Inspiring Album Covers

We took inspiration from the key iconography of this shot. There is a strong theme of nature with the flowers and birds in the background as well as the colour scheme of green and blue, which connote authenticity and freshness. The lungs on the outside of the artists body are quite surreal and suggest to the audience that the artist is unique and quirky. The way her body is posed with her eyes looking down demonstrate her quirkiness and also makes her stand out from other artists.

The key image on this album cover is quite surreal as the house in the background is reminiscent of a cottage in a fairytale. The bright red and yellow that are prominent in the image reinforce this. The horse imagery is also suggestive of mythical elements and the prominent green in the image connates more natural elements. The daisies also connate a sense of nature and also summertime and therefore a sense of dreaminess. Both these qualities suggest that as an artist Kate Nash is unique and different with an element of authenticity.

The image on this album cover has a cartoon/animated effect on it. It is very simple as is the colour scheme and the animated artist is dressed simply and is not groomed which suggests that she is again authentic and that her music is in a sense 'real' and sincere.

Panic At The Disco - I Write Sins Not Tragedies

I have decided to analyse this music video as we used it for inspiration earlier on in the project. The video is concept based and quite abstract. It's a great music video to analyse. There is a sense of a narrative and also some very convincing performance.


The video starts off with a normal situation - a wedding. The main performers is dressed in a red suit and holds a black stick and may represent some sort of a circus instructor. Pretty soon into the video we begin to see the quirky and weirder side to the video. Quite early on some performers who resemble circus performers but who are all quite strange and some creepy characters. They all seem to dance quite theatrically and sometimes aggressively. The main performer begins to direct his anger towards the groom. Finally he drags him outside where he witnesses the bride kissing another man. At this point there is a transition and the groom is now in the outift the main performer was originally wearing. This may represent a shift in his knowledge and awareness. Now that his eyes have been opened, he is no longer ignorant or in the dark. The whole narrative and concept matches the lyrics as can be seen with the line 'It's much better to face these kinds of things...' and whole idea of revealing the truth to the groom.


At 0:28 we are introduced to the quirkiness of the video with the wedding guests with white painted faces.


0:31 This is a really creepy shot where the quests simultaneously look at the camera.


0:36 Editing to the music (Andrew Goodwin) is visible here. As the beat kicks in the main performer smashes the door open and suddenly many strange character enter the room. So it signiifes the entrance of these weird, almost surreal characters.


0:41 Weird aspect of the video. These strange characters are juxtaposed with a normal, worldly situation.

1:00 Here the visuals match the music. As the music gets quieter the mad characters also calm down and sit down at this point.


1:15 We took major inspiration from this shot as the make-up is successfully extremely creepy. We decided to use the big red grin on our masked person. The white mask creates a similar effect to that of the white painted face.


1:28 This is another shot we took much inspiration from as we used a similar shot with the masked person blowing glitter out of her hand. In our video, this can be seen to symbolise the masked person's attempt to win over the main girl or equally it could be seen to represent the power of the masked person, or the part of the girl's self that it represents, and effectively the hold it has over the girl.


1:30 This shot is quite disturbing. I particularly like how make-up has been used to make the audience feel uneasy.


1.38 Over exposure this shot goes really bright. We tried experimenting with lighting and over exposure in our video.


1.43 - At this point the shot goues blurry and slightly out of focus. We have tried experimenting with focus and I think the blurry effect is effective in making the audience lost and confused.


1.45 - LA shot kicks towards the camera shows that he holds the power. Again, aimilarities can be drawn between this aspect in this video and ours, in which the main girl struggles to maintain the power against the masked person. In the tunnel, there are particular shots where the main girl sings into the camera and seems to be fighting hard to regain her power as can be seen in her facial expression.


The section after this is all edited to the beat and is again the visuals match the music. In this part of the sonag, people are dancing and being aggressive as can be seen on their facial expressions. There are random flashes at for instance 1:53 and this is something we could try to as there is a running theme of light in our video.


Hand held camera creates a sense of disorientation. This is evident at 1.55. We have tried to create something similar in some shots in the forest.

3:02 Fire is another link between our video and this video as we have used fire spinning in ours. We also have a shot where the fire almost blows upwards and this matches the music and beat in ours.

