Friday, 4 February 2011
Initial ideas/proposal - Julio
Focusing on our findings of forms and conventions of music videos and dubstep music, I feel my idea should explore around the idea of selling and promoting the artist, therefore trying to develop an iconography for the artist. This can be created by having many close-up shots of the artist’s face and body parts to enforce sexual allure. From our interview research we found that a number of people said that when they hear ‘dubstep’, ideas of rave culture, streets and grime come into their mind. Therefore, I feel the artist’s performance should be done in the dark streets in central London, perhaps outside a club scene where there is still interesting colour and lighting as this enforces the rave culture and grime. Our target audience research showed the majority of our sample preferred a music video with external locations. Therefore, we should have many establishing shots of iconic London locations, for example, the London Eye, the O2 arena. However it is important to still keep the grimey/urban element of what people expect, so for example, shots of council estate or just typical urban themes like trains. Dubstep seems to be a genre that mostly interest males, therefore we can use themes that will attract their attention. However, as the vocals are by a female, we can use this opportunity to attract a female audience. This could be achieved by creating perhaps a romance theme or a situation that they can relate to or find interesting, for example, the intro being of the female preparing herself for a night out. I feel it is very important to emphasise the importance of colour as it a key element of the rave culture and also create a much livelier and interesting atmosphere.
Research Findings
Research Findings Through the various reseach we had collected, we have found the following; The type of music videos the general public tend to prefer is visual art, The second most popular choice was a narrative based video. This lays the foundation for what I have to design to make a music video that the general public would like. Another factor for me to consider is that our results also showed that, the location of the video does not matter that much to the viewer. This could indicate maybe of the majority of the population finds artistic visuals a more of a deciding factor to engage the viewers. For my music video I’m thinking of including a realist, non linier narrative. This is because relationships are a real life event that occurs in everyone’s life which makes it real. The non linier narrative allows the viewer to see what happened in the past and how it’s affecting the couple in the future. http://http://en.wikipedia.org/wiki/Visual_arts http://http://www.esfmedia.com/page/Narrative+theory
Final Idea
Through gathering various research and information from our chosen music genre, we found that that people most enjoy aspects of exterior locations and rave scenes when imagining a Dubstep music video. We discovered that our target audience found narratives, concept and visual art most appealing and worth watching because they were interested in fresh, innovative ideas. Instead of sticking to the typical genre codes and conventions of being ‘normal’ and ‘mainstream correct’ music video, we decided to take on fairly strong themes towards this Dubstep music video. Our group has chosen to take certain aspects from each person’s proposal and use them to develop a video that centres around the theme of Janay’s proposal about the young girl battling a drug addiction.
The video will start off with low angle shots, showing a girl in her late teens/early 20s whose name is brooke, coming in from a night out, she enters her bedroom (a posh hotel room) looking rough and haggard, implying that she’s had a serious night out in the city. As she walks into the room, she drops her high-heels on to the floor and walks into the bathroom. She starts to vomit up blood and then proceeds to undress and run a bath. Whilst the bath is running, she comes back into the bedroom and winds up a ballerina jewellery box. As she opens the box to reveal its contents, we see that it’s an array of drugs: cocaine, marijuana, heroin and pills. We also see a large roll of money, which indicates to us that she is very rich, or perhaps work of ‘cash in hand’ like drug smuggling or prostitution. She takes a few pills and snorts a line cocaine. She wipes the remains of cocaine off her nose and lies back on the bed, where she starts to think about the night’s events.
As she slips into a dream like state, we see the beginning of the night’s events unfolding. To indicate that this is a flashback, there will be shot of a clock but played in reverse. She is firstly seen sitting alone on in a cab that is heading into Central London. She steps out of the taxi, pays the fair and walks up through a main road with smoke behind her (referencing the 80’s movie’ Taxi’).
