Film Schedual

As a group we put together a detailed filming schedule and later added to it showing what we have achieved out of our planned time for filming. The varies aspects of the schedule were noted in order to help us work on what we needed to film and plan what equipment we needed and what the chosen people in the video needed to wear. The plan became invaluable, as everyone within the group was able to refer back to it and insure they were doing the right job in order to assist with the video. We took factors such as travel time and weather into account when choosing times to film. This was helpful as it insured we gained the most from our sessions filming. We addressed the following titles in order to insure our schedule was as detailed as possible.Date & Time:

This was possibly one of the most important aspects to consider when devising our plan. The date and time was arranged in order to suit everyone, and we had to allow time for travelling between each location. Locations of filming were arranged in order for us to not waste time, for example we filmed in Camden and then Russell square for convince, as both locations were near each other. We took into consideration the weather also, as we would need to bring appropriate clothing and previsions to make sure the cameras didn't get wet. One of the hardest issues we had to overcome was the problem of lighting, we had to insure that we picked appropriate times to film, as we needed the footage to be right first time.

















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Content and Action:
This was important for our group as it allowed us to look at our story boards and plan want we wanted to get filmed on a particular day. This was also good as a reference whilst filming as we were more organised and knew what to film and when.

Shot Type and Duration:
The shot type and duration is a vital aspect that was proved very valuable. This column allowed us to keep our schedule organised and made sure we were filming the correct shots per soon. This was used as a kind of check list, as we had to make sure we were keeping to the schedule and any addition filming was added to this column.

Costume, Hair and Make Up:
We had researched thoroughly conventions of an indie artist and we had come up with a distinct style that fitted the conventions of indie and pop. The boyfriend had to convey to the conventions therefore we set about putting together distinct looks per filming location. This was inserted onto our graph as it made our schedule more clear and insured we had different looks per location in order to make our video realistic and diverse.

Locations:

We wanted to use dynamic locations, therefore we chose places such as brick lane and camden that was typical of the indie genre. The apple tree pub was used in order to strengthen the lyric audience bond. We kept our locations organised so we knew what to film and when and this was effective as we didn't have to re film.

Iconography:

The iconography for each shoot was considered and recorded. Iconography such as alcohol, cigarettes all appealed to the rebellious nature of teenagers and the guitar also appeal to the indie music genre. This was recorded as we knew what to bring and when. Preparation was important and by recording what we needed and when we were more organised.
Equipment:
The equipment again just made us more organised and our filming time effective. We ensured we had booked out the equipment from media and that what we wanted to use was available on the days we wanted to film. We all made sure we had the correct equipment such as cameras and tripod. Our schedule was effective as it made us more organised and ultimately our filming more successful. 

Do you follow the schedule while filming, or did you make any changes?

We followed the schedule when filming to an extent although it was more appropriate to film certain scenes at other times as the weather effected our schedule. The dark weather and rain meant we had to perspone certain aspects off our video and film on alternate days. All in all the filming was a success and the schedule assisted us in knowing what we were doing and made us more organised.

We used our story boards effectively as we were able to include elements from our story board and add them into our schedule. This was done simply for organisation and in order to make the most of our time filming. Our schedule was well thought out and based on our original story boards. Because we included so much information we had a good base to start filming and will the help of both story board and schedule were both organised and our filming was successful.

Risk Assessment

  It is important to consider risks before our group begins filming, as health and safety is our priority; making sure everyone remains unharmed by the end of filming, otherwise we run the risk of filming and not being completed due to an accident occurring. A risk assessment is carried out in order to reduce the chance of injury happening. As a group we had to assess our locations for potential risks and consider a plan to reduce the risk and document the process. An example being, the risk of theft by surrounding people in rough areas such as Camden and Brick Lane. The way in which we would handle this risk is to wear the safety straps on at all time, so that the equipment is attached to one of the group members, which also in fact reduces the risk of dropping the equipment causing damage.

A risk assessment will assist me when filming as the chance of either myself, Georgia, Drew, Rhianna or any additional characters from becoming injured during the filming process. Obviously being the people filming, we not only have to look out for ourselves and the team, but we are also liable for general public's safety, eg. not leaving equipment out for anyone to trip over. The risk assessment is also clarification that you cannot be held responsible for any accidents if all have been analysed, unless one risk has not been.

The only additional risks encountered during filming was in the forest, with branches randomly placed on the fall, increasing the risk of Georgia tripping whilst performing. Another being, during Georgia's performance when seen sitting on an unstable fence. In order to avoid both risks, we had to make sure her walking path was clear of anything that could potentially cause her harm, as well as test the if the fence could support Georgia's weight when sitting on it. If we did not test this risk then there was a big possibility the fence could collapse and Georgia may have fallen into the lake. Luckily everything went to plan and all group members remained unharmed.

