Brand identity - digipak

we have decided to use the name of the artist that produced the song, Lewis Russell, on our digipak. during our conversation we decided on using the colour yellow to signify new beginnings as this follows the concept of the album about a new lease of life, this is shown throughout the lyrics of his songs and the imagery on the digipak. This links to our audience because by knowing the artist our target audience of teenagers can relate to the lyrics and to the person singing them. the album represents the artist as breaking through to a new beginning which signifies the indie genre. The title of our album will be on the front and well as on the spine. We will also use codes and conventions to have the record label and bar code on the back. but we will also challenge these codes and conventions by having a stranger the front cover.

Evaulation of existing videos

www- This video is good in terms of editing as it shows how editing can be used to add interest to a video. Furthermore, it is also good because it uses simple costuming and makeup to put the focus on the image of the artist.

Ebi- The video could use more interesting locations even though this is not needed for this video as their is such a heavy focus on editing.

WWW- This video is good because it uses green screen throughout and shows how simple editing can make a video interesting and creative.

EBI- It could use a wider variety of shot types to make the video more visually pleasing.

Uses and Gratification - Blumler and Katz

Uses and Gratifications - why do people consume media?






If our audience were going to consume our product for entertainment then we would add some type of intertextuality, for example a meme, this was used effectively in the music video Swish Swish by Katy Perry.






If our audience were going to consume our product for escapism then we would make it focus on sight and then at the end breaking free, so maybe smashing a clock or breaking chains.


If our audience were going to consume our product for information seeking then we would make intertexual references to real world events so they could learn about historical events and gain information whilst they watch.



If our audience were going to consume our product for personal identity then we would show through image the main focuses on the idea of identity of the artist and how the song links to how people really feel. This will create an emotive element.

Conventions of your genre with specific references to examples linked to audience theory

Existing record label company research

Sony BMG Music Entertainment was a German American record music company, which was a 50–50 joint venture between the Sony Corporation of America and Bertelsmann AG.The venture's successor, the again-active Sony Music Entertainment, is 100% owned by the Sony Corporation of America. 


They have signed many now famous people such as...

George Michael 

Taylor Swift

Kanye West

Lady Gaga

Adele

lil wayne

Universal Music Group is an American global music corporation that is a subsidiary of the French media conglomerate Vivendi. UMG's global corporate headquarters are in Santa Monica, California. It is considered one of the "Big Three' record labels, along with Sony Music and Warner Music Group. 

They have signed... 

Mariah Carey 

Michael Jackson

Beyonce

Shakira

The Chainsmokers

Coldplay

Existing record label company research

Columbia

• Columbia is an American record label owned by Sony Music entertainment. It was founded in 1887 (establish for 130 years)
• Musicians that have worked with this record label are: Adele, Beyonce, John Mayer, Pink Floyd, etc. From the artists mentioned it can be seen that this record label holds a large number of musicians from different genres. 
• Columbia is the oldest surviving brand name in the recorded sound business, being the second major company to product recorded records, hence why it has such a variety of big name stars under its label. 

Warner Bros. Records

• Warner brothers is most well known for it successful production of films, such as, inception and Fantastic beasts. However, Warner brothers holds it own record label.
• The record label was established in 1958 and it was the foundation label of the present-day Warner Music Group.
• Again like columbia multiple different musicians from different genres of music have worked with the label. However, it has worked with infamous rock/metal bands, such as, The Red Hot Chilli Peppers, Metallica and Avenged Sevenfold. As this label has worked with more alternative bands i would suggest that this label has a even broader range of artists styles and genres than columbia does. 

For My Own Artist

• The tone of my artists voice and style of music would suggest they would be best suited to a record label that has a number of not only indie artists, but popular artists also. This is due to the fact that the artist i'm using could use a big name record label to push forward there indie style of music. Therefore, from researching record labels I believe that my artist would achieve best if they were to work with columbia records as they work with people like John Mayer who doesn't necessarily with mainstream music, but he has become successful with his own style of music. 

Case study of Iconic directors

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Case studies of Iconic directors

 WWW: this post evaluates the main directors in the last century
EBI: I had managed to include theories that work well with the directors.

How directors use media language to produce creative videos

Annotated stills for representation

Analysis of media language and director creativity

Instrumenti- Don't hold on to me 

During lesson I looked at two different music videos. Whilst watching these videos I created a list of ways in which the director has used media language to create a creative video (The music video and corresponding white board with media language follows). Looking into the use of media language has allowed me to learn more about creativity in videos and how directors create specific genres. I will use similar ideas in my music video to make it creative and make sure that it follows a specific genre which the audience can decode. 

 

Lady Gaga- Applause 

Analysis of media language and director creativity

I analysed two different music videos, one from Lady Gaga, Applause and Laura Mvutz, That's Alright. I wrote down all the cinematography and editing aspects of each video on whiteboards. I hope to draw the creativity of both videos and put some creative aspects into my music video to ensure that it is successful. 

