them and themselves in the process.
- Teigan Kiss
Friday, 7 October 2011
Planning: Getting Copyright - Proof of permission
The following was sent as a letter to ask for permission to use the track we intend to use in our music video, as no email could be found.
Warner Bros. Records,
12 Lancer Square,
London
W8 4EH
Media Department,
St Mary’s College,
Shear Brow,
Blackburn, Lancashire
BB1 8DX
Dear Sir/Madam,
We are contacting you in order to apply for permission to use a song belonging to an artist signed to your label as part of our A Level Media Studies practical portfolio.
The track we hope to use is Northshore, by Tegan and Sara, who are signed to Sire Records, a label within your company. We wish to use this song to produce a music video as part of our work, for entirely non-profitable, non-commercial purposes. No breach of copyright is intended.
Many thanks for your time. We hope to hear from you soon.
Regards,
Ross Butterly, Teigan Kiss, Aaron Phelan and Zaynab Varachhia
Research : Our sub-genre of music video - Indie
Arctic Monkeys - I Bet You Look Good On The Dance Floor
The song 'I Bet You Look Good On The Dance Floor' by the band 'Arctic Monkeys' is a typical music video of the Indie genre.
It is a performance-based music video of the band. as Indie music videos usually are.
The generic conventions is that it is a performance-based video, also there are close-ups of the bands members and fast-paced editing. There are also close-ups of the instruments, which would be the props in the music video.
Indie band members tend to wear casual clothes also, and tend to have long unruly hair, which is associated with the appearance of male indie artists. Various effects such as different-coloured/strobe lighting is usually used in performance-based Indie videos. Also, the video seems to be shot in a studio, which is where most conventional indie music videos are shot in; either that or in a working class location, such as out in the streets. Therefore, the song follows the conventions as it includes all these.
[By Zaynab]
The song 'I Bet You Look Good On The Dance Floor' by the band 'Arctic Monkeys' is a typical music video of the Indie genre.
It is a performance-based music video of the band. as Indie music videos usually are.
The generic conventions is that it is a performance-based video, also there are close-ups of the bands members and fast-paced editing. There are also close-ups of the instruments, which would be the props in the music video.
Indie band members tend to wear casual clothes also, and tend to have long unruly hair, which is associated with the appearance of male indie artists. Various effects such as different-coloured/strobe lighting is usually used in performance-based Indie videos. Also, the video seems to be shot in a studio, which is where most conventional indie music videos are shot in; either that or in a working class location, such as out in the streets. Therefore, the song follows the conventions as it includes all these.
[By Zaynab]
Research : Music Video Genre -Unconventional Music Video Example: Bat For Lashes - What's A Girl To Do
Bat For Lashes - What's A Girl To Do
Bat For Lash's Video, 'What's A Girl To Do?' is a very blatantly unconventional music video which breaks the conventions of the music video genre in a very obvious way.
The whole video consists of a medium - long shot of the main singer pedaling on the bike; the focus of the camera never gets too close to the artist as it would do in a conventional music video.
Also, all of it is shot outside of the studio in one continuous shot in one singe location with no fast-paced editing.
There are barely any props apart from the bikes, and the only extras would be the people in animal masks pedaling behind the lead singer.
Also, the song has nothing whatsoever to do with the video; the lyrics pertain to a female's view on a love that was lost, and yet the only thing happening in the performance video is the singer just pedaling at the same time as singing.
This is very strange and very unlike typical music videos; but in a way, it is an interesting and intriguing music video to watch due to the differences, and would make people want to come back and watch it again and again.
[By Zaynab]
Bat For Lash's Video, 'What's A Girl To Do?' is a very blatantly unconventional music video which breaks the conventions of the music video genre in a very obvious way.
The whole video consists of a medium - long shot of the main singer pedaling on the bike; the focus of the camera never gets too close to the artist as it would do in a conventional music video.
Also, all of it is shot outside of the studio in one continuous shot in one singe location with no fast-paced editing.
There are barely any props apart from the bikes, and the only extras would be the people in animal masks pedaling behind the lead singer.
Also, the song has nothing whatsoever to do with the video; the lyrics pertain to a female's view on a love that was lost, and yet the only thing happening in the performance video is the singer just pedaling at the same time as singing.
This is very strange and very unlike typical music videos; but in a way, it is an interesting and intriguing music video to watch due to the differences, and would make people want to come back and watch it again and again.
[By Zaynab]
Research: Music Video Genre: Unconventional Video; OK GO - WTF?
