Here's your group work on Marketing!

BLK comment

Matt, please see the main music video blog to catch up from lessons missed at the end of term, thanks

Music Video Analysis

Eminem - Stan:

MTV Short Version
http://www.youtube.com/watch?v=ahZgsNvVA4I

Narrative
Stanley begins by dying his hair to be like his idol Eminem. As he lets his partner in the bathroom to use the toilet his actions are aggressive and disapproved. Throughout he is seen in his obsessive basement lare where he obsesses over Eminem and his appearance. There is parallel editing of Eminem getting his letter and replying. Before replying we see Dido go down into the basement where she is horrified at her being replaced by this idolised figure and is then held captive by Stan. He drives about in his car in the storm until he realises the bridge is out of use and skids off the side into the river, where they both drown.

Editing

• Parallel/cross editing between Stanley and wife and Eminem reading and replying to Stan’s letter.
• Straight cuts- keeps pace.
• Dips to and from black which show passing of time and works with the flexible lyrics which change throughout. Also adds a subtlety and naivety to the narrative.
• Continuity techniques- real time observations
• Shots cut to the beat which gives coordination and a comfortable viewing and also keeps momentum and some focus on the song itself.
• Sound and visual miming are linked for continuity as the video is promoting the purchasing of the song!
  

Lighting

• The ambient lighting sets the tone of the song and is very realistic, e.g. lamps with shadows, lightning.
• Low key lighting connoting tone and reflects dark themes of obsession and self harm/ lack of control.- mood and lyrics.
• Unsaturated
• Rain/ dull lighting when at gravestone -alters mood with accompanying lyrics.

Colour

• Dark colours, slight dark unsaturated tinted shots for ambiance.
• Black and white flashbacks
• greys, browns, black etc.
  -all reflect mood and lyrics and the poor living in the narrative.
  

Mise-en-scene

• Basement
• Peroxide hair blondeto be like Eminem.
• Posters of Eminem's star image
• Pencil
• thunder and lightning -stereotypical in a thriller and horror sequence and so this obessive mood and fixation is underpinned visually as well as through the lyrics.
• Basic unclean bathroom and toilet. - Plain sink, plain green and white tiles,
• Mirror which is used to reflect what Stan views him as (i.e. Eminem)- realistic of time, common ground with audience, low income starter family, etc.
• car- dangerous driving
• Police recovery vehicles
• Gravestone
• Dictaphone
• Baseball bat
  

Costume
Stanley:

• White vest
• Dyed blonde hair
• Dog tags
• Tattoos

Eminem:

• White top
• Dyed blonde hair
• Dog tags/necklace
• Tattoos

Wife/Dido:

• Blue night dress and blue top
• blonde hair
• petite
• vulnerable through pregnancy

Camera Framing

• Framed from bird’s eye view gives audience spacing between Stan and wife.-clearly shows his behaviour –aggressive-passive viewers but want to be active.
• Opening shot through the window- establishes setting and sets themes through weather- thunder and lightning.
• Pencil pot and letters are in focus to show importance but also frame the shot in which Stan enters by sitting.
• vertical track through floorboards and horizontal over bathroom wall- keeps momentum of music video pace and shows Stan's 'distant underworld' of obsession.
• TV framed of Eminem so we are placed in room as/with Stan
• Framing of mirror and Eminem shows the merging of characters- obsession.
• Framing in and out of the car keeps us involved but also as an onlooker to the events.
• low angle framing of stan to show his build up agression and determination etc. over writing to Eminem.

Camera Movement

• Moving up into the bathroom window almost like a conventional thriller trait. Introduces beginning of narrative-audience invited to look into a lifestyle.
• Static at start of narrative – introduction into character relationship most important
• Vertical pan of dido on toilet. A little voyeuristic treatment by objectifying the female body but a continual track through the floorboards moves the audience into the basement where Stan obsesses.
• Arch tracks around the chair and table and Stan writing to objectify the area and put a focus on the behaviour seen here. - Sets up expectation of something important happening here- glorifies it. -momentum, progression of thought via the lyrics almost as if stan was pacing up and down and we could hear his thought.
• Side track of Eminem posters, to show his absolute obsession with Eminem.
  

