Digi-Pak Shoot

Recently, Liam and myself went out to take photographs for our digipak cover. We shot many locations some close to home, and others in town. For this we put a standard digital alarm clock in many locations taking photos and then edited the time 4:00AM onto (This being the name of the song we have chosen.) We decided on the shot for the digipak cover would be one of the first we took. This was located just around the corner from my house so very easy to access if any re-shoots required. The shot has the alarm clock taking up practically all of the foreground with a road bending into a corner blurred out in the background via depth of field.
Map
A = Photograph Location
B = Liam's House
C = School

Digi-Pak Post

we began development into the digi pak looking at existing and different styles, we have also taken photos for the different sections we will upload posts sowing these asap. we have also began creating a mock up for what it will look like.

Permission Email Response

This was the email that mixy sent us back, confirming that we have his permission to use his name, song etc. We can now carry on with the products and research.

Updated Digi Pak Research

Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Since Digipaks were among the first alternatives to jewel cases to be used by major record companies, and because there is no other common name for Digipak-style packaging made by other companies, the term digipak or Digi-Pak is often used generically.
Digipak-style packaging is often used for CD singles or special editions of CD albums and the tall DVD Digipak is used as a premium package for DVDs and DVD sets.
Although less vulnerable to cracking than a jewel case, the disc tray inside the package (particularly the "teeth" of the hub which secure the disc in place) remains rather brittle and is prone to cracking if the package is crushed. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s. Folk band Show of Hands were one of their first bands to use a digipak, on their 1997 album Dark Fields.
Manufacturers have sought to reduce environmental impact and improve functionality by introducing recycled components into its trays; one has announced a 100% post-consumer PET tray made from recycled bottles, which also eliminates the need for the brittle "teeth". Many printers use recycled or sustainable material for the board stock.
Historically, Digipak was only available in large quantities. However, AGI has recently introduced a new product called digipak i-create for the consumer market. Digipak i-create is a web-supported concept that is aimed at music, photo and creative markets.
Digipaks usually resemble the type of music the CD contains for example a rock CD would sterotypically use dark colours to portray what the music is like. Our digipak would need to be more colourful and attractive to the audience it is aimed at which would be young adults, Although Mixys music is not sterotypical rap our album will still need to follow the codes and conventions of a rap music album. Our images and logo will be funky and fresh in order for the audience to realate to them. Examples of Album covers are shown below:

Eminem's music is stereotypical rap. The text used on this album is very simple and bold, this draws your attention to the name 'Eminem'. The 'E' is backwards which is something that is noticeably done throughout his albums, this makes the audience relate to it as being him. Throughout his albums his name is in bold lettering and is clear on the front of the album. When on shop shelf's the customer and quickly identify his albums. The image on the front of this album relates to the name 'Recovery' as Eminem laying there could indicate that he was recovering from something perhaps mentally or physically. Most of his albums also have a picture of him on the front and he is there throughout his music videos this is also a stereotype of rap music. On this album the walls don't look particularly clean witch also relates to the fact rap music is usually about sex and violence and is not a clean way of living. In the corner the 'Parental Advisory' logo is there to indicate that strong language is used throughout this CD, this is an important logo when buying a CD and it shows the customer it wouldn't be suitable for young people to listen to.

This is the sort of album and style we will need to base our Digipak around.

The album cover shown above is a stereotypical rock band, The colours and the image used show us instantly that the music will be of a rock nature. The lettering used is more grungy and not perfect and the image of the heart with blood dripping would only attract audiences that where into rock, the image perhaps does not relate to any of the music on the CD and dose not relate to the title 'American Idiot' but the image dose portray the 'Rock' genre. The colours used are very basic and only 3 colours are used. The colours are dark and the black and reds are a common stereotype for rock music albums.

Our Targeted Audience

A target market is a specific group of people the music is aimed at. The production company can aim it at certain groups by the different types of advertising and marketing they do, e.g. teenagers are more likely to be targeted by advertising that is online. Looking at similar artists such as eminem it is clear that his target audience is that of a younger age range, roughly 16-30. This means we will target our music video and music by Mixy to the same age range. This is the ideal age for our genre of music.

Target Audience

A target market is a specific group of people the music is aimed at. The production company can aim it at certain groups by the different types of advertising and marketing they do, e.g. teenagers are more likely to be targeted by advertising that is online. Looking at similar artists such as eminem it is clear that his target audience is that of a younger age range, roughly 16-30. This means we will target our music video and music by Mixy to the same age range. This is the ideal age for our genre of music.

Permission Email Sent

This is an email that we have sent Mixy to confirm that we have permission to use him for our project.

"Hello,
This is just an email to confirm that we have permission to use your song, and you also agree to us using yourself for our project. including creating, a Digi-pak and website to accompany the video.
Please send back an email agreeing to this."

