Digipack Justin Oakley - Final

The images below are of all the slides from the CD digipack of which include all the changes of which in my previous post I recommended I would change. This means that the CDlooks more affective and professional to match the alternative music genre but also the artist himself which would appeal to the widest target audience compared to an ineffective use of colours or fonts which won't match the style of which we are trying to represent to the music industry.

Lyrics Analysis - I Won't Give Up



The image below is of my analysis from 'I Won't Give Up' narrative with my looking at the meanings of which we can represent in our visuals due to it being easy to gain an effective understand for the meanings and the meanings of which our group is trying to represent to the audience by suggesting a breakdown in the relationship. Additionally, this information might be able to be used in our music video due to it being essential for our artist to be represented with the meaning in our production material.

 

 

 



Diversity of Music Videos

I have anaylsised the diversity within music videos of which i will discuss and explain what diversity is in music videos and I will state whether we can use this as an effect in our music videos to make it affective for the target audience when viewing the music video 'I Won't Give Up'.



The music video Frozen from 'Madonna' which is a very slow and unconvential video visuals compared to her normal conforms of happiness and excited sterotype of the hip-hop/Pop music genre of which she appeals in the music industry. The video doesn't have a large amount of happy moments and has a very emotional feeling to reinforce its unconvential sterotypes. This music video doesn't conforming to Andrew Goodwin's characteristics theory of a music video, with the visuals being of fully performance based as the artist singing and swaying through-out the music video with the key representations of the visuals suggesting loneliness, scary and isolated which appeals to a wider range of the target audience to attract more viewers to the artist. The representation of the image she is representing is of a gothic style clothes with a dark handkerchief suggests death or evil. THis is because the gothic characteristics of black hair and clothes which is of the format to imply that she wants to attract a new target audience by implying depressing and dark emotions to the viewer.

Additionally, the second music video is Window Licker by Aphex Twin is very uncoventional to the genre of which the artist is not present through-out the video. This means that it is hard to build up a representation of them but the video again goes against the Goodwin's Theory. The music video is mainly concept based with the visuals being based on the society. This suggests that similiar to Madonna's visuals it is very strange and unconvential to the genre's sterotype which makes their material unique compared to other artists in their music genre. However, this could lead to them gaining attentions and attempt to attract new target audiences which would mean that this could create product differentiation in order to make their work diverse in the market. This music video suggests the music video representation of the artist due to the style of language they use with strong abusive narrative through-out the first 4 minutes. Additionally, the clothes and car mean that they are trying to be see as gangsters in a poverty area of America which means which implies that the visuals could be wealth or women due to the stereotype of that area.

Diversity can mean that an artist uses new ideas which is completely different to other works of the same artist but also other compeititors in the market, this can gain attention and result in more customers to stand out which could gain free publicity from the media abd result in high levels of fame and advertising. On the other hand, if creating a music video with diversity can cause negative effects of confusing and frsutrating the audience, which could mean that it isnt enjoyable to watch and becomes boring. This suggests that it could damage the representation of the artist and loose audience for the artist due to it being boring and pointless. Also, the audience may not be able to build a relationship with the artist and only have a small audience which could be a waste of money and time.



The two music videos analyzed are both unconventional music videos directed by Chris Cunningham which suggests that he uses very different techniques to appeal to the target audience with using the typical genre characteristics for the type of song but not to the artist. This builds a new target audience for the artist to appeal to the songs which will potential increase sales for the album and artist in general in the music industry. The director is best known for 'Window licker' which he has been nominated for a Grammy for best Short Form Music Video due to the visuals being 10 minutes and 40 seconds long. Also, he became an international hit and won the MYV Music Video Award for Best Special Effects in 1998 to show his success as a controversial music artist.



All of this considered, I have decided that making a diverse music video isn't successful due to them lacking exciting moments and not appeal to the target audience of the music video because they will dislike it and wont want to watch the video again and have high sales revenue. This means that our music video will be convential to the alternative music genre due to it appealing to the large mass target audience for the genre and creat a successful visual effect to build a relationship with the audience.

Shooting Timetable

The filming schedule is a document where we inlcuded all the essential information of how our filming for the music video was going to go with all the nessary shots for us to use in the music video visuals. The timetable was used so that we could track the amount of footage we had taken so that we had enough professional footage to use in the music video. Also, we followed the timetable correcly through-out otherwise we would be unable to track the nessary shots and it would be confusing and hard to follow a filming plan. When we created our music video when we went to London to film the shooting timetable was used this correctly through-out the day. However, the footage what was taken wasn't enough to complete the visuals of the music video, therefore, we filmed  large amount of short duration times in other locations such as Houses, School (wall Background) and local forest area which made it easy for us to film similar locations to the images in Hyde Park and to build a narrative meaning to link between the visuals.

