Digi-Pack

A promopack is the umbrella term used to describe all the diffrent types of promotion used in selling a artist or bands cd , it would be the adverts the posters the CD itself and all of the TV coverage that the artist recives. this means that they all must be linked as you cannot have lots of diffrent themes running through the campaign as it would look odd so the themes must be the same and the images used must be similar.

Digipacks are a type of DVD packaging made out of card stock or other heavy paper/cardboard material. Digipacks can flip open like a book, or it can have three parts, so that one portion of the packaging opens to the right and one to the left, with the CD in the center portion. Usually, the portion of the digipack that hold the CD is made of plastic like a traditional jewel case CD - the plastic part is simply attached to the paper background. They normally have band photos and Pictures of setting that are similar to what the bands genre are.

The video that we are doing can be related to the way we do our digipack as the setting can be used as a background for the cd alonside pictures of the band which can be used to show how the video will look before people will see it and the gnre of the band so people can decide weither they like that sort of music and video.

the First Digipack that I chose to evaluate was, Paulo Nutini they choose to use the same picture as there album cover in there digipack which is good as it means that people will know that picture and assosiate it with them , but is also bad as people will not know anything about the artist or the band as the pictures are all the same and doesnt actually show a real picture of the artist, the Digipack includes a live acoustic performance , This provides a Usp for the product and an incentive for people to buy the Digipack, the font used in this album is the same as the First album that he created so this is there to show the resembelance between the two albums, the picture on the front is a cartoon version of him at a dinner table which is giving reference to the album name , sunny side up, also the re-occuring colour scheme is used to keep the consistancy within the album, the colour of the album also reflects the rustic relaxed moods that are assosiated with this genre as well so this helps to show the genre of this artist and the music they create.

The second was jack johnson in this digi-pack , in between dreams is a digipack thats main colour sheme is yellow and black again showing the colours of the relaxed style of music, the black writing in the top corner of the album is showing the artists name and is the most stand out part of the CD and the album name is in white which is diffucult to read so would make people concentrate on the album and have a look at it, the special edition sticker in the corner of the Cd makes people think that they can have a certain exculsivity, and again the USP's of different versions of songs make people want to buy it. the picture of the tree on the front of the Digipack is the same as the Cd showing a certain resembelence to the Cd and the plane colour scheme with the picture of him with the guitar over his shoulder shows the genre and style of his music.

Initial Ideas

Setting - ‘dark forest’ gloomy, bitter crisp weather (Expected due to season ‘January’) effects will be depressing, dark and mellow – In comparison to the ‘image of beauty’ (A woman) she will be dressed in white clothing withconnotations of reflective beauty, and a white ore about her providing the image of purity and virginity (Christian belief)

The band will have to dressed in ‘indie attire’ to help replicate the ‘Mumford & Sons’ look, guitars and piano would help make it look more authentic. and the gloomy background will create a more dark theme at the start where the music is slower

Storyline -

The band (Replica Mumford & Sons) will be lonely in a dark forest, cold bitter air
surrounds them. Then there is a glimpse of beauty, a woman, dressed in white. The band is full of lust and yearning, there fuelled intent in meeting this girl seems to fulfil them, they walk through this dark wood, searching into the depths of it to find her. To fill in the music video, we’ll have to have shots of us ‘playing’ the instruments, whilst cutting through shots, of this ‘desire‘ for this woman, and also playing the instruments. This in total should help lead to quite an ambiguous setting, whilst making it look authentic and real with the introduction of us playing the instruments , when the beat of the music picks up ( towards the end of the song) the band members will be starting to run through the forest so they can meet this thing of beaty , when the beat them drops the band are stood around in a group surrouding the woman , the final shot wil then be the four band members walking away into the mist.


This blog should be a brainstorm of your ideas for the video. You can include a range of different ideas and could present this as a mind map or a video of your
group discussing your ideas. You should include images to demonstrate your ideas

Copying an Exsisting Video

The Video that we chose to replicate is Weatus - Teenage dirtbag, The Reason we chose to replicate this video is due to the college setting and the fact there is nothing too farfetched within there video, so we can replicate everything that happens in there video. http://www.youtube.com/watch?v=1jJVRcCdvyY&ob=av2e

We learnet many diffrent technuiques when we were making our music video such as:

The use of the camera - so how to set it up and create the correct modes for the camera to be in such as the shutter speed - PAL 24 Frames per second.
The computer shortcuts when using the specific Final cut programme. and how to create the linear structure of the video and the diffrent types of edit. Assembely edit where you cut out the poor shots leave the good ones and put them in order. The rough edit where you define how the shots flow and start putting it to music , and finally the final cut where you tweak the cuts and how they flow and add any effects that you may want.