Album Cover Montage

Here is a collage of some album covers i have created using photoshop, these images can help me and my group to create a digipak design. The eminem album cover called '3am' could be quite useful because the song we are using is called '4am'. We could use some of the font ideas and play about with colours and texts in order to create what we consider to be the perfect digipak for our chosen song.

Copyright Research

We have had to look into the way copyrighted music may effect the way we use music in our video. Luckily we are creating a video for a local artist, this means that he will be able to give us permission without having to go through all of the hassle of calling and asking from record labels and companies.


However, we did also look into the laws and ways that it may effect other people.

Welcome to the digital age!

Do you remember many years ago when trying to produce a video for your school took several thousand dollars worth of elaborate and bulky video equipment to make it happen?  Now here we are in 2008, and with a very inexpensive digital video camera and some free software, you, yes even you can produce, publish and broadcast your video around the world – how exciting!  And yet, how scary.
I’ve attended many conferences and workshops where attendees learn to use the latest and greatest technology and are encouraged to incorporate their favorite songs in videos to make their production more captivating.  After all, every great video needs music, and any that do not use audio for enhancement lack in professional quality.

And this is the scary part – when a teacher or student uses a chosen piece of popular music in his or her video.  In some cases based on hear-say, we as educators instruct them to use only 30 seconds or less of copyrighted music material so as not to infringe on copyright, and this is an issue.

What are the problems?

#1.  Background music is not viewed as educational use.

Just because you’re producing a video at your school does not mean that the copyrighted music content is for educational purposes.  It is ancillary.  In following the Fair Use Guidelines, music that is applicable to education would be that which is directly related to your course content.  For example, if you are studying classical music and want to use Mozart’s “Sonata in A Major” as an example for your students, then this is considered educational use.  Or, if you’re studying the politics of the 60’s, and want to share how rock music reflected the times through poetry, then you may use a portion of the Beatles “Revolution” to educate your students.  Both of these examples demonstrate educational and relevant uses of music.  (The key word here is “relevant”).

#2.  Posting a video to a network or public website which incorporates copyrighted music for which you do not have written permission to use is a violation.

Simply put, when using copyrighted music for the educational purposes stated above, it should be done on a secured network.  Once you publish the video on your school website or some other public video site or unsecured network, a copyright infringement has occurred.

#3.  Legally purchased music is for personal and home use.

You may hear an argument from your teachers and students that they did not illegally download the music but purchased the music legally from i-Tunes or some other legal music e-tailer, and, should be able to use in their school-produced video.

Actually, their legal music purchase is for personal and home use, and an entirely new set of rules apply for education, such as those stated in the above paragraphs.

What are the solutions?

a) Make your students and staff aware of the potential infringements.  Most teachers and students use music in their video and then publish or use in it in a public setting while thinking they’ve done nothing wrong.  But, their lack of knowledge about the laws does not make them immune.

b) Request permission.  It’s not a guarantee that you’ll get the written permission you need, but go to the copyright holder(s) or publishers of the music to request written permission to use, especially if you think the song in question is that necessary for your production.

IMPORTANT NOTE:  Don’t base your permission on that given by the artist or composer unless they are the sole owner of the copyrighted music.  (Crediting the artist does you no good).  You can almost bet that any popular piece of music is not owned by the artist but possibly by many, such as producers, publishers, attorneys and many others.  This can be a problem, because you need permission from all parties.

c) Purchase a royalty free music library.  This is a great insurance policy for your site and system, ensuring compliance and demonstrating due diligence.  Also, royalty free music is way “cooler” than it used to be, and many students and teachers can find the music of their choice which best suits their video content.

Not all royalty free music libraries license specifically for K-12 and university use, so be sure to check their licensing closely.  For use in education, you should make sure the royalty free music library allows for:

• Synchronization with film and video
• Broadcast and podcast rights
• Rights to duplicate and sell videos within the educational environment
• Continued use for student portfolios.  In this, a student can produce a video project and remain the sole owner for repeated use.  If they ever want to use the project to promote their experience, further their education, or even to start a career, they should be able to do so according to the proper music license.

Many may say that there have been no copyright lawsuits against schools or districts for this type of use.  Contrary to popular belief, there have been lawsuits, but they do get settled out of court.  Regardless of the possibility of “getting away with it,” it is our responsibility to teach students legal and ethical practices when using technology in this digital age.  And, as students begin to create their own works, they will understand the importance of ownership, especially as they seek credit and payment for their own creations.  If we fail to teach this now, then we have done them a disservice.

