Thursday, 30 September 2010

Composition Rules

Films, TV programmes and Music Videos use images to put across meanings and ideas to the audience. The image is what is seen with in the frame. Lev Kuleshov, Russian film maker and respected film theorist, stated that 70% of the meaning within a film is in the image.

There is a 'language' of film making - this is what film makers use when constructing their image, to put across this meaning. This 'language' consists of more than 200 Composition Rules. These rules are apparent across all forms of filmed media product. In this blog I discuss a small fraction of the compostion rules.

Different Type of Shot Size

There are many different shots used across all kinds of film making (Documentaries, Movies, TV Shows, Music Videos etc. Different shots portray different messages and meanings to the audience. Bellow are several of the different shots, and the significance of them.

Extreme Wide Shot/ Extreme Long Shot



These shots are most commonly used establish a sense of location, as it usually shows where a scene is taking place. Over 95% of the time, this type of shot features at the beginning of a scene. It is crucial when there has been a change of location, especially to an unfamiliar one not previously featured.

Long Shot/ Wide Shot

Long shots or wide shots, are still used as 'establishing shots' but are usually be more focused around a subject, and will most probably feature the subject from head to toe. They are used to establish a subject within a scene or location. Sometimes they are used to establish a link between two people or several people within the frame, as there is more room to do so - this is difficult with a medium shot because it often means the subjects are positioned too close. Also used for action sequences, as they allow for a lot of detail to be positioned in the frame with out it feeling too 'crowded'.

Medium/ Mid Shot

These kind of shots are used most commonly, as they position the subject(s) with in the frame, in a way that is comfortable for the audience to watch. It is not particularly intimate (like a Close up/ Extreme close up) but is close enough to highlight that the subject is important, affords an element of meaning to the subject, and provides enough detail to get a story across to the audience.

Close Ups

They can be used t highlight details of a subject such as facial features or emotions, and to establish rapport between audience and the subject. Often used to convey a sense of meaning.

If a subject is filmed with close ups, it suggests that they are important or their feelings/reactions are important to the scene. This is why so commonly, lead singers in music videos are often favoured with many close ups.

Extreme Close Ups

Used to really emphasise intricate details of a subject, such as the eye, a close up shot really draws attention to a minute detail or development, that would not be clear in a mid shot, or maybe even a close up, such as to film a drip of sweat.
Extreme Close ups, don't tell a story, but are excellent for accentuating specific emotions within a scene. They are particularly overwhelming, especially if used excessively, so when intercut together well, can make the audience feel uncomfortable.

Point of View (POV)

Basically shot from the same position and angle as a subject would be seeing, often intercut with a mid shot of the subject looking in that direction to reflect that this is the case. Often used to create a familiarity with the subject or too see the world from 'their point of view'. It is also just an interesting shot, and is often a welcome deviation from the usual angles.



Camera Position and Angle

Camera angles can tell you alot about how the director wants you to react to the subject in the frame. The two angles most commonly used to portray different meanings are the; high angle - looking down on a subject, and the low angle - looking up at the subject.


The low angle shot, looking up, suggests strength, power and importance, as is demonstrated in the image above. Often referred to as the 'hero shot' as it is often used to represent the 'hero', demonstrated in the image bellow.


The high angle shot, looking down at the subject, has the opposite effect to the low angle shot. The shot insinuates that the subject is small or in a position of weakness. A well known example of this is in 'Oliver Twist' when Oliver asks for 'more'.


Another type of shot angle is 'the dutch angle'. This is when the subject is positioned on the horizontal, and is often used
to portray 'psychological uneasiness' or to estrange a subject. If this is utilised well it can be very useful, if not it can just look clumsy. he image of 'the Joker' demonstrates how a dutch angle can be used well, as it really reflects the character's disturbed nature.