Description of hazard	Prevention of hazard
Falling in between the gap at a train station, when stepping from the platform onto the train.	Ensure all group members stand behind the yellow line on the platform at all times. Also, make sure that the group are aware of surrounding people whether the platforms busy or quiet and the people getting on and off the train.
Risk of falling into the canal.	Make sure Georgia and Drew walk slowly and carefully when   approaching the canal. Ensure that when position themselves they do not step too near to the edge.
Being hit by motor vehicles when crossing the roads.	Ensure that Georgia and Drew cross the roads safely by either looking both ways repeatedly when crossing or to cross at traffic lights if available.
Damage inflicted to the camera.	Make sure all the safety straps are securely fastened onto my wrist at all times during filming. If the camera is placed onto the tripod, ensure that the tripod itself is held to prevent it being knocked over.
Risk caused by the surrounding diverse people, with the possible risk of theft.	Make sure all equipment is kept at a close distance and are kept safe by all group members, particularly me being the cameraman, reducing the risk of theft. Another prevention is so wear safety straps on at all times.
Risk of team members or surrounding people tripping over the equipment eg. The tripod.	Make sure everyone stays out of the equipment zone. This will require extra team members helping to direct the general public around the equipment ensuring everyone remains safe and unharmed.
Health risk to Georgia and Drew when smoking.	Make sure the characters are not to inhale the smoke too much and are not around it for too long. We could always use an E-cigarette as an alternative, however would not have the same effect.

Photoshoot

Why is it important to carry out a photoshoot, especially when creating a digipak and magazine advert?

An important visual aspect of any media product is aesthetically inspiring images to help promote what you are selling and give the desired impression to the audience. In this case the photo shoot for our Digi Pak and Magazine advert was vitally important as it allowed us to appeal to our chosen indie music genre and create something from professional looking images in order to appeal to the audience. Our images promote the performance aspect of our video, which myself and my group believe will help even more so to promote our artist as we can focus on her image and build further the relationship between the way she appears and make her more of a success.

What images did you take and why? variety of shots that can be used

We took a variety of images throughout the whole process, but when making our ancillary products decided to focus on the images taken from our  performance. I think this worked best as we can sell our artist with more uniformed images and the audience will be able to relate to her more as they will have seen the images numerous times. We chose to take images in a variety of location around the forest in Loughton. We chose this location as it can portray solitude and we can picture our artist alone and deep in thought something which is not only conventional of our genre, but also relates to the lyrics in our song 'The Apple Tree'. The images at times appear dark and were edited even darker in order to appeal to the indie genre which has conventions of mystery and simplistic nature shots. We wanted to appeal also to our target audience by making the pictures more grundgey which was always the plan and we knew we would be able to easily touch up the pictures with a variety of layers and motifs on photoshop.

The images include Georgia's outfit being clearly shown around the forest which fits in with the genre and allows us to portray her as different and stylish. We also wanted to get a variety of different positions, so chose to shoot images of her smiling and looking into the difference. This has connotations of thinking about her lover and also smiling as she is an ordinary teenage girl. This helps build a relationship with her audience as they can relate to her more and can see what she is really like therefore making her more of a success.

Where will your images be used and why?

The images we have taken will be used for our Magazine advert and our Digi Pak. Throughout the process we had to keep in mind our genre and pick images that would be suitable for each product. I chose the image of georgia standing in front of the tree because it fits in with the planned idea for our advert and I knew it would be easier to edit. We also chose this image as we can show Georgias guitar which is a very strong convention of indie music and will help make the audience see that Georgia is talented and cares a great about about live music. This is something the indie genre promotes and fans of this genre will rate highly. The other images can be used for the Digi pak. When choosing images obviously we wanted the most visually pleasing and diverse images. I actually chose the picture of Georgia smiling as the front of the CD because I thought it would advertise the real her and promote that she is an ordinary teenager to our target audience. I knew this would be successful because of Dyers theory's regarding the role of a star and how one can build a relationship with any audience.

The editing process was an important aspect, and the images needed to be bold and conventional to the indie genre. Overall the images fulfilled their purpose which was to promote the artist via the Digi Pak and also the magazine advert, and the fact we took a lot of images was extremely beneficial as the locations could be edited and we had a greater choice of where we wanted to go for the product. 

How are your images conventional to your genre?

 Our images are very specific to the indie genre as they promote live music and also portray the artist in a mysterious yet fun and flirty light. This has strong conventions with both the indie and pop genre which of course who we are trying to appeal too.

This image is extremely conventional to the indie music genre, and reminds me of other female indie artists such as Laura marling and florence Nina Nesbitt herself. The image shows the style of our artist well which will make her more of a trend setter for our target audience, and the dark colours of autumn also make her seem mysterious and serious about her music. The iconography in this piece is very conventional of the music genre, as the guitar and other instruments are often displayed by indie musicians. This will help build a relationship with our target audience as the image shows her holding her guitar meaning she in touch with music and promotes the ideas of the indie genre which include live music and alternative fashion.





We took various other shots of Georgia with the guitar including one of her sitting my a river. She appears dep in thought which is conventional of the indie genre as she appears normal and emotional which ties in with the lyrics from our song 'The apple Tree.

