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.