Another standard camera angle used particularly in documentaries, news broadcast or interviews, is when the camera faces the subject from a 32degree angle (give or take - depending on the head/subject size), this is to give depth to the image, instead of looking 2 dimensional


Camera Movements

There are several different standard camera moves available to directors and camera men. It is not often a movement is done free hand, purely by the camera operator moving with the camera, in film, unless for a desired effect. This is often done for documentaires and the news, when it is unscripted and the camera man may need to move to follow a subject - often seen in news footage of the conflict in Afganistan.

Tracking shots are used to film movement across the horizontal. The lens is kept at a fixed angle but the actual camera and opperator move, usually along a track or attached to a vehicle. This is great for filming car chases, as there is obviously alot of movement involved, or someone running. It makes the audience feel involved with the on screen events. The camera moves with the subject.


Cranes can also be used. This is when the camera is raised on the end of a long crane or pole, that can be controlled from the bottom. Alternatively the camera and operator are rasied using machinery like cranes. This is usually done when the camera needs to get really high.

Crane shots provide a different perspective on a scene, and are visually entertaining for an audience.
Through the use of a tripod, with appropriate pivots fitted, Pan and Tilt shots can be done. The camera remains in a fixed possition, but the angle changes. Panning is when the angle moves along the horizontal axis, and tiliting is when it is on the vertical axis. They are usually used to show things that are too wide or tall for a static shot such as; panning - used to film wide land scapes, and tilting - used to film tall buildings. They give an audience as sence of space and height, but dont create a real sense of involvement, especailly if used to film movement.

Tilts and Pans often begin at one end of the axis and finish on the subject. An example of a possible beginning of a tilt shot is shown bellow. The camera would then tilt down to reveal either the subject, or the enterance to the building, to establish location, this would then cut to a shot of inside the building. This would tell the audience where exactly the scene was taking place



Lighting

The lighting of a set is very thought out process, and is usually the job of a gaffer. A poorly lit set can result in footage being hard to see, and shadows can appear which will distract from what the director wants you to see.

A basic and commonly used method of set lighting (the one I have used in previous projects and will use for my music video) is one that is known as 'three point lighting'
The key (spot/flood) light is placed first, to provide the main source of the light on the subject's face and body. However, this results in shadows appearing down one side of the subject, due to the body being full of contours and bulges (clothes, nose, eyes etc). We therefore use a 'fill' light.

The fill light is there to eradicate the shadows, and is positioned accordingly, but will usually be at a similar angle from the camera to that of the key light, but on the opposite side.

The idea of the back light is not to light the subject, but to provide light behind the subject, to create a sense of depth and 3 dimensionality.

This kind of lighting set up is comfortable for the audience to watch. Intensities of light can be adjusted accordingly and so to can the colour of the light ( see colours) to create a different mood or atmosphere.

We use lights known as 'Blondes' and 'redheads'. A blonde ranges from 1 kilowatt - 2 kilowatts and a red head from 400 watts - 1 kilowatt. These provide more than enough light and can be used to fill large spaces.


Colours

A lot of thought and consideration goes into what colours to be used on sets, clothing and lighting, as different colours can be used to convey different emotions. Sam Peckingpah's 1969 western ' The Wild Bunch ' uses primarily washed out browns throughout; sets are this colour, buildings, people etc, this was to reflect the 'colourless', melancholy environment in which the film is set. You can usually tell alot about how a director wants a character or scene to be portrayed, by the way they or it are dressed with certain colours.

Examples of what different colours suggest are;

Black is a pronounced, mysterious and intimidating colour as it is ultimately the absence of light. Can be used to suggest a strong personality or on the other hand a troubled one. Black is not very comforting.

White is often used to reflect purity and virtuousness. It can also suggest a cold and isolating environment.

Red suggests an outgoing, physical, active character, and associated with love but is also often seen to be promiscuous, sexual and lustful. Alternatively it can reflect anger. Red is associated with power.

Green is associated with nature and the earth but also money and wealth. As a result it can be used to suggest an empathetic, natural, abundant character, but also used to portray a jealous, envious.

