information and guidance · contents statement of aims page 2 research and planning page 2 original...

Component 3 / Production Briefs /

INFORMATION AND GUIDANCE

You will construct an individual cross-media production, applying your knowledge

and understanding of the theoretical framework: media language; representation;

media industries; and audiences.

Your production will be completed during the Summer term; you will receive a range of deadlines where your progress will be checked to enable you to move to the next stage. The final deadline will be in early July. Your individual cross-media production is in response to one brief chosen from the list: TELEVISION, MAGAZINES, FILM MARKETING or MUSIC MARKETING

Contents

Statement of Aims page 2 Research and Planning page 2 Original Material Requirements page 4 Brief 1: Television page 5 Brief 2: Magazines page 7 Brief 3: Film Marketing page 11 Brief 4: Music Marketing page 14


STATEMENT OF AIMS AND INTENTIONS

You will be required to complete a brief outline of your aims and intentions for the media production that must be submitted with the production. This will be assessed with the production and will enable you to explain the ways in which you will apply knowledge and understanding of the theoretical framework to the production and target the intended audience. This is a compulsory component of the non-exam assessment and you must complete the statement of aims and intentions in Section B of the cover sheet using approximately 500 words. RESEARCH AND PLANNING In preparation for the practical work, you will undertake research and planning during the production process. Whilst the research and planning will not be assessed, there will be a number of internal deadlines which must be met and your research and planning signed off before progressing to the next stage of production. Most importantly, you will be assessed on the production outcomes that result from these stages. The cross-media production must be conceptualised as a complete package of interrelated products in two forms, reflecting the nature of the contemporary media and the importance of different platforms in distributing, and enabling audiences to access, the media. You should undertake preparatory work to develop your understanding of the theoretical framework in relation to your intended production including: MEDIA LANGUAGE

Analysis of the use of media language in similar media products to identify the codes and conventions of the particular genres and forms.

Focus on how specific techniques such as: layout and composition; editing; sound, etc. are used to create meaning, and the way in which representations of events, issues, individuals and social groups (as appropriate) are constructed, considering how the choice and combination of elements of media language influences meaning and conveys viewpoints and ideologies.


REPRESENTATION Analysis of the ways in which representations are constructed to make meaning for audiences. Consideration of INDUSTRY

Research into how the industry context, that is, the media organisation, production processes, distribution and marketing, scheduling/positioning, regulatory issues etc. impacts on a production.

Research into the ways in which media industries use digital convergence across different platforms – how media products are interrelated and how different media platforms can be used to promote and distribute products, and engage audiences in different ways. Identification of examples from similar products analysed.

AUDIENCE

Research into the methods used to target and address audiences, analysis of the techniques used to appeal to, engage and position an intended audience. Identification of examples from similar products analysed.

Research into audience responses to, and interaction with, media products.

Secondary research - academic theoretical research appropriate to A level to develop understanding and support analysis.

Primary audience research such as focus groups research prior to completion of production work.

You should also plan your production work carefully to ensure that you apply your

understanding of the theoretical framework to the media production. The planning

work will include:

A pitch or treatment for the cross-media production, considering the convergence of the products in two forms and how they will be interrelated, but also distinct, to engage the intended audience in different ways.

A project plan including a timeline and the planned use of, for example, resources, equipment etc.

Planning documents appropriate to the forms/products undertaken such as: a step outline; a shot list; a storyboard; a script; draft designs; mock-ups of composition and layout.


Original Material Requirements

You must create original material for this component. The use of existing media brands or products is not permitted and the images, footage and text that you use in your media production must be original.

You are permitted to use existing generic logos such as production company logos, logos for social media sites, age certificate logos and barcodes.

You are permitted to use an existing song by a band or artist for the music video production option, provided the track chosen for the music video does not have an existing video (see full details in brief).

You may use existing music for an audio-visual soundtrack k, but this must be copyright-free.

All other aspects of the cross-media production must be your own, original work.

Any non-original music used as a soundtrack or in a music video must be acknowledged on the cover sheet.

You should create different material (such as images, footage or written text) for each cross-media production task. Images/sections of written text must not be repeated in the cross-media production.

Unassessed participants may act in, or appear in the media production, or operate lighting, sound, recording and other equipment under your direction if required.


