Research and planning Advert

This is the image I am going to use as my advert, this is an interesting advert because not that much is going on, the font in the top right hand corner overpowers the picture as you can get an abstract way of looking at the picture so the heading is like a message subconsciously all watching over him. so he feels like he will forever be in darkness,there is only one person used in the advert, most adverts use a range of different characters to often give away a company or brand identity, use of different characters are often used to give the audience a range of different messages, for example their might be a humorous character and then then there might be an actual customer used to show the impact that the product has on the audience.However with my advert i used just myself to indicate that i am the main focus of the advert  so when audiences watch my music video and have a look at my digipak they see that I am the main focus of the video.

  I think that the advert links to the music video in the sense that you can gather the same connotations and themes, which is alone, evil, depressed, lonely, miserable and isolated. Both the advert and Music videos show this the digipak also links to the advert and music videos but the digipak displays a wider range of emotion and gives us a wider range of connotations. For example there is one picture in my digipak where I am happy and there is another picture where I am using an iconic rock hand sign, the iconic sign connotes that the music video is genre,I used  a picture of me being happy because it shows the change of emotion and tone of the narrative, for example the character starts off happy and ends up becoming angry and isolated. there were images used in my digipak that also sticks to that tone and narrative, their were pictures of me smashing up my guitar,v which symbols the aggression felt by my character, a guitar is a common rock genre convention so I decided to use both conventional and unconventional features of rock to indicate that the music and artist has different ways of expressing themselves.It is almost like their music is a piece of art in the sense that you are trying to create a picture, but their are different ways of expressing and showing that picture

The use of uniform suggests the character is in a working environment, and the fact that he is distressed suggests that even normal working people have their bad times, the interesting thing about this advert is that it very unconventional, most adverts seem to be very colourful and vibrant, this is too entertain and attract the audience, as the audience likes to see bright colours as it makes the advert/poster seem lively.I deliberately decided to use a dark dull image for my advert, this advert is used to attract audience who may be seen as a social outcast and or have personal issues. another thing that makes my advert non conventional is the clothing within the advert, most adverts either have informal clothing, which is often used to make the advert have a more relaxed humorous tone to their advert, whereas I decide to use formal which suggests that the advert serious.

Research and planning Crew list

These are two members of my group, to the left we have Florentine  who played the female band member within my music video, and to the right we have Tevin who played the drummer in my music video.




This is another member used within my video production, his name is Kaheem and he played one of the friends/Bullies.

 

This is the final member i used in my music video production his name is Piotrek and he was the other friend/bully.




This is me ( Tyrell) I play the main Character and director of the Music video

Main task-Focus group

this is my focus group, They gave me good  feedback regarding my  music video

Research and planning- Music video theories

Andrew Goodwin Theory-Andrew Goodwin’s 6 Features of Music Videos

1. Music videos demonstrate genre characteristics.
   (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).    [this is also known as iconography]
2. There is a relationship between lyrics and visuals. The lyrics are represented with images.
   (either illustrative, amplifying, contradicting).
3. There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.
   (either illustrative, amplifying, contradicting).
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).
5. There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.
6. There are often intertextual reference (to films, TV programmes, other music videos etc).

My music video related to some parts of Andrew Goodwin's theory in the sense that the narrative often links to the lyrics and the beat of the song. The visuals also relate to the music as well as the visuals.Another way in which my music video links to Andrew Goodwin’s theory is that my music video demonstrates basic genre characteristics. for example I use Tone such as my form of basic genre conventions

Laura Mulvey Theory- Laura Mulvey is responsible for coming up with the male gaze, The Male gaze is a term discussed by Laura Mulvey in her essay, "Visual Pleasure and Narrative Cinema" (1975). It is used to describe when the audience is put into the perspective of a (heterosexual) man. Female characters are sexualized, and the camera may zero in on female body parts considered sexual.My music video contrasts the male gaze theory as their isn't over sexualisation within the video and in fact there is no representation of women as the only female used in my music video was a band member in my music video. and the women used in my music video is band leader which connotes that she has some power.

