New logo idea

When looking back at the logo design I didn't feel it represented the band members, and could be recognised as an individual artist named Tonic. This was due to the fact there being one man and a guitar within the 'O'. I decided to keep the same typography as I feel it fits in with the Indie genre, but this time used the instruments featured in our music video. My next intension will be to develop this onto my digipak.

Looking at existing posters

I decided to analyse existing products to inspire my ideas and to ensure I understand the conventions of a poster, mainly focusing on Indie bands. This will help me create a successful poster which reaches my target audience.

FeedBack Sheets

The feedback we received for our presentation consisted of positive and negative comments,  

one point the majority of the class had was creating the plasticine models. However my group feel confident i  the abilities we have to make them a good quality. We also feel we will succeed in the stop motion as we will be putting in a lot of time and ensuring each shot is accurate. Another point made involved the age of our target audience, this has made us realise we will need to go back and research who our band will appeal to; even though our audience research did present a positive aspect of the audience we had selected. My next intension from this feedback is going to be creating the models for the music video and doing several test shots to understand how the stop motion will work.

Tonic Presentation

Group presentation explaining music video idea.

Audience Profile

I created an audience profile to understand who my video will be targeting, it also helped present specific aspects which will contribute when creating the music video.

Journal

I continued to research and plan ideas for my digipak, I began my looking at conventional aspects of the Indie genre; this will help me because I am able to understand what my design will need to have which will make it recognisable to my target audience.
I then went onto looking at innovative features to a digipak, and then with my group came up with a unique selling point of a free play dough band member - with 4 to collect it will get the target audience excited and curious.

Audience research - Logo design

We handed out a questionnaire based around our logo design; we aimed at our target audience of 18-25 year olds. We wanted to know if the audience could identify which genre our design was representing, from the feedback we received all of our candidates realised it was representing the Indie genre. We also asked if they would improve any aspect of our design and why? The feedback we received mainly consisted of adding colour to the logo because they felt it was to plain and boring. This feedback has helped us understand what our target audience wants, therefore we will be developing our logo from this feedback.

Mood Board representing the Indie genre

I created a mood board to represent important aspects of the Indie genre; this would help create a visual description of the codes and conventions of my genre.

Common People Video Analysis

I analysed the music video Common People by the band Pulp to help understand and recognize the codes and conventions of the Indie genre, this will help me when creating my music video because I will be able to refer back to it and compare.

1990's Music Video Analysis

1990’s 59 from LouiseTaylor95
I used Goodwin in my analysis to help me understand the theory and how it makes a music video successful, I was also able to see the similarities to my music video idea including the use of stop motion to present the creativity of the band and the genre.

Arcade Fire Analysis

Arcade fire from LouiseTaylor95
I have analysed the music video Black Mirror by the band Arcade Fire because of the similarities within the genre. However I discovered that this video has many comparisons including Arcade Fire's video consisting of dark, frightening visuals and atmosphere, whereas I want my video to have an exciting atmosphere with bright, bold colours.

Digipak Research

I researched into digipak's of the same genre to become aware of the style used, I discovered there is a variety which makes each one different and unique. I feel my digipak will relate to the Blur digipak because of the animated style and the bright, bold colours which represent the creativity of the band, but also how they are more focused on their music than their image.

Codes and Conventions - Indie Genre

Camera: Close ups are common because they introduce the artist to the video, it all creates an image for them therefore making them become recognisable to the audience.

Full length shots are also used to show the style of the artist/band, the setting can also be seen as it gives a clear understanding of the time era and story being told.

Crane shots are used in live performances to capture many angles of of the artist/band; this helps keep the audience focused and engaged. 

Editing: The Indie genre relies on editing to give it an old fashion style, usually a black and white or sepia tone is used., this gives it a rustic and raw feel. Fast and slow cuts between shots contribute to the pace of the overall video. 