Brief 1: TELEVISION A cross-media production for a new television programme in a factual or fictional genre (or sub- genre/ hybrid) of your choice, to be broadcast on a mainstream channel, either ITV2 or BBC1, targeting an audience of 18-34 year old ‘mainstreamers’ or ‘succeeders’. Create an audio-visual sequence from a new television programme and associated print materials to promote the same programme.

Task 1 DETAILS: Production must include as a minimum:

Audio-Visual Create a sequence from a key moment in Episode 1 of your new television programme. Length: 2 minutes 30 seconds - 3 minutes.

The sequence must construct representations of at least one social group and include:

A key moment in the episode to reveal important information about the narrative and/ or the characters/ contributors in the new programme

Two or more filming locations appropriate to your chosen genre

At least three different characters or contributors

Construction of narrative enigma, disruption, conflict or resolution, appropriate to the sequence

Wide range of camera shots, angles and movement, to establish the locations, narrative/topic and representations

Diegetic sound (including dialogue) and non- diegetic sound (such as a soundtrack or sound effects)

Editing of footage and sound, including continuity editing


Print A front cover and double page feature article for a new mainstream entertainment magazine to promote your programme to its target audience. Length: 3 pages.

Your print production must construct representations of at least one social group and include a minimum of 6 original images as detailed below.

Front cover:

Original title and masthead for the magazine

Cover price and barcode

Main cover image of a character or contributor from the new programme plus smaller images if appropriate

Main cover line relating to the new programme plus at least 2 further cover lines Double Page Spread:

Feature article (approximately 300 words), or extract from a longer article, promoting the new television programme, including:

An outline of the topic/ narrative and characters

Scheduling details: date and time of broadcast

A ‘behind the scenes’ feature, including an interview with a member of the cast (e.g. the presenter or an actor) or crew (e.g. the director or costume designer)

Headline and stand-first, sub-headings, columns

One main image and additional images appropriate to the programme (all original and different from the images on the cover); these may include ‘stills’ from the programme, but should differ from the images in the audio-visual sequence

At least one pull quote; links to the programme’s website and social media


Brief 1: Television

The industry context is mainstream (ITV2 or BBC1), but you have some choice in the type of product you create. You should research programmes broadcast by the organisations listed in the brief before deciding on the type of product you wish to create. Research into the broadcaster will enable you to understand the industry context more fully; the organisations’ annual reports, for example, are a rich source of useful information: • ITV Annual Report 2018: https://www.itvplc.com/investors/results-centre/reports-and-results-archive/2019 • BBC annual report: https://downloads.bbc.co.uk/aboutthebbc/reports/annualreport/2018-19.pdf The production must be aimed at an audience of 18-34 year old ‘mainstreamers’ or ‘succeeders’, as defined by Young and Rubicam’s Cross Cultural Consumer Characterisation:

Mainstreamers are ‘people who live in the world of the domestic and the everyday… they are the mainstream of society… need in life is for security’

Succeeders ‘tend to occupy positions of responsibility in society. Their investment in the status quo means they tend to support it… need in life is for control’

You should be guided by the specific industry context and chosen genre when determining which of these two groups they will target. You are advised to choose a genre which is realistic for you to create in terms of setting, costume and use of mise-en-scène. You must use the knowledge and understanding gained so far to prepare for this Brief. You must undertake independent research. It should analyse products from the same industry context and targeting the same audience as detailed in the brief. Task 1 Audio-Visual Element Create a sequence from a key moment in Episode 1 of your new television programme. The key moment should reveal important information about the narrative and/ or characters/ contributors. The sequence might, for example, include: ‘clues’ about how the narrative will develop; enigmas; disruption or a new equilibrium. It might reveal information about a character’s past or establish a character’s role in the narrative, for example a villain or hero. Task 2: Print A front cover and double page feature article for a new mainstream entertainment magazine to promote the programme to its target audience. You should research this specific type of product to ensure that you adhere to codes and conventions. Examples of entertainment magazines could include television specific publications such as Radio Times or more general weekly magazines such as Bella. If you choose to produce a soap opera, a publication such as Inside Soap would be appropriate. If you are producing a crime drama, you might take inspiration from the now discontinued publication, Crime Scene. You should pay particular attention to researching the conventions of a double page feature article and ensure that you include the elements of design and layout listed in the brief. The feature article should be a substantial piece of approximately 300 words and promote the new television programme through an interview with a cast or crew member. The article might explore, for example, the themes and issues in the programme, as well as the production processes.

https://www.itvplc.com/investors/results-centre/reports-and-results-archive/2019

https://downloads.bbc.co.uk/aboutthebbc/reports/annualreport/2018-19.pdf


BRIEF 2: Magazines

A cross-media production for a new magazine in a specific genre (or sub-genre) of your choice for a major publishing organisation (such as Hearst or Bauer) targeting an audience of 18-34 year old ‘mainstreamers’ or ‘aspirers’ with an interest in your chosen genre. Create original print pages for a new magazine and associated audio/ audio-visual material to promote the same magazine.