SFX

• Through the floor- gives continuity to the MUSIC video and audiences viewing
• Eminem in mirror which reflects who Stan see’s himself as- we are inside his mindset. -merging
• Rain machine
• car off bridge into river.

REPRESENTATION

• Pencil used throughout which indicates writing letters/ back.
• Posters of Eminem and immitating Eminem's star profile and a basement devoted to him = OBSESSION
• over obsessed- almost homosexual- Stan says "we should be together"
• action/gesture codes eg. shouting at girlfriend,, shouting down dictaphone, putting girlfriend in the boot and tapping her mouth, etc = AGRESSION, ADDICTION TO EMINEM'S lifestyle, INSTABILITY,
• girlfriend represents= vulnerability in the domestic situation, frailty, passive in relationship, care and support for Stan,
• Eminem= genuine and down to earth artist i.e. can realte to, brands a dedicated/honest relationship with fans (autograph for bro) , a different man to Stan which brands Eminem as devoted to the MUSIC and the genre not the percieved dangerous lifestyle which accompanies this- "i say that sh*t just clowning dawg".
  
  
  GENRE
• The genre of the music is created by the characters and narrative. The low income couple living in a basic home and fairly bland living spaces reflect young urban houses and couples which the music effectively relates to most. –harsh reality. And this is a common genre amongst this audience i.e. explanations and fast paced outpours, i.e. hip hop ( /rapping).
  

AUDIENCE through Richard Dyer's theories:

• projection audience: any fan of the genre
• projection audience: existing fans of the artist
• self identification or emotional affinity- audience: males who can relate to the lifestyles and issues raised in the music video and lyrics
• emotional affinity or immitation -audience: young children who aspire to a well branded and iconic image -role model. (females may be attracted to artist whilst males may want to be like him)

INTERTEXTUAL REFERENCES

referneces to Eminem's other songs- promoting identity and audience loyalty:

• Stan- "guess what im gonna call her [daughter]- im gonna name her Bonnie" is a reference to Eminem '97 bonnie and clyde'.
• 'Stan' (name) was used in Eminem -'Guilty Conscience'.

note:

'The song can also be interpreted as a reply at Eminem's critics, who accuse him of promoting drugs and violence, because it creates a scenario that clearly shows that his rap lyrics are not meant to be taken seriously, "what's this shit you said about you like to cut your wrists too? I say that shit just clownin dogg, c'mon - how fucked up is you?" This theme is repeated throughout his music. ' wikipedia

Music Video Analysis

Chemical Brothers: Star Guitar (2002)
director:Michel Gondry
note -also directed 'Daft Punk's- around the world' which also matches the visuals to the music, but through the movement of dancers and routines.




Genre: House music

• The electronic drums and synthesisers along with the dance feel.
• Constant drum beat and repitition of music sequences
• layering many sounds and beats which makes it a more complex piece of music.

Editing

• one long take.
• the whole music video is an animation and so objects are placed within the shot appearing from the right in time with the beat of the music.
• as the pace of the song increases or decreases so too does the speed that the train is traveling at. i.e. the speed at which the objects enter the shot.

Camera framing

• framed so that the camera is inside the train looking out the window. -audience is placed in the POV of the camera. therefore is this narrative based or concpet based?

Mise-en-scene

Train journey through industrial works, a tunnel, town, housing, coutryside, etc.


There are no lyrics however there is evidence of an illustrative relationship between the visuals and the music! i.e. the visuals are simple one dimensional representations of the music.
Examples:

• As the train appears to be going downhill into a bricked tunnel the pitch of the music lowers. . 2.26-2.41
• As a specific rhythmic beat is produced, this is sinchronised with the visuals on screen which are specific to the instrument. eg. the initial snare drum is represented by the railway cable posts. e.g. The 16 beat synthesisers are met with the railings which are foregrounded in the shot. time 00.51secs.
• Train journey, fast paced through industrial works and faster/slower with pace of song. e.g. slowing down of the song and the speed of the 'train'/visuals through the urban area, 1.41-1.55. Also there is a mixture of disjointed vocals reflected in the number of pedestrians walking along the streets.
• Beat changes along with audiences vies.- gaps in the wall of the tunnel/ supporting walls
• As the instrument pitch tlowers the day fades to night and the reverse happens when the pitch increases.
• The dramatic interjections of increased pace is matched with the passing of a faster train.
  Cut to the beat of passing objects from the train window. E.g. 4 beats with four great pillars, one beat per house or building.

