The student proposes to create a promotional package for a rock album including a music video, DVD cover, and magazine advert. They will focus on interpreting the song "Goin' Down" by The Pretty Reckless in a punk rock style to emphasize the speed and energy. Their work will experiment with editing techniques to develop impact and drama. The target audience is mostly teenagers who can relate to the punk style represented.

1. Proposal As my advanced portfolio this year I have chosen to create a promotional package for the release of an album including: a rock music video, a cover for its release on DVD and a magazine advert. I am going to work on my own as I’ve got loads of ideas already and it gives me full creative control. The bands I’ve been looking at are Green Day, Metro Station and Kids in Glass Houses (all pictures used in this presentation show these bands). The sub- genres of rock music they belong to are: alternative rock/ punk rock/pop punk. The song I have chosen is ‘Goin’ down’’ by The Pretty Reckless. This song doesn’t have a music video yet so it gives me a freedom while interpreting it. I’m not influenced by existing image of the band; I want to make it my own. I will interpret this in a punk-rock style to emphasise the speed and energy in the track. The focus of my work will be to experiment with the editing techniques in both film and print texts – to develop the impact, the drama of the work and to make it look awesome! The lyrics of most of the rock songs wouldn’t be appropriate for small kids, that’s why I think the audience would be mostly teenagers . The text will appeal to both males and females, it will represent the „punk” style which a niche group of teens can relate to.

2. Research „ Music is composed and performed for many purposes, ranging from aesthetic pleasure, religious or ceremonial purposes, or as an entertainment product for the marketplace. ”

3. What is a music video? A music video is a short film or video that accompanies a complete piece of music/song. Music videos use a wide range of styles of film making techniques, including animation, live action filming, and non-narrative approaches such as abstract film. Some music videos blend different styles, such as animation and live action. Many music videos do not interpret images from the song's lyrics, making it less literal than expected. In 1894 when sheet music publishers still ran the music business, Edward B. Marks and Joe Stern hired electrician George Thomas and various performers to promote sales of their song. Thomas projected a series of still images on a screen simultaneously with live performances in what became a popular form of entertainment known as the illustrated song. It has been termed the first music video. However the music video as we know it came to being in the 1970s. In 1975 Queen released their „Bohemian Rhapsody” music video – which marked the beginning of video era. It’s also one of the first where advanced visual effects were used. In 1981, the U.S. video channel MTV launched, airing „ Video Killed the Radio Star ” and beginning an era of 24-hour-a-day music on television .

4. Conventions of music video The conventions of a music video vary depending on genre of music. However, some general conventions are: the artist is shown performing, the lyrics of the song influence what is shown in the video, the pace of editing fits the pace of the music, and the codes of dress reflect the mood of the song. A lot of different shots and camera movements are used to keep audience in excitement and to help them feel that, what the artist is feeling. ECUs and CUs are often used to show lips, guitar strings, eyes etc, to draw attention. Low angles are used to create a weak and hopeless image of the artist; high angles are used to illustrate artist’s power and dominance. Pans and tilts are used to move from one performer to another.

5. Mise-en-scene Mise-en-scene is a key factor when it comes to the video: props location costumes (very important to the youth culture groups who are music fans) have to fit with the narrative and also the genre of the music. Important are also: camera movements angles lighting ( which usually fits in the mood )

6. Genre - Rock

7. Rock Rock music developed in the1960s from 1950s rock and roll, rockabilly, blues, and country music. The sound of rock often revolves around the electric or acoustic guitar, and it uses a strong back beat laid down by a rhythm section of electric bass guitar, drums and keyboard instruments such as: organ, piano, analog and digital synthesizers (since the1970s) and computers since the 1990s. Along with these, saxophone and blues style harmonica are used as soloing instruments. In the late1960s and early 1970s, rock music branched out into different subgenres, ranging from blues rock and jazz-rock fusion to heavy metal and punk rock, as well as the more classical influenced genre of progressive rock and several types of experimental rock genres.

8. Conventions of rock music video. The most obvious convention of a rock video is that they tend to be both narrative and performance based. The narrative sometimes shows a romance between the lead singer and a girl/boy, action based or even some form of current affair. The performance tends to be the band with the audience , or just themselves playing to the camera. Sometimes they are filmed live, but sometimes it’s constructed just for the video. Another main aspect of conventions would be the band logo. Sometimes it’s shown in the music video for only few seconds but audience and fans can recognise it quickly. In early rock and the 1960s, bands made many promo films for instance, The Beatles made a 'Hard Day's Night'. Many bands from other genres also made feature films, such as Cliff Richards 'Summer holiday'.

9. Props which are commonly used in rock music video include stereotypical things which are connected to the r ock genre such as the electric and base guitars, drums and microphone. The setting of most of the rock music videos is club or large stage – where band is performing ‘live’. Other settings for the story have to fit the lyrics. Mise-en-scene in Rock

10. Digipak Digipak is the exceptional alternative to standard jewel box packaging and is a patented style of CD or DVD packaging. Digipak- style cases grew in popularity among record labels and recording artists in early 2000s.

11. Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding CD or DVD attached to the inside – which allows great graphic display. In addition, the panels can be increased from 4 to 6, 8 and more.

12. Magazine adverts Advertising is a form of communication intended to persuade an audience to purchase the product. History: Egyptians used papyrus to make sales messages and wall posters. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form.