Print Create a front cover, double page feature article and single page ‘advertorial’ for your new magazine. Length: 4 pages.

Your print production must construct representations of at least one social group and include at least 8 original images in total. Front cover:

Original title and masthead for the magazine; strapline


Main cover image plus additional images if appropriate to the chosen genre (all original); the front cover must include an image of at least one person

A lead cover line relating to the main image and at least three additional cover lines Double page feature article (or extract from a longer article):

Article on a topic or issue appropriate to the genre of magazine, approximately 400 words in length and relating to one of the cover lines on the front cover

Headline, standfirst and by-line; sub-headings

Column layout appropriate to the genre

One main image and additional smaller/ minor images (all original and different from the images on the cover); these should be captioned and credited

At least two pull quotes

Magazine title and page numbers should appear on each page Advertorial for a new product or service relevant to the genre and content of the magazine:

Headline and standfirst, column layout appropriate to the genre

Original images relating to the product or service

Written copy (150-200 words) promoting the product or service

Clear identification that this is advertising content


Audio-Visual

or Audio

Create a sequence for a new podcast

(audio) or YouTube

channel (audio-visual) linked to your magazine.

Length: 2 minutes – 2 minutes 30

seconds.

The sequence must construct representations of at least one social group. Audio sequence from the magazine’s podcast must include:

Documentary/ reality feature relating to one of the cover lines on the print cover (e.g. a ‘day in the life’ feature or a documentary sequence about a current issue); this should be different from the feature article in the print production

Introduction/ overview of the item by the presenter

An interview with someone related to the feature

Recording in a studio setting and at least one other location e.g. at the interviewee’s place of work or another location relevant to the topic

A range of audio material (including dialogue, voiceover and a sound bed or jingle)

Editing of sound Audio-visual sequence for the magazine’s YouTube channel must include:

Documentary/ reality feature relating to one of the cover lines on the print cover (e.g. ‘day in the life’ feature/ documentary sequence about a current issue); different from the article in the magazine

Introduction/overview of the item by the presenter

An interview with someone related to the story

Filming in a studio setting and at least one other location e.g. at the interviewee’s place of work or another location relevant to the content of the magazine

Editing of sound and visual images

A range of camera shots and angles appropriate to the genre


Brief 2: Magazine

The industry context is mainstream, but the suggested major publishers offer you choice in the type

of product you create; research the organisations specified in the brief, and their products, before

deciding which genre of magazine you wish to create. This will enable you to understand the industry

context more fully; the media packs for magazines, for example, are a rich source of useful

information.

The cross-media production must be aimed at an audience of 18-34 year old ‘mainstreamers’ or

‘aspirers’, as defined by Young and Rubicam’s Cross Cultural Consumer Characterisation (or 4Cs):

Mainstreamers are ‘people who live in the world of the domestic and the everyday… they are

the mainstream of society… need in life is for security’

Aspirers are ‘materialistic, acquisitive people, who are driven by other people’s perceptions of

them…. Their core need in life is for status’

You should be guided by your chosen publisher and genre when determining which of these two

groups you will target.

You should use the knowledge and understanding gained so far to prepare for this Brief. You must

undertake independent research into contemporary mainstream magazines. Analysis of existing

products from the chosen specified publisher, that target a similar audience, will enable you to apply

media language appropriately, particularly in relation to layout and design, and the creation of a

‘house style’.

Task 1 Print Element

Apply your understanding of the theoretical framework by constructing representations. The brief

requires you to construct representations of at least one social group in the print work and cross-

media task, and to include an image of at least one person on the front cover. You should be mindful

of this requirement when choosing your genre and selecting products to research: interior design,

travel and car magazines, for example, tend not to feature many representations of people and are

therefore unlikely to meet the requirements. There are examples of appropriate magazines in

different genres published by Bauer and Hearst that do feature people prominently on the front

covers and in the content (for example, Grazia, Mother & Baby, Mojo, Trail running, Elle, Esquire,

Women’s Health, Men’s Health).