Blue insinuates a cool, clever, chilled, contemplative, loyal character. It can also be used to portray an depressive, withdrawn environment.



Shapes and Lines within a frame

Shapes and lines that appear within a frame from backgrounds, and aspects of the set, or as part of movement or editing, can be used to suggest different meanings and atmospheres.

For example, horizontal lines, such as those created by a shot of the horizon, suggests stability, restfulness, peacefulness, and generally not threatening or challenging.

Vertical lines suggest height, ridgitity and can be quite threatening.

Diagonal lines, as with the 'dutch angle' (see camera angles), suggest movement, unreal, bizzareness. They often feature more in the climax of a film

Straight lines in them selves express strength, formality, sterness and regularity. Where as curved lines, or those forming a circle, reflect flexibility, freedom and naturalness. Jagged lines, with lots of sharp angles suggest unpredictability and danger.

The image bellow uses a combination of lines, such as jagged, horizontal and straight lines, to create a sense of urgency, danger, freedom, strength and unrest.




The Rule of Thirds

The rule of thirds devides a frame into 9 squares of equal size. Two parallel, equally spaced horizontal lines devide the frame into thirds, and two parallel, equally spaced vericle lines also devide the frame into thirds, resulting in the 9 squares.

The 4 points at which the lines intersect are known as 'hot spots', and these are the four main area that the eye focuses, so film-makers try to possition important features within the frame, at one of these four focal (hot spot) points. This is because our eyes find it more pleasing to have the primary feature or character on one of the lines or hot spots, opposed to positioning them in the centre of the frame.

However, each of the focal points can portray a different meaning. this is a result of the eye naturally reading a frame from left to right. The audience naturally feels comfortable with the feature/individual position in the top left focal point, however if the feature/individual is positioned in the bottom right focal point, the audience will be more affronted.

When protagonist (eg. good Spider-man) and antagonist (eg. bad spider-man)are featured with in the same frame, the protagonist will usually be positioned on the left hand side, and antagonist on the right. The promotional film images below reflect this, as even when the characters are switched around in the frame, the audience still feels more comfortable with the figure on the left.

Wednesday, 22 September 2010

FIRST PITCH



Pop Video’s carry common conventions. These have developed as a result of thousands being made over many years, and characteristics have been repeated which have developed in to the norm, to form these conventions;



· The explicit and unashamed promotion of the artist’s “image” (aesthetic/generic/ideological) as a specific product with a brand identity, ready for mass consumption. This basically means the marketing of the artists as products, and exploiting particular traits such as; looks, sexual magnetism, youth, glamorousness and rebellious.

· The artist is almost always included within the video

· A great use of shot types, camera angles and movement.

· Many shots. High Ratio. Much more shots are filmed than actually make it into the end product after editing

· Repetition of reoccurring thematic elements and generically specific iconography (one element often being dominant and providing the skeletal structure for the promo)

· The videos possibly use a narrative structure, they tell a story.

· The videos possibly use a performance element, the artist performing the song.




· The flexibility to disregard Realism. The video/narrative does not have to reflect reality. Discontinuity editing often used.

· Shots are usually cut tightly to the beat of the track. The shot will change in synchrony with the beat.

· Use of special effects such as; lighting, animation, CGI, and in-camera effects

· A carefully selected Mise en Scene appropriate to the content and tone of the track. Anything seen within the frame is fitting to the mood and lyrics of the song

· High Impact Instantly. The video has to be engaging throughout to capture the audience’s attention no matter when they begin watching. Because competition is so fierce.

In my idea I have included the majority of these conventions, and hopefully this will be reflected in the final product, so there fore I am trying to imitate them as opposed to subverting them. I am doing so because I believe there is a reason why these have become conventions; it is because it is what the audience responds best to and subsequently, sells the records.