We start to see Brooke walking through the West End and she eventually meets up with two of her friends. They start to look out for a nightclub to go into. While this is happening, we also see shots of people ready to party, nightclubs and traffic connotating the West End’s vibrant nightlife. Every club they go to has a very long queue. The group eventually join one but leave as they are fed up of the queue taking too long and they are very cold. They decide to just buy their own alcohol from an off-licence so they can just get drunk and roam around the West End to have a goodtime. As they are in the middle of drinking, there is a moment where Brooke zones out in her mind and becomes unfocused of what is going on around her. Her friends ask her if she is okay and she pulls out of bag of cocaine from her handbag. Her friends are not willing to take them and get into an argument with Brooke as she is already in a bad state but she is prepared to make herself worse. She becomes very frustrated and tells her friends to “piss off”. We then see the group splitting apart with the camera being on the otherside of the road.
Brooke walks into a dark corner, sprinkles and snorts up a line of cocaine. When she walks back to the main road in her disorientated and drugged up state, she seems to be looking for something, but the audience does not know what it is. She look around a few corners, but only finds people that she doesn’t know doing random/unrelated actions such as; gambling, vomiting and kissing. She also sees a tramp sitting by a corner as well as a hooker looking for customers.
Pre-occupied by all this she accidentally bumps into a man. He helps her up and blows smoke into her face with a grin on his face. As the smoke clears we see that he is an ex-boyfriend who she was previously in an abusive relationship with. He grips her hand and doesn’t let go. She struggles to get of him but finally escapes by pushing him back. As she breaks free she starts running frantically and trips over. Her tights rip and she beings to cry. He goes towards her to help her up and offers her some of his drugs. Her state of loneliness makes her affections draw back to him and they begin to talk to each other.
They eventually walk reach a park bench where they sit down. She takes out a bottle of vodka from her bag and forces the drink down her throat and offers some to him, but he declines. She then takes her shoes off and twirls around on the grass to relish her mind-state. The ex-boyfriend takes out a roll-up of marijuana, lights it up and shares it with Brooke. After this, while taking of her jacket, she starts to realise that her ex-boyfriend could be up to something bad and has a flashback of her boyfriend slapping her. After the flashback, we see him stroking her cheek and she shakes her head, She quickly pushes him onto the floor very violently and runs away – which then the screen fades down.
We revisit the beginning of the music video, seeing her walking down the hotel hallway. As she gets close to her door, she takes a fall but is helped up by another man. Because of the earlier events, she is still scared and screams and pushes him away. When she enters the door, she walks over to the bed to sleep but finds that she is already on the bed, dead from an overdose.
During all of these scenes, we have cutaways to shots of a performance. In this, features the singer and a guitarist under a floodlight, sitting in an all black studio performing towards a camera. This would contain various shots of angles, distance and parts of the face and body.
Location – Central London, Hyde Park and the Grymsdyke hotel.
Time of day – Night.
The video will start off with low angle shots, showing a girl in her late teens/early 20s whose name is brooke, coming in from a night out, she enters her bedroom (a posh hotel room) looking rough and haggard, implying that she’s had a serious night out in the city. As she walks into the room, she drops her high-heels on to the floor and walks into the bathroom. She starts to vomit up blood and then proceeds to undress and run a bath. Whilst the bath is running, she comes back into the bedroom and winds up a ballerina jewellery box. As she opens the box to reveal its contents, we see that it’s an array of drugs: cocaine, marijuana, heroin and pills. We also see a large roll of money, which indicates to us that she is very rich, or perhaps work of ‘cash in hand’ like drug smuggling or prostitution. She takes a few pills and snorts a line cocaine. She wipes the remains of cocaine off her nose and lies back on the bed, where she starts to think about the night’s events.
As she slips into a dream like state, we see the beginning of the night’s events unfolding. To indicate that this is a flashback, there will be shot of a clock but played in reverse. She is firstly seen sitting alone on in a cab that is heading into Central London. She steps out of the taxi, pays the fair and walks up through a main road with smoke behind her (referencing the 80’s movie’ Taxi’).