The front cover should include a strapline/sell line: a slogan that communicates the ‘essence’ of the

magazine brand. Examples of existing magazine straplines include:

Q ‘World’s Greatest Music Magazine’; Esquire ‘Build a life that matters’; Closer: ‘Celebs… and so much

more


Double page feature article:

A substantial piece of approximately 400 words relating to a topic or issue relevant to the magazine genre.

It should develop from one of the cover lines on the front cover, and representations of at least one social group should be constructed through the images and written text. A lifestyle magazine, for example, might reflect current contexts by exploring issues (such as mental health or climate change) that are relevant to a contemporary audience.

You could create extract from a longer article. If this is the case, it must meet the above requirements within the 400 words and clearly notify the reader that the article continues on further pages of the publication.

Images must be captioned and credited. It is acceptable for all images to be treated collectively in a single caption and credit (the name of the original photographer must be included – this should be the you!).

Advertorial for a product or service relevant to the genre and content of the magazine:

an advertorial for an original brand of product or service: existing brands should not be used. You should ‘invent’ a new brand name and construct a brand identity through your use of elements of media language such as font style and colour palette. You might design a logo for the product/brand if appropriate.

An advertorial is an advertising feature that resembles an article in a magazine but is promoting a product or service. It contains more written copy than a standard advertisement, giving more detailed information about the product or service that is being promoted. This type of feature will be clearly identified, it might be labelled as an advertorial or, for example, as a ‘promotion’ or ‘advertising feature’.

All images must be original; however, you can take photographs of existing products and create your own branding for the items. If a you decided to create an advertorial for a new brand of soft drink, for example, you could design your own original label and attach it to a bottle which your then photograph, or take a photograph of a bottle and add your label during the editing process. If you create an advertorial for a product that does not display the brand name prominently, you could take a photograph of the item (for example a necklace) and create your own brand through your use of media language in the advertorial.

You should research examples of advertorials in published magazines (from the same genre that you wish to produce) in order to identify the conventions and mode of address used in this type of feature.

Task 2 Audio-Visual Element

Create a sequence for a new podcast or YouTube channel linked to your magazine. You should research this type of product and adhere to codes and conventions. These examples demonstrate some of the conventions required in the brief: Podcasts:


Grazia ‘Life Advice’ podcasts: sequences about current topics/ issues, based around interviews with a

range of high profile females (e.g. Nadiya Hussain, Sofie Hagen) https://graziadaily.co.uk/life/real-life/grazia-

life-advice-podcast/

Q magazine ‘Q Presents the Making Of…’ podcasts: interviews with a wide range of musicians about

the making of their latest albums: https://planetradio.co.uk/podcasts/q-making-

of/?utm_source=Qwebsite&utm_medium=navlink&utm_campaign=podcast

YouTube channels:

Elle magazine features a range of sequences, including some documentary features: https://www.youtube.com/user/ElleMagazine/featured

British Vogue’s includes a range of features, for example, ‘Diary of…’ and ’24 hours with…’ that might

be used as research: https://www.youtube.com/channel/UCRXiA3h1no_PFkb1JCP0yMA

Audio/ audio-visual sequence minimum requirements:

Documentary/ reality feature relating to one of the cover lines on the print cover. Documentary genre conventions should be applied here, including the minimum requirements of a presenter and interview. You should explore a topic of interest for the magazine’s readers, for example a contemporary social or cultural issue.

Recording in a studio setting and at least one other location e.g. at the interviewee’s place of work or another location relevant to the topic. The studio setting does not need to be a specialist recording studio, it could be the drama studio or other suitable room where the you can create a ‘studio space’.

The other location should be relevant to the magazine, for example a lifestyle magazine might feature an interview with a fashion designer in their studio or backstage at a catwalk show.

Podcast minimum requirements:

A sound bed and/or jingle. A sound bed is a piece of instrumental music played while the

presenter is speaking. A jingle is a short piece of music or sound effect that includes words or a

slogan to contribute to the branding of the show.

You can use existing royalty-free music for a sound bed or jingle, however this must be royalty-

free.

The words or slogans must be your own original work. For example, you might use a royalty-free

piece of music as the background to the jingle but add your own spoken (or sung) slogan over the

top; you must not use a ‘found’ jingle from an existing podcast or radio show.