Audience

• this appeals to a wide audience in the sense that all ages will be fascinated by the efort and the visuals in the MV.
• the main audience would bee for fans of the band and their style of music videos and music
• the audience would also include those who are loyal to this niche genre in which the elements of it (i.e. the beat and the traditional instruemnts) are shown in a unique fashion throughout the MV.

Workshop Experience:

Jake Wynn- a successful music video director came in on the 4th July to help us recreate the 'Busted- What i go to school for video (opening)'.

It was a really beneficial experience and here is a breakdown of what i have learnt:

Organiation is crucial:

• important for all group members to be enthusiastic and invoelved
• important for the actors to learn their lyrics in preparation
• have the location and props all set up and ready for action in advance of the shot- time scheduling
• it is important for all the group to have a direction. i.e. PLAN- STORYBOARDS- SHOT LIST- TEST SHOOT- BLOG- etc.

Editing:

• To create a performance bed whereby the performance is run through completely and from this other shots can be added. This is an efficient stlye of editing which i would like to experiemnt with.
• When editing the Busted re-make i have become more aware of editing effects.

General:

• from this experience and past experience i know it is importnat to have a leader who keeps the momentum of the project moving, overlooks group activities, keeps the group on track, and is decisive in decision making processes. i have been this leader once before and am looking forward to using my leadership skills in this project in order to drive the group forward.

past latymer music videos:

2007 -group 1C:



Positives:

• good costumes add humour when intended
• the difference in use of colour: performance is black and white and the narative is in colour making it visually more appealing and unique.
• unusual location for a band to perform whihc makes this more unique as a student piece- as opposed to music videos being perfromed in the local park
• the dress codes of the band is smart and similar which produces a good clean brand image.
• good performance miming and plausible instrument playing. Also the acting was a good standard which made the video seem more professional.
• good use of camera angles and levels; distancing is fluid through transitions;
• the narrative is simple and easy to follow for the audience which puts the focus more on the humour arising from action codes and the dress codes themselves.
• the ratio of performance to narrative is good which anchors the ethics of humour yet sophistication to the band image.
• i like the idea of the performance and the narrative coming together at the end concluding the video and satisfying the audience from the short disequilibrium.

Negatives:

• i think the actual shots were a bit uncreative and some of the shots felt a bit repetitive for example a CU of the gorilla's face when chasing the banana. This therefore made the immediacy of the chase lose a little of its impact, (the slight feeling: when is the chase going to end?)

2006-group 4:

Positives:

• the visual effect of the opening silhouettes is very imposing and generic
• the editing is cut well to teh beat of the song.
• the performance clothes are generic and create a generic brand identity.

Negatives:

• miming is terrible. There is no synchronicity with the visual and sound.
• the action codes in the narrative are completely inappropriate to the genre of music and make the piece look really amateur.
• the acting is of a really poor standard even for a student piece.
• the narrative story barely links with the lyrics of the song (only on a extremely light level) which makes it seem rather pointless.
• the props seem inappropriate for the genre
• lack of creativity in action codes, dress codes, and camera work
• ...

Ongoing music selection:

Music i have found an interest in, in terms of genre for this project are,

• Dance


• comedy pop


• 'Easy listening'

I really like the idea of a narrative accompanying the lyrics, taking the audience on a journey, rather than just having the singer/band performing in front of the camera lip-syncing. From looking at previous latymer music videos, in my opinion the ones with the most lip-syncing are in genenral te least successful. Also i want my video ot be more sophisticated and therefore am going to need to do location reccies, as shooting in schol areas can be rather tacky and look really amatuer. Finally i feel that there should be actors/actresses with some drama or acting experience in the music videos, as this elevates production standards. An example of a past music video that i find least successful for these reasions is...

Boy Crazy- High School rejects.








First thoughts for my music video i would like...

• Out of school location (more than one would be more challenging)
• performance and narrative based
• not too many actors/actresses due to past experiences with a lack of reliability
• possibly an abstract idea where there no continuity through narrative just a seemingly random compliation of shots which eventually have a meaning or are linked to the meaning portrayed in the song.
• to have unusual creative shots rather than just dull standard shots. e.g. when performing.
• a song which changes in mood at some stage during the song as this would enhance a key change in the video narrative.
• to be continued...

