Friday, 24 April 2015
Thursday, 23 April 2015
Final Magazine Advert
I have kept the same advert as my draft expect by making a few changes. I wanted to add 'pre-order 'static' album now' which I thought would link my digipak, poster and music video to create synergy.
I also added a 'available on iTunes' symbol as this is presented on other adverts I have looked at as well as it being linked to the music rather than solely the tour.
Monday, 20 April 2015
Stuart Hall - Audience Positioning Theory
Encoding and Decoding
Hall says that there are three different positions audiences (receivers) take in order to decode the meanings within cultural texts, particularly televisual discourses. They are the dominant-hegemonic position, the negotiated position and the oppositional position. (Hall 1993, 101)
The Dominant Theory- the reader fully accepts the preferred reading which means they will read the read/view a text the way the 'creator' wanted them to so that the code seems natural.
The Negotiated Theory - The reader partly believes the code and broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own position, experience or interests.
The Oppositional Theory - the readers social position places them in opposition to the dominant code therefore they reject the preferred reading.
Hall believes that texts have the power to be polysemy (having multiple meanings) allowing readers/audiences to decode it how they like.
Hall says that there are three different positions audiences (receivers) take in order to decode the meanings within cultural texts, particularly televisual discourses. They are the dominant-hegemonic position, the negotiated position and the oppositional position. (Hall 1993, 101)
The Dominant Theory- the reader fully accepts the preferred reading which means they will read the read/view a text the way the 'creator' wanted them to so that the code seems natural.
The Negotiated Theory - The reader partly believes the code and broadly accepts the preferred reading, but sometimes modifies it in a way which reflects their own position, experience or interests.
The Oppositional Theory - the readers social position places them in opposition to the dominant code therefore they reject the preferred reading.
Hall believes that texts have the power to be polysemy (having multiple meanings) allowing readers/audiences to decode it how they like.
Saturday, 18 April 2015
Intertextuality
Iggy Azalea uses the film 'Clueless' as the basis of her music video. The clothing worn in this video is the main intertextual reference in the video to the film. The films acts as a modern remake of the film, almost. The iconic yellow tartan two-piece from the film is a key element in the video and the mise-en-scene in general conveys the 90's style of the film.
Furthermore, the music video opens with a title screen that mirrors that from Clueless and also establishes the theme of the video. Additionally, the video star Iggy choosing her clothing from a tablet which is a modern version of what Cher does in the film, as well as the school location.
Furthermore, the music video opens with a title screen that mirrors that from Clueless and also establishes the theme of the video. Additionally, the video star Iggy choosing her clothing from a tablet which is a modern version of what Cher does in the film, as well as the school location.
Taylor Swift's music video contains intertextuality of the Shakespeare play Romeo and Juliet. The music video has a twist of the stereotypical tale of a girl wanting a boy that doesn't reciprocate the feelings. It plays on the inter textual reference of a girl that can't get the boy because of the way she looks. 'Jock' goes with the 'head cheerleader' rather than the unpopular nerd.
The story has a twist as they end up being together reflecting the Disney story Cinderella as at the end of the video she's dressed in a white dress as she has found her prince charming.
The video, like Cinderella shows that dreams do come true no matter how obscure they seem.
Our Video
In our music video we used intertexuality of the biography of Virginia Woolf we thought this would be effective as like these examples creates a connection with a well known story that people may have been previously interested in. However, upon reflection, this may not have been a good option because it requires a literary background and many people from our audience feedback were unaware of why the stones were there.
Laura Mulvey - Male Gaze
Male Gaze Theory- 1975
How an audience view people presented
Feminist think of it in three ways
1) How men look at women
2) How women look at themselves
3) How women look at other women
Mulvey believes that in film, audiences have to view characters from the perspective of a heterosexual male.
Females only exist in relation to the male (LINK to bechdel test)
Mulvey states 2 functions of the female role
1) Erotic object for characters in narrative view
2) Erotic object for audience view
This is shown in the indie music video Bad Habit by The Kooks
The female character is dancing around seductively along with the cut away shots of her body which function is to please the characters watching her online through the webcam (also showing voyeurism) and also for the audience both male and women because according to this theory women view people in the perspective of the heterosexual male.