There are websites that provide free, royalty-free music and sound effects for use in educational

projects. If these are used they must be credited on the cover sheet.

https://graziadaily.co.uk/life/real-life/grazia-life-advice-podcast/

https://graziadaily.co.uk/life/real-life/grazia-life-advice-podcast/

https://planetradio.co.uk/podcasts/q-making-of/?utm_source=Qwebsite&utm_medium=navlink&utm_campaign=podcast

https://planetradio.co.uk/podcasts/q-making-of/?utm_source=Qwebsite&utm_medium=navlink&utm_campaign=podcast

https://www.youtube.com/user/ElleMagazine/featured

https://www.youtube.com/channel/UCRXiA3h1no_PFkb1JCP0yMA


BRIEF 3: Film Marketing A cross-media production to market and promote a new film in a genre (or sub-genre/ hybrid) of your choice for a British film company (either BBC Films or Film4 Productions) targeting a specialised audience of 18-34 year-old film fans with a specific interest in your chosen genre of film. Create print marketing materials for a new film and associated audio/ audio-visual material to promote the same film.


Print Create: • a DVD or Blu-ray cover, comprising a front cover, back cover and spine • an advance ‘teaser’ poster • a poster for theatrical release Length: 4 pages (note: the front and back cover count as one page each)

Your print production must construct representations of at least one social group and include: A minimum of nine original images in total; At least two different locations for photography At least three different characters DVD/Blu-ray front cover:

One main image

Original title for the film

Age rating

Names of director and key actors

Spine: Original title, production company logo, age rating

DVD/ Blu-ray back cover, to include written text totalling approximately 200 words:

At least one main image (original and different from the images on the front cover and posters)

Four ‘thumbnail’ images depicting different scenes from the film

Promotional ‘blurb’ for the film, including reference to narrative conflict and equilibrium

Billing block

Production company logo, age rating and technical information Advance ‘teaser’ poster

At least one main image (original/different from images on the DVD/Blu-ray cover and main poster)

An element of narrative enigma

Written text such as tagline/title/release date as appropriate

Production company logo, film’s website and social media logos Poster for theatrical release:

Original title and tagline

At least one main image (original/different from images on the DVD/Blu-ray cover and teaser poster)

An element of narrative, for example enigma or character types

Release date, billing block and production company logo, film’s website and social media logos

Details of film festivals and/ or awards nominations and/ or critical comments


Audio-Visual or

Audio A sequence for

a new film podcast or YouTube

channel to promote your

film to its target audience.

Length: 2 – 2:30

The sequence must construct representations of at least one social group. Audio - Film podcast sequence must include:

Introduction/ overview of the item by a presenter

Panel interview with members of the cast and crew (such as the director or production designer) in a studio setting (for example, at a film festival)

Discussion of the concept for the film and the production process

Recording at one of the film’s locations; explanation of why this was an appropriate location by the director or production designer

A range of edited sound (including voiceover, dialogue, soundtrack or sound bed) Audio-visual - YouTube film channel sequence must include:

Introduction/ overview of the item by a presenter


Discussion of the concept for the film and the production process

Filming at one of the film’s locations; explanation of why this was an appropriate location for the film by the director or production designer

Editing of sound and visual images

Range of camera shots and angles


Brief 3: Film Marketing

The industry context is British but offers you some choice in the type of product you create. You

should research BBC Films and Film4 Productions and their products before deciding which genre of

film you wish to create; the organisations’ websites are a rich source of useful information.

The cross-media production must be aimed at a specialised audience of 18-34 year-old film fans.

These are people with a keen interest in film, beyond that of ‘casual’ cinema-goers. You should

carefully consider your choice of genre to appeal to this demographic.

You must use the knowledge and understanding gained in Component 1 to prepare for this Brief.

Analysing the posters and DVD cover for I, Daniel Blake in particular is an ideal starting point for you

to understand the conventions used in the marketing of a British film, as is studying the websites and

other related products. You must undertake independent research. It will benefit you to analyse

products from the same industry context and targeting the same audience as detailed in the brief.

The chosen genre and style should be appropriate for the audience and British industry context. Here,

genre can be interpreted in its broadest sense (for example, drama or social realism could be

considered to be film genres for the purpose of this brief).

Task 1 Print Element

You should independently research marketing campaigns, including a range of posters and DVD

covers, to identify codes and conventions, particularly in relation to creating a clear ‘house style’.

The DVD/ Blu-ray cover must be presented as one piece of work, appropriately sized and formatted,

including the front cover, back cover and spine.