We also learnet the use of a shooting script and a clapper board and how this makes it alot eaier after you have finnished filming to filter through and find the clips that you have decided are the best. Communication on set was a key part of us filming our video as we found out how to strat the clip with 'Speed' so everyone is ready and 'cut' at the end to make sure everyone knows the clip has finnished.

When setting up the camera we needed to learn how to mount the camera onto the tri-pod, the reason we use the tri-pod was to gove us a certian amount of stability and is particuularly useful when you need to zoom, pan, or tilting the camera, the cameras at our college have a spirit level attached to them meaning we can set up a exact horizontal shot

Before taking the first shot in the video, you need to set up the white balance, as the camera sets its self up differnetly in certian conditions ie outside or inside, so you need to change the white balance so it is set to the correct setting so when you film the colours look correct and defined, when outside the camera should be set to 'Daytime Filming' otherwise the film will have a blue tinge to it , and when inside you should set it to 'artificial light'. this relates into the expose as when filming with the Canon XM2 cameras we needed to use the maual settings to make sure the footage is too light or dark, you can chage the expose with a combination of the shutter speed , Aperture and Gain.

we also needed to change the depth of feild with the focal range of the camera so we needed to create a shallow or narrow depth of feild and you can create an effect of having someone in the front out of focus whereas the person behind is in focus.

Video Analysis

Mumford and Sons - The Cave -
http://www.youtube.com/watch?v=fNy8llTLvuA

In this you video you can see form the start when they pass there intruments over to the four Spanish people how they feel as if they change personalitys when they start playing , and how there music appeals to different people in different situations and countrys is also shows with the type of charecters that they give them too as they are multi national, this is the underlying theme of the video and the lack of segrigation that they feel, the clothes they wear are iconic for that band as it is quite unique, also the way that they are riding on scooters with there suits on could be refernce to the mods form the past and how they are a re-from of that cult, this is not really going with the sterotype of there genre as i would say that there genre is a folk band so they are creating there own style as they are the first real mainstream folk band. i think that this video would be very appealing to there fans as it is showing there emotion and how they feel about there songs.

Go-gol Bordello - start wearing purple
http://www.youtube.com/watch?v=sM1Ahn0Osjo

In this video it is seen that the people are crazy and jumping around i think this shows they are refrencing there songs to drugs and alcohol, this is backed up in the video by the drinking from bottles and the slightly slured lyrics, I Think this appeals to the audience that they are playing for as the music seems to be for people who would be in pubs or bars and the folk element will encourage the drinking and drug taking , Also the unique-ness of the way they sing and dress appeals to a diffrent audience that the target market does not normally aim at, the representation in the video is for the people who are younger generation and who enjoy partying as it is seen in the video , the age of the group is contrasting with this idea though as they are all quite old and do not go with the people they are representing. i think the meaning of this video would be about the use of drugs and how they effect people.

Target Audience

From this facebook page you can see the number of fans that they have at a staggering 486,146 in this you can see that the different variety of people as some of them are mothers from america who are in there fourtys and others are 15 year old from kent so you cna see the spread of people that they appeal to with there music



In there top ten fans there are people like

• Jessica Meins - who is 24 from newcastle , she is still at university and her other music choices are, Noah And The Whale, Jay Jay Pistolet, Mumford and Sons, Johnny Cash, The Beatles, Bob Dylan, Laura Marling, Slow Club, The Vaccines, Jeremy Warmsley, Seth Lakeman, Jamie Cullum, The Kinks, The Libertines , this would show the varienty of music and the style of music they enjoy.



• Also there is Jennifer Fetla Pollard , who is 42 from california , her music interests are Johnny Cash, "Kris Kristofferson", Lady Gaga, Mumford and Sons, As you can see there are some similaritys in there tastes ie johnny cash showing the diversity of the Mumford and sons Fans.



• Finally there is, Matthew Flood , Who is 17 and from London , his other music interests are MGMT, Mumford and Sons, Justin Bieber, Miley Cyrus, JLS, Which shows again the diffrence in music intrest within the mumford and sons fans, and shows there popularity world wide and how famous they have become.
  
  Mumford and sons are a folk/rock band, they are made up of Marcus Mumford on vocals, Winston Marshall on banjo, Ben Lovett keyboard and Ted Dwane on double base
  
  Mumford and sons are making regular appearences in NME magazine
  'Mumford And Sons pack out NME/Radio 1 Stage at Reading Festival'
  'Mumford And Sons: 'We've got no chance of winning the Mercury Prize'
  'Mumford And Sons reveal secrets of success at Reading And Leeds Festivals'
  
  From this we can use the target audience of the NME magazine and tranfer it to the audience so we can see that the target demographic is men between the ages of 17-30
  
  From this you can see that as this is such a huge Magazine with such a huge target audience within the british population they are a massive band on the rock/indie scene , this is also backed up by the fact that they played in nearly all of the main rock festivals in the country and filled the tents they were playing in with people flowing out the side (I know from experience at reading) they played Reading, Bestival, T-in the park, Leeds, And glastonbury which again shows there growing popularity.
  