I pitched my treatment for ‘Labyrinth’ to Luke, and his responses were mixed; both critical and supportive. He suggested the actual physical use of a ‘Labyrinth’ would be an onerous task, especially to try and recreate one so I now have to try and find a location that would be fitting. He also made suggestions in relation to the counting down clock image; he suggested that the idea I had of using a traditional digital red clock was unimaginative.

Tuesday, 21 September 2010

Research and Development

As part of my research I viewed some very different types of music video, from different styles of music. I found a lot of variation. Some where; high budget, low budget, completely animated, just performance based, purely story/ narrative based, some seemed to be completely unrelated to the song, some were very extravagant and Hollywood film like, and others were very simple.

This is a video for 'Wonderful Life' by Hurts. It features the band (only 2 men) performing the song, and a woman dancing. This video was made on a small budget.

http://www.youtube.com/watch?v=Kuwdw7KmGwA

In contrast to this, other music videos are filmed almost like short films, and incorporate a narrative plot usually featuring a performance aspect aswel. Some times the narrative includes the performers them selves or actors.

This is the video for 'Rock That Body' by the Black Eyed Peas. It uses alot of special effects/CGI and was made on a large budget.

http://www.youtube.com/watch?v=nmnjL26OBcY&ob=av2e

Another type of music video is one that is completely animated. The narrative plot of the video is usually related to the song lyrics, but can be unrelated.

This is the video for 'Land of Confusion' by Disturbed, which is completely animated, in the style of popular children's cartoons.

http://www.youtube.com/watch?v=u6KXgjLqSTg&feature=fvst

Record Labels/ Bands/ Directors are always trying to be innovative and develop a music video unlike any previous to give the audience something new. This can usually spur intrest and excitement in the video, which in turn will make people aware of the band/performer and song.

A good example of this approach to a music video is the one for 'This Too Shall Pass' by OK GO. It was viewed by millions of people, and shared between peers, not because people liked the song so much, but more because it is something new and different.

http://www.youtube.com/watch?v=qybUFnY7Y8w

I tried to develop ideas for songs that were different in terms of both; style and lyrics. This was in order to get a feel for several possible styles we could create a music video for, and which one promoted the most exciting idea.

My main idea for the music video is for a song called ‘Labyrinth’. Which upon pitching to the rest of the group, was decidedly my most solid idea.

Pop video’s have three elements consisting of; performance, narrative and images. I will with each.

‘Labyrinth’

http://www.youtube.com/watch?v=d-WM3GnxaDs

The idea I want to convey in the music video is the sense of entrapment that rules and laws create juxtaposed with freedom of those who choose not to let rules constrict them (the complete other end of the spectrum).

To do so we will use the image of a corporate leader/ politician who is trying to break free of the intense constraints his job puts him under and use the idea of a ‘Labyrinth’ that metaphorically represents this. This will be contrasted with the band, who are free from the ‘labyrinth’ and are not under these constrictions.

The band is a four piece consisting of; Vocalist/ synths, Guitar, Bass and Drums.

Narrative element

The song creates the feel that time is running out for those trapped, reflected by the lyrics ‘will he make it out? I hope he makes it out?’, so perhaps use the image of an electric clock counting down, this could be timed perfectly with the song/video so that as the song/ video finishes, the clock reaches zero.

The character finds himself in the centre of a labyrinth, and so tries to find his way out, meeting obstacles such as dead ends, etc (needs some imaginative suggestions here). Finally at the end of the song he finds the ‘exit’ in the form of a door, which closes just before he reaches it and the clock runs out. This end sequence could use fast cuts between shots to build up an element of tension.

To help put over the idea of entrapment we will use a lot of tight shots, close ups and extreme close ups. This will probably also make the filming of a ‘labyrinth’ more practical.

Performance

We will begin with a wide shot of the band, against a black back drop with light towers and if possible a light hanging in the middle imitating a police siren (the red rotating, cone shaped light/ standard blue and red police car style). The floor slightly immersed in smoke/dry ice.

We will use a lot of flashing lights and possibly green lasers to create an ‘anarchic’ feel.