Photo-shoot

The group decided to have a photo-shot due to the alternative music genre typically having the music artist present on the album artwork. This means that we was able to be professional and effective images for our artist which could be used on a number of promotional items such as the advertisement poster and album artwork. We selected two main images which looked very effective to represent the artist of Jason Oakley with one being of the 'I Won't Give Up' meaning of depression due to the narratives means to the target audience. Also, the advertisement which shows him joyful to suggests that not all the artists music style is of sadness and depression. 

Additionally, this helped us use selected ideas and creatively to make the artist and the image effective by using selected backgrounds which were not of a busy scene to keep the concentration solely on the artist this would attract the target audience to the artist Jason Oakley compared to the City of London which could have many contrasting colours and cause confusion of the represent to the audience of the artist, which could decrease sales of the album and popularity of the artist in the music industry. The images were used from the photo-shoot in the magazine advertisement and digipack artwork and manipulated to make them very professional and match the style of the of which will appeal to the target audience and makes it link and build a relationship between  the artist and products which will be essential in making the music video and music successful in the music industry and alternative music genre internationally.

Group Magazine Analysis For Justin Oakley

The group have each created 2 magazine advertisements of which we all decided 1 each, this is because then we could look at each-others and selected the best professional advert which represents the alternative music genre. The group done this by selecting which one was the most appealing to the target audience of our artist.

The first magazine advertisement i looked at was Harry Hewitt-Chick's which was a very affected because it is a very typical advert of the alternative music genre with the artist in the top image and the simple but professional text with the artist and album details. This is conventional to the music genre and would appeal to the target audience. The advertisement could be improved by the text being increased due to the small size which could be hard to read for the target audience.

Secondly, I looked at Ryan Hall's advertisement which is very affective by using a large amount of techniques and colours which contrast to attract the audience. I think that the magazine has the dull background and due to the contrasting artist image makes the audience look at the artist. However, the writing on the promotional material is very small which means that audience could struggle to view with with on a dull grey background which means that it is hard to see. This suggests that the audience could be unable to see the information about the album and very unsuccessful due to no attraction to the audience. Thirdly, Olivia Smiths magazine is very similar to Ryan Hall's but has all the improvements of which are needed to make it appeal to the target audience. This is due to the image having a glow around Jason Oakley and the text in large font which is contrasting to the background colours which means it is easier for the target audience to view the advertisement and potential increase sales of the album.

Finally, I looked at mine which is similar to the album cover which i have created. This means that all the promotional images follow to make it an effective music artist. I like that the artist is present on the advertisement with the essential details easy to understand and read compared to others in the group. Also, the advert has the characteristics of our music genre due to text being at different angles and sizes compared to the Pop genre. I think that it can be improved by including when the album is released which could cause problems from the audience and effect the potential sales revenue.

Advert Analysis For The CD Of Justin Oakley

I have decided to make a magazine advertisement for Justin Oakley's music album 'I Won't Give Up'. I have made 2 drafts of which I have selected key characteristics of the alternative music genre and ideas which will appeal to the target audience.

 

The first draft of the advertisement includes a large guitar across the page with the essential writing around the image which makes it stand out to the audience. The writting is on a plain white background which is used successfully to stand out the writting to the audience due to it being made in black large font. The magazine is conventional to the audience because it has the genre characteristics iconography which will appeal to the targat audience. The colours of the image is a brightened guitar which will standout and the red, white and blue RAF logo and strips which matches the album cover. This suggests that he is a British Artists and it is an internation image which can be recongised around the world and music industry. The layout is not typical of the alternative music genre due to the unsual fonts and style of which the artiost is not present in the poster mainstream or not. However, the poster does include and image of the CD which makes it easier for the target audience to know what album to buy of the artists in a shop or internet. The target audience will be able to build a relationship due to the advertisement because it inlcudes the incongrpahy of the poster with coneection to the CD cover of which has images which appeal to the audience to buy the product.

I decided to use a guitar in this advertisement because it is a key image which will be included in our music video, this means that it is important to have on the page due to it being as symbolic as the artist himself. If i was to make any changes to the advertisement it would be to have the artist present in the page due to it promoting the artist to the music industry and the alternative music genre. This draft will assit me in creating my next design because it has give my the genre characteristics to help me make a successful and creative poster which would appeal to a large target audience.

The second image I produced for the advertisement for 'I Won't Give Up' is of a large image of the artist Justin Oaley and the important details surrounding him with the webiste, record label and CD album name. Additionally, I have inlcuded the record label image which makes the advertisement professional to the advert because it looks official to the CD artwork. Also, I have included the artist in this advertisement compared to the previous this is because the advertisements from Jason Mraz and U2 both include the artist which makes to more popular due to this spreading promotion. However, the difference is that it is bright and could attract more of a protential target audience to increase sales revenue. The image also includes simliar to my previous draft the red, white and blue strips to connect the CD album with the promotion material. Whilst the direct promotion is of the image of the front album artwork in the right had corner to suttly promte the song and the artist. I think that this will build a relationship between the audience and the artist because it shos the emotions of which the artist is trying to represent to the audience.