Leona Lewis - Run

I have decided to analyse this music video for the single 'Run' by Leona Lewis. We are currently editing and having a reshoot soon so I thought we could gain some inspiration from it. The setting is the same as ours as it is in a forest. I also like the extremely effective use of and experimentation with lighting as well as the editing throughout the song. However, compared to our song, the genre is different and so is the theme.

At 1:09 I particularly like the gradual fade, which ties in with the music that changes at this point. There is also a fade at 0:48 and up until this point the video features one long take. This is extremely effective in building up tension and setting the atmosphere. The fade also matches the song which is quite slow and sad.

At 1:11 the extreme long shot is then contrasted with a CU of the artist at 1:16 which is again very effective.

At 1:33 there is a fade to lack which again matches the music which gets quieter a this point. We have quite a few pauses in our video but I think we will use those for some interesting shots and editing as the rest of the song is slow and so will will use slower shots or fades at other points.

I really like the shot at 1:39 where the camera moves around a tree, which remains out of focus as the artist stays in focus. We have already experimented with the camera by chnaging focus on our last shoot. I also tried this shot and will bear it in mind for the shoot.

1:44 - There is a red tint to the shot and I think we tried something similar to this effect by using sweet wrappers (purple, green and pink as can be seen on the group blog) as we have tried to experiment with lighting and exposure etc. I really liked what we did because it really tied in with the dreamy effect we were going for as it looked quite surreal.

At 2:05 there is a really cool flicker effect with the light that we could perhaps try out as it would add to the confusion and sense of being lost that we are trying to convey in our video.

There is an amazing shot of sunlight streaming through the trees at 2.56 which is visually extremely effective. I think we need lots of footage of something similar. We could also have some shots where the camera is spinning or moving really fast to reflect the main girl's madness and sense of confusion.

3:03 - There is a few flashes of light that is tinted slightly red that looks really cool. We could try out this effect as we are trying to experiment with light and the colour red could reflect the extreme emotions, such as passion and obsession, that we are trying to convey.

At 3:12 there is a handheld shot that I particularly like.

At 3:22 to 3:23 there is an interesting shot which is an ECU of the artists eyes. The shot then goes really bright. We were already thinking of using an ECU of eyes and I think we could use exposure to get a really bright shot.

4:07 - Another really shot of light streaming through trees and surrounding the artist.

The shots in this video are generally quite long, which will be very different to ours as most of our shots seem to be quicker, even though some will be longer.

The History of Music Videos

We recently had a lesson on the history of music videos that I found particularly interesting. So I have decided to summarize some of what I learnt in the post.

1920s and 1930s

The history of music videos can be dated as far back as the 1920s in Germany and the 1930s in the USA. Oscar Fischinger was a experimental film maker whose videos were abstract and visual interpretations of music. Two notable videos by him are Komposition in Blau (1935) and Fantasia (1939). These can be considered a part of music video history as they were visual interpretations of music that were used to sell the track as often at the end a title would appear on screen ‘get it at your local store’.

Soundies 1840 - 1846

Soundies are an early version of music videos, usually three minute musical films that were displayed in Panorams. Panorams were coin-operated film/video jukeboxes used as entertainment in bars and other entertainment and amusement centres. They covered all music genres and are perhaps best known for their exhibiting of African-American artists who had fewer opportunities to perform at live venues.

1960s Scopitone

The first scopitone was made in France and was a jukebox that was similar to the Panoram however:

- Choice was built in.

- Films were in colour rather then black and white.

- Individual selection

- Play and rewind options

The videos shown were usually song and dance performance that were shot cheaply and the consisted of high levels of female display. These films were a pre-cursor to the overt sexual displays of contemporary music videos. They were produced in the USA and usually cost $8000 to make. However this form of viewing died out when television came about.

1975 - First Official Music Video by Queen – Bohemian Rhapsody

The rise of Music TV 1981 – 2003

Initially there was a British invasion of Pop acts that filled video airplay on MTV to break the American market. Soon American artist followed suit as they realised the potential of the medium. There was at first a dominance of white, male rock artists based on the assumptions of the producers about the demographics of the audience, namely that the audience was also dominated by white males.