The band will use a lot of movement (to suggest a lack of restrictions), look as if they are enjoying themselves and we will use a combination of wide shots, with close ups of instruments and band members.

The image of the counting down clock can be present in both performance and the narrative to create a link between the two.

The cuts between the narrative aspect and performance can be made to fit the lyrics.

During the spoken section of the song, it sounds like a boxing announcer, so a mic can be lowered in to the lead singer for him to speak this part, imitating a boxing match.

Although the song is not to everybody’s taste, I think it provides a good opportunity; to explore editing techniques and styles, use a wide selection of shots and it fits well with the treatment in terms of lyrics as almost narration.

Idea 2 – ‘Contagious Chemistry’

http://www.youtube.com/watch?v=XKagPIAa-Nk

The general aim is to portray the idea of chemistry in both the literal, chemicals way and the metaphoric chemistry between sexes. Also to promote nostalgia amongst the audience of the ‘school days’ in an almost comic fashion.

Performance

Begin with a close up shot of the lead singer, pulling out to reveal the rest of the band, with the backdrop of a school chemistry lab. Band in school uniform. This is the performance element of the video, set in the chemistry lab as if the band are students.

Narrative

This is cut with the narrative element. We follow each member of the band individually, all of them though are being followed, approach and mobbed by girls (also in the appearance of school girls – although cast wise they are not). For each of the band members they are in different, recognisable locations of a school such as; corridors, play ground, sports pitches and changing rooms. As the band members try and escape they hoards of girls, they meet and are surrounded and eventually trapped. At this point we could use a tracking shot all the way around the band.

Idea 3 – ‘This is Love’

http://www.youtube.com/watch?v=gLkCk56H2C8

The aim of this idea is to be evocative in order to encage the audience. It is the promotion of ‘love’ and suggests the idea that ‘we should all be kind to one another’.

Performance

No member of the band should get notably more screen time, so not too many close ups, this ensures the idea of unity is upheld, and that non of the band members should be cared about more by the audience. Set on a London roof top, on a nice day with a good back drop of the skyline. The camera rotates around the set to include a 360 degree view and due to the lack of close ups, will be more interesting visually. There should be an element of interaction between band members, eg. getting close to each other whilst playing, eye contact (eye line matches), smiles shared etc. The shoot should end around sunset, in order to tie in with the end of the narrative element.




Narrative

Begins in a school play ground with a young boy being pushed around and bullied by older boys, until he is left crying, head in hands, alone and seated against a wall. A girl of similar age approaches the boy and helps him up. She offers him a piece of chocolate. They then leave the school gates together and she leads him to a park. They play on the swings etc. She then introduces him to a large group of mixed sexed, similar age children who seem to welcome the ‘new boy’. The day is spent at the park playing football, water fight, picnic etc. It is clear that the boy is happy (close ups on smile) and enjoying himself. The final shot is of the boy and the girl, watching the sun set, sat on a raised bit of ground (hill/ mound). They hold hands – the final shot of their silhouette, with the sun setting behind them.

The Five Stages of Productions

The production process of a pop video has five important stages from beginning to end. I will work through these stages in sequence to ensure no detail is missing.

Firstly the ‘Research and Development’ stage; this is where an initial idea evolves into a solid, makeable and marketable music video. This stage can be broken down into four segments;

· Research - this includes; ascertaining a possible target audience (the market), identifying similar or competing songs and videos, studying conventions (conventions are ways in which something is normally done) of pop videos, analysing my own ideas and improving them, and finally discussing a possible treatment

· Development – this includes; writing a timeline to show exactly what will be on screen when corresponding with the song, casting and camera tests, completing the treatment, and developing a story board so we know exactly what to shoot.

· Distribution – deciding how we will get out video ‘out there’ and get it seen by

our target audience. Thinking about this begins here.

· Exhibition – deciding where our video will be shown. This will be youtube but if we were producing a video for a genuine band, then television would be another. Thinking about this begins here too.