She says 'females act as an inspiration for males to act'
Male = active role (the looker)
Female = passive role (being looked at)
Scopophilia - the love of watching which derives from Freuds study of the 'Phyche'
Female objectification
'person gazed at - seen as an object to be enjoyed. Objectified characters are devalued.
How an audience view people presented
Feminist think of it in three ways
1) How men look at women
2) How women look at themselves
3) How women look at other women
Mulvey believes that in film, audiences have to view characters from the perspective of a heterosexual male.
Females only exist in relation to the male (LINK to bechdel test)
Mulvey states 2 functions of the female role
1) Erotic object for characters in narrative view
2) Erotic object for audience view
This is shown in the indie music video Bad Habit by The Kooks
The female character is dancing around seductively along with the cut away shots of her body which function is to please the characters watching her online through the webcam (also showing voyeurism) and also for the audience both male and women because according to this theory women view people in the perspective of the heterosexual male.
She says 'females act as an inspiration for males to act'
Male = active role (the looker)
Female = passive role (being looked at)
Scopophilia - the love of watching which derives from Freuds study of the 'Phyche'
Female objectification
'person gazed at - seen as an object to be enjoyed. Objectified characters are devalued.
Monday, 13 April 2015
Feedback about the Ending
After choosing what we wanted our video to end on we showed some of our peers to gather some audience feedback. They all said that they didn't like the way our protaganist looked at the camera at the end therefore we took this out and had a more ambiguous and dramatic ending.
Record Labels
How do record labels distribute music?
Distribution is how albums get into shops. Distribution companies sign deals with record labels that gives them the right to sell that label's products to record stores that have an account with that distributor. The distributor takes a cut of income from each album sold and then pays the label the remaining balance label to provide them with finished product but sometimes a distrbtor will do an M&D (manufacturing and distribution) deal with a label. With this set up, the distributor will pay for all of the manufacturing costs of an album up front, and then keep all of the income from the album until that initial investment is paid off.
Why is social networking important?
Music fans turn to social media to keep updated about their favourite bands, whilst new tracks or videos will 99% of the time ger their launch on social channels.
Furthermore, social media is where music audiences naturally congregate, forming their own launch on social channels. A social media monitoring platform like Brandwatch has multiple use cases for the music industry. The sheer volume of conversation, coupled with the agnostic nature of social media results in a vast body of opinion that can be mined for insight into trends, tastes and purchasing behavior. This is really useful for audience feedback at low costs. It is also useful to measure the 'buzz' around a specific release which will enable labels and distribution to estimate costs and profits etc.
Distribution is how albums get into shops. Distribution companies sign deals with record labels that gives them the right to sell that label's products to record stores that have an account with that distributor. The distributor takes a cut of income from each album sold and then pays the label the remaining balance label to provide them with finished product but sometimes a distrbtor will do an M&D (manufacturing and distribution) deal with a label. With this set up, the distributor will pay for all of the manufacturing costs of an album up front, and then keep all of the income from the album until that initial investment is paid off.
Why is social networking important?
Music fans turn to social media to keep updated about their favourite bands, whilst new tracks or videos will 99% of the time ger their launch on social channels.
Furthermore, social media is where music audiences naturally congregate, forming their own launch on social channels. A social media monitoring platform like Brandwatch has multiple use cases for the music industry. The sheer volume of conversation, coupled with the agnostic nature of social media results in a vast body of opinion that can be mined for insight into trends, tastes and purchasing behavior. This is really useful for audience feedback at low costs. It is also useful to measure the 'buzz' around a specific release which will enable labels and distribution to estimate costs and profits etc.
RISE RECORDS
I think this music company would be best suited to our band as many of the artists signed to them are of the same genre; PVRIS, Monsters of Men, In Hearts Wake etc.
Rise was founded in 1991 by Craig Ericson in Nevada City, California, USA. He released a small number of 7" records before putting the label on hiatus to attend college.[2] Ericson didn't release anything further until 1999, after moving toPortland, Oregon.[2] He began issuing small-print 7" records, and his first CD release came in 2000, from the group One Last Thing. The label gave a strong foundation to bands Anatomy of a Ghost, Ever We Fall (who later signed withHopeless) and Fear Before the March of Flames (who signed to Equal Vision). Later signees (e.g. Drop Dead, Gorgeous, Breathe Carolina and The Devil Wears Prada), gained considerable popularity while with Rise, and moved on to what were larger labels at the time (Interscope, Fearless and Ferret, respectively). Rise has also signed some veteran bands, including: Hot Water Music, Bouncing Souls, The Bled, Bleeding Through and From First To Last.
