Market Research Questionaire

Market Research Questionaire

Analysis of Album Covers

Analysis of Album Covers

Andrew Goodwin's Theory of Music Videos

Andrew Goodwin received a Ph.D. in Cultural Studies from the University of Birmingham. He has gone on to become the well-known author of a book on Music Television and cultural theory, entietled Dancing in the Distraction Factory. Music Television and Popular Culture, University of Minnesota Press. In addition he has published countless articles on media and cultural theory. His specific areas of interest include media aesthetics, critical theory and popular music. Furthermore Professor Goodwin serves on the Editorial Board of Popular Music & Society, is a Corresponding Editor for Media, Culture & Society and writes for Tricycle, Inquiring Mind, and theworsthorse.net. Whilst he is currently writing a book about Led Zeppelin.

Analysing Music Videos

Andrew Goodwin identifies 5 key aspects of Music Videos, that we as the audience should look out for.

• Through Beats Seeing the Sound
• Narrative and performance
• The Star Image
• Relation of visuals to song
• Technical aspects of music videos

Through Beats Seeing the Sound

First step- The speed and frequency of cuts within my music video correlates with the rhythm of the song/lyrics. During the lyrics the cuts tend to be quicker, whilst instrumental sections of the song, bring less frequent cuts.

Secondly- The somewhat unique style of Alex Trimbles voice meant I was able to put my own style on the video and not have to go for a certain style, that some voices may require.

Thirdly- Goodwin looks at the artists mode of address, something I have considered in my pre-production. Although it is far from a love song, the style and structure of the song, as well as the instrumental sections, make it feel to me like the coming together of two characters.

Narrative and performance

With the track I have selected the lyrics to me don’t  make sense, therefore I felt I had a bit more free reign with how my video could play out. It also meant it didn’t need to have a strong/structured narrative. My artist(s) will still be lip syncing so a fundamental element of a music video will still remain. This is important as this element has to be seen as believable and authentic.

The Star Image

This will be important within in my own music video, as the two artists (the male and female) are the only two people that feature in the video. Therefore all the focus will be upon them. As a result many close ups of these individuals feature, as well as many different shots. The element of varied shots, keeps the video interesting and not just predictable.

Relation of visuals to song

With the track I have selected the lyrics to me don’t  make sense, therefore I felt I had a bit more free reign with how my video could play out. As a result although my video essentially a performance video, the relation of the visuals shown to the song, will be somewhat amplification. As I have mentioned although not a love song, the lyrics to me represent people coming together and this is the relation of the visuals to the song in my video.

Technical Aspects of Music Video

The camera will be the main technical aspect of my music video. It will dictate everything else. 

Meanwhile the mise en scene I create will also be vital to making my music video both professional and authentic. For example an out of place prop could discredit the whole video.

Finally I have looked at the beat of the song and when lyrics come into play. As a result I feel my visuals reflect the song coherently in this way.

Playlist/Inspirations

 

Side A

1. The XX - Angels. 

2. Laura Marling - Devils Spoke 

3. Laura Mvula - Like the Morning Dew  

4. Night Beds - Ramona 

5. Fleet Foxes - Ragged Wood 

6. Duffy - Serious

7. Kodaline - Perfect World 

8. Florence and the Machine - Kiss with a Fist

9. The Lumineers - Slow it Down 

10. Mumford and Sons - Timshel 

11. Noah and the Whale - Blue Skies 

12. The Wombats - Little Miss Pipedream 

Side B

1. Milo Greene - 1957

2. Evaline - There There 

3. Zoom - Last Dinosaurs

4. Coldplay - Hurts Like Heaven

5. The Killers - Dustland Fairytale 

6. The Vaccines - Aftershave Ocean 

7. Alex Trimble - Caliban's Dream 

8. Foster The People - Don't Stop (Color On The Walls) 

9. Friendly Fires - Live Those Days Tonight

10. Sniffy Dog Ft. Adrien - Little Boxes 

11. Miles Kane - First of my Kind

12. Two Door Cinema Club - What You Know

Examples of other Texts

I like this video because of how Ellie is styled and the Mise En Scene around her fashion choices, in particular her hair. Also I think the location of the video is good and is definitely something that I wish to model my own video around. Finally I like the editing on the video, the way some of the shots have effects on them, adds to the videos authenticity, something I would like to achieve. Whilst the slow cuts make the video enjoyable to watch and not off putting or jerky.




The video itself I don't particularly like, because it is not authentic and I don't feel the song is one of Florence's best. However I like the location where it is shot, as it is similar to where I intend to film my own music video, whilst the slow cuts also make the video more enjoyable from a viewers perspective and corresponds with the speed/rhythm of the song.




This may be seen as an odd exemplar text as I wish to create a music video filmed in a rural location, the complete polar opposite to this Jake Bugg video- filmed in an urban built up area. However the principal is the same, we know it is an urban area because of the authenticity created through the mise en scene. I will need to transfer these ingredients and turn them to a rural location to suit my video and idea.