The second stage is ‘Pre – Production’. This stage involves; organising everything in detail so that nothing goes wrong, drawing up a call sheet (a list detailing who is involved with the shoot day, when and where they need to be), ensuring the use of locations is ok and all permissions obtained, checking that all props are ready and finding/ordering any that aren’t – this includes musical instruments, making sure that all the cast have the correct clothes and outfits, establishing and securing any equipment that will be needed on the shoot such as lighting towers and smoke machines, and finally, preparing any sets that are needed including lighting.

Then comes the ‘Production’ stage. This is when the footage is shot. Both on location and within the studio. The average music video will have about 60 shots in the final product, however we will shoot about 300.

The fourth stage is ‘Post-Production’ which is when the editing of the footage and any after effects are applied.

The final stage is ‘Distribution and Exhibition' Which is where the finished product is shown to the public. We will be using YouTube (the internet) to get our video seen by a mass audience. Alternatives could include established television outlets, CD, DVD and mobile phones.

Friday, 10 September 2010

Popular Music Videos

There are lots of different styles of music video;

Some are made up of primarily performance.

This is a video for 'Wonderful Life' by Hurts. It features the band (only 2 men) performing the song, and a woman dancing. This video was made on a small budget.

http://www.youtube.com/watch?v=Kuwdw7KmGwA

In contrast to this, other music videos are filmed almost like short films, and incorporate a narrative plot usually featuring a performance aspect aswel. Some times the narrative includes the performers them selves or actors.

This is the video for 'Rock That Body' by the Black Eyed Peas. It uses alot of special effects/CGI and was made on a large budget.

http://www.youtube.com/watch?v=nmnjL26OBcY&ob=av2e

Another type of music video is one that is completely animated. The narrative plot of the video is usually related to the song lyrics, but can be unrelated.

This is the video for 'Land of Confusion' by Disturbed, which is completely animated, in the style of popular children's cartoons.

http://www.youtube.com/watch?v=u6KXgjLqSTg&feature=fvst

Record Labels/ Bands/ Directors are always trying to be innovative and develop a music video unlike any previous to give the audience something new. This can usually spur intrest and excitement in the video, which in turn will make people aware of the band/performer and song.

A good example of this approach to a music video is the one for 'This Too Shall Pass' by OK GO. It was viewed by millions of people, and shared between peers, not because people liked the song so much, but more because it is something new and different.

http://www.youtube.com/watch?v=qybUFnY7Y8w

Wednesday, 1 September 2010

The Music Industry

Musical taste can be a controversial topic, almost to the point of tribalism. It is contentious in that musical taste often defines and signifies personality and lifestyle. Musical taste influences the way you dress, speak and sometimes act. You can usually tell someone’s musical taste by their appearance, this is very common with those aged fourteen to twenty-one, for example you could probably list at least five bands that any group of ‘skaters’ would be fans of. There is commonly a strong loyalty to ones ‘music group’. Examples of cultures rooted in ‘music groups’ include; ‘Goths’, ‘Indie’, ‘Mods’ and ‘Grunge’. It has been said by experts, that music, and its trends are at the epicentre of popular culture


There is a strain that exists between the artists and the industry ‘machine’, they are often trying to pull each other in opposite directions, but it is this dynamic tension between the creative and commercial, that underpins the success of this vast media business. The Music Industry can be divided into the ‘organic’ and the ‘synthetic’, and there is a tension that exists between the two.

The ‘Organic’ is used to describe bands where the music comes first, they make the kind of music they want to make and then the record labels (if signed) try and sell this music to the correct market segment. ‘Organic’ music often appeals to a niche, but can appeal to a mass audience too. ‘The Toy Hearts’ are an example of an organic band.

The ‘Synthetic’ refers to the ‘Xfactor’ methodology, and it is the record labels that sit in the driving seat. A gap in the market is identified, and then it is exploited by the development of music, and often the artist, to suit this gap. Money is the ultimate goal in this operation. Acts such as; The Spice Girls, McFly and JLS are examples of such.