I decided to do the same layout as the CD to show the audience a connection between them and that they flow. The artwork is conventional to the alternative music genre because it is simple with not large amount of bright colours but is very successful in advertising the artist and the emotions of which the ablum will be about. The changes i would make to the advertisement is that i would include that the CD is arready out in the store which would make the audience go and find the album to listen to the narrative which is connected to the image. This will assit me because I have indentified the genre characteristics and used other ideas from alternative music genre artists to make the advertisement appeal to the largest protential market it increase sales revenue of the CD and artist awarness in the alternative music genre and music industry. The langauage I will use in my digipack is of simple style which will make it easy to be understood by all people so it will protentially increase the amount of sales. This means that it can appeal to a wider target audience and too the mass market of educated society, compared to just the Upper Classes so it make it easier to translate or be understood by the international market for the songs advertisements. The fonts and style which we used were selected due to them being large simple styles which were basic but effective in making it being read even if the audience was quickly passing it which increase the likely audience that would purchase the product.

Anaylsis Of My Digipack - Justin Oakley

I have created a number of slides for my digipack album cover, this means that it includes 6 slides for a number of different areas of the case and the CD layout. I have created this so we have artwork for the CD to be sold in the music industry. 

 

The first slide of the digipack is the front cover of our artist Justin Oakley with an unusual background of colours. The front cover image has the artist which is typical on all alternative music genre artists due to the genre being less mainstream then other genres it promotes knownledgment of the music. Additionally, the image is of the artist looking down to suggest the feelings and emotions of which the music will be about such as heartbreak. The colours in the background attract the target audience to the CD due to it being primary and bright colours which are in contrast to the dark dull writing and image of the artist. This suggests that it will attract the target audience which are aimed at the artist. The slide is conventual to our genre because it is alternative and unique to other music genres such as Dance or R&B which are normally standardized to the music genre and style of music due to the selected emotions which are represented in the majority of that genre. This will build a relationship between the target audience and artist due to this being a unique style of design with a follow through-out which is different but effective. The decision I made when making this slide was that the artist must being present in the album artwork due to the alternative music genre having less artists which are mainstream with a large amount of audience which knows their face. Therefore, the artist can promote of products such as concerts or increase potential sales revenue. Additionally, all the decisions made were conventional to our music genre due to the CD cover having to be bright and attracting the audience using the primary colours and the red, white and blue which builds a connection between the music video and CD cover. This is due to the music video filmed in London and the UK Flag is the same colours as this, which means for an international target market the product will appeal due to this style being popular in a number of markets and an iconic symbol across the world. The album artwork if needed to be changed would be a better selection of the background colours selected which would attract the audience better and the theme of the album. This draft will assist me in creating my second front cover because I have found the genre characteristics which need to be included to make it effective for the target audience and music industry chart market. 

The second slide I have created is the CD printing which will be present on all the CD's which are sold in the album, therefore, it is essential due to it being on view a large amount of times compared to other slides. I used a vinyl style of record on a small scale this means that it is unique to modern artists and looks very stylish with the audience. The colours selected on the layout were a typical grey for the outside but red, white and blue for the inner circles. This is because they build a connection between the other slides and a continuos follow of colours to build a selected icon for the artist and a symbol of British artists in the market. This is conventional of the alternative music genre due to it being different and vintage style compared to the modern selected style of CD, which also builds a connection with the audience and artist because due to the selected colours it appeals to all areas of the digipak. The decision I made was very rebellious of the stereotypical layout in the music industry due to the music genre which will appeal to the audience. This meant that I have been different in researching old styles and alternative music genres which meant I could use my knowledge to create an exclusive format which connects with the audience due to them knowing the old stylish records which could appeal. The changes I would make to the draft would be to create a more detail and realistic look of a vinyl record with the old selected vintage characteristic which make them so iconic of the music industry. This will assist me in creating my second digipak because I can use this idea of a old vintage style in a more professional realistic look for the CD which could appeal to the target audience.