Other than Michael Jackson who had success with his singles Thriller and Bad both of which had successful, high budget productions, black artists didn’t break through until the end of the decade. Reluctance to play black music videos meant rap videos only attracted small budget and didn’t find a mass audience at first. ‘Walk This Way’, the crossover by Run DMC and Aerosmith as well as the humour of MC Hammer and Coolio helped make gangsta rap more acceptable and so eligible for bigger budget videos. Hype Williams, a music video director, led the way for black artists and director in the music industry for more extravagant productions. Higher budget videos generated better record sales and meant that hip-hop now replaced rock as the dominant music form.

Eventually serious rock artists realised the importance and effectiveness of music videos. Bruce Springsteen, who was considered the ultimate to other rock artists, led the way with his 1984 video for ‘Dancing in the Dark’.

The Establishment and Development of the MTV Brand

By 1984, MTV had established itself as central to the music business and started up the Video Music Awards, its very own Oscars. MTV, now owned by Viacom, diversified and established VH1, a more album orientated channel for older audiences. MTV Europe started up and was a great success as Europeans were keen to get same benefits as Americans.

Music videos along with MTV and the introduction of the CD were considered responsible for the revival of the Music Industry. It improved sales and established image as a key factor in the promotion of an artist. By the end of the 1980s music videos were a pre-requisite in the promotion of singles.

The Present Day and the Influence of Technology

Music videos first appeared on the internet on chat/networking sites having been digitised form TV recordings, uploaded and shared.

1997 - I-film launched

1999-2001 – Napster launched

2005 – The launch of Youtube. Faster and easier viewing than sharing sites.

2007 – Myspace video functionality added

2007 – Royalties issue

Google and Youtube reassured the music industry they would ensure fairness so that artists got their cut. However the issue was complicated as some labels welcome the development viewing it as free advertising while others see their music video as ‘the product’ and so they must protect their product and profits as much as possible.

Various artists have achieved fame and success through videos first becoming known online only. Example: Ok Go 2005 ‘A Million Ways’

MTV – online streams of music videos

AOL – streams with supporting advertising

I-tunes – offers free music videos and sells them to view on video i-pods.

Viewer-generated content

Literal music videos, lip dubs and mobile phone clips from live performances.

Guerrilla filmmaking – An alternative to the mainstream. Refers to a form of independent filmmaking. Characterised by low budgets, skeleton crews and simple props. Scenes are often shot quickly in real locations without any warning. Usually made by independent filmmakers who don’t have the budget to obtain permits, rent out locations or build expensive sets. Example: Vincent Moon ‘The Take-Away’

‘Guerrilla filmmaking is driven by passion with whatever means at hand.’ - Yukon Film Commission Manager Mark Hill.

STAGE 1: ALBUM COVERS RESEARCH

A: Look at a selection of album covers (minimum of ten, CD or vinyl), maybe from your own, your parents or a friends collection, or online - the more variety in genre, style, decade etc the better. Make notes in answer to the questions below:

1. What are the typical features that an album cover has? Make a list of all the elements they have in common.

Front, back and spine

Name of the band/artist – usually bigger then title

The title of the album

Typeface – visual motif same font

The artist is usually on the cover

The image is strong and iconic: Lady Gaga - The Fame

Marketing stickers

Price labels

Offers

The tracks on the CD

Institional information - The record label, copyright symbol, publisher, designer date etc

Certain expectations – legal licensing fro industry etc

Artist/band website

Record label website

Bar code

Same design and colour scheme on front and back

Name of the band/artist and the title of the album on the side

Booklets

Distinctive debut albums – sell the artist/band

Second/third etc albums - work on familiarity

Greatest hits – play on nostalgia using iconic images of the artist/band, work on an emotional response

2. How would you categorise the covers in front of you? Are there any other ways of distinguishing between them other than generically?

Genre
Target audience

Artist/band

Male/female

Style

Band/artist on the front

Conceptual

Debut/first/second, third etc

Mainstream/alternative/niche

Compilation/greatest hits etc

Tone – funny/serious

Era/decade

Layout

Dual case/digi pack/vinyl album

Special edition/double album etc

Record label e.g. Motown, 2 Tone – associated with a specific genre

3. Album covers serve many different functions. What do you think these are (ie what is their purpose?)

To portray the artist/band artistically

Serves as an identifiable image associated with the artist/band.
To hold the CD

To advertise/promote/sell the artist/band

To advertise/promote their songs and music

Indicate the genre of music and style

Informative – tracks

Genre specific – has to sell a specific genre

Institutional identity

Individual, distinctive, should stand apart

Gets people talking about artist

NEW TRACK!!!