Live Performance: In the Indie genre it is very common for live performance to be present in their music video; this is to ensure the audience views the artist/band as performers, focusing on their music and not their image.

Narrative: Is used to convey a story, a sequence of images and videos will relate to the song and will work along side the lyrics. The narrative can also show the creativity of the artist/band.

 

Mis-en-scene: The artist will reflect their style and appearance through the mis-en-scene.

Ryan Adams

In pairs we researched into Ryan Adams, this research would help us understand how and independent artist and record label becomes successful. It also gave a clear visual of how the artist and their appearance change to fit into the industry, we can relate this to Adorno and Horkheimer  theory "The Culture Industry" which suggests no one has any originality or uniqueness.

Cross Media Case Study

The script cross media cae study from LouiseTayl-or95
I looked at one band across several media's to understand the consistency of their style and identity, it also presented how their unique style makes them recognisable.

What is a record label?

A record label is a company who signs singers in order to help promote and sell them to target audiences; it also...

- Provides money

- Talent scouting and development of artist

- Manage band or artist

- Production, manufacture and distribution of record

- Marketing and promotion

- Copyright protection

Lesson 1 - Introduction

Music videos have been around since the 1920's when many Jazz artists made videos to accompany their music, an example of this was Bessie St. Lewis.
In 1965 Bob Dylan with his Subterranean homesick blues was widely credited as one of the first modern music video's. By the 1970's the record industry discovers Television shows as a great opportunity to promote their artists. The main focus was on creating short 'promos', this meant early music videos started to replace the live performance of the artist on a Television stage, this proved to be extremely time efficient as the artist could be seen on several channels while creating more work. In 1975 there was a ground breaking music video to accompany the song Bohemian Rhapsody by the band Queen. This video was the first to use advanced visual effects and set the language for the modern music video ( the way text is communicated.) When looking at this video I felt it was very repetitive compared to today's music videos.
Technical Codes
Cinematography, Editing, Mis-en-scene, Sound
Camera movement = Dynamic performance, accompany the movement of the performance E.g. Dancing.
Close ups dominate = Creates a sense of intimacy for the viewer.
Editing = Fast cut montage is the most common form of editing in music videos, they are very apparent for the work of many female solo artists with a brand audience appeal, a good
example of this is James Blunt. The pace of the music video usually establishes the mood. Enhancing the editing are digital effects which play with the original images to offer different kinds of pleasure to the audience; this may take the form of split screens, colourisation and of course the blockbuster film style of CGI.

Goodwin's music video analysis
1. Demonstrate genre characteristics.
2. Relationship between lyrics and visuals.
3. Relationship between music and visuals. ( Illustrates, amplifies, contradicts)
4. Demands of record label will include the need of lots  of close ups of the artist and the artists may develop motifs which recur across their work ( a visual style)
5. Frequently reference to notion of looking ( screen within screens, telescopes etc.) and particularly voyeuristic treatment of the female body
6. There is often inter textual reference to films, T.V programmes, other music videos etc.

Inter textual References
- Advertisers use it all the time E.g. If a chart song is used it will remind you of the product.
- TV. shows use this technique as well, often for a comedy effect E.g. The Simpsons
- It can also stretch to non-media such as newspapers or magazine adverts.

Different ways inter textual reference is involved in a music video :

Stylistically: Imitating the style of a film, television genre, video game, cartoon etc. E.g. Michael Jackson "thriller" or Madonna "Die another day"

Theme/ Narrative: E.g. George Michael; outside video reference to a incident and the coverage of it.

Content: Subtle inter textual reference within their content E.g. Madonna's material girl reference to mainly Marilyn Monroe being the blonde female figure getting what they want. The music video Addicted To Love references the fashion industry.

Why is inter textual reference used?
The audience may be familiar to generate both potentially nostalgic associations and new media texts.

John Stuart's description of the music video "incorporating raiding reconstructing" is essentially the essence of inter texuality and the sense of satisfaction.

Goodwin's analyse from LouiseTaylor95