Research and Planning -180 degree rule and match on action

The 180 degree rule is a basic guideline regarding the onscreen spatial relationship between a character and another character or object within a scene. An imaginary line called the axis connects the characters and by keeping The 180 degree rule is a basic guideline regarding the onscreen spatial relationship between a character and another character or object within a scene. An imaginary line called the axis connects the characters and by keeping the camera on one side of the axis for every shot in the scene. The first character will always be frame right of the second character, who is always frame left of the first.

Match on action is a technique of filming used in many sorts of films, it consists of connecting 2 shots together in which a character finishes of an action in the second shot that was started in the first one, for example walking through a door in which he opens the door being filmed from behind then the clip cuts to him walking through from the other one.

the camera on one side of the axis for every shot in the scene. The first character will always be frame right of the second character, who is always frame left of the first.

Construction

Research and planning- Shotlist

Type of shot	Reason/description
First shot Close up	I have a band, there are close-ups of the band to give the audience another focus feature throughout the song
Second shot midshot	this shot was used to highlight that the environment isn't the main focus but instead the main character, it shows us a little bit of how the character feels and shows his point of view in the sense he is bored and tired in the scene
Third shot long shot/ two shot	This is showing everyone in the shot, it is always showing all the character's point of view and also giving a connotation that life for the character is like a long empty pathway.
Fourth shot wide shot/weather shot	This shot was used to emphasise the mise en scene which is that the character is in a playground but he is by himself, it outlines the themes of loneliness and isolation. this shot was also a weather shot as you can see that it is raining, which sets the tone of the production in the sense that rain is often used when a situation or person is depressed or upset.
Fifth shot Long shot	Another long shot was used to show the journey towards friendship and moving away from isolation and  “ becoming  numb”
Sixth shot Close up shot	Another close up shot of the band to break up the main storyline and showcase the tiny performance element of the music video.
Seventh shot Mid shot	A mid shot is being used to show how everyone is on the inside but the main character is on the outside.
Eighth shot Point of view shot	Used to show how the character feels when entering the room, will he be welcomed? What will people think/ it leaves the character aware of his surroundings but also makes him intrigued.
ninth shot over the shoulder shot	This shot helps to establish the position of each person, and get the feel of looking at one person from the other's point of view.
Tenth shot Medium close up	It focuses on all the characters however it doesn’t indicate that there is a main focus within the scene.
Eleventh shot Long shot (camera angle tilted)	This was a long shot but the angle of the shot was tilted, this is showing the climax built up within the scene. As we can see everything within the shot and we can see how the character goes from calm to aggressive.
Twelfth shot Close up	The setting has changed however the close up enables us to focus solely on the state and facial expression of the main character.
Thirteenth shot Extreme close up	Like the twelfth shot the extreme shot is used to also show the facial expression and feeling of the character, but the close up can also be used to help the audience empathise with the character, they’re so close him it feels like they are him, and they are going through everything the main character is going through.
Fourthteenth shot close up shot	You can see that a point of view shot is being used to show the solution that the character has come to.

Type of shot	Reason/description
Fifth teeth shot Low angle shot	The low angle shot was used to exaggerate the building used within the suicide plot, it makes the building seem very high up, essentially it is supposed to add an element of fear to my music video
Sixteenth shot Close up	Again another shot used to break up the main story line and focus on the band. It is also used to show to show the different types of music videos used such as performance videos and narrative based video.
Seventeenth shot Close-up	Shot of me unconscious, highlights the new state and new environment my character ends up it.
Eighteenth shot Long shot	The same shot as the fifth shot, but the reverse effect is used to challenge the time frame, rather than having all my shots running in order the reverse scenes indicate that the video contains a flashback.
Nineteenth shot Wide shot/weather shot	Same as the third shot and like the eighteenth shot, it is also used to challenge the typical time frame; it essentially continues showing the flashback within the music video.
Twentieth shot Close up	It shows the character waking up in the new environment, almost like the character has recovered from a coma.
Twenty-first shot Worms eye view	Showing the character risking his life from a high setting, it is showing the, it is clear he is contemplating suicide as there was the conventional high building being used.
Twenty second shot Close-up	It shows the character waking up from his state, it indicates that he maybe jumped and he has recovered from it.
Twenty Third shot	He wakes up in the classroom; this indicates that the whole video is a dream.