The back song titles slide is an important part of the album due to the cover being regularly seen to selected a song, therefore the writing has to be clear and large which will mean that the audience can briefly look for a selected song. This will appeal to the target audience it will be easily to search songs of which they find popular from the artist. This slide is conventional t the artists genre, however, it uses a number of other characteristics from areas of fashion and style to make it effective. The slide uses a wooden background which is the same as the guitar in a slide inside the digipak which builds a connections and follow through-out. Additionally, it uses the same colour style of the red, white and blue which means that it represents the artist and music video location and could increase sales. The difference is that the slide uses the Royal Air Force logo this has become a popular fashion symbol of British fashion with brands such as Ben Sherman using this a their main company branding logo. Therefore, it is very unique for a music artist which fits with the alternative music genre but is a highly recognized symbol which will appeal to a large target audience and the song. The choices I made of the song titles slide I believe is effective because it looks professional with many ideas which are challenging the genre characteristic which contrast effectively with success the normal genre characteristics of the style. The changes I would make of this slide would be to make the red,white and blue the same for the RAF logo and the strips which will make it look effective. Also, I might change the font of the artists titles to match the style of genre due to them being appealing to the more Pop genre and not alternative which could attract the target audience. This will assist me in creating my second CD digipak because I will edit and connect the designs to the music genre not just the music industry generally.

The inside slides include 2 images which are iconic to the album which are placed behind the CD and are not as essential to the other main slides which are seen at all times. The images I decided to connect into one single image, this makes me use the large space effectively to have a longer landscape and bigger image for the target audience to see. Also, the image is of the Houses of Parliament which is a British icon similar to the artist but also it connects to the music video visuals due to it being located in London. Therefore, this has a better follow to the CD then just a random selection of photos from london and the surrounding areas which wouldn't look professional for the target audience. The image that is used has been brightened with a higher level of contrast which means that it stands out more to the audience when the case is opened. This builds a relationship not just between the target audience and the artist but also the music video due to some of the locations being visited by the viewer. This is not conventional of the music industry for an inside image due to the artist not be present. However, due to the artist being located on the front I believe that it wouldn't be a cuttle promotion technique, which means that it will promote the music video more then the artist. The changes i would make is include the album name on the image with a change in the image to make it look more unique and less simple. This draft has assisted me to create an image using both slides of the album artwork. Also, use synergy to promote the artist but also other forms of the artists product such as the music video or concerts.

The finally slide of my album artwork is of the artist thanking his target audience for their support of this music. This is an important slide due to it being read by a majority of the consumers of the album. The slide includes a background image of a guitar which is typical of the music genre, this a simple but affective image which connects the artist only to the alternative music genre due to it being essential in all music videos. The writing is of a very simple font and large size which makes the audience want to read the note which will gain a better understanding for the narrative of the music and music video. The only thing that I would change is the brightest and contrast of the guitar image to make it attract the audience more the read the note otherwise it looks dull and they might not see the writing. This has assisted me so that I can include more typical objects and images of the music genre. All of this considered, I believe that all 6 slides look very professional and would appeal to the alternative music genre target audience. 

Digipak Muse

 

I have decided to analysis the digipak of Muse's album 'Black Holes and Revelations', this an alternative music artist album which was very affective and the album reached 5 Number 1's and a range of countries including European Album Charts, UK Album Chart, Irish Album Chart and Australian Album Chart. Also, the Album was in the Top 10 music album Charts in the global. This implies that the album which was aimed at 15-30 year olds and has a strong target audience, of which means that the digipak was essential in appeal potential consumer to increase the amount of sales for the album.

 

 

The representation of the music artist is only shown in one of the slides. This is a dark image with the members of the band in spotlights, this implies that the artists are mysterious and the songs can connote an issue which has happened in their lives and what they want to represent. This image is similar to the iconic Queen music video of 'bohemian Rhapsody' which implies that due to them both being mainstream then the target audience can connect with the popularity of Queen and the way that their music is very good and effective. The colours of the digipack various in opposites with the main outside and main aibum cover being shown has bright orange and blue colours. This suggests that it will attract the audience to buy the music video compared to the artists cover. However, when the artists open the album cover this suggests that due to the contrast in colours of the black plain inside it shows the different sides of the music.

 

The design and layout is very effective and sucessful due to the way that the artists cover is layed out due to the two main covers which are imediately seen my the artist attracting the target audience. The third main cover that is seen connects the audience with the inside which suggests that their music is very positive but when anaylsised they are very mysterious of depression and anger. The typography is very simple with much of the writting with the song titles being in white capitals in the same fonts. This means that the titles are easy to read and it is standardised to make the target audience understand the music names easier with the logo of the band on the inside and outside. Therefore, the design of the album is trying to include the least amount of writing but attract the audience in buying the album. This means that the langauge style used is for the song titles and name of the band which means it is simple english which means that it can appeal to the widest audience.
 

 

The album cover promotes the artist as a modern new positive band on the outside but then to the previous targeta udience which prefered the band when they were more alternative and not mainstream before the artist was standardised. This promotes the alternative music genre as a random band due to the images and a unqiue band. Overall, the music video is very sucessful but affactive with the simpliness which increase the popularity for the album cover. This 'Muse' digipack will assit me when I create my own because it has shown me that each slide must follow with the next with the correct style to appeal to the alternative music genre. Also, this has showed me digipacks are very affective compared to the normal CD cases and appeals more to the alternative genre and many artists use this to make their products stand out to the sterotypical standard style of case. 