I like this video and chose it as an exemplar for a number of different reasons. First and foremost I like the track and the artist. Secondly I like the rural (ish) location it is filmed, something I have previously said I would definitely like to match and achieve in my own video. The final thing that I like is the camera work, it is done in a way that it looks very bad, but is in fact extremely effective. It makes the video appear very authentic and natural something I wish to adopt.

Market Research- UK Tribes.

The desired audience for my music video will be Indie music followers, a group which tends to be aged from 16-30, consisting of both males and females. This is the idea as people at the age of 16 and on wards have the time, curiosity and intrigue to explore new ideas and styles. Meanwhile by the age of 30 many such people will have lost the time and interest in new things, as they are more likely to have eventually settled on their preferences and will therefore intend to stick to these. As a result when story-boarding, styling, filming and editing my video, this age range/audience will have to be at the forefront of my thinking, with each decision I take being consciously influenced by my audience.

Although the video is essentially a Music Video, the target audience will have interests that will sway how much they like or dislike the video. The biggest of these interests is fashion, having my artists looking good, current and appealing to my audience is half the job to the video being a success.Even if they like the song, a poor video could turn the audience against the artist. Any line of interest that can further make the video appeal to my target audience will be followed, in order to make my video a success with its intended audience. Therefore the style of the music video will be current and suited to its target audience, which I feel is vital with the short attention spans and often fickle nature of young people.

Meanwhile I wholly intend to make the video authentic and natural looking (by using a rural location), meaning the viewers can easily relate to it. This is because I believe a superficial and surreal video will not be liked by the audience, as they can make no great relation to it and will feel distanced from the artist. This is something I do not want to do, as the viewers are the people who can really make the video a success.

The following print screens are from a website called. UK Tribes . The website collates and groups people by their lifestyle choices, such as shopping and TV habits and was essential during my audience research. The print screens below are of the groups I best feel suit my Indie Genre and helped me most to produce accurate and detailed audience research.

Creatives

This tribe won’t be as attracted to my duo as other tribes will be, possibly because most of them tend to be over 20, taking out a good percentage of my target audience. However they are determined to produce original content, which is fresh, something I would like my artist to represent without a doubt. Additionally they are keen to work hard, an ethos my band reflects even when “living on a budget”.

Indie Scenesters

This group is impossible for me to ignore and has to be targeted, simply because they are “dedicated” to finding the newest music and will explore all avenues to get to it. This is essential with my artist being relatively unknown, so they will hope promote its Twitter and YouTube sites, raising my bands popularity. Moreover they aren’t as fickle as other tribes, they just want to find new music, enjoy it and then spread the word. Furthermore they want to champion new artists and not just follow a single genre. This is ideal for my duo, which could get lost in the Indie genre otherwise. Finally although fashion is not their main concern, they are certainly fitting my artist’s style, with skinny jeans, Converse and Vans on the menu.

Trendies

Trendies fit my target audience, but not as much as Indie Scenesters. Nonetheless they are certainly getting younger, something which correlates with the lowering age of Indie artists such as my own. Meanwhile they are keen to tap into what’s hot just before it strikes the mainstream, something that is expected by my artist as they are part of the Indie Genre. This is also typical of this young age group whose tastes change regularly and quickly. Finally although for trendies fashion is their first love, this is to be expected from the audience I am targeting because people of a young age (especially teenagers) tend to look at things aesthetically and materialistically before anything else. It is something I will have to bear in mind when styling my artist.

Animoto- Male Style Models

Try our video maker at Animoto.

Top Tips Analysis

An Art Directors role is all about making the location suit the music video, this can be a) dressing a location with various props and equipment or b)by doing a set build in a studio using carpenters to make the world you want in a white space. Essentially they are responsible for the overall look of a video. Sometimes sets created will look very realistic/authentic, but on other occasions e.g. SciFi themes it will look very unique.Communication is absolutely essential when working in a team, which is becoming more and more common, also when sourcing props you may have to look all over. It is easier to work on a song you enjoy as you will be more enthusiastic about it. Storyboarding is essential and picking the right cast, whether you know them or not, whilst rehearsal is essential.  


These people are responsible for aiding the Art Directors vision for the video, such as sourcing props, creating props from scratch and dressing stars to the required level of detail and authenticity. They often source latest fashions and textiles when using bands in music videos. However when dressing to create another era such as the 50's not only costumes, but hair and make up have to fall into this generation and look authentic. Always have Gaffa tape, safety pins and a sewing machine, control your budget, but enjoy shopping! Always be up for helping out and try to find people with the same attitude. Planning time carefully is very important and don't stretch yourself, whilst story-boarding is vital to making a good final product. Finally the best music videos are the simple ones.

