Secondary Secondary ResearchResearch

Shannon Jezzard

Music VideosMusic VideosPete Fraser, Principle Examiner says when planning a Music Video you should look at previous work for inspiration, and also to see the mistakes that they make and therefore you can make sure you don’t make these mistakes yourself, for example:

Ten things to avoid (though there will always be examples which disprove the rule!):•1. Well-known songs.•2. Overdone effects – you shouldn’t use effects just to disguise poor footage.•3. Aimless driving around.•4. Scenes involving booze, fags or drugs (even simulated).•5. Shots of people just walking around.•6. Speeded up footage or footage run backwards to cover lack of material.•7. Zooms.•8. Found footage – it should be your own unless there’s an exceptionally good reason.•9. Atmosphere-less stage footage.•10. Over the top stories.

By making sure you look at previous work you are able to address areas that work within the video and areas that don’t to make sure that yours is ticking all of the right boxes.

Male Gaze Theory – Male Gaze Theory – Laura Mulvey (1975)Laura Mulvey (1975)

Laura Mulvey states that “mainstream film satisfies especially the male spectator by projecting his desires on screen. Women are regarded as objects in ‘fetishistic’ displays for male viewer’s pleasure”

Within our music video we are going to dismiss these generalisations about how women are portrayed on screen, with the characters in our music video being of an equal status, with possibilities that the female character will be more dominant as she’ll be resisting the ideologies of teenage ‘love’, similar to in the film 500 Days of Summer, where the female character has more of a control over the males feelings rather than this being the other way around, which is a more common scenario seen on screen.

Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds

Maslow’s TheoryMaslow’s TheoryMaslow’s Hierarchy of Needs states that human growth is dependant on five separate physiological, mental and emotional needs/desires. He says to be able to reach the next stage up within the hierarchy you need to achieve the need below, such as to feel love and belonging you need to also feel safe within your community and well fed.

Music videos help to achieve belonging, because when listening to a genre you’re a part of a group that has an interest in similar music to you, and therefore helps you to reach the next stage in the hierarchy. They also help you to achieve esteem, as when you’re within a certain social group you gain confidence and the respect of others.

Todrov’s Narrative Todrov’s Narrative TheoryTheory

Equilibrium: a state in which opposing forces or influences are balancedTodrov’s theory argues that There are five stages the narrative can progress through:• A state of equilibrium •A disruption of that order by an event•A recognition that the disorder has occurred•An attempt to repair the damage of the disruption•A return or restoration of a NEW equilibrium

Therefore Todrov states that narratives do not have to be linear, and within our music video it will not follow a linear structure. It will go from past to present day scenes and therefore following non-linear conventions of music videos.

Album CoversAlbum CoversChristopher Budd who interviewed Julian House (a creative partner at London creative agency) in the September 2012 edition of Media Magazine found that he does not tend to focus on the artist’s genre of the album artwork he is creating. He states that “each specific job exists in its own world with it’s own set of reference points”. We will take this into account with our work as we will focus on the premise of song rather than the conventions of the genre it falls into for our album artwork, still looking at the artwork of similar genres and taking into account some elements but not completely focusing our design based on the genre that the artist’s song we are focusing on falls into.

Making Album CoversMaking Album CoversOn eHow, Alexander Grouch explains 11 steps of making album artwork.

The first two steps he lists I believe, are the most important as they are to study the album art you like, so you’re able to see what styles interest you in order to influcene your work and to look in depth into these styles, looking at the complete digipack such as the inside booklet, to see what themes and conventions run the whole way through.

The next step is to ‘sketch a rough composite that details the elements you want to use’. This is one of the most important steps as you are getting your ideas down so you can work with them in the future, so you are prepared for your actual album cover design.

Whilst designing my album cover I will take these points into consideration, by researching and looking into album artwork that interests me so I’m able to reflect the conventions within my own work, so I have ideas of what my album cover looks like before I design it, so when it comes to producing my design I’m prepared and do not get stuck for ideas.

CD Cover Conventions CD Cover Conventions CD Covers usually contain conventions that are common on the majority of covers, although there are always that do not conform to the typical conventions.Usually album covers contain the band or artists’ title, album name and a main image. Sometimes they also use a logo, which is normally the typeface the band uses for their name.Within my album cover design I do plan to stick to these conventions and make it simple and easy to see the bands name and title of the album, although I plan to use hand drawn images within my album cover as well as a photograph.

Band Name/Band Logo

Album Title

Main Image

Band Name

No Image

No Title

No Band Logo

Magazine AdvertisingMagazine Advertising• Magazine adverts are to entice and

persuade readers into buying a product, or to make the public aware of its release.

• Specifically with music adverts within a magazine, the band/artist, or the album that’s being released has to be clear and easily identifiable.

• Nat Bodian, an advertising expert states that a half-page ad "will be about two-thirds as effective as a full-page ad in the same publication." Meaning that an ad large enough to dominate other ads on that page, or a fractional-page "island" should be noticed.

Hierarchy of Effects Hierarchy of Effects ModelModel

• The Hierarchy of Effects Model puts 6 objectives of advertisements into a clear and simple diagram.

• The Means-End approach theory of this model suggests that within a advertisement, a message should be contained to lead to the purchase of the product, but with albums and CDs often the consumer is persuaded by the artist releasing the album, although the fact that the advert is giving the listenerknowledge of the albums release soif people are made aware of the product, they are more inclined tobuy it.

12

Conventions of Conventions of Magazine AdvertsMagazine Adverts

The conventions of music magazine adverts is that they should feature, the band or artists’ name, the title of the album, a main image (sometimes including the cover art for the album, the release date, a record company logo and the formats the album available’s in.

Band Name

Release DateAlbum Title

Main Image (the same as to that of the album cover)

Formats available in

Record company Logo