The video our half of the group chose for the Unconventional aspects is OK GO's 'WTF?'.
This video follows conventional and unconventional aspects. In the conventional sense, it is all shot in a studio which makes the overall production cost less. Another conventional factor of the video is that it the lyrics are parallel the images we see;
'I've been trying to get my head around
What the fuck is happening?
I've been trying to make some sense out of
Whatcha do with my head?'
The lyrics pretty much reflect what the viewer would be thinking, as the effects used in the video are not what people are used to as of the amount of things going on.
However, the video is mainly unconventional as for starters, its shot in one take, which isn't often used in conventional videos, as it doesn't allow much freedom and it takes a lot of practice and choreography, as you would need to know it perfectly to avoid having to have another take.
OK Go's music is is considered indie rock for their simple instrumentation, quiet vocals and focus on lyrical sentiment. Common to this genre are performance-based videos, but OK Go are renowned for their quirky, decidedly unorthodox videos. 'WTF?' is a prime example of this.
The main effect used in the video is the green screen and the effect used is called 'Echo effect' found in after effects. Its a simple filter used with chroma key and in the video, the use of low cost props (e.g. coloured rulers, confetti, clothes, umbrellas, beach balls, baseball bat, coloured cloth) to create a psychedelic, trippy music video that really does make the viewer ask the question of the song, 'WTF?'.
- Teigan Kiss
Research: Music Video Genre Example - Taylor Swift - You Belong With Me
Taylor Swift - You Belong With Me
Taylor Swift's video, 'You Belong With Me', is an example of a conventional music video, which follows the conventions of a typical music video genre.
It is an example of a typical country music video, and is a chronological clear-cut narrative. It is shot in locations such as school, and teenagers' bedrooms, which were maybe perhaps recreated in a studio or somewhere not too expensive an easily accessible, as shooting in actual locations could be expensive.
The lighting is bright and, there are many close-ups of the two female and male leads, ensuring that they are the focus of the video, and also there are long shots and extreme long shots of the school etc, which fits in with the 'teenager/school' theme.
The clothes the main singer wears is typical of a teenage singer playing a part, and refers to stereotyping in high schools. It fits in with the brand image of Taylor Swift as a somewhat relatively 'normal' girl is innocent and sweet, hence the bright lighting and light colours used.
The lyrics match the song, as it is about teenagers and high school, which is what the story in the music video is about. The music video is mostly story-based, with the singer singing the lyrics during the narrative. There are many extras in the music video to reinforce the scene of the music video as a high school setting.
Therefore, Taylor Swift follows the conventions of a typical narrative music video pertaining to her brand image and songs, and so fans of Taylor Swift and the genre would watch the video as it is familiar and easy enough to follow.
[By Zaynab]
Taylor Swift's video, 'You Belong With Me', is an example of a conventional music video, which follows the conventions of a typical music video genre.
It is an example of a typical country music video, and is a chronological clear-cut narrative. It is shot in locations such as school, and teenagers' bedrooms, which were maybe perhaps recreated in a studio or somewhere not too expensive an easily accessible, as shooting in actual locations could be expensive.
The lighting is bright and, there are many close-ups of the two female and male leads, ensuring that they are the focus of the video, and also there are long shots and extreme long shots of the school etc, which fits in with the 'teenager/school' theme.
The clothes the main singer wears is typical of a teenage singer playing a part, and refers to stereotyping in high schools. It fits in with the brand image of Taylor Swift as a somewhat relatively 'normal' girl is innocent and sweet, hence the bright lighting and light colours used.
The lyrics match the song, as it is about teenagers and high school, which is what the story in the music video is about. The music video is mostly story-based, with the singer singing the lyrics during the narrative. There are many extras in the music video to reinforce the scene of the music video as a high school setting.
Therefore, Taylor Swift follows the conventions of a typical narrative music video pertaining to her brand image and songs, and so fans of Taylor Swift and the genre would watch the video as it is familiar and easy enough to follow.
[By Zaynab]
Thursday, 6 October 2011
Research: Genre music video example; Foo Fighters - Pretender.
This video, Pretender by the Foo Fighters is a conventional video in the 'Rock' genre. We know this as the editing is fast paced to match the rhythm/beat of the music. It is done in a studio where videos are often shot because on location shots cost much more, are more inconvenient, and in studios you have more freedom in what can be done as many things can be recreated in one, as shown in the video above with the water hoses and red light filter while filming.