Annotated images - genre and semiotics

Interpretations of genre through editing

Performance-

1. The first image in the performance sections is successful as the desaturation allows for a mood to be added to the image and adding a mood to an image is common in performance videos.
2. Tiling and split-screening an image especially in the performance genre is very common as it emphasises the focus on the music and musical instruments which is common in videos.
3. Adding text to an image allows for the name of the performing artist to be shown. However, I don't think using text is very effective as it distracts from the performance.
4. Colour isolation is not often used in in music videos. However, it does add an interesting effect to the image.
5. The fifth editing technique adds a nice effect to the image and this would be more often seen in a video that has a intercontextual bases as it hints at the idea of pop art.

A Day To Remember- All I Want

This video is a performance based video that includes add graphics and text that work alongside the visuals and performance. Furthermore, the images seem to be have been destaturated in colour slightly.

Narrative-

1. I feel desaturation in the context of narrative as a genre is not very effective unless it is being used to set a mood or to show a flashback.
2. In terms of the narrative I was trying to portray I do not think it is effective, however, if I was trying to show two storylines at the same time it would be a good technique to use.
3. The use of text on a narrative is effective as it adds more context to the story.
4. Using colour isolation on this picture allowed for the punch to be highlighted; this highlighted the story making it effective as it was promoting the storyline.
5. Layering images allows for a narrative be blurred. However, I don't think layering the image in this case was very effective.

Taylor swift- We are never getting back together

This video does not use any of the editing techniques metioned above. However, it could be suggested to be slighting colour corrected.

Concept-

1. Desaturation again allows for a mood to be presented. This also highlighted the idea of sleeping as it added more depth to Kareem's facial expression.
2. I don't think splitting the screen was effective for this image because the whole image looked better and influence the concept better. Splitting screening could work if both sides of the screen allowed for the concept to be highlighted.
3. Adding text to this image was not effective as it took away from the concept of the image.
4. Personally, I think the colour isolation on this piece was very effective because it allows for one side of the image to be highlighted and adds interest and depth.
5. Adding the last technique to the image allowed for it to highlight the image and it's concept. However, it would probably work better for another concept.

Ed Sheeran- Sing.

The saturation of this video has been changed to make it louder. It uses a green screen, but does not use many other post production techniques obviously.

Image-

1. I don't think the first editing technique was effective as it takes away the focus from the face presented and the image.
2. Using split screen on this image allows for the image to be highlighted and the focus to be only on that person.
3. Adding text to this image was not very effective. However, text could be used to highlight someone's image as the name of the person could be placed in shot so people know who it is that is being presented to them.
4. The colour isolation used on this image could be seen as effective as it allows for you to edit that person image and make them the ideal image to the viewer.
5. Adding the flash editing technique to the image allows for the image of the person to be highlighted.

Harry Styles- Sign of the times.

The colours in the video has been corrected. There are some elements of post production possibly green screen which allows him to fly.

Sexuality-

1.  By using desaturation on this image it takes away from the sexual aspect of the image as sexuality is all about bright and bold colours especially when focusing on the lips.
2. A spilt screen can be used to highlight the sexual focus, however, I do not feel a two way split screen is the best at doing this and maybe splitting it into four would be better.
3. In terms of adding text to the image I also do not think this was very effective. Although it could be used to highlight sexuality if certain words are used that suggest those ideas.
4. Finally, colour isolation for me was also not the most effective. But it can be used to intensify colour which is a key part of sexuality.
5. I think this editing technique of fragmenting the image was most successful as it allowed for the focus to really be bought to the lips which is the focus of the sexuality.

The Kooks- Bad Habit.

This video uses desaturation throughout the video.

Intertextuality-

1. I do not think desaturation was effective as it took away from the people in the photo and almost blurred the individuals into one.
2. The split-screen on this image was the most successful as it allowed for the viewer to really focus on the main person in the shot, which allows for the intertextuality to be shown and highlighted.
3. Adding text this image could have been more effective if it could have hinted at some of the intertextuality. In shot the image just distracts from the idea of the intertextuality.
4. By using colour isolation to highlight the main person it allows for the focus to be on him, which is useful as it highlights the key character.
5. Finally, by adding an orange glare to the video it allows for a different layer to be seen and adds some interest to the image.

Foo Fighters- Learn to fly.

This video shows intertexuality, however it does not use any of the editing techniques mentioned above.

Concept/spectacle-

1. Desaturation allowed for a mood to be set for this image. However, it wasn't effective as it did not present the 'wow' factor that is needed for a spectacle.
2. When using split screen for the keys it did not allow for them to be shown in a way in which emphasised there look and so I do not think it was an effective change/edit.
3. Adding the moving title over the image allowed for an interesting visual effect to be added to the keys and show still and moving image can work together.
4. The colour isolation on one key allowed for one key to be highlighter to the viewer.
5. I think the final editing technique was most effective as it allowed for a rustic look on the keys which fit within the keys own style.

John Mayer- Still feel like your man

Uses various different colour filter to make it red, etc.

Interpretations of genre through editing

Semiotics and genre analysis

Analysis of music video - Goodwins Rules

Analysis of music video - Goodwins Rules