Blog task 2


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Blog Task Two Ben Norris

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Blog task 2

  1. 1. Blog Task 2: How Effective the Combination of My Main Product and Ancillary Texts Is . ‘ This Little Kitty’ by The Toy Hearts Ben Norris
  2. 2. The Toy Hearts This Little Kitty
  3. 3. My Pop Video <ul><li>We decided to try and make a pop video for an unusual song rather than a well known artist and a stereotypical genre. We were very lucky in being able to work with the band ‘The Toy Hearts’ on one of their own compositions. They sent us the song that they wanted us to make the video for and we started working on it. The bands image is vintage with a modern twist. This goes with their style of music which is south American folk and bluegrass. In our video we tried to link the lyrics (about a girl, who is running wild and care free) and the video together by using Keith Negus's conventions. We decided to use a constant 360 pan to match the fast tempo of the song. This brought character and life to the video and enhanced the bands image. In our digipack and magazine advert we used a similar layout to keep continuity. Our background we used was a vintage semi-wrecked piece of paper. On top of this we used pictures of a girl, a Coca-Cola sticker, an American flag and some playing cards. This was simple and effective and also kept in continuity with the video and the bands image. </li></ul>
  4. 4. Magazine Advert <ul><li>The magazine advert we created used the same layout as the digipack and the album cover. Displayed in our advert is: </li></ul><ul><li>The Band’s name </li></ul><ul><li>The layout containing the pictures of the vintage stickers </li></ul><ul><li>Tour Dates </li></ul><ul><li>Contact Details. </li></ul><ul><li>The purpose of the advert was to catch the eye of a reader. The design was meant to be simple but effective so that the reader would be able to remember the information and so that it caught his/her eye. </li></ul><ul><li>When we were working on our advert we got together and discussed what would be the best approach and how we would achieve that. Out concept was based on the idea that it needed to be simple but effective as well as portraying the bands image. </li></ul>
  5. 5. Establishing Star <ul><li>The digipack and magazine advert we created needs to grab the consumer and the target audience. This is vital for record sales and so it is crucial that a lot of thought is put into the design. </li></ul><ul><li>Our bands image needed to be put across in both our magazine advert and out digipack. This ‘image’ we put across is what establishes the star in the audiences mind. The way they portray themselves will hopefully have the biggest impact on the consumers depiction of them. Through synergy our ancillary texts and our pop video should establish the band and their image of being vintage with a modern twist. </li></ul>
  6. 6. Carlsson's Theory: Commercial Exhibitionists <ul><li>Carlsson explains that performers or pop stars are either/and commercial exhibitionists, televised bards and electronic shaman’s. An example of a commercial exhibitionist would be ‘Lady Gaga’. There music is only half of their image. They will promote themselves in different ways such as magazine shoots and perfume brands. This is so they keep within the public sphere and in the minds of the public. Lady Gaga will have a publicist and an agent working on her image to try and create as much income as possible. So a Commercial exhibitionist is someone who is more concerned with the money rather than their music. The Toy Hearts are not commercial exhibitionists as they are more music focused rather than money. They also don’t really have any commercial appeal as they are fairly old and would not been seen as sex icons. </li></ul>
  7. 7. Carlsson’s Theory: Televised Bards <ul><li>Carlsson explains televised bards as a story or a meaning within a song. This would be told through the lyrics of the song. The rapper Eminem is known for his clever lyrics which often tell a story. An example of one of his songs which demonstrates this would be ‘Stan’, of which he collaborates with Dido on. This song is a long running story of a fan writing letters to his favourite musician and him slowly going insane. </li></ul><ul><li>The song ‘This little Kitty’ contains more of a message rather than a story. The story/message within the lyrics is about a girl who is care free, reckless and not concerned with the consequences. </li></ul>