  For the NME magazine the target Audience is 75% ABC1 which is normally the higher end of people and from this you can gather that there are alot higher people like professionals bank office workers who like this type of music which must reflect mumford and sons audience

there More specific audience is 68% male, 32% female who are idealy 24 years old as you can see form the Profile . The total num,ber of readers is 325,000 with 241,00 being men and 84,000 being women in july 09 to june 10

From this you can see that the facts about this magaizine and how with Mumford & sons being on alot of the covers and being featured in this magazine in the majority of its issues that the demographics would be simialar for the band.

To show the variety and influence mumford and sons have on the fans i tryied to conduct a survey so we can work out the target audience for this band and there music on the social network , facebook , we are awaiting replys

Permission

Copywrite is important for the music industry as if they do not have it they will be over run with people trying to use there music, Things like song lyrics are very improtant to keep copywrited as otherwise people will start to create there own vesions of songs which could damage the potential profit of the label and artist.

Song Choice

For our song choice we have decided on, Mumford and sons - Awake my Soul. the reason we chose this song becuase we decided about the theme and setting of the video through the song and decided on alot of our ideas when we first heard the song, we feel as if we can relate to the lyrics. Also we have enjoyed there previous videos.

Mumford and Sons - Awake My Soul - http://www.bing.com/videos/search?q=mumford+and+sons+awake+my+soul+video&docid=172465128210&mid=BF0340E5E010DF759703BF0340E5E010DF759703&FORM=VIRE1#

How fickle my heart and how woozy my eyes
I struggle to find any truth in your lies
And now my heart stumbles on things I don't know
This weakness I feel I must finally show

Lend me your hand and we'll conquer them all
But lend me your heart and I'll just let you fall
Lend me your eyes I can change what you see
But your soul you must keep, totally free
Har har, har har, har har, har har

In these bodies we will live, in these bodies we will die
Where you invest your love, you invest your life
In these bodies we will live, in these bodies we will die
Where you invest your love, you invest your life

Awake my soul, awake my soul
Awake my soul
You were made to meet your maker
Awake my soul, awake my soul
Awake my soul
You were made to meet your maker
You were made to meet your maker

when deciding on this song we also discarded a few songs that we thought would not be as good as mumford and sons

Temper trap - http://www.youtube.com/watch?v=WQEe8c8A9FI - soldier on

We decided against this as we feel we couldnt create a video that would go with the song , and we could not relate to the lyrics as well as we could with the mumford and sons track. so felt it would be more appropriate to choose that one

we also went through alot of other artists for example - Mytoy Box - SHH , which is another song we choose against and thta was becuase the genre was not one that we enjoyed and we thought we would struggle to make a video with a genre we didnt enjoy.

Exploring Music Video's

In this section of my coursework I will be evaluating and decribing 4 diffrent music videos from 4 diffrent genre's of music the genre's that i have chosen are , Rock , Pop, Rap and Dance, i feel that these 4 genre's are completely diffrent so will be represented in diffrent ways.

Firstly is Rock and the video i have choosen is Enter Shikari- No sleep tonight. http://www.youtube.com/watch?v=Ehzmr79ZCoE

I think in this Video the Diffrent Views of people is portrayed , as in the begining of the video the lead singer is seemed to be brushed of my the smarter man , this is when the video really begins as the singer is then not seen as being there next to the man , i think this can show the way in which the younger generation are seen by older members of the community as they may not be there and are not taken into account , also i think it can show a certain aspect of jelousy as the use of props such as the expensive looking suit, the top end phone, and the big house. all of which build to a anger and jelousy of the youth towards the buisness man. this is then shown in a climax whewre There is a number of younger generation showing there anger towards the arrogant buisness man. The use of spolights in this Video help to aluminate the probelms in the mans life as he is seen to brush of his wife , which is then shown as the band shining a spolight. The montage of images of fire and distruction can show the viewer the impact he is having on society and the world in the eyes of the younger generations , so i think this is another vent for there anger towards him not repecting them. the use of the stock report shows the importance of the buisness man and how he is more importatnt than the younger band members , i think at the end of the video the clip where the band and all of the extras are together shouting at the man , helps to illistrate the power of the younger generation and the impact that they can have, and how they can come together and work as a team. I think the Target audience for this video is people between the ages of 16-24 as it is showing the power of the younger generation so they may connect with this video more.

The next genre i am analysing is Rap the video I have chosen is Eminem- Not afraid , http://www.youtube.com/watch?v=j5-yKhDd64s&feature=av2e.