We start to see Brooke walking through the West End and she eventually meets up with two of her friends. They start to look out for a nightclub to go into. While this is happening, we also see shots of people ready to party, nightclubs and traffic connotating the West End’s vibrant nightlife. Every club they go to has a very long queue. The group eventually join one but leave as they are fed up of the queue taking too long and they are very cold. They decide to just buy their own alcohol from an off-licence so they can just get drunk and roam around the West End to have a goodtime. As they are in the middle of drinking, there is a moment where Brooke zones out in her mind and becomes unfocused of what is going on around her. Her friends ask her if she is okay and she pulls out of bag of cocaine from her handbag. Her friends are not willing to take them and get into an argument with Brooke as she is already in a bad state but she is prepared to make herself worse. She becomes very frustrated and tells her friends to “piss off”. We then see the group splitting apart with the camera being on the otherside of the road.
Brooke walks into a dark corner, sprinkles and snorts up a line of cocaine. When she walks back to the main road in her disorientated and drugged up state, she seems to be looking for something, but the audience does not know what it is. She look around a few corners, but only finds people that she doesn’t know doing random/unrelated actions such as; gambling, vomiting and kissing. She also sees a tramp sitting by a corner as well as a hooker looking for customers.
Pre-occupied by all this she accidentally bumps into a man. He helps her up and blows smoke into her face with a grin on his face. As the smoke clears we see that he is an ex-boyfriend who she was previously in an abusive relationship with. He grips her hand and doesn’t let go. She struggles to get of him but finally escapes by pushing him back. As she breaks free she starts running frantically and trips over. Her tights rip and she beings to cry. He goes towards her to help her up and offers her some of his drugs. Her state of loneliness makes her affections draw back to him and they begin to talk to each other.
They eventually walk reach a park bench where they sit down. She takes out a bottle of vodka from her bag and forces the drink down her throat and offers some to him, but he declines. She then takes her shoes off and twirls around on the grass to relish her mind-state. The ex-boyfriend takes out a roll-up of marijuana, lights it up and shares it with Brooke. After this, while taking of her jacket, she starts to realise that her ex-boyfriend could be up to something bad and has a flashback of her boyfriend slapping her. After the flashback, we see him stroking her cheek and she shakes her head, She quickly pushes him onto the floor very violently and runs away – which then the screen fades down.
We revisit the beginning of the music video, seeing her walking down the hotel hallway. As she gets close to her door, she takes a fall but is helped up by another man. Because of the earlier events, she is still scared and screams and pushes him away. When she enters the door, she walks over to the bed to sleep but finds that she is already on the bed, dead from an overdose.
During all of these scenes, we have cutaways to shots of a performance. In this, features the singer and a guitarist under a floodlight, sitting in an all black studio performing towards a camera. This would contain various shots of angles, distance and parts of the face and body.
Location – Central London, Hyde Park and the Grymsdyke hotel.
Time of day – Night.
Thursday, 3 February 2011
CD/DVD Digipack magazine ad convention
I am going to look at the key features of cd digipacks as well as magazines and how they address its customers. The following things I’m going to look at are chase and status’s brand new LP called ‘No More Idols’ as well as Katy B’s debut album. Both of these are relative to our genre and have both been released in 2011, so this means it will follow current trends.
The key features and conventions of a cd digipack are the following:
- Artist name
- Image
- Same font and colour throughout inner sleeve and back cover
This cover by Chase and Status immediately catches our attention for two reasons. The colour yellow is very bright, and when placed behind a dark background it creates high contrast and catches our eye. The colo
ur yellow tends to be associated with hazard signs and some emergency vehicles, because of the high visibility of bright yellow holds. The use of an emergency type of feeling can unconsciously create excitement for the viewer because of how much it stands out. However we can also notice an extreme close up of a bulldog behind the writing. Bulldogs are beefy, strong and when things are linked with this animal we do think of menace. PerhapsChase and Status are showing that this album is dangerous in a good way, it will get you excited and pumped up, and the fact that the bulldog is there creates a statement that it means business.