  8. 8. Carlsson’s Theory: Electronic Shaman <ul><li>Carlsson explains electronic shaman as the musician being a preacher of a message. This would normally be done by the lyrics. The message in ‘This Little Kitty’ is about a girl running round having fun and not caring about the consequences. The lyric ‘ This little Kitty always lands on her feet ’ shows the girls confidence and arrogance with always getting away with her actions. </li></ul><ul><li>There are songs that preach messages much more clearly about politics and the environment out there. These may contain the artists frustration and through the lyrics show how they feel. This maybe because they feel song is more powerful than speech. </li></ul>
  9. 9. Star and Brand Name <ul><li>According to Richard Dyer the term star refers to the semi-mythological set of meanings constructed around music performers in order to sell the performer to a large and loyal audience. A star in modern times can be an actor, musician and even a footballer. All starts share some key features in common. These are: A star is an image, not a real person, that is constructed out of a range of materials such as advertising and magazine interviews. Also stars are commodities produced and consumed on the strength of their meanings. Stars also depend upon a range of subsidiary media such as magazines, TV, radio and the internet in order to construct an image for themselves which can be marketed to their target audiences. The star image is made up of a range of meanings which are attractive to the target audiences. </li></ul>
  10. 10. Star and Brand Name <ul><li>Richard Dyer also explains common values of music stardom. These are youthfulness, rebellion, sexual magnetism, anti authoritarian attitude, originality, creativity, aggression, a disregard for social values relating to drugs, sex and polite behaviour, conspicuous consumption of sex, drugs and material goods and success against the odds. An example of someone who has come up with success against the odds is Eminem. </li></ul><ul><li>Our band do not show or display all of these common values. They are not youthful, they do not have sexual magnetism, they are not aggressive and they are not hugely successful. </li></ul><ul><li>They are however Rebellious and have an anti-authoritarian attitude as well as being original and talented at their instruments. </li></ul>
  11. 11. Star and Brand Name <ul><li>Richard Dyer also says that the star image is incoherent, that is incomplete and ‘open’. Dyer says that this is because it is based upon two key paradoxes. </li></ul>
  12. 12. Paradox 1 <ul><li>The star must be simultaneously ordinary and extraordinary for the consumer. For example when someone in the public looks up to their ‘hero’ then they want to be able to relate to them. For example having multiple things in common such as going to the cinema and enjoying a certain type of food. However they also want the star to be extraordinary. For example the star would be wearing clothes that are very expensive and would not be consumed by normal people. They might also travel by helicopter rather than by car or train. </li></ul><ul><li>The Toy Hearts are much to closer to being ordinary as their music appeals to a niche audience and so their profits will mainly come from playing gigs. </li></ul>
  13. 13. Paradox 2 <ul><li>The star must be simultaneously present and absent for the consumer. </li></ul><ul><li>In other words the star must be touchable and at the same time untouchable. </li></ul><ul><li>The Toy Hearts are unfortunately not stars so they will always feel touchable to their audience. This is probably because their music is aimed at a niche audience </li></ul>
  14. 14. Levi Strauss concept of Universal myths <ul><li>Levi Strauss says that myths are narratives which belong to cultures rather than individuals and which tend to be passed down generationally. </li></ul><ul><li>The origins of myth tend to be obscured by history </li></ul><ul><li>Levi Strauss saw myths as stemming from a human need to make sense of the world, solving our cultural and common dilemmas. He said that dilemmas of life are much the same the world over and myths offer answers to these dilemmas. He also said that myths are a kind of universal language as much same narratives, characters, resolution for much the same dilemmas the world over. </li></ul>
  15. 15. The Universal Myths <ul><li>People are similar, languages are similar </li></ul><ul><li>World Map </li></ul><ul><li>Similarities between different cultures </li></ul><ul><li>Working with our dilemmas through myth and not possibly the hard way in real life. </li></ul><ul><li>Examples: </li></ul><ul><li>Good vs Evil and good wins </li></ul><ul><li>Father Christmas and Robin Hood </li></ul>
  16. 16. Universal myths in ‘This Little Kitty’ <ul><li>The lyrics in this song are about a girl who is reckless and care free. </li></ul><ul><li>Our video does not really correlate with these myths. We tried to make our video interesting by having an orbiting camera and flexible realism. </li></ul>