The minimum requirements for the DVD/ Blu-ray back cover include: ‘written text totalling

approximately 200 words’. This total limit covers the ‘blurb’ and any review comments or details of

additional features that you might include.

You should pay close attention to the layout and conventions of DVD covers, for example the use of

thumbnail images, and research existing examples to identify the techniques used to construct

character and narrative appropriately for this type of marketing product.

Task 2 Audio-Visual option

A sequence from for a new film podcast or YouTube channel to promote your film to its target

audience. You should research this type of product and adhere to codes and conventions.

The minimum requirements include:



The studio setting does not need to be a specialist recording studio, it could be the drama studio or other suitable room where the you can create the ‘studio space’.

Recording at one of the film’s locations: a suitable location where filming of the action might have taken place with an explanation of why this was an appropriate location by the director or production designer; this must not include a sequence from the film.

The location should be appropriate to the genre and you are likely to film this sequence at one of the locations for photography in the print work. You are advised to consider the available locations in the area where you live and to think about how these might be suitable for their genre of film.

The minimum requirements for the podcast option include:

A sound bed and/ or jingle. A sound bed is a piece of instrumental music that is played while the presenter is speaking. A jingle is a short piece of music or sound effect that includes words or a slogan to contribute to the branding of the show.

It is permissible for you to use existing music for a sound bed or jingle, however this must be royalty-free.

The words or slogans must be your own original work. For example, you might use a royalty-free piece of music as the background to the jingle but add your own spoken (or sung) slogan over the top; you must not use a ‘found’ jingle from an existing podcast or radio show.

There are websites that provide royalty-free music and sound effects for use in educational projects. If these are used, they must be credited on the cover sheet.

You are encouraged to research existing products to identify appropriate codes and conventions.

There are many film podcasts that you might research; for example, Girls on Film or Kermode on

Film. There are also several film-focused YouTube Channels, including Film 4’s own channel, IMDB,

Collider and the BFI (British Film Institute).

The following examples demonstrate some of the conventions required in the brief.

Behind the scenes features – filmed on location:

The Favourite: https://www.youtube.com/watch?v=FOeJxc3-yJI 1917: https://www.imdb.com/video/vi3263020825?ref_=ttvi_vi_imdb_12

NOTE: the above examples include some scenes from the films; you must not include film sequences

in your own production.

Panel interviews:

David Copperfield cast and director at Toronto International Film Festival (IMDB YouTube channel):

https://www.youtube.com/watch?v=THy55PbLtso

Fighting with my Family interview at the BFI: https://www.youtube.com/watch?v=kQs4IUVYY3o

https://www.youtube.com/watch?v=FOeJxc3-yJI

https://www.imdb.com/video/vi3263020825?ref_=ttvi_vi_imdb_12

https://www.youtube.com/watch?v=THy55PbLtso

https://www.youtube.com/watch?v=kQs4IUVYY3o


BRIEF 4: Music Marketing A cross-media production for a new artist or band in a genre (or sub-genre/ hybrid) of your choice. Create an original music video and associated print or online material to promote the artist or band. You should create a cross-media production for a specialist record label targeting a specialised audience of 18-34 year old music aficionados with a specific interest in your chosen genre of music. The chosen record label may be independent (such as XL Recordings) or a specialist label (such as Def Jam) that is part of a larger conglomerate.


Audio-Visual Create an original music video to promote your artist or band. Length: 3 minutes - 3 minutes 30 seconds. Longer tracks may be edited or faded out to meet the required length.

The music video must construct representations of at least one social group and include the following:

Two or more filming locations (e.g. studio, rehearsal or live venue, or other locations appropriate to the genre)

Wide range of camera shots, angles and movement

Shots of the artist or band to establish a clear identity/image

An element of performance (rehearsal and/or live and/or lip synched appropriate to the genre)

Clear structure with an element of narrative (such as enigma, disruption, resolution or character types) to visually interpret the lyrics

Editing of original footage to the music track

Graphics depicting the original name of the artist or band and title of the track

You may use an existing song for your music video (this does not need to be copyright-free), but the song must not have an existing official music video.


Print

Create a front cover and

double page feature article

for a new specialist music

or culture magazine to

promote your artist or band to

the target audience.

Length: 3 pages.

