Branding Yoghurt - What Personality (Image) is the product given?

Target Audience (Sub-culture)

Link

Pitch - good example L4

Marketing Strategy

Link - instructions

Example pt1 - Institutions & Marketing Case Study
Example pt 2 - Marketing Strategy

Are these L4?

Using Post-Modernism in your Concept: Self-reflexivity

Link

Representation:
Hyper-Reality (exaggerated/distorted/mediated reality)
The blurring of the real & the unreal (Image & Persona)

Media Language:
Intertextuality (referring to the visual style or meanings associated with other Media Texts)
Style over Meaning (Visualisation)

Narrative:
Self-reflexivity

Genre:
Blurring boundaries of Genre (Hybrids)

The result of constructing an Image for an artist

LINK

So what Image has the label constructed for them?

Criminality?
Anarchic?
Libertines?
Outlaws - this one has particular romantic and attractive connotations which could sell.

Also notice the uniforms and mugshot cards 'LAPD' = Los Angeles Police Department (in California, USA)

Which market are they selling to - British or American? Do they have a British or US Rock sound?

Are these selling to Men to identify with...or teen rock girls to fawn over as Bad Boys!

Examiners feedback & assessment - READ THIS HOW TO IMPROVE

Link

Digipack analysis tasks: video commentary

Link

Some suggestion for how to present creatively

http://my.brainshark.com
A presentation using stills & video with your directors commentary (good for music video analysis/website analysis

Prezi
A zooming presentation, good for target audience analysis/evidence - add a audio commentary and vox pops

GoAnimate!
Create animations using stock characters (good for evaluation?)

http://www.xtranormal.com/
Online movie maker - uses shot types angles etc, could be useful for putting across your ideas for Marketing Strategy or discussion of how it will be Intertextual/Voyeuristic etc

Online Collage maker

TubePopper
Online video annotation tool - a must for your music video analysis!

Idea Generation Notes Flow -

How will you incorporate the performance?

Homework your portfolio progress by next week

1. (Individual) music video x 3 initial Ideas (music & lyrics to visuals)
2. (Individual) Music Video Analysis: Goodwin, Hyper-reality, Intertextuality, Voyeurism (extend/develop your analysis building on learning in class - present as Directors Commentary)
3. Lyrics Analysis/Lyrics Timecode
4. Final Idea Brainstorm (notepad interpretation of meaning of song)
5. References and Inspiration; Intertextual references (films, music videos, adverts, cinematic style)
6. References and Inspirations; Artist Image/Persona (fashion, style, press/promo shots)
7. References & Inspirations: Case Study: Promotional Campaign of a successful Artist (Album Cover Design & Website & Music Video)  - Genre, Image, Visual Style)
8. E-Mail to copyright holder 
9. Target Audience – collage of age, gender, sub-culture
10. Target Audience - Artists Social Networking sites 'Friends & Likes'            
11. Mood Board for your concept & image (setting, themes, cinematic style, characters, aspects of hyper reality, visuals to key lyrics/descriptions of the music)
12. Your Final Pitch (presentation)

The above is due next Tuesday (wk5/7) if you are on target. 

Remember to comment on your posts

Idea Generation - be prepared

You ought to be selecting your song on the basis of how it can easily create visual ideas for you to work with - not because its a cool song or you like it. In the Industry you will have to work with artists of genres that you may dislike or are not your preference.

Post to your blog your notebook mind map/notes where you carried out the activity we did in class last week for your tracks: 

Description of Music - adjectives describing the sounds, what you associate with the sounds/mood, atmosphere

What key lyrics are you working with - how is this associated with themes?

Your interpretation of the song - what meaning are YOU reading into the song?

Now boil this down to a CONCEPT - one or 2 words that focus your idea and unite all the images you will be coming up with...

We should be here:
Use INTERTEXTUALITY to construct a mood board of CINEMATIC sequences that tell you:

The setting
The costume/characters/narrative aspects
The Visual Style (graining, old film, bright & colourful)

Inspirations that have affected your ideas

Coming up with your Concept

Come up with a New Significance
Mood
Themes
Visual Style (Intimate, Gritty etc)
Go beyond the Lyrics
Listen again and again
Whats the songs message
What music videos inspire them

Student Examples Concept to Music/Lyrics

Link

Image & Audience

Girl Bands

Bland, too many of them... how are these Girl Bands sold like Yoghurt by the Adverts - Image/Persona?

