AIMS AND OBJECTIVES OF MUSIC VIDEOS.• To promote an artist’s song/album. By reaching out to certain audiences by including actors and conventions that appeal to the audience for example in Eminem’s video – ‘Love The Way You Lie’ famous actress Megan Fox features throughout as she may draw in certain audiences as people are interested in her films. http://www.youtube.com/watch?v=uelHwf8o7_U• Allowing people to gain recognition of the artist.• Representation of the target audience through the use of gender, ethnicity, age and social class in music videos enables viewers to become attracted to the video as in some ways the audience and band/actors may have something in common.• Product placement in order to make a greater profit out of the video and giving different companies credit as well as aiming towards their target audience by researching what the viewers purchase or may be interested in purchasing. In All Time Low’s video for ‘I Feel Like Dancing’ the band focus on mocking typical conventions of music videos and cover what other artists do to draw in their audience.http://www.youtube.com/watch?v=MTJkE8Ki3Gg• Music videos also aim to pursue messages it maynot have anything to do with the song however producersmay have placed it in the video to get their political, socialand cultural views across.• Some music videos also involve synergy by including clips from a certain film that the• song may feature in, this enables the artist and the film to receive a greater audience. http ://www.youtube.com/watch?v=tNJqTVnZsCU
VIDEO 1: THE BUCKET - KINGS OF LEON http://www.youtube.com/watch?v=kWaFVvVoj4oThe Bucket – Kings of Leon was released in 2004 as anIndie Rock song and features on the album Aha ShakeHeartbreak. By looking deeply into this video it will beclear to see what is a necessity in a music video of thisgenre.As the genre of this song is indie rock, typical conventionsare included in the video to portray the song’s strongmessage for example shots of the band playing and shotsare various instruments associated with the genre. Thesong is based around certain members of the band dealingwith fame at a young age as the band became very wellknown when members of the band were only 17 years ofage.
CAMERA WORK + EDITING.The video begins with a mid-shot of many record players and thentransitions into a close-up shot of a video beginning to get projected ona screen informing the viewer that the song is about to start through thediegetic sound that had been added of the tape going round. The videothen alternates between various close-up shots of the band throughoutthe video and showing shots displaying the setting of the video forexample different parts of the room looking as though it is a recordingstudio. The video continues with various shots of the band playing. Thevideo ends with a shot of a microphone standing on its own suggestingto the viewer that the song has finished. This video has a linear narrativeas well as being a single strand video which focuses solely on the bandperforming.The song is based around certain members of the band dealing fame ata young age and this is displayed in the video by fast paced shots and alot of movement which has been edited to the beat to give the video amuch stronger drive. There is use of lip syncing in this video whichdraws in the viewer as it looks as though the artist is singing to theaudience. This non-fiction video involves several camera movements andshots such as tracking shots in order to display the whole band andextreme close ups which emphasizes emotion and certain objects andactions this causes the video to catch the viewer’s eye much more easily.
MISE-EN-SCENE + LIGHTING.The costume that the band are wearing stays very closely tothe rock genre and is conventional for the song as it may bewhat the target audience expects the band to wear. As well asthis the clothes that the band are wearing may be the sort ofstyle of clothing that the target audience may wear causingthe audience to feel as though they have something incommon with the band and making them feel relaxed whenwatching the video.The video is set in a small studio type setting rather than alarge and crowded setting, I feel that the reason for thisdecision of setting is so that the viewer feels at one with theband and it looks as though the band are playing only tothem.High key lighting is used throughout the video in order togive a positive bright look on the video as well as casting theviewer’s attention much more successfully.
VIDEO 2: ONE NIGHT ONLY – SAY YOU DON’T WANT IT.http://www.youtube.com/watch?v=wF1WzzrLmp k"Say You Dont Want It" is a song by English indierock band One Night Only released on the band’ssecond album. The single was released in august2010 and was available as both a digital downloadand physical single.The music video for this single was filmed in NewYork and directed by James Lees. The music videofeatures Harry Potter actress Emma Watson whichgave the single and music video a lot morepublicity and drew in a much wider audiencecausing more people to purchase the song. Thisvideo has a linear narrative and involves a doublestrand storyline as it features both the artistperforming and a storyline taking place as well.