Our new track is called 'EYES ON FIRE' by BLUE FOUNDATION.

Blue Foundation are a Danish alternative Rock band and this track is feature in the film 'Twilight'.

They started out in 2000 and their music can be described as a mix of melodic dreamy pop influenced by indietronica and shoegaze.

Apart from Twilight their music has also been featured in the film 'Miami Vice' and the American TV series 'The O.C'.

This track is very atmospheric with quite an eerie feel to it. Although it is very slow we could still use fast editing at various points to build tension, particularly when there are long pauses. Our idea is very abstract. The general idea is to have the main girl, Mia. in prefereably a white dress and barefoot walking through a forest (Grovelands Park). In the background, actors wearing masks will be walking around though the main actress is oblivios to them. One masked character (maybe Selina) will represent the main girl's alter ego and will lead her through the forest although she does not realize she is following anyone. Shots will show the masked figure running her hand over a tree and will then show the main actress doing the same thing in the same place. Finally at the end, the main girl will either put a mask on or the mask will shatter to piecses (if that is possible).

Evanescence – Rock/Alternative

Official Website - http://www.evanescence.com/

Conventional features

Can download videos from iTunes

Exclusive performance by the band

Photo gallery

New album advertised

Can join their official fan club

Ringtones

Official tour merchandise – T-shirts, bags, keychains, stickers, cards, wristbands, CD cover sticker, 2 piece necklace, button pack

Latest news

Upcoming tour dates

Advertising ‘Nightmare Revisited’ – theme links to their image

Layout design

Dominated at the top by the key image – links to the band’s image

All other options given about equal spacing

Semiotic analysis of key iconography

Black background

Yellow and green misty, use of light, other worldly, supernatural

Image – church-like building, very grand, chandelier, illuminating butterflies

Images used are all of the lead female singer – used to sell the band

Typeface

‘Evanescence’ is in white

Imagery of the moon tied into the font – connotations of something supernatural, witchcraft

Interactivity

New single plays as soon as you enter the site

Nightmare Revisited –can watch the trailer for and the making of ‘Nightmare before Christmas’

MySpace - http://www.myspace.com/evanescence

Conventional features

Image of band

Pop out player – can play their tracks

Can contact them

General information about the band

Upcoming shows

Blog entries Discography – link to all their albums on Amazon

Biography

Nightmare Revisited –can watch the trailer for and the making of ‘Nightmare before Christmas’

Link to:

- Exclusive performance for Live Sets

- Evanescence threads

- Youtube channel

- Fanclub

- E-news

- UK E-news

Watch/download their videos or buy their album

Ringtones

Merchandise

Record label

Layout design

Dominated by animated image of the band at the top

New album not advertised at the top, nearer the bottom

More focus on the band/upcoming tours etc

Semiotic analysis of key iconography

Animated image of the band – distinctive, makes them stand apart

Female lead singer at the forefront, more sexualised, used to sell the band and their music

Female lead singer wearing a black dress made to look unrefined, raw

All dressed in black, serious/moody expressions – band image

Grey misty background, tree branches

Typeface

‘Evanescence’ is in white

Imagery of the moon tied into the font – connotations of something supernatural, witchcraft

Other font is yellow, red and white

Straight, simple

Interactivity

Pop out player – can play their tracks

Nightmare Revisited –can watch the trailer for and the making of ‘Nightmare before Christmas’

Can watch their videos

Ne-Yo – R&B

Official Website - http://www.yearofthegentleman.com/

(named after his album, iconography compliments ‘gentleman’ theme)

Conventional features

New album advertised at the top

Can play the video for his new single ‘Part of the List’

Blog information

Latest gigs

USTREAM – slideshow, videos – live blog etc

USTREAM chat

Can become a member

Twitter feed

Can subscribe to his mailing list, mobile list and Ne-Yo feed

Link to a forum

Images and video links

Advertising a CD with a link to Amazon, Ne-Yo is featured on the album as a duet partner on one of the tracks.