Coming up with a concept

Link

Song Structure & Lyric Analysis (Concept) Student examples

Song Structure & Lyric Analysis Task

Reserch & Planning Tasks for Mod 1

Research & Planning Tasks click on each for an example

Visualisation (structure) & Image

Breaking Conventions

Voyeurism & Image

Case Study - Image Keiser Cheifs

Intertextuality

Hyper-reality

Image & Concept

Relationship between Music & Visuals

Self referencial (a video that makes reference to the fact it is a music video)

Initial Ideas - student examples

Example 1

Pitch

Good example of a pitch

Marketing Strategy - student examples

Example 1

Institutions & Marketing - student examples

Example 1

Analysis of Influencial Artists Image - student example

Example 1

Example 2

Target Audience Collage - student examples

Example 1

Example 2

Audience Research - student examples

Student example 1

Hyper-reality

http://sophieandkatiea2media.blogspot.co.uk/2011/11/intertextuality-hyper-reality-and.html

Image & Genre - student examples

Example of initial research into Image & Genre 

Further example of initial research into Image & Genre 

Some research into Image and how to create this through costume

Image & Concept

Image & Concept IMP

Hi All

Just a quick reminder about your ideas for your music video

By now you should have researched IMAGE of artists. In lesson 1 we established that your job in making a music video is to SELL the artist & their music.

Your target audience must be attracted to and identify with the values and identity that you are creating for the band. So who are you saying that they are - what do they personify? SEX? REBELLIOUSNESS? INDEPENDENCE? TRAGEDY?

Setting is of paramount importance as is having a CONCEPT or THEME for your video.

Shooting in the following locations will NOT sell an artist to the international or British market

Dartford
Your house
In the high street
In a park

You are looking for aspirational or hyper-real locations that generate MEANING - there must be a symbol reason for their performance being in this place - a high street says nothing about an artist.

PARIS is a location that symbolises LOVE, not a awkward scene shot in Nandos

LONDON is the capital of this country and a world-wide recognised skyline of landmarks - it is the centre of the 2ND BIGGEST MUSIC MARKET IN THE UK.

AMY WINEHOUSE lived & died there, PUNK started there, GRIME came from there.

The audience for the artists music will include your age as part of the audience but is likely to extend to 30 year olds - that is a over a decade between you! You wouldn't speak to a 5 year old the same as a 17 year old, so you need to be thinking about mature themes that this audience can relate to for your content

Genres have expectations
AGGRESSION, REBELLIOUSNESS & ANTI-AUTHORITY = PUNK
SEX, DRUGS & ROCK N ROLL = ROCK
SENSITIVITY, ARTISTIC EXPRESSION, UNIQUENESS = ALTERNATIVE
BEAUTY, SEX, RELATIONSHIPS, PERFECTION = POP
REALITY, MASCULINITY, URBAN CULTURE, POWER = HIP HOP
FEMININITY, SEX, RELATIONSHIPS, URBAN CULTURE = RnB

These must be satisfied in order to successfully construct an IMAGE that will SELL the album to the audience.

Think outside of your own lives & the everyday locations

These Videos need DRAMA, IMAGINATION, SYMBOLISM, MEANING, HYPER-REAL (exaggerated, distorted, surreal) FILMLIKE not what is accessible to the experiences of the everyday teenager.

Your key resource is Ideas from films, adverts, games, tv shows, cartoons, and other music videos, so get thinking.

http://www.youtube.com/watch?v=G_sBOsh-vyI&ob=av3n

Unit overview

Link

Where to find unsigned artists

Hi All

Hopefully by now you have started considering who you are going to work with and are trawling myspace or your contacts for friends in bands/singers etc.

This has several key advantages over using established artists:
1. They will have developed some idea of image but may not be too clear on how they want to come across - this is where you come in.

2. You have a wide array of established artists from over 50 years of the Popular Music Industry to use as influence. This is a golden opportunity for 'Intertextuality'

3. Your will be able to contact your artists directly - obtaining permission to film a music video & to have a dialogue (if you don't know them I recommend that this is over email than in person) where they can give you advice and direction which you can incorporate into your ideas - this is how the process works in real life!

Top tip: when shooting the performers for your digipack/music video/photoshoot take control - Get them to not be afraid of the eyeliner and foundation and keep the hairspray & straighteners handy - this is key to a flattering image when shooting on HD!


Where to look
www.myspace.com

www.Unsigned.com
www.Overplay.com

Intertextuality, Voyeurism & Hyper-Reality examples

Intertextuality 1

Voyeurism

Hyper-Reality 1

Hyper Reality 2

Examples by category

Intertextuality, Notions of Looking & Voyeurism

Intertextuality example

Performance, Narrative & Conceptual (Firth & Goodwin)

Performance

Narrative

Conceptual

Conceptual student examples

Approaches to Music Videos (Firth & Goodwin Analysis Framework)

Music Video Analysis - examples

Link

Example 2 - good analysis, needs work on the presentation

Example 3 - uses Goodwin categories, missing hyper-reality - presented as a page from a music magazine

Deadline for Production - These are Final this year

Research & Planning - Friday 9th November 2011

Music Video - Rough Cut & Rough Ancillary for audience feedback - Friday 21th December 2011

Construction Final Deadline (Music Video) - Friday 11th January 2012


Whole Campaign Ancillary Products Final Deadline - Friday 18th January 2012

Evaluation Q1 Deadline 25th Jan
Evaluation Q2 Deadline 1st Feb
Evaluation Q3 Deadline 8th Feb
Evaluation Q4 Deadline 15th Feb

Evaluation Final - Friday 1st March 2012

Module 4 feedback - know your learning