BLK feedback

Great notes on marketing Matt. Start posting your ideas/track selections asap though, and your album covers analysis

You've lost your navigational ability on your blog - possibly when you put in your background - can you sort this out

What did I miss out on the market strategy plan?

I think an improvement to my plan would be to have acknowledged the success of cheap under the line marketing srategies, for example-as my band is newly created and unknown, it would be benficial to start with cheaper more local advertising and marketing. An example of this would be flyers, and leaflets outside of secondary schools (ideally all-female schools which is our dirrect target adience). Then once the band gain popularity and success they can execute more above the line tactics as already mentioned.

Also it would be useful to have cheaper accessories during the early stages of the band such as T-shirts, pens, pencils, whistles, etc, which are easily made by all. However with success, there should be a step up in accessorising such as engraved on wrist bands, dolls, etc which show more exlusivity and need to be purchased.

Also i would alter our advertising/marketing strategies so that they are more unique. For example to sell out an underground gig in the local youth centre i would put a free drinks voucher in local magazines e.g.Our Enfield and Everyone's a winner.

Promoting should also primarily be directed at the audience and for this TV shows should be carefully picked to sing on or make guest appearances. For example early morning shows and on weekends such as Minestry of Mayhem, (SMTV live), Ant and Dec's Saturday night takeaway. Programmes such as guests on Friday night with Johnathan Ross and Sunday Night Project may widen the audience appeal however the core audience is not tapped into.

Teaching points from todays lesson?

1 - each new artist/band needs a Unique Selling Point so as to successfully fill a gap in the current market

2-Timing is important to the success of the band. For example dont release when another similar artist is being released..or maybe purposefully release at this time!

3 - Radio appearances need to be carefully constructed. For example giving artist exclusives, free demos, compeitions for the show such as vip days and backstage gig passes. The artist and press need to work in symiosis.

4 - Space can be cleverly used on album covers/promotions. -dont just see it as something that needs filling. As long as the image is striking it may be successful (doesnt need story to it.)

5 - remember that artists start on small local scales and build in popularity and stature. therefore unique promotion is vital.

The band may not be able to sing but its how they are promoted that makes them successful.

6- Linked to this, merchanising can be simple but get more sophisticated as audience numbers increase.

7 - It is important to tap into a core audience yet expand as much as possible. i.e. A boyband may appeal to young girls but with a mixture of ethnicities this audience is exhausted.

Boyzone on Sunday Night Project two days ago:

START AT 9 MINUTES!!

in the words of LOUIS WALSH..."ALL PRESS IS GOOD PRESS."

Album cover research:

Jack Johnson- In between Dreams:

Coldplay- X and Y:








Damien Rice- O:








McFly- Room on the third floor:








Amy Winehouse- Back to Black:








Alicia Keys- The diary of Alicia Keys:









Outkast- Speakerboxx/ the love below:














Maroon 5- songs about Jane:









Scissor Sisters- Scissor Sisters:








David Bowie: The best of Bowie:














Album cover conventions:

1. except for Coldplay's X and Y, all other albums have the artist's name and the album name across the cover in some way. The reason that Coldplay do not have their name is probably due to the fact that this wold lose the visual impact that the cover provides with its stark and contrasting colors and blotted style.
2. all covers ahve a central image (or a montage which creates a central image) which provides the album's identity. note that outkast has a split screen effect on their central image which provides connotations of the album which involves 2 different characters and singers.
3. colours: some of the covers have a colour theme which makes it more appealing, such as Alicia Key's and David Bowie's albums. Whereas others are less aesthetically pleasing yet attention grabbing none the less, with a mixture of vibrant colours such as Scissor Sisters and Coldplay.
4. Imagery tends to be either ...
   -of the artist themself which promotes their lifestyle and their unique identity which audiences are attracted to, e.g. David Bowie, Any Winehouse, Alicia Keys, etc
   -generic signifiers which may attract audiences with generic tastes such as Outkast, Alicia Keys, Jack Johnson.
   -completely random or plain to attract attention from the audience such as Coldplay and Damien Rice.
5. The cover ratio of imagery and text size usually is a signifier of whether the album is trying to increase sales off the back of the artist themselves or from the lifesstyle and genre that they provide to the audience. e.g. the Best of Bowie and Maroon 5 is dominant text which promotes teh album on the back of their reputation and the audience loyalty to the artist. For example the audience know what tehy are getting when buying a BOWIE album. A contrast is McFly and Jack Johnson who seem to promote more of a lifestyle and genre through the imagery of the covers. e.g. audiences would like McFly due to their down to earth lifestyle and genre they suggest, not from their reputation and audience loyalty through their music.