Analysis of magazine adverts (Jason Mraz, Live U2)

I am looking at Jason Mraz's concert advert which he used for 'the meadow, gardens by the bay'. The advert uses a range of techniques and styles which appeal to the target audience. The advertisement uses colour, wording and positioning to make the promotion attract audience and increase sales of tickets.

The artist is represented in the style of being at a concert which suggests that the audience will be able to see this physically and not just on an advertisement if they attend. Also, the picture includes a stereotypical mise-en-scene of a guitar which suggests to the person looking at the advert that he is a mainstream artist. Additionally, the background image illustrates an outline of the United States of America of which is where the concert is located. This implies that Jason is a artist which appeals to a large population in a number of geographical areas which are different. Finally, the artist uses a similar positioning of his body as the leading singer in the U2 concert, of which they are both alternative artists which have become mainstream in the music industry internationally.

Typography which is used with minimal amount with only the selected important wording used. The top of the poster includes 'tour is a four letter word' this is affective because it also links the album 'LOVE' due to it also being used and is 4 letters long. The wording all using the same style of font this is because it makes it simple for the audience to read the advertisement rapidly, with the importance of the lettering being due to the size with the price of the tickets being of the smallest amount because this might reduce the amount of the target audience which might want to go and see the artist. The artists name is in red and is of the biggest font to imply that it attracts the audience to the artist. Style of language which is used is very simple english which are used to make it easy for the audience to read the advertisement easily. This illustrates that the wording can easily read by all people speaking the language and not just of highly educated people of society.

The colours of the advertisement is very dull and plain but is very affective because it is an alternative poster which connotes the music genre, with the 4 different primary colours to stand out. This means that the audience read the writing in red 'jason mraz' and  look at the image due to the border being in two colours which stand out to the audience. The colours link in the poster with the album of which the artist will be singing songs to build a strong link and fan bases to both to potentially increase sales of the concert tickets and album sales. This is especially as he uses cross promotion synergy of having an image of the album art on the poster. The image is in black and white dullness due to the alternative music video genre typically using this technique which increasing the relationship between the two types of media forms promotion.

The design and layout of the poster is very basic and successful; because it only includes the essential information of the name of the artist and the details of the event which he will be attending. The images which are used are links to both other media forms (music video and CD Album)  to show that the artist will be the same mainstream artist in personal then just the media forms. This image is used to draw instantly the attention of the  viewer to the artist to show that he is popular and successful artist. The second image if of the CD album art of which shows the audience that if they like to listen to the artist then they will like his concert music. The advert promotes the artist as a very alternative and mainstream artist, which is very successful to potential increase sales. This implies that to the artists that the artist is very popular in America which promotes the music genre because it is very alternative and unique compared to other music genre artists such as Calvin Harris. This attracts to the target audience because it is of the same style as Jason Mraz's CD album. Overall, this concert poster is very simple and affective to the success of the design and high sales of tour tickets. This means that the artist is included with all the typical techniques which the alternative music genre use to appeal to the target audience.

T
he second concert poster from the alternative music genre of which I have decided to analysis was U2 at Wembley Stadium at the peak of their success as a music genre artist and as a mainstream international music industry success. The representation of the music artist is of a dark punk rock alternative music genre artists, this is due to the black image of the artists to show depression and anger. This is also suggested by the facial expression of the members with the way that they are standing. This illustrates the way that they are united as a strong unit which support each other through life events and in their music. The colours in the concert poster is very few similar to the Jason Mraz because the U2 poster only includes 3 colours. Firstly, the main colour is black used as the background for the whole poster and the image, this suggests that the artists are punk alternative artists due to the black conveying that the artists sing songs about their lifestyle or events in their personal life which have caused they to be depressed or angry.

The design and layout of the U2 poster is similiar to Jason Mraz's advertisement because the artists name is at the top being a different colour. Also, the image of the artist being in the middle with the other less important information being at the bottom. This implies that the layout and structure of the poster is a sterotype of the alternative music genre. This also implies that if the artist is mainstream then they will use this structure to increase sales in the concert tickets. However, the design of the poster is different to Jason Mraz because it appeals to the target audience of punk rock alternative music genre due to the black and white, suggesting the music is of anger and depression.


The choice of image is important in the concert poster because it is the only single image of the advertisement, this means that it has to be appealing to the target audience of rebellion and individuality. This was important when the band advertised this event due to the target audience of the 1987 Wembley Stadium concert being very rebellions and against the ideas and traditions of their previous generation from the old traditions of the 'status quo' and classicial music which was strongly dominate in the 1950's and 'Rock n' Roll' music of the 1960's. This was in comparison to the very aggressive and violent punk rock alternative music of the 1970's-1990's.

