2. Branding and the Band Image The first step of our project was research. This meant that we had to research bands similar to ours, what type of record label our band would be on, what our target audience would be, and how we would present the band. We started by looking at bands such as Foo Fighters and Alexisonfire, who have a similar image to our band, with the more rough “jeans and t-shirts” look. The similarities of our band’s image and these band’s images are very close. We looked at branding in order to look at the categorization of bands. This would be the typical band image with relation to their typical genre. For example, a casually dressed band of males with long hair is usually a rock band.

3. Target Audience... As part of our research, we looked at what our target audience would be in order to plan our project to relate to them. We decided that a target audience of 16 – 21 is most likely the age group that would be most interested in the type of Rock band that ours is. The way that we found this was by looking at what age group appeared at concerts of bands similar to ours, such as the bands discussed before. Through this research, it gave use the idea of a more serious approach to making our music video, based mostly around the music and performance. From this, we decided to make a performance video.

4. Music For our music that we used in the video, we used our own song that me and Roxanne both performed in and produced using a recording studio. As it is our band in the music video, we decided to use our own music, which meant that we had to produce a song to use for the music video. We used Logic Pro Studio 8 software on an Apple Mac Pro. We wanted to keep our coursework as original as possible and we wanted to make it realistic.

5. Our Music Video... Our music video starts with the title, which types across the screen. When the video starts, it starts in black and white, showing equipment being set up in a music studio, from when we recorded our song, and also preparing for the performance for the video. We used the greyscale effect in order to show the ‘behind the scenes’ part to the video. The song starts with an extreme close up of the kick pedal of the drum kit in order to emphasise the beat of the song. We then use an establishing shot in order to set the location of performance and to introduce the band. Our video challenges the usual media approach to music videos as ours is solely about the band, with no story to it.

6. Music Video Continued... We used a create selection of different shots in order to show the performance in a closer perspective. We used close ups, extreme close ups, and many, many more. This included shots of the drum kit, the bass guitar, and the electric guitar. These are in order to emphasize the performance in a more ‘up-close’ way. (E.g. Bass Guitar being played – strings, Mid shot of drummer playing) We decided to make the video as ‘raw’ as possible, in order to show a more music-based approach, and to represent a band that would not be on a major record label, but on an independent label.

7. Continued... Many shots are used through out, such as mid shots, mid-long shots, and close ups. We decided to have a variety of shots to make the performance-based video interesting, and not boring. Throughout, there are greyscale shots of vocals being sung in the recording studio, which is used as a documentary-like way to show the recording of the song, and the different ways that bands are represented, rather than the typical gig representation. Documentary style shots are also used at the beginning of the video which features shots from a music recording studio, and also the band getting ready for the performance.

8. More... Mid long shots/establishing shots are essential to the video in order to show the band as full. This is used in order to show that the music is by the band, for the audience, and that performance is important. From both left and right, we captured footage in order to show variation, and to make the shots of the full band much more diverse. These are used throughout, in order to bring the band together, as opposed to the various shots of band members and their instruments. It is obvious by the appearance of the band that the image of the band is a ‘grungy’ look.

10. Digipak As part of our project, we had to create a Digipak CD cover design of four sides. As part of our planned, we looked at CD album art of many rock bands. For our CD front cover, we included the band name, ‘ Undershot ’, and the album name, ‘ This City Is Going Up In Smoke …’, along with the artwork. For the whole Digipak, we stuck to the typical conventions of a rock band album. We did this by using black, white and red colouring. Many bands such as Green Day and The Blackout and good example of rock album covers...

11. Examples of Album Covers... The Blackout ’s EP, entitled ‘ The Blackout! The Blackout! The Blackout!’ uses few colours, which is typical of a rock album. Foo Fighters also carry this trait with their album ‘One By One ’. As we wanted the band to be presented as a typical rock band, such as Nirvana or Foo Fighters, it meant that the band had to have a message to say, through their music and image. This message was that it is ‘about the music’. This meant that the Digipak had to be designs that either had a concept about them, such as the name of the CD, or have images of performance

12. For our other ancillary task, we had to design a poster for the band’s CD. We designed a poster that would most likely be in a magazine such as Kerrang! Magazine as many bands have similar advertisements on a weekly basis, usually on the back cover of the magazine, or inside. We used the same colouring as the Digipak, with colours of the band’s image, as well as the front cover of the CD shown in full. An example of a poster that appeared on the back of Kerrang! Magazine is the advertisement for AFI’s latest album, ‘Crash’. It shares the similar conventions of our poster. These consist of eye-catching design/logo, and the short, brief information that is quick and easy to read

14. Conclusion In conclusion, I believe that our music video, Digipak and poster are effective as they have the typical conventions of a rock band. The music is original and our own which makes the project creative. Although I believe there could have been a few improvements, such as the location and the lack of story, I think that the video was well presented. It ticked every box that we intended it to. What made our product original and different from all other projects in our class was our music that we used. It kept our product as ‘organic’ as possible, making it our own. Using Adobe Photoshop, Final Cut Express and Logic Pro Studio 8, we put effort into our video, which is shown through all of our tasks. I think that both I and Roxanne worked well together as a group and made an effective and interesting portfolio. View the video here: www.youtube.com/watch?v=zz9rhSmXixM

15. By Joseph Beard Evaluation