Audience Research

Audience Research - Results

Record Label - Rough Trade

Rough trade Records is an idependent label, it's based in London (uk) in 1978 by Geoff Travis. The record label came from the Rough trade Shop in West London after records found in North America were shipped back to the UK and then become independent from the shop in 1982 but then went backrupt in 1991 but was then relaunched in 2000.

Rough trade Records specialised om European post punk and other Alternative music.

Some artists include The Fool, The Moldy Peaches, Taken By Trees and Duffy.

Record Label - Islands Record

Island Records was founded in 1959 by Chris Blackwell in Jamaica. However the company is based in the UK and owned by the Universal music group.

Before 1980s Island records were all british record, however in 1980 they signed a Rock band called U2. After this they become an International label. The label has four different distrbuters which is America, United States, Germany and Australia.

Some of the indie artists own are Florence and the Machine, LadyHawk, Bombay Bicycle Club, Mumford and Sons and Plain White T's.

Other artists include Akon, Amy Winehouse, Bob Marley, Drake, George Michael and Tinchy Stryder.

Mumford and Sons Concert Poster

Carol Vernallis Theory

The grammar of a pop video
Carol Vernallis believes that music videos do not have a certain narrative to their videos. Music videos are more choppy and fast cut, they tend to have parts that do not always flow. For example this could be in a video if they just show the arm, then the head, then the legs. The pop music video editing aims to stop the audience from focusing on the image rather than the music itself, or music over image.

An example of this would be the Lady Gaga music video for Bad Romance




In this video they cut from Lady Gaga in two different shots, however her hairstyle changes from one shot to another. This wouldn't normally flow as a story, however the audience can tell that their both Lady Gaga. This shows the present moment within the music video even though whats happening in the music video is changing.

Cd cover - Maccabees

Cd cover analyse- Florence and the machine

(Task 1) Brief

To produce a promotional package for the release of an album to include a music promo video together with two of the following three options:

- Website homepage for the band/ poster

- Cover of the album

- Magazine advert for the album

Creating your own artist but could use a orginal song but recreate the artist for the music video.

(Task 11) Andrew Goodwin theory.

Goodwin helps to identify the different juxtapositions happening within a pop video explaining the relationship between the music lyrics and Image.

Disjuncture probably wont be used in out music videos because we are creating a new artist who are not well established, so the audience may not understand the genre of the artist because of their expected conventions of the genre.

(Task 8) Conventions of a music video

• Lip syncing, this is used to show and let the audience recognize it as a music video.
• Close ups are used to show the singer.
• Long shots are used to show dancers or them performing with instruments.
• Mid Shots
• Cuts to the beat, this dictates the speed of the music video, lots of cuts very rapid.
• Props, these are according to the song and the genre.
• Cutaways, use of montage editing to show variety.
• Muted footage with soundtrack.
• Camera on main artist, this shows eye contact and a 'moment of pleasure'.
• Narrative may be told, but the concept is more important.
• Performing actions to the beat.
• Performing with instruments, singing, dancing.
• Constant match on action, continuity through singing.
• Camera always on the move, this shows energy and dynamic within the video.
• 3-4 minutes Long.

The overlaying of images, performance and editing all refer to the lyrics through story,concept, performance and location and refers to the genre of the music video.

(Task 9) Bordwell + Thompson - Rabbit in the Headlights UNKLE

Anaylse and Feedback

(Task 4 ) Roll Deep - Good Times

(Task 3) Scouting For Girls - Famous

(Task 13) Mood Board

The mise en scene of R&B music is usually that the artist is a solo singer who has dancers within the background of the music video. The dancers outfits are usually quite similar to the artists outfits such as in Beyonce video of ‘Single Ladies’ Beyonce and her two dancers are all wearing black leotards and heels within the video. The artists do not use much facial expression in the videos and on their cd covers. Most of the songs that R&B artists produce are to do with love and relationships, some also talk about cheating and betrayal, this is shown through the words as well as showing a couple (man and women) arguing or walking together. The outfits that the artists wear are usually casual smart, for example Neyo wears white trousers and a blazer with a sort of casual hat. However some women would wear black dresses.

The lighting of the music videos are low key lighting and sometimes bright laser lights. There are also spotlights on different parts of the video. The solo artist is usually centred and within in the dancers, the dancers are usually not just dancers they are ‘characters’ within the video. There are many close up used to show the artists, this is also within a plain background which does not have much of a location. There are also uses of long shots to show the dancers and sometimes the location such as in Rihanna’s video of take a bow they are in a house. Extreme close ups are used to show objects in the shots to do with the narrative of the video. A lot of the music videos have a narrative that is shown by the artist.

Much of the artist videos show sex appeal within the video through the way they are dressed especially the women artists and through the way they look at the camera and the audience. They look at the camera as if it is the person they are talking about. Much of the colours used are quite dull, however recent video such as Rude Boy by Rihanna uses a lot of bright colours.

Low Budget Video -

(Task 12) Low Budget video - Hifana

(Task 12) Low Budget video - Hifana