Barry S. Britt is a creative and executive producer of music for film and video.  As an ASCAP member, he had been educating educators on digital copyright awareness since 1996.

information sourced from: http://www.school-video-news.com/index.php?option=com_content&view=article&id=306:copyright-issues-when-using-music-in-videos&catid=33:copyright&Itemid=51

Digi-Pak Example

Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Since Digipaks were among the first alternatives to jewel cases to be used by major record companies, and because there is no other common name for Digipak-style packaging made by other companies, the term digipak or Digi-Pak is often used generically.
Digipak-style packaging is often used for CD singles or special editions of CD albums and the tall DVD Digipak is used as a premium package for DVDs and DVD sets.
Although less vulnerable to cracking than a jewel case, the disc tray inside the package (particularly the "teeth" of the hub which secure the disc in place) remains rather brittle and is prone to cracking if the package is crushed. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s. Folk band Show of Hands were one of their first bands to use a digipak, on their 1997 album Dark Fields.
Manufacturers have sought to reduce environmental impact and improve functionality by introducing recycled components into its trays; one has announced a 100% post-consumer PET tray made from recycled bottles, which also eliminates the need for the brittle "teeth". Many printers use recycled or sustainable material for the board stock.
Historically, Digipak was only available in large quantities. However, AGI has recently introduced a new product called digipak i-create for the consumer market. Digipak i-create is a web-supported concept that is aimed at music, photo and creative markets.

Definition of a Digi Pak

A Digipak is a type of CD packaging made out of card stock or other heavy paper/cardboard material. Digipaks are able to flip open like a book, or be in three parts, so that one portion of the packaging can open to the right and one to the left, with the CD located in the centre portion.

For our group to create our Digipak we had to consider the following:

· Logo

· Font Styles

· Layout

· Images

· What information to include

Conventions:
When looking through various Digipaks, I noticed some conventions of the product, that are useful information when you have to create your own.

1. It had either 4 or 6 panels.
2. A main image was placed on the front either being a logo, symbol or image to represent the artist.
3. A track list on the back
4. Logo of the production company
5. Barcode
6. Name of the album & artist
7. Same theme running throughout Digipak

Digipak Research

What is a Digipak?
Definition;

A Digipak is a type of CD packaging made out of card stock or other heavy paper/cardboard material. Digipaks are able to flip open like a book, or be in three parts, so that one portion of the packaging can open to the right and one to the left, with the CD located in the centre portion.

For our group to create our Digipak we had to consider the following:

• Logo
• Font Styles
• Layout
• Images
• What information to include

Conventions:
When looking through various Digipaks, I noticed some conventions of the product, that are useful information when you have to create your own.

1. It had either 4 or 6 panels.
2. A main image was placed on the front either being a logo, symbol or image to respesent the artist.
3. A track list on the back
4. Logo of the production company
5. Barcode
6. Name of the album & artist
7. Same theme running throughout digipak

Mixy's 4am Lyrics

I have listened to 4am from Mixy's MMX Mixtape and wrote out the lyrics to the best of my ability hilighting all of the woman parts in pink and the anything else: notes, instrumental, etc. in orange. Here is a link where you can download Mixy's Album from http://locality1.com/2011/01/08/mixy-mmx-mixtape-free-download/.

4 a.m.

you promise me you wait for me, cause i ll be savin all my love for you. and i will be home sooooooon. you promise me you wait for me, i need to know you feel the same way too. ill be home, ill be home soon.


(female singer sings: "ahhh ohhh ah oh ahhh oooo aaa ahhh" (echo))
when i saw her i was amazed, when she smiled at me i smiled back, she inspired so many words on my page its like i got my inner child back, and i like that i seen her plans to see if she'll come out with me for a drink and a chat, i can't dance and i cocked up from where i sat, i knew i didn't have a chance me and the lads where having a laugh on the lash chattin about the class of ass on the lash that we saw out and how we would love to get in there pants, but i got a glans from that pretty thing and i have had more than a glass, so I'm cocky and confident enough to go over and ask hey sweet how about how about how about.


you light up and let us see the rain yeah. for the while; its four o'clock in the morning and it's starting to get light!! you light up and let us see the rain yeah. for the while; its four o'clock in the morning and it's starting to get light!


(female singer sings: "ahhh ohhh ah oh ahhh oooo aaa ahhh" (echo))
so i wake up, 3:58 rough, next to a sleeping beauty who's still a cutie without her make up, its about the third date but, i think i like her enough to put the stakes up, trust, maybe i should know her better still I'm just happy i met her impressed i could get her bit early to say stay forever; whatever happens i won't forget her, i know that already, and maybe we could go steady and keep it sweet till it starts to go heavy, I'll never be ready, but as she sleeps she looks so sweet, i lay a kiss on her cheek she opens her beautiful eyes looks at me, smiles, and speaks speaks Sp speaks s speaks


you light up and let us see the rain yeah. for the while; its four o'clock in the morning and it's starting to get light!! you light up and let us see the rain yeah. for the while; its four o'clock in the morning and it's starting to get light!


i never thought i would ask you to promise me there's a lot of things i don't wana see when you are far away in a place you don't wana be, honestly we should be looking at property raisin a family, happy does it have to be like this i know gradually you'll come back to me you said you were ready to marry me, but i guess we'll have to see where we're at, when you come back and bring the fun back to a sum we've done that done math and I've do another dumb track, i feel strong I've stung and hung that we're both under that sun that sines, should be together instead we're other sides of the world remember how we spent our time it's boy over here you're seven hours ahead or am i just seven behind. just seven behind. just seven behind. 