The typography of the advertisement is very complex but makes the poster unique compared to other alternative posters. Firstly, the bottom half of the poster is very different compared to Jason Mraz's poster due to it having a large number of different types of font with a large list of not essential information of ticket agents for the 21st Century. However, due to the lack of technolgy and the internet it was harder to gain international and domestic sales without having the world wide web. This means that we will not need to include this in our groups poster. Additionally, the 'WEMBLEY STADIUM' title of where the concert is located is a small font size, this is different compared to the previously viewed advertisement. This suggests that due to the different sub genre of the alternative genre and decade of the advertisemtn that concert posters can rapidly chnage so they need to appeal to the modern target audience and not be out of date.


The style of langauge is very simple but affective because the band want to appeal their music to all types of people therefore they use simple and basic English so that all people can understand and dont use interlectural grammer which might decrease ticket sales. This suggests that our advertisement needs to be simple and basic English so that all ages can understand the poster and make it effective.


The advertisement promotes the artist as a very rebellious band of the late 1980's because they appeal to the punk rock sub genre of anger and violence which was very popular in the music industry mainly Europe and the United States of America during this time. The poster promotes the music genre as a very alternative and different band to the sterotypical mainstream outlay of the artists. This attracts to the target audience because they are appealed to the darkness and anger which is portray in the poster. Overall, this makes the msuic genre advertistment sucessful because it can appeal to the correct target audience to the alternative audience of the 1980's.


The two magazine advertisements will assit me with planning my own advert because it has given me a good understanding of the genre characteristics and essential information and colours to appeal to the correct target audience of the alternative music genre and the style of Jason Mraz's music. Also, the anaylsis has given me a better understanding to appeal to the target audience which means its will be more likely to be successful in the music industry and increase sales for the CD and views for the music video.

 

History of Music Videos

Music videos are short films which integrate a song and imagery which is produced for promotional or artistic purposes only. Modern music videos are primarily made and used as marketing technique intended to promote and increase sales of music recordings. The origins of music videos date back to much further than the 1980’s but rapidly expanded in demand and music channels appeared. 1926 was when many musical short films appeared which were called ‘Talkies’. The vitaphone produced by Warner Bros featured many bands, vocalists and dancers which lead to the first true musical video series being Spooney Melodies in 1930. In 1950 the Scopitone a visual jukebox was invented in France and short films were produced by  French artists such as Serge Gainsbourg and Jacques Dutronc to accompany their songs. The monochrome 1966 clip for Bob Dylan’s ‘Subterranean Homesick Blues’ filmed by D.A. Pennebaker was featured in Pennebaker’s Dylan film documentary ‘Don’t Look Back’. Eschewing any attempted to simulate performance or present a narrative, the clip shows Dylan standing in a city back alley, silently shuffling a series of large A3 cue cards which included key words from the songs narrative.
 

 

 

In 1964 the Beatles starred in their first feature film ‘A Hard Day’s Night’ which was shot in black and white as a mock documentary. This was the start of loosely structured musical fantasia which was similar to musical sequences with used a basic template on which countless subsequently music videos were modelled on to be successful in the music industry for films such as the US TV Series ‘The Monkees from 1966 to 1968 which consisted of film segments that were accompanied by various Monkees songs. ‘The Who’ featured in a number of promotional clips from this period bring with ‘Can’ Explain’ in 1965 and ‘Happy Jack’ in 1966 which shows them acting like a gang of thieves.
 

 

 

The world famous British TV show ‘Top of the Pops’ began in the late 1970’s playing music videos but the BBC placed strict limits on the number of ‘outsourced’ music video from outside the UK music industry artists. Therefore, a good popular music video would increase song’s sales massively as viewers hoped to see it again the next week. This make a British Rock music show ‘The Old Grey Whistle Test’ produced some pioneering videos during the 1970’s ad early 1980’s such as Frank Zappa’s ‘City of Tiny Lights’. The 1981 was when the US music channel MTV was launched with ‘Video Killed the Radio Star’  and the first 24 hour music video channel. This would led to the new music outlet for material paying in the middle of the 1980’s a central role in popular music marketing. The music videos were starting to increase popular of mainstream artists rapidly with Duran Duran, Adam and the Ants and Madonna. This was owned by mainly MTV and the construction of which appealed of their music videos.

 

 

 

In 1983 the most successful, influential and iconic music videos of all time was released with the 14 minute video by Michael Jackson called ‘Thriller’. The video set new standards from production having cost $500,000; this was instrumental in getting music videos by African American artists played on MTV. Another important development in music videos was he launch of the Chart Show on channel 4 in 1986 which showed a whole programme dedicated to music videos on mainstream television without presenters.