Layout design

More space given to Ne-Yo’s blog

Videos of Ne-Yo live or in the studio are given prime space and more focus

Music video for his new single is on the side at the top.

Semiotic analysis of key iconography

Background – cream colour, image of Ne-Yo his signature look, wearing a hat and suit, slightly blurry.

Goes with the name of his album ‘Year of the Gentleman’

Typeface

Black, white and brown font

Straight, simple, sophisticated, classy

Interactivity

Can play the video for his new single ‘Part of the List’

Videos from his blog

Slide shows

USTREAM chat

MySpace - http://www.myspace.com/neyo

Conventional features

Store – can buy Ne-Yo hats, T-shirts, autographed towels, beanies and a poster

Can access his video blog – takes you to his official website

Video of Ne-Yo dancing in the background

Can add Ne-Yo as a friend

Can play the video for his new single ‘Part of the List’

Loads of images and video links

Biography ‘About Ne-Yo’

Ringtones/videos/wallpapers

Can buy all three of his albums

Advertise album ‘Just Dance’ as it features one of Ne-Yo’s tracks

List of concerts

Layout design

Screen within a screen

His name is bigger than the album title

Album advertised at the top and takes up a lot of space

A lot of space given to the music video for his new single (near the top)

Lions down the sides – connotations of masculinity, strength, the alpha male

Semiotic analysis of key iconography

Background – grey and black, almost 3D effect, image of Ne-Yo his signature look, wearing a hat and long black suit, looking to the left out of the picture,

Goes with the name of his album ‘Year of the Gentleman’

Typeface

Name of his album as a title on the website

Mainly grey font, some gold

Straight, simple, bold

Sophisticated, fancy, curly

Interactivity

Can play the video for his new single ‘Part of the List’

Pop out player – can play his tracks

Ne-Yo’s official website is more about him with the focus on his live blog and video clips of him in studio. His myspace is mainly focused on his new album and new single with his biography near the bottom of his myspace.

La Roux – electro-pop

Official Website - http://www.laroux.co.uk/

Conventional features

Link to a forum

List of their tour dates (click on red door)

General information.

Link to iTunes (click on the internet café), Amazon and HMV

Can download their new track ‘Fascination’ for free by entering your details so that they can add you to their mailing list and will send you latest news about them

Can watch their music videos for free

Images and video links

Social Networks - links to Myspace, facebook, Last FM, Bebo, Youtube.

Can sign up and become a fan.

Audio player and press

Layout design

Dominated by image of the street

The image moves with your mouse

Bottom left corner – advertise new album along with previous debut album

Semiotic analysis of key iconography

Similar to their myspace

Black background – quite edgy

Electric avenue

Colourful iconography – urban city street, modern, distinctive imagery

Electric avenue, The Flamingo Lounge, Nails shop, shops,

Typeface

White and grey

Simple, straight, bold, edgy, pointy

Goes with their cool, edgy image.

Interactivity

The image moves with the mouse.

Noise of the city.

Cars drive by, birds in the background, red door opens, traffic lights,

MySpace - http://www.myspace.com/larouxuk

Conventional features

List of gigs

Link to iTunes and polydor.com so you can buy their music

Pictures

Videos

Banner advertising debut album ‘Bullet Proof’

Link to their Official Site.

Contact list so you can send a message, become a friend etc

General information – music influences

Link to their blog – link to Lily Allen’s blog on file sharing (Lily supported La Roux on their tour)

Layout design

Banner advertising their bedut album at the top

Dominated by image of the street

Music video for new single near the top

Link to the ‘Official Site’ and to ‘Get The Album’ – promotion of the album through the single

More focus on their music

Semiotic analysis of key iconography

Black background – quite edgy

Colourful iconography – urban city street, modern, distinctive imagery

Electric Avenue, The Flamingo Lounge, Nails shop, shops, orange, green, blue and red neon lights,

Typeface

Simple, straight, bold, edgy, pointy

Mainly in white and red

Goes with their cool, edgy image.

Interactivity

Music video plays as soon as you enter the site.

Pop Out Player – can listen to their tracks.

Can mix, sing and remix her music

La Roux’s MySpace has more focus on their new single, albums and music with less emphasis on them as their blog entry is given less space. Their Official Site is more about the band image.