(female singer sings: "ahhh ohhh ah oh ahhh oooo aaa ahhh" (echo))
what ever happens i wont forget her (echo/dreamy)


dream you're near (echo/dreamy)


promise me (echo/dreamy)


back to me (echo/dreamy)


just seven behind. just seven behind. just seven behind. (echo/dreamy)


when it's four am where i am it 11 am where you are, i know it's too far and too hard but sweet heart i try and keep a true heart, when its four am where you are it's nine pm here and you are on my mind when i am awake and when i sleep i dream you are near. dream you are near. dream you are near.


you light up and let us see the rain yeah. for the while; its four o'clock in the morning and it's starting to get light!! you light up and let us see the rain yeah. for the while; its four o'clock in the morning and it's starting to get light!


Ending instrumental

Apologise

It has been a long time since I last posted however, I don't want you guys to think we have forgotten about this project. since the last post we have done so much a short list of the posts to come are:

• Choosing the song
• Lyrics
• Discussions with the artist (Mixy)
• Research
• Digipak development
• Digipak prototype
• Etc.

I hope to have these added as soon as possible, with images and videos.

Codes and Conventions

Music Video on Prezi

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Deciding Upon a Song

after proposing our ideas to Mixy and discussing his ideas we had a group vote on which song to do. Mixy has already had a video made for "Pretty Spanish Girl" so we decided to veto this one, his newest song "You Know" had big plans that seemed to ambitious for our time frame so we decided upon "4a.m." a slow song that has a love song feel. we have discussed the ideas for this video and will have more follow up meetings about the progressions of the project.

Project Proposal to Both to Class and Client

Above is a prezzie that Liam put together after the group created a power point for our proposal, we then showed this to the class to gather their feedback, we will upload a video soon. We have taken their advice and then taken the proposal to the client (Mixy), we recorded the meeting we pitched our ideas and listened to his visions of what the music video should look like. He also played us some of his new songs for his new album, where we discussed the possibility of future projects.

Phone Call to Mixy

On the 8th of October I called Mixy, this was after our group presentation where we presented our three ideas to the class; since then more development has been done to one idea. we have aranged to meet with Mixy on the 14th of October, at 1:30pm, we plan to show him the project proposal and discuss ideas with him. we will record this meating and post it on our blogs.

Record Labels

In the music industry, a record label is a brand and a trademark associated with the marketing of music recordings and music videos. Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion, and enforcement of copyright protection of sound recordings and music videos; conducts talent scouting and development of new artists and maintains contracts with recording artists and their managers. The term "record label" derives from the circular label in the center of a vinyl record which prominently displays the manufacturer's name, along with other information.
Major labels 1988–1998 (Big Six)

1. Warner Music Group
2. EMI
3. Sony Music
4. BMG Music
5. Universal Music Group
6. Polygram

Major labels 1998–2004 (Big Five)

1. Warner Music Group
2. EMI
3. Sony Music
4. BMG Music
5. Universal Music Group

Major labels 2004–2008 (Big Four)

1. Warner Music Group
2. EMI
3. Sony BMG
4. Universal Music Group

Major labels since 2009 (Big Four)

1. Sony Music Entertainment
2. EMI Group
3. Warner Music Group
4. Universal Music Group

Sourced; http://en.wikipedia.org/wiki/Record_label

Mixy Meet

Once again I bumped in to Mixy, since the last time we met he sent me two of his new tracks. After listening to these I came up with an idea that might go well with one; I then discussed this idea with him yesterday. He seem to like the idea and we are going to arange another recorded meeting, in this we will brainstorm ideas and listen to some of his tracks.

Analysis of a music website

This is the front page of the official site for the popular artist 'Example'.

The most eye catching thing from the moment you access the site is the large image showcasing the artists upcoming UK Tour. It is placed above everything, even the site navigation buttons to show its importance. This is done typically to catch fans attention to make them aware of the tour, where it takes place, dates, etc. Very stereotypical of a music website.



Below this is the main block of the website. It follows codes and conventions by having the navigational buttons placed along the top. Making them easy to be found and easily accessible. It has the normal 'Tour', 'Tickets', 'Albums' and other typical things you'd expect to see.
The website is of a solid black colour with text being a deep pink to contrast so it stands out, without being alarming. With that said however, with the websites main page being of a blog style, information about his upcoming tour has been highlighted with the same pink to make it stand out more, showing importance and drawing people in.

Profile pictures on the facebook bar have been blocked for friends privacy.

The site employs aspects of the modern technical age, by including bars on the side linking you to the artists facebook page, and twitter feed. This again, is to draw more fans and link more people into it.