Rise Records' releases are currently distributed nationwide by Alternative Distribution Alliance,[3] by Warner Music Group in many European countries as Germany and Italy, and comprises bands and solo artists. In July 2013, the company moved from Portland to neighboring Beaverton, Oregon.[4]
TAKEN FROM THIS SITE
Music Industry
MTV and Fuse are the two main TV channels that show music videos. These two channels are mostly dedicated to music. They also feature original series and specials as well as exclusive interviews, live concerts and blocks of music videos. They accommodate a variety of musical tastes which allows for their audiences to be much wider while still targeting at a demographic of young adults between 18-34. However MTV have recently been targeting a more teenage audience, too
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Now there is a range of ways to watch and access music videos. From the audience feedback i have gathered it is clear that most young people watch music videos online, specifically on YouTube. This is the most easily accessible and it is free. Furthermore, others watch it on music television channel such as the afore mentioned. iTunes is also a place where you can buy music videos to put on smart devices such as phones or tablets etc.
The main purpose of a music video is to sell the song.
However, there are others such as to entertain and give the listener a better understanding of the song (if the video is narrative). It is also to give a better insight to the band/artist themselves which creates more intimacy and therefore will help selling.
Music videos create a memorable visual for the song which will increase the songs chances of selling.
More over music videos are a form of marketing which exposes and expands the artists profile.
The overall purpose is to promote the music so it will increase the sales.
I found an interesting article from the guardian which discusses the rise in vinyl record sales because of the younger generation. Click here for link.
Now there is a range of ways to watch and access music videos. From the audience feedback i have gathered it is clear that most young people watch music videos online, specifically on YouTube. This is the most easily accessible and it is free. Furthermore, others watch it on music television channel such as the afore mentioned. iTunes is also a place where you can buy music videos to put on smart devices such as phones or tablets etc.
The main purpose of a music video is to sell the song.
However, there are others such as to entertain and give the listener a better understanding of the song (if the video is narrative). It is also to give a better insight to the band/artist themselves which creates more intimacy and therefore will help selling.
Music videos create a memorable visual for the song which will increase the songs chances of selling.
More over music videos are a form of marketing which exposes and expands the artists profile.
The overall purpose is to promote the music so it will increase the sales.
I found an interesting article from the guardian which discusses the rise in vinyl record sales because of the younger generation. Click here for link.
Thursday, 9 April 2015
Evaluation Questions
Question One -
Question Three- What have you learnt from your audience feedback?
Question Four
Saturday, 4 April 2015
Magazine Advert Draft
This is my finished magazine tour advert. I decided to use this image as it was favored by our audience feeback. Also as i used it on my digipak i wanted to keep with the consistency of the three products to create a parallel while still making them all easily distinguishable.
I decided to use the conventional black and white colour pallette as our video was in this pallette as well. Furthermore during the research process i found that many adverts of the indie genre were in black and white too.
By using photo shop i was able to make this already eye catching image more interesting. I added the image of the 'star' from our video and merged it into the eye adjusting the opacity etc to create quite a dark mood which corresponds with the darkness of our video. I also copied this and overlapped it on top of the star in the main/background image. I thought this would subtly create a more interesting and aesthetically pleasing advert. Also as we used a lot of voyeurism to show self reflection within our music video i thought i would extend this onto the advert and digipak as well.
For the font i used the same as the font at the beginning of the music video and on my digipak again to create consistency between the three products.
I included the date, venue and city for the information of tour dates as i thought this was the most important information and also took inspiration from the layout of the Arctic Monkeys tour advert.
I decided to do only a UK tour as we are a new band we wouldn't be able to fund a European tour let alone a World tour therefore I researched into small gig venues in the main cities in England and Scotland choosing only six in order to start small.
As I was unsure how Photoshop works I looked at various videos to self teach myself. As well as doing this,by playing around with the different tools allowed me to create the overlapping effect that I did.
This website/blog was also useful Click here for link
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