 

 

1999 was the start of peer-to-peer file sharing with the software Napster run between 199 and 2001, enabling users to share video files including those from music videos. 2005 saw the launch of the website YouTube, which made the viewing of online video much faster and easier; Google Videos, Yahoo! Video, Facebook and MySpace’s video functionally which uses similar technology. Websites had a profounder effect on the viewing of music videos with some artists beginning to see success as the result of videos seen mostly online. VEVO is a music website launched by a number of music publishers in December 2009. These videos are syndicated to YouTube, Google and VEVO sharing advertising revenue.

Planning of Cinematography

I will describe and explain four of the main possible camera shots our group plan on including in our music video and explain why will might need to include them. The first shot is close ups which are one of the most famously widely used camera shots in music video, it is used a lot in many music videos as it is used in order to show detail and object importance, this means that it will be used in our music video to show the iconography of objects which represent the alternative music genre to the target audience such as a Guitar and Trilby hat. This can help the audience connect with the music genre throughout and listen to the narrative of the artist compared to looking at the genre characteristics. Another example could be a close up of the artist to show his emotions in a selected scene of the production to convey the meaning of the song or convey a stereotype of which shows the genre.
 

Tracking shots are used to follow objects which can be used in order to show our artist and his location in one shot such as in London it can be used to emphasis a selected monument which is an international iconic symbol to represent the British artist. It’s clear within tracking shots that whoever is being tracked is the main character in the music video, in our case it will be Justin Oakley because this can show him on a journey without changing shots. Tracking shots help create levels of realism as we can use this affect with the notion of looking to suggest that they are alone or that the artist is going on the journey with them. Tracking shots are great shots to use when creating a narrative as they are easy and effective to use, they also allow us to use a verity of shots. Tracking shots can be used when he walks into the party for example, another example when he leaves his house to express his emotions, this can be used to suggest in Hyde Park that the audience are following him on his jorney to see where he goes and that he ends it with happiness and not upset. Tracking shots are distorted and can help convey a self destructive representation which is conventional to our genre, these shots will be used when following the artist for example when he is walking around London or in Hyde Park.

The medium shot is widely used it can be used in order to show what the subjects are wearing alongside their emotions in the video such as when he is on the Beach this will show the audience his emotions of happiness and that he has found the place where he feels a sense of belonging. The shot helps the audience understand the narrative with areas of the background in view of the shot, this shot attempts to show the top half of a subject therefore if there was a mid shot of a person it will be shot from the waist upwards, it allows the audience to read body language and understand there appearance for the alternative music genre. Also, the target audience will be able to see any objects the artist is wearing such as a guitar with shows the music genre. The type of shot can be used when at Buckingham Palace singing the lyrics so the audience is looking at the artist and not the surrounding events around him which builds the tension and connection between them. This builds a relationship between the artist and the target audience with them conveying the scenes atmosphere in the music video when they are walking through London they will be emotionally depressed to emphasis sadness.

The Point of View shot technique allows the audience to see exactly what the artist is seeing; this allows the audience to see ahead and also allows the audience to understand the narrative which can be represented by what they look at without speech needed. These shots can allow the audience to build a relationship with the subject as the audience are put in their shoes for a few seconds during the shot which can change the opinion of the artist. Point of view shots can be widely used throughout our narrative, again they are quite distorted which can convey the confused and depressed convention of the way the narrative is represented and can be shown in the alternative music genre. This shot can be used for example in the Hyde Park scenes when he is looking at the animals to build a relationship between the visuals and soundtrack of the song because it will suggest that the audience are going on the journey with the artist in the narrative.

Planning the location

The location of the music video will be important in reprsenting not just the visuals of the artist but also his emotions of which can be emphasised by the urban or country locations. This is important for out song due to the powerful emotion narrative this means that without the correct locations it will make the video unprofessional and not effective compared to other music videos from the alternative music genre such as Ed Sheerans 'The A-Team' which can be used to show how successful and budget production can make an artist mainstream in the music industry aswell as the music genre itself.


The locations of our song will be selected in two different types of places, which include London which is the capital of Great Britain and a urbanised city which has hundreds of building. Additionally, the second location we will use is Brighton or Southend Pier this is due to the location of the place being in contrast with London and can represent happiness and jo compared to the dark and trapping building.