How to read a website

With the constant changing world of media, more and more people are acessing most of their media through the web.

Websites are a form of 'e-media'. Types of e-media include;

• Blogs
• Social Networking
• YouTube
• Pod Casts
• On demand/Streaming media/Downloading
• Online music services (e.g. Spotify)
• Online radio (including video feeds)
• Games (console and online)
• Email
• Mobile phone content

Websites are often part of multi-platform media. Media instiutions could be linked to this by using different methods of communication to reach its target audience.

Analysis of a website should consider how it:

• Utilises media language codes and conventions
• Is part of an insitutional contect
• Follows or subverts generic codes
• Contructs representations
• Targets, appeals to, communicated with and engages the audience
• Communitcates ideologies and values
• Utilises narrative devices

The codes and conventions of a website


Layout and design; The key consideration in effective web design is usability, therefore websites need to be clear, logical and easy to navigate.
A grid system is used to serparate sections of a website and to present information in small, easy to access segments.
The centre of the page is often used for the main content with navigations tools on the left and/or across the top of the page and links to more detailed information on the right.
Background and font colour is often used to separate differnt types of information.
Images are used to illustrate as much as possible to add visual interest.

Technical code; Certain technical codes are now common place on websites. Many sites provide moving image or audio content and also provide some form of audience activity or interaction. Sometimes this is related to the content of the site so film marketing sites often offer downloads such as msic and images whereas news-based sites provide areas for audience members to comment on published news stories.

Content; Websites which contain factual information will look different to those creating for enterainment. There are distinct conventions in terms of news websites, film promotion websites, websites focussing on health issues, etc.

Genre codes; In addition to the content leading layout and design choices, where websites are based on existing genres (e.g. Broadsheets or Tabloid newspapers, Lifestyle magazines, Horror films) the web design uses recognisable codes and coventions from the genres to ensure audiences recognise the genre and are framed to have appropriate expectations.

Target the audience; Different audiences may find certain layout and design choices more appealing. A key issue with websites is the way they attempt to encourage audience activity and iteractivity to attract audiences in and persuade them to return or pass on information important to website producers.

Jason Derulo Website/Web Page Analysis

Website Analysis

This is what Jason Derulo's webpage looks like once you have entred it. Once again the main viewpoint is a picture of him and his name 'Jason Derulo' in big lettering with a colourful font, this acts as the wall paper for the site. The same theme is followed throughout the site. It is easy to navigate arround and the options you can click on are well labled and easy to see e.g. Home, News, Music, Videos ect. On this page there is the opportunity to sign up to the mailing list, a section for news on his music videos and tours ect. His latest music video is shown on this page along with reference to Jason Derulo's Facebook page, myspace and twitter accounts, this is to encourage fans to follow him and keep up to date with him throughout their lifes. The site would be aimed at young adults becasue that is the age group which most commonly listens to this type of urban music.

The wesite is designed in order to attract that age group. The funky fonts and colours are used for that reason.

 

 

Webpage Analysis

First of the Year - Skrillex

the first shot is a slow upward pan, of someone twiddling a sweet with there hands unknown to the audience at this time, this foreshadows a mans intentions; as the pan continues it reveals that the man is wearing a trench coat, as the mans head comes into shot you can see that he is wearing Horn-rimmed glasses  with a reseeding hair line and a stubbly face. this combination of clothes and general look is stereotypically associated with a pedophile (to back this point up you can see what this website call this style of glasses - http://www.play.com/Gadgets/Gadgets/4-/20376568/His-Hers-Instant-Weirdo-Glasses/Product.html?_%24ja=tsid:11518%7Ccat:20376568%7Cprd:20376568) Through out the first shot there is a sound in the background that sounds like wind and muffled children, this has an eerie affect that make the audience question the mans intent.

there is then a over the shoulder shot of what the man is looking at, a playground, then children run around. as then children play one girl in a hoodie runs past, his head then follows the child. once she has ran past it goes to a mid shot of the man a rumble for the begging of the song crescendos this then links with the gradual look of disgust that the man makes. once this shot is shown the same ambient background noise is played however, it doesn't have a muffled effect revealing that it is children. this then confirms that the mans intentions aren't right classing him as a "bad guy".

a kick and snare pattern begins with a shot at the floor slowly panning up and on a dolly moving backwards revealing the hooded girl skipping in time with the beat, this then gives an indication to the girls age.

To be Continued ...

Dappy- No Regrets music analysis

This Music Video breaks the normal codes and conventions of a R&B video. I would say this video is inbetween a Pop and R&B genre.
The opening scene is a shot of 'Dappy' (the singer) standing on top of a building, this sets the scene for the video. At the beging there is alot of shots fading over one another, i think this is to show the past, since the song is called 'No Regrets' this could mean he regrets things that have happend in the past, this also shows a connection between lyrics and visuals. The atmosphere also has connection to the lyrics, the atmosphere is calm and just shows daily situations, the transitons are slow and gentle which represents the calm nature of the song. Most of the video is based arround the singing 'dappy' and there is alot of close up shots of the singer, a example of this is shown below:

This is a common code and convention of a R&B video.

