RESEARCH
Across all music genres, there are three predominant music labels. These three companies are also big name companies across all media formats. Sony BMG, Universal Music Group and Warner Music Group are responsible for over 80 percent of the music market, with Universal the biggest of the group. In the past, these companies have been responsible for some of the biggest names in music, such as Sony working with Michael Jackson and Beyonce and Universal working with Kanye West, Lady Gaga and Taylor Swift.
What Have I Learnt?
From this task I have learnt that despite the dominance of the ‘big three’ across all music genres there is still a large number of smaller record labels, such as Kidinakorner, who still have an effect upon the music and distribution of the music. However, I did find it interesting that the big three, also act as a parent company towards many of these smaller companies, as seen with Universal Music Group parenting Interscope Records. I have also been made aware of the record labels that focus on the genre I have chosen, which is Indie rock. This is evident in the smaller, independent record labels such as Domino record.
Task 3
Music Labels Research
Task 4
Analysis of Music Videos
Task 5
Research into Artist
Task 6
Influence of Style
What have I learnt?
During this task I looked at costumes and what has given me inspiration for my own music video. I looked at Mumford & Sons and saw that they often used country costumes. I then looked throughout the Indie Rock genre and saw it is not uncommon in the Indie Rock genre. and also took inspiration from outside music.
Task 8
Theory
Theory
Andrew Goodwin
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Andrew Goodwin states that most music videos are "simply an extension of the lyrics". Goodwin puts all music videos into three different categories. The illustrative category is the main point of Goodwin's theory, and it states that images and shots will offer meaning related to the lyrics, in the perceived meaning of the artists. However, Goodwin also realises that not every music video follows this theory, and has added the disjunctive category to his theory. Music videos in this category will not match the lyrics on screen whatsoever. This theory suggests that when I make my music video, the narrative and acting on screen needs to have some relevance to the song we've picked. Despite this, some of the most well recognised music videos, such as Fatboy Slims Praise You, do oppose Goodwin's theory and it is therefore worthwhile thinking whether aspects of these music videos could be incorporated into our own.
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Carol Vernallis
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Carol Vernallis is based upon four different aspects of music video.
The first aspect of music video is narrative and Vernallis' theory follows Goodwin's in this aspect -
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Narrative - The visual is based upon the lyrics and it can be performance/narrative or a mixture of both. (But the star and the performance will mostly dominate.)
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Diegesis - Repetition of ideas/themes/shots is key to help create meaning for the audience. May be times when the audience does not understand the diegesis.
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Camera - Music videos try to avoid shots such as mid-shots and instead more frequently use shots that sit on the extreme ends of the scale, such as long shots, close ups or extreme close ups. The adopted styles of framing and movement tend to run all the way through the video. The camera may move in time with the music just for drawing focus onto the artist.
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Editing - Will be left in a state of disjuncture – rather than following the rules of continuity – the editing might even be made obvious (cuts made to the beat) we frequently cut between performance/narrative – there will often be jumps in time.
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Examples of Goodwin's therory.
Both of these video give a very good example of Goodwin's theory. The top one shows it is evident when shes pointing to the left as the words "To the left".
What Have I Learnt?
During this task I have about the theory used in the construction of music video. For example, I found it interesting that mid shots are not used very often in music video. This will help during the planning and construction phase of the task and I will take into account the theory and to what extent I will follow them to ensure the final product appears professional.
Task 15
Album advert research
This advert by Oasis is interesting because it ventures from what the band would normally do and what the fans would expect them to do. It is fascinating that they haven’t got the pictures of the actual band on the advert, which suggests that, for them, it is not all about the fame and recognisability, but is instead about the music, most importantly.
The font they have used is not what you’d expect either from Oasis or any Indie Rock artist or band. It is a more informal, handwritten font and therefore could be indicative that this album may be a little different to what they would usually produce. The fact that they haven’t even used their real logo, reinforces that they are aware that they are hugely famous, and perhaps do not feel like it is required.
The abstract images used as the background are extremely confusing, and in my opinion may have links to drug use, therefore conveying the identity of both Oasis and the Indie Rock genre as a whole, as this matches the general conventions. This also links to the rebellious image Oasis have built up of themselves.
This Arctic Monkeys advert links to the continuous, yet basic, theme used throughout the promotion and release of the album AM. Because of this it is evident to see that they have assembled an image of themselves that they are confident and comfortable with. The simple, yet, striking colour scheme of black and white gives the album an instantly identifiable nature, and therefore displays the extent of Arctic Monkeys fame.
Also the small size of the ‘New Album’ suggests that they really do not feel it is important and perhaps displays the confidence they have in themselves to sell the music through having good music as opposed to good advertising. This is supported by the prominence of the band logo, as it could imply that they feel the brand strength they have built up through previous good albums is important in selling more.
What have i learnt?
By doing this teak I have understood what is required to go on an album advert. Looking at the three adervts I have seen how a range of different artists/bands in the Indie Rock genre advertise themselves, but also how they represent themselves. This has also reinforced the need to have a clear representation of an album and be consistent with it throughout all formats of advertising and distributing. As a result I will know this during the construction of my own music video, digipak and advert.
This is a very basic poster that Mumford & Sons put out to advertise their Wilder Minds album. The picture used is the same as the one they used on the front of their digipak for this album. The picture itself could be suggestive of them thinking they are now a big name, and now in a position to look down upon the support that they have grown.
The only text on the advert that they put out is the band name, the title of the album and the release date. Interestingly the title of the album is smaller that the band name, and therefore it could suggest that the band see the name, as more important than anything else. This is quite an egotistical approach. However, the important news, which is the release date, is placed right in the middle, therefore giving the advert a direct mode of address.