Summary of conventions of an album cover:

• an identifiable or representable image to accompany the image, ethics or style of the artist
• gatefolds, inserts, lyric sheets,etc, for promoting the band identity, i.e. style make-up, lifestyle, hobbies...
• artist name, cover name
• creative or bold picture to appeal.- not political or promoting a movement unlike earlier album covers. ( these days it is all about the music!!)
• underground music/non commerical album covers are plainer with institutional information mainly (nicher movements have a more dedicated following and so albums are for pure generic 'muso's'- the cover is not as important)
• Usually the main image or background of what is seen on the cover is on the inside ring of the vinyl.

Deconstruction - 'The Best of Bowie':

Front:

Images:

• montage which creates an overall David Bowie face. this montage encorporates different music trends and appearances/ styles that the artist has been through.
• overlapping gives feel of 3D movement,i.e. the cover jumps out to the audience
• album promotes purely Bowie's music and lifestyle through many phases- appeals to the loyal audience who like Bowie's music rather than the genre specifically.
• CU of face and direct address focuses on emotion and engagement with the audeince
• the predominant colour/background prvides a calming mood almost like an album of reflection whihc contrasts to the bold different tones of his face.
• The centering almost spoonfeeds the audience and there is little to persuafe an audience to buy it- you either like him or not!
• the pixelated background and range of style and colour on his face give a generic 'pop'feel yet i think the background is mainly used to contrast to the main image itself.

Image itself:

1. reflects the versatility and individuality of the artist and styles which teh artist has been part of (promoted), e.g. the lightning bolt, make up, different coloured hair, different coloured iris, lipstick, and age. The lighting shadows pat of his face which makes him more 3D on the cover but also may imply a darker side/alternative outlook to his music.

-the image relfects the styles and genre of his music such as: pop, serious, wackey, punk,

Text:

• The white font is largest at 'bowie' showing the importance of the instant identity for the artist and is completely different to all other colour on the cover.
• 'best of' anchors the actual content of the album to many previously release songs. Also these words imply that the content may vary in style which is supported by the montage image. This also invites the audience to literally pick, in their view, the best aspects of this artist.
• 'Bowie' directly undernear teh CU is instant identity!
• the font is clear and simple to read- it is more about the actual artist!
• the text throughout the sleeve is a range of vibrant colours showing the mixture of movements and music styles in the album.

Sleeve:

Maintains these connotations with:

• many different trends of teh artist, through a gallery of images.
• gives a more detailed breakdown of every song on the album
• changes of lifestyle reflected in the everchanging backgrounds through the sleeve.

Back:

• same image as on the front
• institutional information, e.g. website, barcode, record label etc.
• list of songs on CD1 and CD 2- purely for the audience's satisfaction of being in control. Also this allows browsers in teh shops o see if they recognise and see if they will enjoy the content before they purchase the album

More specific answers:

1. the cover implies the content is very mixed and is a compliation of music from one artist. This suggests the music label, EMI, have signed a versatile artist and that they are trying to appeal to many different audiences in terms of music trends etc through this one successful artist. EMI is a large record company which imples that Bowie must have a huge artist loyalty as he can produce record sales which keep the company successful.
2. The cover title 'the best of Bowie' shows this is more like a sumarising album of Bowie life in the industry- almost paying tribute to what he has brought to the music industry through many generations.

Audience:

1. A Niche audience appeal in the sense that the audience would have to like David Bowie to buy the album, however the sales would reflect the popularity of the artist. However the audience within this is category is wide as it caters for all Bowie's fans due to the diversity in music on the album.
2. any gender, race, religion
3. Bowie's career stretches from teh late 70's- early 80's up until the present and so the age of the audience can range from here. I would say those who were young in the 70's would probably be his core audience as they would have build up an audience-artist bond through the decades.