There are often intertextual references the lyrics 'Cos I’m famous.. Call me Gallagher.. ‘Cos I’m so shameless' relate to the tv episode shamless. He also says 'back to to future, Marty Mcfly' which relates to the film 'Back to the Future'. The name Michael Caine is also mentioned. This shows there is alot of intertextual analysis in this song. I beleive this helps the audience relate to the lyrics of the song and the message that is trying to be put across.

The is also alot of violence, arguing and fights, this could be showing you what his past was like. The fighting scene is in slow motion, i think his is so it fits in with the mood of the music.

Meet with Mixy

I met with Michael Riccardi (mixy) on a bus and we got to talking; we discussed the possibility of using him for our music video. We discussed some of the songs that i have previously analysed, whilst doing this he then told me about a new album, that will be released soon. He agreed to send me some of his new songs to listen to, he also gave me a phone number to contact him on, we have discussed meeting with his producer and discussing possibilities.

Shot Inspiration

From this video, I have gathered inspiriation for a type of shot I would like to replicate, if possible, within my groups video production.

From 00:57 to 01:00 is where the shot takes place. The shot matches the lyrics "boom bang" with a movement as if the camera is the first person point of view of someone and they have just been shot. The shot not only looks great, but also adds an immersive feel to the video.

This sort of thing is sterotypical to this genre of music, so matches the codes and conventions.

Codes and Conventions of Music Videos

Hip-Hop

• Usually includes the artist
• Normally set in a club or a party enviroment
• Usually no storyline
• Typically women dancers or models. Usually half naked
• Features jewellery, alcohol and sports cars
• Features mansion and branded clothing
• Usually other famous artists are featuring in the video.
• Examples; 50 Cent, B.I.G - Notorious

Rock

• Usually dark/deep colours
• Displays the band performing on stage
• Usually no narrative
• Eerie/weird videos
• Uneasy camera movements
• Hand-held shots
• Usually no use of speical effects
• Examples; Rolling Stones, Limp Bizkit

Pop

• Colourful
• Close up of artists - shows innocence
• Fun and light hearted
• Appeals to younger target audience
• Shows artist/band involved in dance routines
• Good mood - location - happy for example a beach/friends
• Teenager scenario (having a crush)
• Video usually has narrative
• Examples; Britney spears, Lady Gaga

Indie/Rock

• Shows artist or band throughout the video
• Some special effects
• Usually calm setting, but changes when beat kicks in
• May be black and white
• Sometimes has a narrative
• Close up of artists and characters shown in video
• Shows band performing
• Examples; Snow Patrol, Kings of Leon, Kasabian

Dance

• Dance routines
• Sometimes narrative
• Location - Clubs or party
• Upbeat and fun videos
• Women dancers usually half naked
• Bright colours
• All dancers wearing similar costumes
• Examples; Eric Pryds, Basshunter

R&B

• Usually a narrative
• Artist/band always shown
• Usually dancer routine
• Close up of artists
• Usually set in clam locations such as houses, beaches
• Hardly no performance
• Women usually wear revealing clothing
• Money portayed positively
• Alcohol and party scenes
• Use of special effects
• Examples; Destiny's Child, Rihanna

Ed Sheeran - The A Team

Ed Sheeran is a British singer/songwriter who is currently signed under record label Atlantic Records. Sheeran broke through commercially in June 2011, when his debut single "The A Team" debuted at number 3 on the UK chart. He is new to the commercial music video world, this is prominent with the music video for "The A Team" that looks like it is done by a small company.



The music video for the song was uploaded to YouTube on 22 April 2010. It narrates the story of a young woman (Selina MacDonald) living on the streets of London and cost only £20 to make. Although, this video was cheaply produced with: shaky camera angles, unsteady footage, not many extras (taking advantage of the hustle and bustle of a busy London street) it gives a effective look. fitting the story that goes on within the video, the lyrics are also one big simile talking about drug usage and users "angel will fly" referring to the girl in the video, taking drugs and getting high. this is a type of video that would be easy for us to create and can be something for us to aim for.

the entire video is shot in black and white which could represent the past/death as the video is about a woman who got addicted to drugs and died ODing (over dosing). The lyrics are about deep things "its to cold outside, for angels to fly, angels to fly. Angels to die" accompanied with video of a woman drug abusing, and selling herself, makes the audience start to think about why she is doing it; the up beat melody makes the audience sympathise with the actress. It also uses Goodwin's theory of the relationship of lyrics and visual at point 3:51 - 3:56 in the video you see a drug exchange with a close up on two peoples hands exchanging the money the woman has only just "earned" for a bag of white pills. the lyrics that go with this and are resited over the clip are "and go mad for a couple grams" referring to grams of cocaine and how desperate she is this is reinforced by the close up angle on the trade; how desperate and important it is to her. The next scene is of her walking back to her flat shaking needing to get her fix, quickly opening her door and stuttering with the keys.