Research and planning- Different categories of music videos

Narrative Based Videos




A narrative based video is a video that is solely based on the narrative and not the performance or shots used within the video, this type of music video is often used in songs from films and contain scenes used from the film. an example of a narrative based music video is "It Will Rain" from Bruno Mars, this is a music video from twilight and it contains scenes from twilight.












Performance Based Videos


Performance based videos  contains the artist/band performing to the camera, the aim of the video is to focus on the artist and portray them in a particular way,  performance based videos can include recording an artist as they perform live with the aim of promoting the artist in manner that is not captured in the recording, such as capturing the energy and enthusiasm of live fans. an example of a
performance based video is "Walk this way" by RUN-DMC. .at the very start of the music video you can see the band on stage ready to perform to the audience , so right from the very start the artist wants the audience to focus on the band and nothing else, they are also clarifying that the music video is performance based from the very beginning.  










Concept  based videos


Concept based music  videos, concept based videos are often unusual as they don't always relate to one concept   Another example of a concept based music video could be Tinnie Tempah's music video for his rap song 'Pass Out' which was released in the year 2010. This music video can be classified as a concept based video as the choreography, song title and setting of this music video do not relate to the theme of 'Passing Out', the concept of this videos is partying to the point that you pass out as an oppose to passing out from perhaps getting attacked etc.

Construction- Digipak Images.

This is my digipak images, I decided to keep the theme of my pictures the same but change the camera quality, this is done to give the audience mixed messages within the music video and digipak, as you can see there are some pictures that are more blurry than others that is done to connote the theme of feeling numb, its suggesting that the character isn't  really around, and the pictures where he is smashing the guitar connotes the anger, rage and aggression often used within rock music essentially I want to represent the song as to how I feel in real life at times so isolated and aggressive, this is how I would want customers to view the song.

I use basic conventions like the two finger pose within the picture, and the use of an instument these conventions are also used to give that sense of realism and relatability within my digipak this will attract the typical crowd as they are used to seeing a stuff that they are used to, its a comfort zone for them.

the digipak  is attractive to the audience because the themes of the pictures are the same but the way in which the themes are represented are all different so it ultimately allows the audience to think more, the blurry pictures will leave the audience intrigued as to why the pictures are blurry?, is it trying to suggest something?, why is he alone in every picture?, what does this digipak suggest about rock music? this is what I am aiming to make the do. 

The main image of this digipak is a robot who seems to have the ability to fly. the band has there name at the top of the digipak, this was done to make it clear  to the audience who the brand are, the broken letters indicate that the brand is quite aggressive, the image also seems very abstract and graphic almost like the robot is out of computer video game this is appealing for the target audience who are teenagers.

one common thing that is used in all of the images is  robots with wings, I think there a message trying to be said by linkin park, which is that this abstract aggressive character is flying in life, this could mirror linkin park's success within the rock and it can relate to how the rock industry is potentially seen as well.

on each pane of the digipak the background looks very urban and gritty, this features a lot in their videos as they often use an urban setting within their music video.

The second digipak I will be analyzing is "nevermind" by nirvana, the first image is  a baby under water trying to grab the money. this could be dabbling on the idea that there is economical inequality as they are showing a child that is seemingly killing himself just to strengthen his financial position. the target audience for this genre would be  male Americans as they use a dollar and the gender of the baby is male which is an american convention within america.

the water indicates that normal people are drowning because of financial struggle that is trying to be highlighted through the digipak, the water being used reflects the attitude of the band in the sense that the water is calm but it is depressing as the child is drowning, which is   that we're all sinking and there is nothing we can do so " nevermind"   and this is how the name may have come across name of the  album.

The image on the left however completely contrasts the the image of the right,the image on the left is a monkey is fire about to explode fire and water are complete contrasts to each other, this could reflect the different personalities throughout the group, whereas some of them have a every calm view of life, perhaps life for others is like a dynamite there just waiting to explode.

this complete contrast is also a signal  of their music, they had their cool relaxed style of music and then there are other times where they express their music in an aggressive manner.