The image in front of the lake is perhaps one of my favorite out of the photo shoot. We wanted to picture the sunset in the background as it symbolises the end of Georgia's relationship, yet she appears content looking into the distance. This is conventional of both indie and pop music as she appears uncaring and independent which will promote her image for the target audience. 


Particularly young females who will wish to be strong and stylish like her, and wont feel like they need to be in a relationship to be happy.

The image of Georgia looking down again is typical of the indie music genre as we can see her bandanna and other edgey fashion choices. This will make her iconic for our target audience and make her more successful in the indie music industry. She appears simplistic with red lips and winged eyeliner. This is a signature look for Georgia, and makes her more successful as she has her own style which is convention of both indie and pop musicians and will inspire our target audience and make her seem attractive and likable as she appears a typical rebellious teenager which goes down well with our target market of 13 - 24 year olds.

All of the images are conventional of the indie music genre, and are well thought out in order for them to have the greatest possible impact when incorporated in our ancillary products and also on our target audience as the relationship between artist and public has been built up and made stronger by indie styles, messages from the song and also general attitude of Georgia which is shown throughout each image in order to make our artist more successful.
 
 

Record Labels

Major Record Labels

Definition:

Record labels play an unprecedented part in the music industry with successful musicians getting signed into a variety of big and small record labels depending on the artists image and success. The bigger an artist gets in the industry the bigger the label they are signed too. It is within the record labels interest to sign the most successful artist with the most potential as income from advertising, gigs and record sales will all benefit the record label and generate money. Sources such as you tube and face book can get artist signed into much bigger record labels as they visibly see their popularity on the Internet. This has now happened to a variety of artists who began their careers and was signed in this way, such as Justin Bieber and Connor Maynard.

Ed Sheeran and Azelia Banks

      

The major record labels currently in the UK make up some of the most major record companies in the music industry. This includes Sony Music Entertainment UK, which is one of the largest in the world. This company has a broad array of local artist as well as international stars. Major bands are signed to Sony including The Ting Ting's, the clash, MGMT and ke$ha. Further examples of British companies include the EMI group, this is the fourth largest business group and family of record labels in the industry. Like many companies EMI also has smaller companies attached such as EMI's music publishing which is based in New York City. The company is now wholly owned by Terra Firma Capital Partners. The EMI group has managed some of the most influential and iconic artist of all time. These include artists from Britain such as the spice girls, the Beatles and Kate bush. A further example of a major record label is the Warner Music Group which is the third largest business group and family of record labels in the recording industry. The majority of record labels are essensially Large companies within the music industry that may also own smaller record labels. Artists regullary switch between record labels, such as Azelia Banks who went from indie to major and signed up with Universal after complaining about her former label XL. Creative differences between the artist and the record label can influence weather or not the relationship between the two will have a future, with many artists also moving on to various labels depending on there growth and popularity or even there changing target market. Traditionally artists gain a considerable fanbase before being approached by the record label, this is true for British indie guitarist turned global superstar Ed Sheeran, who after countless amounts of low budget tours was able to gain enough of a fan base to be approached by his record label which eventually made him an even bigger star; obviuously increasing his populartity.

Major labels such as universal also own and manage smaller subsidery companies that assist with the overall success of the artist and indeed the music being produced. This is evident in Universal music group, with the label owning Universal Music Publishing Group, The third largest publishing comapany for music. Its primary function is to administer copyrights with over 1 million being owned by UMPG. The group itself has been associated with a wide array of artists such as the corrs, Bon Jovi and Prince. UMPG administers the prestigious 60,000 title Rondor Music Catalog and also owns or administers a multitude of prestigious catalogs. Of course the multi million dollar profits from smaller companies beniefits the record label and is feeding in gross profit from the artist back into the label itself. Publicity is also created by publishing the works of the artist on a global scale, as the record label has control over TV and advertising of the artist and can also market the musican to a sub genre of people who will buy into the artists life style. This overall makes the artist more of a success and generates more money for the label via magazine shoots, record sales and public apperences on TV, Creating strong and valuble links across the whole of the media industry. This links the label and the artist with the media, as promotion is the key for an artists success as the media is able to portray the artist on a massive scale.

Storyboards

The story boards above show the opening scenes of our music video, these helped us stick to our original plan when it came to filming and we was able to look back on the planned editing time when we underwent the editing process on final cut.

 

 

 

What is the purpose of a storyboard?

The story board itself has a effect role in ordering the shots which we aim to cover. The story board for any media film plans the footage from start to finish and allows the crew members to be organized and know what needs to be filmed and how long for. The storyboard covers what actors are in what shots, how long the frame lasts and also the type of editing needed. As a group we were made away of how to execute the shot with precision and knew what we wanted the outcome to appear like. The production process is made more efficient by using the story boards and therefore is a useful tool to use when producing a music video. Our ideas were put onto paper, and then the storyboard is a final over view before we take our ideas to be filmed. The story boards additional purpose was also to change and improve our original ideas as a group and see what will look the best and make our video more successful for our target audience.

How did you use your primary and secondary research that you carried out, to plan your music video?