 
Work on the movement side of the video, alongside the director looking at the treatment that is going to be used, analysing the storyboards created. They bring to life the directors vision with the stars to create a movement or choreography and then shoot the video. Movement direction when working with an artist is all about angles and creating certain shapes to tell a story, movement shows expression and emotion. If the artists movement looks wrong it has to be changed as everything must be about them. It is important to enhance peoples features or adapt them, such as hair (e.g. exstentions). Re-creating and adapting old ideas is a good thing to do- it worked once so why not again. Preparation is very important and having space is crucial, people need to be ready so the video looks fresh and smooth. Practise for dance routines is important so it can be seen from different angles and interpratations.



A director can be seen as an artist with a vision that has to be clear. An idea can come from the song on its own, or a previously thought out idea can be adapted or introduced to the song. Meanwhile it is often a good idea to find out more about the artist and where/when the track was created. That way these elements can be used in the video and it enhances the videos authenticity. Music videos are a good way to start in the film industry. Many things are possible but work to your strengths, whether this be individually or collectively.


These people head the camera and lighting department. They discuss ideas with the director and make decisions on which cameras/lenses to use and what lighting to compliment them. They work with the Gaffer who is in charge of the lighting department. Lighting plans are designed around the studio/idea/schedule. or how to power thing out on set- all within a budget. They're are always new challenges, but collaboration with others can solve these problems. When working with natural lighting it is all about timing, such as with the sun rising and setting. The more you shoot the more you can learn, even from the mistakes you make. Keep it simple and work around the song, don't try something to complicated- use the tools best suited to your idea.

Task 4, Jake Bugg Trouble Town

Task 4 Jake Bugg

TASK 3 Jake Bugg, Trouble Town

TASK 3 Jake Bugg, Trouble Town

Task 4, The Black Keys, Lonely Boy

Task 4 the Black Keys

TASK 3 The Black Keys, Lonely Boy

TASK 3 the Black Keys, Lonely Boy

Task 4 Outkast, Hey Ya

Task 4 Outkast, Hey Ya

Disjuncture Music Videos

Amplification Music Videos

Illustration Music Videos

Narrative/Performance Video Performance Video
Narrative Video.


Narrative Video.
Narrative/Performance Video

A2 Media Coursework Schedule

A2 Media Studies Schedule 2013-2014 Lutterworth College.docx

Album Covers Moodboards

Album Covers - Colour by smithytom10

Album Covers - sunglasses by smithytom10

Album Covers - Minimal by smithytom10

Album Covers - Black and White

CD Digipaks

Loud is the fifth studio album by Barbadian recording artist Rihanna, first released on November 12, 2010, by Def Jam Recordings

The use of the Digipak enables the image on the front of the case to be varied from the rest of the Digipak, such as having the larger image over 3 sections which is not only bigger but a different image. This gives the album a different dimension stylisticly and make the album more interesting than just a simple cover. It also means that the colour pallet and genre used can be continued further and greater enhanced upon the target audience, in order to create a strong impression.


With Teeth is the fourth studio album by American industrial rock act Nine Inch Nails, released on May 3, 2005, by Interscope Records.

I feel in this instance the Digipak has not been used as exstensively as with Rhianna's Loud album. Although the genre and dark mood is continued with the murky landscapde across the top three images and does emnhace the feeling, it doesn't offer much more. Only one image of the artist is featured so in terms of the artist not a great deal is offered to the audience. However the rock genre may suit this blurred image and distant feel, therefore although the actual digipak doesn't appeal to myself, fans of this particular genre are likely to enjoy the distant and mysterious mood created.


Tiger Suit is the third studio album by British singer-songwriter KT Tunstall which features more contemporary ingredients than her previous work.

This Digipak uses minimal colour to create a laid back feel, which is matched by the images used. Whilst the images also match the Digipaks colour pallet. The images are also varied offering more to the potential audiene in a visual sense. Also other colours are used, such as bright yellow to highlight the albums special features, as well as making it look like a sticker which fits the genre's 'do it yourself' style. A raimbow colour effect is used on the album title 'Tiger Suit' to give this prominence because of its importance as well as brightening up a plain cover. Finally the font used looks more hand written further suiting the genre and laid back feel the Digipak is trying to create.

3) Post production (editing footage etc)

This stage took the longest as prior experience of using the Final Cut Pro software was in short supply, as well as the fact that we had to rifle through all the videos shot to find the ones that were suitable for the final edit. In future it would be best to number the clips in order to speed up the editing process. Once all the clips were on the timeline we had to cut them to the appropriate size in order to match the actual video’s production. Once this had been done we imported the Trouble Town mp3 file and the went about syncing the music to that of the lips in our own video and making sure these also corresponded to the cuts within our own video. This stage took the most time, due to our inexperience using the software and the fiddly nature of syncing all the clips and music together, to create an accurate lip synched video. We matched the normal conventions of a music video as not doing this when trying to replicate a real video would have had disastrous consequences. I feel the video worked well and ran smoothly.