Goodwin's Theory

Andrew Goodwin's 6 features of music videos;

In his book 'Dancing in the Distraction Factory' Andrew Goodwin points out characteristics and features that can be found in music videos.

1. Music videos demonstrate genre characteristics.
(e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop)

2. There is a relationship between lyrics and visuals.
The lyrics are represented with images. (either illustrative, amplifying, contradicting).

3. There is a relationship between music and visuals.
The tone and atmosphere of the visual reflects that of the music. (either illustrative, amplifying, contradicting).

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. (a visual style).


5. There is frequently reference to notion of looking.
(screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.

6. There are often intertextual references.
(to films, TV programmes, other music videos, etc).

DigiPak Slide Show

What is a digi pak

View more PowerPoint from francescaa09

Mixy Peterbourian MC (initial ideas)

Mixy is an artist that i am considering for the final video, he is poet laureate and wrights his own lyrics. most of them are about stories and have a passion behind them unlike the mass produced music of the current age; that consist of having sex and one night stands with women. I am really inspired by his music and am currently listening to it as i wright this. one reason that i would like to use his music is to help break the stereotype that is a associated with rap music, it isn't about sex, drinking and drugs; it is poetry that flows with a beat. another reason is that his music inspires most of the word on in this post and would like to help inspire more people, every lyric is purpose full, like a poem they all have a meaning. 

4 a.m.
he has wrote a song called "4 a.m." this is a slow song, and i interpret it to be about falling in love and the getting separated by distance. however, this is based on the chorus ("you promise me, you wait for me, as i will be saving all the love for you, and i will be home soon") and like poetry there can be hidden meanings and metaphors. although listening to the lyrics you can tell that he is passionately in love with this person, describing everything in great details. then comes the distance "when its four am where i am, its eleven am where you are. i know its too far and too hard, but sweetheart i try to keep a true heart." he begins to have doubts about the strength of their relationship. it ends on a cliff-hanger not letting you know if they meet again, and have a "happily ever after", allowing the audience add their own ending. this will involve the audience and let them sympathise with the artist.
i would like to create a video to this using videos that follow the lyrics for example: when they are laying in bed, have some shots of him kissing her and her eyes opening slowly. then whilst the chorus is playing after the separate have him doing everyday tasks, and then flashing back to him and her doing the same thing: getting a coffee and someone spills it on him, then a flash back to when that happened and she helped clean it up. then there can be him rapping at a location (possibly a balcony) and her living life somewhere else (walking down a high street). this would have slow edits possibly fades, to go with the slow melody.

Pretty Spanish Girl
this song is about holiday romance, with a twist. meeting a girl in a club, dancing and then making out; then she leaves him to go to the bathroom, however he then finds out that she has taken his wallet and left the club. this song is very catchy and has a fast but mellow spanish backing track. if we were to create a music video for this song it would flow with the lyrics, using lots of different camera angles and fast cuts and panning, this would to show the initial passion and nerves that are building up. however, when he finds out about the betrayal the edits slow and lessen; showing how he now realises he intentions.

My Love
my love is a song that initially I thought to be about relationships and break-ups however, at the beginning of the song Mixy says "see if you catch the twist on this, you might need to listen to it again when you are finished" so this makes me think that there is a hidden meaning in the lyrics. he uses many metaphors in the lyrics... TO BE CONTINUED

Analysis of Party Rock Anthem

This is a popular video at the moment, produced by American electro hop recording duo LMFAO. The opening of there video is a parody on the film "28 days later" it uses intertextual references, for example the titles 28


not only do they use similar titles to 28 Days Later but they also have a story within the song, this story is loosely based on the film. the film "28 day later" is a pandemic film, a virus is let loose turning an entire city/country into zombies. however, in the music video they replace the virus with their catchy dance known as the "shuffle". their lyrics "everybody's shuffling" refers to how everyone is infected, throughout the song the lyrics are trying to convince people to "get up on the dance floor" and "have a good time". this reflect how the song similar to the virus will make you do things you have no control over, "getting up and dancing", this is cleaver as it is subliminally getting people to learn the "shuffle" and buy the CD, increasing sales.

half way through the song there is an appearance of Lauren Bennett a very attractive female singer, and as in most stereotypical videos of this age she is wearing a bathing suit (not leaving much to the imagination). most music video hire young women to dance or "sing" (repeat over and over again) lyrics, they tend to dance in a very presumptuous manner; with this song being no exception. later on in the video you see her grind the air whilst looking into the camera, the camera angles of her tend to always be looking at her butt the panning upwards towards her face or from her boobs downwards. the reason for this is so that it attracts a wider audience, groups of girls like the song for the dance - Shuffle - and the men watch it for the voluptuous woman. 