Overall our research contacted was mainly focused on what our target audience would find aesthetically pleasing. We wanted to include as many aspects as we could that our target audience would want to see and what they liked based on the findings from our vox pops and questionnaires. The findings of our research was therefore heavily influential when creating our storyboards as we aimed to create a specific style to our music video The content within the video was found enjoyable by our target audience and we used this when creating our story board. The performance was also covered in the story boards as we knew that the audience of 13 to 24 year olds would be extremely interested in the visual performance as well as the narrative. We incorporated this into the story board and aimed to build a relationship between the lyrics being sung and the on screen visuals.

How did you and your group storyboard your music video?

Creating the storyboard together allowed all of us to have a say in how we wanted our music video to appear. We kept in mind specific aspects of our video from the research and tried to include ideas from all group members. We wanted a variety of shots, and knew that to include the instrument would mean we were appealing to the indie music genre convention. We wanted to throughly plan our video before we took it too filming, and we also had a discussion of how and when we would film each piece to insure our time was most effective. Overall the message from all group members was that we wanted to put what the public said into our video, convey to genres and also keep in mind the visual and artist relationship which we of course wanted to be strong.

How did you share the responsibility?

We were each assigned a role and created specific parts of the story boards in pairs. This made the discussion regarding what and when we wanted to film more intimate, and we could spend our time more efficiently whilst taking in turns to create each frame. I drew the images whilst other group members talked and dictated what should go when. We already had an idea of what we wanted, there fore sharing the responsibility was easily as we had a common goal of what we wanted and knew how we wanted the video to look and what would appeal to our target audience and the indie/pop music genre.  This uniformed process ensured that we were all happy with the storyboards.

Did you follow your storyboards, or did you make changes?

We pretty much followed the storyboard, yet in the editing process some footage was swapped around simply because it fit better and would look more visually pleasing. We all shared the same vision of how we wanted the video to appear. The storyboards allowed us to stay focused and we knew we could always refer back to it. We planned the time well, and didn't change how long we wanted each clip to play for. The story board for the performance was particularly helpful and we kept to our plan as it was well thought through. We did make some changes, for example in the apple tree panning shots we picked more footage up in Camden so inserted it alongside the pub sign. This was done so we could build a stronger link with the audience and also incorporate more of an indie alternative edge into the video. In conclusion we mostly did conform to our plan however the narrative did evolve slightly and was improved which overall made our video more conventional to the indie genre and was more of a success.

History of Music Videos

Music videos have evolved massively as a result of the growth of both television and the music industry in the past 50 years or so. The very first form of the music video began in the 1920's with the veta phone  and spooney melodies. with short extracts of films being extracted and accompanied by a particular song or jazz piece. The establishment of the commercial radio in the 1930's  was the first time in which music could reach a large audience, and during the war years music by artists such as Vera Lynn was able to manipulate and uplift a broken Britain and keep the spirits up of the people as well as maintaining the Dunkirk spirits. From then on the radio became a key aspect of broadcasting music and has continued right up to the present day with radio music representing a massive 40% of the way in which a global audience listens to music daily with radios still being used in the car, home and on line.

The definition of a music video is ' a short film which accompanies a song, they are produced for either promotional or artistic purposes'. The 1960's saw the first modern form of music video with the creation of one of the most recognisable pop groups of all time 'the Beatles' Their music video 'hard days night' is probably the earliest form of what we would now call a modern music video. It was produced in 1964 and directed by Richard Lester and depicts the boys from the Beatles as ordinary and relatable. This convention is still highly used today as it allows the audience to connect better with the artist and see that they are just having fun and appeal to a wide audience. The video from a short film had a big influence on the music industry and paved the way for similar bands such as 'The monkees' to begin producing their own music videos largely because of the amount of audience appeal and commerical benefits the Beatles received, as the song and video was able to be branded together therefore making more profit. 

Queen at the start of Bohemian Rhapsody

British TV programme 'Top of the pops' began to influence the world of music further in the 1970s where a top 40 chart used to showcase the most popular music on a weekly basis. Artists aimed to be shown on this programme as it would massively increase sales of a song to the viewer, and the audience would hope to see the audience the following week if the song was still in the charts. This led for popular rock bands such as 'queen' to produce iconic music videos such as 'Bohemian Rhapsody' which again proved to be a vital tool for making the song a success and influence a greater number of people. Music videos shown on television continued to grow in popularity throughout the 1980's as a way in which an audience, TV channels specifically designed to showcase music such as MTV in particular was aimed towards a younger audience who could connect with the songs and for the artist ultimately give the musician better sales.

By far the most iconic and expensive music videos was for Michael Jackson's song 'thriller', this 13 minute long film was released in 1983 and cost a massive 7 million dollars to produce. The video itself was eagerly anticipated for weeks and shown all over the world late at night in order not to scare and frighten minors because of its explicit and for the time scary scenes. This only anticipated the release of the song 

further and made the production of thriller more exciting and generated more money for the record label. The groundbreaking video has won Grammies, and the technologies at the time were used to realistically recreate gore and shock the audience which ultimately were taken in by the music video and then went and bought the song making top of the charts around the world for a long time. Michael Jackson then went on to create the most expensive music video to date 'scream' which was created in 1995 and cost an amazing $12 million dollars to create. The lack of special effects at the time meant that all the effects had to be made by hand, with the model of the space craft being crafted without the aid of advanced computer technology. For the time the video was incredible with the scenes looking very futuristic and completely extraordinary.