CAMERA WORK AND EDITING IN THE VIDEO.The video begins with fast paced shots of different locations in New York,displaying close ups and mid-close-ups of various objects for example, shoeshanging from an electric cord as well as people walking and carrying out theireveryday lives. The video then transitions into a close-up shot of the lead singerof the band beginning to sing the song on a roof of a building suggesting thatthey are looking out at people carrying out their everyday lives. The video thencontinues with fast paced transitions of shots of people carrying out theireveryday lives. There is then a long shot of graffiti stating ‘I still love her’ thismay be an introduction of a message that continues later on in the video. Thereare then some more shots of the city which continue to set the scene for thevideo. There is then some fast paced shots of the band playing and an extremeclose-up on a band member playing a keyboard. There is then a long shot ofEmma Watson which introduces the character to the video, following this thereis then a tilt shot following the band members and displaying the idea of themcoming down from the roof of the building where they were performing at firstand finding them walking down a street. The video then returns to a similarlong shot of Emma Watson looking as though she is looking out for someone.The video then returns to the band members walking in a different location andthen this shot quickly transitions into mid-close-ups of the band performing onthe roof of the building where they had been performing previously in thevideo. Following this, there is then a tracking shot of the band members walkingdown a street , one of the members disappears into a shop and then shortlycomes back out. This shot quickly changes into an over-the-shoulder-shot ofEmma Watson looking towards the band members. There is then a quick mid-close-up of the lead singer of the band and then on to Emma Watson in order
The lead singer then crosses the road to see Emma Watsonhowever the facial expressions that Emma is portraying looks asthough she does not wish to see him and tries to get awayhowever, from this moment the lead singer of the band begins tofollow Emma Watson. There is then a sharp cutaway from themain objects which displays more of the city. This is where theaudience begins to believe that these two characters may have hada previous relationship and the lead singer still has feelings forher. As reluctant as Emma was at first to have dealings with thesinger, she then begins to become a lot more comfortable withhim and begins to follow him around as well. There is thenanother tilt shot suggesting that the sun has gone down as thecouple are now wondering round the city at night. The couplethen come across the singer’s band members and it seems asthough Emma Watson feels uncomfortable as she is standingquite a distance away from the others although, she is thenreassured by the singer as he calls her over and puts his armround her as they walk away. The video concludes with variousshots of the band playing and the couple walking around the city.As the couple go to kiss one another a car then pulls up into shotand a woman runs out and collects a dog that was. The video endswith a dog looking back at another dog sat on a pavementwatching the dog in the car drive away.
MISE-EN-SCENE & LIGHTING.The mise-en-scene in the video very much sets the scene forthe target audience as the video is set in a very working classarea of New York. The costume in which the cast of the videoare wearing is very much what the target audience would wearespecially those that have a great interest in the Indie genre.The use of the youthful cast also reaches out a lot moresuccessfully as I had found from the questionnaire I carriedout that the majority of the indie rock genre is listened to byyounger audiences between 16 and 25. There is a mixture of both high and low key lighting in thisvideo as the majority of the video is telling a love story of thesinger and the female. When the band are performing incertain shots there is high key lighting being used although,when Emma Watson does not look impressed at seeing thesinger, low key lighting is being used in order to change theatmosphere and create a visible mood in the video.
SUMMARY OF MUSIC VIDEOSBy looking at these two music videos, I have discovered that I feel that amusic video is a lot more successful when it includes both a storyline andvarious shots of the band performing and I will try to take this intoconsideration when planning the music video that I will be creating. I havealso established that involving a cast that are of a similar age to the targetaudience and putting them into the role of living the kind of lifestyle thetarget audience may be living allows the audience to connect with the songmuch more. For example, in a similar sort of area that the audience may visitor live in as well as wearing a similar style of clothes that the target audiencewould wear.From looking deeply into different music videos I also believe that fast pacedshots work very well in the style of music video I will be creating as it willkeep the viewers attention a lot more easily. I will try to interpret this into themusic video I will be creating.
AIMS AND OBJECTIVES OF ALBUM COVERS AND ADVERTISEMENTS.Album covers are very significant to bands and artists as this is what makes theirmusic recognizable and gives their band a particular image. Not only does it makethe artist unique but allows the audience and listeners to know what they’re lookingfor on the shelf when purchasing the album. Inserts inside the album also contributetowards publicizing and promoting the music as there may be information onupcoming tours and singles the band will be releasing as well as the audience feelingat one with the artist as they gain an insight into the making of the album and theartist’s everyday life. The album artwork and image are created in order to reflect thegenre of music and to draw in a specific audience.Album advertisements cause people to gain knowledge of newly released album aswell as persuading them to purchase the album. Many advertisements also involve adirection of where to purchase the album meaning that the credited store will gainmore profit.
‘THE KOOKS – KONK’ ALBUM COVER.The Kooks fall into the indie genre and most bands reflect the genre ofmusic they produce through their album artwork and posters as whenthe CD is on shelves people who are fans of the specific genre are ableto pick it up by basing the album cover on conventional features. TheKooks have been able to reflect their genre with this album coverthrough colour use, font type and image. The main aspect of this albumcover is the image as this is quite spread out across the cover. As well asthis the image on the cover sticks to the typical conventions of albumcovers as the album’s image on the front is of the band who arerelatively mainstream following the likes of artists such as Rihanna asthese type of artists regularly bring out albums and will also want theirfaces on the front of covers to bring in a larger audience as they’refeatured on TV a lot as their music videos are shown on TV so peoplewho don’t know the name of these artists can just find their face onalbum covers and purchase the album through TV recognition. Thenaturalistic style of the image also allows the album cover to be easy onthe eye causing the consumer to feel more relaxed when observing atthe album. The colours blue and black are featured on the cover, thesecolours can be associated with indie music due to the colours beingconnected with electricity and strobe lights, therefore The Kooks haveused these colours on the front of their album in order to give theiraudience a greater idea of what their music’s. Although the colours areused to a great extent in order to maintain a sophisticated look.