The Ting Tings

1. Summarise the chnaging image of the band/artist as it has developed over time. It might also be useful to summarise the music genre also.
Indie/Alt/Rock/Electronica
Signed by record label Columbia Records (the oldest surviving brand name in pre-recorded sound – parented by Sony).
Katie White started in a female punk trio, Total Knockout, supporting Steps and Atomic Kitten. Some of their songs were written by de Martino. They became friends over their joint like of the band Portishead (Electronica/Experimental). After White’s band split over management issues, the two decided to join up.
The name comes from the first name of a Chinese colleague of White at a shop who told her the name sounds like the pronunciation of "an old bandstand" in Mandarin.
Their name earned them a lot of support from Japanese fans
Having created three songs, the bands first gig was a free-beer invite all at The Mill. Subsequent gigs were funded on donations, and after their third gig they were name checked on XFM.
Very bright, funky website – fuchsia pink, red and yellow contrasted with monochrome photographs/promo pics. Links to Myspace, Facebook, Bebo and Twitter – total social networking connections. Also iTunes, to purchase songs.
2. Who are the fans? Do you have any sense of how the music companies have segmented the audiences? To what extent has the branding of a band been linked to target audience?
Large Japanese following due to name – bonus Japanese tracks on album, placating audience. The vinyl was only available for fans of The Ting Tings to buy at their live shows. Every single released had different cover art. This is due to the fact that at every concert, a hundred blank seven-inch sleeves were pinned to a wall, making a canvas on which fans could create an overall piece of artwork that, once dismantled, were used as the sleeves for the singles.
The band's debut album, We Started Nothing, was released on 19 May 2008. It was leaked onto the internet on 13 May 2008. Shortly after the release of the album, the band released a statement on the social network service MySpace which explained to fans that their single "That's Not My Name" had reached number 1 in the UK Singles Charts, the statement went on to encourage fans to purchase legal copies of the single in order to keep it at the top position for the official Sunday Chart release on 18 May. The band went on to secure Number 1 in the UK Singles chart on 18 May.
Have a diary/blog up on their website, helps fans identify with them and feel involved. Also gives a chance to promote upcoming gigs.

3. What marketing strategies can you identify? What kinds of strategies can you list?(above/below-the line? unexpected promo stunts? etc). List any examples of the use of synergy with other industries to promote other media/products in connection with a band/artist.
Debut album was limited edition – several different background colours available in US, and only 2000 copies available on red vinyl. First single, Fruit Machine, limited to a 500-copy run only available at the group’s gigs – exclusivity, promotion of gigs. They had a notable performance at Glastonbury Festival 2007, and after an October 2007 tour of universities in the UK with Reverend and the Makers (Indie-rock + electropop)
Their singles "Shut Up and Let Me Go" and "We Started Nothing" were featured in the Gossip Girl series, while the song "Be the One" was featured in One Tree Hill. Their single "Great DJ" was featured in the theatrical trailers for the Anna Faris comedy "The House Bunny" and the Oscar-winning "Slumdog Millionaire."
They are scheduled to return to the United States in Autumn 2009, supporting Pink (rock, pop, alt) on her Funhouse Tour.
“I think, well, we run our own MySpace, that’s our main thing; I’m sure the other ones have helped. The one that we are really fully aware of is MySpace. When we started as a band we put like two songs on there. All we did was add like 20 of our favorite bands, like The Gossip and Talking Heads—we added their MySpaces—and people just found their way there. It’s so weird to be able to put a song on the Internet, and your band on the Internet, and people in Brazil [are] getting in touch and going, “I love it, can you send me a copy of it so I can DJ it?” And so we send them a copy out. It puts our faith back in music. They go on your page and there’s no middleman trying to manipulate the situation. They either like the music or they don’t and it’s very simple. Yeah, MySpace has been great”
Interview with COED Magazine. Allowed themselves to be interviewed by students after coming off stage at Glastonbury.
Merchandise available – band shirts, etc. to promote the image and branding.
Have to give email before allowed to post on website – allows free e-marketing.
Synergy with Apple (music used in iPod advert).

Useful Links:
http://en.wikipedia.org/wiki/Ting_Tings
http://www.thetingtings.com/gb/frontpage?cmdr=ip2country/detected