Music videos now have became one of the major and most recognisable ways in which an artist can relate and sell themselves and there music to the public. The creation of digital media such as smart phones, youtube, and websites such as 'vevo' have only made the medium of music videos excel further. The changes in music videos and the more accessible they have become in the present day is manipulated by the music industry as they know they can target a much bigger audience and make a lot more gross profit by creating further anticipation from the release of music videos, and then stream them on line. Advertising is also used in music videos now with certain products paying millions to be featured in a world famous artists music video. Social media sites such as twitter enable the release of a music video to be heightened further with fans of an artist tweeting and blogging about the video to get it trending on line and allowing it to reach a larger audience this is encouraged by the music industry who can promote the video further and the record label can make more money from it. Music videos now are completely diverse and can use extreme amounts of special effects thanks to the advances in technologies. This is the main difference regarding the changing music videos of the last 50 years. The more technology available with special effects and CGI being used frequently, means that unlike in the 80's and 90's budgets for music videos has actually gone down allot, with iconic videos nowadays being created cheaper because of the technology and green screen technology that is readily available for a much cheaper price.

To conclude ultimately technology is changing. and special effects and changes in the music video will only evolves and trends we are seeing today in the music industry. The production of music videos for world artists is timely and expensive, this combined with the information on social media has made the viewing of music videos much quicker as world wide audiences can count down the release and view the video of they're favourite artist online. Music channels such as MTV still showcase a variety of music which again adds to the success of the song, and appeal to the target audiences. Music videos have changed massively over the years with popular genres evolving over time and different trends in style and music videos changing with it. The changing music videos now appeal to a variety of conventions from Goodwin's theory such as the portrayal and sexualisation of females, according to genre and this only adds to the success of the artist and the music industry. Collaborations within music videos also makes a video more popular when two world artist's come together this combines the target audience and fans of the artist who are intrigued too see two iconic musicians perform together. In conclusion music videos will change further yet one important factor remains. Music videos have always and will always have the primary purpose of advertising both the artist, song and record label which will give more profit to the record label and its subsidiary companies with the most talked about videos generating the most money.

Beyonce and Lady Gaga perform
in the iconic video 'Telephone'

Magazine Advert Reflection

For our advert design we each designed a poster that could represent the artist and therefore make her more appealing to the target audience. We wanted to convey the conventions of an indie artist and show her to be both rebellious and look iconic which we know would appeal to our target audience of young people aged between 13 - 25. We each created our own individual idea about how we can appeal to our target audience and sell the image of a grungy and indie artist to 13 to 22 year olds. This involved focuses on urban areas and taking inspiration from graffiti and grimy surroundings.

In order to appeal to a largely yet individual audience, I researched adverts from our chosen indie artist Nina Nesbitt as well as looking at female artists such as Florence and the machine who over the years although indie has appealed more and more to a mainstream audience. This assisted me in planning my magazine advert as I was able to take on key concepts of an indie artist which were to focus on interesting iconography which appears conventional to an indie artist. This iconography in a dramatic location appears on tour posters as well which again is a key selling point as many people interested in indie artists are also interested in seeing the artist live therefore gig posters have to follow conventions in order to make them as an artist more successful.

My idea was to portray the artist in provocative and unique individual clothing and have her stand with her guitar next to a brick wall with the album name appearing as posters next to her. This fits in with Goodwin's theory as the image of a female artist helps sell the artist to the public. Upon reflection with my groups ideas the image Georgia drew of the artist actually went very well with my concept of a grimy brick wall which sells the concept of a more alternative and grunge influenced artist yet still keeps the artist appearing unique and fashionable. This was defiantly a contender for my final subsidiary design.

My paper designed helped with putting my design onto photoshop as I was then able to have a clear idea of the conventions of both adverts and tour posters look like when portraying an indie artist and making them more of a success. The first magazine advert I created came from our own idea to use images from our filming to build a relationship between our video and our subsidiary product, however upon reflection there was certain elements I think we could improve on for our final one.

Draft for our Final Advert.

The design encompasses the indie genre in a variety of ways. The graffiti on the brick wall portrays the artist as edgy and unique, the 3D writing gives the artists name a greater impact on the audience which overall makes the advert more of a success.

My problems with this advert is although I was able to bring my idea of the brick wall into my digital version from the paper magazine advert, I feel although the images fit in with Goodwin's theory of building a relationship between the image of the artist and the subsidiary product I don't think the images are dynamic nor look professional enough for the final advert.

The advert appeals to the indie and pop genre as the artist appears a fashion icon which again is a key feature of dyers star theory. The clothes she wears look cool and she appears both rebellious yet enjoying being young which will appeal to our target audience.