There are many close up shots of the singer, Dave Grohl, which is a common feature in music videos as the lead singer is the center of attention. The other band members also are in shots but not as nearly as often and are pretty much used as time fillers and in for the inclusion.
Their appearance matches their established brand image which involves the use of black, white with hints of red, casual clothes (jeans and a shirt) and beards and long hair and also their instruments.
'What if I say I'm not like the others?
What if I say I'm not just another one of your plays , you're the pretender.
What if I say I'll never surrender. '
The video for song are parallel to the lyrics as it is about non conformity and going against people , as shown by the image of riot police, the 'pretenders', charging towards the band which are the 'enemy'
It is fully performance based with no story told, but their is a use of extras in the 'charge' scene (pictured). There are also challenging towards the convention parts in the video as their is use of canted angles during long distance shots and uses of craned cameras with panning shots (pictured below).
-Teigan Kiss
Wednesday, 5 October 2011
Research: Genre
The genre we are doing is the music video genre.
Music video is 'a distinctive art form which can allow really interesting creative opportunities', according to Peter Fraser (2005), and also 'music video is not primarily a commodity form but promotional one', according to Andrew Goodwin (1992).
According to Andrew Goodwin, the conventions of the genre include:
- Genre characteristics
- Visuals/lyrics
- Visuals/music
- Need to sell artist
- Intertextuality [i.e. to other music videos, films, or TV texts]
- Voyeurism [i.e. women and also the concept of 'looking' and 'seeing' e.g. screens within screens, cameras, etc]
Also, Goodwin points out the main conventions that are apparent such as:
- There is a relationship between the lyrics and the visuals.
- There is a relationship between the music and the visuals.
- Particular music genres may have their own music video style and iconography.
- There is a demand on the part of the record company for lots of close ups of the main artist/vocalist.
- The artist may develop their own star iconography.
- There is likely to be reference to voyeurism.
- There are likely to be intertextual references.
According to Peter Fraser, the conventions included in music videos are:
- Lyrics
- Music
- Genre
- Cinematography
- Editing
- Intertextuality
- Narrative and performance
In the history of music videos, music and moving images have always been closely associated, also in the 1920's and the 30's, there was a lot of experiments in the music video area, also musicals were established as a film genre, and then jukeboxes came about, such as 'The Soundies', an early US jukebox. In the early 60's, Scopitones were used as a model for music videos, and also many drug-influenced little films by mainly rock artists came about. In the 1970's Top Of The Pops began airing, and then the MTV channel came about, and now there are many music channels which show music videos, which is all promotional.
-Zaynab
Music video is 'a distinctive art form which can allow really interesting creative opportunities', according to Peter Fraser (2005), and also 'music video is not primarily a commodity form but promotional one', according to Andrew Goodwin (1992).
According to Andrew Goodwin, the conventions of the genre include:
- Genre characteristics
- Visuals/lyrics
- Visuals/music
- Need to sell artist
- Intertextuality [i.e. to other music videos, films, or TV texts]
- Voyeurism [i.e. women and also the concept of 'looking' and 'seeing' e.g. screens within screens, cameras, etc]
Also, Goodwin points out the main conventions that are apparent such as:
- There is a relationship between the lyrics and the visuals.
- There is a relationship between the music and the visuals.
- Particular music genres may have their own music video style and iconography.
- There is a demand on the part of the record company for lots of close ups of the main artist/vocalist.
- The artist may develop their own star iconography.
- There is likely to be reference to voyeurism.
- There are likely to be intertextual references.
According to Peter Fraser, the conventions included in music videos are:
- Lyrics
- Music
- Genre
- Cinematography
- Editing
- Intertextuality
- Narrative and performance
In the history of music videos, music and moving images have always been closely associated, also in the 1920's and the 30's, there was a lot of experiments in the music video area, also musicals were established as a film genre, and then jukeboxes came about, such as 'The Soundies', an early US jukebox. In the early 60's, Scopitones were used as a model for music videos, and also many drug-influenced little films by mainly rock artists came about. In the 1970's Top Of The Pops began airing, and then the MTV channel came about, and now there are many music channels which show music videos, which is all promotional.
-Zaynab
Monday, 3 October 2011
Introduction to the project
Our chosen brief is Music production and we intend to make a music video. We plan on using the song 'Northshore' by Tegan and Sara. We are creating a video to fit the brand image of the artist we will create.
(This is us! Teigan, Ross, Zaynab, Aaron)
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