Your print production must construct representations of at least one social group and include at least 6 original images in total. Front cover:

Original title and masthead for the magazine; strapline


Main cover image of the band or artist to establish their identity

Main cover line relating to the artist or band plus at least 2 further cover lines

Double page article:

An interview with the artist or band (or extract from a longer article), approximately 300 words, to promote the new artist or band

Headline and stand-first, sub-headings, column layout appropriate to the genre

One main image and additional smaller/ minor images (all original and different from the images on the cover); ‘stills’ from the music video must not be used

Details of the latest single release/ availability of the music video

At least one pull-quote and/ or sidebar; links to the artist or band’s website and social media


Brief 4: Music Marketing

The industry context is a specialist record label but offers you some choice in the type of

product you create. It could be an independent label that produces ‘alternative’, rather than

mainstream, music. Or, it could be a label that is part of a larger media conglomerate but

specialises in a particular genre. Def Jam, for example, is mainly focused on hip-hop/ urban

music. You should research the organisations suggested in the brief (and, other specialist

labels) before deciding which genre of music video you wish to create. Research into these

labels will enable you to understand the industry context more fully; the organisations’

websites (Def Jam Recordings/ Universal Music; XL Recordings/ Beggars Banquet) are a rich

source of useful information.

The cross-media production must be aimed at a specialised audience of 18-34 year old music

aficionados with a specific interest in the chosen genre. An aficionado is someone who is very

interested in, and extremely knowledgeable about, music. Aficionados are likely to be keen

followers of particular genres, possibly niche genres or sub-genres. You should, therefore,

carefully consider your choice of genre to appeal to this demographic.

You should use the knowledge and understanding gained in Component 1 to prepare for this

Brief. Analysing the set products, especially Riptide, is an ideal starting point for you to

understand the conventions of the form, as is studying the artists’ websites and other related

products. You must then undertake independent research. It will benefit you to analyse

products from the same industry context and targeting the same audience as detailed in the

brief. You should pay close attention to the codes and conventions of your chosen genre for

both the video and online or print elements.

You do not have to select a track by an artist signed to one of the stipulated labels, however

the video created must be suitable for a specialist record label. You might, for instance, create

a video for a song by a local unsigned band or by an artist signed to a different specialist label.

However, the chosen genre and song should be appropriate to the industry context and target

audience specified in the brief, as this is likely to enable you to meet the requirements.

Task 1 Audio-Visual element

You should ‘invent’ a new artist or band, for example you might select a track by an existing artist, but create a new artist and persona, using a classmate to perform as the singer. You must produce a video for a song that does not have an existing official video. The following DO NOT count as official videos:

A live performance of the song in concert or on a television programme

A lyric video that is simply the lyrics placed on a plain background

An amateur/ fan video, not created/ released by the record label


The minimum requirements include performance footage of the artist or band:

The music video must include this element, as it is a promotional product and you are required to establish the image of the performer/s.

However, there is no requirement for you to film a concert or rehearsal in a studio setting.

The performance element might consist of lip synching or playing instruments on location; for example, as part of the narrative.

Clear structure with an element of narrative to visually interpret the lyrics:

There is no requirement for you to create a full narrative

The ‘element’ of narrative might relate to, e.g, binary oppositions or character types.

The lyrics might be interpreted literally or metaphorically.

Editing of footage to the music track

You should analyse existing music videos and ensure that your production adheres to the recognized technical codes and conventions in your chosen genre.

Task 2 Print option

Create a front cover and double page feature article for a new specialist music or culture magazine to promote your artist or band to the target audience.

The magazine must appeal to the same demographic as the artist/ band and the video. You should research similar specialist magazines to identify codes and conventions. Specialist music magazines include, for example, The Wire (alternative/ non-mainstream music) and Kerrang (rock/ metal music). Specialist culture magazines cover a wider range of the arts (for example, visual art, photography, music, performance art) and include, for example, Aesthetica and Dazed.

The front cover and feature article must include all the required elements and adhere to conventions (for example, of layout and design) of the chosen genre.

The double page feature article must construct representations of at least one social group through the images and written text, and so images of people must be used.

You can create an extract from a longer article. If this is the case, you must meet the above requirements within the 300 words and clearly notify the reader that the article continues on further pages of the publication.

You must not use ‘stills’ from the music video in the magazine. However, you could take different shots while filming the music video for use in the print work; for example, you could take ‘making of’ shots of the video being filmed or take different photographs of the artist or band on location.

information and guidance · contents statement of aims page 2 research and planning page 2 original...

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