13. Analysis 1.Rock Music Video 2. Digipak 3. Magazine Advert

14. 1. Music video : Green Day – 21st Century Breakdown Editing: animations together with live action footage- to keep audience in excitement/ do n’ t bore them . American flag is used to show that they are singing about life in America. „ Photoshopped images” : kept in black/ white/ grey mode- to make it look more dramatic, only the fire is red/orange to make it look dangerous; hearts are red- connotes romance. Members of band: tattoos, dark makeup, black spiky hair, dark clothes, skinny jeans, probably converse shoes (typical for rock outfit) + band logo on drums– which are iconic for the youth culture. Narrative and performance based: band is shown while playing and singing, others are illustrating it. Few of the sentences is written on the wall- exaggerates the importance of these words. Not stereotypical representation of female – girl repaired the car while boy couldn’t + it leads to kiss and having a baby: showing that love comes from small things. Loads of „cool” transitions is used. Sign of „dollars” is used a lot – connoting America and that everything in 21st century is about money.

15. Scenes are set in random places – to fit the narrative . Use of graphic match – makes it look even more interesting . Fast camera movements – to fit the music . Fast pace/ fast cuts - to keep in action . Controversial scene – 2 men (probably presidents/ ministers) kissing each other after argument; music slows down having a romantic note + pink heart appears behind them to implies this romance. Red roses connotes romance between teens / men . Lots of close-ups is used to show vocalist’s face, eyes –emotions. Long shots are used to show band together with instruments: guitars and drums, illustrate the genre. Last scene is like „back to reality” (real colours etc)– after all that animation it shows us that they were singing about real life/problems It’s set on the roof while sundown- implies the end of the day. Music slows down also connoting the end of the day and the song. He sings about „American dream” and it’s just after the scene with two kissing men – we can assume it’s an American dream to be in peace with others/other countries etc. After all – fading down to black – the end

16. Intertextuality in this music video Someone throws a baby down to the power station’s chimney where it burns – I think we can say it’s an historical reference/ intertextuality (in ancient Sparta they have thrown babies down the cliff if these weren’t strong enough)- and that’s been used in movies such as „300” - when Spartan kicked other king into a hole, because he wanted to show his power .

17. Banksy - British graffiti artist whose identity is still unknown . His artworks are often satirical pieces of art on topics such as politics, culture, and ethics : whole video is made in „his style” (walls with graffiti/ texts etc)

18. Horror films: a hand coming out of the grave is a motive often used in horror movies, for example „The night of the living dead”. It’s also a motive often used by Stephen Kings- many horror movies are adaptations of his books (for example „ Carrie ”) Clockwork Orange” – tells a story of Alex: young, violent but from good family. (Billie from Green Day sings „I was raised in hell. A welfare child where the teamsters dwelled” –matches perfectly)

19. 2. Digipak Paramore lead singer said : ‘’I found the butterfly in my moms driveway a while ago... dead and completely in tact. After writing the lyrics for "brick..." with the one line that says "the angles were all wrong, now she's ripping wings off of butterflies"... the image we chose for this song was the butterfly I'd found. Only we cut its wings off and pinned the butterfly with all its separate pieces in order on the fence in my backyard. In hindsight, to me, it represents the fact that broken pieces... individual pieces can still make one big picture. Doesn't matter if they all have their own purpose as long as they stand together. ‘’ Symbolism of the butterfly: *as the butterfly starts its life as a caterpillar and goes through a lot of changes before becoming a butterfly, it is a symbol of change/ metamorphosis/ transformation: the band was arguing for a long time, so I think the butterfly is a good image to represent their new live. *many people believe that as the butterfly freely soars in the sky, it signifies freedom and independence. *as a butterfly itself is very delicate, it also symbolizes fragility of life and impermanence. *as the butterfly goes from flower to flower for collecting food, it also becomes a symbol of instability on earth.

20. Inside the digipak we find a booklet with lyrics to all the songs. Wiliams herself says that they wanted no misunderstanding while listening to their music. Every page of the booklet is designed for other song, and the image which is used fits in with the lyrics. All these pictures was taken in Wiliams’ house- and that makes it very personal. Lots of colours is used in regard to the mood in the song. For example the song ‘where the lines overlap’ tells a story of a happy couple: pastel pink, blue and green are happy colours. Also the images are really artistic close-ups . Colours are strong and all that implies the genre which is rock.

21. On the actual CD the motive of butterfly repeats . The inside and the back, both fits into rock genre of music. Black/white mode used to make it look sad – and then the butterfly which means new life. In dreams, the mirror is a symbol of vanity and self knowledge. Seeing a large mirror foretells fame or success.

22. 3. Magazine advert Page was influenced and inspired by grunge and rock artists such as Nirvana and Queens of The Stone Age: I think that’s why magazine advert is kept in grey/black/white mode giving us that ‘’rockish’’ impression. She is also holding a guitar which implies the Pop -rock style of music she plays. The background is white to make her stand out as her body and features are dark. Fonts are rather simple and white to contrast a dark body. Mid-shot is used to make it personal, as she seems closer to us. Lighting is dark to show the rock side of her. The clothes she’s wearing are not important, because they don’t define her as a artist. Her messy hair style and dark make-up also connotes that she is a pop-rock artist, as it is a stereotypical rock chick look. The name of the artist is the biggest text and is set just at the centre.; connoting importance. The name of the album , date of release and other texts are getting smaller and smaller; making her name stand out.

23. Sources http://02sawtrymusicvideo09.blogspot.com/ http://en.wikipedia.org/wiki/Main_Page http://images.google.pl http://www.Essortment.com http://www.buzzle.com/articles/butterfly-tattoos-meaning.html http://breesays.buzznet.com/user/journal/4274131/paramore-talk-about-butterfly/