In this Video Eminem is seen at the start on top of a sky scraper , this shows the point in which he is at in his life and how he feels about the situation he is in, but he starts to move towards the edge of the builsing and this could show the forcoming events of his career and his life and how he feltr inside like he may have lost his fame , he is then seen walking in the street with the public and this backs up that thjoery that he is just the same as us and does not see himself as special or diffrent from everyone else. Also when he is seen in what looks to be a basement, that could represent the old life that he left behind and has moved away from, from there he is seen to look at him slef in a reflection and does not recopgnise what he see's this could be to show that he doesnt like what he has become and doesnt recognise the person that he is. and he may not have done what he wanted to do and has let other people change him it could also show fear, as he may not like what he is becoming and becomes angry with himself , this is then shown by breakign out of the mirrors and through the wall , this could be him showing that he has had enough of the way people want him to be so is breakign away from them. A bright light is then shown behind the rapper as he is singing and this could be to symbolise the rebirth of the singer. after this he is seen as droping of the cliff edge and flying , this could be to show the power he has and how he will start to use it in positive ways , which is referenced in the lyrics. the final shot of the video is him standing on the top of the building again which could be to show again he feels postivily about his life and career so is again happy. this video also changes the sterotypical video for a rapper as normally is about showing off there cars and houses where as this one has a meaning of chage behind it. the target audience of a video like this is similar to the first viudeo , 16-24 as he is showing them how he is changing and his fans who are mainly of that age barcket are the ones who need to see that.

The next video i have chosen is from the Pop genre, it is Aha- Take on me, http://www.youtube.com/watch?v=djV11Xbc914&ob=av2e

In this video the main theme is the diffrence between childhood and becoming an adult as, the lead singer from the band is seen in a cartoon sketch, this could show he is not taking the video too seriously, this is backed up by the fact he is having a race within the cartoon , then you what looks like a well educated smartly dress woman , drinking coffee and takes her self very seriously in life , she is then brought into the cartoon which is when she lets go of her inhabitions and relaxes form her normal self. you then see the two charecters pass through fom cartoon into real life through frames , this is to signify the way that they treat life and the way they go about things from being serious in the real life image to then having a more relaxed approach in the cartoon sketch.There is then what looks to be a police man type figure who enters the cartoon version of the two charecters and tryes to stop then from living in that side of there lifes , this is there portayial of becoming an adult where you cannot have that side of your life anymore and can behave that way.they then run from these people and this klooks like them trying to run away from the responabilitys of becoming an adult and growing up. you then see the two charecters for the first time together in the normal life. which shows you can still have that wild side even when your an adult. i think the main audience of a video like this would be someone who is going throught the change of an teenager to an adult so would be between the ages of 16-24, this video also goes well within the genre as it it quite an upbeat happy video , but it also goes again the sterotype as there is violence which is not normall seen in a traditional pop video.

My final video is from the genre of dance , it is Dizzie Rascal Ft. Armand Van Helden- Bonkers
http://www.youtube.com/watch?v=Ci40ae8BlcE

I think at the start of this video you see dizzie rascal woken up and immedietly you see he has eyes all over his clothes this could be to show howe he feels about the public and the media all wanting to watch him 27/7 , Also you see him with a circular lense , this ould mean that he feels as if the world is seen with him on top of it , as he is seen as alot bigger in the video. so it looks as if the world is revolving around him, you then see him in the same frame over and over just in diffrent colour which tells me he thinks it is getting very Repetitive and boring in what he does this is reflected in the lyrics as he says ' there is nothing crazy about me' , Then following this you see dizzie in a party senario and again it all seems to be based around him and how he is the main attention and bigger/ better than the rest of the people. Also the elaborate props such as the chain he wears makes you think he is the outragouse person who is at the centre of it all, you then see the 'crash' where dizzie is seen to be lying down and out of it, this could be to show the break he has between his hectic lifestyle and how long he gets to rest before he is back partying again, i think the main reason for this video is to show how the younger generation behave and how they party for long peroids of time then have little sleep and do it all over again. also i think this shows a side of drug abuse becuase you get the party then you get the come down from that drug then you take more of the drugs and party all over again i think the main appeal of this video is the older generations as it is how they see the youth and how they behave. the represenation of youth is portayed as party animals with little sleep and crazy lifestyles. this goes with the sterotype of the dance genre as the majority of the videos are about partys and the younger generation going off the rails , but the underlying reasons like the drugs can be diffrent from more mainstream videos as you dont often see this shown in the videos

Introduction

In this second year of media studies , I will be putting together a representation of a song of my choice Via a music video, this video will have the original song form a chosen artist and we will use all of the techniques that I have learned to create a suitable video for the track, I will have to have certain aspects of the video that relate to the video, as for example you would not put a happy child playing in a park to a agressive song. i am hoping that this will help to advance my skills in media from my perviose year.