I think the typography looks very dynamic and will also be a key feature for my final advert, although somewhat happy with my design I think we can include more ideas from our original paper designs and use the ideas of poster and add more aspects of grime and alternative music, such as displaying more text in the form of pasted posters which will play a bigger role in our final subsidiary, as well as featuring our artist in a larger yet just as iconic and dynamic light which will further appeal to the audience and will be conventional to both the pop and indie music genre.

JENNA'S ADVERT

 Jenna's advert shows a proficient use of adobe photoshop cs6 skills that have been used in order to create a advert conventional to the indie music genre. The layering tool has been used alongside the selection tool to place Georgia in front of a graffiti brick wall. This makes the advert appeal to the indie music genre as its purpose is to inspire, therefore by placing Georgia in this setting she is being advertised as a rebellious and iconic young artist making her appeal to our target audience.

The typography is used at the top of the bottom of the advert. This is effective as it gives the audience vital information about our artists album therefore making our artist more successful. The typography could be improved by using a more dynamic font which is more conventional to the indie style. The fact Jenna has decided to use the same font of similar size to advertise both the artist and information takes away the impact of the artist's name. This is not ideal as the purpose of the advert is to catch the readers attention whereas by using this font the name of our artist doesn't stand out enough.  The use of image showcases Georgia's unique style which is successful as the denim and tartan clothing is typical of the indie style and gives her star quality as a raw talent and an iconic artist.

Overall Jenna's advert was successful as it included key conventions of the indie music genre, however the editing style of the image of Georgia needs to be improved and shot in a higher definition camera to make it appear more professional. The typography is also a problem as it looses the advertising element needed to make our advert a successful as Georgians name appears lost in the mix of the other information included. More indie conventions could have also been including such as showcasing Georgia with a guitar which would portray her as a raw talent and appeal to the audience by following the conventions of indie.

GEORGIA'S ADVERT

Georgia's advert in itself was conventional to the indie genre. Key codes and conventions had been followed as the use of brick wall in a naturalistic setting makes the image more dynamic. This was used with the layering tool, and just makes the image look more convention and allows the graffiti style typography stand out more.

The image used was of a much higher quality, and by showcasing the artist with a guitar the conventions of live music that is popular within the indie music genre were followed. This also adds to the purpose of indie music which is to inspire, and display the artist as a young raw talent which will influence and appeal to our target audience.

The clothes within the advert are conventional to the indie genre, and also appeal to the audience as the artist looks iconic and interesting. This helps to package the artist as a style icon, and with the moody facial expresses, looks typical of the indie music genre.

The information on the advert appeals to the audience and follows all the necessary elements needed within a magazine advert. However I believe some constructive criticism of this advert is that the font of the artist appears to similar to the information and review of the artist. Although the font has been designed to be contrasting with the background, it appears lost therefore isn't advertising the artist and impacted the audience effectively enough.

RHIANNA'S ADVERT

The advert created by Rhianna follows minimal conventions of the indie music genre. The skills used to create this advert appear messy and unprofessional with next to no information adversing the artist. The dynamic clothing used portays the artist as a style icon and also following conventions of the indie music genre. This appeals to a wide audience, and also matches with the colour used for the typography in order to appeal to the audience.

The typography needs some kind of border in order to make the font stand out more. The background is conventional to the grime and edgy element seen within many music videos.

However the advert needs a lot of changes before it could be made into the final piece.

As a group we all designed a magazine advert on paper, this came before any work was done on Photoshop. For the final magazine advert we decided to go with a combination of my work and Georgia. We felt these would include the most amount of elements from the indie genre which was needed in order to achieve the most marks. the positioning of Georgia's piece was more uniformed then mine, yet my idea of the brick wall was seen to be interesting and typical of the indie genre. The paper designs allowed us to look in depth at the image of our artist being created, and we chose myself and Georgia's images as they included the use of the guitar as iconography which is a strong convention of an indie artist and would make her more of a success if the article was seen in a magazine by our target audience. We took elements from all Ideas and I was given the task to design our final advert in order to appeal to the maximum amount of conventions. I was chosen as i had a higher level of skill on photoshop and had a wide range of of ideas that appealed to the indie music genre.

Combination of myself and Georgia's ideas.

FINAL MAGAZINE ADVERT  


I took my design and decided that I wanted to completely change the images yet still keep some basic concepts taken from the first draft. Conventions of the brick wall and the industrial location worked well and contrasted with our image of an attractive young female, therefore I wanted to show this even more so in the final magazine advert which my group decided to go with.

 

The advert I am extremely happy with, after investing a great amount of time editing and collecting various images I managed to put together something which I feel looks pretty professional and authentic of any small time indie artist. I also was happy with the chosen typography which appears big and bold, bright and also mysterious which is a typical convention of the indie genre. Adding in Georgia guitar also makes the image more of a success as the advert is able to appeal to the indie genre and the target audiences love for live music. Music reviews i feel also adds to the feel of the indie genre, which chosen indie magazines used to say positive comments about our artist which again will gain interest from our audience and also  make the artist more successful.