This will be the final digipak that I am analysing, this digipak is called "The Long Road" in this digipak you can see that the background is dark and there is a long pathway, there is sunlight at the of the road so what this suggests is that life is generally heading in a dark depressing direction but there is hope at the end of road.

the brand name is placed in the light and dark, so it suggests that the band has a mixture of both light and dark in their music and it can also represent the contrast within personality so maybe some members of the band have a darker more depressing outlook on life and some members are positive and can see the light in any person or situation no matter how dark or depressing they are.

I think the target audience for this digipak would be teenagers as they often have the most contrast in personality, I think that it can also link to gothic people as this digipak is quite dark depressing and unique this is how gothic people appear to the outer world, like this path they are also outcasts to society.

Research and Planning-Intertextuality

Definition- the interrelationship between texts, especially works of literature; the way that similar or related texts influence, reflect, or differ from each other

In my music video there are no real signs of intertextuality, as I wanted it to make my character stand out, by using no intertextuality in my video I have essentially made my music video production have its own form of uniqueness.









Another example of a video that contains intertextuality is the video "The kill" by thirty seconds to
mars. where parts of the video has references to the horror movie " The shining" and they use the same storyline from the film and from the music video.

Research and Planning Genre

Genre- The genre of my music video is rock music, rock music was a genre that originated in the united states in the 1950s and was developed in the UK in the 1960s, I have used many conventions which indicate the genre for example I have used a drum which is a basic rock music convention.


By the late 1960s, a number of identifiable rock music sub genres had emerged, including hybrids like blues rock, folk rock country rock and jazz rock fusion, many of which contributed to the development of psychedelic rock rock influenced by the counter cultural psychedelic scene.

I gained ideas from other rock videos such as Rock star from Nickelback and the song burn it down produced by Linkin park,I decided to use an Linkin park song as they often have aggressive music which relates to rock.

I have decided to use facial expression and aggressive themes to entertain the audience, as I think the audience will engage in the music video.

I  will now have some pictures which represent the genre of rock.

Research and planning- research into industry

 

The music industry consists of the companies and individuals that make money by  creating and selling  music , there are many people who make up the music industry are musicians, companies who create and sell the recorded music videos, for example music publishers, producers, recording studios, engineers, record labels, performance rights organizations, and the ones who present live performances such s booking agents, promoters, music venues, road crews, people who assist musicians also consist the music industry. Examples of these people would be talent managers, business managers and entertainment lawyers. Broadcasters are very important members of the music industry, the people who broadcast music is satellite, internet and radio.

 

The Music industry formed in the middle of the 20^th century, when records had supplanted sheet music as the largest player in the music business, a large majority of this market for recorded music is controlled by three major corporate labels: the French-owned Universal Music Group , the Japanese-owned Sony Music Entertainment,and the US-owned Warner Music Group . Labels outside of these three major labels are referred to as inderpendent lebel . The largest portion of the live music market is controlled by Live Nation , the largest promoter and  music venue  owner. Live Nation is a former subsidiary of iHeartmedia INC which is the largest owner of radio stations in the United States. Creative Artists Agency  is a large talent management and booking company.

 

However there has been drastic changes since the advert of widespread digital distribution of music. Since 2000 sales of recorded music has dropped off substantially, however saying this live music increased in importance, the largest retailer in the world is digital,  apple iTunes store, The two largest companies in the industry are Universal Music Group  (recording) and Sony/ATV Music Publishing   (publisher). Universal Music Group, Sony BMG, EMI Group (now a part of Universal Music Group (recording) and Sony/ATV Music Publishing (publisher)) and Warner Music Group were collectively known as the "Big Four" majors. Labels outside of the Big Four were referred to as independent labels.

Sales statistics

Digital album volume sales growth in 2014

According to IFPI, the Digital album volume sales growth in 2011.

Country	Percentage
US	+19%
UK	+27%
France	+23%
Global (est)	+23%

Total revenue by year

Global trade revenue according to the IFPI.

Year	Revenue	Change	Notes
2005	$20.7 billion	-3%
2006	$19.6 billion	-5%
2007	$18.8 billion	-4%
2008	$18.4 billion	-8%
2009	$17.4 billion	-5%
2010	$16.8 billion	-8.4%
2011	$16.2 billion	-3%	(Includes sync revenues)
2012	$16.5 billion	+0.3%
2013	$15 billion	-3.9%