Feedback 25.11.09

Tom and Paul, yu have done some good work here. You need to try to use egs to illustrate how the conventions work etc. Please see comments for each post.  Use the checklist to ensure you complete all your research by tuesday's lesson. You need to add Ruby's name to the blog and Ruby, you need to contribute equally to this project in order to get any marks for it. So far, Tom & Paul you have done all the work. Don't forget to conduct some primary research into the target audience as well as secondary research. Analyse some videos - their use of genre conventions etc. You need to be working on this daily on an individual basis. Ensure you liase with eachother and share tasks equally.

Mrs A

History of music video

Since music and moving images go together the French created a Scopitone the french version of a jukebox which was the first form of music video.
The industry changed when films were made for the band. The history o the modern music video has its rots in the early 1960's with the Beetles first major motion picture, 'A hard Day's Night'. This 1964 Beetles movie included musical segments that resemble todays' music videos. That same year, the band began filming short promotional films for their songs which were then aired on television variety shows. By the time the band stopped touring in 1966, they used the promotional films to tour for them. Soon it was a common place for artists to do this, and bands like The Byrds and the Beach Boys were also filming promotional films. The first music videos of the modern ere were produced by ex- Monkee Michael Nesmith who started making the short musical films for 'Staurday Night Live' in 1979. In 1981, he released 'Elephant Parts',  the first video album and the first winner of a Grammy for music video. a further experiment on NBC television called 'Television Parts' was not successful due to network meddling. New and exciting ways to film a song's story or essence quickly developed so that music starts would stand out. A videos Originality could lead directly to the popularity of a song, but the song always took precedence.

Genre

The genre of our music video follows a narrative story line and is an alternative style which will create a 'weirdness feel' to the video. The images will be created with fast paced editing and the strobe lighting will make some of the clips distorted.

The music genre we have chosen is Drum and Bass which will also be fast paced which will control the speed of the editing.  The genre of the music video is a hybrid because we are thinking of combining the drum and bass narrative with an indie story line as well. This is to widen the range of our target audience.


Conventions of Music Video (Andrew Goodwin's Six Points)

• Genre characteristics
• Visuals/lyrics
• Visuals/music
• Need to sell artist
• Intertextuality
• Voyeurism

Conventions of Music Video/Promos (Goodwin)

• There is a relationship between the lyrics and the visuals
  
• There is a relationship between the music and the visuals
• Particular music genres may have their own music video style and iconography
• There is a demand on the part of the record company for lots of close ups of the main artist/vocalist.
• The artist may develop their own star iconography
• There is likely to be reference to voyeurism
• There are likely to be intertextual references

The video Below shows the genre of video we are aiming for:

By Tom Gudgeon

Branding

A brand is not a product, a brand is the make of a product e.g Heinz is a brand of tomato ketchup.
brands occur because of mass production and more popular brands make the most money because they have more power than lower brands, they control the market and each brand gives a different personality than the other, therefore people will like one brand than the other e.g coca cola and pepsi.
A brand can also refer to a whole line of products to widen the target audience e.g Heinz make ketchup,
salad cream, mayonnaise and many more.

"advertising any given product is only one part of branding's grand plan" (Naomi Klein, No logos)


Branding creates an image that people link to a product, image and message which will make the consumer buy them again and again.

"mudvalley.com" say there are eight elements to create a brand:

• Brand essence- Brand meaning
• Brand slogan- catchphrase 
• Brand personality- makes it easier to relate to
• Brand values- stand for/against?
• Brand appearance- look like?
• Brand heritage- traditions?
• Emotional benefits- feelings does it offer consumers?
• Hard benefits- is it cheaper, better etc.

Advertising the logo of the brand repeats the same message to the audience and this makes the logo popular and people can relate to it and know what the brand is.

This is important to the music industry because there are so many bands and people have so many different tastes of music. The band is the brand in this industry and making album covers and music videos promotes the band.

By Paul Oxton

Brief

Our group consists of Thomas Gudgeon, Paul Oxton and Ruby Chaudhry. Our intended product will be a music video that will be a narrative story line and performance genre, our target audience will be aimed at 16 - 25 year olds.
The music genre will be indie/rock or drum and bass. Our music video has been influenced by many artists such as  'The Prodigy' and other various Electronica bands as well as some indie artists. Our music video will consist of fast editing, flickering lighting and the mise en scene will be an alternative style which will add to the 'weirdness' feel.

 By Tom Gudgeon