My previous experience with Photoshop meant I knew a substantial amount of techniques regarding layers and professional looking blending. I wanted to convey further to the indie music genre by making a piece that looks artistic, I achieved this by making the advert look bright and artistic which will give the piece more of an impact if it was displayed in a magazine or on a wall of the London Underground. I think the colours of the advert further appeal to the conventions of the indie music genre, dark colours appear in the corners, which makes the advert mysterious yet the pops of bright colours in the background also give the advert a fun feel and make the artist appeal to a more mainstream audience. I used images of newspaper and logos of indie vintage bands to also give the audience something more visually pleasing, and they may take from these images certain ideas about how Georgia may sound and become even more interested in her record and wish to check our other songs on her album 'Gypsy Nights'.

The large typography of Georgia Ray also makes the advert stand out more, with the ombre colours being very in fashion at the minute the writing appeals to a mainstream audience and is on first glance not necessarily typical of the indie genre. This will draw in other audiences and make her more of a success, as this typography becomes a signature piece that appears on her Digi pak. This was done because it allows the audience to build a better relationship between both artist and ancillary products.

Overall I am extremely pleased with everyone's efforts for our magazine advert, the final one was chosen as it conveyed most to the genre of indie and would give the maximum impact on our target audience. I think the fact we chose to link in signature fonts will also make our digi pak and Magazine advert relate more, and the indie conventions we followed will also get us more attention from a wide spectrum of the public.

Digi Pak Analyis

The purpose of a digi-pak is used for CDS and usually consists of a gatefold, the term usually describes all soft cd packaging. The digi-pak allows the artist to be represented in a certain way to appeal to the target audience. Each side of the digi-pak is personal to the artist and can contain a variety of things such as lyrics to the songs, pictures and also personal stories. Most digi-paks have a variety of both pictures and lyrics which are able to sell the artist to the audience and allow the audience to get better connected with the songs and the image of the artist. A digi-pak differs from a CD album as is usually contains more slides as it allows the audience to get to know the artist more. this is used by the artist not only because it allows the audience to grasp a better concept of their image, but also because the record company can charge more money for the digi-pak their for making the record label more money.

This digi pak comes from florence and the machine a well known modern indie artist who has frequenty been in the mainstream charts over the past few years and has established her self as a mainstream indie pop artist with a global fan base. This digi pak features dark and artistic pictures, a typical convention of a indie digi pak. The vintage style typography promotes the image of the artist as being indivual and different from the normal conventions of mainstream music. The choice of language with the album being called 'lungs' also sets apart the artist from being conventional to pop and makes her more of an idividual. This follows dyers theory of a star as the fact she is trying to be different shows that she is an extraordinary artist rather than an ordinary one. The design of the CD again appears very artistic and abstract which is conventional of an indie artist therefore promoting the artist as being different and indie.3 The photograph of hands ties in with the theme of beauty and body parts well, meaning the digi pak follows the rule of continuety, a convention seen in all digi paks in the music industry.

The digi pak is designed to help promote the music genre as its an extension of the artist and is able to appeal to the likes and interest of the target audience. Depending on music genre the artist in this case 'florence and the machine' is representing herself as an indie artist she is both artistic and dresses in dark colours in order to look unique and different which appeals to the target audience.

Magazine Advert Analysis

The purpose of a magazine advert or tour poster that features an artist is to advertise. This is shown through conveying the artist in a certain way in order to appeal to a large audience and raise peoples knowledge of there work as a musician and make people want to go and listen to them. These functions allow the artist to be promoted in order to produce revenue for their record label through adverts boosting record sales and in this particular advert the sale of gig tickets.

This adverts shows the artist promoting her 'apple tree tour' which was taking place following the release of her EP in 2012. The advert comes before the release of her most well known song 'stay out' which reached number 21 in the mainstream charts in february 2013. This is reflective in the tour poster as we can see the typography of the words NINA NESBITT in big bold lettering to highlight to a mainstream audience who she is, as they may not be able to recognise her face. The use of diverse iconography is evident in this poster as she is holding an apple this is typical of the indie music genre and makes the advert appear different and unique, this also ties in with the visual song links which according to media theorist Goodwin are key attributes of a successful musician. 

The typography also reflects her genre further advertising the price of the gig which is very low therefore encouraging people to go. The small venue also is typical for an underground artist and the fact she plays there shows she is yet to be globally successful and is still undiscovered by the mainstream world.

The typography further demonstrates an understanding of the artist and her music as the letter 'N' appears in a large fairy tale font, much like the start of her 'apple tree song' where the lyrics are 'once once upon a time...' these connotations relate from the lyrics to the visual of the poster hence the reason the lyrics of 'the apple tree' play a part in advertising the tour. The motif colour red has conations of being seductive and bold this also ties in with the artists red lipstick, this makes her appear different and unique with a rebellious attitude, this appeals to the target audience of 13 - 25 year olds with both the mainstream and indie audience with many wishing to copy her trends and see her as an icon.