The London location will use a number of key iconic locations but only in the background of each shot, this is because the target audience will recognise the places and know where it is immediately based. This suggests that we can use these indirectly so that the target audience don't look at the visuals but listen to the lyrics. The locations are in various places such as Buckingham Palace, Hyde Park and London Underground. This limits what we can do with the amount of costumes in the music video and areas we can only use selected techniques because if we don't then the music video will look unrealistic and professional for the songs narrative and can make it unsucessful and ineffective. The purpose of these locations in the music video are to show that he is a mainstream British artist which will appeal to an international audience and London over recent years has become more popular due to events such as the Olympics 2012, Royal Wedding and Diamond Jubilee which suggests that the audience will recognize the background which will appeal to the viewer. Also, we are using these areas to suggest that he is going on a journey and due to him living in London we can use these locations to show realism and emotions through the representation of the areas.


The Health and Safety risks of this location is limited due to the shots being in pubic places with very simple but affective style shots which means that their is health and safety risks but are not dangerous because its the same as walking down a street. The weather can effect our filming massively due to all the shots in this sequence being outside and is a risk due to the location must be dry but not very sunny. This is because this can represent the music video has happiness and joyful compared to us needing to have a depressing image suggested to the target audience.

The Second location is of brighton or Southend beach which includes the sea-side Pier, therefore this location is good because the scene is of a nice popular location. This means that the resort will be recognised by the target audience. The location is limited due to the only iconic place to film most shots at is the pier and surrounding area of the beach because you can use this to reflect on any major feeling which is due to the location but as well as the weather which can emphasis what the artist is feeling. However, the location is very important due to it being about to use the limited shots to suggest the way that the narrative is trying to be shown for example playing a guitar looking out to sea suggests the enjoyment and peaceful enviorment of which we will plan to show to the target audience. The purpose of this location is due to the beach being suggested as a happy location and can be seen as the end of the journey ending is somewhere where he believes he is happy watching the sunset, which will build an emotion between the audience and artist through-out the visuals.


The health and safety risk of filming at this location means that due to the shots being filmed outside with no dangerous items it doesn't have any health and safety risks during recording the music video. Therefore, when filming we will not have to check the surrounding areas for any dangers in the enviorment because it is unlucky that we will have any issues when getting the shots. The weather can play a very important  in filimg our production because it is all filmed outside and the end of the music video is to represent happiness in a peaceful location. This suggests that we must get the fiming on the correct day because otherwise the video production will not emphasis our narrative representation of the meanings of the song.

When making our music video production we decided not to go to Bright or Southend due to the duration of time it would need to take to get there, therefore, we decided to use a location of Hyde Park as our peaceful and happy place in the visuals. This means that we could film most of the footage in one area which made it effective. This means that we split the locations in London from the busy streets and major landmarks compared to the quite Park and lakes in the sun. Also, we included an additional location of a house to build a strong link between the visuals and lyrics which would be effective to the narrative and performance of the artist in the video. All of this considered, I think that the locations used in the music video were very effective to build a story-line and narrative style music video compared to just 100% performance.

Planning Artists Image

The planning of the artists image is important in building a successful music video due to us needing to do so because the audience will not be connected to the music video. This is due to the way the artist is represented due to the way our target audience builds a relationship with our artist  and the costumes he wears whether they a typical of the music genre and are a symbol of fashion. The clothing that the artist wears will be typical of the alternative music sub genre because without this the mise-en-scene will not match the style of filming production and could cause major problems with the affectiveness of the music video.

The main item of clothing I will use is a plain or simple designed t-shirt this is a sterotypical item of the genre with artists such as Ed Sheeran and U2 using it to connect with their own target audience compared to being different. The colour is normally a bright or unsual design to imply the indivuality of the artist compared to the formatted music artists in the mainstream and music industry as a whole. This relates to the artist because we are trying to make him realistic to the sterotype of the music genre and we can match it with the visuals of him having a average normal fashion dress. The cost will be cheap due to the price of simple clothes is very good for the budget of our music video production.

The item of clothing might be seen under a hoodie which has become popular with many different type of music genres but started in the alternative music genre because they were seen as different and not commonly bought, but due to the popularity of artists in the alternative genre the hoodie has rapidly increased in sales and reached into new music genres such as Pop, Rap and R&B so that they connect and build relationships with their target audience. This can relate to the artist because the music video will look effective just like the video visuals with the main characters having an arguement and therefore he must be wearing average clothes. Even though the hoodie is very fashionable they are very cheap for us to buy our products.

The footwear that our artist will wear is of a stylist and fashionable Van's which are as important as all the other items of clothing because the music video must include everything that is typical of the mise-en-scene. Therefore, even though the shoes are not seen in every shot it is important that we continue with the correct statue quo of the music video. The trousers/jeans that the music video will include are important because most alternative music genre artists inlcude a pair of normal jeans or cargo chinos which are very professional for the target audience.

In our music video were used all the of products listed above to match the alternative music genre with due to the large amount of costumes used we included a Gillet and Ralph Lauren Rugby Shirt which emphasised a change of the artists images and feeling of which he is trying to imply through the colours and style of which he is wearing in the shot.