however there is another audience that we haven't covered, "ravers", "boy racers", "youths", "clubers". call them what you will they are the major audience for this style of music, people who love a repetitive beat and a "heavy" bass. this audience aren't so much interested in the video however they, listen to the music. the music is seen as a ranking of "Class and Status", the louder the bass the more important you are and some people spend Thousands of pounds on equipment. so when a song like this comes out that is both popular and has a loud "dubstep" segment people listen to it to get noticed.

this song is good as they have marketed it to a wide range of audiences, not limiting themselves to one particular group. no matter how much you don't like this genre of music you will find yourself tapping your feet to the repetitive beats subliminally. as the man quotes in the beginning of the video "it will get in your bones".

Questionnaires (Facebook)

we decided to ask some questionnaires to find out what our target audience and the public think to music. to guarantee that we asked a wide range of people we used a social networking group (Facebook). we asked a simple, but hopefully effective question; "what is your favorite music?".

we provided some more frequent answers, and had a box at the bottom to allow people to add their own answers. the provided answers were:

• Acoustic
• Classical
• Drum and Bass
• Dubstep
• Grime
• Heavy Metal
• House Music
• Pop
• Rn'B

below is a print screen of the questionnaire showing some of the initial results. it is clear to see that Grime and Rap are in the lead (with 5 votes each). Acoustic follows (4 votes) with Drum and Bass (3 votes) taking 3rd place. Drum and Bass and Rn'B (1 vote) are both at the bottom of voted answers, with the others not even scoring a vote.

Codes and Conventions of a R n' B Video

R&B music videos often include women and the main singer dancing. There is usually quite low lighting, with flashing lights to create a club scene which is the usual setting for a R&B music video. The women in these music videos are often wearing revealing clothing and dancing in a sexual way. These videos portry wealth and power and there are usually cars, lots of jewlery, alcohol and money.

What is a Digipak?

This is the Wikipedia definition of a digipak;
"Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Since Digipaks were among the first alternatives to jewel cases to be used by major record companies, and because there is no other common name for Digipak-style packaging made by other companies, the term digipak or Digi-Pak^[2] is often used generically, even when the media holder is a hub or "Soft Spot"^[3] rather than a full plastic tray."

CD Insert

front cover

What I consider a digipak to be is a limited edition CD that has fold out flaps and extra album art, posters, lyrics, etc. for example the "Death Magnetica" by Metallica. this is part of there limited edition album for the latest album "Death Magnetica". You can see the insert booklet for the CD case, it has an interesting pattern going all the way through making it more of an experience that a piece of reading material.

Some digipaks might also include special download able content such as limited edition songs, images, games or even videos.

ANALYIS OF FOREIGN BEGGARS & NOISIA 'CONTACT'

This is a song by a rap duet called Foreign Beggars, this was a collaboration track with Noisia. the songs title i called contact, it is a fast song with loud and repetitive beats. this is a very steryo typical video for a rap song it starts with a man walking down the street in a hoodie with the hood up (very stereotypical of the audience that would listen to this song, youths with loose trousers and hoodies) he is entering the same phrase over again " YER, YER, YER, YER!!" the way he says this and the arm gestures make you instantly recognize him as a rapper. the construction of the video contains three main locations: a set/gig at a venue, out on a street in black and white and a black room with there logo in the back ground. However, half way through the video "2:38" they start adding random clips that doesn't necessarily have anything to do with the song, a man dressed as Vishnu and a man holding a record player.

The music has a close relationship with the visual of this video, for example there is a wobble bass line that is consistent in most of the video. the way they have Incorporated this into the video is by using a wobble affect on the camera as if there is a earthquake "0:31", some of the lyrics also fit the visual for example when Orifice Vulgatron the man to the right of this image says "been around the block still pack shows enit" it cuts to them on a street corner rapping with fellow member of the group Metropolis to the left of this image. after the couplet it then cuts to a slow motion clip of them rapping on stage at a venue "0:43-0:47".

I feel that Foreign Beggars would be a good inspiration for the type of music video I hope to create. This is a quote from wikipedia describing them;
"Foreign Beggars are a critically acclaimed English Hip Hop, Grime and Dubstep group based in London. The group consists of MCs Orifice Vulgatron, Metropolis, producer Dag Nabbit and DJ Nonames and are renowned for their eclectic and energetic live shows. Currently performing well over a hundred shows a year the group has performed with a number of high profile artists spanning a range of musical genres. Foreign Beggars release their records through Dented Records a label which was created and owned by the group to support their own material and a host of UK underground artists."

They also have a website to promote themselves this will be good research when creating my own website for my artist/group. http://www.foreignbeggars.com/