This advert promotes the music genre further as it shows the indie nature of the artist through the diverse iconography and the passive facial expressions which show Nina to be mysterious and iconic, this is conventional of alternative music magazine articles where the artist is portrayed as artistic and the audience who read the magazine can see she cares deeply about her music and are intrigued by her individual style. The fact she is advertising a gig is again conventional of the indie genre as live performance is vital and a conventional way of engaging with indie music.

The tour poster shows nina at the top of the poster taking up around 40% of the advert, the name of the artist appears much larger therefore conveying that the general audience wont recognise her face as she is new on the scene. However the price makes her gig seem attractive and advertises the gig to her audience who the majority of which are students therefore wont be able to afford tickets to big tours of mainstream artists. The purpose of this is to then show new audiences in the field of mainstream music that Nina is a diverse artist and can appeal to a variety of genres therefore attract a bigger audience and making her more successful.

The next textual piece from a music artist I looked at was a article a tour poster that actually featured in the classic British indie music magazine NME The magazine featured a female indie artist similar to the style and works of Nina Nesbitt. Laura marling appears young and care free in this poster, with low key lighting and dark colours being conventional of alternative music and making her appear mysterious. This shows the target audience which consists of indie music lovers that as an artist she is just beginning and is a new face on the music industry, because of her bohemian image on the poster. Laura fills 75% of the page which promotes her as an ordinary artist, as she appears young and talented. She is also playing guitar which means she is serious amount her perfomance and that installs the audience that she is an indie artist as she is using a guitar as iconography. This is a very strong conventional of all indie artists such as the kings of leon, and the arctic monkies who all are pictured with guitars and other instruments in order to promote the idea of live music which an indie audience is interested in.

Laura shows her folk roots by playing her guitar whilst being pictured, this is very conventional of an alternative indie artist and attracts a folk audience as they will see her as a young new face who is talented at both singing and playing her instruments therefore will boost Laura's record sales as people become interested in her as an artist after seeing her picture in the poster as it advertises when she will next be playing. The typography is big and bold. This is placed in a key place which catches the eye of the reader as it appears in contrasting colours and as if it has been written in chalk. The writing is typical of the indie genre as it is artistic and simplistic yet also eye catching. The writing is both feminine and sophisticated which advertises the style of the artist, and also portrays her as a sexy female which is one of the conventions of Goodwin's theory regarding the appeal of an artist to the audience. The design of the poster advertises the artist to the audience by conveying her as fun and interesting with an intense passion for music. This shows she's fun and likes a laugh displaying her as an ordinary artist to her target audience. The article gives the artist a likeability factor meaning she appeals to the target audience of younger 13 to 22 year olds.

The advert promotes the music genre by displaying her with her instruments which makes her seem talented and typical of the indie genre. The audience are drawn in by this, and if they read into the article can see that she is a fun and lively character which means she can appeal to a wide genre of people including the mainstream who may want to research the artist based on her appearance and come and see her on a cheap low cost venue which is advertised on the poster. This could further appeal to students as with little money they could easily and go and see a small time indie artist as tickets too see large mainstream bands and artists at the 02 is expensive.

Planning Lighting and Colours

Lighting and colour within a music video is used to portray both the mood and feel of a music video. The changing colour can have connotations with hidden meanings, perhaps black and white to show a memory and also high key lighting to show a happy part of the video and low key lighting to express dark themes within the video.

Include still images to support your points

The lighting we will include will vary considerable and will not always follow conventions of mood. Whilst in the inner city at night we will use dark colours to show the reckless behavior of the teenagers smoking, and we will also shoot our artist and her boyfriend under blue light which will give of a cool edgy vibe typical of an indie video. During the day time high key lighting will express both happiness and arguments within the council estate. This is because it will show that during the day the turbulent relationship continues. In the bedroom scenes we will use low key lighting to show the intimacy between the couples and the tension  between the two people.

The blue colour connotes a cool and edgy atmosphere which will show the artist in a diverse environment in the inner city. This will be reflective of the indie genre and show the artist to be iconic and make her successful to the audience. The low key lighting with the glow of fairy lights and candles used in the bedroom scene shows passion and we will also edit more colours into the editing style to express the indie and pop vibe to the audience to make the video more interesting for the audience and highlight the diverse locations used in our videos. Low key lighting will further show the different outfits that will be indie and edgey therefore marketing our artist as different and showing her in a desirable and unique light.

The lighting and colour subverts genre, with the indie genre focusing on diverse iconography and heavily looking at the narrative of the video which we will show through high key and expressive colourful lighting aswell as low key moody light effects that will portray the raw emotion in the video, this is typical of the indie genre. The audience will be able to gain a deeper understanding of the song through our use of lighting showing the happy memories expressed throughout the video. This choice of lighting makes each specific scene stand out and make the video easier to understand for our target audience and engage them on different levels.

This relationship will continue to build as the audience will be able to see the diverse locations used including inner city areas and council estates around London. This will help with the understand of the narrative and show the artist in a realistic setting and make her and boyfriends relationship exciting and realistic. High key natural light will show this reality, with exciting and reckless behavior at night evoking emotion in the artist and fulfilling there request for a reckless and diverse figure.