The band members featured on the cover of the album are styled in stereotypicalindie rock clothing in order to attract the target audience to the album asresearchers may have looked into what sort of clothing the audience wear anddressed the band the same in order to create a link between the artist and consumer.The lettering of the album is very clear, bold andrelatively informal as it is a sans serif block capital font.The font used for the album name is also cleverly done as it is made out of light as though it is a sign for a bar orNightclub although the typeface isn’t as in your face as it could be due to the band members being featured on thefront cover.This is a recognizable font type as their fans will be able to spot it on the shelf asthey will be familiar with the font style being included on previous album covers andother aspects promoting the band with this house style on. The name of the albumis also made from a sans serif font.
‘COLDPLAY – MYLO XYLOTO’ ALBUM COVER.The genre of this Coldplay album is indie and was released in 2011named Mylo Xyloto. At first glance the first thing you notice aboutthis album cover is the very colourful front to the album, which isincluded in order to catch the audiences eye when the target audiencewalk into a shop, Coldplay want their eyes to go straight to theiralbum cover. This album cover involves no photos however maintainsthe indie look by including various other conventions to draw in theviewer. As well as this Coldplay may feel as though they do not needto include an image of themselves due to past success as a popularindie rock group, Coldplay have been very successful in the past withmany album releases and none of their 4 albums include photos ofthem on however have all managed to reach number 1. Meaning thatColdplay would not need a visual indicator on their album cover to telltheir audience who they are. The album cover doesn’t even include theband name, suggesting that the album may have had a lot of mediascoverage and publicity so the target audience will understand who theartist of the album are. The album is advertised on TV, train stationbill boards and as pop ups on the internet, therefore people arealready aware of the album cover before its release. The album name‘Mylo Xyloto’ has no meaning according to the band however Ibelieve that this is an open interpretation technique that another bandhave used as album covers are mainly about opinion and being able tofind a deeper meaning within.
SUMMARY OF ALBUM COVERS.By looking at various album covers I would definitelylike to interpret the style of Coldplay’s album cover inthe digi-pak I will be creating due to the hand drawnstyle of the album cover. I also believe that the brightcolours included on the front cover are very importantin order to draw in the target audience. The font styleis also incredibly important on album covers as peopleneed to be able to read the text from a far as well asrecognize the artist. I would very much like to interpretthe futuristic look of the album covers by involvingbight colours and futuristic, informal font.
‘ELLIE GOULDING – LIGHTS’ MAGAZINE ADVERTISEMENT.The image chosen to be on the advertisement is of Ellie Goulding who is a indie popartist the reason in which they used an image of Ellie Goulding herself is to promote heralbum and make people familiar with her as well as a similar image features on the albumcover. She has not been featured with a lot of makeup in order to display a natural look.The advertisement has been designed to look visually cluttered meaning that the page isbusy as there is no free space on the advertisement even if a lot of the page is taken up bythe gold glitter effect on the page which causes the viewer to look twice at theadvertisement as the effect is not used very often. As well as this the advertisement linksin very well with the album’s title as the album is called lights suggesting that the theglitter effect on the advertisement are representing lights. Goffman (1979) suggests thatwomen have learned to see themselves as being ‘looked at’ meaning that in thisadvertisement Ellie Goulding has to represent herself the correct way in order to attractthe target audience linking to this theory is the Male Gaze theory Mulvey (1975) thistheory suggests that people look at advertisements different for example for pleasure aswell as how men look at images of women and how women view women. People maylook at this advertisement and look up to the artist as a role model as Ellie Goulding islooking very natural. The image to text ratio on this advertisement is very noticeable asthe image takes up the majority of the page and there is very little text suggesting that thetarget audience are more likely to be persuaded by the image. However, the text that isincluded on the advertisement is relatively persuasive as it involves ratings and commentsfrom well known music magazines such as The Fly.
‘NOAH AND THE WHALE – THE FIRST DAYS OF SPRING’ MAGAZINE ADVERTISEMENT.This album advertisement is for Indie band Noah and The Whalewho feature in the image on the advertisement. The colour blue isthe main colour used in the advertisement to suggest a calm andrelaxing look to the advert. The colour is also connoted with theflow of communication suggesting that the advertisement is tryingto cause people to get talking about the album in order to persuademore people to purchase the album and widen the audience. Thetext on the advertisement is formal due to the serif style that hasbeen used. The image on the advertisement involves high keylighting in order to portray a positive message. There is very littletext on the advertisement as the main feature on the advert is theimage. Although the text that is included on the advert is verypersuasive and tells the reader exactly what they need to know.There is also a website address featured on the bottom of theadvertisement suggesting that the reader should find out moreabout the album on the website and if the reader wishes to find outmore they have a choice to do so.
SUMMARY OF MAGAZINE ADVERTISEMENTS.From looking at the advertisements I havediscovered the successful conventions that causepeople to purchase the album. For example, Ibelieve that advertisements work best when thereis an image of the artist so people can recognizethe artist easily and fans of the artist will bedrawn to the the advert. As well as this I havefound that advertisements work best when thereis minimal text so the main focus is on the imageas people will be able to understand what theadvertisement is for before reading the text.