Once again the colour theme of black and yellow again adds to the feeling of caution. You as a buyer feel that this album should be handled with care. This goes well with the genre that Chase and Status are connec
ted with. The deep bass that’s linked with dubstep and the quick drums all make a very quick paced genre and when played in clubs, dancers feel as if their getting a shot of adrenaline.Another thing we notice is that the barcode, label company and distributors are put into one side of the back cover. We know that all this is associated with Chase and Status, however the people who have designed the cover know that when buying an album, the consumer wants to notice the main contents of the album such as the album front cover and track list.
Another album we’re going to look at is Katy B’s self entitled album. As an artist blessed with a strong voice, but on th
e same hand challenges melodic theme songs and goes with powerful bass ridden instrumentals, she’s an artist in her own separate category.This album goes for the simplistic look which is very effective. We instantly see a mid shot of the artist behind simple plain white writing. Another feature that adds to the simplicity is the environment Katy is in; an empty street. When seeing this cover a sense of inspiration is placed in our head. Katy B is looking ahead of her in an empty street, which gives us the feel that it’s an inspiring experience for her and maybe that this album may motivate others.
The main colours associated with this album are blue and violet. Blue is calming and can be strong and committed or light and friendly. Whilst the colour red shows powerful emotion, blue on the other hand conveys importance and conf
idence without being sombre or sinister, hence the blue power suit of the corporate world and the blue uniforms of police officers. We can see this throughout the album when Katy has songs talking about love and having a good time through her powerful voice.Lighter purples are more romantic and delicate and this goes well with Katy’s over all voice, which gives a feeling off delicacy within her songs.
The key features and conventions of a cd digipack magazine hold are the following:
- Artist
- Image of the artist
- Reviews
- Release dates
- Additional features (other atists/whats hot)
DJ MAG is a magazine that is heavily influenced by club /dubstep/ drum & bass music.
To promote the artist, in this case Chase & Status, the magazine follows the norms of ma
king a successful magazine. We have the close up of the artists as well as the logo of the magazine brand and the main mast head.The former is seen in a bright yellow bold writing. Once again, these vibrant colours are all intended to do one main thing, to attract potential readers. It cannot be done with small writing e.g. 12 times new roman, it is expected to be done in the sizes of 60-75 with a bold font such as Arial to name a few.
Other features include a banner on the top showing the promotion of a free cd. Readers would look at this and see it as an extra as they’re just paying for magazine but are getting an extra thing for free. It is an effective
tactic used to attract more users.
Extra stuff such as album reviews, interviews of other artists and events are seen on the side but in a smaller sized font. This is a good way to set the magazine because white and yellow makes the fonts consistent and not over top, its simple but yet effective. Fonts are usually smaller as they do not divert the attention of the reader from the main part which is Chase & Status. However by being a reasonable size they do not make the reader ignore what else the magazine holds.
Brand Identity
A brand is the identity of a ‘specific’ service, product or business; a brand is something which is able to take many forms including things such as symbol, name, sign, colour combination and also a catchy slogan.
When dealing with a legally protected brand name, the correct term is referred to as ‘trademark’, is a distinctive sign or indicator used by an individual, business organization, or other legal entit
y to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or services from those of other entities.
Concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business.
Commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.
A brand is the identity of a ‘specific’ service, product or business; a brand is something which is able to take many forms including things such as symbol, name, sign, colour combination and also a catchy slogan.
When dealing with a legally protected brand name, the correct term is referred to as ‘trademark’, is a distinctive sign or indicator used by an individual, business organization, or other legal entit
y to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or services from those of other entities.Concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business.
Commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.
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