Another important feature of the music industry to consider is the ‘synergetic connections’ with other media forms that exists. For example, music magazines (NME, Kerrang, Mojo) exist to give artists publicity, but also to make money. Music channels (MTV, KISS, Flaunt), TV shows (Later Live with Jools Holland), Radio Stations and websites (MySpace) operate in a similar way. This is common with other industries as well such as with ‘News Corporation’ founded by Rupert Merdoch, which owns Book Publishers, Film Studios, Magazines, News Stations, digital TV (Sky), Minor Record Labels, Sports Leagues, and more. The different operations within News Corp are integrated, to compliment the sale of each other and ultimately the profitability. This co-dependency within the music industry can be productive but also risky. If we were actually responsible for The Toy Hearts, we would try to get them appearances across carefully selected media such as in NME, Later Live with Jools Holland, The One Show and Radio 4.

The music industry is dominated by four multi national corporations;

• Universal
• Sony Music
• Warner Brothers
• EMI


These are referred to as the major record labels, or ‘The Majors’. The majority of these are backed by conglomerates with stakes in other industries such as; Film, TV and Electronics. They are so powerful because they are driven by huge sums of money, and there are only four because they are so difficult to compete with in today’s global market.

Most of these ‘Majors’ own, or license, a series of smaller subsidiary companies in order to reach different kinds of audiences in different kinds of genre. These companies are known as ‘major-independents’. Epic, Columbia, Island, Syco, RCA and Virgin, are examples of Major-Independents.

Finally, there are a huge number of small companies with little or no financial connection to the majors. These companies often concentrate on a small number of acts, within specialised niches in the industry. These are called ‘Independents’. An example of a highly successful independent is ‘Domino Records’. It is often that record labels begin as independents, but are then financially subdued by a major and then become a major-independent.
http://www.dominorecordco.com/artists/ A link to Domino's list of Artists.

The industry as a whole has a complex relationship with a number of different media and purposes; Radio, TV, Print media, Film, New Media. There are both synergetic and symbiotic relationships between them and the music (songs and artists). Often the artist is sold as a brand and the songs act as products of the brand, in the hope that people buy into the brand – this is when the ‘image’ of the artist is so important and often immense thought has gone into this ‘image’ by marketing teams (The Spice Girls are a good example with this, as the girls were portrayed characteristically differently to each other in order to appeal to different people eg. Sporty Spice, Posh Spice, etc). Other times it is the song and the meaning of the song that is sold, and the artists ‘image’ has little to do with the sale of the song.

The Pop Video exists as only one strand of a multimedia campaign, and is just one way in which a song is promoted.

• Promotes a specific single and, normally, an album
• Promotes a specific artist or band
• Creates, adapts or fees into a ‘star image’
• Entertains as a product in its own right
• Reinforces, adapts or undermines the ‘meanings’ of a song.
I am aware of the current threat to the music video, it is not a strong money making tool like it used to be, with music channels struggling to survive against competition such as, YouTube and other internet and downloading platforms. Manufactured programmes with live feeds, such as the streaming of live performances also pose a threat. A pop video usually only serves now as a promotional device. In many ways the pop video is becoming defunct and irrelevant, often with artists opting not to bother making one and focus the time and money into other forms of promotion.

POP VIDEO AND MARKETING CAMPAIGN A2

OUR BRIEF



You have to create:



  • Three Multi Media Products

  • Aimed at a specific target audience or audiences

  • To establish the image and brand of your singer or group

  • Help sell the song, their first single from their first album

  • As part of a multi media marketing campaign

The group or singer must be a NEW GROUP (even if they are doing a copy of an existing song).

The song is a SINGLE from their FIRST ALBUM.

The actual products to be produced are:



  • THE POP VIDEO

  • A DIGIPAK for the ALBUM

  • A MAGAZINE ADVERT for the ALBUM.