Music Video Brief

You have been asked to devise and make a promotional music video for the new act 'Tonic'. As a new act, the record label is keen that the first release appeal to a wide audience and establish an image that is both recognisably unique and appealing to their target audience. with this in mind, their first release will be a cover version and will be used as a platform for future original releases. the record label is happy for this release to be any of the three songs listed below and would like you to choose whichever one you can make a dynamic promo for, as the key thing is to get them exposed!

• One of the reasons as to why we picked this brief is because we really liked the ideas which came with it. We really thought by picking this one we could let our imaginations run wild with the creativity. We felt as if we wouldn't have to focus mainly on the bands imagine and we could really make use of an arty, creative music video. I really like how we aren't that limited when it came to this band as we knew the conventions for a band like this so we understood the brief incredibly well.

Tonic

Rob (25) Sam (24) James (25) and Nick (23), middle class lads.

Started the band in school and through the years eventually got signed to Rough Trade.

Their sound is 'Funky pop with and indie undertone'.

Influences are, Supergrass, Blur, Pulp, Queen.

Record Labels

What is a record label?

• Provides the artist with money
• Talent Scouting and development of artists.
• Manages band/artist.
• Production, Manufacture, distribution of record.
• Marketing and promotion.
• Copyright protection.
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Major Record Labels

• The big three record labels are Sony BMG, Universal Music Group and Warner Music Group.
• Can at any one time represent 75% of the music sold within a year.
• 
  

Minor/Independent Record Labels 

• A smaller record label that operates without funding of the big four.
• Many big artists begin their careers on minor labels.
• Generally allows more artistic freedom and control.
• Merge Records, Lost Highway, 4ad, Domino, Rough Trade.

Lesson Task

Kings of leon from daisymae96

Monday 1st July 2013

L/O - To understand Adorno and Horkeimers culture industry.

Commodity - Something you can buy.

Max Horkheimer and Theador Adorno both created the Culture Industry.

The Culture Industry

The two theorists, Max Horkheimer and Theodor Adorno created ‘The Culture Industry’ theory. The Culture Industry refers to everything being produced in the industry ends up coming out the same which means totally changing them from where they first started and it takes away everything unique about them. Even though everything has turned out the same. But due to everyone being used the same it becomes a success. 

An example of this is JLS it is very clear and easy to see how they go from oner thing to another for example...

It was made obvious how this boy band go from one image to another. The change is incredibly visible and obvious.

Music Video - The Early Years.

1920's

• Many jazz musicians started making short films to go with their songs.

1965

• Bob Dylan filmed "Subterranean homesick blues" and it was wildly credited as one of the first modern music videos.

1970's

• Televisions took off and more people were getting them in their households.
• It was recognised that television was the best thing to promote artists.
• Focus was on creating short promos.

Notes

• Camera movements may accompany movements of the performer.
• Close-ups predominate because... The screen is small so by using a close up its easier and clearer as to what is going on. It creates intimacy for the viewer and it also shows people and creates attention for the singer. 
• Fast cut montage - Can go along with the pace of the music.
• Long take, no cuts.
• Green screen or blue screen = Chroma-key.

Goodwin's music video analysis...

1. Demonstrates genre characteristics ( Rock -stage performance. Pop - Dance routine.)
2. There is a relationship between lyrics and visuals.
3. There is a relationship between music and visuals.
4. Record labels include the need for lots of close-ups of the artist.
5. Frequently reference to notion of looking (Screens within screens, telescopes, etc.) and particular voyeuristic treatment of the female body.
6. Often inter-textual reference (to film, TV programs, other music videos etc.)

"incorporating, raiding and reconstructing" - John Stuarts.

Goodwins music video analysis from daisymae96